MKT Long

.docx

School

Hanoi University of Mining and Geology *

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Course

123

Subject

Marketing

Date

Jun 22, 2024

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docx

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Uploaded by DeanTarsier3330

EWEL buys goods from manufacturers, takes title to these goods, and resells them to businesses and retailers. What are they an example of? Question 1 options: marketing cooperative merchant wholesaler channel cooperative drop shipper What does shopper marketing work best for? Question 2 options: impulse buys high-involvement products expensive products such as perfume and jewelry complex products that require technical knowledge to operate Salespeople ensure that delivery schedules are met, that the good or service performs as promised, and that buyers are trained in the use of the product. All these functions are part of the final step in the selling process. What is that step called? Question 3 options: closing lead qualification follow-up the sales presentation When compared to other forms of promotion, personal selling is which of the following? Question 4 options: a message customized to the immediate needs of the customers not as effective at satisfying customers best for selling simple, low-involvement products

wastes more sales resources than any other promotion Which term refers to marketing communication activities in which a short-term incentive is offered to induce the purchase of a particular good or service? Question 5 options: promotion advertising publicity sales promotion Which term refers to the process by which we exchange or share meanings through a common set of symbols? Question 6 options: promotion feedback communication advertising What should brands, organizations, and non-profits that use Facebook do? Question 7 options: Search for influencers to produce content. Use the platform to create traditional marketing campaigns. Never use the Facebook wall to communicate with consumers. Use all of Facebook's privacy options to ensure that only the right people have access to company information. What is the main reason a well-operated channel of distribution provides a competitive advantage? Question 8 options: because a good channel is both difficult and expensive to compete with

because a good channel is nonexistent because of increased vertical integration because of greater use of information technology What two major categories can marketing communication be divided into? Question 9 options: social media and press releases store displays and social media i nterpersonal communication and mass communication advertising and sales presentations What do public relations specialists use to handle the effects of unfavourable publicity? Question 10 options: message power crisis management media planning communication narrowcasting Which statement best describes a difference between social media and personal selling? Question 11 options: Social media entail two-way communication, whereas personal selling entails one-way communication Social media can disperse a message quickly to a wide audience, whereas personal selling is very slow in dispersing a message to a large audience. Social media are a means of interpersonal communication, whereas personal selling is a means of mass communication. Social media provide opportunity for immediate feedback, whereas personal selling does not provide opportunity for direct feedback. Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their websites. A Bag Media representative is making a presentation to several web-based entrepreneurs who are interested in getting traffic to their websites. What is the company rep engaged in? Question 12 options:

interpersonal communication crowd selling mass communication telemarketing selling Westrow Food Group positions itself as "your turnkey solution to the Canadian market" specializing in supporting grocery products that are sold in the "perimeter fresh aisles" of grocery stores. Westrow attempts to support grocery stores/chains with a variety of functions related to operating grocery stores. Westrow does not take title, but instead facilitates bringing manufacturers and wholesalers/retailers together. What is Westrow an example of? Question 13 options: retailer channel direct channel agent/broker wholesaler channel In 2021, over the course of two weeks, undercover and operating as a documentary film crew, WestJet interviewed Canadians in Toronto, Calgary and Vancouver asking them how the pandemic impacted their Christmas traditions and what they wished for the most this holiday season. They then gave away multiple all-inclusive vacations and surprise holidays to select random Canadians who mentioned travel as part of their answer. What was WestJet's objective for spending so much money shopping for their customers? Question 14 options: sentiment analysis buzz interest influence Hallmark Cards is just one of thousands of companies that have a strong online presence. Hallmark's Twitter account and Facebook page allow the company to talk directly to customers and let customers talk to each other. Hallmark Social Calendar is a Facebook app that helps users stay on top of special events such as birthdays and anniversaries; customers can use the app to send electronic cards to their friends. In addition, Hallmark operates several blogs, where it shares anecdotes about the company and often solicits opinions on various aspects of greeting card design and on ideas for gifts

and their pricing. The company encourages Facebook fans to talk about their lifestyles and even upload photos of themselves so that it can better understand its market. The conversations consumers have with each other often result in interesting insights, such as gift ideas for specific occasions and the prices they are willing to pay for different gifts. What is the blog operated by Hallmark Cards an example of? Question 15 options: corporate blog media sharing site location-based social networking site microblog What are two compelling reasons to have a digital communications strategy in place? Question 16 options: precision target messaging and economies of scale everyone involved and cost cost and effectiveness breadth and depth When Tanvi took her niece to the theatre to see the latest Disney Cars movie they both enjoyed popcorn and a pop, but of course her niece's was the "kid-sized" version that came with a free Cars toy and a candy bar. What is this an example of? Question 17 options: a product placement a loyalty incentive a premium a trade sample Wrigley's chewing gum aims to achieve maximum market coverage. It wants its products to be available in every outlet where potential customers might want to buy them. Which type of distribution strategy does Wrigley's use? Question 18 options: channel franchising

intensive distribution exclusive distribution selective franchising In which logistical component of the supply chain will you find just-in-time a common feature? Question 19 options: production scheduling materials handling inventory control order processing Around elections we see ads on television claiming that one party is superior to another in terms of experience, capability, and/or ethics. Sometimes opponents are named and even vilified in these types of ads. What is this an example of? Question 20 options: image ads cooperative ads comparative ads advocacy ads What is DAGMAR an acronym for? Question 21 options: developing aggressive growth markets and revenues defining advertising goals for measured advertising results defining and achieving goals means advertising reach designing advertising with market research A magazine ad for Baker's chocolate shows a picture of a luscious chocolate cookie and is headlined, "Love cleverly disguised as chocolate." Which executional style is being used in this ad? Question 22 options:

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