Ch, 18,19, 03 and 20
Sally has been having a difficult time working with a particular buyer while using the personal selling process, and she has asked her manager, Christopher, for some ideas about how to close the sale effectively. Christopher asks her a number of questions to help sort out the difficulties. Which of the following questions would Christopher be least likely to ask?
"Have you completed the follow-up to ease the buyer's mind?"
When Apple's famous 1984 "Big Brother" ad aired during the Super Bowl, it reached an estimated 500 million viewers. It aired only once on commercial television, but was seen in later years in at least 10 television programs recalling great commercials. For its target audience, the frequency of this ad is measured as
1
________ are free to download, but appear as ads on the screen; they generate revenue while users interact with the app.
Ad-supported apps
What Amazon innovation might suggest replenishment of a previously ordered item, facilitate the purchase of a tool that the shopper is missing for a DIY project, or even recommend alternatives to consistently purchased products and brands?
Alexa
Generally, less money is spent on advertising in B2B markets than in B2C markets because
B2B marketing usually involves more personal selling.
Which of the following is true of competitive parity?
It does not allow firms to exploit the unique opportunities or problems they confront in a market.
Mercedes-Benz bypassed Facebook for ________ for its social media campaign since its professional audience is more in line with Mercedes' target customer base.
Which of the following apps would help consumers fulfill their "need to accomplish"?
MyFitnessPal
________ involves the planning, direction, and control of personal selling activities, including recruitment, selection, training, motivation, compensation, and evaluation of members of the sales force.
Sales management
Since Al's Auto Parts has had trouble with its windshield wiper manufacturer in the past, it is requesting a guarantee from the company before it will place another order. Which of the service quality dimensions is being addressed in this scenario?
assurance
The attitudes that Bryan's customers develop after they have purchased his yearly lawn care service will become the basis for determining whether they renew each year. He needs to convey ________ by guaranteeing his work in writing.
assurance
Managers and sales experts agree that certain personal traits are necessary to be a successful salesperson. All of the following traits are necessary except
being stubborn
Trina is developing a marketing campaign for an organic stain-removal product. As "stain removal" is rather dull, she is trying to educate consumers about the value and uniqueness of the product, and appeal to the environmentally conscious. Which of the following is the best social media application for this task?
blog
A salesperson's compensation can be made up of some combination of salary, commission, and ________, which are payments made at a manager's discretion when the salesperson achieves certain goals.
bonuses
Sasha was selling siding and her boss told her that she could hide an extra charge for trim in the total, even though the customer was told he would not be charged for trim. Sasha was told this was standard practice for the siding company. If the customer takes legal action for this, who is most likely liable?
both Sasha and the siding company, because both intentionally misled the customer
Effective salespeople anticipate and handle
buyers' reservations about the product.
According to your text, how do social media technologies help marketers connect with their customers?
by helping build connections between customers and firms
Gavin is recognized by his friends as an activist on many fronts. He prefers to buy products from firms that will donate part of the total purchase price to organizations he supports. Marketers recognize that this approach can be an important competitive tool; it is called
cause-related marketing.
If your company hired you to make sales calls via the telephone, it hired you to perform
cold calling
Which of the following is a traditional contextual element of website design?
color
John works at an electronics store. In addition to his salary, he receives 2 percent of the sales dollars he brings in each month. This extra 2 percent is called a
commission
What financial reward system provides the most incentive for the sales force to sell?
commission
For companies, what digital marketing tool can both educate and excite customers?
corporate blog
This type of blog typically provides the highest level of digital marketing control for companies.
corporate blogs
After exchanging greetings and getting to know the customer a bit in an initial sales call, the first goal of a sales presentation is to
create interest
Jane, who works in sales for her firm, has learned about her customer during the prequalification stage, but now she must conduct additional research and develop plans for meeting her customer. In the past, she would have maintained this information manually, but today she is able to access such information through her company's
customer relationship management system.
During the preapproach stage, a salesperson usually conducts additional research about prospects and
develops plans for meeting with the customer.
What type of marketing pertains to all online marketing activities?
digital.
Often, inexperienced salespeople mistakenly believe that during the sales call, they should
do all the talking
While waiting in line to make a purchase at Best Buy, Janice sees signs reminding her to visit the company's website for online specials and to sign up on her smartphone for the Best Buy Loyalty Rewards Program. Other signs remind her that Best Buy will match competitors' prices on any item they sell. This is an example of which 4E framework?
educate
Thought-sharing sites are particularly effective for creating.
effective at educating and engaging users
________ means converting the sender's ideas into a message, which could be verbal, visual, or both.
encoding
Andrew's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site's most-used feature is its user blog in which customers—both satisfied and unsatisfied—talk about products they have purchased and the service received at Andrew's. The user blog best describes which of the 4E frameworks for the store's customers?
engage
Which aspect of the 4E framework is aimed at action, the potential for a relationship, and possibly even loyalty and commitment?
engage
Dustin just posted an entry in his blog talking about how happy he is with his new GoPro camera. In the blog he also posted videos that he took with the camera. As a customer of the product, which facet of the 4E framework for social media is Dustin most exhibiting?
engagement
The three elements of any IMC strategy are the consumer, the channels, and
evaluation of the results
The 4E framework of social media includes
excite, educate, experience, engage.
Bryan is debating how to allocate the IMC budget for his new ski equipment store. He knows having knowledgeable salespeople in his store can simplify buyers' purchase decisions. He should also consider that, compared to other IMC alternatives, personal selling is
expensive
Salespeople should be evaluated and rewarded only for those activities and outcomes that
fall under their control
Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message. Yolanda is asking for ________ data.
frequency and reach
Monica works as a salesperson in a retail clothing store. Of the five stages in the selling process, Monica is least likely to engage in
generating and qualifying leads.
As marketing manager for a newly created software company, Catrina is deciding whether or not to hire a company sales force. To make this decision, Catrina needs to consider whether or not
having a sales force is worth more than it costs.
Kyle is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to
identify the target audience.
The ________ stage of the advertising campaign planning process can be described by the question, "To whom are we trying to talk?"
identifying target audience
After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to ________, ________, or ________ potential and/or existing students.
inform, persuade, remind
An example of the ___________ effect is when BMW gained in-depth information about visitors to a popular Chinese social media site and used that information to determine which visitors were likely to be luxury car buyers and targeted advertising toward them.
information
In the AIDA model, awareness leads to
interest, which hopefully leads to desire and then action.
Persuasive advertising is often used when competition
is most intense
One of the disadvantages associated with personal selling is
it is expensive
William has developed a better type of medication vial for travelers. He is not sure how to develop a marketing program for his product, as there are a few similar ones on the market. What technique can William use to analyze data from his competitor's websites, particularly to learn how people search for similar products online?
keyword analysis
The best way for sales managers to instill ethical behavior in the sales force is to
lead by example
Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by
listening
The execution style of an advertising message must
match the medium and the objectives
A disadvantage for companies using a "daily budget" such as that offered by Facebook to its advertisers is that it
may limit exposure if ad is very successful.
Caterina is told by her sales manager, "Do whatever you need to do to get the sale," yet the company has ethical selling standards. Caterina faces the ethical problem of
mixed signals from her sales manager.
The final step in the process of creating a digital marketing campaign is to
monitor the program
Freddy sells health insurance packages for small businesses. He has been given the names of ten new businesses in his town. During the qualifying leads stage of the selling process, Freddy will likely try to assess which of the ten businesses
need health insurance packages and can afford them.
If Katy Perry tweets a close-up of her eyelashes, lengthened by using a Cover Girl mascara product, then Cover Girl will have instantly reached all her millions of followers. What effect of social media engagement is this an example of?
network effect
An advertisement for Titleist golf balls that airs on the cable television Golf Channel network is an example of what type of media channel?
niche
Though a picture can be worth a thousand words, the most important facet of encoding is
not what is sent, but rather what is received.
Justin is a sales manager at Hewlett Packard. He is responsible for evaluating the sales, profits, orders, and sales ratios of each of the sales representatives in this territory. Justin is evaluating ________ measures.
objective
What type of sales training has revolutionized the way training happens in many firms?
online training
Miles worked selling products to industrial users, and spent most of his time working on customers' new buy and modified new buy situations. Miles was primarily a(n)
order getter
What is a bounce rate?
percentage of times a visitor leaves the site after viewing one page
The ________ stage occurs prior to meeting the customer for the first time and extends the qualification of leads.
preapproach
Apps like calendars, trip planners, and flight trackers help consumers fulfill which primary motivation?
prepare
A measure termed ________ describes how useful an ad message is to the consumer doing the search.
relevance
In terms of the 4E framework, in order for a firm's offer to excite its targeted customers, the offer must be
relkevant
The attitudes that Bryan's customers develop after they have purchased his yearly lawn care service will become the basis for determining whether they renew each year. He needs to be ________, by quickly addressing any problems that occur.
responsive
Boris tells a colleague about a major prospect he plans to call on in the next few days and asks the colleague to pretend to be a customer while he makes his sales presentation. Boris and his colleague are engaged in
role playing
Regina has made the same sales presentation twice a day for almost a month. At first, the presentation seemed to flow nicely but lately it has not seemed as effortless as it initially was. Regina might ask another sales rep to participate in ________ and critique her presentation.
role playing
Every Monday during the month of December, salespeople who had the highest sales the previous week participated in a package surprise, where each would receive a package containing either a $50 or a $100 bill. This short-term incentive is known as a
sales contest
Dave's firm had grown steadily and the products and systems had become more and more complicated. He had been a star representative and had personally serviced and developed all his accounts. In the past year or so, Dave and his sales colleagues have been changing their approach due to the sales growth and increasing product complexity. Customer relationships are now being handled more and more by ________—whose primary duties are order getting, order taking, or sales support—which is typical of firms experiencing this kind of growth.
selling teams
Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using
sentiment analysis
The first step in the process of creating a digital marketing campaign is to
set goals
Sarah goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Paige doesn't read newspapers, let alone look through them for coupons. But Paige filled out a form from inside a cereal box entering her in a drawing for free exercise equipment. What kind of sales promotion reached Paige?
sweepstakes
The attitudes that Bryan's customers develop after they have purchased his yearly lawn care service will become the basis for determining whether they renew each year. He needs to demonstrate the ________ dimension of service quality by showing consistently well-maintained yards with neat, professional personnel.
tangibles
The content of an advertising message is closely tied to
the characteristics of the media selected to carry the message.
If you send an e-mail and include a link, you can track how many people took the desired action of clicking on the link. This is known as
the click-through rate
The Consumer Electronics Show is an example of a(n)
trade show
The beginning of the sales presentation may be the most important part of the selling process, because this is where the salesperson establishes
where the customer is in the buying process.
Branden is in the process of qualifying leads he received from corporate headquarters. Branden will assess
whether or not it is worthwhile to pursue these potential customers.
