Marketing 4.0 – Flashcards
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Which advertising message reinforces the concept of materialism?
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You can increase you social status by purchasing this product.
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Which situation most accurately depicts a promotional ethical issue in relation to children?
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A newscast teaser televises graphic film clips of a war zone during prime-time viewing.
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In which state of a product's life cycle do promotional activities focus on differences between competing products?
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Growth
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What is an example of advertisement stereotyping?
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A television commercial depicts a woman mopping the kitchen with a new floor cleaner.
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How have technological advancements enhanced a small business's ability to promote its products?
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Information can be communicated by more venues, and messages can be customized.
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Which statement is true about regulating international promotional activities?
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A business must understand that the laws governing promotional activities vary by country.
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Which form of promotion is generally emphasized for complex, technical products sold to industrial users
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Personal selling
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Why are there specific guidelines for advertising to children?
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Children are impressionable, and the wrong kinds of advertising can affect their development.
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Some governments regulate promotional activities in their countries to protect consumers from which action?
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Deceptive advertising
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What is new technology enabling businesses to create that is impacting the promotion function?
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Individualized messages
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Which best describes the relationship of promotion and marketing?
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Interrelated
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How do competing businesses within the same industry usually react to each other's promotional mixes?
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By playing follow the leader
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Banner and pop-up ads impact the way audiences receive promotional information. These types of messages exist because of which technological development?
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Internet
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Which type advertising promotes the support of a bank that gives to community projects?
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Institutional
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Which is an objective of institutional advertising?
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To demonstrate the organization's role in community affairs
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Which is an example of an external factor that affects promotion?
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Government regulation of ads
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Which type of promotion is depicted by a business's one-time announcement of its half-price sale in the local newspaper?
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Sales promotion
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How does promotion benefit customers?
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Helps them to select appropriate products
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Determine whether the statement is true or false: It is important for the promotional message to be factual.
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True, it must be based on facts.
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Which is an example of publicity?
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A news release
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The most important benefit that magazine advertising offers to an advertiser is the ability to accomplish which goal?
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Target a particular group of consumers
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Which is a print promotional medium?
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A shoppers' guide
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Which advertising media offers the easiest means to evaluate the effectiveness of an advertisement?
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Direct mail
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Which is an example of out-of-home media?
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An electrical sign located in a high-traffic area.
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Why are promotional media such as newspapers and television referred to as mass media?
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They reach a lot of people at the same time.
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Which would be used to promote special sales events only to customers who live in a specific location?
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Suburban newspapers
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A small retail chain that sells specialized products for sports enthusiasts is located in a resort area that received most of its business during the summer. To increase year round sales, management wants to use direct mail advertising. Which format should be recommended?
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Niche catalogs
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Which is an example of a successful direct-response advertisement?
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A person orders an exercise machine by telephone after viewing an infomercial.
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Which is a common thread among all direct advertising strategies?
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They intend to motivate the consumer to take action.
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What best describes the goal of amplified word of mouth?
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Providing information to activists to share with others
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Alexandria has been using Look-So-Good cosmetics for several years and would not consider changing brands. In fact, Alexandria likes the cosmetics so much that she has become an advocate for the cosmetic company. She tells everyone about the features and benefits of Look-So-Good products, and encourages them to try the cosmetics. Which type of word-of-mouth marketing is Alexandria using?
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Organic marketing
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Which is a benefit to businesses' positive word-of-mouth communication?
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Increased sales
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The reason for using certain communications channels, such as coupons, in sales promotion is to accomplish which goal?
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Generate an immediate response
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Ben recently purchased a cellular telephone. The manufacturer provided a form and a special code with the telephone's packaging. Ben completed the form, copied his sales receipt, and mailed these items back to the manufacturer along with the part of the packaging that contained the special code. Within 6 weeks, Ben received a $50 check from the telephone manufacturer. Which type of sales-promotion technique was used?
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Rebate
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Which communication channels is a corporation's public-relations department most likely to use to maintain positive relationships with shareholders?
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Newsletters, annual reports, and the company's web site
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The use of communications channels in public-relations activities is an important part of which action?
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Providing information
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During one scene of a popular tv show, an actor pours a box of brand-name cereal into a bowl and begins to eat it. What does this exemplify?
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Product placement
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Which is a common communications channel used in public relations?
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Press releases
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Which is a reason why a businessperson might write a letter of inquiry?
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To request an appointment
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When writing a letter of inquiry, when should you identify the purpose of your letter?
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At the beginning of your letter
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In planning marketing activities and in making marketing decisions, marketers use a variety of data gathered by which component?
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Marketing-information management system
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John's company asked him to make recommendations for new hardware and software to replace the existing marketing-information system. What should he recommend?
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Software that decision makers can use with minimum training.
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Which characteristic of useful marketing information is represented by the statement, 'The benefits of using the information should be greater then the expense of gathering the data used to generate this information'?
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Cost-effectiveness
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Which is an example of marketing information that a business could gather by surveying its customers?
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Location of the company's market
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Which is an internal source of marketing information for a business?
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Inventory records
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Why do marketers continue to gather information?
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The marketing environment is constantly changing.
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A major credit card company has hired a marketing-research firm to conduct a survey regarding the use of consumer credit. Would it be considered ethical to use the database information collected in a direct marketing campaign?
