Sales Management Study Guide Questions
Course Introduction
Sales Management focuses on the principles and practices involved in leading and overseeing a sales force within an organization. This course covers essential topics such as sales strategies, recruitment and training of sales personnel, performance evaluation, motivation techniques, sales forecasting, and territory management. Students will explore the integration of technology in sales processes, ethical and legal considerations, and the alignment of sales activities with broader marketing and business objectives. Through case studies and real-world examples, the course prepares students to effectively plan, implement, and control sales operations in dynamic business environments.
Recommended Textbook
Marketing Real People Real Choices 9th Edition by
Michael R. Solomon
14 Chapters
2209 Verified Questions
2209 Flashcards
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Page 2
Chapter 1: Welcome to the World of Marketing: Create and Deliver Value
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151 Verified Questions
151 Flashcards
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Sample Questions
Q1) ________ maintains that marketers must satisfy customers' needs in ways that also benefit society and are profitable to the firm.
A) Value propositioning
B) Collaborative consumption
C) The societal marketing concept
D) A sales orientation
E) Green marketing
Answer: C
Q2) The marketing mix is the marketer's strategic toolbox.
A)True
B)False
Answer: True
Q3) Briefly describe the collaborative consumption trend.
Answer: In a trend called collaborative consumption, consumers become "rentrepreneurs" by renting out their belongings-tools, cars, homes, etc.-when they are not using them. This appeals to many consumers, particularly younger consumers, who would prefer to rent products rather than purchase and own them.
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Page 3
Chapter 2: Global, Ethical, and Sustainable Marketing
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155 Verified Questions
155 Flashcards
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Sample Questions
Q1) The Federal Trade Commission (FTC) ordered KFC to stop running ads with false claims that its fried chicken is compatible with certain weight loss programs. What law gives the FTC the authority to stop KFC's marketing program and what law was KFC violating?
Answer: The FTC gets its authority from the Federal Trade Commission Act (1914). KFC was violating the Wheeler-Lea Amendment to FTC Act (1938) that prohibits deceptive and misleading advertising as illegal.
Q2) Marketers monitor the technological environment. How can changes in technology affect marketing communication strategy? Provide at least two examples.
Answer: Technological developments in media and communications affect the methods marketers may use to deliver the brand message. Continuing innovations in Internet applications represent huge technological changes in marketing. Consumers can shop online for just about any product from just about anywhere at just about any time.
Q3) Why might a company be interested in using sustainability metrics?
Answer: A company might want to use sustainability metrics to measure how much the organization is benefiting from implementing sustainability practices, such as more efficient use of energy or more use of recycled materials.
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Page 4
Chapter 3: Strategic Market Planning
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156 Verified Questions
156 Flashcards
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Sample Questions
Q1) According to the BCG growth-market share matrix, ________ are strategic business units with products that have a dominant market share in a high-growth market.
A) problem children
B) exclamation points
C) cash cows
D) stars
E) question marks
Answer: D
Q2) After marketing strategies are developed, the next step in market planning is ________.
A) development of marketing objectives
B) strategic planning
C) implementation
D) situation analysis
E) pricing development
Answer: C
Q3) What type of strategy should a company use to manage its cash cows?
Answer: Because a cash cow generates cash without much investment, a company should use the profits to support other SBUs.
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Chapter 4: Market Research
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155 Flashcards
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Sample Questions
Q1) Your text describes the two main primary data collection methods as ________.
A) descriptive and exploratory
B) causal and descriptive
C) survey and observation
D) direct and indirect
E) impersonal and personal
Q2) Which of the following is the process of physically deconstructing a competitor's product to determine how it is put together?
A) reverse engineering
B) ethnography
C) cross-sectional research
D) predictive engineering
E) sampling
Q3) Two brothers own a hair salon. One believes they could have more business if they mailed out $5-off coupons to people living within a five-mile radius of the shop. The other brother wants to run an ad in the local shopping newspaper with a coupon for a free hot oil treatment. (The newspaper goes to everyone in the area.) What type of market research can they use to determine whose idea would be more profitable?
Explain your answer.
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Page 6
Chapter 5: Marketing Analytics: Welcome to the Era of Big Data
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) A building supply company has many high-volume customers and many low-volume customers. A CRM system would be LEAST likely to help management decide to use which of the following methods for communicating with low-volume customers?
A) Every November, send each customer a new calendar that has the phone number of the building supply company printed on the cover.
B) Once or twice a year, mail a new product catalog to each customer.
C) Every few months, have a customer service representative from the building supply company call each customer.
D) Have a sales representative make a personal one-on-one appointment with every low-volume customer at least twice a month.
E) Give each low-volume customer the company Web address to check building supply products sold by the company.
Q2) Identify any product or service. How can a marketer calculate the lifetime value of a customer relating to the purchase of this product or service? Explain your answer.
Q3) Explain how a firm benefits from customers who make multiple purchases versus customers who make just one purchase.
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Chapter 6: Understand Consumer and Business Markets
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155 Verified Questions
155 Flashcards
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Sample Questions
Q1) Marketers can have little to no effect on the evaluative criteria consumers use.
A)True
B)False
Q2) In what way might a marketer rely on opinion leaders?
Q3) According to ________, men are not supposed to like movies that are described as "chick flicks," and women are not supposed to like movies that emphasize violence and destruction.
A) social classes
B) gender roles
C) subcultures
D) situational influences
E) reference groups
Q4) The individual who develops the product specifications for a complex product would likely assume the role of influencer in the buying center.
A)True
B)False
Q5) What is the difference between a subculture and a microculture?
Q6) How have marketers responded to an increasing sense of time poverty among consumers?
Page 8
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Chapter 7: Segmentation, Target Marketing, and Positioning
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152 Verified Questions
152 Flashcards
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Sample Questions
Q1) Business-to-business marketers who look at the size of firms in terms of total sales or number of employees are using ________ to segment their market.
A) organizational psychographics
B) organizational demographics
C) organizational culture
D) behavior variables
E) usage variables
Q2) Because children have little influence over family purchases beyond toys and games, marketers tend to not focus on consumers under the age of 12.
A)True
B)False
Q3) A ________ is a distinct image that captures the character and benefits of a good or service.
A) perceptual map
B) target market
C) brand personality
D) segment profile
E) trade promotion
Q4) How do marketing organizations benefit from cultural diversity?
Page 9
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Chapter 8: Product I: Innovation and New Product Development
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152 Verified Questions
152 Flashcards
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Sample Questions
Q1) Pepsi-Cola's development of Wild Cherry Pepsi, a cherry-flavored soda, is an example of a ________.
A) dynamically continuous innovation
B) nonradical innovation
C) competitive innovation
D) continuous innovation
E) discontinuous innovation
Q2) Test marketing is an inexpensive way to predict whether a new product will be a success.
A)True
B)False
Q3) The need to apply for a patent would most likely arise during which phase of new product development?
A) business analysis
B) technical development
C) test marketing
D) strategy development
E) product proposal
Q4) Explain durable and nondurable goods. Give an example of each.
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Q5) Is marketing more about supplying benefits or attributes? Explain your answer.
Chapter 9: Product Ii: Product Strategy, Branding, and Product Management
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155 Flashcards
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Sample Questions
Q1) Mercedes was able to successfully introduce its C-Class car at $30,000 without injuring its ability to sell other Mercedes cars for $100,000 or more. Mercedes implemented a(n) ________.
A) downward line stretch
B) product line contraction
C) cannibalization strategy
D) upward line stretch
E) value stretch
Q2) What is the difference between total quality management (TQM) and the Six Sigma process?
Q3) When a company begins marketing a new product line in addition to its existing product lines, it has done which of the following?
A) expanded the length of the product line
B) expanded the width of the product mix
C) expanded the depth of the product mix
D) expanded the width of the marketing mix
E) used a contraction strategy
Q4) Why might ad expenditures remain high in the growth stage of the product life cycle?
11
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Chapter 10: Price: What Is the Value Proposition Worth
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162 Verified Questions
162 Flashcards
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Sample Questions
Q1) Surge pricing occurs when a company raises the price of its product when demand for the product goes up and lowers the price of its product when demand goes down.
A)True
B)False
Q2) By using ________, a company deliberately sets a low price with the intention of driving its competition out of business.
A) price-fixing
B) price lining
C) surge pricing
D) predatory pricing
E) loss leader pricing
Q3) Often consumers base their perception of price on what they perceive to be the customary or ________.
A) dynamic price
B) fair price
C) target price
D) list price
E) assimilated price
Q4) How do consumers benefit from price bundling? Give an example of price bundling.
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Chapter 11: Deliver the Goods: Determine the Distribution Strategy
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161 Verified Questions
161 Flashcards
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Sample Questions
Q1) Which of the following statements about merchandise brokers is true?
A) Brokers are paid salaries by the manufacturers for whom they work.
B) Brokers never take title to the merchandise they sell.
C) Brokers work for manufacturer-owned intermediaries.
D) Brokers typically represent sellers on an ongoing basis.
E) Brokers work in industries with only a few, very large buyers and sellers.
Q2) Which of the following is most likely intensively distributed?
A) Olympus digital cameras
B) BMW automobiles
C) Diesel blue jeans
D) Coca-Cola beverages
E) Nike running shoes
Q3) What types of products are selectively distributed?
Q4) What type of utility does warehousing provide to consumers by holding onto products until consumers need them?
A) time
B) possession
C) production
D) form
E) packaging
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Chapter 12: Deliver the Customer Experience: Goods and Services Via
Bricks and Clicks
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170 Flashcards
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Sample Questions
Q1) ________ strategies regard a city, state, country, or other locale as a brand.
A) Social marketing
B) Idea marketing
C) Place marketing
D) Service marketing
E) Green marketing
Q2) Briefly explain the wheel-of-retailing concept.
Q3) Which of the following is used to measure the difference between a customer's expectations of service quality and what actually occurred?
A) break-even analysis
B) SERVQUAL
C) the critical incident technique
D) gap analysis
E) SWOT analysis
Q4) In general, vending machines are best suited for selling which of the following?
A) specialty goods
B) unsought goods
C) capital items
D) food and beverages
E) accessory equipment
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Chapter 13: Promotion I: Advertising and Sales Promotion
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165 Verified Questions
165 Flashcards
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Sample Questions
Q1) Which of the following advertising situations would LEAST likely be considered puffery?
A) a mouthwash that claims to make your mouth feel its freshest
B) toned thighs and legs as a result of using the Thigh Master for only 15 minutes each day
C) children growing into attractive adults as a result of drinking milk
D) a retired couple drinking a vitamin and protein shake and then going bicycling
E) a sleepy mom who wakes up to a gray day, drinks a cup of coffee, and then looks out her window to see golden sunshine, beautiful flowers blooming, songbirds singing, and a rainbow on the horizon
Q2) Which of the following statements about advertising is true?
A) Advertising is personal communication from an identified sponsor using the mass media.
B) Consumers perceive advertising as always having a high level of credibility.
C) Advertising can be used to establish and reinforce a distinctive brand identity.
D) Advertising tends to be comparatively inexpensive.
E) Advertising always relies on factual information.
Q3) When might a marketer be most likely to use a comparative ad?
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Chapter 14: Promotion Ii: Social Media, Directdatabase
Marketing, Personal Selling, and Public Relations
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170 Flashcards
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Sample Questions
Q1) Why might public relations efforts have a strong impact on public awareness at a substantially lower cost than advertising?
Q2) The network of physical things, vehicles, devices, and buildings in which designers have embedded sensors, electronics, and network connectivity is called the ________.
A) extranet
B) intranet
C) virtual world
D) Internet of Things
E) location-based network
Q3) Which kind of marketing involves sending a brochure or pamphlet that offers a specific good or service at one point in time?
A) personal marketing
B) telemarketing
C) direct mail
D) catalog
E) spam
Q4) Why is the image of telemarketers more positive in business marketing than it is in consumer marketing?
Page 16
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