Sales and Marketing Study Guide Questions
Course Introduction
Sales and Marketing is an essential course that introduces students to the fundamental concepts and practices involved in promoting and selling products or services in a competitive business environment. The course covers key topics such as understanding customer needs, market research, segmentation and targeting, product positioning, pricing strategies, promotional techniques, and sales management. Students will explore both traditional and digital marketing channels, learn to develop effective marketing plans, and acquire practical skills in sales communication, negotiation, and relationship building. By integrating theoretical principles with real-world case studies, the course prepares students to develop strategies that drive customer engagement, increase sales, and foster long-term business growth.
Recommended Textbook
M Marketing 3rd Edition by Dhruv Grewal
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Chapter 1: Overview of Marketing
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Sample Questions
Q1) The traditional marketing channel through which consumers most often find and purchase goods and services is known as:
A) B2B
B) C2C
C) D2C
D) C2D
E) B2C
Answer: E
Q2) Henriette offers financial counseling and management on a fee-only basis.She has found that different customers are willing to pay different rates for her services.This shows that her pricing decisions should depend primarily on:
A) choosing an average price that she will charge all her clients.
B) changes in technology allowing consumers to manage their own affairs.
C) how different customers perceive the value of her services.
D) changes in the economy.
E) how much her competitors charge for similar services.
Answer: C
Q3) How should marketers determine prices?
Answer: Prices should be based on potential customers' perceptions of value.
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Page 3
Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Sample Questions
Q1) Sarah has decided to pursue a market penetration strategy for her French cookware product line.She will likely increase advertising and sales promotion.She may also consider:
A) getting the stores who carry her products to promote them more heavily.
B) investing in a travel agency.
C) shifting resources into a new line of European-styled footwear.
D) expand into new geographic regions.
E) offering French cooking classes.
Answer: A
Q2) LeBron James,Alex Rodriguez,and other athletes are paid huge sums of money by companies for celebrity endorsements.If,endorsements by these athletes create a clear understanding among consumers of the companies' products,they can help with the firm's ________________ strategy.
A) product excellence
B) targeting
C) positioning
D) segmentation
E) customer excellence
Answer: C
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Chapter 3: Marketing Ethics
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Sample Questions
Q1) Warren is reading his company's code of ethics and sees the statement,"We strive to fulfill economic,legal,philanthropic,and societal responsibilities that serve stakeholders in a strategic manner." What area of the AMA code of ethics does this statement refer to?
Answer: Citizenship
Q2) Why are marketers often singled out among business disciplines as the "root cause" of consumers' ethical concerns?
Answer: Unlike people in accounting or finance,people in marketing interact directly with the public.Because they are in the public's eye,consumers can observe unethical marketing practices such as deceptive advertising,promotion of shoddy products,products that damage the environment,and other marketing issues affecting consumers' attitudes toward the profession.
Q3) A survey of marketing officers reported that the most frequently observed type of unethical behavior was false or misleading advertising.
A)True
B)False
Answer: False
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Chapter 4: Analyzing the Marketing Environment
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Sample Questions
Q1) The factors in the immediate marketing environment include the actions of the:
A) company.
B) company's competitors.
C) company's corporate partners.
D) all of these.
E) none of these.
Q2) Successful firms focus their efforts on satisfying customer needs that:
A) are easiest to satisfy.
B) provide minimal core value.
C) are important to all generational cohorts.
D) competitors have tried and failed to satisfy.
E) match their core competencies.
Q3) When you register your telephone number with the Do Not Call Registry you are responding to a need for:
A) privacy.
B) enhanced information flow.
C) lower phone bills.
D) marketing contact.
E) tactical communication skills.
Q4) In recent decades,how has income distribution changed in the United States?
Page 6
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Chapter 5: Consumer Behavior
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Sample Questions
Q1) Harley-Davidson knows that many of its customers today are professional people who want the pride of owning a Harley.Harley-Davidson also appeals to its more traditional market: cyclists who want a smooth,powerful ride.To be successful,Harley-Davidson needs to appeal to which type(s)of needs?
Q2) Alex decides to join an organization that raises funds for research into autism.Which component of Alex's attitude toward autism research does this represent?
A) behavioral component
B) affective component
C) cognitive component
D) affordable component
E) connected component
Q3) When Alisa decided to buy a new computer,she considered all the brands she could recall seeing advertised.This represents Alisa's __________ set.
A) universal
B) retrieval
C) evoked
D) deterministic
E) behavioral
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Chapter 6: Business-To-Business Marketing
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Sample Questions
Q1) Which of the following is NOT one of the four general types of organizational cultures?
A) autocratic
B) democratic
C) consultative
D) capitalist
E) consensus
Q2) In a(n)__________ situation,the buyer has purchased a similar product in the past but has decided to change some specifications.
A) new buy
B) modified rebuy
C) straight rebuy
D) adapted buy
E) generic buy
Q3) Organizational culture may vary by geography.
A)True
B)False
Q4) B2B marketing involves manufacturers,wholesalers,and service firms.
A)True
B)False
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Chapter 7: Global Marketing
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Sample Questions
Q1) Generally,firms entering foreign markets begin with:
A) less risky strategies first.
B) direct investment.
C) importing.
D) decentralized production.
E) cultural output.
Q2) When shopping for a car you notice a significant price gap between domestic and imported cars,with the imported cars being much more expensive.This could be the result of:
A) a tariff.
B) offshoring.
C) overseas consolidation.
D) globalization.
E) franchising.
Q3) Tariffs,quotas,anti-dumping laws,and currency exchange policies affect global:
A) offshore product design.
B) pricing strategies.
C) advertising.
D) logistics.
E) promotion.
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Chapter 8: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) Choose a fast-food restaurant chain that does business in your area.Describe the company's target market,and explain how its marketing mix is designed to appeal to this target market.
Q2) NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of their race fans were female.What type of segmentation was used based on the survey results?
Q3) Which of the segmentation attractiveness criteria is addressed when Magnolia Café asks the question,"Are there enough employees in the government center to justify targeting the center for lunch delivery service?"
Q4) Giant Food Stores in suburban Washington,D.C.,adjusts its ethnic food aisle offerings based on the ethnic groups living near each store.Giant Foods is using geodemographic segmentation.
A)True
B)False
Q5) When developing a positioning strategy,marketers may choose to position their offerings against the offerings of competitors.If you were to do so,what would you expect your competitors to do?
Q6) Why do marketers often use perceptual maps when developing positioning strategies?
Page 10
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Chapter 9: Marketing Research
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Sample Questions
Q1) Retail checkout scanning systems create a tremendous amount of purchasing information usually stored in a company's:
A) web site.
B) file cabinets.
C) data warehouse.
D) cash registers.
E) exploratory research department.
Q2) The major disadvantages of primary data collection are that:
A) it can only be accessed through syndicated databases or unstructured data mines.
B) it cannot be tailored to meet specific research needs.
C) it takes more time to collect than secondary data and is more costly.
D) it is too general to meet researcher's and manager's needs.
E) all of these are disadvantages of primary research data.
Q3) How can developing a questionnaire be part art and part science?
Q4) What is the major advantage of primary data collection,compared to the use of secondary data?
Q5) Marketers often have a huge amount of information about their customers.What ethical issue should marketers include in their decisions regarding how to use this information?
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Chapter 10: Product, Branding, and Packaging Decisions
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Sample Questions
Q1) Frequent buyer / user award programs are used to:
A) increase price sensitivity.
B) decrease co-branding costs.
C) lower licensing fees.
D) expand product line depth.
E) maintain contact with loyal customers.
Q2) Which of the following best describes when Johnson & Johnson introduces a travel sized package for its existing baby oil product?
A) Line extension
B) Brand extension
C) Brand dilution
D) Rebranding
E) Co-branding
Q3) What are consumers likely to do if they perceive an inexpensive brand to have about the same quality as a premium brand?
Q4) A currently popular trend in the wine industry is house-labeled wine.Restaurants,hotel chains,and even universities now sell wine under their brand name.Is this type of brand extension a good marketing strategy? Defend your answer.
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Chapter 11: Developing New Products
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Sample Questions
Q1) What is the difference between an innovator and an early adopter?
Q2) Think back to a time when you have said,"This is great idea.How come nobody thought of this before?" Assuming no one has thought of it before,what would be the first steps to take to develop a new product idea?
Q3) General Electric is developing a new magnetic resonance imaging (MRI)device to be marketed to family practice physicians.These new machines will be much smaller and less expensive than the existing MRI machines now in most hospitals.What factors will probably affect the diffusion of these new machines?
Q4) When a manufacturer launches a new product,it may offer __________ to wholesalers and retailers,including introductory price promotions,special events,and personal selling.
A) trade promotions
B) trade shows
C) trade-in allowances
D) trade discounts
E) trade budgets
Q5) What is the difference between alpha testing and beta testing?
Q6) Describe a product that is in the early majority stage of the new product diffusion curve.
Page 13
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Chapter 12: Services: The Intangible Product
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Sample Questions
Q1) If a firm promises more than it can deliver:
A) it has created an empowerment gap.
B) consumers will have a knowledge gap.
C) it creates a communication gap.
D) it needs to enact a voice-of-customer program.
E) perishability becomes a problem.
Q2) Dopson's Hardware was in bad financial shape.They owed so much money that vendors put the store on a cash-only delivery basis.As a result,the store had a dwindling inventory of goods to sell.Whenever a customer asked about an unavailable item,the owner directed the sales staff to say that it was on back order and would be in stock next week.When the customer returned,the item was still unavailable.The owner's policy created a __________ gap.
A) knowledge
B) empowerment
C) communication
D) standards
E) tangibility
Q3) What are the potential gaps in the Gaps Model? What is it designed to do?
Q4) How can services marketers use customer complaints to better understand customer expectations?
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Chapter 13: Pricing Concepts for Establishing Value
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Sample Questions
Q1) Break-even analysis is useful because it allows managers to:
A) quantify the relationship between price elasticity and product elasticity.
B) reposition products based on their break-even positioning revenue.
C) estimate the quantity they will need to sell at a given price to break even.
D) determine the relationship between price and quantity demanded.
E) analyze the different elements contributing to their variable costs.
Q2) Chet knows that the pro shops selling his tennis racquets will "keystone" his product.He also knows sales will decline significantly if the retail price is greater than $100.What is the maximum wholesale price Chet can charge?
Q3) Price is the only part of the marketing mix that does not generate costs.
A)True
B)False
Q4) A "no haggle" pricing policy is a type of __________ pricing strategy.
A) maximizing profits
B) sales orientation
C) target return
D) status quo
E) customer-oriented
Q5) What does "price is the overall sacrifice a consumer makes to acquire a product" mean?
Page 15
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Chapter 14: Supply Chain and Channel Management
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Sample Questions
Q1) A small manufacturer was once quoted as saying,"The best day and the worst day of my business life was the day we got a contract from Walmart." What type of vertical supply chain is the manufacturer entering? Why would the manufacturer say this?
Q2) In CPFR inventory management systems,__________.
A) corporations send information to retail customers,bypassing wholesalers and retailers.
B) companies send information to cooperatives.
C) customers send information to retailers.
D) manufacturers send sales information to the retailer.
E) retailers send sales information to the manufacturer.
Q3) At the BMW plant in Spartanburg,South Carolina,suppliers deliver parts every four hours when the plant is in operation and are responsible for removing any packaging or pallets used to deliver their products.BMW uses a __________ inventory control system.
A) cross-docking
B) lead time
C) JIT
D) CPFR
E) UPC
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Page 16
Chapter 15: Retailing and Multichannel Marketing
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Sample Questions
Q1) __________ is the term used to describe the situation when retailers use some combination of stores,catalogs and the Internet to sell merchandise.
A) Vertical integration
B) Cross-channel leverage
C) Horizontal integration
D) Multichannel retailing
E) Opportunistic retailing
Q2) In what type of retail situation would the old cliché "location,location,location" be true?
Q3) Jordan directs her salespeople to increase their "share of wallet." Jordan is directing her salespeople to:
A) focus on increasing sales to their best customers.
B) focus on male consumers and not female consumers.
C) sell more store brands and fewer private-label products.
D) become multi-channel salespeople.
E) expand retailing elasticity.
Q4) Carol manages a cell phone store and is debating how much personal selling and customer service she should utilize as part of her promotion strategy.What would you recommend and why?
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Chapter 16: Integrated Marketing Communications
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Sample Questions
Q1) The right communication channel to use in IMC is:
A) the traditional channel used in that particular retail sector.
B) network advertising,local newspapers,and regional radio stations.
C) the one that will connect to the desired recipients.
D) the one with the best encoding capabilities.
E) the one that maximizes decoding difficulty.
Q2) The goal of any marketing communication is to:
A) maximize sales.
B) increase public relations click-through rates.
C) overwhelm negative publicity with commercial speech.
D) replace cause-related marketing with non-cause-related marketing.
E) get the right message to the right audience through the right media.
Q3) Tom asks you how to measure gross rating points and how to compare results from various media.How would you respond?
Q4) What are the four mental stages in the AIDA model?
Q5) Darrell saw a review of the new Love CD produced in collaboration with Cirque du Soleil,and has decided he has to have it.At what stage in the AIDA model is Darrell?
Q6) What is the major advantage of direct marketing over advertising?
Q7) Explain how a company can use search engine marketing.
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Chapter 17: Advertising, Public Relations, and Sales Promotions
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Sample Questions
Q1) P&G's Tide laundry detergent has been around since 1948 and is still a market leader.P&G has used __________ advertising to reposition Tide several times over the product's life,trying to motivate new consumer segments to use the product.
A) informative
B) persuasive
C) reminder
D) discussive
E) institutional
Q2) Thomas had conducted a thorough pretest before the new ad campaign,so he was fairly sure the elements would work together.A lot was riding on the success of the ad campaign,so he couldn't wait until the campaign was over to see how well it did.During the campaign,he will be monitoring the sales volumes on a daily basis as part of his:
A) real-time assessment.
B) contemporaneous monitoring.
C) tracking.
D) in-flight testing.
E) simultaneous sampling.
Q3) Create a sales promotion to promote your university bookstore.
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Chapter 18: Personal Selling and Sales Management
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Q1) For a car salesperson,what are good ways of generating leads?
Q2) What is the advantage to the firm of paying salespeople based on straight commission?
Q3) The three main elements of financial rewards for sales representatives are salaries,commissions and bonuses.
A)True
B)False
Q4) After exchanging greetings in an initial sales call,the first goal of a sales presentation is to:
A) close the sale.
B) offer alternatives.
C) estimate the total cost to the customer.
D) re-qualify the customer.
E) create interest.
Q5) The best way to avoid post-sale problems is to contact customers right after they take possession of their products.
A)True
B)False
Q6) What basic rule should be used in creating sales evaluation criteria?
Page 20
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