Marketing Final ch 3, 18, 19, 20

Steps in Personal Selling process

1. generate and qualify needs 2. preapproach 3. sales presentation and overcoming reservations 4. closing the sale 5. follow-up

steps in designing and executing an advertising campaign

1. identify target audience 2. set up advertising objectives 3. determine the advertising budget 4. convey the message 5. evaluate and select media 6. create advertisements 7. assess impact

key functions involved in managing a sales force

1. sales force structure 2. recruiting and selecting 3. training, on-the-job or online 4. motivation and compensation 5. evaluation of salespeople

The _______ are to inform, persuade, and remind.

3 objectives of advertising

__________ are that 1. it is not free, 2. it must be carried out by some medium, 3. the source of the message must be known, and 4. it must represent a persuasive form of of communication

4 parts of advertising

Asking questions and listening closely to customers' replies allows salespeople to: A. create value by solving problems or addressing specific needs. B. maximize sales revenue. C. avoid having to address customers' reservations. D. skip the work needed in preapproach analysis. E. sell to any customer regardless of whether or not they are qualified.

A

One of the advantages of personal selling over other types of marketing communications is that: A. salespeople can customize their message for a specific buyer. B. personal selling almost always costs less than other marketing communication alternatives. C. personal selling has greater reach than advertising. D. cold calling is easier than direct mail advertising. E. all of these.

A

Salespeople who already have an established relationship with a customer will skip this step; it is not used extensively in retail settings, but it is in B2B situations. A Generate and qualify leads B Preapproach C Sales presentation and overcoming reservations D Closing the sale E Follow-up

A

Studies have found that customers are typically ready to make a purchase decision well before salespeople attempt to close the sale. Salespeople can learn when to close the sale by: A. listening to customers and paying attention to their body language. B. keeping accurate records regarding how long it took to close sales in the past. C. asking sales support personnel to estimate the average time before customers are ready to close. D. using the same selling process for all customers. E. monitoring and mimicking the closing process used by their sales managers.

A

What factors are used in the rule-of-thumb methods to determine the communication budget? A Prior sales and communication activities B Type of media and its associated cost C Communication objectives and target audience D Gross profit and type of media E Market share and gross profit

A

When UPS decides to add to its fleet of planes, Boeing's sales team can address technical aspects of its new aircraft as well as assist in the economic justification for the purchase. In this way, Boeing adds value most directly by A providing information and advice. B saving time and simplify buying. C building relationships. D reducing marketing costs. E increasing profitability.

A

Which of the following is not one of the seven primary motivations for using a mobile app? A Advising B Self-expression C Discovery D Shopping E "Me time"

A

___________ involves the planning, direction and control of personal selling activities. This includes recruiting, selecting, training, motivating, compensating and evaluating as they apply to the sales force. A. Sales management B. Marketing management C. Cold calling D. Selling in teams E. Relationship selling

A

A person who has loaded the Weather Channel app on his or her smartphone to get up-to-the-minute weather information is attempting to fulfill which primary motivation for using a mobile app? A Preparation B Discovery C Accomplishing D Self-expression E Socializing

B

By a margin of seven to one in a survey of sales and marketing executives, respondents believe that: A. salespeople are born not made. B. training and supervision are most important determinants of selling success. C. straight commission is the best compensation package. D. personality and optimism are more important than self-reliance and empathy. E. all of these.

B

Evelyn knows that prospective customers are likely to raise reservations about price and quality. She needs to convince customers that her products represent: A. a bygone era. B. a good value. C. the least expensive choice available. D. average quality for an average price. E. an environmental achievement.

B

From the consumer's perspective, the elements of an IMC strategy can be viewed as being either A direct or indirect. B passive or interactive. C simple or complex. D general or specific. E personal or impersonal.

B

Like any effective salesperson, Tiffany walks into a customer's office, shakes hands, looks the customer in the eye, and smiles. After exchanging pleasantries, Tiffany will try to create interest in her company's product. Tiffany will likely __________ to adapt or customize her presentation to match the customer's needs. A use a hypothetical situation B ask a series of questions C examine the customer's office D make a variety of assumptions E refer to past sales

B

One reason why salespeople spend considerable time qualifying potential customers is because: A. they want to have absolutely everything in order before approaching a potential customer. B. it can be costly to prepare and make a presentation to a business customer. C. too many business buyers at trade shows are really people from competing firms trying to obtain competitive information. D. independent agents get the best leads; the company sales representatives need to work harder. E. all of these.

B

U.S.-based global marketers have often found that A anything goes when advertising outside the United States. B EU advertising laws are more restrictive than those in the United States. C children in other countries are less influenced by advertising. D self-regulatory groups are especially demanding of U.S. advertisers. E outside the United States, standards are subject to UN approval.

B

When the National Association of Realtors' national awareness campaign emphasizes that realtors know how to more efficiently market a client's property than an owner can by himself, it is highlighting which value of personal selling? A Matching supply with demand B Saving time and simplify buying C Building relationships D Reducing marketing costs E Leveraging contacts

B

Which of the following statements regarding the development and implementation of a social media marketing campaign is true? A Social media marketing campaigns do not need to identify a target audience since social media is widely available to all consumers. B The images and messages used in a social media marketing campaign need to be updated almost constantly. C Budgets developed for a social media marketing campaign do not require constant monitoring like traditional campaigns do. D At this time, there are no concrete ways to accurately monitor a social media campaign's effectiveness. E A social media marketing campaign should be run independently of a firm's traditional IMC tactics.

B

hich of the following is the best example of a reminder advertising message? A "Buy now, pay later." B "Doing business in Peoria since 1848." C "Buy one, get one free." D "Now available—the latest fall fashions." E "New and improved!"

B

Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer, listener, or reader profile of the communication channel being considered. The agency is most likely trying to avoid noise problems associated with A competing messages. B lack of clarity in the message. C a poor choice of medium. D an extended feedback loop. E a flaw in the medium.

C

One of the disadvantages associated with personal selling is that: A. cold calling is easier than direct mail advertising. B. a salesperson often change the message based on consumers' needs. C. it is expensive. D. it can be directed toward those customers with the highest potential. E. all of these.

C

Sales promotions include all of the following except A coupons. B rebates. C online ads. D point-of-purchase displays. E free samples.

C

Salespeople should be evaluated and rewarded for those activities and outcomes that: A. generate the most income. B. increase the number of customers. C. fall under their control. D. reduce manufacturing costs. E. cut into competitors' sales.

C

To get customers excited about a social media-related offer, the offer must be A innovative and substantial. B timely and aimed at a broad-based audience. C relevant and aimed at a target audience. D isolated and trendy. general and unique.

C

Whether or not a salesperson will go through all five steps of the selling process depends on the sales situation and: A. the use of sales representatives versus independent reps. B. the effectiveness of role playing. C. the buyer's readiness to purchase. D. the number of sales support personnel available. E. all of these.

C

Which of the following formulas is accurate for calculating gross rating points (GRP)? A Impressions multiplied by frequency B Reach multiplied by impressions C Reach multiplied by frequency D Reach divided by impressions E Reach divided by frequency

C

Which of the following is not one of the steps in the personal selling process? A. Generate and qualify leads B. Preapproach C. RFP process D. Closing the Sale E. Follow-up

C

______ means obtaining a commitment from the customer to make a purchase.

Closing the sale

A person who wishes to fulfill the need for "me time" would most likely download which of the following apps? A Twitter B MyFitnessPal C Kayak D Netflix E Flipboard

D

According to your text, which of the following may be the most important part of the entire selling process as it allows the salesperson to establish exactly where the customer is in his or her buying process? A During the pre approach B While handling reservations C While qualifying leads D At the beginning of the sales presentation E While closing the sale

D

Companies that specialize in sentiment analysis are least likely to look at __________ for data. A personal blogs B Facebook C Twitter D YouTube E online reviews

D

Personal selling can take place in all of the following situations EXCEPT: A. face-to-face. B. over the Internet. C. by telephone. D. through the newspaper. E. video teleconferencing.

D

What is the first step involved in developing and implementing a social media marketing campaign? A Determine the budget. B Identify the target audience. C Develop the campaign. D Identify a strategy and goals. E Review existing data.

D

When Patrick begins the selling process for new customers who are not familiar with his company's commercial coffee service, he assumes he will need to: A. perform his demonstration first. B. close the sale quickly before the customer can raise objections. C. use telemarketing to assess consumers' attitudes. D. go through all five steps of the personal selling process. E. all of these.

D

.Often, inexperienced salespeople mistakenly believe that during the sales call, they should: A. listen carefully to the customer. B. pay attention to body language. C. note the office environment. D. act positively. E. do all the talking

E

Brad is working on the creative design for his company's new ad campaign. This is his first major assignment. His boss reminds him that when writing a headline, it should A represent the main text of the ad. B identify the sponsor of the ad. C use jargon and complex terminology. D overshadow the visual message. E be short and use simple words.

E

David's firm had grown steadily and the products and systems had become more and more complicated. He had been a star representative and had personally serviced and developed all his accounts. In the past year or so, David and his sales colleagues were changing their approach due to the sales growth and increasing product complexity. Customer relationships were now being handled more and more by _______________, which was typical of firms experiencing this kind of growth. A. manufacturer's representatives B. brokers C. sales administrators D. junior sales reps E. selling teams

E

Hiro sells building materials to local contractors. He wants to build long-term relationships with his contractors through effective follow-up. After delivering the materials ordered, Hiro can expect to have to address complaints about: A. delivery time. B. billing. C. product performance. D. installation. E. all of these.

E

Managers and sales experts have identified each of the following personal traits as most important when recruiting salespeople. Which of the following is not one of those traits? A Personality B Optimism C Resilience D Self-motivation E Speaking skills

E

Personal selling adds value in each of the following ways except by A educating customers and providing advice. B saving the customer time. C making things easier for customers. D building long-term strategic relationships with customers. E consistently lowering prices below competitors

E

Sales representatives add value for customers by doing all of the following EXCEPT: A. educating them about the firm's products. B. providing advice on solving business problems. C. saving them time. D. simplifying communication with the firm. E. reducing the firm's marketing costs.

E

Which of the following is not a way of generating revenue from apps? A Paid apps B Ad-supported apps C Paid apps with in-app purchases D In-app purchases E Premium apps

E

Which of the following social media outlets would fall under the category of "thought-sharing sites"? A YouTube B Flickr C LinkedIn D Google+ E Mommy blogs

E

The __________ is the primary enforcement agency for mass media advertising.

FTC

The _____ enforces truth in advertising laws and defines deceptive and unfair advertising practices.

Federal Trade Commission

_____ involves reliability, responsiveness, assurance, empathy, and tangibles.

Follow-up

After the firm has piqued the interest of its target market, the goal of subsequent IMC messages should move the consumer from "I like it" to

I want it

__________ help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services.

Informational appeals

_____ is a communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase.

Informative advertising

newspapers, magazines, radio, and television which reach a larger market vs. HGTV and Skateboarder magazine which reach narrower segments.

Mass media vs. Niche media

There is not always a direct link between a particular marketing communication and _______.

a consumer's purchase

The headline, body copy, branding, and subheads are key elements of a(n) _____.

advertisement

The U.S. government promoted public participation in the 2010 census during the televised Super Bowl game in its efforts is to raise awareness of when and how the census works. This is an example of which of the following promotional elements?

advertising

____ is a paid form of communication, delivered through media from an identifiable source, about an organization, product, service, or idea, designed to persuade the receiver to take some action, now or in the future.

advertising

The proliferation of new media alternatives has led many firms to shift their promotional budgets from ________.

advertising to direct marketing to website development

The effectiveness of an advertising campaign must be assessed before, during, and after the campaign has run and is done by ______.

assessing impact using marketing metrics

represents the main text portion of the ad. It is used to build on the interest generated by the visual and headlines, explains in more depth what the headline and subheads introduced, arouses desire for the product, and provides enough information to move the target consumer to action

body copy

The percentage of times a visitor leaves a site almost immediately, such as after viewing only one page, is referred to as the _____ rate.

bounce

identify the sponsor of the ad, typically through a logo and a unique selling proposition

brand elements

Effective salespeople anticipate and handle _______.

buyer's reservations

Sales representatives are often compensated, at least in part, on a percentage of the sales revenue. This percentage is known as a

commission

In the IMC communication process, the _____ is the medium that carries the message.

communication channel

Limitations of the _____ budgeting method include not allowing firms to exploit the unique opportunities or problems they confront in a market. If all competitors use this method to set communication budgets, their market shares will stay approximately the same over time.

competitive parity

Since her firm's share of the market has increased from 2.5 to 3 percent, Allyson had determined she would set her share of communication expenses at 3 percent of sales, which is an example of the use of the _____ method.

competitive parity

A ______ is a steady advertisement for a product consumed steadily throughout the year

continuous schedule

advertising schedules

continuous, flighting, and pulsing

In this step, marketers determine what they want to convey about the product or service. First, the firm determines the key message it wants to communicate to the target audience. Second, the firm decides what appeal would most effectively convey the message. We present these decisions sequentially, but in reality, they must be considered simultaneously.

convey the message

A __________ can be used to create positive word of mouth, help customers form a community, and develop long-term relationships between customers and the company.

corporate blog

A _________can be used to create positive word of mouth, help customers form a community, and develop long-term relationships between customers and the company.

corporate blog

After exchanging greetings in an initial sales call, the first goal of a sales presentation is to ____.

create interest

_________ includes a headline, a subhead, a body copy, and brand elements

creating advertisements

When two or more firms join to reach a specific target market, it is referred to as

cross promoting

If you ever watched a television commercial and at the end of the message wondered what they were promoting, you may have had trouble _____________ the IMC message.

decoding

The AIDA model represents a series of mental stages a consumer goes through and includes awareness, action, interest, and

desire

When ________, first, firms must consider the role that advertising plays in their attempt to meet their overall promotional objectives. Second, advertising expenditures vary over the course of the product life cycle. Third, the nature of the market and the product influence the size of advertising budgets.

determining the advertising budget

In recent years, the component of IMC that has received the greatest increase in spending is ______.

direct marketing

Personalized e-mail marketing is an online, passive form of persuasive communication and would be classified as an example of

direct marketing

When purchasing books on Amazon.com, customers are shown other books and a message saying "Customers who purchased (your book) also purchased..." This is an example of _______.

direct marketing

Which facet of the 4E framework is best addressed by thought-sharing sites?

educate

Automobile manufacturers often use television advertising showing an attractive man or woman driving the manufacturer's stylish new car on a winding road along an ocean vista. These types of ads have __________ appeal.

emotional

advertising appeals aims to satisfy consumers' emotional desires rather than their utilitarian needs.

emotional

Bowflex and Jenny Craig develop advertisements featuring celebrities to address their target markets' need for feeling good about themselves. This is an example of which of the following?

emotional appeal

If successful, marketers utilizing the first three Es of the 4E framework will have achieved the goal of _____ the customer.

engaging

______ is when a firm selects a media to carry a message depending on the content of the advertisement and the characteristics of the media.

evaluate and select media

The three elements of any IMC strategy are the consumer, the channels, and ____.

evaluation of the results

Compared to other IMC alternatives, personal selling is ______.

expensive

Salespeople should be evaluated and rewarded only for those activities and outcomes that _____.

fall under their control

Potential customers are called marks.

false

T/F Gross rating points (GRP) measure how often the audience is exposed to a communication within a specified period of time.

false

T/F Marketing executives, by a seven to one margin, believe that salespeople are born, not made.

false

The sales process always proceeds through each of the five steps.

false

Most manufacturing and retailing marketers worry constantly about whether or not their IMC efforts are paying off. They assess various forms of ___________ to determine what is working and what is not.

feedback

Macy's is conducting marketing research to determine whether or not its advertising message could be clearly understood by its customers. This relates to which component of the communication process?

feedback loop

A ____ is implemented in spurts with bouts of high advertising then none for products that fluctuate in demand

flighting schedule

The ______________ stage of the selling process offers a prime opportunity for salespeople to solidify customer relationships through great service quality. A. generating and qualifying leads

follow up

The ______________ stage of the selling process offers a prime opportunity for salespeople to solidify customer relationships through great service quality.

follow-up

In addition to the lagged effect, it often takes multiple exposures before a consumer ________ a message.

fully processes

Even the best marketing communication can be wasted if the sender does not first ________.

gain the attention of the consumer

Chesnee works in the office of a building materials company. One of her jobs is to identify new building projects and to determine who will make the building materials purchase decisions. Chesnee is involved in the _______________ step of the selling process.

generate leads

To get us to remember their ad and the product or brand in the ad, advertisers must first _______.

get our attention

________ your work refers to the assurance dimension of service quality.

guaranteeing

a large type in an ad that is to draw attention

headline

In planning an advertising campaign to promote his kayak tour company, the success of the ad campaign depends on _____.

how well one can identify the target audience

The success of an advertising program depends on how well the advertiser can _______. Firms must conduct research, then use the information they gain to set the tone for the advertising program and help them select the media they will use to deliver the message to that group.

identify target audience

Which of the following is the first step in planning and executing an advertising campaign?

identify the target market

_____ is (are) the number of times an ad appears in front of the user.

impressions

Sales promotions are special _____ or excitement-building programs that encourage purchase and include coupons, deals, premiums, contests, sweepstakes, samples, POP displays, rebates, and product placement. They either push sales through the channel, as is the case with contests directed toward retail salespeople, or pull sales through the channel, as coupons and rebates do.

incentives

ExxonMobil uses a(n) _____ appeal when it explains technical aspects of its products, such as lithium ion batteries, hydrogen technology, biofuels, and CO2 capture technologies.

informational

_____ advertising appeals by offering factual information to encourage consumer to evaluate brand favorably by the benefits it provides

informational

When a company wants to create and build brand awareness, it would use _____ advertising.

informative

If a company wants to determine where people have come from to get to its website, it would use which metric?

keyword analysis

One of the difficulties in measuring the effectiveness of IMC efforts is the ______________, where consumers do not act immediately after receiving a marketing communication.

lagged effect

The fact that a particular advertisement might not cause a consumer to make an immediate purchase is referred to as

lagged effect

Evaluating a list of prospective customers and assessing their potential to purchase a product is called

lead qualification

The first step in the selling process is to generate a list of potential customers (_____) and assess their potential (_____).

leads, qualify

Studies have found that customers are typically ready to make a purchase decision well before salespeople attempt to close the sale. Salespeople can learn when to close the sale by ________.

listening to customers and paying attention to their body language

Walmart's "Everyday low prices" selling proposition is effective primarily because it is __________.

meaningful to the customer

YouTube is an example of what type of social media site?

media sharing

Twitter is a type of

microblog

Facebook's Ad Manager offers various metrics and reports, such as number of clicks on ads, audience demographics, and ad performance for specific time periods. This information would be used in which step of developing a social media campaign?

monitor and change

Word-of-mouth advertising is ______.

not really advertising

Though a picture may be worth a thousand words, the most important facet of encoding is _______.

not what is sent; but rather, what is received.

Sales, profits, orders and ratios are all _____________ measures that can be used to evaluate sales representatives.

objective

The _____ method determines the budget required to undertake specific tasks to accomplish communication objectives.

objective and task

Miles worked selling products to industrial users, and he spent most of his time working on customers' new buy and modified rebuy situations. Miles was primarily a(n) ______________.

order getter

A salesperson whose primary responsibilities are identifying potential customers and engaging those customers in discussions to attempt to make a sale are called

order getters

A small office supply company may have a person whose primary responsibility is to process routine orders, reorders, or rebuys of products for clients. This employee is known as a(n) _______.

order taker

Sue spends much of her time checking inventories, processing straight rebuys, and making sure that everything is going smoothly. Sue is primarily a(n)

order taker

Most beverage distributors have their delivery people act as the firm's sales representatives. The delivery people primarily function as:

order takers

You receive a variety of advertising media, spends money on his firm's public relations efforts, and are considering electronic media alternatives within your IMC budget. Each IMC alternative is ______.

part of the whole

The two-way flow of communication between a buyer or buyers and a seller, designed to influence the buyer's purchase decision is known as ______.

personal selling

Buy now, play later is an example of a _____ advertising message.

persuasive

_______ advertising generally occurs in the growth and early maturity stages of the product life cycle, when competition is most intense, and attempts to accelerate the market's acceptance of the product.

persuasive

A communication used to motivate consumers to take action would be ______.

persuasive advertising

Campbell's Soup Company ran a series of radio ads tied to local weather forecasts. Before an impending storm, the ads said "Time to stock up on Campbell's Soup." During the storm, the ads said, "Stay home and stay warm with Campbell's Soup." The first ad was __________ advertising, while the second ad was __________ advertising.

persuasive; reminder

Any type of _______ display is most effective if placed near a location where consumers will be waiting to pay for their other purchases, and will be tempted to make an impulse purchase.

point-of-purchase

this is done by assessing sales and the communication impact of the campaign

posttesting

Kathleen has found out everything she can about a newly qualified lead. She has practiced making her sales presentation and has determined what goals she has for the first meeting. Kathleen has finished the ___________ stage of the selling process.

pre approach

After step one, ____ is when the salesperson must conduct additional research and make plans for meeting the customer.

preapproach

A _____ offers an item for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing.

premium

A ______ offers an item for free or at a bargain price to reward behavior such as sampling, buying, or testing.

premium

The beginning of the _________ may be the most important part of the entire selling process, because it is when the salesperson establishes exactly where the customer is in his or her buying process

presentation

An example of _____ is when Tom Hanks is shown stranded on an island with a FedEx box in the movie Cast Away.

product placement

To support the other promotional efforts, firms use _____ to generate "free" media attention.

public relations

involves managing communications and relationships to achieve various objectives, such as building and maintaining a positive image of the firm, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media.

public relations

______ are messages focused on public welfare. All broadcasters, in return for access to the broadcast spectrum, are required by the FCC to devote some free airtime to them.

public service announcements

The slogans "Coolest Video Game" and "World's Best Hamburgers" are examples of _____, which is the legal exaggeration of praise, stopping just short of deception, lavished on a product.

puffery

In advertising to consumers, the objective is a _____ which is designed to get consumers to bring in the product into the supply chain by demanding it.

pull strategy

____ combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods.

pulsing

_______ is designed to increase demand by motivating sellers—wholesalers, distributors, or salespeople—to highlight the product, rather than the products of competitors, and thereby force the product onto consumers.

push strategy

Kyle is preparing for an important sales presentation. He knows that customers are more likely to _______________________ during his presentation than during other stages of the selling process.

raise objections

_________________ is a sales philosophy and process that emphasizes a commitment to maintaining and investing in long-term, mutually beneficial business

relationship selling

Delivering the right services the right way refers to the ______ dimension of service quality.

reliability

Doing business since 1979is an example of a _____ advertising message.

reminder

A communication used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle.

reminder advertising

Jack attempted to close a sale with a new customer. Unfortunately, the customer did not purchase anything from Jack; however, he learned some valuable information about this customer and is determined to continue calling on him until he finally does get a sale. Which personality trait is Jack most likely exhibiting?

resilience

Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting?

rule-of-thumb

The planning, direction, and control of personal selling activities, including recruiting, selecting, training, motivating, compensating, and evaluating, as they apply to the sales force is part and parcel of

sales management

Coupons, rebates, point of purchase displays and free samples are considered to be ______.

sales promotions

_____ are special incentives or excitement-building programs that encourage consumers to purchase a particular product or service, typically used in conjunction with other advertising or personal selling programs

sales promotions

When Best Buy customers experience computer problems, the company offers its Geek Squad for door-to-door service as well as in-store assistance. The Geek Squad fulfills the role of

sales support personnel

Marketers analyze comments posted by consumers on sites such as Facebook and Twitter to assess the favorableness or unfavorableness about a company and its products in a process known as

sentiment analysis

_______ are derived from the overall objectives of the marketing program and clarify the specific goals that the ads are designed to accomplish.

set advertising objectives

After using market research to identify the target audience for his advertising campaign, Jorge will next use this information to ________.

set explicit and measurable objectives for the campaign

The first step in the process of creating a social media campaign is to

set goals

an additional smaller headline that provides more information about the product

subhead

A form of sales promotion that offers prizes based on a chance drawing of entrants' names is referred to as a

sweepstake

Advertising in which medium relies on a mix of visual and auditory techniques?

television

If an insurance company encourages its salespeople to intentionally mislead potential customers about damage from flooding due to hurricane damage, who could be susceptible to legal action for the deceptive practice?

the company and the salesperson

The right communication channel to use in IMC is _________.

the one that will connect to desired recipients

The sender of an IMC message hopes the receivers are _______.

the people for whom the message was intended

The IMC communication process begins with ________, who must be clearly identified.

the sender

The AIDA model is also known as the _____ model.

think feel do

The highest level of awareness is

top of mind awareness

Assessing the effectiveness of an advertising campaign while it is running by monitoring key indicators is referred to as

tracking

includes monitoring key indicators such as daily or weekly sales volumes

tracking

The annual International Consumer Electronics Show (CES) in Las Vegas is an example of a(n) _____ show, which is an event attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry.

trade

Almost everyone is engaged in some form of selling.

true

Firms that use personal selling do so because the benefits exceed the costs.

true

If it is a company's policy to intentionally mislead potential customers about some aspect of a product, a sales rep that carries out this policy by misleading the customer can be held legally accountable.

true

T/F If you are hired as a sales manager, you will be responsible for recruiting, selecting, training, motivating, compensating and evaluating the sales force.

true

T/F The three potential elements of financial rewards for sales representatives are salaries, commissions and bonuses.

true

A _______ should be unique to the brand, sustainable over time, and supportive of repetition.

unique selling proposition

the common theme or slogan in an advertising campaign

unique selling proposition (USP)

The beginning of the sales presentation may be the most important part of the selling process, because this is where the salesperson establishes ________.

where the customer is in the buying process