Question 1

The average cost of a single sales call to a potential B2B buyer in the U.S.is expensive and could cost about:
A)$40.
B)$100.
C)$400.
D)$1,400.

Accepted Answer

According to a study by Forbes, the average cost of a single B2B sales call in the U.S. is $400. This includes the cost of the sales rep's time and travel expenses. This high cost is one of the reasons many companies are investing in digital marketing and sales channels to reach potential buyers more efficiently and cost-effectively.

Question 2

A review of the personal selling process indicates that selling is:
A)a matter of establishing relationships.
B)getting a name on a sales contract.
C)about 90 percent luck and 10 percent skill.
D)giving way to computers in responding to consumer needs.

Accepted Answer

The personal selling process involves building and maintaining relationships with customers in order to understand their needs and provide value through products or services. It is not simply about getting a name on a sales contract, nor is it based solely on luck. While technology may play a role in responding to consumer needs, personal selling remains an important aspect of the sales process.

Question 3

Which of the following statements about global advertising is most correct?
A)Firms should avoid advertising in foreign markets and rely instead on other elements of their promotion mix,such as personal selling and public relations.
B)Television is the best advertising medium for U.S.firms trying to promote their 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 American goods is utilizing a low price strategy.

Accepted Answer

Global advertising involves tailoring the promotional strategy according to the cultural and social norms of targeted countries. It encompasses understanding and adapting to the local market environment rather than using a one-size-fits-all approach. Therefore, option C is the most correct statement. Option A is not entirely correct as advertising can be an effective tool in reaching out to a broader target audience. Option B is not appropriate as the effectiveness of advertising media varies from country to country. Option D is also incorrect as pricing decisions should depend on various factors and not just the economic status of the target market.

Question 4

The purpose of a __________ is to move the selling process toward an actual product purchase.
A)follow up
B)closing
C)trial close
D)commission

Accepted Answer

The answer of The purpose of a __________ is to...

Question 5

"You never get a second chance to make a good first impression," captures the importance of the __________ step in the selling process.
A)prospecting
B)introduction
C)qualifying
D)approach

Accepted Answer

The "approach" step in the selling process refers to the initial contact or interaction with the potential customer, during which the salesperson must make a good first impression to engage the customer and begin building rapport. This step is critical because it sets the tone for the rest of the selling process and can greatly impact the customer's decision to continue the conversation and consider purchasing the product or service.

Question 6

Evidence indicates that the best promotional strategy for firms operating globally is:
A)a "one mix fits all" strategy.
B)to uniquely design a strategy for each country.
C)based on total operating costs and the nation's disposable income.
D)designed by foreign intermediaries who control promotion.

Accepted Answer

Each country has its own unique characteristics, such as language, culture, values, and economic conditions. Therefore, a promotional strategy that is tailored to these unique characteristics is more likely to be effective in reaching and resonating with local consumers. A one-size-fits-all approach may not account for these differences, leading to ineffective promotions. Similarly, relying solely on foreign intermediaries may not effectively capture local consumer attitudes and behaviors.

Question 7

Interactive promotion:
A)attempts to create a dialogue between buyers and sellers.
B)transforms the approach from "working with" to "promoting to" customers.
C)fails to build long term relationships with customers.
D)is an increasingly important element of the personal selling mix.

Accepted Answer

Interactive promotion is all about starting a conversation with the buyers and sellers. Hence, option A attempts to create a dialogue between the two parties, making it the best choice. Option B is incorrect as it does not transform the approach but instead change the focus from working with to promoting to customers. Option C is incorrect as interactive promotion aims to build long-term relationships with customers through a two-way communication process. Option D is also incorrect as personal selling is different from interactive promotion.

