Sales and Marketing Chapter Exam
Questions
Course Introduction
This course provides an in-depth exploration of the fundamental concepts and strategies in sales and marketing, focusing on how businesses identify target markets, create value propositions, and develop effective communication channels to promote products and services. Students will examine the entire sales process, from prospecting to closing deals, as well as key marketing principles including market research, segmentation, branding, and digital marketing tactics. Emphasis is placed on the integration of sales and marketing functions to drive business growth, build customer relationships, and foster brand loyalty in a dynamic and competitive marketplace.
Recommended Textbook
Marketing 3rd Edition by Grewal
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Page 2
Chapter 1: Overview of Marketing
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Sample Questions
Q1) Value is what you get for what you give.
A)True
B)False
Answer: True
Q2) Which of the following is a core aspect of marketing?
A)Satisfying as many needs as possible.
B)Creating a product that everyone will want to buy.
C)Setting prices lower than all competitors.
D)Making product,place,promotion,and price decisions.
E)All of these.
Answer: D
Q3) Delivering the value proposition is also known as:
A)endless chain marketing.
B)a transactional orientation.
C)wholesaling.
D)product design.
E)supply chain management.
Answer: E
Q4) What are the four Ps of marketing?
Answer: Product,price,place,and promotion.
Page 3
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Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Sample Questions
Q1) Which of the following is NOT one of the four overarching strategies to create and deliver value and to develop sustainable competitive advantage?
A)Locational excellence
B)Customer excellence
C)Operational excellence
D)Product excellence
E)Planning excellence
Answer: E
Q2) One example of a customer loyalty program is:
A)a "frequent diner" card at a restaurant,offering a free appetizer for every $100 in food purchases.
B)a quantity discount offered for large purchases at an office supply store.
C)all of these.
D)an "everyday low price" policy on all products at a grocery store.
E)an extensive customer service training program for new employees at a hair salon.
Answer: A
Q3) What is the goal of product,operational,locational,and customer excellence?
Answer: Creating and developing customer value.
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Chapter 3: Marketing Ethics
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Sample Questions
Q1) Critique Steve Jansen's approach in Ethical and Societal Dilemma 3.1.You should find areas of both agreement and disagreement with his approach.
Answer: Responses will vary.Students should show familiarity with both the facts of the case and demonstrate the ability to work within a framework.
Q2) Martin,a sales rep for a wholesale food supply firm,knows that the new head chef at one of the restaurants he calls on is inexperienced.Martin knows that he can talk the chef into a large order and make a significant monthly bonus from his company,but suspects that the chef will soon realize that she did not need the quantities she was talked into buying.What frequent marketing ethical dilemma does Martin face?
Answer: Doing what is beneficial for him and possibly the firm in the short run,vs.doing what is right and beneficial for the firm and society in the long run.
Q3) What short-run versus long-run ethical dilemma do marketers often face?
Answer: Doing what is beneficial for them and possibly the firm in the short run,vs.doing what is right and beneficial for the firm and society in the long run.
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Chapter 4: Analyzing the Marketing Environment
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Sample Questions
Q1) Tweens rarely use any type of technology.
A)True
B)False
Q2) As director of a small art gallery,one of Frederica's major concerns is the preferences of the people who buy her artists' work.Frederica recognizes that the center of her marketing efforts is:
A)profits.
B)her target customers.
C)artistic social responsibility.
D)competing art galleries.
E)the arts movement.
Q3) One of the problems for marketing communications to today's time-poor society is consumers have ___________ as an alternative to television or radio.
A)DVDs
B)MP3 players
C)cell phones
D)the Internet
E)all of these
Q4) In recent decades,how has income distribution changed in the United States?
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Chapter 5: Consumer Behavior
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Sample
Questions
Q1) Ralph,an accident and injury attorney,wants satisfied customers but does not want to create unrealistic expectations.To avoid this potential problem,Ralph will evaluate his:
A)advertising.
B)personal selling techniques.
C)promotional efforts.
D)promises and assurances to clients.
E)all of these
Q2) Generally,people buy one product or service instead of another because they: A)get the lowest price possible.
B)perceive it to be the better value for them.
C)prefer to avoid doing extended problem solving.
D)have conducted a thorough internal search for information.
E)are unaware of key determinant attributes.
Q3) Rachael is visiting colleges before applying to schools.Rachael is likely to be involved in an impulse buying process.
A)True
B)False
Q4) Using examples,describe the difference between impulse buying and habitual decision making.
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Chapter 6: Business-To-Business Marketing
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Sample Questions
Q1) The office policy and procedure states that any purchase requisitions that are $3,000 and over must be given to Ms.Reynolds,who will then get authorization from the CFO for the purchase request.Ms.Reynolds serves as a ___________ in the buying center.
A)gatekeeper
B)decider
C)buyer
D)user
E)initiator
Q2) Whether targeting consumers or B2B Markets,marketers need to focus on:
A)creating value for their customers.
B)buying center synergy.
C)private exchange efficiency.
D)corporate profit sharing.
E)reducing derived demand.
