________ is the person who actually authorizes payment for the product.
A) The influencer
B) The initiator
C) The purchaser
D) The decider
The salesperson’s ________ is a basic force behind how much effort he or she devotes
to the job and how he or she responds to different kinds of incentives.
A) motivation
B) technical knowledge
C) honesty
D) marketing skills
The two types of output measures used to evaluate sales force performance are:
A) orders and accounts.
B) time efficiency and sales calls.
C) sales calls and expenses.
D) orders and expenses.
Identify the approach that develops perceptual maps based only on customer-based
judgments of brand similarity.
A) cluster analysis
B) preference regression
C) multidimensional scaling
D) canonical correlation
________ are customers who are completely satisfied, have high loyalty, and are very
supportive of the company.
A) Loyalist/Apostle
B) Defector/Terrorist
C) Mercenary
D) Hostage
Presenting customers with a verbal or written statement of the product idea and then
recording their reactions is the most common approach to:
A) idea screening.
B) brainstorming.
C) concept testing.
D) test marketing.
If a commercial is shown four times on a show reaching 20 percent of the target
audience, calculate the GRP (gross rating point).
A) 80 GRP
B) 5 GRP
C) 40 GRP
D) 24 GRP
Companies often receive feedback from user groups who form their own electronic
clubs who can form a collective opinion and quickly supply information about new or
developing products. These electronic clubs are known as:
A) kostenlos.
B) listservs.
C) gratis.
D) umsonst.
Those points of contact between the buyer and seller that are most critical to the
relationship are called:
A) impact moments.
B) moments of truth.
C) judgment moments.
D) moments of impression.
Identify the advertisements in which some kind of announcement about the product
dominates the copy.
A) feature/benefit appeals
B) competitive advantage appeals
C) favorable price appeals
D) news appeals
________ takes place when the sales for a new element of a product line are not
entirely new rather it is taken away from an existing element of the line.
A) Greenwashing
B) Cannibalization
C) Customerization
D) Cloning
Which of the following is an effective way to target discounts and other incentives to
households that are particularly sensitive to price?
A) couponing
B) market development funding
C) off-invoice allowance
D) sampling
The largest part of a sales organization is made up of:
A) field sales representatives.
B) national sales managers.
C) direct sales managers.
D) regional sales managers.
If you are a marketing manager and your home market is maturing, which of the
following is the best strategy to follow?
A) increase the advertising budget
B) explore opportunities abroad
C) terminate the product line
D) follow the same strategies aggressively
________ was invented by John von Neumann and Oskar Morgenstern to account for
the interdependence of economic factors and it is a mathematical approach that is used
to anticipate a competitor’s likely future strategies.
A) Regression analysis
B) Game theory
C) Conjoint analysis
D) Linear regression
Demographic changes should be monitored by marketing managers because:
A) they may find growth opportunities.
B) it might effect a regulatory change.
C) it might impact raw materials’ prices.
D) it might help to reduce production costs
The amount of sales of a product category expected to be achieved under a set of
conditions within a specified period of time is known as:
A) market expansion.
B) sales forecast.
C) market potential.
D) sales development.
Which of the following describes a business unit that negotiates purchases or sales but
does not take title to the goods?
A) retailer
B) merchant middleman
C) agent
D) wholesaler
Specialty cheeses are most likely to have:
A) high promotional elasticity and high holding cost.
B) high promotional elasticity and low holding cost.
C) low promotional elasticity and high holding cost.
D) low promotional elasticity and low holding cost.