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Effective sales promotion efforts focus exclusively on external audiences such as dealers and consumers, since they ultimately decide the fate of a product.

A) True
B) False

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An online diary that looks like a Web page but is easier to create and update is called a(n) :


A) e-diary.
B) web diary.
C) blog.
D) wog.

E) B) and D)
F) B) and C)

Correct Answer

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Trade advertising is advertising to consumers by manufacturers to encourage them to try their products.

A) True
B) False

Correct Answer

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Miss Kitty's Chocolate Corral is located in an out-of-the-way small shopping center. However, the company enjoys outstanding business because satisfied customers share their delightful experiences at Miss Kitty's with their friends and relatives. Miss Kitty's apparently benefits from positive:


A) trade advertising.
B) word of mouth.
C) sales promotion.
D) public relations.

E) None of the above
F) A) and C)

Correct Answer

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Since personal selling involves face-to-face contact with customers, salespeople make little if any use of technology in performing their jobs.

A) True
B) False

Correct Answer

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The management of GamesPeople designed a comprehensive strategy that unifies advertising, personal selling, public relations and sales promotion activities creating a consistent message. This effort to promote a positive brand image represents a(n) program.


A) global marketing
B) interactive promotion
C) integrated marketing communication
D) unified segmentation

E) C) and D)
F) B) and D)

Correct Answer

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Pat's Pie Pantry generates significant word-of-mouth advertising by delighting their customers with delicious pies. Word of mouth represents the use of advertising.

A) True
B) False

Correct Answer

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The Maryland Department of Travel and Tourism promotes tourism in the state by sending travel agents and bus tour companies information about the state's many attractions. The hope is that by stimulating interest in tour and travel agents, they will in turn encourage their customers to visit Maryland. This example represents a promotional strategy.


A) push
B) pull
C) sampling
D) product placement

E) A) and C)
F) B) and C)

Correct Answer

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Publicity is often referred to as the talking arm of public relations.

A) True
B) False

Correct Answer

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Advertising the newest Harry Potter movie during Saturday Night Live on TV is an example of a pull strategy being used by the film's producers.

A) True
B) False

Correct Answer

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A 30-second Super Bowl commercial costs about $3 million, but given the audience for its telecast is considered an effective advertising purchase.

A) True
B) False

Correct Answer

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The first step in the selling process involves prospecting for potential customers and choosing those most likely to buy.

A) True
B) False

Correct Answer

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After her sales presentation. Whitney asks her customers what color they prefer and if they would like to pay by credit card. She hopes that these questions will help the sales process move beyond the customer's questions and objections. With limited time, Whitney is utilizing a trial close to help finalize the sale more quickly.

A) True
B) False

Correct Answer

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As one of the tools included in a firm's promotion mix, public relations is intended to earn public understanding and acceptance.

A) True
B) False

Correct Answer

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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.

A) True
B) False

Correct Answer

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A testimonial represents communication from a customer that praises a firm's products.

A) True
B) False

Correct Answer

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Businesses pay using product placement to have their products prominently displayed in a TV episode of Friends or a feature movie.

A) True
B) False

Correct Answer

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Internal sales promotion efforts include training for salespeople and participation at trade shows where salespeople can meet potential customers.

A) True
B) False

Correct Answer

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

A) True
B) False

Correct Answer

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

A) True
B) False

Correct Answer

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