Список вопросов базы знаний

___ it was a private bank, it enjoyed a special relationship with the government, and became, in effect, the government’s bank

Which of the two assertions are true and which are false?

A) Consumer contests add value for consumers, while sales contests add value for salespersons.

B) Most incentives, like consumer contests and sales contests, are short-term in nature

Which of the two assertions are true and which are false?

A) In this chapter we look at the objectives and tasks of personal selling and sales force management.

B) We also take note of the decreasing professionalism in personal selling and examine the nature of retail selling

Which of the two assertions are true and which are false?

A) Because of their direct contact with the market, salespeople are not a valuable source of feedback concerning company products, competitors and their products, and customer requirements

B) They also play a small role in implementing marketing strategies

Which of the two assertions are true and which are false?

A) The (other) tack is not to enter the market at an average market price

B) Some incentives are part of a short-term effort to inform target customers at the point of purchase

Which of the two assertions are true and which are false?

A) A new product that is in competition with existing similar products will have a huge margin for maneuvre

B) It would be expected that enough market research would have been done to ensure that there is capacity in the market for an additional product to be able to establish itself and its price must bear favourable comparison

Which of the two assertions are true and which are false?

A) A possible problem is conflict of interest, where an agent also handles a competitor’s products

B) Apsa shouldn’t try to obtain sole distribution agreements for any countries

Which of the two assertions are true and which are false?

A) A promotion gets a product or service an ‘interview’ with the customer

B) Its short-term future with the customer will depend on how he or she assesses its performance against other product candidates previously ‘interviewed’

Which of the two assertions are true and which are false?

A) A promotion has only six targets and twenty two modes

B) The targets don’t include the trade, the consumer and company employees

Which of the two assertions are true and which are false?

A) A verbally quoted price of two hundred and fifty thousand pounds doesn’t significantly less than a quote of a quarter of a million pounds

B) The smallest problem of media selection is choosing media that reach the markets or market segments the advertiser is trying to sell to

Which of the two assertions are true and which are false?

A) Advertising differs from news and publicity in that an identified sponsor pays for placing the message in the media

B) Advertising is used when sponsors want to communicate with a number of people, who cannot be reached economically and effectively through personal means

Which of the two assertions are true and which are false?

A) Advertising is used when sponsors want to communicate with a number of people, who cannot be reached economically and effectively through personal means

B) Personal, face-to-face contact between a seller’s representative and those people with whom the seller wants to communicate is personal vendetta

Which of the two assertions are true and which are false?

A) Advertising may be the best way to create awareness of a new product, while sales promotions such as free samples may be effective in encouraging trial of the product

B) Answering prospective buyers’ queries doesn’t requires personal selling

Which of the two assertions are true and which are false?

A) An organization’s salespeople provide the most direct link to its customers; in fact, to many customers, the salespeople is the organization

B) In such cases the customer’s image of the organization is never formulated on the quality of the personal selling effort

Which of the two assertions are true and which are false?

A) Another element to consider in pricing a brand new product is the question of recouping research and development costs

B) Sales promotion activities don’t add value to the product

Which of the two assertions are true and which are false?

A) Answering prospective buyers’ queries requires personal buying

B) The relative importance of the promotion mix elements is always the same

Which of the two assertions are true and which are false?

A) Any paid form of nonpersonal communication through the mass media about a product by an identified sponsor is buying

B) The mass media used in promotion include magazines, direct mail, radio, television, billboards, and newspapers

Which of the two assertions are true and which are false?

A) At its initial launch there may be a price incentive offered in the expectation that the product will commend itself to users and so establish some level of brand loyalty

B) It is almost inevitable that the price will rise to a common level with its competitors

Which of the two assertions are true and which are false?

A) Comments by marketing people like ‘The promotion was not successful because it only achieved a temporary bump in business’ don’t demonstrate a clear misunderstanding of the role of sales promotion

B) It doesn’t follow that promotion will be most productive on new products or existing ones with a superior customer proposition

Which of the two assertions are true and which are false?

A) Companies may never attempt to use sales promotion as a solution to problems of a more radical nature

B) It only fulfils the function of selling

Which of the two assertions are true and which are false?

A) Expansion is not risky even without preliminary research into the target market

B) International research should include finding out about the economy, local habits and customs, as well as about the markets for the products you are involved with

Which of the two assertions are true and which are false?

A) If promotion accomplishes the objective to achieve a specific number of new or additional purchases during its currency, it has not fully completed its task

B) Whether or not the brand continues to grow and prosper after the promotion is over says little about the quality of the promotion – it is mainly a function of the brand’s performance, pricing and advertising

Which of the two assertions are true and which are false?

A) If the market price is pitched higher than the figure demanded by competitors it may cause sales to increase

B) If pitched lower, particularly if the difference is significant, consumers may question the quality of the product, perhaps unjustifiably

Which of the two assertions are true and which are false?

A) In deciding whether to buy or make regular use of a product, a prospective buyer moves through three stages

B) Promotion seeks to move prospective buyers through this process by informing, reminding and persuading customers about an organisation and its products

Which of the two assertions are true and which are false?

A) In the event of a reduced launch price it may be that competitors will reduce their prices so that a price war ensues

B) This will depend upon how much profit the other providers see in the new product

Which of the two assertions are true and which are false?

A) Incentives are delayed, when the purchaser has to take additional action (like mailing in an application leaflet) or has to await the outcome of chance (as in a competition)

B) In general, the purpose of advertising is to create awareness and improve attitudes towards a brand, while the objective of promotions is to translate favourable attitudes into actual purchase

Which of the two assertions are true and which are false?

A) Industries and organisations don’t vary greatly with respect to the relative importance they place on the different elements in the promotion mix

B) For instance, in the cosmetics world Avon Products Inc. never emphasises personal selling, while Revlon Inc. emphasises advertising

Which of the two assertions are true and which are false?

A) Industries and organisations don’t vary with respect to the relative importance they place on the different elements in the promotion mix

B) In deciding whether to buy or make regular use of a product, a prospective buyer moves through five stages: awareness, interest, evaluation, trial and adoption

Which of the two assertions are true and which are false?

A) It is important to keep in mind that the elements in the promotion mix must be coordinated and linked together in such a way that they will complement and reinforce each other’s impact on a potential customer

B) Each of the elements can play a particular role in achieving the promotion objectives

Which of the two assertions are true and which are false?

A) It is important to keep in mind that the elements in the promotion mix must be coordinated and linked together in such a way that they will complement and reinforce each other’s impact on a potential customer

B) Advertising is a poor way to create awareness of a new product

Which of the two assertions are true and which are false?

A) Make Money was a very successful promotion and paid for itself many times over

B) Shell pioneered the ‘matching-half promotion with ‘Make Money’

Which of the two assertions are true and which are false?

A) Make Money was very complicated

B) Every time motorists bought Shell petrol, they received a half-note with a 50p, Ј1, Ј10 or Ј100 denomination in Russian rubles

Which of the two assertions are true and which are false?

A) Marketers never look for market opportunities - profitable possibilities of filling unsatisfied needs or creating new ones in areas, in which the company is likely to enjoy a differential advantage, due to its distinctive competencies (the things it does particularly well)

B) Market opportunities are never isolated by market segmentation

Which of the two assertions are true and which are false?

A) Modern organizations are never concerned about the effects of their actions on people outside their target markets

B) These people may have a lot of contact with the organization

Which of the two assertions are true and which are false?

A) Most companies seldom undertake market research

B) They collect and analyse information about the size of a potential market, but not about consumers’ reactions to particular product or service features

Which of the two assertions are true and which are false?

A) Most incentives, like consumer contests and sales contests, are short-term in nature

B) Some incentives are part of a short-term effort to inform target customers at the point of purchase

Which of the two assertions are true and which are false?

A) New promotion techniques are often developed

B) Companies inventing or exploiting successful new techniques gain the large rewards due to innovators

Which of the two assertions are true and which are false?

A) No-one engages in personal selling

B) College students use it to get dates, to get more money from their parents, and to market themselves to prospective employers

Which of the two assertions are true and which are false?

A) Non-profit organizations, political candidates, companies, and individuals don’t’ use personal selling to communicate with their publics

B) Sales promotion may be a firm’s primary promotional effort or it may supplement and complement personal selling, advertising, and public relations

Which of the two assertions are true and which are false?

A) Once a target market has been identified, a company has to decide what goods or service to offer

B) This means that much of the work of marketing has been done before the final product or service comes into existence

Which of the two assertions are true and which are false?

A) Personal selling is the youngest type of promotional effort

B) In the play ‘Death of a Salesman’, Willy Loman was obsessed with the importance of being liked

Which of the two assertions are true and which are false?

A) Personal, face-to-face contact between a seller’s representative and those people with whom the seller wants to communicate is personal selling

B) Non-profit organizations, political candidates, companies, and individuals use personal selling to communicate with their children

Which of the two assertions are true and which are false?

A) Place in a marketing mix includes such factors as distribution channels, locations of points of sale, transport, inventory size, etc.

B) It must be remembered that quite apart from consumer markets (in which people buy products for direct consumption) there exists an enormous market of food in Gorbushka

Which of the two assertions are true and which are false?

A) Politicians use it to win votes, and college football coaches use it to recruit outstanding players

B) Physicians use it to persuade their patients to begin a regular program of exercise, the Pope uses it to sell the idea of brotherhood, the American Cancer Society uses it to solicit contributions, and the Girl Scouts of America use it to sell cookies

Which of the two assertions are true and which are false?

A) Promotion groups together advertising, publicity, sales promotion, but not personal selling

B) It is not the job of a product manager or a brand manager to look for ways to increase sales by changing the marketing mix

Which of the two assertions are true and which are false?

A) Promotion is one of the nine key components of any marketing strategy, the other three being product, place and price

B) Promotion itself is also considered to be comprised of thirty four elements

Which of the two assertions are true and which are false?

A) Promotion seeks to move prospective buyers through this process by informing, reminding and persuading customers about an organisation and its products

B) In the cosmetics world Avon Products Inc. emphasises personal selling, while Revlon Inc. emphasises advertising

Which of the two assertions are true and which are false?

A) Public relations and sales promotion can be only personal

B) An example of a non-personal type of public relations is the company spokesperson, who announces the company’s decision to expand its plant at a local Chamber of Commerce luncheon

Which of the two assertions are true and which are false?

A) Publicity is personal public relations

B) Coupons are an example of nonpersonal sales promotion

Which of the two assertions are true and which are false?

A) Sales promotion activities add value to the product because the incentives ordinarily do not accompany the product

B) For example, consumer contests add value for consumers, while sales contests add value for salespersons