Sales and Marketing Exam Bank
Course Introduction
This course provides a comprehensive overview of the principles and practices of sales and marketing within contemporary business environments. Students will explore core marketing concepts, including the marketing mix, consumer behavior, market segmentation, targeting, and positioning strategies. The course also delves into the sales process, from prospecting and relationship building to negotiation and closing techniques. Emphasis is placed on the integration of sales and marketing strategies to drive business growth, the use of technology and digital marketing tools, and the importance of ethical considerations in making effective business decisions. Through case studies and practical exercises, students will develop the skills necessary to create, implement, and evaluate sales and marketing plans in a competitive marketplace.
Recommended Textbook
M Marketing 4th Edition by Dhruv Grewal
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19 Chapters
2700 Verified Questions
2700 Flashcards
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Page 2
Chapter 1: Overview of Marketing
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151 Verified Questions
151 Flashcards
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Sample Questions
Q1) The text highlights one entrepreneur who was a billionaire by the age of 50. This person is Warren Buffet.
A)True
B)False
Answer: False
Q2) The fundamental goal of marketers when creating goods, services, or combinations of both, is to
A) defeat the competition.
B) serve all consumers.
C) operate according to government regulations.
D) stimulate short-term sales.
E) create value.
Answer: E
Q3) Many U.S. companies first discovered marketing during the __________ era.
A) production-oriented
B) sales-oriented
C) market-oriented
D) value-based marketing
E) retailing-oriented
Answer: C
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Chapter 2: Developing Marketing Strategies and a Marketing Plan
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149 Verified Questions
149 Flashcards
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Sample Questions
Q1) The first objective in the evaluate performance phase of the marketing planning process is to
A) determine whether to raise or lower prices.
B) adjust advertising allocations.
C) find ways to cut costs.
D) review implementation programs and results using metrics.
E) consider changing the target market.
Answer: D
Q2) Some banks have begun offering special accounts designed to attract junior high school students. These kids save in such small amounts that the accounts cost banks more to maintain than they are worth. But bankers know that consumers are creatures of habit and hope that the young people they serve now will become adult customers. These banks recognize
A) that operational excellence is an important macro strategy.
B) the lifetime value of customers.
C) that product excellence leads to loyal customers.
D) the importance of making decisions based on short-term results.
E) that as long as customers bring in some revenue, costs do not matter.
Answer: B
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Chapter 3: Social and Mobile Marketing
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) For all Facebook pages, the conversion rate is calculated as the percentage of visitors to the page that click the Like button.
A)True
B)False
Answer: False
Q2) Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by A) reacting.
B) exciting.
C) engaging.
D) listening.
E) educating.
Answer: D
Q3) On social networks, bonders use social media primarily to become well informed so they can help others.
A)True
B)False
Answer: False
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Chapter 4: Marketing Ethics
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100 Flashcards
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Sample Questions
Q1) Elena is the CEO of a small manufacturing firm. She is concerned with meeting the investment objectives of the firm's shareholders, and sees no value in corporate social responsibility. Elena's attitude is
A) insupportable in the 21S1U1P1stS1S1P0 century.
B) consistent with the views of other critics of corporate social responsibility.
C) typical of nearly all manufacturers.
D) a reaction to regulatory directives of the U.S. government.
E) unethical.
Q2) Burt's Bees mission is an Earth Friendly, Natural Personal Care Company. As part of that mission, Burt's Bees has a Zero Waste to Landfill initiative. During what phase of the strategic marketing planning process would this initiative be pursued?
Q3) In a recent Gallup survey, which of the following professions was rated lowest in ethical standards?
A) car salespeople
B) lawyers
C) senators
D) real estate agents
E) medical doctors
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Chapter 5: Analyzing the Marketing Environment
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) The political / regulatory environment comprises political parties, governmental organizations, and
A) legislation and laws.
B) citizens.
C) interest groups.
D) for-profit and nonprofit businesses.
E) international influences.
Q2) How can marketers identify potential opportunities?
Q3) Lisle Hair Company keeps track of the gender and age of its customers so it can target e-mails to them and be sure to have the right hair products in stock when they visit. This is an example of the use of demographics in marketing.
A)True
B)False
Q4) In some parts of the United States a long sandwich is called a sub sandwich. In other parts of the country it is called a grinder. This is an example of what type of macroenvironmental factor?
Q5) Tweens rarely use any type of technology.
A)True
B)False
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Chapter 6: Consumer Behavior
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150 Flashcards
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Sample Questions
Q1) Reginald greets his regular customers by name every morning when they come in for coffee. He offers them a taste of anything special he is cooking that day. He has a database with their birthdays, and offers them free meals on their birthdays. Reginald hopes that this attention to his regulars will encourage them to
A) assist him in meeting his functional needs.
B) always include his firm in their universal set.
C) extend problem solving beyond ritual consumption.
D) internalize impulse attitudes.
E) spread positive word of mouth.
Q2) Maslow's hierarchy of needs includes physiological needs at the lowest level and self-actualization at the top. The three levels in between are
A) material goods, safety, and love.
B) community, family, and self.
C) safety, stability, and striving.
D) health, wealth, and happiness.
E) safety, love, and esteem.
Q3) After freshman year, Veronica wants to decide on a major. What internal and external sources of information will she use to help her in making a decision?
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Chapter 7: Business-To-Business Marketing
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) Consultative buying centers use one person to make a decision but solicit input from others before doing so.
A)True B)False
Q2) As the owner of a small business with 60 employees that makes custom floor mats, Paul makes all of the buying decisions. Paul is most likely the user.
A)True
B)False
Q3) CA Technologies, a firm providing software and services to information technology departments, maintains a corporate blog. How can this blog help CA Technologies with B2B marketing?
A) as a place to post responses to RFPs
B) by building brand awareness among potential customers
C) by simplifying vendor performance assessment
D) by streamlining purchasing and distribution
E) by matching buyers' requests and sellers' offers
Q4) How is vendor analysis different from a consumer's postpurchase evaluation?
Q5) Define derived demand and give an example of how demand for B2B sales is often derived from B2C sales.
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Chapter 8: Global Marketing
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) Global segmentation, targeting, and positioning (STP) are more complicated than local STP, in part because
A) consumers may view their roles differently in different countries.
B) there are fewer franchising opportunities in global markets.
C) global consumer markets are almost totally homogeneous, making segmentation difficult.
D) most governments have rules against targeting consumers.
E) positioning almost always fails when attempted in a foreign country.
Q2) When Ben evaluated the commercial infrastructure in Mauritius, he considered the island's
A) population control measures.
B) legal, banking, and regulatory systems.
C) retailing capabilities.
D) per capita income estimates.
E) climate and culture.
Q3) An effective global pricing strategy can be easily established by setting the same prices in every market around the world.
A)True
B)False
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Page 10
Chapter 9: Segmentation, Targeting, and Positioning
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) Assume you are the marketing consultant for your university, which wants to focus its marketing efforts on recruiting new students. You have a choice of segmenting the undergraduate student market on either a demographic or benefit basis. What is the difference between the two? Which would you recommend, and why?
Q2) Education marketers have learned that the primary motivations of most nontraditional college students are self-respect and self-fulfillment. Understanding the values of this market segment allows marketers to A) emphasize the benefits these consumers are looking for in a college education. B) lower the price for this market segment.
C) offer alternative courses based on geographic location.
D) employ loyalty marketing strategies.
E) use micromarketing strategies.
Q3) Develop a lifestyle segmentation scheme for students at your university, and label and describe three segments. You can think of this as developing your own version of the VALS tool, but specifically for college students.
Q4) List the steps in the segmentation, targeting, and positioning process.
Q5) Create an example of geodemographic segmentation.
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Page 11
Chapter 10: Marketing Research
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) Define qualitative research and list two examples of qualitative data collection techniques.
Q2) In questionnaire design, a question such as, "Do you like Wendy's hamburgers and fries?" suffers from the problem of a question
A) respondents cannot easily or accurately answer.
B) that respondents are reluctant to answer because the information is sensitive.
C) that steers respondents to a particular response.
D) that asks two questions at once.
E) that is complex and something respondents may be unfamiliar with.
Q3) Chesnee is analyzing census data, looking for demographic segments that she can target for her new insurance products. For Chesnee, what are the advantages of using census data?
Q4) Thomas has just conducted a focus group for Apple Computer, asking participants their opinions regarding new features Apple is considering for its iPod players. Apple's marketing manager wants to use the results of this focus group to justify immediate product changes and new promotional strategies. As the market researcher, how would you respond?
Q5) What kinds of internal information might be of value to a marketing researcher?
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Chapter 11: Product, Branding, and Packaging Decisions
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150 Flashcards
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Sample Questions
Q1) Relatively few consumers like to go to the dentist. Dental insurance plans that pay for regular checkups increase the __________ of dental care by reducing the cost to the consumer.
A) perceived value
B) brand awareness
C) brand loyalty
D) generic positioning
E) brand extension
The perceived value of a good or service is the relationship between its benefits and its costs. By reducing the cost, the value will be seen to be greater.
Q2) One key feature of the value of a strong brand is that
A) it can protect the firm from competition.
B) it no longer needs to be supported by advertising and promotion.
C) if it becomes a generic name, the brand is worth even more.
D) it cannot be successfully imitated by a retailer's own brand.
E) competitors will typically abandon a sector altogether rather than compete.
Strong brands protect the firm somewhat from competition because the brand differentiates the firm's products, making customers more loyal.
Q3) Provide a real-world example of a national brand and a private-label brand.
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Page 13
Chapter 12: Developing New Products
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150 Flashcards
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Sample Questions
Q1) Even if products succeed, not all consumers adopt new-to-the-world products at the same time.
A)True
B)False
Q2) A marketing professor in Ithaca, New York, maintains a museum of failed consumer products. Most new products in this museum failed during the __________ stage of new product development, when they are introduced to a limited geographical area.
A) pretesting
B) product launch
C) test marketing
D) product development
E) concept testing
Q3) When conducting exploratory concept testing for her firm's new Internet anti-piracy software, Dee knows the most important question is
A) how long it will take to bring the software to market.
B) whether respondents would purchase the software if it becomes available.
C) who will determine the price to be charged.
D) where the product should be sold.
E) which computer trade show will be used to introduce the product.
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Page 14
Chapter 13: Services: the Intangible Product
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) Because services are intangible, it is often difficult for customers to determine how a service meets their expectations, which marketers call
A) service perceptions.
B) service efforts.
C) service quality.
D) service aspirations.
E) service feedback.
Q2) Managers of fast food restaurants struggle with a rapid turnover of personnel. Employee turnover rates of 100 to 200 percent annually are common. The work environment is difficult and customers can often be demanding. One of the first steps managers can take to help workers deliver quality service is to
A) ban abusive customers from their restaurants.
B) reward service providers based solely on the speed of service.
C) provide emotional support and concern for their employees.
D) review the delivery support system.
E) make sure services delivery expectations are consistent and coherent throughout the organization.
Q3) What are the potential gaps in the Gaps model? What is it designed to do?
Q4) Name three ways a firm can evaluate service quality and give examples of each.
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Chapter 14: Pricing Concepts for Establishing Value
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Sample Questions
Q1) The Robinson-Patman Act does NOT apply to end consumers, at which point many forms of price discrimination occur.
A)True
B)False
Q2) For which of the following is demand likely to be least sensitive to price increases?
A) spring break vacations
B) a specific brand of cereal
C) prescription drugs
D) theater tickets
E) restaurant meals
Q3) How can a company find its way out of a market characterized by pure competition?
A) Consistently offer the lowest price until other competitors leave the market.
B) Increase prices and attract different, quality-oriented customers.
C) Decrease the amount of available product until the market reacts.
D) Increase the amount of available product to flood the market.
E) Differentiate the product in some way, even by packaging, so customers will see it as distinct.
Q4) What does an everyday low prices strategy say to consumers?
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Chapter 15: Supply Chain and Channel Management
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Sample Questions
Q1) Manufacturers use wholesalers and retailers because
A) they have no other choice.
B) they do not cost much.
C) they create value for customers through convenience and cost savings.
D) wholesalers control retailers.
E) most manufacturers are not familiar with logistics.
Q2) Especially in the fashion industry where styles and trends change rapidly, a quick response system can
A) allow retailers to better forecast long-term demand.
B) reduce logistical overlay.
C) increase cross-docking promotional effectiveness.
D) align deliveries more closely with actual sales.
E) allow manufacturers to introduce unpopular styles and still be successful.
Q3) Radio frequency identification tags (RFIDs) automatically transmit information about a container's contents or individual products.
A)True
B)False
Q4) Why does conflict arise in the supply chain? How do partnering relationships help to reduce conflict?
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Chapter 16: Retailing and Multichannel Marketing
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150 Flashcards
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Sample Questions
Q1) The knowledge retailers can gain from their store personnel and customer relationship management databases is valuable for developing
A) supply chain relationships.
B) extreme value retailing efforts.
C) increased customer loyalty.
D) global private label brands.
E) multichannel retailing.
Q2) When Creative Pen Company designed a new pen that was particularly comfortable to use, it wanted to literally get the pen in the hands of as many consumers as possible.
Creative Pen will probably choose __________ distribution for its new product.
A) intensive
B) exclusive
C) selective
D) collective
E) variable
Q3) Violet is converting an empty warehouse into an upscale designer clothing store. What recommendations regarding promotion and the overall retail environment would you make to Violet?
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18
Chapter 17: Integrated Marketing Communications
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Sample Questions
Q1) Provide an example of a firm delivering the right message to the right audience through the right media.
Q2) When Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message, she was told the reach was 40, the frequency was 4, and the competitive parity was 10. The gross rating points for her firm's campaign were
A) 160.
B) 1600.
C) 400.
D) 40.
E) The answer cannot be determined from this information.
Q3) After seeing advertisements for the Toyota Prius, Joel becomes interested and does some Internet research. However, after seeing the price for a new model, he decides to purchase a Ford Fusion instead. This is an example of the lagged effect.
A)True
B)False
Q4) One of the newest IMC efforts is the use of corporate blogs. Why do businesses use them?
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Page 19
Chapter 18: Advertising, Public Relations, and Sales Promotions
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150 Flashcards
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Sample Questions
Q1) An advertising plan is crucial to an ad campaign because it A) is the basis for sales commissions.
B) is required by the accounting department.
C) offers insights into the creative leadership of mass media buyers. D) will later be used to measure the success or failure of the campaign.
E) stimulates demand for a product category.
Q2) Ashley was nervous about making the ___________. She knew it was likely to be the largest expense in the advertising budget.
A) publicity plan
B) media flight plan decision
C) media mix choice
D) media buy
E) monitoring and evaluation plan decision
Q3) When businesses support cultural or sporting events, such as the Discover Orange Bowl football game, this is known as cause-related marketing.
A)True
B)False
Q4) Create a sales promotion to promote your university bookstore.
Q5) Why is tracking the impact of an advertising campaign challenging?
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Chapter 19: Personal Selling and Sales Management
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Sample Questions
Q1) David's firm had grown steadily and the products and systems had become more and more complicated. He had been a star representative and had personally serviced and developed all his accounts. In the past year or so, David and his sales colleagues have been changing their approach due to the sales growth and increasing product complexity. Customer relationships are now being handled more and more by __________, which is typical of firms experiencing this kind of growth.
A) manufacturer's representatives
B) brokers
C) sales administrators
D) junior sales reps
E) selling teams
Q2) Garrett is a sales rep for a line of golf equipment. He has been trying to get his sales manager to allow him to rent a booth at the upcoming PGA (Professional Golfers' Association) Show held every January in Orlando. Garrett is putting together a list of the benefits of displaying his company's products at the show. What benefits should his list include?
Q3) Describe the objective and subjective ways that can be used to evaluate a salesperson's performance. When should each be used?
Q4) Why are nonfinancial rewards important?
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