Chapter 10

Which of the following would be the fastest way for Harry to build his client base? A. Word-of-mouth B. Full-scale advertising C. Personal selling D. Point-of-sale

A

Your _____ is the segment(s) you select to concentrate your marketing efforts. A. target market B. CRM C. customer vector D. value proposition

A

Dividing the market into different segments using certain cities or neighborhoods refers to _____ segmentation. A. geographic B. economic C. demographic D. cultural

A

Small business owners' unique selling points that will be used to differentiate their products and/or services from those of the competition refers to their A. press kits. B. value proposition. C. trendiness. D. segmentation.

B

To develop a(n) _____, one should try to think of three to five key words that would describe their business to anyone. A. advertisement B. succinct message C. public relations piece D. press kit

B

Which of the following statements about buzz marketing is false? A. It has aspects of network marketing in that you tell one person who tells another who tells still another. B. The phrase is most commonly used in reference to using electronic media to pass the message along. C. It is a sub-discipline of direct marketing. D. In buzz marketing, if your product is relevant and appealing, it is likely to be picked up and sent along via e-mail, blog, or a social networking site.

C

Name the strategy whose goal is growth, based on selling in areas or to groups previously not served by the business. A. Market penetration B. Product expansion C. Diversification D. Market expansion

D

Process of personal selling includes all of the following EXCEPT A. presenting. B. closing. C. prospecting and evaluating. D. deciding.

D

Public interest includes all of the following EXCEPT A. a good story. B. human interest. C. visuals. D. power.

D

You might figure how to better target ads or promotions to particular types of customers A. if you track sales by purchase basis. B. if you look at customer source basis and purchase. C. by tracking sales organized by product and customer satisfaction. D. if you link sales and purchase basis to the type of customer.

D

What is the term for the activities used to establish and promote a favorable opinion by the media? A. Press relations B. Cognitive dissonance C. Press release D. Public recognition

A

When it comes to promoting a small business that is just starting out, spreading the news by _____ is the fastest way to build a client base. A. word-of-mouth B. full-scale advertising C. personal selling D. point-of-sale

A

Which of the following data gives you the particulars on your customers? A. Contact data B. Performance data C. Product data D. Service data

A

_____ should include product or service brochures, business cards, product information, and other materials that can provide background material for a reporter; they should include a letter of introduction and may include a brief history of the firm and information about the owner and other key managers. A. Press kits B. The promotional mix C. Flyers D. Business stationery

A

Which of the following provide potential customers an education in your product or service, including stories of customers' whose problems were solved, an FAQ list, as well as a page on your products or services, and a page on you and your firm? A. Promotional novelties B. Sales packets C. Business cards D. Brochures

B

_____ means cleaning up your list to remove potential clients that are unable or unlikely to buy your product. A. CRM B. Pre-qualifying C. Cognitive dissonance D. Closing

B

"I will just need your credit card for payment" represents which of the following closing techniques? A. Trial B. Urgency C. Assumptive D. Threatening

C

AIDA in the presentation component of personal selling includes all of the following EXCEPT A. getting prospect's attention. B. stimulating interest. C. deciding on product. D. customer taking action.

C

Dividing the market into different segments using income, age, or religion refers to _____ segmentation. A. geographic B. economic C. demographic D. cultural

C

Harry Howard, a successful real estate broker, has established his own real estate company in western Pennsylvania. He gained his on-the-job experience working at a very large real estate company where he had a whole staff supporting the brokers' work. Now on his own, with two secretaries, Harry is building his dream of owning and growing his own business. He wants to mainly focus on middle-to-upper-income homeowners and is exploring what type of promotional material he needs to have. Harry just received in mail several boxes of _____ which puts his name and message in front of potential clients, existing clients, suppliers, and others. A. brochures B. sales packets C. business stationery D. flyers

C

If Harry wants to develop brochures for his company's services, he needs to know that they A. are sales document to be posted or handed out, typically printed on sheets of colored paper or printed in color on white stock of paper. B. are standard blank papers typically imprinted with his company's name and contact information. C. can be run off rather inexpensively at many copy centers. D. give less information about his firm and products than his business card.

C

The five Ws and one H of the story should be presented in the _____ of the press release. A. headline B. closing paragraph C. opening paragraph D. middle of the body

C

The proof of a CRM effort is seen in all of the following EXCEPT A. higher levels of customer loyalty in existing customers. B. higher levels of purchasing from your existing customers. C. low levels of customer loyalty in new customers. D. more tracked prospects making initial purchases from you.

C

_____ is often used to support the corporate identity and value propositions that are established through _____ efforts. A. Personal selling; point of sale B. Public relations; advertising C. Advertising; personal selling D. Advertising; public relations

D

In developing a press release for his company, Harry needs to include the five Ws and one H in the A. headline. B. closing paragraph. C. opening paragraph. D. middle of the body.

C

Information about your company and its activities that is disseminated to the public in order to get their good opinion is known as A. a mat release. B. a succinct message. C. publicity. D. public interest.

C

What is the key to CRM? A. Tracking sales by purchase basis B. Follow-through and follow-up C. The data on current or prospective customers D. Press release and press kit

C

Which of the following Acts lets you contact people with whom you have done business by asking customers' permission to e-mail them? A. The Communications Act B. The Do-Not-Call Implementation Act C. The CAN-SPAM Act D. The Junk Fax Prevention Act

C

Which of the following statements about advertising is false? A. The key for effective advertising is reinforcing the name and what it stands for in the consumer's mind. B. For effective advertising, approaches which provide the highest level of certainty possible in reaching the target market should be used. C. It is a method where it is easy to discern feedback. D. Advertising can be done in print ads in newspapers, magazines, and other print media.

C