How can the effectiveness of personal selling and the sales force be evaluated? What are some of the issues that must be considered?
Question 2The EDGAROnline case history showed that:
a. it is not possible to increase the number of leads generated.
b. a lead scoring system can increase the number of leads correctly classified.
c. it is unlikely that the number of leads closed can be increased.
Question 3Interactive advertising is defined as encompassing all media that enable the user (who no longer is a receiver in the traditional, passive model of communication) to control the amount or rate of information that she or he wishes to acquire from a commercial message.
Indicate whether the statement is true or false
Question 4Which of the following items is associated with administrative control?
a. Cost
b. Speed
c. Directing the inquiry to the designated respondent
d. Interviewer bias
e. Both a and b are correct.
Question 5Discuss the advantages and disadvantages of measuring Internet advertising and promotion based on: (1) hits; (2) click-through; (3) page views; (4) visits; and (5) unique visitors. How does log analysis software help?
Question 6Which is part of a lead distribution process?
a. Passing on sales-ready leads to the sales force
b. Discarding leads that are not sales ready
c. Continuing to contact leads that do not meet qualifying criteria
Question 7The idea of reciprocity generally defines the nature of interactive media.
Indicate whether the statement is true or false
Question 8Which method of obtaining a response is best for questions that may need explaining or when respondents need to explain their answers?
a. Inbound surveys
b. Mail surveys
c. Personal interviews
d. Online surveys
e. All of these statements are true.
Question 9Define recognition and recall testing. Explain why recognition tests, as opposed to recall tests, usually produce a higher percentage of positive answers. What are the problems associated with each type of test?
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