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Right after closing, Joshua, a senior sales manager at Halcyon Technologies called up
the customer to ensure that she was satisfied with Halcyon's products. By calling the
customer, Joshua also wanted to ensure repeat business. In this instance, Joshua is in the
________ stage of the selling process.
A) follow-up
B) handling objections
C) preapproach
D) closing
E) prospecting
Answer:
Which of the following refers to a behavioral segmentation variable that involves
segmenting markets into nonusers, ex-users, potential users, first-time users, and
regular users of a product?
A) user status
B) usage rates
C) gender status
D) income status
E) loyalty status
Answer:
Redrunners Inc., a manufacturer of sports merchandise, is gathering customer opinions
about the firm's new sports shoe line. A team of researchers in the company invited
eight regular customers to talk about the new line of shoes, asking why they chose to
buy the shoe and what they disliked most about its design. A moderator was present to
monitor the discussion. Which of the following types of contact methods is Redrunners
using?
A) individual interviewing
B) mail questionnaire
C) group interviewing
D) mass survey
E) mall intercept
Answer:
A ________ calls for consumers to submit an entry to be judged by a panel that will
select the best entries.
A) contest
B) sweepstake
C) sample
D) premium
E) rebate
Answer:
Which of the following is true with regard to the inside sales force of a company?
A) The inside sales force is invariably more attentive to customer needs than the outside
sales force.
B) Unlike the outside sales force, the inside sales force does not require training.
C) Inside sales representatives engage in face-to-face interaction with customers.
D) The inside sales force is far more knowledgeable about customer habits than are
outside salespeople.
E) Inside salespeople provide support for the outside sales force, freeing them to spend
more time selling to major accounts and finding new prospects.
Answer:
The final step in the marketing process is ________.
A) capturing value from customers
B) creating customer delight
C) creating customer lifetime value
D) understanding the marketplace
E) designing a customer-driven marketing strategy
Answer:
When a competitor cuts its price, a company should ________ if it believes it will not
lose much market share or would lose too much profit by cutting its own prices.
A) reduce its production costs
B) reduce its marketing costs
C) maintain its current prices and profit margin
D) increase its marketing budget to raise the perceived value of the product
E) increase its production costs to improve the quality of the product
Answer:
Computer mouse and interface device maker AdvTechPRO is only a fraction the size of
software giant Terminal Time Software Inc. AdvTechPRO manufactures every variation
of computer mouse imaginable (for left-handed people, wireless mice, shaped like
actual mice, LED mice, etc.). Through skillful ________, the firm dominates the PC
mouse market, with Terminal Time Software as its runner up.
A) centralization techniques
B) niching
C) brand imaging
D) vertical integration
E) benchmarking
Answer:
The strongest brands are positioned on ________.
A) desirable benefit
B) good packaging
C) service inseparability
D) strong beliefs and values
E) product attributes
Answer:
In the ________, separate sales forces are set up for different industries.
A) territorial sales force structure
B) digital marketing system
C) customer sales force structure
D) geographical operations system
E) product sales force structure
Answer:
Marketers are most effective when they appeal to ________ rather than when they
________.
A) short-term needs; focus on long-term needs
B) teenagers; target older people
C) existing wants; attempt to create new ones
D) emotions; appeal to actual needs
E) the mass market; appeal to market segments
Answer:
A ________ consists of a set of buyers who share common needs or characteristics that
the company decides to serve.
A) marketing channel
B) citizen-action group
C) distribution channel
D) target market
E) customer franchise
Answer:
Which of the following is the first step in the marketing research process?
A) developing a marketing information system
B) defining the problem and objectives of the study
C) developing the research plan
D) implementing the research plan
E) interpreting and reporting the findings
Answer:
Reusing, recycling, refurbishing, or disposing of broken, unwanted, or excess products
returned by consumers or resellers is known as ________.
A) cross merchandising
B) reverse logistics
C) disintermediation
D) diverse logistics
E) inbound logistics
Answer:
The "bottom of the pyramid" refers to ________.
A) the world's poorest consumers
B) the middle classes of Brazil, Russia, India, and China
C) a market with little or no purchasing power
D) people with easy access to luxury goods
E) the middle class of high-income countries
Answer:
"Losing a customer once means losing the entire stream of possible purchases that the
customer would make over an extended period of patronage." This statement
specifically indicates loss in terms of ________.
A) customer-perceived value
B) marketing offerings
C) partner relationship management
D) customer lifetime value
E) value proposition
Answer:
Which type of store carries a wide variety of product lines and has been squeezed in
recent years between more focused and flexible specialty stores on the one hand and
more efficient, lower-priced discounters on the other?
A) warehouse clubs
B) department store
C) factory outlet
D) merchant wholesaler
E) category specialist
Answer:
The managers of Arrow, an American retail chain, are currently reviewing new
demographic markets to sell the firm's current products. This is an example of
________.
A) market penetration
B) product development
C) mass marketing
D) market development
E) product adaptation
Answer:
The FTC has adopted a three-day cooling-off rule to give special protection to
________.
A) customers who purchased because of deceptive advertising
B) customers who purchased because of bait-and-switch tactics
C) customers who were not seeking a product
D) resellers who do not receive proportionately equal treatment from manufacturers
E) resellers who are not covered by the Robinson-Patnam Act
Answer:
The following quote best describes ________. "The marvels of modern technology
include the development of a soda can which, when discarded, will last forever, and a
car, which when properly cared for, will rust out in two or three years."
A) planned obsolescence
B) product failure
C) deceptive promotions
D) deceptive packaging
E) excessive markups
Answer:
The first step in designing support services is to ________.
A) add new services that will both delight customers and yield profits to the company
B) closely observe the product and pricing strategies of consumers
C) survey customers to assess the value of current services and obtain ideas for new
ones
D) prevent brand dilution
E) encourage customers to try new products
Answer:
Bon Vivant offers an assortment of exclusive French wines at incredibly low prices.
These prices are neither limited-time offers nor special discounts, but represent the
daily prices of products sold by Bon Vivant. This reflects Bon Vivant's ________
pricing strategy.
A) everyday low
B) markup
C) penetration
D) break-even
E) cost-based
Answer:
The process of evaluating each market segment's attractiveness and selecting one or
more segments to enter is known as ________.
A) market segmentation
B) diversification
C) market targeting
D) prospecting
E) downsizing
Answer:
________ refers to the practice of continually changing consumer concepts of
acceptable styles to encourage more and earlier buying.
A) Perceived obsolescence
B) Technological obsolescence
C) Bait-and-switch advertising
D) Functional obsolescence
E) High-pressure selling
Answer:
Consumers learn about new products for the first time and make the decision to buy
those products during the ________.
A) need recognition stage
B) adoption process
C) evaluation process
D) trial process
E) quality assessment stage
Answer:
Which of the following stages of the PLC is characterized with the same level or
slightly higher level of promotional expenditures in an attempt to respond to increasing
competition?
A) growth
B) decline
C) maturity
D) product development
E) adoption
Answer:
Refer to the scenario below to answer the following question(s).
In the 1970s, Shipshewana was only a small town with a hardware store, a grain mill, a
shoe store, a small restaurant, and a grocery store. Over the next two decades, the small
town transformed into an international tourist attraction, attracting thousands of tourists
who were intrigued by the lifestyle of Shipshewana's largest populationthe Amish.
Ben and Mary Miller, having grown up within the Amish faith, decided to capitalize on
their town's popularity and their woodworking skills. Their shop, Indiana Wood, began
with a small display of handmade hickory rocking chairs, Ben Miller's specialty. But
within a few months, the display at Indiana Wood included picnic tables, flower boxes,
and small handmade novelty items. No other shop offers the same variety.
Mary Miller decorated the shop's display room with authentic Amish dcor and
eventually hired three Amish friends to sew and embroider napkins and other textiles as
customers had requested such items. In addition, two women from the Amish
community sought permission from the Millers to display home-baked pastries and
jellies on Tuesdays and Wednesdays, when Shipshewana attracts swarms of visitors to
its flea market on the south edge of town. The Millers also hired four more people to
help customers throughout the purchasing process and to provide the required
product-related information to the customers.
"Shipshewana is full of specialty shops," Mary Miller stated. "People don't come here to
buy things made in China or Taiwan. They want real, Amish-made goods."
Indiana Wood can be best classified as a(n) ________.
A) full-service retailer
B) industrial distributor
C) self-service retailer
D) warehouse club
E) limited-service retailer
Answer:
Which of the following steps in the selling process is most focused on ensuring
customer satisfaction and repeat business?
A) preapproach
B) demonstration
C) handling objections
D) qualifying prospects
E) follow-up
Answer:
Which of the following message execution styles focuses on the company's skill and
knowledge in making the product?
A) endorsement
B) scientific evidence
C) slice of life
D) technical expertise
E) testimonial evidence
Answer:
Sally recently purchased Brand X lotion. In comparing her perception of how the lotion
made her skin feel and look to her expectations about Brand X lotion, Sally was
measuring her level of ________.
A) share of customer
B) customer satisfaction
C) customer equity
D) customer-perceived value
E) customer lifetime value
Answer:
Which of the following major decisions should a company make immediately after it
decides to operate internationally?
A) deciding which markets to enter
B) deciding how to enter the market
C) deciding on the global marketing organization
D) deciding on the global marketing program
E) deciding on the global communication program
Answer:
Ross Stuart is a purchasing manager in a Texas-based manufacturing company. He
sources most of the raw materials needed by his company from Kramer Corp. However,
Ross is unhappy with Kramer's prices. Additionally, he thinks that the quality of the raw
materials supplied by Kramer is substandard. Which of the following stages in the
business buying process is Ross' company currently in?
A) general needs description
B) problem recognition
C) product specification
D) order-routine specification
E) performance review
Answer:
