Chapter 16 3 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

183. (p. 434, figure 16.5) One advantage of magazine advertising is that:

A. the ad must conform to post office regulations.

184. (p. 434, figure 16.5) The best advertising medium to reach a specific target market is:

A. radio.

185. (p. 434, figure 16.5) The effectiveness of direct mail advertising suffers from:

A. its inflexibility.

186. (p. 434, figure 16.5) The effectiveness of magazine advertising is reduced by its:

D. higher total cost, relative to television advertising.

187. (p. 434, figure 16.5) Which of the following is a major strength of direct mail advertising?

A. low cost

188. (p. 435) Which of the following refers to the practice of paying to have a product appear favorably in a TV

show or movie?

D. market recognition

189. (p. 435) Infomercials provide the opportunity for:

D. the promotional mix to be avoided.

190. (p. 435) TV programs devoted exclusively to promoting goods and services are called:

D. online computer advertising.

191. (p. 437) __________ changes the relationship between buyers and sellers from a monologue to a dialogue in

which information is shared to create mutually beneficial exchanges.

A. Advertising

192. (p. 437) Gardening.com is an online retailer of garden products. By allowing communication between

gardeners and experts via its website Gardening.com is using:

D. an asynchronous relationship.

193. (p. 437) Advertisers like online advertising because:

C. it is inexpensive.

D. few advertisers are using the Internet so their message will stand out.

194. (p. 437) Which of the following offers the greatest potential for meaningful interaction between buyers and

sellers?

A. testimonials

195. (p. 437) Companies can implement global marketing by developing a product and promotional strategy that:

D. motivates intermediaries (i.e. wholesalers and retailers) to actively stock and sell the firm’s goods and

services.

196. (p. 437) The evidence supports the position that promotional efforts specifically designed for individual

countries produce:

D. superior results only when the product is also produced in each country.

Nickels – Chapter 16 #196

197. (p. 438) Future promotional efforts will likely be:

C. less interactive and more persuasive.

D. similar to promotional efforts today.

198. (p. 433, figure 16.3) 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:

D. interpretive advertising.

199. (p. 434, figure 16.5) Which of the following is an advantage of magazine advertising?

A. short exposure time

200. (p. 434, figure 16.5) Which of the following media enables firms to quickly change their advertising message?

201. (p. 434, figure 16.5) Which of the following represents a disadvantage of outdoor advertising?

D. high cost

202. (p. 434, figure 16.5) Firms with a limited advertising budget would least likely use ________ advertising.

A. Internet

203. (p. 435) Which of the following helps explain the popularity of infomercials?

D. little impact of testimonials on potential buyers

204. (p. 437) Which of the following statements is the most accurate?

A. Studies indicate that effective promotion focuses on the pricing elements of the marketing mix.

205. (p. 437) Carolina Insurance wants to create a more interactive approach to advertising in order to build strong

relationships with their customers. Which of the following represents the preferred advertising medium to

achieve their goal?

D. trade shows

206. (p. 433) Indiana Processing promotes its services through Mechanical Engineers Today, a trade magazine that

charges Indiana Processing and other companies $5000 per page to help offset the magazine’s publishing costs.

This promotional activity is an example of:

D. trade shows.

207. (p. 433) Which of the following statements is the most accurate?

D. Consumers don’t remember good advertisements.

208. (p. 437) Which of the following statements about global advertising is most correct?

A. Firms should avoid advertising in foreign markets and rely instead on other elements of their promotion mix,

such as personal selling and public relations.

209. (p. 437) Experience indicates that the best promotional strategy for firms operating globally is:

D. designed by foreign intermediaries.

210. (p. 437) Interactive promotion:

D. is an increasingly important element of the personal selling mix.

211. (p. 437) Which of the following is required to build meaningful relationships with customers?

D. offering full-service purchases over the Internet

212. (p. 438, Reaching Beyond Our Borders box) According to the material in the “Reaching Beyond Our Borders” box for

Chapter 16, promoting products in the large Chinese market:

A. is easy and profitable.

213. (p. 438) The Hispanic and Asian populations in the U.S. are growing rapidly. To effectively reach these

groups marketers should:

A. maintain a consistent approach for all consumers regardless of differences in national origin.

214. (p. 438) ________ refers to the face-to-face presentation and promotion of goods and services. This also

includes searching for prospects and providing follow-up services.

D. Internal marketing

215. (p. 439) The average cost of a single sales call to a potential B2B buyer in the U.S. is about:

D. $4,400.

216. (p. 439) People with an unmet need, the authority to buy, and the willingness to listen to a sales message

represent a firm’s:

D. cohorts.

217. (p. 439) In the seven step B2B selling process, the selection of potential customers is known as:

A. prospecting.

218. (p. 440) After prospects have been identified and qualified, the next step in the selling process is __________.

This step requires the salesperson to learn as much as possible about the potential customers wants and needs.

D. customer quantification

219. (p. 440) The approach step of the selling process attempts to:

D. learn about potential customers and their wants and needs.

D. trial closing.

221. (p. 440) The purpose of a __________ is to quickly finalize a sale.

A. follow up

222. (p. 441) In B2C sales the salesperson does not have to do much:

A. follow up.

223. (p. 441) A review of the personal selling process indicates that selling is:

D. giving way to computers in responding to consumer needs.

224. (p. 440) “You never get a second chance to make a good first impression,” captures the importance of the

__________ step in the selling process.

A. prospecting

225. (p. 440) Bethany just finished making a sales presentation to a major prospect. In the next step of the selling

process, Bethany will likely be:

A. processing the customer’s order.

226. (p. 440) As a new salesperson for a textbook publisher, Kylie is creating a list of professors that decide what

texts their schools use. She plans to email these schools to determine what texts they are currently using and if

they plan to adopt a new text. Identifying those decision makers that are willing to consider one of her texts is

called:

A. personal development.

227. (p. 440) After completing his sales presentation, Jerald’s client expressed her concerns and questioned some

of the details of the sales proposal. An effective salesperson would:

D. bring in the top executives of the company to close the sale.

228. (p. 440) Which of the following statements is the most accurate?

A. Closing is the final and most important step in the selling process.

229. (p. 440) As a salesperson in the B2B market, Patty regularly calls on clients to stay informed of their needs or

problems. Her objective is to develop solutions to meet their needs and resolve their problems. The Internet

allows Patty to track products in the supply chain and to learn about pricing and promotions that would be of

interest to her clients. When Patty works with her existing clients there is no need for the __________ step of

the B2B selling process.

D. close sale

230. (p. 442) 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:

D. advertising.

231. (p. 443) __________ refers to any information about a product or an organization that is communicated to the

public through the media and is not paid for or controlled by the sponsor.

A. A market presentation

232. (p. 443) Compared to advertising, publicity offers the advantage of greater:

A. flexibility.

D. train salespeople to interact better with their company’s customers.

234. (p. 443) Compared to other promotional tools, publicity:

D. is the easiest to manage.

235. (p. 443) One way to see that publicity is handled well by the media is to:

D. ask for the best location or time in the medium under consideration.

236. (p. 442-443) Lenora just finished writing a news release regarding a new product developed by her firm. She

intends to email the message to local radio stations and newspapers in hopes that they will find the information

D. interactive marketing.

237. (p. 442) Today’s public relations departments:

A. focus more on advertising and less on publicity.

238. (p. 442) A good public relations program recognizes that the:

D. media profits by selling bad news.

239. (p. 442) 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:

D. would distract the firm from its primary mission of selling beer to adults.

240. (p. 443) Bonnie faces the challenge of developing the promotion mix for a new business. Given the

uniqueness of the new products and a very limited budget, Bonnie confronts a creditability problem. She

realizes that the promotional messages of an unknown firm may be met with skepticism. Bonnie should

consider:

D. changing jobs because this situation is hopeless.

241. (p. 443) The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term

activities, such as trade shows, event sponsorships, and contests, is known as:

A. publicity.

242. (p. 444) Effective sales promotion activities target:

A. employees only.

243. (p. 444-445) A __________ allows B2B buyers to see products on the Internet 24 hours a day, 365 days a year

without having to leave their office.

D. cyber market

244. (p. 444) The most important internal sales promotion efforts are directed toward:

D. accountants.