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192. 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?
193. Indiana Processing promotes its services through
Mechanical Engineers Today
, a trade
magazine that charges Indiana Processing and other companies $5,000 per page for
______________ to help offset the magazine's publishing costs.
194. Which of the following statements is the most accurate?
195. Jake and Janelle loved to prepare gourmet meals for friends and family. They started a
business of preparing theme-type dinners for friends who were having parties. To generate even
more interest in the business, Janelle created _________________ on her website. She posted
pictures of events, and close-ups of the food they served. She encouraged patrons and others to
post reviews, comments, and favorite recipes, and to share their own party ideas. Her promotion
became a
dialogue
between buyers of her service and the business.
196. Which of the following statements about global advertising is most correct?
197. Evidence indicates that the best promotional strategy for firms operating globally is:
198. Interactive promotion:
199. Which of the following is required to build meaningful relationships with customers?
200. When marketing to consumers in the global population, it's important for companies to
remember that promoting products:
201. ________ refers to the face-to-face presentation and promotion of goods and services.
This also includes searching for prospects and providing follow-up services.
202. The average cost of a single sales call to a potential B2B buyer in the U.S. is expensive
and could cost about:
203. People with an unmet need, the authority to buy, and the willingness to listen to a sales
message represent a firm's:
204. In the seven-step B2B selling process, the selection of potential customers is known as:
205. 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.
206. The approach step of the selling process attempts to:
207. The final step of the selling process involves:
208. The purpose of a __________ is to move the selling process toward an actual product
purchase.
209. In B2C sales the salesperson does not spend a great deal of their time:
210. A review of the personal selling process indicates that selling is:
211. "You never get a second chance to make a good first impression," captures the
importance of the __________ step in the selling process.
212. Bethany just finished making a sales presentation to a major prospect. In the next step of
the selling process, Bethany will likely be:
213. 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 e-mail 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:
214. 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:
215. Which of the following statements is the most accurate?
216. 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:
217. __________ 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.
218. Compared to advertising, publicity offers the advantage of greater:
219. A major responsibility of the public relations department is to:
220. Compared to other promotional tools, publicity:
221. One way to see that publicity is handled well by the media is to:
