Marketing Strategy
Exam Materials
Course Introduction
Marketing Strategy is a comprehensive course that explores the formulation, implementation, and evaluation of marketing strategies within various business contexts. Through an integration of theoretical frameworks and real-world case studies, students learn how to analyze market opportunities, understand consumer behavior, segment and target markets, and develop sustainable competitive advantages. The course covers essential topics such as branding, positioning, product development, pricing, distribution, and promotional strategies, enabling students to create and assess marketing plans that align with organizational goals. Emphasis is placed on strategic decision-making, the role of digital transformation in marketing, and the ethical considerations in strategy creation and execution.
Recommended Textbook
Fundamentals of Selling Customers for Life through Service 13th Edition by
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Charles Futrell
Chapter 1: The Life, Times, and Career of the Professional Salesperson
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Sample Questions
Q1) In a large firm like Hewlett-Packard or General Electric,a salesperson's career path usually begins at the level of:
A) district sales manager.
B) sales engineer.
C) sales trainee.
D) key account salesperson.
E) assistant manager.
Answer: C
Q2) Given that sales jobs offer higher nonfinancial rewards than most other areas of corporate America,the compensation of salespeople is typically lower than that of workers in areas like production who are at a comparable level in the organization.
A)True
B)False
Answer: False
Q3) Jobs such as inside retail sales and outside delivery are typically performed by order-getters.
A)True
B)False
Answer: False
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Chapter 2: Relationship Marketing: Where Personal Selling Fits
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Sample Questions
Q1) As a long-term ally,the consultative salesperson:
A) analyzes and develops diversification strategies for customers.
B) coordinates information and resources for customer support activities.
C) asks customers for confidential data before making purchase recommendations.
D) recommends promotion techniques for the customer that will benefit both parties.
E) helps customers carry out fact-finding missions within the customer's company.
Answer: E
Q2) In most cases,which of the following receives the highest percentage of a firm's promotional budget?
A) Commercials
B) Sales force
C) Human resources
D) Public relations
E) Print advertising
Answer: B
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Page 4
Chapter 3: Ethics First Then Customer Relationships
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Sample Questions
Q1) Which of the following is illustrated if a contract requires that a wholesaler purchase products from one manufacturer?
A) Reciprocity
B) Exclusive dealership
C) Product discrimination
D) Deceptive slotting
E) Price discrimination
Answer: B
Q2) Jason Montgomery,a hospital administrator in Montana,lodged a complaint against the hospital owners when he was asked to keep two sets of accounting records so that the hospital could reduce its tax liability.Montgomery was engaged in:
A) preconventional moral development.
B) ethical declarations of wrongdoing.
C) consensual reporting.
D) whistle-blowing.
E) reciprocity.
Answer: D
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Page 5
Chapter 4: The Psychology of Selling: Why People Buy
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Sample Questions
Q1) The theater manager is most likely at the:
A) unconscious level and will be a difficult sell.
B) preconscious level and will require a lengthy sales presentation.
C) routine decision level and anxious about the purchase.
D) conscious level and easy to sell to.
E) routine decision level with few objections.
Q2) If a customer makes routine purchase decisions when buying products from a salesperson,then it is especially important for the salesperson to:
A) offer product financing.
B) use product promotions.
C) attempt a pre-trial close.
D) keep the product in stock.
E) provide competitive data.
Q3) A product advantage is defined as:
A) any physical characteristic of a product.
B) the performance characteristic of a product.
C) a favorable result the buyer receives from use of the product.
D) the characteristic that no product in the same category can provide.
E) a particular advantage that has the ability to satisfy the buyer's need.
Q4) What are the three levels of need awareness? Define them.
Page 6
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Chapter 5: Communication for Relationship Building: Its Not
All Talk
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Sample Questions
Q1) As you discuss your proposition with your potential buyer,you notice that she is leaning away from you and staring mostly at the paperweight she is fidgeting with.You are receiving _____ signals.
A) rejection
B) disagreement
C) caution
D) intimidation
E) withdrawal
Q2) In terms of the communication process,probing stimulates which of the following?
A) Sending
B) Decoding
C) Receiving
D) Feedback
E) Channeling
Q3) Identify the area that is normally used for a sales presentation.
A) Communal space
B) Intimate space
C) Social space
D) Personal space
E) Public space
Page 7
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Chapter 6: Sales Knowledge: Customers, Products, technologies
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Sample Questions
Q1) Which of the following would most likely be used by a salesperson to make a sales presentation that includes product video clips?
A) Outlook
B) Windows
C) Excel
D) PowerPoint
E) Internet Explorer
Q2) Which term refers to an employer's effort to provide the opportunity for salespeople to learn about the job-related skills,knowledge,and attitudes that lead to sales success?
A) Negotiation training
B) Sales training
C) Market positioning
D) Contact management
E) Job development
Q3) Sales force automation addresses three broad areas of functionality: personal productivity,communications,and order processing and customer service.
A)True
B)False
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Chapter 7: Prospecting the Lifeblood of Selling
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Sample Questions
Q1) It is unwise and unethical to develop friends in the client's firm for the purpose of making a sale.
A)True
B)False
Q2) The primary goal of networking is to create as much exposure and free publicity for your product as possible.
A)True
B)False
Q3) What is the first step in learning how to overcome call reluctance?
A) Determine your personality type
B) Avoid customers that refuse to buy
C) Admit having a call reluctance problem
D) Seek help for treating call reluctance issues
E) Practice verbal and nonverbal communication
Q4) Trade shows are rarely worth the salesperson's time since there are only a few minutes to qualify leads and get the information necessary to conduct a sales call later.
A)True
B)False
Q5) What is the sales process? What are the steps in the selling process?
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Chapter 8: Planning the Sales Call Is a Must
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Sample Questions
Q1) According to the text,empathy and kindness are the primary bridges between buyer and seller.
A)True
B)False
Q2) A suggested purchase order should accompany your business proposition and marketing plan.
A)True
B)False
Q3) Sasha sells how-to books and is going on a sales call to a local bookstore.Sasha knows the purchasing policies of the store,the person responsible for buying decisions,and the financial terms required by the store. Such information can be found in Sasha's:
A) sales call objective.
B) marketing plan.
C) competitive portfolio.
D) customer profile.
E) business proposition.
Q4) What is the gap between sellers and buyers? How can the gap be bridged?
Q5) List four reasons why a salesperson should carefully plan his/her sales call.
Q6) What are the four steps of sales call planning?
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Chapter 9: Carefully Select Which Sales Presentation
Method to Use
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Sample Questions
Q1) Which of the following is a disadvantage of the memorized sales presentation?
A) The difficulty involved in preparing and using the memorized sales presentation often frightens inexperienced salespeople.
B) The memorized sales presentation presents features, advantages, and benefits that may not be important to the buyer.
C) Salespeople are often disorganized when they use the memorized sales presentation.
D) The memorized sales presentation is not effective when selling time is short.
E) The memorized sales presentation includes too much prospect participation.
Q2) Why should a salesperson first select a sales presentation method and then the approach?
A) The sales presentation method is unimportant.
B) The sales approach is the last step in a sales presentation.
C) The salesperson can integrate trial closes into the approach.
D) The sales presentation method determines how to open the presentation.
E) A good sales presentation can compensate for a poor sales approach method.
Q3) The problem-solution presentation method is structured in nature.
A)True
B)False
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Chapter 10: Begin Your Presentation Strategically
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Sample Questions
Q1) If a salesperson for a security company were to walk into a prospect's office and say,"According to a recent FBI study,10 percent of your employees have stolen something tangible from your company," she would be using the _____ approach.
A) curiosity
B) testimonial
C) shock
D) proof statement
E) scare-tactic
Q2) A salesperson asks the prospect," What do you think about our new line of products?" Which approach is being used?
A) Product
B) Opinion
C) Curiosity
D) SPIN
E) Customer benefit
Q3) A salesperson asks a prospect,"Who will be the primary user for the camera?" The salesperson is using a direct question.
A)True
B)False
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Page 12
Chapter 11: Elements of a Great Sales Presentation
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Sample Questions
Q1) Which of the following is most likely true about proof statements?
A) Survey results from magazines are invalid proof statements.
B) Proof statements can substantiate a salesperson's product claims.
C) Past sales records are weak proof statements and infrequently used.
D) Company proof results are the most credible type of proof statements.
E) Proof statements encourage two-way communication with customers.
Q2) When a prospect receives a personal phone call during a sales presentation,the salesperson should offer to leave the room.
A)True
B)False
Q3) "Since you anticipate using our braking system with your current machine,I suggest you buy now before we perform a planned retooling of our existing system.We know our current braking system is compatible with your machines,but I cannot promise the new design will be." This is an example of a(n):
A) prestige suggestion.
B) suggestive proposition.
C) autosuggestion.
D) countersuggestion.
E) relational suggestion.
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Page 13
Chapter 12: Welcome Your Prospects Objections
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Sample
Questions
Q1) Briefly describe how a salesperson would use the boomerang method to handle a prospect's objections.
Q2) What are the two types of answerable objections?
A) Pragmatic and conditional
B) Practical and impractical
C) Direct and indirect
D) Major and minor
E) Objective and subjective
Q3) Prospects who ask trivial,unimportant questions or conceal their feelings beneath a veil of silence most likely have _____ objections.
A) product
B) hidden
C) hopeless
D) superficial
E) source
Q4) How can salespeople use technology when responding to objections?
Q5) How should a professional salesperson handle a source objection?
Q6) Sales objections should be welcomed.
A)True
B)False
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Chapter 13: Closing Begins the Relationship
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Sample Questions
Q1) If you find your prospect is in a bad or hostile mood,it is usually a good idea to avoid trying to close.
A)True
B)False
Q2) A salesperson can easily adapt FAB statements and the SELL Sequence to make a(n)_____ close.
A) alternative-choice
B) assumptive
C) summary-of-benefits
D) minor-points
E) direct
Q3) It is appropriate to use a trial close after discussing information relative to overcoming the objection.
A)True
B)False
Q4) Give an example of how a Girl Scout can use an alternative-choice close to sell Girl Scout cookies.
Q5) How can today's salespeople integrate technology into the close?
Q6) Briefly describe the purpose and steps of the exit technique.
Page 15
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Chapter 14: Service and Follow-Up for Customer Retention
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Sample Questions
Q1) If a salesperson sells to customers and does not contact them again,the salesperson is involved in:
A) transaction selling.
B) transformational selling.
C) relationship selling.
D) partnering.
E) solution selling.
Q2) A salesperson should most likely refuse to handle a complaint if the:
A) customer is wrong.
B) customer is being dishonest.
C) customer complaint is about discounts.
D) customer says that the product delivered is unsalable.
E) customer complains that the quality of the product is low.
Q3) If a salesperson sells to customers and does not contact them again,it is known as relationship selling.
A)True
B)False
Q4) A salesperson gains wisdom by trusting others and learning from mistakes. A)True B)False
Page 16
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Chapter 15: Time, Territory, and Self-Management: Keys to Success
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Sample Questions
Q1) The most critical factor to be considered when setting up a sales route is:
A) number of miles traveled.
B) traffic signals in the route.
C) fuel consumption.
D) sales experience.
E) travel time.
Q2) The difference between sales and _____ is the gross profit on sales revenue.
A) fixed costs
B) variable costs
C) cost of goods sold
D) total productive hours
E) average annual expenses
Q3) The first step of time and territory management is:
A) setting quotas.
B) seeking referrals.
C) scheduling calls.
D) planning travel routes.
E) engaging in prospecting.
Q4) List and explain the two general approaches to account analysis.
Q5) Why is the development of sales territories inefficient for some companies?
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Chapter 16: Planning, Staffing, and Training Successful
Salespeople
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Sample Questions
Q1) A person promoted from a selling position to a sales management position goes through a series of phases,the first of which is:
A) denial of change.
B) testing behaviors.
C) evaluation.
D) searching for meanings.
E) immobilization.
Q2) The duties of a sales training manager rarely include organization,coordination,or scheduling of the training.
A)True
B)False
Q3) Typically,sales goals are set slightly lower than sales forecasts.
A)True
B)False
Q4) Which approach to sales training would most likely include case studies?
A) Lecturing
B) Role playing
C) Discussion
D) Discovery
E) Practical
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Chapter 17: Motivation, Compensation, Leadership, and Evaluation of Salespeople
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Sample Questions
Q1) All of the following are relationship behaviors EXCEPT:
A) providing clarification.
B) giving positive feedback.
C) providing useful guidance.
D) giving appropriate encouragement.
E) describing organizational responsibilities.
Q2) Salespeople under a straight commission plan are frequently reluctant to split territories after building rapport with customers.
A)True
B)False
Q3) Which of the following is an example of a qualitative performance criterion used to evaluate a salespeople's performance?
A) Sales volume
B) Gross profit achieved
C) Product knowledge
D) Market share
E) New customers obtained
Q4) What are the three basic elements of the straight commission plan?
Q5) Briefly describe the various leadership styles.
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