Marketing Management Exam Bank
Course Introduction
Marketing Management explores the fundamental principles and strategic concepts essential for effective marketing within organizations. The course covers topics such as market analysis, consumer behavior, segmentation, targeting, positioning, product development, pricing strategies, promotion, and distribution channels. Students will gain practical skills in developing marketing plans, analyzing market opportunities, and making decisions that align with overall business objectives. Through case studies and real-world examples, the course emphasizes the integration of theoretical frameworks with hands-on application to prepare students for dynamic marketing roles in various industries.
Recommended Textbook
Selling Today 12th Edition by Gerald L. Manning
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17 Chapters
1139 Verified Questions
1139 Flashcards
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Page 2
Chapter 1: Relationship Selling Opportunities in the Information Economy
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67 Verified Questions
67 Flashcards
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Sample Questions
Q1) Which of the following sectors would NOT be considered to be part the service industry?
A)hotel,motel,and convention centers
B)insurance
C)banking
D)real estate
E)chemicals
Answer: E
Q2) Salespeople who are promoted to management make more money than do their coworkers who stay in sales.
A)True
B)False Answer: False
Q3) Born salespeople have an advantage over people who learn selling skills through training.
A)True
B)False Answer: False
Q4) ________ has no value until it is communicated effectively. Answer: Information
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Chapter 2: Evolution of Selling Models That Compliment the Marketing Concept
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Sample Questions
Q1) The evolution of strategic selling can be traced to:
A)a need to use fewer salespeople to sell more products
B)the growing demand for less expensive products
C)the need for salespeople to master sales force automation practices
D)new levels of competition
E)several trends that resulted in a more complex selling environment
Answer: E
Q2) A major reason for the demise of the product solution is the growing number of look-alike products.
A)True
B)False Answer: True
Q3) The effective exchange of information is the foundation of most economic transactions.This is known as:
A)exchange theory
B)personal selling
C)the value-added economy
D)the information economy
E)the post-consumer economy
Answer: D
Page 4
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Chapter 3: Creating Value With a Relationship Strategy
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67 Verified Questions
67 Flashcards
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Sample Questions
Q1) Developing a long-term relationship that focuses on solving the customer's buying problems is referred to as:
A)executing
B)consulting
C)selling
D)managing a relationship
E)partnering
Answer: E
Q2) The bundle of facts,opinions,beliefs,and perceptions that you have about yourself are referred to as which of the following?
A)self-concept
B)self-love
C)self-esteem
D)self-mythology
E)self-examination
Answer: A
Q3) The role of a salesperson should move from supporting to selling.
A)True
B)False
Answer: False
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Chapter 4: Communication Styles: a Key to Adaptive Selling
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Sample Questions
Q1) On the communication style grid,the two communication styles with low dominance are Reflective and Supportive.Salespeople with these two communication styles would be best suited for sales situations in which:
A)the product is simple to understand so the salespeople don't have to spend much time with potential clients
B)the product is highly technical or involved and requires a strong focus on partnering over the long term to discover solutions for the client
C)the customers understand the low dominance of the salespeople and are willing to work with them despite their communication styles
D)the customers are all Reflective or Supportive communication styles also
E)the salespeople are not required to have direct contact with potential clients
Q2) People who display their emotions with less intensity are said to be in:
A)Zone one
B)Zone two
C)Excess zone
D)Flex zone
E)Comfort zone
Q3) The words "reserved," "warm," and "compliant" describe the ________ style.
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Chapter 5: Ethics: the Foundation for Relationships in Selling
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Sample Questions
Q1) Which of the following is a general guideline that serves as a foundation for a personal code of business ethics?
A)Personal selling is a stepping stone to more legitimate careers.
B)Be honest with yourself and with others.
C)Tasks come first,relationships second.
D)Your values should not be in conflict with those of your employer.
E)Selling is about controlling the interaction adn managing the relationship.
Q2) The role of the salesperson is to diagnose buyer need and determine how to extract value from the situation.
A)True
B)False
Q3) Many business organizations,professional associations and certification agencies have established written codes of ethics.
A)True
B)False
Q4) If you are not breaking the law,then you are acting in an ethical manner.
A)True
B)False
Q5) ________ are deeply held personal beliefs and preferences.
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Chapter 6: Creating Product Solutions
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Sample Questions
Q1) Which of the following is true of sales letters?
A)Sales letters should follow the standard visual format of an email.
B)Sales letters should minimize the use of white space.
C)Most sales letters include not more than two paragraphs.
D)Because a sales letter is just an introduction,formal language need not be used.
E)The use of the personal pronoun "I" should be minimized in a sales letter.
Q2) The speed rating assigned to a motorcycle tire is an example of product:
A)qualities
B)applications
C)features
D)benefits
E)design
Q3) ________ ________ is a magazine that tests products extensively and reports the findings in non-technical language for the benefit of consumers.
Q4) A benefit is whatever provides the customer with personal advantage or gain.
A)True
B)False
Q5) Discuss the advantages of having in-depth knowledge of your product.
Q6) The product selection process is often referred to as ________ ________.
Page 8
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Chapter 7: Product-Selling Strategies That Add Value
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Sample Questions
Q1) In order to bring the Walker Hotel and Convention Center up to industry standards,each guest room was redecorated with new wallpaper,drapes,carpeting,mattresses and sofas.Mallanie Simms,sales manager for the Center,has recommended that guest rooms be upgraded with the addition of wide desks,voice mail,fax machines and 24-hour room service.From the viewpoint of most business travelers,these changes would result in the creation of a(n):
A)potential product
B)generic product
C)expected product
D)sales product
E)value-added product
Q2) Product positioning is largely a function of:
A)management
B)the way the marketing department wishes the product would function
C)market forces
D)luck and timing
E)the way salespeople,with the marketing department,differentiate the product from others in the market
Q3) The first step in establishing a product price is to determine the firm's pricing
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Chapter 8: The Buying Process and Buyer Behavior
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Sample Questions
Q1) According to Abraham Maslow,self-fulfillment (a full tapping of one's potential)is achieved through satisfaction of which of the following needs?
A)esteem
B)social
C)safety and security
D)self-actualization
E)fullness
Q2) Transactional buyers are well aware of their needs and usually know a great deal about the products or services they intend to purchase.
A)True
B)False
Q3) The three major types of organizational buying situations are:
A)new task buy,rebuy,and limited task buy
B)new task buy,straight rebuy,and modified rebuy
C)habitual buying decisions,variety-seeking buying decisions,and complex buying decisions
D)transactional buy,consultative buy,and strategic alliance buy
E)transactional buy,product buy,strategy buy
Q4) List the steps in the typical buying process.
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Chapter 9: Developing and Qualifying a Prospect Base
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Sample Questions
Q1) The sales funnel model of classifying prospects involves:
A)assigning each prospect a rating
B)using multiple factors to classify prospects
C)determining where a prospect is in the sales process
D)counting all prospects equally
E)asking directed questions
Q2) Which of the following is true regarding doing business in Germany?
A)Germany has been described as a "high context" culture.
B)Dinner is the most common meal for business meetings.
C)Flashy brochures will have more impact than statistic-filled ones.
D)There is a strong emphasis on punctuality.
E)Non-verbal communication is more important than the words used to communicate.
Q3) When you develop a prospecting plan,three major decisions must be made.List and explain these decisions.
Q4) .The goal of prospecting is to build a prospect base made up of current and potential customers.
A)True
B)False
Q5) Many banks,investment firms,accounting firms and wine merchants use education ________ to generate new prospects.
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Chapter 10: Approaching the Customer With Adaptive Selling
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Sample Questions
Q1) As Sarah and Juan begin to put together the actual presentation,which of the following do they focus on first?
A)Clarifying the objectives for the presentation using their company's standard form.
B)Anticipating the needs the prospect has based on the financial and strategy information they discover about the prospect through public records and media interviews.
C)Searching the CRM system for information on purchase records of other similarly-sized clients.
D)Finding the correct format and graphics for the physical PowerPoint presentation.
E)Listing all the features of the equipment they offer in a way that's easy for the prospect to read.
Q2) Which is the first step in creating a presentation objective?
A)obtain personal and business information to establish the customer's file
B)exchange personal information with the customer to break the ice
C)learn about the competition's most popular products
D)focus on networking in social situations
E)acquire information needed for a routing plan
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Page 12
Chapter 11: Determining Customer Needs With a
Consultative Questioning Strategy
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Sample Questions
Q1) Which of the following is a probing question Jeannie could ask a boutique buyer?
A)Can we arrange delivery for next Wednesday?
B)Do the bigger guests buy the swimsuits you currently sell?
C)What are the shapes and sizes of the guests at the resort?
D)It's correct that the swimsuit lines you currently stock do not sell to larger or older customers?
E)What if we could give you a line to sell that is luxurious but also looks as good on older and bigger women as it does on smaller women?
Q2) As a general rule,we can close more sales by:
A)increasing the amount of time we spend telling customers about product features
B)increasing the number of facts and figures we use in the presentation
C)decreasing the time allocated to active listening
D)decreasing the amount of detail in the sales presentation
E)using confirmation questions to determine if we are on the right track
Q3) Note taking is necessary in every sales presentation.
A)True
B)False
Q4) ________ presentations are sometimes a dimension of service after the sale.
Q5) ________ ________ is the author of the book entitled Spin Selling.
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Chapter 12: Creating Value With the Consultative Demonstration
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Sample Questions
Q1) A working model can be a satisfactory substitute for demonstrating the product itself.
A)True
B)False
Q2) When using graphs and charts,the salesperson:
A)should assume the customer will understand them
B)should move past them quickly
C)should interpret them for the customer
D)should assume the customer will read them after the presentation
E)should bring only one or two hard copies,even when presenting for a group
Q3) Statements,reports,testimonials,customer data,and photographs are all examples of:
A)proof devices
B)presentation software
C)PowerPoint slides
D)product literature
E)presentation strategies
Q4) A need-satisfaction question can help move the sale forward.
A)True
B)False
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Chapter 13: Negotiating Buyer Concerns
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Sample Questions
Q1) When your customer says,"I would rather not tie up my money in a large order," the resistance falls into which category?
A)time
B)product
C)price
D)source
E)process
Q2) Traditional selling principles stressed that the "we versus they" and the "win-win" were similar concepts for negotiating sales resistance.
A)True
B)False
Q3) The direct-denial method of negotiating objections is a very common approach used in the field of selling.
A)True
B)False
Q4) Negotiation is defined as "working to reach an agreement that is satisfactory to either the buyer or the seller."
A)True
B)False
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Chapter 14: Adapting the Close and Confirming the Partnership
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Sample Questions
Q1) One of the least subtle buying signals displayed by the customer is the question.
A)True
B)False
Q2) During the close,attention should be focused on:
A)a more detailed analysis of customer objections
B)introducing the customer to associated products and services
C)the one specific benefit that generates the most excitement
D)the ceremonial aspect of the presentation
E)the features the product has that set it apart from the competition
Q3) As a general rule,a salesperson should ask for the sale no more than three times.
A)True
B)False
Q4) Incremental closes are especially appropriate for products:
A)with a direct sales cycle
B)with a long,complex sales cycle
C)that are extremely expensive
D)requiring more than one decision-maker to purchase
E)that are complex technically
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Chapter 15: Servicing the Sale and Building the Partnership
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Sample Questions
Q1) Complaints from a customer should be viewed as:
A)a serious failure of the salesperson
B)a serious failure of customer service
C)an issue that should be dealt with at the executive level
D)a problem to be fixed by discounting future orders
E)an opportunity to strengthen the relationship
Q2) Bradley Wholesale Foods purchased a new computer system for the personnel department.All of the equipment was delivered on time,installed properly,and the employees at Bradley were given effective systems training.The new equipment and the post-sale service surpassed the customer's expectations.The staff at Bradley Wholesale Foods has experienced a(n):
A)moment of magic
B)moment of truth
C)moment of misery
D)level of service that is typical of all computer service companies
E)epiphany
Q3) The salesperson that is genuinely interested in helping customers can build goodwill with full-line,or suggestion selling.List the four guidelines to follow when using this method.
Q4) List and describe the five major customer follow-up strategies.
Page 17
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Chapter 16: Opportunity Management: the Key to Greater Sales Productivity
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Sample Questions
Q1) According to self-management experts,every moment spent planning saves how many minutes in execution?
A)one to two
B)two to three
C)three to four
D)four to five
E)five to six
Q2) Which of the following is a guiding principle used in establishing a sales routing and scheduling plan?
A)Develop a routing plan that gives equal attention to each customer.
B)If your territory is quite large,consider organizing it into two smaller zones.
C)Develop a schedule that best accommodates your personal and professional needs.
D)Avoid scheduling tentative calls,which may be distracting.
E)Ask for assistance from other salespeople if you cannot complete your route.
Q3) Now that laptop computers are common,manual card file boxes are no longer likely to be used by salespeople.
A)True
B)False
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Chapter 17: Management of the Sales Force
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Q1) The sales manager who appraises the performance of his/her sales personnel regularly is displaying the leadership quality known as "consideration."
A)True
B)False
Q2) The Leadership Grid portrays dimensions of:
A)leadership and management
B)motivation and skills
C)consideration and structure
D)empathy and direction
E)recruitment and training
Q3) ________ ________ is an intrinsic reward that occurs when a duty or task is performed.
Q4) The sales manager should not change the compensation plan,even if conditions in the marketplace warrant change.
A)True
B)False
Q5) Most successful supervisory management personnel display two important dimensions of effective leadership: ________ and ________.
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