Marketing final ch 18, 19, 20

question

In class, we heard about ways in which a sales manager might plan to remove barriers to sales. Which of the following was NOT a way to remove barriers to sale? a. Increase the activity levels of the sales team by having them make more telephone calls per day. b. Increase the activity levels of the sales team by having them make more customer visits per week. c. Increase the conversion rate of calls into sales through better sales training. d. Increase the conversion rate of calls into sales through improved sales incentives. e. Actually, these were ALL ways to remove barriers to sales.
answer

Actually, these were ALL ways to remove barriers to sales.
question

In class, we looked at the \”recruitment pyramid.\” Based on this example, what is the ratio of people interviewed to actual offers? a. 2:2 b. 3:2 c. 10:1 d. 30:21 e. 4:1
answer

10:1
question

One disadvantage of using the yellow pages as an advertising medium is a. there is no similar competition. b. the ads are perishable. c. few households with telephones have them. d. they have high delivery costs. e. they are difficult to keep up to date.
answer

they are difficult to keep up to date.
question

Formulating the sales plan involves three tasks: (1) setting objectives; (2) organizing the salesforce; and (3) __________. a. hiring sales reps b. developing the marketing plan c. establishing the budget d. developing account management policies e. identifying qualified leads
answer

developing account management policies
question

In a recent survey of business owners, 41 percent saw __________ as potentially beneficial to their company—more than twice that for the other major social networks discussed in the textbook. a. Facebook b. Groupon c. YouTube d. Twitter e. LinkedIn
answer

LinkedIn
question

Quantitative assessments of sales performance may be based on output-related measures, such as a. dollar or unit sales volume, last year/current year sales ratio, and new accounts generated. b. sales calls, selling expenses, and account management policies. c. selling expenses, profits generated, and emotional intelligence quotient. d. new lead generation, sales quotas, and sales increases over the previous evaluation period. e. recruitment, selection, and training of new sales representatives.
answer

dollar or unit sales volume, last year/current year sales ratio, and new accounts generated.
question

The Doritos \”Crash the Super Bowl\” sales promotion where people submit a 30-second TV ad for a $1 million prize is an example of a __________. a. deal b. sweepstakes c. contest d. sponsor-generated content e. loyalty program
answer

contest
question

The interaction rate is a. the total number of people who are fans of the Post divided by the total number of people in the target demographic. b. the number of people who \”like\” a Post. c. the number of people who read a Post on a Page divided by the total number of people seeing the Post. d. the number of people who connect with a Post divided by the total number of people seeing the Post. e. the number of people who visit the product website and click on at least one link.
answer

the number of people who connect with a Post divided by the total number of people seeing the Post.
question

In class, we heard about the four questions salespeople ask in order to determine how much effort to put into their jobs. Based on what we saw, which question do they ask between \”Motivation to Work\” and \”Performance Level?\” a. What is the probability of success? b. Will I be rewarded for success? c. Are the rewards worth it? d. Are the rewards fair? e. Do I like my manager?
answer

What is the probability of success?
question

In class, we learned about the 5 phases of social media measurement. Which phase is related to sign-ups, free trials, and content downloads? a. Exposure b. Influence c. Engagement d. Action/Conversion e. Retention
answer

Action/Conversion
question

In class, we looked at the Major Steps in the Sales Personnel Selection Process. Based on this information, if a candidate passes the initial interview, what is the next step? a. Reference checks b. Testing c. Physical Examination d. In-depth interview e. Application check
answer

In-depth interview
question

Twitter is a. a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and \”likes\” with them. b. a website that enables users to send and receive short messages up to 140 characters long. c. a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. d. a video-sharing website in which users can upload, distribute, view, and comment on videos. e. a website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.
answer

a website that enables users to send and receive short messages up to 140 characters long.
question

There are three major tasks involved in the implementation stage of the sales management process: salesforce recruitment and selection; __________; and salesforce motivation and compensation. a. setting sales objectives b. salesforce training c. salesforce evaluation d. assignment of territories and/or accounts e. developing account management policies
answer

salesforce training
question

Interactive ads that have drop-down menus, built-in games, or search engines to engage viewers are referred to as __________. a. rich media b. banner ads c. interactive media d. pay-per-click ads e. infotainment ads
answer

rich media
question

Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial) of various products by offering them a discounted price. a. deals b. rebates c. samples d. premiums e. coupons
answer

coupons
question

The practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time is referred to as __________. a. order processing b. order taking c. customer value creation d. relationship selling e. partnership selling
answer

relationship selling
question

During Super Bowl weekend, Pepsi introduces a new brand of soft drink. On that same weekend, Coca-Cola offers a \”BOGO\” (Buy One, Get One) promotion to make the Pepsi new product introduction more difficult. Which type of sales promotion is Coca-Cola using? a. a deal b. a contest c. a premium d. a rebate e. a sample
answer

a deal
question

In class, we heard about several \”Trends\” in Personal Selling. Which trend involves the ability of salespeople to retrieve the information they need at virtually any time they need it? a. Controlled Word-of-Mouth Promotion b. Customer Relationship Management c. Mobile Technology d. Land Line-Based phone calls e. Electronic Sales Presentations
answer

Mobile Technology.
question

In class, we heard about several \”Trends\” in Personal Selling. Which trend involves the need for salespeople to give up control of their information and share it with others in the firm? a. Controlled Word-of-Mouth Promotion b. Customer Relationship Management c. Mobile Technology d. Web-Based Computing e. Electronic Sales Presentations
answer

Customer Relationship Management
question

In class, we talked about the stages in the personal selling process. If you are working with data from trade shows and mailing lists to identify a list of potential clients, which stage of the process are you in? a. Prospecting b. Preapproach c. Approach d. Presentation e. Close
answer

Prospecting
question

All of the following are true about Facebook EXCEPT: a. it recently acquired Instagram, a photo-sharing site. b. its users who are 18 to 24 years old have an average of 510 \”friends.\” c. it has more than 5 million active advertisers. d. the majority of its users are female (51%). e. it recently introduced Facebook Home to offer users a more immersive experience on their smartphones.
answer

it has more than 5 million active advertisers.
question

When a Frito-Lay salesperson, such as the one shown in the photo above, takes an inventory of Doritos chips to ensure that the snacks are in adequate supply on retailers’ shelves, what form of buying decision does the store manager engage in? a. new buy b. modified rebuy c. straight rebuy d. team rebuy e. need rebuy
answer

straight rebuy
question

Which of the following is an advantage of using magazines as an advertising medium? a. it takes a relatively short time to place the ad b. the cost of placing a magazine ad is extremely low c. a magazine ad has a long life d. it is easy to translate consumer interests into a successful publication e. there is little need or benefit to incorporate four-color graphics
answer

a magazine ad has a long life
question

The Starch test used aided recall to determine the percentage of those (1) remember seeing a specific magazine ad, (2) who saw or read any part of the ad identifying the product or brand, (3) who read any part of the ad’s copy, and (4) __________. a. who read at least half of the ad b. who felt the ad was vague or ambiguous c. who felt elements of the ad were inappropriate d. who could summarize the key ad points in their own words e. who remembered having seen the ad before and had already tried the product
answer

who read at least half of the ad
question

Sampling is an appropriate strategy for which type of products? a. products that are classified as shopping goods b. new products c. commodity products like salt, sugar, and baking soda d. products that are perishable e. products that are classified as specialty goods
answer

new products
question

In the __________ stage of the personal selling process, the cultural setting is very important for international sales. a. presentation b. prospecting c. preapproach d. approach e. close
answer

approach
question

In class, we heard about different types of financial compensation that we can offer salespeople. Which approach is most attractive to high-potential but unproven candidates for sales jobs? a. Straight Salary b. Straight Commission c. Combination Plan (Salary plus Commission ) d. A salary draw (paid back if goals are not met) e. Territory Volume Compensation
answer

Combination Plan (Salary plus Commission )
question

In class, we considered the account management policy grid (also seen in the textbook). In which situation would you consider replacing personal sales calls with telephone sales? a. High account opportunity, High (strong) competitive position b. High account opportunity, Low (weak) competitive position c. Low account opportunity, High (strong) competitive position d. Low account opportunity, Low (weak) competitive position e. Cannot tell from the information given.
answer

Low account opportunity, Low (weak) competitive position
question

In class, we heard about the ways in which social media can generate sales. Which of the following is NOT one of those ways? a. Customer Retention & Loyalty b. Community & Acquisition c. Trust & User Generated Content d. SEO & Acquisition e. Actually, these were ALL related to how social media can generate sales!
answer

Actually, these were ALL related to how social media can generate sales!
question

According to the lecture, free samples, sweepstakes, and contests are all examples of: a. specialty advertising b. publicity c. sale promotions d. personal selling e. direct marketing
answer

sale promotions
question

The two basic forms of team selling are a. augmented selling and integrated selling. b. enterprise selling and strategic alliance selling. c. cross-functional teams and cross-tier teams. d. conference selling and seminar selling. e. network selling and matrix selling.
answer

conference selling and seminar selling.
question

A __________ explains: (1) to whom a salesperson reports; (2) how a salesperson interacts with other company personnel; (3) the customers to be called on; (4) the specific activities to be carried out; (5) the physical and mental demands of the job; and (6) the types of products and services to be sold. a. sales plan b. job analysis c. sales performance audit d. job description e. personal performance plan
answer

job description
question

Russ Berry Company sells stuffed animals and holiday gifts. When its salesperson asks a retailer, \”Do you want to order the two dozen assorted bears or two dozen white-only bears?\”, he has executed which stage of the selling process? a. approach b. presentation c. handling objections d. closing e. follow-up
answer

closing
question

A blog is a a. business-oriented website that lets users create profiles for professional networking. b. unique type of Internet browser where search results are personalized for each user. c. web page that serves as a publicly accessible personal journal and online forum for an individual or organization. d. website where users create a personal profile, add \”friends,\” and exchange messages and photos with them. e. website whose content is created and edited by the ongoing collaboration of end users.
answer

web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
question

Sampling is an appropriate strategy for which type of products? a. products that are classified as shopping goods b. new products c. commodity products like salt, sugar, and baking soda d. products that are perishable e. products that are classified as specialty goods
answer

new products
question

YouTube would be an excellent social network to advertise all of the following products EXCEPT: a. power tools. b. financial services. c. cars. d. men’s cologne. e. blenders.
answer

financial services.
question

According to the lecture, telephone sales, catalogs and flyers, and online computer shopping are all good examples of: a. advertising b. publicity c. sales promotions d. personal selling e. direct marketing
answer

direct marketing
question

In class, we talked about determining the size of the Sale Force. Which approach to setting the size begins with consideration of the total salesforce budget in terms of the total sales? a. The \”top-down\” approach b. The \”bottom-up\” approach c. The \”side-to-side\” method d. The \”in and out\” technique. e. Actually, we heard that ANY of these could consider the total salesforce budget.
answer

The \”top-down\” approach
question

In class, we learned about the 5 phases of social media measurement. Which phase is related to clicks,retweets, and comments? a. Exposure b. Influence c. Engagement d. Action/Conversion e. Retention
answer

Engagement
question

All of the following are behaviorally-related sales objectives EXCEPT: a. communication skills b. customer service satisfaction ratings c. number of new customers d. selling skills e. product knowledge
answer

number of new customers
question

The office memo read, \”Sales representatives from Kansas, Nebraska, Iowa, and Missouri will report directly to the Midwest regional manager.\” From this information, it would appear the company that issued the memo uses a __________ sales organization for its salesforce. a. profit b. customer c. product d. geographical e. market
answer

geographical
question

The three major tasks involved in the implementation stage of the sales management process are: salesforce recruitment and selection; salesforce training; and __________. a. setting sales objectives b. developing account management policies c. salesforce motivation and compensation d. salesforce evaluation e. assignment of territories and/or accounts
answer

salesforce motivation and compensation
question

A __________ is a written document that describes job relationships and requirements that characterize each sales position. a. sales plan b. job analysis c. employee contract d. job description e. personal performance plan
answer

job description
question

The convergence of real and digital worlds has been made possible by all of the following EXCEPT: a. algorithms. b. traditional media. c. databases. d. smartphones. e. tablet devices.
answer

traditional media.
question

In class, we thought about planning for recruiting and selecting the salesforce. Which step involves defining the actual aptitude, skills, knowledge, personal traits, and willingness to accept occupational conditions necessary to perform the job? a. Job Analysis b. Job Qualifications c. Job Description d. Recruitment Objectives e. Selection Strategies
answer