Q3) How is vendor analysis different from a consumer's postpurchase evaluation?
Q4) Ellen is asked to create a vendor analysis process for a physician in private practice,evaluating suppliers of products such as medical supplies.What should Ellen include in a vendor analysis?
Q5) Would you rather be engaged in B2B or B2C marketing? Support your choice.
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Chapter 7: Global Marketing
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Sample
Questions
Q1) Gerald is assessing global entry strategies for his gourmet sandwich business.He does not want to take a lot of risk and he is willing to limit his control of international stores.Gerald will likely use a ___________ strategy.
A)franchising
B)exporting
C)joint venture
D)direct investment
E)strategic alliance
Q2) When considering a new global market,a food marketer's product strategy will include consideration of:
A)the level of economic development.
B)differences in product and technical standards.
C)language differences.
D)religion.
E)all of these.
Q3) The IMF is the only international organization that deals with the global rules of trade among nations.
A)True
B)False
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Page 9
Chapter 8: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) Which of the following is NOT one of the VALS segments?
A)Innovators.
B)Do-gooders.
C)Thinkers.
D)Achievers.
E)Experiencers.
Q2) __________________ is an extreme form of a targeting strategy.
A)Macromarketing
B)Micromarketing
C)Benefit marketing
D)Differentiated targeting
E)Concentrated targeting
Q3) Marketers often create a special marketing mix for loyalty segments because these segments are:
A)too large to service with ordinary targeting.
B)difficult to identify.
C)costly to acquire.
D)usually quite profitable.
E)all of these.
Q4) Create an example of geodemographic segmentation.
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Chapter 9: Marketing Research
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Sample Questions
Q1) T'Lene is putting together a focus group to discuss students' concerns about the business curriculum.What will her focus group include?
Q2) The AMA guidelines for marketing research:
A)prohibit selling under the guise of conducting research.
B)support research integrity.
C)encourage fair treatment of clients.
D)support the duty of researchers to respect the rights of subjects.
E)all of these.
Q3) __________________ research is a type of quantitative research that manipulates variables to help determine cause and effect.
A)Descriptive
B)Syndicated
C)Manipulative
D)Focus group
E)Experimental
Q4) Briena is looking at the results of a syndicated study conducted two years ago.Briena is looking at primary data.
A)True
B)False
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Chapter 10: Product, Branding, and Packaging Decisions
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Sample Questions
Q1) A ___________ is one where there is a contractual arrangement between firms allowing one to use its brand name for a fee.
A)franchise brand
B)joint venture brand
C)shared brand
D)common use brand
E)licensed brand
Q2) Which of the following types of products and services is most likely to be sold without a brand name?
A)Soda
B)Real estate
C)Automobiles
D)Jeans
E)Onions
Q3) What is co-branding? Provide an example of co-branding.
Q4) When personal computers were new,people spent considerable time and energy learning about and investigating choices and options.Now,many consumers replace old computers with little research or investigation.In terms of types of products (specialty,shopping,convenience goods),how have personal computers changed?
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Chapter 11: Developing New Products
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Sample Questions
Q1) The diffusion of innovation theory focuses on:
A)the geographic boundaries of innovation.
B)the relationship between pioneer brands and imitators.
C)the psychological traits of innovators.
D)the rate at which consumers are likely to adopt a new product or service.
E)all of these.
Q2) ___________________ are special incentives offering reduced prices for a limited time,offered to retailers to get them to try a new product.
A)Loss leaders
B)Push prices
C)Market skimming incentives
D)Introductory price promotions
E)Distribution rebates
Q3) One of the potential benefits to a firm of introducing new-to-the-world products or services is:
A)cost savings.
B)late majority marketing.
C)a greater market share that can be held over an extended period of time.
D)the ability to avoid paying pioneers for new product development.
E)all of these.
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Chapter 12: Services: The Intangible Product
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Sample Questions
Q1) The ideas and practices of marketing services offer professionals like lawyers opportunities to meet the needs of their clients and customers better.For many years,however,advertising one's professional services was believed to undermine the integrity of the profession.The lawyer's professional association,the American Bar Association,has established guidelines for lawyers to use.Do you think these are adequate and fair?
Q2) One professor was known for never teaching the same course the same way twice.Which difference between a product and a service does this represent? How could the professor use this to his or her advantage?
Q3) Customers have a defined ______________ when it comes to waiting in line at a retail checkout counter.The amount of time consumers are willing to wait varies with the type of store.
A)voice-of-customer quotient
B)empowerment standard
C)tangibles gap
D)zone of tolerance
E)quality gap
Q4) What is the best way managers can get employees to strive for excellent service?
Q5) What are the potential gaps in the Gaps Model? What is it designed to do?
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Chapter 13: Pricing Concepts for Establishing Value
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Sample Questions
Q1) Julia's is an upscale women's clothing store.Prices are based on customers' beliefs about the value of the clothing.The store focuses on a limited target market and provides excellent customer service.Julia's is using a ________________ pricing strategy.
A)customer-oriented
B)target profit
C)target return
D)status quo
E)maximizing profits
Q2) How is the price elasticity for Crest toothpaste likely to be different from the price elasticity for all toothpastes (a product category)? Why are they likely to be different?
Q3) Price is the cash expenditure plus taxes that consumers have to pay for a good or service.
A)True
B)False
Q4) The key to successful pricing is to match the product with the consumer's perception of value.
A)True
B)False
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Chapter 14: Strategic Pricing Methods
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Sample Questions
Q1) It is important to Joanne to get value for her money but,she does not want to spend time comparison shopping.Joanne will likely respond to _______________ pricing but not _______________ pricing.
A)high / low; everyday low
B)premium; everyday low
C)discount; vertical
D)horizontal; flattening
E)everyday low; high / low
Q2) Clark Manufactured Housing Company charges $500 for deliveries within 50 miles and $800 for deliveries 51 to 100 miles away from their factory.The company is using a ____________ pricing tactic.
A)uniformed delivered
B)zone
C)cumulative
D)horizontal
E)noncumulative
Q3) Ryan is the only retailer in his market selling a new,ergonomically-designed pen.What are the objectives of using a market penetration pricing strategy? Why would Ryan consider using a market penetration pricing strategy?
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Page 16
Chapter 15: Value Delivery: Designing the Channel and Supply Chain
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Sample Questions
Q1) Manufacturers trying to implement a just-in-time delivery system need to start with:
A)routing software.
B)shipping schedules.
C)distribution center design.
D)information about customer demand.
E)intensive distribution.
Q2) What is a CPFR and why are they popular in the grocery and drug industries?
Q3) Colin has just received a delivery from the company's distribution center.He opens the containers and finds the popcorn and snacks are all bar-coded,priced,and the package includes an end-of-the-aisle display rack.Colin has received a ___________________ shipment.
A)quick-response packaged
B)ahead of the curve
C)lead time synchronized
D)floor-ready
E)synthesized
Q4) Why is a JIT system especially valuable in a market like fashion clothing?
Q5) Why is mutual trust important in managing a supply chain?
Q6) What is the difference between logistics and supply chain management?
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Chapter 16: Retailing and Multichannel Marketing
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Sample Questions
Q1) ______________ offer an inconsistent assortment of brand-name merchandise at low prices.
A)Department stores
B)Specialty stores
C)Category killers
D)Off-price retailers
E)None of these
Q2) Some retailers use unusual and exciting displays like Bass Pro Shops' climbing wall and other ___________________________ to attract customers and enhance the shopping experience.
A)promotional discounts
B)mass media gimmicks
C)situational displays
D)in-store atmospherics
E)category killers
Q3) Choosing the right retailing partners and knowing where target customers expect to find products are key to a manufacturer's success.
A)True
B)False
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Page 18
Chapter 17: Integrated Marketing Communications
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Sample Questions
Q1) What is noise in the communication process? What are the three typical sources of noise? Provide an example of noise you have experienced or observed.
Q2) If marketing communications are effective,they will:
A)result in purchases by some consumers receiving the communications.
B)offset any negative publicity the firm may have received.
C)minimize the number of communication channels used by the firm.
D)generate interest in the product in over half the consumers who receive the communications.
E)include all steps of the AIDA model with equal weighting to each step.
Q3) ___________ means converting the sender's ideas into a message,which could be verbal,visual or both.
A)Decoding
B)Stealth marketing
C)Precoding
D)Encoding
E)Tracking
Q4) Tom asks you how to measure gross rating points and how to compare results from various media.How would you respond?
Q5) Explain how a company can use search engine marketing.
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Chapter 18: Advertising,public Relations,and Sales
Promotions
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Sample Questions
Q1) Each year in December,Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo.The message is low-key,wishing everyone well during the holiday season.This is an example of _______ advertising.
A)informative
B)persuasive
C)reminder
D)discussive
E)institutional
Q2) All advertising messages are designed:
A)to meet the needs of society.
B)to inform,persuade,or remind customers.
C)to comply with FCC rules combined with FTC antitrust regulations.
D)to the push and pull of social norms.
E)to match production scheduling with consumer demand.
Q3) PSAs typically focus on social marketing objectives.
A)True
B)False
Q4) Why do marketers need to create an advertising plan before they initiate a campaign?
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Chapter 19: Personal Selling and Sales Management
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Sample Questions
Q1) Personal selling can take place in all of the following situations EXCEPT:
A)face-to-face.
B)over the Internet.
C)by telephone.
D)through the newspaper.
E)video teleconferencing.
Q2) Ethical and legal issues are likely to arise between the sales force and corporate policy,when the salespeople become conflicted between doing what they believe is ethical and what their company asks them to do in order to make a sale.
A)True
B)False
Q3) Boris tells a colleague all about a major prospect Boris plans to call on in the next few days and asks the colleague to pretend to be a customer while he makes his sales presentation.Boris and his colleague are engaged in:
A)re-qualifying leads.
B)approach dynamics.
C)closing the sale.
D)role playing.
E)cold calling.
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