Chapter 14 | Warm Up Quiz

Free​ samples, premiums,​ sweepstakes, and contests are all part of​ ________.

• traditional promotions

• nonprice promotions

• price promotions

Answer explanation

Nonprice Promotions

Free​ samples, premiums,​ sweepstakes, and contests are all part of​ non-price promotions. Sales promotions are divided into two​ categories: price promotions and​ non-price promotions.

​________ is a sales promotion technique that provides potential customers with the opportunity to try a product or service at no cost.

• Sampling

• Couponing

• A demonstration

Answer explanation

Sampling

Sampling is a sales promotion technique that provides potential customers with the opportunity to try a product or service at no cost.

Which of the following is the first step in the​ strategic/consultative selling​ model, which is the commitment to the marketing concept and to a role of helping​ customers?

• Develop a product strategy

• Develop a customer strategy

• Develop a personal selling philosophy

Answer explanation

Develop a personal selling philosophy

The​ model's five strategic steps call for developing a personal selling​ philosophy, a relationship​ strategy, a product​ strategy, a customer​ strategy, and a presentation strategy.

The​ ________ is an approach within the​ strategic/consultative selling model that stresses the importance of developing​ long-term partnerships with customers.

• do whatever it takes approach

• relationship marketing approach

• customer is always right approach

Answer explanation

Relationship Marketing Approach

Relationship marketing is part of the relationship strategy. It is an approach that stresses the importance of developing​ long-term partnerships with customers.

A company with an ethnocentric orientation is likely to prefer which of the following types of sales​ personnel?

• An expatriate

  Your answer is correct.

• A​ host-country national

• ​Third-country national

Answer explanation

An expatriate

A company with an ethnocentric orientation is likely to prefer​ expatriates, and adopt a standardized approach without regard to technology or the level of economic development in the target country.

A company with a polycentric​ orientation, selling a​ low-tech product in a​ less-developed country will probably choose to use which of the following types of sales​ personnel?

• Third-country national

• A​ host-country national

• An expatriate

Answer explanation

A host-country national

A​ host-country sales force can be used when technological sophistication is lower. In​ less-developed countries,​ host-country nationals should be used for products in which technology is a​ factor; host-country agents should be used for​ low-tech products.

________ is one approach to direct marketing calls for treating different customers differently based on their previous purchase histories.

• Direct response advertising

• ​One-to-one marketing

• Personal selling

Answer explanation

One to one marketing

Building on the notion of customer relationship management​ (CRM), one-to-one marketing calls for treating different customers differently based on their previous purchase histories or past interactions with the company.

Which of the following is the main advantage of direct​ marketing?

• Cost to implement

• Ease of implementation

• Addresses individual consumer differences

Answer explanation

Addresses individual consumer differences

With​ linguistic, cultural, and consumer differences in global​ markets, direct​ marketing's strength lies in addressing these differences and adapting to each consumer. Direct marketing programs can enable the​ "think global, act​ local" philosophy.

Especially popular in​ Europe, which of the following forms of marketing communication allows TV viewers to order products from​ home-shopping channels by using the remote​ control?

• 
  Interactive television​ (ITV)

• Infomercials

• Home shopping networks

Answer explanation

Interactive television​ (ITV)

As the term​ implies, interactive television​ (ITV) allows television viewers to interact with the programming content that they are viewing. ITV has a greater presence in Europe.

Which of the following is a unique kind of brand exposure by arranging for branded products to appear in television programs or​ movies?

• Support media

• Celebrity endorsement

• Product placement

Answer explanation

Production Placement

Companies can achieve a unique kind of exposure by using product​ placement, arranging products and brand names to appear in popular television​ programs, movies, and other types of performances.