What should brands, organizations, and nonprofits that use Facebook do?

Select one:

a.Never use the Facebook wall to communicate with consumers.

b.Make their pages public and searchable.

c.Use the platform to create traditional marketing campaigns.

d.Use all of Facebook's privacy options to ensure that only the right people have access to company information.

Question12

Not yet answered

Marked out of 1.00

Flag question

Question text

Scenario 19-2

Many marketers define their social media strategies around six core concepts:(1)listening, learning, responding, and repeating; (2) building relationships and trust; (3) promoting products and services; (4) managing your reputation; (5) improving customer service; (6) championing those who champion you.Marketers should also keep in mind that, more and more, customers expect companies to use social media. According to a recent survey, more than half of all consumers want ongoing conversations with companies and brands-and of consumers who use social media themselves, a whopping 85 percent believe that companies should have an active social media presence. Marketers who embrace such consumers can harness the power of social media and ultimately improve profits and brand loyalty.

Refer to the scenario. What is one way an organization might effectively use noncorporate blogs to help achieve its social media goals?

Select one:

a.by endearing the organization with anecdotes and stories about the brand

b.by providing bloggers with products and/or money in exchange for a review

c.by purchasing the blogs from the owners and converting them into corporate blogs

d.by flooding the comments section of such blogs with positive comments about the brand or company

Question13

Not yet answered

Marked out of 1.00

Flag question

Question text

To get more retailers to stock its products, Rust-Oleum paint developed a strong advertising campaign aimed at consumers. The ads show creative ways to use paint to make homes more attractive and emphasizes that the paint doesn't chip, peel, or fade. Which type of promotional strategy is Rust-Oleum using?

Select one:

a.push

b.kinetic

c.pull

d.reinforcement

Question14

Not yet answered

Marked out of 1.00

Flag question

Question text

Mother Goose is the name of a retail store that caters to preteens. It advertises regularly both on radio and in the daily newspaper. The month prior to the beginning of each new school year, the store buys extra advertising space and time. Which type of scheduling plan is this?

Select one:

a.replication

b.continuous

c.pulsing

d.interval

Question15

Not yet answered

Marked out of 1.00

Flag question

Question text

Scenario 19.3

In one of the great social media campaigns in Canadian business history, if social media metrics are any indication, WestJet emotionally engaged viewers during Christmas 2013 with a holiday YouTube video showing WestJet employees making the wishes of travellers come true. After passengers checked in at Toronto Pearson and Hamilton airports for flights to Calgary, they were asked by a virtual Santa what they wanted for Christmas, after scanning their boarding passes at kiosks. Responses were as varied as computers, socks, a flight home to see family, and a big-screen TV. What passengers didn't know was that during their five-hour flight to Calgary, a team of more than 150 WestJet staff went shopping, wrapped presents, and delivered the gifts to the Calgary airport.

Refer to the scenario.What was WestJet doing at the airport that day?

Select one:

a.listening to their customers

b.setting social media objectives

c.identifying target markets

d.implementing the strategy

Question16

Not yet answered

Marked out of 1.00

Flag question

Question text

You are the advertising campaign manager for Health Express, a fast-food restaurant that caters to the health conscious. Which of the following messages would NOT be effective in communicating product benefits?

Select one:

a.Even your children will love Health Express's baked fries.

b.Health Express has hamburgers made from lean buffalo meat.

c.Eating at Health Express will make you healthier.

d.Health Express allows you to eat a quick, nutritious meal.

Question17

Not yet answered

Marked out of 1.00

Flag question

Question text

Scenario 19.3

In one of the great social media campaigns in Canadian business history, if social media metrics are any indication, WestJet emotionally engaged viewers during Christmas 2013 with a holiday YouTube video showing WestJet employees making the wishes of travellers come true. After passengers checked in at Toronto Pearson and Hamilton airports for flights to Calgary, they were asked by a virtual Santa what they wanted for Christmas, after scanning their boarding passes at kiosks. Responses were as varied as computers, socks, a flight home to see family, and a big-screen TV. What passengers didn't know was that during their five-hour flight to Calgary, a team of more than 150 WestJet staff went shopping, wrapped presents, and delivered the gifts to the Calgary airport.

Refer to the scenario.What was WestJet's objective for spending so much money shopping for their customers?

Select one:

a.interest

b.buzz

c.brand impact

d.sentiment analysis

Question text

Scenario 18-3

Successful selling of complex products such as computer software requires excellent salespeople. Lack of quality service in the marketplace led Alan Hall, head of a small computer networking company, to open Technology Advancement Corporation in 1988. Today, Technology Advancement is a national field marketer with several divisions. The bulk of its business involves training and educating salespeople on the features, benefits, competitors, and market potential of Technology Advancement's clients' products. To date, Technology Advancement has focused on computer software and hardware makers and has launched most of the marquee names in the industry: Novell, Lotus Development, IBM, Microsoft, Apple Computer, Hewlett-Packard, Motorola, Intel, and Xerox, as well as smaller firms.

Here's how the Technology Advancement client relationship works for training. A marketer hires the company to promote its product or to launch a new product, and Technology Advancement assigns a team exclusively to that client. The team gathers, usually at a ski resort, and the client comes in for the training. The training starts with explaining how to use direct communication with a prospective purchaser and how it fits the company strategy and differs from sales promotion. Latest developments in the selling process are explained with special emphasis on networking, follow-up strategies, and post-purchase customer service. Many computer giants have reported that this type of training program has significantly improved their business.

Refer to the scenario. When John Cason began selling IBM computers, he used what he had learned at the training seminar and called friends, relatives, former business acquaintances, and former fraternity brothers to see if they were looking for new computer systems. What is this lead generation technique known as?

Select one:

a.following up

b.networking

c.cold calling

d.qualifying

Question19

Not yet answered

Marked out of 1.00

Flag question

Question text

Scenario 18-1

Digital Cookware has developed a new kind of skillet that should make cooking easier for many nonchefs. The skillet has a display on its handle that beeps to alert the cook when the pan's target temperature is reached. With the aid of an accompanying cookbook, the skillet will take much of the guesswork out of cooking. Digital Cookware is a small company, and it has invested considerable money in developing this new technology, which it eventually hopes to use in an entire line of pots and pans. It has run some small ads for the new skillet in cooking magazines and been featured on some morning talk shows. It needs a quick infusion of cash to maintain its current operational level and to develop the rest of the cookware line. Digital Cookware is considering some kind of sales promotion.

Refer to the scenario. Why might rebates be a really good sales promotion for Digital Cookware to use?

Select one:

a.They can create a great amount of publicity.

b.They are good at enticing purchases, but most rebates are not redeemed.

c.They are useful in building long-term relationships with customers.

d.They can be piggybacked with similar products.

Question20

Not yet answered

Marked out of 1.00

Flag question

Question text

Java Jacket is a company that designs and prints ads on the paper jackets that go around hot coffee cups sold in coffee shops. To find clients to advertise on the coffee cup jackets, the company sent a representative to companies likeThe Wall Street Journalto tell them how their ads on coffee cup jackets would give them inexpensive exposure to a large number of potential customers. How can Java Jacket's activities best be described?

Select one:

a.as personal selling

b.as implicit communication

c.as mass communication

d.as relationship selling