Marketing Final Exam

Rush beverages he is trying to convince retailers to

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: d people most likely to buy the seller’s offerings. PTS: 1 REF: 292 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Application 71. Joe Hamas sells for Rush Beverages. He is trying to convince retailers to carry his company’s Ginseng Rush, a new all-natural beverage that delivers an energy punch without caffeine. When he gets retailers to agree to stock his product, he asks them for the names of other retail operations that might be interested in carrying it. He is using _____ to get his sales leads. a. networking b. cold calling c. referrals d. direct marketing e. noncompeting sales ANS: C A recommendation from a customer or business associate is a referral. PTS: 1 REF: 292 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Application 72. _____ is a process of finding out about potential clients from friends, business contacts, coworkers, acquaintances, and fellow members in professional or civic organizations. a. People surfing b. Networking c. Co-opting d. e. Lead intermediation Looking for the golden parachute ANS: B Networking is using friends, business contacts, coworkers, acquaintances, and fellow members in professional and civic organizations to identify potential clients. PTS: 1 REF: 292 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Knowledge 73. Christy recently began selling Arbonne skin-care products on a part-time basis. She began by telling all her friends and relatives about the product. Then she called old friends from her college days and reached out to the friends of her friends. This technique for generating leads is called: a. cannibalizing b. networking c. snowballing d. incremental approach e. multiplier effect ANS: B Networking uses friends, business contacts, coworkers, and acquaintances as a means of meeting potential clients. PTS: 1 REF: 292 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Application 74. _____ involves determining which sales prospects have a recognized need, buying power, and receptivity and accessibility. a. Prospect examination b. Customerization c. Lead reciprocity d. Lead qualification e. Bird-dogging ANS: D When a prospect shows interest in learning more about a product, the salesperson has the opportunity to follow up, or qualify, the lead to determine if the prospect has a recognized need and buying power. PTS: 1 REF: 293 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Knowledge 75. Lead qualification involves determining whether a prospect has: a. a recognized need, buying power, and a willingness to see a salesperson b. any interest in a product c. a real or imagined need for a product d. e. any resources a line membership in the company’s buying center ANS: A Lead qualification involves determining three things about the prospect: a recognized need, buying power, and receptivity and accessibility. PTS: 1 REF: 293 Thin...
View Full Document

Ask a homework question - tutors are online