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Exam 16: Using Effective Promotions

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Question 101

Multiple Choice

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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.

E) B) and C)
F) A) and D)

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Question 102

True/False

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An effective public relations department regularly listens to and communicates with the public.

A) True
B) False

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Question 103

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When an organization uses advertising to create an attractive image for itself,this type of advertising is called:

Sales promotion programs can be used as a means to generate employee enthusiasm.

In the evaluation of the promotion,it's best to establish a promotional strategy that can reach multiple targets rather than developing a separate promotion mix for each target group.

Advertising helps to cover the production costs of newspapers and magazines.

James Erler likes to search online for values at sites like Drugstore.com and do online comparisons of what he thinks are the best products for him at the right price.James would be a consumer active in using a pick economy.

Identify the advantages and disadvantages of newspapers and cable and broadcast TV as media to carry your firm's promotional message.Which of the two receives the most advertising revenues and what are key advantages and disadvantages of both?

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:

Successful PR departments find that listening to the public is not enough.They have to tell the public that they are being responsive.

Depending upon the promotional campaign,advertising may include paid and non-paid forms of non-personal communication.

According to the Connecting with Small Business box,celebrity endorsements are more important than ever.Customers don't trust any consumer reviews.

Publicity is often referred to as the talking arm of public relations.

Phil's activities as a salesperson for Marquette Publishing are part of Marquette's promotion mix.

Internal sales promotion efforts include training for salespeople and participation at trade shows where salespeople can meet potential customers.

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

The distribution method for audio and video programs via the Internet that lets users subscribe to a number of files or feeds is called a:

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

When managing the promotion mix,marketers are utilizing technology to deliver important information directly to the customer.For example,during the spring planting season,Home Depot™ and Lowes™ added bar codes to plants.When scanned with a mobile app (using one's smart phone applications) ,customers could make better buying decisions.The bar code offered information on planting time,watering schedule,sun vs.shade plants,and other pertinent tips on each plant.Home Depot even ran a bar-code commercial,to let its customers know how it was using technology to assist them with their spring planting decisions.Whether using new promotional methods or traditional promotional methods,Home Depot:

Interactive promotion allows customers and companies to work together to create mutually beneficial exchange relationships in an ongoing dialogue.