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Exam 16: Using Effective Promotions

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Question 111

Multiple Choice

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Mini-Case The Xer-Wise Corporation manufactures and markets high quality home exercise equipment.The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly.The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups.Additionally,unlike other strength building machines,this equipment also incorporates a recumbent bicycle to provide a complete aerobic workout.The entire piece of equipment is easy to assemble,and when not in use it can be folded into a compact unit that is easy to store.A group of fitness experts have tested the equipment and have provided rave reviews.Company executives believe that this product,called the MuscleMaster,will appeal to busy young adults living in relatively small apartments.Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product.The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product. -Xer-Wise markets and promotes its products to consumers over the Internet.Melody and Tom are considering a more aggressive approach to generate enthusiasm for the MuscleMaster over the Internet.They have discussed offering young adults free T-shirts and special discounts on Xer-Wise equipment if they will agree to hype the benefits of the MuscleMaster in Internet chat rooms.They are even considering setting up a program in which customers get commissions for directing friends to the Xer-Wise website.If they adopt these strategies,Tom and Melody would be utilizing:

A) secondary marketing.
B) viral marketing.
C) unified marketing.
D) extended reach marketing.

E) A) and B)
F) A) and D)

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Question 112

Multiple Choice

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In the seven step B2B selling process,the selection of potential customers is known as:

A) prospecting.
B) synchronizing.
C) articulating.
D) qualifying.

E) A) and D)
F) C) and D)

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Question 113

Multiple Choice

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The traditional promotion mix for a firm consists of the:

Any word-of-mouth promotion that puts a company's product in the public's attention is good promotion.

"You never get a second chance to make a good first impression," captures the importance of the __________ step in the selling process.

Best Pick,a home electronics superstore,knows the value of reassuring their current customers that they made the right choice when they decided to give Best Pick their business.Testimonials would be an effective promotional activity to confirm the purchase decisions of Best Pick's customers.

Bonnie faces the challenge of developing the promotion mix for a new business.Given the uniqueness of the new products and a very limited budget,Bonnie confronts a creditability problem.She realizes that the promotional messages of an unknown firm may be met with skepticism.Bonnie should consider:

One of the benefits of advertising on the Internet is that it provides a way to link firms and customers so that they can learn more about each other.

Questions and objections from customers following a sales presentation indicate that a salesperson was poorly prepared for his/her presentation.

Businesses always welcome publicity because it presents the name of the firm and its products to the public for free.

As a salesperson in the B2B market,Patty regularly calls on clients to stay informed of their needs or problems.Her objective is to develop solutions to meet their needs and resolve their problems.The Internet allows Patty to track products in the supply chain and to learn about pricing and promotions that would be of interest to her clients.When Patty works with her existing clients there is no need for the __________ step of the B2B selling process.

Your company has developed a new kind of nutritious snack food and you are part of a team created to develop the promotion mix for the new product.Your specific task on this team is to determine the sales promotion activities of the promotion mix.Identify and describe several possible sales promotion activities the firm could use to promote the new snack food.

The average cost of a single sales call to a potential B2B buyer in the U.S.is expensive and could cost about:

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?

Successful firms realize that each target group requires:

When marketing to consumers in the global,it's important for companies to remember that promoting products:

Advertising provides the public with free TV and radio programs.

The primary purpose of a pull strategy is to:

New technology allows marketers to promote products to consumers through cell phones using text messaging.

Infomercials provide the opportunity for: