TOP 10 Learning Questions for

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

Alvin “Handyman” BugtasJune 2010

1. __________encourages consumers to pass along company-developed products and services or audio, video, or written information to other online.

A. Viral MarketingB. Buzz MarketingC. Direct MarketingD. Mass Marketing

2

Kotler p. 586

2. _____ generates excitement, creates publicity, and conveys new relevant brand-related information through unexpected means.

3

A. Viral MarketingB. Buzz MarketingC. Direct MarketingD. Mass Marketing

Kotler p. 586

3. The following are components of Sale-force compensation except

A. Fixed amountB. Variable amountC. Expense allowanceD. BenefitsE. Time charges

4

Kotler p. 593

4. The following are the steps of Personal Selling except

5

Kotler p. 601

A. Prospecting and qualifying B. PreapproachC. AdvertisingD. Overcoming objections

5. Which of the following is true?

A. Word-of-mouth marketing finds ways to engage customers so they choose to talk with others about products, services, and brands.

B. Word-of-mouth marketing focus on delivering the best product to the customers.

C. Word-of-mouth marketing involves a variety of programs designed to promote or protect a company’s image or its individual product.

D. Word-of-mouth marketing is a form of mass marketing

6

Kotler p. 603

6. Which of the following is true

A. Direct marketing is the use of consumer-direct channel to reach and deliver goods without using marketing middlemen

B. Direct marketing is the use of consumer-direct channel to reach and deliver goods using marketing middlemen

C. Direct marketing is any form of nonpersonal presentation and promotion to reach and deliver goods to customer

D. None of the above

7

Kotler p. 572

7. Example direct marketing

A. Radio AdsB. Television AdsC. CatalogsD. Print Ads

8

Kotler p. 603

8. Direct Mobile Marketing is used by

A. GlobeB. ABS-CBNC. GMA D. BDO

9

9. Example of Social Networks

A. NetscapeB. SafariC. FacebookD. MozillaE. Google

10

Kotler p. 585

10. Catalog Marketing is used by

A. AvonB. ToyotaC. Monde NissinD. Toby PeanutsE. Banco De Oro

11

TOP 10 Learning Answers for

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

Alvin “Handyman” BugtasJune 2010

1. __________encourages consumers to pass along company-developed products and services or audio, video, or written information to other online.

A. Viral MarketingB. Buzz MarketingC. Direct MarketingD. Mass Marketing

13

Kotler p. 586

2. _____ generates excitement, creates publicity, and conveys new relevant brand-related information through unexpected means.

14

A. Viral MarketingB. Buzz MarketingC. Direct MarketingD. Mass Marketing

Kotler p. 586

3. The following are components of Sale-force compensation except

A. Fixed amountB. Variable amountC. Expense allowanceD. BenefitsE. Time charges

15

Kotler p. 593

4. The following are the steps of Personal Selling except

A. Prospecting and qualifying B. PreapproachC. AdvertisingD. Overcoming objections

16

Kotler p. 601

5. Which of the following is true?

A. Word-of-mouth marketing finds ways to engage customers so they choose to talk with others about products, services, and brands.

B. Word-of-mouth marketing focus on delivering the best product to the customers.

C. Word-of-mouth marketing involves a variety of programs designed to promote or protect a company’s image or its individual product.

D. Word-of-mouth marketing is a form of mass marketing

17

Kotler p. 603

6. Which of the following is true

A. Direct marketing is the use of consumer-direct channel to reach and deliver goods without using marketing middlemen

B. Direct marketing is the use of consumer-direct channel to reach and deliver goods using marketing middlemen

C. Direct marketing is any form of nonpersonal presentation and promotion to reach and deliver goods to customer

D. None of the above

18

Kotler p. 572

7. Example direct marketing channel

A. Radio AdsB. Television AdsC. CatalogsD. Print Ads

19

Kotler p. 603

8. Direct Mobile Marketing is used by

A. GlobeB. ABS-CBNC. GMA D. BDO

20

9. Example of Social Networks

A. NetscapeB. SafariC. FacebookD. MozillaE. Google

21

Kotler p. 585

10. Catalog Marketing is used by

A. AvonB. ToyotaC. Monde NissinD. Toby PeanutsE. BDO

22