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

Question 1

Which of the following identifies a difference between Twitter and Facebook?

A) Twitter is a broadcast medium, and Facebook is not.
B) Facebook is a broadcast medium, and Twitter is not.
C) Facebook is a location-based social network, and Twitter is not.
D) Twitter is a location-based social network, and Facebook is not.
E) Twitter is a part of the Internet of Things, and Facebook is not.

Answer 1

A

Question 2

Which of the following is NOT a component of the updated communication model?

A) the "democratization" of brand messages
B) Internet-based platforms
C) one-way communication from organizations to consumers
D) user-generated content
E) users sharing content with other users

Answer 2

C

Question 3

The network of physical things, vehicles, devices, and buildings in which designers have embedded sensors, electronics, and network connectivity is called the ________.

A) extranet
B) augmented reality
C) virtual world
D) Internet of Things
E) location-based network

Answer 3

D

Question 4

A brand community can be created by marketers or can develop on its own among consumers.

Question 5

Which of the following were designed to allow users to alert their friends of their exact whereabouts via their mobile phones?

A) virtual worlds
B) location-based social networks
C) product review sites
D) social networking sites
E) augmented realities

Question 6

Virtual goods are tangible products that can be purchased for real money in virtual worlds.

Question 7

Devices and products connected through the Internet of Things can collect data and communicate it to each other.

Question 8

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 web site's existence. Engaging Engagements is using ________.

A) location-based social networking
B) buzz-building activities
C) the Internet of Things
D) direct marketing
E) virtual goods

Question 9

Which of the following is true of virtual worlds?

A) They are among the most popular product review sites.
B) They are likely to replace Twitter.
C) They are the most popular tool for buzz-building activities.
D) They are a booming marketplace for virtual goods paid for in actual money.
E) They use "dashboards" so businesses can monitor the locations of avatars.

Question 10

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

A) avatar
B) virtual world
C) brand community
D) groundswell
E) Internet of Things

Question 11

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

Question 12

Yelp and TripAdvisor are both examples of ________.

A) virtual worlds
B) location-based social networks
C) product review sites
D) social networking sites
E) avatars

Question 13

Which of the following is a service that lets users post short text messages to a feed that can be subscribed to by followers?

A) IMVU
B) LinkedIn
C) Facebook
D) Twitter
E) Yelp

Question 14

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

Question 15

Compare the traditional one-to-many marketing communication model to the updated many-to-many communication model. What has caused the shift? What are the advantages and disadvantages of the new model for marketers?

Question 16

An avatar is a ________.

A) site that creates a connection between a consumer and a brand
B) mobile app with increasing popularity
C) type of location-based network
D) component of the Internet of Things
E) graphic representation of a user

Question 17

Today's consumers are increasingly getting information from one another rather than from the original source. This new communication landscape is referred to as ________.

A) the groundswell
B) authenticated streaming
C) integrated marketing communications
D) stealth marketing
E) the brand community

Question 18

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

A) relationship manager
B) stealth marketer
C) brand ambassador
D) public relations specialist
E) brand avatar

Question 19

Instagram, Twitter, and virtual worlds are all examples of ________.

A) traditional media
B) social media
C) brand communities
D) review sites
E) location-based social networks

Question 20

Through augmented reality, a view of the physical world is enhanced by computer-generated sounds, videos, graphics, or GPS data.

Question 21

________ is the promotional tool used to build interest in or encourage purchase of a good or service during a specified period.

A) Personal selling
B) Direct-response advertising
C) Advertising
D) Public relations
E) Sales promotion

Question 22

Which of the following is a discount to the retailer or wholesaler based on the volume of product ordered?

A) merchandising allowance
B) case allowance
C) forward buying
D) push money
E) diverting

Question 23

To encourage sales, a candy maker has a new promotion, randomly including a small number of "free lifetime supply of chocolate" vouchers hidden in the packaging of its chocolate bars. This is an example of a contest.

Question 24

________ are the most common price promotion.

A) Rebates
B) Merchandising allowances
C) Coupons
D) Contests and sweepstakes
E) Premiums

Question 25

Identify an important difference for marketers between Twitter and Facebook.

Question 26

A trade show is a way for a company to do all of the following EXCEPT which one?

A) distribute literature about its product
B) pay a bonus to members of its salesforce
C) give away sample products
D) establish new business contacts
E) showcase its new products in elaborate exhibits

Question 27

Discuss how marketers can use virtual worlds to convey marketing communications.

Question 28

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

Question 29

Declining brand loyalty has led marketers to place less of their total marketing communication budgets in sales promotions.

Question 30

An example of a(n) ________ is an airline's practice of awarding customers points for miles traveled that can be turned in for free airline trips.

A) allowance
B) rebate
C) sweepstakes
D) loyalty program
E) premium

Question 31

An office supply store that pays a discounted price when it orders more than 12 metal filing cabinets is receiving a ________.

A) merchandising allowance
B) promotional product
C) case allowance
D) rebate
E) premium

Question 32

An example of a(n) ________ is a five-foot-high cardboard display of Cap'n Crunch next to Cap'n Crunch cereal boxes.

A) point-of-purchase (POP) display
B) incentive program
C) promotional product
D) co-op advertisement
E) case allowance

Question 33

Which of the following is a bonus paid by a manufacturer to a salesperson for selling its product?

A) a rebate
B) a merchandising allowance
C) a premium
D) a sweepstakes
E) push money

Question 34

________ are free goods offered as an incentive to buy a product; they may be in-pack, on-pack, or delivered through the mail.

A) Rebates
B) Bonus packs
C) Price-off packs
D) Premiums
E) Sweepstakes

Question 35

________ involves a retailer buying a product at a discounted promotional price, warehousing it, and after the promotion has expired, selling the inventory to other retailers at a price that is lower than the manufacturer's nondiscounted price but high enough to turn a profit for the retailer.

