Ch. 16 Bus 101-3003

Select all that apply B2B sales promotion can use several techniques such asc

1. attending industry conventions. 2. creating portfolios or sales kits for salespeople. 3. having a booth at a trade show.

Select all that apply A prospect will have the:

1. authority to buy a product 2. willingness to listen to a sales message 3. means to buy a product

Select all that apply Infomercials are useful for products that:

1. benefit from testimonials 2. are hard to sell 3. require demonstrations

Select all that apply Companies utilize social media to:

1. create awareness of product features 2. drive traffic to the company website 3. increase product exposure

Select all that apply Television advertising is:

1. desirable but expensive to buy time 2. desirable but costly to produce the ads

Select all that apply During qualifying, a salesperson is making sure that customers:

1. have a need for the product 2. have the authority to buy 3. have the willingness to listen to a sales message

Select all that apply To help establish trust in the customer relationship, salespeople must

1. know their competitors' product thoroughly 2. know their products thoroughly

Select all that apply Infomercials have been so successful because they:

1. show the product in detail 2. are equivalent to sending out your best salespeople

Select all that apply Salespeople prepare for presentations by:

1. tailoring the presentation to the customer's wants 2. knowing the benefits of their offering 3. gathering testimonials

Anticipating concerns to counter reasons for not buying the product comes up in this phase of the selling process.

Answering objections

Concerning the seven-step process of personal selling, which step is described as: using a referral or calling on a customer without prior notice to determine interest in the product?

Approaching

In some cases promotions tailored to specific countries or regions may be more successful than a general campaign because:

each country or region has its own culture

___ marketing means sponsoring events like rock concerts or other events for the purpose of promoting your products.

event

Television advertising offers many advantages to national advertisers, but it is a relatively ____ form of advertising.

expensive

___ must know the product and competitors' products throughly.

Salespersons

When marketers target future buyers with sampling, coupons, and rebates while using publicity to target all customers in a particular region, they are exhibiting:

management of the promotion mix

The notion behind _____ marketing is to be able to capture people while they're on the go, using small communication devices.

mobile

When Starbucks sends out a text message to alert consumers when they are near a store it is engaging in ______ promotion.

mobile media

A presentation in the sales process is designed to match the benefits of a product to the client's ___.

needs

Sometimes marketers place representatives at a supermarket to hand out free samples. What promotional tool are they using?

sampling

The face-to-face presentation and promotion of goods and services is known as personal ___.

selling or sales

Profit-making and nonprofit organizations use ____ promotional techniques to communicate with people in their target markets.

similar

In order to gain valuable marketing information, marketers use ____ to track the web activity of its customers.

social media

An example of a podcast would be

a multi-media show that people can listen to on iPads and other mobile devices.

What term refers to paid, non-personal communication through various media by organizations and individuals who are in some way identified in the message?

advertising

A trait of a well-prepared salesperson is being able to

anticipate objections by prospects

In ____ sales, the salesperson does not have to do much prospecting or qualifying.

business-to-consumer (B2C)

A type of software product that helps establish long-term relationships with customers is known as:

customer relationship management (CRM)

Businesses have been using software in order to establish a base of information that will help them reach out to customers in various ways to establish long-term relationships. The acronym for this type of software is ___.

CRM

Select all that apply Which of the following qualifies as advertising?

1. A paid television infomercial 2. Online ads from Tim Hortons about its new product

Select all that apply Which of the following are characteristics of advertising?

1. Uses various media 2. Non-personal communication

Although personal selling has many advantages it is one of the most costly forms of promotion.

True Reason: Correct. A sales call on an industrial customer can cost more than $400.

Select all that apply Certain advertising media has particular advantages and disadvantages. Which media listed below have the correct usage.

1. Magazines can target specific audiences but is expensive 2. Outdoor media is highly visible and allows for repeat exposures 3. Radio can be a low cost way of targeting specific audiences

Select all that apply Which of the following are considered to be categories of advertising?

1. Retail 2. Comparison 3. Interactive

Match the following explanations and examples to either B2B (business-to-business) or B2C (business-to-consumer). 1. B2B 2. B2C

1. A wholesaler selling to another wholesaler 1. A wholesaler selling to a retailer, who eventually sells to the consumer 2. Home Depot selling lumber to a contractor for a project at your college 2. McDonald's selling you a hamburger

Match each major advertising category to its appropriate definition. 1. Product Advertising 2. Retail advertising 3. Mobile advertising 4. Online advertising 5. Advocacy advertising

1. Advertising for a good or service to create interest among consumer, commercial, and industrial buyers. 2. Advertising to consumers by various retail stores such as supermarkets and shoe stores 3. Advertising that reaches people on their cell phones 4. Advertising messages that appear on computers as people visit different websites 5. Advertising that supports a particular view of an issue. Such advertising is also known as cause advertising.

Select all that apply Public relations includes which of the following management functions?

1. Changing policies and procedures in response to public requests 2. Evaluating public attitudes 3. Executing programs of action and information to earn public understanding

Select all that apply Which of the following would be an example of event marketing?

1. Sponsoring a high school basketball tournament 2. Sponsoring a rock concert

Sales promotions stimulate consumer purchasing and dealer interest by means of long-term activities.

False Reason: The activities are short-term.

Businesses like the use of blogs because they do not have to be kept updated in order for the blog to be successful.

False This is false. In order for a blog to succeed, a business must take time to post and respond to the customers that leave comments. They have to post consistently in order to be recognized by the search engines, and to keep customers coming back to the blog for new information. If the blog isn't kept updated, it will lose traffic and, therefore, its power as a promotional tool.

If you were a salesperson selling CRM software, during the pre-approach phase you would try to find out as much as possible about your customer's wants and needs by asking questions such as

How do you maintain connection and relationships with your customers now?

What tool enables firms to capture an audience by distributing multimedia digital files, or "feeds" that users can download and hear or watch at a time that is convenient for them?

Podcasting

____ consists of all the techniques sellers use to motivate people to buy their products.

Promotion

Select all that apply Which of the following exemplifies product promotion to consumers?

Rebates/ Coupons

Which of the following is considered to be the primary advantage of online advertising?

The company can gather more information about the customer.

Since customers who go to retail stores often know what they want or have a purpose to being at the store in the first place, sellers do not have to do much prospecting or qualifying in the B2C selling environment.

True Reason: In B2C sales, the salesperson does not have to do much prospecting or qualifying. The seller assumes most people who come to the store are qualified to buy the merchandise.

Answering a customer's ____ clearly during the sales process, communicates your ability to resolve the customer's issues and helps build trust.

objections, objection, question, questions, or concerns

Today, most Americans are active on at least ___ social media platform.

one

One goal of advertising ___ is to get potential customers to another website where they can learn more about the company and its products.

online or internet

When a person uses face-to-face presentations to promote goods and services, he is said to be using ___ ___ as a sales technique.

personal selling or sales

Putting products into TV shows and movies where they will be seen is known as product ___.

placement

Questions like "Which people in the company will use the product?" and "What is the customer looking for in this product?" are addressed during the __ phase of the selling process.

preapproach

Explaining the benefits of a product feature happens in which part of the selling process?

presentation

The ___ phase of the selling process is a great time to use testimonials to show potential buyers that they are joining leaders in other firms who are using the product.

presentation

During the airing of a major sitcom the actors eat a popular cereal for breakfast. This type of advertising is known as ___.

product placement

One of the four P's of marketing encompasses all the techniques sellers use to motivate people to buy their products and it is referred to as ___.

promotion

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities is known as sales ___.

promotion

A carefully planned ____ uses multiple tools to inform customers and target groups about your product.

promotion mix

A person with the means to buy a product, the authority to buy, and the willingness to listen to a sales message is known as a

prospect

An employee researching potential buyers and then choosing who is most likely to buy is performing the ____ step of the selling process.

prospecting

When a salesperson first identifies a potential buyer, the salesperson is in which step of the selling process?

prospecting

The activity that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding and acceptance is known as ___.

public relations

Any information, not paid for or controlled by the seller, about an individual, a product, or an organization that is distributed to the public through the media is called ___.

publicity

The talking arm of public relations is known as ___.

publicity

The promotional strategy in which the producer uses wholesaler discounts, personal selling, sales promotion contests, and other promotional tools to convince wholesalers and retailers to stock and sell its merchandise is known as a(n) ___ strategy.

push

When a salesperson takes the time to make sure the selected customers actually need the products and have willingness and authority to buy, he is in the _____ step of the selling process.

qualifying

When marketers use coupons, rebates, and free samples, they are using ______ tools to reach consumers.

sales promotion

A promotional tool in which a company lets consumers have a small amount of a product for no charge is known as

sampling

The push strategy is when the producer uses wholesaler discounts, personal selling, sales promotion contests, and other promotional tools to convince wholesalers and retailers to stock and sell its merchandise.

true

Promotions tailored to specific countries or regions may be more successful, since each country or region has its own culture, language, and buying habits.

true Reason: Promotions tailored to specific markets can be more successful than having one message for all customers.

The use of social media by organizations allows a company to track and test users who like a product.

true Reason: Social Media, such as Facebook and Twitter, have made it possible for organizations to test ads before airing them on traditional media like TV and to listen to the reasons why people like and dislike some messages.

A nonprofit organization looking to increase charitable donations will:

use promotional techniques similar to those used by businesses

When people talk to each other about positive and negative experiences with products this is called ___-___- ___ promotion.

word-of-mouth

When the author of Freakonomics promoted his book by blogging, it was an example of ______ marketing.

word-of-mouth

A promotional tool that involves people telling other people about products they've purchased is known as a(n)

word-of-mouth promotion

The approach is very important because:

you do not have a second chance to make a good first impression