Question 1

Sweepstakes can be most accurately defined as a form of sales promotion that offers:

Accepted Answer

A) incentives to customers who make multiple purchases over time. 
B) potential customers the opportunity to try a product or service. 
C) a special type of short-term price reduction to customers. 
D) prizes based on a chance drawing of entrants' names. 
E) certain items for free or at a bargain price to reward some type of behaviour. 
A) incentives to customers who make multiple purchases over time. 
B) potential customers the opportunity to try a product or service. 
C) a special type of short-term price reduction to customers. 
D) prizes based on a chance drawing of entrants' names. 
E) certain items for free or at a bargain price to reward some type of behaviour.

Question 2

Manorek Inc.is a leading media company in the country of Lucidia.It is a reputed brand and is considered to be a trusted source of information by Lucidians.The company plans to enter another continent and wants to build the same kind of reputation in these markets.Manorek Inc.advertises to familiarize these new customers with the company and its reputation in Lucidia.What type of advertising would serve this purpose?

Accepted Answer

A) Product-focused advertising 
B) Societal advertising 
C) Operational advertising 
D) Institutional advertising 
E) Public service advertising 
A) Product-focused advertising 
B) Societal advertising 
C) Operational advertising 
D) Institutional advertising 
E) Public service advertising

Question 3

Riders Corp.is an electric scooter brand in the country of Cambria.The brand has been growing at a high rate for many years.However, the brand's sales growth has declined in the current financial year.Riders Corp.decides to use mass advertising to attract customers to its brand again.In this scenario, which of the following types of advertising would best serve Riders Corp.'s purpose?

Accepted Answer

A) Interpretive 
B) Influential 
C) Reminder 
D) Persuasive 
E) Informative 
A) Interpretive 
B) Influential 
C) Reminder 
D) Persuasive 
E) Informative

Question 4

Encouraging repurchase is the major objective of loyalty programs.

Accepted Answer

A) True 
 B)False

Question 5

Identify the correct statement about the personal selling process.

Accepted Answer

A) It is important for salespeople to believe that they must do all the talking to be in control. 
B) Good salespeople pay attention to the body language of potential customers. 
C) Objections arise only during the third stage of the selling process. 
D) The best way to handle objections is to try to prove that customers' objection are not valid. 
E) The first step in the selling process is used extensively in retail settings. 
A) It is important for salespeople to believe that they must do all the talking to be in control. 
B) Good salespeople pay attention to the body language of potential customers. 
C) Objections arise only during the third stage of the selling process. 
D) The best way to handle objections is to try to prove that customers' objection are not valid. 
E) The first step in the selling process is used extensively in retail settings.

Question 6

WellnessCare Inc.is a large manufacturer of consumer products.The company owns more than 120 brands, and its business is stretched over 16 countries.However, most of WellnessCare's advertisements promote specific brands rather than the company itself.What are such advertisements called?

Accepted Answer

A) Product-focused advertisements 
B) Operational advertisements 
C) Societal advertisements 
D) Institutional advertisements 
E) Public service advertisements 
A) Product-focused advertisements 
B) Operational advertisements 
C) Societal advertisements 
D) Institutional advertisements 
E) Public service advertisements

Question 7

A retailer decides to use POP (point-of-purchase)displays to promote one of its products.Which of the following is most likely to be the objective of this initiative?

Accepted Answer

A) Encouraging repurchase 
B) Building goodwill 
C) Increasing brand trial 
D) Providing in-home support 
E) Guaranteeing complete sale 
A) Encouraging repurchase 
B) Building goodwill 
C) Increasing brand trial 
D) Providing in-home support 
E) Guaranteeing complete sale

Question 8

Rhomus Inc.is a Canadian entertainment company that produces and markets television programs.To generate customer interest for a new program that it is planning to launch, Rhomus invites entries from its target customers through mass media to send in creative names for the TV program.The firm announces that it will provide a monetary reward for the name that gets selected.This is an example of a:

Accepted Answer

A) sampling program. 
B) sweepstake. 
C) deal. 
D) contest. 
E) loyalty program. 
A) sampling program. 
B) sweepstake. 
C) deal. 
D) contest. 
E) loyalty program.

Question 9

Which of the following types of advertisements is used to inform, persuade, or remind consumers about a specific good or service?

Accepted Answer

A) Public service 
B) Operational 
C) Institutional 
D) Societal 
E) Product-focused 
A) Public service 
B) Operational 
C) Institutional 
D) Societal 
E) Product-focused

Question 10

Explain how professional selling can be a satisfying career.

Accepted Answer

Professional selling can be a satisfying

Question 11

Closing the sale refers to the termination of a sale owing to the dissatisfaction of a customer.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following occurs prior to meeting a customer for the first time and extends the qualification of leads procedure?

Accepted Answer

A) Sales presentation 
B) Lead generation 
C) Cold calling 
D) Preapproach 
E) Objection handling 
A) Sales presentation 
B) Lead generation 
C) Cold calling 
D) Preapproach 
E) Objection handling

Question 13

In the personal selling process, which of the following terms refers to a list of potential customers?

Accepted Answer

A) Prospects 
B) Internals 
C) Leads 
D) Externals 
E) Qualifiers 
A) Prospects 
B) Internals 
C) Leads 
D) Externals 
E) Qualifiers

Question 14

Which of the following is a feature of POP (point-of-purchase)displays?

Accepted Answer

A) They reduce brand trial. 
B) They encourage higher consumption. 
C) They provide in-store support. 
D) They are effective as they are usually easy to get a good location in the stores. 
E) They minimize brand switching among existing consumers. 
A) They reduce brand trial. 
B) They encourage higher consumption. 
C) They provide in-store support. 
D) They are effective as they are usually easy to get a good location in the stores. 
E) They minimize brand switching among existing consumers.

Question 15

Which of the following refers to a situation when a brand has a prominent place in people's memories that triggers a response without them having to put any thought into it?

Accepted Answer

A) Lagged effect 
B) Puffery 
C) Cold call 
D) Aided recall 
E) Top-of-mind awareness 
A) Lagged effect 
B) Puffery 
C) Cold call 
D) Aided recall 
E) Top-of-mind awareness

Question 16

Institutional advertisements are used to inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation.

Accepted Answer

A) True 
 B)False

Question 17

FrostyFine Corp. is a leading retail store. The store markets various brands and a wide variety of retail products. The store has built a brand for itself, and customers trust the store as much as the brands in its stores.
-FrostyFine allows customers to enter a draw when they make a purchase costing more than $50.The draws are conducted every week, and the winning customers who are selected through a random draw are rewarded with gifts.This promotional technique is an example of a:

Accepted Answer

A) sampling program. 
B) sweepstake. 
C) deal. 
D) contest. 
E) loyalty program. 
A) sampling program. 
B) sweepstake. 
C) deal. 
D) contest. 
E) loyalty program.

Question 18

Once consumers are aware that a company or product exists, communication must work to:

Accepted Answer

A) define the objectives of marketing communication. 
B) match communication with competitors. 
C) create top-of-mind awareness. 
D) increase their interest level. 
E) instigate aided recall in their minds. 
A) define the objectives of marketing communication. 
B) match communication with competitors. 
C) create top-of-mind awareness. 
D) increase their interest level. 
E) instigate aided recall in their minds.

Question 19

Marketing communication must work to increase a customer's interest level once he or she is aware that a company or product exists.

Accepted Answer

A) True 
 B)False

Question 20

Top-of-mind awareness occurs when consumers recognize a brand when its name is presented to them.

Accepted Answer

A) True 
 B)False

Sweepstakes can be most accurately defined as a form of sales promotion that offers:

Encouraging repurchase is the major objective of loyalty programs.

Identify the correct statement about the personal selling process.

WellnessCare Inc.is a large manufacturer of consumer products.The company owns more than 120 brands, and its business is stretched over 16 countries.However, most of WellnessCare's advertisements promote specific brands rather than the company itself.What are such advertisements called?

A retailer decides to use POP (point-of-purchase)displays to promote one of its products.Which of the following is most likely to be the objective of this initiative?

Which of the following types of advertisements is used to inform, persuade, or remind consumers about a specific good or service?

Explain how professional selling can be a satisfying career.

Closing the sale refers to the termination of a sale owing to the dissatisfaction of a customer.

Which of the following occurs prior to meeting a customer for the first time and extends the qualification of leads procedure?

In the personal selling process, which of the following terms refers to a list of potential customers?

Which of the following is a feature of POP (point-of-purchase)displays?

Which of the following refers to a situation when a brand has a prominent place in people's memories that triggers a response without them having to put any thought into it?

Institutional advertisements are used to inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation.

Once consumers are aware that a company or product exists, communication must work to:

Marketing communication must work to increase a customer's interest level once he or she is aware that a company or product exists.

Top-of-mind awareness occurs when consumers recognize a brand when its name is presented to them.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Analyzing the Marketing Environment

Consumer Behaviour

Business-To-Business Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Developing New Products

Product, Branding, and Packaging Decisions

Services: The Intangible Product

Pricing Concepts and Strategies: Establishing Value

Distribution Channels

Retailing and Omni-Channel Marketing

Integrated Marketing Communications

Social and Mobile Marketing

Global Marketing

Ethics and Socially Responsible Marketing

Filters

Exam 15: Advertising, Sales Promotions, and Personal Selling

Sweepstakes can be most accurately defined as a form of sales promotion that offers:

Encouraging repurchase is the major objective of loyalty programs.

Identify the correct statement about the personal selling process.

WellnessCare Inc.is a large manufacturer of consumer products.The company owns more than 120 brands, and its business is stretched over 16 countries.However, most of WellnessCare's advertisements promote specific brands rather than the company itself.What are such advertisements called?

A retailer decides to use POP (point-of-purchase)displays to promote one of its products.Which of the following is most likely to be the objective of this initiative?

Which of the following types of advertisements is used to inform, persuade, or remind consumers about a specific good or service?

Explain how professional selling can be a satisfying career.

Closing the sale refers to the termination of a sale owing to the dissatisfaction of a customer.

Which of the following occurs prior to meeting a customer for the first time and extends the qualification of leads procedure?

In the personal selling process, which of the following terms refers to a list of potential customers?

Which of the following is a feature of POP (point-of-purchase)displays?

Which of the following refers to a situation when a brand has a prominent place in people's memories that triggers a response without them having to put any thought into it?

Institutional advertisements are used to inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation.

Once consumers are aware that a company or product exists, communication must work to:

Marketing communication must work to increase a customer's interest level once he or she is aware that a company or product exists.

Top-of-mind awareness occurs when consumers recognize a brand when its name is presented to them.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Analyzing the Marketing Environment

Consumer Behaviour

Business-To-Business Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Developing New Products

Product, Branding, and Packaging Decisions

Services: The Intangible Product

Pricing Concepts and Strategies: Establishing Value

Distribution Channels

Retailing and Omni-Channel Marketing

Integrated Marketing Communications

Social and Mobile Marketing

Global Marketing

Ethics and Socially Responsible Marketing

Filters