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

Question 1

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

Answer 1

B

Question 2

Blogs,wikis,and virtual worlds are all examples of ________.

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

Answer 2

B

Question 3

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)shilling

Answer 3

B

Question 4

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 5

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 6

Yelp and TripAdvisor are both examples of ________.

A)virtual worlds
B)geospatial platforms
C)product review sites
D)social networking sites
E)avatars

Question 7

A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement.The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products.This is an example of using ________.

A)avatars
B)brand communities
C)brand evangelists
D)location-based social networks
E)direct marketing

Question 8

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

Question 9

Advertising by sampling that is designed to create buzz is called ________.

A)tryvertising
B)groundswelling
C)brand evangelizing
D)viral marketing
E)location-based networking

Question 10

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)viral marketing
C)stealth marketing
D)direct marketing
E)virtual marketing

Question 11

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

Question 12

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 13

The gap between good buzz and bad buzz is referred to as ________.

A)groundswell
B)viral marketing
C)evangelist marketing
D)brand polarization
E)the magnifying effect

Question 14

Only small companies with limited promotional budgets have successfully used viral marketing.

Question 15

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)evangelist marketing
C)integrated marketing communications
D)stealth marketing
E)the infiltration

Question 16

WOM stands for ________.

A)with original marketing
B)weak owners' market
C)word of mouth
D)word of marketing
E)without original marketing

Question 17

Viral marketing is most closely related to which of the following?

A)buzz building
B)personal selling
C)shilling
D)public relations
E)direct marketing

Question 18

Brand ambassadors are volunteers spreading a company's brand message,while brand evangelists are paid employees using potentially unethical marketing tactics to spread a company's brand message.

Question 19

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 stealth marketing campaigns.
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 20

Viral marketing primarily uses which of the following communication channels?

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

Question 21

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 22

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)junk-mail item

Question 23

Buzz works best when companies put paid consumers in charge of creating their own messages.

Question 24

Identify an important difference for marketers between Twitter and Facebook.

Question 25

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

Question 26

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 27

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

Question 28

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 29

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

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

Question 30

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 31

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

Question 32

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 33

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 34

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 35

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 36

________ 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 37

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.

Question 38

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

Question 39

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 40

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 41

________ has the highest cost per contact with each customer.

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

Question 42

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

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

Question 43

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 44

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 45

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

Question 46

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 47

What is the difference between catalogs and direct mail?

Question 48

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 49

Consumers are able to opt-out of receiving telemarketing solicitations and mail-order catalogs.

Question 50

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)telemarketing
D)direct-response TV marketing
E)direct-response advertising

Question 51

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

Question 52

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

Question 53

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 54

Mobile phones are more prevalent in the United States than in any other country.

Question 55

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

Question 56

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

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

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 59

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 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

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

Question 62

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

Question 63

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 64

________,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 65

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 66

In which of the following situations would personal selling be the LEAST cost-effective choice?

A)a manufacturer selling a line of running shoes to a chain of department stores
B)an automobile dealer selling luxury cars
C)a real estate agent selling a home
D)a chain of supermarkets selling convenience products
E)a computer systems firm selling hardware and software to a large business

Question 67

A representative for Tupperware who is implementing a party plan,demonstrating and selling products at a social gathering of friends,is using direct selling.

Question 68

Factors that increase a firm's emphasis on ________ include purchases that are "new tasks" for a customer and transactions that require negotiation.

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

Question 69

On a cost per contact basis,personal selling is much more expensive than national advertising.

Question 70

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 71

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

Question 72

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 73

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 74

Compare and contrast partner relationship management (PRM)and customer relationship management (CRM).

Question 75

The makers of a new type of soap that can be used to both wash and wax your car with only one application have determined that personal selling would not be best for this product.Explain why this is or isn't a good marketing communication decision.

Question 76

Explain and compare the concepts of telemarketing and direct selling.Why might a consumer be more likely to buy Tupperware at a home party than the same product from a telemarketer?

Question 77

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 78

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 79

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 80

What is the relationship between personal selling and the marketing push strategy?