Question 8

Which of the following is required to build meaningful relationships with customers?
A)Giving consumers access to limited information
B)Tracking customer purchases
C)"Promoting to" rather than "working with" customers
D)Offering full-service purchases over their cell phones

Accepted Answer

Tracking customer purchases allows businesses to gather data and insights about their customers' preferences and needs, which can then be used to personalize interactions and improve the overall customer experience. This fosters trust and builds meaningful relationships with customers. The other options listed do not contribute to building meaningful relationships with customers.

Question 9

After prospects have been identified and qualified,the next step in the selling process is __________.This step requires the salesperson to learn as much as possible about the potential customers' wants and needs.
A)customer specification
B)the preapproach
C)consumer trait analysis
D)customer quantification

Accepted Answer

The preapproach is the step in the selling process that comes after identifying and qualifying prospects. During this step, the salesperson conducts research and gathers information about the potential customer's wants and needs in order to tailor their approach and make a strong initial impression. Option A, customer specification, is not a recognized step in the selling process. Option C, consumer trait analysis, goes beyond simply learning about a customer's wants and needs and involves analyzing broader consumer trends and behavior. Option D, customer quantification, refers to the process of measuring the potential value of a customer to a company and is not directly related to learning about their wants and needs.

Question 10

In B2C sales the salesperson does not spend a great deal of their time:
A)following up.
B)closing.
C)qualifying.
D)presenting.

Accepted Answer

The answer of In B2C sales the salesperson does not...

Question 11

People with an unmet need,the authority to buy,and the willingness to listen to a sales message represent a firm's:
A)prospects.
B)intermediaries.
C)buyers.
D)cohorts.

Accepted Answer

People with an unmet need, authority to buy, and willingness to listen to a sales message are potential customers, also known as prospects. They have the potential to become buyers if the sales message and offering resonates with their needs and wants. Intermediaries are entities that assist with distribution, while buyers are those who have already made a purchase. Cohorts refers to a group of people with shared characteristics or experiences.

Question 12

Which of the following statements is the most accurate?
A)Advertising helps pay for production costs of newspapers and magazines.
B)Word of mouth is the most effective form of advertising.
C)Advertising does not really provide information to consumers;it merely persuades consumers to buy advertised products.
D)Consumers don't remember good advertisements.

Accepted Answer

Advertising is a major source of revenue for newspapers and magazines. Without advertising, these publications would have to increase prices or reduce content. Therefore, advertising helps pay for production costs.

Question 13

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

Accepted Answer

When marketing to a global population, companies need to be sensitive to cultural differences that may impact how products are perceived and received in different regions. Additionally, language barriers and translation issues should be taken into consideration to ensure that marketing messages are not only accurate but also culturally appropriate. A global approach may not always be effective since consumers have different needs and preferences, and personal selling may not be feasible for companies with large target markets. Therefore, option D is the best choice as it highlights the importance of cultural sensitivity and careful communication when marketing across borders.

Question 14

According to the Social Media in Business box titled,"Social Media Complements Other Promotion," various business owners emphasize:
A)The fact that social media has taken over as the most persuasive form of promotion,and the "go to" place if a business wants its message to make its way around the world in breakneck speed.
B)Integrating the brand's message through more than one form of promotion.Direct mail and social media often work well together.
C)Social media is used in the same manner as publicity.
D)"Give-aways" through social media are much more effective than "give-aways" through other forms of sales promotion.

Accepted Answer

The Social Media in Business box emphasizes on the fact that integrating the brand's message through more than one form of promotion, such as direct mail and social media, often works well together. This suggests that social media complements other forms of promotion rather than taking over or being used in the same manner as publicity. The effectiveness of "give-aways" through social media is not discussed in the box.

Question 15

________ refers to the face-to-face presentation and promotion of goods and services.This also includes searching for prospects and providing follow-up services.
A)Word-of-mouth promotion
B)Personal selling
C)Public relations
D)Internal marketing

Accepted Answer

Personal selling is the face-to-face presentation and promotion of goods and services, which includes searching for prospects, providing follow-up services, and building relationships with customers. Word-of-mouth promotion refers to the spread of information about a product or service through personal recommendations. Public relations refers to the management of communications and relationships between a company or organization and its stakeholders. Internal marketing focuses on promoting the company's values, mission, and culture to its employees.

Question 16

The final step of the selling process involves:
A)follow up.
B)closing.
C)posting.
D)trial closing.

Accepted Answer

The answer of The final step of the selling process...

Question 17

In the seven step B2B selling process,the selection of potential customers is known as:
A)prospecting.
B)synchronizing.
C)articulating.
D)qualifying.

Accepted Answer

The answer of In the seven step B2B selling process,the...

Question 18

The approach step of the selling process attempts to:
A)qualify potential customers who are willing and able to buy.
B)build credibility and establish rapport.
C)close the sale.
D)learn about potential customers and their wants and needs.

Accepted Answer

The approach step focuses on building a positive first impression with the potential customer, establishing rapport, and demonstrating credibility. It is about starting a conversation with the customer, and getting their attention in a positive and engaging way. It is not about closing the sale or learning about the customer's wants and needs, although some initial information gathering may occur in the approach step. Therefore, option B is the most appropriate answer.

Question 19

The Hispanic and Asian populations in the U.S.are growing rapidly.To effectively reach these groups marketers should:
A)maintain a consistent approach for all consumers regardless of differences in national origin.
B)use advertising as a way of integrating immigrants into the U.S.culture.
C)develop custom-designed promotions for all viable market opportunities.
D)avoid using newspapers and radio advertising and concentrate instead on television and the Internet.

Accepted Answer

To effectively reach the growing Hispanic and Asian populations, marketers should develop custom-designed promotions that take into account cultural differences and preferences. A one-size-fits-all approach is unlikely to be successful, and attempting to integrate immigrants into U.S. culture through advertising may be seen as insensitive or even offensive. While television and the internet may be effective channels for reaching these audiences, newspapers and radio advertising should not be completely overlooked as a means of reaching specific groups within these populations.

Question 20

Jake and Janelle loved to prepare gourmet meals for friends and family.They started a business of preparing theme type dinners for friends who were having parties.To generate even more interest in the business,Janelle created _________________ on her website.She posted pictures of events,and close-ups of the food they served.She encouraged patrons and others to post reviews,comments,and favorite recipes,and to share their own party ideas.Her promotion became a dialogue between buyers of her service and the business.
A)product placement
B)interactive promotion
C)infomercials
D)broadcast

Accepted Answer

The promotion created by Janelle on her website is interactive because it encourages patrons and others to post reviews, comments, and favorite recipes, and to share their own party ideas. It becomes a dialogue between buyers of her service and the business, which makes it an example of interactive promotion. Product placement, infomercials, and broadcast are not relevant to this scenario.

Quiz 16: Using Effective Promotions

The average cost of a single sales call to a potential B2B buyer in the U.S.is expensive and could cost about:

A review of the personal selling process indicates that selling is:

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

The purpose of a __________ is to move the selling process toward an actual product purchase.

"You never get a second chance to make a good first impression," captures the importance of the __________ step in the selling process.

Evidence indicates that the best promotional strategy for firms operating globally is:

Interactive promotion:

Which of the following is required to build meaningful relationships with customers?

After prospects have been identified and qualified,the next step in the selling process is __________.This step requires the salesperson to learn as much as possible about the potential customers' wants and needs.

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

People with an unmet need,the authority to buy,and the willingness to listen to a sales message represent a firm's:

Which of the following statements is the most accurate?

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

According to the Social Media in Business box titled,"Social Media Complements Other Promotion," various business owners emphasize:

________ refers to the face-to-face presentation and promotion of goods and services.This also includes searching for prospects and providing follow-up services.

The final step of the selling process involves:

In the seven step B2B selling process,the selection of potential customers is known as:

The approach step of the selling process attempts to:

The Hispanic and Asian populations in the U.S.are growing rapidly.To effectively reach these groups marketers should: