Question 1

Promotion consists of marketing communications that inform potential consumers about a firm or its product or service and try to persuade them to buy it.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following should be evaluated to establish a promotion-to-sales ratio?

Accepted Answer

A)  The level of spending by competitors 
B)  The firm's objectives 
C)  The firm's own past experiences 
D)  The strengths and weaknesses of the company 
A)  The level of spending by competitors 
B)  The firm's objectives 
C)  The firm's own past experiences 
D)  The strengths and weaknesses of the company

Question 3

To make an informed selection about where to advertise, a small business manager should

Accepted Answer

A)  consult different banks for loans to pay for the process. 
B)  create the message in conjunction with past campaigns. 
C)  learn about the strengths and weaknesses of each advertising medium. 
D)  perform a statistical analysis of the target market(s). 
A)  consult different banks for loans to pay for the process. 
B)  create the message in conjunction with past campaigns. 
C)  learn about the strengths and weaknesses of each advertising medium. 
D)  perform a statistical analysis of the target market(s).

Question 4

The _____ allows users to find their way around the Internet.

Accepted Answer

A)  Domain Name System (DNS) 
B)  Internet Corporation for Assigned Names and Numbers (ICANN) 
C)  Small Business Administration (SB
A)  
D)  World Wide Web Consortium (W3
C)  
A)  Domain Name System (DNS) 
B)  Internet Corporation for Assigned Names and Numbers (ICANN) 
C)  Small Business Administration (SB
A)  
D)  World Wide Web Consortium (W3
C)

Question 5

The lower a small business ranks in search engine results, the more visitors it will attract.

Accepted Answer

A) True 
 B)False

Question 6

A blog is an application for business or entertainment loaded onto any mobile device.

Accepted Answer

A) True 
 B)False

Question 7

Match the term with its definition.
-A face-to-face meeting with a customer

Accepted Answer

A) advertising 
B) app 
C) blog 
D) e-mail promotion 
E) hyperlink
F)institutional advertising
G)personal selling
H)product advertising
I)promotion
J)promotional mix
K)prospecting
L)publicity
M)quick response (QR) code
N)sales promotion
O)social media 
A) advertising 
B) app 
C) blog 
D) e-mail promotion 
E) hyperlink
F)institutional advertising
G)personal selling
H)product advertising
I)promotion
J)promotional mix
K)prospecting
L)publicity
M)quick response (QR) code
N)sales promotion
O)social media

Question 8

Match the term with its definition.
-A word, phrase, or image that a user may click on to go to another part of a document or website or to a new document or website

Accepted Answer

A) advertising 
B) app 
C) blog 
D) e-mail promotion 
E) hyperlink
F)institutional advertising
G)personal selling
H)product advertising
I)promotion
J)promotional mix
K)prospecting
L)publicity
M)quick response (QR) code
N)sales promotion
O)social media 
A) advertising 
B) app 
C) blog 
D) e-mail promotion 
E) hyperlink
F)institutional advertising
G)personal selling
H)product advertising
I)promotion
J)promotional mix
K)prospecting
L)publicity
M)quick response (QR) code
N)sales promotion
O)social media

Question 9

Personal selling degenerates into mere order-taking when a salesperson

Accepted Answer

A)  lacks product knowledge. 
B)  is persistent about selling the product. 
C)  is not friendly and enthusiastic when a customer enters the store. 
D)  cannot handle objections. 
A)  lacks product knowledge. 
B)  is persistent about selling the product. 
C)  is not friendly and enthusiastic when a customer enters the store. 
D)  cannot handle objections.

Question 10

Raymond is considering whether to advertise on the placemats used in many local restaurants. One of the arguments in favor of this action is

Accepted Answer

A)  publicity is important to a small business and should be used at every opportunity. 
B)  you never know who might see the ad on the placemat. 
C)  the cost of printing is shared with many other local businesses. 
D)  every ad will generate approximately 1,000% of its cost in revenues. 
A)  publicity is important to a small business and should be used at every opportunity. 
B)  you never know who might see the ad on the placemat. 
C)  the cost of printing is shared with many other local businesses. 
D)  every ad will generate approximately 1,000% of its cost in revenues.

Question 11

Tyler cannot afford to hire a salesperson for his small business but feels personal selling is the best way to encourage prospects to become customers. You remind him that

Accepted Answer

A)  he may have to be his own salesperson for a while. 
B)  good salespeople are expensive. 
C)  the most cost-efficient mode of selling may be to use sales or marketing representatives. 
D)  he can always send his production people out to make sales calls. 
A)  he may have to be his own salesperson for a while. 
B)  good salespeople are expensive. 
C)  the most cost-efficient mode of selling may be to use sales or marketing representatives. 
D)  he can always send his production people out to make sales calls.

Question 12

While e-mail promotion provides a low-cost way to pinpoint customers and achieve high response rates, the issue of churning is a concern.

Accepted Answer

A) True 
 B)False

Question 13

Telephone calls and mail surveys are examples of

Accepted Answer

A)  impersonal referrals. 
B)  marketer-initiated contacts. 
C)  personal referrals. 
D)  customer-initiated contacts. 
A)  impersonal referrals. 
B)  marketer-initiated contacts. 
C)  personal referrals. 
D)  customer-initiated contacts.

Question 14

The most appropriate combination of advertising media depends on _____ and _____.

Accepted Answer

A)  the type of business; its current circumstances 
B)  customer income; the class of the customer 
C)  the ad agency; the business's current circumstances 
D)  the type of business; the class of the customer 
A)  the type of business; its current circumstances 
B)  customer income; the class of the customer 
C)  the ad agency; the business's current circumstances 
D)  the type of business; the class of the customer

Question 15

Social websites have an increasing number of subscribers providing reviews of the establishments they patronize, providing the astute entrepreneur with impersonal referrals.

Accepted Answer

A) True 
 B)False

Question 16

The straight salary form of compensation is best for motivating salespeople because of the financial security that salaries provide.

Accepted Answer

A) True 
 B)False

Question 17

Inquiries by a potential customer that do not lead to a sale can still create what is known as a "promising prospect."

Accepted Answer

A) True 
 B)False

Question 18

Match the term with its definition.
-A presentation of information about a particular firm, designed to enhance the firm's image in order to make its product advertising more credible and effective

Accepted Answer

A) advertising 
B) app 
C) blog 
D) e-mail promotion 
E) hyperlink
F)institutional advertising
G)personal selling
H)product advertising
I)promotion
J)promotional mix
K)prospecting
L)publicity
M)quick response (QR) code
N)sales promotion
O)social media 
A) advertising 
B) app 
C) blog 
D) e-mail promotion 
E) hyperlink
F)institutional advertising
G)personal selling
H)product advertising
I)promotion
J)promotional mix
K)prospecting
L)publicity
M)quick response (QR) code
N)sales promotion
O)social media

Question 19

Product advertising is designed to make potential customers aware of a particular product or service and create a desire for it.

Accepted Answer

A) True 
 B)False

Question 20

For a small business, personal selling is the preferred method of promotion, due to it not being as labor intensive as other methods.

Accepted Answer

A) True 
 B)False

Exam 17: Promotional Planning

Promotion consists of marketing communications that inform potential consumers about a firm or its product or service and try to persuade them to buy it.

Which of the following should be evaluated to establish a promotion-to-sales ratio?

To make an informed selection about where to advertise, a small business manager should

The _____ allows users to find their way around the Internet.

The lower a small business ranks in search engine results, the more visitors it will attract.

A blog is an application for business or entertainment loaded onto any mobile device.

Match the term with its definition. -A face-to-face meeting with a customer

Match the term with its definition. -A word, phrase, or image that a user may click on to go to another part of a document or website or to a new document or website

Personal selling degenerates into mere order-taking when a salesperson

Raymond is considering whether to advertise on the placemats used in many local restaurants. One of the arguments in favor of this action is

Tyler cannot afford to hire a salesperson for his small business but feels personal selling is the best way to encourage prospects to become customers. You remind him that

While e-mail promotion provides a low-cost way to pinpoint customers and achieve high response rates, the issue of churning is a concern.

Telephone calls and mail surveys are examples of

The most appropriate combination of advertising media depends on _____ and _____.

Social websites have an increasing number of subscribers providing reviews of the establishments they patronize, providing the astute entrepreneur with impersonal referrals.

The straight salary form of compensation is best for motivating salespeople because of the financial security that salaries provide.

Inquiries by a potential customer that do not lead to a sale can still create what is known as a "promising prospect."

Match the term with its definition. -A presentation of information about a particular firm, designed to enhance the firm's image in order to make its product advertising more credible and effective

Product advertising is designed to make potential customers aware of a particular product or service and create a desire for it.

For a small business, personal selling is the preferred method of promotion, due to it not being as labor intensive as other methods.

The Entrepreneurial Lifethe Entrepreneurial Life

Integrity, Ethics, and Social Entrepreneurship

Starting a Small Business

Franchises and Buyouts

The Family Business

The Business Plan: Visualizing the Dream

The Marketing Plan

The Organizational Plan: Teams, Legal Structures, Alliances, and Directors

The Location Plan

Understanding a Firms Financial Statements

Forecasting Financial Requirements

A Firms Sources of Financing

Planning for the Harvest

Building Customer Relationships

Product Development and Supply Chain Management

Pricing and Credit Decisions

Global Opportunities for Small Businesses

Professional Management and the Small Business

Managing Human Resources

Managing Small Business Operations

Managing the Firms Assets

Managing Risk

Filters

The most appropriate combination of advertising media depends on _ and _.