Question 1

The B2B selling process may take a long time before a deal is finalized therefore gathering information about the customer before you approach them is critical.

Accepted Answer

A) True 
 B)False

Question 2

The Internet provides an effective medium for consumers who pick their products from online outlets or who do online comparison shopping.

Accepted Answer

A) True 
 B)False

Question 3

Compared to advertising,publicity offers the advantage of greater:

Accepted Answer

A) flexibility. 
B) personal appeal. 
C) believability. 
D) message repetition. 
A) flexibility. 
B) personal appeal. 
C) believability. 
D) message repetition.

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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 6

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

Accepted Answer

A) True 
 B)False

Question 7

Firms with a very limited advertising budget would be very unlikely to use ________ advertising.

Accepted Answer

A) Internet 
B) radio 
C) outdoor 
D) television 
A) Internet 
B) radio 
C) outdoor 
D) television

Question 8

While the Greedy Corporation legally harvests trees in national forests,this activity is particularly unpopular with environmentalists and tourists.The best strategy to respond to this criticism is to ignore the complaints or views of the public and design an aggressive ad campaign emphasizing the jobs and economic benefits created by their logging operations.

Accepted Answer

A) True 
 B)False

Question 9

Today's public relations departments:

Accepted Answer

A) focus more on advertising and less on publicity. 
B) are downsizing as firms emphasize personal selling to promote their products. 
C) are more actively listening to customers and helping to solve their problems. 
D) avoid relationships with the media and government officials. 
A) focus more on advertising and less on publicity. 
B) are downsizing as firms emphasize personal selling to promote their products. 
C) are more actively listening to customers and helping to solve their problems. 
D) avoid relationships with the media and government officials.

Question 10

An effective public relations department regularly listens to and communicates with the public.

Accepted Answer

A) True 
 B)False

Question 11

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 12

When it comes to reaching global markets,evidence supports the conclusion that the "one size fits all" approach to promotional mix design is best.

Accepted Answer

A) True 
 B)False

Question 13

Radio advertising has certain shortcomings but offers businesses an opportunity to reach a specific target market.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is a B2B sales promotion activity?

Accepted Answer

A) Contests 
B) Advertising 
C) Vending sales 
D) Conventions 
A) Contests 
B) Advertising 
C) Vending sales 
D) Conventions

Question 15

In evaluating the promotion mix,it's fair to say that large organizations are best reached through personal selling.

Accepted Answer

A) True 
 B)False

Question 16

A recent study reveals that regardless of the product or target market,mobile media is not a promotion mix tool that works efficiently.

Accepted Answer

A) True 
 B)False

Question 17

Unlike other promotional tools,such as advertising and personal selling,publicity is free.

Accepted Answer

A) True 
 B)False

Question 18

Gardening.com is an online retailer of garden products.By allowing communication between gardeners and experts via its website,Gardening.com is using:

Accepted Answer

A) interactive promotion. 
B) a linked marketing contact system. 
C) a flexible response strategy. 
D) an asynchronous relationship. 
A) interactive promotion. 
B) a linked marketing contact system. 
C) a flexible response strategy. 
D) an asynchronous relationship.

Question 19

Professor Beenthere shared with his students the wonderful experience he had at a local Asian restaurant.He described the location in relation to campus and encouraged his students to give it a try.The professor's comments represent:

Accepted Answer

A) word-of-mouth promotion. 
B) public relations. 
C) academic sampling. 
D) viral promotion. 
A) word-of-mouth promotion. 
B) public relations. 
C) academic sampling. 
D) viral promotion.

Question 20

Internet advertising is rapidly growing and now ranks third in terms of total advertising expenditures.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

The B2B selling process may take a long time before a deal is finalized therefore gathering information about the customer before you approach them is critical.

The Internet provides an effective medium for consumers who pick their products from online outlets or who do online comparison shopping.

Compared to advertising,publicity offers the advantage of greater:

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

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

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

Firms with a very limited advertising budget would be very unlikely to use ________ advertising.

Today's public relations departments:

An effective public relations department regularly listens to and communicates with the public.

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

When it comes to reaching global markets,evidence supports the conclusion that the "one size fits all" approach to promotional mix design is best.

Radio advertising has certain shortcomings but offers businesses an opportunity to reach a specific target market.

Which of the following is a B2B sales promotion activity?

In evaluating the promotion mix,it's fair to say that large organizations are best reached through personal selling.

A recent study reveals that regardless of the product or target market,mobile media is not a promotion mix tool that works efficiently.

Unlike other promotional tools,such as advertising and personal selling,publicity is free.

Gardening.com is an online retailer of garden products.By allowing communication between gardeners and experts via its website,Gardening.com is using:

Professor Beenthere shared with his students the wonderful experience he had at a local Asian restaurant.He described the location in relation to campus and encouraged his students to give it a try.The professor's comments represent:

Internet advertising is rapidly growing and now ranks third in terms of total advertising expenditures.

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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