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Exam 16: Using Effective Promotions

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Question 91

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B2C salespeople spend more time prospecting their customers than do B2B salespeople.

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Question 92

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The final step of the selling process involves:

A) follow up.
B) closing.
C) posting.
D) trial closing.

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Question 93

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Combining a firm's promotional tools and resources to create a positive brand image is the goal of integrated marketing communication.

In their advertisements,Luther Pharmaceuticals asks consumers to judge their product,Ache-Free,against a well-known competitor's product to see that Ache-Free provides superior pain relief.This represents:

To be effective and maintain its independence,the public relations department should avoid establishing close relationships with the media,community leaders,and other corporate stakeholders.

Consumer research indicates that the public is very concerned about underage drinking.In response,Texas Brewing Company has created a website providing parents with information to help avoid underage drinking in their families.The firm also provides materials to retailers to help train their employees to avoid sales to minors.Publicizing these efforts:

__________ 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.

Which of the following represents the primary purpose of a firm using institutional advertising?

Publicity works and is often used only if the media finds the information interesting or newsworthy.

The popularity of infomercials has declined in recent years.

The Internet provides an effective medium for consumers who pick their products from online outlets or who do online comparison shopping.

After her sales presentation,Whitney asks her customers what color they prefer and if they would like to pay by credit card.She hopes that these questions will help the sales process move beyond the customer's questions and objections.With limited time,Whitney is utilizing a trial close to help finalize the sale more quickly.

When an organization uses advertising to create an attractive image for itself,this type of advertising is called:

Evidence indicates that the best promotional strategy for firms operating globally is:

Green Space is an organization concerned about preserving forests and wilderness areas.They hope to raise the public's awareness regarding this issue.Green Space can communicate their concern by utilizing advocacy advertising.

As a salesperson for an electrical contractor,Greg is included as part of the target audience for sales promotions from his own company.

Compared to other promotional tools,publicity:

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

Garden.com uses interactive promotion by allowing customers to chat with each other online about gardening.

The activity that evaluates public attitudes,changes policies and procedures in response to the public's requests,and executes a program of action and information to earn public understanding and acceptance is called: