Question 1

A quick response (QR) code allows a person to access a website without having to type in the URL.

Accepted Answer

A) True 
 B)False

Question 2

Match the term with its definition.
-A strategy to sell by informing, persuading, and reminding customers of the availability or superiority of a firm's products or services

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 3

Using whatever is left over to support promotional efforts after all other activities have been funded is sometimes described as the "spend the last dollar" method.

Accepted Answer

A) True 
 B)False

Question 4

For best results, sales promotion typically is used

Accepted Answer

A)  in combination with personal selling and advertising. 
B)  as a standalone promotional technique. 
C)  periodically rather than regularly. 
D)  None of these are correct. 
A)  in combination with personal selling and advertising. 
B)  as a standalone promotional technique. 
C)  periodically rather than regularly. 
D)  None of these are correct.

Question 5

Terrance is concerned that printing and distributing coupons will be a waste of time and money because the coupons may not be redeemed. You remind him that

Accepted Answer

A)  the printing expenses are sunk costs and have no impact on the decision. 
B)  a study found that customers who received but did not redeem coupons actually increased their purchasing from the stores associated with the coupons. 
C)  he can still make a profit by issuing coupons. 
D)  coupons will attract only browsers but not shoppers. 
A)  the printing expenses are sunk costs and have no impact on the decision. 
B)  a study found that customers who received but did not redeem coupons actually increased their purchasing from the stores associated with the coupons. 
C)  he can still make a profit by issuing coupons. 
D)  coupons will attract only browsers but not shoppers.

Question 6

In practice, communication is simple: You send a message and someone else receives it and understands it.

Accepted Answer

A) True 
 B)False

Question 7

Spending as much as the competition does for promotional efforts can lead the firm to copy competitors' mistakes as well as their successes.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is a good way to increase the volume and quality of traffic to a particular website?

Accepted Answer

A)  Place banner ads on other websites. 
B)  Include the URL on print promotions and business cards. 
C)  Make sure that the site is as search-engine friendly as possible. 
D)  All of these are correct. 
A)  Place banner ads on other websites. 
B)  Include the URL on print promotions and business cards. 
C)  Make sure that the site is as search-engine friendly as possible. 
D)  All of these are correct.

Question 9

Sales promotion refers to promotional techniques, other than personal selling or advertising, that stimulates the purchase of a particular product or service.

Accepted Answer

A) True 
 B)False

Question 10

The distinguishing characteristics of specialties are their enduring nature and tangible value.

Accepted Answer

A) True 
 B)False

Question 11

Media Corporation posts a photo of the week's top salesman on the company website. Every month, it includes an article about its top salesperson in its internal newsletter. This is an example of

Accepted Answer

A)  personal recognition. 
B)  compensation. 
C)  a stock plan. 
D)  a bonus plan. 
A)  personal recognition. 
B)  compensation. 
C)  a stock plan. 
D)  a bonus plan.

Question 12

The biggest pitfall of spending at the same level as competitors for promotion is that it

Accepted Answer

A)  tends to not pay off in the long run. 
B)  can make the firm lazy. 
C)  not feasible for reacting to short-run promotional tactics. 
D)  can drain the company's budget more quickly than other methods. 
A)  tends to not pay off in the long run. 
B)  can make the firm lazy. 
C)  not feasible for reacting to short-run promotional tactics. 
D)  can drain the company's budget more quickly than other methods.

Question 13

Stephen is a new entrepreneur who would like to advertise his business but feels his creativity is insufficient to the task. Where can he find help?

Accepted Answer

A)  Competing businesses 
B)  Neighboring businesses 
C)  Computer sales firms 
D)  Advertising specialists 
A)  Competing businesses 
B)  Neighboring businesses 
C)  Computer sales firms 
D)  Advertising specialists

Question 14

Most small business advertising is institutional advertising.

Accepted Answer

A) True 
 B)False

Question 15

Successful communication includes feedback.

Accepted Answer

A) True 
 B)False

Question 16

An effective promotional strategy takes into account all of the following EXCEPT

Accepted Answer

A)  the investments of the company. 
B)  the characteristics of the product. 
C)  learning from the competitors. 
D)  the costs of promotion. 
A)  the investments of the company. 
B)  the characteristics of the product. 
C)  learning from the competitors. 
D)  the costs of promotion.

Question 17

Using whatever is left over to support promotional efforts after all other activities have been funded is sometimes described as the _____ method.

Accepted Answer

A)  percentage of profits 
B)  "all you can afford" 
C)  "what the market will bear" 
D)  cost plus 
A)  percentage of profits 
B)  "all you can afford" 
C)  "what the market will bear" 
D)  cost plus

Question 18

Match the term with its definition.
-A systematic process of continually looking for new customers

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

_____ is the process of increasing the volume and quality of traffic to a particular website.

Accepted Answer

A)  Blogging 
B)  Search engine optimization (SEO) 
C)  Prospecting 
D)  Social networking 
A)  Blogging 
B)  Search engine optimization (SEO) 
C)  Prospecting 
D)  Social networking

Question 20

Get Moving, a fitness equipment retailer, has been successful in a strong economy by spending 4% of its sales revenues on promotions. What adjustments, if any, should Get Moving make now that the economy has gone into recession?

Accepted Answer

A)  Continue to spend 4% of sales on promotions, even though this results in a lower promotional budget. 
B)  Increase the promotional budget to attract new customers. 
C)  Decrease the promotional budget, since no one has any money to spend anyway. 
D)  Spend 4% of profits on promotions rather than 4% of sales. 
A)  Continue to spend 4% of sales on promotions, even though this results in a lower promotional budget. 
B)  Increase the promotional budget to attract new customers. 
C)  Decrease the promotional budget, since no one has any money to spend anyway. 
D)  Spend 4% of profits on promotions rather than 4% of sales.

Exam 17: Promotional Planning

A quick response (QR) code allows a person to access a website without having to type in the URL.

Match the term with its definition. -A strategy to sell by informing, persuading, and reminding customers of the availability or superiority of a firm's products or services

Using whatever is left over to support promotional efforts after all other activities have been funded is sometimes described as the "spend the last dollar" method.

For best results, sales promotion typically is used

Terrance is concerned that printing and distributing coupons will be a waste of time and money because the coupons may not be redeemed. You remind him that

In practice, communication is simple: You send a message and someone else receives it and understands it.

Spending as much as the competition does for promotional efforts can lead the firm to copy competitors' mistakes as well as their successes.

Which of the following is a good way to increase the volume and quality of traffic to a particular website?

Sales promotion refers to promotional techniques, other than personal selling or advertising, that stimulates the purchase of a particular product or service.

The distinguishing characteristics of specialties are their enduring nature and tangible value.

Media Corporation posts a photo of the week's top salesman on the company website. Every month, it includes an article about its top salesperson in its internal newsletter. This is an example of

The biggest pitfall of spending at the same level as competitors for promotion is that it

Stephen is a new entrepreneur who would like to advertise his business but feels his creativity is insufficient to the task. Where can he find help?

Most small business advertising is institutional advertising.

Successful communication includes feedback.

An effective promotional strategy takes into account all of the following EXCEPT

Using whatever is left over to support promotional efforts after all other activities have been funded is sometimes described as the _____ method.

Match the term with its definition. -A systematic process of continually looking for new customers

_____ is the process of increasing the volume and quality of traffic to a particular website.

Get Moving, a fitness equipment retailer, has been successful in a strong economy by spending 4% of its sales revenues on promotions. What adjustments, if any, should Get Moving make now that the economy has gone into recession?

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

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