Marketing Midterm

Choose the right answer for each of the following:

5. Each time a prospect is exposed to your message--in person, on the phone, in an ad or when reading your brochure--which question is foremost in his or her mind?
A. What will this cost?

B. How will this benefit me?

C. Who else is using this product/service?

D. What are the features?

Answer: B. How will this benefit me? Prospects make critical decisions about your company based on the benefits you communicate. No ad, brochure or face-to-face sales interaction can succeed unless it answers the prospect's primary question, "What's in it for me?"

6. Case histories (descriptions of how you've solved problems for customers) are most useful when:
A. Overcoming objections

B. Building credibility

C. Demonstrating customer loyalty

D. All of the above

Answer: D. All of the above. Prepare three or four good case histories that demonstrate ways you've solved a variety of challenges for customers.

7. Contact-management software is valuable for companies with:
A. Hundreds of prospects

B. Thousands of prospects

C. Any number of prospects

Answer: C. Any number of prospects. The smaller your company, the better you must manage call-backs, letters and direct-mail contacts. Put the right software in place now to prevent important contacts from falling through the cracks.

8. Which of the three elements of an effective presentation can most easily be upgraded using a videocassette recorder?
A. Content

B. Structure

C. Style

Answer: C. Style. Before your next presentation, videotape your rehearsals to help eliminate any negative vocal or physical behaviors.

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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