Exam 2: Relationship Marketing: Where Personal Selling Fits

Coca-Cola For decades, people in Rome, Georgia, drank more Coca-Cola per capita than anywhere else in the world. That success has been attributed to the Barron family who were the local bottlers for Coke products. The Barrons believe that their success was due to customer loyalty. Through most of the twentieth century, the bottler cultivated small retailers and worked hard, selling Coke from stores to schools to doorsteps. The personal service is remembered by people who grew up in Rome. When someone passed away, the Coke salesperson would leave a couple of cases on the deceased's family's front porch. -In Rome,the small retailers that sold Coke products were an important part of the _____ element of the marketing mix.

Before the Great Depression,few firms had either sales or marketing departments.

In the role of team leader,the consultative salesperson:

Soon after World War II,most firms focused on training salespeople in effective selling techniques and developing products to meet the needs of customers.

Businesses that have a marketing orientation:

The marketing manager for a large furniture store has received numerous complaints about the store's delivery personnel.While the manager believes his delivery personnel do a good job because the deliveries are made quickly and generally at their scheduled time,customers find the delivery personnel rude.The marketing manager must deal with problems associated with:

The marketing manager of NevaFlat Tire Company must make the firm's products available to customers in convenient locations.This activity is associated with the _____ element of the marketing mix.

Coca-Cola For decades, people in Rome, Georgia, drank more Coca-Cola per capita than anywhere else in the world. That success has been attributed to the Barron family who were the local bottlers for Coke products. The Barrons believe that their success was due to customer loyalty. Through most of the twentieth century, the bottler cultivated small retailers and worked hard, selling Coke from stores to schools to doorsteps. The personal service is remembered by people who grew up in Rome. When someone passed away, the Coke salesperson would leave a couple of cases on the deceased's family's front porch. -In Rome,the Coke salesperson was an important member of the _____ element of the marketing mix.

The appearance of actor Sarah Jessica Parker in commercials for The Gap,a retail store,is an example of the use of the _____ element of the marketing mix.

A "product" is a bundle of tangible attributes,while intangible attributes are called a "service."

List the three fundamental beliefs that underlie the marketing concept as a business philosophy.

Technology has advanced so rapidly that it has become a burden to sales managers and sales representatives in certain industries.

Relationship marketing is based on an idea that important customers need continuous attention.

When Stuart sold a computer network to a Fortune 500 company,he often called on the company's purchasing department to see if employees were satisfied with the network and to see if the company had any need for an upgrade or additional software.This is an example of:

There are two types of products: consumer and industrial.

A bartering relationship,such as when Patricia agrees to take care of Timothy's horses and receives in return free riding lessons,is an example of:

The development of package design,trademarks,warranties,and service policies is associated with the _____ element of the marketing mix.

_____ purchase products and then sell the products to organizations and/or individuals.

According to the text,the key to profitable company performance is:

_____ involves activities or materials used to create sales for goods and services,such as coupons and sales contests.