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MRKTG FINAL

Question	Answer
Curtis Precision Manufacturing has named you as its new National Sales Manager. The first product, second, third…. Which of the three products is likely to require the least amount of training for its team members?	Curtis polishing kits, because they need to be easy enough for ordinary consumers to use
You are considering options for choosing a sales force for the anodizing equipment. Which of the following would best support choosing a product sales force for selling anodizing equipment?	Most companies that buy anodizing equipment use it to manufacture only a single product.
You are lining up individuals for different sales teams. Why does it make sense to have your most personable sales personnel be chosen for a customer sales force structure?	Sales reps in a customer sales force need to develop strong long-term relationships with customers built on trust and reliability.
You are thinking of using a territorial sales force for one of your products. Which of the following is the best reason to use a territorial sales force?	A territorial sales force allows resources to be saved in travel, organization, manpower, and planning.
Some of your sales personnel are versatile and can quickly become comfortable in selling almost any product. Other salespeople like to specialize In which kind of sales force(s) should your most versatile salespeople be placed?	customer or territorial sales forces
It turns out that in some areas of the country, the marinas and boat stores that buy Curtis boat products need an extraordinary amount of expert advice. Which sales force structure would you recommend for these areas?	a product sales force because that structure works best when the customers require a lot of expertise
For Curtis anodizing equipment, a single salesperson can typically be expected to book $8 million in annual sales. Due to the recent economic slump, from $42 million to $36 million for the entire team. How many salespeople should the team have?	six
For Curtis anodizing equipment, you would like to assign some of your product sales force to answer telephones and emails regarding the technical use of the product. Which of the following identifies the best solution to your problem?	pay stales staff for one extra hour each day to respond to calls and emails from own customers using smart phones
You are allocating resources for developing a high quality comprehensive customer website to help clients solve problems and find out more about Curtis products. In which of the following would you allocate the greatest amount of funds and resources?	a website for the boat products because they only are sold to a the greatest number of customers
You have decided to have your entire sales force for anodizing equipment use team selling for all of your customers. You are worried. Which of the following would best ensure success of a highly competitive sales team?	Reward the entire team for all sales rather than individuals.
As a Brand Manager for a for Holden-Evan. Task is to create an advertising campaign for product that successfully competes against established major players in the market. A key difference between Bee! and other energy drinks is Bee!’s appeal to women.	that Bee! is for women
Before being sold to Holden-Evan, Bee! had experienced a great deal of success in Denver and had a large market share in the local market. Should you take your assistant’s advice and re-run the Denver adds?	No, you want to introduce Bee! and the Denver ads were for an already established product.
You are considering using a persuasive approach in your initial ad campaign for Bee! Which of the following should you try to persuade your customers to do?	Give Bee! a try
A member of your team thinks that you need to focus on getting people to switch to Bee! Which strategy would be most effective in getting people to switch to Bee!?	point out the strengths of Bee!
In determining an advertising budget, someone in the finance department suggests that you use the affordable .. Should you take this suggestion and use the affordable method of advertising budgeting?	No, a new product cannot be expected to have enough profits at this point that support a high advertising budget.
You are considering this message for the product: “Bee! — the woman's healthy choice to renew your energy.” Which of the following most concerns you about adopting this message for the product?	The message focuses exclusively on women, possibly causing men to feel excluded.
You think the “Slice of Life” approach that features a working mother who struggles to balance work, exercise and children as a good approach for Bee! Which feature do you consider to be the primary strength of this approach?	It is the only approach that focuses on balancing health, family, and work.
You are considering running a print add in a magazine called Working Mother that focuses on women balancing work w/ fam. Without explaining himself Which of the following is most likely to identify the cause of your boss’s objection to Working Mother?	it has no specific focus on health and exercise
You are looking into holding promotional events for Bee! that distribute balloons with the Bee! logo and free samples of the product. Which of the following would be the best choice as a location for a promotional event?	community center that features a swimming pool and tennis
A member of your team wants to run commercials for Bee! during a morning talk show. You are against this idea. You have compiled a list of reasons for not buying commercial time during the talk show. Which of the following does not belong on your list?	Morning talk show audiences are over 40 percent male.
A Groupon offer for discounted theater tickets was sent to targeted customers who had previously purchased movie or theater tickets. This best describes which of the 4E frameworks?	excite
While waiting in line to make a purchase at Best Buy, Joanie sees signs reminding her to visit their website for online specials and to sign up right now on her smartphone for the Best Buy Loyalty Rewards Program.This is an example of which 4E framework?	educate
Alan wants to upgrade his look before a job interview. A friend tells him about a men's clothing line that allows potential customers to virtually try on suits and see what looks bestVirtually trying on a suit provides best describes which of the 4E?	experience
Gene's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle.Site's most-used feature is blog—sat and un—talk about products they have purchased and the service received at Gene's. Which 4E?	Engage
LinkedIn is an example of what type of social media site?
YouTube is an example of what type of social media site?	media sharing
Karlie likes to post fancy cupcakes and cookies on Pinterest. She also posts pictures of fun kitchen equipment in sherbet colors, and looks for baking ideas and equipment. What type of social media site is Karlie using?	media-sharing
Lauren decides to use Twitter to market her hand-painted scarves to other women on her campus. She sets up a Twitter account @uniquedesignsbylauren, and posts Facebook page, making sure to tweet every few days. Lauren's Twitter account is an example of	microblogging
From a marketing perspective, what role is played by professional bloggers?	reviewing and giving product recommendations
Facebook is the only social networking site Jana uses. She spends about half an hour a day there staying in touch with her children,grandchildren, and friends she has known since high school. What segment of social networking users does Jana belong to?	bonders
Ask.com is a website that invites site users to ask questions to be answered by other users. Questions cover a wide range of topics. Which segment of social networking users would be most likely to enjoy answering questions on Ask.com?	sharers
Each year, Doritos sponsors a "Crash the Super Bowl" contest, encouraging individuals to submit ads for contest. winning ad is aired during the Super Bowl. Which segment of social users would be most likely to submit an ad for this contest?	creators
Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes. Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles?	Placing a Facebook ad.
Southwest Airlines operates a blog called "Nuts About Southwest." A group of employees share the responsibility for posting items of potential interest to customers— news about airline promotions. "Nuts About Southwest" is an example of a	corporate blog
Suppose that the Chipotle restaurant chain held a competition offering free food for a year to the customer who visited—and "checked in"—to the largest number of Chipotle restaurants via the FourSquare mobile app. This promotion would be an example of	gammification
What is the appeal of Pinterest to marketers?	allows markets to receive unlimited product exposure from fans
For marketers, media-sharing sites such as YouTube or Flickr are social media tools BEST used to	provide visual experiences and engage with customers.
Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using	sentiment analysis
When someone brags about how many Facebook friends they have, which measure of individual social media influence are they talking about?	social reach
Jessica is still in college, but is very motivated to earn some extra money in her spare time. She is quite knowledgeable regarding politics, and was hired by a candidate to generate student interest... Jessica's new job most likely has the title of	blogger
The IMC communication process begins with ________, who must be clearly identified.	the sender
In the IMC communication process, the ____________ encodes the marketing communication message.	communication channel
___________ means converting the sender's ideas into a message, which could be verbal, visual, or both.	Encoding
In integrated marketing communications, encoding involves	converting the sender's ideas into a message, which could be verbal, visual or both.
The right communication channel to use in IMC is	the one that will connect to the desired recipients
__________________ is any interference in the IMC process.	Noise
Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer, listener, or reader profile... The agency is most likely trying to avoid noise problems associated with	a poor choice of medium.
Most manufacturing and retailing marketers worry constantly about whether or not their IMC efforts are paying off. They assess various forms of ___________ to determine what is working and what is not.	feedback
Loretta would like to know which, if any, of her firm's IMC efforts are working. She could use all of the following EXCEPT _______________ to provide feedback from her efforts.	the channel
The sender of an integrated marketing communication	controls the meaning individual receivers take from the message.
Julia is driving down Interstate 95 on her way from New England to Florida and sees a billboard saying "South of the Border Restaurant and Motel is just 100 miles away." Julia has never heard of South of the Border before. This is an example of	the lagged effect
In the AIDA model:	awareness leads to interest, which hopefully leads to desire and then, action
_______________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service.	Brand awareness
Cheryl asked Nadia to help her buy some aftershave for her boyfriend. Nadia was going through a list of different brand names, when Cheryl stopped her and said, "I recognize that one." Marketers call this	aided recall
The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this	top-of-mind awareness.
In the movie Field of Dreams, one of the memorable phrases is, "If you build it, he will come." The AIDA model would suggest that after marketers "build" a product or service and create awareness among consumers, they need to	Create interest among consumers, persuading them to investigate further
Betty is assessing the effectiveness of her firm's marketing communications. She knows the ultimate goal is to	drive the receiver to action
If marketing communications are effective, they will	result in purchases by some consumers receiving the communications.
Sales promotions include all of the following EXCEPT	online ads.
Firms can use _____________ to bring customers together to share experiences around the products.	social media
Naomi is IMC manager for a chain of regional income tax service providers. Franchisees pay a percentage of their revenue to an IMC account allocated to her. Her goals are likely to include	increasing inquiries, awareness, and trial of her firm's services.
Lamar is assessing the long-term effectiveness of his firm's IMC efforts. He will probably analyze the firm's success in	increasing market share, sales, and customer loyalty
Julie is developing a budget for her firm's IMC program. First she sets objectives. Then she chooses media, and finally she determines the cost for each product to be promoted. Julie is using the ___________________ method of establishing an IMC budget.	objective-and-task
Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message. Yolanda is asking for _____________________ data.	frequency and reach
When Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message.. The gross rating points for her firm's campaign were	160
An ad for Bud Light ran six times during a recently televised football game. When measuring IMC results for this ad, six would be the _____ for this telecast.	frequency
Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as	aided recall.
Red Bull sends out student brand managers to distribute free samples to their peers. What form of marketing communication is this?	sales promotion
Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to	identify the target market
Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to	ads designed to persuade consumers to take action
Because advertising is the most visible form of marketing,	many people think of marketing and advertising as synonymous
To get us to remember their ad and the product or brand in the ad, advertisers must first	get our attention
Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Yesenia's first concern will be to	get consumers' attention.
Brent is working on an advertising campaign to promote downtown businesses. He knows the increasing number of advertising communication channels available and changes in consumers' media usage	make his job difficult
After using market research to identify the target audience for his advertising campaign, Jorge will next use this information to	set explicit and measurable objectives for the campaign.
Yana has identified the target audience for her line of Russian jewelry. For optimum success, she is creating an advertising plan that will	clarify the specific goals that the advertising is designed to accomplish
Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to	pull the product into retail stores through consumer demand.
After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to __________, __________, or __________ potential and/or existing students.	inform, persuade, or remind
"Now available. The latest fall fashions." is an example of a(n) __________ advertising message.	informative
Which of the following is the best example of a persuasive advertising message?	"Buy now, pay later."
P&G's Tide laundry detergent has been around since 1948 and is still a market leader. P&G has used __________ advertising to reposition Tide several times over the product's life, trying to motivate new consumer segments to use the product.	persuasive
Which of the following is the best example of a reminder advertising message?
Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well. This is an example of _________ advertising.	reminder
Campbell's Soup Company ran a series of radio ads tied to local weather forecasts. Before an impending storm, The first ad was ___advertising, while the second ad was ___ advertising.	persuasive; reminder
First Lady Michelle Obama has recorded an ad encouraging parents to teach their children good nutrition habits in order to stem the increase in child obesity. This message is an example of	a public service announcement
Because PSAs are a special class of advertising, FCC rules require	broadcasters to devote a specific amount of free time to them
Neville is trying to create an advertising message that tells consumers how his company's cell, pager, instant messaging, and Internet services differ from other alternatives in the market. Neville is trying to create a(n):	unique selling proposition.
Walmart's "Everyday low prices" selling proposition is effective primarily because it is	meaningful to the customer
When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft's	media mix
Which of the following is the best example of a mass media advertising channel?	network television, Sports Illustrated, radio, and the New York Times.
Kevin is recognized by his friends as an activist on many fronts. He prefers to buy products from firms that will donate part of the total price of his purchase to organizations he supports. can be an important competitive tool; it is called	cause-related marketing
__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs.	sales promotions
Sarah goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Paige doesn't read newspapers, let alone look through them for coupons. What kind of sales promotion reached Paige?	sweepstakes
Thanh is starting a career in selling, but he eventually wants to become a senior manager. A selling career may help Thanh to achieve that goal by providing	visibility to management
Gwen recognizes that one of her roles as a company sales rep is to be the firm's frontline emissary. As such, she strives to build strong relationships with customers and	take a long-term perspective
Bridgette went to Gap ready to buy a new blouse, but was not sure which color or style she wanted. The sales representative, sensing Bridgette's buying mode, began with the _________________ stage of the selling process.	sales presentation
Yara has identified an attractive potential customer for her biodiesel home power system. She knows the customer is concerned about the environment and has considerable financial resources. Next Yara will	establish goals for meeting with the customer
Often the best way to handle customers' reservations is to relax, listen, and	ask questions to clarify the issues
For salespeople who practice ___________________, an unsuccessful close one day may lay the groundwork for a successful close during the next meeting.	relationship selling
Studies have found that customers are typically ready to make a purchase decision well before salespeople attempt to close the sale. Salespeople can learn when to close the sale by	listening to customers and paying attention to their body language.
