A __________ explains: (1) to whom a salesperson reports; (2) how a salesperson
interacts with other company personnel; (3) the customers to be called on; (4) the
specific activities to be carried out; (5) the physical and mental demands of the job; and
(6) the types of products and services to be sold.
a. job description
b. sales plan
c. job analysis
d. sales performance audit
e. personal performance plan
Answer:
Independently owned stores that band together to act like a chain are referred to as
__________.
a. corporate chains
b. cooperative marketing systems
c. contractual systems
d. regional shopping centers
e. self-service systems
Answer:
Adjacent metropolitan statistical areas and micropolitan statistical areas may be
grouped into __________ statistical areas.
a. zip code
b. residential
c. megapolitan
d. aggregated
e. combined
Answer:
Pepsi-Cola, now available in more than 160 countries and territories, accounts for
__________ percent of all soft drinks sold internationally.
a. 10
b. 15
c. 20
d. 25
e. 30
Answer:
What utility does UPS provide when it delivers new DVD releases to Best Buy stores
before the Tuesday national release day?
a. time utility
b. place utility
c. possession utility
d. market utility
e. form utility
Answer:
Which of the following promotional elements requires expensive database management
and often experiences declining response rates?
a. advertising
b. personal selling
c. sales promotion
d. publicity
e. direct marketing
Answer:
Indirect exporting refers to
a. offering the right to a trademark, patent, trade secret, or similarly valued item of
intellectual property in return for a royalty or fee.
b. contracting with a foreign firm to manufacture products according to stated
specifications.
c. the combined investment of a foreign country and a local firm to create a local
business.
d. when a firm sells its domestically produced goods in a foreign country through an
intermediary.
e. when a firm sells its domestically produced goods in a foreign country without
intermediaries.
Answer:
A pricing method where all buyers pay the same delivered price for the products,
regardless of their distance from the seller, is referred to as __________.
a. single-zone pricing
b. multiple-zone pricing
c. freight-absorption pricing
d. FOB origin pricing
e. basing-point pricing
Answer:
All of the following are product repositioning strategies EXCEPT __________.
a. creating a new use situation
b. reaching a new market
c. catching a rising trend
d. changing the value offered
e. reacting to a competitor’s position
Answer:
Reinforcement ads are reminder ads that
a. assure current users they made the correct choice in choosing the product.
b. reinforce previous knowledge of a product.
c. repeat ad campaigns that have been used before in order to remind consumers of how
good the ads were.
d. reaffirm a company’s position on an issue of importance or interest.
e. reassure the company it has made the right choice in advertising the product.
Answer:
If you were a marketing manager and were presented with the information in the
CDI/BDI marketing dashboard above, you would determine that the __________
segment has the most opportunity for increasing Hawaiian Punch sales.
a. households without children
b. households with children 13 to 18 years old
c. households with children 6 years old or under
d. households with children 7 to 12 years old
e. According to the BDI, all though some segments measure above a 100, there is still
great opportunity for growth in every segment.
Answer:
Setting the highest initial price that customers really desiring the product are willing to
pay when introducing a new or innovative product is referred to as a
a. skimming strategy.
b. penetration strategy.
c. price-lining strategy.
d. experience-curve pricing strategy.
e. prestige pricing strategy.
Answer:
Enduring characteristics within a person or in his or her relationship with others are
referred to as a(n) ____________.
a. key traits
b. persona
c. individualism
d. core values
e. ideal self
Answer:
Software programs called _________, are a form of click fraud where the software is
used to produce automatic clicks on ads.
a. click spiders
b. clickbots
c. click bangers
d. click hammers
e. click tippers
Answer:
Planning the selling program and implementing and evaluating the personal selling
effort of the firm are referred to as __________.
a. relationship marketing
b. team selling
c. personal selling
d. sales engineering
e. sales management
Answer:
The online consumers who regard the Internet as a convenience tool for buying music,
books, computer software, and electronics are referred to as “__________.”
a. hunter-gatherers
b. click-and-mortar
c. brand loyalists
d. hooked, online, and single
e. time-sensitive materialists
Answer:
The fifth step of the marketing research approach is to __________.
a. develop findings
b. define the problem
c. collect relevant information
d. develop the research plan
e. take marketing actions
Answer:
Which of the following statements should the salesperson use to agree with and
neutralize an objection?
a. “I think I might be able to explain that better to you after showing you this diagram.”
b. “Yes, you”re right, it is lighter but that is done intentionally to make your work
easier.”
c. “That’s true. It does have a shorter shelf life, but that really hasn”t been a problem. It
is so popular it never stays on the shelf that long anyway.”
d. “Where did you hear that? Your source must have erroneous information.”
e. “As I was saying, .”
