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The top marketing manager of your company has asked you to make recommendations
about your sales representatives who make up the sales force for your
business-to-business auto parts customers. These territories are geographically
structured and the goal is to move away from territory-based sales to customer-oriented
sales; as a result, these sales reps may be reassigned.
Based on this project request, what element of the sales force management process will
you focus on?
a. establishing expectancy
b. organizing the sales force
c. recruiting and selecting salespeople
d. evaluating and controlling personnel
e. compensating salespeople
Specialty stores typically carry convenience and shopping goods.
a. True
b. False
Convenience samples are mostly used in definitive studies.
a. True
b. False
The regulatory agency which can require advertisers to provide additional information
about products in their advertisements is the _____.
a. Federal Trade Commission (FTC)
b. Environmental Protection Agency (EPA)
c. Food and Drug Administration (FDA)
d. Federal Advertising Commission (FAC)
One of the greatest challenges in the use of big data is the ability to manage and analyze
all of the information gathered about consumers.
a. True
b. False
A chocolate bar bought while standing in the checkout line is an example of staples.
a. True
b. False
The effectiveness of a salesperson is measured entirely on the basis of the sales volume
and profitability.
a. True
b. False
The difference between assets and liabilities of a company is referred to as owner’s
equity.
a. True
b. False
Many marketing experts believe that most products require multidomestic marketing
strategies to give them a realistic global marketing appeal.
a. True
b. False
Family brands are the most effective aids in implementing market segmentation
strategies.
a. True
b. False
_____ is a form of global marketing that involves a continuous effort in marketing a
firm’s merchandise to customers in other countries.
a. Business process reengineering
b. Exporting
c. Sole sourcing
d. Social referencing
Consumer spending sinks to its lowest level during an economic depression.
a. True
b. False
Over the past decade, the market for fresh spinach has increased dramatically. However,
an outbreak of E. coli bacteria from certain spinach fields reduced spinach sales
temporarily. The behavioral component of attitude was most likely affected by this
event.
a. True
b. False
Which of the following statements is true of warehouse retailers?
a. They incur high operation costs because of the wide range of services they offer.
b. They offer more services than department stores in return for higher priced goods.
c. They send direct mail to their customers and sell the advertised goods from
showrooms that display samples.
d. They offer huge selection at lower prices in single product lines.
After making content decisions and designing the site, the next step in the process of
developing a website is connecting to the Internet by placing the required computer
files on a server.
a. True
b. False
Any part of an organization to which revenue and controllable costs can be assigned is
termed a(n):
a. profit center
b. business entity
c. small business unit
d. division
Casanova Supplies specializes in pharmaceuticals, home and office cleaning supplies,
bath essentials, and pet care. The pharmaceutical line, which has five products, is the
company’s newest line. The home and office line has 12 unique products; the bath
essentials line has 10 products; and the pet care line has seven products.
Required:
Which of the following statements is true about Casanova Supplies?
a. The company lacks a product mix.
b. The company has a product mix width of 4.
c. The company has four items in its product mix.
d. The company has a narrow product mix length.
e. The company has a product mix depth of 34 items.
Inventory at off-price stores changes frequently as buyers take advantage of special
price offers from manufacturers selling excess merchandise.
a. True
b. False
In an FOB pricing policy, the seller pays all freight charges to transport the product
from the manufacturer’s loading dock.
a. True
b. False
Which of the following terms best represents an interpersonal influence process that
involves a seller’s promotional presentation conducted on a face-to-face basis with the
buyer?
a. Social referencing
b. Personal selling
c. Mass marketing
d. Advertising
Organizational purchases such as office buildings and computer systems can be
categorized as expense items.
a. True
b. False
A _____ is generally responsible for generating programs necessary to build and
assemble the features for social tools such as blogs and communities.
a. social media developer
b. social media specialist
c. brand manager
d. copywriter
A(n) _____ is a free or paid software download that links users to a wide range of
goods and services, media and text content, social media platforms, search engines, and
the like.
a. influencers
b. social networking sites
c. social media monitoring
d. app
e. online forum
f. demographics
g. social media tool
h. return on investment
i. microblog
j. social media marketing
k. social media
l. transparency
m. social media marketing plan
n. bookmarking site
o. social media strategist
p. social media analytics
q. social media platform
r. content marketing
s. social news site
t. QR codes
You just bought a car dealership that has been in business for many years. The former
owner trained his team in transaction-based marketing. But you believe in a relationship
marketing approach, so you plan to retrain the salespeople to focus primarily on:
a. Creating inducements to close the sale
b. Succeeding in short-term exchanges
c. Limiting communication with customers
d. Succeeding in one-time exchanges
e. Prioritizing customer service
All successful organizations have the same inventory turnover ratio.
a. True
b. False
Brand loyalty is valued by marketers as it not only ensures that the consumer purchases
the product but it also acts as a buffer against competitive messages getting to the
consumer.
a. True
b. False
Sally Myers, head of marketing at Sally’s Salon, serviced six new customers over the
past two weeks. Through a feedback form, Sally learned that all of them had acted upon
the opinions of their friends and family members. What Sally encountered is an
example of:
a. transactionbased marketing.
b. sales orientation.
c. marketing myopia.
d. buzz marketing.
Employees of Popsie Inc., a small grocery store chain, are working on its tactical plans.
The personnel most involved in this level of its planning process would be its:
a. top management, such as the owner.
b. middle management, such as the merchandising and advertising managers.
c. store managers.
d. supervisory management, such as shift managers and night auditors.
Which of the following is a probability sample?
a. Stratified sample
b. Quota sample
c. Convenience sample
d. Accidental sample
Interactive advertising creates dialogue between marketers and individual shoppers,
providing more materials at the user’s request.
a. True
b. False
Buzz marketing excludes visual aspects as it does not consist of a tangible expression of
an issue or position.
a. True
b. False
