Question 1

A review of the personal selling process indicates that selling is:

Accepted Answer

A) a matter of establishing relationships. 
B) getting a name on a sales contract. 
C) about 90 percent luck and 10 percent skill. 
D) giving way to computers in responding to consumer needs. 
A) a matter of establishing relationships. 
B) getting a name on a sales contract. 
C) about 90 percent luck and 10 percent skill. 
D) giving way to computers in responding to consumer needs.

Question 2

The first step in the public relations process is to ensure that everyone in the organization understands the firm's position on key issues.With this information widely available,efforts can be made to persuade the public of the firm's virtues.

Accepted Answer

A) True 
 B)False

Question 3

Unlike other promotional tools,such as advertising and personal selling,publicity is free.

Accepted Answer

A) True 
 B)False

Question 4

Sales promotion involves the long-term strategies firms use to enhance their image by listening to the public.

Accepted Answer

A) True 
 B)False

Question 5

Advertising provides the public with free TV and radio programs.

Accepted Answer

A) True 
 B)False

Question 6

Successful PR departments find that listening to the public is not enough.They have to tell the public that they are being responsive.

Accepted Answer

A) True 
 B)False

Question 7

Creating a positive brand image by using all the promotional tools in a comprehensive,unified promotional strategy is called:

Accepted Answer

A) brand awareness. 
B) brand publicity. 
C) interactive promotional communication. 
D) integrated marketing communication. 
A) brand awareness. 
B) brand publicity. 
C) interactive promotional communication. 
D) integrated marketing communication.

Question 8

Since personal selling involves face-to-face contact with customers,salespeople make little if any use of technology in performing their jobs.

Accepted Answer

A) True 
 B)False

Question 9

Personal selling in the B2B market represents a relatively inexpensive method of promoting a firm's products.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following statements is most accurate?

Accepted Answer

A) Sales promotions are targeted both internally and externally. 
B) Sales promotion efforts are directed at nonprofit organizations. 
C) Dealers are inappropriate targets of sales promotion activities. 
D) The goal of sales promotion activities is to create consumer awareness. 
A) Sales promotions are targeted both internally and externally. 
B) Sales promotion efforts are directed at nonprofit organizations. 
C) Dealers are inappropriate targets of sales promotion activities. 
D) The goal of sales promotion activities is to create consumer awareness.

Question 11

Institutional advertising creates an attractive image for an organization rather than for a product.

Accepted Answer

A) True 
 B)False

Question 12

Gardening.com is an online retailer of garden products.By allowing communication between gardeners and experts via its website,Gardening.com is using:

Accepted Answer

A) interactive promotion. 
B) a linked marketing contact system. 
C) a flexible response strategy. 
D) an asynchronous relationship. 
A) interactive promotion. 
B) a linked marketing contact system. 
C) a flexible response strategy. 
D) an asynchronous relationship.

Question 13

Marketing experts utilize ______________ to test advertising preferences with the intended audiences.

Accepted Answer

A) direct mail 
B) radio 
C) broadcast television 
D) social media such as Twitter™ 
A) direct mail 
B) radio 
C) broadcast television 
D) social media such as Twitter™

Question 14

At a recent sporting event,a local beer distributor gave free beverage mugs to all adults with a paid admission.This is an example of:

Accepted Answer

A) market segmentation. 
B) sampling. 
C) publicity. 
D) sales promotion. 
A) market segmentation. 
B) sampling. 
C) publicity. 
D) sales promotion.

Question 15

The effectiveness of direct mail advertising suffers from:

Accepted Answer

A) its inflexibility. 
B) the limited length of the message. 
C) the consumer perception that it is junk mail. 
D) its inability to target specific markets. 
A) its inflexibility. 
B) the limited length of the message. 
C) the consumer perception that it is junk mail. 
D) its inability to target specific markets.

Question 16

Which of the following is an advantage of magazine advertising?

Accepted Answer

A) Short exposure time 
B) Ability to quickly change message 
C) Superior color 
D) Relatively short life 
A) Short exposure time 
B) Ability to quickly change message 
C) Superior color 
D) Relatively short life

Question 17

A blog is an online diary that looks like a Web page but is easier to create and update by posting text,photos,or links to another site.

Accepted Answer

A) True 
 B)False

Question 18

Bethany just finished making a sales presentation to a major prospect.In the next step of the selling process,Bethany will likely be:

Accepted Answer

A) processing the customer's order. 
B) closing the sale,by asking the customer to make a commitment. 
C) answering customer questions and dealing with objections. 
D) setting an appointment for the customer to meet with her boss. 
A) processing the customer's order. 
B) closing the sale,by asking the customer to make a commitment. 
C) answering customer questions and dealing with objections. 
D) setting an appointment for the customer to meet with her boss.

Question 19

Explain the difference between viral marketing,blogging and podcasting.

Accepted Answer

Viral marketing is the term now used to

Question 20

Television broadcast and cable)and direct mail are the top two advertising media when ranked by total expenditures.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

A review of the personal selling process indicates that selling is:

The first step in the public relations process is to ensure that everyone in the organization understands the firm's position on key issues.With this information widely available,efforts can be made to persuade the public of the firm's virtues.

Unlike other promotional tools,such as advertising and personal selling,publicity is free.

Sales promotion involves the long-term strategies firms use to enhance their image by listening to the public.

Advertising provides the public with free TV and radio programs.

Successful PR departments find that listening to the public is not enough.They have to tell the public that they are being responsive.

Creating a positive brand image by using all the promotional tools in a comprehensive,unified promotional strategy is called:

Since personal selling involves face-to-face contact with customers,salespeople make little if any use of technology in performing their jobs.

Personal selling in the B2B market represents a relatively inexpensive method of promoting a firm's products.

Which of the following statements is most accurate?

Institutional advertising creates an attractive image for an organization rather than for a product.

Gardening.com is an online retailer of garden products.By allowing communication between gardeners and experts via its website,Gardening.com is using:

Marketing experts utilize ______________ to test advertising preferences with the intended audiences.

At a recent sporting event,a local beer distributor gave free beverage mugs to all adults with a paid admission.This is an example of:

The effectiveness of direct mail advertising suffers from:

Which of the following is an advantage of magazine advertising?

A blog is an online diary that looks like a Web page but is easier to create and update by posting text,photos,or links to another site.

Bethany just finished making a sales presentation to a major prospect.In the next step of the selling process,Bethany will likely be:

Explain the difference between viral marketing,blogging and podcasting.

Television broadcast and cable)and direct mail are the top two advertising media when ranked by total expenditures.

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

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