Sales and Marketing Final Exam
Course Introduction
Sales and Marketing explores the principles, strategies, and techniques essential for effectively promoting and selling products or services in competitive markets. The course covers core topics such as market research, consumer behavior, branding, product development, pricing strategies, sales processes, and digital marketing. Students will learn how to design and implement marketing campaigns, generate leads, build customer relationships, and close sales. Emphasis is placed on real-world applications, current industry trends, and the integration of traditional and digital marketing methods to maximize business growth and profitability.
Recommended Textbook
Principles of Marketing 7th AUSTRALIAN Edition by Gary Armstrong
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14 Chapters
2302 Verified Questions
2302 Flashcards
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Page 2
Chapter 1: Marketing: Creating and Capturing Customer Value
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142 Verified Questions
142 Flashcards
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Sample Questions
Q1) One of the major developments in marketing can be summed up in one word: relationships.Define customer relationship management and its associated tools and levels of relationships.
Answer: Customer Relationship Management (CRM)is the process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.A company with mostly low-margin customers is likely to seek basic relationships,using brand-building advertising and sales promotion.An organisation with few customers and high margins,on the other hand,will work to create key partnerships with select customers.To create stronger bonds with customers,some marketers use tools such as financial benefits or rewards based on frequency of purchase.Other tools include social benefits,like offering key customers the opportunity to network and create communities through club marketing programs.To retain current customers and remain profitable,companies today are going beyond transactional marketing to customer relationship management.The key is to create and sustain relationships for the long term.
Q2) Income distribution generally remains constant across different types of economies.
A)True
B)False
Answer: False
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Chapter 2: Company and Marketing Strategy: Partnering to
Build Customer Engagement, value and Relationships
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163 Verified Questions
163 Flashcards
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Sample Questions
Q1) Return on marketing investment (or marketing ROI)is best defined as a measure of
A)the profits generated by investments in marketing activities
B)the profits generated by investments in all business activities
C)the sales growth generated by advertising and promotional activities
D)profits generated by increased market share
E)profits generated by sales growth
Answer: A
Q2) In the BCG matrix,'dogs' by definition are businesses or products that do not generate enough cash to maintain themselves.
A)True
B)False
Answer: False
Q3) In spite of its many obvious benefits,not all companies use strategic planning.
A)True
B)False
Answer: True
Q4) A(n)________ can be a company division,a product line within a division or a single product or brand.
Answer: SBU
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Chapter 3: The Marketplace and Customers: Analysing the Environment
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Sample Questions
Q1) Marketers must be aware of laws,government agencies and pressure groups that influence or limit various organisations and individuals in a given society.This is the ________ environment.
A)socio-legal
B)cultural
C)political
D)legal-technological
E)economic
Answer: C
Q2) Ernst Engel's laws generally have been supported by recent studies.He discovered that as family income rises,the percentage spent on ________ declines and the percentage spent on ________ remains about constant.
A)food;clothing
B)clothing;recreation / entertainment
C)savings;transportation
D)food;housing
E)recreation / entertainment;savings
Answer: D
Q3) Population diversity goes well beyond ________ heritage.
Answer: ethnic
Page 5
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Chapter 4: Marketing Analytics: Gaining Customer Insights
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Sample Questions
Q1) Data mining refers to the process of unearthing insights hidden in customer data.
A)True
B)False
Q2) Ethnographic research ________.
A)comes from traditional focus groups
B)is gathered from people in their 'natural habitat'
C)provides secondary data
D)is most popular in the service sector
E)provides data to marketers when observation is impossible
Q3) Why has consumer resentment toward marketing research been growing?
Q4) ________ research is used to test hypotheses about cause-and-effect relationships.
Q5) A major department store sends a trained observer to watch and interact with customers as they shop in store.This is an example of ________.
A)secondary research
B)survey research
C)ethnographic research
D)experimental research
E)descriptive research
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Chapter 5: Buyer Behaviour: Understanding Consumer and Business Buyers
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Sample Questions
Q1) A belief is the specific mix of human traits that may be attributed to a particular brand.
