Marketing Final Exam

Of potential customers increases b is more effective

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Unformatted text preview: 1 REF: 290 Thinking KEY: CB&E Model Promotion OBJ: 18-4 TOP: AACSB Reflective MSC: BLOOMS Application 54. When compared to other forms of promotion, personal selling: a. is more important as the number of potential customers increases b. is more effective in selling frequently c. d. e. purchased products can use a message customized to the immediate needs of the customers is best for selling simple, low-involvement products is less expensive ANS: C Generally speaking, personal selling becomes more important as the number of potential customers decreases, as the complexity of the product increases, and as the value of the product grows. The sales message can be varied according to the motivations and interests of each prospective customer. PTS: 1 REF: 290 Thinking KEY: CB&E Model Promotion OBJ: 18-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 55. Personal selling is more important than advertising and sales promotion if: a. the products being sold are standardized b. there are many customers for the product being sold c. the product being sold has a low value d. the buyers of the product are extremely dispersed e. the products being sold are technically complex ANS: E See Exhibit 18.2. PTS: 1 REF: 290 Thinking KEY: CB&E Model Promotion OBJ: 18-4 TOP: AACSB Reflective MSC: BLOOMS Evaluation 56. For which of the following products would its producer be more likely to choose personal selling rather than advertising or sales promotion to market it? a. Garden hose b. HD television c. Dry-cleaning d. Coffee mug e. Breakfast cereal ANS: B HD televisions are complex, buyers purchase them only infrequently, and the product has a high value. See Exhibit 18.2. PTS: 1 REF: 290 Thinking KEY: CB&E Model Promotion OBJ: 18-4 TOP: AACSB Reflective MSC: BLOOMS Analysis 57. As a manufacturer of ready-to-drink iced tea, Nestea sells a highly standardized product to consumers all over the United States. You would expect Nestea to rely on _____ to promote its product. a. public relations b. personal selling c. advertising and sales promotion d. publicity and direct marketing e. product innovation ANS: C With a standard product of low value and widely dispersed customers, the producer should rely on advertising. See Exhibit 18.2. PTS: 1 REF: 290 Thinking KEY: CB&E Model Promotion OBJ: 18-4 TOP: AACSB Reflective MSC: BLOOMS Application 58. Northrop Grumman builds ocean-going vessels for the military and maritime shippers. You would expect this company to rely on _____ to promote its vessels. a. publicity b. advertising and sales promotion c. sales promotion d. personal selling e. product innovations and direct marketing ANS: D Northrop Grumman is selling a complex, high-value product to a few customers. See Exhibit 18.2. PTS: 1 REF: 290 Thinking KEY: CB&E Model Promotion OBJ: 18-4 TOP: AACSB Reflective MSC: BLOOMS Application 59. Jefferson Smurfit Company is a multi-billion-dollar supplier of packaging materials. One of its salespeople rearrange...
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This document was uploaded on 09/29/2013.

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