Strategic Marketing
Final Exam
Course Introduction
Strategic Marketing examines the processes and tools used to develop and implement effective marketing strategies in todays dynamic business environment. The course covers market analysis, segmentation, targeting, positioning, and the integration of marketing mix elements to achieve organizational goals. Through the study of real-world cases and current industry trends, students will learn how to analyze competitive environments, identify opportunities and threats, and formulate long-term marketing strategies that align with business objectives and deliver value to customers.
Recommended Textbook
Dalrymples Sales Management Concepts and Cases 10th Edition by William L. Cron
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16 Chapters
1140 Verified Questions
1140 Flashcards
Source URL: https://quizplus.com/study-set/1355
Page 2
Chapter 1: Introduction to Selling and Sales Management
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40 Verified Questions
40 Flashcards
Source URL: https://quizplus.com/quiz/27064
Sample Questions
Q1) According to Department of Labor statistics, about 5% of the U.S. work force are employed in sales positions.
A)True
B)False
Answer: False
Q2) The advantage of advertising and sales promotion over other elements of the promotion mix is that they involve two-way communication.
A)True
B)False
Answer: False
Q3) The most effective way to close a sale and to get the customer's signature on the order form is generally through:
A) advertising.
B) personal selling.
C) public relations.
D) sales promotion.
E) both a and b of the above.
Answer: B
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Chapter 2: Strategy and Sales Program Planning
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62 Verified Questions
62 Flashcards
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Sample Questions
Q1) The difference between consultative and enterprise type relationships is that in an enterprise relationship the customer is looking for significant value from the relationship in addition to the product itself.
A)True
B)False Answer: False
Q2) A positioning strategy is concerned with how a company wants customers to perceive the company vis-à-vis competitors.
A)True
B)False Answer: True
Q3) The sales force is most likely to be involved in which of the following supply chain management sub-processes?
A) managing inbound logistics.
B) managing process technology.
C) managing channel partners.
D) managing outbound logistics.
E) managing supplier relationships.
Answer: C
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Page 4
Chapter 3: Sales Opportunity Management
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65 Verified Questions
65 Flashcards
Source URL: https://quizplus.com/quiz/27066
Sample Questions
Q1) A key aspect of managing time effectively is:
A) to increase effort in daily activities.
B) to switch often between several tasks.
C) not to limit what you can accomplish ("never say no").
D) to recognize and control time-wasters.
E) all of the above.
Answer: D
Q2) As a performance metric Customer Lifetime Value (CLV) is:?
A) based on historical sales.
B) is consistent with a transactional sales perspective.
C) forward or future oriented.
D) is based on the next year's sales forecast.
Answer: C
Q3) The Sales Funnel model identifies the best few opportunities as those in which:
A) the financial buyer has given his/her approval to the project.
B) all the buying influences have been contacted and their needs identified.
C) the purchasing department has recommended the firm's selling proposal to the other buying influences.
D) all of the above.
Answer: B
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Chapter 4: Account Relationship Management
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63 Verified Questions
63 Flashcards
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Sample Questions
Q1) Which of the following stages of the buyer-seller relationship focuses on a trial relationship?
A) awareness
B) commitment
C) expansion
D) all of the above
E) none of the above
Q2) The Economic Buyer controls the money to make a purchase.
A)True
B)False
Q3) The most likely sequence of stages in a fully developed buyer-seller relationship is:
A) Expansion, Exploration, Dissolution, Commitment, Awareness.
B) Exploration, Awareness, Commitment, Expansion, Dissolution.
C) Exploration, Commitment, Awareness, Expansion, Dissolution.
D) Awareness, Expansion, Exploration, Commitment, Dissolution.
E) Awareness, Exploration, Expansion, Commitment, Dissolution.
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6
Chapter 5: Customer Interaction Management
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68 Verified Questions
68 Flashcards
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Sample Questions
Q1) Once a salesperson gains entry to a prospect's office, the first thing he or she should do is:
A) hand a business card to the prospect.
B) open with chit-chat.
C) introduce him or herself.
D) both a and c of the above.
E) all of the above
Q2) Common task motives for buying include:
A) better quality.
B) less output.
C) greater costs.
D) less profit.
E) more effort.
Q3) Which of the following skills are used in the interaction phase of the selling process?
A) needs discovery
B) dealing with dissatisfaction
C) advocating a solution
D) a and c only
E) all of the above
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Page 7
Chapter 6: Sales Force Organization
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76 Verified Questions
76 Flashcards
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Sample Questions
Q1) One of the key advantages of a customer specialization type of sales force organization is that it minimizes the sales force's travel time.
A)True
B)False
Q2) The functions for which telemarketing is used differs from one business to the next.
Some common uses of telemarketing include:
A) customer service.
B) lead generation.
C) data gathering.
D) lead qualification.
E) all of the above.
Q3) Which of the following is true about independent sales agents?
A) They are employees of the firm.
B) They take ownership and physical possession of the products they sell.
C) They are generally more cost effective when sales volumes are low.
D) They are usually compensated solely by a combination of salary and commission.
E) all the above are true.
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Chapter 7: Recruiting and Selecting Personnel
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87 Verified Questions
87 Flashcards
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Sample Questions
Q1) An application blank should not include questions about the applicant's martial status, and age, exceeding 18 years.
A)True
B)False
Q2) Employment agencies provide value to a number of the hiring steps. However, which of the following activities do employment agencies <b>not</b> explicitly participate in?
A) screening applicant resumes
B) interviewing applicants
C) the final selection
D) agencies will participate in all of the above
Q3) According to a survey of ___________, sales managers should hire people who are loyal to the customer, willing to fight for them, thoroughness, and follow through on promises.
A) chief executive officers
B) vice presidents of marketing
C) marketing researchers
D) purchasing agents
E) salespeople
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9
Chapter 8: Training
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72 Verified Questions
72 Flashcards
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Sample Questions
Q1) Training should really only focus on improving the performance of below average salespeople.
A)True
B)False
Q2) As an outside sales training specialist, it is in your best interest to show a strong relationship between your program and subsequent performance. Which of the following factors would you suggest your clients measure to see if their investments have "paid off"?
A) salesperson morale
B) improved customer relations
C) salesperson turnover rates
D) all of the above
E) both b and c of the above
Q3) Line executives may not be as popular as staff specialists as sales trainers because they are less likely to take the time to do a good job with training.
A)True
B)False
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Chapter 9: Leadership
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91 Verified Questions
91 Flashcards
Source URL: https://quizplus.com/quiz/27072
Sample Questions
Q1) Any of the five power bases can lead to desired behavior by subordinates, but salespeople are generally more satisfied with a leader when he or she uses which types of power?
A) legitimate and coercive
B) expert and referent
C) expert and competent
D) competent and coercive
E) reward and coercive
Q2) If you were a sales manager, which of the following would you consider to be a signal of plateauing among your salespeople?
A) a loss of interest in prospecting.
B) a lack of follow through in customer service.
C) a reduction in working hours.
D) none of the above would be considered a signal of plateauing.
E) all of the above would be considered a signal of plateauing.
Q3) Empowerment refers to a leader's ability to increase his or her influence in the organization.
A)True
B)False
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Page 11
Chapter 10: Ethical Leadership
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77 Verified Questions
77 Flashcards
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Sample Questions
Q1) Which of the following is <b>not</b> a way to keep your employees straight?
A) encourage employees to call for help when they face an ethically troublesome sale
B) setting up realistic goals
C) instituting large expense accounts with informal rules
D) encourage employees to "blow the whistle" when they must
E) all of the above are ways
Q2) Idealists accept moral codes and believe that good outcomes for all can be achieved by morally correct actions.
A)True
B)False
Q3) Providing entertainment for potential customers is standard practice in American business and it rarely leads to ethical problems.
A)True
B)False
Q4) Ethical problems are usually the result of poor decisions by individual salespeople or company policies that encourage wrong doing.
A)True
B)False
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Page 12
Chapter 11: Motivating Salespeople
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88 Verified Questions
88 Flashcards
Source URL: https://quizplus.com/quiz/27074
Sample Questions
Q1) Every salesperson knows how to handle rejection.
A)True
B)False
Q2) Which of the following are examples of activity quotas?
A) calls on new accounts
B) product demonstrations
C) number of calls per day
D) proposals submitted
E) all of the above
Q3) As a sales manager, you realize that your new sales goals must be accepted by the sales force to be effective in increasing performance. For salespeople to accept the goals as their own, you need to play a greater role than simply setting the new goals. Which of the following should you NOT do to get the sales force to accept these goals:
A) provide frequent feedback on progress toward the goal
B) emphasize that these quotas are "best case scenarios" and might be changed depending on performance
C) gain goal commitment from the sales force
D) build self confidence
E) none of the above, you should do all of these
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Page 13
Chapter 12: Compensating Salespeople
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84 Verified Questions
84 Flashcards
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Sample Questions
Q1) The net result of setting limits on sales expenses is that salespeople spend their valuable time juggling expenses from one category to another or from one time period to another to make sure they cover their costs.
A)True
B)False
Q2) Changing from a straight salary plan to a combination salary plus commission plan provides a number of benefits. Which of the following is <b>not</b> an advantage of the salary plus commission plan:
A) They are flexible.
B) They are simpler and cheaper to administer.
C) Commissions can be adjusted to reflect the profitability of products.
D) Commissions provide a fairly immediate reinforcement for the salesperson's efforts.
E) This type of plan is good for relatively complex products or services.
Q3) In an unlimited expense account plan, a salesperson can make money for himself by cutting back on travel.
A)True
B)False
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14
Chapter 13: Evaluating Sales Force Performance
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95 Verified Questions
95 Flashcards
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Sample Questions
Q1) Each of the following is a part of the sales force evaluation model except A) setting goals and objectives.
B) designing sales plans.
C) measuring results against standards.
D) evaluating corrective actions.
E) Create indices of key success variables
Q2) Another tabulation that is useful to sales managers is to break sales down by customer.
A)True
B)False
Q3) Detailed call reports allow sales managers to set activity objectives for individual salespeople and then measure results.
A)True
B)False
Q4) An example of controllable costs would be:
A) overhead and depreciation.
B) wages and depreciation.
C) wages and travel.
D) travel and depreciation.
E) travel and overhead.
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Chapter 14: Estimating Potentials and Forecasting Sales
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85 Verified Questions
85 Flashcards
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Sample Questions
Q1) For best results, always seasonally adjust time series data.
A)True
B)False
Q2) Potential sales are the predictions of the actual volume that is expected in the future time period.
A)True
B)False
Q3) Predictions of the actual volume that is expected in a future time period can <b>best</b> be expressed as:
A) econometrics.
B) regression.
C) sales potential.
D) forecasting.
E) none of the above.
Q4) An important aspect of exponential smoothing is its ability to emphasize recent data and systematically discount old information.
A)True
B)False
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Chapter 15: Territory Design
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47 Verified Questions
47 Flashcards
Source URL: https://quizplus.com/quiz/27078
Sample Questions
Q1) The most common quantitative factor(s) used to design sales territories is/are:
A) some measure of potential.
B) number of present customers.
C) hotel and travel expenses.
D) a and b of the above.
E) all of the above.
Q2) The workload approach to the design of sales territories can be thought of as a six-part decision process, starting with decisions on allocation criteria, and selection of starting points.
A)True
B)False
Q3) The first step in the territory design process is to select the best salesperson for a territory.
A)True
B)False
Q4) Current dollar sales in an area is the best criterion to use in building sales territories. A)True
B)False
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Chapter 16: Sales Force Investment and Budgeting
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40 Verified Questions
40 Flashcards
Source URL: https://quizplus.com/quiz/27079
Sample Questions
Q1) The sales response approach to determining sales force size is based on the relationship between sales force effort and the sales response.
A)True
B)False
Q2) The Customer-Product matrix is based on new versus existing technologies and channels.
A)True
B)False
Q3) A sales budget consists of a set of planned expenses and is usually prepared annually.
A)True
B)False
Q4) The phenomenon in which a portion of current sales is a function of customer relationships established through prior selling efforts is known as:
A) sales carryover.
B) customer relationship management.
C) sales workload analysis.
D) current customer development.
E) functional customer relationships.
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