Question 1

The first step in creating a promotional campaign is to define the objectives for each element of the marketing mix.

Accepted Answer

A) True 
 B)False

Question 2

When developing the promotional campaign for a new product,the first step for a firm is to identify their target market.

Accepted Answer

A) True 
 B)False

Question 3

Advertisers like online advertising because:

Accepted Answer

A) they are able to see how many people have read or watched some part of a commercial. 
B) it is easy to create. 
C) it is inexpensive. 
D) few advertisers are using the Internet so their message will stand out. 
A) they are able to see how many people have read or watched some part of a commercial. 
B) it is easy to create. 
C) it is inexpensive. 
D) few advertisers are using the Internet so their message will stand out.

Question 4

Push strategies target consumers with sales promotion and heavy discounting that are designed to create a strong demand for the product.

Accepted Answer

A) True 
 B)False

Question 5

Internal sales promotion programs are targeted to reach the firm's internal auditors as well as external customers.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following statements is the most accurate?

Accepted Answer

A) Closing is the final and most important step in the selling process. 
B) Once a sales presentation is completed,the salesperson should attempt to close as quickly as possible before the customer expresses any doubts and concerns. 
C) Closing may involve getting the customer to agree to a trial close. 
D) If the sales person has done a good job of qualifying prospects and has developed a strong presentation,then closing is the easiest step in the selling process. 
A) Closing is the final and most important step in the selling process. 
B) Once a sales presentation is completed,the salesperson should attempt to close as quickly as possible before the customer expresses any doubts and concerns. 
C) Closing may involve getting the customer to agree to a trial close. 
D) If the sales person has done a good job of qualifying prospects and has developed a strong presentation,then closing is the easiest step in the selling process.

Question 7

The purpose of institutional advertising is to create an attractive image for an organization.

Accepted Answer

A) True 
 B)False

Question 8

As customers walk into Phat Pat's clothing store,they are greeted by a salesperson who asks the question,"May I help you?" Studies indicate that this is an effective opening in the B2C sales process.

Accepted Answer

A) True 
 B)False

Question 9

Personal selling provides the most efficient element of the promotion mix for a firm attempting to reach a large,homogeneous group of consumers.

Accepted Answer

A) True 
 B)False

Question 10

The free tickets,backstage passes and merchandise firms give to people who agree to hype products through Internet chat rooms are called:

Accepted Answer

A) virtual sweeteners. 
B) swag. 
C) chat cache. 
D) cookies. 
A) virtual sweeteners. 
B) swag. 
C) chat cache. 
D) cookies.

Question 11

The combination of advertising,personal selling,public relations,and sales promotion activities traditionally used by an organization represents its:

Accepted Answer

A) marketing communications system. 
B) marketing mix. 
C) public relations package. 
D) promotion mix. 
A) marketing communications system. 
B) marketing mix. 
C) public relations package. 
D) promotion mix.

Question 12

In the seven step B2B selling process,the selection of potential customers is known as:

Accepted Answer

A) prospecting. 
B) synchronizing. 
C) articulating. 
D) qualifying. 
A) prospecting. 
B) synchronizing. 
C) articulating. 
D) qualifying.

Question 13

Even though advances in mobile media present some interesting opportunities,marketers expect that traditional promotions such as TV advertising will dominate promotional efforts over the long term.

Accepted Answer

A) True 
 B)False

Question 14

Chip Off The Old Block is a new chocolate chip cookie created by the Arizona Cookie Company.To generate interest for this new product,the company sent a free package of six cookies to selected homes along with a 50-cent coupon.Arizona Cookie's activities represent:

Accepted Answer

A) trade advertising. 
B) consumer publicity. 
C) sales promotion. 
D) public relations. 
A) trade advertising. 
B) consumer publicity. 
C) sales promotion. 
D) public relations.

Question 15

Effective salespeople push hard to finalize a sale as soon as they finish their presentation.Otherwise,the customer has time to come up with objections that will make the sale more difficult to close.

