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Unformatted text preview: QUIZ #4 http://bsuonline.bowiestate.edu/...=0927E933CD914E46AE495B367CB81CB9&response_id=8F8C6F7AD3DB4887AAFB5C40F3E6E406[11/23/2010 3:57:05 PM] 1. The ads for Tilex Mold & Mildew cleaner show the product being applied to a mildewed bathroom shower and the mildew disappearing. These ads use a _____ executional style. A) demonstration B) mood or image C) lifestyle D) scientific E) fantasy Feedback: This ad shows consumers the expected benefits of using Tilex. See Exhibit 15.2. 2. Devone Kanudsky, the junior salesperson for NU-VU Food Services Systems, has been given a list of phone numbers for all the food service managers in his state. Kanudsky has been instructed to call each number on the list and see if the respondent is interested in buying a NU-VU pizza/bread baking system. Devone is: A) networking B) teleconferencing C) cold calling D) lead qualifying E) using cold referrals Feedback: Cold calling is a form of lead generation in which the salesperson approaches potential buyers without any prior knowledge of the prospects' needs or financial status. 3. LeBlanc's Pecan Company Betty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store. In addition to shelled and unshelled pecans, the Texas store sells pecan pies, tortes, fruitcakes, fudge, pralines, chocolate pecan bark, to homemade pecan ice cream toppings, and jams and jellies. At this time, there are no other stores of this type in the Houston area. The LeBlancs are considering developing an advertising campaign for their store focusing on its wide assortment of pecan-related products. Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish. He used the DAGMAR approach to draw up this list. The new ads feature Betty LeBlanc talking to customers about the store's products. The ads have been placed on a local cable system. Refer to LeBlanc's Pecan Company. The new LeBlanc's Pecan Company advertisements focus on the wide assortment of products available at the LeBlanc's store. This advertising highlights: A) target markets B) market share C) a product attribute Submitted by HOWELL, NAQUENA (HOWELLN0208) on 11/23/2010 3:56:33 PM Points Awarded 40.00 Points Missed 10.00 Percentage 80.0% Points Earned: 1.0/1.0 Correct Answer(s): A Points Earned: 1.0/1.0 Correct Answer(s): C QUIZ #4 http://bsuonline.bowiestate.edu/...=0927E933CD914E46AE495B367CB81CB9&response_id=8F8C6F7AD3DB4887AAFB5C40F3E6E406[11/23/2010 3:57:05 PM] D) brand loyalty E) changing a negative attitude Feedback: The wide assortment is a product attribute. 4. Tambrands, Inc. Some years ago, Tambrands, Inc., the beleaguered market leader of the $680 million tampon industry, tried to revive its sagging market share by targeting arch-rival Playtex Products, Inc. Part of its strategy was to brag about the superiority of the cardboard applicators in its new Satin Touch product and to air audacious commercials in which it compared its product directly to Playtex's plastic applicators. The ad campaign cost an estimated $12 million; though modest, it was the most Tambrands had ever spent onplastic applicators....
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This note was uploaded on 03/14/2011 for the course MGMT 231 taught by Professor Brown during the Spring '11 term at University of Phoenix.
- Spring '11