Sales and Marketing Management Exam Review
Course Introduction
Sales and Marketing Management explores the integrated roles of sales and marketing functions within an organization, providing students with practical frameworks and tools to design, implement, and evaluate effective strategies for reaching target audiences and achieving business objectives. The course covers principles of consumer behavior, market segmentation, sales forecasting, branding, pricing, promotion, and distribution. Students gain insights into relationship management, personal selling, negotiation skills, digital marketing trends, and performance metrics, while analyzing real-world cases to understand how these disciplines drive organizational growth and competitive advantage.
Recommended Textbook
Marketing Management 3rd Edition by Greg Marshall
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14 Chapters
1339 Verified Questions
1339 Flashcards
Source URL: https://quizplus.com/study-set/179
Page 2
Chapter 1: Marketing in Today's Business Milieu
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92 Verified Questions
92 Flashcards
Source URL: https://quizplus.com/quiz/2497
Sample Questions
Q1) Name three of the marketing misconceptions discussed in the text, and explain why these do not accurately describe the field of marketing.
Answer: The common misperceptions about marketing include: Catchy and entertaining advertisements-or perhaps the opposite, incessant and boring advertisements.
Pushy salespeople trying to persuade someone to buy it right now.
Incessant spam in your e-mail inbox and unwelcome solicitations on your smartphone.
Obtrusive tracking and recording of your every click and browsing activity online. Famous brands and their celebrity spokespeople, such as Nike's athlete endorsers. Product claims that turn out to be overstated or just plain false, causing doubt about the trustworthiness of a company.
Marketing departments "own" an organization's marketing initiative. Students should be able to explain each of these in terms of why some people may believe them, but also why they do not accurately represent the field.
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Chapter 2: Marketing Foundations: Global, Ethical, Sustainable
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90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/2498
Sample Questions
Q1) Direct foreign investment is the market entry strategy with the greatest long-term implications.
A)True
B)False
Answer: TRUE
Q2) Coca-Cola introduced a new product called Diet Coke in Japan. Sales of this product were low in the initial stages because Japanese women associated the word diet with weakness; however, changing the name of the product from Diet Coke to Coke Light proved effective. Which of the following product issues affected the sales of Diet Coke in this scenario?
A) brand strategy
B) country-of-origin effect
C) quality
D) fitting the product to the culture
E) manufacturing
Answer: D
Q3) The European Union is the most successful regional market zone.
A)True
B)False
Answer: TRUE
Page 4
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Chapter 3: Elements of Marketing Strategy, Planning, and Competition
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91 Verified Questions
91 Flashcards
Source URL: https://quizplus.com/quiz/2499
Sample Questions
Q1) Form utility is ________.
A) marketing's task in creating an offering that has value
B) production's task in creating an offering that is desired by the market
C) the firm's task in deciding where to distribute the product
D) created when products are available to customers at a convenient location
E) that which allows for transfer of the product ownership from seller to buyer
Answer: B
Q2) A ________ articulates an organization's reason for existence and defines the unique purpose that sets it apart from competitors and identifies the scope of the company's operations, products, and markets.
A) mission statement
B) functional-level plan
C) value chain
D) marketing strategy
E) value proposition
Answer: A
Q3) Outbound logistics refers to the distribution of products.
A)True
B)False
Answer: TRUE
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Chapter 4: Market Research Essentials
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93 Verified Questions
93 Flashcards
Source URL: https://quizplus.com/quiz/2500
Sample Questions
Q1) To ensure the primary data they collected about consumer reactions to their product were accurate, the makers of Classic Toiletries hired a single research firm to visit certain cities in various countries. In the past, the company had used mail and telephone surveys by local companies in each country to gather data, but it was concerned about whom these companies were surveying and if they actually fit the demographic and lifestyle profiles of Classic's target market. Classic hired a new research firm to overcome the problem of ________ that can occur when collecting primary data in global markets.
A) unwillingness to respond
B) limited access
C) unreliable sampling procedures
D) inaccurate language translation
E) insufficient comprehension
Q2) In marketing planning, situation analysis involves identification of competitive strengths, weaknesses, and trends.
A)True
B)False
Q3) Name and describe the six external forces that affect marketing decisions.
Q4) Briefly describe the six steps in the market research process.
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Chapter 5: CRM, Big Data, and Marketing Analytics
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91 Verified Questions
91 Flashcards
Source URL: https://quizplus.com/quiz/2501
Sample Questions
Q1) Two primary goals of any dashboard are diagnostic insight and ________.
A) intuitive insight
B) intuitive focus
C) predictive foresight
D) assuming results
E) dictating goals
Q2) One of the problems with ROMI is that it often focuses on ________ rather than looking at the effects or changes in brand equity.
A) long-term strategic goals
B) short-term incremental profits and expenditures
C) long-term relationship marketing goals
D) short-term tactical perspective
E) short-term target marketing goals
Q3) Compare and contrast the four key types of marketing analytics: descriptive, diagnostic, predictive, and prescriptive.
Q4) One major objective of CRM is customer replacement.
A)True
B)False
Q5) Describe the four elements of the CRM process cycle.
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Chapter 6: Understand Consumer and Business Markets
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120 Verified Questions
120 Flashcards
Source URL: https://quizplus.com/quiz/2502
Sample Questions
Q1) Business markets tend to concentrate in certain locations in the United States as a result of suppliers wanting to be located near their buyers.
A)True
B)False
Q2) The sales proposal gives the company an opportunity to showcase its unique products, service, and pricing.
A)True
B)False
Q3) Initiators are any individuals, both inside and outside the organization, with relevant expertise in a particular area that is used by the buying center in making the final decision.
A)True
B)False
Q4) Research on brand personality identified five brand personality traits. These include honesty, enthusiasm, skill, hardiness, and sense of humor.
A)True
B)False
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Chapter 7: Segmentation, Target Marketing, and Positioning
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90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/2503
Sample Questions
Q1) The ability to get secondary and/or primary data on a market being considered for segmentation relates to which of the following questions about marketing?
A) Can the segment be reached in terms of physical product?
B) Is the segment of sufficient size to warrant investing in a unique value-creating strategy for that segment as a target market?
C) Is the segment readily identifiable and can it be measured?
D) Can the segment be reached in order to deliver the value of the product, and subsequently can it be effectively and efficiently managed?
E) Is the segment clearly differentiated on one or more important dimensions when communicating the value of the product?
Q2) ________ segmentation divides customers into groups according to similarities in benefits sought or product usage patterns.
A) Behavioral
B) Income
C) Geographic
D) Gender
E) Educational
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9
Chapter 8: Product Strategy and New Product Development
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91 Verified Questions
91 Flashcards
Source URL: https://quizplus.com/quiz/2504
Sample Questions
Q1) An important issue for consumers is conformance, which is the product's ability to ________.
A) deliver on features and performance characteristics promised in marketing communications
B) conform to the standards set by the federal guidelines
C) deliver value in the form of product quality
D) get the manufacturing aligned using quality processes
E) deliver additional features, designs, and innovations that exceed customer expectations
Q2) The primary function of marketing and the entire organization, in a broader context, is to ________.
A) increase employee turnover
B) offer highly customized products
C) deliver value to the customer
D) focus on short-term benefits
E) eliminate barriers to market entry
Q3) The targeted consumers during the maturing phase of a product life cycle are innovators and early adopters.
A)True
B)False
Page 10
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Chapter 9: Build the Brand
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90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/2505
Sample Questions
Q1) Pierre Cardin partnered with several other product manufacturers and attached its name to a wide assortment of products including clothing, housewares, and even cosmetics. Eventually, its brand image became diluted and lost its influence as a luxury manufacturer. Which of the following disadvantages of cobranding does this example illustrate?
A) loss of control
B) overexposure
C) lack of perceived quality
D) lack of brand awareness
E) accommodation
Q2) In industries with strong market-leading brands, competitors design and build products targeted specifically at the market leader.
A)True
B)False
Q3) One advantage unbranded products have over branded products is that customers will infer a level of quality from the unbranded product that facilitates their purchase decision.
A)True
B)False
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Chapter 10: Service as the Core Offering
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91 Verified Questions
91 Flashcards
Source URL: https://quizplus.com/quiz/2506
Sample Questions
Q1) It is widely accepted that today we operate in an economy that is increasingly focused on tangible offerings-goods-instead of just services.
A)True
B)False
Q2) In the Gap Model of Service Quality, which gap asks whether a service is provided in the manner intended?
A) Gap 1: management's perceptions of customer service expectations versus actual customer expectations of service
B) Gap 2: management's perceptions of customer service expectations versus the actual service quality specifications developed
C) Gap 3: actual service quality specifications versus actual service delivery
D) Gap 4: actual service delivery versus what the firm communicates it delivers
E) Gap 5: perceived service by customers versus actual customer expectations of service
Q3) In today's workplace, everyone is involved in service in some way, and everyone has customers either outside or inside the firm, or both.
A)True
B)False
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Chapter 11: Manage Pricing Decisions
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99 Verified Questions
99 Flashcards
Source URL: https://quizplus.com/quiz/2507
Sample Questions
Q1) Michael Porter has consistently advocated that firms that are able to compete based on some extraordinary efficiency in one or more internal processes bring to the market a competitive advantage based on ________.
A) price perception
B) cost leadership
C) value ratio
D) service
E) quality
Q2) Dyani runs Cute Cakes, a gourmet cupcake bakery. To set prices for her cupcakes, Dyani looks at the cost of making each cupcake and then adds an additional amount on top of that to arrive at her price. Dyani is using ________.
A) cost-plus pricing
B) high/low pricing
C) markup on sales price
D) average-cost pricing
E) target return pricing
Q3) Define the concept of cost leadership. Explain how a company might achieve cost leadership and the primary benefits to be gained.
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13
Chapter 12: Manage Marketing Channels, Logistics, and Supply Chain
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107 Verified Questions
107 Flashcards
Source URL: https://quizplus.com/quiz/2508
Sample Questions
Q1) NextGen Electronix Inc. is a wholesaler of electronic goods in the city of Erbia. The company sells goods manufactured by CellDer Inc. The wholesaler enjoys monopoly because it is the only intermediary selling those products in the city. This is an example of a(n) ________.
A) just-in-time (JIT) inventory control
B) materials requirement planning (MRP)
C) exclusive dealing
D) exclusive territory
E) tying contract
Q2) Logistics and other processes are managed using sophisticated and integrated ________.
A) partner relationships management strategies
B) total quality management strategies
C) enterprise resource planning systems
D) vertical marketing systems
E) integrated contractual systems
Q3) Receiving and properly processing customer orders takes place before the product moves into the supply chain.
A)True
B)False
Page 14
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Chapter 13: Promotion Essentials: Digital and Social Media Marketing
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91 Verified Questions
91 Flashcards
Source URL: https://quizplus.com/quiz/2509
Sample Questions
Q1) What are paid media, owned media, and earned media? Give an example of each.
Q2) Which capability of promotion is used to let customers know about new products or brands offered by a firm?
A) to take action
B) to sell
C) to persuade
D) to inform
E) to remind
Q3) Viral marketing is a trend that encourages customers to share a marketing message with other potential customers.
A)True
B)False
Q4) It makes little difference where a company is displayed in a list of search results on the Internet, as long as the message is clear.
A)True
B)False
Q5) Customer website interfaces have many dimensions, one of which is correctness.
A)True
B)False
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Chapter 14: Promotion Essentials: Legacy Approaches
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103 Verified Questions
103 Flashcards
Source URL: https://quizplus.com/quiz/2510
Sample Questions
Q1) A problem with advertising is that beyond a certain ad spending level, diminishing returns tend to set in. That is, market share stops growing-or even begins to decline-despite continued spending. This is known as ________.
A) the advertising market concept
B) the advertising response function
C) advertising wear out
D) advertising reach
E) advertising execution
Q2) ________ is an example of a nontechnology communication selling activity.
A) Enhancing language and overall communication skills
B) Identifying and targeting key customer accounts
C) Creating useful company web page content
D) Developing database management skills
E) Leaving voice-mail messages
Q3) Inbound telemarketing involves calling potential customers at their home or office.
A)True
B)False
Q4) Compare and contrast the two major types of advertising and give an example of each.
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