Sales and Marketing Exam Answer Key
Course Introduction
Sales and Marketing explores the principles, strategies, and techniques fundamental to generating customer interest, driving sales growth, and building lasting customer relationships. The course covers key topics such as market research, consumer behavior, sales processes, value propositions, digital marketing, branding, and promotional tactics. Students learn how to develop and implement effective sales strategies, leverage digital tools, and measure the effectiveness of marketing campaigns in diverse business environments. By combining theoretical frameworks with practical case studies, the course equips students with the skills needed to succeed in dynamic sales and marketing roles across various industries.
Recommended Textbook
Essentials of Marketing 12th Edition by
Charles W. Lamb
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22 Chapters
3763 Verified Questions
3763 Flashcards
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Chapter 1: An Overview of Marketing
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146 Verified Questions
146 Flashcards
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Sample Questions
Q1) Jacques Torres Chocolate is a factory and retail store in Brooklyn.Its owner is willing to try to produce new products when his customers suggest them-such as chili-pepper-laced chocolate candy.His only condition is that when he adds new products,his customers have the final say on whether the product is of any value.According to Torres,"If something doesn't move,that's the last time you see it." By focusing on customers' wants,the chocolate company exhibits a(n)_____ orientation. A) exchange
B) product
C) production
D) sales
E) market
Answer: E
Q2) A sales-oriented organization seeks to achieve profitability through:
A) the development of long-term relationships with customers
B) sales volume
C) providing customer satisfaction
D) creating customer value
E) All of these
Answer: B
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3
Chapter 2: Strategic Planning for Competitive Advantage
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182 Verified Questions
182 Flashcards
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Sample Questions
Q1) A(n)_____ is a tightly organized unit under the direction of a manager who,usually,has broad authority to accomplish a single goal or mission.
A) SBU
B) quality control team
C) task force
D) joint venture
E) structural division
Answer: C
Q2) Before Heinz sold its 9-Lives brand cat food unit,the company identified the product as having a low market share in a high-growth market.The portfolio model would classify 9-Lives as a(n):
A) star
B) exclamation point
C) problem child
D) cash cow
E) widow
Answer: C
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Page 4
Chapter 3: Ethics and Social Responsibility
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127 Verified Questions
127 Flashcards
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Sample Questions
Q1) Refer to Florida Hospitals.When one administrator said,"We got into medicine to help people and these illegals without insurance need our help as much as anyone else does," he was expressing his opinion in accordance with the _____ ethical theory.
A) act utilitarianism
B) casuist
C) role utilitarianism
D) moral relativity
E) deontological
Answer: E
Q2) Studies suggest that ethical beliefs vary only a little from culture to culture.
A)True
B)False
Answer: True
Q3) Top managers who behave ethically can influence others in an organization to behave ethically.
A)True
B)False
Answer: True
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Page 5
Chapter 4: The Marketing Environment
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146 Verified Questions
146 Flashcards
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Sample Questions
Q1) The practice of choosing goods and services that meet one's diverse needs and interests rather than conforming to a single,traditional lifestyle is known as aggregate lifestyles.
A)True
B)False
Q2) The _____ is the federal government agency charged with enforcing regulations against selling and distributing adulterated,misbranded,or hazardous products of a specific type.
A) Federal Trade Commission
B) Consumer Product Protection Commission
C) U.S.Justice Department
D) Food and Drug Administration
E) American Safety League
Q3) The two types of research are:
A) basic and applied
B) primary and secondary
C) profit and not-for-profit
D) domestic and global
E) basic and advanced
Q4) What is the CPSC? How does it affect marketing?
Page 6
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Chapter 5: Developing a Global Vision
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171 Verified Questions
171 Flashcards
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Sample Questions
Q1) If a country's currency appreciates,more of that currency will be needed to buy another country's currency.
A)True
B)False
Q2) The _____ of trade negotiations created the _____,which replaces GATT.This trade agreement dramatically lowers trade barriers worldwide.
A) Uruguay Round;World Trade Organization
B) Doha Round;European Union
C) Doha Round;NAFTA
D) Paraguay Round;South American Free Trade Agreement
E) Mercosur;European Union
Q3) With _____,a domestic firm assumes an equity position (partial ownership)in a foreign firm to manufacture and/or market the domestic company's goods.
A) direct investment
B) a joint venture
C) a buying-for-export agreement
D) a contractual agreement
E) a franchise relationship
Q4) Why is developing a global vision important for firms in the United States?
