Marketing control is a process whereby management generates information on performance, such as efficient allocation of marketing effort.
Indicate whether the statement is true or false
Question 2The allocation of responsibility to self and other people, or even chance, is called:
A) satisfaction.
B) predictability.
C) control.
D) expected script.
E) attribution.
Question 3Which sales force compensation system is best suited to situations where salespeople are responsible for pre- and post-sale service and sales managers want maximum control over selling expenses?
A) straight commission
B) a combination approach
C) direct compensation
D) geographic allocation
E) straight salary
Question 4Harry is a salesperson for Luxa, a car company. During sales dialogues with potential customers, Harry usually talks about Luxa being a premium car company that is extremely popular among the wealthiest people in the world. Harry does this to:
A) appeal to his customers' emotional buying motives.
B) appeal to his customers' rational buying motives.
C) state the benefits of buying a Luxa car.
D) get another appointment from his customers.
E) state his sales agenda to the customers.
Question 5The Balanced Scorecard measures performance from a learning and growth perspective.
Indicate whether the statement is true or false
Question 6All of the following are true regarding technology except:
A) technology imposes tighter scripts on consumers.
B) machines programmed with if-then branches to provide variations in the script are often regarded as tedious and boring by customers.
C) machines can be empowered.
D) the introduction of information technology to enhance service operations has produced mixed results.
E) none of these are exceptions.
Question 7In today's economy, personal selling has evolved to take on elements of customer service and marketing research. Why is this the case?
A) It is less expensive to deliver service and conduct research with the sales staff.
B) It is more time efficient because salespeople are already interacting with customers.
C) Personal selling focuses more on developing customer relationships than on generating transactions.
D) It allows salespeople to earn higher commissions for doing more work.
E) Personal selling has become the most important element of the promotional mix.
Question 8Natalie's customers are small business owners who are just starting out and are usually interested in products that help their companies save money. According to the purchase decision process, these prospects are driven primarily by:
A) abstract buying motives.
B) rational buying motives.
C) emotional buying motives.
D) the benefits provided by the product.
E) a combination of rational and emotional buying motives.
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