Question 1

Which of the following is a consumer sales promotion activity?
A)Contests
B)Advertising
C)Vending sales
D)Direct mail

Accepted Answer

Contests are a form of consumer sales promotion activity that encourage consumers to participate and potentially win a prize. Advertising, vending sales, and direct mail are not consumer sales promotion activities.

Question 2

The activity that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding and acceptance is called:
A)public research.
B)public relations.
C)public communication.
D)public advocacy.

Accepted Answer

The activity described involves managing the relationship between an organization and the public, which is the main goal of public relations. Public research involves conducting research to understand public opinion and preferences, public communication focuses on delivering messages to the public, and public advocacy involves promoting a particular cause or issue to the public.

Question 3

The most important internal sales promotion efforts are directed toward:
A)customers.
B)salespeople.
C)top management.
D)accountants.

Accepted Answer

Internal sales promotion efforts are directed towards salespeople in order to motivate and encourage them to increase their sales efforts. Internal promotions can include contests, incentives, training programs, and recognition programs. By motivating and rewarding salespeople, companies can improve overall sales performance and drive revenue growth.

Question 4

A allows B2B buyers to see products on the Internet 24 hours a day, 365 days a year without having to leave their office.
A)virtual trade show
B)direct marketing show
C)shopping network
D)cyber market

Accepted Answer

The description of allowing B2B buyers to see products on the Internet 24 hours a day, 365 days a year without having to leave their office matches the concept of a virtual trade show.

Question 5

As a new salesperson for a textbook publisher, Kylie is creating a list of professors that decide what texts their schools use. She plans to email these schools to determine what texts they are currently using and if they plan to adopt a new text. Identifying those decision makers that are willing to consider one of her texts is called:
A)personal development.
B)sales identification.
C)preliminary sales analysis.
D)prospecting and qualifying.

Accepted Answer

Prospecting and qualifying involves identifying potential customers and determining if they are a good fit for the product or service being offered. In this situation, Kylie is identifying the decision makers at schools and determining if they are willing to consider one of her textbooks, which falls under the prospecting and qualifying category.

Question 6

Which of the following is a B2B sales promotion activity?
A)Contests
B)Advertising
C)Vending sales
D)Conventions

Accepted Answer

Conventions are a common B2B sales promotion activity where businesses showcase their products or services to other businesses in the same industry. Contests and vending sales are more applicable to B2C sales, while advertising can be used for both B2B and B2C sales.

Question 7

Bonnie faces the challenge of developing the promotion mix for a new business. Given the uniqueness of the new products and a very limited budget, Bonnie confronts a creditability problem. She realizes that the promotional messages of an unknown firm may be met with skepticism. Bonnie should consider:
A)publicity to help create a positive image for her firm and its products.
B)the extensive use of persuasive advertising.
C)emphasizing personal selling rather than public relations.
D)changing jobs because this situation is hopeless.

Accepted Answer

Publicity can help create a positive image for Bonnie's new firm and its unique products. This can help overcome the credibility issue that is likely to accompany promotional messages from an unknown firm. Moreover, publicity is a cost-effective way of promoting new products since it can be achieved through news coverage, feature stories, and editorial comments in media outlets such as newspapers, magazines, and online platforms. This can help Bonnie reach a wide audience without spending too much money on advertising or personal selling. Thus, option A is the best choice for Bonnie in this situation.

Question 8

"You never get a second chance to make a good first impression," captures the importance of the step in the selling process.
A)prospecting
B)introduction
C)qualifying
D)approach

Accepted Answer

The quote emphasizes the significance of the first impression, which occurs during the approach stage in the selling process. This stage involves capturing the prospect's attention, establishing rapport, and creating interest in the product or service. Failure to make a good first impression can hinder the rest of the selling process, making it difficult to close the sale.

Question 9

As a salesperson in the B2B market, Patty regularly calls on clients to stay informed of their needs or problems. Her objective is to develop solutions to meet their needs and resolve their problems. The Internet allows Patty to track products in the supply chain and to learn about pricing and promotions that would be of interest to her clients. When Patty works with her existing clients there is no need for the step of the B2B selling process.
A)prospect and qualify
B)approach
C)answer objections
D)close sale

Accepted Answer

The answer of As a salesperson in the B2B market,...

Question 10

Consumer research indicates that the public is very concerned about underage drinking. In response, Texas Brewing Company has created a website providing parents with information to help avoid underage drinking in their families. The firm also provides materials to retailers to help train their employees to avoid sales to minors. Publicizing these efforts:
A)will likely backfire, since few people will believe a beer company would seriously support a program that would reduce their sales.
B)represents a key step in a good public relations program.
C)illustrates a push strategy applied to public relations.
D)would distract the firm from its primary mission of selling beer to adults.

Accepted Answer

Publicizing efforts to promote responsible drinking and prevent underage drinking demonstrates a commitment to social responsibility and can improve the public image of the Texas Brewing Company. It also aligns with the concerns of the public, which can enhance the company's reputation and increase brand loyalty among responsible consumers.

Question 11

Bethany just finished making a sales presentation to a major prospect. In the next step of the selling process, Bethany will likely be:
A)processing the customer's order.
B)closing the sale, by asking the customer to make a commitment.
C)answering customer questions and dealing with objections.
D)setting an appointment for the customer to meet with her boss.

Accepted Answer

After making a sales presentation, the next step in the selling process is typically addressing any customer concerns or objections. Bethany needs to answer any questions the customer may have and further explain the benefits of her product or service. Only after these concerns have been addressed can she try to close the sale and ask for a commitment.

Question 12

After completing his sales presentation, Jerald's client expressed her concerns and questioned some of the details of the sales proposal. An effective salesperson would:
A)downplay these objections and push to close the sale as quickly as possible to avoid the endless questions that some customers ask.
B)address her concerns and develop a better relationship.
C)consider revising the presentation so that next time customer concerns and objections can be avoided.
D)bring in the top executives of the company to close the sale.

Accepted Answer

The most effective approach would be to address the client's concerns and develop a better relationship with her. This will show that the salesperson is invested in meeting the needs of the client and is willing to work with her to find a solution that suits both parties. Downplaying objections or pushing to close the sale too soon can damage the client relationship and lead to lost sales in the future. While revising the presentation may be an option in the long term, it is important to address the client's concerns in the short-term to build trust and credibility. Bringing in top executives to close the sale may also be inappropriate and unnecessary, especially if the client simply needs more information or clarification on certain details.

Question 13

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities, such as trade shows, event sponsorships, and contests, is known as:
A)publicity.
B)public relations.
C)every day low prices.
D)sales promotion.

Accepted Answer

Sales promotion is designed to create a sense of urgency among consumers and dealers by offering them temporary incentives to purchase or stock up on a product. This can include things like coupons, rebates, loyalty programs, and point-of-sale displays. Sales promotions are often used in conjunction with other marketing tactics, such as advertising and personal selling, to create a comprehensive marketing mix.

Question 14

encourages people to tell other people about goods or services they have enjoyed.
A)Personal selling
B)Publicity
C)A trade show
D)Word-of-mouth promotion

Accepted Answer

Word-of-mouth promotion is specifically designed to encourage people to spread the word about a product or service they have enjoyed to their friends and family. This type of promotion can be especially effective because people tend to trust the opinions of those they know and respect more than the claims made in traditional advertising.

Question 15

Today's public relations departments:
A)focus more on advertising and less on publicity.
B)are downsizing as firms emphasize personal selling to promote their products.
C)are more actively listening to customers and helping to solve their problems.
D)avoid relationships with the media and government officials.

Accepted Answer

Today's public relations departments are focusing more on actively listening to customers and helping to solve their problems. This is because consumers are more connected and have more power than ever before. Therefore, it's important for companies to have open communication with their customers and be responsive to their needs. This approach is more effective than simply advertising or avoiding relationships with the media and government officials. As a result, Public Relations departments are not downsizing.

Question 16

Chip Off The Old Block is a new chocolate chip cookie created by the Arizona Cookie Company. To generate interest for this new product, the company sent a free package of six cookies to selected homes along with a 50-cent coupon. Arizona Cookie's activities represent:
A)trade advertising.
B)consumer publicity.
C)sales promotion.
D)public relations.

Accepted Answer

This activity is a sales promotion because the company is offering a free package of cookies and a coupon to incentivize customers to try the new product.

Question 17

One way to see that publicity is handled well by the media is to:
A)pay for it.
B)establish a friendly relationship with media representatives.
C)write good press releases that attract attention.
D)ask for the best location or time in the medium under consideration.

Accepted Answer

Establishing a friendly and professional relationship with media representatives can lead to positive coverage and better handling of publicity. Paying for it, writing good press releases, or asking for specific location or time may not necessarily ensure effective publicity handling by the media.

Question 18

Effective sales promotion activities target:
A)employees only.
B)customers only.
C)employees, dealers and customers.
D)dealers only.

Accepted Answer

Effective sales promotion activities should target employees, dealers, and customers to ensure a strong and consistent message is being communicated throughout the sales process. Encouraging participation from all parties involved can lead to increased brand awareness, customer loyalty, and ultimately drive sales. Focusing solely on one group may limit the impact and effectiveness of the promotion.

Question 19

Lenora just finished writing a news release regarding a new product developed by her firm. She intends to email the message to local radio stations and newspapers in hopes that they will find the information newsworthy and run a story about the product. Lenora's efforts represent the firm's:
A)public relations.
B)institutional advertising.
C)secondary advertising.
D)interactive marketing.

Accepted Answer

Lenora's actions represent the firm's efforts in public relations, as she is trying to generate positive publicity and attention for the new product by distributing a news release to the media. Institutional advertising refers to advertising that promotes the overall image of the company rather than a specific product, while secondary advertising is a term that is not commonly used in the industry. Interactive marketing typically involves two-way communication and engagement with customers, which is not the case in this scenario.

Question 20

Compared to other promotional tools, publicity:
A)costs more.
B)offers the firm little control over the message.
C)prevents a response from competitive firms.
D)is the easiest to manage.

Accepted Answer

Publicity offers the firm little control over the message, whereas other promotional tools such as advertising and personal selling allow for more control.

Quiz 16: Using Effective Promotions

Which of the following is a consumer sales promotion activity?

The activity that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding and acceptance is called:

The most important internal sales promotion efforts are directed toward:

A allows B2B buyers to see products on the Internet 24 hours a day, 365 days a year without having to leave their office.

Which of the following is a B2B sales promotion activity?

"You never get a second chance to make a good first impression," captures the importance of the step in the selling process.

Bethany just finished making a sales presentation to a major prospect. In the next step of the selling process, Bethany will likely be:

After completing his sales presentation, Jerald's client expressed her concerns and questioned some of the details of the sales proposal. An effective salesperson would:

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities, such as trade shows, event sponsorships, and contests, is known as:

encourages people to tell other people about goods or services they have enjoyed.

Today's public relations departments:

Chip Off The Old Block is a new chocolate chip cookie created by the Arizona Cookie Company. To generate interest for this new product, the company sent a free package of six cookies to selected homes along with a 50-cent coupon. Arizona Cookie's activities represent:

One way to see that publicity is handled well by the media is to:

Effective sales promotion activities target:

Lenora just finished writing a news release regarding a new product developed by her firm. She intends to email the message to local radio stations and newspapers in hopes that they will find the information newsworthy and run a story about the product. Lenora's efforts represent the firm's:

Compared to other promotional tools, publicity: