Chapter 19 managing personal communications yuan

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TOP 10 Learning Questions for

Chapter 19 ： Managing Personal Communications

Yuan JiaoSeptember 24, 2010


1. Which is the use of consumer-direct(CD) channels to reach and deliver goods and services to customers without using marketing middlemen.

A. Interactive marketingB. Direct marketingC. Both of aboveD. None of above


Direct marketing is the use of consumer-direct(CD) channels to reach and deliver goods and services to customers without using marketing middlemen.


1. Which is the use of consumer-direct(CD) channels to reach and deliver goods and services to customers without using marketing middlemen.



2. Which is a way of advertising in which advertisers mail printed ads, letters or other solicitations to large groups of consumers.

A. Direct mailB. Catalog marketingC. Telephone marketingD. None of above


Direct mail is a way of advertising in which advertisers mail printed ads, letters or other solicitations to large groups of consumers


2. Which is a way of advertising in which advertisers mail printed ads, letters or other solicitations to large groups of consumers.



3. Which is the catalog solution designed exclusively to offer your company maximum sales, profit and success.



Catalog marketing is the catalog solution designed exclusively to offer your company maximum sales, profit and success


3. Which is the catalog solution designed exclusively to offer your company maximum sales, profit and success.



4. Which is a method of direct marketing in which a salesperson solicits prospective customers to buy products or services, either over the phone or through a subsequent face to face or Web conferencing appointment scheduled during the call.



Telephone marketing is a method of direct marketing in which a salesperson solicits prospective customers to buy products or services, either over the phone or through a subsequent face to face or Web conferencing appointment scheduled during the call.


4. Which is a method of direct marketing in which a salesperson solicits prospective customers to buy products or services, either over the phone or through a subsequent face to face or Web conferencing appointment scheduled during the call



5. Which allows customers to participate in a Brand's process to build its image in a certain market or target group's minds.



Interactive marketing allows customers to participate in a Brand's process to build its image in a certain market or target group's minds.


5. Which allows customers to participate in a Brand's process to build its image in a certain market or target group's minds.



6. Which is included in Important guideline for productive e-mail

A. Give the customer a reason to respondB. Personalize the content of your e-mailC. Offer something the customer can’t get via direct

mailD. Make it easy for customers to “unsubscribe”E. All of aboveF. None of above


Important guideline for productive e-mail: Give the customer a reason to respond Personalize the content of your e-mail Offer something the customer can’t get via direct

mail Make it easy for customers to “unsubscribe”


6. Which is included in Important guideline for productive e-mail ：

A. Give the customer a reason to respondB. Personalize the content of your e-mailC. Offer something the customer can’t get via direct

mailD. Make it easy for customers to “unsubscribe”E. All of aboveF. None of above


7. Which is a limited area on the web managed and paid for by an external advertiser/company.

A. MicrositeB. WebsitesC. Search adsD. display adsE. InterstitialsF. Internet-specific ads and videos


A microsite is a limited area on the web managed and paid for by an external advertiser/company








8. which seeks to get people talking about brand by ensuring that a product or service or how it is marketed is out of the ordinary?

A. Buzz marketingB. viral marketingC. NoneD. Both


Buzz marketing, which seeks to get people talking about brand by ensuring that a product or service or how it is marketed is out of the ordinary








Viral marketing, which encourages people to exchange information related one way or another to a product or service online.





9.Which step involved in managing the sales force:

A. Recruiting and selecting sales representativesB. Training the representatives in sales techniques and

in the company’s product, policies, and customer-satisfaction orientation

C. Supervising the sales force and helping reps to use their time efficiently

D. Motivating the sales force and balancing E. Evaluating individual and group sales performanceF. All of aboveG. None of above


Steps involved in managing the sales force: Recruiting and selecting sales representatives Training the representatives in sales techniques and


Supervising the sales force and helping reps to use their time efficiently

Motivating the sales force and balancing Evaluating individual and group sales performance


9.Which step involved in managing the sales force:

Which step involved in managing the sales force:A. Recruiting and selecting sales representativesB. Training the representatives in sales techniques and


C. Supervising the sales force and helping reps to use their time efficiently

D. Motivating the sales force and balancing E. Evaluating individual and group sales performanceF. All of aboveG. None of above


10. Which method can get powerful feedback, and improve product effectively?

A. Customer’s behaviorB. Word of mouthC. ResearchD. Repurchase


A key aspect of social network is word of mouth. It can be particularly effective for smaller businesses for whom customers may feel a more personal relationship.


10. Which method can get powerful feedback, and improve product effectively?

A. Customer’s behaviorB. Word of mouthC. ResearchD. Repurchase


TOP 10 Learning Questions for

Chapter 19 ： Managing Personal Communications

Yuan JiaoSeptember 24, 2010

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Chapter 19 managing personal communications yuan