Strategic Marketing
Final Exam Questions
Course Introduction
Strategic Marketing explores the processes and tools organizations use to analyze markets, identify opportunities, and create effective marketing strategies that build competitive advantage. The course covers market segmentation, targeting, positioning, and the integration of product, price, place, and promotion in line with organizational goals. Students learn how to conduct marketing analysis, assess consumer and competitor behavior, and develop strategic marketing plans that support long-term business objectives in a dynamic global environment. Practical case studies and real-world applications provide a foundation for understanding how strategic marketing decisions drive business success.
Recommended Textbook Sales Force Management 10th Edition by Mark Johnston Available Study
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Chapter 1: Introduction to Sales Management in the
Twenty-First Century
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Q1) How are changes in technology affecting salespeople and sales management?
Answer: First,technology is contributing to rapid product development.New products require adjusting a firm's sales program,incentive systems and definition of territories.Technology is also improving communications alternatives,reducing the number of and need for face-to-face sales calls,replacing samples with computer animations and expanding the use of telemarketing,teleconferencing and computerized reordering systems.Technological change is also creating legal issues in areas such as electronic signatures.
Q2) Discuss the issues forcing sales organizations to reinvent themselves in the 21st century.
Answer: Building long-term relationships with customers
Creating more nimble and adaptable sales organizational structures to meet the needs of different customer groups
Gaining greater job ownership and commitment from salespeople
Shifting sales management style from command to coaching
Leveraging technology for sales success
Better-integrating salesperson performance evaluation to incorporate the full range of outcomes relevant within sales jobs today.
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Chapter 2: The Process of Selling and Buying
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Q1) For which of the following products or services is an organization most likely to perform all of the steps in the buying decision?
A)A replacement microwave for a snack bar at the community center
B)A meeting site for the first international conference for Internet retailers
C)A gross of markers for company message boards
D)A case of replacement fan belts for an OEM
E)Electricity
Answer: B
Q2) In which of the following stages of the selling process is a company's credit and collections department most likely to be heavily involved?
A)Closing the sale
B)Prospecting for a customer
C)Servicing the account
D)Qualifying the prospect
E)The sales presentation
Answer: D
Q3) What are the four types of B2B selling?
Answer: Trade service,missionary seller,technical seller,new business seller.
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Chapter 3: Linking Strategies and the Sales Role in the Era of Customer Relationship Management
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Q1) The advantage of personal selling as a marketing communications tool stems largely from its face-to-face communication with a potential customer.
A)True
B)False Answer: True
Q2) The major cause of growth in CRM is technology.
A)True
B)False Answer: True
Q3) Preferred supplier status represents
A)Attainment of market share dominance
B)Successful TQM marketing strategy
C)Functional relationship superiority
D)Increased commitment
E)Transformational security
Answer: D
Q4) Maintaining customer loyalty is one outcome of a market orientation.
A)True
B)False Answer: True
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Chapter 4: Organizing the Sales Effort
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Q1) Activities that do not rely directly on the firm's core competencies or transaction-specific assets can often be performed more effectively and efficiently through outsourcing.
A)True
B)False
Q2) Which of the following statements about logistical alliances is true?
A)Logistical alliances are a variation of team selling
B)From a customer's point of view,logistical alliances are less convenient than placing orders through salespeople
C)Logistical alliances could potentially make salespeople redundant
D)From the customer's point of view,logistical alliances are more time consuming than placing orders through salespeople
E)All of the above statements about logistical alliances are true
Q3) Fiona is creating a new sales force.To develop an effective sales force she will
A)Start with an annual sales target
B)Avoid existing sales efforts
C)Allow new salespeople independence
D)Avoid compensation snafus
E)Develop her sales force secretly
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Chapter 5: The Strategic Role of Information in Sales Management
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Q1) Geodemographers combine census data with their own survey data to produce customized products for their clients.
A)True
B)False
Q2) The sales force composite method of forecasting sales is so named because:
A)The initial input is the opinion of each member of the marketing department
B)The initial input is the opinion of each member of the field sales staff
C)The initial input is the opinion of sales management
D)All of the above
E)None of the above
Q3) Managers wishing to undertake a sales analysis must decide
A)The type of evaluation system
B)The sources of information
C)The type of aggregation of information that will be used
D)All of the above
Q4) Compare the advantages and disadvantages of one subjective with one objective sales forecasting technique.
Q5) For a sales quota system to be effective,what does it need to do?
Q6) What are the three general types of sales quotas and the issues associated with each? Page 7
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Chapter 6: Salesperson Performance: Behavior, role
Perceptions, and Satisfaction
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Q1) Yolanda has a quarterly gathering of her salespeople,giving out awards,announcing promotions and describing the incentives offered for the next quarter.Yolanda is appealing to salespeople's
A)Intrinsic needs
B)Low-order needs
C)Organizational citizenship behavior
D)Perceived role conflicts
E)None of the above
Q2) Environmental constraints such as inflation,consumer trends and natural disasters have a dramatic impact on the magnitude of instrumentality estimates.
A)True
B)False
Q3) What are the three-steps in the process of defining a salesperson's role?
Q4) Perceived role conflict occurs when a salesperson is uncertain about how his or her performance will be evaluated.
A)True
B)False
Q5) What is meant by a salesperson's skill level?
Q6) Describe examples of intrinsic rewards.
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Chapter 7: Salesperson Performance: Motivating the Sales Force
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Q1) How do periods of economic uncertainty affect sales management strategies?
Q2) What individual characteristics affect accuracy and magnitude expectancies?
Q3) How is Maslow's hierarchy of needs related to sales motivation?
Q4) Which of the following is NOT one of the personality types in the Sales Management Enneagram Personality Tool?
A)Achiever
B)Team player
C)Perfectionist
D)Non-conformist
E)Enthusiast
Q5) Personal characteristics that might affect an individual's level of motivation include all of the following EXCEPT:
A)Her place in the organizational hierarchy
B)Her age,family size and education
C)Her personality
D)Her job experience
E)Her satisfaction with current rewards
Q7) What is the difference between expectancy accuracy and magnitude? Page 10
Q6) What are performance attributions? Describe the four categories of performance attributions.
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Chapter 8: Personal Characteristics and Sales Aptitude:
Criteria for Selecting Salespeople
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Q1) Women have achieved greater acceptance in the construction and primary metals and industries than in the insurance industry.
A)True
B)False
Q2) What skills and traits have been found to be relatively good predictors of success for business-to-business institutional sales?
Q3) Which of the following aptitudes is most relevant to the success of a person who is hired for a sales position?
A)Intelligence
B)Math ability
C)Cognitive abilities
D)Sales aptitude
E)Verbal intelligence
Q4) In the area of skills,the variables affecting sales performance the most are
A)Sales presentation and interpersonal skills
B)Vocational and general management skills
C)Interpersonal and vocational esteem skills
D)General management and sales presentation
E)Responsibility and dominance
Chapter 9: Sales Force Recruitment and Selection
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Q1) The primary objective of the recruiting process should be to maximize the total number of job applicants.
A)True
B)False
Q2) Which of the following is NOT typically included in a job description for a sales job?
A)The mental and physical demands of the job
B)The nature of the products to be sold and the type of customers to be called on
C)The specific tasks and responsibilities to be carried out
D)The size of the sales force and existing salary structure
E)The environmental pressures and constraints the might influence how the job is performed
Q3) Which of the following selection tools has declining popularity as a result of the Americans with Disabilities Act?
A)Intelligence tests
B)Physical examinations
C)Reference checks
D)Personality tests
E)Stress interviews
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Chapter 10: Sales Training: Objectives,techniques,and Evaluation
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Q1) George is training his sales team in the skill of bundling and building value.George's training is in the area of
A)Market/industry orientation
B)Price negotiation
C)Territory management
D)Product knowledge
E)Legal/ethical issues
Q2) Which of the following is a typical sales training objective?
A)To maximize employee turnover
B)To minimize the investment in other marketing communication tools
C)To improve employee morale
D)To improve relationships with customers
E)Both C and D
Q3) Describe the typical topics covered in sales training.On which topic is the most time and money spent?
Q4) What are common problems limiting the success of sales training programs?
Q5) For most companies,formal classroom training for sales representatives is indispensable.
A)True
B)False
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Chapter 11: Salesperson Compensation and Incentives
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Q1) The goal in developing a salary compensation plan is to create
A)Security
B)Cooperation
C)Loyalty
D)Pay for performance
E)Variable defined compensatory valences
Q2) Which of the following statements describes a disadvantage inherent in the straight commission compensation plan?
A)It gives sales reps little financial security
B)It provides sales managers with minimal control over their sales forces
C)It can cause sales reps to provide inadequate service to smaller accounts
D)It makes selling expenses less predictable
E)All of the above statements describe disadvantages inherent in the straight commission compensation plan
Q3) What considerations should be incorporated in any sales recognition program?
Q4) One of the disadvantages of a combination compensation plan is that with this system selling expenses are not as predictable as with the other two forms of compensation plans.
A)True
B)False
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Chapter 12: Cost Analysis
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Q1) Contribution-margin advocates argue that:
A)Costs should be distinguished according to where they are incurred
B)All revenues should be reduced by all fixed and variable costs accrued by the segments earning that revenue
C)It is misleading to allocate costs arbitrarily
D)There is no such thing as arbitrary cost allocation
E)The full-cost approach cannot be used to determine the profitability of a product,territory or customer
Q2) A company that manufactures lighting fixtures wants to do a marketing cost analysis based on customer (home owner,commercial and institutional).Which of the following is the best example of a general expense?
A)The cost of setting up a booth at a trade show for home decorators
B)The cost of developing a team selling sales presentation to sell lighting to a chain of hospitals
C)A sales contest to encourage sales reps to locate new commercial buyers
D)The cost of shipping 400 fluorescent light fixtures to a newly built middle school
E)None of the above
Q3) What activities are involved when doing marketing cost analysis?
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Chapter 13: Evaluating Salesperson Performance
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Q1) What are some of the subjective measures used in sales performance analysis and how are they typically used?
Q2) Which salesperson had the best calls per day ratio?
A)Lee
B)Arno
C)Bly
D)Snow
E)Ford
Q3) As a rating system,BARS tends to emphasize effectiveness rather than behavior and performance.
A)True
B)False
Q4) Total number of calls,days worked,calls to prospects are measures of
A)Output
B)Effort expended
C)Sales revenue
D)Account servicing
E)All of the above
Q5) What three factors could cause a salesperson to fall below quota?
Q6) What are the common instructions given to sales managers using evaluation forms?
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