Question 1

It's just as important to generate employee enthusiasm about a product as it is to attract potential customers.

Accepted Answer

A) True 
 B)False

Question 2

The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a:

Accepted Answer

A) pull strategy. 
B) segmentation strategy. 
C) push strategy. 
D) product placement strategy. 
A) pull strategy. 
B) segmentation strategy. 
C) push strategy. 
D) product placement strategy.

Question 3

One fact that marketers must keep in mind is that publicity can be either positive or negative.

Accepted Answer

A) True 
 B)False

Question 4

__________ changes the relationship between buyers and sellers from a monologue to a dialogue in which information is shared to create mutually beneficial exchanges.

Accepted Answer

A) Advertising 
B) A push strategy 
C) Interactive promotion 
D) Public relations 
A) Advertising 
B) A push strategy 
C) Interactive promotion 
D) Public relations

Question 5

The distribution method for audio and video programs via the Internet that lets users subscribe to a number of files or feeds is called a:

Accepted Answer

A) webcast. 
B) podcast. 
C) blog. 
D) filecast. 
A) webcast. 
B) podcast. 
C) blog. 
D) filecast.

Question 6

The primary emphasis of advertising today is to move from regional approach in global markets to a total globalist approach.

Accepted Answer

A) True 
 B)False

Question 7

When marketers advertise on a big online search engine like Bing or Google,they can reach the people they most want to reach.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following statements about global advertising is most correct?

Accepted Answer

A) Firms should avoid advertising in foreign markets and rely instead on other elements of their promotion mix,such as personal selling and public relations. 
B) Television is the best advertising medium for U.S.firms trying to promote their products in foreign countries. 
C) Global advertising involves developing a single promotional strategy that can be implemented worldwide. 
D) Given the lower incomes of consumers in many foreign countries,the best way to promote American goods is utilizing a low price strategy. 
A) Firms should avoid advertising in foreign markets and rely instead on other elements of their promotion mix,such as personal selling and public relations. 
B) Television is the best advertising medium for U.S.firms trying to promote their products in foreign countries. 
C) Global advertising involves developing a single promotional strategy that can be implemented worldwide. 
D) Given the lower incomes of consumers in many foreign countries,the best way to promote American goods is utilizing a low price strategy.

Question 9

Advocacy advertising is advertising that supports a particular view of an issue such as gun control.

Accepted Answer

A) True 
 B)False

Question 10

Woodson Productions gives young adults free tickets to concerts it promotes if they agree to go into an Internet chat room and share their positive experience with others.The free tickets Woodson provides represent:

Accepted Answer

A) a push strategy. 
B) market teasers. 
C) a pull strategy. 
D) swag. 
A) a push strategy. 
B) market teasers. 
C) a pull strategy. 
D) swag.

Question 11

Closing the sale represents success for the salesperson and the final step in the selling process.

Accepted Answer

A) True 
 B)False

Question 12

The purpose of a trial close in the selling process is to learn as much as possible about customers and their wants and needs.

Accepted Answer

A) True 
 B)False

Question 13

__________ refers to any information about a product or an organization that is communicated to the public through the media and is not paid for or controlled by the sponsor.

Accepted Answer

A) A market presentation 
B) Promotion 
C) Public relations 
D) Publicity 
A) A market presentation 
B) Promotion 
C) Public relations 
D) Publicity

Question 14

Today's public relations departments:

Accepted Answer

A) focus more on advertising and less on publicity. 
B) are downsizing as firms emphasize personal selling to promote their products. 
C) are more actively listening to customers and helping to solve their problems. 
D) avoid relationships with the media and government officials. 
A) focus more on advertising and less on publicity. 
B) are downsizing as firms emphasize personal selling to promote their products. 
C) are more actively listening to customers and helping to solve their problems. 
D) avoid relationships with the media and government officials.

