Question 1

Advertising by sampling that is designed to create buzz is called ________.

Accepted Answer

A) tryvertising 
B) groundswelling 
C) brand evangelizing 
D) viral marketing 
E) location-based networking 
A) tryvertising 
B) groundswelling 
C) brand evangelizing 
D) viral marketing 
E) location-based networking

Question 2

Happy customers are more likely to tell their friends about their pleasant customer experiences than unhappy customers are to tell their friends about their unpleasant customer experiences.

Accepted Answer

A) True 
 B)False

Question 3

Buzz works best when companies put paid consumers in charge of creating their own messages.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following statements about relationship selling is true?

Accepted Answer

A) Relationship selling primarily uses hard-sell tactics. 
B) A salesperson selling new tires to tourists who are stranded in his community will most likely use relationship selling. 
C) With relationship selling,the salesperson tries to develop a win-win relationship with customers. 
D) People who engage in relationship selling do not prospect for new customers. 
E) Relationship selling is a short-sighted approach. 
A) Relationship selling primarily uses hard-sell tactics. 
B) A salesperson selling new tires to tourists who are stranded in his community will most likely use relationship selling. 
C) With relationship selling,the salesperson tries to develop a win-win relationship with customers. 
D) People who engage in relationship selling do not prospect for new customers. 
E) Relationship selling is a short-sighted approach.

Question 5

Direct sellers bypass channel intermediaries and sell directly from manufacturers to consumers.

Accepted Answer

A) True 
 B)False

Question 6

If you visit diamondsforever.com,you can design your own ring.This site,which is operated by Engaging Engagements,then allows you to email a picture of your ring to friends and relatives.This way,they can share in the excitement and be informed of the website's existence.Engaging Engagements is using ________.

Accepted Answer

A) location-based social networking 
B) viral marketing 
C) stealth marketing 
D) direct marketing 
E) virtual marketing 
A) location-based social networking 
B) viral marketing 
C) stealth marketing 
D) direct marketing 
E) virtual marketing

Question 7

Why might a company with a small advertising budget turn to guerilla marketing?

Accepted Answer

Guerrilla marketing involves "ambushing"

Question 8

Mobile phones are more prevalent in the United States than in any other country.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is NOT a public relations activity?

Accepted Answer

A) speech writing 
B) advice and counsel to management 
C) creative strategy 
D) sponsorships 
E) investor relations 
A) speech writing 
B) advice and counsel to management 
C) creative strategy 
D) sponsorships 
E) investor relations

Question 10

After the sales presentation,which of the following is the next step in the creative selling process?

Accepted Answer

A) block objections 
B) handle objections 
C) begin building a bridge to the next sale 
D) wait for signals that the customer is ready to buy 
E) indirectly ask the customer for her business 
A) block objections 
B) handle objections 
C) begin building a bridge to the next sale 
D) wait for signals that the customer is ready to buy 
E) indirectly ask the customer for her business

Question 11

A representative for Tupperware who is implementing a party plan,demonstrating and selling products at a social gathering of friends,is using direct selling.

Accepted Answer

A) True 
 B)False

Question 12

The idea of buzz isn't really new,but the magnifying effect that technology has on the spread of buzz is new.

Accepted Answer

A) True 
 B)False

Question 13

A 30-minute television advertising program marketing a single product is referred to as a(n)________.

Accepted Answer

A) home shopping network 
B) infomercial 
C) short-messaging system 
D) m-commercial 
E) mass marketing advertisement 
A) home shopping network 
B) infomercial 
C) short-messaging system 
D) m-commercial 
E) mass marketing advertisement

Question 14

Consumers are able to opt-out of receiving telemarketing solicitations and mail-order catalogs.

Accepted Answer

A) True 
 B)False

Question 15

________ has the highest cost per contact with each customer.

Accepted Answer

A) Direct marketing 
B) Advertising 
C) Mass marketing 
D) Personal selling 
E) Public relations 
A) Direct marketing 
B) Advertising 
C) Mass marketing 
D) Personal selling 
E) Public relations

Question 16

A type of m-commerce that simply involves sending a text message is known as ________.

Accepted Answer

A) predictive marketing 
B) spam 
C) short-message system marketing 
D) telemarketing 
E) e-commerce 
A) predictive marketing 
B) spam 
C) short-message system marketing 
D) telemarketing 
E) e-commerce

Question 17

What type of software do salespeople use to track all aspects of customer interaction?

Accepted Answer

A) TQM (total quality management) 
B) CRM (customer relationship management) 
C) DRM (direct response management) 
D) PR (public relations) 
E) JIT (just in time) 
A) TQM (total quality management) 
B) CRM (customer relationship management) 
C) DRM (direct response management) 
D) PR (public relations) 
E) JIT (just in time)

Question 18

What type of software links information between selling and buying firms?

Accepted Answer

A) CRM (customer relationship management) 
B) PRM (partner relationship management) 
C) TQM (total quality management) 
D) PR (public relations) 
E) VoIP (Voice-over Internet Protocol) 
A) CRM (customer relationship management) 
B) PRM (partner relationship management) 
C) TQM (total quality management) 
D) PR (public relations) 
E) VoIP (Voice-over Internet Protocol)

Question 19

A producer of beverages and snack foods wants to market its products to the 14-to-22-year-old demographic,providing incentives to respond instantly to time-sensitive offers.Which of the following forms of direct marketing would this producer most likely choose?

Accepted Answer

A) direct-response TV 
B) m-commerce 
C) telemarketing 
D) catalog marketing 
E) direct mail 
A) direct-response TV 
B) m-commerce 
C) telemarketing 
D) catalog marketing 
E) direct mail

Question 20

The makers of a new type of soap that can be used to both wash and wax your car with only one application have determined that personal selling would not be best for this product.Explain why this is or isn't a good marketing communication decision.

Accepted Answer

When the dollar amount of individual pur

Advertising by sampling that is designed to create buzz is called ________.

Happy customers are more likely to tell their friends about their pleasant customer experiences than unhappy customers are to tell their friends about their unpleasant customer experiences.

Buzz works best when companies put paid consumers in charge of creating their own messages.

Which of the following statements about relationship selling is true?

Direct sellers bypass channel intermediaries and sell directly from manufacturers to consumers.

Why might a company with a small advertising budget turn to guerilla marketing?

Mobile phones are more prevalent in the United States than in any other country.

Which of the following is NOT a public relations activity?

After the sales presentation,which of the following is the next step in the creative selling process?

A representative for Tupperware who is implementing a party plan,demonstrating and selling products at a social gathering of friends,is using direct selling.

The idea of buzz isn't really new,but the magnifying effect that technology has on the spread of buzz is new.

A 30-minute television advertising program marketing a single product is referred to as a(n)________.

Consumers are able to opt-out of receiving telemarketing solicitations and mail-order catalogs.

________ has the highest cost per contact with each customer.

A type of m-commerce that simply involves sending a text message is known as ________.

What type of software do salespeople use to track all aspects of customer interaction?

What type of software links information between selling and buying firms?

A producer of beverages and snack foods wants to market its products to the 14-to-22-year-old demographic,providing incentives to respond instantly to time-sensitive offers.Which of the following forms of direct marketing would this producer most likely choose?

The makers of a new type of soap that can be used to both wash and wax your car with only one application have determined that personal selling would not be best for this product.Explain why this is or isn't a good marketing communication decision.

Welcome to the World of Marketing

Global, ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation,target Marketing,and Positioning

Innovation and New Product Development

Product II: Product Strategy,branding,and Product Management

Price: What Is the Value Proposition Worth

Deliver Value Through Supply Chain Management,channels of Distribution,and Logistics

Delivering the Customer Experience: Bricks and Clicks

Promotion I: Advertising and Sales Promotion

Filters

Exam 14: Promotion II: Social Media, directdatabase Marketing, personal Selling, and Public Relations

Advertising by sampling that is designed to create buzz is called ________.

Happy customers are more likely to tell their friends about their pleasant customer experiences than unhappy customers are to tell their friends about their unpleasant customer experiences.

Buzz works best when companies put paid consumers in charge of creating their own messages.

Which of the following statements about relationship selling is true?

Direct sellers bypass channel intermediaries and sell directly from manufacturers to consumers.

Why might a company with a small advertising budget turn to guerilla marketing?

Mobile phones are more prevalent in the United States than in any other country.

Which of the following is NOT a public relations activity?

After the sales presentation,which of the following is the next step in the creative selling process?

A representative for Tupperware who is implementing a party plan,demonstrating and selling products at a social gathering of friends,is using direct selling.

The idea of buzz isn't really new,but the magnifying effect that technology has on the spread of buzz is new.

A 30-minute television advertising program marketing a single product is referred to as a(n)________.

Consumers are able to opt-out of receiving telemarketing solicitations and mail-order catalogs.

________ has the highest cost per contact with each customer.

A type of m-commerce that simply involves sending a text message is known as ________.

What type of software do salespeople use to track all aspects of customer interaction?

What type of software links information between selling and buying firms?

A producer of beverages and snack foods wants to market its products to the 14-to-22-year-old demographic,providing incentives to respond instantly to time-sensitive offers.Which of the following forms of direct marketing would this producer most likely choose?

The makers of a new type of soap that can be used to both wash and wax your car with only one application have determined that personal selling would not be best for this product.Explain why this is or isn't a good marketing communication decision.

Welcome to the World of Marketing

Global, ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation,target Marketing,and Positioning

Innovation and New Product Development

Product II: Product Strategy,branding,and Product Management

Price: What Is the Value Proposition Worth

Deliver Value Through Supply Chain Management,channels of Distribution,and Logistics

Delivering the Customer Experience: Bricks and Clicks

Promotion I: Advertising and Sales Promotion

Filters