Master Question
The cost of hiring and training a new salesperson is about ______ in the first year.
$100,000
Which public relations activity is used to post daily updates about a company, its products, and employees?
A blog
Of the total minutes spent online in the United States, ______ percent are on a mobile device.
71
When building an advertising campaign, which step occurs immediately before choosing advertising tools?
Creating advertisements
What is the first step of developing a social media marketing campaign?
Set a goal.
Decoding occurs at which stage of the communication process?
When a consumer receives the message
The effectiveness of sales promotions is ______ than other aspects of the promotion mix. This is because sales promotions ______.
easier to measure; rely on coupons and rebates that can be tracked
How the sales plan is practiced by the sales force through recruitment, compensation design, and sales force motivation is known as sales __________.
implementation
Match each communication method with the level of consumer engagement that best describes it. No items may be used more than once.
* Audio - The most passive. * Video - Moderately passive * Print - The least passive
Select all of the scenarios that represent typical interactions via social media between a consumer and a company.
* Bakari listens to a political podcast and hears the host read advertising copy for one of the podcast's sponsors. * Sue sends a tweet to A1 Aviation Airline to complain about the long delay for her flight. * Rose sees an advertisement for snow boots at the top of an outdoor adventure website, clicks on the link, and makes a purchase. * Sadiq's Facebook newsfeed features a display advertisement for student discounts on subscriptions to the Boston Globe.
Consumers who engage in one-time shopping may exhibit a number of different behaviors at the same time. Select all of the behaviors they may exhibit.
* Browsing * Product-Focused Shopping * Researching * Bargain Hunting
Which of the following statements comparing offline and online publicity are true?
* By cultivating relationships with the media, marketers have more control over offline publicity messages than over online messages. * Negative offline publicity can be just as harmful to a company's brand as negative online publicity.
Building a trusting connection with a customer over a long period of time is a key facet of ______ selling.
relationship
Some firms choose to give away ______, which are trial portions of a product, to promote a product and encourage purchases. The main disadvantage of this marketing tool is that ______.
samples; they can be expensive
To enable data mining, companies store the specific customer information they have collected in ______.
CRM databases
Which of the following are documents that give the consumers who carry them a discount on a product?
Coupons
What is one common trait of invisible marketing influences?
They track information connected with individual consumers.
In today's information-rich environment, personal selling is more important than ever because it is ______.
flexible
The structure to settle disagreements in business without having to include government agencies is called __________.
self-regulation
One mistake firms make with CRM data is neglecting to firewall data when they have clients who ______.
compete against each other
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 known as ______.
personal selling
Building a trusting relationship with a customer, sometimes over a long period of time, is a key aspect of __________ selling.
relationship
Building trusting communication with a customer over multiple sales interactions is known as __________ selling.
relationship
After Javier buys a new pair of dress shoes from an online clothing retailer, the retailer begins sending him monthly e-mails offering 10 percent off shirts and pants that would pair well with the shoes he bought. This is an example of how companies use customer relationship management (CRM) to ______.
tailor promotions
Any instance of contact between a customer and company is referred to as a ______. With the help of CRM technology, companies use this information to ______.
touchpoint; tailor goods and services to customers
Select all of the choices that are key factors in sales success.
* Communication * Customer Focus * Resilience
Select all of the examples of touchpoints.
* Janelle browses the new arrivals on Nordstrom's website. * Kareem talks with a salesperson at PetSmart.
Select all of the true statements about prospecting and qualifying.
* Not every qualified prospect is immediately targeted by a salesperson. * Potential customers who may be likely to use a salesperson's product are known as prospects. * Qualifying prospects involves identifying those customers who have the desire, the authority, and the resources to purchase the product.
Xiu Li makes sure that the downtown retail space she shows Marco is clean and welcoming, and well-lit enough to show off the high windows and wooden countertops. Which aspect of the presentation step of the personal selling process does this represent?
Create a memorable experience.
Companies use customer focus to ______.
determine how well a company's CRM program prioritizes customers based on their individual profitability
Some customers are uncomfortable with the idea that companies store their personal information. This feeling has grown as instances of ______ have been made public and customers realize that their personal information can be breached. Feelings of privacy invasion are also increased by the fact that ______.
hacking; information on buying habits can be sold to other firms
The transmission of a message from a sender to a receiver is part of the ______ process.
communication
Each of the promotional mix elements can ______. For example, ______ is used to promote positive relationships between stakeholders and a firm.
exert influence on different target market segments; public relations
When sales managers recruit sales candidates, which of the following criteria is most important to increase the likelihood of that candidate's success?
The candidate proves to be the right fit.
To measure whether a social marketing campaign is meeting its goals and objectives, marketers use applications such as Google Analytics or Viralheat. These provide a dashboard, or a central location where they can ______. The dashboard aggregates, or counts, the number of ______.
monitor all of of their social media activity; likes, pins, and other variables
Marketers decide which objective to follow based on the product and the ______.
needs of the target audience
A disruption that interferes with the successful transmission of a message is called __________.
noise
Should Xiu Li successfully find the right storefront for Marco's store and he decides to purchase, Xiu Li should make sure she handles all the next steps properly. This task exemplifies which important task of personal selling?
order processing
Damon and Brian, owners of Green Ocean Cruises, are looking to extend their marketing reach through different forms of digital marketing. Brian explains the main types of digital marketing to Damon, which includes everything except
paid display advertising.
For marketers, the U.S. Postal Service represents a(n) ______ communication method.
reliable
HOLT's decision to hold a huge amount of inventory is driven by the desire to meet which customer service factor?
timeliness
Thea's podcast advertising campaign for Wanderlust Tours' increasingly popular "Travel Forward to Give Back" and "BASE Jump Around the World" trips highlights some of the packages' key features, relative to similar ones offered by competing firms. Thea's advertising objective is
to persuade.
Programs such as the Mentor of the Game and the Healthy Homecourt are examples of the Grizzlies using which promotional mix element?
public relations
Making broad, exaggerated, or boastful statements about a product or service that are subjective rather than objective is known as advertising __________.
puffery
Select all of the common types of digital sellers.
* Digital Marketplaces * Buying Club Sites * Auction Sites * Digital Malls
Which element of the promotional mix generally has the least direct impact on the success of any single product?
Public relations
A touchpoint occurs when Randi ______.
asks a salesperson to let her try on a sweater
During the fourth step in the customer relationship management (CRM) process, companies take a closer look at the information they have gathered. To enable CRM data analysis applications to access the information, the company ______. The data analysis applications then perform ______ to search for meaningful trends.
stores the information in a CRM database; data mining
Jarvis wants to find new customers to purchase his firm's products. During the prospecting phase, he is most likely to ______. After he has a list of potential customers who might want his firm's products, he will ______.
talk to people at trade shows; qualify them
Drag each description to the correct advertising objective. No items may be used more than once.
* To Inform: attempts to develop initial demand for a product. * To persuade: attempts to increase demand for an existing product. * To remind: attempts to keep the product before the public in an effort to reinforce pervious promotional activity.
Align each advertising objective to the appropriate social media language.
1. Status update: I am going to Roberto's, the best new restaurant in town. - Inform 2. Don't forget to tell your friends where to find the best deals on new textbooks. - Remind 3. See why millions like our lawnmowers. - Persuade 4. I became a fan because this smartphone simply works better. - Persuade 5. Follow us and make sure you always are the first to know. - Remind 6. Check out our 50 percent off sale today on #greatdeal. - Inform
What does a pretest give marketers?
A baseline measurement of product awareness
Which of DMC's ad campaigns was primarily persuasive, taking place during the growth phase of the product life cycle?
