Sales and Marketing Mock Exam
Course Introduction
This course provides an in-depth exploration of the principles and strategies fundamental to sales and marketing in todays dynamic business environment. Students will learn how to identify target markets, develop effective marketing campaigns, and utilize various communication channels to reach potential customers. The course covers techniques for building customer relationships, personal selling skills, and understanding consumer behavior, as well as the integration of digital and traditional marketing methods. Case studies and real-world scenarios will enable students to apply concepts to practical situations, preparing them for roles in sales management, marketing coordination, and business development.
Recommended Textbook
Marketing 11th Edition by Charles W. Lamb
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21 Chapters
3517 Verified Questions
3517 Flashcards
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Page 2
Chapter 1: An Overview of Marketing
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141 Verified Questions
141 Flashcards
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Sample Questions
Q1) List the three advantages of defining the company's business in terms of the benefits customers seek instead of in terms of goods and services.
Answer: (1)It ensures that the firm keeps focusing on customers and avoids becoming preoccupied with goods,services,or the organization's internal needs.(2)It encourages innovation and creativity by reminding people there are many different ways to satisfy customer wants.(3)It stimulates an awareness of changes in customer desires and preferences so product offerings are more likely to remain relevant.
Q2) When customer expectations regarding product quality,service quality,and value-based price are met or exceeded,_____ is created.
A) a value line
B) a quality rift
C) planning excellence
D) customer satisfaction
E) expectation satisfaction
Answer: D
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Chapter 2: Strategic Planning for Competitive Advantage
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174 Verified Questions
174 Flashcards
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Sample Questions
Q1) Apple Inc.is now offering the iPhone 3G for half its original price.This new strategy reflects a change in the _____ element of its marketing mix.
A) price
B) production
C) product
D) distribution
E) target market
Answer: A
Q2) Patents on prescription medications give pharmaceutical companies that own the patents a(n)_____ for 17 years until the patent expires.
A) targeted market position
B) sustainable competitive advantage
C) strategic focus
D) situational strength
E) opportunistic privilege
Answer: B
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Page 4
Chapter 3: Ethics & Social Responsibility
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118 Verified Questions
118 Flashcards
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Sample Questions
Q1) The _____ is a moral philosophy that emphasizes character rather than rules or consequences.
A) virtue theory
B) deontological theory of ethics
C) utilitarian theory
D) theory of moral relativism
E) casuist ethical theory
Answer: A
Q2) Since 2002,General Mills through sales of its Cheerios brand cereal has donated over $2.0 million to First Book,a national nonprofit organization dedicated to giving new books to children from low-income families,through the Spoonfuls of Stories program.General Mills is engaged in:
A) environmental sustainability
B) social sustainability
C) cause-related marketing
D) advocacy marketing
E) philanthropy
Answer: C
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Chapter 4: The Marketing Environment
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142 Verified Questions
142 Flashcards
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Sample Questions
Q1) A period of economic activity characterized by negative growth,which reduces demand for goods and services,is called:
A) stagnation
B) inflation
C) recession
D) price escalation
E) parity
Q2) Refer to E-cigarettes. The e-cigarette has been heralded as an innovative product that serves a need for smokers by helping them quit the habit. This innovative product was developed from changes in which environment?
A) demographic
B) technological
C) economic
D) social
E) competitive
Q3) The Federal Trade Commission (FTC)has many regulatory powers that govern the action of persons and corporations.Name and briefly describe four of the powers of the FTC.
Q4) What is the CPSC? How does it affect marketing?
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Chapter 5: Developing a Global Vision
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160 Verified Questions
160 Flashcards
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Sample Questions
Q1) Which of the following statements about the political environment is true?
A) A recession is part of the political environment.
B) A country is either socialistic or capitalistic, but never both.
C) The countries with the least across-the-board regulations and political structures foster the strongest economies.
D) The European Union is purely an economic arrangement and has no political impact on marketing.
E) All of these statements about the political environment are true.
Q2) The first step in creating the global marketing mix is to:
A) create a new product
B) select the method of promotion
C) develop a thorough understanding of the global target market
D) set pricing policies
E) decide whether product modification is necessary
Q3) Even though it is not actively involved in global marketing,Hennessey Enterprises,a U.S.-based business,agreed to sell two thousand of its stress-reducing products to a distribution company in Norway.This would be an example of direct investment.
