ENT-Chapter 6.
To be successful at selling a product or service, a salesperson must
have thorough knowledge of the features and benefits of the product or service
Intermediaries are used in
indirect channels of distribution
A disadvantage of direct mail advertising is that
it has a low response rate
A disadvantage of radio advertising is that
it is a purely only audio message
Newspaper advertising is
the oldest form of advertising in the United States
A paid form of communication sent out by a business about a product or service is
Advertising
Publicity
All of these
Which of the following is an example of intellectual property?
All of these
Visual marketing includes the use of
All of these.
The first step in the consumer decision-making process is to
Define the problem
A coupon is a type of rebate.
F
The physical characteristics or capabilities of a product or service are called
Features
Which of the following service businesses would use a retailer to distribute their services?
Film developer.
In which channel of distribution option does the manufacturer not get involved in selling?
Manufacturer to agent to wholesaler to retailer to consumer.
Which of the following is not a rational buying motive?
Protection
Which of the following is not a form of online advertising?
Quick response ads
Satisfying a need is sometimes called problem resolution.
T
Physical distribution includes all of the following except
branding
Self-promotion is considered a good way to generate "free" publicity.
T
A disadvantage of using telemarketing as a promotional strategy is that it is expensive.
F
Benefits are the physical characteristics or capabilities of the product or service.
F
Online advertising is a cost-effective way than traditional advertisng media for businesses to reach potential customers.
T
Personal selling is direct communication between a prospective buyer and a sales representative in which the sales representative attempts to influence the prospective buyer in a purchase situation.
T
Retail stores can distribute their products to consumers by having convenient hours for customers, shipping directly to consumers, and being accessible through the Internet.
T
Television advertising is expensive and generally reaches too broad an audience for most businesses.
T
Transit advertising includes ads placed on
Taxis
Storing products
helps balance supply and demand of products
The most cost-effective channel option is
manufacturer-to-consumer,
Contests, coupons, free samples, and rebates are examples of
sales promotion
All of the following are emotional buying motives except
simplicity
The body of a press release should
start on the same line as the dateline
Distribution is an important component of
supply chain management
When customers know exactly what they want, the fulfillment of their needs is referred to as
need satisfying
Selling skills become more important when customers
seek to meet their upper-level needs
Channels of distribution are the routes that products take from the time they are produced to the time they arrive at a retail store.
F
If you are shipping a large item to another country, you would likely use the U.S. Postal Service.
F
No intermediaries are involved in the manufacturer to retailer to consumer channel option.
F
QR (Quick response) Codes allow magazine advertising to be used in conjunction with online advertising.
F
You typically can provide more information on a billboard than you can on a transit ad.
F
Service businesses do not have a single, direct channel of distribution if there is more than one store in the chain.
F.
Using an advertising agency is a cost-effective way for a small business to advertise its products or services.
F.
Manufacturers
distribute their products both broadly and through selected outlets
An online ad that displays in a new window that opens in front of the current window is called a
pop-up ad
Most entrepreneurs who own service businesses sell their services directly to consumers.
T
Newspapers are the best type of advertising media to use when targeting a specific market.
F
A product may move through several channel members by various forms of transportation to get it to the point where it will ultimately be sold to consumers.
T
A salesperson is often the only representative of the company that customers ever come in contact with.
T
Although publicity is free, it can be negative if the media coverage is unfavorable.
T
An advantage of radio advertising is that it is relatively inexpensive compared with television or print advertising.
T
An increased sales conversion rate and a positive return on investment are two ways to measure the effectiveness of promotional activities.
T
Conducting a needs assessment involves interviewing a customer to determine his or her specific needs and wants.
T
Emotional buying decisions are based on the desire to have a specific product or service.
T
Even businesses that do not sell goods to customers must receive goods from suppliers.
T