MKTG 3100 Exam 3
Which of the following is true of vertical marketing systems?
Producers, wholesalers, and retailers act as a unified system.
________ refers to the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use.
Retailing
________ refers to marketing via the Internet using company Web sites, online advertising and promotions, e-mail marketing, online video, and blogs.
Online marketing
In which step of the selling process does a salesperson learn as much as possible about a prospective customer before making a sales call?
Preapproach
In which step of the selling process does the salesperson demonstrate the marketing concept?
Preapproach
Which of the following is a direct digital marketing tool?
Blog
David, your company's newest salesperson, tells his sales manager, "I wish I could figure out my new prospect. He is friendly, seems to agree with everything I say, but he keeps postponing the decision about which company will be his primary supplier. It's driving me nuts!" Based on your knowledge of the social style matrix, you can inform David that his prospect seems to fall under the category of:
Amiables
James is best described as a risk avoider who moves and speaks slowly and deliberately. He is supportive by nature, cool and aloof, and never shows any emotion. In which of the following categories of the social style matrix does this information place James?
Analyticals
Moira and Mariah are sisters. Both of them are risk avoiders. They speak slowly and softly in a monotone voice, exhibit deliberate and stiff movements, and use few gestures. Both of them dislike people who tend to be slow, late, and inconsistent. They don't like the idea of dressing casually to work, and they appreciate lectures that include lots of facts and figures. According to the social style matrix, Moira and Mariah would be classified as:
Analyticals
Which of the following are retail strategies?
Atmospherics, Service, and Merchandise assortment
Which of the following is a traditional direct marketing tool?
Catalog
In which of the following steps of the selling process does a salesperson ask a buyer for an order?
Closing
At its most basic form, a marketing channel consists of the producer and the ________.
Consumer
________ marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
Direct and digital
The Bookworm began delivering books directly to customers through mail instead of selling through brick-and-mortar companies. This is an example of ________.
Disintermediation
________ are complex behavioral systems in which people and companies interact to accomplish individual, company, and channel goals.
Distribution channels
"If you'd follow my instructions more carefully and focus on getting the job done, you'd be a lot more successful." These instructions tell you that the person giving them is most likely a(n) _____ according to the social style matrix.
Driver
What distribution strategy does Giant Beanstalks use?
Exclusive distribution
Inez is best described as a very emotional, people-oriented person who has an animated way of talking. She also has a take-charge attitude, an ability to take initiative, and has been called a risk taker. Into which quadrant of the social style matrix would you place Inez based on this information?
Expressives
To sell to Joann, you need to appeal to her ego. She'd rather hear that your new product will make people notice her as an innovative leader than be told about the cost savings it will provide or that employees will benefit from it. Joann's social style best fits the description of _____ according to the social style matrix.
Expressives
What characteristic makes personal selling superior to other forms of promotion?
Flexibility
What is the last step in the selling process?
Follow-up
Which of the following companies uses a direct marketing channel?
Holly Wreaths, a store that sells Christmas ornaments to customers via its online click-to-order catalogs
________ play an important role in matching supply and demand by providing consumers with a broad assortment of products in small quantities.
Intermediaries
A ________ is a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user.
Marketing channel
According to the social style matrix, when selling to an amiable prospect, a salesperson should:
Stress the product's benefits in terms of its effect on the satisfaction of employees.
Which of the following statements is true of salespeople?
They represent a company to its customers by communicating and selling.
A ________ is made up of the company, suppliers, distributors, and customers who partner to improve the performance of the entire system.
Value delivery network
A(n) ________ marketing system consists of producers, wholesalers, and retailers acting as a unified system.
Vertical
Amazon.com and Expedia.com are best described as ________ that sell products and services directly to final buyers via the Internet.
e-tailers
Which of the following is a transaction site?
eBay
Which of the following is a conventional consumer marketing channel?
producer to wholesaler to retailer to end consumer
