marketing unit 2 b

One way of reinforcing the company’s image through employee

performance is by making sure employees accomplish which

action?

• Have thorough knowledge of the products

• Have comfortable workstations

• Have generous pay and benefit plans

• Have full access to customer databases

A business’s brand promise is intended to accomplish which goal?

• Name its product

• Sell to the target market

• Provide the customer

• Use as a trademark

John communicates through all advertisements that his

employees go through extensive training. What is John doing?

• Making a brand promise

• Developing a campaign platform

• Stating industry policies

• Establishing product position

One way a company can reinforce its image is by performing

which action?

• Developing a financial plan

• Training its employees

• Conducting a competitive analysis

• Identifying economic resources

Which is a policy that the WNJ Company might implement to

reinforce its image as an efficient and responsive business?

• Requiring employees to respond to customer inquiries within

  24 hours

• Requesting that employees sign their timecards at the end of

  a pay period

• Ensuring that employees wear clean uniforms during their

  shifts.

• Allowing employees to establish their own service standards.

Which is an example of an employee reinforcing a firm’s image

through his or her job performance?

• A customer waits on the telephone for several minutes while

  Matt confirms shipping information.

• Susan advises her customer that the sofa is only available by

  special order.

• Jack politely asks if his customer would like a beverage while

  she or he waits for car service.

• Angela, a human resources manager, prepares the firm’s

  employee newsletter every month.

What will probably happen to a business if it continuously fails to

deliver on its brand promise?

• Lose credibility

• Improve sales volume

• Increase market share

• Decrease liability

A customer asks a specific product question that a new

salesperson cannot answer. What should the new salesperson

do?

• Tell the customer to contact the manufacturer

• Explain that she or he is new and does not know

• Try to serve the customer as best she or he can

• Ask an available, experienced employee

Which type of product information might a salesperson be able to

obtain from a manufacturer's representative?

• How the product is made

• What credit terms are available

• How the product became popular

• What inventory method to use

A customer interested in buying an expensive product asks a

question the sales representative cannot answer. The customer

leaves without buying anything, but promises to come back later.

The only other person on hand who has the information needed

is a coworker who is helping a customer. What should be done?

• Ask a coworker for the information as soon as his or her

  customer leaves

• Wait until the manager returns, and ask him or her for the

  information

• Write a memo to the manager requesting the information

  needed

• Interrupt a coworker to get the information before the

  customer returns