Question Details

BUS 402 WEEK 6 QUIZ
 •	Question 1

	
	The cost of marketing a product is highest in the:			
		
•	Question 2

	The product life cycle concept means that small businesses must:			
	
			
•	Question 3

	The primary opportunity for time compression management (TCM) lies in its application to:			
	
			
•	Question 4

	Small businesses can compete with larger rivals with bigger budgets by employing unconventional, low-cost creative techniques known as:			
	
			
•	Question 5

	
	When it comes to gathering market research on customers, most small companies tend to be:			
	
			
•	Question 6

	When it comes to innovation, the small business and entrepreneur:			
	
			
•	Question 7

	A company's competitive edge is:			
	
			
•	Question 8

	________ puts the customer at the center of a company's thinking, planning, and action and shifts the focus from a product or service to customers and their needs and wants.			
	
			
•	Question 9

	To build an effective customer service program, it is important to:			
	
			
•	Question 10

	Studies show that customers want ________ from businesses almost more than anything else.			
	
			
•	Question 11

	The worst marketing catastrophe to befall any business would be to:			
	
•	Question 12

	
	The majority of customers who stop patronizing a particular store do so because:			
	
			
•	Question 13

	
	Free trial offers, free delivery, lengthy warranties, and money back guarantees are examples of:			
	
			
•	Question 14

	
	Small companies with limited financial resources can often use ________ as a way to differentiate themselves from larger competitors.			
	
•	Question 15

	The focus of the small company's marketing plan is:			
	
			
•	Question 16

	
	In reality, advertising:			
	
			
•	Question 17

	________ is the personal contact between salespeople and potential customers that comes from sales efforts.			
	
•	Question 18

	
	The most commonly used method of establishing an advertising budget for a small business is:			
	
			
•	Question 19

	
	A recent study of top salespeople found that they:			
	
			
•	Question 20

	
	A successful public relations technique used by local businesses to sponsor and promote fundraising activities of nonprofit groups is called:			
	.
			
•	Question 21

	
	The ________ cost of an advertising medium compares the actual dollar cost of an ad with the number of potential customers it reaches.			
	
			
•	Question 22

	
	Flashing from one television channel to another, especially during commercials, is called:			
	
			
•	Question 23

	The ________ becomes the heart of a company's advertising message.			
	
			
•	Question 24
	
	Under the ________ method of establishing an advertising budget, the owner sees advertising as a luxury.			
	
			
•	Question 25

	
	________ is any sales presentation that is nonpersonal in nature and is paid for by an identified sponsor.			
	
			
•	Question 26

	In a(n) ________ advertising program, a group of similar businesses forms a "syndicate" to produce "generic" ads that allow the individual businesses to dub in local information.			
	
			
•	Question 27

	________ are an important advertising medium for reaching customers who have already made the purchase decision and are looking for the product or service.			
	
			
•	Question 28

	Radio's power as an advertising medium comes from:			
	
•	Question 29

	The ________ method is the most difficult and least used technique of establishing an advertising budget.			
	
			
•	Question 30	
	The key to the success of direct mail advertising is: