Inchol Chung is the owner of a popular bar in a college town and typically advertises in the college newspaper about upcoming drink specials or special events. Inchol was an early adopter of e-marketing and worked with a college intern to create a webpage for the business. At the time, Inchol believed he could simply modify the newspaper advertisements and Yellow Page listings and publish those to the webpage to attract customers and inform them of events. However, his early efforts with e-marketing were not successful. Which of the following could explain why his website failed?
A) He treated digital marketing like a traditional marketing channel.
B) He didn't spend enough money on digital marketing.
C) He failed to utilize social networks such as Facebook.
D) He didn't hire an advertising agency.
Question 2Dylan is a salesperson for Whole Foods. In his position, he is primarily responsible for seeking repeat sales. Dylan is most likely focused on
A) new-business selling.
B) missionary selling.
C) current-customer selling.
D) team selling.
E) trade selling.
Question 3Global marketers such as PepsiCo have embraced technology that enables them to form better relationships and communicate with customers. One of the benefits of e-marketing that PepsiCo enjoys is that
A) marketers and customers can share information.
B) e-marketing generates more revenue for the firm.
C) e-marketing is simple and easy to use.
D) e-marketing can be implemented without using advertising agencies.
Question 4Sales activities in the sales structure are divided into two categories:
A) missionary sales and technical sales.
B) current-customer sales and new-business sales.
C) order takers and trade sales.
D) current sales and support sales.
E) inside order sales and field order sales.
Question 5______________ can be ideas and creative materials, songs, movies, books, or electronics that are developed to educate or entertain.
A) Blogs
B) Virtual sites
C) Wikis
D) Copyrights
E) Intellectual property
Question 6Yolanda's job is to find new customers for her company's telecommunication services. She encourages existing customers to add more services and finds customers who are completely new to the company. Yolanda would best be classified as a(n)
A) team salesperson.
B) order generator.
C) missionary salesperson.
D) technical salesperson.
E) outside salesperson.
Question 7A positive review of a product or service posted on ____________ can result in a substantial increase in sales of the product or service.
A) a news article comments page
B) an email
C) a popular blog
D) a company Web page
E) a Wikipedia page
Question 8____________ requires that salespeople recognize potential buyers' needs and give them the necessary information.
A) Team selling
B) Creative selling
C) Missionary selling
D) Relationship selling
E) Technical selling
Question 9You have just completed a two-day offsite meeting with your marketing team. During the meeting, you solidified your company's strategy for distributing, promoting, and pricing products, and understanding the needs and desires of your customers by utilizing digital media marketing tactics. Which of the following statements best describes what you just accomplished?
A) You developed your company's marketing concept.
B) You developed your company's go-to-market strategy.
C) You developed your company's e-marketing strategy.
D) You developed your company's marketing mix strategy.
E) You developed your company's product distribution strategy.
Question 10Cheyenne calls to see if her customer's new hardwood floors were installed correctly
A) during the follow-up step.
B) immediately after the closing.
C) near the end of the sales presentation.
D) the next time she makes a sales call to that customer.
E) after she receives cash payment from that customer.
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