3 by creating something perceived industry wide as

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C) divest/liquidate market share.  3.  By creating something perceived industry wide as being unique, a company is employing the ___________  business unit strategy.  B) differentiation  4. 
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Both costs to serve the customer and commitment between buyer and seller are highest with this type of  relationship strategy.  D) Collaborative Relationship  5.  An example of one effect of integration of advertising and personal selling would be  D) advertising is used to generate sales leads, which are then turned over to the salesforce to close the sale.  6.  What is the major disadvantage of personal selling?  A) It costs a lot to reach each member of the audience.  7.  According to the text, which of the following is not one of the exchange processes occurring between a selling  firm and a buying firm?  B) empathy  8.  The ________ provides direction for strategy development and execution throughout the organization.  A) mission statement  9.  Which of the following statements relating to distributors is false?  D) Distributors should not be treated as customers.  10.  The basic purpose of defining strategic business units is to  A) divide the corporation into parts to facilitate strategic analysis and planning.  11.  Which of the following is a key decision area for marketing strategy?  D) marketing mix development.  12.  Personal-selling driven marketing communications strategies are most appropriate when 
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C) message flexibility is important.  13.  The concept buying center can be defined as  D) all individuals from a firm that participate in any particular buying decision.  14.  If the sales organization objective is to build sales volume and secure distribution outlets, then the  recommended compensation system is  B) salary plus incentive.  15.  Which of the following is one of the steps in corporate strategy development? E) Analyzing the corporate situation to identify potential opportunities and threats.  Select regrade mode  1.  The basic idea behind specialization is that  B) if individuals can concentrate on a limited number of activities, they can become experts on those tasks.  2.  When the firm has a simple product offering but customers have different needs a ____ salesforce is  recommended.  A) market specialized  3.  Cooper Tire and Rubber's use of separate salesforces for Cooper brands, Falls brands, and house brands of  tires is an example of  E) product specialization.  4.  ____ serves the needs of strategic customers with locations around the world.  E) Global account management  5. 
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A hybrid sales organization structure is 
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  • Spring '13
  • Everly,Stacy
  • Sales, Personal Selling, salespeople, sales organization, salesforce size

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