Question 1

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 2

Using effective public relations requires listening to the public and developing policies that reflect the public's interest.

Accepted Answer

A) True 
 B)False

Question 3

Advertising helps to cover the production costs of newspapers and magazines.

Accepted Answer

A) True 
 B)False

Question 4

Direct mail, television, and newspapers are the top three advertising media when ranked by total expenditures.

Accepted Answer

A) True 
 B)False

Question 5

To be effective and maintain its independence, the public relations department should avoid establishing close relationships with the media, community leaders, and other corporate stakeholders.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following statements is the most accurate?

Accepted Answer

A)   Closing is the final and most important step in the selling process.
B)   Once a sales presentation is completed, the salesperson should attempt to close as quickly as possible before the customer expresses any doubts or concerns.
C)   Closing may involve getting the customer to agree to a trial close.
D)   If the salesperson has done a good job of qualifying prospects and has developed a strong presentation, then closing is the easiest step in the selling process.E) All of the above
F) A) and B)

Question 7

Internal sales promotion efforts target salespeople and employees that handle customer complaints.

Accepted Answer

A) True 
 B)False

Question 8

Direct mail is usually the best advertising medium to reach specific target markets and ranks number two in overall advertising expenditures.

Accepted Answer

A) True 
 B)False

Question 9

Despite its name, Choco Central is located in a small shopping center far from customers. However, the company enjoys outstanding business because satisfied customers share their enjoyable experiences at Choco Central with their friends and relatives. Choco Central apparently benefits from positive

Accepted Answer

A)   trade advertising.
B)   word of mouth.
C)   sales promotion.
D)   public relations.E) B) and D)
F) A) and B)

Question 10

Effective salespeople push hard to finalize a sale as soon as they finish their presentation. Otherwise, the customer has time to come up with objections that will make the sale more difficult to close.

Accepted Answer

A) True 
 B)False

Question 11

Advertising covers the major production costs of television and radio programs.

Accepted Answer

A) True 
 B)False

Question 12

Creating a positive brand image by using all the promotional tools in a comprehensive, unified promotional strategy is called

Accepted Answer

A)   brand awareness.
B)   integrated management communication.
C)   interactive promotional communication.
D)   integrated marketing communication.E) C) and D)
F) B) and D)

Question 13

Bookbinder Books partnered with Amazon to offer a unique ________. If you purchase 1 of 12 paperback books published by Bookbinder, you can choose 1 of 12 Kindle versions for $3 (a much lower price than a regular Kindle version) .

Accepted Answer

A)   sales promotion
B)   publicity stunt
C)   direct marketing opportunity
D)   advertisementE) C) and D)
F) A) and B)

Question 14

Radio advertising has certain shortcomings but offers businesses an opportunity to reach a specific target market.

Accepted Answer

A) True 
 B)False

Question 15

Madeline just finished giving a sales presentation to a major prospect. Next, Madeline will likely be

Accepted Answer

A)   processing the customer's order.
B)   closing the sale, by asking the customer to make a commitment.
C)   answering customer questions and dealing with objections.
D)   setting an appointment for the customer to meet with her boss.E) None of the above
F) All of the above

Question 16

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 marketsE) None of the above
F) B) and D)

Question 17

Comfy Corners Furniture has adopted integrated marketing communication. Comfy Corners Furniture now puts less emphasis on public relations, sales promotion, and personal selling, and concentrates on advertising designed to provide a uniform message to all markets.

Accepted Answer

A) True 
 B)False

Question 18

Anything that encourages people to talk favorably about an organization may be effective word-of-mouth promotion.

Accepted Answer

A) True 
 B)False

Question 19

The first step in the public relations process is to ensure that everyone in the organization understands the firm's position on key issues. With this information widely available, efforts can be made to persuade the public of the firm's virtues.

Accepted Answer

A) True 
 B)False

Question 20

MusclePRO promotes its ready-to-drink protein shake directly to consumers through television ads, infomercials, and online coupons. The company is making use of a push strategy to reach their customers.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

Radio advertising has certain shortcomings but offers businesses an opportunity to reach a specific target market.

Correct AnswerverifiedShow Answer

Advertising covers the major production costs of television and radio programs.

Correct AnswerverifiedShow Answer

Despite its name, Choco Central is located in a small shopping center far from customers. However, the company enjoys outstanding business because satisfied customers share their enjoyable experiences at Choco Central with their friends and relatives. Choco Central apparently benefits from positive

Correct AnswerverifiedShow Answer

Creating a positive brand image by using all the promotional tools in a comprehensive, unified promotional strategy is called

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Direct mail, television, and newspapers are the top three advertising media when ranked by total expenditures.

Correct AnswerverifiedShow Answer

Bookbinder Books partnered with Amazon to offer a unique ________. If you purchase 1 of 12 paperback books published by Bookbinder, you can choose 1 of 12 Kindle versions for $3 (a much lower price than a regular Kindle version) .

Correct AnswerverifiedShow Answer

Which of the following statements is the most accurate?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Internal sales promotion efforts target salespeople and employees that handle customer complaints.

Correct AnswerverifiedShow Answer

Using effective public relations requires listening to the public and developing policies that reflect the public's interest.

Correct AnswerverifiedShow Answer

Comfy Corners Furniture has adopted integrated marketing communication. Comfy Corners Furniture now puts less emphasis on public relations, sales promotion, and personal selling, and concentrates on advertising designed to provide a uniform message to all markets.

Correct AnswerverifiedShow Answer

The first step in the public relations process is to ensure that everyone in the organization understands the firm's position on key issues. With this information widely available, efforts can be made to persuade the public of the firm's virtues.

Correct AnswerverifiedShow Answer

To be effective and maintain its independence, the public relations department should avoid establishing close relationships with the media, community leaders, and other corporate stakeholders.

Correct AnswerverifiedShow Answer

Advertising helps to cover the production costs of newspapers and magazines.

Correct AnswerverifiedShow Answer

Direct mail is usually the best advertising medium to reach specific target markets and ranks number two in overall advertising expenditures.

Correct AnswerverifiedShow Answer

Madeline just finished giving a sales presentation to a major prospect. Next, Madeline will likely be

Correct AnswerverifiedShow Answer

MusclePRO promotes its ready-to-drink protein shake directly to consumers through television ads, infomercials, and online coupons. The company is making use of a push strategy to reach their customers.

Correct AnswerverifiedShow Answer

Effective salespeople push hard to finalize a sale as soon as they finish their presentation. Otherwise, the customer has time to come up with objections that will make the sale more difficult to close.

Correct AnswerverifiedShow Answer

Anything that encourages people to talk favorably about an organization may be effective word-of-mouth promotion.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified