What is the first step in the B2B personal selling process?
a) Prospect and qualify
b) Make presentation
c) Approach
d) Pre-approach
Answer: A
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GEB Chapter 16
- How do consumers benefit from advertising?
- A benefit of utilizing social media to deliver advertising messages is ____________.
- Viral marketing is:
- When Marmalade's Cupcake Closet is not jammed with happy customers, one or two of its sales associates stand out front and provide tastes of Marmalade's sumptuous goodies, in the form of miniature-sized treats. The company owners know that ________ is a very powerful form of promotion.
- As an attorney who advocates for disabled children, Patty created a(n) ________ to provide expert opinion and other resources to a targeted group who needed her services.
- Promotion is one of the four Ps of marketing. The promotion mix is:
- When Beck's Bicycles, Inc., volunteered to send its expert riders up mountainous terrain to rescue a lost dog that was unable to free himself from a cliff, it received accolades not only from other bicyclists, but from the general public as well. Beck's marketing director insisted that the company show a video of the search and rescue on its social media site and online advertising. The effort quickly turned into an important _____________ campaign for the firm.
- A fast-growing form of media for the delivery of advertising messages is __________. Some firms boast that they have several million followers on social media sources like Twitter and Facebook.
- It is the responsibility of the public relations department to:
- When Fountain of Youth Tea Company (FYT) wanted to secure shelf space in high-end grocery stores, it found that it had a lot of competition. In order to get the attention of retailers, FYT directed its promotion toward the consumer who desired a refreshing tea drink, as opposed to carbonated beverages. Due to a successful campaign, it compelled the grocers to feature it in the stores. FYT used a(n) _______ strategy to get their product in the grocery stores.
- When using various forms of promotion to carry the promotion message, it is important that the recipients of the message interpret it in the same way. Creating a unified promotional message, where potential customers perceive the same message, whether it is in a TV commercial, or on a billboard, or in a blog, is called ____________.
- Which of the following statements about personal selling is true today?
- The first step in developing a typical promotion campaign is:
- Which of the following is the first step in developing a good public relations program?
- ________ is an unpaid form of promotion. It can have positive and negative effects on the recipient. For example, when you log onto CNN and read that four auto assembly-line plants are closing, it is not good news for our economy. However, on the same site, if you read about a company's water recycling effort targeted toward good stream management, you are usually impressed.
- While doing an online search for a music venue, Darcy ran across a performance of Lady Gaga that featured her hair neatly wrapped in Coca-Cola cans. The venue did not visibly identify the sponsor in any other way. Marketers would categorize this form of advertising as _________________.
- Some products and services lend themselves to ______________ better than others. For example, youth in Southeast Asia, youth in Bosnia, youth in Alaska, and youth in Brazil may desire the same products, in the same form.
- One of the best ways to reduce negative word of mouth is to:
- Personal selling, as a form promotion, differs when the effort is a B2B (business to business) sales effort rather than a B2C (business to consumer) sales effort. B2B personal selling requires ______________.
- Newer, nontraditional forms of promotion include:
- When Mary Lynn went to the grocery store last week, she took with her several coupons she had received in the mail that week. While at the store, Mary Lynn was offered samples of several food items and she actually bought a few of those, using the in-store coupons. She also bought a particular brand of toothpaste, because the tube came with a free toothbrush. Mary Lynn is taking advantage of:
- In personal selling, the relationship must continue for a long time, as the salesperson responds to new requests for information from current customers. This is an important part of the ______step in personal selling.
- If the sender in a nonpersonal, paid promotion is identified, we define it as advertising. If the sender is not readily identified, we label it ____________.
- Sun-2-Shade is a company that makes self-darkening windshields for cars and trucks. Which of the following would not be included as part of Sun-2-Shade's promotion mix?