Question 1

Online advertising has become the number one medium and ranks ahead of newspapers and television, based on total advertising expenditures.

Accepted Answer

A) True 
 B)False  False

Question 2

Jasmine finished writing a news release about her company's new product. She intends to e-mail the message to local television and radio stations as well as newspapers in hope that they will find the information newsworthy and run a story about the product. Jasmine's efforts represent the firm's

Accepted Answer

A)  public relations. 
B)  institutional advertising. 
C)  secondary advertising. 
D)  interactive marketing. 
A)  public relations. 
B)  institutional advertising. 
C)  secondary advertising. 
D)  interactive marketing. A

Question 3

Personal selling involves more than presenting the product and closing the deal. Other activities include the search for new prospects and follow-up services after the sale.

Accepted Answer

A) True 
 B)False  True

Question 4

Two-way communication between businesses and customers becomes easier by using

Accepted Answer

A)  social media. 
B)  viral marketing. 
C)  product placement. 
D)  mobile marketing. 
A)  social media. 
B)  viral marketing. 
C)  product placement. 
D)  mobile marketing.

Question 5

Bathtub Brewing Company's ________ relies heavily on advertising, personal selling, and a limited use of product sampling.

Accepted Answer

A)  marketing mix 
B)  promotion mix 
C)  communication network 
D)  transfer marketing 
A)  marketing mix 
B)  promotion mix 
C)  communication network 
D)  transfer marketing

Question 6

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 7

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 or concerns. 
C)  Closing may involve getting the customer to agree to a trial close. 
D)  If the salesperson 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 or concerns. 
C)  Closing may involve getting the customer to agree to a trial close. 
D)  If the salesperson 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 8

________ advertising encourages wholesalers and retailers to carry the products of a specific manufacturer.

Accepted Answer

A)  Advocacy 
B)  B2B comparison 
C)  Trade 
D)  Institutional 
A)  Advocacy 
B)  B2B comparison 
C)  Trade 
D)  Institutional

Question 9

Tom and Melody are considering the extensive use of ads in fitness magazines and a direct mail campaign targeted at people who have bought other products made by Xer-Wise. Since these messages are geared directly to customers, it is clear that Tom and Melody want to implement a ________ strategy.

Accepted Answer

A)  push 
B)  pull 
C)  placement 
D)  stretch 
A)  push 
B)  pull 
C)  placement 
D)  stretch

Question 10

Bubbles Cola introduced Fruit Flash product line during spring break in Panama City and South Padre Island. It gave out free samples and provided free rides on Bubbles Cola trucks. Bubbles Cola was practicing event marketing.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is a consumer sales promotion activity?

Accepted Answer

A)  contests 
B)  advertising 
C)  vending sales 
D)  direct mail 
A)  contests 
B)  advertising 
C)  vending sales 
D)  direct mail

Question 12

Future promotional efforts will likely be

Accepted Answer

A)  custom-designed to reach smaller audiences. 
B)  targeted at larger audiences. 
C)  less interactive and more persuasive. 
D)  similar to promotional efforts today. 
A)  custom-designed to reach smaller audiences. 
B)  targeted at larger audiences. 
C)  less interactive and more persuasive. 
D)  similar to promotional efforts today.

Question 13

With the increase of digital advertising, infomercials are rarely shown on television.

Accepted Answer

A) True 
 B)False

Question 14

In evaluating personal selling it is safe to conclude that it represents a form of individualized advertising.

Accepted Answer

A) True 
 B)False

Question 15

A recent study reveals that regardless of the product or target market, mobile media is not a promotion mix tool that works efficiently.

Accepted Answer

A) True 
 B)False

Question 16

Frontier Filmmakers advertises their movies during television shows that their target market typically watches. Frontier Filmmakers believes the best way of reaching its customers is through a ________ strategy.

Accepted Answer

A)  push 
B)  pull 
C)  product placement 
D)  word-of-mouth 
A)  push 
B)  pull 
C)  product placement 
D)  word-of-mouth

Question 17

________ advertising supports a particular view or position on an issue.

Accepted Answer

A)  Advocacy 
B)  Institutional 
C)  Comparison 
D)  Trade 
A)  Advocacy 
B)  Institutional 
C)  Comparison 
D)  Trade

Question 18

Explain the steps in the personal selling process. How does B2B personal selling differ from B2C personal selling?

Accepted Answer

Personal selling is the face-to-face pre

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

Online advertising has become the number one medium and ranks ahead of newspapers and television, based on total advertising expenditures.

Jasmine finished writing a news release about her company's new product. She intends to e-mail the message to local television and radio stations as well as newspapers in hope that they will find the information newsworthy and run a story about the product. Jasmine's efforts represent the firm's

Personal selling involves more than presenting the product and closing the deal. Other activities include the search for new prospects and follow-up services after the sale.

Two-way communication between businesses and customers becomes easier by using

Bathtub Brewing Company's ________ relies heavily on advertising, personal selling, and a limited use of product sampling.

Which of the following is an advantage of magazine advertising?

Which of the following statements is the most accurate?

________ advertising encourages wholesalers and retailers to carry the products of a specific manufacturer.

Tom and Melody are considering the extensive use of ads in fitness magazines and a direct mail campaign targeted at people who have bought other products made by Xer-Wise. Since these messages are geared directly to customers, it is clear that Tom and Melody want to implement a ________ strategy.

Bubbles Cola introduced Fruit Flash product line during spring break in Panama City and South Padre Island. It gave out free samples and provided free rides on Bubbles Cola trucks. Bubbles Cola was practicing event marketing.

Which of the following is a consumer sales promotion activity?

Future promotional efforts will likely be

With the increase of digital advertising, infomercials are rarely shown on television.

In evaluating personal selling it is safe to conclude that it represents a form of individualized advertising.

A recent study reveals that regardless of the product or target market, mobile media is not a promotion mix tool that works efficiently.

Frontier Filmmakers advertises their movies during television shows that their target market typically watches. Frontier Filmmakers believes the best way of reaching its customers is through a ________ strategy.

________ advertising supports a particular view or position on an issue.

Explain the steps in the personal selling process. How does B2B personal selling differ from B2C personal selling?

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

Steve is a salesperson for a firm that markets products in a B2B market. His wife, Fran, is a salesperson for a retail store selling top-quality electronics goods. While Steve is likely to be successful using follow-up after the sale, Fran 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 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

Appendix: Working Within the Legal Environment

Appendix: Using Technology to Manage Information

Appendix: Managing Risk

Appendix: Managing Personal Finances

Filters