Course Introduction
Marketing Principles
Textbook Exam Questions
Marketing Principles introduces students to the foundational concepts and strategies that guide the process of creating, communicating, and delivering value to customers. This course explores the core elements of the marketing mix product, price, place, and promotion while addressing market segmentation, targeting, and positioning. Students will analyze consumer behavior, evaluate marketing environments, and examine the ethical and social responsibilities of marketers. Through real-world examples and case studies, the course equips students with essential skills for understanding customer needs and developing effective marketing plans in a dynamic marketplace.
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
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Sample Questions
Q1) When Disney Company releases a new movie, they usually advertise on television, give out sales promotion items at fast-food restaurants, create a website for the film, hold special showings of the movie, and encourage people to talk about the movie. This coordination of all these efforts is called:
A)generative marketing.
B)tactical marketing.
C)integrated marketing communications.
D)the marketing concept.
E)relationship marketing.
Answer: C
Q2) Relative to publicity, what are the major advantages and disadvantages of personal selling?
Answer: Greater control and flexibility are the major advantages. Lower credibility and higher costs are the major disadvantages.
Q3) How is value measured for sellers and buyers?
Answer: For a seller value or profit would be the sales price minus the cost of goods sold plus selling costs. For a buyer, value would be calculated as benefits received minus the price paid plus the time and effort involved in the purchase.
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Chapter 2: Ethical and Legal Issues in Selling
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133 Flashcards
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Sample Questions
Q1) When a salesperson makes unfair or untrue statements to customers about a competitor, its products, or its salespeople, what can they be accused of?
Answer: business defamation
Q2) _____ refers to competitors working together while the customer is making a purchase decision.
A)Defamation
B)A tying contract
C)Resale price maintenance
D)Reciprocity
E)Collusion
Answer: E
Q3) In the opening profile HP representative Patricia Geitl argues, whether a firm conducts business ethically or not impacts:
A)coworkers.
B)customers.
C)partners.
D)family members.
E)all of the above
Answer: E
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Page 4
Chapter 3: Buying Behavior and the Buying Process
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Sample Questions
Q1) What are suppliers engaged in when suppliers are authorized to monitor and maintain inventories used in production by their customer?
Answer: automatic replenishment.
Q2) In the opening profile Hormel sales rep, Jenna Weber states that since most Hormel products are impulse purchases, it is critical that her company's products: A)seem luxurious.
B)be highly visible.
C)be environmentally friendly.
D)use a humorous appeal.
E)all of the above
Answer: B
Q3) Your supervisor directs you to investigate alternatives to regular postal service delivery. Your supervisor is acting as the gatekeeper in the buying process. A)True
B)False
Answer: False
Q4) What is the term for a bidding situation where the lowest bid wins the contract?
Answer: reverse auction.
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Chapter 4: Using Communication Principles to Build Relationships
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Adapting your communication style to your audience will help you to keep your messages:
A)from being misinterpreted.
B)clear, concise, and audience-appropriate.
C)consistent with corporate ethical guidelines.
D)from being excessively long-winded.
E)all of the above.
Q2) The 80-20 ______________ suggests salespeople should listen 80 percent of the time and talk no more than 20 percent of the time.
A)listening model
B)personal-interpersonal differential
C)body language agreement model
D)speaking-listening differential
E)word picture-loudness zone
Q3) Which of the following is NOT one of the forms of nonverbal communication?
A)body language
B)appearance
C)inflection
D)space
E)all of the above
Page 6
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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) Luc walks into a prospect's office and sees a series of motivational posters, a cluttered desk, and his prospect dressed in Jimmy Buffett-style clothes. What social style should Luc assume his prospect is?
Q2) Does simply having strong opinions make an individual assertive? Why or why not?
Q3) Moira and Mariah Kelley are sisters. Both are risk avoiders. They speak slowly and softly in a monotone voice, have deliberate and stiff movement, and use few gestures. Both hate to be late and don't like people who are late. They don't like casual dress at work, and they appreciate lectures that include lots of facts and figures. The Kelley sisters would be classified as:
A)low responsive and low assertive; analyticals.
B)high responsive and low assertive; drivers.
C)low responsive and high assertive; expressives.
D)high responsive and high assertive; amiables.
E)high responsive and low assertive; amiables.
Q4) Brad frequently adjusts his sales presentation to meet the needs of different customers. What quality does Brad possess that helps him be a successful salesperson?
Q5) List and define the two dimensions of the social style matrix.
Q6) List the three types of sales presentations.
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Chapter 6: Prospecting
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Sample Questions
Q1) Which of the following is an example of a secondary source of sales leads?
A)Encyclopedia of Associations
B)Cold call
C)Center-of-influence
D)Buying community
E)All of the above
Q2) Which of the following statements about the use of a postscript (PS) at the end of a sales letter is true?
A)Postscripts right after the greeting are most effective.
B)Postscripts should be used to ask about the prospect's family or some other element of his or her personal life.
C)Postscripts should be used to emphasize an important selling point.
D)Postscripts should not be used if the letter contains an action close.
E)Postscripts are ineffective.
Q3) The sales strategy of getting at least one additional lead from each person interviewed is called selling deeper.
A)True
B)False
Q4) How is software being used to conduct prospecting on the Internet?
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Chapter 7: Planning the Sales Call
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Sample Questions
Q1) When making a sales presentation to the focus of receptivity in the buying center, the salesperson needs to remember that this person:
A)is typically the decision maker
B)will lead them directly to the focus of power
C)is most likely to perceive the company's problems
D)needs to be seen after the focus of dissatisfaction
E)will listen to him or her and provide needed sales information
Q2) SRC Refrigeration Company manufactures and sells refrigerator display units for flowers. A salesperson for the company is calling on a large supermarket chain to try to interest them in SRC's new unit, which "bathes flowers in generous humidity and uniform air temperature." The salesperson has set as his sales call objective to persuade the buyer to lease one refrigeration unit for 6 months and compare how it keeps flowers fresher longer than the other brand currently in use. In terms of the criteria for evaluating sales objectives, how would you rate this sales call objective?
Q3) Why should a salesperson make an appointment whenever possible?
Q4) What is the most important step when planning a sales call?
Q5) What are the differences among the focus of receptivity, focus of dissatisfaction, and focus of power?
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Chapter 8: Making the Sales Call
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Sample Questions
Q1) Raleigh sells computer assisted design services to major engineering firms. As he settled into his chair in the office of one of his best accounts, he said to the buyer, "R.J., can you believe how badly Baltimore choked in that game Sunday?" Raleigh is using _____ as he begins this sales call.
A)a question opening
B)a curiosity opening
C)rapport
D)small talk
E)a referral opening
Q2) "Driving an 18-wheel truck eight hours a day is hard on you physically, but you can reduce some of that fatigue by putting this special cushion in your truck seat," said Irene as she handed the cushion to her prospect. Irene is using the _____ opening.
A)compliment
B)curiosity
C)product
D)introduction
E)referral
Q3) How do salespeople use open questions?
Q4) How do salespeople use closed questions?
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Chapter 9: Strength-Ening the Presentation
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112 Flashcards
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Sample Questions
Q1) ECR, QR, AR, and JIT systems help retailers:
A)increase sales through avoiding stockouts.
B)save money through reduced inventories.
C)increase revenue through enhance advertising effectiveness.
D)save money through reduced digital collateral management.
E)all of the above
Q2) In the example described in the text, on September 11, 2001 Wal-Mart recognized it had sold out of American flags and quickly re-ordered them. What technologies allowed Wal-Mart to re-order ahead of Target?
Q3) In developing a written sales proposal, one of the tasks of the salesperson is to provide a description of the current situation in relation to the proposed solution. What is the simplest method for quantifying this solution?
Q4) Why should a salesperson go to the expense of customizing the charts he or she uses in the sales presentation?
Q5) 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 Verified Questions
131 Flashcards
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Sample Questions
Q1) In sales you can expect objections at the beginning and the end of the sales cycle.
A)True
B)False
Q2) Which of the following is an example of an objection related to the price?
A)"I do not understand why you think I need to replace bumper cars; no one has been injured in the ones we currently have.
B)"I can't buy the landscaping services of your company because it is too new to have any kind of reputation at all."
C)"The fresh cut tulips you want to sell me are not that superior in quality to other tulips that I can buy for less money."
D)"I will not allow the carnival workers at this state fair to sell temporary tattoos because I believe they are trashy."
E)"I don't think we need a shopping cart mover; we've just always let one of the stock boys cruise the parking lot and gather carts manually.
Q3) In the opening profile what advice does Rachel Gober offer for handling objections?
Q4) What can salespeople do about predictable objections?
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Page 12
Chapter 11: Obtaining Commitment
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Sample Questions
Q1) What is the term used for a remark such as, "We can make quick use of your software to improve our inventory management?"
Q2) The owner of store that specializes in birds ordered $200 of Tropican food from Hagen Avicultural Research Institute. On the invoice dated October 18 that Hagen sent to the store owner was written, "3/10, EOM." If the store owner pays the bill in full on November 2, what amount will she have to pay?
A)$147.00
B)$189.00
C)$191.00
D)$200.00
E)$183.00
Q3) The terms and conditions of sale include shipping costs. The seller quotes an FOB price. The letters FOB stand for:
A)feedback on business
B)frequency of business
C)function of buyer
D)freight of buyer
E)free on board
Q4) What characterizes assertive salespeople?
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Chapter 12: Formal Negotiating
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137 Verified Questions
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Sample Questions
Q1) Preparation and planning are the most important parts of negotiation.
A)True
B)False
Q2) Aaron deflected the browbeating from one of the buying team member and refocused deliberations to the issue being discussed. What negotiation strategy was Aaron using?
Q3) When a food provider service representative announced that the company would be making deliveries every two weeks instead of weekly, the university cafeteria manager acquiesced even though this delivery schedule would probably lead to some shortages as her staff learned to make longer-term plans. Since the cafeteria manager's approach to conflict resolution is to escape all negotiation, it can be said that his approach is the _____ mode.
A)competing
B)conceding
C)avoiding
D)collaborating
E)compromising
Q4) Which negotiating strategy is consistent with partnering and how?
Q5) Create a plausible browbeating followed by a negotiation jujitsu scenario.
Q6) What are the 5Ps advocated by Alex Tagansky in the opening profile?
Page 14
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Chapter 13: Building Partnering Relationships
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Sample Questions
Q1) Relational partnerships are created explicitly for the purpose of uncovering and exploiting joint opportunities.
A)True
B)False
Q2) What is a company creating when it uses technology and statistics to identify supplier relationships and opportunities for greater efficiency?
Q3) Hugh is a salesperson who primarily stocks the DVDs at convenience stores. His primary role in the functional relationships he has set up with store buyers is to:
A)sell on the basis of product quality.
B)sell as much as he can to each buyer.
C)ignore the price element of the marketing mix as a selling point.
D)ignore his competition.
E)make sure the buyer has no reason to go and look for a new supplier.
Q4) What are the two types of customer loyalty?
Q5) Discuss the following statement: "Partnering-oriented salespeople are value creators."
Q6) Create an example to explain the concept of customer lifetime value.
Q7) What is required of each partner in a strategic partnership?
Page 15
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Chapter 14: Building Long-Term Partnerships
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Sample Questions
Q1) Brenda calls one of her best customers and the first thing she hears is "Brenda, I have a complaint." What four-step process should Brenda use in responding to the complaint?
Q2) Which of the following statements about the commitment stage of long-term partnering is FALSE?
A)Commitment to the relationship must permeate both the buying and the selling organizations.
B)The seller must take a proactive communication stance.
C)The corporate cultures of the two organizations must be compatible.
D)Salespeople must discourage direct communication between the personnel in the various function areas of the two firms.
E)There will be the implied or stated pledge to continue the relationship.
Q3) In general _____ status means the supplier is assured a large percentage of the buyer's business and will get the opportunity to earn new business.
A)prime provider
B)superior supplier
C)designated provider
D)preferred supplier
E)premier provider
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Page 16
Chapter 15: Managing Your Time and Territory
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Sample Questions
Q1) In "Lead Scoring and Predictive Modeling in Sales," what factors does IBM Software use in predicting future sales to an individual customer?
Q2) Easy goals are more motivating than challenging ones because of the satisfaction that comes from always succeeding.
A)True
B)False
Q3) According to the text, there are three types of goals that a salesperson should set to achieve the highest possible levels of success. Which type of goal should be set first?
A)transformation
B)consequence
C)activity
D)performance
E)conversion
Q4) All performance goals should be qualitative.
A)True
B)False
Q5) The self-management process in selling has four stages. What is done during the first stage?
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Chapter 16: Managing Within Your Company
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Sample Questions
Q1) Compensation often relates to quotas.
A)True
B)False
Q2) _____ are more important in situations where the sales cycle is long and sales are few because what a salesperson does can be observed more frequently than sales.
A)Activity quotas
B)Revenue quotas
C)Gross margin quotas
D)Unit quotas
E)Compensation quotas
Q3) Which of the following describes the major disadvantage associated with a combination compensation plan?
A)its inability to be used as a motivation tool
B)its complexity
C)it encourages building long-term relationships with customers
D)it encourages customer service
E)the way it gives the company more control over its sales force
Q4) What are the seven principles of selling internally?
Q5) What is the easiest method for evaluating sales performance?
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Chapter 17: Managing Your Career
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Sample Questions
Q1) KSAs are an investment, and like an investment, they decay or depreciate if you do not continue to invest in them.
A)True
B)False
Q2) Most training given by firms to their experienced salespeople is product related.
A)True
B)False
Q3) Regardless of the type of interview, you should send a thank-you note shortly afterward.
A)True
B)False
Q4) Sales can be very rewarding, but also very stressful. The short-term anxiety associated with waiting in the reception room before a presentation is called:
A)temporary terror
B)subliminal terror
C)felt stress
D)temporary stress
E)situational stress
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Page 19