Personal selling as a promotional tool is
a. Irrelevant for e-Marketing
b. Never use in online customer relations
c. May be used to complement trade sales promotions
d. Useless in the declining stage of a product
e. A necessity in the startup/introductory stage of a product
Question 2When an organization moves to a supply chain structure the purchasing/supply management function would generally move down in the corporate hierarchy.
Indicate whether the statement is true or false
Question 3An aggressive promotional campaign directed at trade sales is necessary when a product is
a. Introduced by a startup firm
b. At peak sales growth
c. In decline
d. Offered on the Web
e. Unknown to target market consumers
Question 4In most organizations purchasers are assigned to teams on a part time basis. Which of the following are problems with this approach?
I. Purchasers are rewarded for completing their functional duties versus team duties.
II. It can be difficult to obtain commitment from members who face conflicting demands on their time.
a. II only
b. I only
c. Both I and II
d. Neither I or II
Question 5A product life cycle can best be described as
a. Determined by external popular trends
b. Stages that a new product goes through from beginning to end
c. Fluctuations in consumer demand
d. A measure of current product popularity
e. Irrelevant in e-Marketing
Question 6The major advantages of having a Lead Division Buying group in a center led organization is:
I. The lead division can build commodity expertise
II. Smaller divisions get large user division pricing.
a. Both I and II
b. I only
c. II only
d. Neither I or II
Question 7Public relations has traditionally utilized the print and broadcast media to disseminate favorable information about a product or its producer. With the Internet,
a. no change in PR will occur unless federal regulation allows it.
b. the basic principles of PR are rendered obsolete.
c. public relations must continue to be practiced in these traditional media for efficiency's sake.
d. conservative companies and marketers don't believe in PR on the Internet.
e. new creative possibilities and new channels for PR information have emerged.
Question 8All of the following are examples of center led enablers EXCEPT:
a. Regional Buying Groups
b. Centralized Corporate Purchasing
c. Corporate Purchasing Councils
d. Business Unit Leaders
Question 9When Biore introduced its Pore Perfect Strips product, it gave away samples to teenage girls at shopping malls. This promotion
a. could have been distributed more easily via the WWW.
b. was a failure because too much free product was handed out.
c. was a traditional promotion aimed at inducing trial of the product.
d. cannot be realistically done via a web site.
e. C and D above.
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