46. Quality personal selling by modern standards involves securing, developing and maintaining long-term relationships. This is called: a. the creative selling process b. transactional selling c. relationship selling d. personal selling c. selling out 47. Which of the following is a reason why personal selling typically may play a limited role in many companies' promotion mix? its personal nature the difficulty associated with locating prospects its cost the advantages offered by telemarketing all of the above a. b. c. d. e. 48. The first step in the creative selling process is a. feedback generation b. the pre-approach c. the approach d. the sales presentation rehearsal e. prospecting and qualifying 49. In which stage of the creative selling process would the salesperson say, "Will you be paying cash for this purchase?" a. pre-approach b. closing c. prospecting d. banking section e. handling an objection 50. If you were to consult a business and develop a marketing plan, identify below what would be the best approach? Interview the clients customers, discuss viral WOM, and then develop a SWOT to integrate born-globals with longitudinal research based on reciprocity a. b. Understand the external industry, generate a GAP analysis, and integrate a c. Co-brand with vertical service-providers and create an augmented marketing d. Segment the market and target price-lining initiatives with various PLC product line extension with brand equity to create a competitive advantage via intermediaries strategy that underscores the first rule of marketing i.e. mapping psychographics to Gen Xers and fragmented freight absorbers (FFA) demographic analyses, essentially establishing a market penetration strategy via oligopic diversification Recommend a marketing strategy based on a thorough environmental analysis, client objectives, effective targeting and positioning through a blend of marketing mix strategies e. An important strategic consideration when using buzz appeals is that the use of these appeals can: a. be used as a positioning tool for companies h. pasition a company for further matrix analysis e, un-position products according to the BCG Matrix d. position tools as elfective product-based criteria c.g. Black & Decker e. aid in the development of integrated cost marketing strategies (ICMS) 39. With regard to guerrilla marketing. is advertising that is placed where it normally is not or never has been seen before. a. fixed marketing b. promotion c. threshold d. ambient advertising c. viral marketing 40. As discussed in class, Word-of-Mouth (WOM) can be very beneficial for companies as consumers share company/brand information with other consumers. However, negative buzz/WOM can have the same effects but in reverse, thus being harmful to firms. Identify below an altermative approach that can be used to combat the negative effects of WOM: Immediately increase sales via intermediaries and supporting methodology a. b. Immediately decrease the price of everything, especially advertising c. Competitive effects of advertising will create a vacuum in customer care d. Captive pricing for most products, with price bundling for others viewpoint and hopefully share the video with others Kimberley finally graduated and decided to start a new restaurant, and decided e. Create a 'response' video where consumers will understand the companies' 41. to call it "Kimberley's Restaurant." Her restaurant was different in that she would sell exotic pizzas not currently available in the Topeka market, such as fish pizza and peanut butter pizza. Her line of uncommon toppings included liver, kidney beans, lettuce, mashed potato and french fries. After initial expenditures in her store, she did not have much money left for a traditional advertising campaign. So instead she decided to hire Washbum students who had taken an extraordinarily long time to graduate (Jackson, Cierra, Taylor, Nathan and Blake) to dance on busy street comers around Topeka on Saturdays, inviting customers to her restaurant. This ended up being much cheaper than even one TV commercial and much more effective, as this group were pictured on the front page of the Topeka Capital Journal and some local radio dise jockeys were talking about the campaign the next day (as it turned out they were horrible dancers). Guerrilla marketing tactics such as this can be effective for small business often because of its: a. fixed costs b. additional cost c. low costs d. licensing costs e. cost-plus pricing advantage