When a company sets out to plan, implement, and control the personal selling function,
the company is undertaking ________.
A. sales design
B. sales management
C. group sales efforts
D. co-op selling
E. sales promotion
Which of the following most accurately identifies the purpose of a marketing-mix
model?
A. to identify the most appropriate target audience for a new product
B. to evaluate the contribution that each component of a marketing program makes to
market performance
C. to identify the most effective media strategies to use to reach a target audience
D. to evaluate the effect of supply and price on level of customer demand
E. to select the most efficient marketing channels for a given product
A business buyer who is considering a change in product specifications, terms, and
possibly suppliers is most likely in a ________ situation.
A. modified rebuy
B. new task
C. straight rebuy
D. solution selling
E. value analysis
Instead of handling its logistics systems internally, a firm could hire a(n) ________
company to manage all or part of its distribution network.
A. just-in-time
B. RFID
C. SKU
D. TMS
E. 3PL
________ state what the sales force is expected to accomplish and when.
A. Compensation strategies
B. Key account strategies
C. Relationship objectives
D. Behavioral objectives
E. Sales force objectives
Each of the following is one of the 4 Ps EXCEPT ________.
A. price
B. product
C. promotion
D. place
E. planning
________ is defined as the activities used to establish, develop, and maintain customer
sales.
A. Data mining
B. Customer relationship management
C. Customer retention
D. Customer satisfaction
E. Customer differentiation
Tony Pool Chemical Co. purchased 144 buckets of chlorine tablets over the Internet
from Chemical, Inc., which then placed the order with the manufacturer and arranged
for its transportation by truck to the Tony Pool store. Chemical, Inc. took title to the
pool chemicals but never actually took possession of them. Chemical, Inc. is an
example of a ________.
A. drop shipper
B. truck jobber
C. rack jobber
D. mail-order wholesaler
E. cash-and-carry wholesaler
The use of short-term incentives to encourage the purchase of a product or service is
called ________.
A. direct marketing
B. sales promotion
C. advertising
D. public relations
E. publicity
________ is the procedure for getting completed ads to the correct media firm.
A. Upfront marketing
B. Scatter buying
C. Media planning
D. Ad trafficking
E. Media auditing
Direct sales and Web sales are both examples of ________.
A. revenue streams
B. sales forecasts
C. public relations expenses
D. promotional events
E. marketing strategies
________ benefits relate to the specific attributes of the product.
A. Psychological
B. Comfort
C. Value
D. Functional
E. Brand
Which of the following best explains why the United States government regulates
marketers’ anticompetitive behavior?
A) to ensure consumer safety
B) to ensure public safety
C) to promote the welfare of the country’s economic system
D) to control the country’s economic system
E) to achieve specific social goals
Which marketing orientation holds that firms should consider society as a whole as a
stakeholder?
A) relationship orientation
B) sales orientation
C) consumer orientation
D) social responsibility orientation
E) production orientation
Trade promotions are incentives offered to ________.
A. stakeholders
B. retailers and wholesalers
C. end users
D. individual consumers
E. internal publics