Marketing Final NWMSU
Which of the following statements about handling objections is true? -A professional salesperson should not need to anticipate objections. -A salesperson should view objections as requests for more information. -Objectives can only be handled when they arise, not anticipated beforehand. -Objections should not be used to close the sale. -A good salesperson dreads having to handle sales objections.
A salesperson should view objections as requests for more information
Of all the various platforms for social media marketing, surveys indicate 96 percent of B2C respondents say their business uses which one as a marketing tool?
What have sociologists and organizational scientists concluded about the constant use of social media?
It has made users less social in face-to-face settings
All of the following statements describe an advantage of personal selling over other forms of promotion EXCEPT: -It is easier to direct the marketing effort to directly to qualified prospects with personal selling. -It is easier to vary the message according to what the customer needs to know with personal selling. -Personal selling is better for providing customers with detailed demonstrations of products. -Personal selling costs can be controlled by adjusting the size of the sales force. -Personal selling is less expensive on a per contact basis.
Personal selling is less expensive on a per contact basis
The knowledge that most contemporary businesses depend on repeat sales (rather than solely new sales) is the basis of:
Relationship Selling
is a sales practice that involves building and maintaining customer trust over time in order to develop long-term satisfaction through mutually beneficial partnerships.
Relationship Selling
Lead qualification involves determining whether a prospect has:
a recognized need/desire, buying power/authority, and the resources necessary to make a purchase
In which closing approach does the salesperson act as if the buyer has already decided to purchase?
assumptive close
When it comes to the use of color in website design, which of the following colors represents a sense of trustworthiness and openness?
blue
The name, term, symbol, design, or any combination of these that a firm uses to identify and differentiate its products is its:
brand
The value the firm derives from consumers' positive perception of its products is called:
brand equity
The fact that a consumer who has tried and likes a product and therefore, is more likely to continue buying it regardless of outside influences exemplifies the fact that:
brand equity increases a firm's ability to succeed in a difficult competitive environment
Subway, Denny's, and Circle K are examples of _____ because the franchisee buys the right to use the franchisor's approach to doing business.
business format franchising
In today's era of media noise, how can marketers break through the clutter to reach their audience?
by producing messages that are relevant to each individual consumer
The makers of Breyers ice cream have come up with a new line called Breyers Blasts! This line of ice cream combines Breyers ice cream with well-know products such as Oreo cookies, Snickers candy bars, and Reese's peanut butter cups. This is an example of:
co-branding
carry a limited line of high-turnover, high-priced goods and resemble miniature supermarkets. These self-service stores are typically located near residential or high traffic areas and are open long hours, seven days a week.
convenience store
When companies meet the needs and expectations customers have for their goods or services, they have achieved:
customer satisfaction
A consumer can be happy with a product but switch to another company's good or service if it can provide additional value. This is why, according to your text, customer-driven companies strive to ________ their customers.
delight
When a business allows employees to make decisions about how service is provided to customers it is practicing:
empowerment
Rochelle owns and operates a McDonald's restaurant. She has licensed the right to use McDonald's name, logo, and products. Rochelle's restaurant is an example of a(n):
franchise
By interacting with consumers in a fun, helpful, and interesting manner, social media can help build a successful brand in two main ways: by allowing the firm to develop deeper relationships with customers and by:
generating positive word-of-mouth communication about the brand
The first step in the customer relationship management process is to:
identify current customers
According to your text, the ultimate goal of delivering superior customer service is to:
increase brand loyalty
Around the world, most retailers are _____, operating one or a few stores in their community, owned by a single person or partnership and not operated as part of a larger retail institution.
independent retailers
The use of GPS data transmitted from a mobile device to adapt content, messaging, or service delivery to a target's location is the premise behind:
location-based marketing
Randi's family has always owned Toyota vehicles and has been very happy with them. Now that Randi is ready to buy her first vehicle, she doesn't even want to look at other manufacturers because she feels that Toyota's are the best. Randi is exhibiting brand:
loyalty
On the store shelf at Walgreens, there are two types of sunscreen. Coppertone Sport Spray, which is a _______ brand, and Walgreens Continuous Spray Sport, which is a _______ brand.
manufacturer; private-label
Jason works in the men's department of a major retail store. He helps customers find what they are looking for and rings up sales that customers bring to the check-out counter. Jason is considered to be a(n):
order-taker
The two-way flow of communication between a salesperson and a customer that is paid for by the firm and seeks to influence the customer's purchase decision is referred to as:
personal selling
All of the following are used in social media marketing except: -online videos -websites -e-mail. -print advertisements
print advertisements
As a retailer, Target has developed its own line of products with the brand name up & up. These products are sold exclusively in Target stores and are an example of:
private label brands
Chattanooga Bottling Company is licensed to bottle Coke products. The Chattanooga Bottling Company is an example of a:
product distribution franchisee
Which of the following activities is not included in sales force management? -compensation -recruitment -evaluation -production -motivation
production
According to your text, brand revitalization often begins with:
rebuilding trust with consumers
A family traveling in their car is looking for a place to eat off the highway. One of the children in the car sees a sign up ahead with the face of Ronald McDonald on it and exclaims, "Let's go to McDonald's!" This is most likely an example of brand:
recognition
The term used to describe a business that focuses on attracting, maintaining, and enhancing customer relationships in order to build brand loyalty is:
relationship marketing
What is the customer service objective that involves ensuring customers can depend on receiving a good or service within a stated lead time and that there will be no problems with the order?
reliability
is defined as all activities directly related to the sale of goods and services to the ultimate consumer for personal, nonbusiness use or consumption
retailing
If a company's CRM efforts lead to an increase in the number of goods or services purchased by a consumer, then it has been successful in increasing its:
share of customer
Keenan owns a retail store. He often receives payments from some of his manufacturers to ensure their products are placed in the best location in the store or on the store shelves. These payments are formally referred to as:
slotting allowances
What type of marketing uses combinations of digital tools such as websites, online videos, e-mail, blogs, social media, mobile ads, mobile apps, and other digital platforms?
social media marketing
Toys "R" Us sells a huge assortment of toys and children's books at greatly reduced prices. It offers customers few services and competes on the basis of moderate to low prices on the large quantities of merchandise it stocks. Toys "R" Us is an example of a:
specialty discount store
Texas-based Grape Vine Market is an 18,000-square-foot store offering highly collectible food and wine—along with some other culinary perks, including a cooking school—all in a setting crafted to make shoppers feel comfortable. It stocks more than 5,500 different kinds of wine. Grape Vine Market is best described as a:
specialty store
Private label brands are also referred to as:
store brands
According to your text, which step of the personal-selling process is the most important and most difficult?
the approach step
What innovation in the early 20th century started a new age of communication?
the introduction of broadcast radio and TV
The marketing strategy that reflects the idea that a firm's long-term success must include a company-wide effort to satisfy customer needs and wants is referred to as:
the marketing concept
The performance measurement known as line fill rate measures
the percentage of item stocking types on the order shipped on time and complete
All of the following situations involve retailing except: -transporting newly manufactured cars to a dealership -booking a European vacation from a travel agent -dining out at the new restaurant in town -buying a set of golf clubs from a sporting goods store
transporting newly manufactured cars to a dealership
The ease with which website visitors can achieve their objectives for visiting the site is termed:
website usability
