MKTG 2500 FINAL EXAM
QUESTIONS WITH COMPLETE
ANSWERS
Benefits to sellers due to direct marketing - ANSWER-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 - ANSWER-Telephone marketing, direct mail
marketing, catalog marketing, direct response TV, kiosk marketing
Identify the major forces shaping the digital age - ANSWER-Digitalization and
connectivity, brick and mortar, click and mortar
What is digitalization and connectivity - ANSWER-The flow of digital information
requires connectivity: intranets, extranets, the internet
What is brick and mortar - ANSWER-Business model that has been highly
successful
What is click and mortar - ANSWER-Firm often face disintermediation from click only
competitors
How companies have responded to the internet with e-business strategies -
ANSWER-Uses electronic means and platforms to conduct business
Describe the four major e-commerce domains - ANSWER-B2C: business to
consumer
B2B: business to business
C2C: consumer to consumer
C2B: consumer to business
B2C - ANSWER-Business to consumer: Online consumers
B2B - ANSWER-Business to business: open trading networks, privates trading
networks
C2C - ANSWER-Consumer to consumer: websites help consumers exchange goods
or information, auction sites facilitate the exchange process, newsgroups/forums
, C2B - ANSWER-Consumer to business: Allow consumers to search out sellers,
learn about offers, initiate purchase, or dictate purchase terms, some sites facilitate
the feedback process between customers and companies
How companies use e-commerce to profitably deliver greater value to customers -
ANSWER-Facilities the sale of products and services by electronic means
The challenge that e-commerce presents for the future - ANSWER-The promise: a
few click-only companies may succeed, most companies will integrate online
marketing into the overall marketing mix, rather than treat it as separate component
Identify the three major forms of international marketing organizations - ANSWER-
Export department, international division, global organization
Personal selling - ANSWER-Personal customer interactions by the firms sales force
for the purpose of engaging customers, making sales, and building customer
relationships
Salesperson - ANSWER-An individual who represents a company to customers by
performing one or more of the following activities: prospecting, communicating,
selling, servicing, information gathering, and relationship building
Sales force management - ANSWER-Analyzing, planning, implementing, and rate of
return on investment
Territorial sales force structure - ANSWER-A sales force organization that assigns
each salesperson to an exclusive geographic territory in which the salesperson sells
the company's full line
Product sales force structure - ANSWER-A sales force organization in which
salespeople specialize in selling only a portion of the company products or lines
Customer sales force structure - ANSWER-A sales force organization in which
salespeople specialize in selling only to certain customers or industries
Outside sales force - ANSWER-Salespeople who travel to call on customers in the
field
Inside sales force - ANSWER-Salespeople who conduct business from their offices
via telephone, online and social media interactions, or visits from buyers
Team selling - ANSWER-Using teams of people from sales, marketing, engineering,
finance, technical support, and even upper management to service large, complex
accounts
Sales quotas - ANSWER-A standard that states the amount a salesperson should
sell and how sales should be divided among the company's products
Social selling - ANSWER-Using online, mobile, and social media to engage
customers, build stronger customer relationships, and augment sales performance
QUESTIONS WITH COMPLETE
ANSWERS
Benefits to sellers due to direct marketing - ANSWER-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 - ANSWER-Telephone marketing, direct mail
marketing, catalog marketing, direct response TV, kiosk marketing
Identify the major forces shaping the digital age - ANSWER-Digitalization and
connectivity, brick and mortar, click and mortar
What is digitalization and connectivity - ANSWER-The flow of digital information
requires connectivity: intranets, extranets, the internet
What is brick and mortar - ANSWER-Business model that has been highly
successful
What is click and mortar - ANSWER-Firm often face disintermediation from click only
competitors
How companies have responded to the internet with e-business strategies -
ANSWER-Uses electronic means and platforms to conduct business
Describe the four major e-commerce domains - ANSWER-B2C: business to
consumer
B2B: business to business
C2C: consumer to consumer
C2B: consumer to business
B2C - ANSWER-Business to consumer: Online consumers
B2B - ANSWER-Business to business: open trading networks, privates trading
networks
C2C - ANSWER-Consumer to consumer: websites help consumers exchange goods
or information, auction sites facilitate the exchange process, newsgroups/forums
, C2B - ANSWER-Consumer to business: Allow consumers to search out sellers,
learn about offers, initiate purchase, or dictate purchase terms, some sites facilitate
the feedback process between customers and companies
How companies use e-commerce to profitably deliver greater value to customers -
ANSWER-Facilities the sale of products and services by electronic means
The challenge that e-commerce presents for the future - ANSWER-The promise: a
few click-only companies may succeed, most companies will integrate online
marketing into the overall marketing mix, rather than treat it as separate component
Identify the three major forms of international marketing organizations - ANSWER-
Export department, international division, global organization
Personal selling - ANSWER-Personal customer interactions by the firms sales force
for the purpose of engaging customers, making sales, and building customer
relationships
Salesperson - ANSWER-An individual who represents a company to customers by
performing one or more of the following activities: prospecting, communicating,
selling, servicing, information gathering, and relationship building
Sales force management - ANSWER-Analyzing, planning, implementing, and rate of
return on investment
Territorial sales force structure - ANSWER-A sales force organization that assigns
each salesperson to an exclusive geographic territory in which the salesperson sells
the company's full line
Product sales force structure - ANSWER-A sales force organization in which
salespeople specialize in selling only a portion of the company products or lines
Customer sales force structure - ANSWER-A sales force organization in which
salespeople specialize in selling only to certain customers or industries
Outside sales force - ANSWER-Salespeople who travel to call on customers in the
field
Inside sales force - ANSWER-Salespeople who conduct business from their offices
via telephone, online and social media interactions, or visits from buyers
Team selling - ANSWER-Using teams of people from sales, marketing, engineering,
finance, technical support, and even upper management to service large, complex
accounts
Sales quotas - ANSWER-A standard that states the amount a salesperson should
sell and how sales should be divided among the company's products
Social selling - ANSWER-Using online, mobile, and social media to engage
customers, build stronger customer relationships, and augment sales performance
