Marketing Chapter 16
Showing posts with label Marketing Chapter 16. Show all posts
Showing posts with label Marketing Chapter 16. Show all posts

A local retail chain has just established Twitter and Facebook accounts in the hopes that it will not only draw a larger customer base but also gain feedback from its​ customers, thereby allowing it to be closer with its target markets. Each week it announces​ sales, adds pictures of new​ products, and creates forums asking​ customers' opinions on certain matters. This is an example of​ __________.

A local retail chain has just established Twitter and Facebook accounts in the hopes that it will not only draw a larger customer base but also gain feedback from its​ customers, thereby allowing it to be closer with its target markets. Each week it announces​ sales, adds pictures of new​ products, and creates forums asking​ customers' opinions on certain matters. This is an example of​ __________.



A. advocacy advertising

B. personal selling

C. direct marketing

D. consultative selling

E. conversation marketing



Answer: E. conversation marketing

Another name for​ word-of-mouth marketing is​ _________.

Another name for​ word-of-mouth marketing is​ _________.



A. voluntary marketing

B. community participation marketing

C. social media marketing

D. viral marketing

E. user-generated content marketing



Answer: D. viral marketing

Leo and Penny are starting up a new​ party-planning company. In order to get the word out to prospective​ clients, they have mailed calendars to the local community that feature their contact information and pictures of their services. They also included stickers with the​ company's logo to mark dates for upcoming events so that people will be reminded to call Leo and​ Penny's company when​ it's time to plan a party. For the party​ events, various merchandise is available with the​ company's logo, including wine​ glasses, magnets, and pens for party goers to pick up. This is an example of​ _______________.

Leo and Penny are starting up a new​ party-planning company. In order to get the word out to prospective​ clients, they have mailed calendars to the local community that feature their contact information and pictures of their services. They also included stickers with the​ company's logo to mark dates for upcoming events so that people will be reminded to call Leo and​ Penny's company when​ it's time to plan a party. For the party​ events, various merchandise is available with the​ company's logo, including wine​ glasses, magnets, and pens for party goers to pick up. This is an example of​ _______________.



A. public relations

B. conversation marketing

C. advocacy advertising

D. trade promotions

E. specialty advertising



Answer: E. specialty advertising

For a limited​ time, an online retail store is offering a free beach bag and towel with every purchase of a bathing suit over​ $50. The beach towel and bag are normally​ $20 each, so customers are really getting a bargain. The retail store is using​ _______ to encourage consumers to buy its products.

For a limited​ time, an online retail store is offering a free beach bag and towel with every purchase of a bathing suit over​ $50. The beach towel and bag are normally​ $20 each, so customers are really getting a bargain. The retail store is using​ _______ to encourage consumers to buy its products.



A. rebates

B. premiums

C. point-of-purchase displays

D. specialty advertising

E. trade promotions



Answer: B. premiums

Jenna is a real estate agent. She has a website set up where potential buyers can view the homes she is​ selling, and if they are​ interested, there is an option to fill out an online form which Jenna receives in an email indicating customer interest in a certain house. She then contacts the interested buyer to obtain more information. If the buyer is serious about purchasing the​ home, she moves on the next​ step, which is determining whether the buyer is qualified and has funding for the purchase. This is an example of​ ________.

Jenna is a real estate agent. She has a website set up where potential buyers can view the homes she is​ selling, and if they are​ interested, there is an option to fill out an online form which Jenna receives in an email indicating customer interest in a certain house. She then contacts the interested buyer to obtain more information. If the buyer is serious about purchasing the​ home, she moves on the next​ step, which is determining whether the buyer is qualified and has funding for the purchase. This is an example of​ ________.



A. prospecting

B. consultative selling

C. direct marketing

D. advocacy advertising

E. product placement



Answer: A. prospecting

Fred and Wilma are looking to remodel their home. They call a local contractor to come to their house to assess their options and get pricing. They walk the contractor through the home and explain a few remodel requirements and then ask him his opinions on updating the home. The contractor then advises them about various options and gives them an estimated price and a time frame. The contractor is utilizing​ ___________.

Fred and Wilma are looking to remodel their home. They call a local contractor to come to their house to assess their options and get pricing. They walk the contractor through the home and explain a few remodel requirements and then ask him his opinions on updating the home. The contractor then advises them about various options and gives them an estimated price and a time frame. The contractor is utilizing​ ___________.



A. consultative selling

B. prospecting

C. direct marketing

D. advertising appeal

E. specialty advertising



Answer: A. consultative selling

As a​ salesperson, Jane advises and helps her customers in discovering the best products to meet their personal requirements. Jane is utilizing which of the following​ approaches?

As a​ salesperson, Jane advises and helps her customers in discovering the best products to meet their personal requirements. Jane is utilizing which of the following​ approaches?



A. Direct marketing

B. Personal selling

C. Prospecting

D. Specialty advertising

E. Consultative selling



Answer: E. Consultative selling

Maria just moved into a new home and is looking to get cable programming. She visits a local cable​ company's website to view her options. A web sales chat pops up and asks Maria whether she would like assistance. Maria and the salesperson begin chatting about which cable package would best fit Maria and her​ family's needs. After assessing​ Maria's requirements, the salesperson sells Maria a cable package including kids and sports channels. This is an example of​ ________.

Maria just moved into a new home and is looking to get cable programming. She visits a local cable​ company's website to view her options. A web sales chat pops up and asks Maria whether she would like assistance. Maria and the salesperson begin chatting about which cable package would best fit Maria and her​ family's needs. After assessing​ Maria's requirements, the salesperson sells Maria a cable package including kids and sports channels. This is an example of​ ________.



A. ​point-of-purchase display selling

B. specialty advertising

C. prospecting

D. personal selling

E. direct marketing



Answer: D. personal selling

When a marketer wants to get a message out to a large numbers of potential customers long dash—and do so inexpensively long dash—what direct marketing method would be MOST​ appealing?

When a marketer wants to get a message out to a large numbers of potential customers long dash—and do so inexpensively long dash—what direct marketing method would be MOST​ appealing?



A. Targeted display advertising

B. Search engine advertising

C. Email

D. Telephone

E. Direct mail



Answer: C. Email

Which of the following is a feature of the media​ mix?

Which of the following is a feature of the media​ mix?


A. It is personally addressable.

B. It combines​ print, broadcast,​ online, and other media.

C. It is used to generate immediate sales instead of relationship building.

D. It​ doesn't require the purchase of time or space.

E. There is a direct response aspect.



Answer: B. It combines​ print, broadcast,​ online, and other media.

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