Ubiquitous marketing department concept gives people who are not in marketing the
sense that they are also responsible for performing marketing activities.
Marketing driven organizations use push-the-catalogue approach to marketing.
Straight salary is often used for new salespeople, who are unlikely to generate
substantial sales in the short run.
The most commonly used quota is based on profit margins.
A firms objective is the criteria by which the success or failure of a strategy is
measured.
Volume often has a significant positive relationship with unit costs due to economies of
scale.
A key issue with brand extensions is whether the new product with the successful brand
name can potentially harm the “parent” brand if the extension is a flop.
Promotions for existing products have been found to have a large impact on sales and
other objectives, but most evidence shows that these effects are temporary.
In response selling the salesperson attempts to influence the decision maker rather than
the user or purchasing agent.
More competition implies greater divergence on a standard price.
Retained customers have been found to:
A) become more critical about the quality of the product over time.
B) increase their purchase quantities over time.
C) become highly price sensitive over time.
D) become more expensive to serve over time.
Which of the following variables is an example of a behavioral variable?
A) personality
B) social class
C) occasions
D) occupation
This type of segmentation variable includes company size, industry type, geographic
location, and number of employees.
A) demographics
B) operating variables
C) purchasing approaches
D) situational factors
Which of the following is one of the three sets of options that result from using internal
and external information sources when seeking purchase alternatives?
A) prioritized set
B) alternative set
C) recognition set
D) consideration set
When direct e-mails sent only to those customers who had agreed in advance to receive
such contact, such programs are known as ________ programs.
A) opt-in
B) unchecked
C) check-in
D) pre-checked
________ tests are used to reduce the concepts under consideration to a manageable
number.
A) Concept generation
B) Screening
C) Concept evaluation
D) Concept development
Which of the following explains market development funding?
A) offering money to subsidiaries
B) offering below-market interest rates
C) offering discounts on products that are on the introduction stage of the product life
cycle
D) offering money to help the channel members sell its products
Which of the following components of a compensation plan rewards experience and
competence?
A) salary
B) commission
C) bonus
D) incentive payment
Which of the following best describes the sales organization structure where the sales
force sells all products marketed by a division to a single market?
A) product/product system
B) market/market system
C) product/market system
D) product/customer system
Which of the following is a controversial form of sales-based incentive where direct
prizes or bonuses are given to the channels sales force for meeting or exceeding a
quota?
A) place-based incentives
B) slotting allowances
C) spiffs
D) off-invoice allowances
What is the main disadvantage of having a longer run for the test market?
A) It costs more and gives competitors time to formulate a counterattack.
B) It is difficult to gather information about customer attitudes as their responses to
surveys may not be honest.
C) Customers might lose interest in the product.
D) The sales data gathered will not be useful for predicting actual sales.
List and briefly describe the three different sets of options formed by customers in the
search for alternatives through internal and external information sources.
Explain the major components of a complete marketing strategy.
What are the different types of interactions needed in a marketing managers job?
List and briefly describe the five most common classifications for selling situations.
List the various stages of the product life cycle and describe the characteristics of each
stage.
List and briefly discuss the three different kinds of purchases or buy classes made by
organizations.