Ad Campaign #2
During a tour through a retail space downtown, Xiu Li explains to Marco how the building's security system will keep his employees and his inventory safe. Which aspect of the presentation step of the personal selling process does this represent?
Assert the advantages and benefits of the product.
After the 2010 Gulf oil spill, BP used its website to inform the public of the specific actions it was implementing to contain the oil leak, to clean up the spill, and to help those negatively impacted by it. What role was PR serving in this situation?
BP was using PR efforts to repair its public image.
Which of the following is the last step in building an advertising campaign?
Measuring the effectiveness of the advertising
Which of the following best defines digital marketing?
Online marketing that can immediately deliver content to consumers through digital devices, platforms, and channels
What is the major disadvantage of publicity?
Organizations have little control over the release of information they did not pay for.
What is one reason why marketers sometimes prefer offline publicity to online publicity?
They can better manage messages about their company through relationships with the media.
Companies often use ______ to support other aspects of their ______.
a sales promotion; promotional mix
Sales managers usually organize salespeople based on ______.
a territory strategy
Kaspar's job is to create content for the social media pages of different companies. He most likely works as ______.
a writer
Nonpersonal promotional communication about services, goods, or ideas that is paid for by the company identified in the communication is referred to as __________.
advertising
Personal selling is ______ tool that involves ______ flow of communication, and it seeks to ______ the customer's purchase decision.
an integrated; a two-way; influence
The initial meeting between the salesperson and the prospect is the __________ step of the personal selling process.
approach or third
A company using customer segmentation analysis ______.
builds customer profiles based on demographics, purchase patterns, and other criteria and places them into various categories
Reno, a floor manager at a local hardware store, experiences a touchpoint when he ______.
calls Roni to tell her she forgot to redeem her 20 percent discount when she bought her circular saw at his register
An advertising __________ is a group of coordinated advertisements that share a single theme.
campaign
The selling environment includes some elements of rapid change, threats from ______, and increasingly complex relationships and sales processes.
competitors
Salespeople work in fast-changing, competitive, and ______ environments.
complex
During the pre-approach stage, the salesperson's principal job could best be described as______. The salesperson is most likely to focus on ______. By doing their homework in the pre-approach stage, salespeople signal their ______ to the potential customer.
conducting research; specific information such as key decision makers; professionalism
The percentage of users who take a desired action, such as making a purchase, is known as the ______ rate.
conversion
Damon and Brian make sure that an online travel agent is always available to chat with site visitors, answer questions, and book vacations. Which criteria of effective web design does this satisfy?
customer service
Creating customer value begins with understanding ______. To aid them in achieving this, firms use ______, which captures, stores, and predictively uses customer data.
customers' needs and wants; CRM software
Sue Ellen's Pizzeria could potentially advertise its products on social media using all of the following except
develop a colorful print ad that can be run in the local Hartford newspaper.
The effectiveness of public relations is ______. This is due in part to the fact that public relations activities ______.
difficult to measure; do not directly contribute to product success
Inbound marketing is one of the four major forms of ______.
digital marketing
According to the American Marketing Association, __________ marketing is the total number of activities a seller engages in to encourage the exchange of goods and services with the buyer.
direct
Marketing communication methods are designed to deliver messages ______ to consumers.
efficiently
Marketers, acting as senders, communicate with consumers by ______.
encoding their ideas into easily understood messages
A company can determine the value of its CRM program by looking at a ratio of investments and returns known as customer __________.
equity
By using advertising puffery, marketers present ______ that mislead consumers.
exaggerations
Public relations departments use event sponsorship to ______.
gain recognition for hosting or supporting a charitable event
The first step in the customer relationship management (CRM) process is ______. The information gathered during this step ______.
identifying current customers; is general in nature
All of the following are advantages of social media marketing for a small business like Sue Ellen's Pizzeria except
if you make a mistake, very few people will know about it. Correct
The goal of __________ advertising is to develop early demand for a product or service.
informative
A firm decides to coordinate the various promotional mix elements in order to provide its consumers with a clear and consistent message about its products. This firm is engaged in ______.
integrated marketing communications
For marketers, consumer feedback is represented by the ______ of chatter.
level
Ad Campaign #3, which took place during the ________ phase of SUVs' product life cycle, sought to ________ consumers of the many features and benefits of the Adventurer and the Hauler.
maturity; remind
One disadvantage of the brochure is that it ______.
may end up in the junk pile
Marketers look at whom they want to reach as a basis to determine which delivery platform is ______.
most efficient
Companies that collect data for CRM purposes ______. Because this information often contains ______, it is important that companies implement security protocols and train employees on the importance of data security.
must continually refresh that data; personal information
Jackie takes a picture of herself holding a cup of her favorite coffee and posts it to Instagram, where she tags the coffee company. This is an example of ______ publicity.
online
Consumers can create social media content via blogs, videos, posts, pictures, ______, and ______ on social media sites such as Facebook, Pinterest, and Instagram.
podcasts; status updates
Xiu Li has found several properties to show Marco, owner of the Upcycled Dog, who is looking for a new storefront for his business. At which point in the personal selling process does Xiu Li show her properties?
presentation
Mobile applications that are designed around connecting people who can offer something with people who need the service are examples of the intersection of social media with the __________ element of the marketing mix.
product
Firms that use ______ agree to give customers a certain amount of money after they make a single purchase. These usually result in greater profits than coupons because ______.
rebates; 40 to 60 percent are not redeemed
To determine if consumers can recognize an ad, marketers often use a(n) __________ test.
recognition
Digital buyers who are going to buy a product for the first time engage in ______.
research
Following a(n) __________ assessment, managers may need to reassess their plan or implementation, redistribute the sales force, or engage in training.
sales
Marco, the owner of the Upcycled Dog, partners up with realtor Xiu Li to search for a brick-and-mortar space for his business. In this buying situation, personal selling is the most effective selling strategy for all of the following reasons except
selling real estate requires one-way communication between the buyer and the seller.
In direct marketing, the seller communicates with the target audience using one or more forms of media to ______.
solicit a response from a prospect or customer
During the third step of the CRM process, the company gathers ______.
specific information on individual customers' touchpoints with the company
One of the difficulties in measuring the effectiveness of integrated marketing communications (IMC) is the fact that ______.
the elements of the promotional mix are difficult to isolate and analyze
If the company's goal is to increase brand awareness through advertising via search engine optimization, which of the following metrics would help it assess its progress toward that goal?
the number of clicks from search engine results to the Tockers homepage, as measured before and after the SEO campaign
HOLT product support sales reps are successful at providing great customer service for all of the following reasons except
they were all originally HOLT customers.
According to the law, claims in advertising must be ______ and must also be ______.
truthful; evidence based
Social media are a new, still-evolving form of media that consist of ______ electronic communication that allows users to share information, content, ideas, and messages to create a(n) ______ experience.
two-way; customizable
Match each step of the personal selling process with its correct sequence in the model.
1. Prospecting and Qualifying 2. The Pre-Approach 3. The Approach 4. The Presentation 5. Handing Objections 6. Closing the Sale 7. Follow-Up
What are the two main types of publicity?
* Online * Offline
Which of the following statements about direct marketing is true?
A firm can test different marketing message elements, such as the effectiveness of a word or a visual choice in an ad.
Gina is the CEO of a large accessories company that has been operating for decades. Recently, the company has changed its procedures, and it now focuses on producing natural, sustainable products. Gina wants to share the company's new philosophy directly with the public in a way that generates positive press, but she prefers to use a richer channel of communication than writing. What public relations tool will best help Gina accomplish her goal?
A speech
What is a sample?
