Question 1

When developing the promotional campaign for a new product, the first step for a firm is to identify their target market.

Accepted Answer

A) True 
 B)False

Question 2

While testimonials effectively promote products to new customers, they are not effective in reaching existing customers.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

It is important to design promotional efforts specifically for individual countries or cultures and also with great care, at risk of the brand's not being appealing in the targeted market. For example, a Japanese company tried to use English words to name a popular drink and called it Pocari Sweat.

Accepted Answer

A) True 
 B)False

Question 7

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 8

After completing his sales presentation, Jerald's client expressed her concerns and questioned some of the details of the sales proposal. An effective salesperson would:

Accepted Answer

A)  downplay these objections and push to close the sale as quickly as possible to avoid the endless questions that some customers ask. 
B)  address her concerns and develop a better relationship. 
C)  consider revising the presentation so that next time customer concerns and objections can be avoided. 
D)  bring in the top executives of the company to close the sale. 
A)  downplay these objections and push to close the sale as quickly as possible to avoid the endless questions that some customers ask. 
B)  address her concerns and develop a better relationship. 
C)  consider revising the presentation so that next time customer concerns and objections can be avoided. 
D)  bring in the top executives of the company to close the sale.

Question 9

The goal of __________ is to inform and remind people in a target market about specific products, eventually persuading them to participate in an exchange.

Accepted Answer

A)  promotion 
B)  market research 
C)  market segmentation 
D)  marketing loyalty 
A)  promotion 
B)  market research 
C)  market segmentation 
D)  marketing loyalty

Question 10

___________ encourages people to tell other people about goods or services they have enjoyed.

Accepted Answer

A)  Personal selling 
B)  Publicity 
C)  A trade show 
D)  Word-of-mouth promotion 
A)  Personal selling 
B)  Publicity 
C)  A trade show 
D)  Word-of-mouth promotion

Question 11

TV programs devoted exclusively to promoting goods and services are called:

Accepted Answer

A)  testimonials. 
B)  infomercials. 
C)  interactive TV. 
D)  online computer advertising. 
A)  testimonials. 
B)  infomercials. 
C)  interactive TV. 
D)  online computer advertising.

Question 12

CarGo uses its website to target car parts stores and car owners and tell them of the benefits of using their long-lasting spark plugs. CarGo apparently uses the Internet:

Accepted Answer

A)  for its push strategy. 
B)  for its pull strategy. 
C)  for both its push and pull strategies. 
D)  for its product placement strategy. 
A)  for its push strategy. 
B)  for its pull strategy. 
C)  for both its push and pull strategies. 
D)  for its product placement strategy.

Question 13

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 14

Mo's Movies markets DVD and Blu-Ray movies online. The company recently adopted a new program that offers their current customers free DVDs if they encourage their friends to visit Mo's Movies' website. This promotional program represents:

Accepted Answer

A)  second stage advertising. 
B)  viral marketing. 
C)  interlinked promotion. 
D)  virtual inducement. 
A)  second stage advertising. 
B)  viral marketing. 
C)  interlinked promotion. 
D)  virtual inducement.

Question 15

Internal sales promotion programs are targeted to reach the firm's internal auditors as well as external customers.

Accepted Answer

A) True 
 B)False

Question 16

Podcasting is a means of distributing audio and video programs but these programs can only be seen and heard using mobile technology.

Accepted Answer

A) True 
 B)False

Question 17

In B2C sales the salesperson does not spend a great deal of their time:

Accepted Answer

A)  following up. 
B)  closing. 
C)  qualifying. 
D)  presenting. 
A)  following up. 
B)  closing. 
C)  qualifying. 
D)  presenting.

Question 18

Sales promotion efforts such as trade shows aimed at distributors and dealers are intended to generate their enthusiasm for a firm's products.

Accepted Answer

A) True 
 B)False

Question 19

The traditional promotion mix for a firm consists of the:

Accepted Answer

A)  strategic mix of price, product, place and advertising. 
B)  various types of advertising media the firm selects to reach each specific target market. 
C)  marketing intermediaries employed by the firm to create a supply value chain. 
D)  advertising, personal selling, public relations, and sales promotion used to reach a target market. 
A)  strategic mix of price, product, place and advertising. 
B)  various types of advertising media the firm selects to reach each specific target market. 
C)  marketing intermediaries employed by the firm to create a supply value chain. 
D)  advertising, personal selling, public relations, and sales promotion used to reach a target market.

Question 20

The final step of the selling process involves:

Accepted Answer

A)  follow-up. 
B)  closing. 
C)  posting. 
D)  trial closing. 
A)  follow-up. 
B)  closing. 
C)  posting. 
D)  trial closing.

Exam 16: Using Effective Promotions

When developing the promotional campaign for a new product, the first step for a firm is to identify their target market.

While testimonials effectively promote products to new customers, they are not effective in reaching existing customers.

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

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

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

It is important to design promotional efforts specifically for individual countries or cultures and also with great care, at risk of the brand's not being appealing in the targeted market. For example, a Japanese company tried to use English words to name a popular drink and called it Pocari Sweat.

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

After completing his sales presentation, Jerald's client expressed her concerns and questioned some of the details of the sales proposal. An effective salesperson would:

The goal of __________ is to inform and remind people in a target market about specific products, eventually persuading them to participate in an exchange.

___________ encourages people to tell other people about goods or services they have enjoyed.

TV programs devoted exclusively to promoting goods and services are called:

CarGo uses its website to target car parts stores and car owners and tell them of the benefits of using their long-lasting spark plugs. CarGo apparently uses the Internet:

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

Mo's Movies markets DVD and Blu-Ray movies online. The company recently adopted a new program that offers their current customers free DVDs if they encourage their friends to visit Mo's Movies' website. This promotional program represents:

Internal sales promotion programs are targeted to reach the firm's internal auditors as well as external customers.

Podcasting is a means of distributing audio and video programs but these programs can only be seen and heard using mobile technology.

In B2C sales the salesperson does not spend a great deal of their time:

Sales promotion efforts such as trade shows aimed at distributors and dealers are intended to generate their enthusiasm for a firm's products.

The traditional promotion mix for a firm consists of the:

The final step of the selling process involves:

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

Managing the Marketing Mix: Product, Price, Place and Promotion

Extension: Working Within the Legal Environment

Extension: Using Technology to Manage Information

Extension: Managing Risk

Extension: Managing Personal Finances

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