Question 1

_____ involves of determining which sales prospects have a recognized need,buying power,and receptivity and accessibility.

Accepted Answer

A)  Prospect examination 
B)  Customerization 
C)  Lead reciprocity 
D)  Lead qualification 
E)  Bird-dogging 
A)  Prospect examination 
B)  Customerization 
C)  Lead reciprocity 
D)  Lead qualification 
E)  Bird-dogging D

Question 2

When a salesperson offers a discount if a prospect places a larger order,he or she is using the process of:

Accepted Answer

A)  summary 
B)  assumption 
C)  negotiation 
D)  adaption 
E)  follow-up 
A)  summary 
B)  assumption 
C)  negotiation 
D)  adaption 
E)  follow-up C

Question 3

During the preapproach,the salesperson would:

Accepted Answer

A)  ask for referrals 
B)  learn as much as possible about the prospect's organization and its buyers 
C)  create point-of-purchase displays 
D)  handle pricing objections 
E)  do all of these things 
A)  ask for referrals 
B)  learn as much as possible about the prospect's organization and its buyers 
C)  create point-of-purchase displays 
D)  handle pricing objections 
E)  do all of these things B

Question 4

A news story on the bonuses received by executives of a bank that received bailout money from the Federal government is an example of:

Accepted Answer

A)  a sales promotion 
B)  free advertising 
C)  demarketing 
D)  newspaper advertising 
E)  publicity 
A)  a sales promotion 
B)  free advertising 
C)  demarketing 
D)  newspaper advertising 
E)  publicity

Question 5

Joe Hamas sells for Rush Beverages.He is trying to convince retailers to carry his company's Ginseng Rush,a new all-natural beverage that delivers an energy punch without caffeine.When he gets retailers to agree to stock his product,he asks them for the names of other retail operations that might be interested in carrying it.He is using _____ to get his sales leads.

Accepted Answer

A)  networking 
B)  cold calling 
C)  referrals 
D)  direct marketing 
E)  noncompeting sales 
A)  networking 
B)  cold calling 
C)  referrals 
D)  direct marketing 
E)  noncompeting sales

Question 6

_____ is money offered by a manufacturer to employees of channel intermediaries to encourage them to sell the manufacturer's product.

Accepted Answer

A)  A trade allowance 
B)  Push money 
C)  A selling deal 
D)  A premium payment 
E)  A direct trade sales promotion 
A)  A trade allowance 
B)  Push money 
C)  A selling deal 
D)  A premium payment 
E)  A direct trade sales promotion

Question 7

Unlike other sales promotion activities,the objective of a loyalty marketing program is to:

Accepted Answer

A)  encourage brand switching 
B)  appeal to bargain hunters who consistently buy the lowest priced brand 
C)  take away customers from the competition 
D)  build long-term,mutually beneficial relationships between a company and its key customers 
E)  modify customers' attitudes toward a product 
A)  encourage brand switching 
B)  appeal to bargain hunters who consistently buy the lowest priced brand 
C)  take away customers from the competition 
D)  build long-term,mutually beneficial relationships between a company and its key customers 
E)  modify customers' attitudes toward a product

Question 8

Jayson typically negotiates the price with prospective customers because he knows price is the most effective negotiating tool when closing a sale.

Accepted Answer

A) True 
 B)False

Question 9

Publicity:

Accepted Answer

A)  will never damage a company because it performs the information task of promotion 
B)  is free communication 
C)  is not persuasive with customers 
D)  has to be purchased from the mass media 
E)  has many internal costs to the company associated with it 
A)  will never damage a company because it performs the information task of promotion 
B)  is free communication 
C)  is not persuasive with customers 
D)  has to be purchased from the mass media 
E)  has many internal costs to the company associated with it

Question 10

Tools for the public relations manager include all of the following EXCEPT:

Accepted Answer

A)  press relations 
B)  product publicity 
C)  lobbying 
D)  sales promotions 
E)  corporate communications 
A)  press relations 
B)  product publicity 
C)  lobbying 
D)  sales promotions 
E)  corporate communications

Question 11

To qualify a sales lead,a salesperson must identify the person in an organization who has the authority to buy the product and must close the sale with that individual.