A trial portion of a product used to encourage product purchase
Each year Yolanda, a stockholder in a beverage company, receives a 200-page booklet in the mail that tells how much money the company made last year and explains how the company is reducing pollution and waste. Which public relations tool is Yolanda receiving?
Annual report
While on vacation, Tiffani reads a five-page booklet discussing how a local cheese company has helped restore a thousand acres of wetlands, which are used to educate school children about the ecosystem. Which form of public relations has Tiffani encountered?
Brochure
Which characteristic of social media marketing most clearly explains how integral it is to the concept of place in the marketing mix?
Consumers can take social media with them wherever they go.
Wanderlust Tours has a heavy social media presence and its website is frequently visited, liked, and shared. To make the site more robust and to further engage consumers, Wanderlust Tours adds videos, photos, and discussion boards for its users to explore and enjoy. These features are developed during which step of the campaign planning process?
Create marketing content.
What is defined as the total number of activities a seller engages in to encourage the exchange of goods and services with the buyer?
Direct marketing
Why are contests expensive to administer?
Each entry must be judged.
What are the two types of advertising appeal?
Emotional and rational
McGraw-Hill, a learning science company, needs to demonstrate its products to college instructors, and sometimes it needs to make sales presentations to academic departments or groups of administrators.
Outside Salespeople
Hein evaluates his company's customer relationship management (CRM) efforts and finds that last year, customers each spent about $2,000 on his company's products. This year, they each spent about $3,500, which increased the company's profits. Which one of the four basic criteria did Hein use to judge the company's CRM efforts?
Share of customer
Which step of the customer relationship management process utilizes customer segmentation analysis, recency-frequency-monetary analysis, lifetime value analysis, and predictive modeling?
Storing and analyzing information
What is true of all paid stories, sponsorship, paid display advertising, and paid searches?
They involve paying money to an outside company.
Which of the following do marketers often use to determine what consumers remember, without any clues, about an advertisement?
Unaided recall tests
A hotel owner checks her records to see how many customers book through external sources, how many book through email, how many book in person, and how many book over the telephone. Which step of the customer relationship management process does this represent?
Understanding how customers interact
In looking for potential job candidates to add to a sales force, a sales manager is most likely to be interested in people who ______.
are working for a competitor
Closing the sale occurs at the point when the salesperson ______. This can be the most difficult part of the personal selling process because it requires the salesperson to overcome the basic human fear of ______. It is important for the salesperson to be proactive in this situation because the majority of customers ______.
asks the prospect for the sale; rejection; will not take the initiative to close the sale
Sales managers engage in sales ______ to understand what areas need to be controlled. This involves evaluating the sales ______ of an organization and its sales force.
assessment; performance
Companies like Nielsen and Mediamark collect and provide firms with data specifically related to ______.
audience size
Companies use data to inform their ______, although most large companies will hire firms, such as Nielsen, that specialize in that type of data.
campaign planning
Most managers prefer using __________ salespeople because these salespeople have a sole focus on selling the company's products, and it is easier to control how they conduct their sales activities.
captive
Most managers prefer using ____________ salespeople because these salespeople have a sole focus on selling the company's products, and it is easier to control how they conduct their sales activities.
captive
After companies using customer relationship management (CRM) gather specific customer information, they use a process called ______, which involves conducting a computerized search of the data to find meaningful trends.
data mining
According to the American Marketing Association, ___________ marketing is the total number of activities a seller engages in to encourage the exchange of goods and services with the buyer.
direct
The transformation of the sender's ideas and information into a message that typically includes words, symbols, and/or pictures is known as ______. If a marketer's message is ______, it can result in few positive responses from consumers.
encoding; confusing
Sales management refers to a manager's responsibility for ______ a sales plan. This will then be used to deploy salespeople to ______ customers.
formulating and implementing; interact with
Employee sales promotions are typically directed at ______ and come in the form of ______.
frontline employees; cash incentives or contests
Gathering information to determine which media a target audience prefers to use is part of using data to ______.
inform campaign planning
The goal of Ad Campaign #1 was primarily to _______ during the _______ phase of the product life cycle.
inform; introduction
To coordinate the various promotional mix elements and provide customers with a clear and consistent message, firms use a(n) __________ marketing communications strategy.
integrated
In order to achieve her goals using a social media marketing campaign, Thea must develop strategies around the
marketing mix.
Graciela is attending a concert promoting diversity and notices that one of the major sponsors is her local supermarket, Whitman Foods. Wanting to acknowledge the company's contribution, Graciela tweets, "Shout out to @whitmanfoods for supporting an inclusive society! #diversityrocks." Many of her 50,000 followers, including some of the musicians playing the concert, retweet her words. This is an example of ______ publicity.
online
Mobile applications that are designed around connecting people who can offer something with people who need the service are examples of the intersection of social media with the ___________ element of the marketing mix.
product
To maximize the potential revenue for Sue Ellen's Pizzeria next month, the company should
select one or two social media platforms to begin building a following.
Digital malls, digital marketplaces, auction sites, and buying club sites are the four types of digital __________.
sellers
The formulated goals of the sales organization determine the ______.
size of the sales force
Marketers determine which apps and delivery platforms to use based on which ones will be most attractive to their ______.
target audience
Marketers select the methods of advertising that are most likely to reach their ______. For example, if a company wants to sell its product to teenagers, it would probably use ______.
target audience; digital media
A group of salespeople and other employees who act collectively to sell to a customer are known as a sales __________.
team
Which of the following is an example of direct marketing that uses offline media?
telemarketing
Thea relies on an e-mail and texting advertising campaign for such classic travel packages as "Bike & Hike the Klondike" and "Surf, Turf, & Save the Earth," which she hopes will help keep these trips on travelers' radars. Thea's advertising objective is
to remind.
The fifth step in the customer relationship management (CRM) process is ______. For example, a clothing store might ______.
using analysis to build customer relationships; send coupons to customers on their birthday
Select all of the true statements about the security and privacy of customer information in customer relationship management (CRM) systems.
* All CRM applications are vulnerable to security breaches. * A multi-step login system can increase protection for customer data.
A company can try to identify and direct its selling efforts only to those customers who are, or are likely to become, profitable in the future by using ______.
customer focus
Hector begins to analyze his company's customer relationship management (CRM) data but finds he cannot complete his analysis because he is lacking a great deal of the necessary information. The mistake his company made was neglecting to ______.
set up a data capture and collection strategy
Which of the following is the most effective technique to use for an advertising campaign?
Two ads about a product set in different locations and yet conveying the same message
What is sentiment analysis used to examine?
Whether people are reacting favorably or unfavorably to products or marketing efforts
As Marco tours the retail space, he asks Xiu Li several questions. To make sure she fully understands his questions and concerns, she engages in
active listening.
Public relations departments use blogs to ______.
allow individuals within the company to share their thoughts with the public online
Select the two ways that employee sales promotions reward employees.
* Contests * Cash Incentives
Annual reports function as a public relations tool because they are intended to ______.
* educate stakeholders about the firm's developments. * promote a positive image of the firm.
Place the steps of the personal selling process in the correct order.
1. Identify Current Customers 2. Understand How Customer Interact 3. Gather Specific Customer Information 4. Store and Analyze Information 5. Utilize Analysis to Build Customer Relationships
Place the steps in building an advertising campaign in the correct order, with the first step at top and the last step at the bottom.
1. Identify the target audience. 2. Define objectives. 3. Create advertisements. 4. Choose advertising tools. 5. Measure the effectiveness of the advertising.
Which of the following describes customer equity?
A ratio comparing a company's financial investment in a customer with the financial return on that investment
How do marketers determine which customer segments will be part of their target markets?
