Chapter 19: Managing Personal Communications

Question 1

Elements of the Offer Strategy

Answer 1

Product
Offer
Medium
Distribution Method
Creative Strategy

Question 2

Tailored messages possible.
Easy to track responsiveness.
Contextual ad placement possible.
Search engine advertising possible.
Subject to click fraud.
Consumers develop selective attention.

Answer 2

Interactive Marketing

Question 3

Key design elements of effective websites.

Answer 3

Context
Content
Community
Customization
Commutation
Connection
Commerce

Question 4

Layout and design.

Answer 4

Context

Question 5

Text, pictures, sound, video.

Answer 5

Content

Question 6

User-to-user communication.

Answer 6

Community

Question 7

Site’s personalization ability.

Answer 7

Customization

Question 8

Site-user communication.

Answer 8

Communication

Question 9

Links to other sites.

Answer 9

Connection

Question 10

Ability to conduct transaction.

Answer 10

Commerce

Question 11

Types of Media

Answer 11

Paid
Owned
Earned

Question 12

Advertising

Answer 12

Paid

Question 13

Websites

Answer 13

Owned

Question 14

Social Media

Answer 14

Earned

Question 15

Generates excitement, creates publicity, and conveys new relevant brand-related information through unexpected or even outrageous means.

Answer 15

Buzz Marketing

Question 16

Another form of word of mouth, or “word of mouse,” that encourages consumers to pass along company-developed products and services or audio, video, or written information to others online.

Answer 16

Viral Marketing

Question 17

Identify influential individuals and companies and devote extra effort to them.
Supply key people with product samples.
Work through community influentials.
Develop word-of-mouth referral channels to build business.
Provide compelling information that customers want to pass along.

Answer 17

How to Start Buzz

Question 18

Prospecting
Targeting
Communicating
Selling
Servicing
Information Gathering
Allocating

Answer 18

Sales Tasks

Question 19

Detailed Research
Enthusiasm
Creativity ($500 for 5 minutes of time)
High Goal (publicity stated, e.g. $1 million per month)- broken into small objectives.
Persistence

Answer 19

Ben Feldman’s Techniques

Question 20

Designing a Sales Force

Answer 20

Objectives
Strategy
Structure
Size
Compensation

Question 21

Customers are grouped into size classes.
Desirable call frequencies are established.
Number of accounts in each size class multiplied by call frequency .
Average number of calls possible per year established.
Number of reps equal to total annual calls required divided by number possible

Answer 21

Workload Approach to Determining Sales Force Size

Question 22

Fixed Amount
Variable Amount
Expense Allowance
Benefits

Answer 22

Components of Sales Force Compensation

Question 23

Recruiting
Selecting
Training
Supervising
Motivating
Evaluating

Answer 23

Managing the Sales Force

Question 24

Prospecting/Qualifying
Preapproach
Approach
Presentation
Overcoming Objections
Closing
Follow Up

Answer 24

Steps in Effective Selling

Question 25

The use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen.

Answer 25

Direct Marketing