question

_____ is an organizational function and process for creating, communication, and delivering value to customers and for managing customer relationships in ways that benefit the organization and stakeholders.

answer

Marketing

question

RJR test marketed a "smokeless" cigarette in the Phoeniz area. Many people wrote the company bout the "benefits" that RJR was promoting. In terms of the communication process, this is referred to as:

answer

Feedback

question

With regard to the notion that people are born salespeople, it is true that:

answer

Different situations require different sales skills, hence different qualifications

question

In class, an example of pretesting advertising was given. The as was an AT&T ad called "The Fishing Camp." What was cooking in the frying pan?

answer

Hamburger

question

When Kenneth called Southern Security to buy a safe in which to store his gun collection, he talked to ______ who performed all the activities needed to process the transaction.

answer

Order Taker

question

Which of the following is true regarding comparative advertising?

answer

The comparisons must be made between similar or like products

question

Which of the following is true about the marketing mix?

answer

The variable in the mix are generally controlled by the firm

question

I wish to ship my product my customer, but I must determine the minimum truck load quantity. I would do this in the _____ element of the physical distribution.

answer

Transportation Selection

question

Laws that directly influence marketing practices fall into two categories, one is procompetitive legislation and the other is:

answer

consumer protection laws

question

Which one of the following is not a major element of the business or marketing external environment?

answer

Goal of the firm

question

Many organizations fear they might reject a product idea they would in fact have accepted and are likely to permit the idea to proceed for further stages of evaluation. This is most likely to occur in which stage?

answer

Screening

question

Which of the following is true about expectancy theory?

answer

Effort leads straight to rewards

question

Marvin wants to buy a new rifle. He saw just the one he wanted advertised in the newspaper at a very low price. When he went to buy the gun, the store salesperson told Marvin the sale gun was inferior and would not sell it to him. Then the salesperson proceeded to convince Marvin to buy a rifle that cost much more money than he had intended to spend. Marvin has been victimized by:

answer

a bait-and-switch scheme

question

My new product is deemed inelastic with no economies of scale. Which of the following price policies would probably be best for the product introduction?

answer

price skimming

question

Why do many organizations rely heavily on personal selling?

answer

to more efficiently sell complex and/or expensive products

question

Creative selling is also known as:

answer

Order Getting

question

Public relations engage in a wide variety of activities. Some of these activities include all of the following EXCEPT_______.

answer

Product advertising

question

If a product has elastic demand, it could mean that:

answer

the product has substitute products

question

One part of the marketing strategy is defining the market target. What best describes the market target?

answer

The segment of the market that the firm wishes to serve

question

In the buying process, once the person has identified a problem or a felt need the next step is:

answer

search for information

question

According to Twedt, what two variables do the best job in explaining why people recall a particular magazine advertisement?

answer

Color and size

question

A manufacturer of medical equipment discovers that ita sales personnel are unable to grasp the complexities of all its machines, which are sold to hospitals, physicians, clinis, and various others. The firm should probably organize its sales territories by

answer

product line

question

The two phases of advertising research on measuring effectiveness are:

answer

pre-testing and post-testing

question

Each salesperson has the responsibility for a set group of customer. This group of customers is referred to as the salesperson's _______.

answer

Sales territory

question

Personal selling a good starting point if your career goal is to obtain a top executive position. Why?

answer

personal selling is "visible" job and the results are measurable.

question

Which of the following is an example of a sales promotion?

answer

a coupon for $5 off a visit to an amusement park

question

All of the following are reasons to study marketing except:

answer

marketing and selling are the careers most desired by college students

question

This member of the buying center may have an important position because he or she is able to control the flow of information to the other members of the center.

answer

Gatekeeper

question

Advocacy advertising:

answer

states a firm's position on an issue to sway public opinion

question

______ is the process of planning, implementing, and controlling the personal selling function.

answer

sales management

question

Business goals are important to the firm. Which of the following does not reflect that importance?

answer

gives the employees a sense of being a part of the firm

question

A good salesperson should view of a prospect't objections as:

answer

An opportunity for further communication

question

The first step in price planning is to:

answer

develop pricing objectives

question

One many forcast sales in 3 general ways: "What people say", "What people do", and _______

answer

"What people have done."

