Advertising and Sales Promotion Test Questions
Course Introduction
Advertising and Sales Promotion is an essential course that examines the strategies, techniques, and tools used by businesses to communicate with target audiences and stimulate market demand. The curriculum explores the foundations of advertising, including message creation, media planning, and campaign management, alongside principles and practices of sales promotions such as discounts, contests, and loyalty programs. Students will learn how to design persuasive advertising campaigns, evaluate their effectiveness, and integrate promotional tactics within a comprehensive marketing strategy. Emphasis is placed on ethical considerations, current trends, and the use of digital platforms to reach and influence consumers in todays competitive landscape.
Recommended Textbook
Selling Today 12th Edition by Gerald L. Manning
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1139 Verified Questions
1139 Flashcards
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Chapter 1: Relationship Selling Opportunities in the Information Economy
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Sample Questions
Q1) Born salespeople have an advantage over people who learn selling skills through training.
A)True
B)False
Answer: False
Q2) The ________ salesperson is usually not compensated on the basis of the orders obtained,but receives recognition for indirectly increasing sales.
Answer: detail
Q3) Convincing potential donors to support charities financially is an example of:
A)turning the concept of sales on its head
B)taking from those with financial resources without their realizing it
C)using selling skills to support philanthropy
D)taxing the wealthy
E)performing a sales function without having selling skills
Answer: C
Q4) ________ income helps satisfy our need for recognition and security. Answer: Psychic
Q5) ________ has no value until it is communicated effectively. Answer: Information
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Chapter 2: Evolution of Selling Models That Compliment the Marketing Concept
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Sample Questions
Q1) In a market characterized by vigorous competition,look-alike products and customer loyalty that depends on quality relationships as well as quality products,the salesperson should fully utilize the:
A)product strategy
B)customer strategy
C)presentation strategy
D)relationship strategy
E)marketing strategy
Answer: D
Q2) Typical salespeople spend about 30 percent of their time in actual face-to-face selling situations.
A)True
B)False
Answer: True
Q3) A company that ignores the marketing concept will not have any negative effects. A)True
B)False
Answer: False
Q4) List the four parts of the marketing mix. Answer: Price,product,place,and promotion.
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Chapter 3: Creating Value With a Relationship Strategy
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Sample Questions
Q1) One of Joelle's big challenges is working with Colotel sales reps to smooth out their speech mannerisms and accents.She works with the reps to achieve:
A)a smoothed-out accent,but no changes to speech mannerisms,which she considers charming
B)no accent or speech mannerisms whatsoever,which is equivalent to a Midwestern or broadcasting accent,so they can sell to anyone
C)an accent and mannerisms that sound educated and intelligent,but still local to maintain familiarity with prospects
D)a British accent,as this rates highest on the list of accents prospects consider "cultured"
E)a strong local accent of where they are located,even if they are not from that area,to bond with local buyers
Answer: C
Q2) This first major relationship challenge is understanding the win-win philosophy. A)True
B)False
Answer: False
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Chapter 4: Communication Styles: a Key to Adaptive Selling
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Sample Questions
Q1) A salesperson who is having trouble determining his own communication style most likely falls into:
A)the Excess Zone
B)Zone One
C)Zone Two
D)the dominance continuum
E)the sociability continuum
Q2) The four-style model is:
A)popular and taught in many different training programs
B)useful only for training purposes
C)limited in its usefulness in the real world
D)the basis for customer strategy
E)copyrighted and may only be used as an assessment by licensed practitioners
Q3) People who display their emotions with less intensity are said to be in:
A)Zone one
B)Zone two
C)Excess zone
D)Flex zone
E)Comfort zone
6
Q4) The ________ communication style combines high sociability and high dominance.
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Chapter 5: Ethics: the Foundation for Relationships in Selling
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Sample Questions
Q1) It is important to record the facts of an interaction with a customer in CRM software but not your conclusions,because:
A)it is never appropriate to make conclusions from data without consulting the research department
B)recording conclusions is a breach of ethics
C)coworkers could use this information to sabotage your sales
D)this information could become available to the customer in some form at a later date
E)the competition has access to the same databases you do
Q2) People employed in the fast-paced business world,which is constantly changing,will adopt or discard values quickly.
A)True
B)False
Q3) Respond to the following idea:"Ethics are not a matter of law alone.A salesperson's ethical sense must extend beyond the legal definition of what is right or wrong."
Q4) In the fields of selling,there are both ________ standards and ________ standards.
Q5) ________ are deeply held personal beliefs and preferences.
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Chapter 6: Creating Product Solutions
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Sample Questions
Q1) One of the best ways to present benefits is to use a bridge statement.
A)True
B)False
Q2) ShipNow requires every new store salesperson to ride along on deliveries with drivers for two weeks before beginning the sales course necessary to be able to have contact with customers.What might be the purpose of the ride-alongs?
