QUESTION Which of the following, if true, most weakens the argument for continuing direct mail marketing? A) Riverdale will have to use highly selective mailing lists to ensure that its messages reach the target audience. B) Some analysts predict a decline in the use of traditional forms of direct mail in coming years. C) Competitors […]
QUESTION If your company had many crates of fresh apples to be held briefly in storage before delivery to a dozen retail stores, would you choose a storage warehouse or a distribution center? Why? What will be an ideal response? ANSWER Answer: To store crates of apples briefly before delivery to a dozen individual […]
QUESTION What is the difference between a press release and a press conference? What will be an ideal response? ANSWER Answer: A press release is a brief statement written in the form of a news story or a video program that is released to the mass media to try to get favorable publicity for […]
QUESTION How does sales promotion differ from advertising? What will be an ideal response? ANSWER Answer: Sales promotion focuses on short-term marketing incentives to stimulate either dealer interest or consumer buying, whereas advertising is paid nonpersonal communication by an identified sponsor using various media to inform an audience about a product. Explanation: Although they’re […]
QUESTION What differentiates the trial close from the actual close? What will be an ideal response? ANSWER Answer: The trial close is a question or statement that tests the prospect’s willingness to buy. The actual close, on the other hand, concludes the presentation by asking the prospect to purchase the product. Explanation: The trial […]
QUESTION When is personal selling appropriate, and when is it not appropriate? What will be an ideal response? ANSWER Answer: Personal selling is very expensive and, therefore, is only really appropriate when the product is somewhat expensive, somewhat complex, and aimed at few customers located close together. Less expensive, more common products that are […]
QUESTION Why do you think the first promotional priority is to inform? What will be an ideal response? ANSWER Answer: The first promotional priority is to inform people about the product because they won’t buy something they know nothing about. Consumers need to be told what the product is, how to use it, where […]
QUESTION Which of the following, if true, weakens the vice president’s argument? A) The low-rent, low-tax area is located farther from delivery sites. B) West Coast Unlimited’s competitors often place their distribution centers in relatively expensive locations. C) Better use of technology could reduce distribution costs more than a relocation could. D) Final customers are […]
QUESTION A critic claimed that a business that neither manufactures nor sells directly is doomed because it is forced to compete exclusively on price. Which of the following is the best criticism of this argument? A) It ignores the fact that improvements in wholesaler efficiency are relatively easy to duplicate. B) It fails to demonstrate […]
QUESTION Which of the following, if true, strengthens the argument for exclusive distribution? A) A growing number of shoe customers prefer to shop online instead of visiting stores. B) The number of customers who buy shoes is greater than the number of people who buy belts. C) Some expensive leather products use leather that is […]
