Deck 14: Promotion Ii: Social Media, Directdatabase Marketing, Personal Selling, and Public Relations

Question 1

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

Answer 1

True

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

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 3

A

Question 4

Which of the following is the most popular of all social networking sites?

A) Facebook
B) Twitter
C) Instagram
D) Foursquare
E) Snapchat

Question 5

Which of the following is a service that lets users post short text messages to followers who subscribe to their microblog?

A) Second Life
B) LinkedIn
C) Facebook
D) Twitter
E) Yelp

Question 6

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 7

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) tweet of more than 140 characters
E) graphic representation of a user

Question 8

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) avatars

Question 9

Happy customers are more likely to tell their friends about their pleasant customer experiences than unhappy customers are to tell their friends about their unpleasant customer experiences.

Question 10

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) intranet
C) virtual world
D) Internet of Things
E) location-based network

Question 11

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 12

A ________ is a loyal customer who works for a brand for free.

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

Question 13

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 14

The idea of buzz isn't really new, but the magnifying effect that technology has on the spread of buzz is new.

Question 15

Viral marketing primarily uses which of the following communication channels?

A) billboards
B) print media
C) radio
D) cable television
E) the Internet

Question 16

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 website'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 marketing

Question 17

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

A) traditional media
B) social media
C) virtual worlds
D) review sites
E) geospatial platforms

Question 18

Which of the following refers to everyday people participating in marketing by sharing their opinions with their friends, neighbors, and acquaintances?

A) personal selling
B) buzz
C) indirect marketing
D) stealth marketing
E) social networking

Question 19

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

Question 20

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

A) avatar
B) virtual world
C) brand community
D) groundswell
E) microblog

Question 21

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 22

Explain how companies identify and use brand ambassadors and brand evangelists.

Question 23

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

Question 24

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 25

Hotmail put the message "Get Your Free Email at Hotmail.com" at the bottom of every email sent by Hotmail users. What type of marketing technique did Hotmail use?

Question 26

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

Question 27

________ 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 28

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.

Question 29

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

Question 30

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 31

Identify an important difference for marketers between Twitter and Facebook.

Question 32

A collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items, is a ________.

A) brochure
B) pamphlet
C) catalog
D) direct-mail item
E) telemarketing item

Question 33

Tired Toes is a new line of foot care products. The company's marketing team wants to help build buzz for the line by creating a brand community. The marketing team should use social networks to achieve this objective.

Question 34

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 35

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

Question 36

What are two major forms of direct-response television (DRTV)?

A) shows on home shopping networks and infomercials
B) home-selling and toll-free response
C) home television response and attention commercials
D) direct selling and m-commerce
E) home shopping networks and short-messaging systems

Question 37

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

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

Question 38

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 39

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 40

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 41

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

Question 42

What is the difference between catalogs and direct mail?

Question 43

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

Question 44

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

Question 45

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 46

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

Question 47

________ is the most expensive form of marketing communication.

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

Question 48

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

Question 49

A producer of beverages and snack foods wants to market its products to the 14-to-22-year-old demographic, providing incentives to respond instantly to time-sensitive offers. Which of the following forms of direct marketing would this producer most likely choose?

A) direct-response TV
B) m-commerce
C) telemarketing
D) catalog marketing
E) direct mail

Question 50

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 51

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

Question 52

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-mail marketing
B) m-commerce
C) catalog marketing
D) infomercials
E) telemarketing

Question 53

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

Question 54

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

Question 55

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

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

Question 56

For which of the following operations would telemarketing efforts likely be the most successful and the most profitable?

A) selling magazine subscriptions to consumers
B) selling double-pane windows to home owners
C) selling plastic bottles to a bottling company
D) asking people for charitable donations
E) selling vacation packages to people who earn $50,000 or more annually

Question 57

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 58

Which of the following is the most likely description of the modern catalog customer?

A) someone who has little or no access to retail stores
B) someone who has little or no access to Internet technologies
C) someone who wants to save time shopping
D) someone who shops only for sales bargains
E) someone who does not accept telemarketing calls

Question 59

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 60

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

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

Question 61

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?

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

Question 62

PeopleSoft is an enterprise application software that businesses can use to create more efficient relationships with suppliers, customers, and employees. To sell the entire software package, the company uses ________, which includes a technical specialist, an accounting expert, a human resources expert, and a sales representative.

A) a selling center
B) a buying center
C) transactional selling
D) team selling
E) partner relationship management (PRM)

Question 63

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 64

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 65

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 66

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 new-business salesperson
E) a technical specialist

Question 67

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 68

________ 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 69

The step that follows preapproach in the creative selling process is ________.

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

Question 70

Factors that increase a firm's emphasis on ________ include purchases that consumers buy infrequently and transactions that require negotiation.

A) m-commerce
B) mass marketing
C) public relations
D) direct marketing
E) personal selling

Question 71

The first step in the creative selling process is ________.

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

Question 72

The preapproach stage in the creative selling process is when the salesperson ________.

A) meets the customer for the first time
B) learns as much as possible about a prospective customer before making a sales call
C) identifies potential customers likely to be interested in purchasing the product
D) anticipates reasons the potential customer might not be interested in purchasing the product
E) clarifies and overcomes a customer's concerns about buying

Question 73

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 74

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

Question 75

Prospect and qualify is the step in the creative selling process in which the salesperson ________.

A) meets the customer for the first time
B) learns as much as possible about a prospective customer before making a sales call
C) identifies potential customers likely to be interested in purchasing the product
D) conveys the product's competitive advantages to a potential customer
E) clarifies and overcomes a customer's concerns about buying

Question 76

________, which 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) Telemarketing
D) Partner relationship management (PRM)
E) Total quality management (TQM)

Question 77

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 78

Voice-over internet protocol (VoIP) systems enable salespeople to ________.

A) access data from key partners
B) deliver text messages to key customers through a short-messaging system
C) track all aspects of customer interaction
D) avoid the capital outlay of a CRM system
E) make and receive phone calls anywhere just as though they were in the office

Question 79

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 80

Direct sellers bypass channel intermediaries and sell directly from manufacturers to consumers.