Question 1

In the seven step B2B selling process,the selection of potential customers is known as:

Accepted Answer

A)  prospecting. 
B)  synchronizing. 
C)  articulating. 
D)  qualifying. 
A)  prospecting. 
B)  synchronizing. 
C)  articulating. 
D)  qualifying. D

Question 2

Slapstick Films advertises their movies on TV programs their target market of 21-30 year olds typically watch.Slapstick Films 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 B

Question 3

The use of infomercials represents an effective use of advertising dollars.

Accepted Answer

A) True 
 B)False  True

Question 4

Advertising reaches a national audience more effectively than it communicates with a local market.

Accepted Answer

A) True 
 B)False

Question 5

Carolina Insurance wants to create a more interactive approach to advertising in order to build strong relationships with their customers.Which of the following represents the preferred advertising medium to achieve their goal?

Accepted Answer

A)  The Internet 
B)  Radio 
C)  Newspapers 
D)  Trade shows 
A)  The Internet 
B)  Radio 
C)  Newspapers 
D)  Trade shows

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

The popularity of infomercials has declined in recent years.

Accepted Answer

A) True 
 B)False

Question 8

After adopting integrated marketing communication,Madison Furniture puts less emphasis on public relations,sales promotion,and personal selling,and concentrates on advertising designed to provide a uniform message to all markets.

Accepted Answer

A) True 
 B)False

Question 9

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 10

The number one advertising medium in terms of total dollar expenditures is newspapers.

Accepted Answer

A) True 
 B)False

Question 11

Businesses always welcome publicity because it presents the name of the firm and its products to the public for free.

Accepted Answer

A) True 
 B)False

Question 12

The purpose of a __________ is to move the selling process toward an actual product purchase.

Accepted Answer

A)  follow up 
B)  closing 
C)  trial close 
D)  commission 
A)  follow up 
B)  closing 
C)  trial close 
D)  commission

Question 13

A promotional campaign begins by:

Accepted Answer

A)  identifying a target market. 
B)  defining the objectives for each element of the promotion mix. 
C)  determining a promotional budget. 
D)  developing a unifying message. 
A)  identifying a target market. 
B)  defining the objectives for each element of the promotion mix. 
C)  determining a promotional budget. 
D)  developing a unifying message.

Question 14

There are millions of blogs on the Internet today but the number of new blogs seems to have peaked meaning blogs will decrease steadily over the next few years.

Accepted Answer

A) True 
 B)False

Question 15

The strategy of directing advertising and sales promotion toward consumers to stimulate them to request the products from their local retailers is called 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 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

The popularity of the Internet enables companies to decrease their emphasis on traditional promotional tools such as TV advertising.

Accepted Answer

A) True 
 B)False

Question 18

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 19

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

Question 20

The total annual expenditures on advertising in the United States:

Accepted Answer

A)  peaked last year at approximately $70 billion. 
B)  have declined significantly as firms utilize the promotional opportunities of the Internet. 
C)  is very close to $300 billion. 
D)  have been capped at $200 billion by the government stimulus package. 
A)  peaked last year at approximately $70 billion. 
B)  have declined significantly as firms utilize the promotional opportunities of the Internet. 
C)  is very close to $300 billion. 
D)  have been capped at $200 billion by the government stimulus package.

Exam 16: Using Effective Promotions

In the seven step B2B selling process,the selection of potential customers is known as:

Slapstick Films advertises their movies on TV programs their target market of 21-30 year olds typically watch.Slapstick Films believes the best way of reaching its customers is through a ________ strategy.

The use of infomercials represents an effective use of advertising dollars.

Advertising reaches a national audience more effectively than it communicates with a local market.

Carolina Insurance wants to create a more interactive approach to advertising in order to build strong relationships with their customers.Which of the following represents the preferred advertising medium to achieve their goal?

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

The popularity of infomercials has declined in recent years.

After adopting integrated marketing communication,Madison Furniture puts less emphasis on public relations,sales promotion,and personal selling,and concentrates on advertising designed to provide a uniform message to all markets.

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

The number one advertising medium in terms of total dollar expenditures is newspapers.

Businesses always welcome publicity because it presents the name of the firm and its products to the public for free.

The purpose of a __________ is to move the selling process toward an actual product purchase.

A promotional campaign begins by:

There are millions of blogs on the Internet today but the number of new blogs seems to have peaked meaning blogs will decrease steadily over the next few years.

The strategy of directing advertising and sales promotion toward consumers to stimulate them to request the products from their local retailers is called a:

Which of the following is an advantage of magazine advertising?

The popularity of the Internet enables companies to decrease their emphasis on traditional promotional tools such as TV advertising.

Which of the following statements is most accurate?

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.

The total annual expenditures on advertising in the United States:

Taking Risks and Making Profits Within the Dynamic Business Environment

Understanding How Economics 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

Adapting Organizations to Todays Markets

Production and Operations Management

Motivating Employees

Human Resource Management: Finding and Keeping the Best Employees

Dealing With Employee-Management Issues and Relationships

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 A: Using Technology to Manage Information

Appendix B: Managing Risk

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