Strategic Marketing
Exam Materials
Course Introduction
Strategic Marketing focuses on the long-term planning and execution of marketing strategies that enable organizations to achieve competitive advantage and growth. This course explores the analysis of market opportunities, segmentation, targeting, positioning, and the integration of the marketing mix to support overarching business objectives. Students will learn to make data-driven decisions, assess the external and internal environments, and develop strategies to respond to dynamic market changes. Case studies and real-world examples are used to enhance the understanding and application of strategic marketing concepts in various industries.
Recommended Textbook
Selling Today Partnering to Create Value 13th Edition by Gerald L. Manning
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17 Chapters
1139 Verified Questions
1139 Flashcards
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Page 2
Chapter 1: Relationship Selling Opportunities in the Information Economy
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67 Verified Questions
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Sample Questions
Q1) Peter Kumar has developed a software application that will reduce costs and increase server speed for corporations of all sizes.Even with this useful application,Peter still needs to develop personal selling skills in order to:
A) understand and write a business plan for his company
B) explain his application to potential buyers
C) apply for a patent on his application
D) maintain the discipline and stamina required to develop such a complicated piece of software
E) ensure that only corporate users buy his application
Answer: B
Q2) Knowledge workers are people who succeed by adding value to information. A)True
B)False
Answer: True
Q3) ________ income helps satisfy our need for recognition and security. Answer: Psychic
Q4) Convention center sales managers,investment securities brokers,and real estate salespeople all have one thing in common-they sell a(n)________.
Answer: service
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Chapter 2: Evolution of Selling Models That Compliment the Marketing Concept
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Sample Questions
Q1) CRM software is used to manage information about:
A) research and development
B) competitors
C) prospects and customers
D) strategy
E) market trends
Answer: C
Q2) A(n)________ is a carefully conceived plan that will result in maximum responsiveness to customers.
Answer: customer strategy
Q3) As part of the marketing mix,the makers of the calendar will be running an advertising campaign directed at working mothers.Another part of the marketing mix is sending salespeople to sell:
A) calendars to retail outlets
B) calendars to working mothers
C) organizational skills to working mothers
D) nostalgia to organizers
E) organizational skills to online reviewers
Answer: A
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Chapter 3: Ethics: the Foundation for Partnering
Relationships That Create Value
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Sample Questions
Q1) The term ________ can be defined as a mutual exchange of benefits,as when a firm buys products from its own customers.
Answer: reciprocity
Q2) If a potential client hints that they will give you a sale if you give them a gift,you should most likely:
A) give the potential customer a gift
B) tell your sales manager you are giving the customer a gift in exchange for the sale
C) report this to your sales manager and ask for help turning the customer down
D) report the customer to the Better Business Bureau or other oversight group
E) refer the potential customer to another vendor who will participate in bribery
Answer: C
Q3) In strategic alliance sales,the customer's primary focus is a trustworthy:
A) product
B) salesperson
C) organization
D) culture
E) industry
Answer: C
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Chapter 4: Creating Value With a Relationship Strategy
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Sample Questions
Q1) The bundle of facts,opinions,beliefs,and perceptions that you have about yourself are referred to as which of the following?
A) self-concept
B) self-love
C) self-esteem
D) self-reflection
E) self-examination
Q2) Traditional industrial age sales-training programs encouraged salespeople to make positive first impressions with customers and then to push the product to make a quick sale.
A)True
B)False
Q3) A series of creative improvements in the sales process that enhance the customer experience is known as:
A) relationship modeling
B) customer-oriented sales
C) value-added selling
D) transactional selling
E) managing relationships
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Page 6
Chapter 5: Communication Styles: a Key to Adaptive Selling
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Sample Questions
Q1) The immature characteristics of each style can most likely:
A) never be altered because of heredity
B) overcome communication-bias issues
C) enhance overall sales performance
D) change with time and effort
E) lead to increased sociability
Q2) Communication style is based on a combination of hereditary and environmental factors.
A)True
B)False
Q3) Describe the difference between lower dominance and higher dominance.
Q4) Which term refers to the degree to which a salesperson is perceived as developing and maintaining buyer comfort throughout the sales process?
A) rigidity
B) sensitivity
C) maturity
D) believability
E) versatility
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Q5) ________ can be defined as the tendency to control or prevail over others.
Q6) The words "reserved," "warm," and "compliant" describe the ________ style.
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Page 8
Chapter 6: Creating Product Solutions
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Sample Questions
Q1) Paula Hillison sells a line of copy machines that feature a "quick change" toner cartridge.The empty toner cartridge can be replaced quickly,without any mess,in a matter of seconds.Which of the following statements represents the most effective presentation of this feature?
A) "We have recently developed the only office copy machine that features a quick change toner cartridge."
B) "After years of research and development, our engineers have developed a quick change toner cartridge."
