Question 1

"Face-to-face communication that involves a seller presenting the benefits of a product to a buyer for the purpose of making a sale"is a description of

Accepted Answer

Personal selling involves direct interaction between a seller and a buyer, where the seller presents the benefits of a product to persuade the buyer to make a purchase.

Question 2

Patrick is a sales representative for a linen manufacturer. His clients are large retail chains. Patrick regularly visits a variety of retail stores and carefully reviews the linen departments to keep abreast of changes the retail buyers have made to their linen product mix. Patrick is performing which sales representative role?

Accepted Answer

Patrick is gathering market intelligence by reviewing the linen departments to understand changes in the product mix, which helps him stay informed about market trends and customer preferences.

Question 3

Alicia's position is business development manager. She contacts new and existing customers to ensure satisfaction with their current services and learn about any important areas where she could help and offer additional services. What is her role?

Accepted Answer

Alicia is responsible for contacting new and existing customers to ensure satisfaction with their current services and learn about any important areas where she could help and offer additional services. This is a typical role of a salesperson.

Question 4

Toyota had to recall 4 million vehicles in 2010 because of sticky gas pedals. What kind of public relations role was Toyota faced with?

Accepted Answer

Toyota was faced with a reputation management role as they needed to address and mitigate the negative impact on their brand image due to the recall of vehicles with faulty gas pedals.

Question 5

CIBC sponsors the annual "Run for the Cure,"a national fundraising event for the Canadian Breast Cancer Foundation. This sponsorship is a form of

Accepted Answer

Cause marketing is a partnership between a corporation and a nonprofit to promote a social cause, which is what CIBC is doing by sponsoring the "Run for the Cure" event for the Canadian Breast Cancer Foundation.

Question 6

When a crisis occurs, a company's executive team and public relations personnel are working in which area of public relations?

Accepted Answer

Reputation management involves maintaining and protecting a company's reputation, especially during a crisis, which is the focus of the executive team and public relations personnel in such situations.

Question 7

The public relations department of a local manufacturer is preparing a press release to announce the expansion of a local plant that will add many jobs to the community. What is the role of this press release?

Accepted Answer

Publicity is the role of this press release because it is intended to generate positive publicity for the local manufacturer by announcing the expansion of a local plant that will add many jobs to the community.

Question 8

When managing a public relations crisis, organizations are best advised to

Accepted Answer

Acting quickly and responsively with credible messages helps manage the narrative, maintain trust, and address public concerns effectively during a crisis.

Question 9

Lauren, the media relations manager for a corporation, prepares a document that contains the who, what, when, where, why, and how relating to a new product launch event her company is hosting. This document is a

Accepted Answer

A press release is a document prepared to provide essential information about an event or announcement, including the who, what, when, where, why, and how, to the media.

Question 10

The planned process of integrating a variety of communication elements behind an event theme by a sponsoring organization is

Accepted Answer

Event marketing involves integrating various communication elements to promote an event theme by a sponsoring organization.

Question 11

The Toronto Sky Dome became the Rogers Centre several years ago and is home to the Toronto Blue Jays and Toronto Argonauts. This is an example of

Accepted Answer

Venue marketing involves naming rights and branding of a location, such as the renaming of the Toronto Sky Dome to the Rogers Centre.

Question 12

Toby Keith, a country music singer, opens his concert with a video that features him in a high-speed chase with aliens. He out-powers their spaceship as a result of the power of the Ford truck he is driving. The truck then breaks through onto the stage and remains a prominent prop for the remainder of the concert. Ford has engaged in

Accepted Answer

Ford has engaged in event sponsorship by prominently featuring their truck in Toby Keith's concert, associating their brand with the event.

Question 13

A company preparing to launch a new family luxury SUV is considering event sponsorship to raise the profile of the new product. Which event is most likely to align with the company's marketing strategy?

Accepted Answer

The answer of A company preparing to launch a new...

Question 14

When advertising in print and television media, advertisers must consider how the impact of competing messages within these media will create "noise"for the consumer and make perception of the company's ad more challenging. When considering a sponsorship, this same premise leads to

Accepted Answer

Selecting events offering exclusivity reduces the "noise" from competing messages, making the company's sponsorship more noticeable and impactful.

Question 15

A snowboard manufacturer doesn't have the budget to sponsor the local mountain's annual skills competition. Their marketing team shows up with banners and collateral anyway. This is known as

Accepted Answer

This is an example of ambush marketing, where a company attempts to associate itself with an event without paying for sponsorship rights.

Question 16

PR has long been associated with "spin," which means

Accepted Answer

Traditionally, PR involved controlling the narrative and presenting information in a way that favored the organization, often referred to as "spin."

Question 17

Which of the following statements about handling objections in a sales presentation is true?

Accepted Answer

Prospects often express resistance or objections as a natural part of the decision-making process, even if they are interested in the product. Objections can indicate interest and provide an opportunity for the salesperson to address concerns and provide additional information.

Question 18

The function of the pre-approach stage in the selling process is to

Accepted Answer

The pre-approach stage involves gathering information about potential customers to determine their needs and qualifications, which helps in tailoring the sales approach.

Question 19

A salesperson who is reviewing LinkedIn for names of potential customers is in what stage of the selling process?

Accepted Answer

Prospecting is the stage of the selling process in which the salesperson identifies and qualifies potential customers.

Question 20

An industrial sales rep met the potential buyer for the first time and engaged in an attention-generating conversation. This stage in the selling process is called

Accepted Answer

The "approach" stage involves meeting the potential buyer for the first time and engaging them to generate interest and attention.

Quiz 15: IMC: Sales Promotion, Public Relations, Experiential Marketing, and Personal Selling