Solid Surface, a countertop store, will give customers a 10% discount if they pay their
bills in full in 20 days, however after 20 days they do not receive a discount. This is an
example of ______________.
A.Cash discounts
B.Trade discounts
C.Quantity discounts
D.Seasonal discounts
E.Promotional allowances
Sellers offer cash discounts to elicit quicker payment of invoices. Since Solid Surface is
trying to receive payments quickly by offering a discount, this becomes an example of
cash discounts.
The ultimate goal of CRM is maximizing performance on the _________ side of the
enterprise.
A.Employee
B.Management
C.Customer
D.Supplier
E.Distributor
CRM captures and analyzes information about the customers, which leads to
improvement in customer profitability, retention, and acquisition.
Distribution strategies can be _________________.
A.Intensive
B.Selective
C.Exclusive
D.A & C
E.A, B & C
The three categories of distribution strategies are intensive, selective, and exclusive.
_______________ are the group of resellers such as retailers or distributors with whom
the sales force does business.
A.Technical sellers
B.Solutions servicers
C.Missionary sales people
D.Trade servicers
E.Financial servicers
Trade servicers are the group of resellers such as retailers or distributors with whom the
sales force does business. Their primary responsibility is to increase business from
current or potential customers by providing them with merchandising and promotional
assistance.
A ____________ appeal centers on benefits an offering can provide to a customer.
A.Fantasy
B.Rational
C.Desire
D.Lifestyle
E.Slice of life
A rational appeal centers on benefits an offering can provide to a customer.
AIOs (activities, interests, and opinions) are used for _________ segmentation.
A.Psychographic
B.Demographic
C.Behavioral
D.Geographic
E.None of the above
Psychographic segmentation relies on consumer variables such as personality and AIOs
(activities, interests, and opinions) to segment a market.
Apple Cora Anderson was born in 2001. She is a member of the __________
generation.
A.Baby boomer
B.GI
C.Silent
D.Gen X
E.Millennial
The Millennial generation consists of people who are born after 1994.
Intangibility of a service means, ________.
A.The service cannot be seen, heard, tasted, or felt by a customer
B.You can carry a service out with you from the retailer
C.You cannot see the product or feel it
D.You can sense the service through the seven senses of the body
E.None of the above
A service cannot be experienced through the physical senses. It cannot be seen, heard,
tasted, felt, or smelled by a customer.
All internal organizational practices should be aligned around ____.
A.The billing system
B.Management
C.Manufacturing
D.The customer
E.Information technology
If employees understand the purpose of customer focus, but internal systems don’t
support it, Big M will not be successful.
Number of orders, average size of orders, number of active accounts, and number of
new accounts are all examples of which measure of a salesperson’s performance?
A.Subjective measures
B.Output measures
C.Intrinsic rewards
D.Input measures
E.Nonfinancial incentives
Output measures show the results of the efforts expended by the salesperson. Examples
include number of orders, average size of orders, number of active accounts, and
number of new accounts.
With reference to the VALS¢ framework, the primary motivation for makers is
________.
A.Self-expression
B.Achievement
C.Ideals
D.Money
E.Recognition
Makers value practicality and self-sufficiency. The primary motivation for makers is
self-expression.
______________ focus on the efforts of salespeople during the sales process.
A.Subjective measures
B.Output measures
C.Objective measures
D.Input measures
E.Non financial incentives
A salesperson’s performance can be measured by objective or subjective measures.
Objective measures reflect statistics the sales manager gathers from the firm’s internal
data. One of the two categories of objective measures is input measures which focus on
the efforts of salespeople during the sales process.
Garrett was choosing between two hotels when booking his trip to Las Vegas. One hotel
offered free wi-fi and continental breakfast, the other hotel offered free wi-fi, hot
continental breakfast, a free cocktail hour at night, and free parking. Naturally Garrett
decided to stay at the second hotel because of all the extra offerings. However, when
Garrett arrived at the hotel the bar was undergoing a remodel so there was no
continental breakfast or cocktail hour the entire length of his stay. What lesson can
marketing managers learn from this?
Define the two types of warranties, describe the role that warranties play in the
branding of a firm’s offering and explain the considerations firms must have when
designing their warranties.
Some computer makers are designing laptops that are encased in bamboo and have
many recycled parts. Describe the external pressures that may drive this.
Tallulah has started making sandwiches and selling them on-campus to other students.
Her sandwich business has gotten so popular she is finding it hard to sell the
sandwiches and get to her classes. Tallulah would like some way to sell her sandwiches
without having to hire a salesperson. What popular form of retailing would help
Tallulah?
Identify and explain the two dimensions used to classify business goods into three
broad areas. What are these areas and give examples of each?
Kelly disagrees with her father about which paint to buy for Kelly’s bedroom. Kelly
believes that paint is paint, she wants to buy the color she wants in the store brand and
head home to paint. However, Kelly’s father believes they should buy the higher priced
paint because it is better. Kelly’s father is easily influenced by which pricing strategy?
How do the essential benefit and the core product relate? Why is this important?
Las-X makes medical lasers used in hair removal and cosmetic surgery. The company
recognizes that consumers have less disposable income now than they did just a few
years ago. Who are customers for Las-X and how does consumer demand impact
Las-X? What demand concept is illustrated here?
Kids’ Corner sells clothing designed for children. All of the tops can be matched with
any of the bottoms, so parents no longer have to worry about what their child is
wearing. Kids Corner has just defined the product assortment for next year, and now it
needs to move to the next step in developing a product mix assortment. What does Kids’
Corner need to do?