QUESTION What is the name given to face-to-face communication and promotion to influence customers to buy goods and services? A) personal selling B) fear-appeal advertising C) direct-action advertising D) press release E) advocacy advertising ANSWER Answer: A Explanation: A) Personal selling is face-to-face communication and promotion to influence customers to buy goods and services.
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 Which of the following would the nonprofit organization Protect the Bears be MOST likely to sponsor? A) political candidate advertising B) institutional advertising C) public service advertising D) brand advertising E) product placement advertising ANSWER Answer: C Explanation: C) Public service advertising consists of presentations, usually sponsored by nonprofit organizations, that are concerned […]
QUESTION Which of the following is true of advocacy advertising? A) It promotes the sale of specific products. B) It supports a particular opinion about an issue. C) It is a type of public service advertising. D) It is a type of brand advertising. E) It is usually sponsored by nonprofit organizations. ANSWER Answer: […]
QUESTION If a company wants to create goodwill and build a desirable image for itself rather than to specific products, which of the following would it choose? A) institutional advertising B) brand advertising C) advocacy advertising D) public services advertising E) direct-action advertising ANSWER Answer: A Explanation: A) Institutional advertising consists of presentations that […]
