TEST BANK - SALES & MARKETING

The process of understanding what motivates guests, identifying their needs, developing products that meet these needs, and communicating the organization’s message about these products is called

• positioning

• prospecting

• marketing

• managing

Every brand has its own unique personality or

• voice

• tone

• attitude

• ambiance

ABC Company develops scented candles that can be used if a person is under stress, unhappy, ill, or unmotivated. The company’s voice is calm and peaceful, and its marketing activities focus on

• understanding why guests purchase these products.

• new guests, with little concern for existing customers.

• getting guests to make just one purchase.

• limited internal communications.

Which marketing department manager position works with slogans, logos, and overall guest relationships with a product?

• Brand

• Marketing

• Product

• Promotion

Which department is responsible for all internal and external messaging?

• Marketing

• Public relations

• Communication

• Human resources

Which type of marketing uses a celebrity or expert in a particular field with a large following who comments or posts about a particular brand?

• Affiliate

• Influencer

• Digital

• Social media

Which type of marketing occurs through electronic devices?

• Affiliate

• Digital

• Influencer

• Content

Every brand wants to be the first result shown in a search. What is the process by which we increase visitors to a site by making changes to its design and content?

• Data collection (DC)

• Digital design and format (DDF)

• Search engine optimization (SEO)

• Search and Find (S&F)

Which type of marketing occurs when a company sells its products or services by having individuals or companies market the company’s products?

• Digital

• Influencer

• Product

• Affiliate

When a company uses data collected to find trends and answer questions to inform marketing practices, it is called

• data analytics.

• analytical investigating.

• market research.

• conversion marketing.