Marketing Management
Textbook Exam Questions
Course Introduction
Marketing Management is a comprehensive course designed to equip students with the fundamental principles and strategies of modern marketing in both local and global contexts. The course explores key topics such as market analysis, consumer behavior, product development, pricing strategies, distribution channels, and promotional tactics. Students will learn to identify and target customer segments, develop effective marketing plans, and measure marketing effectiveness using various analytical tools. Through case studies, interactive discussions, and project-based learning, the course prepares students to make informed decisions and solve real-world marketing challenges, ultimately enhancing their ability to drive business growth and create value in dynamic markets.
Recommended Textbook
Selling Building Partnerships 8th Edition by Stephen Castleberry
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17 Chapters
1936 Verified Questions
1936 Flashcards
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Page 2
Chapter 1: Selling and Sales-People
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89 Verified Questions
89 Flashcards
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Sample Questions
Q1) One of the advantages of personal selling is it is the most _____ method used to communicate with customers.
A)creditable
B)controlled
C)desirable
D)defensive
E)flexible
Answer: E
Q2) Betty checks her e-mail at 6 AM, returns messages and telephone calls from customers by 8 AM, meets with customers during the day and then processes sales at home in the evening. Betty displays the characteristic of successful salespeople of:
A)always being honest with her customers.
B)being a "self-starter".
C)viewing her relationships with customers as a partnership.
D)adjusting her presentations to her customers as individuals.
E)being very perceptive.
Answer: B
Q3) As a sales job category, what tasks do missionary salespeople perform?
Answer: Missionary salespeople promote; they do not sell.
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Page 3
Chapter 2: Ethical and Legal Issues in Selling
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133 Verified Questions
133 Flashcards
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Sample Questions
Q1) Three companies have been selected as potential suppliers for temporary office help for an organization's headquarters office. After the negotiations began, representatives of two of the firms met and developed a scheme, which will eliminate the third from the competition. This is an example of:
A)business defamation.
B)a contrivance.
C)price discrimination.
D)collusion.
E)a conspiracy.
Answer: D
Q2) _____ is a special relationship in which two companies agree to buy products from each other.
A)Disbursement
B)Reciprocity
C)Diversification
D)Indemnification
E)Remuneration
Answer: B
Q3) What does the Gramm-Leach-Bliley Act attempt to protect?
Answer: privacy
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Chapter 3: Buying Behavior and the Buying Process
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Sample Questions
Q1) The owner of a commercial laundry is having trouble providing the labor needed for the business. In a trade journal, he read about a VAC Soil Counting System that is a computerized system for sorting and counting incoming soiled textiles. The system can reduce labor costs by up to 50 percent. To satisfy _____ needs, he is considering purchasing the system or one similar to it.
A)emotional
B)formal
C)external
D)verbal
E)rational
Answer: E
Q2) What is the term used to describe a manufacturer of riding lawn mowers that purchases tires, blades, seat cushions, and engines it needs to build the mowers from other companies?
Answer: original equipment manufacturer.
Q3) Life-cycle costing is a method of pricing based on product life cycle stages.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Using Communication Principles to Build Relationships
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) What should a salesperson do if a prospect asks him to conduct the sales presentation near a large, noisy piece of assembly line equipment while the prospect watches the line for any malfunctions?
A)Do as the prospect requested and give his or her sales presentation.
B)Ask the prospect if it is possible to reschedule the meeting to a time when the prospect is less distracted.
C)Plan on relying on nonverbal communication to determine the success of the presentation.
D)Assume the prospect will pay closer attention to the presentation because he must listen while he watches.
E)Give up on the prospect; he or she is obviously not interested.
Q2) Feedback in sales communication can be either verbal or nonverbal.
A)True
B)False
Q3) As a professional salesperson should you dress to please yourself? Explain your answer.
Q4) What are the three forms of nonverbal expression? What do experts say about the importance of nonverbal behavior?
Q5) In which of the four distance zones, do most business transactions occur?
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Chapter 5: Adaptive Selling for Relationship Building
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106 Verified Questions
106 Flashcards
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Sample Questions
Q1) What is the difference between performance feedback and diagnostic feedback?
Q2) The most important knowledge any professional salesperson has is macro environment knowledge.
A)True
B)False
Q3) Luke attended a course in which he was trained to apply the social style matrix in order to help him make better sales presentations. When he got home from the two-hour course, he tried to apply the techniques he had learned to determine his customers' social styles. How successful do you think he would be? Why?
Q4) _____ feedback provides information about what you are doing right and what you are doing wrong.
A)Extrinsic
B)Diagnostic
C)Performance
D)Evaluative
E)Fundamental
Q5) List and define the two dimensions of the social style matrix.
Q6) The social style matrix uses what two dimensions to understand social behavior?
Q7) What does diagnostic feedback provide salespeople?
Page 7
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Chapter 6: Prospecting
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Sample Questions
Q1) For which of the following salespeople would prospecting be most important?
A)Pharmaceutical sales rep selling heart medications
B)Real estate salesperson specializing in residential property
C)Snack food route salesperson
D)Electric transformer salesperson who is assigned to work full-time serving Florida Power and Light
E)Post cereal salesperson whose territory is metro-Denver
Q2) One part of Kalesha's job as a field representative for a plumbing supply manufacturer is to locate businesses that might buy her firm's products. This activity is called:
A)Prospecting
B)Leading
C)Scoping
D)Precalling
E)Probing
Q3) How is software being used to conduct prospecting on the Internet?
Q4) Discuss three ways companies are using the Internet to solicit leads.
Q5) What is the difference between an exclusive sales territory and a house account?
Q6) What is data mining?
Q7) Where can salespeople find sales leads?
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Chapter 7: Planning the Sales Call
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Sample Questions
Q1) Which of the following statements would be of value to insurance salespeople collecting information about prospects?
A)The prospect graduated with a marketing degree from Kennesaw State University.
B)The prospect's daughter is active in Little League baseball.
C)The prospect's personality type is amiable.
D)The prospect is a member of the local Rotary Club.
E)All of the above information is valuable to the salesperson.
Q2) Victor is calling on Meridian Cabinetworks. His goal is to sell it a customized profile sander valued at about $3,500. He'd be willing to accept a Meridian purchase of one his firm's ready-made sanders, which sell for $1,999. Victor would really like to get the owner of Meridian to use the sander and to provide his company with a testimonial to help him get sales calls with other local wood workers. For Victor, the testimonial from the Meridian owner is part of his:
A)minimum call objective
B)strategic mission
C)sales quota
D)primary call objective
E)optimistic call objective
Q3) Why should a salesperson make an appointment whenever possible?
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Page 9
Chapter 8: Making the Sales Call
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Sample Questions
Q1) Imagine you are trying to sell your marketing professor a new selling textbook. You are debating whether to use a referral or a product opening. What would you say if you were using a referral opening? What would you say if you were using a product opening?
Q2) Which of the following is the BEST example of an open question?
A)Do you want your order delivered in the morning or the afternoon?
B)Will you be doing three or four grosses of candles?
C)Will you be paying cash or charging these items on your account?
D)Why do you consider June to be your most productive month?
E)Do you have a method to display the Christmas ornaments?
Q3) "Mr. Tudor," said Judy, "Tom Pritchett suggested I contact you about our new computerized Civil War reenactment game." In this example, Judy is using the _____ opening.
A)compliment
B)curiosity
C)product
D)introduction
E)referral
Q4) How do salespeople use open questions?
Q5) What general rules should you use when things go wrong in a sales presentation?
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Chapter 9: Strength-Ening the Presentation
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Sample Questions
Q1) By investing in a John Deere PowerTech engine for $3,200, the pallet manufacturer was able to show a net savings of $500 in annual maintenance costs. Calculate the return on investment for the engine.
A)1.6 percent
B)6.4 percent
C)15.6 percent
D)21.3 percent
E)32 percent
Q2) ECR, AR, QR, and JIT are acronyms referring to systems designed to maximize inventory holdings.
A)True
B)False
Q3) The longer the payback period, the better a buyer likes it.
A)True
B)False
Q4) Colleen is preparing a presentation to a potential major donor to the new building to be constructed at her university. She is considering using visual aids in her presentation. What options does she have and which would likely be most appropriate for this audience?
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Chapter 10: Responding to Objections
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131 Flashcards
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Sample Questions
Q1) What strategy will many selling firms use when the buyer has difficulty dealing with a particular salesperson?
Q2) Ramiro is cold calling on prospects for his company's office canteen management service. Which of the following objections is he NOT likely to encounter?
A)The buyer says she does not have time to discuss his proposal.
B)The buyer is not interested in his service.
C)The buyer has considered his proposal and decided it is not worth the cost.
D)The buyer has been harassed by other aggressive salespeople and does not want to meet with Ramiro.
E)The buyer is tired and not in the mood to listen.
Q3) When a prospect offers an opinion or a valid objection what are the five methods a salesperson can use to respond to the objection?
Q4) It is not uncommon for buyers to object just to make the salesperson comfortable.
A)True
B)False
Q5) In which type of selling do salespeople have the greatest difficulty establishing a need in the buyer's mind?
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Page 12
Chapter 11: Obtaining Commitment
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Sample Questions
Q1) If Perkinston's Pet Store, a retailer of tropical fish and supplies, buys one 200-gallon fish tank from La Mer Aquarium Products, it will be billed $329. If it buys more than six during the upcoming year, it will get a 20 percent discount on each aquarium. This savings is referred to as a:
A)cumulative quantity discount.
B)promotional allowance.
C)trade discount.
D)functional discount.
E)cash discount.
Q2) The owner of Molly's Gift Shop ordered a brass sculpture from The Brass Baron, a distributor of garden whimsy, for $200. The invoice she received from The Brass Baron read, "2/15, n/30," and arrived on March 1. How much will she have to pay if she pays the invoice by March 11?
A)$196
B)$200
C)$190
D)$100
E)$150
Q3) What characterizes assertive salespeople?
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Page 13
Chapter 12: Formal Negotiating
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Sample Questions
Q1) Li approaches negotiation as a "kill or be killed" activity. He believes his task is to get as much as possible for his company, and if the other side is satisfied with the outcome, he didn't push hard enough. This style of negotiation is called:
A)touchdown.
B)win-lose.
C)civil war.
D)go for the throat.
E)winner takes all.
Q2) Which of the following is an appropriate guideline for effective negotiations?
A)Listening carefully is extremely important.
B)The ability to ask probing questions is important to keep the negotiations on track.
C)Periodic status reports during the meeting of what has been decided and what needs to be decided is an effective way of keeping negotiations on track.
D)Keep in mind that during negotiations, people need to save face.
E)All of the above would be appropriate guidelines for effective negotiations.
Q3) Based on the dimensions of assertiveness and cooperativeness, researchers have identified five negotiation modes. List them.
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Page 14
Chapter 13: Building Partnering Relationships
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Sample Questions
Q1) Strategic partnerships are created to:
A)get lower prices.
B)make more immediate sales.
C)create a negotiation platform.
D)uncover and exploit joint opportunities.
E)persuade both parties that each will get "the bigger piece of the pie."
Q2) Trust in a buyer-seller relationship develops from a combination of five factors. Which of the following is NOT one of those factors?
A)dependability
B)honesty
C)likeability
D)obstinacy
E)competence
Q3) What are companies which face and resolve needs months or years ahead of the rest of the marketplace called?
Q4) How is organizational support important to selling?
Q5) What is the first phase in the development of a partnering relationship between buyer and seller?
Q6) What are the two types of customer loyalty?
Page 15
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Chapter 14: Building Long-Term Partnerships
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Sample Questions
Q1) In the opening profile Stephanie Meagher states she quickly realized that her client relationships were the most important factor in determining her success.
A)True
B)False
Q2) In "Roll on! Great Service in Fleet Management is a Must," as fleet superintendent for a small semirural government, what does Steve Hinsch want from salespeople calling on him for the first time?
Q3) To have the greatest impact, salespeople should wait until the user has trouble with the product before pointing out remedies.
A)True
B)False
Q4) Bob is a 3M salesperson who sells to companies that must protect their employees from contact with hazardous waste. A fertilizer company has purchased 10 cases of respirators. Bob has explained to the company's buyer that the company would also benefit from the 3M cleanup training package that includes 1 15-minute video, 25 study guides, a 10-step spill response poster, 75 wallet cards, and 25 certifications of completion. What is Bob trying to do?
Q5) What is generally meant by the use of the term preferred supplier?
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Chapter 15: Managing Your Time and Territory
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Sample Questions
Q1) What can salespeople do to minimize the impact of paperwork on their prime selling time?
Q2) _____ goals are important because they reflect how efficiently a salesperson uses resources, such as time, to accomplish performance goals.
A)Transformation
B)Consequence
C)Activity
D)Performance
E)Conversion
Q3) A system that classifies sales accounts based on a company's competitive position and the account's sales potential is called a competition sales call allocation grid.
A)True
B)False
Q4) What is a tickler file?
Q5) Sonya has created as sales call allocation grid. Describe the attractiveness of accounts that fall into the weak strength of position but high opportunity portion of the grid. What sales strategies should she use for these accounts?
Q6) How does an ABC analysis use the 80/20 rule?
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Chapter 16: Managing Within Your Company
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Sample Questions
Q1) To keep salaries paid to salespeople from becoming so high that they become demoralizing to company executives, some companies place upper limits on how much a sales rep can earn. This limit is called a:
A)buttress.
B)foundation.
C)base.
D)cap.
E)ground rule.
Q2) Customer service reps:
A)are outside salespeople who are not concerned with setting up long-term relationships with their customers.
B)often cross-sell, upgrade, and seek reorders.
C)are salespeople who actually do the sales presentations for key account buyers.
D)are in-bound salespeople who handle customer concerns.
E)are telemarketers who work with field salespeople.
Q3) Adam is a new sales rep for Harris Pillow Company, a manufacturer of pillows. In addition to his sales responsibilities, what areas of the company are likely to be important to him and how?
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18
Chapter 17: Managing Your Career
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Sample Questions
Q1) If a company you would like to work for requires experience in the field, you should contact the company and ask its representative, "What companies should I pursue that will give me the experience you are looking for?"
A)True
B)False
Q2) As you compete for the job you want, knowledge about the company you will interview with is valuable. Which of the following is a valid source of information about the firm?
A)business reference books
B)its customers
C)its salespeople
D)its sales managers
E)all of the above
Q3) If you are employed and responding to a blind box ad what risk are you taking?
Q4) One of the dangers in applying to blind box job postings is:
A)you might find a job better than your current one
B)the employer may not be interested in someone with your qualifications
C)you might be sending your résumé to your own company
D)employers use blind box ads to weed out candidates
E)you might not want the job being advertised
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