Question 1

A group of people from a range of departments tasked with developing products and programs that satisfy the customer's needs is referred to as a ________ team.

Accepted Answer

A) cross-functional 
B) partner relationship management (PRM) 
C) customer relationship management (CRM) 
D) missionary 
E) transactional

Question 2

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.

Accepted Answer

The answer of Explain the buzz building form of viral...

Question 3

A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country.As part of this project,each restroom was to provide fairgoers with a clean oasis featuring aromatherapy,soothing music,constant maintenance,and premium toilet tissue.Newspaper articles about the company's role in making restrooms inviting are an example of ________.

Accepted Answer

A) corporate advertising 
B) a sales promotion 
C) media planning 
D) publicity 
E) sponsorship

Question 4

Catalogs,brochures,and pamphlets are all examples of which type of marketing?

Accepted Answer

A) direct mail 
B) catalog 
C) mail order 
D) personal 
E) m-commerce

Question 5

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

Accepted Answer

A) proactive marketing 
B) reactive marketing 
C) transactional selling 
D) relationship selling 
E) creative selling

Question 6

You want to collect information to evaluate your sales force in New England.Which of the following would you be LEAST likely to consider in doing so?

Accepted Answer

A) call reports 
B) expense reports 
C) customer satisfaction surveys 
D) customer turnover rates 
E) partner relationship management data (PRM)

Question 7

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.

Accepted Answer

The answer of A major manufacturer of automobile tires sells...

Question 8

Southern Security makes safes for storing valuables such as jewelry and family records.When Ed sold safes for the company,he had to be prepared with a response when a prospect said,"I have no room for a safe" or "My family heirlooms aren't valuable enough to put in a safe." In other words,Ed had to ________.

Accepted Answer

A) prepare several different closings 
B) use a canned sales presentation 
C) treat each sale as a transaction 
D) utilize cold calling 
E) anticipate objections

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

Public relations activities can be used to influence the attitudes and perceptions of various publics toward politicians and celebrities.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is an input measure of a salesperson's success?

Accepted Answer

A) volume of sales 
B) number of orders 
C) number of sales calls 
D) customer satisfaction 
E) level of repeat business

Question 12

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.

Accepted Answer

A) True 
 B)False

Question 13

As the salesperson entered the prospect's office,the salesperson extended his hand and said,"Your old college roommate Tiara Johns suggested I call on you." This action occurred in which stage of the creative selling process?

Accepted Answer

A) approach 
B) prospect and qualify 
C) preapproach 
D) close 
E) follow-up

Question 14

When Kenneth called Southern Security to buy a safe in which to store important personal documents and possessions,he most likely talked to a(n)________ who performed all the activities needed to process the transaction.

Accepted Answer

A) order taker 
B) order getter 
C) missionary salesperson 
D) new-business salesperson 
E) technical specialist

Question 15

Which of the following communication and promotion tools involves establishing direct connections with customers aimed toward building crucial relationships?

Accepted Answer

A) personal selling 
B) advertising 
C) e-commerce 
D) publicity 
E) m-commerce

Question 16

Why does a firm's number of prospects always equal or exceed its number of qualified customers?

Accepted Answer

The answer of Why does a firm's number of prospects...

Question 17

Pfizer pharmaceutical representatives call on physicians to influence them to prescribe the latest Pfizer medications over competing products.However,no sale is made until doctors call prescriptions into pharmacies that then place orders through their drug wholesalers.What type of sales position do these Pfizer pharmaceutical representatives hold,and what are their job responsibilities?

Accepted Answer

The answer of Pfizer pharmaceutical representatives call on physicians to...

Question 18

Crisis management is typically a public relations function.

Accepted Answer

A) True 
 B)False

Question 19

In 2001,IBM had hundreds of "Peace Love Linux" logos painted on sidewalks to publicize the company's adoption of the Linux operating system.This is an example of buzz marketing.

Accepted Answer

A) True 
 B)False

Question 20

Kathy Champe,a public relations specialist for a regional chain of pharmacies,regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company.She is using ________.

Accepted Answer

A) press releases 
B) product publicity 
C) crisis management 
D) institutional advertising 
E) lobbying

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

A group of people from a range of departments tasked with developing products and programs that satisfy the customer's needs is referred to as a ________ team.

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.

Catalogs,brochures,and pamphlets are all examples of which type of marketing?

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

You want to collect information to evaluate your sales force in New England.Which of the following would you be LEAST likely to consider in doing so?

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

Public relations activities can be used to influence the attitudes and perceptions of various publics toward politicians and celebrities.

Which of the following is an input measure of a salesperson's success?

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.

As the salesperson entered the prospect's office,the salesperson extended his hand and said,"Your old college roommate Tiara Johns suggested I call on you." This action occurred in which stage of the creative selling process?

When Kenneth called Southern Security to buy a safe in which to store important personal documents and possessions,he most likely talked to a(n) ________ who performed all the activities needed to process the transaction.

Which of the following communication and promotion tools involves establishing direct connections with customers aimed toward building crucial relationships?

Why does a firm's number of prospects always equal or exceed its number of qualified customers?

Crisis management is typically a public relations function.

In 2001,IBM had hundreds of "Peace Love Linux" logos painted on sidewalks to publicize the company's adoption of the Linux operating system.This is an example of buzz marketing.

Kathy Champe,a public relations specialist for a regional chain of pharmacies,regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company.She is using ________.