There are three major tasks involved in the implementation stage of the sales
management process: salesforce motivation and compensation, salesforce training, and
__________.
a. salesforce recruitment and selection
b. developing account management policies
c. assignment of territories and/or accounts
d. setting sales objectives
e. salesforce evaluation
Answer:
If the terms of the trade discount are listed as “20/10/5,” the number “20” represents
a. 20 percent of the suggested retail price that is available to the retailer to cover costs
and provide a profit.
b. 20 percent of the suggested wholesale price that is available to the wholesaler to
cover costs and provide a profit.
c. 20 percent of the suggested retail price that is available to the jobber to cover costs
and provide a profit.
d. 20 percent of the manufacturer’s suggested retail price that is available to the ultimate
consumer.
e. 20 percent of the suggested retail price is the profit that is available to the
manufacturer.
Answer:
An external search for product information is especially important when
a. the cost of gathering information is low.
b. review of past experience provides adequate information.
c. the risk of making a wrong purchase decision is low.
d. the item is frequently purchased.
e. the item is for personal use rather than for professional use.
Answer:
The activity for creating, communicating, delivering, and exchanging offerings that
benefit its customers, the organization, its stakeholders, and society at large is referred
to as __________.
a. manufacturing
b. advertising
c. marketing
d. selling
e. promotion
Answer:
The tasks involved in managing personal selling include organizing the salesforce;
__________; recruiting, selecting, training, and compensating salespeople; and
evaluating the performance of individual salespeople.
a. identifying potential target markets
b. using customer input to make product modifications
c. designing new promotional campaigns for the purpose of generating new sales
d. setting objectives
e. maintaining open communications between sales representatives and all other
stakeholders
Answer:
The arrangement in which small, independent retailers form an organization that
operates a wholesale facility cooperatively is referred to as a(n) __________.
a. service-sponsored retail system
b. administered cooperative system
c. manufacturer-sponsored cooperative
d. retailer-sponsored cooperative
e. wholesaler-sponsored voluntary chain
Answer:
How a person establishes expectations for a service not yet experienced is influenced by
word of mouth communications, personal needs, past experiences, and __________.
a. the economy
b. consumer income
c. competitive trends
d. promotional activities
e. how the organization delivers its service
Answer:
Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20
percent without lowering the price. Georgia-Pacific used a __________ strategy.
a. top-down packaging
b. trading up
c. shrinkage
d. downsizing
e. product modification
Answer:
The Starch test uses aided recall to determine the percentage of those who: (1)
__________, (2) saw or read any part of the ad identifying the product or brand, (3)
read any part of the ad’s copy, and (4) read at least half of the ad.
a. felt the ad was vague or ambiguous
b. felt elements of the ad were inappropriate
c. could summarize the key ad points in their own words
d. remember seeing a specific magazine ad
e. remembered having seen the ad before and had already tried the product
Answer:
Figure 1.
According to Figure 1. above, which firm has the largest share of the Internet search
market?
a. Ask
b. AOL
c. Microsoft
d. Yahoo!
e. Google
Answer:
Consumers benefit in dealing with retail corporate chains because
a. corporate chains have more experience than other forms of retailers.
b. they can own stock in the same company where they shop since corporate chain
stock must be publicly-traded.
c. they can establish a credit history more easily than with other forms of retailers.
d. there are multiple outlets with similar merchandise and consistent management
policies.
e. they have less stress in making decisions since merchandise is arranged and
displayed by professional designers.
Answer:
Figure 1.
In a recent survey, responding firms reported that on average they used eight metrics to
measure their innovation. Figure 1. above shows that among firms that use more than
three different innovation metrics, they use two different kindsoutput metrics and input
metrics. Which of the following is an input metric?
a. number of ideas or concepts in the pipeline
b. number of new products or services launched
c. return on assets (ROA) in the pipeline
d. customer satisfaction with new products or services
e. revenue growth due to new products or services
Answer:
Action item lists are related to __________.
a. product-market grids
b. job analyses
c. sales response functions
d. value analyses
e. formal program schedules
Answer:
Determining the size of specific markets using a market-product grid is helpful in
determining which target market segments to select and
a. how to implement the 80-20 rule.
b. which products to group into meaningful categories.
c. how to implement a harvesting strategy.
d. which product groupings to offer.
e. which products to reposition.
Answer:
The 15 percent of the population born between 1965 and 1976, also called the baby
bust, refers to __________.
a. Generation X
b. millennials
c. Generation Y
d. Generation Z
e. baby boomers
Answer:
The country expected to have the largest population in 2050 is __________.
a. India
b. the United States
c. China
d. Russia
e. Brazil
Answer:
When the marketing student said, “It’s really hard for me to get to class on time without
a car,” she was entering which stage of the consumer purchase decision process?
a. purchase decision
b. alternative evaluation
c. information search
d. problem recognition
e. postpurchase behavior
Answer:
Three major presentation formats exist: (1) stimulus-response format; (2) formula
selling format; and (3) __________.
a. cold call format
b. stimulus-satisfaction format
c. stimulus-selling format
d. need-satisfaction format
e. persuasive sales format
Answer:
If a customer is reluctant to try a new product because he”d have to change his normal
every day behaviors, the company is most likely facing a __________ barrier.
a. usage
b. risk
c. value
d. financial
e. psychological
Answer:
An alternative to government control where an industry attempts to police itself is
referred to as
a. consumer protection.
b. self-regulation.
c. industry accountability.
d. voluntary compliance.
e. government-imposed ethical policing.
Answer:
Which of the following would a marketer use as a synonym for controllable marketing
mix factors?
a. the four Ps of marketing
b. environmental forces
c. macromarketing forces
d. marketing management factors
e. micromarketing factors
Answer:
Large shopping areas often contain two or three __________ stores, which are
well-known national or regional stores such as Sears, Saks Fifth Avenue, and
Bloomingdale’s.
a. power centers
b. mega centers
c. anchor
d. value
e. outlet
Answer:
Units such as manufacturers, retailers, and government agencies that buy goods and
services for their own use or for resale are referred to as
a. intermediate buyers.
b. selling agents.
c. organizational buyers.
d. manufacturing agents.
e. brokers.
Answer:
The Ford Escape uses hybrid fuel technology to deliver more power, convenience,
prestige, and fuel economy than non-hybrid cars. The attributes listed for the Ford
Escape are those that consumers consider when assessing the car. These attributes are a
consumer’s
a. hot buttons.
b. informational alternatives.
c. evaluative criteria.
d. buying-decision choices.
e. consumer attributes.
Answer:
The Minnesota Twins, a professional baseball team, wanted to develop creative ways to
boost sagging attendance at its ball games. The Twins hired a moderator who, after
every home game during the month of July, led informal discussions with groups of 6 to
10 fans to find out what they did and did not like about the baseball team and their
experience at the stadium. The discussions were videotaped so that researchers could
review the data at a later date and in more detail. What are such informal research
discussions called?
a. experiments
b. secondary data
c. focus groups
d. panels
e. depth interviews
Answer:
Competencies include all of the following EXCEPT:
a. profit.
b. customer service.
c. technologies.
d. resources.
e. employee skills.
Answer:
Figure 1.
Consider Figure 1. above. “B” refers to which of the following website design
elements?
a. context
b. content
c. commerce
d. customization
e. connection
Answer:
Tuition, charges, fares, and rates are all
a. names given to the tangible portion of the price of a service.
b. names that are interchangeable when identifying the price of a service.
c. names given to the intangible portion of the price of a service.
d. names given to the price of services.
e. terms used in services to imply a higher quality product than the terms “cost” or
“price.”
Answer:
Equipment-based services do not have the marketing concerns of inconsistency because
__________ have been removed from the provision of the service.
a. product liability
b. people
c. learning requirements
d. automation
e. accessories
Answer:
The purpose of reminder institutional advertisements is to
a. promote a specific brand’s features and benefits.
b. tell people what a company is, what it can do, and where it is located.
c. state the position of a company on an issue.
d. bring the company’s name to the attention of the target market again.
e. promote the advantages of one product class over another.
Answer:
Companies use a “price premium” to assess whether their products and brands are
priced above, at, or below the market. More specifically, a price premium is the
percentage by which the actual price charged for a specific brand exceeds or falls short
of a benchmark established for a similar product or basket of products. This price
premium equals:
a. unit volume market share for a brand divided by dollar sales market share for a
brand, minus 1.
b. dollar sales market share for a brand divided by unit volume market share for a
brand, plus 1.
c. dollar sales market share for a brand divided by unit volume market share for a
brand, minus 1.
d. dollar sales market share for a brand, divided by unit volume market share for a
brand, plus 1.
e. dollar sales market share for a brand, divided by unit volume market share for a
brand, minus the number of competitors against which a brand is being measured.
Answer:
Coupons and sales are frequently used marketing tactics for which form of
competition?
a. pure competition
b. cross-market competition
c. an oligopoly
d. a monopoly
e. monopolistic competition
Answer:
For millennials, environmental sustainability means __________.
a. engaging in free market economics with fair but limited regulations to manage
exchange relationships
b. social responsibility, or having organizations being accountable to society for their
actions
c. exploiting a nation’s natural resources for the betterment of its society
d. executing a “drill baby drill” strategy regarding oil and natural gas exploration to
make the United States energy independent
e. seeking “brown” jobs in agriculture that emphasize economies of scale in farming
and ranching
Answer:
The two major classifications of stages of economic development helpful to global
marketers are
a. capitalist and communist.
b. developed and underdeveloped.
c. developed and developing.
d. capitalist and developing.
e. free enterprise and planned economy.
Answer:
One way TV advertising can reduce wasted coverage is to
a. identify the target market it wishes to address within the first three seconds of the
commercial so the message can be ignored by non-targeted viewers.
b. run shorter ads in a greater number of geographical areas.
c. identify specific times of day or night when the target audience would be more likely
to tune in.
d. develop more creative ads so that more people will choose to see them.
e. run the ads on less expensive, narrowly focused, specialized cable and satellite
channels.
Answer: