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Exam 15: Public Relations, Sales Promotion, and Personal Selling

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Question 91

Multiple Choice

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Dell's fall back-to-school program allows students who buy a new laptop computer for college to get a free printer.The printer giveaway is a:

A) push strategy
B) advocacy advertising
C) comparative advertising
D) cause marketing
E) sales promotion

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Question 92

Multiple Choice

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A _____ is a written document or professional presentation that outlines how a company's product will meet or exceed the client's needs.

A) customer profile
B) needs assessment
C) sales proposal
D) qualifying document
E) forecast of needs

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Question 93

True/False

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A good salesperson considers objections a legitimate part of the purchase decision.

Which type of consumer sales promotion rewards loyal consumers for making multiple purchases of a particular good or service?

Kinko's has built a long-term business relationship with PeopleSoft in which PeopleSoft awards much of its training and education materials printing to Kinko's.Which promotional activity was most likely used to make this $5 million deal?

Before approaching the customer,a salesperson should learn as much as possible about the prospect's organization and its buyer.

Broyhill is offering the sales force at Meers Furniture Emporium a $50 reward for each Broyhill Pleasant Isle Living Room Collection sold in the next 30 days.What type of trade sales promotion is the $50?

What is cause-related marketing? Describe an example of this public relations tool other than those given in the chapter.

Many people have trouble defining the term "casual dress" when it comes to what is appropriate to wear to work.Levi Strauss & Co.put together a newsletter and a video detailing what was suitable for casual work attire.Levi sent the video to human resources managers all over the United States.This is an example of:

The first step in the selling processing is approaching the customer and probing needs.

The sponsorship of NASCAR is an example of a public relations activity.

When compared to other forms of promotion,personal selling:

When Rick purchased a Xerox color printer for his law office,he was able to mail in a proof-of-purchase and his cash register receipt to receive a check from Xerox for $200.Rick received a:

Jefferson Smurfit Company is a multibillion-dollar supplier of packaging materials.One of its salespeople rearranged production schedules at three different plants to satisfy an unexpected demand for boxes from General Electric.The salesperson's action is typical of the company's sales philosophy and indicates an emphasis on:

As part of the needs assessment,the consultative salesperson must learn everything there is to know about:

Which of the following statements about online sales promotions is true?

Dave is in charge of finding sponsors for the 2011 Riverbend Festival.He is meeting with marketing representatives from Wrangler jeans and First Tennessee National Bank,attempting to convince them to sponsor the event.Dave is engaged in personal selling.

Sales promotion offers an incentive to buy.

In traditional selling,more time is spent _____ than in relationship selling.

A _____ is a cash refund given to consumers for the purchase of a product during a specific time period.