125. James Rodriguez, an advertising manager for Verizon, has chosen the words for the company’s new magazine ads
and is now determining which illustrations will best complement the words. Therefore James is in which stage of
developing the advertising campaign?
a. Defining the advertising objectives.
b. Developing the media plan.
c. Creating the advertising message.
d. Executing the campaign.
e. Identifying the advertising target audience.
126. Susan Smith, ad campaign manager for Coca–Cola, is making final changes to the content of an ad‘s message. She
is talking with network distribution companies about when the ad will air, and she is discussing expected effects of
the ad on consumers with commercial artists. Thus, she is in which stage of the ad campaign development process?
a. Development of the media plan.
b. Creation of the advertising message.
c. Evaluation of the advertising’s effectiveness.
d. Analysis of the advertising target audience.
e. Execution of the campaign.
127. All of the following are helpful in evaluating the effectiveness of advertising except:
a. past sales.
b. responses to coupon offers.
c. salespersons’ salaries.
d. consumer surveys by research organizations.
e. current sales.
128. Vitalink Company does marketing research and then plans, creates, and places various forms of paid
communications about its clients‘ products and services. Vitalink Company is a(n) .
a. publicist
b. advertising medium
c. marketing broker
d. promotion specialist
e. advertising agency
129. An advertising agency receives percent of the client’s media expenditures.
a. 6
b. 10
c. 12
d. 15
e. 18
130. All of the following are benefits of advertising except:
a. effects of certain products may be exaggerated.
b. it is not expensive in reaching a large number of people.
c. it lowers prices due to competition.
d. it pays for news and entertainment programming.
e. it provides job opportunities.
131. The most expensive but most adaptable method of the promotion mix is .
a. sales promotion
b. advertising
c. direct mail
d. personal selling
e. publicity
132. Your company’s greatest need is to employ salespeople who will be responsible for selling the firm‘s products to
new customers and increasing sales to present customers. For this reason, you recommend that the company hire
which type of salesperson?
a. Order taker
b. Missionary
c. Trade
d. Order getter
e. Technical
133. An order getter is responsible for selling products to new customers and increasing sales to present customers.
Thus, he/she is responsible for:
a. taking orders.
b. promoting products.
c. maintaining long-term relationships with current customers.
d. creative selling.
e. missionary selling.
134. Brenda is a real estate agent for Coldwell Banker. Whenever she works with a client, she focuses on obtaining
leads for prospective clients who are friends or families of her current client. Brenda is acting in her capacity as
a(n) _____.
a. technical salesperson
b. missionary salesperson
c. order taker
d. order getter
e. sales support person
135. Both inside and outside order takers produce most of their company’s sales through:
a. successful handling of repeat sales.
b. creative selling techniques.
c. aggressive solicitation of new customers.
d. locating prospects.
e. persuading new customers to try their product or service.
136. Vicky works as a salesperson for Lands‘ End. Her duties consist of taking customer orders over the telephone and
ensuring that the information is properly entered so that customers will receive the products they need. Vicky is
a(n) _____.
a. order getter
b. missionary salesperson
c. prospector
d. outside order taker
e. inside order taker
137. Dave Jones’s responsibilities at Ford include educating customers, building goodwill for the firm, and providing
follow-up service. Dave is a .
a. missionary salesperson
b. trade salesperson
c. technical salesperson
d. sales support person
e. creative order taker
138. Merck & Co., Inc., a pharmaceutical manufacturer, wishes to promote its products to retail pharmacists, physicians,
and hospitals. Merck should recruit .
a. order getters
b. order takers
c. outside salespersons
d. advisory salespersons
e. missionary salespersons
139. In a typical day working for Coors Brewing, Alan will deliver beer, restock shelves, clear out old beer, take orders
for the next day‘s delivery, and set up promotional displays. Alan is both a and an .
a. missionary salesperson; order getter
b. trade salesperson; order taker
c. technical salesperson; order getter
d. trade salesperson; order getter
e. missionary salesperson; order taker
140. The personal-selling process includes all of the following except:
a. prospecting.
b. approaching the prospect.
c. answering objections.
d. providing a product sample.
e. making the presentation.
141. Dan has an educational background in computer engineering. He works for IBM by assisting major customers with
understanding how to install, use, and troubleshoot their networked computer systems. Dan would be best classified
as a(n) _____.
a. trade salesperson
b. technical salesperson
c. order taker
d. design engineer
e. missionary salesperson
142. Tyler is searching through his company’s files of its customers to choose ones that would most likely be interested
in the new product line his company has developed. Which stage of the personal-selling process is this?
a. Making the presentation
b. Approaching the prospect
c. Prospecting
d. Following up
e. Closing the sale
143. Kaitlyn demonstrates how her company‘s new professional stain remover works. This demonstration is part of the
step of the personal-selling process.
a. prospecting
b. answering objections
c. closing the sale
d. making the presentation
e. approaching the prospect
144. After Jeremy has made his sales presentation and answered the prospect‘s objections, he says, “When would you
like to take delivery of the copier?” This is called a .
a. trial closing
b. follow–up
c. slick seller
d. clincher
e. negotiation for delivery terms
145. Ryan Witz sells vacuum cleaners door-to–door. After showing Mrs. Davis several models and demonstrations,
Ryan can tell she is hesitant but interested. Which trial closing is Ryan likely to use to ensure a sale?
a. “Here’s my card. Give me a call if you would like to place an order.”
b. “Will you be placing an order, Mrs. Davis?”
c. “Do you want the standard model, or the one with the special options package?”
d. “Shall I give you a week to consider the offer?”
e. “I’ll put you down for the deluxe model. Is that your natural hair color?”
146. is essential to the selling process because it leaves a good impression and eases the way toward future sales.
a. Answering objections
b. Making the presentation
c. Closing the sale
d. Prospecting
e. Following up
147. When has Natalie, an industrial supplies salesperson, completed her job with a particular client?
a. When she overcomes the objections of the client.
b. When she closes a sale with the client.
c. Never, as long as she maintains a working relationship with the client.
d. When she follows up with the client to ensure that a correct and timely delivery was made.
e. When she thanks the client for the business and asks for other prospects.
148. As John walked down the aisle of a supermarket one Saturday, he encountered a lady at the end handing out bite-
sized portions of a new brand of sausage. This lady is trying to accomplish what?
a. Neutralize competitive promotional efforts.
b. Stabilize irregular sales patterns.
c. Reinforce advertising.
d. Encourage trial purchases of the product.
e. Draw new customers.
149. If the Early Bird Dry Cleaners displays a sign in the window of its store that says it will take any competitor’s
coupons, it is trying to:
a. neutralize competitive promotional efforts.
b. stabilize irregular sales patterns.
c. reinforce advertising.
d. encourage trial purchases of the product.
e. draw new customers.
150. Turner’s Garage, an automotive repair shop, sends out a direct-mail offer for a complete tune-up for first-time
customers at a greatly reduced price. Which sales promotion objective is Turner’s Garage trying to accomplish?
a. Neutralizing competitive promotional offers.
b. Increasing reseller inventories.
c. Boosting sales to current customers.
d. Steadying irregular sales patterns.
e. Drawing new customers.
151. When a retail store such as Sears offers a one-day promotion for an extra 15 percent off to customers holding a
charge account with them, it is attempting to:
a. draw new customers.
b. invigorate the sales of a mature brand.
c. steady irregular sales patterns.
d. boost sales to current customers.
e. neutralize competitive promotional efforts.
152. The sales force for Stanley Tool Corp. has been instructed to offer a 10 percent discount to its retailers on all units
ordered in excess of the previous month’s order amount. The offer will be extended to Stanley‘s independent
retailers, applicable to several small hardware lines. The objective of this type of sales promotion is to:
a. build up reseller inventories.
b. increase traffic in retail stores.
c. improve shelf space and displays.
d. reinforce advertising.
e. encourage trial purchases of a new product.
153. General Mills is planning a sales promotion to stimulate wholesalers and retailers to carry a new line of cake mixes
and to market the mixes aggressively. What type of sales promotion should General Mills use?
a. Consumer sales
b. Pull
c. Push
d. Trade sales
e. Product sales
154. When Estée Lauder offers a free gift with a $15 purchase of its product from a retail outlet, it is specifically using
what type of promotional technique?
a. Bribe.
b. Consumer sales promotion technique.
c. Consumer product promotion technique.
d. Trade sales promotion method.
e. Bait-and-switch method.
155. When Fashion Fair Cosmetics offers marketing assistance to resellers that buy its products, it is engaging in what
type of promotion technique?
a. Bribery.
b. Consumer sales promotion technique.
c. Consumer product promotion technique.
d. Trade sales promotion method.
e. Bait-and-switch method.
156. A return of part of the purchase price to the consumer is known as a .
a. premium
b. rebate
c. sample
d. point-of-purchase coupon
e. discount
157. All of the following are examples of sales promotion except:
a. rebate.
b. sample.
c. premium.
d. point-of-purchase display.
e. direct–response advertising.
158. Sales promotion methods include all of the following except:
a. premiums.
b. coupons.
c. rebates.
d. news releases.
e. frequent-user incentives.
159. A shelf dispenser in a supermarket provides pieces of paper that offer $1.00 off any Thermasilk hair care product.
Customers can redeem their savings at the time of purchase. This sales promotion is a .
a. point-of–purchase display
b. rebate
c. coupon
d. premium
e. refund
160. Jersey Mike’s Sub Shop offers its customers a card to stamp each time they buy a sandwich. When the card is full,
the customer can redeem it for a free sandwich. This sales promotion is a .
a. buying allowance
b. frequent-user incentive
c. coupon
d. premium
e. loyalty reward
161. Every year in the city of Phoenix there is a Home and Garden Show that is open to the public and features
hundreds of exhibits from local companies about ideas for improving their homes and gardens. This Home and
Garden Show is a .
a. promotion show
b. collection of samples
c. cooperative advertising venue
d. premium display
e. trade show
162. In preparing for summer sales, Sunsheen Tanning Products is placing in its retail outlets life-size cardboard cutouts
of this year’s Miss Tan America that attach to existing store displays. The cutout, featuring Miss Tan America in a
bikini holding a bottle of lotion, is an example of a(n) .
a. deceptive advertising practice
b. outdoor advertisement
c. point-of–purchase display
d. trade sales promotion method
e. in–store demonstration
163. Ski XYZ Company manufactured too many ski jackets, overestimating the quantity retailers would purchase. So Ski
XYZ has offered its customers a lower cost of purchase, 20 percent lower, if they order ten or more jackets. The
company is displaying an example of what?
a. Cooperative advertising
b. Rebates
c. Coupons
d. Discounts
e. Buying allowances
164. If Levi Strauss & Co. offers to pay JCPenney to have its jeans included in JCPenney’s anniversary sale ad, this
would be an example of .
a. a buying allowance
b. a bribe
c. cooperative advertising
d. point-of-purchase discounts
e. integrated advertising efforts