Question 1

Interactive promotion

Accepted Answer

A)  attempts to create a dialogue between buyers and sellers. 
B)  transforms the approach from "working with" to "promoting to" customers. 
C)  fails to build long-term relationships with customers. 
D)  is an increasingly important element of the personal selling mix. 
A)  attempts to create a dialogue between buyers and sellers. 
B)  transforms the approach from "working with" to "promoting to" customers. 
C)  fails to build long-term relationships with customers. 
D)  is an increasingly important element of the personal selling mix.

Question 2

Despite its name, Choco Central is located in a small shopping center far from customers. However, the company enjoys outstanding business because satisfied customers share their enjoyable experiences at Choco Central with their friends and relatives. Choco Central apparently benefits from positive

Accepted Answer

A)  trade advertising. 
B)  word of mouth. 
C)  sales promotion. 
D)  public relations. 
A)  trade advertising. 
B)  word of mouth. 
C)  sales promotion. 
D)  public relations.

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

Mobile technology allows marketers to promote products to consumers through smartphones using text alerts.

Accepted Answer

A) True 
 B)False

Question 5

Caroline has developed a new advertising message for one of her firm's new products. She has sent copies of the ad to all of the salespeople in the firm and asked them to stress the benefits mentioned in the ad when they call on their customers. Finally, the ad includes a free sample coupon to encourage people to try this new product. She is attempting to create one positive, unified brand image for the new product. Caroline is practicing brand communication.

Accepted Answer

A) True 
 B)False

Question 6

Compared to advertising, publicity offers a firm greater control over when and how often the message is communicated.

Accepted Answer

A) True 
 B)False

Question 7

Compared to other promotional tools, publicity

Accepted Answer

A)  costs more. 
B)  offers the firm little control over the message. 
C)  prevents a response from competitive firms. 
D)  is the easiest to manage. 
A)  costs more. 
B)  offers the firm little control over the message. 
C)  prevents a response from competitive firms. 
D)  is the easiest to manage.

Question 8

Coupons, contests, and sampling are examples of sales promotion activities.

Accepted Answer

A) True 
 B)False

Question 9

When an organization uses advertising to create an attractive image for itself, this type of advertising is called

Accepted Answer

A)  retail advertising. 
B)  trade advertising. 
C)  comparison advertising. 
D)  institutional advertising. 
A)  retail advertising. 
B)  trade advertising. 
C)  comparison advertising. 
D)  institutional advertising.

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

Which of the following statements is the most accurate?

Accepted Answer

A)  Advertising helps pay for production costs of newspapers and magazines. 
B)  Word of mouth is the most effective form of advertising. 
C)  Advertising does not really provide information to consumers; it merely persuades consumers to buy advertised products. 
D)  Consumers don't remember good advertisements. 
A)  Advertising helps pay for production costs of newspapers and magazines. 
B)  Word of mouth is the most effective form of advertising. 
C)  Advertising does not really provide information to consumers; it merely persuades consumers to buy advertised products. 
D)  Consumers don't remember good advertisements.

Question 12

Newspapers, radio, and directories are usually attractive to local advertisers.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

Trade shows represent sales promotion programs designed to create product enthusiasm from distributors and dealers.

Accepted Answer

A) True 
 B)False

Question 15

The major complaint with advertising is that it provides no real benefits to the public.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

The last step in creating a promotional campaign is to evaluate the effectiveness of each element of the promotional mix.

Accepted Answer

A) True 
 B)False

Question 18

The approach step of the selling process attempts to

Accepted Answer

A)  qualify potential customers who are willing and able to buy. 
B)  build credibility and establish rapport. 
C)  close the sale. 
D)  learn about potential customers and their wants and needs. 
A)  qualify potential customers who are willing and able to buy. 
B)  build credibility and establish rapport. 
C)  close the sale. 
D)  learn about potential customers and their wants and needs.

Question 19

Global advertising can save companies money in research and ad design.

Accepted Answer

A) True 
 B)False

Question 20

One problem with newspaper advertisements is that they have a short life span.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

Interactive promotion

Despite its name, Choco Central is located in a small shopping center far from customers. However, the company enjoys outstanding business because satisfied customers share their enjoyable experiences at Choco Central with their friends and relatives. Choco Central apparently benefits from positive

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

Mobile technology allows marketers to promote products to consumers through smartphones using text alerts.

Compared to advertising, publicity offers a firm greater control over when and how often the message is communicated.

Compared to other promotional tools, publicity

Coupons, contests, and sampling are examples of sales promotion activities.

When an organization uses advertising to create an attractive image for itself, this type of advertising is called

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

Which of the following statements is the most accurate?

Newspapers, radio, and directories are usually attractive to local advertisers.

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

Trade shows represent sales promotion programs designed to create product enthusiasm from distributors and dealers.

The major complaint with advertising is that it provides no real benefits to the public.

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

The last step in creating a promotional campaign is to evaluate the effectiveness of each element of the promotional mix.

The approach step of the selling process attempts to

Global advertising can save companies money in research and ad design.

One problem with newspaper advertisements is that they have a short life span.

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

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