Exam 14: Promotion II: Social Media Marketing and Other Communication Tools

A ________ is a loyal customer who is recruited to communicate with and sell to others for a brand they care a great deal about.

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

Why has traditional mass market advertising diminished as a way to talk to younger consumers?

A group of social network users that share an attachment to a specific product is called a(n) ________.

Direct-response TV (DRTV) includes short commercials of less than two minutes, 30-minute or longer infomercials, and home shopping networks such as QVC and HSN.

Explain the buzz building form of viral marketing. What are the aims of viral marketing, and how are they accomplished? Give an example of a successful viral marketing campaign.

________ involves a channel member purchasing large quantities of a product during a discount period, warehousing the product, and not buying the product again until another discount is offered.

Personal selling is crucial in business-to-business marketing, especially when the deal involves intense price negotiations.

Explain the difference between the practices of forward buying and diverting.

Which of the following is the LEAST relevant characteristic that a salesperson should consider when qualifying a prospect?

Someone who orders a product through a catalog is responding to ________.

Which of the following is a personal selling technique that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer?

A merchandising allowance is a discount to a wholesaler or retailer based on the order volume of a product.

A young couple contacted a realtor about buying a new home. Now that the realtor has prospects, his next step should be to ________.

The FTC regulates the opt-out list for direct mail solicitations and catalogs.

In which stage of the creative selling process would the salesperson say, "What quantity would you like to order?"

Through the practice of ________, sales organizations move away from a "one-size-fits-all" mentality and instead choose the best way to sell to individual B2B customers.

More U.S. advertising dollars are spent on digital than television ads.

A major manufacturer of automobile tires sells its products at its dealership retail stores. After a tire is sold, the customer can return to any manufacturers' retail store and the tire can be rotated on the car at no expense to the customer. Should a repair to the tire be needed, the customer will receive a discount from the list price bill as a form of a warranty received at the time of purchase of the tire. Identify and explain the selling approach being implemented by this manufacturer.

A traditional advertising medium can be used to publicize a sales promotion.