question

According to your text, at what point did the concept of social media start to become more serious and professional?

answer

After Y2K and the bursting of the dot-com bubble

question

When a customer goes online to view products on the Eddie Bauer website, a pop-up offers the opportunity to chat with a customer service rep and get questions answers. Which element of the 4E framework is taking place?

answer

Educate

question

Jared likes to be on the cutting edge of technology and is usually the first of his friends to obtain the newest products available. Social media gives him the opportunity to post and share his creative ideas. In the world of social media, Jared would be considered

answer

a creator

question

Which professional site allows users to post question-and-answer forums as well as post personal intellectual property, such as presentations they have given?

answer

Linked-In

question

Which of the following is primarily a thought-sharing website?

answer

Twitter

question

When stores like Target work with vendors to create exclusive in-store items, or advertise a policy to match retail pricing, they are most likely trying to combat any damage that could result fro the use of ____ apps.

answer

price check

question

Which of the following accurately represents the three-stage process of social media engagement?

answer

listen, analyze, do

question

Camille was shopping online for a new pair of dress boots. The first website she clicked on only offered hiking boots and not the dress boots she was looking for, she left the site and continued to search. Which metric for analyzing online activity would marketers most likely use to categorize Camille's activity?

answer

bounce rate

question

Karine has a blog on which she writes her opinion about the latest fashions. Her blog often sways people in her network through her opinions. Which measure of individual social media effectiveness does this refer to?

answer

influence

question

Fenton graduated with a marketing degree and is working in the marketing department for a major retailer. He has now decided he'd like to work in the firm's social media division. Ideally, he would like to be responsible for handling corporate forums and blogs, increasing traffic to the firm's website and broadening the firm's reach. He is most likely hoping to secure a job as a _____

answer

community manager

question

Personal selling, advertising, public relations and direct marketing are all part of

answer

integrated marketing communications

question

In the IMC communication process model, the message is ______ by _______ _________, and is _______ by the __________.

answer

encoded; the firm; decoded; consumer

question

The steps in the AIDA model include awareness, action, interest, and

answer

desire

question

The first goal of a marketing communication is to

answer

gain the attention of the consumer

question

For any communications campaign to succeed, the firm must deliver the right _______ to the right audience through the right media.

answer

message

question

Mobile marketing through tablets and smart phones if a form of

answer

direct marketing

question

When customers use the Internet to interact among themselves, sharing their thoughts and evaluations about a firm's products, they are engaged in

answer

social media

question

Comparative parity, percentage-of-sales, and available budget are all ________ used to set budgets.

answer

rule-of-thumb methods

question

To reach out to new customers using the Internet, some marketers use ______ to ensure that customers searching for the firm's products have every opportunity to find them.

answer

search engine marketing

question

When measuring success of integrated marketing communication programs, _______ refers to the percentage of the target population exposed to a specific marketing communication

answer

gross rating points

question

Which of the following is NOT one of the defining characteristics of advertising?

answer

Advertising gets people to buy products and services they would not otherwise buy

question

An advertising plan is crucial to an ad campaign because it will later be used

answer

to measure the success or failure of the campaign

question

When the Campbell's Soup Company, a firm in business for over 150 years, runs an ad during the winter months showing a man serving warm soup to his sick wife, this is a type of

answer

reminder advertising

question

A campaign theme or slogan that helps to differentiate a product or service by establishing its benefits in a way no competitor can claim is an

answer

unique selling proposition

question

An advertising message which helps consumers make their purchase decisions based on facts about key product benefits are

answer

informational appeals

question

An advertising schedule that is implemented in spurts, whit periods of heavy advertising followed by periods of no advertising is known as

answer

flighting

question

Which of the following is NOT one of the federal agencies that regulate advertising?

answer

IRS

question

_____ involves building and maintaining a positive image for the firm, handling or heading off unfavorable stories or events and maintaining positive relationships with the press, and it should be considered an integral part of marketing communications

answer

Public Relations

question

If Tara needs to provide a short-term stimulus to her firm's marketing efforts, she will likely turn to

answer

sales promotion

question

Which sales promotion tool places products in nontraditional situations to increase their visibility to consumers?

answer

product placement

question

Which of the following is TRUE regarding personal selling?

answer

it involves a two-way flow of communication

question

Personal selling adds value to a product or service by all of the following EXCEPT

answer

sharing the company's ethical standards and code of ethics with potential customers to demonstrate professionalism

question

In B2B market situations, it is particularly important to

answer

continually find new and potentially profitable customers

question

In the personal selling process, the pre approach stage occurs prior to meeting the customer for the first time and

answer

extends the qualification of leads procedure

question

During which step of the personal selling process would you most likely address reservations that a buyer might have?

answer

sales presentation

question

Cheryl is a salesperson for a large manufacturing firm. Her job is to process routine orders, reorders, or rebuts for products. Cheryl works as...

answer

an order taker

question

Which of the following is NOT one of the important activities of sales managers?

answer

advising senior management on the advertising budget

question

_____ sell a manufacturer's products on an extended contract basis but are not employees of the manufacturer

answer

Independent agents

question

Good salespeople must care about their customers, their issues, and their problems. In doing so, they are exhibiting what personal trait of successful salespeople?

answer

empathy

question

What is a foremost concern regarding ethical personal selling that arises when a sales person interacts with the customer, one that is essential to maintaining customer trust?

answer

Respect and maintain customer privacy

Marketing Quiz 17,3,18,19 – Flashcards

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