TOP 10 Learning Questions for Chapter 19 Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth...
1. _________, catalogs and telemarketing are kinds of direct marketing channels. <ul><li>Direct selling </li></ul><ul><li>...
Direct Marketing Channels <ul><li>Direct mail  Catalogs  Telemarketing </li></ul>Concept http://farishajoyoblego.blogspot....
Direct Marketing <ul><li>It is the use of consumer direct channels to reach and deliver goods and services to customer wit...
1. _________, catalogs and telemarketing are kinds of direct marketing channels. <ul><li>Direct selling </li></ul><ul><li>...
2. What is the fifth step in constructing a direct mail campaign? <ul><li>Select target prospects </li></ul><ul><li>Develo...
Constructing a Direct-Mail Campaign Concept http://farishajoyoblego.blogspot.com
Direct mail <ul><li>Direct marketing method in which carefully targeted prospects (chosen on the basis of age, income, loc...
2. What is the fifth step in constructing a direct mail campaign? <ul><li>Select target prospects </li></ul><ul><li>Develo...
3. In the formula for selecting prospects, what does RFM stands for? <ul><li>Recency, Frequency, Monetary Value </li></ul>...
RFM Formula for Selecting Prospects Concept http://farishajoyoblego.blogspot.com
Recency, Frequency, Monetary Value (RFM) Analysis <ul><li>It is marketing technique used to determine quantitatively which...
Recency, Frequency, Monetary Value (RFM) Analysis <ul><li>RFM analysis is based on the marketing axiom that &quot;80% of y...
3. In the formula for selecting prospects, what does RFM stands for? <ul><li>Recency, Frequency, Monetary Value </li></ul>...
4. ______ is a page that is inserted in the editorial content structure on a Website for the purpose of advertising or pro...
Online Promotional Opportunities Concept http://farishajoyoblego.blogspot.com
Online Promotional Opportunities <ul><li>Businesses (small or big) are able to advertise their goods and services to reach...
4. ______ is a page that is inserted in the editorial content structure on a Website for the purpose of advertising or pro...
5._______ is a self-addressed envelope provided by a direct marketer for the return of orders and other replies.  <ul><li>...
Components of the Mailing Concept http://farishajoyoblego.blogspot.com
Components of the Mailing <ul><li>Outside envelope </li></ul><ul><li>A direct mail package that is seen by the recipient a...
Components of the Mailing <ul><li>Circular </li></ul><ul><li>It is a written document that is addressed to a closed group ...
Components of the Mailing <ul><li>Reply envelope </li></ul><ul><li>It is a self-addressed envelope provided by a direct ma...
5._______ is a self-addressed envelope provided by a direct marketer for the return of orders and other replies.  <ul><li>...
6. _______ is when marketers know too much about consumers and use this information to take unfair advantage.  <ul><li>Irr...
Public Issues in Direct Marketing Concept http://farishajoyoblego.blogspot.com
Public Issues in Direct Marketing <ul><li>Irritation   </li></ul><ul><li>It includes annoying and offending customers. </l...
Public Issues in Direct Marketing <ul><li>Deception </li></ul><ul><li>includes “heat merchants” who design mailers and wri...
6. _______ is when marketers know too much about consumers and use this information to take unfair advantage.  <ul><li>Irr...
7. All are types of telemarketing except: <ul><li>Telesales </li></ul><ul><li>Telecoverage </li></ul><ul><li>Teleprospecti...
Types of Telemarketing Concept http://farishajoyoblego.blogspot.com
Telemarketing <ul><li>It is the practice of using the telephone to engage in selling, promoting and researching of product...
7. All are types of telemarketing except: <ul><li>Telesales </li></ul><ul><li>Telecoverage </li></ul><ul><li>Teleprospecti...
8. Which of the following is TRUE about e-Marketing? <ul><li>Use standard content layout when sending email </li></ul><ul>...
e-Marketing Guidelines <ul><li>Give the customer a reason to respond </li></ul><ul><li>Personalize the content of your ema...
Electronic Marketing or e-Marketing  <ul><li>It refers to the application of marketing principles and techniques via elect...
8. Which of the following is TRUE about e-Marketing? <ul><li>Use standard content layout when sending email </li></ul><ul>...
9 . Designing a Sales Force include sales force objective, sales force strategy, sales force structure, sales force size a...
Designing a Sales Force Concept http://farishajoyoblego.blogspot.com
Designing Sales Force <ul><li>It is effective and appropriate when there is some planning and understanding of the product...
9. Designing a Sales Force include sales force objective, sales force strategy, sales force structure, sales force size an...
10 . The correct order for effective selling is: <ul><li>Preapproach, Prospecting/Qualifying, Approach, Presentation, Over...
Steps in Effective Selling Concept http://farishajoyoblego.blogspot.com
Selling <ul><li>Selling is the art of persuading the consumer that buying the product or service will benefit him or her. ...
10 . The correct order for effective selling is: <ul><li>Preapproach, Prospecting/Qualifying, Approach, Presentation, Over...
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Chapter 19 Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth and Personal Selling

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

  1. 1. TOP 10 Learning Questions for Chapter 19 Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth and Personal Selling Farisha Joy C. Oblego 15 December 2011 http://farishajoyoblego.blogspot.com
  2. 2. 1. _________, catalogs and telemarketing are kinds of direct marketing channels. <ul><li>Direct selling </li></ul><ul><li>Direct mail </li></ul><ul><li>Direct connection </li></ul><ul><li>Direct survey </li></ul><ul><li>None of the above </li></ul>Question http://farishajoyoblego.blogspot.com
  3. 3. Direct Marketing Channels <ul><li>Direct mail Catalogs Telemarketing </li></ul>Concept http://farishajoyoblego.blogspot.com
  4. 4. Direct Marketing <ul><li>It is the use of consumer direct channels to reach and deliver goods and services to customer without using marketing middleman. </li></ul>Concept Explanation http://farishajoyoblego.blogspot.com
  5. 5. 1. _________, catalogs and telemarketing are kinds of direct marketing channels. <ul><li>Direct selling </li></ul><ul><li>Direct mail </li></ul><ul><li>Direct connection </li></ul><ul><li>Direct survey </li></ul><ul><li>None of the above </li></ul>Answer http://farishajoyoblego.blogspot.com
  6. 6. 2. What is the fifth step in constructing a direct mail campaign? <ul><li>Select target prospects </li></ul><ul><li>Develop offer elements </li></ul><ul><li>Execute </li></ul><ul><li>Establish objectives </li></ul><ul><li>Test elements </li></ul>Question http://farishajoyoblego.blogspot.com
  7. 7. Constructing a Direct-Mail Campaign Concept http://farishajoyoblego.blogspot.com
  8. 8. Direct mail <ul><li>Direct marketing method in which carefully targeted prospects (chosen on the basis of age, income, location, profession, buying pattern etc.) are presented with custom tailored offers for goods or services via ordinary mail or email. </li></ul>http://farishajoyoblego.blogspot.com Concept Explanation
  9. 9. 2. What is the fifth step in constructing a direct mail campaign? <ul><li>Select target prospects </li></ul><ul><li>Develop offer elements </li></ul><ul><li>Execute </li></ul><ul><li>Establish objectives </li></ul><ul><li>Test elements </li></ul>Answer http://farishajoyoblego.blogspot.com
  10. 10. 3. In the formula for selecting prospects, what does RFM stands for? <ul><li>Recency, Frequency, Monetary Value </li></ul><ul><li>Reputation, Fairness, Management </li></ul><ul><li>Repulsive, Functionality, Market </li></ul><ul><li>Reaction, Factuality, Marginal Cost </li></ul><ul><li>None of the above </li></ul>Question http://farishajoyoblego.blogspot.com
  11. 11. RFM Formula for Selecting Prospects Concept http://farishajoyoblego.blogspot.com
  12. 12. Recency, Frequency, Monetary Value (RFM) Analysis <ul><li>It is marketing technique used to determine quantitatively which customer are the best ones by examining the following: </li></ul><ul><li>how recently a customer has purchased (recency) </li></ul><ul><li>how often they purchase (frequency) </li></ul><ul><li>how much the customer spends (monetary) </li></ul>http://farishajoyoblego.blogspot.com Concept Explanation
  13. 13. Recency, Frequency, Monetary Value (RFM) Analysis <ul><li>RFM analysis is based on the marketing axiom that &quot;80% of your business comes from 20% of your customers.&quot; </li></ul>http://farishajoyoblego.blogspot.com Concept Explanation
  14. 14. 3. In the formula for selecting prospects, what does RFM stands for? <ul><li>Recency, Frequency, Monetary Value </li></ul><ul><li>Reputation, Fairness, Management </li></ul><ul><li>Repetitive, Functionality, Market </li></ul><ul><li>Reaction, Factuality, Marginal Cost </li></ul><ul><li>None of the above </li></ul>Answer http://farishajoyoblego.blogspot.com
  15. 15. 4. ______ is a page that is inserted in the editorial content structure on a Website for the purpose of advertising or promotion. <ul><li>Internet-specific ads and videos </li></ul><ul><li>Display ads </li></ul><ul><li>Search ads </li></ul><ul><li>Mircosites </li></ul><ul><li>Interstitials </li></ul>Question http://farishajoyoblego.blogspot.com
  16. 16. Online Promotional Opportunities Concept http://farishajoyoblego.blogspot.com
  17. 17. Online Promotional Opportunities <ul><li>Businesses (small or big) are able to advertise their goods and services to reach out to different places or countries through different types of online tools. </li></ul>http://farishajoyoblego.blogspot.com Concept Explanation
  18. 18. 4. ______ is a page that is inserted in the editorial content structure on a Website for the purpose of advertising or promotion. <ul><li>Internet-specific ads and videos </li></ul><ul><li>Display ads </li></ul><ul><li>Search ads </li></ul><ul><li>Mircosites </li></ul><ul><li>Interstitials </li></ul>Answer http://farishajoyoblego.blogspot.com
  19. 19. 5._______ is a self-addressed envelope provided by a direct marketer for the return of orders and other replies. <ul><li>Sales Letter </li></ul><ul><li>Reply envelope </li></ul><ul><li>Circular </li></ul><ul><li>Outside envelope </li></ul><ul><li>Reply form </li></ul>Question http://farishajoyoblego.blogspot.com
  20. 20. Components of the Mailing Concept http://farishajoyoblego.blogspot.com
  21. 21. Components of the Mailing <ul><li>Outside envelope </li></ul><ul><li>A direct mail package that is seen by the recipient and determines the success or failure of the promotion by its ability to generate sufficient interest to get the package opened. </li></ul><ul><li>Sales Letter </li></ul><ul><li>> It is designed to persuade the reader to purchase a particular product or service in the absence of a salesman </li></ul>http://farishajoyoblego.blogspot.com Concept Explanation
  22. 22. Components of the Mailing <ul><li>Circular </li></ul><ul><li>It is a written document that is addressed to a closed group of people. </li></ul><ul><li>Reply Form </li></ul><ul><li>It is a document provided by a direct marketer or other organization for the collection of information from individuals. </li></ul>http://farishajoyoblego.blogspot.com Concept Explanation
  23. 23. Components of the Mailing <ul><li>Reply envelope </li></ul><ul><li>It is a self-addressed envelope provided by a direct marketer for the return of orders and other replies. </li></ul>http://farishajoyoblego.blogspot.com Concept Explanation
  24. 24. 5._______ is a self-addressed envelope provided by a direct marketer for the return of orders and other replies. <ul><li>Sales Letter </li></ul><ul><li>Reply envelope </li></ul><ul><li>Circular </li></ul><ul><li>Outside envelope </li></ul><ul><li>Reply form </li></ul>Answer http://farishajoyoblego.blogspot.com
  25. 25. 6. _______ is when marketers know too much about consumers and use this information to take unfair advantage. <ul><li>Irritation </li></ul><ul><li>Unfairness </li></ul><ul><li>Deception / Fraud </li></ul><ul><li>Invasion of privacy </li></ul><ul><li>None of the above </li></ul>Question http://farishajoyoblego.blogspot.com
  26. 26. Public Issues in Direct Marketing Concept http://farishajoyoblego.blogspot.com
  27. 27. Public Issues in Direct Marketing <ul><li>Irritation </li></ul><ul><li>It includes annoying and offending customers. </li></ul><ul><li>Unfairness </li></ul><ul><li>It includes taking unfair advantage of impulsive or less-sophisticated buyers. </li></ul>http://farishajoyoblego.blogspot.com Concept Explanation
  28. 28. Public Issues in Direct Marketing <ul><li>Deception </li></ul><ul><li>includes “heat merchants” who design mailers and write copy designed to mislead consumers. </li></ul><ul><li>Invasion of privacy </li></ul><ul><li>Marketers may know too much about consumers and use this information to take unfair advantage. </li></ul>http://farishajoyoblego.blogspot.com Concept Explanation
  29. 29. 6. _______ is when marketers know too much about consumers and use this information to take unfair advantage. <ul><li>Irritation </li></ul><ul><li>Unfairness </li></ul><ul><li>Deception / Fraud </li></ul><ul><li>Invasion of privacy </li></ul><ul><li>None of the above </li></ul>Answer http://farishajoyoblego.blogspot.com
  30. 30. 7. All are types of telemarketing except: <ul><li>Telesales </li></ul><ul><li>Telecoverage </li></ul><ul><li>Teleprospecting </li></ul><ul><li>Telecommunication </li></ul><ul><li>Customer service and technical support </li></ul>Question http://farishajoyoblego.blogspot.com
  31. 31. Types of Telemarketing Concept http://farishajoyoblego.blogspot.com
  32. 32. Telemarketing <ul><li>It is the practice of using the telephone to engage in selling, promoting and researching of products or services. </li></ul><ul><li>This can be done also through face-to-face or web conferencing appointment. </li></ul>http://farishajoyoblego.blogspot.com Concept Explanation
  33. 33. 7. All are types of telemarketing except: <ul><li>Telesales </li></ul><ul><li>Telecoverage </li></ul><ul><li>Teleprospecting </li></ul><ul><li>Telecommunication </li></ul><ul><li>Customer service and technical support </li></ul>Answer http://farishajoyoblego.blogspot.com
  34. 34. 8. Which of the following is TRUE about e-Marketing? <ul><li>Use standard content layout when sending email </li></ul><ul><li>Offer something the customer can also get via direct mail </li></ul><ul><li>Give the customer a reason to respond </li></ul><ul><li>Make it hard for customers to unsubscribe </li></ul><ul><li>None of the above </li></ul>Question http://farishajoyoblego.blogspot.com
  35. 35. e-Marketing Guidelines <ul><li>Give the customer a reason to respond </li></ul><ul><li>Personalize the content of your email </li></ul><ul><li>Offer something the customer could not get via direct mail </li></ul><ul><li>Make it easy for customers to unsubscribe </li></ul>Concept http://farishajoyoblego.blogspot.com
  36. 36. Electronic Marketing or e-Marketing <ul><li>It refers to the application of marketing principles and techniques via electronic media or more specifically the internet. </li></ul><ul><li>It is the process of marketing a brand using the internet. </li></ul><ul><li>It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers. </li></ul>http://farishajoyoblego.blogspot.com Concept Explanation
  37. 37. 8. Which of the following is TRUE about e-Marketing? <ul><li>Use standard content layout when sending email </li></ul><ul><li>Offer something the customer can also get via direct mail </li></ul><ul><li>Give the customer a reason to respond </li></ul><ul><li>Make it hard for customers to unsubscribe </li></ul><ul><li>None of the above </li></ul>Answer http://farishajoyoblego.blogspot.com
  38. 38. 9 . Designing a Sales Force include sales force objective, sales force strategy, sales force structure, sales force size and _________. <ul><li>Sales force demography </li></ul><ul><li>Sales force execution </li></ul><ul><li>Competition </li></ul><ul><li>Compensation </li></ul><ul><li>None of the above </li></ul>Question http://farishajoyoblego.blogspot.com
  39. 39. Designing a Sales Force Concept http://farishajoyoblego.blogspot.com
  40. 40. Designing Sales Force <ul><li>It is effective and appropriate when there is some planning and understanding of the product, the market and the intent of the sales force. </li></ul>http://farishajoyoblego.blogspot.com Concept Explanation
  41. 41. 9. Designing a Sales Force include sales force objective, sales force strategy, sales force structure, sales force size and _________. <ul><li>Sales force demography </li></ul><ul><li>Sales force execution </li></ul><ul><li>Competition </li></ul><ul><li>Compensation </li></ul><ul><li>None of the above </li></ul>Answer http://farishajoyoblego.blogspot.com
  42. 42. 10 . The correct order for effective selling is: <ul><li>Preapproach, Prospecting/Qualifying, Approach, Presentation, Overcoming objections, Follow-up and Closing </li></ul><ul><li>Prospecting/Qualifying, Preapproach, Approach, Presentation, Overcoming objections, Closing and Follow-up </li></ul><ul><li>Prospecting/Qualifying, Approach, Presentation, Preapproach, Overcoming objections, Follow-up and Closing </li></ul><ul><li>Preapproach, Prospecting/Qualifying, Overcoming objections, Presentation, Closing and Follow up </li></ul><ul><li>None of the above </li></ul>Question http://farishajoyoblego.blogspot.com
  43. 43. Steps in Effective Selling Concept http://farishajoyoblego.blogspot.com
  44. 44. Selling <ul><li>Selling is the art of persuading the consumer that buying the product or service will benefit him or her. </li></ul><ul><li>Selling is when a deal is being closed. </li></ul>http://farishajoyoblego.blogspot.com Concept Explanation
  45. 45. 10 . The correct order for effective selling is: <ul><li>Preapproach, Prospecting/Qualifying, Approach, Presentation, Overcoming objections, Follow-up and Closing </li></ul><ul><li>Prospecting/Qualifying, Preapproach, Approach, Presentation, Overcoming objections, Closing and Follow-up </li></ul><ul><li>Prospecting/Qualifying, Approach, Presentation, Preapproach, Overcoming objections, Follow-up and Closing </li></ul><ul><li>Preapproach, Prospecting/Qualifying, Overcoming objections, Presentation, Closing and Follow up </li></ul><ul><li>None of the above </li></ul>Answer http://farishajoyoblego.blogspot.com

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