A)True
B)False
Q2) What is the buying centre concept? Explain why this concept presents a major marketing challenge.
Q3) Marketers describe the way the consumer processes information to arrive at brand choices as ________.
A)alternative evaluation
B)information search
C)purchase decision
D)situational factors
E)post-purchase dissonance
Q4) ________ is (are)the most basic cause(s)of a person's wants and behaviour.
A)Culture
B)Brand personality
C)Cognitive dissonance
D)Social factors
E)Selective perception
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Q5) Compare the decision process in the business market and consumer markets.
Chapter 6: Customer-Driven Marketing Strategy: Creating
Value for Target Customers
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191 Verified Questions
191 Flashcards
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Sample Questions
Q1) The ________ makes it more profitable to serve minuscule niches.
Q2) Under what circumstances would local marketing likely be the most effective?
A)When pronounced differences in psychographics are present.
B)When pronounced differences in lifestyles are present.
C)When pronounced regional and local differences in demographics and lifestyles are present.
D)When regional demographics and lifestyles are similar.
E)When pronounced similarities in psychographics are present.
Q3) Clusters of marketable groups of customers with similar likes,dislikes,lifestyles and purchase behaviours can be identified by multivariable segmentation systems that merge and analyse geographic,demographic,lifestyle and behavioural data.
A)True
B)False
Q4) When a company chooses a target marketing strategy,its choices are influenced by factors related to company resources,the degree of product variability and the product's life-cycle stage.
A)True
B)False
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Q5) When might be the best time for a marketer to use geographic segmentation?
Chapter 7: Products, services and Brands: Offering
Customer Value
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173 Verified Questions
173 Flashcards
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Sample Questions
Q1) Woolworths Select products are an example of a ________.
A)national brand
B)support brand
C)private brand
D)sponsorship brand
E)manufacturer's brand
Q2) Product mix ________ refers to the number of different product lines the company carries.Sony markets a wide range of consumer and industrial products around the world,from TVs to semiconductors.
A)length
B)height
C)width
D)perimeter
E)depth
Q3) The characteristics of convenience,shopping,specialty and unsought goods play a major role in determining the marketing mix for products in each of these categories.Briefly describe the distribution and pricing ramifications of each type of product.Which channel member(s)is / are most likely to bear the brunt of the promotional burden for each?
Q4) When a brand loses the trust it has engendered,its ________ soon declines.
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Chapter 8: New Products: Developing and Managing Innovation
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Sample Questions
Q1) Ferntree Lawn and Garden Products is engaged in marketing strategy development.Management should first create a statement outlining the product's planned price,distribution and marketing budget for the first year.
A)True
B)False
Q2) Which stage in the PLC normally lasts longer and poses strong challenges to the marketing managers?
A)introduction
B)growth
C)maturity
D)decline
E)phase-in
Q3) Which of the following is NOT a potential reason for a new product to fail?
A)An underestimated market size.
B)A poorly designed product.
C)An incorrectly positioned product.
D)Higher than anticipated costs of product development.
E)Ineffective advertising.
Q4) A product ________ is the way consumers perceive an actual or potential product.
Q5) New-product development starts with idea ________. Page 10
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Chapter 9: Pricing: Capturing Customer Value
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Sample Questions
Q1) A breakeven chart shows the total cost and total revenue expected at various sales volume levels.
A)True
B)False
Q2) Some industries commonly use two-part pricing,where the price is broken down into a fixed fee and a fixed usage rate.
A)True
B)False
Q3) In service industries,captive-market pricing is called ________ - ________ pricing.
Q4) A company should set prices that will allow ________ to receive a fair profit.
A)resellers
B)producers
C)consumers
D)the elderly
E)competitors
Q5) Adding a standard mark-up to the cost of the product is known as cost-________ pricing.
Q6) It is important to remember that '________ value' is not the same as '________ price'.
Page 12
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Chapter 10: Placement: Customer Value Fulfilment
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Sample Questions
Q1) Which of the following is NOT a form of contractual VMN?
