Module 4 (Ch. 11-14)

What happens in the zero moment of truth?

A customer uses a digital device to begin learning about a potential purchase....(ex. they know nothing, or zero, about purchase options so they Google it)

Which of the following is NOT an attribute associated with website usability?

Engagement....(because usability is how user-friendly it is, not how engaging it is).

As outlined in your text, the use of digital tools in the sales process helps to combat which major drawback of professional selling?

Geography....(digital tools helps sellers reach a wider area).

Which of the following is TRUE regarding the use of domain names?

It helps if a company's domain name is the same as its brand.

Which of the following is NOT one of the phases of the website design (or redesign) process?

Networking.

Which type of salesperson is responsible for finding new customers and securing their business, typically by convincing the prospective customer to drop one or more competitors?

New-business salesperson.

Which of the following persons is using social media to act as a brand ambassador?

Noah, who posts pictures of him and his friends drinking Red Bull at a ski resort.

The acronym SPIN refers to the questions that feature most prominently in successful sales calls. Which of the following accurately lists the types of questions represented in the SPIN acronym?

Situation, problem, implication, and need-payoff.

"Fast fashion" is a term unique to which type of retailer?

Specialty stores.... (a specialty store sells one line of goods or services, and some apparel specialty stores like Forever 21 have turned to fast fashion because it has high turnover of designer trends)

According to author Daniel Pink, which of the following can be said of personal selling in the digital era?

Technology that should have made salespeople obsolete have in fact transformed more people into sellers.....(think about Ebay and Craigslist).

What does Reilly's law of retail gravitation state about the correlation between the size of a trading area and population density?

The size of a trading area increases as population density decreases.... (people in less-populated areas will be more willing to drive a longer distance to shop)

In order to maintain high inventory turnover, discount stores choose

breadth over depth..... (meaning they have lots of merchandise in a lot of categories, but not necessarily a lot of choices within those categories)

The adoption of the marketing concept at the level of the individual salesperson and the customer is referred to as

customer-oriented selling.

Nordstrom and Macy's are both types of

department stores.

The umbrella term that refers to the marketing of goods or services using digital mediums, such as e-mail, websites, search engines, and social media platforms is

digital marketing.

In the FAB approach, attributes or facts relating to the product being sold or demonstrated are referred to as

features.

A retailer wanting to incorporate self-service into its stores may choose to

incorporate an in-store kiosk... (customers can "serve themselves")

As outlined in your text, all of the following are part of the feature-advantage-benefit (FAB) approach EXCEPT

it should refute any complaints or objections about the product.....(should only communicate value by showing features, advantages, and benefits).

A retailer that uses strategies to enhance long-term mutually beneficial relationships with its customers is considering the ______ of each customer.

lifetime value

Integrating social media into loyalty programs does all of the following EXCEPT

limits participation with the brand.

Tristan has been calling on the same customer for years. He handles all of the company's orders and quickly resolves any issues that may come up. On occasion, Tristan takes some of the company employees out to dinner and has even given them tickets to local sporting events. Tristan is involved in

relationship selling (building and maintaining customer trust over a long period of time).

Internet-based applications that enable users to create their own content and share it with others who access these sites are referred to as

social media.

All of the following have contributed to the changes in modern retailing except

the conversion of "mom and pop" shops to chain organizations.

Search engines have two major functions: to provide search users with a ranked list of the websites they've determined are the most relevant, and

to build an index of all web content.

The best-known framework for explaining changes in retail institutions in terms of how retail outlets enter and move through the market is referred to as the

wheel of retailing.... (retailers start off low-margin and low-priced, then they gain prestige in the market and grow and increase costs, then they are vulnerable to competition from low-margin and low-priced competitors...hence the wheel of retail just keeps spinning)