Directing online advertising from marketers


Question 1

Figure 20-4 above depicts the sales management process that involves three interrelated functions. "B" refers to __________.

sales plan implementation
salesforce compensation
salesforce size determination
salesforce communication
salesforce training
Question 2

In a recent survey, responding firms reported that on average they used eight metrics to measure their innovation. Figure 22-3 above shows that among firms that use more than three different innovation metrics, they use two different kinds-output metrics and input metrics. Which of the following is an input metric?

number of ideas or concepts in the pipeline
number of new products or services launched
return on assets (ROA) in the pipeline
customer satisfaction with new products or services
revenue growth due to new products or services
Question 3
Those in staff positions have the authority and responsibility to advise people in line positions

and can recommend salary and benefit adjustments for them.
and serve the board of directors.
and must clear all such communication with the human resources department.
but cannot serve on team projects with them.
but cannot issue direct orders to them.
Question 4
On the Coca-Cola-hosted MyCoke.com, people congregate online and exchange views on topics of common interest. This website is an example of __________.

spam
a shopping bot
a web community
a blog
a web café
Question 5

Consider the "stickiness" marketing dashboard above for an automobile dealership. To gauge the "stickiness" of its website, the firm monitors the average time spent per unique monthly visitor (in minutes) on its website (the third metric above in the dashboard). This is done by tracking the average visits per unique monthly visitor (the first metric above) and the average time spent per visit, in minutes, (the second metric above) that is displayed on its marketing dashboard. For 2010 or "A," what was the average time spent per unique monthly visitor (in minutes) on the automobile dealership's website?

4.0 minutes
4.5 minutes
7.5 minutes
9.0 minutes
cannot be determined
Question 6
Within DuPont's textile fiber department, there is a separate product manager for rayon, acetate, orlon, nylon, and Dacron. The product manager for DuPont nylon would be responsible for

making long-range plans for nylon.
maintaining the divisional mission statement.
modifying DuPont's organizational structure.
creating static marketing objectives.
implementing short-term actions for all fibers.
Question 7
Which of the following statements about transactional websites is NOT true?

Transactional websites are most common among store and catalog retailers and direct selling companies.
Transactional websites can create channel conflict.
Transactional websites may cannibalize sales from stores, catalogs, and sales representatives.
Transactional websites often engage visitors with interactive experiences that involve games, contests, and quizzes.
Transactional websites are used less frequently by manufacturers of consumer products.
Question 8
The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as

viral marketing
buzz
data mining
behavioral targeting
spyware
Question 9
Account management policies refer to policies that __________.

specify how salespeople will be compensated and how sales performance will be evaluated
specify which products or services will be offered to consumers, through which outlets, and at what price
specify the organizational structure of the salesforce and set the sales goals for both individual sales representatives and the salesforce as a whole
specify whom salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how these activities should be carried out
determine the sales quotas for the upcoming year based upon past sales performance and current forecasting
Question 10
In a __________ presentation, the salesperson tries one appeal after another, hoping to "hit the right button."

formula selling
persuasive sales
stimulus-satisfaction
stimulus-response
stimulus-selling
Question 11
When a salesperson in the computer store asks, "Will that be charge or cash?", he has executed the _____ stage of the personal selling process.

closing
approach
presentation
handling objections
follow-up
Question 12
What is a reason users have "unliked" a brand's Facebook Page?

The brand ceases to be popular and users move on to a new brand's Facebook Page.
The brand posts too frequently on trivial or controversial topics.
Users tire of not being able to contribute to the conversation.
Users want to protest the presence of advertisements on Facebook.
The Page isn't updated and users lose interest.
Question 13
Functional groupings refer to organizational groupings

that group specific customer segments.
in which sales territories are subdivided according to geographic location.
that represent the different departments or business activities within a firm.
in which a unit is responsible for specific product offerings.
that combine both market-based groupings with product groupings.
Question 14
Loving Care Pets manufactures food for dogs, cats, rabbits, and gerbils specifically created for pets under three months of age. In terms of the market-product grid framework, adding a line of pet food for mature dogs, cats, rabbits, and gerbils will result in a __________ strategy that will provide Loving Care Pets with increased marketing efficiencies.

market specialization
market product concentration
product specialization
selective specialization
full coverage
Question 15
When using share points to make marketing resource allocation decisions, marketing managers must estimate: (1) the market share for the product, (2) __________, (3) the contribution to overhead and profit (or gross margin) of each share point, and (4) possible cannibalization effects on other products in the line.

total production costs
number of market segments
stage of the product in its product life cycle
the total financial resources available for a sustained marketing effort
the revenues associated with each point of market share
Question 16
The top reasons cross-channel shoppers research items online before buying in stores include: (1) the desire to compare products among different retailers; (2) the need for more information than is available in stores; and (3) the ease of _________.

reducing geographical barriers
finding products that are restricted in their area
finding products that are more customized to their needs
finding products that are out of season
comparing their options without having to trek to multiple retail locations
Question 17
A company that uses an organizational structure based on its snowboards, skiing equipment, and ice skates would most likely be using a ____________ grouping.

functional
reseller
product line
geographical
market-based
Question 18
What is the challenge presented to brand managers by social media advertising?

Brand managers need to convince social networks to post their ads free of charge.
Brand managers need to connect the cost of new social network promotions to the sales they generate.
Brand managers need to create "universally appealing" ads as they cannot target specific demographics on social networks.
Brand managers need to estimate how many users have clicked on their ads, leading to difficulties in assessing an ad's effectiveness.
Brand managers need to deal with having only a limited selection of social networking platforms to advertise on.
Question 19
Many large, packaged goods marketers like Procter & Gamble, Kraft, and Pillsbury have used the product manager (or brand manager) system of marketing organization and implementation. Which of the following is the key advantage of this system?

Product managers have relatively little authority.
Product managers are short-term in their orientation.
Product managers have direct responsibility for research and development of new products.
Product managers assume profit-and-loss responsibility for the performance of the product line.
Product managers have line responsibility over sales managers.
Question 20
The principal difference between the two major types of websites is that promotional websites are designed to __________ while transactional websites are designed to __________.

create portals; act as bots
convert online browsers into online buyers; promote a company's products and services
provide information about a company; move consumers closer to a purchase
move consumers closer to a purchase; provide information about a company
promote a company's products and services; convert online browsers into online buyers
Question 21
According to the eight-second rule,

it only takes eight seconds for someone to learn how to navigate an Internet website.
any online purchase should take no more than eight seconds to complete.
hunter-gatherers will not wait longer than eight seconds for a response in a chat room.
more than 50 percent of online consumers will spend less than eight seconds at a portal.
customers will abandon a website if download time exceeds eight seconds.
Question 22
What is a main difference between advertising in traditional print media and advertising on Facebook?

Brand managers compose the title, the copy, and the images or photos of the ad.
Demographics are not taken into account when placing ads on Facebook.
Brand managers do not keep an expense budget for Facebook ads.
Brand managers cannot control the content of their Facebook ads-the advertising agency does.
Brand managers do not select the placement of where the ads are seen on Facebook.
Question 23
T-Mobile's 2010 holiday TV ad featuring Chuck Norris unexpectedly surpassed expectations of success by becoming popular not only in the Czech network but in neighboring Poland and Slovakia as well. While this started as a __________ marketing strategy targeted as a single country, it crossed country boundaries and became a global marketing strategy.

intracultural
multidomestic
intercultural
convergence
social network
Question 24
In conference selling, __________.

buyers and sellers meet through a technology-based forum (telephone or video conference call such as WebEx, etc.) because person-to-person meetings are too expensive due to the cost of air travel
the sale has already been finalized but the buyer and seller meet to discuss delivery details
a salesperson and other company resource people meet with buyers to discuss problems and opportunities
a company team conducts an educational program for a customer's technical staff, describing state-of-the-art developments
a form of mass selling occurs via electronic marketplaces such as eBay, Facebook, and Salesforce.com
Question 25
Where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad-is referred to as a

friendster.
friend visitor.
fan source.
fan base.
friend source.
Question 26
Marketers can use one of two strategies: the first strategy uses Groupon and Living Social Deals, and the second strategy uses ads in newspapers, magazines, and on TV. The difference between these two types of marketing strategies is that the first one targets consumers who are __________ and the second one targets consumers who are __________.

"passive receivers"; "active receivers"
an older demographic; a younger demographic
wealthy; disadvantaged
"active receivers"; "passive receivers"
disadvantaged; wealthy
Question 27
Mark wanted to make some extra money, so he went door-to-door in his neighborhood asking residents if they had any small jobs that they could hire him to perform. Mark had no idea of whether anyone had any jobs for him, so he picked the houses randomly and knocked on the doors to see if anyone was home and perhaps interested in his services. In terms of the personal selling process, Mark was engaged in __________ when he knocked on a door.

stimulus-response selling
"handshaking"
cold canvassing
closing
traffic generation
Question 28
The final stage in the personal selling process is referred to as __________.

presentation
assumptive close
trial close
urgency close
follow-up
Question 29
Consumers deftly use Internet technology to seek information, evaluate alternatives, and make purchase decisions on their own time, terms, and conditions. This is an example of the sixth reason why consumers buy and shop online.

convenience
choice
customization
control
communication
Question 30
Facebook came under fire in December 2009 when it made significant changes to the privacy settings of users. These changes to privacy settings resulted in

releasing user's personal information, such as name, picture, gender, and a list of friends, "by default."
wall posts being lost.
friends being lost.
additional privacy and security for its users who provided a detailed Facebook Page, sent automatically to the company.
products being "unliked."
Question 31
Key problems that emerge in a firm's strategic marketing process include: (1) bad news is filtered out as information goes up the line to give top management a very rosy picture; (2) plans are based on very poor assumptions about environmental forces; (3) __________; (4) too much time and effort may be spent on data collection and writing plans that are too complex to implement; and (5) line operating managers often feel no sense of ownership in implementing the plans.

there is poor communication between the firm and its stakeholders
there is a lack of leadership
although management says they are behind the plans, they do not allocate resources to the degree necessary for success
planners and their plans may have lost sight of their customers' needs
plans can be thwarted by disgruntled employees, other departments, or competitors
Question 32
The popularity of multichannel marketing is apparent in its growing impact on online retail sales. Multichannel marketers are expected to register about __________ of U.S. online retail sales in 2012.

40 percent
50 percent
60 percent
70 percent
90 percent
Question 33
A fan source is

where a social network following comes from-with every source being of equal value.
where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad.
the source of all Facebook fans in the target demographic for a particular brand.
the number of fans who interact with a Facebook Page.
the number of fans who are evangelists for a brand.
Question 34

In Porter's generic business strategies shown in Figure 22-4 above, "B" refers to a __________ strategy.

quality focus
cost leadership
differentiation
cost focus
differentiation focus
Question 35
The information needed in a situation (SWOT) analysis or Step 1 of the planning phase includes: (1) trends for industry and competitors and (2) __________.

projected future sales, expenses, and profits
market potential studies
positioning studies
market-product grids with target segments and product groupings
marketing mix actions
Question 36

Consider Figure 22-A above. Effective managers track the progress of their marketing plans to identify problems that need to be corrected. Sometimes, the problems are with the marketing plan and its strategies; at other times, they may be due to their implementation; and at still other times, they may be due to both. Recall that research on what really works shows that successful firms have excellence on both the planning and strategy side and the implementation or execution side. As Figure 22-A shows, marketers can develop and implement strategies that have four possible results. For "C," identify the likely result of the planning and implementation of the marketing plan and its strategies for a product or service.

Trouble: The solution is to recognize that only implementation is at fault and to correct it.
Success: The marketing program achieves its objectives.
Failure: The marketing program flounders and fails to achieve its objectives.
Trouble: The solution is to recognize that only the strategy is at fault and to correct it.
Cannot be determined with the information provided.
Question 37
The information needed for the evaluation phase of the strategic marketing process includes: (1) __________ and (2) action memos to correct problems and exploit opportunities.

positioning studies
market-product grids with target segments and product groupings
detailed plans to execute the marketing program
tracking reports to measure results
projected future sales, expenses, and profits
Question 38
Procter & Gamble, which launched its Tide Pods laundry innovation in 2012, reorganized itself around an innovation strategy that

revitalized previously failed products.
involved consumers earlier in its innovation activities.
switched its traditional channels of distribution.
retargeted its products to a completely new market segment.
gave more decision-making power to middle management.
Question 39

Consider Figure 20-7 above, which is an account management policy grid that groups customers according to level of opportunity and the firm's competitive sales position. "A" represents what account management policy?

Consider (1) replacing personal calls with telephone sales or direct mail to service accounts and (2) dropping the account if it is unprofitable.
Emphasize a heavy sales organization position or shift resources to other accounts if a stronger sales organization position is impossible.
Take advantage of a good opportunity because the accounts have high potential and the sales organization has a strong position.
Accounts should receive a high level of sales calls and service to retain and possibly build accounts.
Accounts should receive moderate level of sales and service to maintain current position of sales organization.
Question 40
What is another term that is sometimes used interchangeably with "social media?"

net platforms
Web 3.0
user generated content
user platforms
peer-to-peer networking
Question 41
Which of the following pieces of information is used in the development of the marketing program, the third step of the planning phase of the strategic marketing process?

marketing return on investment
market-product grids with target segments and product groupings
trends for industry and competitors
marketing mix actions
market potential studies
Question 42
Frank needs to buy a new car. Before visiting a showroom, however, he logs onto www.autobytel.com. Here, he can compare the attributes of various makes and models, find information about the prices of various option packages and learn the manufacturer's suggested retail prices for different cars. After deciding on the car he wants to buy, Frank visits the local showroom and negotiates with the salesperson for the model and options package he wants. Because Frank is so well informed about prices, he is able to make a deal for several hundred dollars less than the salesperson's best offer. Frank's car buying experience illustrates which reason why consumers shop online?

convenience
communication
customization
choice
control
Question 43
Social media are

online games.
online media where users submit news, photos, and videos-often accompanied by a feedback process to identify "popular" topics.
any type of medium in which large groups of people read content generated by a business, government, or corporation.
only media that allow face-to-face communication.
all forms of electronic media.
Question 44
If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is

YouTube.
LinkedIn.
Facebook.
Twitter.
Google Chrome.
Question 45
A job description is a written document that describes job relationships and requirements that characterize each sales position. Once established, the job description is then translated into a __________.

statement of credentials
statement of intelligence
statement of job qualifications
statement of requirements
statement of education
Question 46
With a __________ compensation plan, a salesperson is paid a fixed fee per week, month, or year.

sales response
combination
straight salary
straight commission
market share
Question 47
The tasks involved in managing personal selling include all of the following EXCEPT __________.

selecting salespeople
evaluating the performance of individual salespeople
setting sales objectives
organizing the salesforce
designing new sales promotional campaigns for the purpose of generating new sales
Question 48
Which salesforce organizational structure is the simplest?

profit
customer
product
market
geographical
Question 49
Harry goes to the local Staples store to purchase a laptop computer. He asks the salesclerk many questions, compares various models on display, and decides on the Sony Vaio. The salesperson then recommends to Harry that he should purchase an extended warranty service contract for the computer. This is an example of _____ selling.

inquiry
formula
method
suggestive
need-satisfaction
Question 50
The percentage of recipients who have clicked on a link on the Page to visit a specific site is the

fan percentage.
click-through rate.
specific-website rate.
recipient rate.
website link rate.
Question 51
A downfall to Twitter is that users can feel __________, as they need to check messages at odd hours, and have higher mobile phone bills.

"too connected"
"their privacy has been ‘violated'"
"addicted" to Twitter
"easily bored" by the repetitive messages
they've experienced a "lifestyle change"
Question 52
As the content of a blog or messages posted on social media sites moves from impersonal to highly personal, the level of self-disclosure __________.

decreases
is not affected
undermines the credibility of the site
increases
increases the credibility of the site
Question 53
Websites designed to engage the visitor in an interactive experience involving games, contests, and quizzes with electronic coupons and other gifts as prizes would be referred to as __________ websites.

promotional
conventional
intermediary
choiceboard
transactional
Question 54
Social media deliberately seek to ensure that the message does not end with an individual receiver. Social media seek to reach __________.

"two-way receivers"
"end receivers"
"active receivers"
"followers"
"connections"
Question 55
Companies like Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

popular trends among members of the over-65 market.
technological advancements that can be used to promote their brands.
new slang terms to create more effective advertisements.
recruiting prospective employees.
customer complaints and suggestions.
Question 56
In terms of website design and the online customer experience, __________ is defined as the dialogue that unfolds between the website and its users.

context
communication
commerce
connection
community
Question 57
Asking the prospect to make a decision on some aspect of the purchase is referred to as a(n) __________ close.

urgency
preemptory
presumptive
trial
final
Question 58
Which of the following statements regarding the role of salespeople is most accurate?

Salespeople have the greatest say in company policy and therefore are the customer's greatest advocates.
Salespeople truly know their customers and therefore are the best resource for segmenting and selecting target markets.
Salespeople are the most highly trained of all a firm's employees and therefore offer the greatest customer security.
Salespeople create customer value by providing follow through after the sale.
Salespeople are traditionally given greater authority than other company employees and therefore can offer customers the best financial terms for their purchases.
Question 59
Which of the following pieces of information is used in the development of the marketing program, the third step of the planning phase of the strategic marketing process?

marketing return on investment
market-product grids with target segments and product groupings
detailed plans to execute the marketing program
market potential studies
trends for industry and competitors
Question 60
Marketing ROI (return on investment) refers to

the application of modern measurement technologies to understand, quantify, and optimize production costs.
the application of modern measurement technologies to understand, quantify, and optimize marketing spending.
the application of modern measurement technologies to understand, quantify, and optimize production expenses.
the allocation of funds based on a percentage of the total marketing budget determined by assessing the anticipated revenue return for a given marketing action.
the allocation of funds based upon the minimum expenditure possible to create the maximum results in terms of total sales.
Question 61

As shown in Figure 20-3 above, "F" is the __________ stage in the personal selling process.

presentation
follow-up
preapproach
close
approach
Question 62
Nike is a recognized innovator in the use of __________ for creating interactivity, individuality, and customer relationships. Its NikeiD product configurator invites customers to create one-of-a-kind shoes, messenger bags, and backpacks by simply ing a few questions and viewing the finished product from numerous angles.

wikis
cookies
RSS feeds
collaborative filtering
choiceboards
Question 63
Retailers and direct selling firms have found that their websites, while cannibalizing sales volume from stores, catalogs, and sales representatives, attract new customers and influence sales. When Victoria's Secret, the well-known retailer of intimate apparel for women ages 18 to 45, created its website, it reported that __________ of its website customers are __________, most of whom generate new sales volume for the company.

50 percent; women between the ages of 45 and 65
40 percent; teenagers from 13 to 17
30 percent; mature women 50 years and older
25 percent; customers from rural communities
60 percent; men
Question 64
What is the assumed shape of the graph of the sales response function?

U-shaped
S-shaped
a straight, downward-sloping line, starting in the upper left and extending to the lower right of the graph
a straight, upward-sloping line, starting in the lower left and extending to the upper right of the graph
W-shaped
Question 65
Whereas traditional media build credibility through "experts" being "influencers" in a particular field, with social media a sender often simply begins to participate in the __________, hoping that the quality of the message will establish credibility with the receivers.

"digital thread"
"amateur discussion"
"discussion pool"
"information superhighway"
"conversation"
Question 66
A need-satisfaction presentation refers to a presentation format that __________.

uses computer, information, communication, and Internet technologies to make the sales presentation more effectively and efficiently
consists of information that must be provided in an accurate, thorough, and step-by-step manner to inform the prospect
assumes that given the appropriate stimulus by a salesperson, the prospect will buy
emphasizes probing and listening by the salesperson to identify the needs and interests of prospective buyers
builds ties to customers based on a salesperson's attention and commitment to customer needs
Question 67
How did Greenpeace use social media to leverage "crowd power" to get Nestlé to capitulate to its demands?

Greenpeace hacked into Nestlé's website.
Greenpeace posted a provocative video on YouTube, then later on Vimeo.
Greenpeace swarmed Nestlé's Facebook Page with comments.
Greenpeace protested Nestlé's policies on a television talk show.
Greenpeace got experts to testify against Nestlé's environmentally unsound actions.
Question 68
Facsimile, e-mail, and voice mail are common __________ technologies salespeople use today.

tablet device
communication
cutting-edge
computer
social media
Question 69

According to Figure 19-5 above, which social network was closest to Facebook terms of unique U.S. visitors per month as of September 2011?

LinkedIn
YouTube
Twitter
Angry Birds
Plants vs. Zombies
Question 70
If a company chooses to employ its own salesforce, there are three basic organizational salesforce structures from which to choose. They are ______.

dollar volume, unit volume, and market share
NAICS, market size, and geography
geography, customer, and product/service
market size, market share, and market type
dollar volume, unit volume, and profit
Question 71
Which of the following statements should the salesperson use to acknowledge and convert the prospect's objection into a reason for buying?

"I think I might be able to explain that better to you after showing you this diagram."
"Yes, you're right, it is lighter but that is done intentionally to make your work easier."
"That's true. It does have a shorter shelf life, but that really hasn't been a problem. It is so popular it never stays on the shelf that long anyway."
"Where did you hear that? Your source must have erroneous information."
"As I was saying, ...."
Question 72
Which of the following statements should the salesperson use to postpone a prospect's objection?

"I think I might be able to explain that better to you after showing you this diagram."
"Yes, you're right, it is lighter but that is done intentionally to make your work easier."
"That's true. It does have a shorter shelf life, but that really hasn't been a problem. It is so popular it never stays on the shelf that long anyway."
"Where did you hear that? Your source must have erroneous information."
"As I was saying, ...."
Question 73
Which of the following statements is true about Facebook?

Facebook is second to Twitter in the number of registered users.
Facebook has remained a "closed system," which means outside search engines such as Google or Bing cannot catalog information about a particular brand or topic.
Facebook is the social media website where users upload more videos to its site than any other site.
Facebook's official smartphone app uses location-based technology so users can "check-in" to local businesses to receive targeted promotional offers.
Facebook is a social media website with the primary purpose of enabling users to network and connect with others in their profession.
Question 74
Organizational groupings in which sales territories are subdivided according to location are referred to as __________.

functional groupings
reseller groupings
geographical groupings
product line groupings
market-based groupings
Question 75
It is important for marketers to reach college-age students in the U.S. because

college age students are sensitive to the environment, which carries over to their media usage.
only a small percentage of students check their Facebook pages.
Internet advertising is ineffective with this age group.
the information sources they use to make buying decisions.
students reject the brands their parents buy.
Question 76
In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as

user generated content.
social value.
self-disclosure.
media richness.
emotive content.
Question 77
The communication capabilities of Internet-enabled technologies take three forms: (1) marketer-to-consumer e-mail notification; (2) __________; and (3) consumer-to-consumer chat rooms, instant messaging, and social networking websites.

online colonies
government-to-marketer Do Not Spam monitoring
Web-to-Web customer exchanges
phishing and spamming whistleblowing
consumer-to-marketer buying and service requests
Question 78
Managers who have the authority and responsibility to issue orders to people who report to them are referred to as __________.

executive marketing officers
staff positions
stakeholders
line positions
program champions
Question 79
Multichannel marketing refers to

selling the same product to the same customers under two distinct brand names.
selling the same product to the same customers at two different price points through two different distributors.
the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online.
the use of bots to find the best prices and make purchases from multiple websites simultaneously.
the blending of non-electronic communication and delivery channels to counteract the power of online buying.
Question 80
OceanSpray.com has a website that describes the company's products. The website also includes nutritional information and recipes featuring Ocean Spray products. Since Ocean Spray products are available at nearly all supermarkets, there was no need to include dealer information. Ocean Spray uses a(n) __________ website.

choiceboard
conventional
transactional
promotional
intermediary
Question 81
When using share points to make marketing resource allocation decisions, marketing managers must estimate: (1) the market share for the product, (2) the revenues associated with each point of market share, (3) __________, and (4) possible cannibalization effects on other products in the line.

total production costs
number of market segments
stage of the product in its product life cycle
the contribution to overhead and profit of each share point
the total financial resources available for a sustained marketing effort
Question 82
Social networks can be classified based on (1) __________ and (2) __________.

web browsers; apps
user generated content (UGC); organization-sponsored content (OSC)
blogs; wikis
textual; visual
media richness; self-disclosure
Question 83
What is one way in which "Web 2.0" media are different from traditional media?

Web 2.0 involves online media where users submit comments, photos, and videos as well as have genuine online conversation among multiple users.
The ability to access the Internet from smartphones brought on a cultural revolution when the majority of college students began to use them.
Greater bandwidth allows for faster media downloads from the Internet.
All college students use Web 2.0.
The technical interface of Web 2.0 is user friendly.
Question 84
Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in _________.

true time
real time
click time
genuine time
bona fide time
Question 85
Realizing that it did not make sense for the company or their customers to create a community on the site, Pizza Hut tapped into __________ to achieve results in a very cost-effective manner.

LinkedIn
Facebook
Flicker
MySpace
Twitter
Question 86
The most frequently used compensation plan for salespeople is the __________ compensation plan.

straight salary
straight commission
combination
weighted
market share
Question 87
Which of the following statements about cost and its impact on online shopping is most accurate?

Fixed pricing is commonly used online because there is no need to respond quickly to changes in supply and demand conditions.
The margin for online goods is usually higher than those purchased in a traditional marketplace.
Dynamic pricing is the most commonly used pricing strategy for Internet purchases.
Any price advantage for online purchases is lost in shipping and handling fees.
Lower external search costs is one of the major reasons for the popularity of online shopping.
Question 88
A program champion refers to

a person who is able and willing to cut red tape and move the program forward.
the person within an organization who is assigned the responsibility of taking a program from conception to deletion.
a person in an organization who serves as the public representative or "face" for a new product.
a public figurehead, usually a sports figure or celebrity, who serves as a company spokesperson for a new product.
a single product within the product line that carries the other products in the line "on its back."
Question 89
In its research for Disney Online, C&R Research identifies a mother who believes the Internet brings her family closer together, spends an average of 10 hours per week online, and prefers online shopping to in-store shopping as the "__________" segment.

Mrs. NetSkeptic
Tech Nester
Passive Under Pressure
Drifting Surfers
Yes Mom
Question 90
An action item list refers to

an aid to implement a marketing plan that consists of four columns.
a tool that shows the relationships through time of the various program tasks.
a graphical representation of a program schedule.
a systematic method to itemize the "value" of products and services.
an aid to implementing a business plan and consisting of five columns.
Question 91
Ten general product and service categories dominate online consumer buying today and in the foreseeable future. One category includes items where

digital delivery is an important factor as well as post-purchase support services.
price and speed of delivery are the determinant sales factors.
convenience is very important, even more so than price or quality.
product information is an important part of the purchase decision but prepurchase trial is not necessarily critical.
price and delivery time are not key factors, but product warranties are very important.
Question 92
A study conducted by C&R Research on behalf of Disney Online has identified four segments of mothers based on their Internet usage. The Tech Nester segment represents __________ of online moms.

12 percent
15 percent
25 percent
31 percent
32 percent
Question 93
A wiki is a

web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
business-oriented website that lets users create profiles for professional networking.
unique type of Internet browser where search results are personalized for each user.
website where users create a personal profile, add "friends," and exchange messages and photos with them.
website whose content is created and edited by the ongoing collaboration of end users.
Question 94

Consider Figure 22-A above. Effective managers track the progress of their marketing plans to identify problems that need to be corrected. Sometimes, the problems are with the marketing plan and its strategies; at other times, they may be due to their implementation; and at still other times, they may be due to both. Recall that research on what really works shows that successful firms have excellence on both the planning and strategy side and the implementation or execution side. As Figure 22-A shows, marketers can develop and implement strategies that have four possible results. For "A," identify the likely result of the planning and implementation of the marketing plan and its strategies for a product or service.

Trouble: The solution is to recognize that only implementation is at fault and to correct it.
Success: The marketing program achieves its objectives.
Failure: The marketing program flounders and fails to achieve its objectives.
Trouble: The solution is to recognize that only the strategy is at fault and to correct it.
Cannot be determined with the information provided.
Question 95
When Margot called the toll-free number to order one dozen water lilies from the Van Ness Water Gardens website, the firm was using __________.

interactive marketing
multichannel selling
inbound telemarketing
outbound telemarketing
social networking
Question 96
The online consumer lifestyle segment called "click-and-mortar"

are women who browse retailer websites but do their actual purchasing at traditional retail stores.
rarely spend money online and use the Internet only as an information source.
regularly visit their favorite bookmarked websites and spend the most money online.
regard the Internet as a convenient tool for buying music, books, and computer software.
consist of young, affluent single consumers who spend more time online than any other segment.
Question 97
The tasks involved in managing personal selling include the following: setting objectives; organizing the salesforce; recruiting, selecting, training, and compensating salespeople; and __________.

identifying potential target markets
evaluating the performance of individual salespeople
using salesforce input to make product modifications
maintaining open communications between sales representatives and all other stakeholders
designing new promotional campaigns for the purpose of generating new sales
Question 98
Which of the following output reports is used in the planning phase of the strategic marketing process?

marketing plans that define goals
action memos that tell who is to do what
action memos that tell who is to do what by when
corrective action memos
tracking reports
Question 99
Selling objectives can be __________ and focus on dollar or unit sales volume, number of new customers added, and profit. Alternatively, they can be __________ and emphasize the number of sales calls and selling expenses.

input-related; output-related
output-related; input-related
financially-related; accounting-related
customer-related; salesperson-related
short-term; long-term
Question 100
Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations. This shows how electronic commerce contributes to customer value through the creation of _________.

service utility
form utility
place utility
possession utility
time and possession utility

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