Marketing Test 4

Social news sites are useful for

promoting campaigns, creating conversations around related issues, and building website traffic.

A sales _____ is a written document or professional presentation that outlines how a company's product or service will meet or exceed the client's needs.

proposal

Irwin, a life insurance agent, strictly follows the sales cycle to sell life insurance policies to prospective buyers. After identifying the people who are most likely to buy life insurance, he proceeds to determine if they need insurance. He also checks if these people are willing to see him and are accessible. In this scenario, Irwin is

qualifying sales leads.

A _____ is a statement of a salesperson's sales goals, usually based on sales volume.

quota

Marketing managers can manage the reputation of their company by

responding to comments and criticism that appear on blogs and forums.

Which of the following is most likely to require personal selling?

A new type of medical imaging machine used in diagnosis

When recruiting a sales force, which of the following traits should sales managers look for in applicants?

A sense of urgency and competitiveness

Which of the following statements is true of sales force training?

A trainee works in inside sales for an extended period of time before being given an outside territory to cover.

Which of the following statements is a difference between advertising and personal selling?

Advertising can respond only to the questions and the objections that a copywriter thinks are important to customers, whereas salespeople can provide explanations to a prospect.

______ is a form of lead generation in which the salesperson approaches potential buyers without any prior knowledge of the prospects' needs or financial status.

Cold calling

Which of the following is a form of advertising that firms use when a product enters the growth phase of the product life cycle and other companies begin to enter the marketplace?

Competitive advertising

Which of the following is correct about sales force training?

Conducting job training in the field via a live sales call provides real world experience for a trainee.

Which of the following is a disadvantage of personal selling?

Continual sales force management and training are necessary.

Which of the following refers to an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand?

Cooperative advertising

_____ is an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand.

Cooperative advertising

Which of the following statements is true of a business-to-business sales environment?

Salespeople in a business-focused environment are required to travel more extensively than in a consumer-focused environment.

Which of the following refers to subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services?

Social commerce

Under which conditions would personal selling become more important than other forms of promotion?

- When the product is more complex. - When the value of the product grows.

In regards to the sales force structure, organizing by market or industry can:

- allow salespeople to become experts in their fields. - encourage collaboration with other departments in the company. - can improve customer service.

Disadvantages of relationship selling include:

- difficulty in assessing the salesperson's performance. - higher cost per presentation than other forms of promotion. - requires highly skilled and knowledgeable salespeople.

Which of the following refers to a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns?

Advertising response function

In order to help gauge the effectiveness of a social media effort, marketers can follow five steps. After identifying the key performance indicators (KPIs), the next step is:

Align your social media goals with your business objectives.

Which of the following statements is true of the interaction between customers and an organization?

Any touch point a customer has with the organization constitutes an interaction.

_____ is defined as the coordinated effort to handle the effects of unfavorable publicity, ensuring fast and accurate communication in times of emergency.

Crisis management

Which of the following indicates the ability to place oneself in someone else's shoes—which enables salespeople to understand the client?

Empathy

Laelle Inc., a company with a large employee base and offices in multiple cities, has an in-house medical care unit for its employees at each office location. Joe, a salesperson at AvaMed Pharmacy, has approached Laelle Inc. to offer AvaMed's services in supplying medicines to the medical care units. In this scenario, which of the following is a relevant aspect for Joe to consider while conducting a needs assessment for the prospect?

He should point out that many of the medicines stocked by the medical care units are not fully used before their expiry date.

Lowes would like to create a do-it-yourself blog that would feature articles, new products, and instructional videos. Videos would include easy projects, such as refinishing cabinets and replacing faucets, and more difficult projects, such as building and installing a closet organization system. Lowes has just decided they would like to reach women with the new blog. These women are likely stay-at-home mothers that watch HGTV and read home decorating blogs and have an interest in emulating projects they see on TV or even on social media sites like Pinterest. Lowes is likely at what stage of creating an effective social media plan?

Identifying the target audience

_____ is a photo sharing website.

Imgur

During which stage of the product life cycle, pioneering advertising is heavily used?

Introductory stage

Which of the following statements is correct about an advertising campaign?

It extends for a defined period of time.

Which of the following is a disadvantage of newspaper advertising?

It has a low pass-along rate.

Which of the following is true of a customer profile?

It helps in developing and proposing solutions.

Which of the following is an advantage of a brand maintaining a Facebook page?

It helps optimize search engine results.

Which of the following statements is true of customer relationship management (CRM)?

It involves developing relationships with customers through touch points and data mining.

Which of the following best defines a sales presentation?

It is a formal meeting in which a salesperson has the opportunity to deliver a sales proposal

Which of the following statements is true of cold calling?

It is a process in which the salesperson approaches potential buyers without any prior knowledge of the prospects' needs or financial status.

Which of the following is an advantage of personal selling over other forms of promotion?

It is considerably more effective in obtaining a sale and gaining a satisfied customer

Which of the following is correct about humorous advertising?

It is effective at shaping attitudes when consumers already have a positive image of an advertised brand.

In the context of social networks, which of the following statements is true of LinkedIn?

It is used primarily by professionals who wish to build their personal brands online.

Which of the following statements is true of the benefit of a product?

It is what consumers will achieve by using a product.

Which of the following statements is true of personal selling?

It provides a detailed explanation or demonstration of the product.

Identify the statement which is correct about lead qualification.

It refers to determining the recognized need, buying power, and receptivity and accessibility of a sales prospect.

Which of the following statements is true of relationship selling?

It results in loyal customers who purchase from the company time after time, often with an increased share-of-purchase.

_____ is a process by which customer information is centralized and shared in order to enhance the relationship between customers and an organization.

Knowledge management

Which of the following is an implication of social media for marketers?

Marketers must realize that they often do not control the content on social media sites.

Duke University submits a press release to The Herald Sun newspaper that Henry Gibson has been named Dean of the College of Business. This illustrates which duty of public relations departments?

Press relations

A popular use for barcode scanning apps is the reading and processing of

Quick Response (QR) codes that take a user to a specific site with content about products or services.

Which of the following refers to a sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships?

Relationship selling

Which of the following statements is a difference between relationship selling and personal selling?

Relationship selling focuses on building mutual trust between a buyer and a seller, whereas personal selling methods attempt to persuade the buyer to accept a point of view

_____ is the final step in the selling process, in which the salesperson ensures delivery schedules are met, goods or services perform as promised, and buyers' employees are properly trained to use the products.

Sales follow-up

Which of the following statements is an advantage of personal selling?

The sales message can be varied according to the interests of each prospective customer

In the context of advertising media, which of the following statements is true of infomercials?

They are the ideal way to present complicated messages to potential customers.

Which of the following statements best defines social news sites?

They are websites that allow users to decide which content is promoted on a given website by voting that content up or down.

Which of the following statements is true of loyalty programs?

They provide information about customers and shopping trends

Which of the following is a purpose of owned media?

To develop deeper relationships with customers

_____, also known as gadgets and badges, are software applications that run entirely within existing online platforms.

Web widgets

A(n) _____ identifies a reason for a person to buy a product.

advertising appeal

A(n) _____ identifies the specific communication task that a campaign should accomplish for a specified target audience during a specified period.

advertising objective

In the context of the effects of advertising on consumers, serious or dramatic advertisements

are effective at changing consumers' negative attitudes.

The sales environment:

changes constantly.

In 2014, fashion retailer, H&M, placed a full page advertisement in a newspaper in the Czech Republic detailing the withdrawl of a belt that had small pieces which could be a choking hazard. This is an example of:

crisis management.

Check My Work Bryan is active user on Yelp, leaving reviews and ratings of restaurants he visits. Bryan is likely a:

critic.

An internal management philosophy under which a company customizes its product and service offering based on data generated through interactions between customers and the company is termed _____.

customer-centric

Lewis, a salesperson at an automobile showroom, convinced one of his sales leads to buy the latest car in the showroom. Two weeks after the car was delivered to the buyer, Lewis calls the customer to check if he is satisfied with the car and his service. Upon hearing the satisfied reply, Lewis adds that he can be reached in case of any complaints in the future. In this case, Lewis is

following-up with his customer.

Marketers who want to leverage a social media campaign through paid, earned, and owned media

must maximize owned media by reaching out beyond their existing websites.

A purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other is called _____________.

personal selling

________ promotes the benefits of a specific good or service.

product advertising

In thinking about different types of sales promotions, winning a ______ depends on chance and participation or entry is free while a ______ requires some skill or ability to compete for prizes.

sweepstakes; contest

Although it is difficult to measure the ROI of a social media campaign, marketers can measure interest through

the number of "likes," fans, or followers.

In thinking about the six categories of social media users, joiners can be defined as:

those who maintain a social networking profile and visit other sites.

Personal selling becomes more important as the _____.

value of a product grows

A unique consequence of social media is the _____.

widespread shift from one-to-many communication to many-to-many communication

Which of the following statements is not true in regards to relationship selling?

Although it adds value, relationship selling is usually more expensive than having to prospect for and sell to new customers.

Sandra recently took up the role of a senior sales manager at Luxe, a clothing brand. She wants to ensure that the sales force working under her supervision meets the sales targets. In this case, which of the following must Sandra do?

Assign quotas to her team

_____ involves monitoring and leveraging customer interactions to sell a company's products and to increase customer service.

Campaign management

Which of the following statements is true of prospecting?

It is the identification of those firms and people most likely to buy a seller's offerings.