Rick is a sales representative for Lucent Technologies. He has reviewed a prospect’s
account and credit history,
identified product needs, and gathered the appropriate literature he needs. Rick feels he
is ready for the _____ step of the personal selling process.
a. objections
b. presentation
c. approach
d. preapproach
e. sales-planning
Business products are classified into the following seven categories according to
characteristics and intended uses:
raw materials, installations, accessory equipment, component parts, process materials,
business services, and
_____.
a. production activities
b. service assistance
c. specialty industrial products
d. computer programming and operation services
e. MRO supplies
A market orientation requires the organization-wide generation of market intelligence
pertaining to current and future customer needs, dissemination of the intelligence across
departments, and organization-wide responsiveness to it.
a. True
b. False
All of the following are psychological techniques except:
a. customary pricing.
b. multiple-unit pricing.
c. reference pricing.
d. odd-number pricing.
e. negotiated pricing.
Which of the following is a characteristic of a marketing objective?
a. It is consistent with both business-unit and corporate strategies.
b. It is a verbal agreement, not in writing.
c. It is not written in measurable terms.
d. It does not specify a time frame for its accomplishment.
e. It clearly identifies how the marketing strategy will be implemented.
Retail-site location analyses, unique product offerings, and special advertising
campaigns are all examples of the use of:
a. market density.
b. demographic segmentation.
c. behavioristic segmentation.
d. environmental segmentation.
e. micromarketing.
Changes in buyers’ attitudes, other components of the marketing mix, and
uncontrollable environmental factors can influence demand.
a. True
b. False
To formulate a marketing strategy, one must .
a. identify and analyze a target market and develop a marketing mix to satisfy
individuals in that market b. develop a statement of what is to be accomplished through
marketing activities
c. establish performance standards and evaluate actual performance by comparing it
with established standards d. determine the means for utilizing resources in the various
functional areas to reach the organization’s goals
e. compare the quality of the company’s goods, services, or processes with that of its
bestÂperforming
competitors
Which of the following is the best definition of cause-related marketing?
a. Linking a firm’s products to a particular social cause either short-term or long-term
b. Using organizational core competencies and resources to address stakeholders’
interests and achieve organizational and social benefits
c. Donating money to a social cause based on sales of a particular product over a
defined period of time
d. Developing, promoting, and distributing products that are environmentally safe
e. Contributing resources to the community in order to improve the overall quality of
life
In the buying decision process, one of the activities included in the search for products
and suppliers is examining catalogs and trade publications.
a. True
b. False
Any time an activity causes managers or consumers to feel manipulated or cheated, a
marketing ethics issue exists, regardless of the legality of that activity.
a. True
b. False
Lifestyle is a product-related variable.
a. True
b. False
Who drafted the Consumer Bill of Rights?
a. Bill Clinton
b. John F. Kennedy
c. Ralph Nader
d. Ronald Reagan
e. George W. Bush