Question # 1

Sales force compensation should direct the sales force toward activities that are consistent with ___________ .

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overall company strategies

overall marketing objectives

overall company objectives

overall department objectives

all of the above

Which one is the best description of "channel conflict"?

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There would be too many customers on a company's site at one time

If a company sells its products or services online,it would be competing with its offline retailers

It would be had to find its business online

The online description of a product would not be convincing enough to close a sale

To handle objections successfully. a salesperson should use a positive approach, seek out hidden objections, ask the buyer to clarify any objections, take objections as opportunities to provide more information, and __________ .

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turn the objections into humor

seek to minimize or play down the objections

compliment the buyer for bringing the objections up

turn the objections into reasons for buying E. A and C

It is typical for top management to give the product development team general strategic directions but no ________ or __________ .

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clear-cut product idea; resource limitation

clear-cut product idea: work plan

work plan; budget

freedom limitation; budget restraints

Tommy Baker is in charge of customer relationship management for American Pie Nostalgia. As a result of his effort in this area, his firm enjoys all of the following except ________ .

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providing higher levels of customer service

developing deeper customer relationships

creating offers tailored to specific customer requirements

understanding competition better

Which of the following is not a disadvantage of a product sales force structure?

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Extra selling costs involved with multiple sales visits from separate divisions

Attention given to individual products

Salespeople may wait to see the same customer's purchasing agents

Increase customer delivery time

When amusement parks and movie theaters charge admission plus fees for food and other attractions, they are following a (n) _______ pricing strategy.

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by-product

optional-product

captive-product

skimming

In the BCG approach, ______________ are high-share, high-growth business or products. They need heavy investment to finance rapid growth. When their growth slows down, they turn into ___________.

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cash cows; stars

question marks; dogs

stars; question marks

stars; cash cows

At first, what did the established brick-and-mortar firms do when the click-only firms began doing business?

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They dragged their feet, hoping the click-only firms would falter

They joined in right away, realizing it was a good thing

They completely ignored click-only firms

They reexamined how they served their markets

With target costing, marketers will first ________ and then _______ .

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build the marketing mix; identify the target market

identify the target market; build the marketing mix

design the product; determine its cost

determine a selling price; target costs to ensure that the price is met

Ad man Rosser Reeves believes that firms should develop a USP for each brand and stick to it. What does USP stand?

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Unique selling product

Unique services practice

Unique sales pitch

Unique selling proposition

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