Question 1

A press release guarantees publication of a news piece by media.

Accepted Answer

A press release does not guarantee publication; it is a tool to inform media outlets, which then decide whether to publish the news.

Question 2

Cause marketing sponsorships such as CIBC's "Run for the Cure"simply needs to benefit the sponsor.

Accepted Answer

Cause marketing sponsorships aim to benefit both the sponsor and the cause, creating a mutually beneficial relationship that enhances the sponsor's brand image while supporting a charitable cause.

Question 3

Shell Canada made the largest contribution to wilderness preservation in Canadian history. This is a good example of selecting a cause with a mutual benefit for both the oil and gas company and Canadian wilderness.

Accepted Answer

Shell Canada's contribution to wilderness preservation aligns with corporate social responsibility, benefiting both the company's public image and the conservation of Canadian wilderness.

Question 4

A crucial strategic consideration is the need for companies to have exclusivity in events they sponsor, meaning that direct competitors are blocked from sponsoring the same event.

Accepted Answer

Exclusivity in event sponsorship helps companies to stand out and avoid brand dilution by preventing competitors from sharing the same platform, thus maximizing their marketing impact and return on investment.

Question 5

In the selling process, the first step is the pre-approach.

Accepted Answer

The first step in the selling process is typically prospecting, where potential customers are identified and qualified. The pre-approach comes after prospecting.

Question 6

When Sandy makes a service call to an important customer, she asks about how their product is working and what they know about competitors' products. This is essential for gathering market intelligence.

Accepted Answer

Asking customers about their experiences and knowledge of competitors' products helps gather valuable market intelligence, which can inform business strategies and improvements.

Question 7

During the approach stage of the sales process, the salesperson determines whether the prospect has the financial resources to purchase.

Accepted Answer

During the approach stage, the salesperson focuses on making initial contact and building rapport, not assessing financial resources.

Question 8

It is important for salespeople to wait for the customer to ask for the product.

Accepted Answer

Salespeople should proactively engage with customers to understand their needs and offer solutions, rather than waiting for customers to initiate the request.

Question 9

When a duct-cleaning company representative calls back after the service has been performed, he or she is engaging in prospecting.

Accepted Answer

Prospecting involves identifying and reaching out to potential new customers, not following up with existing ones after a service.

Question 10

What separates the successful salesperson from the unsuccessful one is usually how well an individual follows an established set of principles.

Accepted Answer

Success in sales often depends on adhering to proven strategies and principles, which can lead to consistent results.

Question 11

"It takes 20 years to build a reputation and five minutes to ruin it" is an expression relating to one of the key functions of public relations.

Accepted Answer

This expression highlights the importance of reputation management, which is a key function of public relations, emphasizing how quickly a reputation can be damaged compared to the time it takes to build it.

Question 12

When Domtar (a pulp and paper company) takes out a paid print ad stating "It's easier to learn on paper" they are engaging in reputation management.

Accepted Answer

The ad is more likely an example of marketing or advertising aimed at promoting the benefits of their product, rather than managing the company's reputation.

Question 13

Demonstrations usually are not required in sales presentations, as salespeople can convince most people with their words alone.

Accepted Answer

Demonstrations are often a crucial part of sales presentations as they provide tangible proof of a product's features and benefits, helping to build trust and credibility with potential customers.

Question 14

Much of a salesperson's success can be attributed to listening to customer needs and applying problem-solving skills.

Accepted Answer

Effective listening and problem-solving are key skills that help salespeople understand customer needs and offer suitable solutions, leading to successful sales outcomes.

Question 15

Any activity that provides special incentives to bring about immediate action from consumers, distributors, and an organization's sales force is known as

Accepted Answer

Sales promotion refers to activities that offer special incentives to encourage immediate action from consumers, distributors, and a sales force.

Question 16

Jason is planning the launch of the company's new snack food. At this, the introduction stage of the product's life cycle, what is the goal of the consumer sales promotion strategy that Jason will develop?

Accepted Answer

The goal of the consumer sales promotion strategy at the introduction stage is to encourage trial purchase, as the company aims to get consumers to try the new product and build initial awareness and interest.

Question 17

Which of the following statements about free sample distribution is correct?

Accepted Answer

Free samples eliminate the financial risk for customers trying a product for the first time, as they do not have to pay for the initial trial.

Question 18

"A predetermined amount of money returned directly to the consumer by the manufacturer after the purchase has been made"is a description of a

Accepted Answer

A cash refund is a predetermined amount of money returned to the consumer by the manufacturer after the purchase has been made.

Question 19

What is the most important consideration about offering rebates?

Accepted Answer

Rebates can lead consumers to delay purchases in anticipation of future promotions, affecting sales consistency.

Question 20

An item offered free or at a bargain price to consumers who buy another item is a(n)

Accepted Answer

A premium is an item offered for free or at a bargain price to consumers who purchase another item, often used as a promotional strategy to increase sales.

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