Marketing Exam Four

A proven salesperson from a competing firm

Eric Brown is a human resource manager in a company selling and manufacturing personal computers. Who among the following is Eric most likely to hire as a salesperson if his objective is to minimize training costs post recruitment?

Hart's advertised a bargain price on an out-of-stock product.

Hart's Department Store was accused of deceptive promotion. Which of the following best explains what might have happened?

Numerous and complex products

If a company ________, it should adopt a product sales force structure, in which the sales force specializes along product lines.

Customer sales force structure

In the ________, separate sales forces are set up for different industries.

Puffery

Innocent exaggeration for effect

Instant deals and digital coupons

Joanna uses her smartphone to accomplish many tasks everyday. She is also an avid shopper. Which online marketing tool will benefit Joanna the most to help her shop?

Outside sales force

Kevin is a salesperson working for a company that manufactures gardening tools. He is involved in door-to-door sales and travels every day to call on customers. In his company, Kevin is most likely a part of the ________.

Branded community website

Oscarz Aviation's Web site, GoOscarzAv.com, informs customers about a wide variety of services offered by the firm. It also has a guestbook where customers can provide feedback on their experiences with Oscarz Aviation. They can also view videos Oscarz Aviation posts, as well as read and respond to blogs and ask questions. GoOscarzAv.com is an example of a(n) ________.

Inside sales force

Robin works in a manufacturing company in Ohio. She sells products and handles customer requests via the company's online live chat feature. In her company, Robin is most likely a part of the ________.

Online community

Runners can compare performances, set up profiles, meet new people, and share information on Nike's Nike+ Web site. Nike+ is an example of a(n) ________.

Telemarketing

Sales executives at Keiron Air Conditioners use phone directories to call customers and convince them to buy their air conditioners. Which form of direct marketing is used here?

Sustainable marketing

The BeautyShop, a manufacturer of skin care products, uses only plant-based materials for its cosmetic products. It supports several environmental protection movements and movements defending human rights. This accounts for the company's efforts to build good will and corporate social responsibility. This exemplifies the ________ concept.

Strategic planning

The ________ concept is specifically focused on future company needs.

Build long term relationships

The success of the Tom Dennis Ford dealership has been built largely on return customers and word-of-mouth recommendations. The majority of sales are made to customers who previously purchased a vehicle at the dealership or who know someone who had a positive experience of purchasing a vehicle there. The sales force at the Tom Dennis Ford dealership most likely knows that using high-pressure selling is ineffective if the dealership wants to ________.

Viral marketing

Uptown-Clean Crew is a company that provides house-cleaning services in major urban and suburban areas. Marketers at Uptown-Clean Crew developed a short, humorous video promoting the company's services and posted it online. Soon the video was a rage as customers who saw the video found it hilarious and they passed it on to their friends and colleagues calling it the "Uptown comedy." Which form of marketing is illustrated from this scenario?

Redlining

When major chain retailers avoid placing stores in disadvantaged neighborhoods, they are likely to be accused of the discriminatory practice of ________.

Personal selling entails personal presentations by a firm's sales force for the purpose of making sales and building customer relationships.

Which of the following is true with regard to personal selling?

Salespeople should participate in marketing planning sessions by sharing firsthand customer knowledge.

Which of the following would most likely improve coordination between marketing and sales?

To drive online sales and services

Why are historically online shops such as Zappos.com adding catalogs to their marketing methods?

Blogs

________ are online journals where people post their thoughts, usually on a narrowly defined topic.

High pressure selling

________ involves persuading people to buy goods they had no thought of buying.

Direct mail marketing

________ involves sending an offer, announcement, reminder, or other item to a person at a particular address.

Sales force management

________ is defined as analyzing, planning, implementing, and controlling sales force activities.

Value of their services

A long-standing charge against intermediaries is that they mark up prices beyond the

Wheeler- lea act

A major step in regulating "unfair or deceptive business acts and practices" was the enactment of the ________ in 1938.

Spam

A(n) ________ is an unsolicited, unwanted commercial e-mail message that clogs up e-mailboxes.

Time and duty analysis tool

A(n) ________ shows how much time is spent selling, traveling, waiting, taking breaks, and doing administrative chores by the salesperson.

Permission based email marketing

After selecting a sweater on the Land's End Web site, Kelly was asked to fill in details for the customer database. Kelly was given a form that required her to fill in her name, date of birth, and e-mail address. Kelly then checked a box that was next to the following statement: "Yes, I would like to receive weekly promotional information from Land's End online." Which of the following practices is evident from this scenario?

Team selling

Amanda Perkins is a senior sales manager in Arlington Steelworks. As the customer base of her company has grown larger and more demanding over the last few years, Amanda insists on ________, or using groups of people from various departments such as sales, technical support, engineering, and even upper management to service complex accounts.

Direct

Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an example of ________ marketing.

Psychological value

Critics charge that promotion adds only ________ to a product.

Excessive markups

Critics point out that in the stationery industry, a pen that costs fifty cents to make costs the consumer $10 to buy. This is an example of ________.

Excessive markups

Critics point to which of the following factors when they accuse marketing of harming consumers through high prices?