Question Question 1 One of the advantages of television advertising is:

Question 1

1. One of the advantages of television advertising is:

   		short life of message
   		long lead time
   		commercial clutter
   		high costs
   		ability to reach wide and diverse audience

4 points 

Question 2

1. Which of the following products is most likely to have a seasonal media schedule?

   		aromatherapy candles
   		masking tape
   		airplane tickets
   		charcoal
   		soft drinks

4 points 

Question 3

1. The ad for White House applesauce cups describes how the product provides 100 percent of your daily Vitamin C in every cup. What kind of an advertising appeal is this ad using?

   		environmental consciousness
   		vanity and egotism
   		health
   		profit
   		admiration

4 points 

Question 4

1. General Motors runs magazine advertisements that encourage the purchase of Cadillac automobiles. This is an example of _____ advertising.

   		pioneering
   		circumstantial
   		product
   		advocacy
   		comparative

4 points 

Question 5

1. Ads for General Foods International Coffees all feature the slogan, “It stirs the soul.” Given this information and the fact that the ads feature flowers, soft lights, and romantic settings, you know that these ads use a _____ executional style.

   		demonstration
   		lifestyle
   		spokesperson
   		scientific
   		mood

4 points 

Question 6

1. Kraft FoodsKraft Foods recently reorganized its sales force, cut prices on key products, divested itself of lower-margin brands, and closed plants. The activity that has proven most effective has been the reorganization of the sales force. Kraft Foods now has one sales force, compared to four originally. Its 3,500 sales staffers are responsible for its entire product portfolio. The sales force works in integrated sales teams organized around product lines; each team is assigned a sales quota. Any new problems encountered by the sales teams are shared with other teams. The sales teams are encouraged to use the AIDA concept (attention, interest, desire and action). The sales teams are well trained in networking, generating sales leads, sales forecasting, and negotiations. As a result of these changes, two-thirds of the Kraft portfolio showed a significant increase in market shares.Refer to Kraft Foods. _____ is the identification of those firms and people most likely to buy Kraft products.

   		Prospecting
   		Lead qualification
   		The sales presentation
   		The close procedure
   		The sales approach

4 points 

Question 7

1. If management not only desires to provide its sales force with an incentive to sell but also wants control over other nonselling activities, the best compensation plan would be a:

   		straight salary system
   		bonus system
   		straight commission system
   		combination system
   		progressive commission

4 points 

Question 8

1. Guilden Corporation has instructed its new salesperson that she is responsible for selling 5 display cases with infrared heating capability per week, plus calling on 5 current and 10 potential customers. These objectives comprise her:

   		promotion goal
   		fulfillment
   		quota
   		contribution
   		potentiality

4 points 

Question 9

1. What should the consultative salesperson do when the prospect says, “Are you telling me that your packaging will protect my fragile products better than your competitor’s can?”

   		Conduct an unplanned needs assessment.
   		Handle the question as an objection.
   		Immediately leave the prospect’s office.
   		Ask for referrals.
   		Modify his or her sales proposal.

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