MAR 3023 Exam 5
If Lucy Hale (star of Pretty Little Liars) appears on Good Morning America and talks about her upcoming album and how great it is going to be, the viewing audience is all the more likely to demand access to it. This illustrates the "desire" element of
"I want it."
MasterCard's competitors were using ______ appeals by stressing the benefits of deals and discounts in its messages. In its Priceless campaign, MasterCard chose to use ______ appeals by focusing on desires such as love and happiness.
informational; emotional
Why is the loyalty that results from building relationships so important?
it builds repeat sales
Which of the following refers to the amount of information a customer feels comfortable providing?
information comfort zone
If a sponsored link was delivered 100 times and 10 people clicked on it, then the number of impressions is 100, the number of clicks is 10, and the click-through-rate (CTR) would be
10 percent
Which of the following statements regarding the development and implementation of a social media marketing campaign is true?
The images and messages used in a social media marketing campaign need to be updated almost constantly.
Which of the following is NOT a major problem threatening this sales opportunity for Alta?
Vicki's call report lacks detail.
A(n) _________ is a salesperson whose primary responsibilities are identifying potential customers and engaging those customers in discussions to attempt to make a sale.
cold callers (NO) order-getter
Personal selling adds value in each of the following ways except by
consistently lowering prices below competitors
Doing the "right thing" for the customer during a conversation should naturally bring about a(n)
customer purchase
As a type of sales promotion, _____ encourage trial and reduce consumer risk, although they may negatively impact perceptions of brand value.
deals
Macy's is conducting marketing research to determine whether or not its advertising message could be clearly understood by its customers. This relates to which component of the communication process?
feedback loop
Coppertone uses a _____ advertising schedule, where it advertises heavily in the months leading up to and during the summer, with no advertising after the season ends.
flighting
In both the Priceless and Priceless Cities campaigns, MasterCard's first step was to
identify the target audience
The Food Network and Cook's Illustrated magazine both fall into which of the following categories of media?
niche media
Which of the following is not a way of generating revenue from apps?
premium apps
How does a microblog differ from a traditional blog?
A microblog is smaller in size—short sentences, short videos, or individual images—whereas a traditional blog is typically longer.
According to your text, which of the following is a reason why many people enjoy personal selling as a career?
It features variety & diversity
_________ entails evaluating a list of prospective customers and assessing their potential to purchase a product.
Lead qualification
A person who wishes to fulfill the need for "me time" would most likely download which of the following apps?
Netflix
_______ advertising generally occurs in the growth and early maturity stages of the product life cycle, when competition is most intense, and attempts to accelerate the market's acceptance of the product.
Persuasive
Which of the following is not a major problem threatening this sales opportunity for Alta?
Vicki's call report lacks detail.
Sweetwater's sales engineers use a database of existing customers to generate leads. This method uses
a CRM program
If Vicki Nguyen's call on June 4 to Bethany O'Meara was her first contact of any kind with Burtell, this was an example of
a cold call
The best corporate blogs illustrate the importance of engaging customers around the core brand tenets without being overly concerned with
a hard sale
The case describes a feature of the Pepsi app allowing users to scan emojis to win prizes. This tactic aims to take consumers to which step of the AIDA model?
action
The bus stop adventure zones discussed in the case are an example of
advertising
A(n) _____ is a subsection of the firm's overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the advertising campaign, clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can determine whether the campaign was successful.
advertising plan
During the follow-up stage, what service quality dimension is being addressed when customers are given adequate guarantees that their purchases will perform as expected?
assurance
Amanda is a sales representative at the Anderson Music Instrument Company. She receives compensation whereby payment is based on sales volume or profitability. This is referred to as
comission
Which of the following analytics is used to measure sales, downloads, video plays, or other actions important to a firm?
conversion
Bowflex and Jenny Craig develop advertisements featuring celebrities to address their target markets' need for feeling good about themselves. This is an example of which of the following?
emotional appeal
A desirable personal trait of good salespeople is _____, where they care about their customers, their issues, and their problems.
empathy
Being able to download a chapter of a new book before buying it, or listening to a few seconds of a song before purchasing it are examples of which aspect of the 4E framework?
engage the customer (NO)
In planning and executing its advertising campaign, what would MasterCard do next after determining how to convey the message?
evaluate the select media
Which of the following accurately depicts the activities included in the 4E framework for social media?
excite, educate, experience & engage
Salespeople who already have an established relationship with a customer will skip this step; it is not used extensively in retail settings, but it is in B2B situations.
generate & qualify leads
The example of Les Paul's limited edition shows how Sweetwater __________ from using its customer database.
generates leads
By providing its sales engineers with all of the tools they need, Sweetwater feels that it will have
happy, loyal customers
When a game or app prompts users to make purchases to enhance the app or game, it is referred to as a(n)
in-app purchase
The "Beef, It's What's for Dinner" campaign to encourage beef consumption is an example of _____ advertising.
institutional
Most important in dealing with ethical and legal issues between the customer and the salesperson is for sales managers to
lead by example.
Cold calls and telemarketing have become ___________ over time, primarily because their success rate is ________.
less popular; fairly low
Jeff indicates that the "perfect conversation" is necessary to make a sale. What is the main component of this conversation?
listening to the customer
Joseph is a salesperson at the ABC Company. His primary responsibility is to process routine orders, reorders, or rebuys for products. Joseph is considered a (an)
order taker.
What salesperson duty is Vicki Nguyen performing in the scenario described in the case?
order-getter
Traditionally, advertising has been _____ and _____.
passive; offline
Which of the following refers to the two-way flow of communication between a buyer or buyers and a seller that is designed to influence the buyer's purchase decision?
personal selling
When a product has gained a certain level of brand awareness, firms use _____ advertising to motivate consumers to take action.
persuasive
After the salesperson has learned about the customer during the qualification stage, in the _____ step additional research is conducted and plans are made for meeting with the customer.
preapproach
As of the July 15 conference call with Burtell, at what stage of the B2B buying process is Burtell?
proposal analysis and supplier selection
The "Indoor Tanning Is Out" campaign is designed to raise awareness of the increased risk of melanoma, the deadliest form of skin cancer, and decrease usage of tanning salons. This is an example of a(n) _____ advertisement.
public service
Nathan gauged the level of exposure to his marketing campaign using the percentage of the target population exposed at least once to his advertisement, representing its
reach
Jack attempted to close a sale with a new customer. Unfortunately, the customer did not purchase anything from Jack; however, he learned some valuable information about this customer and is determined to continue calling on him until he finally does get a sale. Which personality trait is Jack most likely exhibiting?
resiliance
As of the July 15 conference call with Burtell, at what stage of the personal selling process was Vicki Nguyen?
sales presentation and overcoming reservations
In addition to advertising, MasterCard used competitions to build excitement and encourage use of the card. These competitions are a form of
sales promotion
The emoji-scanning portion of the campaign, as described in the case, is an example of
sales promotion
When Best Buy customers experience computer problems, the company offers its Geek Squad for door-to-door service as well as in-store assistance. The Geek Squad fulfills the role of
sales support personnel.
In the ads described in the case related to the #MaxFootball campaign, the transmitter of the message is
the ad agency or department that created the ads.
If an insurance company encourages its salespeople to intentionally mislead potential customers about damage from flooding due to hurricane damage, who could be susceptible to legal action for the deceptive practice?
the insurance company and the salesperson
In the ads described in the case related to the #MaxFootball campaign, the sender of the message is
the product manager for Pepsi Max
Disney starts off its stars with Disney Channel shows, records them on the Disney-owned Hollywood Record label, plays the songs in heavy rotation on Radio Disney and Disney movie soundtracks, organizes concert tours with Disney-owned Buena Vista Concerts, and sells tie-in merchandise throughout Disney stores. The goal of each of these elements is
top-of-mind awareness
Harley Davidson has _____ if a consumer responds "Harley" when asked about American-made motorcycles.
top-of-mind awareness
One way the Priceless Cities campaign appealed to consumers' emotions was by stressing
unforgettable experiences
The tagline "There are some things money can't buy. For everything else, there's MasterCard" represents MasterCard's
unique selling proposition