Job Qualifications
question

From what we heard in class, which form of media would you choose if you wanted to reach a selective audience with a personalized message? a. Billboards b. Internet c. Yellow Pages d. Direct Mail e. Television
answer

Direct Mail
question

According to the lecture, free samples, sweepstakes, and contests are all examples of: a. specialty advertising b. publicity c. sale promotions d. personal selling e. direct marketing
answer

sale promotions
question

In class, we heard about Key Digital Strategies. Which of the following is NOT one of those strategies? a. Know where your target audience is, and be there. b. Be credible. c. Be believable. d. Have an idea to help build consumer communities. e. Use e-mail to drive traffic to your website.
answer

Use e-mail to drive traffic to your website.
question

There are five dimensions to emotional intelligence: self-motivation; __________; the ability to manage one’s emotions and impulses; empathy; and social skills. a. the ability to read body language b. sense of humor c. the ability to be positive d. self-awareness e. a need to be in control
answer

self-awareness
question

A sales promotion prominently displayed in a store aisle is called a(n) __________ display. a. seasonal b. automated c. interactive d. point-of-purchase e. product sampling
answer

point-of-purchase
question

Based on the social media identified in Figure 19-1 above, Second Life has a __________ degree of self-disclosure than World of Warcraft. a. more unique b. lower c. equal d. higher e. more elaborate
answer

higher
question

Recent studies comparing advertising in different media suggest that magazine advertising a. takes a relatively short time to read. b. incorporates four-color graphics too frequently. c. usually has little competition with other media features. d. is quickly replacing television advertising. e. is perceived to be more trustworthy, inspirational, and engaging than other media.
answer

is perceived to be more trustworthy, inspirational, and engaging than other media.
question

In using social media, a brand manager tries to select and use one or more social networks from the hundreds that exist. This often entails assessing (1) the number of users or unique visitors to the website and (2) __________. a. the characteristics of these visitors b. the availability of social network to run apps c. the ability of the site to be measured in terms of its sales, profitability, distribution density, and other performance metrics d. the ability of the social network to pull controversial content e. the site’s ability to present the results of key word searches to improve the odds of a firm’s products showing up in user searches
answer

the characteristics of these visitors
question

At which stage in the personal selling process would the salesperson obtain further information about the prospect and decide on the best method of contact? a. prospecting b. preapproach c. approach d. presentation e. close
answer

preapproach
question

In class, we heard about different types of financial compensation that we can offer salespeople. Which approach links income directly to the desired results and also offers cost-control benefits to the company? a. Straight Salary b. Straight Commission c. Salary plus Commission d. A salary draw (paid back if goals are not met) e. Territory Volume Compensation
answer

Straight Commission
question

From what we heard in class about scheduling our advertising, in which type of schedule do our ads run for very short periods of time and then there are no ads at all with the ads in concentrated forms? a. Continuous (steady) Schedule b. Flighting (intermittent) Schedule c. Pulse (burst) Schedule d. Start-up pulse e. Promotional pulse
answer

Flighting (intermittent) Schedule
question

In class, we learned about the 5 phases of social media measurement. Which phase is related to share of voice and sentiment? a. Exposure b. Influence c. Engagement d. Action/Conversion e. Retention
answer

Influence
question

In class, we talked about the stages in the personal selling process. In which stage do you tell the product \”story\” in a way that the prospect can relate to? a. Prospecting b. Preapproach c. Approach d. Presentation e. Close
answer

Presentation
question

Online content that shows a significant degree of creative effort, and thus is more than simply posting a newspaper or magazine article on a personal blog, is a criterion of a. online advertisements. b. blogs. c. user generated content (UGC). d. wikis. e. YouTube.
answer

user generated content (UGC).
question

A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse, which prevents shelf stock from running down during the promotional period is referred to as a __________ stock protection program. a. level b. floor c. ceiling d. ground e. hedge
answer

floor
question

According to Figure 19-5 above, \”B\” is the performance measure described by the accompanying quote \”I will pay $1.00 for every visitor who clicks on this ad and goes from your website to mine\” under the Cost to Advertisers heading. a. cost per click b. click through rate c. cost per action d. conversion rate e. cost per thousand
answer

cost per click
question

Two of the largest portals for Internet advertising are _________ and __________. a. Google; AOL b. Google; Tubenet c. Google; MSN d. Google; Yahoo! e. Google; Bing
answer

Google; Yahoo!
question

StuffDOT’s vision is to a. promote a message that is uplifting and empowering for pre-teen and teenage girls. b. wage a battle for niceness by addressing bullying being faced by young girls. c. encourage tween and teen girls to turn from bitter to sweet. d. reward users, primarily women, for shopping and sharing online. e. share images of favorite things by women for other women.
answer

share images of favorite things by women for other women.
question

Consultative selling style is very prominent in a. business-to-business marketing. b. business-to-government marketing. c. consumer-to-consumer marketing. d. consumer-to-business marketing. e. consumer-to-government marketing.
answer

business-to-business marketing.
question

In class, we looked at the Major Steps in the Sales Personnel Selection Process. Based on this information, if a candidate passes the in-depth interviews, what is the next step? a. Reference checks b. Testing c. Physical Examination d. In-depth interview e. Application check
answer

Testing
question

In class, we considered how Social Media differs from Traditional Marketing. Which of the following is true of Social Media (as compared to traditional advertising)? a. Social media is more expensive. b. Social media is one-way. c. Social media is easier to do. d. Social media is more measurable. e. Social media is permanent and tangible.
answer

Social media is more measurable.
question

Which of the following statements should a salesperson use as a denial response to a prospect’s objection? a. \”I think I might be able to explain that better to you after showing you this diagram.\” b. \”Yes, you’re right, it is lighter but that is done intentionally to make your work easier.\” c. \”That’s true. It does have a shorter shelf life, but that really hasn’t been a problem. It is so popular it never stays on the shelf that long anyway.\” d. \”Where did you hear that? Your source must have erroneous information.\” e. \”As I was saying, ….\”
answer

\”Where did you hear that? Your source must have erroneous information.\”
question

The sales process at Xerox typically follows the six stages of the personal selling process. During the fourth stage, as the presentation begins, the salesperson a. explains why competitor’s products are inferior. b. summarizes relevant information about potential solutions. c. requests a meeting with the company gatekeeper. d. requests a meeting with the official buyer to determine the possibility of a sale. e. gets a signed document or confirmation of the sale.
answer

summarizes relevant information about potential solutions.
question

Personal selling serves three major roles in a firm’s overall marketing effort. Salespeople: (1) are the critical link between a firm and its customers; (2) are the company in consumers’ eyes; and (3) a. play a key role in research and development. b. are the ultimate channel of distribution. c. provide the most valuable resource for segmenting and selecting target markets. d. are one of many people in a firm that contacts potential customers. e. may play a dominant role in a firm’s marketing program.
answer

may play a dominant role in a firm’s marketing program.
question

According to Figure 19-4 above, Facebook had about __________ unique U.S. visitors as of mid-2013. a. 35 million b. 78 million c. 92 million d. 139 million e. 175 million
answer

139 million
question

Google generates revenue by offering online __________ opportunities next to search results or on specific web pages. a. advertising b. sales promotion c. banking d. publishing e. store
answer

advertising
question

In class, we heard about ways in which a sales manager might plan to remove barriers to sales. Which of the following was NOT a way to remove barriers to sale? a. Increase the activity levels of the sales team by having them make more telephone calls per day. b. Increase the activity levels of the sales team by having them make more customer visits per week. c. Increase the conversion rate of calls into sales through better sales training. d. Increase the conversion rate of calls into sales through improved sales incentives. e. Actually, these were ALL ways to remove barriers to sales.
answer

