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Marketing 11-14

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What refers to an inventory management and purchasing process that manufacturers and re-sellers use to reduce inventory to very low levels and ensure that deliveries from suppliers arrive only when​ needed?
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just in time
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What refers to making the purchase process easier for customers and​ manufacturers?
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facilitating functions
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What is an advantage of rack​ jobbers?
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they provide merchandising services to retailers
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Which logistics function refers to a series of activities that occurs between the time an order comes into the organization and the time a product goes out the​ door?
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order processing
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​________ occurs when retailers and other channel members move the goods from the production point to other locations where they can hold them until consumers want them.
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transportation and storage
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Which of the following is an advantage of using merchant​ wholesalers?
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they allow small manufacturers to serve customers throughout the world with competitive costs
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What refers to a​ multiple-level distribution channel in which channel members work independently of one​ another?
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conventional marketing system
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What occurs when​ producers, wholesalers, and retailers depend on one another for​ success?
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channel cooperation
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Which distribution channel does Samsung use when it sells TVs through large retailers such as Best​ Buy?
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producer-retailer-consumer channel
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What refers to the management of flows among firms to maximize total​ profitability?
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supply chain management
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What characteristics favors an exclusive distribution​ strategy?
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low customer density and service and cooperation as priorities
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What refers to the activities that move finished goods from manufacturers to final​ customers, including order​ processing, warehousing, materials​ handling, transportation, and inventory​ control?
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physical distribution
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What refers to the series of firms or individuals that facilitates the movement of a product from the producer to the final​ customer?
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channel of distribution
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What refers to the two ways distribution channels create efficiencies by reducing the number of transactions necessary for goods to flow from many different manufacturers to a large number of​ customers?
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creating assortments and breaking bulk
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Which logistics element found in transportation refers to the ability of the carrier to locate goods in​ shipment?
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traceability
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What refers to a vertical marketing system in which channel members remain independent but voluntarily work together because of the power of a single channel​ member?
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administered VMS
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What refers to a vertical marketing system in which a single firm owns​ manufacturing, wholesaling, and retailing​ operations?
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corporate VMS
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What refers to a practice in which a company contracts with a specialist firm to handle all or part of its supply chain​ operations?
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insourcing
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What refers to the process of​ designing, managing, and improving the movement of products and includes​ purchasing, manufacturing,​ storage, and​ transport?
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logistics
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​________ is suitable for most shopping​ products, such as household appliances and electronic equipment for which consumers are willing to spend time visiting different retail outlets to compare alternatives.
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selective distribution
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What refers to a process of developing distribution​ objectives, evaluating internal and external environmental influences on​ distribution, and choosing a distribution​ strategy?
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distribution planning
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​________ are independent salespeople who carry several lines of noncompeting products. They have contractual arrangements with manufacturers that outline their​ territories, selling​ prices, and other specific aspects of the relationship but provide​ little, if​ any, supervision.
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manufacturers’ agents
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What refers to an arrangement within a channel of distribution in which two or more firms at the same channel level work together for a common​ purpose?
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horizontal marketing system
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What refers to the moving of products​ into, within, and out of​ warehouses?
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materials handling
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What involves an illegal sales technique that promises consumers or investors large profits from recruiting others to join the program rather than from any real investment or sale of goods to the​ public?
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pyramid scheme
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What refers to a retail​ store, such as a temporary Halloween costume​ store, that opens and then disappears after a period of one day to a few​ months?
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pop-up store
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What refers to a type of technology that has led to an evolution in retailing by collecting sales data and is hooked directly into the​ store’s inventory-control​ system?
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point-of-sale system
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What is a limitation for a marketer using​ e-commerce?
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must maintain site to reap benefits
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What explains how retail firms change and become more upscale as they go through their life​ cycle?
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wheel-of-retailing hypothesis
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What refers to a consumer practice of purchasing a product with the intent to return the nondefective merchandise for a refund after it has fulfilled the purpose for which it was​ purchased?
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retail borrowing
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What refers to the actual interaction between the customer and the service​ provider?
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service encounter
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Which SERVQUAL dimensions refers to the knowledge and courtesy of​ employees, and ability to convey trust and​ confidence?
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assurance
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What refers to a​ retailer, like Things​ Remembered, that carries only a few product lines but offers a good selection within the lines that it​ sells?
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specialty store
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Which SERVQUAL dimensions refers to the degree to which the service provider genuinely cares about customers and takes the customer perspective into account when delivering​ service?
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empathy
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What describes a benefit for consumers who utilize​ e-commerce?
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more product choices
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A Picture Me portrait studio found in a Walmart store is an example of what type of​ retailer?
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leased departments
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What utilizes a sales technique in which a company representative known as a​ consultant, distributor, or advisor makes a sales presentation to a group of people who have gathered in the home of a​ friend?
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party plan system
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What refers to a very large specialty​ store, like Best​ Buy, that carries a vast selection of products in its​ category
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category killer
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What refers to the total set of all products offered for sale by a​ retailer, including all product lines sold to all consumer​ groups?
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merchandise mix
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What refers to the characteristic of a service that means that it is impossible to separate the production of a service from the consumption of that​ service?
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inseparability
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What refers to the variety of choices available for each specific product​ line?
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merchandise depth
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What refers to the characteristic of a service that makes it impossible to store for later sale or​ consumption?
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perishability
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What refers to an interactive sales process in which a salesperson presents a product to one individual or a small​ group, takes​ orders, and delivers the​ merchandise?
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direct selling
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What refers to the act of tailoring the level of customer service based on a​ customer’s perceived ability to​ pay?
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customer profiling
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What refers to online exchanges between companies and individual​ consumers?
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business to consumer e-commerce
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What is an element of the vulnerability phase in​ retailing?
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luxurious facilities
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What refers to the final stop in the distribution channel in which organizations sell goods and services to consumers for their personal​ use?
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retailing
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What refers to an online marketing strategy that uses enhancements including​ colors, graphics, layout and​ design, interactive​ videos, contests,​ games, and giveaways to engage experiential shoppers​ online?
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virtual experience marketing
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What refers to a system in which a master distributor recruits other people to become​ distributors, sells the​ company’s product to the​ recruits, and receives a commission on all the merchandise sold by the people​ recruited?
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network marketing
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What refers to a strategic business process that marketers use to​ plan, develop,​ execute, and evaluate​ coordinated, measurable, persuasive brand communication programs over time to targeted​ audiences?
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integrated marketing communication
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Utilizing the models of marketing​ communication, which of the tactics is used in the​ one-to-one model?
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direct marketing
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Utilizing the models of marketing​ communication, which of the tactics is used in the​ many-to-many model?
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social media
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Utilizing the communication​ model, which is an example of​ medium?
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television
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What refers to the process of translating an idea into a form of communication that will convey​ meaning?
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encoding
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In the traditional promotion​ mix, which of the following is a negative of​ advertising?
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some ads having low credibility and/or being ignored by the audience
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A marketer utilizing the hierarchy of effects would use which promotional effort to accomplish the purchase​ objective?
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coupons
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A firm utilizing infomercials to promote its product is attempting to achieve which communication objectives in the hierarchy of effects​ model?
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knowledge
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What refers to an allocation of the promotion budget based on​ management’s determination of the total amount to be devoted to marketing​ communication?
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top-down budgeting technique
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What refers to an allocation of the promotion budget based on identifying promotion goals and allocating enough money to accomplish​ them?
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top-down budgeting technique
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​________ occurs when a company tries to move its products through the channel by convincing channel members to offer them.
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push strategy
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What refers to advertising that promotes the company as a whole instead of a​ firm’s individual​ products?
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corporate advertising
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​________ provide(s) most or all of the services needed to mount a​ campaign, including​ research, creation of ad copy and​ art, media​ selection, and production of the final messages.
