Sales Management
Exam Answer Key
Course Introduction
Sales Management is a comprehensive course that explores the principles and practices involved in leading a sales force and driving revenue growth within an organization. Students will examine topics such as sales planning, territory management, recruitment and training of sales personnel, motivation and compensation systems, performance evaluation, and the use of technology in sales. The course also delves into strategies for building and managing customer relationships, ethical considerations in selling, and adapting to changing market dynamics. Through case studies, interactive exercises, and real-world examples, students will develop practical skills in managing sales teams and executing successful sales strategies.
Recommended Textbook
Marketing Management 13th Edition by Phil Kotler
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22 Chapters
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Page 2
Chapter 1: Defining Marketing for the 21st Century
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Sample Questions
Q1) The competing concepts under which organizations have conducted marketing activities include: the production concept,product concept,selling concept,marketing concept,and holistic marketing concept.Evaluate the advantages and disadvantages of each concept as defined and presented in your textbook.Which concept do you believe is the most effective Why
Answer: Although students will be expected to research each concept,they should conclude the most effective concept is the holistic marketing concept,where companies need to have a more complete,cohesive approach that goes beyond traditional applications of the marketing concept.
Q2) The selling concept holds that consumers will favor those products that offer the most quality,performance,or innovative features.
A)True
B)False
Answer: False
Q3) A short definition of marketing is "meeting needs profitably."
A)True
B)False
Answer: True
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3
Chapter 2: Developing Marketing Strategies and Plans
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Sample Questions
Q1) The most frequently cited shortcomings of current marketing plans,according to marketing executives,are lack of realism,insufficient competitive analysis,and a ________ focus.
A) long-term
B) profit
C) short-run
D) product
E) price
Answer: C
Q2) Procurement,technology development,human resource management,and firm infrastructure are handled in certain specialized departments and are called
A) materials handling
B) support activities
C) inventory activities
D) primary activities
E) benchmark activities
Answer: B
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Page 4
Chapter 3: Gathering Information and Scanning the Environment
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Sample Questions
Q1) Today,corporations need to make sure that they are good corporate citizens and that their consumer messages are honest in order to positively align themselves with consumers' ________.
A) views of others
B) views of organizations
C) views of themselves
D) views of the universe
E) views of society
Answer: B
Q2) The purpose of ________ legislation is to protect companies from unfair competition,to protect consumers from unfair business practices,and to protect the interests of society from unbridled business behavior.
A) business
B) consumer
C) bipartisan
D) activist
E) global
Answer: A
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Chapter 4: Conducting Marketing Research and Forecasting Demand
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Sample Questions
Q1) All the buyers who are able and willing to buy a company's products or services are called the overall market share.
A)True
B)False
Q2) As one marketing executive noted,________ are " the most cost-effective,quickest,dirtiest way to get information in rapid time on an idea."
A) scanners
B) tele-us machines
C) surveys
D) in-store interviews
E) focus groups
Q3) Companies undertake surveys to learn about people's knowledge,________,preferences,and satisfaction and to measure these magnitudes in the general population.
A) beliefs
B) psyche
C) inner id
D) deepest secrets
E) intelligence and literacy
Page 6
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Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
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Sample Questions
Q1) Define the term quality.
Q2) Two products with very different performance qualities can have the same conformance quality if both products deliver their respective promised quality.
A)True
B)False
Q3) Acquiring new customers can cost ________ times more than satisfying and retaining current customers.
A) two
B) three
C) five
D) seven
E) 10
Q4) Quality is the key to value creation and customer satisfaction.
A)True
B)False
Q5) The best thing a company can do in the face of company mistakes is to discourage the customer from complaining.
A)True
B)False
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Chapter 6: Analyzing Consumer Markets
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Sample Questions
Q1) Explain the concept of selective retention and its association with marketing.
Q2) An example of a subculture would be a person's geographic region.
A)True
B)False
Q3) The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their ________.
A) needs
B) wants
C) desires
D) brand beliefs
E) consuming attitudes
Q4) What is brand personality and what five traits have been linked to it
Q5) Because of selective retention,we are likely to forget about the good points of competing products.
A)True
B)False
Q6) Explain the differences between a role and status.
Q7) What are the five stages of the consumer buying process
Q9) Explain the concept of multicultural marketing. Page 8
Q8) List and briefly characterize Maslow's Hierarchy of Needs.
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Page 9
Chapter 7: Analyzing Business Markets
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Sample Questions
Q1) In a ________ purchasing situation,the buyer wants to make some change to existing product specifications,prices,delivery requirements,or other terms.
A) modified rebuy
B) regular buy
C) straight rebuy
D) new rebuy
E) new task
Q2) Explain the concept of derived demand.
Q3) The total demand for many business goods and services is ________ -that is,not much affected by price changes.
A) derived
B) fluctuating
C) accelerated
D) multiple
E) inelastic
Q4) Systems selling is a key industrial marketing strategy in bidding to build large-scale industrial projects.Competition for these projects is fierce.What are the main areas of competition for these project engineering firms
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Page 10
Chapter 8: Identifying Market Segments and Targets
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Sample Questions
Q1) Johnson & Johnson broadened its target market for its baby shampoo to include adults through ________.
A) countersegmentation
B) metamarketing
C) undifferentiated marketing
D) product specialization
E) single-segment concentration
Q2) Newlyweds in the United States buy more in the first six months than an established household does in five years.Newlyweds are an example of a(n)________ segment.
A) life stage
B) gender
C) behavior
D) user status
E) income
Q3) In order to maintain acceptable levels of sales and profits,marketers target only middle- and high-income groups of consumers.
A)True
B)False
Q4) Characterize psychographic segmentation.
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Chapter 9: Creating Brand Equity
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Sample Questions
Q1) Distinguish between brand equity and brand valuation.
Q2) Marketers must now "walk the walk" to deliver the brand promise.Often internal branding is necessary to make sure that all employees assist in meeting the brand promise.
A)True
B)False
Q3) Assume you are a marketing manager that wishes pursue a process of strategic brand management.List the four main steps that you would most likely go through to accomplish this task.
Q4) Strong brands possess all of the following marketing advantages EXCEPT
A) greater loyalty
B) larger margins
C) guaranteed profits
D) improved perceptions of product performance
E) more elastic consumer response to price decreases
Q5) Kisses candy are considered to be a subbrand of Hershey,the manufacturer. A)True B)False
Q6) Explain the concept of brand equity.
Q7) What is permission marketing and why does it work
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Chapter 10: Crafting the Brand Positioning
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Q1) Markets often need modification to be able to grow and flourish.When AARP began to recruit members that were 50-55 years of age instead of pursuing their normal target market of 65+ seniors,it was using a market modification strategy called ________.
A) converting nonusers
B) entering new market segments
C) winning competitors' customers
D) value vision
E) age discounting
Q2) As an entrepreneur,you have identified your market as a diffused-preference market.What does this mean and how can you approach it
Q3) Tellis and Golder identified five factors as underpinning long-term market leadership.Which of the following is NOT one of those factors
A) Vision of mass market
B) Persistence
C) Slash-and-burn tactics
D) Relentless innovation
E) Asset leverage
Q4) List five things you could do as a marketer to build a breakaway brand.
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Chapter 11: Dealing with Competition
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Sample Questions
Q1) As a market follower strategy,the ________ copies some things from the leader but maintains differentiation in terms of packaging,advertising,pricing,or location.This strategy is tolerated by the market leader as long as the follower's aggressiveness does not mount.
A) counterfeiter
B) cloner
C) imitator
D) adapter
E) innovator
Q2) If your company monitors competitive "share of mind," what is your company monitoring
Q3) As a result of a competitor-centered company orientation,the company develops a fighter orientation.
A)True
B)False
Q4) Few industries contain a single firm that is acknowledged as the marked leader.
A)True
B)False
Q5) Identify the two requirements that must be satisfied to create a successful low-cost operation.
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Chapter 12: Setting Product Strategy
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Sample Questions
Q1) Firms should design the highest performance level possible for their products.
A)True
B)False
Q2) Many products can be differentiated in terms of their ________,-size,shape,or physical structure.
A) form
B) performance quality
C) conformance quality
D) reliability
E) design
Q3) How do the four product-mix dimensions (width,length,depth,and consistency)affect a firm's product and corporate strategies
Q4) Industrial-goods classifications based on terms of how the products enter the production process and their relative costs include such segments as materials and parts and capital items.Window cleaning services,consumable office supplies,personal computers,desks,paint,nails,and buckets are included in the classifications of industrial goods.List the other "classifications" including subclassifications for industrial goods.
Q5) Explain the concept of line stretching and the three uses for it.
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Chapter 13: Designing and Managing Services
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Sample Questions
Q1) The service quality of a firm is tested at each service encounter.
A)True
B)False
Q2) Holistic marketing for services requires external,________,and internal marketing. A) exceptional B) incremental C) consistent D) interactive E) influential
Q3) A service company can differentiate itself by designing a better and faster delivery system.
A)True
B)False
Q4) What are the dangers associated with providing differentiated levels of service to customers in different profit tiers
Q5) Based on the service-quality "gaps" model,the researchers identified five determinants of service quality.List and briefly explain each.
Q6) How has the Internet empowered customers with complaints
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Chapter 14: Developing Pricing Strategies and Programs
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Q1) How would you explain the concept of "price elasticity" to a co-worker
Q2) The final price charged by the company does not necessarily have to take into account the brand's quality and advertising relative to competition.
A)True
B)False
Q3) Trying to maximize market share,a firm would be best served to use a market-skimming pricing strategy.
A)True
B)False
Q4) Consumers often rank brands according to price tiers in a category.
A)True
B)False
Q5) Nonprofit organizations have the same pricing objectives as private enterprise.
A)True
B)False
Q6) Price is one of the two elements of the marketing mix that produce revenue.
A)True
B)False
Q7) How can the Internet impact consumer price sensitivity
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Chapter 15: Designing and Managing Integrated Marketing
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Q1) Channel coordination occurs when channel members are brought together to advance the goals of the channel.
A)True
B)False
Q2) ________ means companies decide to purchase goods,services,and information from various online suppliers.
A) E-business
B) E-commerce
C) E-purchasing
D) E-marketing
E) none of the above
Q3) Physical functions,title functions,and promotional functions are example of ________ flow of activity from the company to the customer.
A) lateral
B) forward
C) backward
D) sidewise
E) none of the above
Q4) Explain why the marketing channel system is so important to a firm.
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Chapter 16: Managing Retailing, Wholesaling, and Logistics
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Q1) Customers who like to be waited on prefer to shop in stores that offer ________.
A) limited service
B) self-service
C) full service
D) part-time service
E) events and experiences
Q2) Retailers examining their product mix find that a third of their products are not profitable or do not make economic sense.Yet these products still take up retail shelf space.Why does this continue and what techniques are retailers using to "tighten" this process
Q3) How has the growth of giant retailers threatened traditional retailers
Q4) Recent trends in retailing includes which of the following
A) Reduction in the level of global competition
B) Decline in the "shop at home" markets
C) Growth of the "smaller" boutique-type stores
D) Competition between Internet selling and store-based retailing
E) Competition between store-based and non-store-based retailing
Q5) In the past,retailers secured customer loyalty by offering convenient locations,special or unique assortments of goods,greater or better services than competitors,and store credit cards.How has this changed
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Chapter 17: Designing and Managing Integrated Marketing Communications
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Q1) For a buyer with high involvement with a product category who perceives high differentiation within it,describe the six elements of the hierarchy-of-effects model.
Q2) In introducing a new liquid dog treat to the market,you have been asked to prepare a promotion budget using the objective-and-task method.What would be your first step in this process
Q3) According to the macromodel of communication,the four major communication functions are decoding,response,feedback,and ________.
A) message
B) encoding
C) response
D) feedback
E) noise
Q4) Companies that sell their products to different cultures or in different countries do not need to worry about varying their message.
A)True
B)False
Q5) List some of the benefits of a working integrated marketing communications program.
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Chapter 18: Managing Mass Communications:
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Q1) In considering when and how to use MPR,management must establish the marketing objectives,choose the PR messages and vehicles,implement the plan carefully,and evaluate the results.To accomplish this,MPR has a number of "tools" at its disposal.List the major tools of effective MPR.
Q2) In deciding to use a particular incentive,marketers have several factors to consider.One of these factors is ________.
A) duration
B) distribution vehicle
C) promotion budget
D) size
E) all of the above
Q3) When Pringles is featured on the television show Survivor,this is an example of________.
A) product placement
B) advertorials
C) branded entertainment
D) product advertising
E) creative advertising
Q4) Explain the concept of "reach."
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Chapter 19: Managing Personal Communications:
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Q1) An effective sales presentation contains six steps.List these steps in the order that they occur.
Q2) A banner ad is a(n)________.
A) large ad shown on the screen for complementary products
B) ad that appear in the user's e-mail
C) ad that the user clicks to see
D) small, rectangular box containing text and perhaps a picture
E) ad that "pops up" on the user's screen from time to time
Q3) Of the seven Cs of effective Web design,________ refers to the degree that the site is linked to other sites.
A) community
B) context
C) content
D) commerce
E) connection
Q4) Interstitials are advertisements that pop up between changes on a Web site.
A)True
B)False
Q5) Salespeople have specific tasks to perform to make a sale.List these specific tasks.
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Chapter 20: Introducing New Market Offerings
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Q1) What is the open innovation movement and how has it affected the way companies go about identifying new ideas
Q2) When prototypes are ready,they must be put through rigorous functional tests and ________ before they enter the marketplace.
A) consumer behavior testing
B) customer tests
C) internal tests
D) marketing department testing
E) lab testing
Q3) In ________,respondents see different hypothetical offers formed by combining varying levels of the attributes,then rank the various offers.
A) conjoint analysis
B) marketing strategy
C) gap research
D) need assessment
E) skunkworks
Q4) Companies that fail to develop new products are putting themselves at risk.Explain why this is true.
Q5) Differentiate between a product idea and a product concept.
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Chapter 21: Tapping into Global Markets
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Q1) A firm normally gets into international marketing simply by shipping out its goods.
A)True
B)False
Q2) Domestic-based export agents perform a valuable service for companies seeking to enter foreign markets.The primary function of these agents is to ________.
A) carry on exporting activities on behalf of several producers
B) buy the manufacturer's products and then sell them abroad
C) buy the manufacturer's products then sell them in the host country
D) seek and negotiate foreign purchases for a commission
E) export products to foreign countries
Q3) Most firms initially work with a(n)________ and enter a nearby or similar country.
A) independent agent
B) contractual export department
C) import/export department
D) franchisee
E) management contract
Q4) Discuss three advantages of standardizing the marketing mix worldwide.
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Chapter 22: Managing a Holistic Marketing Organization
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Q1) Because the retail trade tends to think of profitability in terms of product categories,some companies are switching to a category-management organizational model.
A)True
B)False
Q2) Although salespeople are legally prohibited from saying things about their products that are not true,they may legally suggest things about competitors' products that are not true.
A)True
B)False
Q3) ________ is the purchases from the company by its customers as a percentage of their total purchases from all suppliers of the same products.
A) Overall market share
B) Customer penetration
C) Customer loyalty
D) Customer selectivity
E) Price selectivity
Q4) When would a firm choose to use a market-management organization in bringing its products to market
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