Question 1

Interactive promotion:
A)attempts to create a dialogue between buyers and sellers.
B)transforms the approach from "working with" to "promoting to" customers.
C)fails to build long term relationships with customers.
D)is an increasingly important element of the personal selling mix.

Accepted Answer

Interactive promotion attempts to create a dialogue between buyers and sellers, engaging the customers in a conversation and building a relationship with them. This is different from the traditional approach of promoting to customers, and it can help build long-term relationships with customers. It is also an important element of the personal selling mix, helping salespeople to connect with customers in a meaningful way.

Question 2

Which of the following media enables firms to quickly change their advertising message?
A)Yellow Pages
B)Magazines
C)Newspapers
D)Television

Accepted Answer

Newspapers allow firms to quickly change their advertising message due to their frequent publication schedule, often daily or weekly, providing flexibility in updating content.

Question 3

People with an unmet need, the authority to buy, and the willingness to listen to a sales message represent a firm's:
A)prospects.
B)intermediaries.
C)buyers.
D)cohorts.

Accepted Answer

Prospects refer to potential customers who have an unmet need, the ability to make a purchase decision, and are open to hearing a sales message. It is important for a firm to identify and target prospects in their marketing and sales efforts. Intermediaries refer to middlemen who facilitate the exchange between the firm and the buyer, while buyers have already made a purchase decision and have completed the transaction. Cohorts refer to a group of individuals who share a common characteristic or experience, and are not necessarily related to sales or marketing.

Question 4

refers to the face-to-face presentation and promotion of goods and services. This also includes searching for prospects and providing follow-up services.
A)Word-of-mouth promotion
B)Personal selling
C)Public relations
D)Internal marketing

Accepted Answer

Personal selling involves a direct interaction between the salesperson and the potential customer. It includes presenting and promoting goods and services, searching for prospects, and providing follow-up services. Word-of-mouth promotion relies on customers spreading information about a product, while public relations focuses on shaping a company's image through media and communication efforts. Internal marketing involves promoting a company's mission and values to its own employees.

Question 5

Firms with a very limited advertising budget would be very unlikely to use advertising.
A)Internet
B)radio
C)outdoor
D)television

Accepted Answer

The answer of Firms with a very limited advertising budget...

Question 6

In the "Thinking Green" box in the chapter, companies such as Mars Drinks North America and First Global Express have found that:
A)the recession of 2008-2009 has caused consumers to reduce their emphasis on companies producing green products.
B)promoting their company's efforts at sustainability through "greening" has been a boost in helping them compete.
C)pricing and cut backs in promotional expenditures has been the key reason they have increased market share.
D)There is very little interest in the green movement in the United States but considerable support in Europe and Asia.

Accepted Answer

The companies mentioned in the "Thinking Green" box have found that promoting their sustainability efforts through "greening" has helped them compete, indicating that emphasizing environmental responsibility is beneficial for their business. There is no evidence to support the other answer choices.

Question 7

Which of the following represents the primary purpose of a firm using institutional advertising?
A)The desire to create a positive image for the firm
B)Getting full coverage of local markets
C)High visibility of a specifically targeted message
D)This type of advertising reduces cost

Accepted Answer

The primary purpose of institutional advertising is to create a positive image for the firm. This can help to build brand awareness, establish credibility, and promote trust among consumers. It is less about promoting specific products or services, and more about creating a favorable impression of the brand as a whole.

Question 8

The purpose of a is to move the selling process toward an actual product purchase.
A)follow up
B)closing
C)trial close
D)commission

Accepted Answer

The answer of The purpose of a is to move...

Question 9

After prospects have been identified and qualified, the next step in the selling process is . This step requires the salesperson to learn as much as possible about the potential customers' wants and needs.
A)customer specification
B)the preapproach
C)consumer trait analysis
D)customer quantification

Accepted Answer

The preapproach is the correct step in the selling process that requires the salesperson to learn as much as possible about potential customers' wants and needs. This step is crucial for developing a customized approach to the potential customer, which increases the likelihood of a successful sale. Customer specification, consumer trait analysis, and customer quantification are not actual steps in the selling process.

Question 10

The approach step of the selling process attempts to:
A)qualify potential customers who are willing and able to buy.
B)build credibility and establish rapport.
C)close the sale.
D)learn about potential customers and their wants and needs.

Accepted Answer

The answer of The approach step of the selling process...

Question 11

Indiana Processing promotes its services through Mechanical Engineers Today, a trade magazine that charges Indiana Processing and other companies $5000 per page for to help offset the magazine's publishing costs.
A)publicity.
B)advertising.
C)public relations.
D)trade shows.

Accepted Answer

This scenario describes advertising, as Indiana Processing is paying for a page in a trade magazine to promote their services. Publicity would involve the magazine featuring Indiana Processing in an article without them paying for it. Public relations involves managing a company's reputation and relationships with stakeholders, while trade shows involve businesses showcasing their products and services at an industry event.

Question 12

When marketing to consumers in the global, it's important for companies to remember that promoting products:
A)is easy and profitable if they are well-known brands.
B)can be accomplished using a global approach since consumers are more alike than most people think.
C)is best done by using personal selling and product sampling.
D)calls for attention to cultural differences and possible translation problems.

Accepted Answer

When marketing to consumers in the global, it is important for companies to consider cultural differences and possible translation problems. Not all cultures respond to marketing in the same way, and certain buzzwords or slogans may have unintended or negative connotations when translated into a different language. Therefore, it's essential to do extensive research on the culture of a particular market before creating marketing campaigns.

Question 13

Which of the following helps explain the popularity of infomercials?
A)The interactive nature of the presentation
B)The ability to clearly demonstrate the product's benefits
C)The use of an inexperienced salesperson who is believable
D)The impact of favorable government testimonials on potential buyers

Accepted Answer

Infomercials are successful because they can clearly demonstrate the benefits of the product, and customers can see how it works or how it may benefit them. This visual explanation can help customers understand the product better and make them more likely to buy it.

Question 14

Which of the following is required to build meaningful relationships with customers?
A)Giving consumers access to limited information
B)Tracking customer purchases
C)"Promoting to" rather than "working with" customers
D)Offering full-service purchases over their cell phones

Accepted Answer

Tracking customer purchases helps businesses understand their customers' needs and preferences, which is essential in building meaningful relationships. Giving consumers access to limited information or promoting to them rather than working with them may actually hinder the relationship-building process. Offering full-service purchases over cell phones may be convenient for customers, but it alone does not build a meaningful relationship.

Question 15

In B2C sales the salesperson does not spend a great deal of their time:
A)following up.
B)closing.
C)qualifying.
D)presenting.

Accepted Answer

The answer of In B2C sales the salesperson does not...

Question 16

The Hispanic and Asian populations in the U.S. are growing rapidly. To effectively reach these groups marketers should:
A)maintain a consistent approach for all consumers regardless of differences in national origin.
B)use advertising as a way of integrating immigrants into the U.S. culture.
C)develop custom-designed promotions for all viable market opportunities.
D)avoid using newspapers and radio advertising and concentrate instead on television and the Internet.

Accepted Answer

Developing custom-designed promotions for all viable market opportunities is the best approach to effectively reach the Hispanic and Asian populations who have different cultural backgrounds and preferences. A one-size-fits-all approach may not work in this case.

Question 17

Carolina Insurance wants to create a more interactive approach to advertising in order to build strong relationships with their customers. Which of the following represents the preferred advertising medium to achieve their goal?
A)The Internet
B)Radio
C)Newspapers
D)Trade shows

Accepted Answer

The Internet provides an interactive platform where Carolina Insurance can engage with their customers through social media, email marketing, and website content. This medium allows customers to leave feedback, create online communities, and establish a two-way communication channel. Additionally, new and existing customers can easily access Carolina Insurance’s products and services, making the Internet the preferred medium for building long-lasting relationships.

Question 18

In the seven step B2B selling process, the selection of potential customers is known as:
A)prospecting.
B)synchronizing.
C)articulating.
D)qualifying.

Accepted Answer

The answer of In the seven step B2B selling process,...

Question 19

The final step of the selling process involves:
A)follow up.
B)closing.
C)posting.
D)trial closing.

Accepted Answer

The answer of The final step of the selling process...

Question 20

The average cost of a single sales call to a potential B2B buyer in the U.S. is expensive and could cost about:
A)$40.
B)$100.
C)$400.
D)$1,400.

Accepted Answer

According to a study by Forbes, the average cost of a single sales call to a potential B2B buyer in the U.S. is around $400. This includes the cost of travel, food, lodging, and other expenses associated with conducting a sales meeting. This cost can vary depending on the industry and location, but on average, it is a significant investment for a company.

Quiz 16: Using Effective Promotions

Interactive promotion:

Which of the following media enables firms to quickly change their advertising message?

People with an unmet need, the authority to buy, and the willingness to listen to a sales message represent a firm's:

refers to the face-to-face presentation and promotion of goods and services. This also includes searching for prospects and providing follow-up services.

Firms with a very limited advertising budget would be very unlikely to use advertising.

In the "Thinking Green" box in the chapter, companies such as Mars Drinks North America and First Global Express have found that:

Which of the following represents the primary purpose of a firm using institutional advertising?

The purpose of a is to move the selling process toward an actual product purchase.

After prospects have been identified and qualified, the next step in the selling process is . This step requires the salesperson to learn as much as possible about the potential customers' wants and needs.

The approach step of the selling process attempts to:

Indiana Processing promotes its services through Mechanical Engineers Today, a trade magazine that charges Indiana Processing and other companies $5000 per page for to help offset the magazine's publishing costs.

When marketing to consumers in the global, it's important for companies to remember that promoting products:

Which of the following helps explain the popularity of infomercials?

Which of the following is required to build meaningful relationships with customers?

In B2C sales the salesperson does not spend a great deal of their time:

The Hispanic and Asian populations in the U.S. are growing rapidly. To effectively reach these groups marketers should:

Carolina Insurance wants to create a more interactive approach to advertising in order to build strong relationships with their customers. Which of the following represents the preferred advertising medium to achieve their goal?

In the seven step B2B selling process, the selection of potential customers is known as:

The final step of the selling process involves:

The average cost of a single sales call to a potential B2B buyer in the U.S. is expensive and could cost about: