Question 1

Which of the following is a B2B sales promotion activity?

Accepted Answer

A)  contests 
B)  advertising 
C)  vending sales 
D)  conventions 
A)  contests 
B)  advertising 
C)  vending sales 
D)  conventions

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is a major strength of direct mail advertising?

Accepted Answer

A)  low cost 
B)  widespread acceptance by consumers 
C)  subject to few restrictions or regulations 
D)  ability to accurately target specific markets 
A)  low cost 
B)  widespread acceptance by consumers 
C)  subject to few restrictions or regulations 
D)  ability to accurately target specific markets

Question 4

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. 
A)  following up. 
B)  closing. 
C)  qualifying. 
D)  presenting.

Question 5

Today's public relations departments

Accepted Answer

A)  focus more on advertising and less on publicity. 
B)  are downsizing as firms emphasize personal selling to promote their products. 
C)  are more actively listening to customers and helping to solve their problems. 
D)  avoid relationships with the media and government officials. 
A)  focus more on advertising and less on publicity. 
B)  are downsizing as firms emphasize personal selling to promote their products. 
C)  are more actively listening to customers and helping to solve their problems. 
D)  avoid relationships with the media and government officials.

Question 6

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

Accepted Answer

A)  Epic Electronics should avoid advertising in foreign markets and rely instead on other elements of its promotion mix, such as personal selling and public relations. 
B)  Television is the best advertising medium for Epic Electronics to promote its 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 Epic Electronics is utilizing a low-price strategy. 
A)  Epic Electronics should avoid advertising in foreign markets and rely instead on other elements of its promotion mix, such as personal selling and public relations. 
B)  Television is the best advertising medium for Epic Electronics to promote its 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 Epic Electronics is utilizing a low-price strategy.

Question 7

Which of the following refers to the practice of paying to have a product appear favorably in a television show or movie?

Accepted Answer

A)  interactive promotion 
B)  product placement 
C)  brand association 
D)  market recognition 
A)  interactive promotion 
B)  product placement 
C)  brand association 
D)  market recognition

Question 8

Sales promotion efforts such as trade shows aimed at distributors and dealers are intended to generate their enthusiasm for a firm's products.

Accepted Answer

A) True 
 B)False

Question 9

Personal selling provides the most efficient element of the promotion mix for a firm attempting to create a good impression among a large group of consumers.

Accepted Answer

A) True 
 B)False

Question 10

Free television and radio programming is made possible by advertising.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A)  Advertising 
B)  A push strategy 
C)  Interactive promotion 
D)  Public relations 
A)  Advertising 
B)  A push strategy 
C)  Interactive promotion 
D)  Public relations

Question 12

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.

Accepted Answer

A) True 
 B)False

Question 13

When marketing to consumers in the global population, it's important for companies to remember that promoting products

Accepted Answer

A)  is easy and profitable if they are well-known brands. 
B)  can be accomplished using a global approach since consumers are more alike than most people think. 
C)  is best done by using personal selling and product sampling. 
D)  calls for attention to cultural differences and possible translation problems. 
A)  is easy and profitable if they are well-known brands. 
B)  can be accomplished using a global approach since consumers are more alike than most people think. 
C)  is best done by using personal selling and product sampling. 
D)  calls for attention to cultural differences and possible translation problems.

Question 14

Explain the difference between viral marketing, social networking, and podcasting.

Accepted Answer

Viral marketing is the term now used to

Question 15

At a recent baseball tournament, a local beer distributor gave free mugs to all adults with a paid admission. What is this an example of?

Accepted Answer

A)  market segmentation 
B)  sampling 
C)  publicity 
D)  sales promotion 
A)  market segmentation 
B)  sampling 
C)  publicity 
D)  sales promotion

Question 16

Calvin is a salesperson for an electrical contractor. This means he is included as part of the target audience for sales promotions from his own company.

Accepted Answer

A) True 
 B)False

Question 17

Creating a unified positive image of a company in the public's mind is the end result of effective integrated marketing communication.

Accepted Answer

A) True 
 B)False

Question 18

You are assigned the responsibility to prepare a promotional campaign for a new allergy relief drug produced by the PharmaOne Pharmaceutical Company. Outline the highlights of applying both (a) a pull strategy and (b) a push strategy.

Accepted Answer

In a pull promotional strategy, heavy ad

Question 19

Successful PR departments find that listening to the public is not enough. They have to tell the public that they are being responsive.

Accepted Answer

A) True 
 B)False

Question 20

It is important to design promotional efforts specifically for individual countries or cultures, and also with great care-at risk of a brand not appealing to the targeted market. For example, a Japanese company tried to use English words to name a popular drink and called it Pocari Sweat.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

Which of the following is a B2B sales promotion activity?

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

Which of the following is a major strength of direct mail advertising?

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

Today's public relations departments

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

Which of the following refers to the practice of paying to have a product appear favorably in a television show or movie?

Sales promotion efforts such as trade shows aimed at distributors and dealers are intended to generate their enthusiasm for a firm's products.

Personal selling provides the most efficient element of the promotion mix for a firm attempting to create a good impression among a large group of consumers.

Free television and radio programming is made possible by advertising.

________ 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.

When marketing to consumers in the global population, it's important for companies to remember that promoting products

Explain the difference between viral marketing, social networking, and podcasting.

At a recent baseball tournament, a local beer distributor gave free mugs to all adults with a paid admission. What is this an example of?

Calvin is a salesperson for an electrical contractor. This means he is included as part of the target audience for sales promotions from his own company.

Creating a unified positive image of a company in the public's mind is the end result of effective integrated marketing communication.

You are assigned the responsibility to prepare a promotional campaign for a new allergy relief drug produced by the PharmaOne Pharmaceutical Company. Outline the highlights of applying both (a) a pull strategy and (b) a push strategy.

Successful PR departments find that listening to the public is not enough. They have to tell the public that they are being responsive.

It is important to design promotional efforts specifically for individual countries or cultures, and also with great care-at risk of a brand not appealing to the targeted market. For example, a Japanese company tried to use English words to name a popular drink and called it Pocari Sweat.

Taking Risks and Making Profits Within the Dynamic Business Environment

Understanding Economics and How It Affects Business

Doing Business in Global Markets

Demanding Ethical and Socially Responsible Behavior

How to Form a Business

Entrepreneurship and Starting a Small Business

Management and Leadership

Structuring Organizations for Todays Challenges

Production and Operations Management

Motivating Employees

Human Resource Management: Finding and Keeping the Best Employees

Dealing With Employeemanagement Issues

Marketing: Helping Buyers Buy

Developing and Pricing Goods and Services

Distributing Products

Understanding Accounting and Financial Information

Financial Management

Using Securities Markets for Financing and Investing Opportunities

Money, Financial Institutions, and the Federal Reserve

Appendix: Working Within the Legal Environment

Appendix: Using Technology to Manage Information

Appendix: Managing Risk

Appendix: Managing Personal Finances

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