test 5 final
Which of the following is a form of direct response advertising? "Order now for free shipping!""No commitment required.""Equal quality at less the cost.""Physician recommended.""Satisfaction Guaranteed!"
"Order now for free shipping!""
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20
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21
A benefit of social media advertising is that
A benefit of social media advertising is that
Which of the following is true of customer relationship management (CRM)?
A company initiates the CRM process by gathering data from various touch points.
Mariela is a representative for Greenleaf Office Supplies. She is early in her presentation and in the middle of explaining the advantages and benefits of her company's product line to the audience of prospective customers, one interjects with a complaint about the pricing plan. What should the Mariela do next?
Acknowledge the customer's concern and briefly address it before moving on.
Which of the following accurately defines advertising?
Advertising is nonpersonal promotional communication about goods, services, or ideas that is paid for by the firm identified in the communication.
Which of the following scenarios is the most accurate depiction of a personal-selling environment?
Arnon is a motivated salesperson who, on top of the varied activities of his job, is also juggling school and a family. Arnon is grateful for his fixed and variable pay, as well as for his flexible schedule, which allows him to maintain a work-life balance.
Trade sales promotions are promotion tools directed to _______ firms.
B2B
What is the rationale behind a company targeting fewer customers with whom to do business?
By weeding out unprofitable customers, efforts can be focused on loyal and profitable customers.
Which of the following statements about defining sales goals is true?
Defining sales goals is critical to establishing the basis of firm planning.
Which of the following statements accurately depicts direct marketing, as defined by the American Marketing Association?
Direct marketing is the total number of activities a seller engages in to encourage the exchange of goods and services with the buyer.
Harlan is a marketing manager at Everyday Wear. He has selected advertising, sales promotion, and personal selling for his promotional mix elements. Which of the following explains why Harlan has selected different promotional mix elements?
Each element exerts influence on different segments of the target market.
This agency was created to enforce truth-in-advertising laws for all forms of media.
FTC
Which of the following illustrates a form of direct response advertising?
Hurry while supplies last! There are only 5 items left."
Without Labels, a new thrift clothing retailer, has recently launched a campaign centered around sustainability. The campaign uses social media, print media, and billboards in the local area to encourage customers to come to the shop or to go online to donate gently used clothes and trade them in for equally gently used replacements. Which strategy does Without Labels use to communicate its message to potential customers?
IMC
Which of the following statements about sales promotions is true?
If successful, sales promotions have the potential to build short-term excitement and long-term customer relationships simultaneously.
Which of the following describes one of the major disadvantages of publicity?
Organizations have less control over how information is presented.
Which of the following statements about personal selling is false?
Personal selling is effective for every product and service.
Responding to negative comments on the company's social media sites within one day is one of the objectives of a company's social media campaign. Which of the following is one way for a company to meet this objective?
Provide employees guidelines as to what they can and can't post on behalf of the company.
Which of the following allows for the settlement of disagreements in business without having to include government resources?
SELF REGULATION
Luna has come out with a new protein bar that it wants to market as a "tastier" alternative to other protein bars. What is the proper order of steps Luna should follow in developing its social media campaign?
Set a goal, select the correct combination of social media platforms, create marketing content, and monitor the campaign.
Which of the following about social media marketing is true?
Social media marketing utilizes online social networks to communicate product messages.
Which of the following conclusions can a company arrive at based on the evaluation of its customer equity?
The company's profits have increased with its increase in share of customer.
Which of the following instances represents an increase in a company's share of customer?
There is an increase in the number of goods or services purchased by a consumer.
At this step of the CRM process, firms develop the ability to customize their activities to target specific customers.
Utilize analysis to build customer relationships.
Which of the following statements about paid advertising and nonpersonal advertising is true?
With paid advertising, marketers have the advantage of controlling the message that gets presented to the public; that message is transmitted to a large number of individuals through nonpersonal advertising.
CRM technologies enable firms to develop tactics for building long-term, mutually beneficial relationships with the customer in all of the following ways except
adopt a broad approach, focusing on the needs of the entire market.
Nonpersonal promotional communication about goods, services, or ideas that is paid for by the firm identified in the communication is referred to as
ads
quiz 21
ads and sales promotion
Which of the following group of elements represents the basic elements of the promotional mix?
advertising, sales promotion, public relations, and personal selling
What is a major advantage of publicity as a promotion mix tool?
allows firm to comm w customers at low cost
The personal-selling environment is attractive to job seekers because it offers
an engaging atmosphere, autonomy, earning potential, and job availability.
Amazon.com generates these as a tool for sharing with its stakeholders what it has achieved over the past year.
annual reports
In the context of closing a sale during the personal selling process, assumptive close is a closing strategy where a salesperson
asks a question and understands whether a customer wants to make a purchase based on his answer.
The five categories of online purchasing behavior are
bargain hunting, product-focused shopping, browsing, researching, and one-time shopping.
When deciding which objective an advertising campaign should follow, it is critical for advertisers to
base the objective on the product and the needs of the target audience.
If a firm has clients that are competitors, CRM data should
be firewalled.
Which of the following is an example of advertising puffery?
best sandwiches in town!
After putting the words "beach," "resort," and "vacation" into his browser, Antoine received an email with a discounted price on a beach resort vacation. This was likely a function of
bots
Social media campaigns can be measured using which of the following set of tools?
bounce rates, click paths, and conversion rates
When a consumer engages in social media "chatter," this means the consumer
broadcasts a marketer's message to other consumers.
Sanjay has just accepted a sales position at a new tutoring center in his college town. He will be put on the payroll and will be expected to follow all the policies of the company. His target market comprises the students from all the local colleges and universities. Sanjay has been hired as a(n)
captive salesperson
Of the following products, a rebate will work most effectively with the purchase of
car
This metric shows marketers how customers interact with a page once they hit the ad that appears on it.
click path
Mass media, electronic media, interpersonal communication, point of purchase, and physical space are all examples of
communication methods
An ethical concern related to using sites like Twitter and Facebook to compile marketing research data is
consumer privacy
Small data files stored on websites that can generate a user profile about a consumer are a type of invisible marketing influence known as
cookies
Which of the following promotion tools commonly involve problems due to misredemption practices?
coupons
The social media marketing team for a new fitness center is shooting pictures and videos for its campaign. In which stage of development is this social media marketing campaign?
creating content
If a CRM system can properly identify highly profitable customers, the company can direct its selling efforts only to those customers who are or are likely to become profitable in the future. This describes a measure of
customer focus.
Which of the following strategies allows a company to unify all of its activities under the overarching goal of achieving customer satisfaction through the right actions, attitudes, and systems?
customer relationship management
quiz 24
customer relationship management
The computerized search for meaningful trends in a large amount of data is a process known as
data mining
The ability of a firm to create computerized customer profiles based on selected criteria is a function of
data mining.
A paid advertising campaign has the advantage of control. What does this statement mean?
decide how it is presented to public
in the traditional communication process, immediately after a message is transmitted through a communication channel, that message is then
decoded by receiver
In the communication process, when the ideas of a message are perceived and then interpreted, this is known as
decoding
The second step of building an advertising campaign is
define objectives
A salesperson will engage in all of the following during the approach step of the personal-selling process except
deliver a sales presentation to the prospect.
In order for a firm to ensure it is selecting the correct combination of social media platforms for a social media marketing campaign, it must
determine target audience
Which of the following list accurately captures the four types of digital sellers?
digital malls, digital marketplaces, auction sites, and buying club sites
Inbound marketing, email marketing, search engine optimization, and social media marketing are all forms of
digital marketing
Advertising that attempts to elicit an immediate response or action from a customer is known as
direct response advertising.
An Omega advertisement for a high-end watch features George Clooney, wearing this watch and driving a convertible along the coast. Which type of appeal is this ad using?
emotional
Sales management performs key functions at a firm. Those functions include all of the following except
establish budget for future sales campaigns.
Which of the following technologies enables digital marketers to build customer relationships through exceptional customer experiences?
excellent web design
During the presentation step of the personal-selling process, the sales professional must
explain the value proposition.
Raul has been pushing himself to meet his sales objectives. This past month, he surpassed his goal by 15 percent. The company recognized him by awarding him Salesperson of the Month, giving him a certificate, and announcing his accomplishment to the entire staff at the company's monthly meeting. Which of the following best describes the type of reward the company bestowed upon Raul?
extrinsic
When developing a social media marketing campaign, federal privacy regulations do not apply because Internet-based advertising promotes products and does not interfere with consumer privacy. ] t/f
f
Still We Rise is a fitness center that recently launched a PR campaign about its sponsorship of a half marathon focused on raising money to fund mental health services for veterans. In this scenario, the PR team is attempting to
facilitate positive associations with the Still We Rise brand.
Companies interested in improving customer relationships often engage in an informal process of communicating with customers as a way to reduce the notion that the company is "selling" to them. t or f
false
Consumer segments tend to visit the same digital retail site for the same reason each time. t/f
false
Personal selling is right for every product or service and requires less time than selling in a one-to-many format. t or f
false
Key objectives of the first step of the customer relationship management process include
finding out where key customers are located and what purchases they tend to make.
Which of the following is the last step in the personal-selling process?
follow up
Employee sales promotions are typically directed toward ________ employees that deal directly with customers.
front line
When it comes to sales territory management, a sales manager can use one of the following four common approaches.
geographic, product, customer, or combination
The process of achieving _____ is built on _____, which are the activities that marketers need to complete if they plan on helping companies achieve what they set out to do.
goals, objectives,
For those interested in pursuing a career in social media marketing, it is recommended that they
have an active and professional social media presence.
CRM systems can raise security and ethical concerns for customers. Which of the following is one of those concerns?
he worry that customer data is not secure
Understanding how customers interact means understanding
how customers purchase and communicate with the firm.
A business is trying to determine who its online customers are. By doing so, the firm is engaged in which step of the customer relationship management process?
identifying current customers
Which of the following is a primary goal of the pre-approach stage in the general sales process?
identifying key decision makers
In general, at which point in the customer relationship management process will a firm gather specific information on each individual customer's touchpoints with the company?
immediately after learning how customers interact with the firm
During the growth stage of a product's life cycle, persuasive advertising can help a firm take market share away from its competitors by
increasing demand for its current product
Fit Living has just opened a new fitness club uptown. The company wants to encourage people to try out the club for a week before signing up for membership. Since the club is new in the area, the most effective way to promote the free trial is through
informative advertising.
Lorraine works in a call center processing repeat customer business. What type of salesperson is Lorraine?
inside salesperson
A(n) _____ strategy involves coordinating the various promotion mix elements to provide consumers with a clear and consistent message about a firm's products.
integrated marketing comm
Sales managers can motivate salespeople by engaging them in activities that allow them to fulfill their ________ desires, or their innate interests in a task.
intrinsic
Which of the following represents a challenge of measuring IMC effectiveness that setting clear marketing objectives can help to resolve?
it is often hard to know what has been successful
Ralton Inc., an online shopping retailer, in an effort to attract and retain new customers spent an equal amount of effort in pursuing each of its customers. However, over time, Ralton has realized that it cannot continue with the same strategy and maximize its profit. In order to maximize its profits, it will have to let go of its nonprofitable customers and focus on customers who will generate the most profit over an extended period. Which of the following measures should Ralton use to identify such customers?
lifetime value analysis
The data analysis tool that allows firms to monitor the actual costs of doing business with customers to ensure that they are focusing on the most profitable customers is called
lifetime value analysis.
As Sebastian approaches Best Buy, a notification advertising the store's sales appears on his smartphone. This is best described as
location-based advertising.
Hassan is a salesperson with the Look West Corporation. He has been with the company for the past 20 years and has achieved long-term success. Which of the following has Hassan most likely done to achieve success over this 20-year period?
maintained motivation throughout both the highs and the lows
Wanderlust Tours is a travel company that is planning its next advertising campaign. It is at the stage during which it must assess what consumers recall about an advertisement using either unaided or aided recall tests. At which step is Wanderlust Tours in building its advertising campaign?
measuring the effectiveness of advertising
One of the key differences between social media marketing and mobile marketing is that
mobile marketing allows for more instantaneous consumer feedback.
Siobhan works for a large U.S.-based company that just opened up new stores in Japan. She has determined that its social media campaign is not working overseas because the message is being misinterpreted when translated into Japanese. In what step of the social media marketing campaign is Siobhan's company?
monitoring campaign
The critical role of sales implementation is to
motivate salespeople to attain their goals.
Avery has been contemplating renting a loft space in the city to use as an artist's studio. He is out for a run in the park and receives a call from his realtor. He accepts the call but is having trouble focusing on the conversation due to the pedestrians and cyclists around him, as well as to the uneven footpaths. What component of the communication process is interrupting Avery's communication with his realtor?
noise
A type of visible marketing influence that appears to the viewer as ads framed around narrative content is called
paid display advertising.
When Eva types "makeup" into Google, the first search item is a sponsored ad for Almay. This is best described as
paid story
Penelope, a sales representative for ADT Security Services, is meeting with Oliver and Gina Kim to discuss installing a security system in their new home. During the meeting, Penelope delivers a short presentation from her tablet computer, but she is more interested in engaging with the Kims in two-way communication. What type of integrated marketing tool does this example illustrate?
person selling
________ results in immediate feedback from the customer since a salesperson can observe the nonverbal communication of the customer.
personal selling
quiz 23
personal selling
When a salesperson engages in two-way communication with a customer in the attempt to influence that customer's purchase decision, that salesperson is engaging in ________ selling. If that salesperson were to engage with the customer over multiple interactions, this would be known as ________ selling.
personal; relationship
Mr. Thompson is a professor of Marketing at the local university. In the student orientation program, he addressed the freshmen regarding the advantages of taking Marketing as a major course. Which of the following types of advertising did Mr. Thompson use?
persuasive advertising
Social media marketing relates to all four elements of the marketing mix. When social media makes it possible for a store to be anywhere that the customer is, social media is impacting the _____ element of the marketing mix.
place
During which step of the personal-selling process would a sales representative analyze all the information available to her about qualified prospects to demonstrate her trustworthiness to customers?
preapproach
The data that a company stores and analyzes during the storage and analysis step of the CRM process must be accurate so that the company can
produce products and services that meet customer needs and wants.
When social media is used as a delivery channel—or a means of connecting the seller to the buyer—it is affecting which element of the marketing mix?
product
A combination of tools used by marketers to promote goods, services, and ideas and to accomplish their communication objectives is known as
promotion mix
Which of the following represents the correct order of steps in the personal-selling process?
prospecting and qualifying, preapproach, approach, presentation, handling objections, closing the sale, follow-up
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public relations
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quiz 19
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quiz 20 digital marketing
An Organic Valley advertisement for a new protein shake features a young woman on the go. It prominently displays the protein grams per serving on the label, suggesting that this shake is the quick and easy solution to a healthy, morning meal. Which type of appeal is this ad using?
rationale
When an ad attempts to make the viewer think about the product and its benefits to better understand why purchasing or using the product is a good decision, this is known as a(n) ________ appeal.
rationale
________ allow consumers to recoup a specified amount of money after making a single purchase.
rebates
Which form of advertising is the best way to maintain demand of an accepted product during its maturity stage?
reminder ads
If a company is sponsoring content created specifically for endorsing its brand or product, the Federal Trade Commission
requires this intent to be disclosed.
