MKTG 2500 FINAL EXAM QUESTIONS AND ANSWERS WITH
COMPLETE SOLUTIONS
The role of a company's salespeople in creating value for customers and building
customers relationships
An individual representing a company to customers by performing one or more of the
following activities: prospecting, communicating, selling, service, information gathering,
and relationship building.
The 6 major sales force management steps
1. Designing sales force strategy and structure
2. Recruiting and selecting salespeople
3. Training people
4. Compensating salespeople
5. Supervising salespeople
6. Evaluating salespeople
Define the personal selling process
Prospecting, pre-approach, approach, presentation, meeting objections, closing the
sale, the follow-up
Distinguish between the transaction-oriented marketing and relationship
marketing
, Transaction oriented marketing: business strategy that focuses on single "point of sale"
transaction. Relationship marketing: strategy designed to foster customer loyalty,
interaction and long-term engagement
Define direct marketing
Connecting directly with carefully targeted segments or individuals consumers, often on
a one-to-one, interactive basis
Benefits to customers due to direct marketing
Convenient, private, ready access to products and information, immediate and
interactive
Benefits to sellers due to direct marketing
Powerful tool for building customer relationships, target small groups or individuals,
tailor offers to individual needs, timed to reach prospect at the right moment, gives
access to buyers they could not reach through other channels, offers a low-cost,
efficient way to reach markets.
Major forms for direct marketing
Telephone marketing, direct mail marketing, catalog marketing, direct response TV,
kiosk marketing
Identify the major forces shaping the digital age
Digitalization and connectivity, brick and mortar, click and mortar
What is digitalization and connectivity
The flow of digital information requires connectivity: intranets, extranets, the internet
What is brick and mortar
Business model that has been highly successful
COMPLETE SOLUTIONS
The role of a company's salespeople in creating value for customers and building
customers relationships
An individual representing a company to customers by performing one or more of the
following activities: prospecting, communicating, selling, service, information gathering,
and relationship building.
The 6 major sales force management steps
1. Designing sales force strategy and structure
2. Recruiting and selecting salespeople
3. Training people
4. Compensating salespeople
5. Supervising salespeople
6. Evaluating salespeople
Define the personal selling process
Prospecting, pre-approach, approach, presentation, meeting objections, closing the
sale, the follow-up
Distinguish between the transaction-oriented marketing and relationship
marketing
, Transaction oriented marketing: business strategy that focuses on single "point of sale"
transaction. Relationship marketing: strategy designed to foster customer loyalty,
interaction and long-term engagement
Define direct marketing
Connecting directly with carefully targeted segments or individuals consumers, often on
a one-to-one, interactive basis
Benefits to customers due to direct marketing
Convenient, private, ready access to products and information, immediate and
interactive
Benefits to sellers due to direct marketing
Powerful tool for building customer relationships, target small groups or individuals,
tailor offers to individual needs, timed to reach prospect at the right moment, gives
access to buyers they could not reach through other channels, offers a low-cost,
efficient way to reach markets.
Major forms for direct marketing
Telephone marketing, direct mail marketing, catalog marketing, direct response TV,
kiosk marketing
Identify the major forces shaping the digital age
Digitalization and connectivity, brick and mortar, click and mortar
What is digitalization and connectivity
The flow of digital information requires connectivity: intranets, extranets, the internet
What is brick and mortar
Business model that has been highly successful
