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Exam 16: Using Effective Promotions

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Question 61

True/False

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After-sale follow-up is an important but often neglected step in B2C sales.

A) True
B) False

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Question 62

Multiple Choice

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________ advertising encourages wholesalers and retailers to carry the products of a specific manufacturer.

A) Advocacy
B) B2B comparison
C) Trade
D) Institutional

E) C) and D)
F) B) and C)

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Question 63

Multiple Choice

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Woodson Productions gives young adults free tickets to concerts it promotes if they agree to go into an Internet chat room and share their positive experience with others.The free tickets Woodson provides represent:

___________ encourages people to tell other people about goods or services they have enjoyed.

The combination of advertising,personal selling,public relations,and sales promotion activities traditionally used by an organization represents its:

Jose is a salesperson for a firm that sells and leases heavy construction equipment.This equipment is very expensive,and is highly specialized.Jose spends a great deal of time learning about potential customers' needs,then uses his knowledge of the Internet to locate exact specifications of equipment offered by all the major producers in the industry.Armed with this information,Jose is able to identify the best equipment for each job.Jose has completed the preapproach stage of the selling process.

Because customers eventually lose interest,businesses achieve the best results when they use sales promotion activities on a limited and irregular basis.

Radio advertising has certain shortcomings but offers businesses an opportunity to reach a specific target market.

As customers walk into Phat Pat's clothing store,they are greeted by a salesperson who asks the question,"May I help you?" Studies indicate that this is an effective opening in the B2C sales process.

The approach step of the selling process attempts to:

As a salesperson for an electrical contractor,Greg is included as part of the target audience for sales promotions from his own company.

As one of the tools included in a firm's promotion mix,public relations is intended to earn public understanding and acceptance.

________ combines all the promotional tools employed by a firm into one comprehensive and unified promotional strategy.

Explain the difference between viral marketing,blogging and podcasting.

Since personal selling involves face-to-face contact with customers,salespeople make little if any use of technology in performing their jobs.

Free TV and radio broadcasting is made possible by advertising.

One of the distinct differences between ______________ and other forms of advertising is the fact that the medium used allows for a dialogue exchange of information between buyers and sellers,instead of a monologue type approach.

Which of the following statements is the most accurate?

Trade advertising is advertising to consumers by manufacturers to encourage them to try their products.

The purpose of a trial close in the selling process is to learn as much as possible about customers and their wants and needs.