The three major tasks involved in the implementation stage of the sales management
process are: salesforce recruitment and selection; salesforce training; and __________.
a. setting sales objectives
b. developing account management policies
c. salesforce motivation and compensation
d. salesforce evaluation
e. assignment of territories and/or accounts
Answer:
Which of the following statements describes a potential problem with using sex appeals
in advertising?
a. What men find sexy, most women do not.
b. What women find sexy, most men do not.
c. Sex in advertising typically appeals to only younger audiences.
d. An ad using sex appeal does not always lead to changes in recall, recognition, or
purchase intent.
e. Sex in advertising alienates a large segment of the conservative right.
Answer:
Many companies have cut travel budgets so that very few business people are
authorized to fly first class. Despite the shrinking pool of business-class travelers,
British Airways has grown market share for its transatlantic business class by offering
greater comfort. Promotions to frequent fliers stress that passengers can sleep in fully
reclining seats and arrive refreshed to carry out a full day’s schedule. The segmentation
strategy of British Airways is an example of
a. life stage segmentation.
b. lifestyle segmentation.
c. social class segmentation.
d. behavioral segmentation.
e. psychographic segmentation.
Answer:
List the following competitive markets from LEAST competitive to most competitive.
a. monopolistic competition, pure monopoly, pure competition, and oligopoly
b. pure competition, monopolistic competition, oligopoly, and pure monopoly
c. pure competition, monopolistic competition, pure monopoly, and oligopoly
d. monopolistic competition, pure monopoly, pure competition, and oligopoly
e. pure monopoly, oligopoly, monopolistic competition, and pure competition
Answer:
The three types of personal selling are order taking, order getting, and __________.
a. customer sales support
b. order fulfillment
c. order management
d. order processing
e. order shipment
Answer:
According to the eight-second rule,
a. it only takes eight seconds for someone to learn how to navigate an Internet website.
b. any online purchase should take no more than eight seconds to complete.
c. hunter-gatherers will not wait longer than eight seconds for a response in a chat
room.
d. more than 50 percent of online consumers will spend less than eight seconds at a
portal.
e. customers will abandon a website if download time exceeds eight seconds.
Answer:
If Ben & Jerry’s sold more of its Bonnaroo Buzz Fair Trade-sourced super premium ice
cream to U.S. consumers, it would be using a __________ strategy.
a. product development
b. market development
c. market penetration
d. diversification
e. market saturation
Answer:
Which of the following is most accurate in regards to the Asian free trade agreements?
a. Efforts to liberalize trade in East Asia have decreased as a result of the economic
downturn in 2009.
b. Asian free trade agreements are based on ethnicity rather than geographical borders.
c. Asian free trade agreements encourage the formation of multinational corporations.
d. Asian free trade agreements recently include India and China.
e. Asian free trade agreements have reduced tariffs among countries and promoted
trade.
Answer:
Customers are the reason an organizations exists. Customer __________ can be
measured with surveys or by the number of customer complaints it receives.
a. satisfaction
b. welfare
c. service
d. value
e. beliefs
Answer:
A fixed alternative question requires respondents to select one or more response option
from the set of predetermined choices. Another name for this kind of question is a(n)
a. dichotomous question.
b. open-ended question.
c. attitudinal question.
d. closed-end question.
e. semantic differential question.
Answer:
A price war refers to
a. competition between sellers and resellers to maintain or attain the largest market
share of potential customers.
b. conflicts between manufacturers and distributors regarding acceptable percentages
they each may charge relative to one another.
c. when one channel member believes another channel member is engaged in pricing
behavior that prevents it from achieving its profitability goals.
d. the successive price cutting by competitors to increase or maintain their unit sales or
market share.
e. the practice of replacing promotional allowances with lower manufacturer list prices.
