GEB Chapter 16

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c

Sun-2-Shade is a company that makes self-darkening windshields for cars and trucks. Which of the following would not be included as part of Sun-2-Shade’s promotion mix? a) Hiring a sales force to call on automotive customers. b) Sponsoring a NASCAR race. c) Expanding the product line to include sunglasses custom-made to match the customer’s windshield colors. d) Designing an interactive website for customers to ask questions and order products.

d

If the sender in a nonpersonal, paid promotion is identified, we define it as advertising. If the sender is not readily identified, we label it ____________. a) allegations b) sales promotion c) sales development d) propaganda

d

In personal selling, the relationship must continue for a long time, as the salesperson responds to new requests for information from current customers. This is an important part of the ______step in personal selling. a) prospecting b) closing c) presentation d) follow-up

a

When Mary Lynn went to the grocery store last week, she took with her several coupons she had received in the mail that week. While at the store, Mary Lynn was offered samples of several food items and she actually bought a few of those, using the in-store coupons. She also bought a particular brand of toothpaste, because the tube came with a free toothbrush. Mary Lynn is taking advantage of: a) sales promotion. b) advertising. c) publicity. d) viral marketing.

b

Newer, nontraditional forms of promotion include: a) personal selling and advertising. b) social networking, blogging and podcasting. c) sales promotion and public relations. d) public relations and advertising.

b

Personal selling, as a form promotion, differs when the effort is a B2B (business to business) sales effort rather than a B2C (business to consumer) sales effort. B2B personal selling requires ______________. a) generally a faster closing process than a B2C sale b) more prospecting and qualifying of customers c) better presentation skills but less qualifying of customers d) less prospecting and qualifying of customers

d

One of the best ways to reduce negative word of mouth is to: a) run continuous positive advertising campaigns. b) mount an aggressive publicity campaign to refute any bad events surrounding your product. c) motivate your sales force and give them information to overcome bad publicity. d) take care of consumer complaints quickly and effectively.

c

Some products and services lend themselves to ______________ better than others. For example, youth in Southeast Asia, youth in Bosnia, youth in Alaska, and youth in Brazil may desire the same products, in the same form. a) personal selling b) infomercials c) global advertising d) publicity

c

While doing an online search for a music venue, Darcy ran across a performance of Lady Gaga that featured her hair neatly wrapped in Coca-Cola cans. The venue did not visibly identify the sponsor in any other way. Marketers would categorize this form of advertising as _________________. a) an infomercial b) blogging c) product placement d) interactive promotion

c

________ is an unpaid form of promotion. It can have positive and negative effects on the recipient. For example, when you log onto CNN and read that four auto assembly-line plants are closing, it is not good news for our economy. However, on the same site, if you read about a company’s water recycling effort targeted toward good stream management, you are usually impressed. a) Product placement b) Viral marketing c) Publicity d) Sales promotion

a

Which of the following is the first step in developing a good public relations program? a) Listen to the public. b) Hire well-known public figures who will promote positive word of mouth. c) Develop policies and procedures in the public interest. d) Inform people of the fact you’re being responsive.

a

The first step in developing a typical promotion campaign is: a) identify a target market. b) develop a unifying message. c) define the objectives for each element of the promotion mix. d) determine a promotional budget.

a

What is the first step in the B2B personal selling process? a) Prospect and qualify b) Make presentation c) Approach d) Pre-approach

b

Which of the following statements about personal selling is true today? a) The objective of an initial sales call is to make a sale immediately. b) Salespeople use the Internet and other technology to do everything it takes to complete a sale. c) It is more difficult to find customers in the business-to-business market than in the B2C market. d) Big customers should always be treated with more care than small ones.

b

When using various forms of promotion to carry the promotion message, it is important that the recipients of the message interpret it in the same way. Creating a unified promotional message, where potential customers perceive the same message, whether it is in a TV commercial, or on a billboard, or in a blog, is called ____________. a) personalized selling b) integrated marketing communication c) delivery cue analysis d) branding assimilation

c

When Fountain of Youth Tea Company (FYT) wanted to secure shelf space in high-end grocery stores, it found that it had a lot of competition. In order to get the attention of retailers, FYT directed its promotion toward the consumer who desired a refreshing tea drink, as opposed to carbonated beverages. Due to a successful campaign, it compelled the grocers to feature it in the stores. FYT used a(n) _______ strategy to get their product in the grocery stores. a) leverage b) saturation c) pull d) push

d

It is the responsibility of the public relations department to: a) have a presence at trade shows and conventions. b) work with the sales staff to develop an effective sales presentation format. c) work closely with marketing to develop an appropriate advertising campaign. d) maintain close ties with the media, community leaders, government officials and other corporate stakeholders.

b

A fast-growing form of media for the delivery of advertising messages is __________. Some firms boast that they have several million followers on social media sources like Twitter and Facebook. a) product placement b) social media c) television d) radio

a

When Beck’s Bicycles, Inc., volunteered to send its expert riders up mountainous terrain to rescue a lost dog that was unable to free himself from a cliff, it received accolades not only from other bicyclists, but from the general public as well. Beck’s marketing director insisted that the company show a video of the search and rescue on its social media site and online advertising. The effort quickly turned into an important _____________ campaign for the firm. a) public relations b) blog c) personal selling d) infomercial

c

Promotion is one of the four Ps of marketing. The promotion mix is: a) any form of communication that uses electronic media. b) all the various paid media that carries the promotional message. c) the promotional tools marketers use to carry out the promotional strategy. d) a sampling of all products that need to be evaluated to define their message.

d

As an attorney who advocates for disabled children, Patty created a(n) ________ to provide expert opinion and other resources to a targeted group who needed her services. a) podcast b) electronic discourse c) email message d) blog

a

When Marmalade’s Cupcake Closet is not jammed with happy customers, one or two of its sales associates stand out front and provide tastes of Marmalade’s sumptuous goodies, in the form of miniature-sized treats. The company owners know that ________ is a very powerful form of promotion. a) sampling b) incentive selling c) viral marketing d) trial closings

c

Viral marketing is: a) an online form of notification of a potential computer virus or problem. b) a function that evaluates public attitudes and executes a program of action and information to earn public understanding. c) a term used to describe promotional efforts such as paying people to say positive things about your product online. d) a system in which consumers can access company information on their own and supply information about themselves in an ongoing dialogue.

d

A benefit of utilizing social media to deliver advertising messages is ____________. a) it can reach a much wider audience than other media due to the fact that most parents do not let their children view all television and radio messages b) it is proven to stimulate consumer purchasing better than other media c) it can reach a much wider audience than television d) the advertiser can more easily track who has selectively viewed the message and who has passed it along to others

d

How do consumers benefit from advertising? a) They pay less for the product because the different companies that are advertising similar products must lower prices. b) They pay more for the product than they would if there was no advertising. c) The actual fact is that very few find any benefit due to the selective perception of ads. d) They receive valuable information, and advertising can even pay for the media that delivers the message.

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