Sales and Marketing Exam Preparation Guide
Course Introduction
This course provides an in-depth exploration of the principles and practices that drive successful sales and marketing strategies in today's dynamic business environment. Students will examine the core concepts of marketing, including market research, segmentation, targeting, positioning, branding, and the marketing mix (product, price, place, promotion). The course also covers essential sales techniques such as relationship building, consultative selling, negotiation, and closing strategies. Through case studies, interactive exercises, and real-world examples, students will learn how to align sales and marketing functions to achieve organizational objectives, enhance customer value, and sustain competitive advantage.
Recommended Textbook
MKTG 9 9th Edition by Charles W. Lamb
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21 Chapters
1256 Verified Questions
1256 Flashcards
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Chapter 1: An Overview of Marketing
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Sample Questions
Q1) Discuss the elements needed to implement successful relationship marketing strategies.
Answer: Most successful relationship marketing strategies depend on:Customer-oriented personnel: An employee maybe the only contact a customer has with the firm;in that customer's eyes,the employee is the firm.Any person,department,or division that is not customer oriented weakens the positive image of the entire organization.Training: Training is important to quality customer service and relationship building.Empowerment: In empowerment,delegation of authority is used to solve customer problems quickly,usually by the first person the customer notifies regarding a problem.Teamwork: Teamwork is the collaborative efforts of people to accomplish a common objective.Job performance,company performance,product value,and customer satisfaction all improve when people in the same department or workgroup begin supporting and assisting each other and emphasize cooperation instead of competition.
Q2) A production-oriented firm focuses on its internal capabilities.
A)True
B)False
Answer: True
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Chapter 2: Strategic Planning for Competitive Advantage
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Sample Questions
Q1) Diversification strategies involve increasing sales of existing products in existing markets.
A)True
B)False
Answer: False
Q2) MaxNutri sells cookies and nutrition bars.The marketers at MaxNutri are trying to come up with a new and attractive packaging design for its cookies.In this scenario,MaxNutri is working on its _____ strategy.
A)point of purchase
B)distribution
C)advertising
D)product.
Answer: D
Q3) Which of the following statements is true of strategic business units (SBUs)?
A)Each SBU of a company typically has its own return on investment.
B)All SBUs of a company share the same goals and use the same strategies.
C)All SBUs of a company target the same market segment.
D)SBUs do not perform manufacturing functions.
Answer: A
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Page 4
Chapter 3: Ethics and Social Responsibility
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Sample Questions
Q1) The stakeholder theory of corporate social responsibility:
A)considers the management of an organization as one of the stakeholders.
B)excludes customers and government agencies among stakeholders.
C)does not consider the owners of an organization as the stakeholders.
D)does not consider first-line employees of an organization as stakeholders.
Answer: A
Q2) The greater the likelihood that an action will result in a harmful outcome,the more likely that marketers will recognize a problem as unethical.
A)True
B)False
Answer: True
Q3) Which of the following statements is true about morals?
A)They are universal and seldom vary.
B)They are independent of factors such as culture and religion.
C)They may reflect the laws and regulations that affect social and economic behavior.
D)They set absolute standards for good and bad that are enforced by the law.
Answer: C
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Chapter 4: The Marketing Environment
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Sample Questions
Q1) Which of the following statements is true of baby boomers?
A)They are postponing retirement to pay debts.
B)They spend less than any other population group.
C)They have minimal health care expenses.
D)They are affected by the Great Recession than any other cohort.
Q2) Which of the following statements about American teenagers is correct?
A)They spend about six hours per week tuned in electronically.
B)They make the largest cohort group.
C)They like interactive promotional activities.
D)They prefer Tumblr and Instagram to Facebook.
Q3) The Bureau of Competition__________.
Q4) Social media:
A)can help companies gain market share.
B)are most widely used by tweens.
C)are eliminating the effect of component lifestyles.
D)have significantly decreased the complexity of buyer behavior.
Q5) Discuss the relationship between businesses and the government.
Q6) Martha visits a departmental store and learns that a box of exotic candles would cost her ten percent more than what she had paid for it six months ago.In this scenario,Martha has to pay more as a result of__________.
Page 6
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Chapter 5: Developing a Global Vision
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Sample Questions
Q1) Write a note on the economic factors that influence the external business environment.
Q2) The surge in global trade in recent years has added to strains and charges for all forms of transport.
A)True
B)False
Q3) Aztic Inc. ,a manufacturer of sports goods,plans to expand its operations to a new country.As part of this expansion,it determines whether the population of the country is primarily rural or urban.In this case,Aztic Inc.is assessing the__________of the country.
Q4) _____ is the largest Latin American trade agreement and includes Argentina,Bolivia,Brazil,Chile,Colombia,Ecuador,Paraguay,Peru,Uruguay,and Venezuela.
A)Mercosur
B)General Agreement on Tariffs and Trade (GATT)
C)The Uruguay Round
D)The North American Free Trade Agreement (NAFTA)
Q5) Why do firms that enter into foreign trade need to adhere to the principles of the marketing mix?
Q6) A company is most likely doomed to failure in a foreign country if it__________.
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Chapter 6: Consumer Decision Making
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Sample Questions
Q1) Becky wants to buy a new cell phone.She asks her tech-savvy friends to recommend a good phone that is light in weight and easy to use.In this scenario,Becky is obtaining information using a(n)_____ information source.
A)unbiased
B)internal
C)nonmarketing-controlled
D)marketing-controlled
Q2) Denthrill Inc. ,a company that manufactures toothpaste,conducts a survey to find out the most important factor that consumers look for while buying toothpaste.Through the survey,it is found that consumers are most particular about the flavor of the toothpaste.Taking this into consideration,Denthrill Inc.introduces a variety of flavored toothpaste in the market.Which of the following has the company used to satisfy its target market?
A)Consumer behavior
B)International marketing
C)Economic factors
D)Global adaptation
Q3) __________is the most complex type of consumer buying decision and is associated with high involvement on the part of the consumer.
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Page 8
Chapter 7: Business Marketing
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Sample Questions
Q1) Corn refiners buy shelled corn and convert it into a variety of products,including high-fructose corn syrup.The refiners then sell these products to companies for use in foods and beverages.Based on this information,which sector of the business market is most likely represented by the corn refiners?
A)Resellers
B)Producers
C)Distributors
D)Governments
Q2) Casca Paints,a manufacturer of paints and emulsions,owns a user-friendly Web site.The Web site allows customers to upload pictures of their house and select the colors that best match their expectations.Donnel Designs Inc. ,an interior decoration firm,enters into a partnership with Casca Paints.As a result,customers can now get a complete interior design solution for their homes.This is an example of a(n)__________.
Q3) Explain the distribution structure followed in business markets.
Q4) How is marketing done via the Internet?
Q5) A__________is a situation requiring the purchase of a product for the first time.
Q6) What are the main differences between major equipment and accessory equipment?
Page 9
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Chapter 8: Segmenting and Targeting Markets
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Sample Questions
Q1) Volten Inc.is an online apparel store.It has separate sections for casual wear,office wear,and party wear.It also divides its products on the basis of price to suit people of various income levels.In this way,it caters to different sections of society.Which of the following bases has the company most likely used for positioning its products?
A)Product class
B)Emotion
C)Attribute
D)Product user
Q2) Candy's Chocolates Inc.is a confectionary company that manufactures only one product.Unlike its competitors,the firm does not have its target customer base as children.Instead,it promotes its product using the same strategy across consumers of all age groups.Given this information,Candy's Chocolates Inc.has adopted a(n)__________strategy.
Q3) How do organizations use a product differentiation strategy to distinguish their products from competitors?
Q4) Sheera Jewelry sends birthday greeting cards to each of its customers as a token of appreciation for shopping at its store.This exemplifies the customer relationship management (CRM)trend of__________.
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Page 10
Chapter 9: Marketing Research
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Sample Questions
Q1) The research design for solving a particular problem contains instructions on how the results of the marketing research should be implemented and verified for effectiveness.
A)True
B)False
Q2) Cloyd's Supermarket,a popular retail store,sells a variety of products.In order to know if they should improve their services,they send out questionnaires to their frequent customers.The questionnaire requires the customers to explain what they like best about shopping at Cloyd's and what new products or services they expect from Cloyd's.These questions are an example of _____ questions.
A)rhetorical
B)open-ended
C)scaled-response
D)dichotomous
Q3) __________data is defined as data that has been previously collected for any purpose other than the one at hand.
Q4) To initiate a customer relationship management cycle,a company must focus on__________.
Q5) Explain the importance of marketing research in decision making.
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Chapter 10: Product Concepts
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Sample Questions
Q1) Why are many retailers creating and promoting their own captive brands?
A)Captive brands carry evidence of a store's affiliation and are available everywhere.
B)Captive brands help to increase a company's presence in markets where it has little room to differentiate itself.
C)Captive brands allow retailers to ask a price similar or equal to manufacturers' brands.
D)Captive brands allow retailers to gain greater profits by marketing cheaper products under a brand name owned by them.
Q2) Frieda was disappointed to notice that her new phone had several scratches on its screen.If she had known about the clear protective films that were available to protect the phone display from scratches,she could have avoided this problem.For Frieda,the protective films were__________.
Q3) Trademark protection and rights only last for five years.
A)True
B)False
Q4) Explain planned obsolescence with at least two examples.Discuss if planned obsolescence is ethical or unethical.
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Chapter 11: Developing and Managing Products
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Q1) In the growth stage of the product life cycle,sales typically grow at an increasing rate,many competitors enter the market,and large companies may start to acquire pioneering firms.
A)True
B)False
Q2) 3D printing is a process which is sometimes used to create three dimensional prototypes of a product quickly and at a relatively low cost.
A)True
B)False
Q3) In the context of the product life cycle,a long-run drop in a product's sales signals the beginning of the _____.
A)introductory stage
B)growth stage
C)maturity stage
D)decline stage
Q4) In the context of the product life cycle,a long-run drop in a product's sales signals the beginning of the__________.
Q5) The business analysis stage of a new-product development process__________.
Q6) __________have the longest product life cycles.
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Chapter 12: Services and Nonprofit Organization Marketing
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Sample Questions
Q1) Senior citizen and student discounts at movie theaters and restaurants are examples of operations-oriented pricing.
A)True
B)False
Q2) The Internet is a form of indirect service distribution.
A)True
B)False
Q3) There are four promotional strategies for dealing with the unique features of services.Name these strategies and give examples of each,using American Airlines (or another air carrier you are familiar with)as your example.
Q4) Which of the following is true of goods?
A)They can be produced in a centralized location and be consumed in decentralized locations.
B)They tend to be less tangible than services.
C)They need to be produced,sold,and consumed at the same time as they are highly perishable.
D)They tend to be less standardized and uniform than services.
Q5) Briefly explain what service firms must do to be successful in the global marketplace.
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Chapter 13: Supply Chain Management
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Sample Questions
Q1) Through the use of computer-generated shipping notices,AllCare Hardware successfully removes unnecessary costs in its supply chain.According to its vice president of inventory for the retailer,"Information that had to be gathered through three or four phone calls before is now just one click away." This is an example of the use of
A)measurement and feedback integration
B)conglomerate integration
C)customer integration
D)technology and planning integration
Q2) Which of the following is an advantage of supply chain management to companies?
A)Reduced operational flexibility
B)Improved customer service
C)Reduced interactions between companies and their suppliers
D)Increased ability to perform in isolation
Q3) Designing a new product with the help of suppliers and customers can enable a company to introduce features and cost cutting measures into final products.
A)True
B)False
Q4) How does outsourcing affect the efficient deployment of supply chain management?
15
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Chapter 14: Marketing Channels
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Q1) Phoenix Automated Retail Services specializes in DVD rentals via automated retail kiosks.If consumers want a particular DVD,they can rent it from Phoenix instead of searching for it in various production studios.Phoenix therefore provides__________for both consumers and the production studios.
Q2) Retailers are those firms in a marketing channel that sell directly to consumers as their primary function.
A)True
B)False
Q3) A__________channel enables a consumer to return a product when it reaches the end of its useful life.
Q4) Red Chilly Productions,a production studio based in the United States,decides to make a major change in its distribution strategy.It withdraws contracts from its retail partners and beginsto operate its own rental store.This results in its retail partners filing several lawsuits against the company.This scenario is an example of _____.
A)bilateral monopoly
B)dual distribution
C)horizontal conflict
D)retailer monopoly
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Chapter 15: Retailing
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Sample Questions
Q1) __________means persuading customers to buy a higher-priced item than they originally intend to purchase.
Q2) The technique used to sift through data collected by point-of-purchase scanning equipment is called _____.
A)big data analysis
B)shopper marketing
C)market-basket analysis
D)shopper analytics
Q3) Delta Company recruits and trains college students to sell educational reference books,software,and children's books door-to-door.This form of retailing is called:
A)direct retailing.
B)online retailing.
C)off-price retailing.
D)in-store retailing.
Q4) Determining a target market is not a prerequisite to creating the retailing mix. A)True
B)False
Q5) Explain in detail the four areas that service distribution should focus on.
Q6) What is a target market?
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Chapter 16: Marketing Communications
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Q1) When Dernz Inc.introduced its ketchup globally,it first had to deal with the fact that ketchup is not a household staple outside the United States.The company had to show foreign users how ketchup can be used.In this case,Dernz had to rely primarily on__________advertising to reach out to consumers.
Q2) __________is the process by which meanings are exchanged or shared through a common set of symbols.
Q3) ABC television network uses billboard,television,magazine,and newspaper advertising to inform viewers about new episodes of a popular television program.Therefore,ABC television network uses _____ communication to promote the television program.
A)referential
B)mass
C)factual
D)interpersonal
Q4) Advent Automobiles Inc.launches a new sport utility vehicle.The company places advertisements in leading newspapers and social media sites to reach out to consumers.In the context of the communication process,Advent Automobiles Inc.is the__________.
Q5) Explain the different stages in a product's life cycle.
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Chapter 17: Advertising, public Relations, and Sales Promotion
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Q1) Kraft's marketing efforts for its Macaroni & Cheese include paid television commercials and magazine inserts.These are examples of activities associated with:
A)advertising.
B)franchising.
C)personal selling.
D)nonstore retailing.
Q2) _____ is the element in the promotional mix that evaluates people's attitudes,identifies issues that may elicit their concern,and executes programs to gain their understanding and acceptance.
A)Personal selling
B)Advertising
C)Sales promotion
D)Public relations
Q3) Which form of advertising is designed to influence demand for a specific brand?
A)Institutional advertising
B)Advocacy advertising
C)Competitive advertising
D)Pioneering advertising
Q4) A(n)__________is the channel used to convey a message to a target market.
Page 19
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Chapter 18: Personal Selling and Sales Management
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Q1) __________involves determining the recognized need,buying power,and receptivity and accessibility of a sales prospect.
Q2) Different personalities and skills of salespeople will lead to a company's failure in all foreign countries.
A)True
B)False
Q3) Ego strength is one of the traits that sales managers look for while recruiting salespeople.
A)True
B)False
Q4) A sales presentation should be explicitly tied to the expressed needs of a prospective customer.
A)True
B)False
Q5) Why do effective negotiators avoid using price as a negotiation tool?
Q6) What is automated e-mail follow-up marketing? How does it work?
Q7) Maggie's Apparel Inc.is a store that offers customized shopping,whereby consultants pick clothing they feel will fit a customer's style and specified need.This scenario most likely illustrates__________.
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Chapter 19: Social Media and Marketing
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Sample Questions
Q1) Which of the following is true of social media?
A)It cannot be compared to traditional advertising in any meaningful way.
B)It offers a mass-media method of interacting with customers.
C)It has less sophisticated ways of measuring how marketers meet and interact with consumers than traditional advertising.
D)It offers more one-to-one ways to meet consumers than traditional marketing media.
Q2) Which of the following is true of brands,organizations,and nonprofits that use Facebook?
A)They have thus far been unsuccessful in their attempts to use the platform to create viral marketing campaigns.
B)Their pages are public and are thus subject to search engine indexing.
C)They are restricted from communicating directly with fans and interested stakeholders due to risks of hacking.
D)Their ability to optimize search engine results is very low.
Q3) Explain the key guidelines that marketers must follow to leverage owned media,earned media,and paid media?
Q4) Distinguish between owned media and earned media with examples.
Q5) Explain the role of social media in marketing.
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Chapter 20: Pricing Concepts
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Sample Questions
Q1) Why are more and more companies turning to dynamic pricing?
A)To help adjust prices
B)To implement bait pricing
C)To implement free on board origin pricing
D)To establish inelasticity of demand
Q2) As products enter the growth stage of the product life cycle,prices generally begin to stabilize.
A)True
B)False
Q3) For convenience,pricing objectives can be divided into three categories.They are:
A)refundable,competitive,and attainable.
B)perceived,actual,and situational.
C)differentiated,niche,and undifferentiated.
D)profit oriented,sales oriented,and status quo.
Q4) Adequate distribution for a new product can often be attained by giving dealers a large trade allowance.
A)True
B)False
Q5) How do manufacturers benefit from prestige pricing?
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Chapter 21: Setting the Right Price
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Q1) The most common markup figures on merchandise and transportation costs are six percent at the retail level and two percent at the wholesale level.
A)True
B)False
Q2) How do value-based pricing,unbundling,and bundling help marketers hold market share during a recession period?
Q3) When an economy is characterized by high inflation,special pricing tactics are often necessary.One popular cost-oriented tactic is culling low-profit margin products from a product line.Explain why this tactic might backfire,and describe the other two cost-oriented tactics that can be used instead.
Q4) __________is a price tactic that charges freight costs from a given point,regardless of the city from which the goods are shipped.
Q5) A__________is a price reduction offered to a consumer,an industrial user,or a marketing intermediary in return for prompt payment of a bill.
Q6) A__________is a price reduction offered to buyers buying in multiple units or above a specified dollar amount.
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