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Questions on chapter 19 of kotler
Questions on chapter 19 of kotler
Questions on chapter 19 of kotler
Questions on chapter 19 of kotler
Questions on chapter 19 of kotler
Questions on chapter 19 of kotler
Questions on chapter 19 of kotler
Questions on chapter 19 of kotler
Questions on chapter 19 of kotler
Questions on chapter 19 of kotler
Questions on chapter 19 of kotler
Questions on chapter 19 of kotler
Questions on chapter 19 of kotler
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Questions on chapter 19 of kotler

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  • 1. Questions on Chapter 19 of KotlerManaging Personal Communications<br />Ivo John S. Dualan, MD<br />May 22, 2010<br />
  • 2. 1. In Direct Mail, a ___% response rate is considered good.<br />2%<br />10%<br />25%<br />50%<br />
  • 3. 2. A __________is a limited area on the web managed and paid for by an external advertiser/company<br />Banner Ad<br />Search Ad<br />Microsite<br />Internet Specific Ad / Video<br />
  • 4. 3. The following statement regarding Personal Selling are True, except...<br />A. The Field Sales Call is the original form of Direct Marketing.<br />B. In planning a Sales Force, Compensation for the Sales Force has to be determined before anything else.<br />C. The person who delivers the product to the customer is actually one of six types of sales representatives.<br />D. Sales Personnel serve as a company’s link to its customers.<br />
  • 5. 4. The following statements regarding Word of Mouth Marketing are true except..<br />Word of Mouth Marketing are organized discussions concerning a product or service.<br />Key Opinion Leaders, Buzz Marketing, and Blogs are prime examples.<br />Buzz & Viral Marketing can be a double edged sword.<br />It is essential to have a script to properly instigate Word of Mouth Marketing<br />
  • 6. 5. Which of the following is true of Direct Marketing?<br />It appeals to a wide range of customers<br />Prime examples are print catalogs, websites, and telemarketing.<br />The distinct advantage of Direct Marketing is market Demassification.<br />For purposes of privacy, only age & sex are the demographics utilized in Direct Marketing<br />
  • 7. 6. Which statement concerning the Principles of Personal Selling is true?<br />The preapproach step determines who needs the product or service in the area.<br />Overcoming objections step follows the demonstration step.<br />Follow up & Maintenance stepis part of the product demonstration<br />The Closing step is the final step of the process.<br />
  • 8. 7. A clinic nurse or secretary calling up a patient to follow up on health care is an example of...<br />Interactive marketing.<br />Outbound telemarketing.<br />Word of mouth Marketing.<br />Personal selling.<br />
  • 9. 8. GE is trying to determine who may need a new CT scan in the city of Las Pinas, is an example of which step in the Principles of Personal Selling?<br />Preapproach<br />Prospecting & Qualifying<br />Overcoming Objections<br />Presentation & Demonstration<br />
  • 10. 9. The typical med rep who asks for the doctor’s signature every week and talks about the drug briefly is what type of sales representative?<br />Order Taker<br />Missionary<br />Demand Creator<br />Solution Vendor<br />
  • 11. 10. Many local politicians under criminal investigation like to be admitted into St. Luke’s. The hospital has a well prepared and efficient publicity department. This can be what form of marketing?<br />Interactive Marketing<br />Buzz & Viral Marketing<br />Use of Opinion Leaders<br />Personal Selling<br />
  • 12. 11. Interactive Marketing means...<br />Filling out & mailing the reply form on the direct mail.<br />Answering the telemarketer and making an order over the phone.<br />Use of the internet.<br />Engaging the opinion leader in a discussion concerning the product or service.<br />
  • 13. 12. Enumerate some factors that businesses utilize to determine if a customer is a target market.<br />1. Recency (how long since the customer last made a purchase)<br />2. Frequency (how often a customer makes a purchase)<br />3. Monetary Amount (how much the customer has spent in the establishment)<br />

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