Question 1

As customers walk into Leopard Prints clothing store, they are approached by a salesperson who immediately greets and asks, "May I help you?" Studies indicate that this is an effective opening in the B2C sales process.

Accepted Answer

Actually, "May I help you?" is not an effective opening because the answer too often is "No." A better approach is to ask, "What may I help you with?" or "Welcome to our store." The idea is to show the customer that you are there to help and that you are friendly and knowledgeable. As a salesperson greeting a customer, your goal is to discover what the customer wants.

Question 2

Unlike other promotional tools, such as advertising and personal selling, publicity is free.

Accepted Answer

Publicity is generally free because it involves the generation of news about a product, service, or company that is disseminated through various media without direct payment by the company to the media outlet.

Question 3

Publicity is often referred to as the talking arm of public relations.

Accepted Answer

Publicity refers to the dissemination of information or news about a person, product, or service through various media channels. It is considered as one of the key tools of public relations in creating an image or reputation for an individual or organization. Therefore, publicity can be seen as the arm that reaches out and communicates with the public on behalf of public relations.

Question 4

Publicity works and is often used only if the media finds the information interesting or newsworthy.

Accepted Answer

Publicity is typically earned media coverage that arises from having interesting or newsworthy information to share with the media. If the media finds the information relevant, they will cover it in their news stories, which can generate greater awareness and buzz around a particular topic, brand, or event. However, if the information is not particularly interesting or newsworthy, it is unlikely to garner much attention from the media, and the publicity efforts may fall flat.

Question 5

One fact that marketers must keep in mind is that publicity can be either positive or negative.

Accepted Answer

Publicity can be positive or negative, and marketers need to be aware of the potential impact of both types of publicity on their brand image and reputation. They must take steps to mitigate any negative publicity and leverage positive publicity to build brand awareness and loyalty.

Question 6

As one of the tools included in a firm's promotion mix, public relations is intended to earn public understanding and acceptance.

Accepted Answer

Public relations involves building and maintaining a positive image and reputation of the company among the public, which leads to understanding and acceptance.

Question 7

Public relations departments work closely with media, avoiding the time-consuming effort of interacting with individual customers.

Accepted Answer

Public relations departments do indeed work closely with media to manage the public image of an organization, but they also engage in activities aimed at interacting with individual customers, such as handling customer inquiries, complaints, and feedback through various channels to maintain a positive public image.

Question 8

Effective use of public relations includes an evaluation of public attitudes and the execution of a program to earn public acceptance.

Accepted Answer

Effective use of public relations requires an evaluation of public attitudes and the development and implementation of a program to earn public acceptance.

Question 9

After her sales presentation, Cheryl asks her customers what color they prefer and if they would like to pay by credit card. She hopes that these questions will help the sales process move beyond the customer's questions and objections. With limited time, Cheryl is utilizing a trial close to help finalize the sale more quickly.

Accepted Answer

Salespeople can't spend forever with one potential customer answering questions and objections. By assuming that the customer has made the purchase decision, Cheryl's questions help finalize the sale.

Question 10

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

While the public relations department should strive to maintain its independence, it is important to establish relationships with the media, community leaders, and other stakeholders in order to effectively communicate the organization's message and achieve its goals. However, these relationships should be transparent and ethical, avoiding any conflicts of interest.

Question 11

An effective public relations department regularly listens to and communicates with the public.

Accepted Answer

An effective public relations department understands the importance of two-way communication with the public in order to maintain a positive reputation and address any concerns or issues that arise.

Question 12

Steve is a salesperson for a firm that markets products in a B2B market. His wife, Fran, is a salesperson for a retail store selling top-quality electronics goods. While Steve is likely to be successful using follow-up after the sale, Fran should avoid this approach.

Accepted Answer

As in the B2B market, salespeople in consumer markets are finding success following up after the sale.

Question 13

Successful PR departments find that listening to the public is not enough. They have to tell the public that they are being responsive.

Accepted Answer

Simply listening to the public is not enough for successful PR. PR departments also need to communicate to the public that they are being responsive to their feedback and concerns.

Question 14

Compared to advertising, publicity offers a firm greater control over when and how often the message is communicated.

Accepted Answer

This statement is false. Advertising allows a firm greater control over when and how often the message is communicated, while publicity relies on media outlets to publish or broadcast the message.

Question 15

PR firms find that their services can be enhanced and improved by listening to the public in different forums including social media.

Accepted Answer

PR firms can gather valuable insights and feedback from the public through social media, which can help them improve their services and better meet their clients' needs.

Question 16

Arturo is a salesperson for a firm that sells and leases heavy construction equipment. This equipment is very expensive, and is highly specialized. Arturo spends a great deal of time learning about potential customers' needs, then locates exact specifications of equipment offered by all the major producers in the industry. Armed with this information, Arturo is able to identify the best equipment for each job. Arturo has completed the preapproach stage of the selling process.

Accepted Answer

In the preapproach stage the salesperson does further research by learning as much as possible about customers and their wants and needs.

Question 17

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

Accepted Answer

Effective public relations involves actively listening to the concerns and interests of the public and incorporating their feedback into policy decisions and communication strategies. This helps cultivate positive relationships and trust between an organization and its stakeholders.

Question 18

An effective public relations program informs the public that the firm is responsive to their needs.

Accepted Answer

An effective public relations program involves building positive relationships with the public and demonstrating the firm's commitment to meeting their needs and expectations. This helps to establish the firm as trustworthy and responsive, which can help to increase customer loyalty and improve the firm's reputation.

Question 19

Using effective public relations involves establishing a dialogue with customers so that information can be exchanged and trust can be developed.

Accepted Answer

Effective public relations requires two-way communication with customers, allowing for the exchange of information and building trust.

Question 20

Compared to effective comparative advertising, publicity is generally considered less believable.

Accepted Answer

Publicity is generally considered more believable than advertising because it is perceived as a third-party endorsement rather than a paid promotion.

Quiz 16: Using Effective Promotions