Sales and Marketing

A promotional plan should have documentable goals

• so that someone can be hired to monitor them.

• because most people expect social media communication to be very direct.

• so that they can eliminate the need for a solid marketing plan.

• so that specific employees can be held accountable for achieving them.

All the following are ways in which business owners can promote their business to reference groups EXCEPT

• offering a team discount.

• selling an item at a competitive sale price.

• providing free services to children.

• giving a reduced price if a second person purchases the service.

If using a multi-channel approach, it is harder to tell which promotion is the most effective.

• true

• false

Monitoring the competition is important for all of the following reasons EXCEPT

• to keep prices competitive.

• a similar décor will attract customers.

• to match competitors’ promotions.

• to detect weaknesses in competitors’ promotional strategies.

When businesses ask where or how you heard of them, they really want to know

• who your peer group is.

• which promotional channel reached you.

• what you are likely to purchase in the future.

• why you chose their business for your purchase.

The income of the customers is less of a factor in which of the following circumstances?

• The product is something that everyone will use.

• The product costs more than comparable products.

• The brand is associated with luxury.

• An elite peer group prefers the brand.

A business could attribute a rise in sales to a radio advertising campaign if

• other businesses in the area had a similar rise.

• the radio ads were the only promotion at the time.

• people used the Internet to listen to the radio.

• one customer mentioned that she heard the ad on the radio.

The customer relationship is best built when

• store owners and customers become best friends.

• customers know they can count on quality products and services.

• customers receive promotional material on a weekly basis.

• business owners depend on inside sales exclusively.

Which of the following is an example of a complementary product?

• a sweater and matching pants

• socks and shoes

• cream and a coffeemaker

• gas for a car

Which of the following is an example of poor product management?

• having a variety of sizes in stock even though some are most popular

• having items in the store six weeks before they are likely to be needed

• keeping a variety of brands and styles on hand so that customers can compare them

• receiving a shipment of Christmas-themed items on December 23rd