Marketing Exam 4

Steps in the Personal Selling Process

1. Prospecting 2. Preapproach 3. Approach 4. Making the presentation 5. Overcoming objections 6. Closing the sale 7. Following up

Merchandise Allowance

A manufacturers agreement to pay resellers certain amounts of money for providing special promotional efforts, such as setting up and maintaining a display

Scan-back allowance

A manufacturers reward to retailers based on the number of pieces scanned

Buy-back allowance

A sum of money given to a reseller for each unit bought after an initial promotional deal is over Scan-back allowance

buying allowance

A temporary price reduction to resellers for purchasing specified quantities of a product

Stonyfield created an advertisement to promote its efforts to help fund innovative organic farming projects. A. Institutional advertising B.Pioneer advertising C.Competitive advertising

A. Institutional advertising

PR Newswire works with Kraft to develop and distribute a 300-word story about how it has performed in the last quarter. A. News release B. featured article C. captioned photography D. press conference

A. News release

Cheyenne calls to see if her customer's new hardwood floors were installed correctly A. during the follow-up step. B. immediately after the closing. C. near the end of the sales presentation. D. the next time she makes a sales call to that customer. E. after she receives cash payment from that customer.

A. during the follow-up step.

A florist developed a week-long promotion on Facebook asking users to identify the type of flower portrayed in a photo. Those who guessed right every day were eligible to win a prize. A.Consumer Contest B.Point-of-Purchase Material C.Rebates D.Free Samples E.Frequent-User Incentives

A.Consumer Contest

The Millennial Company sends sales people to technology conferences where they run a booth. There they are able to talk with interested consumers and get their contact information for later use. A.Prospecting B.Preapproach C.Approach D.Making the Presentation E.Overcoming Objections

A.Prospecting

Sales promotion

An activity and or material that acts as an inducement to resllers or salespeople to sell a product or consumers to buy it

trade sales promotion

Attempt to persuade wholesalers and retailers to carry and aggressively market a producer's product

To introduce the original iPhone, Apple had to explain what the product does and how it is revolutionary. A. Institutional advertising B. Pioneer advertising C. Competitive advertising

B. Pioneer advertising

If a company calls a meeting to announce a major news event, this is known as a A.media call. B.press conference. C.news release. D.press release. E.public service announcement.

B. Press conference

The ability of a marketer to identify customers before they make a purchase is called A. connectivity. B. addressability. C. interactivity. D. accessibility. E. control.

B. addressability.

One trend that has caused consumer-generated information to gain importance is A. an increase in mobile digital technology. B. consumers' tendencies to trust other consumers over corporations. C. the cultural trend of consumers being influenced by the "village." D. the increase in adults other than parents influencing children. E. a reduction in advertising expenditures.

B. consumers' tendencies to trust other consumers over corporations.

Walmart adopted the selling point of "every day low prices" as part of its marketing campaigns A. Define advertisng objective B. Create advertising platforms C. Determine advertising appropriation D. develop media plan E. Create advertising message

B. create advertising platforms

While anticipating objections and countering them before they are asked is a good idea, one negative consequence of doing so is that the salesperson may A. annoy the customer. B. mention objections the customer had not thought of. C. take too long in trying to sell the product, and the customer may stop listening. D. not emphasize its features and benefits enough. E. begin to lie about the product.

B. mention objections the customer had not thought of.

To sell an expensive table, the furniture maker organized an elaborate setup of colorful dishes to attract consumers' attention. A.Consumer Contest B.Point-of-Purchase Material C.Rebates D.Free Samples E.Frequent-User Incentives

B.Point-of-Purchase Material

Fred has a list of potential clients. Now he needs to research the needs of each one as well as their feelings toward his company brands. A.Prospecting B.Preapproach C.Approach D.Making the Presentation E.Overcoming Objections

B.Preapproach

Samsung indirectly pokes fun at Apple in some of its advertisements to indicate the superiority of the Galaxy phone. A.Institutional advertising B.Pioneer advertising C. Competitive advertising

C. Competitive advertising

Procter & Gamble set aside $20 million for its advertising campaign to market a new product A. Define advertising objective B. Create advertising platforms C. Determine advertising appropriation D. develop media plan E. Create advertising message

C. Determine advertising appropriation

Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital media and digital marketing. A. Digital marketing B. Digital media C. Electronic marketing D. Digital electronics E. Social Media

C. Electronic marketing

Tyler is a purchasing agent for Kellogg's. He is currently negotiating with his suppliers to receive a _______, which is a temporary price reduction to resellers for purchasing specified quantities of a product. A. push money allowance B. a merchandise allowance C. a buying allowance D. a buy-back allowance E. a discount

C. a buying allowance

The stage of the personal selling process in which the salesperson attempts to make a favorable impression, gather information about the customer's needs and objectives, and build a rapport with the prospective customers is called A. prospecting. B. preapproach. C. approach. D.making the presentation. E. overcoming objections.

C. approach.

Jamba Juice offers its customers a stamp card that allows them to receive a free smoothie after they have filled an entire card. This is an example of a A. free sample. B. rebate. C. frequent-user incentive. D. premium. E. consumer contest.

C. frequent-user incentive.

Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called A. advertising. B. sales promotion. C. personal selling. D. target marketing. E. public relations.

C. personal selling

During a sales presentation, Virginia found that the client was concerned about the cost. She reassured her about the quality of the product and that it would last for a long time. A.Approach B.Making the Presentation C.Overcoming Objections D.Closing the Sale E.Following Up

C.Overcoming Objections

To encourage a customer to upgrade to a smartphone, Verizon sold the phone for $75 but told the customer she could fill out a mail-in card, send it in, and receive a credit card with $50 on it in a couple of weeks. A.Consumer Contest B.Point-of-Purchase Material C.Rebates D.Free Samples E.Frequent-User Incentives

C.Rebates

If an advertising campaign is aimed at increasing brand awareness and consumers' knowledge of a product's features, the advertising objective should be stated in terms of a) market share. b) dollar sales. c) unit sales. d) communication. e) long-run goals.

Communication

Which of the following types of promotion informs potential customers about a product and what it is? a) Reminder b) Competitive c) Comparative d) Pioneer e) Repetitive

D. Pioneer

Jennifer is beginning her week as a sales representative for Gartner. She decides to start the day by developing a list of potential customers, which is called A. preapproaching B. surveying. C. scouting. D.prospecting. E. screening.

D. Prospecting

The difference between consumer sales promotion methods and trade sales promotion methods is A. with consumer sales promotion, marketers try to persuade retailers to carry their products. B. with trade sales promotion, marketers focus on trading with consumers. C. consumer and trade sales promotions aim at retailers, but only trade sales promotions aim at wholesalers. D. consumer sales promotions focus on getting consumers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to buy. E. trade sales promotions attempt to persuade people to buy at particular stores, whereas consumer sales promotions focus on persuading people to buy particular products.

D. consumer sales promotions focus on getting consumers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to buy.

Petco has determined a schedule for its advertisements on major networks; it will also place ads on the Internet A. Define advertising objective B. Create advertising platforms C. Determine advertising appropriation D. develop media plan E. Create advertising message

D. develop media plan

Geoffrey asks the consumer to purchase the product. A.Approach B.Making the Presentation C.Overcoming Objections D.Closing the Sale E.Following Up

D.Closing the Sale

The perfume shop gives very small sizes of perfume away, with just enough perfume for the customer to try it out. A.Consumer Contest B.Point-of-Purchase Material C.Rebates D.Free Samples E.Frequent-User Incentives

D.Free Samples

A sharing of meaning defines A. promotion b. information C.noise D. interference E. Communication

E. Communication

____ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information. A. Accessibility B. Addressability C. Interactivity D. Connectivity E. Control

E. Control

A salesperson finds and analyzes information about each prospect's specific product needs, current use of and feeling about brands, and personal characteristics during A. prospecting. B. the approach. C. presentation preparation. D.overcoming objections. E. the preapproach.

E. The preapproach

An arrangement in which a manufacturer pays a certain amount of a retailer's media costs for advertising that manufacturer's products is A. a buy-back allowance. B. a merchandise allowance. C. premium money. D. push money. E. cooperative advertising.

E. cooperative advertising.

Walgreen's has set up a website that enables customers to converse with the company and communicate their needs and wants. This is an example of a(n) ____ website. A. accessible B. controlled C. linked D. addressable E. interactive

E. interactive

Vanessa calls her client a week later to ensure that the product was delivered on time. A.Approach B.Making the Presentation C.Overcoming Objections D.Closing the Sale E.Following Up

E.Following Up

A coffee shop provides a $5 voucher to reward loyal customers who have a card scanned at the time of purchase. Once 100 points are accumulated they are given the voucher. A.Consumer Contest B.Point-of-Purchase Material C.Rebates D.Free Samples E.Frequent-User Incentives

E.Frequent-User Incentives

Phil shows off his unique PowerPoint presentation to show his client the value of his company's brands. A.Preapproach B.Approach C.Making the Presentation D.Overcoming Objections E.Closing the Sale F. Presentation

F. Presentation

coordination of promotion and other marketing efforts for maximum informational and persuasive impact

Integrated marketing communications IMC

CareerBuilder.com released a funny online video featuring a chimp wearing a suit in hopes that Internet users would forward it to their friends. A.Buzz Marketing B.Viral Marketing

Viral markeing

Dove's "Real Beauty Sketches" videos did not advertise a product, but rather demonstrated that women often perceive themselves as less beautiful than others perceive them to be. The highly popular videos got millions of hits. A.Buzz Marketing B.Viral Marketing

Viral marketing

An advertising platform is the a) basic issue or selling point that an advertiser wishes to include in an advertising campaign. b) objective of the advertising campaign, stated in precise and measurable terms. c) form in which the basic issues of the campaign should be presented. d) broad objectives of the advertising campaign. e) consumer advertising research conducted.

a) basic issue or selling point that an advertiser wishes to include in an advertising campaign.

Pepsi wants to remind customers about the good taste of its Pepsi cola. A.Advertising B.Personal Selling

advertising

Your company has just developed a new type of bubblegum. A.Advertising B.Personal Selling

advertising

When a company promotes its position on a public issue, this is specifically referred to as ______ advertising. a) institutional b) product c) advocacy d) issue e) competitive

advocacy advertising

The verbal portion of an advertisement, including headlines, body, and signature, is called the a) artwork. b) copy. c) storyboard. d) layout. e) script.

b) copy.

If a company calls a meeting to announce a major news event, this is known as a a) media call. b) press conference. c) news release. d) press release. e) public service announcement.

b) press conference.

Selective demand is a demand for a a). general type of product b). particular brand c). new product d). competitors product e). service

b). particular brand

An advertising agency for Zynga wanted to catch consumers' attention, so it took the unusual step of gluing fake $25,000 dollar bills to sidewalks in San Francisco to advertise Zynga's game Mafia Wars. A.Buzz Marketing B.Viral Marketing

buzz marketing

Marketers placed LED placards that lit up with shapes of characters from the cartoon network Aqua Teen Hunger Force throughout Boston. A.Buzz Marketing B.Viral Marketing

buzz marketing

The first stage in the development of any advertising campaign is a) creating the message. b) setting the budget. c) identifying the advertising target audience. d) defining the advertising objectives. e) creating the advertising platform.

c) identifying the advertising target audience.

___________ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders. a) Advertising b) Selling c) A press strategy d) Public relations e) Publicity

d) Public relations

The three general types of media schedules are a) pulsing, beating, and continuous. b) short, medium, and long-term. c) morning, afternoon, and evening. d) pulsing, continuous, and flighting. e) light, heavy, and alternating.

d) pulsing, continuous, and flighting.

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication a) receiver. b) transmitter. c) decoder. d) source. e) noise.

d) source

Primary demand

demand for a product category

If Target were to base its advertising appropriation on the amount that WalMart spends, it would be using the ______ approach. a) objective-and-task b) percent-of-sales c) industry-standard d) arbitrary e) competition-matching

e) competition-matching

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called __________ advertising. a) institutional b) product c) organizational d) pioneer e) advocacy

institutional

A firm is trying to sell a piece of expensive equipment to a factory. A.Advertising B.Personal Selling

personal selling

An aircraft manufacturer is ready to market its new specialized plane for business executives. A.Advertising B.Personal Selling

personal selling

advertising personal selling, sales promotion and public relations are called

promotion mix ingredients

An organization may conduct a ------- when it wants to measure the extent to which stakeholders view it is socially responsible

social audit