B116 - Ch.15 Flashcards
A common example of an in-pack or on-pack premium is
Select one:
a.
the container deposit charged on a six-pack of beer.
b.
the extra points (such as frequent flyer points) given to registered members for certain combinations of purchases.
c.
the additional tax charged on a pack of cigarettes.
d.
a bonus gift placed inside a package or attached to it.
e.
an expiry date.
d.
a bonus gift placed inside a package or attached to it.
Revlon offers a conditioner free with the purchase of shampoo. This is called
Select one:
a.
a promotion allowance.
b.
a combination offer.
c.
a premium offer.
d.
a loyalty program.
e.
delayed-payment incentives.
c.
a premium offer.
When are contests most appropriate?
Select one:
a.
during the decline stage of a product’s life cycle
b.
during recessions
c.
during the growth stage of a product’s life cycle
d.
in the mature stage of a product’s life cycle
e.
to get trial purchase
d.
in the mature stage of a product’s life cycle
Which of the following statements is true about coupon usage in Canada?
Select one:
a.
30- to 60-year-olds do not use them.
b.
The average value is around $1.
c.
Over $10 billion in coupons are distributed annually.
d.
$1 billion in coupons were redeemed in 2009.
e.
86 million coupons were redeemed by consumers.
e.
86 million coupons were redeemed by consumers.
In the selling process, the first step is the pre-approach.
Select one:
True
False
False
In terms of strategy, contests are best suited to the growth stage of the product life cycle.
Select one:
True
False
False
Jason is planning the launch of the company’s new snack food. At this, the introduction stage of the product’s life cycle, what is the goal of the consumer sales promotion strategy that Jason will develop?
Select one:
a.
encourage special dealer purchase
b.
secure shelf space
c.
encourage multiple purchases
d.
encourage merchandising support
e.
encourage trial purchase
e.
encourage trial purchase
The use of dealer premiums is often controversial.
Select one:
True
False
True
A retailer uses artwork from Sony that will be integrated into the retailer’s ad in a local newspaper. Sony has agreed to pay one-third of the cost of the ad space. This is an example of
Select one:
a.
a promotional allowance.
b.
dealer-display material.
c.
corporate advertising.
d.
a dealer premium.
e.
cooperative advertising.
e.
cooperative advertising.
When a duct-cleaning company representative calls back after the service has been performed, he or she is engaging in prospecting.
Select one:
True
False
False
Patrick is a sales representative for a linen manufacturer. His clients are large retail chains. Patrick regularly visits a variety of retail stores and carefully reviews the linen departments to keep abreast of changes the retail buyers have made to their linen product mix. Patrick is performing which sales representative role?
Select one:
a.
follow-up service
b.
problem solving
c.
locating and maintaining customers
d.
merchandising
e.
gathering market intelligence
e.
gathering market intelligence
The practice of public relations is used to build rapport with the various publics a company, individual, or organization may have.
Select one:
True
False
True
When a crisis occurs, a company’s executive team and public relations personnel are working in which area of public relations?
Select one:
a.
public affairs
b.
corporate communications
c.
corporate advertising
d.
reputation management
e.
advocacy advertising
d.
reputation management
The final outcome of a crisis often depends on how effectively a firm manages its public relations activity. It is often best to keep quiet until there is a solution.
Select one:
True
False
False
A company preparing to launch a new family luxury SUV is considering event sponsorship to raise the profile of the new product. Which event is most likely to align with the company’s marketing strategy?
Select one:
a.
a Nascar race
b.
the opening of a new Italian restaurant
c.
a Shakespearean festival in Stratford, Ontario
d.
a Red Hot Chili Peppers concert tour
e.
the Super Bowl
c.
a Shakespearean festival in Stratford, Ontario
Cause marketing sponsorships such as CIBC’s “Run for the Cure” simply needs to benefit the sponsor.
Select one:
True
False
False
Which of the following statements about handling objections in a sales presentation is true?
Select one:
a.
If the product is good, the seller rarely faces objections from the buyer.
b.
Good sales representatives will not encounter objections.
c.
Prospects almost always express resistance when contemplating the purchase of a product.
d.
An interested prospect seldom raises an objection.
e.
An objection suggests misunderstanding on the part of the buyer.
c.
Prospects almost always express resistance when contemplating the purchase of a product.
Lisa is new to the dental equipment sales industry. She is finding that she has had many meetings where the dentist appeared very interested in what she was selling, and was happy with the price, yet she went away without making the sale. What might be the problem?
Select one:
a.
She did not qualify the prospect.
b.
She did not answer objections.
c.
She did not ask for objections.
d.
She did not ask for the order.
e.
She did not problem solve.
Feedback
d.
She did not ask for the order.
The use of premiums focuses more on customer acquisition than retention.
Select one:
True
False
False
The function of the pre-approach stage in the selling process is to
Select one:
a.
explain the product’s benefits to the customer.
b.
gather information about potential customers that will assist in determining customer qualification.
c.
practise the formal presentation.
d.
develop a list of potential customers.
e.
establish a social relationship with the potential customer.
b.
gather information about potential customers that will assist in determining customer qualification.
