Ch 12-14 James

the Internet
Which of the following is the quickest medium through which a company can advertise or send a message to its customers?
The content of a blog is difficult to control.
Which of the following is a potential drawback of advertising on or attempting to influence content on a blog?
Apollo, the market leader in high-resolution cameras and lenses is known for its quality and customer service. Apollo markets its vast range of cameras, lenses, and camera accessories directly to final consumers who belong to a broad group of demographic segments. By doing so, Apollo avoids all intermediaries and provides consumers with their products at the most competitive prices. Apollo falls under the ________ online marketing domain.
It can be used to combine touch-screen and digital technologies .
Which of the following is true with regard to kiosk marketing?
Online display ads
________ might appear anywhere on an Internet user’s screen and are often related to the information being viewed.
catalog marketing
Organic Designs is a small, successful chain of stores offering stylish clothes made of all-organic materials for infants, toddlers, and young children. Most of the Organic Designs stores are located in urban areas. Now Organic Designs is considering using direct marketing to reach potential customers who live outside of the company’s existing markets, with the goal of creating emotional connections and building long-term relationships with a new group of customers. Which of the following methods of direct marketing would likely be most effective in accomplishing this goal?
Direct marketing
________ consists of connecting directly with carefully targeted consumers, often on a one-to-one, interactive basis.
presentation and demonstration
Howard Genks works as a sales representative in a company that produces all kinds of hospital supplies. Recently, a prospective buyer walked into the store and spoke of how he was starting a non-profit organization to provide free treatment to children with cancer and required all furnishings for the ward to be designed specially for children. Howard quickly showed the client the range of beds and other hospital requirements the store had which were designed specifically for children to use. They also had rounded edges and colors that would appeal to children. Which of the following steps of the sales process is Howard executing in this scenario?
________ online marketing sites are online exchanges in which consumers search out sellers, learn about their offers, initiate purchases, and give feedback.
Unsolicited and unwanted commercial e-mail is known as ________.
demographic data
Information about a customer’s age, income, and family make-up are all ________ in a customer database.
direct-mail marketing
Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular postal address?
direct marketing
In Da Houz is a bar which mostly plays trance music, and has a dedicated day every week for local bands to perform. In Da Houz tries to build strong customer relations and patronage by gathering feedback from customers and asking the customers to provide their mobile numbers. Knowing the target customers, In Da Houz sends text messages to potential customers, telling them about happy hours, introducing a new drink, bands that are playing that week, dedicated genre nights, and other activities at the bar. Which of the following promotion mix tools does In Da Houz employ to reach target customers?
viral marketing
Clenzo is a company that provides house cleaning services in major urban and suburban areas. Marketers at Clenzo developed a short, humorous video promoting the company’s services and hope that customers who see the video will be so entertained that they will pass it on to their friends and colleagues. The marketers at Clenzo are using ________.
blurred brand perceptions of consumers
Which of the following issues faced by a company can be solved by an integrated marketing communications system?
A 30-minute or longer television advertising program marketing a single product is called a(n) ________.
It shows how the company’s offer solves the customer’s problem.
Which of the following is true of the stage of presentation in the selling process?
In which of the following steps in the sales process does the salesperson meet the customer for the first time?
psychographic data
Information about a customer’s activities and interests are all ________ in a customer database.
Which of the following is a type of identity theft that uses deceptive e-mails and fraudulent Web sites to fool consumers into revealing their personal data?
audiences of people with similar interests
What characteristic of niche sites makes the medium most appealing to marketers?
Which of the following is a transaction site?
meeting the buyer and getting the relationship off to a good start
The difference between preapproach and approach is that, approach involves ________.
testimonial evidence
An ad that shows how well a product works by showing real-life examples of people whose lives have changed due to the product is an example of ________ style of advertising.
prospecting and qualifying
Which of the following is the first step in the selling process?
________ is the sales step in which a salesperson or company identifies qualified potential customers.
It is the Internet version of word-of-mouth marketing.
Which of the following is true of viral marketing?
Direct marketing is immediate, interactive, and gives consumers a lot of control in making purchases.
Which of the following statements is true of direct marketing?
delivering a consistent message on the product to each brand contact
Which of the following is a function of an integrated marketing communications system?
a stronger emotional connection with customers
Which of the following is an advantage of printed catalogs over digital catalogs?
direct-mail marketing
Eric Dylan is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries. Eric targets a selective market of individuals who have recently donated to international charities by sending them a letter with the proposed plan for charity and instructions for those who are interested to participate. Eric uses ________ in this scenario.
territorial sales force structure
Oolay Inc., a U.S. based cosmetics manufacturer, sells its products in France, China, Russia, and India. To manage its sales, it has appointed a number of sales representatives for each location who report to area managers. These area managers coordinate sales for their respective areas and report to regional managers. From the information provided in the scenario, we can infer that Oolay Inc. has adopted a ________.
A ________ marketing strategy involves a company spending a lot of money on consumer advertising and promotion to induce final consumers into buying the product by creating a demand vacuum.
territorial sales force structure
In which of the following sales force structures is each salesperson assigned to an exclusive geographic area?
to build customer goodwill
What is the main purpose of a corporate Web site?
television advertisements
Which of the following promotion tools would best suit to reach a mass audience that is geographically dispersed in a short period of time?
Which of the following is the fixed amount in a salesperson’s compensation?
Handling objections
________ is the sales step in which the salesperson seeks out, clarifies, and overcomes any customer disapproval to buying.
direct marketing
In a promotion mix, ________ involves personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.
become click-and-mortar companies
The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace.