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51. What is a call to action?
a. the action you would like your audience to take after you finish your presentation
b. an emotional plea to rally around your product
c. a request for help
d. the “go” signal indicating that the deal has been made
52. During his successful campaign to unseat Jimmy Carter in 1980, Ronald Reagan
famously asked if Americans were better off than they had been four years earlier, in an
example of a ____________.
a. storytelling approach
b. question approach
c. elevator pitch
d. Pixar pitch
53. Research shows that people will unconsciously decide whether they like you or not
within _____________.
a. one tenth of a second
b. 7 seconds
c. 20 seconds
d. 90 seconds
54. Asking questions as part of the pitch, rather than making statements, results in
which of the following outcomes?
a. It helps the entrepreneur to identify problems with his or her product.
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b. It encourage others to respond, or at least think more deeply about the answer.
c. It obscures the message by not answering questions customers need to know before
purchasing a product.
d. It creates tension between entrepreneur and customer by giving the impression that
the entrepreneur is withholding information.
55. What pitch approach challenges you to capture the essence of your idea within a
140 character limit?
a. the Twitter approach
b. the storytelling approach
c. the quick sell approach
d. the elevator pitch
56. The idea of using a short amount of time (less than one minute) to explain why your
business is exciting and unique is commonly known as:
a. the fast pitch
b. the quick sell
c. the elevator pitch
d. the sales pitch
57. What type of pitch follows a narrative structure that can be summed up in the
following sentences?
1. Once upon a time, . . .
2. Every day, . . .
3. One day, . . .
4. Because of that, . . .
5. Because of that, . . .
6. Until finally, . . .
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a. the Pixar Pitch
b. the Disney Pitch
c. the fairytale pitch
d. the narrative pitch
58. How many times do the authors recommend practicing a pitch in front of friends,
family, or other entrepreneurs?
a. 1–2 time
b. 3–4 times
c. 5–7 times
d. at least 10 times
59. A framework that helps define the brand and differentiate it from the competition is
called:
a. the branding mix
b. the sales mix
c. the product mix
d. the marketing mix
60. Anything tangible or intangible (such as a service) offered by a company is:
a. the feature set
b. the benefits
c. the product
d. the promotion
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61. The act of clearly presenting and describing a product or service to others is called:
a. the proposal
b. the pitch
c. the launch
d. the delivery
62. The activities that involve all the ways in which companies tell their customers about
their offering is known as:
a. the branding
b. the positioning
c. the promotion
d. the pitch
63. According to the text, what term best describes the location where the product is
actually distributed to the target market?
a. the place
b. the distributor
c. the address
d. the site
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64. According to the chapter, what describes the process of creating a name, term,
design, symbol, or any other feature that identifies a product or service and
differentiates it from others?
a. branding
b. manufacturing
c. brainstorming
d. development
65. A low-budget strategy that focuses on personally interacting with a target group by
promoting products and services through surprise or other unconventional means is
called:
a. cross-platform marketing
b. guerrilla marketing
c. agile marketing
d. ambush marketing
66. The Eat My Words® SMILE and SCRATCH Test™ were devised in order to test:
a. a company’s promotional materials
b. the user experience of a company’s line of products
c. the effectiveness of company or product name
d. the effectiveness of a company’s product pitch
67. Coca-Cola’s “the happiness machine”—a vending machine that gives out seemingly
endless cans of Coca-Cola, plus surprise gifts such as bunches of flowers,
balloon animals, pizzas, and giant sandwiches—is an example of:
a. entrepreneurial marketing
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b. traditional marketing
c. guerrilla marketing
d. transactional marketing
68. According to the text, what is the primary method software company Atlassian
employs to generate sales?
a. The company’s support team provides customers with helpful information and shows
them how to use their products, thereby building relationships that can lead to future
business.
b. The company sends out salespeople to knock on doors and convince other
companies to buy from them.
c. The company uses guerrilla marketing techniques focused on fun, creative
interactions with their target audience.
d. The company invests in large marketing campaigns for TV and radio.
69. Research has shown that _____ of our message is conveyed through facial
expression.
a. 10%
b. 25%
c. 55%
d. 93%
70. In pitching his new product, an entrepreneur describes the life of a customer before
and after using his product. The entrepreneur is using what approach to pitching?
a. emotional appeal
b. building rapport
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c. storytelling
d. engagement
True/False
1. In a pitch, it is a good idea to use the 4 Ps framework. Using the framework will
organize your review of the product and make sure your pitch is complete.
2. Some people expand the 4 Ps to include people and owner personality.
3. Because of the nature of guerrilla marketing, its use is limited to entrepreneurs and
small businesses.
4. Most investors will invest primarily in your product or idea, not in you..
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5. Modern sales is genuine and creative, adds value, and builds relationships.
6. Comments on social media can be measured by categorizing the types of comments.
7. The S.A.V.E. framework replaces product with access.
8. One of the advantages of blogging is that other bloggers will share your content
through their own social networks.
9. Social media is best used to inspire, entertain, and build trust. It is less effective for
direct sales.
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10. Generally speaking, having people collaborate on your ideas, asking them to give
feedback and criticism, is a powerful way of getting buy-in.
11. Rather than making an audience immediately fall in love with an idea, the purpose
of the pitch is to create a discussion that will lead to a favorable outcome.
12. The marketing mix consists of the variety of products that a business is offering.
13. Pricing should be based in part on the value of the product perceived by the
customer.
14. Once developed, the marketing mix remains stable over time.
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15. A brand strategy is a short-term plan to develop a successful brand.
16. According to the authors, the two main parts to the “perfect pitch” are the content
and the communication.
17. The authors recommend never leaving a presentation with a request.
18. Branding is the process of creating a name, term, design, symbol, or any other
feature that identifies a product or service and differentiates it from others.
19. The drawback of the Twitter approach is that a product can only be pitched via
Twitter.
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Neck, Entrepreneurship
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20. Research shows that ten-second first impressions are as powerful as impressions
built over a period of months.
Essay
1. Suppose you were making a pitch to people in your local community and were asking
them to loan you $5,000 to fund your startup. How would you prepare your presentation
to be pitch ready?
2. What areas of evidence might be presented to indicate that your new service for a
shared car cooperative has a perceived customer value?
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3. In presenting a plan for your new service for a shared car cooperative, what elements
of promotion might be considered?
4. Develop a tagline appropriate for your new shared ownership car cooperative.
Explain why the tagline will support your brand image and fulfill a promise to your
customers.
5. Discuss why it may be important for an entrepreneur to focus on the solution of a
consumer problem rather than on a description of the product.
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Neck, Entrepreneurship
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6. Discuss what should be considered when setting the price for your product.
7. Shawne gave a well-prepared PowerPoint presentation on her new spray-and-dry
mop. The slides gave bullet-type descriptions of the product features and mechanical
engineering. The verbal description was perfect, but the audience had trouble
understanding what the product looked like and how it worked. Shawne had described
the product yesterday to a group of engineers who understood the product perfectly.
What principle of communication may have helped Shawne?
8. Use the Pixar approach to storytelling to create a storytelling approach to a new
chopping board with a replaceable protective film that makes daily sanitation a thing of
the past.
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
9. Assume that you have started a landscaping company and have developed the
basics of a company website. Describe what you would consider in using your site to
create sales.
10. What elements would you consider in preparing a presentation that makes a good
impression?