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Marketing Midterm

Answer True or False

1. A new business should produce a quick, temporary brochure at first, then invest in a higher-quality piece when the business becomes successful.
A. True

B. False

Answer: B. False. You never get a second chance to make a first impression. Carefully craft your company's image from the start, or you risk creating a poor impression that will be difficult to correct. You may also miss out on sales that could be your initial springboard to success.

2. When it comes to sales and marketing, stick with what you do best, such as networking or direct-mail marketing.
A. True

B. False

Answer: B. False. For most businesses, the sales cycle can be fairly long, requiring eight or 10 contacts with a prospect before a sale is closed. You need a wide range of sales and marketing tactics to motivate prospects throughout the cycle.

3. It's normal for a company's marketing activities to increase or decrease based on work flow, with reduced marketing during busy times and peak marketing during slow periods.
A. True

B. False

Answer: B. False. Entrepreneurs who market only in the slow times experience corresponding highs and lows in their cash flow and risk plunging into a valley so deep they can't market their way out.

4. The advertising term "frequency" refers to the number of times you run an ad. If you run an ad seven times, you have a frequency of seven.
A. True

B. False

Answer: B. False. Frequency is the number of times readers of a specific publication are expected to see your ad. While actual percentages vary among trade and consumer magazines and newspapers, for example, a typical subscriber will not see every page of every issue. This is why ads typically run many times in different issues of the same publication.

Kim Gordon is the owner of National Marketing Federation and is a multifaceted marketing expert, speaker, author and media spokesperson. Her latest book is Maximum Marketing, Minimum Dollars.

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This article was originally published in the April 1999 print edition of Entrepreneur with the headline: Marketing Midterm.

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