MKT 3401 FINAL EXAM QUESTIONS WITH THE LATEST
SCORE
What is public relations? -- Answer ✔✔ relations the element in the promotional mix
that evaluates public attitudes, identifies issues that may elicit public concern, and
executes programs to gain public understanding and acceptance
What is product placement? -- Answer ✔✔ a public relations strategy that involves
getting a product, service, or company name to appear in a movie, television show,
radio program, magazine, newspaper, video game, video or audio clip, book, or
commercial for another product; on the Internet; or at special events
What is crisis management? -- Answer ✔✔ a coordinated effort to handle all the effects
of unfavorable publicity or another unexpected unfavorable event
What is personal selling? -- Answer ✔✔ when companies put the product in the hands
of an individual who will then use their interpersonal skills when interacting with clients
What is relationship selling (consultative selling)? -- Answer ✔✔ a sales practice that
involves building, maintaining, and enhancing interactions with customers in order to
develop long-term satisfaction through mutually beneficial partnerships
What are the steps in the selling process? -- Answer ✔✔ 1. generate leads
2. qualify leads
3. approaching the customer
4. proposing solution to the problem
5. handle objections
6. close the sale
7. follow up
, What is lead qualification? -- Answer ✔✔ determination of a sales prospect's (1)
recognized need, (2) buying power, and (3) receptivity and accessibility
What are social media implications for marketers? -- Answer ✔✔ 1. marketers don't
always control the content on social media sites
2. by sharing experiences online, word-of-mouth amplifies and affects the company
bottom line
3. social media allows marketers to listen
4. social media provides more sophisticated methods of measuring how marketers meet
and interact with consumers than traditional advertising
5. social media allows marketers to have much more direct and meaningful
conversations with customers
What is crowdsourcing? -- Answer ✔✔ crowdsourcing using consumers to develop and
market products
What is social media monitoring? -- Answer ✔✔ the process of identifying and assessing
what is being said about a company, individual, product, or brand
What is text mining? -- Answer ✔✔ Extracting key elements from large unstructured
data sets (sentiment analysis software - able to mine text comments in an e-mail
message, blog, etc.)
What are the social media metrics? -- Answer ✔✔ buzz, interest, participation, search
engine ranks and results, influence, sentiment analysis, website metrics
What are the 6 categories of social media users? -- Answer ✔✔ 1. Creators
2. Critics
3. Collectors
4. Joiners
5. Spectators
6. Inactives
What are the 6 components of a social media plan? -- Answer ✔✔ 1. Listen to
customers
2. set social media objectives
SCORE
What is public relations? -- Answer ✔✔ relations the element in the promotional mix
that evaluates public attitudes, identifies issues that may elicit public concern, and
executes programs to gain public understanding and acceptance
What is product placement? -- Answer ✔✔ a public relations strategy that involves
getting a product, service, or company name to appear in a movie, television show,
radio program, magazine, newspaper, video game, video or audio clip, book, or
commercial for another product; on the Internet; or at special events
What is crisis management? -- Answer ✔✔ a coordinated effort to handle all the effects
of unfavorable publicity or another unexpected unfavorable event
What is personal selling? -- Answer ✔✔ when companies put the product in the hands
of an individual who will then use their interpersonal skills when interacting with clients
What is relationship selling (consultative selling)? -- Answer ✔✔ a sales practice that
involves building, maintaining, and enhancing interactions with customers in order to
develop long-term satisfaction through mutually beneficial partnerships
What are the steps in the selling process? -- Answer ✔✔ 1. generate leads
2. qualify leads
3. approaching the customer
4. proposing solution to the problem
5. handle objections
6. close the sale
7. follow up
, What is lead qualification? -- Answer ✔✔ determination of a sales prospect's (1)
recognized need, (2) buying power, and (3) receptivity and accessibility
What are social media implications for marketers? -- Answer ✔✔ 1. marketers don't
always control the content on social media sites
2. by sharing experiences online, word-of-mouth amplifies and affects the company
bottom line
3. social media allows marketers to listen
4. social media provides more sophisticated methods of measuring how marketers meet
and interact with consumers than traditional advertising
5. social media allows marketers to have much more direct and meaningful
conversations with customers
What is crowdsourcing? -- Answer ✔✔ crowdsourcing using consumers to develop and
market products
What is social media monitoring? -- Answer ✔✔ the process of identifying and assessing
what is being said about a company, individual, product, or brand
What is text mining? -- Answer ✔✔ Extracting key elements from large unstructured
data sets (sentiment analysis software - able to mine text comments in an e-mail
message, blog, etc.)
What are the social media metrics? -- Answer ✔✔ buzz, interest, participation, search
engine ranks and results, influence, sentiment analysis, website metrics
What are the 6 categories of social media users? -- Answer ✔✔ 1. Creators
2. Critics
3. Collectors
4. Joiners
5. Spectators
6. Inactives
What are the 6 components of a social media plan? -- Answer ✔✔ 1. Listen to
customers
2. set social media objectives
