Marketing Management Review
Questions
Course Introduction
Marketing Management provides students with a comprehensive understanding of the key principles, strategies, and functions involved in managing marketing activities within organizations. The course explores market analysis, consumer behavior, segmentation, targeting, positioning, branding, marketing mix (product, price, place, promotion), and the development of effective marketing strategies in a dynamic environment. Through case studies, real-world examples, and practical assignments, students learn how to create value for customers, build strong brands, and achieve business objectives in competitive markets. The course also addresses the impact of digital transformation and ethical considerations in contemporary marketing practice.
Recommended Textbook
Selling Today Partnering to Create Value Global 13th Edition by Barry Reece
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17 Chapters 1139 Verified Questions
1139 Flashcards
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Chapter 1: Relationship Selling Opportunities in the Information Economy
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Sample Questions
Q1) A sales representative for Dell who is selling a new form of sophisticated routing-to-server software would probably be classified as a sales engineer.
A)True
B)False
Answer: True
Q2) Born salespeople have an advantage over people who learn selling skills through training.
A)True
B)False
Answer: False
Q3) Convention center sales managers,investment securities brokers,and real estate salespeople all have one thing in common-they sell a(n)________.
Answer: service
Q4) Knowledge workers are people who succeed by adding value to information.
A)True
B)False
Answer: True
Q5) ________ income helps satisfy our need for recognition and security. Answer: Psychic
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Chapter 2: Evolution of Selling Models That Compliment the Marketing Concept
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Sample Questions
Q1) A(n)________ is a carefully conceived plan that will result in maximum responsiveness to customers.
Answer: customer strategy
Q2) List and describe the five strategic steps of the Strategic Consultative/ Selling Model.
Answer: 1.Developing a personal selling philosophy.This involves adopting the marketing concept,valuing personal selling,and assuming the role of problem-solver.
2.Developing a relationship strategy.Success in selling depends heavily on the salesperson's ability to develop,manage,and enhance interpersonal relations with the customer.
3.Developing a product strategy.Products and services represent the problem-solving tools available to salespeople.
4.Developing a customer strategy.Sales and marketing efforts must be organized around the needs and desires of the customer.
5.Developing a presentation strategy.The presentation is a critical part of the selling process because it is at this point that the salesperson determines whether the customer has a need for the product.
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Chapter 3: Ethics: the Foundation for Partnering
Relationships That Create Value
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Sample Questions
Q1) Many business organizations,professional associations and certification agencies have established written codes of ethics.
A)True
B)False
Answer: True
Q2) The major types of business defamation are business slander,business libel and ________.
Answer: product disparagement
Q3) The Uniform Commercial Code is a legal guide that strives to reduce the number of telemarketing calls.
A)True
B)False
Answer: False
Q4) Reciprocity,as a corporate policy,is:
A)always a breach of ethics
B)illegal in the U.S. ,but not in other countries
C)only a worry if the heads of the companies know each other personally
D)easier to navigate if the companies are in different industries
E)occasionally a form of corporate blackmail
Answer: E
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Chapter 4: Creating Value With a Relationship Strategy
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Sample Questions
Q1) AdVance focuses on traditional,chemical-rich fertilizers that deliver maximum yield for customers.With which of the following customers would AdVance be a good partner?
A)an organic heirloom grain farm
B)a farm that grows the grain it feeds to the chickens it sells as "humanely raised,Earth-friendly"
C)a farm that sells grain crops for export to the chemical processing industry that relies on volume
D)a farm that acts as a learning lab for students in local elementary schools
E)a hobby farm owned by residents of a nearby city
Q2) According to the text,high-performing salespeople build and maintain partnering relationships with all of the following key groups EXCEPT:
A)secondary decision makers
B)company support staff
C)management personnel
D)publicity specialists
E)customers
Q3) A(n)________ is usually the only physical contact one makes during a sales call.
Q4) Describe and discuss the four steps in the self-improvement plan.
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Page 6
Chapter 5: Communication Styles: A Key to Adaptive Selling
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Sample Questions
Q1) Changing sales behaviors in order to improve communication with the customer is known as ________.
Q2) The combination of low dominance and low sociability defines a communication style known as:
A)mature
B)supportive
C)emotive
D)reflective
E)directive
Q3) Which of the following statements regarding communications-style bias is most likely true?
A)Communication-style bias is quite rare.
B)Communication-style bias can manifest as a general feeling of discomfort with another person.
C)Communication-style bias is commonly understood in our society
D)Communication-style bias will not surface between two people with the same communication style.
E)Communication-style bias will make a consulting sales relationship impossible.
Q4) The words "reserved," "warm," and "compliant" describe the ________ style.
Q5) Describe the difference between lower dominance and higher dominance.
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Chapter 6: Creating Product Solutions
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Sample Questions
Q1) After analyzing information gathered from prospects who did not buy from the company,it becomes apparent that prospects felt that the sales representatives did not know about the full line of products they carried or understand their uses.The prospects most likely did not buy because they could not:
A)ensure that the company's billing process was ethical
B)understand what their business objectives were
C)pay the high prices the company was charging
D)store the chemicals once they were delivered
E)trust the sales reps to sell them the correct products
Q2) Quantifying the solution can be performed with a cost-benefit analysis or with a(n):
A)frequency analysis
B)regression analysis
C)feature-benefit presentation
D)pricing model
E)ROI calculation
Q3) Developing a product strategy in the Strategic/Consultative Selling Model involves using three prescriptions for successful sales.List each one.
Q4) Discuss the advantages of having in-depth knowledge of your product.
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Page 8
Chapter 7: Product-Selling Strategies That Add Value
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Sample Questions
Q1) Becoming familiar with a customer's satisfactions is necessary for a salesperson to move from:
A)transactional selling to product selling
B)solution selling to value-added selling
C)new buy selling to constructive selling
D)product selling to complimentary selling
E)product selling to solution selling
Q2) Which of the following is a factor that determines a product's life cycle stage?
A)the length of time the product sits in the warehouse before shipping
B)the product's benefits and the importance of the needs it fulfills
C)the competitors' compensation structure for salespeople
D)changes in the product's production method
E)the length of time a product has been around
Q3) Products are born,and then they grow up and become mature.In marketing,this process is known as the ________.
Q4) The value-added product exists when salespeople meet the customer's expectation.
A)True
B)False
Q5) Today's better educated and more demanding customers are seeking a(n)________ of satisfactions.
Page 9
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Chapter 8: The Buying Process and Buyer Behavior
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Sample Questions
Q1) Which of the following is a factor that would motivate a rational buyer?
A)prestige
B)nostalgia
C)celebrity endorsement
D)durability
E)branding
Q2) According to the buyer resolution theory,which of the following is an important factor that the consumer is likely to consider before making a purchase?
A)Where should I store the product after purchase?
B)What is a fair price?
C)How many sellers are in the market?
D)When should I make the payment?
E)From whom should I ask advice about the purchase?
Q3) Within most cultures are groups whose members share value systems based on common life experiences and situations.We call such a group a(n)________.
Q4) List the steps in the typical buying process.
Q5) A(n)________ is a carefully conceived plan that will result in maximum customer responsiveness.
Q6) List and describe the three types of consumer buying situations.
Page 10
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Chapter 9: Developing and Qualifying Prospects and Accounts
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Sample Questions
Q1) From the base of prospects Andrew makes at the trade show,he closes twice as many sales as normal,and he cuts his sales cycle in half.What most likely explains this?
A)The prospects at the trade show were both qualified and interested in the product.
B)The prospects at the trade show had more money to spend than most customers.
C)The prospects at the trade show developed a high degree of trust in Andrew and his firm.
D)The trade show only attracted prospects that had been referred to Andrew and his firm.
E)The trade show required exhibiting companies to offer discounts to all attendees.
Q2) Educational seminars are most likely a good source of prospects because:
A)people who pay for a seminar will buy product
B)salespeople need help conducting demonstrations
C)most seminar attendees are referrals
D)product benefits and features can be showcased
E)salespeople can build a close into the keynote speech
Q3) The practice of marketing goods and services through telephone contact is known as ________.
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Page 11
Chapter 10: Approaching the Customer With Adaptive Selling
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Sample Questions
Q1) The objectives for the sales presentation are developed after completion of the presentation plan.
A)True
B)False
Q2) When you use the ________ approach,your opening statement should include a direct reference to the third party.
Q3) Team selling is ideally suited to organizations that sell complex and/or customized products and services.
A)True
B)False
Q4) Juan and Sarah make a second call on the client to present the proposal.After thanking the prospect for agreeing to a meeting,Sarah says,"I would like to accomplish three goals during the time you've given us today." Which approach is Sarah most likely using?
A)customer benefit
B)referral
C)premium
D)agenda
E)survey
Page 12
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Chapter 11: Determining Customer Needs With a Consultative Questioning Strategy
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Sample Questions
Q1) Which of the following is a confirmation question Jeff can ask the merchandising manager?
A)If I understand you,knowing only the song playing when the customer reaches the register doesn't take into account patterns of shopping,purchasing triggers,or waits in a checkout line?
B)Do you have point-of-purchase software that allows you to track time and amount of purchase?
C)How does your current music provider track the correlation between songs and purchases?
D)Would it help you to be able to track songs as customers browse and shop,as well as tracking mixes that lead to the actual purchase?
E)Does knowing the song playing at the moment the customer gets to the register give you the information you really need to create an effective mix?
Q2) In most cases,firms profit from the first two sales made to customers,and their profits drop significantly on additional sales.