Actually, these were ALL ways to remove barriers to sales.
question

The objective of a(n) __________ is to inform a newspaper, radio station, or other medium of an idea for a story. a. infomercial b. news flash c. news release d. news broadcast e. news summary
answer

news release
question

The sales process at Xerox typically follows the six stages of the personal selling process. During the fifth stage, the salesperson engages in __________ (gets a signed document or a firm confirmation of the sale). a. a soft close b. a interrogative close c. an urgency close d. an action close e. a conditional close
answer

an action close
question

While reading the newspaper, Belinda noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores. This ad is an example of a. co-branding. b. a finance allowance. c. cooperative advertising. d. a merchandise allowance. e. specialty advertising.
answer

cooperative advertising.
question

At the end of her sales presentation, the salesperson asks, \”Do you want to make monthly payments of $75 with a 10 percent down payment or will you be writing a check for the full amount today?\” She has just made a(n) __________. a. assumptive close b. consultative close c. proactive close d. urgency close e. adaptive close
answer

assumptive close
question

Two types of order takers exist. __________ visit customers and replenish inventory stocks of resellers, whereas __________ typically answer simple questions, take orders, and complete transactions with customers. a. Inside order takers; outside order takers b. Inside order takers; outside order clerks c. Outside order takers; inside order takers d. Salesclerks; inbound telemarketers e. Inside order clerks; outside order takers
answer

Outside order takers; inside order takers
question

Which form of personal selling has the LOWEST requirement for problem solving? a. order taker b. order getter c. sales engineer d. missionary salesperson e. team selling
answer

order taker
question

In class, we talked about the stages in the personal selling process. If you are meeting with the prospect for the first time, which stage of the process are you in? a. Prospecting b. Preapproach c. Approach d. Presentation e. Close
answer

Approach
question

From what we heard in class about scheduling our advertising, in which type of schedule do our ads run during the entire year at regular and fixed intervals? a. Continuous (steady) Schedule b. Flighting (intermittent) Schedule c. Pulse (burst) Schedule d. Start-up pulse e. Promotional pulse
answer

Continuous (steady) Schedule
question

In class, we thought about criteria which can be used in evaluating sales person performance. Which type of evaluation would include an assessment of improvements in characteristics of salespeople that are related to successful performance in the sales job? a. Behavioral criteria b. Professional Development criteria c. Results-based criteria d. Profitability criteria e. Overall performance criteria
answer

Professional Development criteria
question

A straight commission compensation plan is well-suited to sales positions where a. non-selling activities are minimal. b. there is lively competition in the industry. c. no technological background is necessary. d. most salespeople are working towards management positions. e. extensive non-selling activities are essential for closing a sale.
answer

non-selling activities are minimal.
question

A mother handed her college-aged son a piece of paper and said, \”By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans.\” Birds Eye is using a __________ to stimulate demand (trial) for its lima beans. a. coupon b. rebate c. sample d. deal e. premium
answer

coupon
question

As the content of a marketing website for a product moves from words to photos, videos, and animation, the media richness of the site __________. a. decreases b. is not affected c. can be manipulated d. increases e. can’t be determined
answer

increases
question

The three guidelines on marketing and promoting a brand using YouTube include: (1) exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story; (2) __________; and (3) target viewers by using YouTube’s insights and analytics research to reveal the number of views, where they originate within YouTube, and what key words are driving user visits. a. use an expert to inform the audience about product features and benefits b. create a channel rich in key words to improve the odds of the video showing up in user searches c. tie the product to a current political or news event d. include humorous content to attract as many viewers as possible e. limit the video to one minute or less, the same as a TV or radio ad time limit
answer

create a channel rich in key words to improve the odds of the video showing up in user searches
question

Virgin Mobile recently offered consumers a __________ of $100 when they purchased a computer and a printer. a. premium b. deal c. coupon d. rebate e. student incentive
answer

rebate
question

Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company’s __________ and __________. a. advertising; public relations b. advertising; personal selling c. personal selling; public relations d. personal selling; direct marketing e. advertising; direct marketing
answer

advertising; personal selling
question

In class, we talked about ways in which Social Media can help to generate sales. We said that social media can offer your customers the ability to connect with you and with each other, which can turn your target market into a community who is brand loyal. What did we call this effect? a. Customer Retention & Loyalty b. Community & Acquisition c. Trust & User Generated Content d. SEO & Acquisition e. SEO & Acquisition
answer

Customer Retention & Loyalty
question

In class, we heard from Valerie Thwing on Prospecting. She noted that generally: a. you call on people you already know well. b. people are busy and it is hard to get to see them. c. most people are happy with their current vendors. d. prospecting does not really apply in her field. e. if a salesperson needs to do prospecting, then s/he is not doing a good job of selling.
answer

people are busy and it is hard to get to see them.
question

In the context of the personal selling process, excuses for not making a purchase commitment or decision are referred to as __________. a. rationalizations b. equivocations c. refusals d. objections e. qualifications
answer

objections
question

All of the following are the four more widely used social networks discussed in the textbook based on their impact to both consumers and organizations EXCEPT: a. Twitter. b. YouTube. c. Facebook. d. LinkedIn. e. Pinterest.
answer

Pinterest.
question

What promotional tool is often used with consumers that consists of merchandise offered at a significant savings over its retail price and whose cost is covered if the consumer is charged for it? a. BOGO deal b. self-liquidating premium c. sample d. rebate e. coupon
answer

self-liquidating premium
question

When different types of buyers have different needs, a __________ sales organization structure used. a. multi-reseller b. customer c. geographical d. market segmentation e. multi-level marketing
answer

customer
question

If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is a. YouTube. b. LinkedIn. c. Facebook. d. Twitter. e. Google Chrome.
answer

YouTube.
question

In class, we looked at \”What we can learn from the \”Sales Gods.\” Which of the following was NOT one of the learning points? a. They make other people feel important. b. They are all unbelievably upbeat. c. They obviously love their customers. d. They all have fabulous product knowledge. e. They KNOW that they don’t have to change the world to be successful.
answer

They KNOW that they don’t have to change the world to be successful.
question

During the sales presentation, the prospect interrupted the salesperson’s presentation and said, \”Wait a minute. This looks like it’s going to cost too much.\” The salesperson responded, \”I think you’ll be delighted with how relatively inexpensive this program is. I’ll address the subject of price in just a moment.\” Which objection-handling technique has the salesperson used? a. acknowledge and convert the objection b. postpone c. agree and neutralize d. denial e. ignore the objection
answer

postpone
question

All of the following statements are true about coupons EXCEPT: a. couponing can reduce gross revenues by lowering the price paid by already-loyal consumers. b. the 9,000 manufacturers that currently use coupons are particularly interested in coupon programs directed at repeat purchasers. c. studies suggest that market share does increase during the period immediately after coupons are distributed. d. recent growth in coupon fraud has marketers considering adding holograms and visual aids to coupons to help cashiers identify valid coupons. e. the redemption rate for online coupons is substantially higher than other forms of coupons.
answer

the 9,000 manufacturers that currently use coupons are particularly interested in coupon programs directed at repeat purchasers.
question

DuPont assigned chemists, sales and marketing executives, and regulatory specialists to create an herbicide for corn growers that recorded sales of $57 million in its first year. This type of sales approach is referred to as __________. a. partnership selling b. missionary selling c. team selling d. order taking e. formula selling
answer

team selling
question

A recent study found that \”Likes\” or \”Friends\” to a brand’s Facebook Page is worth __________ in terms of product spending, brand loyalty, and ‘propensity to recommend’ the site to others. a. $17 b. $53 c. $83 d. $145 e. $174
answer

$174
question

Buses in some cities are often completely painted as an ad for a particular product. The entire bus may be purple, orange, or lime green with the message painted on screens that cover the windows as well as the body of the bus. These ads are examples of __________. a. transit advertising b. mobile advertising c. motorized billboards d. mobile signage e. transportation advertising
answer

transit advertising
question

Social media are a. online games. b. online media where users submit news, photos, and videos—often accompanied by a feedback process to identify \”popular\” topics. c. any type of medium in which large groups of people read content generated by a business, government, or corporation. d. only media that allow face-to-face communication. e. all forms of electronic media.
answer

online media where users submit news, photos, and videos—often accompanied by a feedback process to identify \”popular\” topics.

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