Name the three advantages that personal selling has over other forms of marketing communications, and explain why they are advantages.
What will be an ideal response?
1. Immediate feedback to the customer. Customers don't want to wait for information. They demand accurate information quickly, putting pressure on companies for immediate, personal communication with a salesperson or customer service representative.
2. Ability to tailor the message to the customer. No other marketing communication method does a better job of creating personal, unique customer messages in real time. Salespeople generate distinctive sales messages that directly address customer problems and concerns.
3. Enhance the personal relationship between company and customer. Salespeople and the personal selling function are the single most effective approach for establishing and enhancing the personal relationship between company and customer. In particular, business-to-business (B2B) customers appreciate the efficiency of the Internet and other communication tools but expect a personal relationship with their suppliers. There is no substitute for a salesperson working with the customer one-on-one to solve problems.
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A polycentric manager believes that
A. organizations should maximize the number of managers from different countries in foreign operations. B. her country and culture are superior. C. managers in foreign countries should follow corporate procedures. D. native managers in foreign offices best understand native personnel and practices. E. managers in foreign countries should use whatever techniques are most effective.
For price discrimination to work ________
A) the market must be segmentable and the segments must show similar intensities of demand B) members in the lower-price segment must be able to resell the product to the higher-price segment C) competitors must be able to undersell the firm in the higher-price segment D) the practice must not breed customer resentment and ill will E) the extra revenue derived from price discrimination must not exceed the cost of segmenting and policing the market
The early research on LMX theory was called ______.
A. group classification theory B. vertical dyad linkage theory C. didactic linkage theory D. horizontal dyad linkage theory
A company's core cost advantages translate directly to an edge over its competitors based on much more flexibility in its ________ as well as its ability to translate some of the cost savings to the bottom line.
A. cost leadership B. service C. quality D. pricing strategies E. value ratio