A bank that wants to be your partner from the time your children are born until they finish college is definitely trying to:
A. use a benefiting strategy.
B. engage in relationship marketing.
C. establish a long-term transactional marketing plan.
D. create short-term dyadic communication.
E. combine the roles of prospecting and map making.
Answer: B
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Marketing Chapter 22
- Which of the following qualitative measures is used to evaluate selling skills of the sales force?
- Identify the qualitative measure that is used to evaluate sales-related activities of the sales force.
- Qualitative measures used to evaluate sales personnel include:
- Which of the following quantitative measures could be used to evaluate the selling expenses of salespeople?
- Quantitative measures used to evaluate sales personnel include:
- Identify the evaluating criteria that considers aspects such as the use and dissemination of promotional brochures and correspondence with new and existing customers.
- A sales manager evaluates the salespeople on the basis of the number of accounts to whom presentations were made and the number of trial offers accepted. Which of the following criteria is used here by the sales manager to evaluate the salespeople?
- The ability of the sales force to feed back information regarding competitive programs and customer reactions contributes to the promotional program by fulfilling which evaluative criterion?
- Which of the following is the common term used to represent the online presentations that include a variety of purposes from conducting job training for employees to making presentations and providing in-depth product information to existing and potential customers?
- Communicating with buyers more often creates goodwill, improving customer satisfaction and loyalty. By doing this the telemarketing staff provides a _____ dimension.
- An organization wants to screen the leads and qualify potential buyers before the salespeople call on them. Which of the following actions is best suited to achieve this goal?
- Organizations use telemarketing to support personal selling. Telemarketing is an example of _____ marketing.
- Many companies have started using telemarketing to supplement personal selling. What is the major reason for this?
- An ad in a dental trade magazine for a new product to sterilize equipment asks anyone interested in more information about the product to request an information pamphlet. These names and addresses of those dentists who made the request for more information are then given to the product manufacturer's salespeople. This is an example of how _____ activities can be combined with personal selling.
- Which of the following is a major advantage of using advertising to assist personal selling?
- Personal selling is a more appropriate tool than advertising when the objective is to:
- By servicing an account and by cooperating and empathizing with clients, salespeople are engaging in _____ activities on behalf of their firm.
- Research has shown combining advertising with personal selling results in:
- When a new product is being introduced, and the seller needs to reach as many people in the target market as quickly and as cost effectively as possible, personal selling combined with _____ is likely to be most effective.
- Identify a situation where personal selling is more likely to be used than the other methods of sales communication.
- Studies conducted to examine the combination of advertising and personal selling efforts have shown:
- At which stage of the adoption hierarchy would personal selling likely be least useful?
- Personal selling often results in conflicts between sales force and management. Which of the following is the major reason for these conflicts?
- Marketer often use mass communications as an alternative of personal selling. What is the major reason for this?
- Personal selling may lead to potential ethical problems. What is the major reason for this?