Which of the following methods of sales forecasting uses the averages of historical
sales figures to make a forecast?
A) econometric models
B) leading average
C) linear extrapolation
D) moving average
Which of the following statements is true regarding repeat rates?
A) Repeat rates tend to increase.
B) A product can be successful without a high repeat rate.
C) A low repeat rate indicates lack of brand awareness.
D) For frequently purchased products, repeat rates are the key to success.
Which of the following types of informational appeals focuses on the dominant
attributes or characteristics of the product or service, or the benefits provided?
A) feature/benefit appeals
B) competitive advantage appeals
C) favorable price appeals
D) news appeals
Which of the following is the main focus of a sales driven organization?
A) Creating and delivering customer value.
B) Maximizing the profit generated.
C) Increasing market share and volumes.
D) Converting the marketing efforts to profits.
A company recognizes the need for a new system to handle customer enquiries. During
the buying process, who is most likely to be concerned with the return on investment
(ROI)?
A) the initiator
B) the user
C) the decider
D) the purchaser
Assurance is the:
A) ability to perform the service dependably and accurately.
B) ability of the service provider to respond to the customers needs on a timely basis.
C) service provider’s employees’ knowledge and courtesy and the confidence they
instill.
D) high level of attention given to customers.
Identify the approach to mass customization where customizers talk to customers to
help determine their needs, identify the exact product meeting those needs, and then
make the customized product for them.
A) collaborative customizers
B) adaptive customizers
C) cosmetic customizers
D) transparent customizers
A segmentation approach to the market is more efficient than a mass marketing
approach because:
A) money is spent only on those whom the manager has determined are potential
customers.
B) it creates entry-barriers.
C) customers are homogeneous.
D) production costs for standardized products are minimal in comparison to customized
products.
Which of the following is a characteristic of a good objective statement?
A) It should assign individual responsibility.
B) It should be defined in the qualitative terms.
C) It should not be too challenging.
D) It should be stated in measurable terms.
Which of the following primary sources is excellent in determining competitor sales
pitches, pricing, and other aspects of their activity?
A) employees
B) sales force and customers
C) suppliers
D) Internet newsgroup
A major limitation of analog cellular technology was that:
A) it was limited by its physical size.
B) it lacked basic connectivity features.
C) it is not compatible for text messages.
D) it cannot be used with GSM technology.
Which of the following is an internal source of new product ideas?
A) vendors and suppliers
B) competitors
C) company employees
D) independent inventors
Which of the following is an external secondary data source?
A) marketing plans used previously
B) call reports submitted by salespeople
C) past transaction information from the accounting department
D) trade publications
________ is derived from rewards such as promotions, salary increases, and sales
contests.
A) Intrinsic motivation
B) Intrinsic satisfaction
C) Extrinsic motivation
D) Extrinsic satisfaction
Cycles defined in years as an evaluation is most related to these categories of business.
A) fast food, utilities, long-distance telephone service
B) retail shopping, movies
C) ice cream, soft drinks and cold remedies
D) durable goods’ replacement cycles
According to the needs hierarchy theory, success, self-esteem and prestige are examples
of ________ needs.
A) physiological
B) safety
C) ego
D) self-actualization
As a result of the search for alternatives through internal and external information
sources, customers form three different sets of options. The ________ set is the set of
products the customer has actually chosen within a specified period of time.
A) consideration
B) inert
C) evoked
D) purchase