Discuss on Exponential smoothing

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

 

naive approach

 

Question 11

When the SBU objective is to “harvest market share,” which of the following is not a primary sales task?

Question options:

  

Service the most profitable   accounts.

 

Eliminate unprofitable accounts.

 

Replace lost sales with new   accounts.

 

Reduce service levels.

 

Question 12

Which of the following is one of the steps in corporate strategy development?

Question options:

  

Developing a marketing mix to   serve a target market.

 

The development of an account   management strategy.

 

Developing a corporate strategy   for each of the SBUs.

 

Analyzing the corporate situation   to identify potential opportunities and threats.

 

Question 13

One definition of an SBU is

Question options:

  

a qualitative description of the   firm’s strategic orientation in relation to customers and markets, products   and services, geographic scope, and technology.

 

the method by which corporate   management implements, evaluates, and controls the corporate strategic plan.

 

the corporate growth orientation   of the firm.

 

a designated unit within a   corporation that’s operated like an individual business.

 

Question 14

The only promotional tool that consists of personal communication between seller and buyer is

Question options: