Regarding a marketing information system (MIS):
A. The input of marketing managers is not needed in developing an MIS; marketers
should leave everything to information technology specialists.
B. Can be used to improve implementation and control.
C. A good MIS converts information into raw data.
D. An MIS provides an alternative to big data.
E. All of these statements about a marketing information system are correct.
Answer:
An order-taking sales rep would be MOST appropriate for a producer of:
A. cleaning materials for maintenance-calling on regular customers.
B. designer clothing-calling on possible new retailers.
C. laptop computers-selling to manufacturers who don’t yet have any computers.
D. airplanes-calling on possible corporate jet customers.
E. a new brand of DVD system-calling on wholesalers.
Answer:
With the ____________ approach, the salesperson uses a memorized presentation that
is not adapted to each individual customer.
A. Prepared sales
B. Consultative selling
C. Selling formula
D. Fixed sales
E. Differentiated value
Answer:
A firm with a marketing orientation:
A. has little need for salespeople.
B. sells what it can make easily.
C. tries to determine customers’ needs before developing its product.
D. focuses advertising on product features.
Answer:
Ken Prescott has noticed several television commercials for BestYet-a new brand of
shampoo. While washing his hair, he thinks about what would happen if he replaced his
current shampoo with BestYet. What stage in the adoption process has Ken reached?
A. evaluation
B. feedback
C. decision
D. interest
E. awareness
Answer:
Regarding product life cycles, which of the following is not true?
A. Industry profits are likely to level off or decline before sales level off.
B. The level of promotion usually decreases in market maturity since there is less
revenue to cover the cost.
C. Many close substitutes are usually competing in the market maturity stage.
D. It is usually expensive for a new firm to enter in the market maturity stage.
E. There is a downward pressure on prices over time.
Answer:
Impulse products are:
A. products that potential customers do not want yet or know they can buy.
B. bought quickly-as unplanned purchases-because of a strongly felt need.
C. any products that consumers search for because of a strongly felt craving.
D. any convenience products that are bought often and routinely.
E. none of these alternatives is correct.
Answer:
MetroTech Corporation has been experiencing declining profits. MetroTech’s
salespeople blame the production people for making inferior products, and the
production people complain that the salesmen are just not getting enough orders.
MetroTech seems to have
A. implemented the marketing concept.
B. a production orientation.
C. a customer orientation.
D. a sales orientation.
E. a marketing orientation.
Answer:
Manufacturer, service provider, government agency, wholesaler, etc. are designations
used to segment business and organizational markets according to ______________.
A. kind of relationship
B. type of customer
C. demographics
D. product use
E. buying situation
Answer:
When screening for the best market opportunity for a firm, marketers should always
avoid options that would combine:
A. high industry attractiveness and the firm’s strengths.
B. medium industry attractiveness and the firm’s strengths.
C. low industry attractiveness and the firm’s weaknesses.
D. high industry attractiveness and the firm’s weaknesses.
E. medium industry attractiveness and the firm’s medium strengths.
Answer:
The government market
A. often relies on an “approved supplier list” for routine items that are bought
frequently.
B. is the largest customer group in the United States, accounting for about 30 percent of
the gross domestic product.
C. usually buys from the lowest price supplier that can meet the written specifications.
D. normally uses a mandatory bidding procedure.
E. All of these alternatives are true.
Answer:
Which of the following statements relating to sales quotas is FALSE?
A. Sales potential usually differs from one sales territory to another.
B. A salesperson’s sales quota is the specific level of sales he or she achieved in the
previous sales period.
C. Unless the pay plan allows for territory differences, some sales reps may be
overworked and others may be underworked.
D. Unless the pay plan allows for territory differences, some sales reps may be
underpaid for the same amount of effort.
Answer:
Robert Jackson sells luxury automobiles at a dealership in an upscale section of a major
city. When he started out as a salesperson, he identified potential customers by visiting
office buildings near the dealership and examining the directories in the buildings’
lobbies. He discovered that there were several large law firms within a mile or two of
the dealership. He would copy down the names of the law firms and their attorneys
from the building directory. Then he would mail engraved invitations to each of the
attorneys inviting them to the dealership to test drive a new car. Deciding to focus on
attorneys exclusively, he purchased a directory of attorneys in the area and started
expanding his potential customer base. Robert is engaged in
A. the consultative selling approach.
B. prospecting.
C. the selling formula approach.
D. closing.
E. None of these is a good answer.
Answer:
Which of the following is an operational decision-rather than a strategy decision?
A. A decision to seek distribution only through the best retailers
B. Selection of a specific target market
C. A decision to maintain a “one price” policy
D. Selection of a specific cable TV channel on which to advertise
E. All of these are good examples of operational decisions
Answer:
Which of the following statements pertaining to the Hispanic Americans is FALSE?
A. Hispanic Americans are the largest and fastest-growing ethnic group.
B. In 2010, the Hispanic population made up 16 percent of the total population.
C. The Hispanic population tends to be older than the U.S. population as a whole.
D. In 2010, the Hispanic population in the U.S. spent nearly $1 trillion.
E. Recently the Hispanic American population has increased at a rate of about 1 million
per year.
Answer:
A professional salesperson:
A. may negotiate prices or diagnose technical problems when a product doesn’t work
well.
B. doesn’t try to ‘sell” customers, but rather tries to help them satisfy their needs.
C. is a representative of the whole company.
D. is responsible for feeding back information about customers and competitors.
E. All of these alternatives are correct.
Answer:
Large self-service retail stores that emphasize lower margins to get faster
turnover-especially on ‘soft goods”-are called:
A. mass-merchandisers.
B. convenience food stores.
C. department stores.
D. specialty shops.
E. single-line stores.
Answer:
“Push money” is most likely to be offered to:
A. cosmetics salespeople at a department store.
B. salesclerks at a grocery store.
C. component materials’ sales reps.
D. industrial supplies’ sales reps.
E. Each of these is equally likely to receive “push money.”
Answer:
A producer offers a retailer free merchandise to stock a new item. The retailer is
receiving a
A. spiff.
B. cash discount.
C. seasonal discount.
D. slotting allowance.
E. cumulative quantity discount.
Answer:
Which of the following is one of three basic marketing management jobs?
A. To direct the implementation of plans
B. To control the plans in actual operation
C. To plan marketing activities
D. All of these are basic marketing management jobs
Answer:
Nonrecognition of the brand name of a firm’s product is likely to be LEAST important
for:
A. Coal
B. Photographic film
C. Lubricating oils for machinery
D. Cold tablets
E. Replacement auto repair parts
Answer:
Which of the following publicity tools would a software company most likely use in
order to target commercial press?
A. Customer reviews
B. Case studies
C. Blogs
D. Podcasts
E. Online media room
Answer:
Door-to-door selling at consumers’ homes:
A. meets some consumers’ needs for convenience.
B. is gaining popularity in international markets.
C. started in the pioneer days.
D. is losing popularity in the United States.
E. All of these alternatives are true for door-to-door selling.
Answer:
John Deere is considered which type of organizational customer?
A. Producer
B. Intermediary
C. Government
D. Nonprofit
Answer:
Department stores:
A. are basically a group of limited-line stores under one roof.
B. are decreasing in number, average sales per store, and share of retail business.
C. usually aim at customers seeking shopping products.
D. are usually strong in customer service.
E. All of these alternatives are true for department stores.
Answer:
How do consumers primarily benefit from the online buying process?
A. They can access a very wide product assortment.
B. They never have to wait long for delivery of the ordered products.
C. They can easily get personal help while buying online.
D. They can physically inspect products before they purchase.
E. They can be extremely certain about the quality of products sold online.
Answer:
Wu Chen frequently travels to Caracas, Venezuela where the only hotel he will stay at is
the Crown Prince Hotel. His level of brand familiarity toward the Crown Prince Hotel is
______
A. brand awareness.
B. brand familiarity.
C. brand rejection.
D. brand recognition.
E. brand insistence.
Answer:
Business product classes
A. are based on where buyers shop for products.
B. are based on how products will be used.
C. are based on the buying situation-whether the decision is new task, straight rebuy, or
modified rebuy.
D. are based on whether the price is easy to compare.
E. None of these alternatives is a good answer.
Answer:
When a marketing manager searches the Internet to find information about a research
problem, this is an example of a(n):
A. intranet.
B. experiment.
C. hypothesis testing.
D. situation analysis.
E. data warehouse.
Answer:
From the perspective of macro-marketing, e-commerce specialists CarFax (which
provides vehicle history reports) and Cars.com (a website offering auto comparison
shopping) have emerged within the auto industry because:
A. auto manufacturers need to sell direct to consumers.
B. the market needs competitive rivals to auto dealerships.
C. the information they provide makes the exchange process between producers and
consumers more efficient and effective.
D. the role of the automotive sales person is becoming obsolete.
E. consumers live far distances from most automotive plants.
Answer:
All of the following are advantages of using trucks EXCEPT:
A. flexibility.
B. fast delivery speed.
C. reliability in meeting delivery schedules.
D. handling a variety of goods.
E. serving a limited number of locations.
Answer:
The total system view of the marketing concept builds on the idea that
A. sales should be the firm’s high-level objective.
B. a company should not have specialized departments.
C. each department in an organization should do what it does best.
D. all departments-not just marketing-should be guided by customer needs.
E. none of these responses is correct.
Answer:
Which act prohibits price discrimination unless it is based on cost differences or the
need to meet competition?
A. Sherman Act
B. Federal Trade Commission Act
C. Robinson-Patman Act
D. Magnuson-Moss Act
E. Wheeler-Lea Act
Answer:
“Product life cycles” are concerned with sales and profits:
A. in generic markets-not individual product-markets.
B. of a firm’s individual products or brands.
C. of goods but not services.
D. in a product-market.
E. None of these alternatives is a good answer.
Answer: