Introduction to Business

Television advertising is?

Desirable but costly to produce the ads Desirable but expensive to buy time

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

Needs

Publicity can affect a business or organization negatively because?

News organizations may choose not to use it It is not controlled by the organization It is more credible than an ad

A good reason public relations is becoming more and more important today is?

Newspapers have cut staff and need sources of information

"Would you like me to put that on hold?" is an example of a _______________ close for a B2C customer

trial

A local cable satellite company offering $100 bonuses to existing customers who refer their friends and family is relaying on?

viral marketing

A stop in the selling process that consists of a question or statement moves the selling process toward the actual close is known as the ___________________ close

Trial

Which of the following online applications might be considered word-of-mouth vehicles in marketing today?

Twitter Facebook Blogs

A salesperson who has anticipated customer doubt about a product and formulated proper responses is ready to?

answer objections

A major retailer sending out a monthly e-mail highlighting its current sales promotions is an example of?

e-mail promotion

Television offers many advantages for _______________ advertisers, although it is expensive

national

When answering ________________, a salesperson should think of questions as opportunities for creating better relationships rather than challenges

objections

Which of the following are characteristics of advertising?

- Non-personal communication - Uses various media

All the following are types of sales promotion except?

A customer blogging about a product

In an interactive promotion buyers and sellers work together topo create __________________ exchange relationships

Mutually beneficial

E.T. ate Reese's Pieces in the movie which was Hershey's way of getting the product in front of many customers is a strategy called product?

Placement

Which of the following would be an example of event marketing?

Sponsoring a rock concert Sponsoring a high school basketball tournament

Product placement is designed as?

Subtly advertise products

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

Word-of-mouth

Global advertising may not be successful because each country has its own?

- buying habits - language - culture

Rank the steps of a good public, relations program. Put the first step at the top and the last step at the bottom.

1. Listen to the public 2. Change policies and procedures 3. Inform people you're responsive to their needs

After a salesperson has answered questions and objections, the next step in the sales process is to?

Close the sale

_______________ is technology that has made TV less attractive to advertisers

Digital video recording

Match each advertising medium with its appropriate advantages

Mobile advertising- great reach among younger shoppers. internet- Inexpensive global coverage; available any time; interactive. newspapers- good coverage of local markets, places ads quickly, high levels of consumer acceptance, ads can be saved magazines- Can target specific audiences; good use of color; long life of ad; ads can be clipped and saved.

Marketers should be aware of new communications channels known as?

Mobile promotions Blogs E-mail promotions

One goal of __________________ advertising is to get potential customers on a website where they can learn more about the company and its products

Online

The management function that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executives a program of action and information to earn public understanding and acceptance is known as?

Public relations

An example of good ______________ might be a local news station covering local "green" businesses during the nightly news

Publicity

Any information about an individual, a product, or an organization, that is distributed to the public through the media and that's not paid or controlled by the seller is known as?

Publicity

If a producer's use of coupons in a ____________________ strategy is successful, then consumers will go to the store and request the products

Pull

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

Selling

Technology like chat rooms, online videos, and other interactive promotion tools have enabled customers to greatly improve customer communication by allowing them to?

Talk to each other Ask questions of salespeople Examine goods and services

In the U.S., the greatest amount of money spent on advertising is on?

Television

Asante is the marketing manager of a Fortune 500 company. While planning the next year promotional mix, he decides to pay for a few videos that present the company's products and place them on the internet as well as sending them to possible buyers on a DVD. Asante is planning the next year's __________________ campaign

advertising

Viral marketing is a promotional tool that relies on _______________ to say positive things about a product or company, which helps promote a particular product, brand, or company

customers

When marketers promote products to __________________ and dealers they implement sales promotion to intermediaries

distributors

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

expensive

An advantage of global advertising is saving money. However, global advertising can have serious disadvantages such as?

- different buying habits in many countries - difficulties creating one message for different cultures - language and culture differences

In addition to using traditional marketing tools, newer media being used for promotion today include?

- e-mail promotions - social networking

Which of the following are reasons why marketers choose radio advertising?

- it is less expensive than TV advertising. - it is effective for selling services that people don't usually read about

Identify which of these are considered to be disadvantages of publicity

- no control by marketers -media might not cover the story -media can alter the story

Salespeople use the internet, laptops, fax machines, and other technologies to help customers because the benefit of personal selling is?

- the ability to do a follow-up - helping clients complete a transaction

Which of the following are considered to be advantages of publicity?

-its believably -air time given on news shows -it is free

Infomercials have been so successful because they?

-show the product in detail -are equivalent to sending out your best salespeople

Which of the following is an example of word-of-mouth promotion?

-telling people through the internet about a product you've purchased -people sharing a clever commercial with other people

Rank the following steps of a promotional campaign from first to last. Put the first step on top.

1. Identify a target market. 2. Define the objectives for each element in the promotion mix. 3. Determine a promotional budget. 4. Develop a unifying message. 5. Implement the plan. 6. Evaluate effectiveness.

An online diary that looks like a web page but is easier to create and update by posting text, photos, or links to other sites is known as?

A blog

Which of the following qualifies as advertising?

A paid television informercial

Distribution of audio feeds over the internet to subscribers is known as?

A podcast

Which of the following are possible components of a push strategy?

Advertising Sales promotion Personal selling

Which of the following are examples of follow-up activities?

Answering customer questions Quickly supplying what the customer wants Handling customer complaints

Concerning the six-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

Match the following explanations and examples to either B2B (business-to-business) or B2C (business-to-customer)

B2B: Home Depot selling lumber to a contractor for a project at your college A wholesaler selling to a retailer, who eventually sells to the consumer A wholesaler selling to another wholesaler B2C: McDonald's selling you a hamburger

Businesses can attract customers when they coordinate their social media profiles with their?

Blog

By using ___________________, a marketer can use word of mouth to spread good publicity about a product through the internet

Blogs

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

Business-to-consumer (B2C)

A salesperson will present a question that moves the selling process toward purchase in an attempt to ________________ the sale

Close

After a salesperson successfully answered a customer's objections, he or she will have to _______________ the sale

Close

The communication channels used by today's youth such as Twitter, Facebook, or YouTube are a major concern for older companies and marketers because they have to find ways to?

Connect to young customers

Companies utilize social media to?

Create awareness of product features Increase product exposure Drive traffic to the company website

The primary __________________ of television advertising is the high cost

Disadvantage

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

Why would Denny's risk spending $5 million on advertising during the Super Bowl?

Few other media allow advertisers to reach so many people with such an impact

In business-to-business sales the __________________ step is important but is often neglected

Follow up

The personal selling step is described as countering reasons for not buying the product

Handling Objections

Consumers benefit from advertising because it provides ___________________ about product features and prices

Information

A firm that chooses to combine all of the promotional tools into one comprehensive, unified promotional strategy is employing?

Integrated Marketing Communication (IMC)

Salespeople prepare for presentations by?

Knowing the benefits of their offering Tailoring the presentation to the customer's wants Gathering testimonials

Social media has become a useful way for firms to?

Listen to consumers' reasons for liking them or not Check how many times a message is reviewed Test ads before airing them

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

Management of the promotion mix

Which of the following exhibits the least effective way to approach a customer during the formal approach step in B2C sales?

May I help you?

The combination of promotional tools an organization uses is known as the promotion?

Mix

The use of text messaging by marketers is known as?

Mobile marketing

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

One

One goal of _________________ advertising is to get potential consumers to a website where they can learn more about the company and its products

Online

_____________ enables independent producers to create self-published, syndicated "radio shows"

Podcasting

Questions like "Which people in the company will use the product?" and "What is the customer looking for in the product?" are addressed during the _________________ phase

Preapproach

Retail salespeople do not usually have to go through the ______________ step in the selling process

Preapproach

Which of the following exemplifies product promotion to consumers?

Premiums Coupons

Match each major advertising category to its appropriate definition

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

American idol hosts drinking Coca-Cola and a popular sitcom family ordering pizza from Pizza Hut are examples of?

Product placement

_____________________ is one of the four P's of marketing: it consists of all the techniques sellers use to motivate people to buy their products

Promotion

_____________________ is used by both profit and non-profit organizations because it encompasses techniques to communicate with people in a target market

Promotion

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

Prospect

Which of the following are ways marketers are building customer relationships?

Providing customers with excellent service Tracking customer purchases Carefully listening to what customers want

A marketer trying to simulate consumer purchasing and dealer interest by means of short-term activities is likely to use _____________________ ____________________ as an incentive

Sales promotion

______________ are designed to supplement personal selling, public relations, and other promotional efforts by creating enthusiasm for the overall promotional program

Sales promotion programs

Allowing customers to try a small portion of a product to entice them to buy is called?

Sampling

Which of the following exemplify sales promotion through sampling?

Scratch and sniff magazine inserts Car dealer test drives Supermarket taste test

If a push strategy is successful, then consumers are more likely to find out about a new product after?

Seeing it in stores Recognizing it in a movie Seeing a TV ad

Satellite radio has grown in popularity in recent years despite the fact that regular radio channels are free. This is primarily due to?

The commercial free approach of satellite radio

Although global advertising programs can save money, there are times when it is useful to tailor specific promotional programs because of?

Traditional buying habits Differences in language A market's special culture

Discussions about products on web 2.0 social networking sites like Twitter or on company online forums are examples of _____________ sales promotion

Word-of-mouth

Products that would best be sold using an informercial would include?

Workout equipment Financial Seminars

An online diary that looks like a web page but is easier to create and update by posting text, photos, or links to other sites is known as a?

blog

An advantage of personal selling is that the buyer has someone to help _______________________ the transaction

complete

A _______________ __________________ campaign does not always recognize specific cultural differences from one region to another

global advertising

During qualifying, a salesperson is making sure that customers?

have the willingness to listen to a sales message have a need for the product have the authority to buy

A full-length TV program devoted exclusively to promoting goods or services is known as a(n)?

infomercial

Direct translations of slogans and product names from one _____________ to another often misrepresent a product

language

Match each public relations campaign with its corresponding definition

listen to the public- has good marketing research to evaluate public attitudes change polices and procedures- creating programs and practices in the public's best interest inform people you're responsive to their needs- you have to tell the public about your programs

Most important internal sales promotion efforts are directed at salespeople and other customer-contact people. Which of the following exemplify internal promotion efforts?

participation in trade shows sales training the development of sales aids like flip charts

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

placement

Researching to find potential buyers is the first step in the selling process called?

prospecting

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 marketers advertise on an online search engine such as Google or Yahoo, they can?

reach the people they most want to reach

When marketers use samples, coupons, cents-off deals, displays, premiums, or rebates as _____________________ ____________________ tools, they are promoting to consumers

sales promotion

Customers will pay more attention to ______________ _________________ such as free samples and coupons during an economic crisis because they save money

sales promotions