Question 1
This forecasting method allows for voicing of unusual opinions and anonymous mind changing.
Question options:
Delphi method
Salesforce composite
Exponential smoothing
Moving averages
Question 2
For most marketing communications strategies, the main communication tools are
Question options:
sales promotion or advertising.
publicity or public relations.
personal selling or sales promotion.
advertising or personal selling.
Question 3
Sales and marketing often focus on different activities. Which of the following is not one of the activities on which sales focuses?
Question options:
Distributor management
Account management
Merchandising
Product positioning
Question 4
Personal selling, advertising, sales promotion, and publicity comprise what’s referred to as
Question options:
marketing strategy.
selling strategy.
marketing mix strategy.
marketing communications strategy.
Question 5
This forecasting method is well suited to situations in which sales forecasts are needed for a large number of products.
Question options:
Delphi method
Salesforce composite
Exponential smoothing
Moving averages
Question 6
The _______ provides direction for strategy development and execution throughout the organization.
Question options:
mission statement
strategy statement
corporate plan
business unit portfolio
Question 7
Every forecast should be defined in terms of
Question options:
geographic area, salesperson, and estimated accuracy.
territory, product level, and sales volume.
sales volume, salesperson, and estimated accuracy.
geographic area, product level, and time period.
Question 8
If the sales organization objective is to reduce selling costs and target profitable accounts, then the SBU objective is likely to be
Question options:
hold market share.
build market share.
develop market share.
harvest market share..
Question 9
The importance of developing a partnership with distributors has been emphasized in the text. Which of the following situations would strengthen this relationship?
Question options:
Commissions on sales to direct salespeople are lowered for sales made jointly with distributors.
Direct salespeople call on the most profitable accounts and ask the distributor’s salesforce to handle all other accounts.
The manufacturer provides its distributors with market information to help them succeed.
When new models for equipment are available, ask the distributors to take care of selling out the old models and allow the company’s salesforce to begin offering the new model.
Question 10
The _______ consists of different methods for developing sales forecasts for individual accounts.
Question options:
bottom-up approach
salesforce composite method
top-down approach
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