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Questions on chapter 19 of kotler

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Questions on chapter 19 of kotler

  1. 1. Questions on Chapter 19 of KotlerManaging Personal Communications<br />Ivo John S. Dualan, MD<br />May 22, 2010<br />
  2. 2. 1. In Direct Mail, a ___% response rate is considered good.<br />2%<br />10%<br />25%<br />50%<br />
  3. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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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