A)wholesaler sponsored voluntary chain
B)retailer cooperative
C)manufacturer-sponsored retailer franchise network
D)service-firm-sponsored retailer franchise network
E)corporate vertically managed network
Q2) Intermediaries usually offer a firm more than it can achieve on its own.Which of the following is most likely an advantage of working with intermediaries?
A)financial support
B)fast service
C)scale of operation
D)working relationships with foreign distributors
E)strategy development
Q3) The difference between distribution centres and storage warehouses is that distribution centres are designed to ________ goods rather than just store them.
Q4) The use of intermediaries largely reflects their greater ________ in making goods available to target markets.
Q5) Why are multichannel distribution systems gaining popularity today?
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Chapter 11: Communicating Customer Value: Advertising and
Public Relations
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172 Verified Questions
172 Flashcards
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Sample Questions
Q1) A company's total marketing communications mix consists of a special blend of advertising,sales promotion,public relations,personal selling and direct-marketing tools that the company uses to communicate customer value and build customer relationships.This is also called ________.
A)direct marketing
B)integrated marketing
C)the promotion mix
D)competitive marketing
E)target marketing
Q2) ________ ________ is typically the company's most expensive promotional tool.
Q3) Which of the following is the process of combining the vast reach of television with digital's better targeting,interaction,and engagement?
A)Overall promotion mix
B)Video convergence
C)Personal selling
D)Push marketing
E)Competitive-parity
Q4) Coupons,contests,cents-off deals and premiums are all examples of ________
view
Chapter 12: Personal Selling and Sales Promotion: Creating Value in Relationships
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Sample Questions
Q1) Which of the following is the LEAST relevant characteristic that a salesperson should consider when qualifying a prospect?
A)financial ability
B)longevity in the market
C)special needs
D)location
E)volume of business
Q2) Describe several ways in which management can evaluate salesforce performance.
Q3) Which sales management tool shows a salesperson which customers and prospects to see during the next 12 months and in which months,as well as which activities to carry out?
A)time-and-duty analysis
B)salesforce automation system
C)annual call plan
D)sales quota plan
E)positive incentives plan
Q4) Through trade promotions,manufacturers sometimes pay various ________ to retailers for such activities as advertising,displays and physical distribution.
Q5) ________ ________ is one of the oldest professions in the world.
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Chapter 13: Direct and Digital Marketing: Interactivity and Fulfilment
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Sample Questions
Q1) Compare 'simple lists',such as a mailing list,with a 'customer database'.
Q2) Because of their growing audience,web logs,also known as blogs,are gaining influence.
A)True
B)False
Q3) Which of the following best describes a 'relational database'?
A)Permits access to customer data by account number but may not allow for easy extraction of data
B)Permits multiple access points to data and is more flexible in terms of extracting data
C)Data are stored in two-dimensional tables,where each table is linked by common keys and where data is very easily manipulated
D)A database used in relationship marketing and customer lifetime management
E)None of the above.
Q4) When considering the different forms of direct and online marketing,________ involves inbound or outbound personal selling calls where orders are taken immediately when the offer is made.
Q5) While the internet is a public network,password-protected ________ websites are accessed by both employees and known customers.
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Chapter 14: Sustainable Marketing: Social Responsibility, ethics and
Legal Compliance
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Sample Questions
Q1) Australian legislation which governs telemarketing and research calls and covers permitted calling hours,minimum information requirements and termination of calls is known as ________.
A)Do Not Call Register Act 2006
B)Spam Act 2003
C)Competition and Consumer Act 2010
D)Communications Act 2002
E)Fair Trading Act 1999
Q2) When a firm worked consistently to design products that are easier to reuse or recycle,it was adopting ________.
A)pollution prevention
B)green marketing
C)a sustainability vision
D)design for environment (DFE)practices
E)new environmental technologies
Q3) ________ refers to the overall appearance of the product resulting from one or more visual features of the product.
Q4) ________ protects individual ideas as expressed in various permanent forms such as original artistic works.
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