ETR401 - Chapter 10

56. 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

58. Which of the following is a type of CRM report that segments by customer or customer group on purchases or dates of purchase? A. Customer vector B. Sales report C. Customer service D. Interim report

A

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

A

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

A

28. How much of each message conveyance you will use to sell your product as well as your objective in using each one is known as the A. promotional mix. B. marketing mix. C. AIDA. D. CRM.

A

33. Business stationery A. puts your name and message in front of potential clients, existing clients, suppliers, and others. B. can be produced on your computer and printed with good results. C. gives more information about your firm and products than brochures and flyers. D. can be printed on nice paper and put into a pocket folder with a sticker with your firm's name and address on it.

A

37. 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

45. Closing the sale refers to A. asking the prospect to buy your product. B. being turned down, asking for referrals. C. delaying the decision to buy for few days. D. stimulating interest on part of prospects.

A

49. Doubt that occurs after a purchase has been made is called A. cognitive dissonance. B. customer vector. C. segmentation. D. trendiness.

A

64. This refers to the contacts you periodically make with customers in order to remind them of your business, and your interest in their business. A. Follow-up B. Customer service C. Follow-through D. Board meetings

A

66. 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

67. In the presentation component of personal selling, "A" in AIDA stands for A. holding the prospects attention. B. asking permission to present. C. attending a personal selling presentation. D. having an all or nothing option in the sale.

A

70. The goal of _____ in AIDA is to get people to be potential clients. A. action B. desire C. interest D. attention

A

73. _____ 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

79. Which of the following is a concept in public importance that alludes to the degree to which the issue is immediate in its impact? A. Currency B. Power C. Proximity D. Famous faces

A

81. A concept in public interest which alludes to events with a broad appeal within the market or population refers to A. cultural resonance. B. good story. C. trendiness. D. human interest.

A

82. Which of the following refers to activities used to establish and promote a favorable opinion by the public? A. Public relations B. Public recognition C. Public importance D. Public interest

A

89. 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

21. 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

27. 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

35. 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

36. _____ refer to terms included in the hidden portions of a Web page which are used by search engines to describe your Web site and evaluate its focus and category placement. A. Press kits B. Keyword and description tags C. Brochures D. Flyers

B

44. _____ 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

47. "This rate will end at the end of the day" describes which of the following closing techniques? A. Trial B. Urgency C. Assumptive D. Threatening

B

51. Identify the strategy whose goal is growth, based on selling existing customers a product or service they have never bought before. A. Market expansion B. Product expansion C. Market penetration D. Diversification

B

57. _____ data gives you information on the date and type of contact, since in many sales situations, it can take repeated contacts before a sale is made. A. Channel B. Performance C. Intercommunication D. Sales

B

61. Which of the following is perhaps the simplest and most important analysis of data? A. Sales by purchase basis B. Sales by customer C. Customer source basis and purchase D. Sales organized by product satisfaction

B

69. A written announcement intended to draw news media attention to a specific event is called A. a press kit. B. a press release. C. identification tags. D. a cultural resonance.

B

75. A concept in public recognition which alludes to the fit of the topic to current fashion or public interest refers to A. currency. B. trendiness. C. cultural resonance. D. mat release.

B

76. A concept in public importance which alludes to potential shifts in control or influence refers to A. currency. B. power. C. trendiness. D. proximity.

B

77. Public recognition includes A. power. B. proximity. C. a good story. D. human interest.

B

83. Identify the term that helps in building goodwill and is a good way to get the word out about your firm. A. Publicity B. Sponsorships C. Donations D. Power

B

22. _____ is the process of dividing the market into smaller portions of people who have certain common characteristics. A. Value proposition B. Market penetration C. Segmentation D. CRM

C

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

C

30. 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

31. Brochures and flyers A. are standard blank papers typically imprinted with your company's name and contact information. B. are sales documents to be posted or handed out, typically printed on sheets of colored paper or printed in color on white stock of paper. C. will give more information about your firm and products than your business card. D. provide potential customers an education in your product, including stories of customers' whose problems were solved, an FAQ list, as well as a page on your products or services.

C

34. These can be produced for pennies in quantity. A. Sales packets B. Signs C. Promotional novelties D. Business cards

C

46. The trial close technique is described by which of the following? A. "I'll just need your credit card for payment." B. "This rate will end at the end of the day." C. "Which credit card would you like to use to pay for that?" D. Customer asks to think about it and you say "What are the chances you will buy later?"

C

48. "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

53. _____ is a strategy whose goal is growth, based on adding new products or services to the firm's existing collection of offerings. A. Market penetration B. Product expansion C. Diversification D. Market expansion

C

54. Which is the strategy whose goal is growth, based on selling more of the firm's product or service to the existing customer base? A. Market expansion B. Product expansion C. Market penetration D. Diversification

C

55. 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

59. If you track sales by purchase basis A. you might figure how to better target ads or promotions to particular types of customers. B. you might be able to tell which mailing lists produce the best returns. C. you can tell which of your advertising efforts resulted in the most sales, so it makes it easier to decide which marketing efforts to continue. D. you could find a product which has low quality.

C

62. 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

65. 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

68. 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

71. 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

74. Identify the concept in public recognition which alludes to the extent to which the public is familiar with the problem at hand. A. Public importance B. Currency C. Issue recognition D. Public recognition

C

84. 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

87. 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

88. 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

90. 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

26. A clothing company that divides the market using characteristics of clothing that are practical, stylish, for a particular sport, etc., refers to segmentation by the A. demography. B. economy. C. trendiness. D. benefits sought.

D

29. _____ 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

32. Which of the following statements about signs is false? A. They are a form of advertising B. They need to be large enough to be read by passing traffic C. They should reflect your firm D. Homemade signs indicate high quality and professionalism

D

40. Name the electronic equivalent of word-of-mouth advertising, in which the advertiser's message spreads quickly and widely via e-mail, Web site, blogs, and other online tools. A. Referral marketing B. Telephone marketing C. Mobile marketing D. Viral marketing

D

41. Personal selling A. involves activities used to establish and promote a favorable opinion by the media. B. allows you to only guess what future features clients may want to see. C. includes issue recognition, trendiness, and visuals. D. has the advantage that you can be flexible in your presentation.

D

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

D

43. _____ means finding out what you can about the clients before approaching them. A. Evaluation B. Closing C. Prospecting D. Preparation

D

50. An inconsistency between experience and belief refers to A. value proposition. B. segmentation. C. trendiness. D. cognitive dissonance.

D

52. 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

60. 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

63. Which of the following refers to doing what you said you would do? A. Spin-off B. Bottom line C. Follow-up D. Follow-through

D

72. A newsworthy item should have all of the following EXCEPT A. public recognition. B. public importance. C. public interest. D. public power.

D

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

D

80. A concept in public interest which alludes to a character to whom the public can relate refers to A. cultural resonance. B. good story. C. trendiness. D. human interest.

D

85. Monetary or other gifts to organizations or people who are in need are called A. value propositions. B. mat releases. C. sponsorships. D. donations.

D

86. A news release that is typeset and thus may be photographically reproduced for inclusion in a newspaper is called a(n) A. social media release. B. product press release. C. event release. D. mat release.

D

38. _____ is a form of communication that encourages the customer to take immediate action, such as coupons, sales, or contests. A. Bu

marketing B. Sales promotion C. Viral marketing D. Public relations zzB

39. Which of the following statements about bu

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. zzC