Comprehensive Marketing and Distribution Strategies for Business and Digital Content

What is most important in B to B personal selling?

Building/improving customer relationships

What does a firm in the growth stage of the product life cycle most likely use?

Trade sales promotion

What is associated with a luxury sports car like Ferrari?

Exclusive distribution

One way to get people to like you is to do what?

Become genuinely interested in other people

What is the most expensive mile of distribution?

That to the consumer's home

What is one of the biggest advantages of using social media for B2C relationships?

Allows 24/7 'around the clock' response

What is a correct statement about digital content creation?

Creating a workflow involves deciding when content needs to be ready

In order to successfully teach your customer, you have to do what?

Challenge their assumptions

What is an example of a seller offering a lower price to a trade channel member?

Functional discount

What do people assign more value to?

Properties that are less available

If a firm wants to reposition their brand to be higher quality, what would you recommend?

Decrease distribution

What percentage of all businesses invest in paid search ads?

About 90%

What should be your starting point in the content creation process for digital marketing?

Website

What would you recommend if a Coca Cola marketing manager needs more push in promoting Coke products?

Additional advertising

What is one of the keys to managing unfavorable publicity?

To have plans in place

What is perhaps the most important phase of the sales process?

Making a good first impression

What reflects Enterprise's business culture and philosophy?

Take care of your customers and employees first

What are the two goals of viral marketing for consumers?

To take action and forward the message

If a coffee shop needs to improve customer service in real-time, which media should they focus on?

Twitter

What is micro-segmentation useful for?

Distribution goods with geographic accuracy

What is a correct statement according to the 'teaching' sales pitch?

One should stay away from offering the solution until the nature of the solution is agreed to

What is the impact of a TV ad seen by 100,000 households an average of twice?

200,000

What is the last step in the customer relationship selling process?

The most important step

What is a correct statement about relationship selling?

Relationship selling is consultative

What is a correct statement about the use of instant coupons?

The use of instant coupons is increasing

What best represents the required relationship personal selling attitude?

Helping

What is one role of consultative selling?

Long-term ally

What type of pricing strategy should a hotel use?

Flexible

What is a characteristic of relationship selling?

Non adversarial

What should a company do if they want to reposition their brand to be a better economic alternative?

Lower price and increase distribution

What is the goal of collecting asymmetric information?

To have better information than competitors to use in AI pricing algorithms

What is a correct statement about mobile marketing?

All of the above

What is a correct statement about entering goods?

One type of entering goods are raw materials

What do last mile delivery needs require?

Efficient and sustainable solutions

What involves staying present in the moment and focusing on what the client is saying?

Effective listening

What marketing mix combinations would you choose to position a new lip balm as the best?

More selective distribution, less advertising, higher price

What are two current trends in consumer buying?

Buying from ethical firms and providing 'experiences'.

What should you ensure when creating a mobile phone app to protect customer privacy rights?

Transparency and consumer choice

What are the characteristics of buyers in B2B compared to B2C?

Fewer, multiple, personal selling

What is a correct statement about current ad spending?

Currently ad spending in traditional media is less than half what is spent on digital advertising.

What is advertising that is paid for and created by the advertiser, but is supposed to look like digital content?

Native advertising

What should advertisers on social media avoid depending on?

Vanity metrics

How can a firm learn that its brand message isn't being heard?

By listening to consumer conversations on social media

What pricing strategy might be used by Piggly Wiggly?

Loss leader pricing

What pricing requires the customer to pay for shipping based on factory and customer locations?

FOB-origin pricing

If Macy's wanted to reposition their brand closer to Target, what complimentary move would you recommend?

Lower prices

What is a current trend affecting distribution?

Urbanization

What characteristic is associated with exclusively-distributed brands found at stores like William Sonoma?

Little, if any advertising

What type of pricing strategy is suggested because of existing high barriers to entry for an industry?

Skimming

What is involved with B2B but never with B2C marketing?

Inelastic demand

What is associated with an offering that requires limited decision making?

Balanced push and pull strategy

What is the last recommended step on the sales call in promotional communication?

Ask the customer to buy

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