Explain the importance of the concept of active listening.
What will be an ideal response?
*It is an essential skill for employees in the workplace because it allows the receiver to hear and
understand the message, and reassures the speaker that the message has been heard in the same
terms in which it is delivered
*Good active listeners remove all distractions so they can concentrate on what is being said, show a real
interest in the message the speaker is trying to deliver, and provide appropriate responses to the speaker
at suitable times
*Failure to listen properly in organizations can lead to misunderstandings that can damage personal and
work relationships
*Ineffective listening also comes at a high price – it is estimated that millions of dollars are wasted ever
year due to the time it takes to repeat information, correct misunderstandings, and make up for loss of
productivity
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Brand equity is equal to ________
A) total brand assets minus total brand liabilities B) total brand assets divided by total brand liabilities C) total company assets minus total company liabilities D) total company assets divided by total company liabilities E) total company liabilities minus total brand liabilities
The ability to understand the different stimuli around us in order to process the meaning is considered ______ listening.
a. discriminative b. empathic c. combative d. comprehensive
Advertisers who are seeking a very specific, often small, target audience find the coverage of TV to be more cost effective as the coverage extends beyond their market.
Answer the following statement true (T) or false (F)
Match each term with the correct statement below.
a. marketing channel b. selective distribution c. warehouse showrooms d. materials handling e. warehouse clubs f. inventory management g. intensive distribution h. exclusive distribution 1. Convenience goods often use this method of market coverage. 2. Large-scale discount operations that are open to members only. 3. The physical handling of a product during transportation and while it is in the warehouse. 4. A group of interrelated organizations that direct the flow of products to the ultimate consumer. 5. The process of developing and maintaining products that are in demand by customers 6. Shopping goods are often distributed through this method of market coverage. 7. Convenience goods often use this method of market coverage.