At which stage of the personal selling process would a salesperson obtain a purchase
commitment from the prospect?
A. approach
B. presentation
C. closing
D. follow-up
E. sale
Answer:
One advantage of using a billboard as an advertising medium is that
A. it is environmentally friendly.
B. it has universal appeal.
C. it is particularly suited to national campaigns.
D. it is especially suited for persuasive advertisements.
E. it provides high visibility with a local focus.
Answer:
Odd-even pricing refers to
A. setting prices one way for product lines and another way for individual brands.
B. setting prices of luxury items at even price points and setting the price of necessities
at odd price points.
C. setting prices a few dollars or cents under an odd number.
D. adding a fixed percentage to the cost of all items in a specific product class.
E. setting prices a few dollars or cents under an even number.
Answer:
Individuals can choose to purchase Microsoft stand-alone software packages, such as
the Microsoft Office 2013 Home and Student versions of Word, Excel, and PowerPoint
for $109.99 each. Alternately, they may choose to purchase the Microsoft Office 2013
Home and Student Suite, which has these three applications plus OneNote in the same
package for a price of $139.99. Microsoft is using a __________ pricing strategy.
A. penetration
B. prestige
C. bundle
D. odd-even
E. standard mark-up
Answer:
Within the context of social media, an “evangelist” is an online user who
A. is “delighted” about the brand advertised and sends messages to his/her online
friends and then back to the advertiser about the joys of using the brand.
B. tries to promote an anti-consumerist agenda to other online users, hindering the
effectiveness of online advertisements.
C. is a paid “brand ambassador” by the advertisers to promote the brand’s positive
qualities by sending messages to his/her online friends.
D. is indifferent or “agnostic” to advertisements on social media networks.
E. is an “apostle” who develops his/her own Facebook, Twitter, and/or YouTube
following and therefore should be contacted by advertisers about placing an ad on
his/her website.
Answer:
Planning the selling program and implementing and evaluating the personal selling
effort of the firm is referred to as __________.
A. relationship marketing
B. team selling
C. personal selling
D. sales engineering
E. sales management
Answer:
Claire has just told her best friend, “I’m so glad I bought the Samsung Galaxy S5 rather
than those other smartphones I was considering. Look at this incredible display, and the
battery stays charged forever.” Which stage of the consumer purchase decision process
does Claire’s conversation identify?
A. problem recognition
B. information search
C. alternative evaluation
D. purchase decision
E. postpurchase behavior
Answer:
Several people often participate in the organizational buying process. Called a
__________, these people share common goals, risks, and knowledge important to a
purchase decision.
A. buying center
B. buying cohort
C. sustainable procurement committee
D. stakeholder group
E. purchasing department
Answer:
The __________ stage of the new-product process includes an examination of the
technical feasibility for the product, such as 3M determining that the firm’s
micro-replication technology (the 3,000 tiny gripping fingers) could be used to improve
the gripping power of batting or work gloves.
A. development
B. Stage-Gate
C. idea generation
D. business analysis
E. screening and evaluation
Answer:
Determining cost, volume, and profit relationships would occur during which stage of
the price-setting process?
A. Defining the scope of the product
B. Selecting an approximate price level
C. Setting the list or quoted price
D. Evaluating the success of the price strategy
E. Making special adjustments to the list price
Answer:
Many prescription drugs such as Lipitor have national TV advertising campaigns to
encourage patients to learn more about the drugs and ask for them by name from their
doctors. The manufacturers of these drugs are using a(n) __________ promotional
channel strategy.
A. intense
B. pull
C. push
D. inertia
E. exclusive
Answer:
A(n) __________ is a type of forecast that involves estimating the value to be forecast
without any intervening steps.
A. direct forecast
B. survey forecast
C. lost-horse forecast
D. lost-cause forecast
E. intention forecast
Answer:
One advantage of using the Internet as an advertising medium is
A. there is no need to segment markets.
B. messages are automatically translated into multiple languages.
C. there are no real costs except computers used for initial encoding.
D. online ads almost always result in a “click,” an action that leads to the purchasing of
a product.
E. it can use animation to capture attention.
Answer:
An assessment of a country’s or region’s political-regulatory climate includes an
analysis of its political stability and __________.
A. economic infrastructure
B. stock market performance
C. trade regulations
D. cultural diversity
E. currency exchange rates
Answer:
A buy class situation affects buying center tendencies in different ways. If the decision
time is long, both new and present suppliers are considered, and the buying objective is
a good solution, the buy class situation is most likely a
A. modified buy.
B. new buy.
C. straight rebuy.
D. make-buy.
E. standard buy.
Answer:
The Doritos “Crash the Super Bowl” sales promotion in which people submit a
30-second TV ad that could air during the game and possibly win a $1 million prize is
an example of a __________.
A. deal
B. sweepstakes
C. contest
D. sponsor-generated content
E. loyalty program
Answer:
The radio commercial said, “Send three proofs of purchase and $3 for postage and
handling to receive your monogrammed T-shirt.” This ad was offering customers a
__________.
A. sample
B. deal
C. premium
D. rebate
E. coupon
Answer:
The best approach to budgeting is objective and task budgeting, whereby the company
determines its promotion objectives, outlines the tasks to accomplish these objectives,
and
A. asks the ad agency for an estimate.
B. asks the media to propose a program.
C. determines the promotion cost of performing these tasks.
D. determines what spending level top management will allow for the proposed
program.
E. surveys customers to determine what spending levels they think are appropriate.
Answer:
For which of the following products would their respective manufacturers be most
likely to use exclusive distribution?
A. Timex watches, Hanes underwear, and Nike shoes
B. Chanel perfume, Steinway pianos, and Baccarat crystal
C. Oreos, Teddy Grahams, and Nilla Wafers
D. paper clips, light bulbs, and file folders
E. Lean Cuisine meals, Breyer’s Ice Cream, and Coca-Cola
Answer:
Which of the following statements reflects the key elements in developing a marketing
strategy for L. M. Schofield, Inc., a company that produces specialized concrete
surfaces for heavily trafficked areas such as retail outlets and amusement parks?
A. Buy ads in all the major trade journals that explain the variety of surfaces available
and what uses each has.
B. Communicate using direct mail about the various walking surfaces Schofield can
create for contractors who are building riding and walking paths.
C. Design a sample ad and test it using visitors at a trade show.
D. Hire six new sales representatives for the Midwest regional office and train them on
all aspects of concrete surfaces.
E. Conduct a focus group to decide on which surface to use for a theme park in Brazil.
Answer:
A food warehouse store got a very good buy on a brand of frozen orange juice and,
rather than maintain it as extra inventory, prefers to sell it quickly to consumers. Which
promotional element should be used?
A. advertising
B. personal selling
C. publicity
D. sales promotion
E. direct marketing
Answer:
When firms originate, produce, and market their products and services worldwide, it is
referred to as __________.
A. acculturation
B. free trade
C. global branding
D. global competition
E. transactional exchange
Answer:
In a feedback loop, a response refers to
A. the number of times a consumer must hear a message before it can be accurately
decoded.
B. the impact the message had on the receiver’s knowledge, attitude, or behaviors
during the communications process.
C. the positive or negative feedback that a consumer expresses immediately after
exposure to a company’s message.
D. the impact, either positive or negative, that occurs when one consumer interprets a
firm’s message through word of mouth to another potential consumer using his or her
own words.
E. the length of time required for a typical customer to associate a specific slogan,
theme, melody, or logo with a specific product brand.
Answer:
Marketing dashboards are useful in measuring actual market performance versus the
goals set in new-product planning, such as sales. Once shortfalls are identified, the first
step would be to conduct market research to determine __________.
A. how to change the promotional strategy
B. whether the problem is internal or external to the organization
C. whether to drop or keep the failing product or market
D. whether to change the goal, and therefore, the marketing metric used to measure it
E. if the numbers used for evaluation in the marketing dashboard are accurate
Answer:
Word of mouth refers to
A. advertising or public service announcements that rely solely on auditory or voice
messages to reach an organization’s target market.
B. subjective, often negative, misconceptions that are passed from one person to
another as the result of selective perception.
C. the influencing of people during conversations.
D. the individuals who exert direct or indirect social influence over others.
E. casual or unconstrained conversation or reports about other people or offerings
involving details that are not confirmed as being true.
Answer:
A __________ is the unique identification number that defines an item for ordering or
inventory purposes.
A. unique stock mark
B. QR code
C. stock keeping unit
D. order quantity code
E. NAICS stock code
Answer:
Which of the following statements about relationship marketing is most accurate?
A. Relationship marketing has a short-term focus: increasing profits for the firm.
B. Relationship marketing begins before and ends after the sale.
C. Relationship marketing occurs when there is a personal, ongoing relationship
between an organization and its customers.
D. Very few companies today are engaged in relationship marketing.
E. The Internet has allowed marketers to establish more personal relationships with
customers.
Answer:
Emily had an excellent year as a salesperson in 2011, earning $97,000. She paid
$37,000 for necessities such as mortgage, food, and clothing. Her state and federal
income taxes totaled $24,000. What was her discretionary income?
A. $36,000
B. $60,000
C. $73,000
D. $97,000
E. There is not enough data provided to calculate her discretionary income.
Answer:
In a promotional sense, customized interaction is exemplified by
A. the creation of unique products based upon the needs and wants of individual
consumers.
B. the translation of a company’s message into multiple languages for use in advertising
in different countries or regions.
C. personal selling between a seller and a prospective buyer that can include
face-to-face, telephone, and interactive electronic communication.
D. the creation of different promotional campaigns based on gender, age, or ethnicity.
E. the use of different images (such the covers of Sports Illustrated) to reach different
product groupings.
Answer:
Open innovation helps organization overcome __________, one of the organizational
inertias common in new-product failures.
A. groupthink
B. intelligent failures
C. incomplete protocols
D. NIH barriers
E. bad timing
Answer:
Your local instant photocopying service charges 10 cents a copy up to 25 copies, 9 cents
a copy for 26 to 99 copies, and 8 cents a copy for 100 copies or more. What kind of
adjustment to its list or quoted price of 10 cents per copy is the photocopying service
using?
A. experience curve pricing
B. loss-leader pricing
C. a quantity discount
D. a promotional discount
E. everyday low pricing
Answer:
The initial stage in the consumer purchase decision process involves perceiving a
difference between a person’s ideal and actual situations big enough to trigger a
decision. What is this stage called?
A. postpurchase behavior
B. alternative evaluation
C. purchase decision
D. problem recognition
E. information search
Answer:
The life cycle of a product depends on sales to __________.
A. consumers
B. distributors
C. intermediaries
D. regulators
E. exporters
Answer: