Sales Management
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Course Introduction
Sales Management is a comprehensive course that explores the strategic and operational aspects of managing a professional sales force. Students will examine topics such as sales planning, organization, recruitment and selection, training and development, motivation, compensation, performance evaluation, and relationship management with customers. The course integrates theoretical concepts with real-world applications, often using case studies and role-playing exercises. Emphasis is placed on the evolving role of technology in sales, data-driven decision-making, and ethical considerations, equipping students with the skills necessary to lead and manage successful sales teams in a variety of industries.
Recommended Textbook Essentials of Marketing Management 1st Edition by Greg Marshall
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Chapter 1: Marketing in Todays Global Business Milieu
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Sample Questions
Q1) What conditions existed after World War II that caused the marketing concept to emerge? What marked the transition from the selling concept to the marketing concept?
Answer: Pent-up demand for consumer goods and services
Euphoric focus on family and a desperate need to regain a normalcy of day-to-day life after years of war
Opening up of production capacity dominated for years by war production Advent of readily available mainframe computing capability and associated statistical analytic techniques that allowed for more sophisticated market research.
Q2) The _____________ aspect of a firm is generally the most visible to people outside the organization.
A) Financial management
B) Accounting
C) Marketing
D) Information technology
E) Operations management
Answer: C
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Chapter 2: Elements of Marketing Strategy and Planning
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Sample Questions
Q1) Scott is a plumbing fixture manufacturer's representative.He sells to wholesalers,homebuilders,and retailers.His marketing plan calls for going to four trade shows a year.He recently found out that there would be a new Home Show aimed at consumers in his territory and he wants to attend.His boss says,"Go for it!" The boss is reflecting the concept of _________ in successful marketing planning.
A) Stay flexible
B) Utilize input, but don't become paralyzed by information and analysis
C) Don't underestimate the implementation part of the plan
D) Stay strategic but also stay on top of tactical
E) Give yourself and your people room to fail and try again
Answer: A
Q2) ______________ is NOT considered a goal.
A) To deliver the best customer service
B) To practice responsible financial management
C) To increase revenue by 15 to 20% in each of the next five years
D) To hire the best people
E) To minimize waste
Answer: C
Q3) What are the three generic business strategies?
Answer: Growth,retrenchment,stability.
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Chapter 3: Perspectives on Crm and Marketing Metrics
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Sample Questions
Q1) Garrett is moving into retirement and wants to cut his client base to half so he can work part time.In deciding which customers to keep,Garrett should look at the monetary prediction called _______________.
A) Customer longevity spending
B) Total customer spending
C) Total customer gross margin
D) Customer lifetime value
E) Total transaction spending
Answer: D
Q2) Companies that focus on products most likely practice _______.
A) One-to-one marketing
B) Customer marketing
C) Target marketing
D) Consumer marketing
E) Mass marketing
Answer: C
Q3) What is CRM?
Answer: It is a comprehensive business model for increasing revenues and profits by focusing on customers.
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Page 5
Chapter 4: Managing Marketing Information
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Sample Questions
Q1) Questions such as "How big is a potential target market?" "How do we reach this potential target market?" and "How will this potential target market react to our product?" each represent ________ that must be prioritized.
A) Research problems
B) Marketing research deliverables
C) Economic problems
D) Segmentation problems
E) Information system problems
Q2) The marketing manager of Kim's Cleaners is concerned about the choice of advertising media in the local area.She is not sure if advertising placed in the local newspaper is reaching the target market.A research project is launched to determine the relationship between newspaper readership and use of maid service._________ research will result in the most appropriate data for this project.
A) Descriptive
B) Exploratory
C) Relational
D) Causal
E) Advertising
Q3) Why do firms employ marketing research systems?
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Page 6
Chapter 5: Understanding Customers:
Business-To-Consumer Markets
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Sample Questions
Q1) Which of the following is an implication of the increasing number of women in the workforce?
A) Video streaming Web sites are experiencing huge growth in traffic.
B) Companies such as Whole Foods are witnessing increasing sales of organic foods.
C) Retailers are offering a wide range of products targeted at single parents.
D) Companies are including on-premise day care centers.
E) Companies are focusing more on creating ergonomic work environments.
Q2) Retailers devote a lot of time and resources to create the right physical surrounding to improve the customers' shopping experience.This indicates importance of ________ factors.
A) Situational
B) Cultural
C) Social
D) Economical
E) Internal
Q3) What are the different types of learning? Explain whether conditioning or cognitive learning is more active and why.Please provide examples.
Q4) What are values? Explain the different types of values.
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Chapter 6: Understanding Customers:
Business-To-Business Markets
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Q1) Customers in the B2B market place demand not only a personal relationship with their vendors but also an efficient one.
A)True
B)False
Q2) There are at least two methods to build a list of potential suppliers once product specifications have been outlined.One of the methods is to use the cumulative experience of the company over time.The second method is _______.
A) Buying a list from a list broker
B) Using supplier search websites like Thomas Global Register
C) Asking all sales people to respond to the RFP
D) Creating a list from the Yellow Pages
E) Going to several trade shows and finding suitable suppliers
Q3) Why is the buying center an important part of the purchasing decision?
Q4) It is often the case that the purchase decision itself in the B2B market involves trade-offs between equally important evaluation criteria and equally qualified vendors.
A)True
B)False
Q5) How has the demand for biofuels affected the demand for corn?
Page 8
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Chapter 7: Segmentation,target Marketing,positioning
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Sample Questions
Q1) Some insurance and credit card companies would like to target students as a segment but find it hard to capture their attention.This is an example of a market lacking one of the criteria for segmentation and it is ________.
A) The ability to reach the segment in terms of communication
B) The ability of identifying the market
C) The size of the market
D) The ability of obtaining information about the market
E) None of the above
Q2) Differentiation means developing different value offerings for different targeted segments.
A)True
B)False
Q3) When the social networking site Facebook started,its primary members were in the young adult market of 18 to 24 year olds.Now the 35 and over age group has the largest membership.What kind of value does Facebook offer to different segments?
Q4) Firms generally only use one method of segmentation at a time.
A)True
B)False
Q5) Identify and describe the most often used sources of differentiation?
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Chapter 8: The Product Experience: Product Strategy and Building the Brand
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Q1) The Food and Drug Administration requires all processed-food companies to provide detailed nutritional information clearly identifying calories,fats,carbohydrates,and other information.This is an example of the ________ requirement of labeling.
A) Legislative
B) Marketing
C) Legal
D) Industry
E) Consumer
Q2) Early adopters and innovators are the primary purchasers in the __________ stage of the product life cycle.
A) Growth stage
B) Introductory stage
C) Maturations stage
D) Decline
E) Innovation
Q3) List and explain the package objectives as they relate to branding and list and explain what makes for effective packaging.
Q4) Compare product lines and product mixes.Give examples of each.
Q5) What are the market conditions in each phase of the product life cycle?
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Chapter 9: The Product Experience: New-Product
Development and Service
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Q1) Which groups of consumers as defined in the consumer product adoption process are of particular interest to companies launching new products?
Q2) Products being developed in the new product development process are often given code names.During the test marketing process they still carry the code name until the product is ready to be fully commercialized.
A)True
B)False
Q3) As per the product adoption process,_______ are prime candidates for beta testing.
A) Early majority
B) Innovators
C) Late majority
D) Early adopters
E) Laggards
Q4) What are the three tasks in the development stage of the new product process?
Q5) A cross-functional team at Electronic Toys has been assembled to work on the product definition for a concept that has passed through the screening process.What three objectives should the team focus on?
Q6) What are the four sources of new product idea generation?
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Chapter 10: Managing Pricing Decisions
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Sample Questions
Q1) What are some of the differences between auction pricing and reverse auction?
Q2) Caution is warranted in employing ________________,as it is always possible that the quantity demanded will not match the marketing manager's forecast.
A) Cost plus pricing
B) Price war
C) Markup on sales price
D) Average-cost pricing
E) Target return pricing
Q3) Kyle and Kristin are lawyers working in conjunction with the Federal Trade Commission.They handle hundreds of cases a year that have to do with illegal pricing strategies.Kyle and Kristin are working on a paper and would like you to participate.They explain to you that there are four main kinds of illegal pricing and then ask you to share an experience or an example related to one of the illegal pricing strategies.What do you tell them?
Q4) Keegan has always followed economics and politics very closely.Over the years,he has become very interested in the ideas of pricing based purely on economic models and solely for profit maximization and how both of these affect ethical concerns.What do you think about Keegan's ideas and the ethical implications of each?
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Page 12
Chapter 11: Managing Marketing Channels and the Supply Chain
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Q1) ______________ also often arises because a significant personal selling effort is required with the consumer before product purchase.
A) Selective distribution
B) Exclusive distribution
C) Push strategies
D) Pull strategies
E) Intensive distribution
Q2) A producer can always grant an intermediary an exclusive territory for sales purposes.
A)True
B)False
Q3) Sylvia runs a successful sunglasses manufacturing company.Last year she started to purchase the companies that she bought her raw materials from,and this year she is looking to purchase both a transportation and warehousing company so that she can control her product from start to finish.What is Sylvia demonstrating?
Q4) George overheard two men at a business conference talking about the need for companies to be nimble these days.George does not quite understand what they meant by nimble.How would you explain it to him?
Page 13
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Chapter 12: Points of Customer Interface: Bricks and Clicks
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Q1) _________________ involves independent businesspeople contacting consumers directly to demonstrate and sell products or services in a convenient location,often the consumer's home or workplace.
A) Direct selling
B) Television home shopping
C) Vending machine retailing
D) Catalog retailing
E) Electronic retailing
Q2) A ____________________ allows consumers to purchase from their homes or some other convenient location and includes catalogs,direct selling,television home shopping,vending machines,and electronic retailing.
A) Vending machine
B) Supermarket
C) Food retailer
D) Non-store retailer
E) Wholesaler
Q3) Assortment is referred to as the depth of merchandise.
A)True
B)False
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Page 14
Chapter 13: Integrated Marketing Communications: Promotional Strategy, advertisig
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Sample Questions
Q1) ___________________ is an interactive marketing system that uses personal communication with a customer by means other than a salesperson.
A) Advertising
B) Sales promotion
C) Direct marketing
D) Public relations
E) Personal selling
Q2) By influencing customers to purchase right now due to some strong benefit or need,a coupon or special offer would contribute to the promotional goal to
A) Accept
B) Remind
C) Persuade
D) Inform
E) Act
Q3) Why are employees of a firm potentially its best and most trusted brand and message ambassadors and give an example of a company that puts this to good use?
Q4) Describe and give examples of three different consumer sales promotion options.
Q5) What promotion mix elements should be the focus of a push strategy?
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Chapter 14: Integrated Marketing Communications:
Personal Selling, direct Market
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Sample Questions
Q1) Feelings of accomplishment,personal growth,and self-worth are examples of _____________________rewards.
A) Intrinsic
B) Bonus
C) Contest
D) Extrinsic
E) Subjective
Q2) List and describe the impact of the 4 common customer concerns.
Q3) List the advantages of viral marketing.
Q4) Being able to adjust the sales style from one sales situation to another in real time based on customer feedback,is called:
A) Information management
B) B2B selling
C) Adaptive selling
D) Interactive selling
E) Missionary selling
Q5) Missionary salespeople often take orders from customers directly.
A)True
B)False
Q6) What are three reasons Geographical organization tends to have the lowest cost? Page 16
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