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 […]
QUESTION Why do you think many companies rely on intermediaries? What will be an ideal response? ANSWER Answer: Intermediaries are important to many companies because they are the people or firms that move products between producer and customer. Without these intermediaries, many companies would be unable to get their products to the end users. […]
QUESTION Which of the following would be BEST transported by air? A) heavy, bulky cargo such as bricks or stone B) foreign oil or natural gas C) medicines or emergency medical equipment D) imported or exported automobiles E) raw materials such as coal or wheat ANSWER Answer: C Explanation: C) Because air transport is […]
QUESTION Which of the following is NOT among the four primary considerations when deciding which media to buy? A) reach B) frequency C) brand D) continuity E) cost ANSWER Answer: C Explanation: C) The four main considerations when deciding which media to buy are reach, frequency, continuity, and cost.
QUESTION Which of the following is true of integrated marketing communication? A) It utilizes different promotional tools one at a time. B) It combines advertising and public relations. C) It is limited in what it can and how it can communicate. D) It combines all four promotional tools. E) It does not utilize any of […]
