Overall, involves knowing the firm's capabilities in all areas of the marketing mix, competitors' strengths and weaknesses, effects of the external environment, and customer choice criteria.
a. initial contact
b. prospecting
c. preparation
d. closing the sale
Question 2Which is not a natural search factor?
a. Website content
b. Linking relationships
c. Ad Placement
Question 3ScanTrack data has provided advertisers and their agencies with invaluable information about the short- and long-term effects of advertising.
Indicate whether the statement is true or false
Question 4Which of the following is NOT an observation method of collecting data?
a. Mystery shopping
b. Using hidden cameras to study how shoppers select products
c. Standing next to a store display to understand how shopper select products
d. Analyzing scanner data from a store
e. Surveying shoppers to learn about product selection
Question 5involves gathering relevant information about current customers, potential customers, product characteristics, and applications.
a. Preparation
b. Prospecting
c. Initial contact
d. Pre-presentation
Question 6A flash page is not a good idea because it:
a. inhibits the crawler's ability to index the site.
b. is hard to design.
c. confuses people.
Question 7Nielsen is an advertising research company that helped develop the ScanTrack single-source system.
Indicate whether the statement is true or false
Question 8Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?
a. Accuracy
b. Cost
c. Speed
d. Versatility
e. Ease of data collection
Question 9The stages of the personal selling process, in order, are
a. prospecting, preparation, initial contact, presentation, handing objections, closing the sale, follow-up.
b. preparation, prospecting, initial contact, presentation, handing objections, closing the sale, follow-up.
c. preparation, prospecting, initial contact, presentation, handing objections, closing the sale, follow-up.
d. prospecting, initial contact, preparation, presentation, handing objections, closing the sale, follow-up.
Question 10One method of measuring the results of a paid search campaign is:
a. Google Analytics.
b. Web Crawlers.
c. Google Insights.
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