By conducting research
When the Coffee Collective purchases advertisements on the radio, it does so with the goal of informing its dog-loving coffee drinkers of its new patio. This action characterizes which step of creating an advertising campaign?
Define objectives.
Frito-Lay overcame the difficulties of evaluating the effectiveness of its national sales force by doing which of the following?
Focusing on a variety of sales outcomes
What is the first step in the customer relationship management process?
Identify current customers.
Manhattan College, a small private college in New York City, contacts its alumni directly to ask them to donate money to the college.
Inside Salespeople
Tri-State Window Cleaning, a window cleaning service based in New Jersey, likes to check in with its existing customers and ask them if they need window-cleaning services.
Inside Salespeople
How did DMC's Ad Campaign #4 affect the PLC for sport utility vehicles?
It helped to restart the PLC in a new introductory phase by emphasizing major product modifications and enhancements.
Which of these statements about a posttest is true?
It is used along with a pretest to determine the effectiveness of an advertising campaign
Which of the following is an accurate statement about self-regulation in advertising?
It sets standards that go further than existing laws.
Which of the following should HealthySnax do to assess the effectiveness of its public relations campaign, which focuses on supporting worthy causes such as the search for a cure for breast cancer?
It should use market research to determine the amount of goodwill that the company has generated with its commitment to supporting medical research.
What is the typical response rate for direct mail?
Less than 5%
Which of the following is a measurement of the total profit a customer brings to a company over time?
Lifetime value
What do marketers call a disruption in the transmission of a message caused by distractions such as competing messages, poor clarity of the messages, or an ineffective communication method?
Noise
Which of the following would a reminder advertisement most likely do?
Notify consumers of a seasonal buying opportunity.
Match the different examples of publicity to the correct publicity type.
Online * Airbnb: Site photos on Instagram * Everlane: Sponsored ads on Facebook * Dollar Shave Club: YouTube launch video Offline * Red Bull: Mini Cooper car billboard * Adobe: interactive billboard * Chanel: interactive storefront window * LG touch-screen bus kiosks
Match the pros and cons to the correct public relations activity.
Pros * Informs on strategy, direction, and growth - Annual Reports * Allow customers to feel connected to firm's leadership - Speeches * Allow company to completely control the message and respond directly to customer complaints - Blogs *Provides customers with key "take-aways" in convenient, easy-to-reference format - Brochures * Associates the company with a cause - Event Sponsorship Cons * Lengthiness deters customers from reading - Annual Reports * Offensive content can produce lasting discussion - Speeches * Often not accessed - Blogs * Often discarded - Brochures * Can raise disagreement or lack of support - Event Sponsorship
Drag each topic to the correct type of appeal (rational or emotional). No items may be used more than once.
Rational * Savings * Health * Convenience * Environmental Impact Emotional * Fear * Admiration * Pleasure * Envy
How do marketers generally view the desired balance between frequency and reach?
They want to reach as many customers as they can as frequently as possible.
What is the overall goal of CRM?
To achieve customer satisfaction
The second step in the customer relationship management (CRM) process is ______. The information gathered during this step ______.
understanding how customers interact with the firm; is the basis for a CRM system
One action that is used with visible digital marketing influences is ______.
use of celebrity endorsements
In an effort to increase the likelihood that customers will like the monthly specialty pizza and ultimately generate the highest possible profit, you could
use social media to ask customers what flavors of specialty pizza they would like.
Thea and Uri know that many people who purchase adventure travel packages read a blog called "Hasta La Vista," so they decide to post an ad on this site that shows a tourist paragliding over Nepal, visiting ancient religious temples, and engaging with locals, all while a Wanderlust Tour guide is narrating the tourist's adventure in the background. Which of the following describes this form of marketing influence?
visible paid story
Despite laws and regulations, it is often difficult with advertising to determine ______.
when a line has been crossed in an ad
Martha decides that ________ advertising is the best way to reach customers about the event and outdoor patio since this form of advertising has video capabilities, animation to capture the audience's attention, and ads that can be interactive, even though she isn't quite sure of the effectiveness of this new medium.
Internet
Novartis Pharmaceuticals needs its salespeople to introduce doctors to and educate doctors about new medications.
Outside Salespeople
Perkins + Will, an office design firm, offers a complete suite of services to its customers, including furniture design, office plans, a tech team to manage communications, and other services.
Sales Team
Select the three characteristics that are most important for a successful salesperson.
* A good personality. * Adaptiveness * Optimism
Place the steps of the personal selling process in the correct order.
1. Prospecting and Qualifying 2. The Pre-Approach 3. The Approach 4. The Presentation 5. Handling Objections 6. Closing the Sale 7. Follow-Up
Which data mining method creates customer profiles based on purchase patterns, demographics, and other criteria and places them into various categories?
Customer segmentation analysis
Cassidy is the marketing manager for a bank that has decided to implement the customer relationship management (CRM) process. What is the first thing Cassidy needs to do to start this process?
She needs to identify general information about the bank's current customers, such as their location.
Companies can decide to eliminate or reduce services to customers who will bring them low profits over time while maintaining or even increasing services to customers who will bring them high profits over time by calculating ______.
lifetime value
When Olsen's accountants determine how much total profit each customer has brought to the store, sometimes over a very long period, they are determining _________, which can help the store identify the customers who warrant increased CRM efforts.
lifetime value
Marika figured out that her company spent approximately $543,440 last year investing in getting new customers and keeping the current ones. The company earned a profit of $352,080 as a result of those efforts. Marika is using ______ to judge the effectiveness of her company's CRM program.
customer equity
Activity A: The producers determined that the content of their advertising message will be "Millennials: Nobody understands you, but we do." Activity B: The producers looked at the number of tickets sold before the ad campaign and compared that number to tickets sold after the ad campaign. Activity C: The producers decided to focus their advertising efforts on Millennials themselves, who will likely be interested in seeing a play about their generation. Activity D: The producers decided to run their ads in the online spaces most frequented by Millennials, including Instagram and YouTube. Activity E: The producers decide that their key goal for the advertising campaign was to increase ticket sales.
* Activity C: Focus on Millennials - Identify the target market. * Activity E: Increase ticket sales - Define objectives. * Activity A: Define marketing message - Create advertisements. * Activity D: Advertise on social media and YouTube - Choose advertising tools. * Activity B: Compare ticket sales before and after the ad campaign - Measure the effectiveness of advertising.
From the following list, select all of the elements of the promotional mix that are commonly measured for effectiveness.
* Advertising * Public Relations * Sales Promotion * Personal Selling
Select all of the true statements about security and customer relationship management (CRM) systems.
* Companies are legally permitted to share some customer information with other companies. * A robust firewall is essential to protecting customers' privacy.
Select all of the elements of the marketing mix that are relevant to social media.
* Product * Place * Price * Promotion
Select all of the outcomes of an effective follow-up.
* Promoting positive customer reviews. * Improving customer satisfaction. * Enhancing sales opportunities.
Select all of the following actions which take place in the pre-approach stage of the personal-selling process.
* Reviewing account histories. * Assessing product needs. * Identifying key decision makers.
Select all of the actions you need to take before you can create content for a social media marketing campaign.
* Select the correct combination of social media platforms. * Set a goal. * Determine the target audience.
Select all of the attributes salespeople need to have to handle objections.
* Sincere respect for the prospect's concerns * Professionalism * Strong communication skills
Select all of the primary forms of digital marketing.
* Social Media Marketing * E-mail Marketing * Inbound Marketing * Search Engine Optimization (SEO)
Select all of the possible job titles for the person who is typically responsible for the overall success of a company's social media efforts.
* Social Media Marketing Manager * Social Media Specialist * Social Media Strategist
Select all of the common privacy concerns customers have related to companies collecting their personal information.
* The sale of their information to other firms * Breaches of the company's security measures
Select all of the characteristics of messages transmitted by traditional media but NOT by social media.
* The sender of the message receives little feedback about it. * The message is static and unchanging.
Select all of the characteristics of social media platforms.
* They facilitate communication and connection. * They are website-based media channels.
Which of the following statements are true about brochures?
* They often contain abbreviated annual report information. * They may be printed online or on paper. * They should be visually engaging.
Select all of the true statements about inside salespeople.
* They usually work in an office or call center. * They are likely to sell products that are relatively simple. * Companies use them to process repeat business.
Select all of the figures that are measured in a central location by a dashboard.
* Views * Comments * Clicks
Which of the following involves paying retailers for financial losses associated with the promotion of a product?
Allowances
Which of the following statements best describes a touchpoint?
Any instance of contact between a customer and a company
What is one of the pros associated with event sponsorship?
Customers like companies to be associated with causes.
Ernesto begins working as a marketer for a small cabinet company. The first thing he does after starting work is establish a database and fill it with information he collects from company order forms. For the next two years, he uses this information to guide company marketing efforts and product design adjustments. However, by the end of the two years, Ernesto has noticed that the steps the company is taking are not as effective as they were in the past. What is most likely causing this?
Ernesto has failed to keep the database up-to-date.
The government agency created to enforce laws that prohibit profane and obscene content from being broadcast on television networks and radio is the ______.
Federal Communication Commission
What is the government agency that protects individuals and companies from anticompetitive behavior and unfair practices?
Federal Trade Commission (FTC)
Toward whom are employee sales promotions usually directed?
Frontline employees who deal with customers
Which step of the customer relationship management process utilizes facial recognition software to track customer movements?
Gathering specific customer information
The success of reminder advertising for "4-Wheeling Across the Sahara" has resulted in an increase of "likes" and "shares" on social media from travelers new to Wanderlust Tours. How might this impact the product life cycle for this trip, as well as subsequent advertising objectives?
It can start a whole new product life cycle for this trip, which would require increased investment in informative advertising.
Which of the following is a true statement about advertising?
It is communication that is paid for by a company.
Which of the following is an example of direct response advertising?
P90X infomercial to "get in 90 days" with the message, "Why wait? Order today!"
Which of the following statements best summarizes key aspects of the public relations role within the promotion mix?
PR can be used to build a positive image for the company, handle unfavorable stories or events, and maintain positive relationships with the media.
Sanzari Construction, which bids on major projects to build and repair state and interstate highways, needs experts in many different areas (including engineering, accounting, and government relations) in order to obtain government contracts.
Sales Team
Which of the following insights is likely the result of an analysis of customer focus at Olsen's Pharmacy?
The pharmacy's most profitable customers are those who are on Medicare, and the store does an excellent job of communicating with and servicing those people.
Why does Thea feel it is important to remind customers about Wanderlust's classic travel packages?
These are long-standing trips that are maturing and declining.
What is one disadvantage of coupons?
They can be illegally copied.
Which of the following pieces of information would be of most interest to a marketer working on the second step of the CRM process?
While 60 percent of company customers make purchases online, only 5 percent of customers make purchases by phone.
Which of the following is an example of a response type that showcases the benefits of direct marketing?
You've just watched a video about the Peloton indoor exercise bicycle on YouTube and you have some questions. You register for more information on the Pelton website.
Digital marketing helps companies build customer relationships through exceptional customer experiences. Such experiences can be achieved through excellent website design. To add value to the customer, the website must
be user-friendly and work on all devices, including desktop, tablet, and mobile.
The sequence of hyperlinks that a website visitor follows on a given site is known as a ______ path.
click
Popular around the world with people who need to get from point A to point B, Uber is regarded as a service. Uber is in the business of ______, and its product is the ______ used to facilitate this interaction.
connecting people; social media app
Firms sometimes use sales promotions that encourage customers to engage with the brand by giving them a chance to win something, such as money or the company's products. When these promotions involve customers competing against one another while demonstrating some sort of skill, they are called ______. When the promotions are based on chance, they are called ______.
contests; sweepstakes
The purpose of a sales presentation is to ______.
convey the organization's marketing message to the prospect
The use of __________ synching allows companies to embed a special file on people's computers and follow them as they move through various websites.
cookies
Damon and Brian of Green Ocean Cruises would like to be more proactive in reaching out to potential new customers, so they decide to develop a direct marketing campaign. Direct marketing can do all of the following except
coordinate all the various promotional mix elements.
The most common type of sales promotion is ______. One advantage of this type of sales promotion is ______.
coupons; firms can control their timing and distribution
Companies use shopping cart time-limit notifications and emails reminding customers about products left in their carts to ______.
create a sense of urgency and motivate consumers to make a purchase
During the third step of their advertising campaign, the marketers at HighWater use technology to ______ for the firm's new vitamin-enriched water product. At this step, the marketers must also ______.
create their ads; create message content
Danny is a marketer who is using Tweriod to determine the best time of day to reach the largest online audience. To determine the peak times when people are talking about his brand, Danny should check the ______.
dashboard
Through PR, BP seeks to convey to the public that it is a company concerned about clean energy and reducing carbon emissions. What role is PR serving in this case?
facilitating positive brand association
Consumer __________ consists of different ways that customers can report their satisfaction or dissatisfaction with a firm's products.
feedback
A count of how often a consumer is exposed to a promotional message is known as __________, while the percentage of the target market that has been exposed to the promotional message at least once during a specific period is known as __________.
frequency; reach
The third step in the CRM process is ______. This step involves examining individual customer's ______, or interactions with the company.
gathering specific customer information; touchpoints
Companies most often offer product trials at ______. Such trials afford marketers the opportunity to compare sales at specific locations before and after the promotion to determine the ______ of the trials.
grocery stores; effectiveness
Thea's video-sharing advertising campaign for Wanderlust Tours' newest offering, "Cultural Enrichment Excursions," showcases all the different tour options available with these excursions. The campaign seeks to ________ customers about these trips during the ________ stage of their life cycle.
inform; introduction
Following up effectively serves three purposes. First, it improves customer satisfaction. If the customer has had problems with the product, then the salesperson should ______. Second, if a salesperson thinks that a customer is satisfied, the salesperson should ask the customer for ______. Third, an effective follow-up can enhance sales opportunities by ______.
intervene and become a customer advocate; referrals of other customers; uncovering new customer needs and wants
Uri offers some additional ideas for influencing the online purchasing behavior of would-be adventure travelers. For example, he explains to Thea that Wanderlust could store data files on its website, which would allow the company to follow its site visitors, while also collecting and storing information about what they browse, buy, or follow online. Which of the following describes this form of marketing influence?
invisible cookies
The CRM process is a(n) ______ process.
iterative
Speeches used as a form of public relations are typically given by ______.
key members of the firm
Companies sometimes use a sales promotion technique that involves allowing customers to accumulate points or other benefits as a result of making purchases from the company. One of the primary goals of these ______ is to ______.
loyalty programs; strengthen customer relationships
After the 2010 Gulf oil spill, BP's immediate PR goal was to
maintain positive relationships with the media and the public
The formulation and implementation of a sales plan used to deploy salespeople to interact with customers is known as sales ______.
management
Which unexpected benefit resulted from Brian and Damon's direct marketing email campaign?
marketing research
Companies use share of customer to ______.
