In the context of _____, the initial approach to a prospective customer should involve
the sales representative trying to determine who has the greatest influence or authority
in the purchase.
A.Opening the relationship
B.Handling customer objections
C.Closing the sale
D.Following up with customers
E.Prospecting for customers
In the context of the initial approach to the prospective customer, the sales
representative should try to determine who has the greatest influence or authority in the
purchase. When the purchase involves people across the customer’s organization, the
salesperson often works with a team.
The primary advantage of ____________________ is the ability to show and
demonstrate the product.
A.Catalog retailing
B.Television home shopping
C.Vending machine retailing
D.Electronic commerce
E.Retail positioning
The primary advantage of television home shopping is the ability to show and
demonstrate the product.
Sheila and Barbara are billing department managers in a call center. Senior management
has given employees only a limited amount of time to spend with each customer who
phones. Sheila and Barbara want to make strategic marketing changes. They must have
the support of ____________ in order to succeed.
A.The sales force
B.Top management
C.Vendors
D.Frontline personnel
E.Everyone in the organization
Big M takes time, commitment, and resources. Without top management support, big M
will not be successful.
If new-product development does not follow a timeline _____.
A.Development costs will, most likely, exceed established budgets
B.The quality of the product will be substandard
C.Marketers will have more time to test market the product
D.The product can be further refined
E.More consumer interest can be generated
If new-product development does not follow a timeline, development costs will, all too
frequently, exceed established budgets. Inadequate resource allocation forces companies
to slow the development, redirect resources for one project to another, or even eliminate
projects before product development has been completed.
XYZ Nutritional Supplements is conducting an online focus group to learn more about
the nutritional habits of senior citizens and the underlying causes of these behaviors.
They are having problems because many of the members of their target market do not
own computers or are not savvy enough to understand how to access the focus group.
This is an example of the _________ problem that companies who use online focus
groups face.
A.Access limitation
B.Identity verification
C.Environmental control
D.Family issue
E.Qualification
The primary disadvantage of online focus groups is that participants are limited to those
with access to a computer or workstation.
Assortment is the number of different product items within a product category and is
referred to as the ________________.
A.Width of merchandise
B.Length of merchandise
C.Variety
D.Breadth of merchandise
E.Depth of merchandise
Assortment is the number of different product items within a product category and is
referred to as the depth of merchandise.
James is trying to determine the best price for his new fishing poles. He decided to
divide all of his costs by the number of fishing poles he will be manufacturing, to come
up with a price. James is using ________________.
A.Cost plus pricing
B.Price war
C.Markup on sales price
D.Average-cost pricing
E.Target return pricing
In average-cost pricing, the average cost of a single unit is determined by dividing all
costs by the total number of units. James is using the same approach to pricing.
The goal of _____________ advertising is to promote an industry, company, family of
brands, or some other issues broader than a specific product.
A.Institutional
B.Product
C.Slice of life
D.Moral
E.Research based
The goal of institutional advertising is to promote an industry, company, family of
brands, or some other issues broader than a specific product.
That ______________________ is an advantage of the workload method of
determining the size of the sales force.
A.Data is readily available
B.The method allows for differences in sales response among customers
C.The method assumes all salespeople use their time with equal efficiency
D.The method distributes workload according to ability
E.All of the above
The workload method of determining the size of the sales force is based on the premise
that all salespeople should undertake an equal amount of work. One of the advantages
of the method is that the data to estimate the sales force are readily available.
Delivering value focuses on ________________.
A.Product
B.Branding
C.Service
D.Pricing
E.Distribution
This statement indicates that the company goes beyond physical distribution and
implies effective supply chain management and retailing.
Ads with messages like “Orange juice-It’s not just for breakfast anymore!” or “Soup can
be a delicious way to start a cold winter’s day” are using _______ segmentation.
A.Benefits sought
B.Lifestyle
C.Psychographic
D.Usage-based
E.Geographic
Marketers often segment based on whether a consumer is a light, medium, or heavy
user of a certain product. Usage-based segmentation attempts to greatly enhance the
usage rate for a product, such as orange juice.
The marketing manager for ABC Corp. decides to scour his CRM and supplier
databases to see if any helpful information comes to light. He uses a software package
to run a variety of analyses. The problem with what he is doing is that he did NOT
__________.
A.Hire a statistician
B.Include employee information
C.Ask customer permission
D.Consider his supplier reactions
E.Implement a research process
Without implementing the market research process, no amount of technology can create
worthwhile results. The manager is simply using the software without properly defining
and implementing the market research process.
The marketing managers of Sean’s Smoothies need to conduct some exploratory
research to help them develop a survey for some descriptive research in the future. The
best data collection technique for this research would be ________ because the firm has
time and is worried that talking to multiple customers simultaneously may taint the
results.
A.Focus groups
B.In-depth interviews
C.Experiments
D.Surveys
E.Observation
An in-depth interview is an unstructured interview with an individual and it is done one
on one rather than in a group. By using in-depth interviews, the organization can collect
the required information without worrying about talking to multiple customers
simultaneously.