Question 1

Interactive promotion:

Accepted Answer

A)  attempts to create a dialogue between buyers and sellers.
B)  transforms the approach from "working with" to "promoting to" customers.
C)  fails to build long term relationships with customers.
D)  is an increasingly important element of the personal selling mix.E) None of the above
F) A) and B)

Question 2

Personal selling involves more than presenting the product and closing the deal.Other activities include the search for new prospects and follow-up services after the sale.

Accepted Answer

A) True 
 B)False

Question 3

The total systems approach to marketing suggests that:

Accepted Answer

A)  there are no problems,only opportunities.
B)  the goal of the firm should always be to meet the customer's needs.
C)  each element of the promotional mix should be designed to appeal to a different target market.
D)  promotional efforts should be developed to appeal to the entire supply-chain.E) None of the above
F) A) and B)

Question 4

The most important internal sales promotion efforts are directed toward:

Accepted Answer

A)  customers.
B)  salespeople.
C)  top management.
D)  accountants.E) C) and D)
F) B) and D)

Question 5

Which of the following statements about global advertising is most correct?

Accepted Answer

A)  Firms should avoid advertising in foreign markets and rely instead on other elements of their promotion mix,such as personal selling and public relations.
B)  Television is the best advertising medium for U.S.firms trying to promote their products in foreign countries.
C)  Global advertising involves developing a single promotional strategy that can be implemented worldwide.
D)  Given the lower incomes of consumers in many foreign countries,the best way to promote American goods is utilizing a low price strategy.E) A) and C)
F) C) and D)

Question 6

Closing the sale represents success for the salesperson and the final step in the selling process.

Accepted Answer

A) True 
 B)False

Question 7

Using effective public relations involves establishing a dialogue with customers so that information can be exchanged and trust can be developed.

Accepted Answer

A) True 
 B)False

Question 8

Woody's Vitamins utilizes the Internet to market their products.Currently,they offer existing customers a commission if they successfully direct a friend to buy from the Woody's website.This program represents an example of what's referred to as underground relationship promotions.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A)  Advocacy
B)  B2B comparison
C)  Trade
D)  InstitutionalE) B) and C)
F) A) and D)

Question 10

As a salesperson for an electrical contractor,Greg is included as part of the target audience for sales promotions from his own company.

Accepted Answer

A) True 
 B)False

Question 11

The Hispanic and Asian populations in the U.S.are growing rapidly.To effectively reach these groups marketers should:

Accepted Answer

A)  maintain a consistent approach for all consumers regardless of differences in national origin.
B)  use advertising as a way of integrating immigrants into the U.S.culture.
C)  develop custom-designed promotions for all viable market opportunities.
D)  avoid using newspapers and radio advertising and concentrate instead on television and the Internet.E) A) and B)
F) All of the above

Question 12

While word of mouth represents an effective promotional tool,the need for face-to-face communication limits its usefulness.

Accepted Answer

A) True 
 B)False

Question 13

Mini-Case
The Xer-Wise Corporation manufactures and markets high quality home exercise equipment.The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly.The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups.Additionally,unlike other strength building machines,this equipment also incorporates a recumbent bicycle to provide a complete aerobic workout.The entire piece of equipment is easy to assemble,and when not in use it can be folded into a compact unit that is easy to store.A group of fitness experts have tested the equipment and have provided rave reviews.Company executives believe that this product,called the MuscleMaster,will appeal to busy young adults living in relatively small apartments.Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product.The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product.
-Tom and Melody have decided to work together to write a news release that describes the benefits of MuscleMaster and cites the rave reviews of the fitness experts who have already tried the equipment.They intend to send the release to a list of columnists who write in fitness magazines or have health and fitness columns in newspapers,hoping that some of these writers will include information about the MuscleMaster in their articles.Tom and Melody hope to utilize:

Accepted Answer

A)  publicity.
B)  a push strategy.
C)  viral marketing.
D)  swag promotion.E) B) and C)
F) A) and B)

Question 14

In the Spotlight on Small Business box in the chapter,Amy Scherber of Amy's Bread has found that success in her business is:

Accepted Answer

A)  almost completely dependent on widespread advertising that can reach many consumer groups.
B)  entrepreneurs such as herself have no time for promotional efforts and should outsource all promotion to specialty firms.
C)  based on building personal relationships with customers,the media,and the community.
D)  securing government contracts that require little promotional effort or costly expenditures to public relations firms.E) None of the above
F) A) and B)

Question 15

At a recent sporting event,a local beer distributor gave free beverage mugs to all adults with a paid admission.This is an example of:

Accepted Answer

A)  market segmentation.
B)  sampling.
C)  publicity.
D)  sales promotion.E) B) and C)
F) B) and D)

Question 16

Registration in Professor McNick's classes reaches maximum enrollment quickly.Students register immediately online just to insure their seat in her class.One student summed it up,"Everyone's heard she is the best teacher on campus." Professor McNick's classes benefit from:

Accepted Answer

A)  viral publicity.
B)  positive public relations.
C)  free advertising.
D)  word-of-mouth promotion.E) A) and D)
F) B) and D)

Question 17

The primary purpose of a push strategy is to:

Accepted Answer

A)  push products on consumers and convince them that they need the products.
B)  rush the production schedule for products and beat competitors to the market.
C)  push the product down the distribution channel to retail stores.
D)  push products away from traditional channels of distribution to save costs.E) C) and D)
F) A) and C)

Question 18

A pick economy is a research term meaning the selection of global markets that a company randomly decides to target for its goods and services.

