10 questions for chapter19 ren wei
description
Transcript of 10 questions for chapter19 ren wei
![Page 1: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/1.jpg)
1ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-V52
Chapter 19 MANAGING PERSONAL COMMUNICATIONS: ---Direct and interactive marketing word of mouth, and personal selling
REN WEI (WINNIE)
Sep.02, 2010
![Page 2: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/2.jpg)
2ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
1. Which is the accurate description of direct marketing?
A. Direct marketing is use different channels to supply service.
B. Direct marketing is only an interactive marketing system.
C. Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen.
D. Direct marketing is a face to face style.
![Page 3: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/3.jpg)
Answer: 1
Direct marketing is an interactive marketing system that uses one or more media to effect a measurable respones or transaction at any location or use a number of channels to reach individual prospects and customers.
3ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
![Page 4: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/4.jpg)
4ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
1. Which is the accurate description of direct marketing?
A. Direct marketing is use different channels to supply service.
B. Direct marketing is only an interactive marketing system.
C. Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen.
D. Direct marketing is a face to face style.
![Page 5: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/5.jpg)
5ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
2. Direct marketing plan campaigns by deciding on:
A. Objective, target market
B. prospects
C. offer and price
D. Above all
![Page 6: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/6.jpg)
Answer: 2
Direct marketers must decide on their objectives, target markets, and prospects; offer elements-testing the campaign, and measures of campaign success.
6ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
![Page 7: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/7.jpg)
7ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
2. Direct marketing plan campaigns by deciding on:
A. Objective, target market
B. prospects
C. offer and price
D. Above all
![Page 8: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/8.jpg)
8ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
3. Sending an offer, announcement, reminder, or other item to an individual consumer. This is belong to:
A. Direct mail
B. Catalog marketing
C. Telemarketing
D. Media marketing
![Page 9: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/9.jpg)
Answer3
Direct-mail marketing means Sending an offer, announcement, reminder, or other item to an individual consumer
Catalog marketing send full-line merchandise catalogs, specialty consumer catalog, and business catalogs, usually in print form but also sometimes as CDs, videos, or online.
Telemarketing is the use of telephone and call centers to attract prospects, sell to existing customers, and provide service by taking orders and answering questions.
Media marketing use all the major media, as newspaper, magazines, advertisement and so on.
9ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
![Page 10: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/10.jpg)
10ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
3. Sending an offer, announcement, reminder, or other item to an individual consumer. This is belong to:
A. Direct mail
B. Catalog marketing
C. Telemarketing
D. Media marketing
![Page 11: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/11.jpg)
11ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
4. Which is the wrong describtion of interactive marketing:
A. Provide with opportunities for much greater interaction and individualization.
B. The newest channels for communicating and selling directly to customers are electronic.
C. Companies can send tailored messages that engage consumers by reflecting their special interests and behavior.
D. Internet also need to increase company budget
![Page 12: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/12.jpg)
Answer: 4
The internet is highly accountable and its effects can be wasily traced, eddie bauer cut its marketing cost per sale 74% by concentrating on higher-performing ads.
12ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
![Page 13: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/13.jpg)
13ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
4. Which is the wrong describtion of interactive marketing:
A. Provide with opportunities for much greater interaction and individualization.
B. The newest channels for communicating and selling directly to customers are electronic.
C. Companies can send tailored messages that engage consumers by reflecting their special interests and behavior.
D. Internet also need to increase company budget
![Page 14: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/14.jpg)
14ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
5. Which method can get powerful feedback, and improve product Effectively?
A. Customers’ behavior
B. Re-purchase
C. Word of mouth
D. research
![Page 15: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/15.jpg)
Answer: 5
Social networks, such as Myspace and Facebook, have become an omportant force in both business-to-consumer and business-to-business marketing. A key aspect of social networks is word of mouth. It can be particularly effective for smaller businesses for whom customers may feel a more personal relationship.
15ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
![Page 16: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/16.jpg)
16ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
5. Which method can get powerful feedback, and improve product Effectively?
A. Customers’ behavior
B. Re-purchase
C. Word of mouth
D. research
![Page 17: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/17.jpg)
17ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
6. There are two notable forms of word-of-mouth marketing, which encourages people to exchange information related one way or another to a product or service online?
A. Buzz marketing
B. Viral marketing
C. Both
D. None
![Page 18: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/18.jpg)
Answer: 6
Buzz marketing, which seeks to get people talking about a brand by ensuring that a product or service or how it is marketed is out of the ordinary.
Viral marketing, which encourages people to exchange information related one way or another to a product or service online.
18ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
![Page 19: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/19.jpg)
19ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
6. There are two notable forms of word-of-mouth marketing, which encourages people to exchange information related one way or another to a product or service online?
A. Buzz marketing
B. Viral marketing
C. Both
D. None
![Page 20: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/20.jpg)
20ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
7. The main steps for designing a sales force:
A. Objective and strategy
B. Structure and size
C. compensation
D. Above all
![Page 21: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/21.jpg)
Answer: 7
In designing the sales force, the company must consider the development of sales-force objectives, strategy, structure, size and compensation
21ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
![Page 22: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/22.jpg)
22ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
7. The main steps for designing a sales force:
A. Objective and strategy
B. Structure and size
C. compensation
D. Above all
![Page 23: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/23.jpg)
23ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
8. The correct order for managing the sales force:
A. Analysis, target, selecting, evaluating
B. Selecting, training, motivating, supervising
C. Recruiting and Selecting, training, supervising, motivating, evaluating
D. Recruiting and Selecting, supervising, motivating, evaluating
![Page 24: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/24.jpg)
Answer: 8
There are five steps involved in managing the sales force:(1) recruiting and selecting sales representatives; (2) training the representatives in sales techniques and in the company’s products,policies, and customer-satisfaction orientation; (3) supervising the sales force and helping reps to use their time efficiently; (4) motivating the sales force and balancing quotas, monetary rewards, and supplementary motivators; (5) evaluating individual and group sales performance.
24ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
![Page 25: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/25.jpg)
25ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
8. The correct order for managing the sales force:
A. Analysis, target, selecting, evaluating
B. Selecting, training, motivating, supervising
C. Recruiting and Selecting, training, supervising, motivating, evaluating
D. Recruiting and Selecting, supervising, motivating, evaluating
![Page 26: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/26.jpg)
26ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
9. Major steps in effective selling:
A. Prospecting and qualifying, preapproach, presentation and demonstration, overcoming objections, closing, follow-up and maintenance
B. Preapproach, prospecting and qualifying, presentation and demonstration, overcoming objections, closing, follow-up and maintenance
C. Presentation and demonstration, prospecting and qualifying, preapproach, overcoming objections, closing, follow-up and maintenance
D. Overcoming objections, prospecting and qualifying, preapproach, presentation and demonstration, closing, follow-up and maintenance
![Page 27: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/27.jpg)
Answer: 9
Effective salespeople are trained in the methods of analysis and customer management, as well as the art of sales professionalism. No approach works best in all circumstances, but most trainers agree that selling is a six-step process:
27ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
![Page 28: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/28.jpg)
28ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
9. Major steps in effective selling:
A. Prospecting and qualifying, preapproach, presentation and demonstration, overcoming objections, closing, follow-up and maintenance
B. Preapproach, prospecting and qualifying, presentation and demonstration, overcoming objections, closing, follow-up and maintenance
C. Presentation and demonstration, prospecting and qualifying, preapproach, overcoming objections, closing, follow-up and maintenance
D. Overcoming objections, prospecting and qualifying, preapproach, presentation and demonstration, closing, follow-up and maintenance
![Page 29: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/29.jpg)
29ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
10. What should salespeople do for health marketing?
A. The principles of personal selling and negotiation are largely transaction oriented because their purpose is to close a specific sale.
B. Company seeks not an immediate sale, but rather a long-term supplier-customer relationship
C. Customer needs a coordinated set of products and services to many locations
D. Above all
![Page 30: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/30.jpg)
Answer: 10
The principles of personal selling and negotiation are largely transaction oriented because their purpose is to close a specific sale. Company seeks not an immediate sale, but rather a long-term supplier-customer relationship. Customer needs a coordinated set of products and services to many locations; can quickly solve problems in different locations and work closely with customer to improve products and processes.
30ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
![Page 31: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/31.jpg)
31ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-chapter19-F05
10. What should salespeople do for health marketing?
A. The principles of personal selling and negotiation are largely transaction oriented because their purpose is to close a specific sale.
B. Company seeks not an immediate sale, but rather a long-term supplier-customer relationship
C. Customer needs a coordinated set of products and services to many locations
D. Above all
![Page 32: 10 questions for chapter19 ren wei](https://reader033.fdocuments.us/reader033/viewer/2022061221/54bf20b34a79599f3e8b45ab/html5/thumbnails/32.jpg)
32ATENEO GRADUATE SCHOOL OF BUSINESS
MARKMA-V52
Chapter 19 MANAGING PERSONAL COMMUNICATIONS: ---Direct and interactive marketing word of mouth, and personal selling
REN WEI (WINNIE)
Sep.02, 2010