cluster 10

How has the Internet enhanced a business's ability to promote its products?

- Consumers can choose to disregard or ignore online advertising.
- The business is able to update online product information less frequently.
- The business is able to sell higher volumes of goods or services quickly.
- Consumers can access the business's website at any time.
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Terms in this set (10)
How has the Internet enhanced a business's ability to promote its products?

- Consumers can choose to disregard or ignore online advertising.
- The business is able to update online product information less frequently.
- The business is able to sell higher volumes of goods or services quickly.
- Consumers can access the business's website at any time.
Consumers can access the business's website at any time.

Because consumers have access to the Internet 24/7, they can access product information on websites when it is convenient for them to do so. Not only do businesses have the ability to promote their products through their websites, they can place online advertisements on the websites of other businesses, which increases the business's exposure to potential customers. Most businesses must update their websites on a continuous basis, although the frequency depends on the type of business and its products. Businesses don't want consumers to ignore their promotions. Promoting products on the Internet may increase sales, but it does not always happen quickly.
An advantage of newspaper advertising over television and radio promotion is more

- consumer interest in the ads.
- prestige from being local.
- effective use of color.
- sensory appeal.
Consumer interest in the ads.

Many people read newspapers as much for the advertisements as for the news content. In radio and television, large numbers of consumers "tune out" the commercials because they have little or no interest in the advertisements. Color reproduction in newspapers has become very good, but it cannot compete with television color. Both newspaper advertising and radio promotion are often aimed at a local audience. Television has more sensory appeal than newspapers because it can appeal to more of the senses than newspapers.
Why is it important to coordinate the elements in advertisements?

- To strengthen the theme
- To simplify the message
- To analyze the objective
- To locate the audience
To strengthen the theme.

The elements of an advertisement include the headline, copy, illustrations, and signature. It is important to coordinate these elements to strengthen the theme of the advertisement. All of the elements should reinforce and promote the theme in order for the advertisement to be effective. It is not important to coordinate the elements in advertisements to analyze the objective, simplify the message, or locate the audience.
The component of the promotional plan that determines the funds available for promotion is the promotional

- budget.
- method.
- mix.
- objectives.
Budget.

The promotional budget establishes the amount of money that the business plans to spend on its promotional efforts. There are a number of ways the business can determine how much to allocate to promotion. One method is to base the promotional budget on the firm's expected sales and adjust it during the year if sales are higher or lower than expected. The promotional mix is the combination, or blend, of marketing communication channels that a business uses to send its messages to consumers. The promotional method is the particular medium or media chosen to deliver the promotional message. The promotional objectives are the goals the firm wishes to achieve through its promotional efforts.
Duane makes sure that as he is interacting with customers, he is also actively listening so that he can better respond to their questions and objections. Which characteristic of a successful salesperson does Duane display?

- Persistence and patience
- ethics
- education and training
- communication skills
Communication skills.

Duane displays communication skills when he actively listens to his customers. He knows that good communication isn't just a one-way street. Ethics, persistence and patience, and education and training are all characteristics of successful salespeople, but they are not displayed by Duane in this situation.
Which of the following is an example of how building a clientele benefits the business:

- Increased selling costs
- Increased sales volume
- Personal satisfaction
- Increased knowledge
Increased sales volume.

A clientele is a group of regular, repeat customers. An increase in sales is a direct result of building a clientele. Loyal customers return to buy regularly, thus providing the financial backbone for a growing business. Building a clientele helps to reduce selling costs, not increase them. Personal satisfaction and increased knowledge are salesperson benefits of building a clientele, not business benefits.
Salespeople who withhold negative product information from customers might be guilty of

- guessing.
- exaggeration.
- reciprocity.
- negligence.
Negligence.

Some salespeople are tempted to withhold negative product information to avoid turning the customer away from a purchase. Since withholding information could be considered misrepresentation or negligence, salespeople should resist the temptation to tell only part of the story. Exaggeration involves overstating, or stretching, the truth. Guessing involves providing information without knowing the facts. Reciprocity is a method of doing business in which sellers buy from their customers.
A pharmaceutical company fails to warn the public about the possible side effects associated with a new medication. This is an example of a business violating selling regulations through

- exaggeration.
- branding.
- exclusivity.
- misrepresentation.
Misrepresentation.

By omitting important facts about a product, the business is misrepresenting the product and misleading consumers, which is illegal in many countries. Businesses that misrepresent their products often face lawsuits and fines. When a business overstates the capabilities of a product, it is exaggeration. Branding is the process of creating certain images about a product or business in the minds of consumers. In a sponsorship agreement, exclusivity is the sponsor's privilege of being the only company in its particular category of goods or services.
What type of product information might a salesperson obtain from reading a business's promotional materials?

- Characteristics
- Objectives
- Demographics
- Aptitudes
Characteristics.

A business's promotional materials often contain information about a product's characteristics or features that salespeople can use to sell the product. By reading a business's brochures, pamphlets, and print advertisements, salespeople can obtain information about a product's characteristics that will be useful in convincing customers that a product has the features that will provide the benefits for which they are looking. Aptitudes are natural talents for learning specific skills. Demographics are information used to describe a population. Objectives are goals to be reached.
A manager evaluates the production output of a department by checking it against the production goals for that time period. This is an example of the __________ function of management.

- directing
- planning
- controlling
- organizing
Controlling.

Controlling is the management function that monitors the work effort. Planning is the management function of deciding what will be done and how it will be accomplished. Directing is the management function of providing guidance to workers and work projects. Organizing is the management function of setting up the way the business's work will be done.