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Exam 16: Using Effective Promotions

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Question 91

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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.

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

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Question 92

Multiple Choice

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In the Spotlight on Small Business box in the chapter, Amy Scherber of Amy's Bread has found that success in her business is:

A) almost completely dependent on widespread advertising that can reach many consumer groups.
B) entrepreneurs such as herself have no time for promotional efforts and should outsource all promotion to specialty firms.
C) based on building personal relationships with customers, the media, and the community are important in building her business.
D) Securing government contracts that require little promotional effort or costly expenditures to public relations firms.

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

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Question 93

Multiple Choice

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The goal of is to inform and remind people in a target market about specific products, eventually persuading them to participate in an exchange.

The first step in the public relations process is to ensure that everyone in the organization understands the firm's position on key issues. With this information widely available, efforts can be made to persuade the public of the firm's virtues.

Even though advances in mobile media present some interesting opportunities, marketers expect that traditional promotions such as T.V. advertising will dominate promotional efforts over the long term.

Trade shows represent sales promotion programs designed to create product enthusiasm from distributors and dealers.

In evaluating the promotion mix, it's fair to say that large organizations are best reached through personal selling.

Infomercials provide the opportunity for:

A good salesperson requires product knowledge about their firm's product and the product offered by competing firms.

The average cost of a single sales call to a potential B2B buyer is expensive costing as much as $400.

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

Validation refers to the process of determining whether a potential customer has the need for a product, the authority to buy, and the willingness to listen to a sales message.

Which of the following refers to the practice of paying to have a product appear favorably in a TV show or movie?

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

A promotional campaign begins by:

A blog is an online diary that looks like a Web page but is easier to create and update by posting text, photos, or links to another site.

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

Jose is a salesperson for a firm that sells and leases heavy construction equipment. This equipment is very expensive, and is highly specialized. Jose spends a great deal of time learning about potential customers' needs, then uses his knowledge of the Internet to locate exact specifications of equipment offered by all the major producers in the industry. Armed with this information, Jose is able to identify the best equipment for each job. Jose has completed the pre-approach stage of the selling process.

The approach step of the selling process attempts to:

A pull strategy utilizes consumer demand for a product to motivate retailers and wholesalers to actively market the product.