Marketing Principles Exam Bank
Course Introduction
Marketing Principles introduces students to the fundamental concepts and strategies used in marketing to deliver value to customers and drive organizational success. The course explores core topics such as market segmentation, targeting, positioning, consumer behavior, product development, pricing strategies, distribution channels, and promotional techniques. Through real-world examples and practical applications, students learn how to conduct market research, develop marketing plans, understand the influence of branding, and evaluate marketing performance in a dynamic and ethical business environment. This foundational course equips students with the analytical tools and strategic mindset necessary for further study or a career in marketing.
Recommended Textbook
ABCs of Relationship Selling Through Service 6th Canadian Edition by Charles
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Page 2
M. Futrell
Chapter 1: The Life,times,and Career of the Professional
Salesperson
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Sample Questions
Q1) In a large firm,a salesperson's career path usually begins in which of the following roles?
A) salesperson
B) sales representative
C) key account salesperson
D) customer service representative
E) assistant sales representative
Answer: D
Q2) Selling and marketing are not synonymous.
A)True
B)False
Answer: True
Q3) Partnering is another name for relationship selling.
A)True
B)False
Answer: False
Q4) How would you respond to the following statement: "Marketing and selling are synonyms?"
Answer: The statement is false.Personal selling is a component of marketing.
Page 3
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Chapter 2: Ethics First Then Customer Relationships
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Sample Questions
Q1) Which of the following groups could be classified as stakeholders in a computer software company?
A) Customers
B) Employees
C) Owners
D) Local, provincial, and federal governments
E) All of these are stakeholders
Answer: E
Q2) Employees will on occasion misuse company assets.The best strategy to deal with this issue is to apply strong punitive consequences after the misuse happens.
A)True
B)False
Answer: False
Q3) Code of Conduct documents are almost always written by individuals holding the position of ethical ombudsman
A)True
B)False
Answer: False
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4
Chapter 3: The Psychology of Selling: Why People Buy
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Sample Questions
Q1) The stimulus-response model of buyer behaviour assumes a prospect will respond in some unpredictable manner to a sales presentation.
A)True
B)False
Answer: False
Q2) It is easy to make a sales appointment with "Amiables," but be warned they are a hard group to close business with.
A)True
B)False
Answer: True
Q3) The first step of the buying decision is arousal.
A)True
B)False
Answer: True
Q4) Relate the three classes of buying decisions to the involvement of the customer in making the purchase decision.
Answer: Routine decisions require low involvement.Limited decision making requires a medium level of customer involvement.Extensive decision making requires high involvement.
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Chapter 4: Communication for Successful Selling: How to Build Relationships
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Sample Questions
Q1) Many salespeople lose business opportunities because they fail to recognize communication barriers between the salesperson and the potential client.
A)True
B)False
Q2) Your prospect has agreed to meet you for lunch to allow you an opportunity to close a potentially lucrative contract.In addressing the actual lunch setting,the text offers some practical advice you should follow.Which of the following is NOT addressed by the authors in this text?
A) Arrive before your prospect and make sure your cell phone is off.
B) Do not talk business until both of you have ordered.
C) Reserve a table that is away from traffic and distractions.
D) Pick up the tab and make sure your tip is at least 25% of the tab.
E) Allow the prospect to order his meal first.
Q3) Which of the following statement(s)about learning styles is accurate?
A) virtual learners like to see things
B) kinesthetic learners like to touch and do things
C) kinesthetic learners like to visualize things
D) auditory learners like to see things
E) all of these choices are correct
Page 6
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Chapter 5: Sales Knowledge: Customers, products, technologies
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Sample Questions
Q1) The use of computers to increase personal productivity includes such activities as contact management and calendar management.
A)True
B)False
Q2) You are about to start your sales presentation to a large group of potential customers when your cellular phone rings.You look at the screen and notice it is your sales manager.Of the following potential answers,which one best fits the spirit of the content captured in the text?
A) Let it ring until it goes into your voice mail system
B) Answer it and tell your manager you will call her later - do it quickly!