measure the purchase dollars an individual customer spends on the company's products
Companies use lifetime value to ______.
measure the total profit a customer brings to a company over time
The set of practices that enable organizations to communicate and engage with their audience through any mobile device or network is referred to as __________ marketing.
mobile
Mobile marketing has quickly become one of the most used marketing tools as ______ percent of all Americans own a smartphone.
more than 77
Website users' ability to find what they are looking for in as few clicks as possible is called ease in __________.
navigation
Employees who visit customers in the field for selling purposes are known as __________ salespeople.
outside
To convince consumers to buy a product, marketers use _________ advertising to showcase the competitive advantage of that product over other products.
persuasive
To convince consumers to buy a product, marketers use __________ advertising to showcase the competitive advantage of that product over other products.
persuasive
Social media relate to all four areas of the marketing mix. They represent a ______ to sell goods and services, as well as a ______ that can be sold. Furthermore, by educating consumers, social media may be involved in ______ (for instance, a viral campaign) and can even influence ______.
place; product; promotion; price
A website-based media channel that enables communication and connection is known as a social media ______.
platform
A set of nonpersonal communication tools created to stimulate faster and more frequent purchases of a product is known as sales __________.
promotion
Chatter on social media is typically most closely related to the concept of ______ in the marketing mix. Chatter can be used to spread messages quickly through social media, a concept known as ______.
promotion; going viral
Marketers communicate the value of their products by using distinct elements of the __________ mix, such as advertising and public relations.
promotional
Marketers communicate the value of their products by using distinct elements of the ___________ mix, such as advertising and public relations.
promotional
Marketers use different elements of the __________ mix, such as advertising or sales promotion, to communicate messages based on what product they are promoting.
promotional
A public relations strategy plays a key role in a firm's ______.
promotional mix
From a marketing standpoint, one way to differentiate social media from traditional media is the fact that social media make it easy for consumers to ______.
provide feedback
Although their control is limited, firms often use ______, a type of public relations that involves unpaid news items distributed through some form of media to gain support or attention.
publicity
Damon and Brian post professional-grade photos from past Green Ocean Cruises on their website, making sure that consumers do not have to constantly hit refresh to view them. Which criteria of effective web design does this satisfy?
quick load time
Because it impacts all functions of the firm, setting realistic ______ and attaining them is a critical function of sales management.
sales goals
Firm planning, which includes such things as forecasting production levels, employment needs, logistics systems, and capital investments, is based on ______.
sales goals
The structure to settle disagreements in business without having to include government agencies is called ___________.
self-regulation
To determine whether people are reacting favorably or unfavorably to a campaign or brand, marketers use ______, which typically involves categorizing user responses as either positive, negative, or neutral. The advantage of this technique is that it ______ the campaign.
sentiment analysis; can be run continually throughout
Measuring the promotional success for each element of an integrated marketing communications campaign starts with ______. When it comes to measuring the effectiveness of an advertising campaign, it is important for a company to do so ______.
setting clear marketing objectives; before the campaign begins and after it ends
The practice of showrooming, whereby consumers examine merchandise in a retail store and then look for cheaper prices online, is an example of the way that ______ work together.
social media and price
The use of online social networks and applications for communicating brand and product messages is known as ______.
social media marketing
The fourth step in the CRM process is ______. To do this, companies use CRM databases and ______ to search for meaningful trends.
storing and analyzing information; data mining
In choosing a social media platform, marketers should consider the goals and ______ of their strategic marketing plan. For example, they might try the paid ad placement services on ______. Placing ads on this social media platform, which reaches a wide number of users across a number of demographic categories, allows a marketer to target consumers based on ______.
target market; Facebook; past social media activity
When a company successfully increases its share of customer, it increases ______.
the number of goods and services bought by a customer
A consumer typically needs to view a marketing message at least __________ times before arriving at a purchasing decision.
three
Promotional tools directed to business to business (B2B) firms are called __________ sales promotions.
trade
Training is a(n) ______ sales promotion that includes elements such as ______.
trade; on-site demonstrations and brochures
Unlike ______ media, the setting and content around an advertisement disseminated through ______ media is different for each consumer.
traditional; social
In terms of the concept of place in the marketing mix, social media benefit consumers by giving them the opportunity to shop no matter ______ and by helping marketers ______ their stores.
where they are; improve traffic at
Select all of the ways companies commonly gather information about customers for the third step of the customer relationship management (CRM) process.
* By using software that tracks each customer's purchase information * By asking salespeople to record information about customer interactions
Drag each example to the correct criterion used to evaluate the effectiveness of a customer relationship management (CRM) strategy.
* Lifetime Value - A food service company calculates how much food each regional camp has purchased from them over time and cuts delivery to the ones who are unlikely to buy much in the future. * Customer Focus - A medical supply company decides that rather than using the same approach at each dermatology clinic, it will concentrate on serving the most profitable ones. * Customer Equity - A trucking firm calculates how the amount of money it spent on a CRM program relates to the change in profits resulting from the program. * Share of Customer - An archery company calculates how much money each customer has typically spent on its equipment each of the past few years.
Select all of the true statements about data collection and customer relationship management (CRM).
* The type of data collected for CRM purposes will vary with each firm. * Companies must constantly review data to ensure that they are current and accurate.
Select all of the activities that are part of the fourth step of the CRM process.
* Using data mining software to discover trends. * Storing information in a database.
Match each of the personal selling activities below with the appropriate step in the personal selling process.
* You seek new university customers from customer referrals, trade shows, and networking. - Prospecting and Qualifying * You review the account history and identify the key decision makers at the university. - The Pre-Approach * You meet and greet the decision maker at the university. - The Approach * You describe the strengths of your firm's printers and how they will help the university and its students. - The Presentation * You clarify and reassure the customer about the higher price of your printers. - Handling Objections * You summarize the benefits of your printers and ask for the sale. - Closing the Sale * You see if the university is having any issues with the printers that you sold to them. - Follow-Up
Marco worries that the rent is a little out of his budget, but Xiu Li reminds him that the building's location next to the park and local vet will help bring in new customers. Xiu Li explains this during which step of the personal selling process?
handling objections
Select all of the elements involved in sales implementation.
* Sales force motivation * Compensation design
As a means of avoiding ethical problems with social media, most companies provide clear guidelines regarding ______.
what employees can and cannot post to social media on behalf of the company
Defining an advertising campaign's objectives involves determining ______.
what the campaign will accomplish
Select all of the factors that have had a significant influence on how marketers promote their products and brands.
* The widespread availability of social media * The rise of new digital technologies * The rapid growth of the digital marketplace
Select all of the characteristics of good social media objectives.
* They are specific, measurable, and realistic. * They are in line with the overall goal.
Every summer, Jan's company helps the city cover the cost of hosting free movie nights in the city parks. Jan's company is participating in what form of public relations?
Event sponsorship
What is the combination of tools used by marketers to promote goods, services, and ideas and to accomplish their communication objectives?
The promotional mix
The process of ensuring that sales achievements are consistent with organizational objectives is known as sales ______.
control
Xiu Li learns from Marco that his business has taken off. Now that his business is growing, he wants to sell his products from his own store, rather than rely on concession agreements with other stores. He is looking for a space large enough to house his expanding product line. This task exemplifies which important task of personal selling?
creative selling
When the accountants at Olsen's Pharmacy determine whether the company can justify the delivery person's salary, it is assessing
customer equity.
HOLT's use of "mobile shops" to work on customer equipment at the customer's site has led to increases in
customer satisfaction.
Brian considers creating a web-based informercial that urges prospective customers to contact Green Ocean Cruises RIGHT NOW to book a trip. This form of direct marketing is known as
direct response advertising.