Question 15

According to the Reaching Beyond Our Borders box titled,"Promotion in Rural India," marketing experts rely on talking road shows to get the message about products and services to potential customers.In order to reach customers in relatively remote areas where technology type promotion fails,marketers are using________________ to promote their products and services.

Accepted Answer

A) direct mail and sampling 
B) broadcast media and interactive promotion 
C) viral marketing and publicity 
D) personal selling and sampling 
A) direct mail and sampling 
B) broadcast media and interactive promotion 
C) viral marketing and publicity 
D) personal selling and sampling

Question 16

Registration in Professor McNick's classes reaches maximum enrollment quickly.Students register immediately online just to insure their seat in her class.One student summed it up,"Everyone's heard she is the best teacher on campus." Professor McNick's classes benefit from:

Accepted Answer

A) viral publicity. 
B) positive public relations. 
C) free advertising. 
D) word-of-mouth promotion. 
A) viral publicity. 
B) positive public relations. 
C) free advertising. 
D) word-of-mouth promotion.

Question 17

Companies that adopt a pull strategy target their promotional efforts toward:

Accepted Answer

A) consumers. 
B) retailers. 
C) wholesalers. 
D) manufacturers. 
A) consumers. 
B) retailers. 
C) wholesalers. 
D) manufacturers.

Question 18

Online chat rooms and bulletin boards offer opportunities for positive and negative word-of-mouth promotion.

Accepted Answer

A) True 
 B)False

Question 19

Jose is a salesperson for a firm that sells and leases heavy construction equipment.This equipment is very expensive,and is highly specialized.Jose spends a great deal of time learning about potential customers' needs,then uses his knowledge of the Internet to locate exact specifications of equipment offered by all the major producers in the industry.Armed with this information,Jose is able to identify the best equipment for each job.Jose has completed the preapproach stage of the selling process.

Accepted Answer

A) True 
 B)False

Question 20

Bob is a salesperson for a firm that markets products in a B2B market.His wife,Sally,is a salesperson for a retail store selling top quality electronics goods.While Bob is likely to be successful using follow up after the sale,Sally should avoid this approach.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

It's just as important to generate employee enthusiasm about a product as it is to attract potential customers.

The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a:

One fact that marketers must keep in mind is that publicity can be either positive or negative.

__________ changes the relationship between buyers and sellers from a monologue to a dialogue in which information is shared to create mutually beneficial exchanges.

The distribution method for audio and video programs via the Internet that lets users subscribe to a number of files or feeds is called a:

The primary emphasis of advertising today is to move from regional approach in global markets to a total globalist approach.

When marketers advertise on a big online search engine like Bing or Google,they can reach the people they most want to reach.

Which of the following statements about global advertising is most correct?

Advocacy advertising is advertising that supports a particular view of an issue such as gun control.

Woodson Productions gives young adults free tickets to concerts it promotes if they agree to go into an Internet chat room and share their positive experience with others.The free tickets Woodson provides represent:

Closing the sale represents success for the salesperson and the final step in the selling process.

The purpose of a trial close in the selling process is to learn as much as possible about customers and their wants and needs.

__________ refers to any information about a product or an organization that is communicated to the public through the media and is not paid for or controlled by the sponsor.

Today's public relations departments:

Registration in Professor McNick's classes reaches maximum enrollment quickly.Students register immediately online just to insure their seat in her class.One student summed it up,"Everyone's heard she is the best teacher on campus." Professor McNick's classes benefit from:

Companies that adopt a pull strategy target their promotional efforts toward:

Online chat rooms and bulletin boards offer opportunities for positive and negative word-of-mouth promotion.

Bob is a salesperson for a firm that markets products in a B2B market.His wife,Sally,is a salesperson for a retail store selling top quality electronics goods.While Bob is likely to be successful using follow up after the sale,Sally should avoid this approach.

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

test Planning Table for Bonus Chapter A

Using Technology to Manage Information

Managing Risk

Managing Personal Finances

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