Hiro sells building materials to local contractors… After delivering the materials ordered, Hiro can demonstrate ________________ by checking with his contractors right after the delivery and addressing any problems promptly.	Responsiveness and empathy
Every Monday during the month of December, salespeople who had the highest sales the previous week participated in a balloon surprise, where each would receive a balloon containing either a $50 or a $100 bill. This short-term incentive is known as a	sales contest
Tara made sure that her customers felt comfortable contacting her when they needed something, and she focused on the long term in her dealings with them. Tara is a ________-oriented salesperson.	relationship
Fred is generating a list of potential customers and assessing their potential. He is in which step of the personal selling process?	step 1
The International Consumer Electronics Show is an example of
Telemarketing and cold calls have become less popular as sales tools because of all of the following reasons EXCEPT	they require appointments, which takes time away from the actual selling of the product.
When Pat was talking with his customer about the new accounting system, his customer mentioned that she thought the new system was not going to fit into their budget. Which part of the sales presentation is demonstrated in this example?	overcoming reservations
All of the following are service quality dimensions related to follow-up EXCEPT
Macy’s is conducting marketing research to determine whether or not its advertising message could be clearly understood by its customers. This relates to which component of the communication process?	feedback loop
Based on the recommendation of its advertising agency, Home Depot chose to advertise on HGTV. In this situation, HGTV represents which component of the communication process?	Communication channel
The _____ method determines the budget required to undertake specific tasks to accomplish communication objectives.	objective-and-task
_____ is/are the number of times an ad appears in front of the user.	Impressions
The fact that a particular advertisement might not cause a consumer to make an immediate purchase is referred to as	a lagged effect.
Traditionally, advertising has been _____ and _____.	passive; offline
The highest level of awareness is	top-of-mind awareness
Since her firm’s share of the market has increased from 2.5% to 3%, Allyson had determined she would set her share of communication expenses at 3% of sales, which is an example of the use of the _____ method.	competitive parity
The AIDA model is also known as the _____ model.	think, feel, do
If a sponsored link was delivered 100 times and 10 people clicked on it, then the number of impressions is 100, the number of clicks is 10, and the click-through-rate (CTR) would be	10%.
Which of the following formulas is accurate for calculating gross rating points (GRP)?	reach multiplied by frequency
The U.S. Government promoted public participation in the 2010 Census during the televised Super Bowl game in its efforts is to raise awareness of the when and how the Census works. This is an example of which of the following promotional elements?	Advertising
Omaha Steaks sending e-mail coupons for items that customers have purchased previously and mailing slick pictures of gourmet steaks and meal packages to addresses that have received orders in the past is an example of	direct marketing.
Sales promotions such as free samples and point-of-purchase displays, are designed to build	short-term sales.
Personalized e-mail marketing is an example of an online, passive form of persuasive communication, which would be classified as an example of	direct marketing.
Jacob determined one of the metrics he would use to gauge the level of exposure his marketing message had with his target market was the number of times the target was exposed to his message throughout the 6 weeks of the campaign, representing its	frequency
To support the other promotional efforts, firms use _____ to generate “free” media attention.	public relations
Limitations of the _____ budgeting method include not allowing firms to exploit the unique opportunities or problems they confront in a market. If competitors use this to set communication budgets, their market shares will stay the same over time.	competitive parity
Harley Davidson has _____ if a consumer responds "Harley" when asked about American-made motorcycles.	top-of-mind awareness.
Google’s AdWords system provides a Quality Score as a measure of _____, which indicates the usefulness of an ad message to consumers doing a Google search.	relevance
After the firm has piqued the interest of its target market, the goal of subsequent IMC messages should move the consumer from "I like it" to	"I want it."