Accepted Answer

A) True 
 B)False

Question 12

Why do some marketers offer rebates instead of price reductions to induce short-term sales?

Accepted Answer

A)  Rebates are especially good at enticing purchases,but most consumers never bother to redeem them. 
B)  A price reduction of this type would likely be an example of price discrimination. 
C)  Rebates offer a more immediate reward than price reductions. 
D)  Rebates have a much higher redemption rate than coupons. 
E)  Rebates result in brand-loyal consumers. 
A)  Rebates are especially good at enticing purchases,but most consumers never bother to redeem them. 
B)  A price reduction of this type would likely be an example of price discrimination. 
C)  Rebates offer a more immediate reward than price reductions. 
D)  Rebates have a much higher redemption rate than coupons. 
E)  Rebates result in brand-loyal consumers.

Question 13

You are responsible for sales promotion for Replenishmints,long-lasting breath mints that contain a blend of vitamins and other nutrients specifically formulated for smokers and for people exposed to tobacco in their environment.You need to introduce the mints to supermarket managers and owners,attract and identify new store contacts,and test market the response to Replenishmints.Which type of trade promotion will help you reach your objectives in the most cost effective way?

Accepted Answer

A)  trade shows 
B)  trade allowances and direct incentives 
C)  push money 
D)  contests and sweepstakes 
E)  direct sampling and store demonstrations 
A)  trade shows 
B)  trade allowances and direct incentives 
C)  push money 
D)  contests and sweepstakes 
E)  direct sampling and store demonstrations

Question 14

Digital Cookware
Digital Cookware has developed a new kind of skillet that should make cooking easier for many non-chefs.The skillet has a display on its handle that beeps to alert the cook when the pan's target temperature is reached.The skillet with the aid of an accompanying cookbook will take much of the guesswork out of cooking.Digital Cookware is a small company,and it has invested considerable money in developing this new technology,which it eventually hopes to use in an entire line of pots and pans.It has run some small ads for the new skillet in cooking magazines and been featured on some morning talk shows.It needs a quick infusion of cash to maintain its current operational level and to develop the rest of the cookware line.Digital Cookware is considering some kind of sales promotion.
-Refer to Digital Cookware.Why might rebates be a really good sales promotion for Digital Cookware to use?

Accepted Answer

A)  They are useful in building long-term relationships with customers. 
B)  They can create a great amount of publicity. 
C)  They create mutually beneficial relationships between the manufacturer and its customers. 
D)  They are good at enticing purchases,but most rebates are not redeemed. 
E)  They can be piggybacked with similar products. 
A)  They are useful in building long-term relationships with customers. 
B)  They can create a great amount of publicity. 
C)  They create mutually beneficial relationships between the manufacturer and its customers. 
D)  They are good at enticing purchases,but most rebates are not redeemed. 
E)  They can be piggybacked with similar products.

Question 15

Crisis management should begin before a crisis occurs.

Accepted Answer

A) True 
 B)False

Question 16

Cause-related marketing is when two competing companies come together to support a cause,such Breast Cancer Research.

Accepted Answer

A) True 
 B)False

Question 17

Pirates of the Caribbean Online is Disney's multiplayer game based on the Pirates of the Caribbean movie franchise.For $9.99 per month,the online game lets players sink ships,hunt for buried treasure and go on various Pirate-oriented quests.Disney also offers a limited version of the game for free in the hope that those who like the game will decide to pay for the complete version.Disney is utilizing which sales promotion tool?

Accepted Answer

A)  sponsorship 
B)  sampling 
C)  trade promotions 
D)  in-pack couponing 
E)  premiums 
A)  sponsorship 
B)  sampling 
C)  trade promotions 
D)  in-pack couponing 
E)  premiums

Question 18

The goal of sales promotion (regardless of what form it takes)is usually:

Accepted Answer

A)  immediate purchase 
B)  return on investment 
C)  cost control 
D)  market share leadership 
E)  economies of scale 
A)  immediate purchase 
B)  return on investment 
C)  cost control 
D)  market share leadership 
E)  economies of scale

Question 19

College Entertainers
Most colleges and universities have a campus activity board that brings entertainers and special events to campuses.To locate and hire these entertainers,many campuses send their student activity board members to one of the seven regional or the national NACA (National Association of Campus Activities)conventions.More than 100 entertainers,talent agencies,and companies that provide promotional services exhibit their products at these conventions in an area similar to a trade show.(Conference attendees call this the Marketplace.)
Approximately 20 entertainers are selected to present a short program (called a showcase)in which they demonstrate what they would do if hired to perform on campus.Many other entertainers have videos and CDs,which they hand out to student attendees.Only one or two members of any student group can actually set up a contractual agreement with an entertainer or his or her agency.Other student attendees provide input as to which entertainers best match the demographics of their institutions.
-Refer to College Entertainers.The entertainers and agency representatives engage in _____ in the Marketplace.

Accepted Answer

A)  transformational management 
B)  countertrades 
C)  all types of marketing communications 
D)  personal selling 
E)  loyalty marketing programs 
A)  transformational management 
B)  countertrades 
C)  all types of marketing communications 
D)  personal selling 
E)  loyalty marketing programs

Question 20

Which public relations tool involves a company spending money to support an issue,cause,or event that is consistent with corporate objectives?

Accepted Answer

A)  advocacy 
B)  lobbying 
C)  product placement 
D)  sponsorship 
E)  underwriting 
A)  advocacy 
B)  lobbying 
C)  product placement 
D)  sponsorship 
E)  underwriting

_____ involves of determining which sales prospects have a recognized need,buying power,and receptivity and accessibility.

When a salesperson offers a discount if a prospect places a larger order,he or she is using the process of:

During the preapproach,the salesperson would:

A news story on the bonuses received by executives of a bank that received bailout money from the Federal government is an example of:

_____ is money offered by a manufacturer to employees of channel intermediaries to encourage them to sell the manufacturer's product.

Unlike other sales promotion activities,the objective of a loyalty marketing program is to:

Jayson typically negotiates the price with prospective customers because he knows price is the most effective negotiating tool when closing a sale.

Publicity:

Tools for the public relations manager include all of the following EXCEPT:

To qualify a sales lead,a salesperson must identify the person in an organization who has the authority to buy the product and must close the sale with that individual.

Why do some marketers offer rebates instead of price reductions to induce short-term sales?

Crisis management should begin before a crisis occurs.

Cause-related marketing is when two competing companies come together to support a cause,such Breast Cancer Research.

The goal of sales promotion (regardless of what form it takes)is usually:

Which public relations tool involves a company spending money to support an issue,cause,or event that is consistent with corporate objectives?

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Marketing Channels and Supply Chain Management

Retailing

Marketing Communications and Advertising

Pricing Concepts

Filters

Exam 15: Public Relations, Sales Promotion, and Personal Selling

_____ involves of determining which sales prospects have a recognized need,buying power,and receptivity and accessibility.

When a salesperson offers a discount if a prospect places a larger order,he or she is using the process of:

During the preapproach,the salesperson would:

A news story on the bonuses received by executives of a bank that received bailout money from the Federal government is an example of:

_____ is money offered by a manufacturer to employees of channel intermediaries to encourage them to sell the manufacturer's product.

Unlike other sales promotion activities,the objective of a loyalty marketing program is to:

Jayson typically negotiates the price with prospective customers because he knows price is the most effective negotiating tool when closing a sale.

Publicity:

Tools for the public relations manager include all of the following EXCEPT:

To qualify a sales lead,a salesperson must identify the person in an organization who has the authority to buy the product and must close the sale with that individual.

Why do some marketers offer rebates instead of price reductions to induce short-term sales?

Crisis management should begin before a crisis occurs.

Cause-related marketing is when two competing companies come together to support a cause,such Breast Cancer Research.

The goal of sales promotion (regardless of what form it takes)is usually:

Which public relations tool involves a company spending money to support an issue,cause,or event that is consistent with corporate objectives?

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Marketing Channels and Supply Chain Management

Retailing

Marketing Communications and Advertising

Pricing Concepts

Filters