A marketer wonders why salespeople no longer simply approach their prospects with the direct intention of making a sale. Instead, they spend time analyzing all the possible needs and desires of the prospects. The marketer realizes that, today, salespeople are expected to:
a. be problem solvers who work in partnership with customers.
b. be technical experts with experience in database management and analysis.
c. take orders only after confirming the appropriateness of each sale.
d. understand the operations and output of several departments.
Question 2You are owner of a 15-person advertising agency in a major market. You've been invited to pitch the Girl Powerz account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise. If you land the account, it will be your biggest revenue producer by far. You'll be able to staff up, move to a nicer space, and buy some decent office furniture. It also will put you, personally, in a position to make a ton of money by selling out to a larger agency some day. Considering the importance of the pitch to Girl Powerz execs, you have decided to spearhead the pitch yourself. One of the main tasks will be to work with the marketing director at Girl Powerz to determine exactly what she wants from its new advertising campaign. Which elements identify the specific goals that you will ask her
to provide in concrete terms?
a. strategies
b. tactics
c. objectives
d. executions
Question 3Verdure Systems, an electronics company, sells a finance and payroll application to a corporate buyer. In addition
to the software; Verdure offers to install the hardware required to run, install, and maintain the software. It will also train the employees on the usage of the software, and provide engineers to fix any problem that may arise in the software. In this way, Verdure manages to eliminate the buyer's worries related to the software package. In this scenario, Verdure is involved in .
a. system selling
b. frequency marketing
c. cross selling
d. CPO marketing
Question 4You are owner of a 15-person advertising agency in a major market. You've been invited to pitch the Girl Powerz account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise. If you land the account, it will be your biggest revenue producer by far. You'll be able to staff up, move to a nicer space, and buy some decent office furniture. It also will put you, personally, in a position to make a ton of money by selling out to a larger agency some day. Considering the importance of the pitch to Girl Powerz execs, you have decided to spearhead the pitch yourself. You announce that you will write the part of the ad plan that contains the crucial information that Girl
Powerz execs need to know, even if they remember nothing else. This means you will write the section.
a. situation analysis
b. execution
c. strategy
d. executive summary
Question 5Which of the following is the least complex form of personal selling?
a. Creative selling
b. System selling
c. Missionary services
d. Order taking
Question 6Like many companies today, a young but growing electronics retailer knows it needs help. If it is like most clients, in what two areas does it need the most help from an ad agency?
a. Creating value for the product, and setting objectives
b. Integrating the brand within the media, and generating new ideas
c. Defining the product, and creating brand awareness
d. Creating the budget, and writing the copy
Question 7Personal selling is:
a. the process of face-to-face communication and persuasion.
b. virtually, the only way to close the deal.
c. easier to conduct than any other marketing function.
d. the most controversial form of direct marketing.
Question 8Regarding the relationship between the client and agency, things will go most smoothly and efficiently when
a. you see them as equal forces with equal power and responsibility.
b. you can identify two distinct entities with clearly defined roles and tasks.
c. you can tell that the agency does everything the client wants without question.
d. you can't tell where the work of one ends and the other begins.
Quick Reply
