MKT 381 Exam 3 - Ch 14

Most companies today attempt to establish a hybrid sales force through​ ________. A. third-country nationals B. a personnel management company C. a balanced approach D. host-country nationals E. expatriates

C. a balanced approach

Which of the following choices provides the best specific market and cultural knowledge as a member of the sales​ force? A. Host-country national B. Contract manufacturer C. Expatriate sales agent D. Expatriate E. Third-country national

A. Host-country national

An American salesperson is living and working in Germany for British Airways. This person is​ ______________________. A. a​ third-country national B. globally neutral C. a​ host-country national D. an American expatriate E. part of a hybrid sales force

A. a​ third-country national

Which of the following steps in the​ strategic/consultative selling model requires a general understanding of buyer​ behavior, collection of consumer​ information, and building a list of potential​ customers? A. Presentation strategy B. Customer strategy C. Relationship strategy D. Personal selling philosophy E. Product strategy

B. Customer strategy

​________ is/are a form of paid television programming in which a particular product is​ demonstrated, explained, and offered to viewers who call a​ toll-free phone number shown on the screen. A. Teleshopping B. Infomercials C. Telemarketing D. Catalogs E. Interactive television​ (ITV)

B. Infomercials

In​ Mumbai, an Indian conglomerate built a luxurious hotel that operates under the Hilton name and​ "flag." This is an example of which of the following personal selling​approaches? A. Sales agents B. Management-only agreement C. Joint venture D. Exclusive licensee E. contract producer

B. Management-only agreement

News media has recently captured a photograph of the Pope wearing Serengeti sunglasses. This is an example of which of the​ following? A. Celebrity endorsement B. Publicity C. Direct marketing D. Product placement E. Sales promotion

B. Publicity

On a worldwide​ basis, Red Bull provides cans of Red Bull to young people on college campuses and at sponsored events. This strategy of sampling is called​___________________. A. couponing B. point of use sampling C. a personal selling model D. a price promotion E. point of purchase sampling

B. point of use sampling

Which of the following is designed to increase product availability in distribution​ channels? A. Word-of-mouth promotion B. Personal selling techniques C. Trade sales promotions D. Sponsorships E. Consumer sales promotions

C. Trade sales promotions

Which of the following is the first step in the​ strategic/consultative selling modellong dash—the commitment to the marketing concept and to a role of helping​ customers? A. Develop a presentation strategy. B. Develop a customer strategy. C. Develop a personal selling philosophy. D. Develop a product strategy. E. Develop a relationship strategy.

C. Develop a personal selling philosophy.

​________ enable(s) viewers to order products from home shopping​ channels, choose different camera angles during sports​ broadcasts, vote during audience participation​ shows, or order samples of advertised products. A. Infomercials B. E-commerce C. Interactive television​ (ITV) D. Home shopping networks E. Support media

C. Interactive television​ (ITV)

Which of the following is considered traditional support media to a direct mail​ campaign? A. Newspaper advertising B. Interactive television​ (ITV) C. Out-of-home (OOH) advertising D. Internet​ "pop-ups" E. Coupons

C. Out-of-home (OOH) advertising

What is the primary purpose of the catalog in an integrated marketing communication​ (IMC) strategy? A. Brand awareness B. To increase traffic in the bricks and mortar stores C. Product sales D. To move customers to​ e-commerce E. To allow customers to avoid local taxes

C. Product sales

What is the purpose of the​ strategic/consultative selling​ model? A. To provide an outline for sales presentations. B. To develop a framework for product development. C. To provide a checklist for sales personnel. D. To provide a detailed approach to the sales call. E. To provide a handbook for product knowledge.

C. To provide a checklist for sales personnel.

In comparison to mass​ marketing, one of the main benefits of direct marketing is the​ company's ability to​ __________. A. avoid the cost of intermediaries B. save money C. collect consumer data D. build brand awareness E. reduce perception of risk

C. collect consumer data

Which of the following is the term used to identify an employee who is sent from his or her home country to work​ abroad? A. Contracted labor B. A​ third-country national C. A​ host-country national D. An expatriate E. A contract manufacturer

D. An expatriate

In which step of the​ six-step presentation plan does the sales person ask for the​ sale? A. Sales demonstrations B. Negotiation C. Approach D. Close E. Presentation

D. Close

A coupon included with a​ 12-pack of Pepsi offering a free bag of Doritos would be an example of which of the​ following? A. In-pack coupons B. Point-of-sale coupons C. On-pack coupons D. Cross coupons E. Internet coupons

D. Cross coupons

Why is product placement in television programming more effective than traditional television​ advertising? A. Television advertising is not effective at all. B. Product knowledge is increased with product placement. C. Product placement is usually more direct in its message. D. Fewer viewers are being exposed to television advertising. E. Product placement has subliminal messaging.

D. Fewer viewers are being exposed to television advertising.

The naming rights of​ India's Maharashtra Cricket Stadium in Mumbai was recently sold to Indian conglomerate Sahara India Pariwar. This is an example of which of the​following? A. Product placement B. Public relations C. Publicity D. Sponsorships E. Telemarketing

D. Sponsorships

Why does the sales demonstration step of the​ strategic/consultative personal selling model represent an important advantage as a promotional​ tool? A. It requires active listening. B. It reflects persistence. C. It provides a concise message about the product. D. It provides an opportunity to overcome objections. E. It involves the​ prospect's senses.

E. It involves the​ prospect's senses.

A​ buy-one-get-one sales promotion is considered which of the​ following? A. Price promotion B. Couponing C. Bundling D. Trade promotion E. Nonprice promotion

E. Nonprice promotion

Which of the following is a unique kind of brand exposure by arranging for branded products to appear in television programs or​ movies? A. Sponsorship B. Support media C. Interactive television D. Celebrity endorsement E. Product placement

E. Product placement

In the United​ States, ninety percent of all coupons are distributed in a printed​ ride-along vehicle known as​ ________. A. a coupon book B. an advertorial C. in-pack coupons D. on-pack coupons E. a​ free-standing insert​ (FSI)

E. a​ free-standing insert​ (FSI)

Building on the notion of customer relationship management​ (CRM), __________calls for treating different customers differently. A. direct mail B. Interactive TV​ (ITV) C. catalogs D. infomercials E. one-to-one marketing

E. one-to-one marketing