Answer:
Recent research suggests that __________ and sincerity of the interactions affect the
success of the relationships.
a. reliability
b. authenticity
c. responsiveness
d. tangibles
e. friendliness
Answer:
A local college of business offers an outstanding graduate business school education
program. Cali pays the tuition to attend and earns her MBA with a concentration in
marketing management. Upon graduating, she is offered a high paying, fulfilling
position. Was this a marketing exchange?
a. No, because the university earned a profit from Cali’s tuition.
b. No, because money was exchanged in the form of tuition and Cali’s income will
come from her employer, not the graduate school.
c. No, because the school did not provide Cali with a tangible product, only the
potential of an education.
d. Yes, because the university promised Cali she would graduate on time, and she did.
e. Yes, because paying tuition was exchanged for knowledge that directly led to Cali’s
high paying, fulfilling new job.
Answer:
During the planning phase of an IMC program, a firm will identify the target audience,
specify the promotion objectives, set the budget, select the right promotional tools,
__________, and schedule the promotion.
a. pretest the promotion
b. design the promotion
c. state the mission
d. identify possible advertising or promotional firms
e. carry out the promotion
Answer:
A _________ is defined as an item consumed in one or a few uses.
a. durable good
b. convenience good
c. specialty good
d. shopping good
e. nondurable good
Answer:
Approximately one in __________ U.S. residents is African American, American
Indian or Alaska Native, Asian American, or Native Hawaiian/Pacific Islander.
a. ten
b. seven
c. five
d. three
e. two
Answer:
While many commercials that use sex appeals gain the attention of the audience, they
a. do not always lead to changes in consumers’ recall, recognition, or purchase intent.
b. contain no information to help consumers.
c. do not appeal to either men or women.
d. wear out quickly, boring the consumer.
e. don”t appeal to the Generation Y target audience.
Answer:
Evergreen Air Center is the world’s biggest parking lot for unwanted aircraft. Airlines
pay a monthly fee from $750 to $5,000 to mothball their unneeded airplanes at this site.
Its location is on 1,600 acres of Arizona desert near Tucson. The Southwest climate of
dry, warm air serves as a cheap and effective airplane preservative against rust.
Evergreen’s location is a(n)
a. competency.
b. sustainable advantage.
c. competitive identity.
d. core benefit proposition.
e. innovative distinction.
Answer:
Which of the following statements about psychographics is most accurate?
a. Psychographics is unable to provide actionable information about potential customers
since the data obtained from the research is too subjective to be reliably interpreted and
acted upon.
b. Although helpful in segmenting markets, psychographics is limited in its ability to
target consumers.
c. Psychographics combines demographic data, psychological data, and actual spending
data of consumers to create VALS profiles.
d. Psychographics combines psychology, lifestyle, and demographics to uncover
consumer motivations for buying and using offerings.
e. Psychographic data is extremely vulnerable to current social trends and therefore is
best suited to new market-product combinations rather than existing ones.
Answer:
Arrowhead Brand Mountain Spring Water recently changed its bottle by reducing the
size of its label by one-third, using 30% less plastic, and making the bottle more
flexible for easier recycling. These efforts are part of the company’s goal to engage in
__________.
a. sustainable development
b. market development
c. ISO 9000 compliance
d. cause marketing
e. environmental downsizing
Answer:
Which form of retail outlet would most likely offer customer convenience, quality
personal service, and lifestyle compatibility?
a. corporate chain
b. independent retailer
c. administered system
d. contractual system
e. sole incorporation
Answer:
In one of its least favorite actions, Amazon.com was caught fiddling with its price tags.
Avid DVD buyers, buying in quantity for resale, found that the online retailer was
offering different customers different prices for the same DVD, and complained
vociferously. Amazon was caught red-handed. Company officials admitted that the
company was trying to see how much it could charge for an item before buyers balked.
No matter what the reasoning behind it, Amazon.com was using
a. horizontal price-fixing.
b. price discrimination.
c. resale price maintenance.
d. predatory pricing.
e. bait and switch pricing.
Answer:
The ratio of sales revenue of the firm to the total sales revenue of all firms in the
industry, including the firm itself, is referred to as
a. sales proportionality.
b. a marketing metric.
c. industry potential.
d. a contribution margin.
e. market share.
