question

Many companies create a branded presence such as a fan page within virtual communities such as Facebook or MySpace in order to

answer

generate word-of-mouth advertising.

question

Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including sales promotion, public relations, personal selling, direct marketing, and _________.

answer

advertising

question

The promotional element consists of communication tools, including advertising, public relations, sales promotion, direct marketing, and personal selling. A combination of one or more of these communication tools is called the _________.

answer

promotional mix

question

The promotional mix refers to

answer

the combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product.

question

The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) _________.

answer

emind them later about the benefits they enjoyed by using the product

question

The concept of designing marketing communications programs that coordinates all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences is referred to as _________.

answer

integrated marketing communications (IMC)

question

Allegra is an antihistamine and to create brand awareness it is offering people who request information about the product a cushion to use at their favorite sporting event. Its television ad shows a woman half-heartedly watching some sporting event. The voiceover asks if she is bored or congested. Next scene, the person is having a great time and is uncongested after taking Allegra. This use of the same promotional theme throughout a company's promotion is an example of how marketers use _________.

answer

integrated marketing communications (IMC)

question

The process of conveying a message to others that requires six elements—a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding is referred to as _________.

answer

communication

question

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the _________ for the information in the High Endurance men's antiperspirant advertisement is Procter & Gamble, its manufacturer.

answer

Source

question

Source refers to

answer

a company or person who has information to convey during the communications process.

question

Procter & Gamble Co. created an advertisement for its Old Spice Red Zone antiperspirant. In terms of the communication process, the ___________ in the ad for Old Spice Red Zone antiperspirant informed prospective customers that the antiperspirant offered more protection than the Old Spice High Endurance brand.

answer

message

question

A message is conveyed by means of an_____such as a salesperson, advertising media, or public relations tools.

answer

channel of communication

question

The offer of one free pizza with the purchase of two pizzas at the regular price might appeal to you. This type of incentive offer is an example of __________.

answer

consumer-oriented sales promotion

question

A mutually shared understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as _________.

answer

Field of experience

question

In the feedback loop, feedback refers to

answer

the sender's interpretation of the response which indicates whether the message was decoded and understood as intended.

question

In the communication process, noise refers to

answer

extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process intrusion.

question

Advertising, personal selling, public relations, sales promotion, and direct marketing are marketing communications alternatives that make up a firm's _________.

answer

promotional elements

question

Which of the following types of promotion uses customized interaction?

answer

personal selling

question

Advertising refers to

answer

any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.

question

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes. What form of marketing communication did it use?

answer

advertising

question

Which of the following is an inherent strength of advertising?

answer

Correct -efficient means for reaching large numbers of people

question

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?

answer

personal selling

question

Which of the following in an inherent weakness of personal selling?

answer

messages may differ between salespeople

question

Public relations refers to:

answer

a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services

question

A nonpersonal, indirectly paid presentation of an organization, product, or service that can take the form of a news story, editorial, or product announcement is referred to as _________.

answer

Publicity

question

A restaurant review published in the local newspaper is an example of _________.

answer

publicity

question

Coupons, rebates, samples, and sweepstakes are best described as examples of _________.

answer

Sales promotions

question

If used continuously, which of the following promotional elements will most likely lose its effectiveness?

answer

sales promotion

question

A promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet is referred to as _________.

answer

direct marketing

question

Which of the following is an inherent strength of direct marketing?

answer

can be adapted quickly to facilitate relationships with customers

question

Which of the following is an inherent weakness of direct marketing?

answer

declining customer response

question

Marketers can communicate best with Generation Y consumers by

answer

integrating new media into their campaigns.

question

The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

answer

inform

question

The promotional objective of the growth stage of the product life cycle is to _______ consumers.

answer

persuade

question

The promotional objective of the maturity stage of the product life cycle is to _______.

answer

remind

question

An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers so that customers will not switch brands?

answer

maturity

question

The promotional objective of the decline stage of the product life cycle is to _________.

answer

Correct

question

What stage of the product life cycle is a period where little money is spent in the promotional mix?

answer

Decline

question

A push strategy refers to

answer

directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product.

question

41. Chrysler Corporation provides support and incentives for 2,390 Chrysler and Jeep dealers. Through a multi-level program, Chrysler provides incentives to reward dealers for meeting sales goals. Dealers receive an incentive when they are near a goal, another when they reach a goal, and a larger incentive if they exceed sales projections. All of these actions are intended to encourage Chrysler dealers to __________ the Chrysler products through the channel to consumers.

answer

push

question

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product, is referred to as a(n) _________.

answer

pull strategy

question

Pharmaceutical companies now spend more than $5 billion annually on __________ prescription drug advertising, to complement traditional personal selling and free samples directed only at doctors.

answer

direct-to-consumer

question

Many prescription drugs such as Lipitor and Zocor now have their own websites to encourage patients to learn more about the drugs and ask for them by name from the doctor. The manufacturers of these drugs are using a(n) __________ promotional strategy.

answer

pull

question

The first decision in developing the promotion program is to _________. The first decision in developing the promotion program is to _________.

answer

identify the target audience

question

The _________, is defined as the group of prospective buyers toward which a promotion program is directed.

answer

Target audience

question

During the planning stage of an IMC program a firm will identify the target audience, _________, set the budget, select the right promotional tools, and design the promotion.

answer

specify the advertising objectives

question

During the planning stage of an IMC program a firm will identify the target audience, specify the advertising objectives, set the budget, _________, and design the promotion.

answer

select the right promotional tools

question

During the planning stage of an IMC program a firm will identify the target audience, specify the advertising objectives, set the budget, select the right promotional tools, and _________.

answer

design the promotion

question

Hierarchy of effects refers to

answer

he sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action (either trial or adoption of the product). The stages include awareness, interest, evaluation, trial, and adoption.

question

n the hierarchy of effects, awareness is defined as

answer

the consumer's ability to recognize and remember the product or brand name.

question

Ann's young son suffers from allergies and complains about his watery eyes and drowsiness. Ann feels bad because she thought there was nothing she could do to help him. When Ann saw the ad for a new drug that counters these symptoms in Martha Stewart Living magazine, she vowed to ask his doctor about this product on his next visit. At which stage in the hierarchy of effects is Ann?

answer

She has moved quickly from the awareness stage to the interest stage

question

n the hierarchy of effects, evaluation refers to

answer

the consumer's appraisal of the product or brand on important attributes

question

The fourth stage in the hierarchy of effects is __________ stage.

answer

trial

question

In the hierarchy of effects, the consumer's actual first purchase and use of the product or brand is referred to as the _________ stage.

answer

trial

question

The fifth stage in the hierarchy of effects is _________.

answer

adoption

question

No matter what the specific objective might be, from building awareness to increasing repeat purchases, promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, cover a specified time period, and must be

answer

measurable.

question

Promotion objectives should possess three important qualities. They should be designed for a well- defined target audience, be measurable, and

answer

cover a specified time period.

question

Percentage of sales budgeting refers to

answer

allocating funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.

question

60. The budgeting method which allocates funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold is referred to as _________.

answer

percentage of sales

question

Amazon.com, a successful online retailer, manages an extensive database, which includes customers' names and their tastes in books and music. This information is used to determine which products are suggested to each customer. This is an example of how Amazon.com uses

answer

direct marketing

question

Direct marketing offers many benefits to consumers: they don't have to go to a store, buying direct saves time and money, they avoid hassles with salespeople, it's fun and entertaining, and

answer

There is more privacy than in store shopping.

question

Direct orders refer to

answer

the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.

question

The two general approaches to managing unsolicited e-mail are _________.

answer

opt-in and opt-out

question

The result of an offer designed to generate interest in a product or service, and a request for additional information is referred to as _________.

answer

lead generation

question

A paid advertisement for the Texas Department of Economic Development, Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website, or use a toll-free number to request more information about vacation destinations in Texas. The primary purpose of this ad was as a(n) _________.

answer

lead generator

question

Traffic generation is

answer

the outcome of a direct marketing offer designed to motivate people to visit a business

question

Pauline received a postcard from a local antique mall. The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day. The antique mall was using the postcard for _________.

answer

Traffic generation

question

The result of organizations' efforts to create profiles of customers so that direct marketing tools, such as e-mail and catalogs, can be directed at specific customers are referred to as

answer

databases

question

Direct marketing faces several challenges and opportunities in global markets. Several countries such as Italy and Denmark, for example, have requirements for mandatory "opt-in"-that is

answer

potential customers must give permission to include their name on a list for direct marketing solicitations.

question

Consumers are often concerned that some marketing efforts are invading their privacy. While this is a legitimate concern to consumers, the explanation by many marketers is

answer

the collection of data from businesses where customers have shopped allows the marketer to satisfy their customer's needs more effectively by customizing programs specifically for that consumer.

question

The objective of __________advertising is to persuade the target market to select the firm's brand rather than that of a competitor.

answer

competitive

question

Institutional advertisements are

answer

advertisements that build goodwill or an image for an organization rather than promote a specific product or service.

question

To eliminate possible bias that might result from subjective judgments about some population segments, the Federal Communications Commission suggests that

answer

advertising program decisions be based on market research about the target audience.

question

Which of the following statements describes a potential problem when using humorous appeals in advertising?

answer

humor wears out quickly, losing the interest of consumers.

question

A reference number used by advertisers that is obtained by multiplying reach (expressed as a percentage of the total market) by frequency, is referred to as

answer

gross rating points (GRPs)

question

One of the advantages associated with radio as an advertising medium is that it

answer

has a relatively low cost

question

Billboard advertising provides _________________ for well-known products.

answer

reinforcement

question

Continuous scheduling would most likely be used when advertising __________.

answer

bathroom cleaner

question

Portfolio tests refer to

answer

placing a test ad in a portfolio of other ads and stories, asking consumers to read through the portfolio, and then asking subjects for their impressions of the ads.

question

Young and Rubicam, Inc. developed the "Softer Side of Sears" campaign for Sears to target middle-income women. This agency provided marketing research, media selection, copy development, artwork, and production services for Sears. Young and Rubicam is an example of a(n)

answer

full-service advertising agency

question

There are five common approaches to posttests: (1) aided recall, (2) unaided recall, (3) attitude tests, (4) inquiry tests, and (5) __________.

answer

sales tests

question

Which of the following statements about attitude tests is most accurate?

answer

in an attitude test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised.

question

The offer of one free pizza with the purchase of two pizzas at the regular price might appeal to you. This type of incentive offer is an example of __________.

answer

a consumer-oriented sales promotion

question

Research indicates that _________of consumers use coupons.

answer

89 percent

question

For marketers, the primary objective of a premium is to

answer

encourage customers to return frequently or to use more of the product

question

The key difference between a contest and a sweepstakes is

answer

contests require some element of skill rather than random chance in a sweepstakes.

question

. When a rerun of Seinfeld shows a Pepsi on a desktop, a Lexus parked on the street, or a box of Tide on the countertop, __________is being used

answer

product placement

question

TransWave International is a small company that has developed a system that uses the Web and patented electronic sensors as an early-warning device for pipeline leaks. Pipeline safety is becoming a big issue in the U.S. as more natural gas lines are being laid near populated areas. The timing is right for this company to be extremely successful, but it must make itself known to oil companies. TransWave benefitted from an article about the company in a popular business magazine. This article described the company, what its product could do, and why the product was needed. The article was an example of __________.

answer

publicity

question

. National sales meetings sponsored by the manufacturer and field visits to a reseller's location to inform and motivate salespeople to sell the products are considered forms of

answer

salesforce training

question

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 4 states, "__________on the Web works."

