Test Bank for Small Business An Entrepreneurs Business Plan, 9th Edition : Hiduke

Test Bank for Small Business An Entrepreneurs

Business Plan, 9th Edition : Hiduke

To download the complete and accurate content document, go to:

https://testbankbell.com/download/test-bank-for-small-business-an-entrepreneurs-bus
iness-plan-9th-edition-hiduke/

Visit TestBankBell.com to get complete for all chapters

Chapter 7—Connecting With and Engaging Customers

TRUE/FALSE

1. Promotional mix describes how many different products you show in your ads.

ANS: F PTS: 1 REF: p. 174

2. Promotion involves moving an image of your business into the prospects mind.

ANS: T PTS: 1 REF: p. 175

3. It is a good idea to use different marketing efforts offline than you use online.

ANS: F PTS: 1 REF: p. 175

4. Marketing hasn’t changed much in the last 10 years.

ANS: F PTS: 1 REF: p. 176

5. Attending a start-up weekend may help you find a partner for your new venture.

ANS: T PTS: 1 REF: p. 177

6. Word of mouth is the most effective type of promotional technique.

ANS: T PTS: 1 REF: p. 178

7. Gaining a new customer can be less expensive than keeping an existing one.

ANS: F PTS: 1 REF: p. 181

8. Exceptional customer service is achieved by meeting your customer’s needs.

ANS: F PTS: 1 REF: p. 181

9. It is important to consider what your customers are worth in real dollars.

ANS: T PTS: 1 REF: p. 182

10. Free ink/free air has no cost, but is not very credible to your customers.

ANS: F PTS: 1 REF: p. 182

11. Bloggers can help promote your business.

ANS: T PTS: 1 REF: p. 183

12. Becoming a member of a networking organization is all you need to do to promote your business
through networking.

ANS: F PTS: 1 REF: p. 185

13. An effective network would not include a core group.

ANS: F PTS: 1 REF: p. 185

14. Paid media advertising is generally very expensive

ANS: T PTS: 1 REF: p. 187

15. Craigslist has supplanted newspaper classified ads in many areas.

ANS: T PTS: 1 REF: p. 189

16. Point-of-Purchase displays are best suited to selling big-ticket items.

ANS: F PTS: 1 REF: p. 189

17. A unique package could act as a promotional tool.

ANS: T PTS: 1 REF: p. 189

18. When combining catalog sales with an internet set the most important online marketing technique is a
percentage discount offer.

ANS: F PTS: 1 REF: p. 190

19. Catalog houses are generally large manufacturers.

ANS: F PTS: 1 REF: p. 190

20. Direct mail is most appropriate for very large businesses.

ANS: F PTS: 1 REF: p. 190

21. A business that does not offer a money-back guarantee will have a difficult time operating in today’s
market.

ANS: T PTS: 1 REF: p. 191

22. Working visibility can help make or break your business.

ANS: T PTS: 1 REF: p. 193

23. Personal selling is very expensive compared to some other promotional strategies.

ANS: T PTS: 1 REF: p. 193

24. Sales reps are in limited supply and operate mostly locally.
ANS: F PTS: 1 REF: p. 194

25. When developing your small-business website, the actual Web address is an important consideration.

ANS: T PTS: 1 REF: p. 196

 26. When planning your promotional mix it is not important to attach a price tag to each individual item.

ANS: F PTS: 1 REF: p. 197

MULTIPLE CHOICE

1. As you begin brainstorming your optimum marketing strategy, the first step should be:
a. Setting your marketing budget
b. Deciding if you want to promote your product online or offline
c. Examining successful promotional campaigns within your industry
d. Hiring an advertising firm
ANS: C PTS: 1 REF: p.176

2. Which of the following is a promotional mix variable?

a. Sales reps
b. Packaging
c. Paid advertising
d. All of the above
ANS: D PTS: 1 REF: p. 176

3. Advertising dollars are shifting towards more:

a. Magazine ads
b. Mobile ads
c. TV ads
d. Newspaper ads
ANS: B PTS: 1 REF: p. 178

4. The center of your promotional strategy should be:

a. Reaching the maximum number of potential customers
b. Spending the least amount of dollars possible
c. Exceptional customer service
d. Hiring employees with a background in sales
ANS: C PTS: 1 REF: p. 180

5. Employees should:
a. Proactively serve customers
b. Be sociable
c. Educate and communicate with customers
d. All of the above
ANS: D PTS: 1 REF: p. 181

6. Free ink:
a. May not be believable to your target customer
b. Is less effective than display advertising
c. Should only be done using press releases
d. Is published or broadcast at no cost
ANS: D PTS: 1 REF: p. 182
 7. Core groups:
a. Are clusters of individuals who share a common interest
b. Are subgroups of your Target Customers
c. Are groups that a business targets for a promotional activity
d. Are groups of competitors within your industry
ANS: A PTS: 1 REF: p. 185

8. A drawback to paid media advertising is:

a. Repetition is essential but expensive.
b. Consumers do not tend to pay much attention to TV ads
c. Getting help with ad development is too costly for most small businesses
d. All of the above
ANS: A PTS: 1 REF: p. 187

9. Package design:
a. Does not matter to most customers
b. Is not a promotional tool
c. Should consider shelf space and shipping costs
d. All of the above
ANS: C PTS: 1 REF: p. 189

10. One of the problems with point-of-purchase displays is:

a. They all only effective for selling large items
b. They can potentially turn customers off instead of on
c. They are expensive to design and maintain
d. All of the above
ANS: B PTS: 1 REF: p. 189

11. Catalogs:
a. Are a great way to market almost any product
b. Are useful for busy shoppers
c. Are used by companies that choose not to sell online
d. Are good for helping readers easily grasp a product’s benefits
ANS: B PTS: 1 REF: p. 189

12. Direct mail:

a. Is not a good technique for small businesses
b. Is best aimed at a large market
c. Is very expensive when evaluated as a per customer cost
d. All of the above
ANS: C PTS: 1 REF: p. 191

13. Money-back guarantees:

a. Will help you reach security-minded customers
b. Have become common in retailing
c. Will help the firm's image
d. All of the above
ANS: D PTS: 1 REF: p. 191
 14. Personal selling:
a. Can only be done by you, the business owner
b. Is an inexpensive marketing technique
c. Will help you learn how to reach your Target Customer
d. All of the above
ANS: C PTS: 1 REF: p. 193

15. Independent sales reps:

a. Generally only sell for one company at a time
b. Usually are paid both a base salary and commission
c. Should be selected carefully
d. All of the above
ANS: C PTS: 1 REF: p. 194

16. Which of the following are steps in developing a promotional plan?

a. Determining your sales and marketing goals
b. Developing strategies to achieve a goal
c. Creating a specific promotional method for carrying out one or several of the strategies
and having measurable objectives.
d. All of the above
ANS: D PTS: 1 REF: p. 197

SHORT ANSWER

1. Define a Startup Weekend.

ANS:
This is a weekend-long, hands-on experience where entrepreneurs and aspiring entrepreneurs can find
out if startup ideas are viable. Attendees bring their best ideas, aspire others to join their team, learn
through creating and receive valuable feedback from experts.

PTS: 1 REF: p. 177

2. What is Buzz?

ANS:
Buzz or word of mouth is the most effective of all marketing techniques. It can come from customers,
media or the community.

PTS: 1 REF: p. 178

3. What is a preferred placement?

ANS:
The best location within a publication, store or website or the best time slots on TV or radio.

PTS: 1 REF: p. 187

Test Bank for Small Business An Entrepreneurs Business Plan, 9th Edition : Hiduke

4. Define personal selling.

ANS:
Client service calls made by an individual salesperson or business owner.

PTS: 1 REF: p. 193

5. What is search engine optimization (SEO)?

ANS:
The strategy to achieve the best ranking possible in various search engines based on keywords and key
phrases. SEO is one of the most important elements of web marketing.

PTS: 1 REF: p. 196

Visit TestBankBell.com to get complete for all chapters