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The traditional promotion mix for a firm consists of the:


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.

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

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

A) True
B) False

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The goal of __________ is to inform and remind people in a target market about specific products, eventually persuading them to participate in an exchange.


A) promotion
B) market research
C) market segmentation
D) marketing loyalty

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

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


A) following up.
B) closing.
C) qualifying.
D) presenting.

E) All of the above
F) A) and B)

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While testimonials effectively promote products to new customers, they are not effective in reaching existing customers.

A) True
B) False

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It is important to design promotional efforts specifically for individual countries or cultures and also with great care, at risk of the brand's not being appealing in the targeted market. For example, a Japanese company tried to use English words to name a popular drink and called it Pocari Sweat.

A) True
B) False

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

A) True
B) False

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Podcasting is a means of distributing audio and video programs but these programs can only be seen and heard using mobile technology.

A) True
B) False

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When developing the promotional campaign for a new product, the first step for a firm is to identify their target market.

A) True
B) False

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Bethany just finished making a sales presentation to a major prospect. In the next step of the selling process, Bethany will likely be:


A) processing the customer's order.
B) closing the sale, by asking the customer to make a commitment.
C) answering customer questions and dealing with objections.
D) setting an appointment for the customer to meet with her boss.

E) B) and C)
F) All of the above

Correct Answer

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CarGo uses its website to target car parts stores and car owners and tell them of the benefits of using their long-lasting spark plugs. CarGo apparently uses the Internet:


A) for its push strategy.
B) for its pull strategy.
C) for both its push and pull strategies.
D) for its product placement strategy.

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

Correct Answer

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___________ encourages people to tell other people about goods or services they have enjoyed.


A) Personal selling
B) Publicity
C) A trade show
D) Word-of-mouth promotion

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

Correct Answer

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After completing his sales presentation, Jerald's client expressed her concerns and questioned some of the details of the sales proposal. An effective salesperson would:


A) downplay these objections and push to close the sale as quickly as possible to avoid the endless questions that some customers ask.
B) address her concerns and develop a better relationship.
C) consider revising the presentation so that next time customer concerns and objections can be avoided.
D) bring in the top executives of the company to close the sale.

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

Correct Answer

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The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a:


A) pull strategy.
B) segmentation strategy.
C) push strategy.
D) product placement strategy.

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

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

A) True
B) False

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One problem with newspaper advertisements is that they have a short life span.

A) True
B) False

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TV programs devoted exclusively to promoting goods and services are called:


A) testimonials.
B) infomercials.
C) interactive TV.
D) online computer advertising.

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

Correct Answer

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The final step of the selling process involves:


A) follow-up.
B) closing.
C) posting.
D) trial closing.

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

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Internal sales promotion programs are targeted to reach the firm's internal auditors as well as external customers.

A) True
B) False

Correct Answer

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Mo's Movies markets DVD and Blu-Ray movies online. The company recently adopted a new program that offers their current customers free DVDs if they encourage their friends to visit Mo's Movies' website. This promotional program represents:


A) second stage advertising.
B) viral marketing.
C) interlinked promotion.
D) virtual inducement.

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

Correct Answer

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