Sales Management Exam Questions
Course Introduction
Sales Management explores the principles and practices involved in leading and managing a sales force to achieve organizational objectives. The course covers key topics such as recruitment and training of sales personnel, motivation and compensation strategies, sales forecasting, territory design, performance evaluation, and the integration of technology into the sales process. Students will develop an understanding of how to create effective sales strategies, build and lead high-performing teams, and analyze market opportunities to drive revenue growth. Case studies and real-world examples provide practical insights into contemporary challenges faced by sales managers in diverse industries.
Recommended Textbook Framework for Marketing Management 6th Edition by Philip T. Kotler
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18 Chapters
1440 Verified Questions
1440 Flashcards
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Page 2
Chapter 1: Defining Marketing for the New Realities
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) Which of the three transformative forces mentioned in the chapter is associated with the Boston Consulting Group believing brand marketers must enhance their "digital balance sheets"?
A) demographics
B) accountability
C) social responsibility
D) globalization
E) technology
Answer: E
Q2) Chipotle engages customers through Facebook, Twitter, and other social media via its grassroots "Food with Integrity" digital strategy, which puts the focus on what it sells and where it comes from. These are examples of ________ media.
A) owned
B) earned
C) paid
D) service
E) marketing
Answer: A
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Page 3
Chapter 2: Developing and Implementing Marketing Strategies and Plans
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) ________ is the process that turns marketing plans into action assignments and ensures that such assignments are executed in a manner that accomplishes the plan's stated objectives.
A) Marketing implementation
B) Marketing research
C) Marketing analysis
D) Brand management
E) Product management
Answer: A
Q2) Marketing effectiveness rating instruments and marketing audits are approaches to ________ control.
A) annual-plan
B) profitability
C) efficiency
D) strategic
E) statistical
Answer: D
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Page 4
Chapter 3: Capturing Marketing Insights and Forecasting Demand
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80 Flashcards
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Sample Questions
Q1) Which of the following elements of sociocultural environment can be associated with the growing demand for "social surrogates" like social networking sites, television, etc.?
A) views of ourselves
B) views of organizations
C) views of others
D) views of nature
E) views of the universe
Answer: C
Q2) How do distributors, retailers, and other intermediaries help a company to improve the quantity and quality of its marketing intelligence?
Answer: Since marketing intermediaries are often closer to the customer, they can offer helpful insights to the company to improve its marketing intelligence system. For example, they might notice consumers switching products when seasons change.
Q3) The response rate is usually very high for mail questionnaires.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Creating Long-Term Loyalty Relationships
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Sample Questions
Q1) Customer profitability analysis is best conducted with the tools of an accounting technique called activity-based costing.
A)True
B)False
Q2) Clubs that are open to everyone who purchases a product or service are good for building a customer database.
A)True
B)False
Q3) ________ is the process of carefully managing detailed information about individual customers and all customer "touch points" to maximize loyalty.
A) Customer relationship management
B) Customer lifetime value
C) Customer profitability analysis
D) Customer satisfaction analysis
E) Customer-value delivery
Q4) Customer churn is how rapidly a store can move customers through its checkout facility or process.
A)True
B)False
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Chapter 5: Analyzing Consumer and Business Markets
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80 Flashcards
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Sample Questions
Q1) Describe the differences between a straight rebuy, a modified rebuy, and a new-task purchase.
Q2) Researchers have found that buyer-supplier relationships differed according to four factors: availability of alternatives; importance of supply; complexity of supply; and supply market dynamism. Based on these four factors, they classified buyer-supplier relationships into eight different categories. What are those categories?
Q3) Value Central has a partnership of high trust and commitment with certain suppliers and gives them access to its sophisticated and detailed daily, individual store-based sales data. In exchange, those suppliers are responsible for managing Value Central's inventory of their products. This relationship is best described as ________.
A) basic buying and selling
B) contractual transaction
C) collaborative
D) customer supply
E) customer is king
Q4) Perception depends only on the physical stimuli experienced by the person.
A)True
B)False
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Chapter 6: Identifying Market Segments and Targets
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Sample Questions
Q1) A flexible market offering consists of two parts. Identify and describe these two parts.
Q2) Which of the following statements about market segmentation is True?
A) It involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market.
B) It is a process of evaluating each segment's attractiveness and selecting one or more to enter.
C) It is a process of creating an image or identity of the product in the minds of the target market.
D) It is a process of identifying and profiling distinct groups of buyers who differ in their needs and wants.
E) It is the quality of how marketers go to market with the goal of optimizing their spending to achieve good results.
Q3) Identify the four market segment groups based on brand loyalty status, and list what a company can learn from analyzing the degrees of brand loyalty.
Q4) Explain the concept of mass marketing.
Q5) Briefly describe single-segment concentration with an example.
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8
Chapter 7: Crafting the Brand Positioning and Competing
Effectively
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) A brand must demonstrate ________, for it to function as a True point-of-difference.
A) clear superiority of an attribute or benefit
B) clear profitability to the company
C) clear similarity to the attributes of other brands
D) technological advances for an attribute or benefit
E) exploitation of competitors' weakness
Q2) Using the market approach, ________ are defined as companies that satisfy the same customer need.
A) communities
B) competitors
C) trendsetters
D) industries
E) task groups
Q3) Which of the following best describes BR Chicken's value proposition?
A) We sell chicken at most major malls.
B) We undertake home delivery services.
C) We target quality-conscious consumers of chicken.
D) We sell tender golden chicken at a moderate price.
Page 9
E) We charge a 10 percent premium on our chicken.
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Chapter 8: Creating Brand Equity and Driving Growth
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Sample Questions
Q1) Customer lifetime value is affected by revenue and by the costs of customer acquisition, retention, and cross-selling.
A)True
B)False
Q2) A ________ consists of all products-original as well as line and category extensions-sold under a particular brand.
A) brand line
B) cobrand
C) generic brand
D) licensed product
E) subbrand
Q3) Which of the following is a marketing advantage of strong brands?
A) no vulnerability to marketing crises
B) more elastic consumer response to price increases
C) guaranteed profits
D) additional brand extension opportunities
E) more inelastic consumer response to price decreases
Q4) Define customer equity, and describe three things that affect customer lifetime value.
Q5) List the six criteria used in choosing brand elements.
Page 10
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Chapter 9: Setting Product Strategy and Introducing New Offerings
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Sample Questions
Q1) What is the significance of design for a company's products and services? What are the advantages of a good design?
Q2) Which of the following methodologies takes the list of desired customer attributes (CAs) generated by market research and turns them into a list of engineering attributes (EAs) that engineers can use?
A) quality control processes
B) quality function deployment
C) rapid prototyping
D) marketing control
E) control system formation
Q3) Guarantees are most effective when the product is well known and/or similar in performance to other brands in the market.
A)True
B)False
Q4) In planning its market offering, the marketer must address the five product levels of the customer-value hierarchy. Describe the "customer-value hierarchy" and identify the five levels of product contained within.
Q5) Define line stretching and describe three types of line stretching.
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Chapter 10: Designing and Managing Services
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Sample Questions
Q1) What are the four factors that customers who thrive in customer contact positions have an internal drive to do?
Q2) The zone of ________ is a range where a service dimension is deemed satisfactory, anchored by the minimum level consumers are willing to accept and the level they believe can and should be delivered.
A) immunity
B) tolerance
C) reliability
D) assurance
E) flexibility
Q3) One way marketers are addressing consumers' desire for convenience in services is by providing ________.
A) self-service technologies
B) product support services
C) perceived service and expected service
D) core service failure
E) involuntary switching
Q4) List and give examples of the five categories of service offerings.
Q5) List and briefly explain the four distinctive characteristics of services.
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Chapter 11: Developing Pricing Strategies and Programs
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Sample Questions
Q1) What would a consumer's lower price threshold signal?
A) the use of everyday low pricing
B) a discounted price for a high-value product
C) a fair price
D) a price below which the product is considered to be a good value
E) a price below which the product is assumed to be of unacceptable quality
Q2) A firm that is plagued with overcapacity, intense competition, or changing consumer desires would do better if it pursues ________ as its major objective.
A) market skimming
B) product-quality leadership
C) survival
D) profit maximization
E) market penetration
Q3) What pricing decision should a company make if its competitor's product contains features that are not available in its own product?
Q4) When the airline industry offers discounted but limited early purchases, higher-priced late purchases, and the lowest rates on unsold inventory just before it expires, what kind of a pricing technique are they said to be using?
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Page 13
Chapter 12: Designing and Managing Integrated Marketing
Channels
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80 Flashcards
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Sample Questions
Q1) Channel power is the ability to alter channel members' behavior so that they take actions they would not have taken otherwise.
A)True
B)False
Q2) Sweet Treats is a startup confectionery manufacturer that sells chocolates, toffees, marshmallows, jelly candies, and so on. Should the firm adopt a push or a pull strategy? Explain your answer.
Q3) Explain the concept of a value network.
Q4) A producer must modify its channel design and arrangements if ________.
A) consumer buying patterns change
B) the competition in the market stabilizes
C) the product is in the growth stage of its life cycle
D) the market size remains unchanged for a particular period
E) the firm's profits stabilize
Q5) What is geofencing? Provide an example.
Q6) A group of entrepreneurs is planning to start a food processing company. Comment on the likely evolution of the company's marketing channels.
Q8) Briefly describe the basic types of intermediaries. Page 14
Q7) What is a vertical marketing system (VMS)? What are the various types of VMSs?
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Page 15
Chapter 13: Managing Retailing, Wholesaling, and Logistics
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Sample Questions
Q1) Companies that sell products door-to-door or at home sales parties are engaging in
A) franchising
B) network marketing
C) direct-response marketing
D) corporate selling
E) direct marketing
Q2) Optimal order quantities exist when the curves for the order-processing cost per unit and inventory-carrying cost per unit ________.
A) are collinear
B) are diagonal to each other C) intersect
D) are parallel to each other E) equal zero
Q3) The lower price of generics is made possible by lower-cost labeling and packaging and minimal advertising, and sometimes lower-quality ingredients.
A)True
B)False
Q4) What activities are involved in an integrated logistics system?
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Chapter 14: Designing and Managing Integrated Marketing Communications
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Sample Questions
Q1) Advertising and publicity tools play the most important roles in influencing buying decisions at the ________ stage of buyer readiness.
A) comprehension
B) conviction
C) ordering
D) reordering
E) awareness-building
Q2) Gravity is a company that markets customized T-shirts to its customers. Gravity runs an ad that seeks to attract more customers. Apply the macromodel of the communications process to describe the communication between Gravity and its target customers.
Q3) Advertising can build up a long-term image for a product or trigger quick sales.
A)True
B)False
Q4) In the growth stage of a product's life cycle, demand has its own momentum through word of mouth and interactive marketing.
A)True
B)False
Q5) Identify three different types of personal communication channels.
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Chapter
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Sample Questions
Q1) Concentrated advertising is well suited for products with one selling season or related holiday.
A)True
B)False
Q2) ________ time is the time necessary to prepare a promotional program prior to launching it.
A) Sell-in
B) Link
C) Setup
D) Lead
E) Hold
Q3) The higher the forgetting rate associated with a brand, product category, or message, the lower the warranted level of repetition.
A)True
B)False
Q4) MPR can build credibility by placing stories in the media to bring attention to a product, service, person, organization, or idea.
A)True
B)False
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Chapter
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Sample Questions
Q1) Which of the following is consumers' "third screen"?
A) mobile phones
B) in-vehicle entertainment systems
C) televisions
D) computers
E) elevator screens
Q2) How should marketers adapt their messages for mobile marketing to make them effective?
Q3) Search engine optimization (SEO) describes activities designed to improve the likelihood that a link for a brand is as high as possible in the rank order of all nonpaid links when consumers search for relevant terms.
A)True
B)False
Q4) Earned media includes company-generated advertising, publicity, and other promotional efforts.
A)True
B)False
Q5) Why are social media important to marketers?
Q6) What are mobile apps and how are they used?
Q7) What are the three main platforms for social media? Page 19
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Page 20
Chapter 17: Managing Personal Communications: Direct and Database Marketing and Personal Selling
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Sample Questions
Q1) Greta is marketing a product that is technologically advanced and requires a great deal of explanation. Which direct response tool should she use?
A) direct mail
B) e-mail
C) infomercial
D) inbound telemarketing
E) outbound telemarketing
Q2) Describe the darker side of direct marketing solicitations.
Q3) Which of the following is most likely to use database marketing?
A) an airline targeting frequent fliers
B) a candy bar manufacturer
C) a seller that doesn't have direct contact with the ultimate buyer
D) a marketer of soap to customers who aren't brand loyal
E) a seller of pianos
Q4) Direct marketing has the ability to test different elements of an offer strategy under real marketplace conditions.
A)True
B)False
Q5) Describe the five ways companies use database marketing.
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Chapter 18: Tapping Into Global Markets
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Sample Questions
Q1) Product adaptation not only involves altering the product to meet local preferences, but also calls for a change in the communication strategy.
A)True
B)False
Q2) In general, a company prefers to enter countries that have high market attractiveness and high market risk, regardless of whether it possesses a competitive advantage.
A)True
B)False
Q3) Define a joint venture, and list some of its advantages and disadvantages.
Q4) Which of the following statements is True about licensing?
A) It is one of the most complex ways to engage in international marketing.
B) The licensor gains entry into the new market at low risk.
C) The licensee has no access to proprietary information.
D) The licensee receives a fee or royalty.
E) The licensor can use a manufacturing process or trademark for a fee.
Q5) Companies enter the international market only when their domestic markets are saturated.
A)True
B)False
Page 22
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