Question 1

Any word-of-mouth promotion that puts a company's product in the public's attention is good promotion.

Accepted Answer

A) True 
 B)False

Question 2

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 3

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 4

As a salesperson in the B2B market,Patty regularly calls on clients to stay informed of their needs or problems.Her objective is to develop solutions to meet their needs and resolve their problems.The Internet allows Patty to track products in the supply chain and to learn about pricing and promotions that would be of interest to her clients.When Patty works with her existing clients there is no need for the __________ step of the B2B selling process.

Accepted Answer

A) prospect and qualify 
B) approach 
C) answer objections 
D) close sale 
A) prospect and qualify 
B) approach 
C) answer objections 
D) close sale

Question 5

"You never get a second chance to make a good first impression," captures the importance of the __________ step in the selling process.

Accepted Answer

A) prospecting 
B) introduction 
C) qualifying 
D) approach 
A) prospecting 
B) introduction 
C) qualifying 
D) approach

Question 6

The average cost of a single sales call to a potential B2B buyer in the U.S.is expensive and could cost about:

Accepted Answer

A) $40. 
B) $100. 
C) $400. 
D) $1,400. 
A) $40. 
B) $100. 
C) $400. 
D) $1,400.

Question 7

Successful firms realize that each target group requires:

Accepted Answer

A) a separate promotion mix. 
B) online computer advertising. 
C) infomercial testimonials. 
D) customized legislation and training. 
A) a separate promotion mix. 
B) online computer advertising. 
C) infomercial testimonials. 
D) customized legislation and training.

Question 8

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 9

New technology allows marketers to promote products to consumers through cell phones using text messaging.

Accepted Answer

A) True 
 B)False

Question 10

One of the benefits of advertising on the Internet is that it provides a way to link firms and customers so that they can learn more about each other.

Accepted Answer

A) True 
 B)False

Question 11

When marketing to consumers in the global,it's important for companies to remember that promoting products:

Accepted Answer

A) is easy and profitable if they are well-known brands. 
B) can be accomplished using a global approach since consumers are more alike than most people think. 
C) is best done by using personal selling and product sampling. 
D) calls for attention to cultural differences and possible translation problems. 
A) is easy and profitable if they are well-known brands. 
B) can be accomplished using a global approach since consumers are more alike than most people think. 
C) is best done by using personal selling and product sampling. 
D) calls for attention to cultural differences and possible translation problems.

Question 12

Mini-Case
The Xer-Wise Corporation manufactures and markets high quality home exercise equipment.The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly.The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups.Additionally,unlike other strength building machines,this equipment also incorporates a recumbent bicycle to provide a complete aerobic workout.The entire piece of equipment is easy to assemble,and when not in use it can be folded into a compact unit that is easy to store.A group of fitness experts have tested the equipment and have provided rave reviews.Company executives believe that this product,called the MuscleMaster,will appeal to busy young adults living in relatively small apartments.Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product.The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product.
-Xer-Wise markets and promotes its products to consumers over the Internet.Melody and Tom are considering a more aggressive approach to generate enthusiasm for the MuscleMaster over the Internet.They have discussed offering young adults free T-shirts and special discounts on Xer-Wise equipment if they will agree to hype the benefits of the MuscleMaster in Internet chat rooms.They are even considering setting up a program in which customers get commissions for directing friends to the Xer-Wise website.If they adopt these strategies,Tom and Melody would be utilizing:

Accepted Answer

A) secondary marketing. 
B) viral marketing. 
C) unified marketing. 
D) extended reach marketing. 
A) secondary marketing. 
B) viral marketing. 
C) unified marketing. 
D) extended reach marketing.

Question 13

Your company has developed a new kind of nutritious snack food and you are part of a team created to develop the promotion mix for the new product.Your specific task on this team is to determine the sales promotion activities of the promotion mix.Identify and describe several possible sales promotion activities the firm could use to promote the new snack food.

Accepted Answer

Sales promotion is the promotional tool

Question 14

Advertising provides the public with free TV and radio programs.

Accepted Answer

A) True 
 B)False

Question 15

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.

Question 16

Best Pick,a home electronics superstore,knows the value of reassuring their current customers that they made the right choice when they decided to give Best Pick their business.Testimonials would be an effective promotional activity to confirm the purchase decisions of Best Pick's customers.

Accepted Answer

A) True 
 B)False

Question 17

Questions and objections from customers following a sales presentation indicate that a salesperson was poorly prepared for his/her presentation.

Accepted Answer

A) True 
 B)False

Question 18

The primary purpose of a pull strategy is to:

Accepted Answer

A) offer rebates and discounts to retailers and wholesalers. 
B) stimulate consumers to ask for a product,which then encourages retailers to stock it. 
C) pull the distribution network together to minimize costs and maximize profits. 
D) stimulate retailers to stock each product offered by a particular manufacturer. 
A) offer rebates and discounts to retailers and wholesalers. 
B) stimulate consumers to ask for a product,which then encourages retailers to stock it. 
C) pull the distribution network together to minimize costs and maximize profits. 
D) stimulate retailers to stock each product offered by a particular manufacturer.

Question 19

Bonnie faces the challenge of developing the promotion mix for a new business.Given the uniqueness of the new products and a very limited budget,Bonnie confronts a creditability problem.She realizes that the promotional messages of an unknown firm may be met with skepticism.Bonnie should consider:

Accepted Answer

A) publicity to help create a positive image for her firm and its products. 
B) the extensive use of persuasive advertising. 
C) emphasizing personal selling rather than public relations. 
D) changing jobs because this situation is hopeless. 
A) publicity to help create a positive image for her firm and its products. 
B) the extensive use of persuasive advertising. 
C) emphasizing personal selling rather than public relations. 
D) changing jobs because this situation is hopeless.

Question 20

Infomercials provide the opportunity for:

Accepted Answer

A) the product to sell itself. 
B) product placement to occur. 
C) the use of outdoor advertising. 
D) the promotional mix to be avoided. 
A) the product to sell itself. 
B) product placement to occur. 
C) the use of outdoor advertising. 
D) the promotional mix to be avoided.

Exam 16: Using Effective Promotions

Any word-of-mouth promotion that puts a company's product in the public's attention is good promotion.

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?

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

"You never get a second chance to make a good first impression," captures the importance of the __________ step in the selling process.

The average cost of a single sales call to a potential B2B buyer in the U.S.is expensive and could cost about:

Successful firms realize that each target group requires:

The traditional promotion mix for a firm consists of the:

New technology allows marketers to promote products to consumers through cell phones using text messaging.

One of the benefits of advertising on the Internet is that it provides a way to link firms and customers so that they can learn more about each other.

When marketing to consumers in the global,it's important for companies to remember that promoting products:

Advertising provides the public with free TV and radio programs.

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

Best Pick,a home electronics superstore,knows the value of reassuring their current customers that they made the right choice when they decided to give Best Pick their business.Testimonials would be an effective promotional activity to confirm the purchase decisions of Best Pick's customers.

Questions and objections from customers following a sales presentation indicate that a salesperson was poorly prepared for his/her presentation.

The primary purpose of a pull strategy is to:

Bonnie faces the challenge of developing the promotion mix for a new business.Given the uniqueness of the new products and a very limited budget,Bonnie confronts a creditability problem.She realizes that the promotional messages of an unknown firm may be met with skepticism.Bonnie should consider:

Infomercials provide the opportunity for:

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

Bonus A: Using Technology to Manage Information

Bonus B: Managing Risk

Bonus C: Managing Your Personal Finances

Appendix: Working Within the Legal Environment

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