answer

Democracy

question

Which of the following statements is an example of personal selling?

answer

A Tupperware dealer demonstrates the company's products to you and your friends in the comfort of your own home.

question

The tasks involved in managing personal selling include: setting objectives; __________; recruiting, selecting, training, and compensating salespeople; and evaluating the performance of individual salespeople.

answer

ORGANIZING THE SALESFORCE

question

To better understand customer needs salespeople at Medtronic, Inc., the world leader in the heart pacemaker market, are in the operating room for more than 90 percent of the procedures performed with their product and are on call, wearing pagers, 24 hours a day. Medtronic sales people practice

answer

relationship selling

question

A(n) __________is a salesperson who processes routine orders or reorders for products that were already sold by the company

answer

order taker

question

A salesperson who sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on a customer's use of a product or service is referred to as a(n) __________.

answer

order getter

question

The personal selling process encompasses __________distinct selling stages.

answer

six

question

During the prospecting stage of the personal selling process, salespeople will deal with

answer

leads, prospects, and qualified prospects.

question

In the personal selling process, a telemarketer who calls and asks the head of the household, "Are you happy with your current cell phone service provider?" is engaged in __________.

answer

prospecting

question

For business product companies, identifying the buying role of the prospect would be typically done at the __________stage of the personal selling process.

answer

preapproach

question

Three major presentation formats exist: (1) __________, (2) formula selling format, and (3) need-satisfaction format.

answer

stimulus-response format

question

Which type of personal selling presentation is the most consistent with the marketing concept?

answer

need-satisfaction presentation

question

There are six commonly used techniques to deal with objections: (1) acknowledge and convert the objection, (2) postpone, (3) agree and neutralize, (4) accept the objection, (5) __________, and (6) ignore the objections.

answer

denial

question

Which of the following statements should the salesperson use if she wished to acknowledge and convert an objection (such as "the price is too high")?

answer

"Yes, the price is high because we use the finest..."

question

Three closing techniques are used when a salesperson believes a buyer is about ready to make a purchase. They are __________closes.

answer

trial, assumptive, and urgency

question

Asking the prospect to make choices concerning delivery, warranty, or financing terms, is referred to as a(n) __________close.

answer

assumptive

question

Sales management consists of three interrelated functions: (1) sales plan formulation, (2) sales plan implementation, and (3) __________.

answer

SALESFORCE EVALUATION

question

Formulating the sales plan involves three tasks: (1) setting objectives, (2) organizing the salesforce, and (3) __________.

answer

developing account management policies

question

The best organizational structure to use when different buying organizations have different needs is a __________sales organization

answer

customer

question

A study of a particular sales position, including how the job is to be performed and the tasks that make up the job is referred to as a(n) __________.

answer

job analysis

question

A disadvantage of the straight salary compensation plan is

answer

it provides little incentive to expand sales volume.

question

When buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities (stores and offices), and mostly tangible objects, they are in __________.

answer

the traditional marketplace

question

Airline, car rental, and lodging electronic reservation systems such as Orbitz allow comparison shopping for the lowest fares, rents, and rates and almost immediate access to and confirmation of travel arrangements and accommodations. This demonstrates how marketspace contributes to customer value through the creation of

answer

possession utility.

question

Yahoo! allows users to create personalized MyYahoo pages. Users can add or delete a variety of types of information from their personal pages, including stock quotes, weather conditions, and local TV schedules. This is an example of a high degree of __________.

answer

personalization

question

Marketers produce a customer experience through seven Web site design elements: (1) context, (2) content, (3) community, (4) customization, (5) __________, (6) connection, and 7) commerce.

answer

communication

question

A(n) __________oriented Web site focuses largely on the company's offering, be it products, services, or information.

answer

functionally

question

GolfWeb.com, is a-popular Web site for golfing enthusiasts. Its members pay an annual fee of $39.95 to get discounts on merchandise and to trade tips and stories about the best courses and the toughest holes in its chat rooms. This is a description of a Web site with a strong __________ design element.

answer

community

question

The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as __________.

answer

online consumers

question

Which of the following profiles would most likely describe an online consumer?

answer

a twenty-eight year old chemical engineer living in the suburbs with her husband and two children

question

. Six general product and service categories dominate online consumer buying today and in the foreseeable future. One of the categories includes items such as computers and consumer electronics, for which product information is an important part of the purchase decision, but

answer

prepurchase trial is not necessarily critical

question

Bots contribute to the convenience of online shopping because they

answer

allow customers to make online comparisons of prices and product features.

question

Which of the following marketing tools best contributes to the convenience of online shopping?

answer

bots

question

Customerization refers to

answer

the practice of personalizing the marketing and overall shopping and buying interaction for each customer.

question

Internet-enabled technologies provide communication capabilities that take three forms: (1) marketer-to-consumer e-mail notification, (2) consumer-to-marketer buying and service requests, and (3)__________.

answer

consumer-to-consumer chat rooms, instant messaging, and social networking Web sites.

question

Which of the following statements regarding spam is most accurate?

answer

Online services in some states can legally prevent spammers from spamming their subscribers.

question

To which element of the marketing mix is viral marketing most closely related?

answer

promotion

question

Dynamic pricing refers to

answer

the practice of changing prices for products in real time in response to supply and demand conditions.

question

Which of the following statements regarding cross-channel shoppers is most accurate?

answer

Research shows that 51 percent of U.S. online consumers are cross-channel shoppers.

question

The primary purpose of transactional Web sites is to

answer

convert an online browser into an online, catalog, or in-store buyer.

question

Hyundai Motor America reported 80 percent of the people visiting a Hyundai store first visited the brand's __________Web site.

answer

promotional

question

Pizza Hut's Web site uses __________to collect data on customer purchases so patrons can use Express Checkout when they order.

answer

cookies

question

promotional mix

answer

is the combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product; (2) persuade them to try it; and (3) remind them later about the benefits they enjoyed by using the product.

question

Integrated marketing communications (IMC)

answer

is the concept of designing marketing communications programsthat coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences.

question

Communication

answer

is the processof conveying a message to others and requires six elements:a source, a message, a channelof communication, a receiver,and the processes of encoding and decoding.

question

Advertising

answer

is any paid formof nonpersonal communicationabout an organization, good, service, or idea by an identified sponsor.

question

Personal selling

answer

consists of the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision.

question

Public relations

answer

is a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.

question

Publicity

answer

is a nonpersonal, indirectly paid presentation of an organization, product, or service.

question

Sales promotion

answer

is a short-term inducement of value offered to arouse interest in buying a product or service.

question

Direct marketing

answer

is a promotion alternative that uses direct communication with consumersto generate a response in theform of an order, a request for further information, or a visit toa retail outlet.

question

push strategy

answer

involves directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product.

question

pull strategy

answer

involves directing the promotional mix at ultimate consumers to encourage themto ask the retailer for a product.

question

hierarchy of effects

answer

is the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action (either trial or adoption of the product). The stages include awareness, interest, evaluation,trial, and adoption.

question

Direct orders

answer

are the result of direct marketing offers thatcontain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.

question

Lead generation

answer

is the result ofa direct marketing offer designed to generate interest in a productor service and a request for additional information.

question

Traffic generation

answer

is theoutcome of a direct marketing offer designed to motivate people to visit a business

question

Advertising

answer

is any paid formof nonpersonal communicationabout an organization, product, service, or idea by an identified sponsor.

question

Product advertisements

answer

are advertisements that focus on selling a product or service and which take three forms:(1) pioneering (or informational), (2) competitive (or persuasive), and (3) reminder.

question

Institutional advertisements

answer

are advertisements designed to build goodwill or an image for an organization rather than promotea specific product or service.

question

Infomercials

answer

are program-length (30-minute) advertisements that take an educational approach to communication with potential customers.

question

Pretests

answer

are tests conducted before an advertisement is placed in any medium to determine whether it communicates the intended message or to select among alternative versions of the advertisement.

question

Posttests

answer

are tests conducted after an advertisement has been shown to the target audience to determine whether it accomplished its intended purpose.

question

Consumer-oriented sales promotion

answer

consists of sales tools used to support a company's advertising and personal selling efforts directed to ultimate consumers. Also called consumer promotions.

question

Product placements

answer

are a consumer sales promotion tool that uses a brand-name productin a movie, television show, video game, or a commercial for another product.

question

Trade-oriented sales promotions

answer

are sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers. Also called trade promotions.

question

Cooperative advertising

answer

consists of advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products.

question

Publicity tools

answer

are methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements.

question

Personal selling

answer

is the two-way flow of communication betweena buyer and seller, often in aface-to-face encounter, designed to influence a person's or group's purchase decision.

question

Sales management

answer

consists of planning the selling program and implementing and evaluating the personal selling effort of the firm.

question

Relationship selling

answer

is the practice of building tiesto customers based on a salesperson's attention and commitment to customer needs over time.

question

order taker

answer

is a salesperson who processes routine orders or reorders for products that were already sold by the company.

question

order getter

answer

is a salesperson who sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers' use of a product or service.

question

personal selling process

answer

consists of sales activities occurring before, during, and after the saleitself, consisting of six stages:(1) prospecting, (2) preapproach,(3) approach, (4) presentation,(5) close, and (6) follow-up).

question

Adaptive selling

answer

is a need-satisfaction presentation style that involves adjusting the presentation to fit the selling situation, such as knowing when to offer solutions and when to ask for more information.

question

Consultative selling

answer

is aneed-satisfaction presentation style that focuses on problem identification, where the salesperson serves as anexpert on problem recognitionand resolution.

question

sales plan

answer

is a statement describing what is to be achieved and where and how the selling effort of salespeople is to be deployed.

question

Major account management

answer

isthe practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships. Also called key account management.

question

Account management policies

answer

specify whom salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how these activities should be carried out.

question

A sales quota

answer

consists of specific goals assigned to a salesperson, sales team, branch sales office,or sales district for a stated time period.

question

Salesforce automation (SFA)

answer

is the use of computer, information, communication, and Internet technologies to makethe sales function more effective and efficient.

question

A cross-channel shopper

answer

isan online consumer who researches offerings online and then purchases them at retail stores.

question

Cookies

answer

are computer files thata marketer can download ontothe computer or mobile phone of an online shopper who visits the marketer's Web site.

question

Dynamic pricing

answer

is the practiceof changing prices for products and services in real time in response to supply and demand conditions.

question

Viral marketing

answer

is an Internet-enabled promotional strategythat encourages individuals to forward marketer-initiated messages to others via e-mail, social networking Web sites, and blogs

question

Spam

answer

consists of communications that take the form of electronic junk mail or unsolicited e-mail.

question

blog

answer

is a Web page that serves as a publicly accessible personal journal for an individual or organization.

question

Web communities

answer

are Web sites that allow people to congregate online and exchange views on topics of common interest.

question

Bots

answer

are electronic shopping agents or robots that comb Web sites to compare pricesand product or service features.

question

Permission marketing

answer

is the solicitation of a consumer's consent (called "opt-in") toreceive e-mail and advertising based on personal data supplied by the consumer.

question

Personalization

answer

is the consumer-initiated practice of generating content on a marketer's Web site that is custom tailored to an individual's specific needs and preferences.

question

Collaborative filtering

answer

is a process that automaticallygroups people with similarbuying intentions, preferences, and behaviors and predictsfuture purchases.

question

choiceboard

answer

is an interactive, Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes (or components), prices, and delivery options.

question

Interactive marketing

answer

is thetwo-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller.

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