Question 1

As the salesperson entered the prospect's office, the salesperson extended his hand and said, "Your old college roommate Tiara Johns suggested I call on you." This action occurred in which stage of the creative selling process?

Accepted Answer

A)   approach
B)   prospect and qualify
C)   preapproach
D)   close
E)   follow-up A

Question 2

Why might people reached by direct mail be better prospects for a company than those reached by mass media such as television or magazines?

Accepted Answer

Direct mail can be personalized for each individual, which helps to build customer relationships.

Question 3

Why does a firm's number of prospects always equal or exceed its number of qualified customers?

Accepted Answer

Prospecting identifies the total number of potential customers in an area; qualifying breaks that number of prospects down into the actual group that it is worthwhile for the salesperson to target.

Question 4

Most consumer sales promotions temporarily change the price/value relationship.

Accepted Answer

A) True 
 B)False

Question 5

After the sales presentation, which of the following is the next step in the creative selling process?

Accepted Answer

A)   block objections
B)   handle objections
C)   begin building a bridge to the next sale
D)   wait for signals that the customer is ready to buy
E)   indirectly ask the customer for her business

Question 6

When the Pharmaceutical Manufacturers Association spent eight million dollars creating and placing a print campaign arguing that the most expensive drugs represent just five percent of national health care expenditures, the association was using public relations.

Accepted Answer

A) True 
 B)False

Question 7

Explain the follow-up step of the creative selling process. Why is it so important to the selling process?

Accepted Answer

The answer of Explain the follow-up step of the creative...

Question 8

Personal selling is more important when a firm engages in a pull strategy.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is NOT a closing approach for a salesperson?

Accepted Answer

A)   a last objection close
B)   a bridge close
C)   a standing-room-only close
D)   a buy-now close
E)   an assumptive close

Question 10

Public relations activities can be used to influence the attitudes and perceptions of various publics toward politicians and celebrities.

Accepted Answer

A) True 
 B)False

Question 11

Planning a public relations campaign is a two-step process: develop objectives and then execute those objectives.

Accepted Answer

A) True 
 B)False

Question 12

Which kind of marketing involves sending a brochure or pamphlet that offers a specific good or service at one point in time?

Accepted Answer

A)   personal marketing
B)   telemarketing
C)   direct mail
D)   catalog
E)   spam

Question 13

Which of the following is a bonus paid by a manufacturer to a salesperson for selling its product?

Accepted Answer

A)   a rebate
B)   a merchandising allowance
C)   a premium
D)   a sweepstakes
E)   push money

Question 14

Crisis management is typically a public relations function.

Accepted Answer

A) True 
 B)False

Question 15

As a result of the federal government's Do Not Call Registry, telemarketing is now rarely used.

Accepted Answer

A) True 
 B)False

Question 16

Why is m-commerce considered an important form of direct marketing?

Accepted Answer

The answer of Why is m-commerce considered an important form...

Question 17

Because customers almost always have objections during the presentation or closing step of the selling process, all salespeople should anticipate and be prepared to respond to objections.

Accepted Answer

A) True 
 B)False

Question 18

It is more difficult to assess the bottom-line impact of public relations activities than the bottom-line impact of advertising.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following types of sales promotions would NOT be offered to a consumer?

Accepted Answer

A)   rebates
B)   push money
C)   bonus packs
D)   sweepstakes
E)   premiums

Question 20

The gap between good buzz and bad buzz is referred to as ________.

Accepted Answer

A)   groundswell
B)   viral marketing
C)   sock puppeting
D)   brand polarization
E)   the magnifying effect

Exam 14: Promotion II: Social Media Marketing and Other Communication Tools

As the salesperson entered the prospect's office, the salesperson extended his hand and said, "Your old college roommate Tiara Johns suggested I call on you." This action occurred in which stage of the creative selling process?

Why might people reached by direct mail be better prospects for a company than those reached by mass media such as television or magazines?

Why does a firm's number of prospects always equal or exceed its number of qualified customers?

Most consumer sales promotions temporarily change the price/value relationship.

After the sales presentation, which of the following is the next step in the creative selling process?

When the Pharmaceutical Manufacturers Association spent eight million dollars creating and placing a print campaign arguing that the most expensive drugs represent just five percent of national health care expenditures, the association was using public relations.

Explain the follow-up step of the creative selling process. Why is it so important to the selling process?

Personal selling is more important when a firm engages in a pull strategy.

Which of the following is NOT a closing approach for a salesperson?

Public relations activities can be used to influence the attitudes and perceptions of various publics toward politicians and celebrities.

Planning a public relations campaign is a two-step process: develop objectives and then execute those objectives.

Which kind of marketing involves sending a brochure or pamphlet that offers a specific good or service at one point in time?

Which of the following is a bonus paid by a manufacturer to a salesperson for selling its product?

Crisis management is typically a public relations function.

As a result of the federal government's Do Not Call Registry, telemarketing is now rarely used.

Why is m-commerce considered an important form of direct marketing?

Because customers almost always have objections during the presentation or closing step of the selling process, all salespeople should anticipate and be prepared to respond to objections.

It is more difficult to assess the bottom-line impact of public relations activities than the bottom-line impact of advertising.

Which of the following types of sales promotions would NOT be offered to a consumer?

The gap between good buzz and bad buzz is referred to as ________.