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Exam 19: Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

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Question 1

Multiple Choice

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Fixed compensation receives more emphasis in sales rep jobs with ________.

A) a high ratio of selling to nonselling duties
B) a high requirement for individual initiatives
C) an intensive focus on selling activities
D) very little need for teamwork
E) technical complexities

F) D) and E)
G) A) and E)

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verified

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Question 2

True/False

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Advertising is the only way companies can tap social networks to their benefit.

A) True
B) False

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verified

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Question 3

Multiple Choice

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OrdOnline, a pure click company offering online auctioning, decides to launch a promotional program to increase its sales. The company identifies customers who have made at least three purchases and spent at least $150 in the past six months and offers discount coupons to these customers. Which of the following strategies is used here for targeting the customers?

Altruron Technologies creates a Facebook page for its new brand of LED television, Sparta. The Facebook page provides latest updates on Sparta and key service issues of the product. It also encourages user comments on the page and users share the information and pictures with their contacts in Facebook. The company has been marketing the page aggressively and has been encouraging users to "like" the product in Facebook. This social networking page and related efforts help the company attract prospective customers. The situation discussed here is an example of ________ marketing.

Catalog marketing and telemarketing are examples of indirect marketing.

Albert Hawkins is a famous writer. He has authored more than fifteen books in Spanish. He publishes his thoughts online and updates the pages periodically. This online account has generated much public interest in Spain and has many readers. Hawkins's online journal is an example of a(n) ________.

Podcasts are digital media files created for playback on portable MP3 players and computers.

The first step in the workload approach for designing salesforce size is to establish desirable call frequencies for each customer class.

A salesperson calling on supermarkets to take repeat orders is called an order taker.

Jackson, the sales representative of a European manufacturer of commercial heavy duty washing machines, calls on the hotels in California. During a sales call, he asks the housekeeping manager of a hotel "How many bed sheets do you wash in a day, on an average?" This question can be classified as a(n) ________ question.

Andrew is a post graduate student in Oxford University. He is also a member of the group of engineering professionals. The membership was issued to him when he worked as an engineer before joining the school. Andrew is called a(n) ________ connecting the oxford student community and group of engineering professionals.

Ranbor Mobiles is planning to launch a new smart phone. The company wants to create awareness and hype about the product in the target market. It releases an ad featuring a popular youth icon and highlights the phone's special features on a popular video sharing Web site. Within an hour of its release, the ad was viewed a million times. Is Ranbor using a viral marketing strategy or a shill marketing strategy? Explain your answer.

Which of the following is a factor considered when a customer is evaluated based on RFM formula?

Proxies and cookies can be used by firms to monitor customers when they are blogging, commenting, or posting in social networks.

What are the advantages and disadvantages of engaging in interactive marketing using the Web?

Demand creators are not permitted to take an order but expected rather to build goodwill or educate the actual or potential user.

Companies design ________ to embody or express their purpose, history, products, and vision and that are attractive on first viewing and interesting enough to encourage repeat visits.

Which of the following is an example of marketing through social media?

Part-time paid employees who work exclusively for the company are a part of the ________ salesforce.

Which of the following statements is true about mobile apps?