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Exam 16: Using Effective Promotions

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Question 61

Multiple Choice

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Infomercials provide the opportunity for:

A) the product to sell itself.
B) product placement to occur.
C) the use of outdoor advertising.
D) the promotional mix to be avoided.

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

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Question 62

True/False

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The average cost of a single sales call to a potential B2B buyer is expensive, costing as much as $500.

A) True
B) False

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Question 63

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The first step in the public relations process is to ensure that everyone in the organization understands the firm's position on key issues. With this information widely available, efforts can be made to persuade the public of the firm's virtues.

"You never get a second chance to make a good first impression," captures the importance of the __________ step in the selling process.

Wee Be Irish produces authentic Irish gifts and clothing. Wee Be Irish uses a good deal of television advertising and sales promotion activities to attract consumers to retail shops in search of its brand. Wee Be Irish utilizes a ________ strategy:

Payola Promotions has offered to give Lisa free tickets to a concert it is promoting in return for Lisa's agreement to share her positive experience with others on Facebook. The concert tickets Lisa receives represent "swag."

________ advertising encourages wholesalers and retailers to carry the products of a specific manufacturer.

Compared to effective comparative advertising, publicity is generally considered less believable.

Effective salespeople push hard to finalize a sale as soon as they finish their presentation. Otherwise, the customer has time to come up with objections that will make the sale more difficult to close.

There are millions of blogs online today but the number of well-maintained blogs seems be decreasing steadily.

The popularity of the Internet has severely reduced the importance and effectiveness of word-of-mouth promotion.

Motivated by the disrespectful treatment he received at a department store, Karnell shared his bad experience on Yelp. He encouraged others to follow his lead and not patronize that store. Karnell's statements represent negative word of mouth.

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

__________ changes the relationship between buyers and sellers from a monologue to a dialogue in which information is shared to create mutually beneficial exchanges.

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.

As mentioned in the Reaching Beyond Our Borders box, though Kraft Foods knows that there are varying tastes around the world, they only sell their original Oreos worldwide.

__________ refers to such tactics as paying people to say good things about a product on the Internet or setting up multilevel selling schemes that reward people for directing their friends to a company's website.

Advertising helps to cover the production costs of newspapers and magazines.

Newspapers, radio, and directories are especially attractive to local advertisers.

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.