Marketing Final Exam

A when kraft identifies the firms most likely to buy

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Unformatted text preview: s and people most likely to buy Kraft products. a. Prospecting b. Lead qualification c. The sales presentation d. The close procedure e. The sales approach ANS: A When Kraft identifies the firms most likely to buy its products, it is engaging in lead generation, or prospecting. PTS: 1 REF: 292 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Application College Entertainers Most colleges and universities have a campus activity board that brings entertainers and special events to campuses. To locate and hire these entertainers, many campuses send their student activity board members to one of the seven regional conventions or the National Association of Campus Activities (NACA) convention. More than 100 entertainers, talent agencies, and companies that provide promotional services exhibit their products at these conventions in an area similar to a trade show. (Conference attendees call this the Marketplace.) Approximately 20 entertainers are selected to present a short program (called a showcase) in which they demonstrate what they would do if hired to perform on campus. Many other entertainers have videos and CDs, which they hand out to student attendees. Only one or two members of any student group can actually set up a contractual agreement with an entertainer or his or her agency. Other student attendees provide input as to which entertainers best match the demographics of their institutions. 107. Refer to College Entertainers. When some of the entertainers visit campuses, they give free teeshirts to people who came to see them perform. These tee-shirts are examples of: a. rebates b. loyalty reminders c. premiums d. informative advertising e. trade promotions ANS: C A premium is an extra item offered to the consumer. PTS: 1 REF: 286 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Application 108. Refer to College Entertainers. The entertainers’ showcases are examples of: a. sampling b. event sponsorships c. frequency programs d. reminder advertising e. product placement ANS: A Sampling is a promotional program that allows the consumer the opportunity to try a product or service risk-free. PTS: 1 REF: 287-288 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Application 109. Refer to College Entertainers. The entertainers and agency representatives engage in _____ in the Marketplace. a. transformational management b. countertrades c. all types of marketing communications d. personal selling e. loyalty marketing programs ANS: D Personal selling is a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other. PTS: 1 REF: 290 Thinking KEY: CB&E Model Promotion OBJ: 18-4 TOP: AACSB Reflective MSC: BLOOMS Application 110. Refer to College Entertainers. The student activity board members who attended a NACA convention were approached by a talent agent who represents a group of comedians w...
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