C) "If you purchase one of our copy machines, you will enjoy the benefits of a quick change toner cartridge."
D) "All of our copy machines are equipped with a quick change toner cartridge, which means you no longer waste time replacing an empty toner cartridge."
E) "We have set a new industry standard with the quick change toner cartridge."
Q2) A benefit is whatever provides the customer with personal advantage or gain.
A)True
B)False
Q3) Discuss the advantages of having in-depth knowledge of your product.
Q4) The product selection process is often referred to as ________.
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Page 9
Chapter 7: Product-Selling Strategies That Add Value
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Sample Questions
Q1) A potential consequence of using low-price tactics is lower profits.
A)True
B)False
Q2) Which type of price discount would most likely be offered by a ski lodge during the summer months?
A) quality discount
B) seasonal discount
C) promotional allowance
D) associate allowance
E) functional discount
Q3) Today's better educated and more demanding customers are seeking a(n)________ of satisfactions.
Q4) Which of the following would most likely be a value-added strategy that could boost sales for Just Candles?
A) eliminating most candle sizes to focus on only tapers
B) visiting commercial customers to give them product brochures
C) offering classes for new customers on decorating with candles
D) lowering prices on all taper candles to compete with e-retailers
E) selling to customers in the local area using a mass marketing campaign
Q5) The ________ product refers to what may remain to be done or what is possible.
Page 10
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Chapter 8: The Buying Process and Buyer Behavior
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Sample Questions
Q1) The person who withdraws money from a savings account and uses this money to buy government bonds at a higher return on investment is very likely guided by rational buying motives.
A)True
B)False
Q2) Transactional buyers are well aware of their needs and usually know a great deal about the products or services they intend to purchase.
A)True
B)False
Q3) According to the text,Ashley Pineda of the Pulte Group needs to do which of the following before meeting with customers?
A) Rehearse her sales presentation until she has it memorized.
B) Conduct research to determine each customer's specific needs.
C) Contact the home office to confirm the customer's address.
D) Meet with her sales manager about her flagging sales.
E) Implement a systems selling strategy director.
Q4) The first stage in the typical buying process is evaluation of solutions.
A)True
B)False
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Chapter 9: Developing and Qualifying Prospects and Accounts
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Sample Questions
Q1) Joe Girard,popular sales trainer and consultant,used the "________" concept to illustrate the relationship between prospecting and the loss of customers due to attrition.
Q2) Which term best refers to a well-connected person who does not make the buying decision but has an impact on the person who does?
A) gatekeeper
B) referral
C) prospect
D) intermediary
E) center of influence
Q3) Describe the major benefits of using a computerized database as a source of prospects.
Q4) A major barrier to prospecting is time.Therefore,salespeople should:
A) try to avoid spending time available for actual selling on prospecting
B) try to spend at least 50 percent of every week on prospecting
C) get involved in prospecting only after completing all regular selling activities
D) assign prospecting tasks to lower-level employees
E) integrate prospecting activities with regular selling duties
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Chapter 10: Approaching the Customer With Adaptive Selling
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Sample Questions
Q1) Sarah has already made a brief call on the prospect.Which of the following objectives has she most likely achieved?
A) developed trust and presented solutions
B) established rapport and asked basic needs discovery questions
C) asked basic needs discovery questions and negotiated pricing
D) negotiated pricing and closed the sale
E) closed the sale and agreed on shipping terms
Q2) Preparing presale objectives,developing a presale presentation plan,and providing outstanding customer service are the three parts of:
A) the customer alliance
B) the presale approach
C) the presentation plan
D) the presentation strategy
E) the follow up
Q3) In British business settings,a hard sell is the best approach
A)True
B)False
Q4) ________,not to be confused with telemarketing,includes many of the same elements as traditional sales.
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Chapter 11: Determining Customer Needs With a Consultative Questioning Strategy
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Sample Questions
Q1) Which type of question is best for clarifying and gaining commitment on several buying conditions?
A) open
B) closed
C) probing
D) summary-confirmation
E) need-satisfaction
Q2) How can Jeannie use a consultative model to sell Meli Kinaua'a swimsuits to boutiques?
A) Find out what needs the boutiques have that Meli Kinaua'a suits will fill.
B) Describe the reasons Meli Kinaua'a suits are superior to other lines.
C) Work with boutiques to develop new suits that will sell better.
D) Consider selling to big-box stores that don't carry swimsuits.
E) Give large discounts to get boutiques to try Meli Kinaua'a suits.
Q3) In most cases,firms profit from the first two sales made to customers,and their profits drop significantly on additional sales.
A)True
B)False
Q4) ________ questions require a prospect to go beyond a simple yes/no response.
Page 14
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Chapter 12: Creating Value With the Consultative Presentation
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Sample Questions
Q1) Tyler realizes that the trucking company can purchase tires from other tire companies.With this in mind,Tyler should most likely:
A) promote Kaygo as the industry leader even if this is untrue
B) ignore the features and benefits of the lowest-priced competitor
C) point out quality problems with the firm's current tire provider
D) highlight the drop in prices of Kaygo tires in the last five years
E) focus on favorable differences between Kaygo tires and the next-best alternative
Q2) The salesperson should personally inspect all equipment and products before a sales presentation to ensure everything is working properly.
A)True
B)False
Q3) An effective sales presentation involves showing the prospect how the product fills specific needs.
A)True
B)False
Q4) Overstructured sales presentations may cause a customer to feel like a number.
A)True
B)False
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Chapter 13: Negotiating Buyer Concerns
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Sample Questions
Q1) In some cases the statement,"I don't need your product," is a conditioned response.
A)True
B)False
Q2) When Kelly sees value in a product but does not want to pay the suggested price,she often offers to split the price difference with the seller.If a salesperson finds Kelly's offer unacceptable,the salesperson should most likely:
A) agree to split the difference
B) make a pricing counteroffer
C) provide a trial demonstration
D) walk away from the negotiations
E) show sourcing documents as proof
Q3) Adding value with a cluster of satisfactions would be an effective way to deal with:
A) time resistance
B) adaptive selling
C) price resistance
D) third-party testimonials
E) decision postponements
Q4) List five common types of buyer concerns.
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Page 16
Chapter 14: Adapting the Close and Confirming the Partnership
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Sample Questions
Q1) The statement,"We have always wanted to own a travel trailer like this one," is a closing clue that falls into which category?
A) benefits
B) requirements
C) questions
D) recognitions
E) assumptions
Q2) After closing a sale,the salesperson should do which of the following?
A) Discuss the customer's family and other personal matters.
B) Describe the satisfaction that will come from owning the product.
C) Ask the customer to write a testimonial about the value of the product.
D) Initiate a general conversation about the industry and economy.
E) Discuss other products the buyer could have purchased instead.
Q3) Role playing is the best-known way to experience the feelings that accompany closing and to practice the skills needed to close sales.
A)True
B)False
Q4) A(n)________ is an indication,either verbal or nonverbal,that the prospect is preparing to make a buying decision.
Page 17
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Chapter 15: Servicing the Sale and Building the Partnership
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Sample Questions
Q1) With full-line selling,it is beneficial to use demonstration or sales tools to build customer interest in the suggested item.
A)True
B)False
Q2) According to Ted Levitt,author of The Marketing Imagination,once the customer buys your product,expectations:
A) increase
B) stay the same C) decrease
D) are fulfilled
E) become less important
Q3) The salesperson that is genuinely interested in helping customers can build goodwill with full-line,or suggestion selling.List the four guidelines to follow when using this method.
Q4) People buy expectations,not products,according to Ted Levitt,author of The Marketing Imagination.
A)True
B)False
Q5) List and describe the five major customer follow-up strategies.
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Chapter 16: Opportunity Management: the Key to Greater Sales Productivity
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Sample Questions
Q1) Expense records are likely to be required not only by a salesperson's own company but by a government agency.
A)True
B)False
Q2) Since Po covers both trade shows and resellers,it make most sense for her to organize her territory by:
A) date of trade show and location of reseller
B) date of trade show and complexity of reseller
C) time zone of trade show and time zone of reseller
D) size of trade show and size of reseller
E) size of trade show and zip code of reseller
Q3) The best policy concerning recordkeeping is to:
A) retain all records for three years before discarding them
B) require written responses instead of substituting checkmarks
C) record only those details that cannot be committed to memory
D) require only records that provide positive benefits to those involved in the sales process
E) require records on all details and processes in order to maintain sales process discipline
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Q4) A(n)________ is the geographic area where prospects and customers reside.
Chapter 17: Management of the Sales Force
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Sample Questions
Q1) ________ represents the first step in helping a newly hired salesperson become a productive member of your staff.
Q2) A salesperson's performance evaluation is typically based entirely on qualitative items of measurement because quantitative criteria are viewed as unfair and subjective.
A)True
B)False
Q3) Which of the following characteristics of a sales manager provides evidence of structure?
A) Policies and procedures are clearly defined.
B) Each salesperson is treated as an individual.
C) Efficient communication is given a high priority.
D) Members of the sales force receive regular recognition.
E) Salespeople are encouraged to solve their own problems
Q4) The primary purpose of measuring sales force productivity is to:
A) calculate the number of calls each salesperson makes every quarter
B) compare the number of sales presentations each salesperson makes
C) calculate the firm's total sales volume for a specific period of time
D) analyze the profitability of each salesperson's sales volume
E) assess the ratio of profits to sales for the sales force
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