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56. It is important to design promotional efforts specifically for individual countries or
cultures and also with great care, at risk of the brand's not being appealing in the targeted
market. For example, a Japanese company tried to use English words to name a popular drink
and called it Pocari Sweat.
57. According to the
Making Ethical Decisions
box, celebrities can earn thousands by
tweeting their love for specific products and tag them #ad.
58. As mentioned in the
Reaching Beyond Our Borders
box, though Kraft Foods knows that
there are varying tastes around the world, they only sell their original Oreos worldwide.
59. Green Space is an organization concerned about preserving forests and wilderness areas.
They hope to raise the public's awareness regarding this issue. Green Space can communicate
their concern by utilizing advocacy advertising.
60. Pat's Pie Pantry generates significant "word of mouth" by delighting their customers with
delicious pies. Word of mouth represents a kind of advertising.
61. Businesses pay for product placement to have their products displayed in a TV episode of
The Big Bang Theory
or a feature movie.
62. Personal selling involves the face-to-face presentation and promotion of products.
63. Persuading others to buy your product represents the only goal of effective selling.
64. Effective selling involves helping others to satisfy their wants and needs.
65. Since personal selling involves face-to-face contact with customers, salespeople make
little if any use of technology in performing their jobs.
66. Personal selling in the B2B market represents a relatively inexpensive method of
promoting a firm's products.
67. The average cost of a single sales call to a potential B2B buyer is expensive, costing as
much as $500.
68. Personal selling involves more than presenting the product and closing the deal. Other
activities include the search for new prospects and follow-up services after the sale.
69. Closing the sale represents success for the salesperson and the final step in the selling
process.
70. Validation refers to the process of determining whether a potential customer has the need
for a product, the authority to buy, and the willingness to listen to a sales message.
71. The first step in the selling process involves prospecting for potential customers and
choosing those most likely to buy.
72. The purpose of a trial close in the selling process is to learn as much as possible about
customers and their wants and needs.
73. The B2B selling process may take a long time before a deal is finalized; therefore,
gathering information about the customer before you approach them is critical.
74. B2C salespeople spend more time prospecting their customers than do B2B salespeople.
75. After-sale follow-up is an important but often neglected step in B2C sales.
76. The B2C selling process has fewer steps than the B2B selling process.
77. In evaluating personal selling it is safe to conclude that it represents a form of
individualized advertising.
78. The hallmark of an effective salesperson is the ability to make a sale as soon as the sales
presentation is completed.
79. Questions and objections from customers following a sales presentation indicate that a
salesperson was poorly prepared for his/her presentation.
80. To be successful, salespeople find that their job responsibilities extend far beyond just
closing the sale.
81. Effective salespeople push hard to finalize a sale as soon as they finish their
presentation. Otherwise, the customer has time to come up with objections that will make the
sale more difficult to close.
82. Anita enjoys her job as a salesperson for a store that sells high-quality entertainment
systems. As an effective salesperson, Anita is expected to help her customers resolve any doubts
they might have before the sale, and follow up to ensure that the customer is satisfied after the
sale.
83. Bob is a salesperson for a firm that markets products in a B2B market. His wife, Sally, is
a salesperson for a retail store selling top-quality electronics goods. While Bob is likely to be
successful using follow-up after the sale, Sally should avoid this approach.
84. After her sales presentation, Whitney asks her customers what color they prefer and if
they would like to pay by credit card. She hopes that these questions will help the sales process
move beyond the customer's questions and objections. With limited time, Whitney is utilizing a
trial close to help finalize the sale more quickly.
85. Jose is a salesperson for a firm that sells and leases heavy construction equipment. This
equipment is very expensive, and is highly specialized. Jose spends a great deal of time learning
about potential customers' needs, then locates exact specifications of equipment offered by all
the major producers in the industry. Armed with this information, Jose is able to identify the best
equipment for each job. Jose has completed the preapproach stage of the selling process.
86. As customers walk into Phat Pat's clothing store, they are greeted by a salesperson who
asks the question, "May I help you?" Studies indicate that this is an effective opening in the B2C
sales process.
87. As one of the tools included in a firm's promotion mix, public relations is intended to earn
public understanding and acceptance.
88. Effective use of public relations includes an evaluation of public attitudes and the
execution of a program to earn public acceptance.
89. An effective public relations department regularly listens to and communicates with the
public.
90. An effective public relations program informs the public that the firm is responsive to their
needs.
91. To be effective and maintain its independence, the public relations department should
avoid establishing close relationships with the media, community leaders, and other corporate
stakeholders.
92. Using effective public relations involves establishing a dialogue with customers so that
information can be exchanged and trust can be developed.
93. Successful PR departments find that listening to the public is not enough. They have to
tell the public that they are being responsive.
94. Public relations departments work closely with media, avoiding the time-consuming effort
of interacting with individual customers.
95. Using effective public relations requires listening to the public and developing policies that
reflect the public's interest.
96. PR firms find that their services can be enhanced and improved by listening to the public
in different forums including the Internet.
97. Publicity is often referred to as the talking arm of public relations.
98. Unlike other promotional tools, such as advertising and personal selling, publicity is free.
99. Compared to effective comparative advertising, publicity is generally considered less
believable.
100. One fact that marketers must keep in mind is that publicity can be either positive or
negative.
101. Compared to advertising, publicity offers a firm greater control over when and how often
the message is communicated.
102. Publicity works and is often used only if the media finds the information interesting or
newsworthy.
103. The first step in the public relations process is to ensure that everyone in the
organization understands the firm's position on key issues. With this information widely available,
efforts can be made to persuade the public of the firm's virtues.
104. Businesses always welcome publicity because it presents the name of the firm and its
products to the public for free.
105. As a manager for a firm that produces a variety of recreational equipment and sporting
goods, Kevin is convinced that his firm markets the safest, highest-quality equipment in the
entire industry. Recent studies from the Consumer Product Safety Commission support his
position. Kevin feels that the best way to create an image of high-quality, safe products is to
develop an extensive advertising campaign. Kevin realizes that publicity lacks the credibility that
advertising can generate.
