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Exam 16: Using Effective Promotions

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Question 61

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Phil's activities as a salesperson for Marquette Publishing are part of Marquette's promotion mix.

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Question 62

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After prospects have been identified and qualified,the next step in the selling process is __________.This step requires the salesperson to learn as much as possible about the potential customers' wants and needs.

A) customer specification
B) the preapproach
C) consumer trait analysis
D) customer quantification

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Question 63

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A 30-second Super Bowl commercial costs about $3 million,but given the audience for its telecast is considered an effective advertising purchase.

Which of the following offers the greatest potential for meaningful interaction between buyers and sellers?

Firms with a very limited advertising budget would be very unlikely to use ________ advertising.

Which of the following is a consumer sales promotion activity?

Bonnie faces the challenge of developing the promotion mix for a new business.Given the uniqueness of the new products and a very limited budget,Bonnie confronts a creditability problem.She realizes that the promotional messages of an unknown firm may be met with skepticism.Bonnie should consider:

Mailing ads to nearby residents helps grocery stores reach their target market with information of special sales.This represents direct mail advertising.

A __________ allows B2B buyers to see products on the Internet 24 hours a day,365 days a year without having to leave their office.

________ refers to the face-to-face presentation and promotion of goods and services.This also includes searching for prospects and providing follow-up services.

James Erler likes to search online for values at sites like Drugstore.com and do online comparisons of what he thinks are the best products for him at the right price.James would be a consumer active in using a pick economy.

Advertising on the Internet has become the number one medium and ranks ahead of newspapers and network television,based on total advertising expenditures.

A recent study reveals that regardless of the product or target market,mobile media is not a promotion mix tool that works efficiently.

Advertising reaches a national audience more effectively than it communicates with a local market.

Which of the following helps explain the popularity of infomercials?

Coupons,contests,and sampling are examples of sales promotion activities.

Free TV and radio broadcasting is made possible by advertising.

The evidence supports the position that promotional efforts specifically designed for individual countries produce:

In the evaluation of the promotion,it's best to establish a promotional strategy that can reach multiple targets rather than developing a separate promotion mix for each target group.

A promotional campaign begins by: