mktg 445 – chapter 14 – Flashcards
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Product placement has reached the world of live theater and opera. The difference between product placement and other forms of promotion is:
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viewers are being marketed to subliminally without their consent.
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Building a prospect base is typically part of which step of the strategic/consultative selling model?
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development of a customer strategy
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. Negotiation requires both customer and the salesperson:
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come away as winners
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When a company must decide on the composition of its foreign sales force, which alternative is generally the most expensive?
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expatriates
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Other international personal selling approaches that fall somewhere between sales agents and full-time employee teams include all of the following except:
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contract manufacturing or production
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Social couponing is one of the hottest sales promotion trends today. This refers to:
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groupons
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Which type of sales person is best suited to selling technologically-sophisticated products in developed countries?
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expatriates
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Which of the following is not an advantage of using sales promotions?
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enables a company to build its database
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Which promotional technique is best suited to a situation in which a company wants consumers to actually try its product or service at no cost?
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sampling
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A company with a polycentric orientation is likely to employ host-country nationals in all but which of the following selling situations?
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selling high-tech products in developed countries
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The term magalog is used to describe which communication medium?
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catalogs
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Benefits for using sales agents include all of the following except:
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agents can eventually replace manufacturer's sales agents.
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A company in which an ethnocentric orientation prevails is likely to utilize primarily ________ in its sales force.
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expatriates
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Which of the following is not characteristic of mass marketing?
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Advertising is used to generate an immediate inquiry or purchase.
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Traditional support media include:
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billboards.
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Which of the following is not characteristic of direct marketing?
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A marketer relinquishes control of product when it is turned over to channel intermediaries.
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After much trial and error in creating sales forces, most companies today attempt to establish a:
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hybrid sales force composed of expatriates and in-country nationals.
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In the six-step presentation plan, the first and last steps are respectively:
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approach; servicing the sale
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Which of the following is not one of the steps in the Strategic/Consultative Selling Model?
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develop ethnocentric policy
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Environmental issues and challenges faced by a company which is in the initial stages of implementing a personal selling strategy include all of the following except:
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product innovation
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Promotions designed to increase product availability in distribution channels are known as:
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trade sales promotions
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Which of the following is a disadvantage of using an expatriate sales force?
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maintaining is very expensive
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Which of the following is not a step in the strategic/consultative selling model?
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develop a marketing mix
