Chap010 - Chapter 10 - Small Business Promotion: Capturing...

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Chapter 10 - Small Business Promotion: Capturing the Eyes of Your Market Chapter 10 Small Business Promotion: Capturing the Eyes of Your Market True / False Questions 1. (p. 306) Establishing your unique selling points is known as your value proposition. TRUE Difficulty: Medium 2. (p. 307) Most entrepreneurs assume that everyone is their target market. TRUE Difficulty: Medium 3. (p. 307) The process of dividing the market into smaller portions of people that have certain common characteristics is called stereotyping. FALSE Difficulty: Easy 4. (p. 307) Segmentation refers to getting your message out to the target market so that they can make decisions about your product or service. FALSE Difficulty: Medium 5. (p. 311) One way to develop a succinct message about your business is to think of three-five key words that would describe your business to anyone. TRUE Difficulty: Medium 10-1
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Chapter 10 - Small Business Promotion: Capturing the Eyes of Your Market 6. (p. 312) Advertising is often used to support the corporate identity and value propositions that are established through public relations efforts. TRUE Difficulty: Hard 7. (p. 312) In general, advertising is effective in helping to build the foundation and after this has been laid, public relations act as a supportive maintenance program. FALSE Difficulty: Hard 8. (p. 313) To be effective, brochure contents should focus on the product features and benefits and not about the company information. FALSE Difficulty: Medium 9. (p. 313) A sales document typically printed on colored paper to be posted or handed out is called a brochure. FALSE Difficulty: Easy 10. (p. 313) When it comes to promoting a small business that is just starting out, spreading the news by word-of-mouth is the fastest way to build a client base. TRUE Difficulty: Medium 10-2
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Chapter 10 - Small Business Promotion: Capturing the Eyes of Your Market 11. (p. 315) Most service providers get business usually through referrals or word-of-mouth. TRUE Difficulty: Medium 12. (p. 316) The process of personal selling involves the following steps: prospect and evaluate, attend, decide and sell. FALSE Difficulty: Easy 13. (p. 317) During the presentation stage of the personal selling, AIDA is critical: prospector's Attention, developing Individuality, Decision and Action. FALSE Difficulty: Hard 14. (p. 318) In the process of personal selling, beyond stimulating interest, you should ask the prospector to buy your product during the closing. TRUE Difficulty: Medium 15. (p. 319) Building relationships over time is an investment in building your sales. TRUE Difficulty: Easy 10-3
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Chapter 10 - Small Business Promotion: Capturing the Eyes of Your Market 16. (p. 326) In order to be effective, the headline of a press release must communicate the five Ws and one H. FALSE
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Chap010 - Chapter 10 - Small Business Promotion: Capturing...

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