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full-service agency
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What refers to a member of the account management department who combines research and account strategy to act as the voice of the consumer in creating effective​ advertising?
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account planner
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What refers to online consumer​ comments, opinions, advice and​ discussions, reviews,​ photos, images,​ videos, podcasts,​ webcasts, and​ product-related stories available to other​ consumers?
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user-generated content
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What refers to claims made in advertising of product superiority that cannot be proven true or​ untrue?
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puffery
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Which advertising format does a​ celebrity, an​ expert, or a​ “man in the​ street” state the​ product’s effectiveness?
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testimonial
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What refers to a measure used for comparing the effectiveness of different media vehicles—average reach​ frequency?
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gross rating points
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Which of the sales promotions allows the customer to recover part of the​ product’s cost from the​ manufacturer?
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rebates
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What refers to a discount to the retailer or wholesaler based on the volume of product​ ordered?
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case allowance
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What refers to a sales promotion where the manufacturer and the retailer share the​ cost?
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co-op advertising
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Which trade promotion is being used if a retail salesperson at a cosmetics counter gets​ $5 every time she sells a bottle of Glow perfume by​ JLo?
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push money
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What utilizes many manufacturers to showcase their products to​ attendees?
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trade shows
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What refers to efforts that go into​ selling, such as the number and type of sales​ calls, expense account​ management, and a variety of​ non-selling activities, such as customer​ follow-up work and client​ service?
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input measures
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What is a direct marketing approach that uses a collection of products offered for sale in book​ form, usually consisting of product descriptions accompanied by photos of the​ items?
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direct mail
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What is an objective of public​ relations?
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introducing new products
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What refers to networks that integrate sophisticated GPS technology that enables users to alert friends of their exact whereabouts via their mobile​ phones?
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location-based social networks
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What is a direct marketing approach that involves promotional and other​ e-commerce activities transmitted over mobile phones and other mobile​ devices, such as smartphones and personal digital assistants​ (PDAs)?
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m-commerce
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Which of the following situations would be a poor use of personal​ selling?
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when the dollar amount of individual purchases is low
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Which of the following refers to systems that rely upon a data network to carry voice​ calls?
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voice-over internet prtocol
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What refers to a social trend in which people use technology to get the things they need from each​ other, rather than from traditional institutions like​ corporations?
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groundswell
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What refers to a direct marketing method that uses the telephone to sell directly to consumers and business​ customers?
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telemarketing
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What is the part of the selling process in which the salesperson directly communicates the value proposition to the customer and invites​ two-way communication?
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sales presentation
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What refers to advertising placed where advertising​ isn’t normally or​ hasn’t ever been​ seen?
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ambient advertising
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Who is a salesperson whose primary function is to facilitate transactions that the customer​ initiates?
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order taker
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What is a direct marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the​ product?
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direct-response marketing
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What uses advertising on TV that seeks a direct​ response, including short commercials of fewer than 2​ minutes, 30​ minutes, or longer infomercials and home shopping​ networks?
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direct-response TV
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What refers to activities after the sale that provide important services to​ customers?
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follow-up
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What refers to the process of managing a​ company’s reputation when some negative event threatens the​ organization’s image?
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crisis managment
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What refers to a form of personal selling that involves​ securing, developing, and maintaining​ long-term relationships with profitable​ customers?
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relationship selling
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What refers to loyal customers of a brand recruited to communicate and be salespeople with other consumers for a brand they care a great deal​ about?
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brand ambassadors
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What refers to a salesperson who promotes the firm and tries to stimulate demand for a product but does not actually complete a​ sale?
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missionary salesperson
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What is a sales support person with a high level of technical expertise who assists in product​ demonstrations?
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technical specialist
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What refers to the marketing activity in which a firm​ “ambushes” consumers with promotional content in places they are not expecting to encounter this kind of​ activity?
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guerrilla marketing
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Which part of the creative selling process involves identifying and developing a list of potential or prospective​ customers?
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prospecting
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What is an example of a​ VoIP?
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skype