A frito-lay salesperson who is taking inventory of available doritos and tostitos products at a supermarket is considered an

Frito-Lay Photo

17-31 OUTSIDE ORDER TAKERS COMPREHENSION

The Frito-Lay salesperson shown in the photo above is an __________ who is taking inventory of available Doritos and Tostitos products at a supermarket.

a. inside order taker

b. interactive order taker

c. outside order taker

d. inventory clerk

e. outside order getter

17-32 INSIDE ORDER TAKERS KNOWLEDGE

Inside order takers are also referred to as __________.

a. managers

b. directors

c. missionaries

d. salesclerks

e. go-getters

17-33 INSIDE ORDER TAKERS KNOWLEDGE

Salespeople called __________ typically answer simple questions, take orders, and complete transactions with customers.

a. managers

b. inside order takers

c. directors

d. outside order takers

e. go-getters

17-34 INSIDE ORDER TAKERS COMPREHENSION

When a Frito-Lay salesperson, such as the one shown in the photo above, takes an inventory of Doritos chips to ensure that the snacks are in adequate supply on retailers’ shelves, what form of buying decision does the store manager engage in?

a. new buy

b. modified rebuy

c. straight rebuy

d. team rebuy

e. need rebuy

17-35 INSIDE ORDER TAKERS COMPREHENSION

Which type of salesperson would routinely be involved in an industrial straight rebuy situation?

a. an outside order taker

b. an order getter

c. a missionary salesperson

d. a sales engineer

e. an inside order taker

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17-36 INSIDE ORDER TAKERS APPLICATION

On a recent shopping excursion at a local Target store, Jim Krause went from aisle to aisle selecting the products he needed. He bought a variety of products, including shampoo, toothpaste, a green plant for his office, and several pairs of socks. Interestingly, the only salesperson Krause encountered was the person at the checkout counter. The checkout person at Target is an example of a(n) __________.

a. inside order getter

b. outside order getter

c. sales associate

d. inside order taker

e. outside order taker

17-37 INBOUND TELEMARKETING KNOWLEDGE

The use of toll-free telephone numbers that customers call to obtain information about products and make purchases is referred to as __________.

a. inbound telemarketing

b. outbound telemarketing

c. outbound videoconferencing

d. interactive marketing

e. multichannel selling

17-38 INBOUND TELEMARKETING APPLICATION

Marilyn called the Butterball toll-free hotline to learn how to prepare her Thanksgiving turkey and dressing. This telephone number is an example of __________.

a. interactive marketing

b. multichannel selling

c. outbound telemarketing

d. social networking

e. inbound telemarketing

17-39 INBOUND TELEMARKETING APPLICATION

When Margot called the toll-free number to order one dozen water lilies from the Van Ness Water Gardens website, the firm was using __________.

a. interactive marketing

b. multichannel selling

c. inbound telemarketing

d. outbound telemarketing

e. social networking

17-40 INBOUND TELEMARKETING APPLICATION

When Jason called the toll-free number to order two children’s books from the Chinaberry catalog, the firm was using __________.

a. social networking

b. interactive marketing

c. multichannel selling

d. inbound telemarketing

e. outbound telemarketing

Page 3

18-41 COLLABORATIVE FILTERING KNOWLEDGE

Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in __________.

a. a manner of minutes

b. real time

c. click time

d. virtual time

e. bona fide time

18-42 COLLABORATIVE FILTERING COMPREHENSION

When you view a selection at Amazon.com and see “Customers who bought this (item) also bought…”, you are seeing the application of __________.

a. real-time e-commerce

b. connectivity

c. interactive marketing

d. personalization

e. collaborative filtering

18-43 COLLABORATIVE FILTERING APPLICATION

Amazon.com uses __________ to compare each user’s purchases with the purchases of other users with similar preferences to create a list of purchase recommendations. Based on a customer’s desire to purchase an author’s e-book for her Kindle, Amazon might recommend an e-book by a similar author within the same genre.

a. real-time e-commerce

b. connectivity

c. collaborative filtering

d. interactive marketing

e. personalization

18-44 PERSONALIZATION KNOWLEDGE

The consumer-initiated practice of generating content on a marketer’s website that is custom-tailored to an individual’s specific needs and preferences is referred to as __________.

a. personalization

b. digitalization

c. normalization

d. intermediation

e. innovation

18-45 PERSONALIZATION KNOWLEDGE

Personalization refers to

a. the solicitation of a consumer’s consent to receive e-mail and advertising based on personal data supplied by the consumer.

b. a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.

c. the consumer-initiated practice of generating content on a marketer’s website that is custom-tailored to individual’s specific needs and preferences.

d. the interactive, Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes, prices, and delivery options.

e. an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.

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18-46 PERSONALIZATION COMPREHENSION

Yahoo! allows its users to create a web page by picking the content they want (stock quotes, weather conditions, etc.) and deciding how they want it to look (colors, themes, and layouts). This consumer-initiated practice is an example of

a. permission marketing.

b. personalization.

c. transactional website.

d. collaborative filtering.

e. customerization.