A)to give the salesperson empathy for the stresses the drivers endure delivering packages
B)to give the salesperson a driver mentor within the company
C)to give the driver an extra hand with deliveries during the rushed holiday shipping season
D)to give the salesperson in-depth knowledge of the delivery process
E)to give the company a trial period to determine if the salesperson actually can lift heavy boxes
Q3) A ________ ________ is a transitional phrase that connects a statement of features with a statement of benefits.
Q4) The customer who asks,"How many miles per gallon does the Honda CRV get?" is requesting a type of product knowledge known as ________ ________.
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Page 8
Chapter 7: Product-Selling Strategies That Add Value
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Sample Questions
Q1) Two guests checking into a Hyatt Regency Hotel will likely have the same perceptions of what a clean room looks like.
A)True
B)False
Q2) Satisfactions can come from:
A)the research studies done on the product
B)the board of directors of the company
C)the company that makes a competing product
D)the customer who buys the product
E)the salesperson who sells the product
Q3) Today's better educated and more demanding customers are seeking a ________ of satisfactions.
Q4) Creating a value proposition is a way of:
A)choosing prices for products
B)scaling the prices to different markets
C)positioning your product
D)keeping your product on the same level as the other products in the market
E)choosing sales objectives
Q5) List and describe the three parts of the product-selling model.
Q6) The ________ product refers to what may remain to be done or what is possible.
Page 9
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Chapter 8: The Buying Process and Buyer Behavior
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Sample Questions
Q1) The company is selling it through small local baby boutiques to give mothers personal guidance in purchasing it,but it is not selling well.What aspect of their target customers' behavior does the company not understand?
A)Working mothers with multiple kids' schedules to juggle are not likely to be in small baby boutiques,which cater to first-time parents.
B)Mothers of new babies are usually given calendar/organizers at baby showers,so they don't need to buy them.
C)Working mothers do not have time to buy calendars in retail stores.
D)Mothers of babies do not need calendars of any sort.
E)The owners of the boutiques do not understand how to sell the calendar to mothers.
Q2) Which buyer behavior theory focuses the salesperson's attention on five important factors that the customer is likely to consider before making a purchase?
A)Buyer-action theory
B)Compulsive-buying theory
C)Need-satisfaction theory
D)Buyer-resolution theory
E)Feature-benefit theory
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Page 10
Chapter 9: Developing and Qualifying a Prospect Base
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Sample Questions
Q1) The sales funnel model of classifying prospects involves:
A)assigning each prospect a rating
B)using multiple factors to classify prospects
C)determining where a prospect is in the sales process
D)counting all prospects equally
E)asking directed questions
Q2) Networking,as it applies to the field of selling,is a method of prospecting:
A)with the telephone
B)popular only in the telecommunications field
C)which is seldom used today
D)that is of dubious ethics
E)that relies on making contacts with people and profiting from the connection
Q3) The term "social network" refers to:
A)your set of direct and indirect contacts
B)your set of direct contacts
C)your set of indirect contacts
D)an industry affiliation group
E)an industry research group
Q4) Many banks,investment firms,accounting firms and wine merchants use education
________ to generate new prospects.
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Chapter 10: Approaching the Customer With Adaptive Selling
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Sample Questions
Q1) The premium approach involves giving the customer a free sample or an inexpensive gift.
A)True
B)False
Q2) Sales personnel who have adopted the consultative style use the survey and ________ approaches most frequently.
Q3) To avoid confusing the prospect it is recommended that sales personnel not use combination approaches.
A)True
B)False
Q4) Preparation for the actual sales presentation is a two-part process.Part one is referred to as the ________ and part two is called the ________.
Q5) The sale of highly technical products begins with the use of highly persuasive presentation objectives.
A)True
B)False
Q6) In English business settings,a hard sell is the best approach
A)True
B)False
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Chapter 11: Determining Customer Needs With a
Consultative Questioning Strategy
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Sample Questions
Q1) Of the following,what is the first thing John should do after hearing about the recent situation?
A)Choose equipment for the city that will solve the sanitation director's problem.
B)Ask questions to find out what the sanitation director's needs are.
C)Persuade the sanitation director to purchase the equipment.
D)Confirm the sale with the sanitation director.
E)Create value for the sanitation director by servicing the sale.
Q2) Which of the following can be an area of negotiation before the close?
A)efficacy studies
B)company
C)corporate structure
D)time
E)research
Q3) An informative presentation is one type of need-satisfaction presentation.
A)True
B)False
Q4) List and discuss the four major parts of the Consultative Sales Presentation Guide.
Q5) ________ presentations are sometimes a dimension of service after the sale.
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Chapter 12: Creating Value With the Consultative
Demonstration
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Q1) If a salesperson was attempting to develop a feeling of ownership in a prospect shopping for a diamond ring,s/he might:
A)explain the concept of the four C's
B)explain the store's installment payment plan for the item
C)lay the ring on black velvet to enhance its brilliance
D)inform the customer of the gem's clarity
E)encourage the customer to try it on
Q2) A successful sales presentation is:
A)the result of careful script-writing
B)conducted the same way each time
C)a model of good two-way communication
D)more about the salesperson than the customer
E)one that ends in a close
Q3) Which of the following statements regarding audiovisual presentations is true?
A)Focus your presentation on the features that have the greatest "wow factor."
B)At the conclusion of the presentation,persuade the prospect to buy.
C)Show the entire presentation and then answer questions.
D)Be sure the prospect knows the purpose of the presentation.
E)Ask the prospect not to ask questions or clarify details until you have gone through the entire presentation.
Page 14
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Chapter 13: Negotiating Buyer Concerns
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Q1) Which of the following is an acceptable method of negotiating the price objection?
A)Make price the focal point of your presentation.
B)Explain and demonstrate the difference between price and cost.
C)Focus your comments on an individual product feature.
D)Apologize for high prices.
E)Lower the price if the customer balks.
Q2) The sales staff at the Renaissance Esmeralda Resort and Spa,located in a desert area of California,find it very difficult to work with a prospect who is seeking a "water destination."
A)True
B)False
Q3) Resistance to the product is usually caused by:
A)the salesperson is not familiar to the buyer
B)the present product is satisfactory
C)friends and acquaintances liked the product
D)the product has not been discussed by the competition
E)the price is matched with that of competing products
Q4) A ________ ________ is a benefit that will,in most cases,outweigh the customer's specific concern.
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Chapter 14: Adapting the Close and Confirming the Partnership
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Q1) A particular challenge for Ahmed is:
A)packing as many presentations as possible into a day
B)making the time to rehearse his presentation
C)understanding the shipping options for his product
D)treating each presentation as if it were the only one of the day
E)introducing an entirely new type of product to clients who aren't familiar with it
Q2) Difficulties closing the sale are most likely to arise when:
A)the salesperson is not strategically prepared for the close
B)the "magic moment" has elapsed before the close has been attempted
C)verbal and nonverbal clues contradict each other
D)the customer responds positively to the trial close
E)the salesperson has full confidence in the close
Q3) What suggestions would you give to a salesperson that does not successfully close a sale?
Q4) Lack of self-confidence may prevent salespeople from asking for the order.
A)True
B)False
Q5) A ________ is any positive statement regarding your product or some factor relating to the sale,such as credit terms or delivery date.
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Chapter 15: Servicing the Sale and Building the Partnership
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Sample Questions
Q1) The effort to sell better-quality products is called:
A)upselling
B)cross-selling
C)full-line selling
D)logrolling
E)leveraging
Q2) How should Lindell best help John to understand that the late delivery was not his fault?
A)Lindell should email John copies of news stories about the blizzard.
B)Lindell should ask the head of shipping to call John and take responsibility for the late delivery.
C)Lindell shouldn't worry about making John understand and should just refund his money.
D)Lindell shouldn't worry about making John understand and should just apologize and let John express his feelings.
E)Lindell shouldn't worry about making John understand and should try to sell John another machine.
Q3) List and describe the five major customer follow-up strategies.
Q4) Carl Sewell lives,eats,and breathes his obsession with ________ ________.
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Chapter 16: Opportunity Management: the Key to Greater Sales Productivity
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Q1) Which of the following is a true statement regarding the appropriate use of the telephone in selling?
A)The telephone is an ineffective way to keep the customer informed.
B)The telephone provides instant communications at a lower cost than other methods.
C)The telephone should not be used to thank a customer.
D)Some customers prefer email contact for certain types of business transactions.
E)The telephone can be used to check in with customers after the sale.
Q2) Since Jameson flies to many of his sales calls,it is far more efficient,from a time and expense standpoint,to schedule multiple calls in the same airplane trip.This means it is helpful if prospects in the same geographic area
A)are the same size so he can offer them the same pricing schedules
B)know that Jameson is trying to sell to all of them
C)are in roughly the same part of the sales cycle and are ready for in-person presentations
D)are in the same time zone,too
E)have not heard of the product yet so Jameson can make as many cold calls as possible
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Page 18
Chapter 17: Management of the Sales Force
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Q1) It is extremely important that managers who use rewards as external motivators for salespeople who reach certain goals:
A)set goals that are realistic
B)set goals based only on final sales numbers
C)give rewards at regular intervals
D)give primarily financial rewards
E)give the same rewards to all salespeople
Q2) Which compensation plan would appeal to a salesperson who likes the idea of "pay for performance," but also likes some job security?
A)guaranteed salary
B)straight salary
C)fixed salary plus bonus
D)100 percent commission or straight commission plan
E)commission plan with a draw provision
Q3) A ________ ________ is an explanation of what the salesperson will do and under what conditions the work will be performed.
Q4) ________ is an interpersonal process between the sales manager and the salesperson in which the manager helps the salesperson improve performance in a specific area.
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