Nathan gauged the level of exposure to his marketing campaign using the percentage of the target population exposed at least once to his advertisement, representing its	reach
Home Depot hired an advertising agency to develop television ads for its grand opening in Southern Maine. The advertising agency represents which of the following components of the communication process?	Transmitter
When designing in-store signage, retailers often develop yellow signs and shelf tags with bold lettering to catch consumers’ attention. The use of visuals in this manner represents the _____ component of the communication process.	encoding
In the communication process, _____ refers to the process by which the receiver interprets the sender’s message.	decoding
Coppertone uses a(n) _____ advertising schedule, where it advertises heavily in the months leading up to and during the summer, with no advertising after the season ends.	flighting
An example of _____ is when American Idol judges are seen drinking Coca-Cola.	product placement
As a product in the maturity stage of its life cycle, chewing gum brands would most likely require the use of _____ advertising to prompt purchases.	reminder
IKEA advertises throughout the year, but significantly increases its advertising during the back-to-school time frame, thus implementing a(n) _____ advertising schedule.	pulsing
The slogans “Coolest Video Game,” and “World’s Best Hamburgers” are examples of _____, which is the legal exaggeration of praise, stopping just short of deception, lavished on a product.	puffery
Exxon Mobil uses a(n) _____ appeal when it explains technical aspects of its products, such as lithium ion batteries, hydrogen technology, biofuels, and CO2 capture technologies.	informational
When introducing new products, Quaker Oats uses a _____ strategy by offering retailers discounts on the products along with point-of-purchase displays to motivate them to highlight the product.	push
Bowflex and Jenny Craig develop advertisements featuring celebrities to address its target market’s need for feeling good about themselves. This is an example of which of the following?	emotional appeal
A(n) _____ is a subsection of the firm’s overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies objectives of the ad campaign,and indicates how the firm can determine whether the campaign was successful.	advertising plan
Tostito’s relationship with the Fiesta Bowl college football game is an example of which PR tool?	Event sponsorship
As a type of sales promotion, _____ encourage trial and reduce consumer risk, although they may negatively impact perceptions of brand value.	deals
HGTV and Home and Gardens magazine fall into which of the following categories of media?	Niche media
As a means to reach large numbers of anonymous audience members, USA Today newspapers are considered to be which of the following types of media?	mass media
Which of the following is NOT an aspect of advertising?	It is used to only sell products.
When a company wants to create and build brand awareness, it would use _____ advertising.	informative
It is in the _____ step of the process of developing an advertising campaign that the metrics are articulated against which advertising success or failure of the campaign is measured.	Set the advertising objectives
Firms often use _____ advertising to convince consumers to take action such as switching brands, trying a new product, or even continuing to buy the advertised product.	persuasive
The ___ enforces truth in advertising laws and defines deceptive and unfair advertising practices.	The Federal Trade Commission
The “Indoor Tanning is Out” campaign is designed to raise awareness of the increased risk of melanoma, the deadliest form of skin cancer, and decrease usage of tanning salons. This is an example of _____ advertising.	public service
In many cases, _____ activities support other promotional efforts by generating “free” media attention and general goodwill.	public relations
The “Beef, It’s What’s for Dinner” campaign to encourage beef consumption is an example of _____ advertising.	institutional
J. Crew teaming up with several famous brands, including Belstaff, and Timex, to offer exclusive products in the J. Crew stores and on its website is an example of	cross-promoting
The Holiday Inn Priority Club is an example of a_____, which is specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.	a loyalty program
Which of the following is the first step in planning and executing an advertising campaign?	Identify the target market.
A _____ offers an item for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing.	premium
If an insurance company encourages its salespeople to intentionally mislead potential customers about damage from flooding due to hurricane damage, who could be susceptible to legal action for the deceptive practice?	The company and the salesperson.
Salespeople who sell a manufacturer’s products on an extended contract basis but are not employees of the manufacturer are known as	manufacturer’s reps
To maintain trustworthy customer relationships, companies must take care that they respect the _____ comfort zone, that is, the amount of information a customer feels comfortable providing.	information
Equal employment opportunity laws make it unlawful to discriminate against a person in hiring, promotion, or firing because of race, religion, nationality, sex, or	age
_____ is the two-way flow of communication between a buyer or buyers and a seller that is designed to influence the buyer’s purchase decision.	Personal selling
The annual International Consumer Electronics Show (CES) in Las Vegas is an example of a(n) _____ show, which is an event attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry.	trade
The _____ step in the selling process is often stressful for salespeople, since one of the possible outcomes is that the salesperson goes away empty-handed.	closing the sale
Which of the following is a form of salesperson compensation whereby payment is based on sales volume or profitability?	Commission
A(n) _____ is a salesperson whose primary responsibility is to process routine orders or reorders or rebuys for products.	order taker
A desirable personal trait of good salespeople is _____, where they care about their customers, their issues, and their problems.	empathy
A salesperson whose primary responsibilities are identifying potential customers and engaging those customers in discussions to attempt to make a sale are called	order getters
Personal selling adds value in each of the following ways EXCEPT by	consistently lowering prices below competitors
The planning, direction, and control of personal selling activities, including recruiting, selecting, training, motivating, compensating, and evaluating, as they apply to the sales force is part and parcel of	sales management
Managers and sales experts have identified each of the following personal traits as most important when recruiting salespeople. Which of the following is NOT one of those traits?	speaking skills
Most important in dealing with ethical and legal issues between the customer and the salesperson is for sales managers to	lead by example
_____ is a method of prospecting where sales people telephone or go to see potential customers without appointments.	Cold calling
When Best Buy customers experience computer problems, the company offers a Geek Squad for door-to-door service as well as in-store assistance. The Geek Squad fulfills the role of	sales support personnel
When the National Association of Realtors’ national awareness campaign emphasizes that realtors know how to more efficiently market a client’s property than an owner can by himself, it is highlighting which value of personal selling?	Saving time and simplify buying
Although reservations can arise during each stage of the selling process, they are very likely to occur during the	sales presentation.
Salespeople who already have an established relationship with a customer will skip this step; it is not used extensively in retail settings, but it is in B2B situations	Generate and qualify leads
When UPS is adding to its fleet of planes, Boeing’s sales team adds value most directly by _____, addressing technical aspects of new aircraft, as well as the economic justification for the purchase.	providing information and advice
Which of the following is an effective form of nonfinancial compensation provided to salespeople?	Awards
After the salesperson has learned about the customer during the qualification stage, in the _____ step additional research is conducted and plans are made for meeting with the customer.	Preapproach
The _____ offers a prime opportunity for a salesperson to solidify the customer relationship through great service quality.	follow-up
The percentage of times a visitor leaves a site almost immediately, such as after viewing only one page is referred to as the _____ rate.	bounce
Which of the following social media outlets would fall under the category of “thought-sharing sites”?	Mommy Blogs
In terms of the 4E framework, mobile marketing can create excitement with consumers at the time of sale by the use of	apps.
What is the job function of a community manager?	to handle corporate forums and blogs as well as increase traffic to the company’s website
Which facet of the 4E framework is best addressed by thought-sharing sites?	Educate
In order to get customers excited about a social media-related offer, the offer must be	relevant to the target market.
What is the first step involved in developing and implementing a marketing campaign?	Identify a strategy and goals
Which of the following is a professional site that is designed to allow users to share information about their professional lives with others, post résumés, network with other professionals, and search for jobs?	LinkedIn
____________ can only occur if the other 3 E’s properly set the stage.	Engaging
“FourSquare” is an example of a _____ “app.”	gamified
Companies who use location-based apps to build loyalty among customers by making patronage a game are engaging in a process known as	gamification
Facebook would be categorized as which type of social media?	Social network site
In terms of the 4E framework, a company that utilizes media-sharing sites such as YouTube does so in order to help consumers	experience the company’s goods or services
Which of the following accurately depicts the activities included in the 4E framework for social media?	Excite, Educate, Experience, and Engage
What metrics does the firm Klout use to assess a person’s social impact?	What metrics does the firm Klout use to assess a person’s social impact?
Trisha is in I high level management position within social media. She is responsible for identifying what the promotional campaign hopes to achieve and then determining strategies to achieve those goals. Trisha’s job is most likely that of	a social media strategist.
John has 168 friends on Facebook, and 58 contacts on LinkedIn. In terms of equity use metrics, these figures would represent John’s	social reach
How does a micro blog differ from a traditional blog?	A micro blog is smaller in size—short sentences or short videos—whereas a traditional blog which is typically longer.
Which of the following is NOT a metric used by social media marketers to analyze data collected from social media?	cookie tracking
Content that is distributed through social interactions is referred to as	social media
Considered social butterflies, _____ use social media to enhance and expand their relationships.	bonders
Calvin’s company recently launched a campaign to promote a new product. It is Calvin’s job to monitor customer feedback from various sources to see whether or not the new product is garnering favorable reviews. The technique is called ______ analysis	sentiment
Marketers analyze comments posted by consumers on sites such as Facebook and Twitter to assess the favorableness or unfavorableness about a company and its products in a process known as	sentiment analysis
Twitter is a type of	micro blog
Through its Facebook page, a major restaurant chain is offering its customers a Groupon coupon for 50% off the purchase of a meal. In doing so, the restaurant is focusing on which aspect of the 4E framework?	Exciting

Created by: klm151

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