Answer:
A waitress at a Chili’s restaurant uses a __________ when she asks a family if they have
any room left for dessert.
a. formula-selling
b. need-satisfaction selling
c. consultative selling
d. transactional sales presentation
e. stimulus-response presentation
Answer:
As explained in “Going Online” box, the Federal Trade Commission (FTC) is especially
concerned about the
a. overuse of FOB origin pricing.
b. misuse of quantity discounting.
c. elimination of seasonal discounts.
d. children under 18 making online purchases.
e. misuse of the word “free” in promotions.
Answer:
The process of segmenting a market and selecting specific segments as targets is the
link between the various buyers’ needs and
a. industry standards.
b. government regulations.
c. top-level management.
d. controllable environmental factors.
e. the organization’s marketing program.
Answer:
Businesses vary as to the amount of security they require or can afford to access their
computer files. A company that sells a complete line of firewalls, from a no-frills
version to one that uses complex retinal scans, would most likely employ which
promotional element to effectively promote its product to businesses?
a. personal selling
b. advertising
c. sales promotion
d. public relations
e. social media
Answer:
The challenges of packaging and labeling are often global. One particular challenge
facing global manufacturers involves __________.
a. creating larger size packages to be sold at warehouse stores
b. creating packaging sensitive to educational diversity
c. addressing ongoing environmental concerns
d. ensuring ISO 19000 total quality management within national boundaries
e. making packaging an irrelevant part of a firm’s marketing strategy
Answer:
Matthew is planning a trip to Mexico for spring break. Around midnight, he decides to
log on to the computer in his dorm room to book his flight through Orbitz, an airline,
car rental, and lodging electronic reservation system,. It takes him about 5 seconds to
connect to Orbitz, where he is prompted to enter his preferred travel dates and times
and to specify which of several criteria, such as schedule or price, is most important to
him. Matthew is on a tight budget, so he checks the prices of several flights. A second
or two after submitting this information, data about several flights on various airlines,
arranged from least to most expensive, appear on his computer screen. He requests seats
on the connection that best meets his budget and scheduling preferences, and receives
instantaneous confirmation of his reservation. After providing his credit card number,
he prints out a copy of his itinerary. The total time to complete the transaction is less
than five minutes. Orbitz created customer value for Matthew by contributing to which
of the following utilities?
a. time utility
b. place utility
c. possession utility
d. form utility
e. all of these
Answer:
Companies often use Internet-based technologies called a(n) __________ that permits
communication between a company and its suppliers, distributors, and other partners.
a. Internet service provider
b. extranet
c. intranet
d. commercial online service
e. web exchange
Answer:
One disadvantage of using newspapers as an advertising medium is their __________.
a. relatively poor color reproduction
b. inability to cover local markets
c. long lead time for placing an ad
d. relatively high cost
e. lack of noise during the communication process
Answer:
When Procter & Gamble Co. acquired the Old Spice brand it decided to reposition the
brand by using different advertising to see whether sales would increase. The possible
sales increase is the __________ in this experiment.
a. dependent variable
b. independent variable
c. hypothesis
d. extraneous variable
e. error variable
Answer:
Mike’s Camera is a retailer that carries a full line of professional and amateur camera
equipment, develops all types of film and digital photos, and sells darkroom equipment.
Mike’s Camera is an example of a(n) __________.
a. hypermarket
b. general merchandise store
c. scrambled merchandise store
d. intertype outlet
e. specialty outlet
Answer:
There are four commonly-used forms of institutional advertising: __________,
pioneering, competitive, and reminder.
a. sustainable
b. persuasive
c. philanthropic
d. informational
e. advocacy
Answer:
“Groupthink” occurs in a meeting when
a. everyone has an opinion but no one is willing to take charge.
b. everyone has the same idea after using the “brainstorming” idea generation
technique.
c. there is too much competition among marketing managers, so no one is willing to
share his/her ideas.
d. someone suspects that there is a problem with the new product concept but is afraid
to speak up because everyone else is so enthusiastic about it.
e. top management wants the new product to go forward regardless of what anyone else
thinks.
Answer: