a. They reward customers for making one-time purchases.
b. They provide information about customers and shopping trends.
c. They aim at achieving short-term results that benefit a company.
d. They lead to an increase in cost.
Answer: b. They provide information about customers and shopping trends.
a. Any touch point a customer has with the organization constitutes an interaction.
b. Interactions do not happen when customers do not meet face-to-face with salespeople.
c. With customer relationship management, the organization defines the terms of the interaction.
d. Data gathered at touch points do not provide information that affects touch points inside a company.
Answer: a. Any touch point a customer has with the organization constitutes an interaction.
a) cost too much.
b) are illegal.
c) are potentially harmful.
d) do not last.
e) are not competitive.
Answer: are potentially harmful.
a) create needs.
b) capitalize on existing needs.
c) be overly focused on the self-actualization needs.
d) overemphasize physiological and safety needs.
e) avoid focusing on people's needs.
Answer: capitalize on existing needs.
a) love and affection.
b) safety.
c) self-esteem.
d) self-actualization.
e) respect from others.
Answer: love and affection.
a) demand for the product does not increase.
b) promotion of prices intensifies price competition.
c) promotion of prices leads to nonprice competition.
d) promotion tends to reduce consumers' price sensitivity.
e) promotion tends to stabilize a product's price elasticity of demand.
Answer: promotion of prices intensifies price competition.
a) price of the promoted product is likely to increase.
b) price of the promoted product will remain reasonably stable.
c) price of the promoted product will decrease.
d) cost of promotion will decline.
e) cost will remain about the same.
Answer: price of the promoted product is likely to increase.
a) guerilla marketing.
b) viral marketing.
c) buzz marketing.
d) personal publicity.
e) conversational promotion.
Answer: personal publicity.
a) advertising and sales promotion.
b) public relations and distribution.
c) personal selling and public relations.
d) distribution and advertising.
e) sales promotion and personal selling.
Answer: advertising and sales promotion.
a) reseller promotional
b) push
c) customer promotional
d) pull
e) channel promotional
Answer: pull
a) Advertising
b) Personal selling
c) Public relations
d) Sales promotion
e) Telemarketing
Answer: personal selling
a) People are more likely to believe a human being than a print ad.
b) TV and radio ads are not feasible for smaller companies.
c) It can achieve more sales through business customers than through individual consumers.
d) It is easier to measure a salesperson's effects on sales than advertising's effects on sales.
e) The firm is charging a higher price to cover the expensive salaries of its salespeople.
Answer: It is easier to measure a salesperson's effects on sales than advertising's effects on sales.
a) advertising.
b) publicity.
c) sales promotions.
d) personal selling.
e) distributor incentives.
Answer: personal selling
a) personal selling.
b) sales promotion.
c) advertising.
d) indirect selling.
e) public relations.
Answer: sales promotion.
a) advertising
b) sales promotion
c) public relations
d) telemarketing
e) personal selling
Answer: sales promotion.
a) sales promotion.
b) advertising.
c) guerilla marketing.
d) personal selling.
e) public relations.
Answer: sales promotion.
a) advertising.
b) personal selling.
c) public relations.
d) sales promotion.
e) packaging.
Answer: sales promotion.
a) press conferences.
b) feature articles.
c) news releases.
d) annual reports.
e) news stories.
Answer: annual reports.
a) advertising.
b) personal selling.
c) sales promotion.
d) publicity.
e) public relations.
Answer: Public relations
a) Stakeholder management
b) Personal selling
c) Integrated marketing communications
d) Sales promotion
e) Public relations
Answer: Public relations