Question 1
A firm’s marketing mix consists of product, price, place, and performance.
True
False
3 points
Question 2
Which of the following would most likely include a trial sample or request consumers to complete a
questionnaire to receive a free product sample?
Trade advertising
Industrial advertising
Cooperative advertising
Retail advertising
Direct-mail advertising
3 points
Question 3
A car salesperson was selling a used car to Larry Travis when Larry said, “I really like this car, but I am not
going to buy any car without knowing its history.” The salesperson went to his computer, visited a
Website called Car Fax and handed Travis a printout of the car’s history. This incident best exemplifies
how:
point-of-purchase displays attract attention.
technological changes have enhanced sales.
transactional selling methods are utilized.
long-term partnering relationships are formed.
contact management software benefits salespeople.
3 points
Question 4
_____ purchase products and then sell the products to organizations and/or individuals.
Transactional intermediaries
Resellers
Value-added specialists
Manufacturers
End-users
3 points
Question 5
_____ is defined as the tension a buyer feels over whether he/she made the right decision in buying a
product.
Postpurchase evaluation
Purchase satisfaction
Purchase dissonance
Purchase dissatisfaction
Purchase evaluation
3 points
Question 6
Which of the following would most likely remind a salesperson to send a thank-you letter to a sales
prospect?
3 points
Question 7
“This refrigerator will preserve foods in the warmest weather.” This statement by a home appliance
salesperson is legally actionable.
True
False
3 points
Question 8
A customer contact person performs the same tasks as a salesperson.
True
False
3 points
Question 9
A _____ refers to something that provides the correct action to take in any situation and never gets
tailored to fit an occasion.
conventional moral maturity
point of convenient reference
directional code of ethics
fixed point of reference
frame of conventionality
3 points
Question 10
A company decides to split one of its high-performing territories into two. The company has also
decided to retain the existing salesperson for working in one of the territories and to appoint a new
salesperson for the other. This decision would most likely result in the unethical treatment of:
the existing salesperson in the territory.
the new salesperson appointed to the territory.
the key accounts in the territory.
the customers in the sales territory.
the wholesalers in the territory.
3 points
Question 11
A bartering relationship, such as when Patricia agrees to take care of Timothy’s horses and receives in
return free riding lessons, is an example of:
an exchange.
top-to-top partnering.
relational marketing.
transactional partnering.
consultative selling.
3 points
Question 12
Which of the following statements, if false, would most likely have legal consequences?
“You’re going to love this new mattress!”
“We are the metropolitan area’s low price leader.”
“We offer a 100 percent order-fill rate; you’ll never experience a back-order.”
“Our employees have extensive training in how to pamper our customers.”
“Your own mother can‘t care for you as well as our staff!”
3 points
Question 13
“Household” refers to a decision-making unit buying for personal use.
True
False
3 points