QUESTION Which of the following, if true, weakens the argument for shifting to direct-response television marketing? A) Most customers perceive infomercial sales tactics to be loud, aggressive, and questionable. B) Some companies have found it difficult to adopt an infomercial strategy. C) Consumer behavior is highly dependent on the state of the economy. D) New […]
QUESTION What is supply-chain management, and how does the concept of logistics fit into it? What will be an ideal response? ANSWER Answer: Supply-chain management is the strategy of planning and coordinating the movement of materials and products along the supply chain, from raw materials to final buyers. Whereas supply-chain management is concerned with […]
QUESTION A sales manager at the company comments, “The age of telemarketing is over.” Is the sales manager correct? Why or why not? A) Yes, the National Do Not Call Registry marked the beginning of the end of this marketing approach. B) Yes, customers do not like to be inundated with a company’s calls. C) […]
QUESTION What is a likely consequence of a multilevel marketing distributor having many “downliners”? What will be an ideal response? ANSWER Answer: Having many “downliners,” or people selling for a distributor, means that the compensation is likely to be significant. Explanation: In multilevel marketing, distributors sell products both on their own and by recruiting […]
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 […]
