31,

In terms of the 4E framework, mobile marketing is particularly useful for:

Multiple Choice

• responding to customer complaints or compliments.

• enhancing customers' experience with products and services.

• engaging customers by responding to their communications.

• educating customers about a firm's offerings.

• creating excitement with consumers at the time of sale.

• 32,

  n the personal selling process, the follow-up presents a prime opportunity for salespeople to:

  Multiple Choice

• solidify the customer relationship.

• handle a customer's objections.

• screen and qualify customers.

• make cold calls to customers.

• increase the use of telemarketing.

• 33,

  Which of the following aim to satisfy consumers' desires rather than their utilitarian needs?

  Multiple Choice

• Esteem appeals

• Emotional appeals

• Ethos appeals

• Rational appeals

• Social appeals

• 34,

  Which of the following features best makes Facebook an effective forum for individuals as well as companies to promote themselves?

  Multiple Choice

• The option to broadcast content related to a firm's own products through a separate channel

• The opportunity to stay connected with friends and communicate instantly using instant messaging options

• The ability to share photos with friends using the "share" option

• The ability to share information and stay connected all the time, irrespective of whether the users are online or offline

• The "wall" in their page where they can post updates, photos, and videos, or participate in a discussion board