Exam 16: Using Effective Promotions

After her sales presentation. Whitney asks her customers what color they prefer and if they would like to pay by credit card. She hopes that these questions will help the sales process move beyond the customer's questions and objections. With limited time, Whitney is utilizing a trial close to help finalize the sale more quickly.

Pat's Pie Pantry generates significant word-of-mouth advertising by delighting their customers with delicious pies. Word of mouth represents the use of advertising.

The first step in the selling process involves prospecting for potential customers and choosing those most likely to buy.

Multilevel selling schemes that reward consumers for directing other consumers to specific websites represent an example of viral marketing.

Publicity is often referred to as the talking arm of public relations.

Advertising the newest Harry Potter movie during Saturday Night Live on TV is an example of a pull strategy being used by the film's producers.

The management of GamesPeople designed a comprehensive strategy that unifies advertising, personal selling, public relations and sales promotion activities creating a consistent message. This effort to promote a positive brand image represents a(n) program.

Because TV advertising is so expensive, it is less popular than in the past, it now ranks sixth in total advertising expenditures.

Trade advertising is advertising to consumers by manufacturers to encourage them to try their products.

Internal sales promotion efforts include training for salespeople and participation at trade shows where salespeople can meet potential customers.

Miss Kitty's Chocolate Corral is located in an out-of-the-way small shopping center. However, the company enjoys outstanding business because satisfied customers share their delightful experiences at Miss Kitty's with their friends and relatives. Miss Kitty's apparently benefits from positive:

The Maryland Department of Travel and Tourism promotes tourism in the state by sending travel agents and bus tour companies information about the state's many attractions. The hope is that by stimulating interest in tour and travel agents, they will in turn encourage their customers to visit Maryland. This example represents a promotional strategy.

A testimonial represents communication from a customer that praises a firm's products.

Best Pick, a home electronics superstore, knows the value of reassuring their current customers that they made the right choice when they decided to give Best Pick their business. Testimonials would be an effective promotional activity to confirm the purchase decisions of Best Pick's customers.

A 30-second Super Bowl commercial costs about $3 million, but given the audience for its telecast is considered an effective advertising purchase.

As one of the tools included in a firm's promotion mix, public relations is intended to earn public understanding and acceptance.

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

An online diary that looks like a Web page but is easier to create and update is called a(n):

Businesses pay using product placement to have their products prominently displayed in a TV episode of Friends or a feature movie.

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