Exam 19: Managing Personal Communications: Direct Marketing and Personal Selling

One team of viral marketing experts caution that although influencers or ________ start trends, they are often too introspective and socially alienated to spread them.

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(Multiple Choice)

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Question 1

Correct Answer:

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Most direct marketers apply the RFM formula to select customers. Explain this formula and how it is used to select customers.

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(Essay)

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Question 2

Correct Answer:

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Most direct marketers apply the RFM (recency, frequency, monetary amount) formula to select customers according to how much time has passed since their last purchase, how many times they have purchased, and how much they have spent since becoming a customer. Suppose a company is offering leather jackets. It might make this offer to the most attractive customers, those who made their last purchase between 30 and 60 days ago, who make three to six purchases a year, and who have spent at least $100 since becoming customers. Points are established for varying RFM levels; the more points, the more attractive the customer.

Jackson, the sales representative of a Korean manufacturer of commercial heavy duty washing machines, calls on the hotels in Asia. During a sales call, he asks the housekeeping manager of a hotel "How many bed sheets do you wash in a day, on an average?" This question can be classified as a(n) ________ question.

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(Multiple Choice)

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Question 3

Correct Answer:

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In developed Asian markets such as Hong Kong, Japan, Singapore, and South Korea, ____________ is fast becoming a central component of customer experiences.

(Multiple Choice)

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Question 4

________ is another form of word of mouth that encourages consumers to pass along company-developed products and services or audio, video, or written information to others online.

(Multiple Choice)

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Question 5

Most industrial companies rely heavily on Internet selling and buzz marketing to promote their products.

(True/False)

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Question 6

In which of the following stages of personal selling does a salesperson tell the product story to the buyer?

(Multiple Choice)

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Question 7

You are searching for the details of a refrigerator in Google. When you perform the search, advertisements by home appliance manufacturers appear above the organic search results displayed by Google. These advertisements link you to the online appliance store of the companies. Which of the following terms refer to these advertisements?

(Multiple Choice)

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Question 8

Demand creators are not permitted to take an order but expected rather to build goodwill or educate the actual or potential user.

(True/False)

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Question 9

Podcasts are ________.

(Multiple Choice)

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Question 10

When you search Google for keywords such as "insurance," you observe highlighted results in a different color and format, above the search results. What are these results? Do they bring revenue to Google?

(Essay)

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Question 11

You work as a sales representative in a company that manufactures surgical equipment. Before calling on an important prospect, you decide to search the Internet and find out details about him. What step in the selling process is being carried out here? What is the importance of this step?

(Essay)

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Question 12

Which of the following is the world's biggest social network?

(Multiple Choice)

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Question 13

Paid search refers to the practice of charging Internet users a small premium for obtaining individualized search results.

(True/False)

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Question 14

Market demassification has resulted in ________.

(Multiple Choice)

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Question 15

A company's best prospects are customers who have never bought its products.

(True/False)

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Question 16

Fixed compensation receives more emphasis in sales rep jobs with ________.

(Multiple Choice)

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Question 17

Buzz marketing is most useful for products that are unconventional and unique.

(True/False)

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Question 18

In ________, marketers bid in a continuous auction on search terms that serve as a proxy for the consumer's product or consumption interests.

(Multiple Choice)

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Question 19

Identify the first step in the workload approach to establish sales force size.

(Multiple Choice)

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Question 20

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One team of viral marketing experts caution that although influencers or ________ start trends, they are often too introspective and socially alienated to spread them.

Most direct marketers apply the RFM formula to select customers. Explain this formula and how it is used to select customers.

In developed Asian markets such as Hong Kong, Japan, Singapore, and South Korea, ____________ is fast becoming a central component of customer experiences.

________ is another form of word of mouth that encourages consumers to pass along company-developed products and services or audio, video, or written information to others online.

Most industrial companies rely heavily on Internet selling and buzz marketing to promote their products.

In which of the following stages of personal selling does a salesperson tell the product story to the buyer?

Demand creators are not permitted to take an order but expected rather to build goodwill or educate the actual or potential user.

Podcasts are ________.

When you search Google for keywords such as "insurance," you observe highlighted results in a different color and format, above the search results. What are these results? Do they bring revenue to Google?

You work as a sales representative in a company that manufactures surgical equipment. Before calling on an important prospect, you decide to search the Internet and find out details about him. What step in the selling process is being carried out here? What is the importance of this step?

Which of the following is the world's biggest social network?

Paid search refers to the practice of charging Internet users a small premium for obtaining individualized search results.

Market demassification has resulted in ________.

A company's best prospects are customers who have never bought its products.

Fixed compensation receives more emphasis in sales rep jobs with ________.

Buzz marketing is most useful for products that are unconventional and unique.

In ________, marketers bid in a continuous auction on search terms that serve as a proxy for the consumer's product or consumption interests.

Identify the first step in the workload approach to establish sales force size.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization for the Long Run

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