Questions on chapter 19 of kotler
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A 2% response rate is considered good for direct mail. A banner ad is a limited area on the web paid for by an advertiser. The person who delivers the product to the customer is one of six types of sales representatives. Direct marketing appeals to a wide range of customers through print catalogs, websites, and telemarketing while utilizing only age and sex demographics for privacy purposes. Determining who may need a new CT scan in a city is an example of the preapproach step in personal selling principles. Recency, frequency, and monetary amount are factors businesses use to determine if a customer is in the target market.
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The document summarizes a presentation on achieving true customer engagement through a 5-step voice of customer (VOC) driven relationship marketing process. It discusses conducting VOC research to understand customer priorities and expectations. It then outlines the 5 steps: 1) using VOC to drive relationship strategies, 2) creating opt-in databases with customer profiles, 3) deploying multichannel marketing per customer preferences, 4) delivering strong customer service, and 5) increasing the power of online experiences. Case studies show companies achieving double-digit increases in results through this process.
Chapter 1
Direct marketing involves strategy planning and execution activities that focus on motivating buyers to place orders through non-store channels like mail or telephone. It is characterized by manufacturers directly approaching consumers for immediate purchase. Responses can be easily measured and it creates convenience for buyers. Examples include telemarketing, direct mail, television, print, radio and database marketing. The objectives of direct marketing include product or service sales, lead generation, lead qualification, and building customer relationships. New approaches include online/internet marketing, relationship marketing, and home shopping shows.
Slideshare
1. The document discusses the importance and role of marketing in business. It explains that marketing is the process of creating, communicating, and delivering value to customers in a way that benefits both the customer and the organization.
2. Marketers manage demand for a variety of products and services. They seek to influence factors like demand levels, timing and composition. Marketers also operate in different marketplaces like consumer, business, and nonprofit.
3. The document outlines the key concepts in marketing including the production concept, product concept, selling concept and marketing concept. It emphasizes that the marketing concept and holistic marketing concept are most effective today given changes in the business environment and rise of technologies.
Slideshare
1. The document discusses the importance and role of marketing in business. It explains that marketing is the process of creating, communicating, and delivering value to customers in a way that benefits both the customer and the organization.
2. Marketers manage demand for a variety of products and services. They seek to influence factors like demand levels, timing and composition. Marketers also operate in different marketplaces like consumer, business, and nonprofit.
3. The document outlines the key concepts in marketing including the production concept, product concept, selling concept and marketing concept. It explains how the holistic marketing concept has become most important, recognizing the interdependencies among all marketing activities.
Slideshare
1. The document discusses the importance and role of marketing in business. It explains that marketing is the process of creating, communicating, and delivering value to customers in a way that benefits both the customer and the organization.
2. Marketers manage demand for a variety of products and services. They seek to influence different aspects of demand.
3. Marketing must be integrated across the entire organization and affect all customer touchpoints. Both the marketing department and other departments must work together to create great customer experiences.
Slideshare
1. The document discusses the importance and role of marketing in business. It explains that marketing is the process of creating, communicating, and delivering value to customers in a way that benefits both the customer and the organization.
2. Marketers manage demand for a variety of products and services. They seek to influence factors like demand levels, timing and composition. Marketers also operate in different marketplaces like consumer, business, and nonprofit.
3. The document outlines the key concepts in marketing including the production concept, product concept, selling concept and marketing concept. It emphasizes that the marketing concept and holistic marketing concept are most effective today given changes in the business environment and rise of technologies.
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Questions on chapter 19 of kotler
- 1. Questions on Chapter 19 of KotlerManaging Personal Communications Ivo John S. Dualan, MD May 22, 2010
- 2. 1. In Direct Mail, a ___% response rate is considered good. 2% 10% 25% 50%
- 3. 2. A __________is a limited area on the web managed and paid for by an external advertiser/company Banner Ad Search Ad Microsite Internet Specific Ad / Video
- 4. 3. The following statement regarding Personal Selling are True, except... A. The Field Sales Call is the original form of Direct Marketing. B. In planning a Sales Force, Compensation for the Sales Force has to be determined before anything else. C. The person who delivers the product to the customer is actually one of six types of sales representatives. D. Sales Personnel serve as a company’s link to its customers.
- 5. 4. The following statements regarding Word of Mouth Marketing are true except.. Word of Mouth Marketing are organized discussions concerning a product or service. Key Opinion Leaders, Buzz Marketing, and Blogs are prime examples. Buzz & Viral Marketing can be a double edged sword. It is essential to have a script to properly instigate Word of Mouth Marketing
- 6. 5. Which of the following is true of Direct Marketing? It appeals to a wide range of customers Prime examples are print catalogs, websites, and telemarketing. The distinct advantage of Direct Marketing is market Demassification. For purposes of privacy, only age & sex are the demographics utilized in Direct Marketing
- 7. 6. Which statement concerning the Principles of Personal Selling is true? The preapproach step determines who needs the product or service in the area. Overcoming objections step follows the demonstration step. Follow up & Maintenance stepis part of the product demonstration The Closing step is the final step of the process.
- 8. 7. A clinic nurse or secretary calling up a patient to follow up on health care is an example of... Interactive marketing. Outbound telemarketing. Word of mouth Marketing. Personal selling.
- 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? Preapproach Prospecting & Qualifying Overcoming Objections Presentation & Demonstration
- 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? Order Taker Missionary Demand Creator Solution Vendor
- 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? Interactive Marketing Buzz & Viral Marketing Use of Opinion Leaders Personal Selling
- 12. 11. Interactive Marketing means... Filling out & mailing the reply form on the direct mail. Answering the telemarketer and making an order over the phone. Use of the internet. Engaging the opinion leader in a discussion concerning the product or service.
- 13. 12. Enumerate some factors that businesses utilize to determine if a customer is a target market. 1. Recency (how long since the customer last made a purchase) 2. Frequency (how often a customer makes a purchase) 3. Monetary Amount (how much the customer has spent in the establishment)