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页数:46页
时间:2019-09-21
《Principles of Marketing 15th Global Edition - TB chapter 17》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、PrinciplesofMarketing,15eglobal(Kotler/Armstrong)Chapter17DirectandOnlineMarketing:BuildingDirectCustomerRelationships1)Amazon.com,eBay,andGEICOapproachcustomersviaWebsitesormobileapps.Thisisanexampleof________.A)massmarketingB)guerrillamarketingC)directmarket
2、ingD)multi-levelmarketingE)ambushmarketingAnswer:CPageRef:497AACSB:UseofInformationTechnologySkill:ConceptObjective:17-1Difficulty:Easy2)Whichofthefollowingstatementsistrueofdirectmarketing?A)Directmarketingisalsoreferredtoasreferralmarketing.B)Salespersonsare
3、compensatedforothersalespeopletheyrecruit.C)Directmarketingofferssellersalow-costalternativeforreachingtheirmarkets.D)Directmarketinginvolvestwoormoreintermediaries.E)Indirectmarketing,consumersearnacommissioneverytimetheybuyaproduct.Answer:CPageRef:496Skill:C
4、onceptObjective:17-1Difficulty:Moderate3)Whichofthefollowingistrueaboutonlinedirectmarketing?A)Onlinedirectmarketingisalsoreferredtoasmulti-levelmarketing.B)Salespersonsarecompensatedforothersalespeopletheyrecruit.C)Onlinedirectmarketingresultsinspeedierhandli
5、ngofchannelandlogisticsfunctions.D)Onlinedirectmarketinginvolvestwoormoreintermediaries.E)Inonlinedirectmarketing,outsideandinsidesalesforcescoordinatetoprovidevalueproductstocustomers.Answer:CPageRef:496AACSB:UseofInformationTechnologySkill:ConceptObjective:1
6、7-1Difficulty:Moderate46Copyright©2014PearsonEducation,Inc.4)AllofthefollowingarebenefitsofonlinedirectmarketingforbuyersEXCEPT________.A)accesstonumerousproductsB)accesstoproductreviewsC)liveproductdemonstrationsD)convenienceandspeedE)privacyAnswer:CPageRef:4
7、97AACSB:UseofInformationTechnologySkill:ConceptObjective:17-1Difficulty:Easy5)AllofthefollowingarebenefitsofdirectmarketingforsellersEXCEPT________.A)easyaccesstohard-to-reachmarketsB)priceandprogramflexibilityC)massreachandimmediatereturnsD)lowercostpercontac
8、tE)easytopersonalizeproductsAnswer:CPageRef:498Skill:ConceptObjective:17-1Difficulty:Easy6)A(n)________isanorganizedcollectionofcomprehensivedataaboutindividualpurchasersorprospect
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