Answer:
A business in Kansas City, Missouri, looking to rent office space should use a
__________ to help it locate the most suitable space at the best possible rate.
a. selling agent
b. broker
c. manufacturer’s representative
d. manufacturer’s agent
e. administrator
Answer:
Consultative selling refers to a presentation format that __________.
a. emphasizes probing and listening by the salesperson to identify the needs and
interests of prospective buyers
b. focuses on problem identification, where the salesperson serves as an expert on
problem recognition and resolution
c. consists of information that must be provided in an accurate, thorough, and
step-by-step manner to inform the prospect
d. assumes that given the appropriate stimulus by a salesperson, the prospect will buy
e. involves adjusting the presentation to fit the selling situation, such as knowing when
to offer solutions and when to ask for more information
Answer:
The Starch test uses aided recall to determine the percentage of those who: (1)
remember seeing a specific magazine ad; (2) __________; (3) who read any part of the
ad’s copy; and (4) who read at least half of the ad.
a. who felt the ad was vague or ambiguous
b. who felt elements of the ad were inappropriate
c. who saw or read any part of the ad identifying the product or brand
d. who could summarize the key ad points in their own words
e. who remembered having seen the ad before and had already tried the product
Answer:
National advertising campaigns rarely include newspapers unless in conjunction with
local distributors of their products. Exceptions to this would be national daily print
versions of __________.
a. The National Enquirer and The National Review
b. The Wall Street Journal and USA Today
c. The Trader and The National Enquirer
d. The New York Times and the Washington Post
e. The Christian Science Monitor and The Huffington Post
Answer:
Which of the following is an action the FTC can take to stop a company from
continuing an unfair trade practice?
a. corrective advertising
b. a cease and desist order
c. a private ruling
d. a consent degree
e. a stay
Answer:
The __________ provided by retailers create value for consumers.
a. utilities
b. wholesaling functions
c. outsourcing
d. logistics
e. synergies
Answer:
What type of marketing uses high-tech brain scanning instruments to record the brain’s
responses to various marketing stimuli (package designs, brand logos, fragrances, TV
ads, and so on) via the five senses (sight, sound, smell, touch, and taste)?
a. subliminal marketing
b. permission marketing
c. tenet marketing
d. optimization marketing
e. neuromarketing
Answer:
For most products, it is difficult to identify a specific market price for a product or
product class. Still, marketing managers often have a subjective feel for the competitors’
price or market price. Using this benchmark, they then may deliberately choose a
strategy of
a. above-, at-, or below-market pricing.
b. loss-leader pricing.
c. penetration pricing.
d. standard markup pricing.
e. experience curve pricing.
Answer:
The second step in the sequential process of building brand equity is to __________.
a. develop positive brand awareness
b. establish a brand’s meaning in the minds of consumers
c. elicit the proper consumer responses to a brand’s identity and meaning
d. create a consumer-brand connection
e. reward loyal customer behavior
Answer:
An organization’s core values are the fundamental, passionate, and enduring principles
that guide its conduct over time. To be effective, they must be supported by
a. competitors.
b. senior management.
c. suppliers.
d. resellers.
e. government regulators.
Answer:
A promotional tool often used with consumers which consists of merchandise offered
free or at a significant savings over its retail price is referred to as a
a. deal.
b. rebate.
c. sample.
d. premium.
e. coupon.
Answer:
In setting research objectives, marketers have to be clear on the purpose of research
they are about to do that leads to marketing actions. The three main types of marketing
research include exploratory research, causal research, and __________ research.
a. virtual
b. descriptive
c. financial
d. interdisciplinary
e. interactive
Answer:
Performance measures for social media are divided into these two types: __________
and __________.
a. number of photos uploaded; number of characters types (comments, tweets, etc.)
b. purchases made online; purchases made in a store as a result of a link from a social
media website
c. traditional media costs; social media costs
d. number of views of a YouTube video; a viral video on Vimeo
e. those linked to inputs or costs; those tied to the outputs or revenues
Answer:
Specialty stores and department stores are frequently categorized by which level of
service?
a. full-service
b. exclusive-service
c. minimal-service
d. self-service
e. limited-service
Answer:
Figure 1.
Using the information provided in Figure 1. above, what is the MOST LIKELY profile
of a Facebook visitor in late 2011?
a. a male, under 25 years old, earning less than $25, 000, with at most a high school
diploma
b. a female, 55 + years old, earning $25,000 to $49,999 with at least a college degree
c. a female, 45 to 54 years old, earning $25, 000 to $74,999, with some college
education
d. a male, 18 to 34 years old, earning $25,000 to $9,999, with a bachelors degree
e. cannot be determined from the information provided
Answer:
A unique feature of the Robinson-Patman Act is that it allows for price differentials to
different customers under several conditions. Which of the following practices would
be permitted?
a. Using price differentials when price differences are given on the basis of other family
businesses.
b. Using price differentials when charging different prices to different buyers for goods
of like grade or quality.
c. Using price differentials when charging different prices on the basis of religious
affiliation.
d. Using price differentials when charging the original price for refurbished goods that
have been damaged or used and returned but repaired according to company
specifications.
e. When price differences result from changing market conditions, avoiding
obsolescence of seasonal merchandise, including perishables, or closing out sales.
Answer: