Reading Check - Chapters 16-17

________ are online journals where people post their thoughts, usually on a narrowly defined topic. A. Blogs B. Search engines C. Social networks D. Forums E. Web directories

A. Blogs

________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome. A. Marketing websites B. Search engines C. Digital catalogs D. Podcasts E. Online magazines

A. Marketing websites

________ is defined as analyzing, planning, implementing, and controlling sales force activities. A. Sales force management B. Business intelligence C. Sales force automation D. Benchmarking E. Sampling

A. Sales force management

Which of the following acts requires that Web site operators obtain parental consent before collecting personal information about children under the age of 13? A. Safe Children's Act of 2001 B. Children's Online Privacy Protection Act C. Children's Online Protection Act D. Adam Walsh Child Protection and Safety Act E. Children's Act for Responsible Employment

B. Children's Online Privacy Protection Act

________ are like coupons except that the price reduction occurs after the purchase rather than at the retail outlet. A. Premiums B. Rebates C. Promotional products D. Samples E. Price packs

B. Rebates

________ involves creating a video, e-mail, mobile message, advertisement, or other marketing event that is so infectious that customers will seek it out or pass it along to their friends. A. Omni-channel marketing B. Viral marketing C. Integrated marketing D. Kiosk marketing E. Telemarketing

B. Viral marketing

Robin works in a manufacturing company in Ohio. She sells products and handles customer requests via the company's online live chat feature. In her company, Robin is most likely a part of the ________. A. product designing team B. outside sales force C. inside sales force D. executive management E. operations management team

C. inside sales force

A ________ is an unsolicited, unwanted commercial e-mail message that clogs up e-mailboxes. A. catalog B. podcast C. spam D. tweet E. blog

C. spam

Which of the following is true with regard to personal selling? A. Personal selling is a relatively new profession. B. Personal selling distances the buyer from the seller and does not focus on building enduring relationships. C. Personal selling involves making personal requests to potential buyers to enter into short-term business relationships with firms. D. Personal selling entails personal presentations by a firm's sales force for the purpose of making sales and building customer relationships. E. An outside sales force is not involved in personal selling.

D. Personal selling entails personal presentations by a firm's sales force for the purpose of making sales and building customer relationships.

________ refer to sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers. A. Events B. Frequency marketing programs C. Coupons and inserts D. Trade promotions E. Point-of-purchase promotions

D. Trade promotions

Which of the following is generally regarded as the toughest issue of public policy and ethics confronting the direct marketing industry? A. customization of search results B. restrictions on digital offers and discounts C. unwanted email spam D. invasion of consumer privacy E. increasing costs of browsing

D. invasion of consumer privacy

________ refers to the standard that establishes the amount each salesperson should sell and how sales should be divided among the company's products. A. Satisficing B. A bill of sale C. Prospecting D. Conditional sale E. A sales quota

E. A sales quota

________ companies use both offline and online marketing channels. A. Click-only B. Brick-only C. Start-up D. Brick-and-mortar E. Omni-channel retailing

E. Omni-channel retailing

A(n) ________ is a written representation of a salesperson's completed activities. A. contract of sale B. bill of sale C. sales quotation D. tender E. call report

E. call report

After successfully overcoming a potential customer's objection to buying the vacuum cleaner he was selling, Terrence, a salesperson, asked the customer for an order. Terrence is in the ________ stage of the selling process. A. follow-up B. approach C. prospecting D. preapproach E. closing

E. closing

Which term best describes sites such as the New York Times on the web and ESPN.com? A. e-tailer B. transaction site C. online social network D. search engine E. content site

E. content site

Which of the following is a major form of direct-response television marketing? A. social media B. podcast C. digital catalog D. telemarketing E. interactive TV

E. interactive TV

Before calling on a prospect, the salesperson should learn as much as possible about the organization and its buyers. This step is known as ________. A. presentation B. prospecting C. approach D. closing E. preapproach

E. preapproach

During the prospecting stage, a salesperson needs to identify the good leads and screen out the poor ones through a process known as ________. A. closing B. satisficing C. presenting D. approaching E. qualifying

E. qualifying

Which of the following refers to a positive incentive intended to increase the sales force effort? A. telecommuting B. annual sales plan C. prospecting D. sales collateral E. sales contests

E. sales contests