Deck 10: Small Business Promotion: Capturing the Eyes of Your Market

Question 1

Segmentation refers to getting your message out to the target market so that they can make decisions about your product or service.

Answer 1

False

Question 2

In order to be effective,the headline of a press release must communicate the five Ws and one H.

Answer 2

False

Question 3

The process of personal selling involves the following steps: prospect and evaluate,attend,decide,and sell.

Answer 3

False

Question 4

During the presentation stage of personal selling,AIDA is critical: prospector's attention,developing individuality,decision,and action.

Question 5

Most service providers get business usually through referrals or word-of-mouth.

Question 6

A news story should have public recognition,importance,and interest.

Question 7

A sales document typically printed on colored paper to be posted or handed out is called a brochure.

Question 8

Public recognition includes power and currency.

Question 9

A good story refers to a concept in public interest which alludes to a character to whom the public can relate.

Question 10

The body of the press release should be written with the most important information and quotes first.

Question 11

Advertising is often used to support the corporate identity and value propositions that are established through public relations efforts.

Question 12

Building relationships over time is an investment in building your sales.

Question 13

Establishing your unique selling points is known as your value proposition.

Question 14

Follow-up refers to doing what you said you would do.

Question 15

To be effective,brochure contents should focus on the product features and benefits and not about the company information.

Question 16

The process of dividing the market into smaller portions of people that have certain common characteristics is called stereotyping.

Question 17

Most entrepreneurs assume that everyone is their target market.

Question 18

One way to develop a succinct message about your business is to think of three to five key words that would describe your business to anyone.

Question 19

Having a great product or service does not do you or your business any good if potential customers do not know about it.

Question 20

When it comes to promoting a small business that is just starting out,spreading the news by word-of-mouth is the fastest way to build a client base.

Question 21

When it comes to promoting a small business that is just starting out,spreading the news by _____ is the fastest way to build a client base.

A)word-of-mouth
B)full-scale advertising
C)personal selling
D)point-of-sale

Question 22

_____ refer to terms included in the hidden portions of a Web page which are used by search engines to describe your Web site and evaluate its focus and category placement.

A)Press kits
B)Keyword and description tags
C)Brochures
D)Flyers

Question 23

Dividing the market into different segments using certain cities or neighborhoods refers to _____ segmentation.

A)geographic
B)economic
C)demographic
D)cultural

Question 24

Business stationery

A)puts your name and message in front of potential clients,existing clients,suppliers,and others.
B)can be produced on your computer and printed with good results.
C)gives more information about your firm and products than brochures and flyers.
D)can be printed on nice paper and put into a pocket folder with a sticker with your firm's name and address on it.

Question 25

To develop a(n)_____,one should try to think of three to five key words that would describe their business to anyone.

A)advertisement
B)succinct message
C)public relations piece
D)press kit

Question 26

_____ is the process of dividing the market into smaller portions of people who have certain common characteristics.

A)Value proposition
B)Market penetration
C)Segmentation
D)CRM

Question 27

Small business owners' unique selling points that will be used to differentiate their products and/or services from those of the competition refers to their

A)press kits.
B)value proposition.
C)trendiness.
D)segmentation.

Question 28

Which of the following statements about signs is false?

A)They are a form of advertising
B)They need to be large enough to be read by passing traffic
C)They should reflect your firm
D)Homemade signs indicate high quality and professionalism

Question 29

Which of the following statements about advertising is false?

A)The key for effective advertising is reinforcing the name and what it stands for in the consumer's mind.
B)For effective advertising,approaches which provide the highest level of certainty possible in reaching the target market should be used.
C)It is a method where it is easy to discern feedback.
D)Advertising can be done in print ads in newspapers,magazines,and other print media.

Question 30

A clothing company that divides the market using characteristics of clothing that are practical,stylish,for a particular sport,etc. ,refers to segmentation by the

A)demography.
B)economy.
C)trendiness.
D)benefits sought.

Question 31

Brochures and flyers

A)are standard blank papers typically imprinted with your company's name and contact information.
B)are sales documents to be posted or handed out,typically printed on sheets of colored paper or printed in color on white stock of paper.
C)will give more information about your firm and products than your business card.
D)provide potential customers an education in your product,including stories of customers' whose problems were solved,an FAQ list,as well as a page on your products or services.

Question 32

_____ is a form of communication that encourages the customer to take immediate action,such as coupons,sales,or contests.

A)Buzz marketing
B)Sales promotion
C)Viral marketing
D)Public relations

Question 33

Name the electronic equivalent of word-of-mouth advertising,in which the advertiser's message spreads quickly and widely via e-mail,Web site,blogs,and other online tools.

A)Referral marketing
B)Telephone marketing
C)Mobile marketing
D)Viral marketing

Question 34

How much of each message conveyance you will use to sell your product as well as your objective in using each one is known as the

A)promotional mix.
B)marketing mix.
C)AIDA.
D)CRM.

Question 35

Which of the following statements about buzz marketing is false?

A)It has aspects of network marketing in that you tell one person who tells another who tells still another.
B)The phrase is most commonly used in reference to using electronic media to pass the message along.
C)It is a sub-discipline of direct marketing.
D)In buzz marketing,if your product is relevant and appealing,it is likely to be picked up and sent along via e-mail,blog,or a social networking site.

Question 36

_____ is often used to support the corporate identity and value propositions that are established through _____ efforts.

A)Personal selling;point of sale
B)Public relations;advertising
C)Advertising;personal selling
D)Advertising;public relations

Question 37

Your _____ is the segment(s)you select to concentrate your marketing efforts.

A)target market
B)CRM
C)customer vector
D)value proposition

Question 38

These can be produced for pennies in quantity.

A)Sales packets
B)Signs
C)Promotional novelties
D)Business cards

Question 39

Dividing the market into different segments using income,age,or religion refers to _____ segmentation.

A)geographic
B)economic
C)demographic
D)cultural

Question 40

Which of the following provide potential customers an education in your product or service,including stories of customers' whose problems were solved,an FAQ list,as well as a page on your products or services,and a page on you and your firm?

A)Promotional novelties
B)Sales packets
C)Business cards
D)Brochures

Question 41

Personal selling

A)involves activities used to establish and promote a favorable opinion by the media.
B)allows you to only guess what future features clients may want to see.
C)includes issue recognition,trendiness,and visuals.
D)has the advantage that you can be flexible in your presentation.

Question 42

The trial close technique is described by which of the following?

A)"I'll just need your credit card for payment."
B)"This rate will end at the end of the day."
C)"Which credit card would you like to use to pay for that?"
D)Customer asks to think about it and you say "What are the chances you will buy later?"

Question 43

_____ is a strategy whose goal is growth,based on adding new products or services to the firm's existing collection of offerings.

A)Market penetration
B)Product expansion
C)Diversification
D)Market expansion

Question 44

Which of the following is a type of CRM report that segments by customer or customer group on purchases or dates of purchase?

A)Customer vector
B)Sales report
C)Customer service
D)Interim report

Question 45

_____ data gives you information on the date and type of contact,since in many sales situations,it can take repeated contacts before a sale is made.

A)Channel
B)Performance
C)Intercommunication
D)Sales

Question 46

Process of personal selling includes all of the following EXCEPT

A)presenting.
B)closing.
C)prospecting and evaluating.
D)deciding.

Question 47

An inconsistency between experience and belief refers to

A)value proposition.
B)segmentation.
C)trendiness.
D)cognitive dissonance.

Question 48

Name the strategy whose goal is growth,based on selling in areas or to groups previously not served by the business.

A)Market penetration
B)Product expansion
C)Diversification
D)Market expansion

Question 49

Closing the sale refers to

A)asking the prospect to buy your product.
B)being turned down,asking for referrals.
C)delaying the decision to buy for few days.
D)stimulating interest on part of prospects.

Question 50

"This rate will end at the end of the day" describes which of the following closing techniques?

A)Trial
B)Urgency
C)Assumptive
D)Threatening

Question 51

Which of the following data gives you the particulars on your customers?

A)Contact data
B)Performance data
C)Product data
D)Service data

Question 52

"I will just need your credit card for payment" represents which of the following closing techniques?

A)Trial
B)Urgency
C)Assumptive
D)Threatening

Question 53

Which is the strategy whose goal is growth,based on selling more of the firm's product or service to the existing customer base?

A)Market expansion
B)Product expansion
C)Market penetration
D)Diversification

Question 54

If you track sales by purchase basis

A)you might figure how to better target ads or promotions to particular types of customers.
B)you might be able to tell which mailing lists produce the best returns.
C)you can tell which of your advertising efforts resulted in the most sales,so it makes it easier to decide which marketing efforts to continue.
D)you could find a product which has low quality.

Question 55

_____ means finding out what you can about the clients before approaching them.

A)Evaluation
B)Closing
C)Prospecting
D)Preparation

Question 56

What is the key to CRM?

A)Tracking sales by purchase basis
B)Follow-through and follow-up
C)The data on current or prospective customers
D)Press release and press kit

Question 57

_____ means cleaning up your list to remove potential clients that are unable or unlikely to buy your product.

A)CRM
B)Pre-qualifying
C)Cognitive dissonance
D)Closing

Question 58

Identify the strategy whose goal is growth,based on selling existing customers a product or service they have never bought before.

A)Market expansion
B)Product expansion
C)Market penetration
D)Diversification

Question 59

You might figure how to better target ads or promotions to particular types of customers

A)if you track sales by purchase basis.
B)if you look at customer source basis and purchase.
C)by tracking sales organized by product and customer satisfaction.
D)if you link sales and purchase basis to the type of customer.

Question 60

Doubt that occurs after a purchase has been made is called

A)cognitive dissonance.
B)customer vector.
C)segmentation.
D)trendiness.

Question 61

Public interest includes all of the following EXCEPT

A)a good story.
B)human interest.
C)visuals.
D)power.

Question 62

Which of the following refers to doing what you said you would do?

A)Spin-off
B)Bottom line
C)Follow-up
D)Follow-through

Question 63

A newsworthy item should have all of the following EXCEPT

A)public recognition.
B)public importance.
C)public interest.
D)public power.

Question 64

The five Ws and one H of the story should be presented in the _____ of the press release.

A)headline
B)closing paragraph
C)opening paragraph
D)middle of the body

Question 65

AIDA in the presentation component of personal selling includes all of the following EXCEPT

A)getting prospect's attention.
B)stimulating interest.
C)deciding on product.
D)customer taking action.

Question 66

The proof of a CRM effort is seen in all of the following EXCEPT

A)higher levels of customer loyalty in existing customers.
B)higher levels of purchasing from your existing customers.
C)low levels of customer loyalty in new customers.
D)more tracked prospects making initial purchases from you.

Question 67

The goal of _____ in AIDA is to get people to be potential clients.

A)action
B)desire
C)interest
D)attention

Question 68

A concept in public interest which alludes to a character to whom the public can relate refers to

A)cultural resonance.
B)good story.
C)trendiness.
D)human interest.

Question 69

A written announcement intended to draw news media attention to a specific event is called

A)a press kit.
B)a press release.
C)identification tags.
D)a cultural resonance.

Question 70

Identify the concept in public recognition which alludes to the extent to which the public is familiar with the problem at hand.

A)Public importance
B)Currency
C)Issue recognition
D)Public recognition

Question 71

Which of the following Acts lets you contact people with whom you have done business by asking customers' permission to e-mail them?

A)The Communications Act
B)The Do-Not-Call Implementation Act
C)The CAN-SPAM Act
D)The Junk Fax Prevention Act

Question 72

This refers to the contacts you periodically make with customers in order to remind them of your business,and your interest in their business.

A)Follow-up
B)Customer service
C)Follow-through
D)Board meetings

Question 73

_____ should include product or service brochures,business cards,product information,and other materials that can provide background material for a reporter;they should include a letter of introduction and may include a brief history of the firm and information about the owner and other key managers.

A)Press kits
B)The promotional mix
C)Flyers
D)Business stationery

Question 74

A concept in public recognition which alludes to the fit of the topic to current fashion or public interest refers to

A)currency.
B)trendiness.
C)cultural resonance.
D)mat release.

Question 75

What is the term for the activities used to establish and promote a favorable opinion by the media?

A)Press relations
B)Cognitive dissonance
C)Press release
D)Public recognition

Question 76

Which of the following is a concept in public importance that alludes to the degree to which the issue is immediate in its impact?

A)Currency
B)Power
C)Proximity
D)Famous faces

Question 77

Public recognition includes

A)power.
B)proximity.
C)a good story.
D)human interest.

Question 78

Which of the following is perhaps the simplest and most important analysis of data?

A)Sales by purchase basis
B)Sales by customer
C)Customer source basis and purchase
D)Sales organized by product satisfaction

Question 79

In the presentation component of personal selling,"A" in AIDA stands for

A)holding the prospects attention.
B)asking permission to present.
C)attending a personal selling presentation.
D)having an all or nothing option in the sale.

Question 80

A concept in public importance which alludes to potential shifts in control or influence refers to

A)currency.
B)power.
C)trendiness.
D)proximity.