Chapter 14: Promotion II: Social Media Marketing, Direct/Database Marketing, Personal Selling, and Public Relations

What is transactional selling?

An approach that focuses on making an immediate sale with little concern for developing a long-term relationship with the customer

Which of the following describes the efforts that go into selling, such as the number and type of sales calls, expense account management, and a variety of non-selling activities?

Input measures

Follow-up is the __________ step in the creative selling process.

last

A __________ integrates sophisticated GPS technology that enables users to alert friends of their exact whereabouts via their mobile phones.

location-based social network

The salesperson who works to develop long-term relationships with particular customers or to generate new sales is the ___________.

order getter

The __________ is a salesperson whose primary function is to facilitate transactions that the customer initiates.

order taker

What is guerilla marketing?

An activity in which a firm "ambushes" consumers with promotional content in places they are not expecting to encounter this kind of activity

What type of direct marketing is a brochure or pamphlet that offers a specific good or service at one point in time?

Direct mail

What are input measures?

Efforts that go into selling, such as the number and type of sales calls, expense account management, and a variety of non-selling activities

What is the last step in the creative selling process?

Follow-up

Which of the following describes social media?

Internet-based platforms that allow users to create their own content and share it with others who access these sites

__________ means talking with and providing information to government officials to persuade them to vote a certain way on pending legislation.

Lobbying

What is corporate identity?

Materials such as logos, brochures, building design, and stationery that communicate an image of the organization

Which of the following best describes personal selling?

Occurs when a company representative interacts directly with a customer or prospective customer to communicate about a good or service.

__________ occurs when a company representative interacts directly with a customer or prospective customer to communicate about a good or service.

Personal selling

What is the first step in the creative selling process?

Prospect and qualify

In which of the following steps of the selling process does a salesperson qualify a customer on the basis of financial ability, volume of business, special needs, location, and growth possibilities?

Prospecting and qualifying

In the closing step of the selling process, what happens?

The salesperson reviews the points of agreement with the customer.

What is the role of the technical specialist?

To contribute considerable expertise in the form of product demonstrations, recommendations for complex equipment, and setup of machinery

Direct-response advertising is __________.

a marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product

The step in which a salesperson meets the customer for the first time is the __________ step of the creative selling process.

approach

Materials such as logos, brochures, building design, and stationery that communicate an image of the organization are ____________.

corporate identity

Prospect and qualify is the __________ step in the creative selling process.

first

The communication function that seeks to build good relationships with an organization's consumers, stockholders, legislators, and other stakeholders in the organization is known as __________.

public relations (PR)

In the prospecting and qualifying step of the selling process, the salesperson __________.

qualifies a customer on the basis of financial ability, volume of business, special needs, location, and growth possibilities

Internet-based platforms that allow users to create their own content and share it with others who access these sites are known as __________.

social media

The order getter is __________.

the salesperson who works to develop long-term relationships with particular customers or to generate new sales