ch 11

A search campaign for a medium-sized company is likely to involve selecting _________ key words? Select one: a. 10-20 b. 1-10 c. 10,000 or more d. 50-100 e. 20-50

10,000 or more

Which of the following statements about organic search is TRUE? Select one: a. You need to create at least one clickable ad for each organic search result. b. 20% of organic search results account for 80% of clicks. c. 90% of clicks go to organic search results. d. All of these statements about organic search are true. e. Search engine optimization uses a/b testing to identify the most effective key words.

90% of clicks go to organic search results.

Which of these is NOT a role for a website in digital marketing? Select one: a. A hub for all digital activity b. Improving organic search results c. Establish the user experience d. A place to display content that isn't relevant to potential customers e. A place for a "deep landing"

A place to display content that isn't relevant to potential customers

Which of these is NOT an advantage of digital marketing when compared to traditional marketing? Select one: a. Low-cost access to media. b. All of these are advantages of digital marketing when compared to traditional marketing. c. The ability to conduct multiple small experiments to improve marketing outcomes. d. The opportunity to earn content produced by customers. e. The potential for instant feedback from customers.

All of these are advantages of digital marketing when compared to traditional marketing.

Which of these is NOT generally considered to be digital marketing? Select one: a. Mobile marketing b. Programmatic advertising c. All of these are digital marketing d. Automated marketing e. Social media marketing

All of these are digital marketing

Which of the following is an inside sales job? Select one: a. The counter person who asks if you would like fries with that at McDonalds b. The salesman who helps you to select a television at Best Buy c. The person who sits at the information desk at Borders bookstore d. All of these are inside sales jobs e. The teller who cashes your check for you at Bank of America

All of these are inside sales jobs

The objective at the middle of the sales funnel is...? Select one: a. Outreach b. Recycling prospects c. Lead acquisition d. Lead nurturing e. Customer conversion

Lead nurturing

Why do telemarketers keep calling you during dinner to sell you things you don't want even though everybody will tell you that they dislike telemarketers. Select one: a. All of these are reasons why telemarketers continue to call even when people say they dislike telemarketers. b. Because it is less expensive to contact a prospective customer by telephone than it is to contact a prospect in person. c. Because telemarketers don't need to be concerned about the feelings of the 99% of people who don't buy their product. d. Because sometimes somebody does buy the product. e. Because the shotgun approach requires contacting large numbers of people in order to find the few who might be interested in a product.

All of these are reasons why telemarketers continue to call even when people say they dislike telemarketers.

What is digital marketing? Select one: a. Click bait b. The creation, distribution, and sale of digital products c. Any computer-mediated marketing activity d. Selling physical products over the internet e. Using the internet for non-commercial marketing activity

Any computer-mediated marketing activity

It is not unusual for experienced salespeople to tell a joke or an interesting anecdote before 'getting down to business' with the customer. These people recognize the importance of the ___________ stage of the personal selling process? Select one: a. Prospecting b. Pre approach c. Approach d. Presentation e. Close f. Follow-up

Approach

The goal during the __________ of the personal selling process is gain the customer's attention and build the foundation for the sales presentation? Select one: a. Prospecting b. Pre approach c. Close d. Approach e. Presentation f. Follow-up

Approach

____________ describes the process a sales manager uses to help a new hire become familiar with the culture and procedures of the sales force? Select one: a. Training b. Recruitment and selection c. Assimilation d. Performance-based compensation e. Motivation

Assimilation

Why are sales teams becoming more popular in personal selling? Select one: a. Because it increases the number of potential employees for a sales organization. b. Because team selling is less expensive than compensating salesmen individually. c. Because the Internet has increased the amount of information available to customers. d. Because the traditional "one man does it all" approach does not always work. e. Because it is easier to manage teams of people than it is to manage individuals.

Because it increases the number of potential employees for a sales organization.

One of the techniques used during the _________ stage of the personal selling process is to assume that the customer will place an order and begin to discuss the details of the order? Select one: a. Approach b. Follow-up c. Presentation d. Close e. Pre approach f. Prospecting

Close

The __________ stage is the heart of the personal selling process and the object is to convert a prospect into a customer? Select one: a. Close b. Approach c. Presentation d. Prospecting e. Pre approach f. Follow-up

Close

The __________ stage of the personal selling process involves asking for the order? Select one: a. Approach b. Closing c. Follow-up d. Presentation e. Pre approach f. Prospecting

Closing

In dealing with the ____________ issue in sales management, there is a tradeoff between salary and commission? Select one: a. training b. Compensation c. Recruitment and selection d. Motivation e. Assimilation

Compensation

When using the _____________ approach to selling, the salesperson will ask questions in order to better understand what problem the customer is trying to solve with the purchase? Select one: a. Consultative b. The hard sell c. Shotgun selling d. High pressure sales e. Psychological selling

Consultative

The objective at the bottom of the sales funnel is...? Select one: a. Lead nurturing b. Lead acquisition c. Customer conversion d. Recycling prospects e. Outreach

Customer conversion

The three levels of conversion for an e-mail campaign are...? Select one: a. Did they like it, did they forward it, did they save it. b. Did they give permission to receive it, did they click on the appropriate link in the e-mail, did they reply to it c. Did it have a stamp, did it have an address, did it have a zip code. d. Did they receive it, did they open it, did they respond to it. e. How long did it take them to open it, how much time did they spend reading it, whether or not they saved it.

Did they receive it, did they open it, did they respond to it

Which of the following is one of the four basic roles for a salesperson as discussed in class? Select one: a. Training. b. Traveling c. Supervision. d. Generating transactions e. Determining sales territories.

Generating transactions

Digital marketing is an alternative to traditional marketing techniques Select one: True False

False

It is a waste of money to create more than one ad for each key word used in a search engine marketing campaign. Select one: True False

False

Omni-channel marketing creates a unique user experience for each device a customer may have. Select one: True False

False

Search engine operators seek community input when developing the criteria for organic search rankings to ensure the results from a search are relevant to the user. Select one: True False

False

There is a limit to how many keywords you can buy each day when you use Google for search engine marketing. Select one: True False

False

The ____________ stage of the personal selling process involves making sure that any promises made to the customer are kept in order to develop a relationship with the customer. Select one: a. Prospecting b. Pre approach c. Approach d. Presentation e. Follow-up f. Closing

Follow-up

The ___________ sales presentation format, frequently used with inexperienced sales representatives involves memorizing a standardized sales presentation? Select one: a. Need-satisfaction b. Stimulus-response c. Adaptive d. High Pressure e. Formula selling

Formula selling

With social media marketing, the goal is to...? Select one: a. Get people to pay for access to premium content b. Get people to share content with other members of their network c. All of these are goals of social media marketing. d. Get people to register with their name and e-mail address e. Get people to spend more time with their families

Get people to share content with other members of their network

______________ is still used successfully today, especially when dealing with expensive, one-time purchases; even though most marketers consider it incompatible with relationship building? Select one: a. Adaptive selling b. High pressure selling c. Subliminal selling d. Consultative selling e. Shotgun selling

High pressure selling

When using the ______________ approach to selling, the salesperson will encourage the customer to make a decision quickly, so that the customer doesn't have a lot of time to think things over or to change his or her mind? Select one: a. Need-satisfaction b. Consultative c. High-pressure d. Shotgun e. Psychological

High-pressure

When is it appropriate to ask for the order when closing a sales call. Select one: a. It is always appropriate to ask for the order b. When you are sure that the customer will say no. c. When the customer has hinted that she probably won't buy your product d. When the customer wants more time to think about it. e. When the customer has expressed an interest in buying your product.

It is always appropriate to ask for the order

Which of these statements about viral marketing is TRUE? Select one: a. The key to a successful viral marketing campaign is to have a good mailing list to start with. b. Viral marketing on social networks is more effective than viral marketing through e-mail c. Viral marketing through e-mail is more effective than viral marketing through social networks. d. If content is shareable and funny, it will go viral e. It is impossible to predict whether or not something will go viral

It is impossible to predict whether or not something will go viral

In automated marketing, a prospect's ___________ is continually updated based on interactions with the company? Select one: a. Known name b. Opportunity c. Lead score d. Status e. Awareness

Lead score

The first thing to do when a customer asks a difficult question during the sales presentation is to? Select one: a. Back up and start over b. Speak louder c. Handle the objection. d. Answer the question honestly e. Make sure you understand the question

Make sure you understand the question

Which of the following is one of the four basic roles for a salesperson? Select one: a. Performance-based compensation. b. Training. c. Determining sales territories. d. New customer development. e. The AIDA model.

New customer development.

Sometimes a customer will ask questions during a sales presentation that may suggest the customer does not want to buy the product. The salesperson needs to deal with these ___________ before continuing with the presentation? Select one: a. Objections b. Closes c. Requests for proposals d. Idiots e. Side issues

Objections

Which of these statements about e-mail marketing is False? Select one: a. People are reluctant to open e-mail from strangers because it might contain malware. b. There needs to be a "payoff," or some benefit to a person who opens your e-mail. c. Putting a person's name in the subject line increases the chance the person will open it. d. There can be multiple calls to action in a single e-mail e. Once a person has given you permission, you can be confident they will receive your e-mails.

Once a person has given you permission, you can be confident they will receive your e-mails.

A/B testing is a process used for ______________ in digital marketing? Select one: a. Discrimination b. Certification c. Optimization d. Education e. Digitization

Optimization

______________ search results appear without any payment from a sponsor? Select one: a. Keyword b. Spontaneous c. Not-for-profit d. Optimized e. Organic

Organic

The correct answer is: The ability to know the identity of visitors to your website. Question 10 Incorrect Mark 0.00 out of 1.00 Not flaggedFlag question Question text The two approaches to search engine marketing are _________ and ________? Select one: a. Google, Bing b. E-mail, e-commerce c. Key word, a/b testing d. Hide, seek e. Paid search, organic search

Paid search, organic search

______________ is a promotional tool involving face-to-face interaction in order to persuade a customer to buy a product? Select one: a. Sales management b. Public relations c. Personal selling d. Advertising e. Sales promotion

Personal selling

The McKay 66 is a list of questions every salesperson at the McKay envelope company was expected to know about his or her customers. Obviously the __________ stage of the personal selling process is important at this company? Select one: a. Closing b. Approach c. Follow-up d. Prospecting e. Pre approach f. Presentation

Pre approach

During the ________ stage of the personal selling process, it is important to learn as much about the customer as time and money allow you to do? Select one: a. Pre-approach b. Close c. Approach d. Prospecting e. Presentation

Pre-approach

When using the consultative approach to selling, part of the _____________ stage of the personal selling process involves developing a proposed solution to meet the customers need? Select one: a. Approach b. Prospecting c. Closing d. Presentation e. Follow-up f. Pre approach

Presentation

When using the consultative approach to selling, the first part of the _____________ stage of the personal selling process involves asking a series of questions so that the salesperson can understand the customer's needs? Select one: a. Closing b. Approach c. Pre approach d. Prospecting e. Presentation f. Follow-up

Presentation

The ___________ stage of the sales process deals with creating the opportunity to make your presentation to the appropriate person? Select one: a. Pre approach b. Follow-up c. Presentation d. Prospecting e. Close f. Approach

Prospecting

Many sales managers report that _____________ is a high priority for them because turnover in the sales force is so high that they are always looking for good people? Select one: a. Motivation b. Assimilation c. Performance evaluation d. Supervision e. Compensation f. training g. Recruitment and selection

Recruitment and selection

Which of the following statements about retargeting is FALSE? Select one: a. Retargeting is a way to attract first-time visitors to your website. b. Retargeting uses a pixel (a form of cookie) to track a person's online activity. c. Retargeting has a higher conversion rate than other forms of paid search. d. Retargeting serves the same ad to an online user at a later time. e. Retargeting focuses on people who have already indicated they might be interested in your product.

Retargeting is a way to attract first-time visitors to your website.

________ is (are) forms of electronic communication through which people create online communities to share information, ideas, personal messages, etc? Select one: a. Social media b. E-commerce c. Advertising d. Collaboration e. Digital marketing

Social media

The ___________ sales presentation format trains salespeople to recognize specific cues? Select one: a. Stimulus-response b. Need-satisfaction c. High Pressure d. Adaptive e. Formula selling

Stimulus-response

What do we mean when we speak of a "bad click" in search engine marketing? Select one: a. That the person who responds to our online ad wants our product very badly. b. All of these are examples of a "bad click" in search engine marketing. c. That the person who responds to our online ad has a bad credit history. d. That the person who responds to our online ad will end up buying the product and re-selling it for a profit. e. That the person who responds to our online ad has no interest in our product.

That the person who responds to our online ad has no interest in our product.

Which of these is NOT an advantage of digital marketing when compared to traditional marketing? Select one: a. All of these are advantages of digital marketing when compared to traditional marketing. b. The potential for instant feedback from customers. c. The ability to conduct multiple small experiments to improve marketing outcomes. d. Low-cost access to media. e. The ability to know the identity of visitors to your website.

The ability to know the identity of visitors to your website.

Many sales people prefer outside selling because? Select one: a. They can make more money b. They need supervision c. They are uncomfortable with high value transactions d. The enjoy the added clerical support e. All of these are reasons why some salespeople prefer outside selling

They can make more money

"Air time" or access to communication media is a major cost for traditional marketing campaigns. Select one: True False

True

Earned content is more credible than sponsored content. Select one: True False

True

The criteria used to create organic search rankings are a closely guarded secret. Select one: True False

True

Traffic that comes from paid search can improve organic search rankings. Select one: True False

True

Which of the following is a strategic issue relating to personal selling a sales manager needs to address? Select one: a. Whether to hire experienced reps or "green peas". b. Who will be responsible for recruitment and selection? c. How will new salespeople be assimilated into the organization? d. Whether or not to have a serious fifth choice for this question? e. What is the role of the salesforce in the promotional mix?

What is the role of the salesforce in the promotional mix?

One of the differences between e-mail marketing and paid search is...? Select one: a. With e-mail marketing, key words go in the subject line b. With e-mail marketing, you know in advance who will be receiving your message c. It is less expensive to use e-mail addresses than it is to use key words in paid search. d. With e-mail marketing you can direct customers directly to your website. e. All of these are differences between e-mail marketing and paid search.

With e-mail marketing, you know in advance who will be receiving your message