question

Which of the following is true?

answer

A salesperson may not perform all of the steps in creative selling process. It depends on the type of sales job.

question

The DuPont cellophane story, given in class, illustrates:

answer

The difficulty in determining your competition

question

Codes of ethics ________.

answer

are written standards of behaviors to which everyone in the organization must adhere

question

Subculture forms a major part of which of the following consumer behavior models?

answer

Social- Psychological Model

question

If the old cry "eliminate the middleman" were carried out and wholesalers were eliminated from distribution, which of these things would result?

answer

Prices charged to consumers might rise, fall, or remain steady, depending on how efficiently other marketers could perform the functions the absent wholesalers used to perform.

question

The promotion mix does not include

answer

distribution

question

These groups of product adopters constitute the "mass market"

answer

Early and late majorities

question

The relationship between price and quantity demanded shown by the demand curves for most products suggests that

answer

the quantity demanded decreased as the price increases

question

The ______ promotes the firm and tries to stimulate demand for a product by does not actually complete a sale

answer

missionary salesperson

question

The marketing concept is difficult to implement. Why?

answer

It is difficult to determine what the customer needs and wants

question

The closing phase (not the follow up phase) of the sales process emphasizes:

answer

The importance of actually asking for the order

question

The Personal Selling activity may be viewed as a part of the marketing information system. Which part?

answer

Marketing Intelligence System

question

Perhaps the most flexible of all the marketing mix elements is:

answer

Price

question

The "Waldo" story given in class, relates best to which selling process stage?

answer

Close

question

For consumer good, which of these channels is most commonly employed?

answer

Manufacturer to wholesaler to retailer to consumer

question

If a salesperson is expected to perform a significant number of non-selling activities, what is the best compensation plan for that person?

answer

Straight salary

question

Which of the following ccircumstances is the major defense for a price discriminator?

answer

the price differentials reflected different costs in dealing with the buyers

question

One of the problems facing the sales manager which often is not faced by other managers is:

answer

Many salespeople do not work near their managers

question

What is the most important concept the product life cycle reveals to the marketer?

answer

the seller's marketing strategy must change as the product moves through the stages of the life cycle

question

Most research on "fear" as an advertising variable shows that it positively influence consumers.

answer

moderate fear is best

question

Xiomey was shopping in the mall when a researcher approached her and asked if she had ever seen ads for Serta, Beautyrest, or Select Comfort mattresses. This question would be most likely part of which type of post-testing?

answer

aided recall

question

Advertising can be used to influence the demand of a product. How?

answer

By shifting the demand curve to the right

question

A company that wanted its sales force to see a direct connection between their performance and how well they were paid most likely use which of the following compensation plans?

answer

straight commission plan

question

In trying to measure the effectiveness of advertising, which of the following is the easiest to measure?

answer

exposure

question

In most sales training programs (particularly industrial firms), which of the following areas receive the most attention or emphasis?

answer

Product knowledge

question

When one provide good service, it is natural to want to receive the credit for doing so. One excellent way to increase the probability of receiving the credit is to:

answer

Be responsive when serving

question

________ is nonpersonal communication paid for by and advertised sponsor using mass media to persuade or inform an audience.

answer

Advertising

question

The first step in the creative selling process is ______.

answer

prospective and qualifying

question

The first step in the development of an advertising campaign is:

answer

setting the advertising budget

question

Making markets more homogeneous is the reason behind:

answer

market segmentation

question

For which of the following products would a continuous advertising schedule be most appropriate?

answer

light bulbs

question

A company practicing differentiated marketing faces this risk.

answer

The more elaborate the marketing effort the more costs increase

question

The pricing strategy of offering an item at a low price, hoping to sell customers higher priced versions of the product is known as

answer

penetration pricing

question

When evaluation secondary data, one should critically check:

answer

ALL OF THE ABOVE (Impartiality, Validity, Reliability, Homogeneity)

question

To effectively price discriminate, a firm must be able to:

answer

ALL OF THE ABOVE (market power, separate the market, prevent arbitrage)

question

Which of the following is a reason why personal selling typically plays a limited role in most companies' promotion mix?

answer

its cost

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