Julie is developing a budget for her firm's IMC program. First, she decides what she wants to accomplish. Then she chooses media, and finally she determines the cost for each product to be promoted. What type of IMC budgeting process is Julie using?
What will be an ideal response?
Julie is using the objective-and-task method, which determines the budget required to undertake specific tasks to accomplish communication objectives. Marketers first establish a set of communication objectives, then determine which media best reach the target market and how much it will cost to run the number and types of communications necessary to achieve the objectives.
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Ashana Vogel, a book salesperson, approaches a prospect with the following words, "Hello, Dr. Stein-your colleague Josh Stockard suggested I contact you concerning our new accounting workbooks." Which of the following would reduce the effectiveness of this approach?
A. Vogel employs a SPIN approach. B. Dr. Stein dislikes the AIDA approach. C. Dr. Stein lacks respect for Josh Stockard. D. Dr. Stein is already acquainted with Vogel. E. Vogel is unable to develop a FAB presentation.
Which of the following is another benefit to a salesperson of learning to style flex, aside from putting the customer at ease?
A) Style flexing improves a salesperson's acting skills, which helps the salesperson to persuade reluctant buyers to place orders. B) Paying attention to the customer's communication style helps the salesperson better understand the customer's product or service needs. C) Additional time spent with a customer helps the salesperson to create a positive relationship that will likely result in closing the sale. D) Customers are more likely to purchase from salespeople who seem successful, so it is important for salespeople to make sure that their own personal styles are current. E) Style flexing allows a salesperson to divide customers into four groups, write one script for each, and standardize sales calls.
When working with a person who appears to be neurotic (low emotional stability), it is best to be laid back and reassuring
Indicate whether the statement is true or false.
Which of the following is true of the statement of cash flows?
A) It indicates when long-term debt will mature. B) It reports on the qualitative behavior of the company's performance. C) It covers a span of time and is dated the same as the income statement. D) It shows how the profits or losses of the company were generated.