chapter19-MANAGING PERSONAL COMMUNICATION

1. Chapter 19 MANAGING PERSONAL
COMMUNICATIONS:
---Direct and interactive marketing
word of mouth, and personal selling
REN WEI (WINNIE)
Sep.02, 2010
MARKMA-V52 ATENEO GRADUATE SCHOOL
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2. 1. Direct marketing channels
include___?
A. Direct mail
B. Catalogs
C. Telemarketing
D. All above
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3. 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.
The channels include: direct mail; catalogs;
telemarketing and other direct response
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4. 1. Direct marketing channels
include___?
A. Direct mail
B. Catalogs
C. Telemarketing
D. All above
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5. 2. Direct marketing plan campaigns by
deciding on:
A. Objective, target market
B. prospects
C. offer and price
D. Above all
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6. Answer: 2
Direct marketers must decide on their
objectives, target markets, and prospects;
offer elements-testing the campaign, and
measures of campaign success.
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7. 2. Direct marketing plan campaigns by
deciding on:
A. Objective, target market
B. prospects
C. offer and price
D. Above all
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8. 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
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9. 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.
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10. 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
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11. 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
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12. 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.
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13. 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
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14. 5. Which method can get powerful feedback,
and improve product Effectively?
A. Customers’ behavior
B. Re-purchase
C. Word of mouth
D. research
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15. 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.
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16. 5. Which method can get powerful feedback,
and improve product Effectively?
A. Customers’ behavior
B. Re-purchase
C. Word of mouth
D. research
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17. 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
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18. 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.
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19. 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
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20. 7. The main steps for designing a sales
force:
A. Objective and strategy
B. Structure and size
C. compensation
D. Above all
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21. Answer: 7
In designing the sales force, the company must
consider the development of sales-force
objectives, strategy, structure, size and
compensation
Sales force Sales force Sales force Sales force Sales force
objectives strategy structure size compensation
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22. 7. The main steps for designing a sales
force:
A. Objective and strategy
B. Structure and size
C. compensation
D. Above all
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23. 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
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24. 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.
recruiting and supervising
training sales motivating sales Evaluating sales
selecting sales sales
representatives i representatives representatives
representatives representatives
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25. 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
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26. 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
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27. 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:
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28. 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
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29. 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
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30. 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.
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31. 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
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OF BUSINESS

32. Chapter 19 MANAGING PERSONAL
COMMUNICATIONS:
---Direct and interactive marketing
word of mouth, and personal selling
REN WEI (WINNIE)
Sep.02, 2010
MARKMA-V52 ATENEO GRADUATE SCHOOL
32
OF BUSINESS