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Advanced Wealth Management Course (IIBF) - Paper 2

Ch 4: Marketing - Communications

Q1.

A premium is a product or service that is given away to qualifying customers.

True

False

Q2.

Which is not a step in face-to-face selling?

Prospecting

Pre-approach

Handling objections

Follow-up

None of the above

Q3.

To qualify as a prospect, the person needs to have:

A need that can be satisfied by purchasing the product

The financial capacity to pay

Long-term potential

All of the above

Q4.

(I) product premiums increase the intrinsic value of the product or service by adding a tangible element. (II) Intermediary promotions are often small items given to intermediaries to remind them of the company and its product.

Both the statements are correct

Only statement (I) is correct

Only statement (II) is correct

Both the statements are wrong

Q5.

For good media relations, spokespeople need to:

Be a reliable source of information

Be available

Be up to date with their organization’s policies

All of the above

Q6.

Effective public relations can:

Build and maintain favourable recognition of the organization

Interpret to the public what the organization is doing and where it is going

Anticipate and correct false impressions and respond to criticism of the organization

Both (a) & (b)

All of the above

Q7.

Telemarketing can enhance customer relationships, and allow the cross-selling of additional services to new or existing customers.

True

False

Q8.

The way/s of database marketing:

Identifying prospects

Deciding which customers should receive a particular offer

Deeping customer loyalty

Automatic marketing

All of the above

Q9.

(I) A financial services representative’s first task is to identify prospects. (II) In the maturity stage promotion, advertising and sales force activities are reduced.

Both the statements are correct

Only statement (I) is correct

Only statement (II) is correct

Both the statements are wrong

Q10.

Promotions can be targeted at:

The sales force

Distributors

Retail

All of the above

Q11.

Internal promotions frequently target employees as part of an internal marketing campaign, and often include awards for success or customer service.

True

False

Q12.

The advantages of magazines as advertising media is/are:

Pre-selected audience

Commonly a quality product

Both (a) & (b)

Can use colour

All of the above

Q13.

The benefit/s of effective public relations for an organization:

Build and maintain favourable recognition of the organization

Interpret to the public what the organization is doing and where it is going

Both (a) & (b)

Anticipate and correct false impressions and respond to criticism of the organization

All of the above

Q14.

Personal selling is a primary component of the marketing mix when:

The market is concentrated

The product is complex and technical

Frequent servicing of the product is required

All of the above

Q15.

The disadvantages of magazines as advertising media is/are:

Long print deadlines

Coverage depends on magazine distribution

Both (a) & (b)

None of the above

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