NEW Marketing 2.07 - 2.08: Question Preview (ID: 21472)


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What will probably happen to a business if it continuously fails to deliver on its brand promise?
a) Lose credibility b) Improve sales volume c) Increase market share d) Decrease liability
What is an example of an employee reinforcing a firm's image through his/her job performance?
a) A customer waits on the telephone for several minutes while Matt confirms shipping information b) Susan advises her customer that the sofa is only available by special order. c) Jack politely asks if his customer would like a beverage while s/he waits for car service d) Angela, a human resources manager, prepares the firm's employee newsletter every month
John communicates through all advertisements that his employees go through extensive training. What is John doing?
a) Making a brand promise b) Developing a campaign platform c) Stating industry policies d) Establishing product position
When a business publicly pledges to provide all of its customers with quick, courteous service, what is it doing?
a) Making a brand promise b) Developing a campaign platform c) Stating industry policies d) Establishing product position
One way a company can reinforce its image is by
a) developing a financial plan. b) training its employees. c) conducting a competitive analysis. d) identifying economic resources
A business's brand promise is what the business intends to
a) name its product. b) sell to the target market. c) provide the customer. d) use as a trademark
One way of reinforcing the company's image through employee performance is by making sure employees have
a) thorough knowledge of the products. b) comfortable work stations. c) generous pay and benefit plans d) full access to customer databases
Which of the following is a policy that the WNJ Company might implement to reinforce its image as an efficient and responsive business?
a) Requiring employees to respond to customer inquiries within 24 hours b) Requesting that employees sign their timecards at the end of a pay period c) Ensuring that employees wear clean uniforms during their shifts d) Allowing employees to establish their own service standards
A customer asks a specific product question that a new salesperson cannot answer. What should the new salesperson do?
a) Tell the customer to contact the manufacturer b) Explain that s/he is new and doesn't know c) Try to serve the customer as best s/he can d) Ask an available, experienced employee
How does a feature-benefit chart help a salesperson?
a) Evaluates customer reaction to the presentation b) Explains the business's compensation rate to the salesperson c) Determines which features and benefits appeal to each customer d) Provides a quick reference to the salesperson about the product
A customer interested in buying an expensive product asks a question you can't answer. The customer leaves without buying but promises to come back later. The only other person on hand who has the information you need is a coworker who is helping a c
a) Ask your coworker for the information as soon as his/her customer leaves b) Wait until the manager returns, and ask him/her for the information. c) Write a memo to the manager requesting the information you need. d) Interrupt your coworker to get the information before your customer returns.
What is a product benefit that a salesperson might point out to a customer who wants to buy a computer?
a) Monitor has a nonglare screen. b) Pre-installed software saves money c) Print capability is optional. d) Models are available in many colors.
Josh wants to know more about the benefits of his new iPad. What about the iPad does he want to know?
a) What is the warranty? b) What is it? c) What is the price? d) What's in it for me?
What type of product information might a salesperson be able to obtain from a manufacturer's representative?
a) How the product is made b) What credit terms are available c) How the product became popular d) What inventory method to use
When salespeople explain the benefits of a technical product, what questions are they answering for customers?
a) What is the warranty? b) What is it? c) What is the price? d) What's in it for me?
Geri asked a salesperson about some features of the new Samsung Android cellular telephone. Since the salesperson was not aware of the features, what should he do?
a) Tell the customer to contact the manufacturer b) Explain that s/he is new and doesn't know c) Try to serve the customer as best she can d) Ask an available, experienced employee
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