The biggest advantage of publicity is that it ______.
enables a firm to communicate cheaply
Digital marketing offers ______, which allows firms to make quick adjustments to their marketing campaigns.
immediate feedback
The Grizzlies use social media to promote the team and events in all of the following ways except
improving the team's record. Correct
Companies use customer relationship management (CRM) to get new customers, keep their current customers, and ______. The overall goal of CRM is to grow the company's business by ______.
increase their share of customers' purchases; achieving customer satisfaction
Advertisements inform by ______.
increasing consumer awareness about a product
Uri also explains that they could use software applications that run automated tasks over the Internet. These applications could search keywords like "outdoor" or "ecotravel" and automatically send consumers information about Wanderlust Tours. Which of the following describes this form of marketing influence?
invisible bots
An appeal that uses logical arguments to make the viewer consider how a product's benefits make buying or using the product a good decision is known as a(n) __________ appeal.
rational
A(n) __________ gives consumers the opportunity to recoup a specified amount of money after making a purchase of a single product.
rebate
When it comes time to analyze the information it has collected, a firm may use ______, which involves categorizing customers by their buying patterns, including how often they make a purchase, when they last made a purchase, and how much they spend on the company's products. The company then uses this information to ______.
recency-frequency-monetary analysis; rank and target customers based on their profitability
Customers use rebates to ______.
recoup an identified amount of money following a single purchase
Marketers must run tests to make sure their messages ______.
reflect the intended purpose
A firm's direct marketing campaign can lead to a variety of beneficial customer responses, such as ______.
registering for further information
Loyalty programs allow customers to accumulate points or other benefits by ______.
repeatedly using the same company
Xiu Li has stayed in consistent contact with Marco throughout his real-estate search, making sure she is readily available to answer any questions. This task exemplifies which important task of personal selling?
sales support
The intended audience of an advertising campaign is known as the __________ market.
target
Which of the following metrics would help HealthySnax assess the effectiveness of its non-Web-based sales promotion?
the number of coupons redeemed for a free bag of Tockers compared to the number of coupons mailed out
Which of the following metrics should Olsen's Pharmacy use to measure its share of customer?
the number of customers who fill their prescriptions at Olsen's who also buy vitamin supplements at Olsen's
Which of the following metrics would be most effective in helping HealthySnax assess the effectiveness of its personal selling efforts?
the percentage of stores that sell Tockers in each region, comparing the percentages at the start and end of a six-month period
The tools used by Grizzlies' marketers to promote the team and accomplish their communications objectives are called
the promotion mix.
Advertising, sales promotion, public relations, and personal selling are all aspects of ______.
the promotional mix
A rational appeal uses logic to make the consumer ______ the product, whereas an emotional appeal tries to make the consumer ______ the product.
think about; feel good about
Creating value for consumers begins with ______.
understanding consumers' needs and wants
Knowing that HOLT customers value uptime, Holt makes sure that its machines and engines are always up and running for its customers. This demonstrates which aspect of effective customer relationship management?
understanding customer wants and needs
Julian sends recently analyzed customer information to the leaders of the sales and marketing departments, and they use it to tailor their activities to distinct customers. This is an example of ______.
utilizing analysis to build customer relationships
Thea and Uri, marketers at Wanderlust Tours, are discussing different ways to influence the online purchasing behavior of would-be adventure travelers. Thea suggests including banners or video ads on the firm's website and other social media sites. Which of the following describes this form of marketing influence?
visible paid display advertising
Thea also suggests offering a well-known hiker with a large Instagram following a free, all-expenses paid Wanderlust vacation in return for a review and an endorsement of the company. Which of the following describes this form of marketing influence?
visible sponsorship
When it comes to digital purchasing, marketers can influence consumer behavior in ______ ways, such as a paid search, and ______ ways, such as cookies.
visible; invisible
Which of the following measures the purchase dollars an individual customer spends on the company's products?
Share of customer
Which of the following would advertisers most likely do in a persuasive advertisement rather than in an informative or reminder advertisement?
Show a celebrity using a product.
Select all of the examples of data that Nielsen might provide to a firm.
* "Total national viewership during your commercial slot was 12 million people." * "One million people in the Midwest saw your ad last night." * "Your largest audience consisted of adult males."
Select all of the actions that take place in the approach stage of the personal-selling process.
* Learning about the potential customer's needs and wants * Providing an introduction to the firm and its product * Establishing a rapport with the potential customer
Select all of the choices that correctly complete the following sentence: One of the problems marketers have with setting objectives for social media marketing campaigns is that it can be difficult to measure the relationship between users' ______ and actual profits for the company.
* Likes * Shares
Drag each example to the corresponding advertising metric (reach or frequency). No items may be used more than once.
Frequency * Twice a year, a hot dog manufacturer revisits its long-standing tailgating promotion. * A commercial airs four times per hour. Reach * A commercial is viewed by 7 million people. * A sales pamphlet is mailed to every residential address in a zip-code.
What is a proven effective technique for making a company's advertising stand out from all the noise?
Switching from 30-second ads aimed at a general audience to individualized 2-second ads
Brian and Damon sent an email to experienced cruisers that describes how Green Ocean cruises are more "relaxing" than traditional ones. This email failed to generate the response rate they were hoping for, until they replaced the word "relaxing" with "inspirational." What benefit resulted from this email campaign?
the ability to test different marketing message elements
Publicity is generally divided into which two main types?
Online and offline
Select all of the true statements about closing strategies.
* A salesperson should never rely on just one closing strategy. * Each of the basic closing strategies can be effective, depending on the situation. * There are three basic closing strategies: summarization, the trial method, and the assumptive close.
Select all of the statements that are true about how marketers break through noise.
* As viewers migrate to digital and mobile formats, more and more firms are running extremely short advertisements. * Some streaming platforms allow consumers to order directly through the advertisements by linking accounts to Amazon, Google, or Apple. * Marketers collect data to find innovative ways to deliver their message to consumers.
From the following list, select all of the actions firms must take to successfully get their marketing message across to consumers.
* Ensure their message stands out. * Understand the communication process.
Drag each description to the corresponding step in designing and executing an advertising campaign. No items may be used more than once.
* Identify the target audience. -Marketers conduct research to determine which customer segments will make up their markets. * Define Objectives - Marketers determine what the campaign needs to accomplish. * Create Advertisements - Marketers perform production and creative services. * Choose Advertising Tools - Marketers focus their efforts on matching the correct method to the target audience of their advertising campaign. * Measure the Effectiveness of the Advertising - Marketers learn whether consumers see the ads and how well they recognize and remember them.
Drag each job description to the correct social media marketing career.
* Social Media Specialist - Develops marketing plans, manages the staff, and represents the department's efforts to the rest of the company * Online Community Manager - Deals directly with online virtual customers and represents the company to the virtual world * Influencer Relations Employee - Works to build and maintain relationships with content creators, YouTubers, bloggers, and other people who are persuasive to consumers * Social Media Analyst or Designer - Applies a background in analytics and graphic design to the company's social media efforts * Writer - Often is hired to create content for the company
Which of these tools are commonly used for public relations?
* Speeches * Blogs * Annual Reports * Event Sponsorship * Brochures
Select all of the benefits of direct marketing for firms.
* The ability to test the appeal of a product or service * An increase in sales * The development of new customer relationships * The ability to test different marketing message elements
Which of the following is an accurate statement about the role of marketers during the third step of an advertising campaign?
Marketers create advertisements to be used by a company.
On which day of the week are e-mails most likely to be opened?
Monday
Likes, views, comments, and pins are all ways that Wanderlust Tours can implement which step of the social media marketing campaign?
Monitor the campaign.
Thea, a marketing manager for Wanderlust Tours, has been asked to develop the company's social media marketing campaign. She must consider the best strategy for increasing brand awareness for the firm. This represents which step of the campaign planning process?
Set a goal.
Drag each characteristic to the correct type of media. No items may be used more than once.
Traditional Media * Are Static * Provide little direct feedback from consumers. * Have a mass audience Social Media * Provide instant feedback from consumers. * Are customizable. * Allow for two-way communication.
In an effort to connect to their target market, the Grizzlies have chosen a promotion mix including all of the following except
pricing plans.
The percentage of visitors who enter a website and then quickly leave is known as the ______ rate.
bounce
Martha decides that ________ advertising is the best way to reach customers to tell them about the event and her outdoor patio as it is low-cost, can target specific audiences, can use sound and humor (given that her message doesn't need any visual element), and doesn't include any complex information.
radio
If a company that sells janitorial products (cleaners, paper products, etc.) sets a sales goal of $15 million for a new sales area, it can work backward to determine how many ______.
salespeople it requires
Marketers attempt to choose the correct advertising tools to match the __________ market of their advertising campaign.
target
Select all of the common approaches to sales territory management.
* Product * Geographic * Combination * Customer
The following types of data can result from data mining:
* Data Type 1: Customer profiles based on age - Customer Segmentation Analysis * Data Type 2: Snapshots of different customer types based on their ZIP code - Customer Segmentation Analysis * Data Type 3: A list of customers ordered according to their profitability potential - Recency-Frequency-Monetary Analysis * Data Type 4: A ranking of current customers' profitability according to the amount they spend - Recency-Frequency-Monetary Analysis * Data Type 5: A comparison of the costs of maintaining existing customers versus acquiring new customers - Lifetime Value (LTV) Analysis * Data Type 6: A list of potential customers who may warrant increased investment in sales efforts and relationship building - Lifetime Value (LTV) Analysis * Data Type 7: A list of customers who are likely to buy a new and improved version of the company's product - Predictive Modeling * Data Type 8: A forecast of existing customers' future buying behaviors based on computerized extrapolations - Predictive Modeling
Select all of the objectives a salesperson tries to accomplish in a sales presentation.
* Describing the product's strengths * Presenting the product's major features * Explaining how the product will meet the customer's needs
Drag each action to the method of using data most closely associated with it. No items may be used more than once.
* Determine Messaging Strategy - Using qualitative methods such as observation, interviews, or focus groups to understand consumer preference and knowledge * Inform Campaign Planning - Providing data from each media market about a product's target market * Identify and Justify Advertising Claims - Providing the FTC with research conducted by an independent expert. * Determine Sales Promotion Mix - Carefully studying target market consumers to understand which promotional tool will be most effective and, if applicable, the federal and state regulations.
Select all of the true statements about creating customer value through digital marketing.
* Digital marketing helps companies build customer relationships through exceptional customer experiences. * Digital marketing provides consumers with the ability to compare prices across a variety of sellers. * One way digital marketing creates value is by allowing consumers to search for products from different media.
Select all of the elements of excellent web design that firms should strive to achieve to provide customers with a superior experience.
* Ease in navigation * Mobile friendly * Quick load time
Match each of Orr's actions to the appropriate step in the customer relationship management process.
* Finding out the home ZIP code of every Orr customer - Identify Current Customers * Monitoring how customers buy tickets for Orr Family Adventureland (online, in person, etc.) - Understand How Customers Interact. * Tracking how often customers use a coupon at Orr and how often they eat food when visiting the park - Gather Specific Customer Information * Using data mining to search for meaningful trends of Orr customers' buying habits - Store and Analyze Information * Offering special food court discounts to Orr's most frequent customers - Utilize Analysis to Build Customer Relationships
From the following list, select all of the subjective measures used to gauge public relations effectiveness.
* Goodwill * Corporate image * Brand awareness
Select all of the elements that researchers test consumers' responses to when conducting market testing.
* Images * Words * Phrases * Celebrities * Music
Which of these are reasons why public relations is an integral part of a firm's promotional mix?
* It can bring about positive changes in public awareness or attitudes regarding the firm. * It can help the firm maintain positive media relations. * It can handle unfavorable stories about the firm. * It provides information and helps to raise the firm's profile.
Which of the following statements are true about publicity?
* It involves unpaid news items. * Its goal is to gain support or attention.
Select all of the reasons why sales managers prefer to use captive salespeople.
* It is easier to control how they conduct their sales activities. * The salesperson is focused solely on selling the firm's products.
Which of these statements are true about public relations?
* It is often used to strengthen consumer associations with a firm. * It is aimed at stakeholders.
Select all of the characteristics associated with reminder advertising.
* It is used as the product matures and declines. * It is used to maintain market share. * It reinforces previous promotional activity.
Select all of the characteristics associated with informative advertising.
* It makes people aware of various aspects of a product. * It's most useful when few companies offer similar products. *It involves a great deal of expense.
Select all of the actions sales managers typically take to recruit new salespeople.
* Keep an active file of potential candidates. * Attend networking events.
Select all of the factors marketers should take into account when selecting paid social media.
* Likes and interests * Social media content visited * Social media friends
When Walmart paid two bloggers to travel around the country to write positive stories about Walmart, the company's failure to disclose its financial support for the blog resulted in negative publicity. What guidelines should Walmart have followed in this example? More than one answer may be correct.
* Maintain high ethical standards in social media marketing. * Disclose the fact that it is sponsoring content created specifically to endorse its products.
Select all of the true statements about the Digital Advertising Alliance (DAA).
* No companies are required to belong to the DAA or follow its guidelines. * The DAA has set up guidelines for member companies regarding consumer privacy. * Marketers have tried to avoid federal regulations regarding consumer privacy by self-regulating through the DAA.
Match each level of consumer engagement with the specific communication method that best addresses it. No items may be used more than once.
* Passive Engagement - A jingle on the radio. * Moderate Engagement - A pop-up video. * High Engagement - A booklet.
Select all of the techniques that are appropriate for salespeople to use for overcoming objections.
* Postponing * Acknowledging the objection * Denial
Align the specific activity or benefit with the appropriate criteria of CRM effectiveness.
1. Following up with WilTel's loyal B2B customers to offer postsales service - Customer Equity 2. Measure how well WilTel prioritizes customers based on each customer's profitability. - Customer Focus 3. Reducing customer service costs by taking resources away from WilTel customers who have the lowest future value to the company - Lifetime Value 4. Increases in the average amount that each WilTel customer is spending with the company - Share of Customer 5. Comparing WilTel investments that are put into gaining and keeping customers to the financial return on those investments - Customer Equity 6. WilTel salespeople contact customers buying the PL product to see if they would be interested in buying an FR product as well. - Share of Customer 7. Directing WilTel salespeople to focus the majority of their time on the most profitable customers identified by the CRM system - Customer Focus 8. Measuring the total profit a WilTel customer brings to the firm during the time that they are a customer - Lifetime Value
Place the steps of the personal selling process in sequential order, with the first step at the top and the last step at the bottom. Position 1 of 7 Prospecting and qualifying correct toggle button unavailable Prospecting and qualifying
1. Prospecting and Qualifying 2. Pre-Approach 3. Approach 4. Presentation 5. Handling Objections 6. Closing the Sale 7 Follow-Up
Put the steps of the traditional communication process in order, with the first step at the top and the last step at the bottom.
1. The sender encodes the message. 2. The message goes through the channel. 3. The receiver decodes the message. 4. The receiver sends feedback to the sender.