QUESTION Why are agents and brokers placed in a special category, treated neither as wholesalers nor as retailers? What will be an ideal response? ANSWER Answer: Agents and brokers don’t own or take title to the products they handle, they usually don’t carry any inventory or provide credit, and they earn fees or commissions […]
QUESTION Which of the following is a form of publicity? A) press release B) brand advertising C) institutional advertising D) advocacy advertising E) product placement ANSWER Answer: A Explanation: A) Publicity is defined as unpaid coverage by the mass media about a firm or its products. A press release is a brief statement written […]
QUESTION Which of the following is one of the basic tasks associated with personal selling? A) public relations B) order processing C) reach D) continuity E) advocacy ANSWER Answer: B Explanation: B) Three basic tasks are associated with personal selling: creative selling, order processing, and sales support.
QUESTION When so-called “missionary” salespeople call on existing customers and provide them with product samples and information, what does this fall under? A) creative selling B) reach C) order processing D) sales support E) continuity ANSWER Answer: D Explanation: D) Sales support consists not of selling products but of facilitating the sale by providing […]
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 […]
QUESTION Tino, a salesperson, is talking to a potential customer he has just contacted. What step will Tino most likely undertake next? A) closing B) approaching C) qualifying D) prospecting E) public relations ANSWER Answer: C Explanation: C) When a salesperson qualifies someone, he or she determines if the prospect has the authority to […]
QUESTION What is the process of identifying potential customers known as? A) personal selling B) approaching C) qualifying D) prospecting E) public relations ANSWER Answer: D Explanation: D) Prospecting is the process of identifying potential customers, who are called prospects.
QUESTION How does the place strategy differ from the promotion strategy? What will be an ideal response? ANSWER Answer: The place strategy asks: “How do we place (distribute) the product in the right locations?” The promotion strategy asks: “How do we communicate the benefits of the product?” Explanation: The place strategy focuses on placing […]
