chapter 10 sb
______ is the process of selling a business' products and services.
Personal selling
Market penetration is a strategy whose goal is growth, based on
selling more of a firm's product or service to the existing customer base.
An impression is when
someone notices a promotional effort.
Which of the following is part of the personal selling formula for generating interest in a product or service? (Check all that apply.)
Prospect and evaluate Follow-up Close Present Prepare
Which of the following components are included in a firm's media content strategy plan? (Check all that apply.)
Publishing procedures Key performance indicators
A ______ name is the specific name of an Internet site, consisting of a name followed by .com, .net, or a similar code.
domain
Words or multiword phrases (without spaces) preceded by a "#" sign that are associated with an idea, person, product, service, brand, firm, event, or the like are called
hashtags
A(n) ______ rate is how many prospects or leads a sales person needs to approach in order to make one sale.
hit
______ is the major way most businesses convey their message to potential customers.
Advertising
When someone notices a promotional effort it is called a(n) ______.
impression
A company's __ ___ is the number of prospects or leads who needs to approach in order to make one sale.
Blank 1: hit or conversion Blank 2: rate
An online service that captures and displays the feeds from a firm's social media sites and makes it easy to post across multiple sites, schedule posts on different sites, and help the firm see social media statistics is called a(n)
Blank 1: social Blank 2: media Blank 3: management Blank 4: platform
A group of people in the same industry who band together to gather and share information and present and represent the industry to the public and government form a(n)
Blank 1: trade or professional Blank 2: association
Online sites where a firm's customers can post their opinions, rating, and experiences about the firm's products or services for others to see are called
Blank 1: user Blank 2: review Blank 3: sites
In the context of customer relationship management, match the types of reports generated during data analysis (in the left column) with their descriptions (in the left column).
Customer vector reports- Classify information by customer or customer groups based on purchases or dates of purchase Sales process reports- Summarize data based on the position of customers in a sales process Sales outcome reports- Sum up issues around actual sales
True or false: A firm's owner should avoid paying customers, friends, or family members to keep an eye on various social media platforms for the firm's services and alert him or her when action is needed.
False
Which of the following are advantages of being part of a trade association? (Check all that apply.)
It helps firms learn about the current and best practices in their own fields. It helps provide access to a network of shared interests and knowledge to firms
Which of the following statements about advertising are correct? (Check all that apply.)
It is the presentation of a company's image, products, and services to potential customers and the general public. It can be done through print outlets or electronically via mass media or the Internet. Advertising can be free or paid.
______ is a strategy whose goal is growth, based on selling more of a firm's product or service to a existing customer base.
Market penetration
Which of the following are true of succinct messages? (Check all that apply.)
The words used should be memorable. They should use few words.
In the context of customer relationship management, which of the following are ways in which reports generated during data analysis help firms? (Check all that apply.)
They help firms in deciding how to operate critical aspects of their marketing efforts. They help firms track and identify products of low quality based on customer satisfaction.
Which of the following statements regarding domains are correct? (Check all that apply.)
Using a company's domain as its email is professional. Many companies are able to use their name as their domain name
Which of the following statements about viral marketing are correct? (Check all that apply.)
Viral marketing works because hearing about a great product from a friend or other trusted individual adds creditability. It relies on customers telling their friends about a service or product of a business.
The overlap between owned media and shared media in the PESO model is an important part of the media strategy of any small business because _____.
it is where the business has its own brand page on different social media platforms
A document that details the specifics of a firm's marketing efforts including its goals, target audiences, distribution channels, and analytics across all the different types of marketing efforts the firm will attempt is called a ______ strategy plan.
media content
Sponsorship is
paying for a local organization's needs in exchange for recognition.
Customer ______ are the techniques that focus on efforts to promote satisfaction with and interest in a firm.
retention
Paying for a local organization's needs in exchange for recognition is called ______.
sponsorship
A ______ message is the key point in as few and as memorable words as possible.
succinct
True or false: Organizational identity starts with the names of a business, product, or service, and these days often includes characters, slogans, logos, symbols, hashtags, uniforms, and packaging.
true
______ marketing is any electronic equivalent of word-of-mouth advertising, in which the advertiser's message spreads quickly and widely via email, website, blogs, and other online tools.
viral
Which of the following statements about customer retention are correct? (Check all that apply.)
It focuses maximizing satisfying customers after the sale. It is the name for the general approach for keeping customers. The three elements to CR are: handling problems after the sale, customer relationship management, and growing customer sales.
