Marketing Management
Final Exam Questions
Course Introduction
Marketing Management explores the fundamental principles and strategies used to identify, attract, and retain customers in a competitive marketplace. The course examines key concepts such as market segmentation, targeting, positioning, consumer behavior, product development, pricing strategies, distribution channels, and integrated marketing communications. Students will analyze real-world case studies and participate in practical exercises to develop their ability to create and implement effective marketing plans. Emphasis is placed on aligning marketing strategies with broader organizational goals and adapting to dynamic market environments.
Recommended Textbook
Relationship Selling 3rd Edition by Mark Johnston
Available Study Resources on Quizplus
14 Chapters
1048 Verified Questions
1048 Flashcards
Source URL: https://quizplus.com/study-set/2450
Page 2
Chapter 1: Introduction to Relationship Selling
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/48692
Sample Questions
Q1) The European Union is leading efforts to force companies to ____________ products they sell.
A)Differentiate
B)Handle ethical objections to
C)Improve international follow-up for
D)Reuse or recycle
Answer: D
Q2) One reason companies train new sales personnel is to:
A)Avoid on-the-job training costs.
B)Avoid losing good customers due to the mistakes of unskilled sales people.
C)Stimulate interest among competing firms.
D)Minimize CRM costs.
Answer: B
Q3) The focus of much selling today is on securing,building,and maintaining short-term relationships with unprofitable customers.
A)True
B)False
Answer: False
Q4) In relationship selling,what is the "give-get" ratio?
Answer: It is what each party gets compared to what they invest.
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: Using Information to Understand Sellers and Buyers
Available Study Resources on Quizplus for this Chatper
74 Verified Questions
74 Flashcards
Source URL: https://quizplus.com/quiz/48693
Sample Questions
Q1) Who are the participants in the organizational buying process,and what are their roles?
Answer: There are up to seven roles in organizational buying including: Initiators,people who perceive a problem or opportunity. Users,people who must use or work with the product or service. Influencers,people who provide information for evaluation. Gatekeepers,people who control access to people and information. Buyers,people who place the order. Deciders,people who have the final authority. Controllers,people who determine the budget for the purchase.
Q2) Which of the following is NOT one of the participants in a buying center?
A)Users
B)Initiators
C)Gatekeepers
D)Decoders
Answer: D
Q3) Careers in sales have a negative image due to stereotypes of sales people using a soft-sell technique.
A)True
B)False
Answer: False
4
To view all questions and flashcards with answers, click on the resource link above.
Chapter 3: Value Creation in Buyer-Seller Relationships
Available Study Resources on Quizplus for this Chatper
73 Verified Questions
73 Flashcards
Source URL: https://quizplus.com/quiz/48694
Sample Questions
Q1) Another way of describing efforts to work together to eliminate snags within a company is to:
A)Test the waters for integrated marketing communications.
B)Systematically shift the synergizing properties of the firm.
C)Align the elements of the value chain.
D)Coordinate marginal discrepancy reduction efforts.
Answer: C
Q2) Getting customers to commit to your products in the long run is customer loyalty.
A)True
B)False
Answer: True
Q3) __________ is somewhat like goodwill on a company's balance sheet.
A)Customer delight.
B)Brand equity.
C)Internal customer satisfaction.
D)Perceived value.
Answer: B
Q4) Where does personal selling "fit" into a company's marketing mix?
Answer: Personal selling is part of a firm's promotional mix,one of the 4Ps.
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: Ethical and Legal Issues in Relationship Selling
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/48695
Sample Questions
Q1) Olivia always compares her company's products to those of competitors.She sometimes stretches the comparison,making unfair statements about competing products.Olivia is engaged in:
A)Collusion
B)Restraint of trade.
C)Reciprocity
D)Competitor defamation.
Q2) The most significant set of laws affecting selling are defined in the:
A)Uniform Commercial Code.
B)Foreign Corrupt Practices Act.
C)Racketeer Influenced Corrupt Organization Act
D)Caveat Emptor Doctrine.
Q3) Sometimes a customer will signal that they want a bribe by asking for:
A)A meeting with their corporate managers.
B)Special consideration.
C)Sexual overtures.
D)Letter confirming the payment.
Q4) What rights do salespeople have?
Q5) What conflict do salespeople face when corporate policies conflict with local cultural practices?
To view all questions and flashcards with answers, click on the resource link above.
Chapter 5: Prospecting and Sales Call Planning
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/48696
Sample Questions
Q1) When determining whether the prospect has the means and authority to make a purchase,the salesperson must find out:
A)Whether the prospect can and will make a purchase.
B)How much effort and investment might be needed to see the purchase through to completion.
C)Neither A nor B.
D)Both A and B.
Q2) When joining professional and civic groups a salesperson should:
A)Only join those in which he or she is truly interested.
B)Only join those that are prestigious.
C)Only join those that will return the most leads for your time and effort.
D)Join as many as possible.
Q3) Which of the following should be your goal in the preapproach stage:
A)Knowing what you have prepared will be comfortable for the prospect.
B)Knowing what you have prepared will be a good fit to the prospect's style.
C)Knowing what you have prepared will have the highest possible likelihood of gaining a favorable reaction.
D)All of the choices are correct.
Q4) Why do even successful,well-established salespeople need to prospect?
Q5) Explain the meaning of the "give first" approach to networking.
Page 7
To view all questions and flashcards with answers, click on the resource link above.
Chapter 6: Communicating the Sales Message
Available Study Resources on Quizplus for this Chatper
76 Verified Questions
76 Flashcards
Source URL: https://quizplus.com/quiz/48697
Sample Questions
Q1) A general rule is to ask as many data collection questions as possible.
A)True
B)False
Q2) Babet is ready for her next sales presentation.She knows she needs to establish a link between her __________ and the customers' ____________.
A)Manager; manager.
B)Needs; needs.
C)Company's products; problems.
D)All of the choices are correct.
Q3) What are five principle goals salespeople may have for a sales meeting?
Q4) Jennifer introduces herself to the customer and then mentions that a close mutual friend recommended they speak.Jennifer knows the referral approach adds to her ____________ and reduces the customer's ______________.
A)Costs; number of questions.
B)Self-image; time.
C)Credibility; anxiety.
D)Happiness; sadness.
Q5) What are the advantages of a formula sales presentation?
Q6) What are the advantages of demonstrations in sales presentations?
Page 8
To view all questions and flashcards with answers, click on the resource link above.
Chapter 7: Negotiating for Win-Win Solutions
Available Study Resources on Quizplus for this Chatper
76 Verified Questions
76 Flashcards
Source URL: https://quizplus.com/quiz/48698
Sample Questions
Q1) Karen is in a sales presentation and the customer is not accepting her value proposition.She knows she cannot change the product.She can increase perceived value by changing:
A)Financial terms.
B)Customer support.
C)Warranties.
D)All of the choices are correct.
Q2) In general,it is better to bluff than to admit you do not know the answer to a customer's question.
A)True
B)False
Q3) Nick often has trouble during the price negotiation phase of a sales presentation.He needs to remember that value is a function of price and:
A)Perceived benefits.
B)Costs.
C)Customer's bankroll.
D)Indirect demand.
Q4) Why do customers often ask for more time to make a decision?
Q5) Are customer objections a problem or an opportunity? Defend your answer.
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Closing the Sale and Follow-Up
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/48699
Sample Questions
Q1) At the end of her sales presentation,Robin restates the components of her value proposition,asking the customer if what she has said is correct.Robin is using a _______________ closing.
A)Direct.
B)Summary-of benefits.
C)Balance sheet.
D)Buy-now.
Q2) What does a salesperson need to do to make the closing a natural part of the sales process?
Q3) Closing the sale means satisfying the customer.
A)True
B)False
Q4) Using an example,describe a buy-now closing.
Q5) A customer complaint is an invitation to
A)Cut your losses.
B)Generate new prospects.
C)Provide service to make them happy.
D)A lawsuit.
Q6) What does it mean to have empathy for customers and prospects,and how can it affect selling?
Page 10
To view all questions and flashcards with answers, click on the resource link above.
Chapter 9: Self-Management: Time and Territory
Available Study Resources on Quizplus for this Chatper
74 Verified Questions
74 Flashcards
Source URL: https://quizplus.com/quiz/48700
Sample Questions
Q1) One advantage to using zip codes as basic control units is:
A)They are all the same.
B)They are free.
C)They are likely to be relatively similar in demographics.
D)They offer an alternative to geographic basic control units.
Q2) Warren is developing a territory management plan.One of his goals will be to:
A)See every customer weekly.
B)Maximize face-to-face selling time with customers.
C)Employ the 80:20 rule.
D)Avoid the 80:20 rule.
Q3) The document with most information about customers is the sales invoice.
A)True
B)False
Q4) What factors influence the productivity of sales calls? How does productivity influence sales management?
Q5) Brian developed a time management plan but has found the difficult part is:
A)Defining the right priorities.
B)Logistics.
C)Event scheduling.
D)Implementing it.
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Salesperson Performance:
Behavior,Motivation,and Role Perceptions
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/48701
Sample Questions
Q1) Paul is frustrated by small amount of marketing support,declining market share,and lack of sales manager support for his selling efforts.Paul's selling effort is being influenced by:
A)Expectancies.
B)Organizational factors.
C)Environmental variables.
D)Organizational citizenship behaviors.
Q2) What personal traits are associated with sales success?
Q3) Describe the seven dimensions of job satisfaction.
Q4) Gwen was involved with determining the performance standards her sales manager uses to evaluate her.This will likely reduce Gwen's:
A)Role expectations.
B)Role ambiguity.
C)Role conflict.
D)Role inaccuracy.
Q5) Sales managers are responsible for making sure the salesperson understands company performance expectations.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 11: Recruiting and Selecting Sales-people
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/48702
Sample Questions
Q1) Brad is recruiting new salespeople and is considering placing an ad in the industry magazine.He wants to place an open ad because:
A)It will contain only minimal information.
B)It will maximize the number of candidates.
C)It will only be opened by a few people.
D)It will generate a more select pool of high-quality candidates.
Q2) What dimensions and requirements are typically included in sales job descriptions?
Q3) Tom is conducting a job analysis.He should start with collecting information from: A)Competitors.
B)The job occupant and sales manager.
C)The HR department.
D)Advertisements written by other firms seeking salespeople.
Q4) To avoid bias in recruitment and selection when conducting a job analysis,current job occupants should not be observed or interviewed.
A)True
B)False
Q5) Why is recruiting and selecting salespeople important?
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Training Sales-People for Sales Success
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/48703
Sample Questions
Q1) In general,when developing measurement criteria for sales training:
A)Surveys are usually the best method.
B)Cost/benefit analysis is an effective way to measure learning.
C)Using several criteria will yield more accurate results.
D)Behavior changes cannot be measured.
Q2) Rachel is organizing the product knowledge sessions for new sales recruits.Her ultimate objective is to:
A)Give salespeople all the information she has available.
B)Enable salespeople to give potential customers the information needed for rational decision-making.
C)Test sales trainees to make sure they understand technical and legal product specifications.
D)All of the choices are correct.
Q3) When measuring the benefits of sales training:
A)Many sales training evaluation measures are simple.
B)Meaningful evaluation measures are not used often enough.
C)The easiest-to-collect methods are used most often.
D)All of the choices are correct.
Q4) What types of questions are addressed in sales training designed to improve selling skills?
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Sales-Person Compensation and Incentives
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/48704
Sample Questions
Q1) Which of the following is NOT one of the three primary methods of compensating salespeople?
A)Straight bonuses.
B)Straight salary.
C)Straight commissions.
D)Salary and sales incentives.
Q2) Sales commissions are usually based on a salesperson's long-term results.
A)True
B)False
Q3) When developing a sales contest,what does the sales manager need to do?
Q4) A ___________ is paid for achieving a set level of performance,while a __________ is paid for each sale.
A)Perk; bonus.
B)Bonus; commission.
C)Commission; bonus.
D)Draw; quota.
Q5) Under what conditions does it make sense to use straight salary for salespeople?
Q6) What qualities are needed for sales quotas to be effective in motivating salespeople?
Q7) For a company,what are the three benefits of incentive ceilings?
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Evaluating Sales-Person Performance
Available Study Resources on Quizplus for this Chatper
75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/48705
Sample Questions
Q1) A key issue in evaluating the performance of salespeople is distinguishing among the concepts of behavior,performance,and effectiveness.
A)True
B)False
Q2) One of the reasons measuring input is important in relationship selling is:
A)They can be more easily quantified than outputs.
B)They are more important to most sales managers.
C)New order/cancellation ratios are a significant measure of a salesperson's input.
D)There is often a time lag between inputs and outputs.
Q3) A key issue in evaluating the performance of salespeople is distinguishing among the concepts of:
A)Behavior,performance,and effectiveness.
B)Internal,external,and 360 degree feedback.
C)Input,output,and throughput measures/
D)Bias,non-bias,and objective feedback.
Q4) What are the advantages of a BARS system?
Q5) Robert is developing a subjective performance evaluation form.What problems with subjective performance measurement does he need to avoid?
To view all questions and flashcards with answers, click on the resource link above. Page 16