Accepted Answer

A) True 
 B)False

Question 19

________ advertising supports a particular view or position on an issue.

Accepted Answer

A)  Advocacy
B)  Institutional
C)  Comparison
D)  TradeE) B) and C)
F) A) and C)

Question 20

Compared to advertising,publicity offers a firm greater control over when and how often the message is communicated.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

Personal selling involves more than presenting the product and closing the deal.Other activities include the search for new prospects and follow-up services after the sale.

Correct Answer
verified

Woody's Vitamins utilizes the Internet to market their products.Currently,they offer existing customers a commission if they successfully direct a friend to buy from the Woody's website.This program represents an example of what's referred to as underground relationship promotions.

Correct Answer
verified

In the Spotlight on Small Business box in the chapter,Amy Scherber of Amy's Bread has found that success in her business is:

Correct Answer
verified

Registration in Professor McNick's classes reaches maximum enrollment quickly.Students register immediately online just to insure their seat in her class.One student summed it up,"Everyone's heard she is the best teacher on campus." Professor McNick's classes benefit from:

Correct Answer
verified

________ advertising supports a particular view or position on an issue.

Correct Answer
verified

The Hispanic and Asian populations in the U.S.are growing rapidly.To effectively reach these groups marketers should:

Correct Answer
verified

At a recent sporting event,a local beer distributor gave free beverage mugs to all adults with a paid admission.This is an example of:

Correct Answer
verified

Compared to advertising,publicity offers a firm greater control over when and how often the message is communicated.

Correct Answer
verified

As a salesperson for an electrical contractor,Greg is included as part of the target audience for sales promotions from his own company.

Correct Answer
verified

The most important internal sales promotion efforts are directed toward:

Correct Answer
verified

Closing the sale represents success for the salesperson and the final step in the selling process.

Correct Answer
verified

The primary purpose of a push strategy is to:

Correct Answer
verified

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

Correct Answer
verified

While word of mouth represents an effective promotional tool,the need for face-to-face communication limits its usefulness.

Correct Answer
verified

A pick economy is a research term meaning the selection of global markets that a company randomly decides to target for its goods and services.

Correct Answer
verified

Interactive promotion:

Correct Answer
verified

Correct Answer
verified

Which of the following statements about global advertising is most correct?

Correct Answer
verified

Using effective public relations involves establishing a dialogue with customers so that information can be exchanged and trust can be developed.

Correct Answer
verified

The total systems approach to marketing suggests that:

Correct Answer
verified

Exam 16: Using Effective Promotions

Personal selling involves more than presenting the product and closing the deal.Other activities include the search for new prospects and follow-up services after the sale.

Correct AnswerverifiedShow Answer

Woody's Vitamins utilizes the Internet to market their products.Currently,they offer existing customers a commission if they successfully direct a friend to buy from the Woody's website.This program represents an example of what's referred to as underground relationship promotions.

Correct AnswerverifiedShow Answer

In the Spotlight on Small Business box in the chapter,Amy Scherber of Amy's Bread has found that success in her business is:

Correct AnswerverifiedShow Answer

Registration in Professor McNick's classes reaches maximum enrollment quickly.Students register immediately online just to insure their seat in her class.One student summed it up,"Everyone's heard she is the best teacher on campus." Professor McNick's classes benefit from:

Correct AnswerverifiedShow Answer

________ advertising supports a particular view or position on an issue.

Correct AnswerverifiedShow Answer

The Hispanic and Asian populations in the U.S.are growing rapidly.To effectively reach these groups marketers should:

Correct AnswerverifiedShow Answer

At a recent sporting event,a local beer distributor gave free beverage mugs to all adults with a paid admission.This is an example of:

Correct AnswerverifiedShow Answer

Compared to advertising,publicity offers a firm greater control over when and how often the message is communicated.

Correct AnswerverifiedShow Answer

As a salesperson for an electrical contractor,Greg is included as part of the target audience for sales promotions from his own company.

Correct AnswerverifiedShow Answer

The most important internal sales promotion efforts are directed toward:

Correct AnswerverifiedShow Answer

Closing the sale represents success for the salesperson and the final step in the selling process.

Correct AnswerverifiedShow Answer

The primary purpose of a push strategy is to:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

While word of mouth represents an effective promotional tool,the need for face-to-face communication limits its usefulness.

Correct AnswerverifiedShow Answer

A pick economy is a research term meaning the selection of global markets that a company randomly decides to target for its goods and services.

Correct AnswerverifiedShow Answer

Interactive promotion:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements about global advertising is most correct?

Correct AnswerverifiedShow Answer

Using effective public relations involves establishing a dialogue with customers so that information can be exchanged and trust can be developed.

Correct AnswerverifiedShow Answer

The total systems approach to marketing suggests that:

Correct AnswerverifiedShow Answer

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