Question 1

It costs five times as much to get a purchase from a new customer compared to an existing one.

Accepted Answer

A) True 
 B)False

Question 2

_____ is a strategy whose goal is growth,based on selling in areas or to groups previously not served by the business.

Accepted Answer

A)  Market penetration 
B)  Market expansion 
C)  Product expansion 
D)  Diversification 
A)  Market penetration 
B)  Market expansion 
C)  Product expansion 
D)  Diversification

Question 3

Due to which of the following characteristics a news story is most likely to get public importance?

Accepted Answer

A)  Trendiness 
B)  Proximity 
C)  Currency 
D)  Cultural resonance 
A)  Trendiness 
B)  Proximity 
C)  Currency 
D)  Cultural resonance

Question 4

Dividing the market into different segments by income,age,or religion constitutes segmenting the market _____.

Accepted Answer

A)  geographically 
B)  economically 
C)  demographically 
D)  culturally 
A)  geographically 
B)  economically 
C)  demographically 
D)  culturally

Question 5

Which of the following is most likely to be true regarding customer vector?

Accepted Answer

A)  It considerably increases cognitive dissonance. 
B)  It makes it difficult to decide which marketing efforts to continue or expand. 
C)  It helps marketers in identifying prospective customers. 
D)  It helps entrepreneurs decide how to operate several key aspects of their marketing efforts. 
A)  It considerably increases cognitive dissonance. 
B)  It makes it difficult to decide which marketing efforts to continue or expand. 
C)  It helps marketers in identifying prospective customers. 
D)  It helps entrepreneurs decide how to operate several key aspects of their marketing efforts.

Question 6

Business owners can figure how to better target ads or promotions to particular types of customers if:

Accepted Answer

A)  they track sales of their competitors. 
B)  they identify the defects in their products. 
C)  they use the diversification strategy rather than the product expansion strategy. 
D)  they link sales and purchase basis to the type of customer. 
A)  they track sales of their competitors. 
B)  they identify the defects in their products. 
C)  they use the diversification strategy rather than the product expansion strategy. 
D)  they link sales and purchase basis to the type of customer.

Question 7

Which of the following is true of advertising?

Accepted Answer

A)  It is the least likely to be used by businesses to convey their message to potential customers. 
B)  It works if an ad's impression is positive even if people do not recall it. 
C)  It works if people recall an ad even though it did not have a positive impact on them. 
D)  It involves presentation of a company's image. 
A)  It is the least likely to be used by businesses to convey their message to potential customers. 
B)  It works if an ad's impression is positive even if people do not recall it. 
C)  It works if people recall an ad even though it did not have a positive impact on them. 
D)  It involves presentation of a company's image.

Question 8

Which of the following provides potential customers an education in a firm's product or service,including stories of customers' whose problems were solved,an FAQ list,as well as a page on the products or services,and a page on the business owner and his or her firm?

Accepted Answer

A)  Promotional novelties 
B)  Sales packets 
C)  Business cards 
D)  Brochures 
A)  Promotional novelties 
B)  Sales packets 
C)  Business cards 
D)  Brochures

Question 9

Which of the following is a component of the AIDA formula that aims to hook people to the press release?

Accepted Answer

A)  Action 
B)  Desire 
C)  Interest 
D)  Attitude 
A)  Action 
B)  Desire 
C)  Interest 
D)  Attitude

Question 10

The method of advertising is least likely to be used by businesses to convey their message to potential customers.

Accepted Answer

A) True 
 B)False

Question 11

_____ refers to the contacts business owners periodically make with customers in order to remind them of their business,and their interest in customers' business.

Accepted Answer

A)  Follow-up 
B)  Customer service 
C)  Follow-through 
D)  Mat release 
A)  Follow-up 
B)  Customer service 
C)  Follow-through 
D)  Mat release

Question 12

When a marketer mentions the key points about his or her product or service in as few and as memorable words as possible,the resulting message is known as the _____ message.

Accepted Answer

A)  succinct 
B)  core 
C)  primary 
D)  elementary 
A)  succinct 
B)  core 
C)  primary 
D)  elementary

Question 13

Which of the following is a characteristic feature of brochures and flyers?

Accepted Answer

A)  They contain the annual balance sheet of the company. 
B)  They include stories of customers whose problems were solved. 
C)  They give more information about a firm and its products than business cards. 
D)  They provide word-of-mouth advertising. 
A)  They contain the annual balance sheet of the company. 
B)  They include stories of customers whose problems were solved. 
C)  They give more information about a firm and its products than business cards. 
D)  They provide word-of-mouth advertising.

Question 14

A web-based program that uses artificial intelligence techniques to automate tasks such as searches is called a ________.

Accepted Answer

A)  hit rate 
B)  mat release 
C)  bot 
D)  funnel 
A)  hit rate 
B)  mat release 
C)  bot 
D)  funnel

Question 15

What are the different steps involved in the process of personal selling?

Accepted Answer

Personal selling is the process in which

Question 16

An inconsistency between experience and belief refers to:

Accepted Answer

A)  value proposition. 
B)  segmentation. 
C)  trendiness. 
D)  cognitive dissonance. 
A)  value proposition. 
B)  segmentation. 
C)  trendiness. 
D)  cognitive dissonance.

Question 17

Due to which of the following characteristics a news story is most likely to get public recognition?

Accepted Answer

A)  Trendiness 
B)  Cultural resonance 
C)  Power 
D)  Currency 
A)  Trendiness 
B)  Cultural resonance 
C)  Power 
D)  Currency

Question 18

Harry Howard,a successful real estate broker,has established his own real estate company in western Pennsylvania.He has on-the-job experience working at a real estate company where he had a whole staff supporting brokers' work.Now on his own,with two secretaries,Harry is building his dream of owning and growing his own business.He wants to mainly focus on middle-to-upper-income homeowners and is exploring what type of promotional material he needs to have.Which of the following would be the fastest way for Harry to build his client base?

Accepted Answer

A)  Word-of-mouth 
B)  Full-scale advertising 
C)  Personal selling 
D)  Sales promotion 
A)  Word-of-mouth 
B)  Full-scale advertising 
C)  Personal selling 
D)  Sales promotion

Question 19

The steps in Blank and Dorf's "Get Customers" funnel are awareness,interest,consideration,and purchase.Here,consideration refers to:

Accepted Answer

A)  the process of getting into the prospective customer's final list of brands of products or services they may purchase. 
B)  the process of prospective customers taking some action to learn more about the product or service you offer. 
C)  the process of getting your message out as much as you can to your target market. 
D)  the end of the initial promotional funnel. 
A)  the process of getting into the prospective customer's final list of brands of products or services they may purchase. 
B)  the process of prospective customers taking some action to learn more about the product or service you offer. 
C)  the process of getting your message out as much as you can to your target market. 
D)  the end of the initial promotional funnel.

Question 20

State why sales forecasts are important and Identify the sales forecasting methods outlined in the text.

Accepted Answer

Sales forecasting is important because t

It costs five times as much to get a purchase from a new customer compared to an existing one.

_____ is a strategy whose goal is growth,based on selling in areas or to groups previously not served by the business.

Due to which of the following characteristics a news story is most likely to get public importance?

Dividing the market into different segments by income,age,or religion constitutes segmenting the market _____.

Which of the following is most likely to be true regarding customer vector?

Business owners can figure how to better target ads or promotions to particular types of customers if:

Which of the following is true of advertising?

Which of the following provides potential customers an education in a firm's product or service,including stories of customers' whose problems were solved,an FAQ list,as well as a page on the products or services,and a page on the business owner and his or her firm?

Which of the following is a component of the AIDA formula that aims to hook people to the press release?

The method of advertising is least likely to be used by businesses to convey their message to potential customers.

_____ refers to the contacts business owners periodically make with customers in order to remind them of their business,and their interest in customers' business.

When a marketer mentions the key points about his or her product or service in as few and as memorable words as possible,the resulting message is known as the _____ message.

Which of the following is a characteristic feature of brochures and flyers?

A web-based program that uses artificial intelligence techniques to automate tasks such as searches is called a ________.

What are the different steps involved in the process of personal selling?

An inconsistency between experience and belief refers to:

Due to which of the following characteristics a news story is most likely to get public recognition?

The steps in Blank and Dorf's "Get Customers" funnel are awareness,interest,consideration,and purchase.Here,consideration refers to:

State why sales forecasts are important and Identify the sales forecasting methods outlined in the text.

Small Business: Its Opportunities and Rewards

Small Business Entrepreneurs: Characteristics and Competencies

Small Business Environment: Managing External Relations

Small Business Ideas: Creativity, opportunity, and Feasibility

Small Business Entry: Paths to Part-Time Entrepreneurship

Small Business Entry: Paths to Full-Time Entrepreneurship

Small Business Strategies: Imitation With a Twist

Business Plans: Seeing Audiences and Your Business Clearly

Small Business Marketing: Product and Pricing Strategies

Small Business Distribution and Location

Small Business Accounting: Projecting and Evaluating Performance

Cash: Lifeblood of the Business

Small Business Finance: Using Equity, debt, and Gifts

Assets: Inventory and Operations Management

Small Business Protection: Risk Management and Insurance

Legal Issues: Recognizing Your Small Business Needs

Human Resource Management: Small Business Considerations

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Exam 10: Small Business Promotion: Capturing the Eyes of Your Market

It costs five times as much to get a purchase from a new customer compared to an existing one.

_____ is a strategy whose goal is growth,based on selling in areas or to groups previously not served by the business.

Due to which of the following characteristics a news story is most likely to get public importance?

Dividing the market into different segments by income,age,or religion constitutes segmenting the market _____.

Which of the following is most likely to be true regarding customer vector?

Business owners can figure how to better target ads or promotions to particular types of customers if:

Which of the following is true of advertising?

Which of the following provides potential customers an education in a firm's product or service,including stories of customers' whose problems were solved,an FAQ list,as well as a page on the products or services,and a page on the business owner and his or her firm?

Which of the following is a component of the AIDA formula that aims to hook people to the press release?

The method of advertising is least likely to be used by businesses to convey their message to potential customers.

_____ refers to the contacts business owners periodically make with customers in order to remind them of their business,and their interest in customers' business.

When a marketer mentions the key points about his or her product or service in as few and as memorable words as possible,the resulting message is known as the _____ message.

Which of the following is a characteristic feature of brochures and flyers?

A web-based program that uses artificial intelligence techniques to automate tasks such as searches is called a ________.

What are the different steps involved in the process of personal selling?

An inconsistency between experience and belief refers to:

Due to which of the following characteristics a news story is most likely to get public recognition?

The steps in Blank and Dorf's "Get Customers" funnel are awareness,interest,consideration,and purchase.Here,consideration refers to:

State why sales forecasts are important and Identify the sales forecasting methods outlined in the text.

Small Business: Its Opportunities and Rewards

Small Business Entrepreneurs: Characteristics and Competencies

Small Business Environment: Managing External Relations

Small Business Ideas: Creativity, opportunity, and Feasibility

Small Business Entry: Paths to Part-Time Entrepreneurship

Small Business Entry: Paths to Full-Time Entrepreneurship

Small Business Strategies: Imitation With a Twist

Business Plans: Seeing Audiences and Your Business Clearly

Small Business Marketing: Product and Pricing Strategies

Small Business Distribution and Location

Small Business Accounting: Projecting and Evaluating Performance

Cash: Lifeblood of the Business

Small Business Finance: Using Equity, debt, and Gifts

Assets: Inventory and Operations Management

Small Business Protection: Risk Management and Insurance

Legal Issues: Recognizing Your Small Business Needs

Human Resource Management: Small Business Considerations

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