A)True
B)False
Q3) ________ questions require a prospect to go beyond a simple yes/no response.
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Chapter 12: Creating Value With the Consultative Presentation
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Q1) There are several different types of presentations,and the salesperson should choose the one most likely to influence the prospect.
A)True
B)False
Q2) Words or phrases that suggest pictorial relationships between objects or ideas are known as ________.
Q3) Overstructured sales presentations may cause a customer to feel like a number.
A)True
B)False
Q4) As part of the preparation for the presentation,Tyler should most likely:
A)research the trucking company's operations and needs
B)memorize the standardized presentation script
C)install web conferencing software on the buyer's computer
D)come up with a persuasive argument for the buyer
E)include as many audio visual aids as possible in the presentation
Q5) A need-satisfaction question can help move the sale forward.
A)True
B)False
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Q6) What are the guidelines for preparing and conducting a group sales presentation?
Chapter 13: Negotiating Buyer Concerns
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Sample Questions
Q1) Balance of power is most likely the issue a salesperson must consider when responding to a ________ tactic.
A)budget limitation
B)feel-felt-found
C)let-us-split-the-difference
D)"if...then"
E)"sell low now,make profits later"
Q2) The "feel-felt-found" method is used in conjunction with which of the following?
A)indirect denial
B)direct denial
C)trial offer
D)superior benefit
E)demonstration
Q3) Cost represents the:
A)relationship between price and amortization
B)initial amount the buyer pays for the product
C)amount the buyer pays for a product as it is used over a period of time
D)true value of the product in non-financial terms
E)buyer's contribution to the negotiations
Q4) List five common types of buyer concerns.
15
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Chapter 14: Adapting the Close and Confirming the Partnership
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Sample Questions
Q1) Requirements posed by the customer may indicate readiness to buy.
A)True
B)False
Q2) Ahmed knows the insurance he sells is a good value and that it is beneficial to customers.Moreover,Ahmed is confident that most prospects have already decided to purchase the insurance.What type of close will Ahmed most likely use?
A)assumptive
B)direct appeal
C)trial
D)special options
E)management
Q3) One of the least subtle buying signals displayed by the customer is the question. A)True
B)False
Q4) After closing the sale,it would be proper to say,"Do you know anyone else who might be interested in this product?"
A)True
B)False
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Chapter 15: Servicing the Sale and Building the Partnership
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Sample Questions
Q1) Gail is always striving for the "moment of magic" with her clients.This means:
A)fulfilling the basic spirit of the sales contract
B)giving them what they paid for
C)giving them what they paid for with excellent execution
D)not only giving them what they paid for but creating a satisfying experience with attentive customer service
E)not only giving them what they paid for but adding in free services and products
Q2) In addition to free events for members only,Alana works with the zookeepers to create paid members-only events,such as marine mammal feeding sessions.This most likely creates which of the following?
A)greater loyalty of members to the zookeepers
B)a revenue stream for the zookeepers
C)a way to make members feel that they are doing something dangerous
D)bad feelings in members who have already paid the membership fee
E)increased member prestige plus the chance to upsell to members
Q3) Business meetings in Russia typically start on time because Russians value punctuality.
A)True
B)False
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Page 17
Chapter 16: Opportunity Management: The Key to Greater Sales Productivity
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Sample Questions
Q1) The primary objective of a sales routing and scheduling plan is to:
A)increase actual selling time by reducing travel time
B)have a written record of where you have been and where you are going
C)determine the geographical distribution of customers
D)initiate new contacts with potential customers
E)visualize your territory on a map
Q2) Jameson's territory stretches over eight states and two time zones.What is the first step Jameson should take to manage his sales territory?
A)develop a routing plan
B)classify his customers
C)create a scheduling plan
D)identify potential prospects
E)create a sales call plan for management
Q3) The starting point for effective time management is forming a new attitude toward time conservation.
A)True
B)False
Q4) List the guiding principles that can be used to develop a routing and scheduling plan.
18
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Chapter 17: Management of the Sales Force
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Sample Questions
Q1) Johan needs to determine the personal character and ethics of candidates.Which of the following interview questions would be LEAST relevant for this task?
A)"What are your three core values?"
B)"What does integrity mean to you?"
C)"How do you handle negotiations?"
D)"Who are your role models and why?"
E)"How would your previous manager describe you?"
Q2) The sales manager who appraises the performance of sales personnel regularly is displaying the leadership quality known as "consideration."
A)True
B)False
Q3) Ken Blanchard says that the key to developing people is to:
A)focus on catching them doing something right
B)give them a clear path to follow for their careers
C)mentor them closely for many years
D)make sure they're in jobs that fit their skill sets
E)use both internal and external rewards
Q4) ________ is an intrinsic reward that occurs when a duty or task is performed.
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