MKT 310 FINAL EXAM

Chapter 10/11

100

For moviemakers and television producers, the primary motivation behind product placements and branded entertainment is:

money

200

Advertisers believe that product placements: -work only if the product is related in some way to the theme of the television show or movie -lead to increased awareness and more positive attitude toward the brand with a corresponding increase in sales of the brand -increase the brand's equity and top choice scores -lead to increased awareness and more positive attitude toward the brand with only a few isolated cases of sales increases

lead to increased awareness and more positive attitude toward the brand with only a few isolated cases of sales increases

300

In terms of a company generating buzz about its product, research has indicated that to generate true word-of-mouth communications from actual customers they must be aware of the brand, which typically requires: -the use of alternative marketing programs -guerilla marketing efforts -a high level of brand equity -advertising through traditional channels

advertising through traditional channels

400

The process of searching a database for a specific piece of information, such as a birthday, for marketing purposes is:

trawling

500

Two common forms of database coding are: -geocoding and data mining -lifetime value analysis and customer cluster analysis -lifetime value analysis and data mining -data mining and cluster customer analysis

lifetime value analysis and customer cluster analysis

Chapter 11

100

Using geocoding, a company's marketing department can add which to each customer's record?

demographic information and lifestyle data as well as the geographical codes

200

An effective database contains: -all transactions and all interactions a customer has with a firm -transactions and interactions of customers that have a high lifetime value -all transactions of customers -all transactions a customer has with a firm and interactions that resulted in purchases

all transactions and all interactions a customer has with a firm

300

In terms of online sales, in many cases, receiving which of the following is the first step in the buying process? -telemarketing call -direct mail flyer -catalog -e-mail

catalog

400

A marketing database contains: -information about current customers, former customers, and prospects -the transactions individuals have with a firm and follows accounting principles -transactions individuals have with a firm and the interactions an individual has with the firm -information about current customers and customers of the competition

information about current customers, former customers, and prospects

500

Response rates are often higher for permissions marketing programs because: -consumers are high-frequency purchasers -consumers can reject any offer that is made -consumers are receiving marketing material they have given permission for -consumers are contacted only by mail

consumers are receiving marketing material they have given permission for

Chapter 11

100

This sales approach uses specific statements (stimuli) to elicit specific responses from customers

stimulus-response sales approach

200

This sales approach requires employees from the selling organization to analyze the buyer's business

problem-solution sales approach

300

The process of building profiles of customers from a firm's database is:

data mining

400

Kaylee is getting ready to close her sales call. She feels she has answered all of the prospects objections and feels confident that the prospect is ready to buy. The best close for her would be the: -continuous "yes" close -summarization close -assumptive close -direct close

direct close

500

In terms of generating leads for personal selling, the best referrals are from:

current customers

Chapter 11

100

To maintain positive attitudes in a permission marketing program, consumers must be given rewards along the way, not just at the beginning. Doing so creates the feeling of:

reciprocity

200

The first step in the selling process is:

generating leads

300

When Carrie hosts a party for Mark cosmetics and invites her friends and relatives in an effort to encourage them to purchase some Mark products, it is which method of direct response marketing?

direct sales

400

Successful database marketing emphasizes two things: -data mining and data coding -identifying customers and building relationships -sales and contribution margin -lifetime value of customers and data mining

identifying customers and building relationships

500

The primary benefit of database marketing is: -the enhancement of customer loyalty -greater profits -higher sales -greater brand parity

the enhancement of customer loyalty

Chapter 11

100

In determining lifetime value for individual customers, customer acquisition costs are determined by: -dividing the total marketing and advertising costs by the number of new customers -dividing advertising costs by the number of customer transactions -dividing the total marketing and advertising costs by the number of total customers -dividing the advertising costs associated with acquiring new customers by the number of new customers

dividing the total marketing and advertising costs by the number of new customers

200

The most common method of direct-marketing is:

direct mail

300

The key reason many CRM programs failed was: -failure to differentiate customer profiles -a focus on technology rather than people -a focus on sales rather than enhancing relationships with customers -firms did not understand customers

a focus on sales rather than enhancing relationships with customers

400

What are the 7 steps in the selling process?

1. Generating leads 2. Qualifying prospects 3. Knowledge acquisition 4. Sales presentation 5. Handling objections 6. Sales closing 7. Follow-up

500

Name a few personal values

happiness mature love wisdom self-respect