18-47 PERSONALIZATION APPLICATION

Monster.com is a leading online, job-hunting website. A person hunting for a new job does not have to look at every listing on the website. He or she can type in a job description and Monster.com will find all the matching jobs plus continue the search and e-mail any new relevant listings. If the individual has to stop looking before seeing all the relevant jobs, Monster.com will remember where he or she left off. Monster.com uses consumer-initiated practice of __________.

a. choiceboard

b. personalization

c. collaborative filter

d. individualization

e. permission marketing

18-48 PERMISSION MARKETING KNOWLEDGE

The solicitation of a consumer’s consent (called “opt-in”) to receive e-mail and advertising based on personal data supplied by the consumer is referred to as __________.

a. collaborative marketing

b. personalization

c. viral marketing

d. buzz marketing

e. permission marketing

18-49 PERMISSION MARKETING KNOWLEDGE

The solicitation of a consumer’s consent to receive e-mail and advertising based on personal data supplied by the consumer is called “__________.”

a. opt-in

b. opt-out

c. cookies

d. spam

e. buzz

18-50 PERMISSION MARKETING KNOWLEDGE

Permission marketing refers to

a. the interactive, Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes, prices, and delivery options.

b. the consumer-initiated practice of generating content on a marketer’s website that is custom-tailored to individual’s specific needs and preferences.

c. an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.

d. the solicitation of a consumer’s consent to receive e-mail and advertising based on personal data supplied by the consumer.

e. a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.

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18-51 PERMISSION MARKETING KNOWLEDGE

Permission marketing is also referred to as __________.

a. opt-in marketing

b. seller-initiated marketing

c. spam

d. viral marketing

e. opt-out marketing

18-52 PERMISSION MARKETING COMPREHENSION

A company that successfully employs permission marketing adheres to three rules: (1) __________; (2) customers are given the option of opting out, or changing the kind, amount, or timing of information set to them; and (3) their customers are assured that their name or buyer profile data will not be sold or shared with others.

a. opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors

b. the firm will never buy marketing lists from other companies that may contain their personal information

c. opt-in customers only receive information that is relevant or meaningful to them

d. customers will receive a “30-day money back guarantee if not 100% satisfied” for any product purchased online

e. customers will be protected from identity theft for any product purchased from its website

18-53 PERMISSION MARKETING COMPREHENSION

A company that successfully employs permission marketing adheres to three rules: (1) opt-in customers only receive information that is relevant or meaningful to them; (2) __________; and (3) their customers are assured that their name or buyer profile data will not be sold or shared with others.

a. customers will receive a “30-day money back guarantee if not 100% satisfied” for any product purchased online

b. customers will be protected from identity theft for any product purchased from its website

c. opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors

d. customers are given the option of opting out, or changing the kind, amount, or timing of information set to them

e. the firm will never buy marketing lists from other companies that may contain their personal information

18-54 PERMISSION MARKETING COMPREHENSION

A company that successfully employs permission marketing adheres to three rules: (1) opt-in customers only receive information that is relevant or meaningful to them; (2) customers are given the option of opting out, or changing the kind, amount, or timing of information sent to them; and (3) __________.

a. their customers are assured that their name or buyer profile data will not be sold or shared with others

b. customers will receive a “30-day money back guarantee if not 100% satisfied” for any product purchased online 100 % satisfaction guarantee of product quality and performance for any product purchased online

c. customers will be protected from identity theft for any product purchased from its website

d. the firm will never buy marketing lists from other companies that may contain their personal information

e. opt-in customers will be guaranteed the lowest possible price for an item compared to similar products or services sold by its competitors

18-55 PERMISSION MARKETING APPLICATION

Clinique Cosmetics has a database of more than 600,000 people who registered on its website by providing selected personal information. The registration process requested that customers fill out a brief survey and check a box that allows Clinique to send them product updates via e-mail. When Clinique introduced its Anti-Aging Serum, it sent e-mails to all women over 35 who had listed that they were worried about wrinkles. Eight percent of the women who received the e-mail purchased the new product. Clinique used __________ to introduce its new product.

a. opt-out marketing

b. personalization

c. viral marketing

d. buzz marketing

e. permission marketing

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18-56 PERMISSION MARKETING APPLICATION

Monster.com is a leading online, job-hunting website. A person hunting for a new job does not have to look at every listing on the website. He or she can type in a job description and Monster.com will find all the matching jobs plus continue the search and e-mail any new relevant listings. Monster.com uses __________ to send its e-mail updates, which includes ads from other businesses.

a. opt-out marketing

b. permission marketing

c. personalization

d. cookies

e. wikis

18-57 OPT-IN KNOWLEDGE

A term used when someone is given the option to receive e-mail and advertising based on personal data supplied by the consumer is referred to as

a. consent-in.

b. choose-in.

c. agreement-in.

d. opt-in.

e. permission-in.

18-58 OPT-OUT KNOWLEDGE

The term __________ refers to several methods by which individuals can avoid receiving unsolicited product or service information, such as unsubscribing to spam.

a. not-in

b. consent-out

c. opt-out

d. permission-denied

e. authorization-denied

18-59 CUSTOMER EXPERIENCE KNOWLEDGE

What is the standard for measuring a meaningful marketspace company presence?

a. the sales compared to the marketplace alternative in a multichannel marketing context

b. the quality of the website design

c. the shopping cart

d. the quality of the customer experience

e. the eight second rule

18-60 CUSTOMER EXPERIENCE KNOWLEDGE

From an interactive marketing perspective, __________ is defined as the sum total of the interactions a customer has with a company’s website from the initial look at a home page through the entire purchase decision process.

a. digitalization

b. online marketing

c. website design

d. interactive marketing

e. customer experience