Chapter 14

Question 1

Social Media

Answer 1

Internet-based platforms that allow users to create their own content and share it with others who access these sites

Question 2

Social Networks

Answer 2

Online platforms that allow a user to represent himself or herself via a profile on a website and provide and receive links to other members of the network to share input about common interests

Question 3

Twitter

Answer 3

A free microblogging service that lets users post short text messages with a maximum of 140 characters

Question 4

Product Review Sites

Answer 4

Social media sites that enable people to post stories about their experiences with products and services

Question 5

Direct Marketing

Answer 5

Any direct communication to a consumer or business recipient designed to generate a response in the form of an order, a request for further information, or a visit to a store or other place of business for purchase of a product

Question 6

Catalog

Answer 6

A collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items

Question 7

Direct Mail

Answer 7

A collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items

Question 8

Telemarketing

Answer 8

The use of the telephone to sell directly to consumers and business customers

Question 9

Direct Response Advertising

Answer 9

A direct marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product

Question 10

Direct Response TV (DRTV)

Answer 10

Advertising on TV that seeks a direct response, including short commercials of less than two minutes, 30-minute or longer infomercials, and home shopping networks

Question 11

Infomercials

Answer 11

Half-hour or hour-long commercials that resemble a talk show but actually are sales pitches

Question 12

M-Commerce

Answer 12

Promotional and other e-commerce activities transmitted over mobile phones and other mobile devices, such as smartphones and personal digital assistants

Question 13

Personal Selling

Answer 13

Marketing communication by which a company representative interacts directly with a customer or prospective customer to communicate about a good or service

Question 14

Order Taker

Answer 14

A salesperson whose primary function is to facilitate transactions that the customer initiates

Question 15

Technical Specialist

Answer 15

A sales support person with a high level of technical expertise who assists in product demonstrations

Question 16

Missionary Salesperson

Answer 16

A salesperson who promotes the firm and tries to stimulate demand for a product but does not actually complete a sale

Question 17

Order Getter

Answer 17

A salesperson who works to develop long-term relationships with particular customers or to generate new sales

Question 18

Team Selling

Answer 18

The sales function when handled by a team that may consist of a salesperson, a technical specialist, and others

Question 19

Key Account

Answer 19

Very large customer organizations with the potential for providing significant sales revenue

Question 20

Cross Functional Team

Answer 20

A form on selling team where the team includes individuals from various areas of the firm

Question 21

Transactional Selling

Answer 21

A form of personal selling that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer

Question 22

Relationship Selling

Answer 22

A form of personal selling that involves securing, developing, and maintaining long-term relationships with profitable customers

Question 23

Prospecting

Answer 23

A part of the selling process that includes identifying and developing a list of potential or prospective customers

Question 24

Pre-Approach

Answer 24

A part of the selling process that includes developing information about prospective customers and planning the sales interview

Question 25

Close

Answer 25

The stage of the selling process in which the salesperson actually asks the customer to buy the product

Question 26

Follow-Up

Answer 26

Activities after the sale that provide important services to customers

Question 27

Public Relations

Answer 27

Communication function that seeks to build good relationships with an organization’s publics, including consumers, stockholders, and legislators

Question 28

Publicity

Answer 28

Unpaid communication about an organization that appears in the mass media

Question 29

Crisis Management

Answer 29

The process of managing a company’s reputation when some negative event threatens the organization’s image

Question 30

Public Relations Campaign

Answer 30

A coordinated effort to communicate with one or more of the firm’s publics

Question 31

Press Release

Answer 31

Information that an organization distributes to the media intended to win publicity

Question 32

Investor Relations

Answer 32

PR activities such as annual and quarterly reports aimed at a firm’s investors

Question 33

Lobbying

Answer 33

Talking with and providing information to government officials to influence their activities relating to an organization

Question 34

Speech Writing

Answer 34

Writing a speech on a topic for a company executive to deliver

Question 35

Corporate Identity

Answer 35

Materials such as logos, brochures, building design, and stationery that communicate an image of the organization

Question 36

Media Relations

Answer 36

A PR activity aimed at developing close relationships with the media

Question 37

Sponsorships

Answer 37

PR activities through which companies provide financial support to help fund an event in return for publicized recognition of the company’s contribution

Question 38

Special Events

Answer 38

Activities—from a visit by foreign investors to a company picnic—that are planned and implemented by a PR department

Question 39

Guerrilla Marketing

Answer 39

Marketing activity in which a firm “ambushes” consumers with promotional content in places they are not expecting to encounter this kind of activity

Question 40

Buzz Marketing

Answer 40

Marketing activities designed to create conversation, excitement, and enthusiasm, that is, buzz, about a brand.

Question 41

Viral Marketing

Answer 41

Marketing activities that aim to increase brand awareness or sales by consumers passing a message along to other consumers