A suburban country club contacts each member who holds a golf membership and inquires as to whether he or she would also like to purchase a pool membership for the entire household. The country club personnel are using their marketing database for
a. personal selling.
b. creative selling.
c. marcom selling.
d. cross-selling.
Question 2____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.
A) Stakeholder management
B) Personal selling
C) Integrated marketing communications
D) Sales promotion
E) Public relations
Question 3Scenario 8.1
Use the following to answer the questions.
Samsung is entering the home appliance market with its new French Door Refrigerator. In designing the production facility, it has a need for various pieces of equipment, including the perpetual assembly belt drive, quasi-assembly pods, and finishing stations. The purchasing agent for the appliance division is inquiring about who will be needed for input on the purchasing decision. Samsung has already contacted several producers of the quasi-assembly pods, and has begun negotiations with their sales representatives.
Refer to Scenario 8.1. There are many factors that would influence Samsung's business buying decisions. Which one of the following would not?
A) Environmental
B) Organizational
C) Interpersonal
D) Demographic
E) Individual
Question 4Cross-selling involves marketing
a. additional products to current customers.
b. the same product across different consumer types.
c. to different members of the same household.
d. aimed at various segments with the same message.
Question 5A common form of tactile communication in U.S. business activities is
A) hugging.
B) kissing.
C) handshaking.
D) eye contact.
E) head nodding.
Question 6Scenario 8.1
Use the following to answer the questions.
Samsung is entering the home appliance market with its new French Door Refrigerator. In designing the production facility, it has a need for various pieces of equipment, including the perpetual assembly belt drive, quasi-assembly pods, and finishing stations. The purchasing agent for the appliance division is inquiring about who will be needed for input on the purchasing decision. Samsung has already contacted several producers of the quasi-assembly pods, and has begun negotiations with their sales representatives.
Refer to Scenario 8.1. Which of the following groups should Samsung not include in its buying center for the new equipment?
A) Purchasing agents at Samsung
B) Eventual users within Samsung
C) Potential future Samsung customers
D) Gatekeepers within Samsung
E) Senior managers at Samsung
Question 7Which of the following is one of the three basic elements of any frequency-marketing program?
a. an internal mailing list
b. a benefit package
c. an external mailing list
d. a sales staff
Question 8As their meeting concludes, Jamal rises and thanks Gina for taking the time to come by and explain her firm's new line of industrial fasteners. A handshake, which is best described as a form of _____ communication, concludes the session.
A) personal
B) sales promotion
C) tactile
D) proxemic
E) nonverbal communication
Question 9Scenario 8.1
Use the following to answer the questions.
Samsung is entering the home appliance market with its new French Door Refrigerator. In designing the production facility, it has a need for various pieces of equipment, including the perpetual assembly belt drive, quasi-assembly pods, and finishing stations. The purchasing agent for the appliance division is inquiring about who will be needed for input on the purchasing decision. Samsung has already contacted several producers of the quasi-assembly pods, and has begun negotiations with their sales representatives.
Refer to Scenario 8.1. What type of business purchase is Samsung undertaking?
A) Modified rebuy
B) Straight rebuy
C) New-task
D) Straight purchase
E) New rebuy
Question 10Brandon walks around behind purchasing agent Shannon as she looks at the pamphlet describing Hyster's new conveyor system. Shannon stands up and walks to a table on the other side of her office. Brandon follows, but he does not understand the ____ communication Shannon is sending.
A) tactile
B) proxemic
C) kinesic
D) verbal
E) promotional
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