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No, businesses should not undertake any non-research activities involving data collected.
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Which is an important ethical issue involved with the collection and use of marketing information?
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Confidentiality
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How can researchers protect the integrity of the marketing information they collect?
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By interpreting it correctly
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How can using a database to track its customers' preferences and buying habits help a business?
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Builds strong, loyal customer relationships
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So a business can retrieve customer and internal marketing information from a central location, it may use which technological tools?
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A database
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Why do many businesses place a cookie on a user's hard drive when the user visits the business's website
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To track the number of times the user buys a product
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Which situation is an example of SUGGING?
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A marketer tells a customer that she or he is conducting research and then begins a sales pitch.
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Which is a benefit of having managers and researchers on the same page about the marketing-research problem?
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It keeps the business from wasting resources.
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Which is the most significant reason why marketing research is important to businesses?
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It contributes to business success.
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Which statement about marketing research problems is true?
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Problems that company decision-,makers identify are often just symptoms of larger problems that need to be researched.
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How could a business use marketing-research data it has gathered about the average age, income, educational levels, and spending patterns of area consumers?
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To develop a profile of the typical customer
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Which is an advantage of using secondary data in a marketing-research project?
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Less expensive to collect than primary data
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Which research option usually answers questions related to how many?
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Quantitative
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Which question does establishing a sampling plan for a research project answer?
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How many people to survey
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A university is considering changes to its business administration degree. To obtain feedback on the idea from students, the university selects a sample of business majors who are seniors. Which type of sampling did the university use?
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Simple
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When marketers sampled 100 15-year-old girls, they found that they all were 5 feet 2 inches tall. Which type of sampling error contributed to this finding?
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Chance
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Which is an example of a secondary source of data that a business can obtain internally?
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Sales report
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Which type of research would a business conduct if it wanted to identify potential issues or opportunities?
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Exploratory
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A business has identified a sample of the population that it plans to survey to determine who is using their product in a foreign country. Which research design should it use?
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Descriptive
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The TUV Company wants to conduct marketing research by surveying a sample of its vast customer base. What should companies use to reduce the possibility of bias?
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Random sampling
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Which research approach do businesses often use to test new product ideas?
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Experimental
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Which type of research is intended to obtain detailed data about customers' opinions and experiences?
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Qualitative
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Which is the most appropriate data collection method to use when a business wants to determine how its employees interact with customers?
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Observation
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Which is a characteristic of an unstructured observation?
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Often records a variety of behaviors
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Which is the advantage in using personal interviews to collect marketing data?
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High flexibility
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Which is an example of a marketing-research method that is used to collect primary data?
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Customer survey
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Which data-collection method can be used to obtain product information during the point-of-purchase process?
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Volume-tracking scanner
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Which is a common method of collecting research data that often involves the use of questionnaires?
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Mail survey
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To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers posses which characteristics?
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Open, friendly, and nonjudgmental
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How can ill-designed questionnaires affect survey participants?
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Can decrease their response rate
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When should researchers ask potentially sensitive questions during an interview?
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Toward the end of the interview
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The SBU Company developed a survey in which respondents are provided the same number of favorable and unfavorable rating options. Which type of scale is included with this survey?
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Balanced
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Which type of scale is a firm using when a survey format has a seven-point rating system consisting of opposite adjectives on each end of the scale?
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Semantic differential
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Which is a rating scale that allows marketing researchers to determine respondents' feelings?
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Likert
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What does a business need to do to build a clientele?
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Provide friendly, courteous service
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Which effect does building a clientele have on selling costs?
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Reduces them because making a repeat sale costs less then making an initial sale.
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Toni is always patient and courteous. She seems to have a sincere interest in our satisfaction. Which key factor in building a clientele is Toni exhibiting?
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Service attitude
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Tanking a client golfing is usually acceptable, as long as which situation exist?
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The business relationship does not include awarding a contract.
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Salespeople who moonlight or attend classes on company time are guilty of which behavior?
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Unethical behavior
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One way a business can help its salespeople demonstrate ethical behavior in selling situations is by performing which action?
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Establishing gift-giving guidelines
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Which situation demonstrates ethical behavior in selling?
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Tom tells Mrs. Smith she can save $100 by purchasing a vacuum cleaner without the carpet attachment because she has hardwood floors.
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Hotel supply salespeople who give expensive gifts to customers in an attempt to obtain their business are often considered guilty of which behavior?
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Unethical behavior
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How can a reciprocal sales arrangement between a buyer and seller create an unethical situation?
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Ethical issues can occur when the reciprocity hurts or eliminates competition.
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Which type of laws protect consumers from unethical selling practices, such as high-pressure sales techniques?
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Cooling off
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Which technology allows the Gateway Insurance Group to match its agents with policyholders by aligning its agents with market potential?
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Mapping software
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What is an illegal selling practice that is regulated because it reduces competition?
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Exclusive dealing
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Caroline is unable to travel to a client's office but needs to demonstrate product features and be able to answer questions as they arise. Which technology tool would be helpful to her in making a sale?
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Web presentation combined with a teleconference
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Which is a sales practice that may be considered illegal
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Tying arrangement
