Question 1

When a salesperson is engaged in qualifying,he or she is

Accepted Answer

screening leads for likelihood of purchase and profitability as customers.

Question 2

Which of the following would MOST weaken the argument for a company continuing with direct mail marketing?

Accepted Answer

In terms of per thousand people reached,mass media is much less expensive than direct mail marketing.

Question 3

All of the following are weaknesses of internet marketing except

Accepted Answer

future prospects.

Question 4

The most expensive promotional tool on a cost-per-contact basis is

Accepted Answer

personal selling.

Question 5

Which of the following represents a reason for a firm's use of personal selling promotions?

Accepted Answer

It provides a personal link between the seller and the buyer.

Question 6

Which of the following statements about personal selling is true?

Accepted Answer

Salespeople are expected to help prospects identify and solve problems.

Question 7

Advertisements that promote a product like the Canon Rebel digital camera are examples of _________ advertising,while advertising that promotes a certain political candidate is ___________ advertising.

Accepted Answer

brand; advocacy

Question 8

One of the problems with internet advertising is that the audience controls what it is exposed to,and consumers are therefore able to avoid unwanted ads.Which of the following is the BEST response to this problem?

Accepted Answer

Internet advertising motivates target audiences to learn more about products that interest them.

Question 9

Which personal selling task has as a purpose the promotion of the firm's long-term image instead of making a quick sale?

Accepted Answer

Missionary selling

Question 10

Jack wants to sell his new marketing ideas from any location and yet be as global as possible.Which advertising medium should Jack use?

Accepted Answer

Internet

Question 11

The campaign development team at the Hotshot Ad Agency has just had its first meeting as part of the process to develop an advertising campaign.What is their first step?

Accepted Answer

Identify the target audience.

Question 12

Which of the following statements would MOST weaken the argument for using internet as advertising?

Accepted Answer

Research shows that internet ads that are not intrusive are not even noticed.

Question 13

Which personal selling task is used to persuade a customer to buy a product when the benefits of the product are not readily apparent?

Accepted Answer

Creative selling

Question 14

The advertising manager at Lariat Pizza,who wants the company to be on the cutting edge of current trends in advertising,feels strongly that the focus should be on consumer-generated advertising via YouTube,Twitter,and Facebook.But the CEO wants to focus on mainstream media like radio,television,and magazines.If the following facts were known,which one would support the position of the advertising manager?

Accepted Answer

People under the age of 30 consume the largest amount of pizza per capita,and are the greatest users of social media.

Question 15

Which of the following is not one of the steps in developing an advertising campaign?

Accepted Answer

Engaging a production studio

Question 16

Which of the following is correct with regard to the various media?

Accepted Answer

Direct mail advertising has the highest advance costs of any advertising technique.

Question 17

A group of employees at Tri-X Advertising Ltd.are working on an advertising campaign for a big client.They have already defined the objectives they want to achieve with the advertising message.What should they do next?

Accepted Answer

Establish the advertising budget

Question 18

Sally selected ________ advertising because it is relatively inexpensive,faces little competition for customers' attention,and is subject to high repeat exposure.

Accepted Answer

outdoor

Question 19

A marketing manager at Omni Corp.argues that the company's corporate image will suffer if customers receive too many emails about Omni's products.Which of the following is the MOST effective counterargument?

Accepted Answer

Customers can opt to receive only the marketing product information they are interested in.

Question 20

In which selling situation is the buyer expected to take longer to arrive at a purchase decision?

Accepted Answer

Industrial selling

Quiz 16: Developing and Promoting Goods and Services