1 ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-V52 Chapter 19 MANAGING PERSONAL COMMUNICATIONS: ---Direct and interactive marketing word of mouth, and personal selling REN WEI (WINNIE) Sep.02, 2010
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- 1. Chapter 19 MANAGING PERSONAL COMMUNICATIONS: --- Direct and
interactive marketing word of mouth, and personal selling
- REN WEI (WINNIE)
- Sep.02, 2010
- 2. 1. D irect marketing channels include___?
- Direct mail
- Catalogs
- Telemarketing
- All above
- 3. Answer: 1
- Direct marketing is an interactive marketing system that uses one or more media to effect a measurable respones or transaction at any location or use a number of channels to reach individual prospects and customers.
- The channels include: direct mail; catalogs; telemarketing and other direct response
- 4. 1. D irect marketing channels include___?
- Direct mail
- Catalogs
- Telemarketing
- All above
- 5. 2. Direct marketing plan campaigns by deciding on:
- Objective, target market
- prospects
- offer and price
- Above all
- 6. Answer: 2
- Direct marketers must decide on their objectives, target markets, and prospects; offer elements-testing the campaign, and measures of campaign success.
- 7. 2. Direct marketing plan campaigns by deciding on:
- Objective, target market
- prospects
- offer and price
- Above all
- 8. 3 . Sending an offer, announcement, reminder, or other item
to an individual consumer. This is belong to:
- Direct mail
- Catalog marketing
- Telemarketing
- Media marketing
- 9. Answer3
- Direct-mail marketing means Sending an offer, announcement, reminder, or other item to an individual consumer
- Catalog marketing send full-line merchandise catalogs, specialty consumer catalog, and business catalogs, usually in print form but also sometimes as CDs, videos, or online.
- Telemarketing is the use of telephone and call centers to attract prospects, sell to existing customers, and provide service by taking orders and answering questions.
- Media marketing use all the major media, as newspaper, magazines, advertisement and so on.
- 10. 3. Sending an offer, announcement, reminder, or other item
to an individual consumer. This is belong to:
- Direct mail
- Catalog marketing
- Telemarketing
- Media marketing
- 11. 4. Which is the wrong describtion of interactive marketing:
- Provide with opportunities for much greater interaction and individualization.
- The newest channels for communicating and selling directly to customers are electronic.
- Companies can send tailored messages that engage consumers by reflecting their special interests and behavior.
- Internet also need to increase company budget
- 12. Answer: 4
- The internet is highly accountable and its effects can be wasily traced, eddie bauer cut its marketing cost per sale 74% by concentrating on higher-performing ads.
- 13. 4. Which is the wrong describtion of interactive marketing:
- Provide with opportunities for much greater interaction and individualization.
- The newest channels for communicating and selling directly to customers are electronic.
- Companies can send tailored messages that engage consumers by reflecting their special interests and behavior.
- Internet also need to increase company budget
- 14. 5. Which method can get powerful feedback, and improve
product Effectively?
- Customers behavior
- Re-purchase
- Word of mouth
- research
- 15. Answer: 5
- Social networks, such as Myspace and Facebook, have become an omportant force in both business-to-consumer and business-to-business marketing. A key aspect of social networks is word of mouth. It can be particularly effective for smaller businesses for whom customers may feel a more personal relationship.
- 16. 5. Which method can get powerful feedback, and improve
product Effectively?
- Customers behavior
- Re-purchase
- Word of mouth
- research
- 17. 6. There are two notable forms of word-of-mouth marketing,
which encourages people to exchange information related one way or
another to a product or service online?
- Buzz marketing
- Viral marketing
- Both
- None
- 18. Answer: 6
- Buzz marketing, which seeks to get people talking about a brand by ensuring that a product or service or how it is marketed is out of the ordinary.
- Viral marketing, which encourages people to exchange information related one way or another to a product or service online.
- 19. 6. There are two notable forms of word-of-mouth marketing,
which encourages people to exchange information related one way or
another to a product or service online?
- Buzz marketing
- Viral marketing
- Both
- None
- 20. 7. The main steps for designing a sales force:
- Objective and strategy
- Structure and size
- compensation
- Above all
- 21. Answer: 7
- In designing the sales force, the company must consider the development of sales-force objectives, strategy, structure, size and compensation
- 22. 7. The main steps for designing a sales force:
- Objective and strategy
- Structure and size
- compensation
- Above all
- 23. 8. The correct order for managing the sales force:
- Analysis, target, selecting, evaluating
- Selecting, training, motivating, supervising
- Recruiting and Selecting, training, supervising, motivating, evaluating
- Recruiting and Selecting, supervising, motivating, evaluating
- 24. Answer: 8
- There are five steps involved in managing the sales force:(1) recruiting and selecting sales representatives; (2) training the representatives in sales techniques and in the companys products,policies, and customer-satisfaction orientation; (3) supervising the sales force and helping reps to use their time efficiently; (4) motivating the sales force and balancing quotas, monetary rewards, and supplementary motivators; (5) evaluating individual and group sales performance.
- 25. 8. The correct order for managing the sales force:
- Analysis, target, selecting, evaluating
- Selecting, training, motivating, supervising
- Recruiting and Selecting, training, supervising, motivating, evaluating
- Recruiting and Selecting, supervising, motivating, evaluating
- 26. 9. Major steps in effective selling:
- Prospecting and qualifying, preapproach, presentation and demonstration, overcoming objections, closing, follow-up and maintenance
- Preapproach, prospecting and qualifying, presentation and demonstration, overcoming objections, closing, follow-up and maintenance
- Presentation and demonstration, prospecting and qualifying, preapproach, overcoming objections, closing, follow-up and maintenance
- Overcoming objections, prospecting and qualifying, preapproach, presentation and demonstration, closing, follow-up and maintenance
- 27. Answer: 9
- Effective salespeople are trained in the methods of analysis and customer management, as well as the art of sales professionalism. No approach works best in all circumstances, but most trainers agree that selling is a six-step process:
- 28. 9. Major steps in effective selling:
- Prospecting and qualifying, preapproach, presentation and demonstration, overcoming objections, closing, follow-up and maintenance
- Preapproach, prospecting and qualifying, presentation and demonstration, overcoming objections, closing, follow-up and maintenance
- Presentation and demonstration, prospecting and qualifying, preapproach, overcoming objections, closing, follow-up and maintenance
- Overcoming objections, prospecting and qualifying, preapproach, presentation and demonstration, closing, follow-up and maintenance
- 29. 10. What should salespeople do for health marketing?
- The principles of personal selling and negotiation are largely transaction oriented because their purpose is to close a specific sale.
- Company seeks not an immediate sale, but rather a long-term supplier-customer relationship
- Customer needs a coordinated set of products and services to many locations
- Above all
- 30. Answer: 10
- The principles of personal selling and negotiation are largely transaction oriented because their purpose is to close a specific sale. Company seeks not an immediate sale, but rather a long-term supplier-customer relationship. Customer needs a coordinated set of products and services to many locations; can quickly solve problems in different locations and work closely with customer to improve products and processes.
- 31. 10. What should salespeople do for health marketing?
- The principles of personal selling and negotiation are largely transaction oriented because their purpose is to close a specific sale.
- Company seeks not an immediate sale, but rather a long-term supplier-customer relationship
- Customer needs a coordinated set of products and services to many locations
- Above all
- 32. Chapter 19 MANAGING PERSONAL COMMUNICATIONS: --- Direct and
interactive marketing word of mouth, and personal selling
- REN WEI (WINNIE)
- Sep.02, 2010
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