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Exam 16: Using Effective Promotions

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Question 101

Multiple Choice

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An online diary that looks like a Web page but is easier to create and update is called a(n) :

A) e-diary.
B) web diary.
C) blog.
D) wog.

E) All of the above
F) None of the above

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Question 102

True/False

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A firm's promotion mix refers to the combination of different promotional tools used to persuade consumers to participate in an exchange.

A) True
B) False

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Question 103

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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 uses his knowledge of the Internet to locate 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.

As a component of the promotion mix,advertising includes each of the activities marketers use to inform people about products and persuade them to participate in an exchange.

The purpose of interactive promotion is to create a monologue that convinces customers to act quickly.

__________ refers to such tactics as paying people to say good things about a product on the Internet or setting up multilevel selling schemes that reward people for directing their friends to a company's website.

Nightbrite Company's ________ relies heavily on advertising,personal selling,and a limited use of product sampling.

Magazines such as People,Sports Illustrated,and Business Week pay for much of the cost of producing their publications by selling advertising space in the magazines.

When marketers advertise on a big online search engine like Yahoo or Google,they can reach the people they most want to reach.

Which of the following statements is the most accurate?

A good salesperson requires product knowledge about their firm's product and the product offered by competing firms.

In the evaluation of the promotion,it's best to establish a promotional strategy that can reach multiple targets rather than developing a separate promotion mix for each target group.

Television (broadcast and cable)and direct mail are the top two advertising media when ranked by total expenditures.

Effective sales promotion efforts focus exclusively on external audiences such as dealers and consumers,since they ultimately decide the fate of a product.

Since personal selling involves face-to-face contact with customers,salespeople make little if any use of technology in performing their jobs.

As one of the tools included in a firm's promotion mix,public relations is intended to earn public understanding and acceptance.

Massachusetts Manufacturing has redesigned its promotional strategy.The company now utilizes a system that combines all the elements of their promotion mix to create a more responsive organization providing a consistent message.Massachusetts Manufacturing has adopted a(n) :

CarGo uses its Web page to target car parts stores and car owners and tell them of the benefits of using their long lasting spark plugs.CarGo apparently uses the Internet:

B2C salespeople spend more time prospecting their customers than do B2B salespeople.

Effective sales promotion activities target: