10 questions for chapter19-MANAGING PERSONAL COMMUNICATION
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1 ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-V52 Chapter 19 MANAGING PERSONAL COMMUNICATIONS: ---Direct and interactive marketing word of mouth, and personal selling REN WEI (WINNIE) Sep.02, 2010
Transcript
1. Chapter 19 MANAGING PERSONAL COMMUNICATIONS: --- Direct and
interactive marketing word of mouth, and personal selling
REN WEI (WINNIE)
Sep.02, 2010
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-V52
2. 1. D irect marketing channels include___?
Direct mail
Catalogs
Telemarketing
All above
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
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
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
4. 1. D irect marketing channels include___?
Direct mail
Catalogs
Telemarketing
All above
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
5. 2. Direct marketing plan campaigns by deciding on:
Objective, target market
prospects
offer and price
Above all
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
6. Answer: 2
Direct marketers must decide on their objectives, target
markets, and prospects; offer elements-testing the campaign, and
measures of campaign success.
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
7. 2. Direct marketing plan campaigns by deciding on:
Objective, target market
prospects
offer and price
Above all
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
8. 3 . Sending an offer, announcement, reminder, or other item
to an individual consumer. This is belong to:
Direct mail
Catalog marketing
Telemarketing
Media marketing
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
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.
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
10. 3. Sending an offer, announcement, reminder, or other item
to an individual consumer. This is belong to:
Direct mail
Catalog marketing
Telemarketing
Media marketing
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
11. 4. Which is the wrong describtion of interactive marketing:
Provide with opportunities for much greater interaction and
individualization.
The newest channels for communicating and selling directly to
customers are electronic.
Companies can send tailored messages that engage consumers by
reflecting their special interests and behavior.
Internet also need to increase company budget
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
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.
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
13. 4. Which is the wrong describtion of interactive marketing:
Provide with opportunities for much greater interaction and
individualization.
The newest channels for communicating and selling directly to
customers are electronic.
Companies can send tailored messages that engage consumers by
reflecting their special interests and behavior.
Internet also need to increase company budget
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
14. 5. Which method can get powerful feedback, and improve
product Effectively?
Customers behavior
Re-purchase
Word of mouth
research
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
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.
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
16. 5. Which method can get powerful feedback, and improve
product Effectively?
Customers behavior
Re-purchase
Word of mouth
research
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
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?
Buzz marketing
Viral marketing
Both
None
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
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.
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
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?
Buzz marketing
Viral marketing
Both
None
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
20. 7. The main steps for designing a sales force:
Objective and strategy
Structure and size
compensation
Above all
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
21. Answer: 7
In designing the sales force, the company must consider the
development of sales-force objectives, strategy, structure, size
and compensation
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
22. 7. The main steps for designing a sales force:
Objective and strategy
Structure and size
compensation
Above all
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
23. 8. The correct order for managing the sales force:
Analysis, target, selecting, evaluating
Selecting, training, motivating, supervising
Recruiting and Selecting, training, supervising, motivating,
evaluating
Recruiting and Selecting, supervising, motivating,
evaluating
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
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 companys
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.
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
25. 8. The correct order for managing the sales force:
Analysis, target, selecting, evaluating
Selecting, training, motivating, supervising
Recruiting and Selecting, training, supervising, motivating,
evaluating
Recruiting and Selecting, supervising, motivating,
evaluating
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
26. 9. Major steps in effective selling:
Prospecting and qualifying, preapproach, presentation and
demonstration, overcoming objections, closing, follow-up and
maintenance
Preapproach, prospecting and qualifying, presentation and
demonstration, overcoming objections, closing, follow-up and
maintenance
Presentation and demonstration, prospecting and qualifying,
preapproach, overcoming objections, closing, follow-up and
maintenance
Overcoming objections, prospecting and qualifying, preapproach,
presentation and demonstration, closing, follow-up and
maintenance
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
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:
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
28. 9. Major steps in effective selling:
Prospecting and qualifying, preapproach, presentation and
demonstration, overcoming objections, closing, follow-up and
maintenance
Preapproach, prospecting and qualifying, presentation and
demonstration, overcoming objections, closing, follow-up and
maintenance
Presentation and demonstration, prospecting and qualifying,
preapproach, overcoming objections, closing, follow-up and
maintenance
Overcoming objections, prospecting and qualifying, preapproach,
presentation and demonstration, closing, follow-up and
maintenance
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
29. 10. What should salespeople do for health marketing?
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
Above all
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
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.
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
31. 10. What should salespeople do for health marketing?
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
Above all
ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA-chapter19-F05
32. Chapter 19 MANAGING PERSONAL COMMUNICATIONS: --- Direct and
interactive marketing word of mouth, and personal selling