Question 1

Multilevel selling schemes that reward consumers for directing other consumers to specific websites represent an example of viral marketing.

Accepted Answer

A) True 
 B)False

Question 2

To be successful,salespeople find that their job responsibilities extend far beyond just closing the sale.

Accepted Answer

A) True 
 B)False

Question 3

Effective use of public relations includes an evaluation of public attitudes and the execution of a program to earn public acceptance.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is a consumer sales promotion activity?

Accepted Answer

A) Contests 
B) Advertising 
C) Vending sales 
D) Direct mail 
A) Contests 
B) Advertising 
C) Vending sales 
D) Direct mail

Question 5

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 6

The B2C selling process has fewer steps than the B2B selling process.

Accepted Answer

A) True 
 B)False

Question 7

The purpose of institutional advertising is to create an attractive image for an organization.

Accepted Answer

A) True 
 B)False

Question 8

Combining a firm's promotional tools and resources to create a positive brand image is the goal of integrated marketing communication.

Accepted Answer

A) True 
 B)False

Question 9

According to the Thinking Green box in Chapter 16,some marketers have found that promoting their "green" efforts can help give them a competitive advantage.

Accepted Answer

A) True 
 B)False

Question 10

The total systems approach to marketing combines a firm's promotional efforts for the exclusive satisfaction of the firm's consumers.

Accepted Answer

A) True 
 B)False

Question 11

The most effective sales promotion programs target customers,rather than employees and marketing intermediaries.

Accepted Answer

A) True 
 B)False

Question 12

The hallmark of an effective salesperson is the ability to complete a sale as soon as the sales presentation is completed.

Accepted Answer

A) True 
 B)False

Question 13

Because TV advertising is so expensive,it is less popular than in the past,it now ranks sixth in total advertising expenditures.

Accepted Answer

A) True 
 B)False

Question 14

Effective selling involves helping others to satisfy their wants and needs.

Accepted Answer

A) True 
 B)False

Question 15

Indiana Processing promotes its services through Mechanical Engineers Today,a trade magazine that charges Indiana Processing and other companies $5000 per page for ______________ to help offset the magazine's publishing costs.

Accepted Answer

A) publicity 
B) advertising 
C) public relations 
D) trade shows 
A) publicity 
B) advertising 
C) public relations 
D) trade shows

Question 16

The effectiveness of direct mail advertising suffers from:

Accepted Answer

A) its inflexibility. 
B) the limited length of the message. 
C) the consumer perception that it is junk mail. 
D) its inability to target specific markets. 
A) its inflexibility. 
B) the limited length of the message. 
C) the consumer perception that it is junk mail. 
D) its inability to target specific markets.

Question 17

The approach step of the selling process attempts to:

Accepted Answer

A) qualify potential customers who are willing and able to buy. 
B) build credibility and establish rapport. 
C) close the sale. 
D) learn about potential customers and their wants and needs. 
A) qualify potential customers who are willing and able to buy. 
B) build credibility and establish rapport. 
C) close the sale. 
D) learn about potential customers and their wants and needs.

Question 18

Magazine advertising main strengths are high visibility,repeat exposures,and basically very low cost.

Accepted Answer

A) True 
 B)False

Question 19

After prospects have been identified and qualified,the next step in the selling process is _________.This step requires the salesperson to learn as much as possible about the potential customers' wants and needs.

Accepted Answer

A) customer specification 
B) the preapproach 
C) consumer trait analysis 
D) customer quantification 
A) customer specification 
B) the preapproach 
C) consumer trait analysis 
D) customer quantification

Question 20

The activity that evaluates public attitudes,changes policies and procedures in response to the public's requests,and executes a program of action and information to earn public understanding and acceptance is called:

Accepted Answer

A) public research. 
B) public relations. 
C) public communication. 
D) public advocacy. 
A) public research. 
B) public relations. 
C) public communication. 
D) public advocacy.

Exam 16: Using Effective Promotions

Multilevel selling schemes that reward consumers for directing other consumers to specific websites represent an example of viral marketing.

To be successful,salespeople find that their job responsibilities extend far beyond just closing the sale.

Effective use of public relations includes an evaluation of public attitudes and the execution of a program to earn public acceptance.

Which of the following is a consumer sales promotion activity?

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

The B2C selling process has fewer steps than the B2B selling process.

The purpose of institutional advertising is to create an attractive image for an organization.

Combining a firm's promotional tools and resources to create a positive brand image is the goal of integrated marketing communication.

According to the Thinking Green box in Chapter 16,some marketers have found that promoting their "green" efforts can help give them a competitive advantage.

The total systems approach to marketing combines a firm's promotional efforts for the exclusive satisfaction of the firm's consumers.

The most effective sales promotion programs target customers,rather than employees and marketing intermediaries.

The hallmark of an effective salesperson is the ability to complete a sale as soon as the sales presentation is completed.

Because TV advertising is so expensive,it is less popular than in the past,it now ranks sixth in total advertising expenditures.

Effective selling involves helping others to satisfy their wants and needs.

Indiana Processing promotes its services through Mechanical Engineers Today,a trade magazine that charges Indiana Processing and other companies $5000 per page for ______________ to help offset the magazine's publishing costs.

The effectiveness of direct mail advertising suffers from:

The approach step of the selling process attempts to:

Magazine advertising main strengths are high visibility,repeat exposures,and basically very low cost.

After prospects have been identified and qualified,the next step in the selling process is _________.This step requires the salesperson to learn as much as possible about the potential customers' wants and needs.

The activity that evaluates public attitudes,changes policies and procedures in response to the public's requests,and executes a program of action and information to earn public understanding and acceptance is called:

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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