C) Answer it, after all, it is your boss
D) Your cell phone should not ring because you should have turned it off
E) Excuse yourself while you take the call outside
Q3) In order to develop a successful USP,a successful salesperson should ask several questions about the product or business.One of those questions is; "Which of my product's attributes is the most important to my customer?"
A)True
B)False
Q4) How can social networking be used by modern salespeople?
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Chapter 6: Prospecting : The Lifeblood of Selling
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Sample Questions
Q1) Ann's attempt to open a salad bar in a small town failed.Her husband is trying to sell the tables and chairs she purchased.He suspects that Spencer's Deli may be a potential buyer for the furniture.What would you call the process of attempting to determine if in fact Spencer's Deli has the financial ability to purchase the tables and chairs?
A) qualifying
B) closing
C) database marketing
D) bird dogging
E) leading
Q2) You have been tasked with explaining to a junior salesperson the 10 sequential steps that should be taken by a salesperson to increase the likelihood of a successful sales outcome.Which of the following would you characterise as the first step?
A) the approach
B) prospecting
C) the close
D) the pre-approach
E) the trial close
Q3) Identify and describe the ten steps in the sales process.
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Chapter 7: The Pre-Approach Planning Your Sales Call and Presentation
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Sample Questions
Q1) Setting a SMART sales objective involves setting objectives which are:
A) Simple, Meaningful, Attention getting, Random, Time limited
B) Specific, Meaningful, Articulated, Revolving, Time limited
C) Specific, Measurable, Articulate, Relevant, Time bounded
D) Specific, Measurable, Achievable, Relevant, Time bounded
E) Singular, Measurable, Achievable, Relevant, Time honoured
Q2) To use the formula sales presentation,the salesperson needs not know very little about the prospect.
A)True
B)False
Q3) List the prospect's five mental steps in buying then,provide a key characteristic or challenge associated with each.
Q4) The formula selling approach is based on the AIDA procedure of developing and giving the sales presentation.
A)True
B)False
Q5) In what kind of selling situation is interactive need-satisfaction selling most effective?
Q6) List and discuss the four phases of Negotiation.
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Chapter 8: The Approach: Begin Your Presentation
Strategically
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Sample Questions
Q1) What kind of opening question must be designed so as to provide the salesperson with the opportunity to anticipate the prospect's response?
A) customer curiosity approach
B) customer shock approach
C) customer centric approach
D) customer surprise approach
E) customer benefit approach
Q2) Which of the following are NOT appropriate statements associated with using a customer benefit type opening approach?
A) Use these statements when you know the prospects needs
B) Use these statements when you are operating under tight time constraints
C) Use these statements when you are trying to determine the actual customer's needs
D) Use these statements when you can anticipate a buyer's response to your statement
E) Use these statements in conjunction with product benefits
Q3) List 5 ways in which you can make a favourable first impression.
Q4) How do salespeople earn the right to have a prospect's attention?
Q5) Identify and describe the SPIN technique.
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Chapter 9: The Presentation: Elements of Effective
Persuasion
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Q1) Using the SELL sequence communication technique improves your chances of making the sale.
A)True
B)False
Q2) The presentation can be viewed as simply a continuation of the approach.
A)True
B)False
Q3) Professional salespeople realize that it is generally a mistake to allow the prospect to hold your catalogue,price list,or brochure during a presentation.
A)True
B)False
Q4) The most powerful non-verbal selling technique is the smile.
A)True
B)False
Q5) Whether a prospect buys or does not buy represents a choice decision.
A)True
B)False
Q6) Identify and describe the five purposes of a sales presentation?
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Q7) Describe the terms simile,metaphor,and analogy and provide an example of each.
Chapter 10: Objections Address Your Prospects Concerns
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Sample Questions
Q1) Identify and describe the four steps to effectively overcome objections?
Q2) Which of the following is an example of a psychological objection that a prospect who is talking to a salesperson of health and beauty aids might use?
A) Your company only makes deliveries once a week, and we need twice a week deliveries.
B) My store is currently overstocked with cold remedies.
C) A couple bottles of aspirin and a case of shampoo are all the beauty aids my store can sell in a week.
D) Your beauty aids are priced higher than your competitors'.
E) None of these is an example of a psychological objection.
Q3) Which of the following is the LEAST appropriate statement for a pharmaceutical salesperson to make immediately after meeting a prospect's objection?
A) "Shall I write up your order now?"
B) "With that question out of the way, can we move ahead now?"
C) "Have I adequately clarified our credit policies?"
D) "How well have I answered your concern about product safety?"
E) "That solves that inventory problem, doesn't it?"
Q4) Describe the 5-step process used in dealing with difficult customers.
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Page 12
Chapter 11: Closing the Beginning of a New Relationship
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Q1) If the salesperson finds his prospect is in a bad or hostile mood,it is usually a good idea to avoid trying to close.
A)True
B)False
Q2) Assertiveness is expressing our thoughts,feelings,and beliefs in a direct,honest,and appropriate way.An example of an assertiveness statement is; "Your organization cannot grow without our product."
A)True
B)False
Q3) When is the best time to use a trial close?
A) after an important FAB
B) after addressing an objection
C) just before trying a real close
D) when the salesperson needs buyer response
E) all of these times would be a good time for a trial close
Q4) Closing is the process of helping people make a decision that will benefit them.
A)True
B)False
Q5) Why do salespeople have such difficulty closing the sale?
Q6) What should the salesperson do if he or she is unable to close the sale?
Page 13
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Chapter 12: Follow-Up Maintain and Strengthen the Relationship
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Q1) Some sales people are concerned that customers will see cross-selling as a source of irritation and a pushy salesperson.Describe six steps salespeople may take that will create an environment where customers will see your cross-selling activities as a value added service.
Q2) Which of the following activities is NOT an activity a CRM system will do for you?
A) organize large mail-outs
B) the CRM system will manage the relationship with the client
C) helps you with tracking and other administrative functions
D) will alert the salesperson to follow up with a client
E) allows the salesperson to develop detailed databases with little effort
Q3) What may a salesperson do to add credibility to an email follow-up?
A) adding an exciting subject line
B) calling the prospect in advance to say it's on its way
C) sending it via LinkedIn
D) using all capital letters
E) all of these choices are correct
Q4) What determines whether a salesperson is successful at account penetration?
Q5) Why shouldn't a salesperson have unlimited optimism?
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Q6) Describe how social media can be used as part of customer-service and follow-up.
Chapter 13: Time,Territory,and Self-Management
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Q1) What is the first of the seven key elements of proper time and territory management for the salesperson?
A) establishment of the quota for the salesperson's territory
B) customer sales planning
C) account analysis
D) territory and customer evaluation
E) none of these choices is correct
Q2) A salespersons should allocate their time based on the location of the account?
A)True
B)False
Q3) Jill is feeling pretty stressed out at her sales job.The deadlines and quotas are getting to her.Which of the following would be useful tips for Jill to consider?
A) prioritize tasks and handle them one at a time
B) use physical relaxation techniques like meditation
C) set realistic goals so you can experience some success
D) get enough sleep and eat properly
E) all of these choices are correct
Q4) What is the relationship between the ELMS system and the 80/20 principle?
Q5) Why would a company insist that its salespeople stick to strict route designs?
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Chapter 14: Retail, business, services, and Nonprofit Selling
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Q1) Sales people selling services tend to focus their sales presentations on the service itself rather than the benefits associated with using the service.
A)True
B)False
Q2) Which of the following roles within an organization may have an impact on the buying decision?
A) purchasing agents
B) managers
C) accountants
D) executive assistants
E) all of these choices are correct
Q3) One of the challenges in selling services is the notion of heterogeneity.Which of the following statements about the notion of heterogeneity is NOT true?
A) Each unit of service sold is most often not identical to other units.
B) It is difficult to judge the quality of the product pre-purchase.
C) Heterogeneity of services means the seller of services can standardize output.
D) Heterogeneity of services creates special opportunities for salespeople.
E) None of these choices are correct.
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