d) Click-stream analysis; e) Controlled data access; 14. What are the main chara
ID: 387915 • Letter: D
Question
d) Click-stream analysis; e) Controlled data access; 14. What are the main characteristics of push technology? a) Primarily involves offering incentives to wholesalers and retailers; b) Uses data stored about a particular customer or customer group; c) Customer initiates the current sales contact; d) Enables the organization to send information when data suggests the customer will be interested; e) Typically involves email and need to avoid being identified as spam; 15. When should personal selling be used as a marketing communications tool? a) Should be used to communicate with a large number of customers; b) Should be used when tasks involved require face-to-face selling; c) Should be used to transmit large amounts of complex information d) Should be used when the product appeals to the unique needs of specific 2 customers; Should be used when there is a need to convince customers of product superiority; e)Explanation / Answer
14. What are the main characteristics of push technology?
Answer- C. Enables an organization to send information when data suggests that the customer is interested.
Explanation- Push Technology is a technology wherein it enables an organization to send information to a client even though the client has not requested for it. Virtual information servers are used in Push technology. It allows the users to receive the information as soon as the organization knows that a customer is interested. Other options- Option B is just a subjective statement and does not give the meaning for Push technology. Other options are not relevant to Push technology.
15. When should personal selling be used as a marketing communications tool?
Answer- C. Should be used to transmit large amount of complex information.
Explanation- Personal selling should be used by companies that sell high value or complex products or services to other businesses. It is a great communication tool for industrial businesses rather than the consumer goods. The sales representative should be able to transmit large amount of complex information using different tools such as visual aids. It is effective for B2B marketing. For example, personal selling can be used in machinery and oil drilling machinery rather than marketing eatables. Other options are subjective statements. Option d and e are incorrect statements about personal selling.
9.. Organizational buying decisions fall into which general categories?
Answer- e. Modified Rebuys.
Explanation- Generally, there are three classes of organizational buying, namely modified rebuys, new buys and straight buys. Straight rebuys and Extended rebuy pertain to customer buying behavior.
10. The basic concepts of Customer Relationship Management include the following:
Answer- a. Integrating information technology and human resources towards providing maximum value to customers.
Explanation- The basic concept of CRM is that it combines information technology, people and processes to understand the customers and provide maximum value to the customers. It is an integrated approach to build customer relationships and focusing on customer retention. Other options are true about CRM, however the basic concept is that CRM integrates IT and people to provide good customer experience to the customers.
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