Chapter 19 MANAGING PERSONAL
   COMMUNICATIONS:
          ---Direct and interactive marketing
             word of mouth, ...
1. Direct marketing channels
             include___?

  A.    Direct mail
  B.    Catalogs
  C.    Telemarketing
  D.    ...
Answer: 1

   Direct marketing is an interactive marketing
    system that uses one or more media to effect a
    measurab...
1. Direct marketing channels
             include___?

  A.    Direct mail
  B.    Catalogs
  C.    Telemarketing
  D.    ...
2. Direct marketing plan campaigns by
             deciding on:

  A.    Objective, target market
  B.    prospects
  C.  ...
Answer: 2


     Direct marketers must decide on their
     objectives, target markets, and prospects;
     offer elements...
2. Direct marketing plan campaigns by
             deciding on:

  A.    Objective, target market
  B.    prospects
  C.  ...
3. Sending an offer, announcement,
   reminder, or other item to an individual
   consumer. This is belong to:

  A.    Di...
Answer3


      Direct-mail marketing means Sending an offer, announcement,
      reminder, or other item to an individual...
3. Sending an offer, announcement,
   reminder, or other item to an individual
   consumer. This is belong to:

  A.    Di...
4. Which is the wrong describtion of
             interactive marketing:

  A. Provide with opportunities for much greater...
Answer: 4


     The internet is highly accountable and its
     effects can be wasily traced, eddie bauer cut
     its ma...
4. Which is the wrong describtion of
             interactive marketing:

  A. Provide with opportunities for much greater...
5. Which method can get powerful feedback,
            and improve product Effectively?

  A.    Customers’ behavior
  B. ...
Answer: 5


     Social networks, such as Myspace and
     Facebook, have become an omportant force in
     both business-...
5. Which method can get powerful feedback,
            and improve product Effectively?

  A.    Customers’ behavior
  B. ...
6. There are two notable forms of word-of-mouth
   marketing, which encourages people to exchange
   information related o...
Answer: 6


      Buzz marketing, which seeks to get people
      talking about a brand by ensuring that a
      product o...
6. There are two notable forms of word-of-mouth
   marketing, which encourages people to exchange
   information related o...
7. The main steps for designing a sales
             force:

  A.    Objective and strategy
  B.    Structure and size
  C...
Answer: 7

      In designing the sales force, the company must
      consider the development of sales-force
      object...
7. The main steps for designing a sales
             force:

  A.    Objective and strategy
  B.    Structure and size
  C...
8. The correct order for managing the
             sales force:

  A. Analysis, target, selecting, evaluating
  B. Selecti...
Answer: 8
       There are five steps involved in managing the sales force:(1)
       recruiting and selecting sales repre...
8. The correct order for managing the
             sales force:

  A. Analysis, target, selecting, evaluating
  B. Selecti...
9. Major steps in effective selling:

  A.    Prospecting and qualifying, preapproach,
        presentation and demonstrat...
Answer: 9
     Effective salespeople are trained in the methods of analysis and
     customer management, as well as the a...
9. Major steps in effective selling:

  A.    Prospecting and qualifying, preapproach,
        presentation and demonstrat...
10. What should salespeople do for
             health marketing?


  A.    The principles of personal selling and negotia...
Answer: 10


        The principles of personal selling and negotiation are largely
        transaction oriented because t...
10. What should salespeople do for
             health marketing?


  A.    The principles of personal selling and negotia...
Chapter 19 MANAGING PERSONAL
   COMMUNICATIONS:
          ---Direct and interactive marketing
             word of mouth, ...
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New 10 questions for chapter19 ren wei

  1. 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 1 OF BUSINESS
  2. 2. 1. Direct marketing channels include___? A. Direct mail B. Catalogs C. Telemarketing D. All above MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 2 OF BUSINESS
  3. 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 MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 3 OF BUSINESS
  4. 4. 1. Direct marketing channels include___? A. Direct mail B. Catalogs C. Telemarketing D. All above MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 4 OF BUSINESS
  5. 5. 2. Direct marketing plan campaigns by deciding on: A. Objective, target market B. prospects C. offer and price D. Above all MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 5 OF BUSINESS
  6. 6. Answer: 2 Direct marketers must decide on their objectives, target markets, and prospects; offer elements-testing the campaign, and measures of campaign success. MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 6 OF BUSINESS
  7. 7. 2. Direct marketing plan campaigns by deciding on: A. Objective, target market B. prospects C. offer and price D. Above all MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 7 OF BUSINESS
  8. 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 MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 8 OF BUSINESS
  9. 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. MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 9 OF BUSINESS
  10. 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 MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 10 OF BUSINESS
  11. 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 MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 11 OF BUSINESS
  12. 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. MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 12 OF BUSINESS
  13. 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 MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 13 OF BUSINESS
  14. 14. 5. Which method can get powerful feedback, and improve product Effectively? A. Customers’ behavior B. Re-purchase C. Word of mouth D. research MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 14 OF BUSINESS
  15. 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. MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 15 OF BUSINESS
  16. 16. 5. Which method can get powerful feedback, and improve product Effectively? A. Customers’ behavior B. Re-purchase C. Word of mouth D. research MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 16 OF BUSINESS
  17. 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 MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 17 OF BUSINESS
  18. 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. MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 18 OF BUSINESS
  19. 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 MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 19 OF BUSINESS
  20. 20. 7. The main steps for designing a sales force: A. Objective and strategy B. Structure and size C. compensation D. Above all MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 20 OF BUSINESS
  21. 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 MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 21 OF BUSINESS
  22. 22. 7. The main steps for designing a sales force: A. Objective and strategy B. Structure and size C. compensation D. Above all MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 22 OF BUSINESS
  23. 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 MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 23 OF BUSINESS
  24. 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 MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 24 OF BUSINESS
  25. 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 MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 25 OF BUSINESS
  26. 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 MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 26 OF BUSINESS
  27. 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: MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 27 OF BUSINESS
  28. 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 MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 28 OF BUSINESS
  29. 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 MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 29 OF BUSINESS
  30. 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. MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 30 OF BUSINESS
  31. 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 MARKMA-chapter19-F05 ATENEO GRADUATE SCHOOL 31 OF BUSINESS
  32. 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

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