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Exam 16: Using Effective Promotions

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Question 21

True/False

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Effective salespeople push hard to finalize a sale as soon as they finish their presentation.Otherwise,the customer has time to come up with objections that will make the sale more difficult to close.

A) True
B) False

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verified

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Question 22

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The Internet allows firms to listen to customers' wants,track their purchases,provide them with better service,and more access to information.

A) True
B) False

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verified

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Question 23

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Informing consumers about goods and services represents advertising's only benefit to society.

The popularity of the Internet has severely reduced the importance and effectiveness of word-of-mouth promotion.

PR firms find that their services can be enhanced and improved by listening to the public in different forums including the Internet.

Persuading others to buy your product represents the only goal of effective selling.

__________ refers to such tactics as paying people to say good things about a product on the Internet or setting up multilevel selling schemes that reward people for directing their friends to a company's website.

Infomercials provide the opportunity for:

The explosion of the BP oil rig and subsequent oil spill in the Gulf of Mexico was one of the worst disasters affecting the U.S.in this century.There was a tremendous loss of sea life.Commercial fishermen and other businesses suffered from the loss of trade.After the massive disaster and tragedy,Tony Hayward,then CEO of BP,offended many people when he was quoted in several newspapers as saying,"I would like my life back." Sadly,BP did not solicit this promotion.Marketers refer to this type of message as ____________,an unpaid form of promotion.

Effective sales promotion activities target:

Integrated marketing communication combines each element of the promotional effort to create a unique message for a product sold in different markets.

The average cost of a single sales call to a potential B2B buyer in the U.S.is expensive and could cost about:

Multilevel selling schemes that reward consumers for directing other consumers to specific websites represent an example of viral marketing.

Your company has developed a new kind of nutritious snack food and you are part of a team created to develop the promotion mix for the new product.Your specific task on this team is to determine the sales promotion activities of the promotion mix.Identify and describe several possible sales promotion activities the firm could use to promote the new snack food.

Which of the following is a consumer sales promotion activity?

Internet advertising is rapidly growing and now ranks third in terms of total advertising expenditures.

Using effective public relations involves establishing a dialogue with customers so that information can be exchanged and trust can be developed.

Advertising provides the public with free TV and radio programs.

Which of the following helps explain the popularity of infomercials?

Mini-Case The Xer-Wise Corporation manufactures and markets high quality home exercise equipment.The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly.The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups.Additionally,unlike other strength building machines,this equipment also incorporates a recumbent bicycle to provide a complete aerobic workout.The entire piece of equipment is easy to assemble,and when not in use it can be folded into a compact unit that is easy to store.A group of fitness experts have tested the equipment and have provided rave reviews.Company executives believe that this product,called the MuscleMaster,will appeal to busy young adults living in relatively small apartments.Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product.The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product. -Tom and Melody are considering the extensive use of ads in fitness magazines and a direct mail campaign targeted at people who have bought other products made by Xer-Wise.Since these messages are geared directly to customers,it is clear that Tom and Melody want to implement a _________ strategy.