Marketing Fundamentals - Q3 Benchmark

All of the following are advantages of television advertising except:

• it reaches large audiences.

• it has emotional impact.

• it has a relatively low total cost.

• it has highly segmented markets.

Almost all advertising is a mix of product and brand advertising.

• True

• False

A major disadvantage of personal selling is that:

• it has a high per-person cost.

• it is difficult to control.

• it does not tend to build customer loyalty.

• it is a very impersonal form of communication.

Which of the following is not an example of interpersonal communication?

• a. a telemarketing call

• b. a pop-up ad on a website

• c. an online chat with a company representative

• d. a negotiation with a salesperson in a store

Publicity generated through public relations is valuable because a third-party source such as a newspaper is often perceived as being more objective than a paid advertisement.

• True

• False

are designed to limit the customer’s responses to one or two words.

• Closed-end questions

• Probing questions

• Open-end questions

• Dichotomous questions

Someone with a "driver" communication style is and .

• highly assertive and highly responsive
• highly assertive and Low responsive
• low assertive and highly responsive

• low assertive and low responsive

One way to respond to objections involves simply telling the customer they are wrong. This is called a .

• boomerang
• forestalling

• third-party reinforcement

• direct denial

A sales person who _________ a deal gets a sales commitment from their client.

• closes

• handles

• objects

• opens

The absence of proper grammar in business and social communication can result in all of the following except ____.

• the meaning and credibility of the message are significantly downgraded

• the receiver begins to focus on the sender rather than the message

• it is essential to clarity and helps the receiver follow the facts

• the receiver dismisses the sender and the sender’s organization as being unqualified to perform the role of an effective supplier and partner