A) Pushing
B) Forward buying
C) Diverting
D) Point-of-purchase displaying
E) Rebating

Question 36

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

Question 37

________ 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.

A) Pushing
B) Forward buying
C) Rebating
D) Point-of-purchase displaying
E) Discounting

Question 38

Most consumer sales promotions temporarily change the price/value relationship.

Question 39

Toro ran a clever preseason promotion on some of its snow blower models, offering money back if the snowfall in the buyer's market area turned out to be below average. This is an example of a ________.

A) rebate
B) premium
C) price-off pack
D) continuity program
E) sweepstakes

Question 40

Which of the following types of sales promotions would NOT be offered to a consumer?

A) rebates
B) push money
C) bonus packs
D) sweepstakes
E) premiums

Question 41

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.

Question 42

Direct-response advertising involves a marketer individually contacting a consumer about a product.

Question 43

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

Question 44

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

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

Question 45

Consumers are able to opt-out of receiving telemarketing solicitations.

Question 46

The National Do Not Call Registry was established by which of the following?

A) the Federal Trade Commission (FTC)
B) the Direct Marketing Association (DMA)
C) the Consumer Review
D) the American Marketing Association (AMA)
E) the Robinson-Patman Act

Question 47

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. Which of the following methods of direct marketing would likely be most effective in accomplishing this goal?

A) direct-response advertising
B) m-commerce
C) catalog marketing
D) infomercials
E) telemarketing

Question 48

________ is direct communication to a customer that is conducted over the telephone.

A) Direct order
B) Telemarketing
C) Direct-response advertising
D) Direct selling
E) Promotional selling

Question 49

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

A) place-based communication
B) point-of-purchase selling
C) direct marketing
D) direct selling
E) personal selling

Question 50

As a result of the federal government's Do Not Call Registry, telemarketing is now rarely used.

Question 51

The "m" in m-commerce stands for ________.

A) market
B) mobile
C) message-oriented
D) millennial
E) mass

Question 52

What are the basic differences between sales promotion and advertising?

Question 53

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

Question 54

Telemarketing is more profitable for consumer markets than for business markets.

Question 55

Which of the following is NOT a form of direct marketing?

A) mass marketing
B) catalogs
C) direct mail
D) telemarketing
E) m-commerce

Question 56

Which kind of marketing involves sending a brochure or pamphlet that offers a specific good or service at one point in time?

A) personal marketing
B) telemarketing
C) direct mail
D) catalog
E) spam

Question 57

Fiona Lambrech is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries. Fiona wants to reach a selective market of individuals who have recently donated to international charities. Which of the following types of direct marketing is Fiona most likely to use?

A) direct-mail marketing
B) catalog marketing
C) short-messaging system marketing
D) direct-response TV marketing
E) direct-response advertising

Question 58

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

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

Question 59

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

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

Question 60

Why is the image of telemarketers more positive in business marketing than it is in consumer marketing?

Question 61

Technological advances such as computer networks and videoconferencing have led to an increasing number of salespeople who ________.

A) take orders
B) telecommute
C) use multilevel selling
D) use transactional selling
E) use direct selling

Question 62

The first step in the creative selling process is ________.

A) preapproach
B) prospect and qualify
C) approach
D) handle objections
E) sales presentation

Question 63

What is the difference between catalogs and direct mail?

Question 64

Why might people reached by direct mail be better prospects for a company than those reached by mass media such as television or magazines?

Question 65

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

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 66

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.

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

Question 67

________ bypass channel intermediaries and sell directly from manufacturer to consumer through personal, one-to-one contact.

A) Order getters
B) Transactional sellers
C) Missionary salespeople
D) Direct marketers
E) Direct sellers

Question 68

________, a system that uses a data network to carry voice calls, is frequently used for communication between salespeople and customers.

A) Voice-over Internet protocol (VoIP)
B) Customer relationship management (CRM)
C) The Internet of Things
D) Partner relationship management (PRM)
E) Total quality management (TQM)

Question 69

Why is m-commerce considered an important form of direct marketing?

Question 70

Which of the following is the most logical reason that many organizations rely heavily on personal selling?

A) to make more efficient use of the promotional mix
B) to quickly move a product to the maturity stage of the product life cycle
C) to create consistent marketing communications
D) to more effectively sell highly technical or very expensive products
E) to decrease promotional expenditures

Question 71

A(n) ________ promotes the firm and tries to stimulate demand for a product but does not actually complete a sale.

A) order taker
B) order getter
C) missionary salesperson
D) relationship manager
E) new-business manager

Question 72

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) direct marketing
B) direct selling
C) transactional selling
D) relationship selling
E) creative selling

Question 73

________ is the most expensive form of marketing communication.

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

Question 74

According to an axiom in marketing, the more ________ the product, the more heavily firms tend to rely on personal selling to promote it.

A) popular
B) available
C) intangible
D) impersonal
E) marketable

Question 75

Which of the following statements about relationship selling is true?

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 76

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.

A) permission marketing
B) sampling
C) multilevel selling
D) account-based selling
E) tryvertising

Question 77

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

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 78

Of the following, which sales job requires the LEAST creative selling?

A) order getter
B) order taker
C) team selling member
D) new-business salesperson
E) missionary salesperson

Question 79

Which of the following is a salesperson who works to develop long-term relationships with particular customers and may hold the title of "account manager"?

A) an order taker
B) an order getter
C) a missionary salesperson
D) a key-account salesperson
E) a technical specialist

Question 80

Which of the following approaches to selling is usually limited to key accounts?

A) relationship selling
B) team selling
C) creative selling
D) direct selling
E) transactional selling