3.01
The end result of promotion is that information about goods, services, images, or ideas will be
communicated.
gathered.
researched.
organized.
Communicated
How does promotion directly benefit customers?
It supports the mass media.
It creates jobs.
It educates them.
It enhances a company’s image
It educates them
Which of the following is an overall goal of the promotional mix:
To decrease operating expenses
To convey a message inexpensively
To persuade consumers to buy
To have the right goods available
To persuade consumers to buy
Which of the following is an example of a product being sold to an organization for resale:
A wholesaler sells candy to a concession stand.
A retailer sells a small refrigerator to a coffee shop.
A potter sells pottery at a flea market.
A farmer sells produce to a restaurant.
A wholesaler sells candy to a concession stand.
When is a salesperson’s job done?
When the customer is satisfied
After the sales presentation
After the deal has closed
When the item can no longer be returned
When the customer is satisfied
A characteristic of effective promotion is that it should be __________ to the intended audience.
unrelated
unappealing
restricted
relevant
relevant
An advertisement for nutritional supplements features a man with a bodybuilder’s physique. What criticism of promotion might this illustrate?
It can be offensive.
It can be deceptive.
It has limited abilities.
It can play upon people’s fears.
It can be deceptive
Any paid form of nonpersonal presentation of ideas, images, goods, or services is known as
advertising.
publicity.
sales promotion.
personal selling.
Advertising
What is a tangible product
Because product quality and price can easily be matched, customer service becomes a key component in business
careers.
forecasts.
competition.
communications
Competition
To be effective, promotional messages need to be
hard to remember.
used sparingly.
rewritten frequently.
repeated frequently.
repeated frequently
A magazine advertisement for cleaning supplies pictures a woman scrubbing the kitchen floor. What criticism of promotion might this illustrate?
It can create or reinforce stereotypes.
It has limited abilities.
It can be deceptive.
It can play upon people’s fears.
It can create or reinforce stereotypes.
Contests, samples, and coupons are all examples of
novelty items.
personal selling.
sales promotion.
premiums.
Sales Promotion
What is a service?
Intangible
church, nails, hair
What is word of mouth information?
If a customer expects something because his/her friend received it, the customer’s expectation is influenced by word-of-mouth information.
A long-range benefit that a business may derive from promoting its company image is
new customers.
immediate sales.
customer loyalty.
reduced expenses.
Customer loyalty
What is product promotion?
Product promotion is an attempt to persuade customers to buy a particular good or service. It can be used to create awareness of a good or service, inform customers about product features, encourage interest in and inquiries about a good or service, inform customers where a product can be purchased, build a reputation for a product, and create excitement and motivate retailers and salespeople.
Personal selling would be a cost-effective form of promotion for which of the following products:
Newspaper
Garden rake
Laptop computer
Soft drink
LapTop computer
Certain industrial and retail products with hidden or complex features require technical explanation by skilled salespeople.
Which of the following is an example of a product being sold without the use of an intermediary:
A construction-supply distributor
A car-rental agency
A Make-up cosmetics party
A tanning salon
A Make-up cosmetics party
How do salespeople maintain relationships with customers?
To maintain relationships with clients, it’s important for salespeople to keep in touch with them. In some cases, this just takes a simple follow-up phone call. A thank-you card in the mail can also go a long way to separate you from the competition.
Which of the following is a way that promotion benefits society and the economy
create jobs
What is institutional promotion
it attempts to create a certain image of the company in the eyes of the customer.
In which stage of a product’s life cycle would the least money be invested in product promotion?
Intro
growth
maturity
Decline
Decline
Why is it important for a salesperson to have product knowledge?
knowing products inside and out and being able to explain their features in terms of benefits for specific customers will help sell the product
What is key to customer service?
Having a good attitude