A)True
B)False
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Page 7
Chapter 6: Consumer Decision Making
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180 Verified Questions
180 Flashcards
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Sample Questions
Q1) Refer to College Decision. Juan's parents and friends would be classified as _____ factors influencing his decision.
A) cultural
B) social
C) individual
D) psychological
E) primary
Q2) _____ is the analytical technique used to examine consumer lifestyles and to categorize consumers.
A) An acculturation analysis
B) A consumer audit
C) Socialization
D) Psychographics
E) Demography
Q3) 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).
Q4) Define each level of Maslow's hierarchy of needs.For each of the five levels,briefly describe a marketing message appealing to this need level.
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Chapter 7: Business Marketing
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196 Verified Questions
196 Flashcards
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Sample Questions
Q1) A small retailer hired an accountant to run its payroll and pay its taxes. The accountant provided the retailer with:
A) OEMs
B) processed services
C) business services
D) accessory services
E) service supplies
Q2) At an accounting firm,the secretary orders printer cartridges,cases of paper,paper clips,and other small items.These items would be classified as:
A) replacement parts
B) provisions
C) OEM parts
D) accessory equipment
E) supplies
Q3) Describe the reseller market.Why do businesses use the services of business product distributors?
Q4) Discuss how businesses measure online success.
Q5) What is reciprocity? Is it illegal or unethical? Why or why not?
Q6) What is a strategic alliance? How is it linked to relationship marketing?
Page 9
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Chapter 8: Segmenting and Targeting Markets
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208 Verified Questions
208 Flashcards
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Sample Questions
Q1) Explain what is meant by positioning and describe the bases marketers use to position products and services.
Q2) NASCAR racing fans are some of the most diverse and loyal fans in the world.They will stand in the pouring rain,the freezing cold,or the blistering heat for hours to shake the hand and get the autograph of a NASCAR super driver.These fans are not concentrated in any one area,but are dispersed throughout the United States.A Web site designed to market NASCAR memorabilia would be most likely to be successful if it used _____ segmentation to determine its target market.
A) demographic
B) psychographic
C) geodemographic
D) usage rate
E) family life cycle
Q3) Niche marketing is a form of concentrated targeting.
A)True
B)False
Q4) What are the four criteria that are necessary to define a market?
Q5) What is a market segment? Define market segmentation and discuss why market segmentation is important to the well-being of most companies.
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Chapter 9: Decision Support Systems and Marketing Research
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202 Verified Questions
202 Flashcards
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Sample Questions
Q1) _____ research is the study of human behavior in its natural condition.It often proves that consumers do not do what they say they do,such as how they use a computer or what they watch on television.
A) Ethnographic
B) Action-based
C) Experiment
D) Survey
E) Visualization
Q2) Name and describe the two types of online focus groups. How do they compare to in-person focus groups?
Q3) Questionnaires include three basic types of questions: open-ended,closed-ended,and scaled-response.
A)True
B)False
Q4) Describe survey research and explain how it differs from observation research. Name six popular forms of survey research.
Q5) The most popular technique for gathering primary data is by observation.
A)True B)False
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Chapter 10: Product Concepts
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174 Verified Questions
174 Flashcards
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Sample Questions
Q1) Rolex watches are very expensive,can only be purchased in high-end jewelry stores located in large metropolitan areas,and most buyers will accept no substitutes. Roles watches are an example of a shopping product.
A)True
B)False
Q2) Retailers love national brands because overhead is low and there are no marketing costs,and they bring higher margins than private brands.
A)True
B)False
Q3) Which type of product modification is an aesthetic product change?
A) functional
B) quality
C) repositioning
D) style
E) planned
Q4) All sales have an implied warranty under the Uniform Commercial Code.
A)True
B)False
Q5) How would a marketer define the term product?
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Chapter 11: Developing and Managing Products
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172 Verified Questions
172 Flashcards
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Sample Questions
Q1) Refer to Going to the Dogs.Suppose before opening the It's a Dog's Life doggy resort the owners gathered together a group of ten dog owners to discuss what they would want to see in the ideal dog daycare center.The would be an example of _____.
A) idea screening
B) diffusion
C) a focus group
D) basic research
E) observation
Q2) Seven employees from a company are trying to come up with ideas for new-product development.The employees are all in a room together,shouting out potential ideas.The ideas are written down and evaluated as they are generated.This is an example of brainstorming.
A)True
B)False
Q3) List the four stages of the product life cycle and discuss the typical characteristics for each stage.
Q4) Most new-product ideas are rejected at the idea generation stage.
A)True
B)False
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Chapter 12: Services and Nonprofit Organization Marketing
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167 Verified Questions
167 Flashcards
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Sample Questions
Q1) Greta,the owner of House Mouse Cleaning Services,must be physically present when she cleans a house or office.The need for her presence as the service is performed is an example of the intangibility of services.
A)True
B)False
Q2) All of the following are unique characteristics that distinguish services from goods EXCEPT:
A) intangible
B) inseparable
C) searchable
D) heterogeneous
E) perishable
Q3) Which type of service processing uses technology or brainpower directed at customer's assets?
A) people processing
B) possession processing
C) mental stimulus processing
D) information processing
E) technology processing
Q4) Name and briefly define the three categories of pricing objectives for services.
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Chapter 13: Marketing Channels
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145 Verified Questions
145 Flashcards
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Sample Questions
Q1) Carl represents a manufacturer of floor coverings and gets paid a commission for finding buyers and linking them up with the manufacturer. Carl is an example of a merchant wholesaler
A)True
B)False
Q2) Marketing channels perform all of the following logistical activities EXCEPT:
A) sorting
B) storing
C) physically distributing
D) risk taking
E) breaking bulk
Q3) A(n)_____ is an institution that buys goods from manufacturers,takes title to these goods,and resells them to businesses,government agencies,and/or other wholesalers or retailers.
A) merchant wholesaler
B) agent
C) drop shipper
D) channel cooperative
E) marketing cooperative
Q4) What is a marketing channel? What type of business make up a marketing channel?
Page 15
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Chapter 14: Supply Chain Management
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147 Verified Questions
147 Flashcards
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Sample Questions
Q1) Digital distribution is a distribution technique that includes any kind of product or service that can be distributed electronically.
A)True
B)False
Q2) All of the following are types of integration sought by firms interested in providing top-level service to customers EXCEPT:
A) relationship integration
B) measurement integration
C) customer integration
D) production integration
E) technology and planning integration
Q3) List the components of the logistics function in the supply chain.
Q4) Compare and contrast the lean,agile,and Leagile supply chain strategies.
Q5) A successful apparel company found that significant demand existed among buyers who needed to place a number of small orders rather than a few big orders.The company most likely succeeded because of the use of agile supply chain management strategies.
A)True B)False
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Chapter 15: Retailing
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166 Verified Questions
166 Flashcards
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Sample Questions
Q1) Amy received a phone call last night during supper.The caller wanted her to attend a meeting to learn about timeshares.Since Amy had never thought of purchasing this type of product before she received the call,this is obviously an example of _____ telemarketing.
A) outbound
B) lead generation
C) customer service
D) inbound
E) relationship
Q2) Safeway,Avanza (for the Hispanic market),Publix,and other supermarket chains offer a variety of nontraditional goods and services such as video rental,flower shops,dry cleaning,and banking.This practice is called:
A) convenience merchandising
B) retail wheeling
C) specialty service
D) trade-up positioning
E) scrambled merchandising
Q3) Define store atmosphere and name and briefly describe the major determinants of store atmosphere.
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Page 17
Chapter 16: Promotional Planning for Competitive Advantage
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159 Verified Questions
159 Flashcards
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Sample Questions
Q1) The AIDA concept:
A) assumes that the second step in the purchase-decision process is inertia
B) does not explain how all promotions influence purchase decisions
C) is useful in explaining consumer behavior even for low involvement situations
D) proposes that consumers respond to marketing messages in a conative, affective, and cognitive sequence
E) explains what element of a consumer's attitude a promotion message will influence
Q2) Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions?
A) personal selling
B) reminder advertising
C) sales promotion
D) public relations
E) informative advertising
Q3) Compare and contrast corporate blogs and noncorporate blogs and discuss how they can be incorporated into a company's promotion mix.
Q4) Draw a diagram that illustrates the communication process.
Q5) Several factors affect the choice of promotional mix.Name five of these factors.
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Chapter 17: Advertising and Public Relations
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186 Verified Questions
186 Flashcards
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Sample Questions
Q1) Which of the following explains why sales and market share begin to decrease no mater how much is spent on advertising and sales promotion?
A) inverted promotion function
B) Weber's Law
C) AIDA
D) Just Noticeable Difference (JND)
E) advertising response function
Q2) _____ is the cost of reaching one member of the target market.
A) Cost per contact
B) Cost per thousand
C) gross rating
D) GRP
E) Effective reach
Q3) All of the following are executional styles for advertising EXCEPT:
A) humorous
B) fantasy
C) lifestyle
D) fear
E) musical
Q4) Name and briefly define the two major types of advertising.
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Chapter 18: Sales Promotion and Personal Selling
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179 Verified Questions
179 Flashcards
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Sample Questions
Q1) In relationship selling,salespeople focus more time on generating leads than on qualifying leads.
A)True
B)False
Q2) You are the sales promotion manager for Vita-Balls,a new children's vitamin that is designed to be chewed like gum.Your company uses a pull strategy,and you are responsible for recommending sales promotion tools to accomplish this strategy.Describe three specific sales promotion activities you would recommend for Vita-Balls.
Q3) _____ is money offered by a manufacturer to employees of channel intermediaries to encourage them to sell the manufacturer's product.
A) A trade allowance
B) Push money
C) A selling deal
D) A premium payment
E) A direct trade sales promotion
Q4) Discuss the customer and product conditions that suggest personal selling is more important than advertising and sales promotion.
Q5) Compare and contrast relationship selling and traditional personal selling.
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Chapter 19: Pricing Concepts
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179 Flashcards
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Sample Questions
Q1) If demand for milk is inelastic,consumers will not change their purchasing habits greatly when the price of milk changes.
A)True
B)False
Q2) Your Memory Lane creates custom art prints that use graphs and icons in a street scene to commemorate special occasions.Suppose Your Memory Lane has priced its product at $350 per print.Further,it has determined that the company's fixed cost is $12,500,with an average variable costs per print of $250.What is his fixed cost contribution per print?
A) $225
B) $100
C) $605
D) $2.25
E) $1.25
Q3) _____ costs do not change as output is increased or decreased.
A) Asset
B) Variable
C) Fixed
D) Symmetrical
E) Status quo
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Chapter 20: Setting the Right Price
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Sample Questions
Q1) Refer to Apple iPhone.HSBC Group is the world's largest banking group.It is considering switching from BlackBerry handsets to iPhone 3Gs.This would mean ordering 200,000 iPhones,so HSBC would probably receive special pricing incentives,including a
A) functional discount
B) cash discount
C) seasonal discount
D) rebate
E) quantity discount
Q2) When a firm introduces a new product at a relatively low price because it hopes to reach the mass market,it is following a _____ strategy.The low price is designed to capture a large share of a substantial market and produce lower production costs.
A) penetration pricing
B) price-insensitive demand
C) price-skimming
D) price elasticity
E) cost bundling
Q3) Some pricing decisions are subject to government regulation.Name and define three pricing practices that are illegal.
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Page 22
Chapter 21: Customer Relationship Management (CRM)
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139 Verified Questions
139 Flashcards
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Sample Questions
Q1) Fingerhut,the catalog retailer,used _____ to determine that customers who change residences are three times more likely than customers who have not moved to buy tables,towels,and decorative products but no more likely to buy jewelry or footwear.As a result,Fingerhut created a catalog for people who have changed residences.
A) data mining
B) information search
C) information retrieval channels
D) evoked sets
E) an information environment
Q2) In the RFM analysis model,"R" stands for:
A) returning
B) recency
C) reimbursement
D) relationship
E) retention
Q3) For a CRM system to be effective,customer information must be stored in a data matrix.
A)True
B)False
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Page 23