Question 1

Combining a firm's promotional tools and resources to create a positive brand image is the goal of integrated marketing communication.

Accepted Answer

A) True 
 B)False

Question 2

The most effective sales promotion programs target customers,rather than employees and marketing intermediaries.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is a consumer sales promotion activity?

Accepted Answer

A)  Contests
B)  Advertising
C)  Vending sales
D)  Direct mailE) A) and B)
F) A) and C)

Question 4

The purpose of institutional advertising is to create an attractive image for an organization.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

After prospects have been identified and qualified,the next step in the selling process is _________.This step requires the salesperson to learn as much as possible about the potential customers' wants and needs.

Accepted Answer

A)  customer specification
B)  the preapproach
C)  consumer trait analysis
D)  customer quantificationE) B) and D)
F) B) and C)

Question 7

Effective selling involves helping others to satisfy their wants and needs.

Accepted Answer

A) True 
 B)False

Question 8

The B2C selling process has fewer steps than the B2B selling process.

Accepted Answer

A) True 
 B)False

Question 9

Magazine advertising main strengths are high visibility,repeat exposures,and basically very low cost.

Accepted Answer

A) True 
 B)False

Question 10

The activity that evaluates public attitudes,changes policies and procedures in response to the public's requests,and executes a program of action and information to earn public understanding and acceptance is called:

Accepted Answer

A)  public research.
B)  public relations.
C)  public communication.
D)  public advocacy.E) A) and C)
F) B) and C)

Question 11

The effectiveness of direct mail advertising suffers from:

Accepted Answer

A)  its inflexibility.
B)  the limited length of the message.
C)  the consumer perception that it is junk mail.
D)  its inability to target specific markets.E) A) and B)
F) A) and C)

Question 12

The total systems approach to marketing combines a firm's promotional efforts for the exclusive satisfaction of the firm's consumers.

Accepted Answer

A) True 
 B)False

Question 13

According to the Thinking Green box in Chapter 16,some marketers have found that promoting their "green" efforts can help give them a competitive advantage.

Accepted Answer

A) True 
 B)False

Question 14

The approach step of the selling process attempts to:

Accepted Answer

A)  qualify potential customers who are willing and able to buy.
B)  build credibility and establish rapport.
C)  close the sale.
D)  learn about potential customers and their wants and needs.E) A) and B)
F) None of the above

Question 15

Indiana Processing promotes its services through Mechanical Engineers Today,a trade magazine that charges Indiana Processing and other companies $5000 per page for ______________ to help offset the magazine's publishing costs.

Accepted Answer

A)  publicity
B)  advertising
C)  public relations
D)  trade showsE) A) and D)
F) B) and D)

Question 16

Effective use of public relations includes an evaluation of public attitudes and the execution of a program to earn public acceptance.

Accepted Answer

A) True 
 B)False

Question 17

The hallmark of an effective salesperson is the ability to complete a sale as soon as the sales presentation is completed.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

To be successful,salespeople find that their job responsibilities extend far beyond just closing the sale.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A)  following up.
B)  closing.
C)  qualifying.
D)  presenting.E) All of the above
F) C) and D)

Exam 16: Using Effective Promotions

Magazine advertising main strengths are high visibility,repeat exposures,and basically very low cost.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The effectiveness of direct mail advertising suffers from:

Correct AnswerverifiedShow Answer

The activity that evaluates public attitudes,changes policies and procedures in response to the public's requests,and executes a program of action and information to earn public understanding and acceptance is called:

Correct AnswerverifiedShow Answer

The approach step of the selling process attempts to:

Correct AnswerverifiedShow Answer

The hallmark of an effective salesperson is the ability to complete a sale as soon as the sales presentation is completed.

Correct AnswerverifiedShow Answer

The B2C selling process has fewer steps than the B2B selling process.

Correct AnswerverifiedShow Answer

The total systems approach to marketing combines a firm's promotional efforts for the exclusive satisfaction of the firm's consumers.

Correct AnswerverifiedShow Answer

Effective selling involves helping others to satisfy their wants and needs.

Correct AnswerverifiedShow Answer

Indiana Processing promotes its services through Mechanical Engineers Today,a trade magazine that charges Indiana Processing and other companies $5000 per page for ______________ to help offset the magazine's publishing costs.

Correct AnswerverifiedShow Answer

To be successful,salespeople find that their job responsibilities extend far beyond just closing the sale.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is a consumer sales promotion activity?

Correct AnswerverifiedShow Answer

Effective use of public relations includes an evaluation of public attitudes and the execution of a program to earn public acceptance.

Correct AnswerverifiedShow Answer

The most effective sales promotion programs target customers,rather than employees and marketing intermediaries.

Correct AnswerverifiedShow Answer

Combining a firm's promotional tools and resources to create a positive brand image is the goal of integrated marketing communication.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The purpose of institutional advertising is to create an attractive image for an organization.

Correct AnswerverifiedShow Answer

According to the Thinking Green box in Chapter 16,some marketers have found that promoting their "green" efforts can help give them a competitive advantage.

Correct AnswerverifiedShow Answer

After prospects have been identified and qualified,the next step in the selling process is _________.This step requires the salesperson to learn as much as possible about the potential customers' wants and needs.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified