Sales Management
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Course Introduction
Sales Management is a comprehensive course that explores the principles, strategies, and techniques vital for effective sales force management in contemporary organizations. Covering topics such as sales planning, recruitment, training, motivation, and compensation, the course also delves into territory design, sales forecasting, and performance evaluation. Through case studies and real-world applications, students gain insights into managing customer relationships, leveraging technology in sales, and adapting to evolving market trends, equipping them with the skills to lead and optimize sales teams for organizational success.
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Marketing Management 13th Edition by Phil Kotler
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Page 2
Chapter 1: Defining Marketing for the 21st Century
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Q1) A number of companies-including the Body Shop,Ben & Jerry's,and Patagonia-have achieved notable sales and profit gains by adopting and practicing a form of the societal marketing concept called ________,by which a company with an image,product,or service to market builds a relationship or partnership with a cause,or a number of causes,for mutual benefit.
A) social marketing
B) environmental marketing
C) cause-related marketing
D) benefit marketing
E) responsible marketing
Answer: C
Q2) Julia hates smoking and is willing to pay an extra tax just to help eliminate smoking in her city.She is exhibiting ________ with respect to smoking.
A) negative demand
B) nonexistent demand
C) latent demand
D) declining demand
E) unwholesome demand
Answer: A
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Chapter 2: Developing Marketing Strategies and Plans
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Sample Questions
Q1) Harvard professor Ted Levitt argues that ________ of a business are superior to
A) product definitions; service definitions
B) service definitions; market definitions
C) marketing definitions; market definitions
D) market definitions; product definitions
E) none of the above
Answer: D
Q2) The first step in the business unit strategic-planning process deals with which of the following
A) goal formulation
B) business mission
C) strategy formulation
D) program formulation
E) SWOT analysis
Answer: B
Q3) A strategy is a game plan for achieving what the business unit wants to achieve.
A)True
B)False
Answer: True
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Chapter 3: Gathering Information and Scanning the Environment
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Q1) In marketing to ethnic groups,African Americans should be treated as a uniform group because of their shared heritage and homogeneous consumption patterns.
A)True
B)False
Answer: False
Q2) The ________ regions of the world currently account for 76% of the world population and are growing almost four times faster than the populations of ________ regions.
A) industrialized; service-based
B) less-developed; more developed
C) Western; Eastern
D) wealthier; poorer
E) Democratic; Socialist
Answer: B
Q3) Today,most firms are rather sophisticated about gathering information.
A)True
B)False
Answer: False
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Chapter 4: Conducting Marketing Research and Forecasting Demand
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Sample Questions
Q1) Many managers see marketing research as a fact-finding operation.Is this a correct view Explain.
Q2) During which phase of the marketing research process will the marketing manager most likely calculate the cost of the marketing research plan
Q3) 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
Q4) Samples of less than 1% of a population can often provide good reliability,with a credible sampling procedure.
A)True
B)False
Q5) What are the six steps in the marketing research process
Q6) One way companies can conduct market research in a creative and affordable way is to engage students to design and carry out projects,such as the Innovation Challenge sponsored by American Express,GE,and Hilton Hotels.
A)True
B)False
Page 6
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Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
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Q1) At the heart of a good value delivery system is a set of core business processes that help to deliver distinctive customer value.
A)True
B)False
Q2) Customer profitability analysis (CPA)is best conducted with the tools of an accounting technique called activity-based costing (ABC).
A)True
B)False
Q3) Customers who enthusiastically recommend the company and its products and services to others are known as ________.
A) potentials
B) advocates
C) members
D) prospects
E) partners
Q4) The average company loses 25% of its customers each year.
A)True
B)False
Q5) Explain how a company frequency program might work.
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Chapter 6: Analyzing Consumer Markets
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Q1) A(n)________ group is one whose values or behavior an individual rejects.
A) aspirational
B) disassociative
C) membership
D) primary
E) procreational
Q2) Repeated exposures to information provide greater opportunity for processing and thus the potential for stronger associations.
A)True
B)False
Q3) One of the characteristics of social classes is that those within each class tend to behave more alike than persons from two different social classes.
A)True
B)False
Q4) According to Freudian theory,how can the technique called laddering be used
Q5) Each person has personality characteristics that influence his or her buying behavior.What does personality mean in terms of buying traits
Q6) Explain the concept of multicultural marketing.
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Chapter 7: Analyzing Business Markets
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Sample Questions
Q1) The buying process begins when someone places an order with a sales representative.
A)True
B)False
Q2) Define organizational buying.
Q3) In the purchasing decision process,the major role of ________ is in selecting vendors and negotiating.
A) gatekeepers
B) buyers
C) initiators
D) approvers
E) deciders
Q4) List and briefly characterize five methods of assessing customer value.
Q5) Small business owners typically engage in long-range planning in order to effectively budget for purchases over the upcoming three to five years.
A)True
B)False
Q6) Explain how fluctuating demand impacts business markets differently than consumer markets.
Page 9
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Chapter 8: Identifying Market Segments and Targets
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Sample Questions
Q1) Psychographic segmentation schemes are the same across cultures.
A)True
B)False
Q2) Jose and Erika have just divorced.Which of the following demographic segmentation subsegment formats might be used by marketers to reach Jose or Erika
A) Life stage
B) Benefits
C) Age segment
D) User segment
E) Occasion segment
Q3) There are several major segmentation variables that might be used by a marketer to address a consumer market.If the marketer were to use social class,psychographic lifestyle,and readiness stage to segment its market,identify possible segmentation subcategories under each of the three.
Q4) Identify three ways that shopping behaviors differ between men and women.
Q5) Marketers use two broad groups of variables to segment consumer markets.Identify these groups and how they are used.
Q6) Give an example of how a company might target products to children in an ethical way.
Page 10
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Chapter 9: Creating Brand Equity
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Q1) A ________ consists of all products-original as well as line and category extensions-sold under a particular brand.
A) brand line
B) brand variant
C) brand mix
D) licensed product
E) subbrand
Q2) In the brand resonance pyramid,the lowest level is associated with what is called salience.
A)True
B)False
Q3) Marketers of Mountain Dew created the multicity Dew Action Sports Tour where athletes compete in skateboarding,MBX,and freestyle motocross events to establish a meaningful ________ with its 12-24-year-old target market.
A) brand element
B) brand contact
C) internal brand
D) brand salience
E) brand asset
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Page 11
Chapter 10: Crafting the Brand Positioning
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Q1) Points-of-parity are attributes or benefits consumers strongly associate with a brand,positively evaluate,and believe that they could not find to the same extent with a competitive brand.
A)True
B)False
Q2) When sales peak,there is a low cost per customer,profits are high,and the marketing manager attempts to maximize profit while defending market share,the product is most likely in the ________ stage of the product life cycle (PLC).
A) introduction
B) prepioneering
C) growth
D) maturity
E) decline
Q3) In the maturity stage of the product life cycle,three phases appear to exist: growth,decay,and abandonment.
A)True
B)False
Q4) Characterize the differences between style,fashion,and fad life cycles.
Q5) With respect to positioning,explain points-of-parity and points-of-difference.
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Chapter 11: Dealing with Competition
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Q1) The market leader should consider several factors before pursuing increased market share.One of the chief factors for consideration is the effect of increased market share on actual and perceived quality.
A)True
B)False
Q2) In ________,the market leaders stretches its domain over new territories that can serve as future centers for defense and offense.
A) counteroffensive defense
B) flank defense
C) mobile defense
D) contraction defense
E) position defense
Q3) Hewlett-Packard specializes in the high-quality,high-price end of the handheld calculator market,qualifying the company to be called a quality-price specialist.
A)True
B)False
Q4) Assume that your organization has chosen to pursue a market leader strategy of the flank defense.Describe what such a strategy might be.
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Page 13
Chapter 12: Setting Product Strategy
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Q1) The homogeneity of natural materials limits the amount of demand-creation activity that producers undertake.
A)True
B)False
Q2) A consumer products firm manufacturers and sells over 200 different sizes and varieties of jams and jellies.We can say that this manufacturer's product mix has high ________.
A) consistency
B) depth
C) height
D) product assortment
E) width
Q3) A company can classify its products into four types that yield different gross margins,depending upon sales volume and promotional costs.The four classifications include all EXCEPT ________.
A) core product
B) shopping goods
C) staples
D) specialties
E) convenience items
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Chapter 13: Designing and Managing Services
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Q1) Services must consider developing a brand hierarchy and brand portfolio that permits ________ and targeting of different market segments.
A) differentiation
B) product placement
C) positioning
D) image
E) none of the above
Q2) Because service decisions and arrangements are often made away from the actual service location,brand ________ becomes critical.
A) design
B) slogans
C) image
D) recall
E) remind
Q3) In the pool advertisement,it reads "a pool for $3,000 total cost." Upon contracting with the firm for the pool,the sale representative tells you that the total cost will be $6,000.When you ask why the extra $3,000,the sales rep says that is for the removal of the dirt.This is an example of which one of the service-quality gaps
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Chapter 14: Developing Pricing Strategies and Programs
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Q1) In responding to a competitor's price cut,a firm in a nonhomogeneous market has more latitude and should consider what four issues before responding
Q2) Identify and discuss the six steps of the pricing procedure.
Q3) Manufacturing costs such as rent,utilities,interest expense,and some salaries are considered ________ and these costs do not vary with the production or sale of the item.
A) corporate overhead
B) division overhead
C) overhead
D) fixed costs
E) variable
Q4) Generally,consumers prefer ________ price increases on a regular basis to sudden,sharp increases.
A) large
B) consistent
C) small
D) reciprocal
E) trade
Q5) When is price discrimination legal
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Chapter 15: Designing and Managing Integrated Marketing
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Q1) More sophisticated companies try to forge a long-term partnership with distributors. A)True
B)False
Q2) You own a franchise of a national chain of quick luncheon meals.The corporate office is conducting a nationwide marketing campaign introducing a $5.00 value meal option.This $5.00 value meal option severely cuts into you operating margins.Numerous complaints to the corporate office have resulted in the corporate office taking the position that "the franchisees need to be competitive and this $5.00 meal is competitive." You disagree,noting that even with an increase in store traffic,the reduction in revenue and margin produced by this value menu will result in a net loss for your store.What type of channel conflict is evident here
Q3) Delegating some of the selling functions to intermediaries means loss of control over how and to whom the products are sold.
A)True
B)False
Q4) Channel arrangements,once constructed,need not be modified over time. A)True
B)False
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Page 17
Chapter 16: Managing Retailing, Wholesaling, and Logistics
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Q1) There is generally a relationship between high customer traffic and high rents in choosing a retail location.
A)True
B)False
Q2) Today customers want more frequent deliveries,shorter order-cycle times,direct store deliveries,mixed pallets,tighter promised times,and ________ packaging,price tagging,and display building.
A) colorful
B) childproof
C) custom
D) easy opening
E) theftproof
Q3) Integrated logistics systems involves materials management,material flow systems,and electronic distribution.
A)True
B)False
Q4) Explain why the market-logistics strategies must be derived from business strategies,rather than solely from cost considerations.
Q5) How do generics differ from private-label brands
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Chapter 17: Designing and Managing Integrated Marketing Communications
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Q1) List the major ways that marketing communications activities contribute to brand equity.
Q2) Which of the following is NOT one of the advantages of having an integrated marketing communications program
A) It forces management to think about how the company communicates.
B) It forces management to think about every way the customer comes in contact with the company.
C) It produces greater sales impact.
D) It increases consumer involvement.
E) It produces stronger message consistency.
Q3) The repetition of the local car dealers' commercials on late night television,besides being universally terrible,are examples of what characteristic of the advertising component of the communications mix.
Q4) The two-step flow confirms the notion that consumption styles are primarily influenced by the "trickle-down" or "trickle-up" effect from mass media.
A)True
B)False
Q5) How do opinion leaders mediate the affect of mass communications
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Chapter 18: Managing Mass Communications:
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Q1) From a brand-building perspective,television advertising has two particularly important strengths.List and briefly explain these strengths.
Q2) In-store advertising,including ads on shopping carts,in aisles,on shelves,on the floor,and "talking" shelves,are all examples of ________ advertising.
A) point-of-decision
B) product-placement
C) point-of-purchase
D) branding
E) advertising
Q3) Your research has shown that your consumers have a high forgetting rate on your product.In fact,the forgetting rate is as high as 20%.To reverse this trend,you will undertake an advertising campaign designed to get the message back into memory by emphasizing ________.
A) complicity
B) impact
C) reach
D) frequency
E) none of the above
Q4) Explain the formula for measuring sales impact of advertising.
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Chapter 19: Managing Personal Communications:
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Q1) Other media for direct-response marketing includes television.Television is used by direct marketers in conducting or producing "infomercials," and ________.
A) ad campaigns
B) direct response
C) at-home shopping channels
D) commercials
E) kiosks
Q2) Visitors will judge a Web site's performance on ease of use and physical attractiveness.Identify the three factors that make up a Web site's attractiveness.
Q3) 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
Q4) Personal selling is an ancient art.Today companies spend hundreds of millions of dollars each year to train salespeople.Most training programs agree on the major steps involved in any effective sales process.List these six steps.
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Page 21
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) You have been asked to try a firm's new line of potato chips at no cost to you.Now you have been approached by the firm and asked if you would pay $1.00 per bag for these chips (regular price $1.99)or if you would prefer your regular brand of potato chips.You choose your favorite brand of chips instead.The firm then offers you the option of purchasing their chips for $.90 per bag.You are participating in a ________.
A) commercialization of a new product
B) sales-wave research study
C) controlled test market
D) simulated test market
E) test market
Q3) _________ is the effect one person has on another's attitude or purchase probability.
A) Effective influence
B) Direct influence
C) Market influence
D) Brand influence
E) Personal influence
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Page 22
Chapter 21: Tapping into Global Markets
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Q1) Companies can manage their international marketing activities in three ways.These include export departments,international divisions,________.
A) or a global organization
B) or a fixed corporate headquarters
C) or a strong marketing department in the "host" country
D) and local marketing efforts
E) none of the above
Q2) Global marketers know that buyers hold distinct attitudes and beliefs about brands or products from different countries.These country-of-origin perceptions do not affect consumer decision making directly or indirectly.
A)True
B)False
Q3) Contract manufacturing gives the company less control over the manufacturing process and risks loss of potential profits on manufacturing.However,it offers a chance to start faster,with the opportunity to form a partnership or buy out the local manufacturer later.
A)True
B)False
Q4) Discuss three disadvantages of standardizing the marketing mix worldwide.
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Chapter 22: Managing a Holistic Marketing Organization
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Q1) Today,marketing no longer has sole ownership of customer interactions; rather marketing needs to ________.
A) collect productivity data in order to bolster arguments for continued customer engagement
B) examine customer interactions to minimize the influence of manufacturing
C) review and consolidate customer-facing responsibilities
D) integrate all customer-facing processes
E) distribute multiple voices to customers
Q2) When customers fall into different user groups with distinct buying preferences and practices,a market-management organization is desirable.
A)True
B)False
Q3) ________ is studying "best practice companies" to improve performance.
A) Empowering
B) Globalizing
C) Flattening
D) Focusing
E) Benchmarking
Q4) Describe and summarize the characteristics of a great marketing company.
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