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Chapter 6: Consumer Decision Making
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198 Verified Questions
198 Flashcards
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Sample Questions
Q1) Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions is referred to as:
A) cognitive dissonance
B) psychological discomfort
C) affect referral
D) perceptual imbalance
E) dissatisfaction
Q2) Refer to Breyer's Ice Cream.The fact that Nelson paid attention to the billboard is an example of:
A) selective perception
B) selective exposure
C) selective distortion
D) selective retention
E) selective discrimination
Q3) Define perception and describe the three types of selective perception.Use personal examples in your discussion.
Q4) Apply the three methods of changing attitudes or beliefs about brands to possibilities for the marketing activities of Kellogg's Corn Flakes (or another breakfast cereal you are more familiar with).
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Chapter 7: Business Marketing
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206 Verified Questions
206 Flashcards
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Sample Questions
Q1) A dentist hired a janitorial service to clean her office every evening.The janitorial service provided the dentist with:
A) OEMs
B) processed services
C) business services
D) accessory services
E) service supplies
Q2) Refer to Claxton Fruitcakes.In terms of business-to-business products,the flour used in fruitcakes is an example of:
A) OEM supplies
B) installations
C) MRO supplies
D) processed materials
E) accessory supplies
Q3) A keiretsu is a network of interlocking corporate affiliates.
A)True
B)False
Q4) Briefly define and describe each of the categories of business goods and services.Give two specific examples of goods or services that fit into each category.
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Chapter 8: Segmenting and Targeting Markets
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216 Verified Questions
216 Flashcards
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Sample Questions
Q1) The James Hardie Siding Company sells concrete siding.It was having little luck targeting contractors because concrete siding is difficult to install and shows every flaw if a house is incorrectly framed.So Hardie decided to target homeowners who wanted the security of knowing their siding was guaranteed not to rot or crack for 50 years.In terms of psychographic segmentation,the siding company used the _____ variable.
A) lifestyle
B) motives
C) benefits
D) demographic
E) personality
Q2) Pharmaceutical firms market many brands of cold remedies with highly similar ingredients.The primary difference among the brands is their promotions that emphasize that various brands will treat different symptoms,such as runny noses,headaches,and fever.This is one way to practice:
A) concentrated segmenting
B) segment differentiation
C) multisegment targeting
D) integrated targeting
E) multiple-use product marketing
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10
Chapter 9: Decision Support Systems and Marketing Research
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206 Verified Questions
206 Flashcards
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Sample Questions
Q1) A marketing decision support system (DSS)is an interactive,flexible computerized information system that bypasses information-processing specialists and gives managers access to useful information from their own desks.
A)True
B)False
Q2) What is competitive intelligence? Discuss how it is used and provide an example.
Q3) The population from which a sample in a marketing research study will be drawn is referred to as the:
A) universe
B) market
C) test market
D) focus group
E) control group
Q4) Name two advantages and two disadvantages of using primary data.Also name two advantages and two disadvantages of using secondary data.
Q5) What is consumer generated media (CGM)? List at least six sources of CGM.
Q6) Compare and contrast primary and secondary data and discuss how each is collected.
11
Q7) Describe the process of conducting online focus groups.
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Chapter 10: Product Decisions
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185 Verified Questions
185 Flashcards
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Sample Questions
Q1) Refer to Campbell's.The soups,juices,broths,sauces,and baked goods sold by Campbell's compose the company's product mix:
A) depth
B) length
C) width
D) reliability
E) consistency
Q2) Which type of private label brand carries no evidence of a retailer's affiliation,is manufactured by a third party,and is sold exclusively at the retailer?
A) A captive brand
B) A complementary brand
C) A cooperative brand
D) An exclusive brand
E) A generic brand
Q3) Products can be classified as either business/industrial or consumer products.Explain what distinguishes business products from consumer products and why it is important to understand this distinction.
Q4) What purposes does branding serve?
Q5) Compare and contrast an express warranty and an implied warranty.
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Chapter 11: Developing and Managing Products
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177 Verified Questions
177 Flashcards
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Sample Questions
Q1) During the growth stage of the product life cycle:
A) there is little emphasis on the distribution strategy
B) demand for the product is limited to high-income consumers
C) prices increase due to economies of scale
D) there is decreased direct competition
E) profits peak
Q2) Refer to Rapala.After the trade show,the newest lure made by Rapala will enter which stage of the new-product development process?
A) Commercialization
B) Idea generation
C) Idea screening
D) Concept testing
E) Product development
Q3) The process of converting applications for new technologies into marketable products is called:
A) basic research
B) product modification
C) marketing development
D) product development
E) correlation analysis
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Chapter 12: Services and Nonprofit Organization Marketing
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176 Verified Questions
176 Flashcards
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Sample Questions
Q1) A(n)_____ is a characteristic that can be easily assessed prior to purchase,such as the softness of a mattress or the color of curtains.
A) search quality
B) intangible attribute
C) experience quality
D) credence quality
E) heterogeneity feature
Q2) Which level of relationship marketing uses pricing incentives but also seeks to build social bonds with customers?
A) Level 1
B) Level 2
C) Primary level
D) Secondary level
E) Supplemental level
Q3) Services tend to exhibit more search qualities than do tangible goods.
A)True
B)False
Q4) Name and briefly define the three categories of pricing objectives for services.
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Page 14
Chapter 13: Marketing Channels
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154 Verified Questions
154 Flashcards
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Sample Questions
Q1) Polo brand apparel is only available in fine department stores or from Polo retail stores.Which distribution strategy has Polo adopted?
A) Extensive
B) Intensive
C) Premium
D) Selective
E) Pioneering
Q2) Which of the following is a logistical function performed by intermediaries?
A) Sorting
B) Negotiating
C) Financing
D) Risk taking
E) All of these choices
Q3) Which of the following are examples of facilitating functions performed by wholesaling intermediaries?
A) Sorting and storing
B) Risk taking and promotion
C) Assorting,accumulating,grading,and allocating
D) Researching and financing
E) Financial management and storing
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Chapter 14: Supply Chain Management
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166 Verified Questions
166 Flashcards
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Sample Questions
Q1) _____ integration requires firms within a supply chain to link seamlessly so that they can streamline work processes and thereby provide smooth,high-quality customer experiences.
A) Relationship
B) Social
C) Functional
D) Internal operations
E) Material and service supplier
Q2) Water transportation is by far the most expensive mode of transportation,but it is also the most reliable.
A)True
B)False
Q3) The Canadian lobster harvest requires special handling coupled with rapid transportation to ensure the cargo reaches destinations alive.The favored transportation mode would be:
A) air
B) water
C) truck
D) pipeline
E) rail
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Chapter 15: Retailing
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168 Verified Questions
168 Flashcards
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Sample Questions
Q1) The six Ps of the retailing mix are product,place,price,promotion,personnel,and planning.
A)True
B)False
Q2) A specialty store is considering locating a retail store in a regional shopping mall.Which of the following is NOT a likely benefit associated with a locating in a mall?
A) Anchors that attract customers
B) Ample parking
C) Unified image of mall
D) Ability to target different demographics groups
E) Inexpensive leases
Q3) Supercenters are more than just larger versions of traditional "markets." In addition to foodstuffs,supercenters have pharmacies,dry cleaners,portrait studies,photo finishing,hair salons,and restaurants.
A)True
B)False
Q4) What is the first task of developing a retail strategy? What is involved in this task?
Q5) Compare and contrast trading up and suggestive selling.
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Chapter 16: Promotional Planning for Competitive Advantage
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152 Verified Questions
152 Flashcards
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Sample Questions
Q1) Slatescape sells crushed slate to be used as a decorative,permanent mulch to keep weeds out of flower beds.Initially,Slatescape was marketed heavily to home owners,but after years of radio and television advertising,Slatescape has decided to put a majority of its promotion budget into personal selling and sales promotion to lawn and garden supply stores and large discount stores such as Wal-Mart.This new strategy is a _____ strategy.
A) kinetic
B) push
C) pull
D) foot-in-the-door
E) reinforcement
Q2) Toro offered consumers up to a 100% refund if they purchased a Toro snowblower in the summer and it didn't snow much during the subsequent winter.This is an example of _____ designed to stimulate consumer buying.
A) a sales promotion
B) a public relations activity
C) advertising
D) an implicit communication
E) personal selling
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Chapter 17: Advertising and Public Relations
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189 Verified Questions
189 Flashcards
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Sample Questions
Q1) Refer to Toys 'R' Us.By donating $1 to charity for every new Facebook fan,Toys 'R' Us is using:
A) admiration
B) cause-related marketing
C) product publicity
D) philanthropic marketing
E) ethical marketing
Q2) A(n)_____ is a desirable,exclusive,and believable advertising appeal selected as the theme for a campaign.
A) executional framework
B) creative message strategy
C) benefit
D) attribute
E) unique selling proposition
Q3) How can advertising affect consumers?
A) It can change cultural practices and conventions
B) It can change strongly held values
C) It can manipulate society against its will
D) It can change negative attitudes to positive ones
E) It can make people buy things they do not want
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Chapter 18: Sales Promotion and Personal Selling
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186 Verified Questions
186 Flashcards
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Sample Questions
Q1) General Motors is offering the sales force at Kings Chevrolet a $100 reward for each Chevy Volt sold in the next 30 days.What type of trade sales promotion is the $100?
A) A trade allowance
B) Push money
C) A selling deal
D) Premium payment
E) A direct commission
Q2) All of the following are examples of point-of-purchase promotions EXCEPT:
A) television monitors at supermarket checkouts
B) shelf talkers
C) newspaper inserts
D) shelf extenders
E) end-aisle and floor-stand displays
Q3) Why are many marketers shortening the time in which a coupon can be redeemed?
A) To track response rates
B) To increase introductory sales
C) To create a greater sense of urgency to redeem the coupon
D) To respond to claims that coupons adversely affect consumer behavior
E) To limit the use of on-pack coupons
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Page 20
Chapter 19: Pricing Concepts
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182 Verified Questions
182 Flashcards
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Sample Questions
Q1) Kroger supermarkets will place well-known brands on the shelves at high prices while offering their own Kroger brand at lower prices.This practice is an example of:
A) illegal pricing
B) selling against the brand
C) price pressurization
D) brand cutting
E) private-label cannibalization
Q2) One of the most stressful and pressure-filled tasks of the marketing manager is attempting to set the right price.Specify three aspects of the current pricing environment in consumer markets that have contributed to the difficulty in setting correct prices.
Q3) Marketing managers who attempt to raise the quality image of their product by selling it at high prices are following a(n)_____ strategy.
A) profit maximization
B) market share
C) maintained markup pricing
D) prestige pricing
E) investment asset
Q4) How does price interact with the other three Ps of the marketing mix?
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Chapter 20: Setting the Right Price
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182 Flashcards
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Sample Questions
Q1) Refer to Art Supplies.What pricing practice was used to price the plastic storage boxes?
A) Seasonal pricing
B) Price shading
C) Price lining
D) Inelastic pricing
E) Cumulative pricing
Q2) How do value-based pricing,unbundling,and bundling help marketers hold onto market share during a recession?
Q3) Trade-ins often go hand-in-hand with:
A) price skimming
B) professional services pricing
C) flexible pricing
D) single-pricing
E) penetration pricing
Q4) A base price may be lowered through the use of a discount.Discounts take a variety of forms and have several different objectives.Name and define three types of discounts (do not include allowances or rebates).State the main objective of the each type of discount you identify.
Q5) List in order the four steps used to set the right price for a product.
Page 22
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Chapter 21: Customer Relationship Management (CRM)
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143 Verified Questions
143 Flashcards
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Sample Questions
Q1) Which of the following would be an example of "social" CRM?
A) Placing a phone call to a local department store
B) Leaving a comment on a company's blog
C) Mailing a survey card back to an organization
D) Telling a friend about your experience with an online retailer
E) All of the above are examples of "social" CRM
Q2) Customer relationship management (CRM)requires that organizations be organized around customer segments.
A)True
B)False
Q3) Refer to Que Rica Vida.General Mills' Que Rica Vida magazine encourages customers to visit the accompanying Web site to vote and provide ratings and feedback on their favorite recipes.The company then sends a "thank you" email for responding to their Web site.All of these activities show that General Mills is:
A) customer centric
B) product oriented
C) sales oriented
D) customer service focused
E) goal oriented
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Page 23
Chapter 22: Social Media and Marketing
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105 Verified Questions
105 Flashcards
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Sample Questions
Q1) Refer to Using Social Media Effectively.Of the social media objectives often defined by marketers,the foundational objective is undoubtedly:
A) energizing
B) talking
C) embracing
D) supporting
E) listening
Q2) Which of the following is NOT a social networking site?
A) Bebo
B) Google+
C) LinkedIn
D) Facebook
E) All of the above are social networking sites.
Q3) Using consumers to develop and market product is called:
A) crowdfunding
B) co-creation
C) brainstorming
D) closed innovation
E) crowdsourcing
Q4) What is social media?
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