QUESTION Which of the following, if true, strengthens the argument for shifting to television infomercials? A) Many mainstream companies such as P&G, Dell, Disney, and Bose have begun using infomercials to sell their wares. B) ValueNet could slightly modify its telemarketing techniques and receive a much better customer response. C) TV media production costs are […]
QUESTION What is the general rule to help you determine which distribution channel is best for your product? What will be an ideal response? ANSWER Answer: The general rule is: Make the product available in whatever number of locations, great or small, is needed to satisfy customers. Explanation: Knowing which distribution channel is best […]
QUESTION Which of the following, if true, most strengthens the argument for continuing direct mail marketing? A) The consumers that direct mail marketing reaches are much better prospects compared to those reached by advertising. B) Direct mail marketing accounts for 34 percent of all U.S. direct marketing spending. C) Direct mail marketing has proven to […]
QUESTION What would a company most likely consider when deciding between air and water as a mode of overseas transportation? What will be an ideal response? ANSWER Answer: The two biggest factors most companies consider when choosing between air and water for overseas transportation are price and time. While water is the cheapest form […]
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 are low-cost marketing schemes that try to get customers’ attention in unusual ways sometimes called? A) guerrilla marketing B) word-of-mouth marketing C) buzz marketing D) viral marketing E) face-to-face marketing ANSWER Answer: A Explanation: A) Guerrilla marketing consists of innovative, low-cost marketing schemes that try to get customers’ attention in unusual ways.
QUESTION Which of the following is a type of word-of-mouth marketing? A) guerrilla marketing B) trade show marketing C) canned marketing D) viral marketing E) creative marketing ANSWER Answer: D Explanation: D) Two types of word-of-mouth marketing are buzz marketing (using high-profile entertainment or news to get people to talk about their product) and […]
QUESTION If, as a salesperson, you are using a “canned presentation,” what are you most likely doing? A) asking questions to test the prospect’s willingness to buy B) determining the customer’s needs, and then tailoring your presentation to those needs C) using a fixed, memorized selling approach to present the product D) asking the prospect […]
