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Review Quiz for Marketing Lectures 26 and 27

by: Julie Mendola

Review Quiz for Marketing Lectures 26 and 27 MKTG - 25010 - 003

Marketplace > Kent State University > Marketing > MKTG - 25010 - 003 > Review Quiz for Marketing Lectures 26 and 27
Julie Mendola
GPA 3.134

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About this Document

Review quiz with answers for the final quiz.
Lawrence J. Marks (P)
Study Guide
50 ?





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This 4 page Study Guide was uploaded by Julie Mendola on Monday March 7, 2016. The Study Guide belongs to MKTG - 25010 - 003 at Kent State University taught by Lawrence J. Marks (P) in Fall 2015. Since its upload, it has received 474 views. For similar materials see PRINCIPLES OF MARKETING in Marketing at Kent State University.


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Date Created: 03/07/16
1. In Marketing in the News, we heard that "Tesla Motors has been crowing about the nearly  400,000 reservations it has received for its electric Model 3 sedan." From what we heard,  what competitor is using this as "fodder" for its own advertising? a. Nissan Leaf b. Chevrolet Volt c. Toyota Prius Plug­in Hybrid d. Ford Fusion Energi e. BMW i3 Electric Car 2. We heard about several dangers for the marketing related to use of social media and internet  marketing. Marketers (and consumers) need to be cautious about being infected with  malware from computers that have been hacked. This is an element of: a. Hackese b. Cyber­security c. Inappropriate posting  d. Accidental posting  e. SEO 3. In class, we talked about the stages in the personal selling process. If you are meeting with  the prospect for the first time, which stage of the process are you in? a. Prospecting  b. Preapproach  c. Approach d. Presentation  e. Close 4. In class, we talked about how Social Media can generate sales. We noted that if your people  who are in your customer's network see that your customer likes and trusts you, then they are likely to remember your brand to to buy from you. What did we call this effect? a. Customer Retention & Loyalty b. Community & Acquisition  c. Trust & User Generated Content  d. SEO & Acquisition  e. Drive Foot Traffic  5. Industry research shows that outside order getters, or field service representatives spend 41  percent of their time selling, and another __________ is devoted to customer service calls. a. 5 percent b. 10 percent  c. 16 percent  d. 21 percent  e. 28 percent  6. Cost per thousand (CPM) is a measure in which a. A fixed amount of money is paid for every 1,000 times an ad loads and a vistor  might see it – but not whether the user has actually reacted to it  b. A fixed amount of money paid to the site for every visitor who clicks on an ad and  then jumps from that page to the advertiser’s website  c. A fixed amount of money paid to the site for every sale that originated from an ad  posted on that site d. A fixed amount of money that is paid to a site of posting an ad for a finite amount of  time  e. A fixed discount given to a visitor for clicking an ad 7. The two­way flow of communication between a buyer and seller, often in a face­to­face  encounter, designed to influence a person’s or group’s purchase decision is referred to ask a. Sales management  b. Personal selling c. Sales promotion  d. Direct selling  e. Marketing management  8. Industry research shows that outside order getters, or field service representatives, often work over _________ per week a. 48 hours  b. 50 hours  c. 55 hours d. 60 hours e. 65 hours  9. All of the following are roles that brand managers assume when using social media to  produce sales and profit for their offerings or brands EXCEPT: a. Defines the characteristics of one or more market segments she wants to reach  b. Buys placement for an ad on a specific section on a social networking site c. composes title and copy for the social network ad d. decides on the images (photos and videos) used to promote the brand  e. specifies the web address to which its ad should link based on the brand’s social  media marketing goals  10. In class, we heard about one of the best companies in the world in terms of social media  marketing. They used a social media campaign called “Wonderfilled” to get consumer  involvement. What company did we hear about?  a. KFC b. Oreo c. Lowe’s d. P&G e. Smuckers  11. In class, we heard from Valerie Thawing on Prospecting. She noted that generally: a. You call on people you already know well b. People are busy and it is hard to get to see them c. Most people are happy with their current vendors d. Prospecting does not really apply in her field  e. If a salesperson needs to do prospecting, then s/he is not doing a good job of selling 12. In class, we heard about several “Trends” in personal selling. Which trend involves the  ability of salespeople to do online video conferencing with customers? a. Controlled Word­of­Mouth promotion  b. Customer relationship management  c. Mobile technology  d. Web­based computing  e. Electronic sales presentations   13. Which of the following statements about the role of social media for PepsiCo’s “Test” Drive” Youtube video/ad is MOST ACCURATE? a. The purpose of the video was to reinvigorate sales of Pepsi Next brand b. For Pepsi, advertising the “test drive” video on facebook was much more expensive  from a CPM standpoint than two 30­second TV spots placed on Fox’s American Idol  c. Pepsi created a new social­media driven website called Pepsi MAX NASCAR with  Danica Patrick as the spokesperson following the success of the “test drive” video d. The Pepsi MAX “test drive” video followed the successful “uncle drew” tv ads e. Pepsi MAX is a new, great tasting energy drink in the introduction stage of its  production life cycle that has “all the sugar and twice the caffeine” as regular pepsi 14. The business­oriented websites that lets users post their profiles and connect to a network of  business people is a. LinkedIn b. Youtube c. Twitter d. Facebook  e. Friendster 15.  Advertising with a coupon, using a toll­free number, exhibiting at trade shows, using email,  and making cold calls are all activities that would take place during the ________ stage of  the personal selling process  a. data mining  b. preapproach  c. approach  d. presentation  e. prospecting  16. In the context of the personal selling process, excuses for not making a purchase commitment or decision are referred to as  a. Rationalization  b. Equivocations  c. Refusals  d. Objections  e. Qualifications  17. In class, we talked about ways in which Social Media can help generate sales. We said that  social media can offer your customers the ability to connect with you and with each other,  which can turn your target market into a community who is brand loyal. What did we call  this effect? a. Customer Retention & Loyalty b. Community & Acquisition c. Trust & User Generated Content  d. SEO & Acquisition  18. In class, we learned about the 5 phases of social media measurement. Which pahses is related to clocks, retweets, and comments? a. Exposure  b. Influence  c. Engagement  d. Action/ conversion  e. Retention  19. In class, we heard about the ways in which social media can generate sales. Which of the  following is NOT one of those ways? a. Customer retention & loyalty  b. Community & acquisition  c. Trust & user generated content  d. SEO & Acquisition  e. Actually, these were all related to how social media can generate sales


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