Accepted Answer

A) True 
 B)False

Question 16

Xer-Wise markets and promotes its products to consumers over the Internet.Melody and Tom are considering a more aggressive approach to generate enthusiasm for the MuscleMaster over the Internet.They have discussed offering young adults free T-shirts and special discounts on Xer-Wise equipment if they will agree to hype the benefits of the MuscleMaster in Internet chat rooms.They are even considering setting up a program in which customers get commissions for directing friends to the Xer-Wise website.If they adopt these strategies,Tom and Melody would be utilizing:

Accepted Answer

A) secondary marketing. 
B) viral marketing. 
C) unified marketing. 
D) extended reach marketing. 
A) secondary marketing. 
B) viral marketing. 
C) unified marketing. 
D) extended reach marketing.

Question 17

Newspapers,radio,and the Yellow

Accepted Answer

A) True 
 B)False

Question 18

A major responsibility of the public relations department is to:

Accepted Answer

A) decide on the appropriate mix of advertising media. 
B) maintain close ties with the media,community leaders,government officials and other stakeholders. 
C) identify appropriate markets for the firm's products,and then select the most likely customers in each market. 
D) train salespeople to interact better with their company's customers. 
A) decide on the appropriate mix of advertising media. 
B) maintain close ties with the media,community leaders,government officials and other stakeholders. 
C) identify appropriate markets for the firm's products,and then select the most likely customers in each market. 
D) train salespeople to interact better with their company's customers.

Question 19

There are millions of blogs on the Internet today but the number of new blogs seems to have peaked meaning blogs will decrease steadily over the next few years.

Accepted Answer

A) True 
 B)False

Question 20

Effective sales promotion efforts focus exclusively on external audiences such as dealers and consumers,since they ultimately decide the fate of a product.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

The first step in creating a promotional campaign is to define the objectives for each element of the marketing mix.

When developing the promotional campaign for a new product,the first step for a firm is to identify their target market.

Advertisers like online advertising because:

Push strategies target consumers with sales promotion and heavy discounting that are designed to create a strong demand for the product.

Internal sales promotion programs are targeted to reach the firm's internal auditors as well as external customers.

Which of the following statements is the most accurate?

The purpose of institutional advertising is to create an attractive image for an organization.

As customers walk into Phat Pat's clothing store,they are greeted by a salesperson who asks the question,"May I help you?" Studies indicate that this is an effective opening in the B2C sales process.

Personal selling provides the most efficient element of the promotion mix for a firm attempting to reach a large,homogeneous group of consumers.

The free tickets,backstage passes and merchandise firms give to people who agree to hype products through Internet chat rooms are called:

The combination of advertising,personal selling,public relations,and sales promotion activities traditionally used by an organization represents its:

In the seven step B2B selling process,the selection of potential customers is known as:

Even though advances in mobile media present some interesting opportunities,marketers expect that traditional promotions such as TV advertising will dominate promotional efforts over the long term.

Chip Off The Old Block is a new chocolate chip cookie created by the Arizona Cookie Company.To generate interest for this new product,the company sent a free package of six cookies to selected homes along with a 50-cent coupon.Arizona Cookie's activities represent:

Effective salespeople push hard to finalize a sale as soon as they finish their presentation.Otherwise,the customer has time to come up with objections that will make the sale more difficult to close.

Newspapers,radio,and the Yellow

A major responsibility of the public relations department is to:

There are millions of blogs on the Internet today but the number of new blogs seems to have peaked meaning blogs will decrease steadily over the next few years.

Effective sales promotion efforts focus exclusively on external audiences such as dealers and consumers,since they ultimately decide the fate of a product.

Taking Risks and Making Profits Within the Dynamic Business Environment

Understanding Economics and How It Affects Business

Doing Business in Global Markets

Demanding Ethical and Socially Responsible Behavior

How to Form a Business

Entrepreneurship and Starting a Small Business

Management and Leadership

Structuring Organizations for Todays Challenges

Production and Operations Management

Motivating Employees

Human Resource Management: Finding and Keeping the Best Employees

Dealing With Union and Employeemanagement Issues

Marketing: Helping Buyers Buy

Developing and Pricing Goods and Services

Distributing Products

Understanding Accounting and Financial Information

Financial Management

Using Securities Markets for Financing and Investing Opportunities

Money,financial Institutions,and the Federal Reserve

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Using Technology to Manage Information

Managing Risk

Managing Personal Finances

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