All of the following are public relations tools except
sales presentations
Marketers of a cosmetic company are distributing free samples of its cream, Morning Aura. The company hopes that the strategy will result in an increase in sales if the sample is a hit. Which of the following promotion mix elements is the cosmetic company using in this case?
sales promotion
The marketers of Bolthouse Farms spent a week sampling their products at fitness centers, health food stores, and grocery stores. At end of the week, Bolthouse Farms compared its sales figures against the figures of the previous week when it did not offer a free sample special. This scenario depicts how Bolthouse Farms measured the success of a(n)
sales promotion
When you type in "sustainable travel," the website for G Adventures appears first in the list. This is an example of
search engine optimization
SkyHigh, Inc. has launched a new rock-climbing kit for beginner climbers. The marketing team has created a highly visual campaign geared toward a Millennial audience who show a strong presence on Instagram and YouTube. SkyHigh decides it will launch its first video ad on YouTube and host a sponsored ad on Instagram to get their message across. Which element of the communication process does this scenario illustrate?
selecting a channel
When companies gather customer information during the third step of the CRM process, they are focusing on
specific information on each customer's touchpoints with the company.
A digital buyer who is engaged in one-time shopping is someone who
spends a lot of time researching Telecaster guitars before purchasing one as a gift.
All of the following are types of invisible marketing influences except
sponsership
In order for marketers to ensure that a message gets across to consumers, it must
stand out
The personal-selling process is often compared to a large funnel; during this prospecting and qualifying step, this funnel
starts to narrow as firms identify the customers that are likely to use their products and have the resources to purchase them.
Social media advertising is different from traditional advertising in that traditional advertising is
static
Excellent website design can help a firm build strong customer relationships by making sure it includes
superior customer service tools such as chat features.
Several benefits are associated with direct marketing. Those benefits include all of the following except
the inability to test the appeal of a product or service.
Jamal, a medical sales representative has searched for potential customers and found qualified prospects. He has further targeted the prospects based on how much income they may generate for his company and how probable it is that they will become a customer. According to the personal selling process, which of the following steps should he prepare for next?
the preapproach
Sales control can best be described as when
the sales manager assesses whether the firm's sales achievements are in line with the firm's sales objectives.
Which of the following set of factors influences a marketer's choice of social media platform?
the target audience, the content type, competitors' social media channels
Personal selling, which is an element of the promotional mix, refers to
the two-way flow of personal communication between a salesperson and a customer that is paid for by the firm.
A firm uses public relations to achieve different objectives. What are some of those objectives? Select all that apply.
to handle unfavorable stories about the firmto handle unfavorable stories about the firm to convey a positive image about a firm's brandto convey a positive image about a firm's brand to maintain positive relationships with the media
One of the most important tasks to complete during the follow-up step of the personal-selling process is
to minimize post-purchase dissonance or regret.
goal of public relations campaign
to promote positive relations between a firm and its stakeholders.
The starting point for measuring the success of any integrated marketing communications campaign is
to set clear marketing objectives for each IMC promotional campaign.
This contact point is used as a basis for understanding customer needs at the individual customer level.
touchpoint
What can companies do to ensure sustained success for newly hired salespeople?
training
Marketers use communication methods such as billboards and television advertisements to
transmit a message
An important distinction between frequency and reach is that advertisers desire to reach as many consumers as they can, as frequently as they can. t or f
true
Because the turnover rate among sales professionals is high, sales managers need to spend a lot of time on the recruitment and selection of salespeople. t or f
true
Customers do not think in terms of each element in the promotional mix. Instead, everything is viewed as an "advertisement." t/f
true
Facebook is facing a crisis with regard to its alleged failure to protect its users' data against Cambridge Analytica, a data mining and brokerage firm. In this case, public relations can help the company avert the crisis. t/f
true
One way that marketers determine the goals of their product advertising campaign is to determine where the product falls within the product life cycle (PLC). t/f
true
Publicity is part of public relations and focuses primarily on how a firm is represented through the media. t/f
true
Speeches are a type of public relations activity usually given by key members of an organization. Speeches allow the organization to market their message directly to a group. t/f
true
The narrow focus of customer relationship management allows companies to avoid spending time and money prospecting for new customers and focusing on obtaining maximum profits from customers they already have. t or f
true
Various elements of the promotional mix, including sales promotion and personal selling, can help to communicate the value of a firm's products. t/f
true
In this step of the customer relationship management process, a firm must identify how customers purchase and communicate with the firm.
understand how customers interact
To determine how big of a sales force is needed to achieve defined sales goals, managers
use sales forecasts based on past performance.
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yay
end of quiz 22
yea
