Question 1

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

Prospects are individuals or organizations that have the potential to become customers. They possess an unmet need that the firm's product or service could fulfill, have the authority to make purchasing decisions, and are open to being influenced by a sales message. Intermediaries are third-party agents that facilitate transactions between a firm and its customers, while buyers have already made a purchase. Cohorts refers to a group of individuals that share a common characteristic or experience.

Question 2

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 3

Which of the following represents the primary purpose of a firm using institutional advertising?
A) creates a positive image for the firm
B) full coverage of local markets
C) high visibility of a specifically targeted message
D) reduces cost

Accepted Answer

Institutional advertising is an attempt to create an attractive image for a firm.

Question 4

In the past, ________ was an important advertising strategy used in movies. Now it is also used with video games. It can be easily altered to reflect another advertiser, depending upon which advertiser has purchased ad time.
A) product placement
B) direct mail
C) sampling
D) a commercial

Accepted Answer

Product placement is the strategy of placing various brands in movie footage. The product or brand appears inside the movie itself. Advertisers pay to put their product inside movies, television shows, and now, video games. It is easy to change the product sponsor inside a video game, particularly those that the player downloads to play.

Question 5

Spokes Bicycles is looking to change up its promotional strategy and focus on its relationships with customers. Which of the following is required for Spokes to build meaningful relationships with its 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

Interactive promotion and the Internet change the promotion process from a promoting-to approach to a working-with relationship. This requires firms to listen to what consumers want, track their purchases, provide them with better service, and give them more access to information.

Question 6

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 changes the promotion process from a monologue where sellers try to persuade buyers to purchase their goods, to a dialogue where buyers and sellers can work together to create mutually beneficial exchanges. This approach requires firms to listen to what consumers want, track their purchases, provide them with better service and give them more access to information.

Question 7

Protectors' Insurance wants to build strong relationships with its customers and is looking to create a more interactive approach to advertising. Which of the following represents the preferred advertising medium to achieve their goal?
A) online
B) radio
C) television
D) newspapers

Accepted Answer

Online advertising allows the company to interact with its customers. Customer relationship software and other specialized software make it possible for firms to track customer purchases online and answer customer questions. Of course, trade shows are also interactive but they are not an advertising medium.

Question 8

Which of the following media enables firms to quickly change their advertising message?
A) irectories
B) magazines
C) newspapers
D) television

Accepted Answer

An advantage of newspapers is that they normally come out daily and allow firms to place revised ads quickly.

Question 9

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

Accepted Answer

Global advertising calls for the development of a single product and promotional strategy that can be implemented worldwide.

Question 10

Which of the following helps explain the popularity of infomercials?
A) interactive nature of the presentation
B) ability to clearly demonstrate the product's benefits
C) use of an inexperienced salesperson who is believable
D) impact of favorable government testimonials on potential buyers

Accepted Answer

Infomercials use product demonstrations that clearly show the product's benefits.

Question 11

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

Understanding a nation's culture, designing appropriate advertisements, and testing them are keys to successful marketing in global markets.

Question 12

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 next step in the selling process after prospects have been identified and qualified. It involves researching and learning as much as possible about potential customers' wants and needs in order to tailor the sales approach to their specific needs. Customer specification, consumer trait analysis, and customer quantification are not commonly recognized steps in the selling process.

Question 13

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

One of the benefits of advertising is that the money from advertisers helps pay for the production costs of newspapers and magazines.

Question 14

Newport Processing promotes its services through Mechanical Engineers Today, a trade magazine that charges Newport and other companies $5,000 per page for ________ to help offset the magazine's publishing costs.
A) publicity
B) advertising
C) public relations
D) trade shows

Accepted Answer

Advertising is a paid, nonpersonal communication made through various media by organizations and individuals who are in some way identified in the advertising message.

Question 15

Which of the following statements is the most accurate?
A) Studies indicate that effective promotion focuses on the pricing elements of the marketing mix.
B) The Internet changes the focus of promotion from "working with" to "promoting to" customers.
C) New promotional efforts create a more interactive approach, developing a dialogue between the firm and its customers.
D) Successful promotion utilizes each element of the promotion mix independently, creating a well-diversified message.

Accepted Answer

Largely due to the Internet, promotion is becoming more interactive. The goal of this interactive promotion is to create a dialogue between a firm and its customers.

Question 16

________ 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 involves direct interaction between a salesperson and a potential customer in order to persuade them to purchase a product or service. It includes activities such as identifying prospects, making sales presentations, and providing post-sales services. Word-of-mouth promotion, public relations, and internal marketing are all different marketing strategies that do not necessarily involve face-to-face interactions with customers.

Question 17

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 of the selling process is all about building a relationship with the potential customer. This involves establishing rapport and credibility, which will help to build trust and make the customer more willing to listen to what the salesperson has to say. While learning about the customer's wants and needs is certainly part of the approach process, it is not the primary focus at this stage. Similarly, closing the sale and qualifying potential customers may be important steps in the selling process, but they come later and are not the main goal of the approach stage.

Question 18

Firms with a very limited advertising budget would be very unlikely to use ________ advertising.
A) Internet
B) radio
C) outdoor
D) television

Accepted Answer

A major disadvantage of television is its high cost.

Question 19

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

Evidence supports the theory that promotional efforts specifically designed for individual countries work best.

Question 20

One of the distinct differences between ________ and other forms of advertising is the fact that the medium used allows for a dialogue exchange of information between buyers and sellers, instead of a monologue type approach.
A) product placement
B) direct mail
C) interactive promotion
D) infomercials

Accepted Answer

Interactive promotion is dialogue on a business's website between the buyers and sellers. The promotion becomes an informational and persuasive two-way conversation.

Quiz 16: Using Effective Promotions

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

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

Which of the following represents the primary purpose of a firm using institutional advertising?

In the past, ________ was an important advertising strategy used in movies. Now it is also used with video games. It can be easily altered to reflect another advertiser, depending upon which advertiser has purchased ad time.

Spokes Bicycles is looking to change up its promotional strategy and focus on its relationships with customers. Which of the following is required for Spokes to build meaningful relationships with its customers?

Interactive promotion

Protectors' Insurance wants to build strong relationships with its customers and is looking to create a more interactive approach to advertising. Which of the following represents the preferred advertising medium to achieve their goal?

Which of the following media enables firms to quickly change their advertising message?

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

Which of the following helps explain the popularity of infomercials?

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

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.

Which of the following statements is the most accurate?

Newport Processing promotes its services through Mechanical Engineers Today, a trade magazine that charges Newport and other companies $5,000 per page for ________ to help offset the magazine's publishing costs.

Which of the following statements is the most accurate?

________ 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 approach step of the selling process attempts to

Firms with a very limited advertising budget would be very unlikely to use ________ advertising.

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

One of the distinct differences between ________ and other forms of advertising is the fact that the medium used allows for a dialogue exchange of information between buyers and sellers, instead of a monologue type approach.