BUS 346 final (level medium) – Flashcards
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If a firm wants to develop a sustainable competitive advantage, it should: A. begin an aggressive campaign to buy up competitors. B. copy the innovative features of other firms that are attractive to customers. C. examine its operations and customer relations to identify significant things competitors cannot easily copy. D. increase its marketing budget so that it outspends its competitors. E. arrange to meet with competitors to discuss how to avoid direct competition
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c
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Taking steps to encourage customer loyalty is one way to: A. test new products. B. promote efficiency. C. sustain an advantage over competitors. D. develop new pricing strategies. E. improve supply chain effectiveness.
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c
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Some banks have begun offering special accounts designed to attract junior high school students. These kids save in such small amounts that the accounts cost banks more to maintain than they are worth. But bankers know that consumers are creatures of habit and hope that the young people they serve now will become adult customers. These banks recognize: A. that operational excellence is an important macro strategy B. the lifetime value of customers. C. that product excellence leads to loyal customers. D. the importance of making decisions based on short-term results. E. that as long as customers bring in some revenue, costs do not matter.
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b
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Firms achieve ___________ through efficient procedures and excellent supply chain management. A. customer excellence B. locational excellence C. customer loyalty D. value-based pricing E. operational excellence
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e
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"Effective marketing doesn't just happen." It is A. promoted through STP analysis. B. possible only for seasoned marketing executives to achieve. C. planned. D. introduced through control phase SBUs. E. the result of competitor's failures.
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c
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Even when large discount retailers enter a market, a few small, local retailers survive and prosper. These small retailers have probably developed a(n) ________ that allows them to survive. A. advertising campaign B. plan to evaluate results C. sustainable competitive advantage D. set of performance metrics E. SWOT analysis
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c
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Samantha is charged with assessing her company's external environment as part of a SWOT analysis. Samantha will study her company's: A. strengths. B. opportunities. C. strengths and weaknesses. D. weaknesses. E. opportunities and threats.
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e
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For U.S. businesses with strong export capabilities, expansion of U.S. trade agreements with other countries creates: A. weaknesses. B. opportunities. C. strengths. D. threats. E. strategic plans.
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b
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Lionel is asked to conduct an STP analysis for his firm. The first step he should perform in this analysis is to: A. develop a business mission statement. B. choose the best target markets. C. reposition existing segments. D. divide the marketplace into subgroups. E. conduct a SWOT analysis.
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d
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LeBron James, Alex Rodriguez, and other athletes are paid huge sums of money by companies for celebrity endorsements. If, endorsements by these athletes create a clear understanding among consumers of the companies' products, they can help with the firm's ________________ strategy. A. product excellence B. targeting C. positioning D. segmentation E. customer excellence
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c
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When positioning products relative to competitors' offerings, firms typically are most successful when they focus on opportunities: A. that build on their strengths relative to those of their competitors. B. for diversification. C. in international markets. D. where value-based pricing can be ignored. E. where customer excellence can be substituted for product excellence.
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a
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Braddock University allows recent graduates to come back and take additional courses for free. By offering additional educational services, the university is enhancing its _____________ in an attempt to create value for its customers. A. segmentation strategy B. place strategy C. locational excellence strategy D. diversification strategy E. product strategy
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e
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E-books, in addition to being an alternative product form, provide __________ value creation since they can be downloaded via the Internet immediately when they are needed. A. product B. place C. promotion D. price E. primary
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b
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In value-based marketing, promotion communicates the: A. targeted solution. B. operational excellence strategy. C. value proposition. D. relative market value. E. target market definition.
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c
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Craig sees that his company's quarterly sales and profits are significantly above projections and says, "That's great. Let's keep doing what we've been doing." Craig is ignoring the ______ step of the marketing planning process. A. Evaluate Performance B. Define the Business Mission C. Situation Analysis D. Implement Marketing Mix and Resources E. Identifying and Evaluating Opportunities
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a
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The first objective in the Evaluate Performance phase of the marketing planning process is to: A. determine whether to raise or lower prices. B. adjust advertising allocations. C. find ways to cut costs. D. review implementation programs and results using metrics. E. consider changing the target market.
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d
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Understanding the causes of performance, regardless of whether that performance exceeded, met, or fell below the firm's goals: A. enables firms to make appropriate adjustments. B. allows managers to demonstrate their effectiveness. C. offers insights into value-based pricing. D. should be followed by eliminating underperforming SBUs. E. allows firms to better assess customer loyalty.
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a
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Heather has been assessing a number of her firm's products using the Boston Consulting Group approach to portfolio analysis. She has been trying to assess the strength in a particular market and is looking at the sales of the product and the overall market as well as the sales of competitors. Heather is trying to determine: A. the product's relative market share. B. the market growth rate. C. a source of competitive advantage. D. the impact of population shifts on future demand. E. cash equivalent values for each product.
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a
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Using the BCG portfolio analysis, a "dog" should be phased out unless: A. its marketing manager is a champion of the product. B. additional resources could increase its relative market share slightly. C. it complements or boosts the sales of another product. D. the market has a small chance of rebounding. E. None of the above. Dogs should be phased out.
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c
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Which of the following is NOT one of the four major growth strategies marketers typically utilize? A. market penetration B. market development C. segment development D. diversification E. product development
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c
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Singapore Airlines seeks to differentiate itself from competing airlines, in part through innovative design of its airplane seats and in-flight entertainment systems. Through continuous innovation in these areas, Singapore Airlines is pursuing a ______ macro strategy. A. customer excellence B. global excellence C. locational excellence D. operational excellence E. product excellence
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e
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3M involves its customers in the process of developing new products. In this way, it can benefit from current customers' insights and develop new products that will meet these customers' needs. 3M is pursuing a ______ growth strategy. A. Diversification B. Market development C. Market penetration D. Product development E. Product penetration
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d
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A competitive advantage based on location is often sustainable because: A. mobile marketing has not yet proven its value for most customers. B. real estate prices have been dropping. C. few marketers are aware of its importance yet. D. it is not easily duplicated. E. the Internet has diminished the importance of "brick and mortar" stores.
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d
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Greta is the marketing director for the Pump-N-Slurp convenience store chain. She recently developed a marketing plan for the firm and presented it to company executives. Which of the following did Greta probably include in Pump-N-Slurp's marketing plan? A. Specific plans for each of the four Ps. B. Marketing objectives. C. Opportunities for the firm. D. Perceived weaknesses of the firm. E. All of these.
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e
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Unlike other business functions like accounting or finance, people in marketing are often singled out as the root cause of ethical concerns because: A. they are trained in the art of effective persuasive communication. B. they are not considered to be as quantitatively skilled as accounting and finance people. C. they interact directly with consumers. D. the problems that occurred at Enron, Tyco, and WorldCom were caused by marketers. E. doing a good job of marketing requires some degree of unethical behavior.
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c
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Products that may damage the environment, the use of sweatshop labor, and the marketing of dangerous products are examples of: A. internal, controllable marketing issues. B. issues that don't even need to be discussed in ethical firms. C. marketing issues but not ethical issues. D. marketing ethical issues. E. ethical issues but not marketing issues.
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d
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Janice was shocked to learn that the real estate company she had just gone to work for did not have a(n) ________________, the starting point for creating a strong ethical climate. A. ethical behavior seminar B. set of ethical values C. employment contract D. social responsibility program E. ethical activity bonus
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b
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Jacqueline was pleased to read a paraphrasing of the "Golden Rule," "Do unto our customers as you would have them do unto you." as part of her new employer's mission statement. Next, Jacqueline expects to find in the firm's employee handbook: A. a summary of recent Supreme Court business ethics cases. B. a statement that she needs to decide how the Golden Rule applies to her job on her own, without any influence from her employer. C. explicit rules governing the firm's transactions. D. a list of employee concerns. E. all of these
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c
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Almost every organization includes values and ethics as part of their mission statement and includes a set of explicit rules in the company's employee handbook. Once the rules are in place there must be: A. a system of controls that rewards appropriate behavior and punishes inappropriate behavior. B. a Web site where employees can vent their frustration over lapses in ethical behavior. C. weekly reminder seminars to enforce guidelines. D. commitment from customers to accept these rules. E. all of these
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a
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New real estate disclosure regulations require sellers and their agents to tell prospective buyers about any existing problems. Previously, they were only expected to answer buyers' questions. The new regulation addressed the marketing ethical problem of: A. high-pressure sales techniques. B. deceptive pricing tactics. C. misrepresentation of company data. D. misleading advertising. E. withholding information.
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e
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Edward is seriously considering developing his entry-level marketing position into a full-fledged career. His mentor suggested he learn and demonstrate the Ethical Values in the AMA Code of Ethics. Which of the following is not one of those Ethical Values? A. Honesty when dealing with customers and stakeholders. B. Fairness in balancing the needs of both buyers and sellers. C. Respect for the human dignity of all stakeholders. D. Dedication to increasing the return on investment for shareholders. E. Citizenship to fulfill economic, legal, philanthropic and social responsibilities strategically.
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d
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After a rash of embarrassing and potentially illegal activities in her organization, Jane decides to evaluate the organization's ethical standards and practices. Jane will assess: A. whether or not the organization has a strong ethical climate. B. what explicit rules exist for governing the firm's transactions. C. the current code of ethics. D. what system is in place for rewarding and punishing behavior. E. all of these
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e
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One of Big Ben Clock Company's customers has complained to the home office about high-pressure sales tactics used by one of Big Ben's sales representatives. The company's code of ethics explicitly directs sales personnel not to engage in such practices. The manager of Big Ben will likely: A. assess whether or not the organization has a strong ethical climate. B. determine what explicit rules exist for governing the firm's transactions. C. review the current code of ethics to see if it is explicit enough. D. determine an appropriate punishment for the sales representative. E. all of these
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d
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Many executives and corporate boards of directors do not perceive social responsibility as part of their mission or responsibility. These business leaders consider corporate social responsibility to be: A. a basic requirement of any business. B. the equivalent of the AMA ethical value, "Do no harm." C. the key to operational effectiveness. D. a component of basic business ethics. E. beyond the norms of corporate ethical behavior.
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e
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For his class in ethics, Isaac examined the practices of a number of nationally focused and international firms to determine how ethics and corporate social responsibility were being practiced. He found: A. firms could be both ethical and socially responsible. B. firms could be ethical and yet not socially responsible. C. firms could be neither ethical nor socially responsible and still be part of the business community. D. firms could have questionable ethical practices yet donate money to the community for socially responsible causes. E. all of these.
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e
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The Ethical Decision-Making Framework includes all of the following steps EXCEPT: A. identify issues. B. promote the firm's corporate social responsibility efforts. C. gather information and identify stakeholders. D. brainstorm and evaluate alternatives. E. choose a course of action.
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b
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Garrett has just purchased a beer distributorship. He wants to increase the visibility of his firm in local markets, but he knows there are a number of regulations and socially accepted practices associated with promoting alcoholic beverages. According to the Framework for Ethical Decision-Making, the first thing Garrett should do is to: A. identify issues. B. promote the firm's corporate social responsibility efforts. C. gather information and identify stakeholders. D. brainstorm and evaluate alternatives. E. choose a course of action.
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a
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Hisaoki picks up the local newspaper and reads a stinging letter to the editor criticizing his beverage company for supporting a sporting event for handicapped children. The letter writer is critical of a banner displayed at the event, with the logos of alcoholic beverages and Hisaoki's company name. In the Framework for Ethical Decision-Making, Hisaoki's company failed to: A. identify issues. B. promote the firm's corporate social responsibility efforts. C. gather information and identify stakeholders. D. brainstorm and evaluate alternatives. E. choose a course of action.
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a
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A recent court ruling banned the use of terms such as "light, low tar, natural, or mild" by tobacco companies. The stakeholders for this decision are the: A. shareholders. B. employees. C. customers. D. marketing managers. E. all of these
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e
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After a firm has identified the various stakeholders and their issues and gathered available data related to an ethical decision making situation, ______________ should engage in brainstorming and evaluation of alternatives. A. the senior managers most involved B. key customers C. elected officials D. all parties relevant to the decision E. any individuals with competing interests
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d
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After a firm has identified the various stakeholders and their issues and gathered available data related to an ethical decision making situation, all parties relevant to the decision should engage in: A. legal discourse. B. a vote, with the majority deciding the best course of action. C. re-identification of issues. D. choosing a course of action. E. brainstorming and evaluation of alternatives.
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e
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After a firm has identified the various stakeholders and their issues and gathered the available data, all parties relevant to the decision should engage in brainstorming and evaluation of alternatives. _________________ then review and refine these alternatives, and choose a course of action. A. Managers B. The firm's lawyers C. Key customers D. Community leaders E. All stakeholders
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a
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Darwin's company is facing a difficult ethical issue. The firm has identified the various stakeholders and their issues and gathered the available data. Everyone with an interest in the issue has engaged in brainstorming and evaluation of alternatives. Management reviewed and refined the alternatives. It should now choose the course of action that: A. maximizes profits. B. creates the least possible publicity. C. involves the fewest employees. D. minimizes costs. E. seems best after weighing the concerns of all stakeholders.
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e
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Which of the following questions is typically asked in the Ethical Decision-Making Metric? A. Can we live with this decision alternative? B. Have we thought broadly about any and all ethical issues associated with the decision? C. Does this decision respect the rights and dignity of stakeholders? D. Does this decision uphold relevant conventional moral values? E. all of these
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e
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The Carteret Realty Company represents a developer who wants to purchase a piece of property owned by a city in order to develop it into an apartment complex. To make the venture profitable, the developer is asking the city to use its power of eminent domain to force owners of some run-down houses near the property to sell their land to the developer. From the perspective of Carteret Realty Company, which of the following questions from the Ethical Decision-Making Matrix might be of concern? A. Have we involved as many possible people who have a right to offer input into this action? B. Have we thought broadly about any and all ethical issues associated with the decision? C. Does this decision respect the rights and dignity of stakeholders? D. Does this decision uphold relevant conventional moral values? E. all of these
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e
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Frank found himself in the midst of an ethical dilemma at work, and was using an ethical decision-making metric like the ones shown in the text to clarify his professional and personal values (this is the metric that offers six "tests," or different ways to view the decision). Frank was most likely in which phase of the Ethical Decision-Making Framework? A. Identifying the issues. B. Separating personal from business ethics. C. Gathering information and identifying stakeholders. D. Brainstorming and evaluating alternatives. E. Choosing a course of action.
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e
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When looking at ethical issues associated with the strategic marketing planning process, questions: A. should only be addressed during the evaluation stage. B. should never be asked, only managers should deliberate marketing ethical issues. C. vary at each stage of the process. D. are never asked during the implementation stage. E. all of these
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c
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The success of Newman's Own in making substantial contributions to thousands of charities has shown that businesses can create value by combining a mission dedicated to supporting charities with: A. licensing its name to other organizations. B. licensing the name of other famous products to expand its offerings. C. making organic products profitable. D. offering value to customers who want to enjoy good-tasting products. E. All of these.
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e
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Chris's firm is considering marketing an HIV/AIDS treatment and home-testing kits. Which of the following represents a potential ethical issue for the firm? A. The firm could sell this kit at a very high price, based on its potential value, but doing so would make it too expensive for many at-risk individuals to afford. B. A positive test result--whether correct, or a "false positive"--could lead to severe depression or even suicide. C. A customer could run the test incorrectly and get a "false negative" result, causing an infected individual to think that treatment was unnecessary. D. The firm may have to include counseling with the kit, which could affect its marketability. E. All of these issues have ethical dimensions.
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e
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During the ______________ phase of the strategic marketing planning process, marketers utilize systems to check whether each potential ethical issue raised in earlier phases was addressed. A. implementation B. control C. planning D. assessment E. social responsibility
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b
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When the local school district decided to build an elementary school less than a mile from Kaolinic Chemical's factory, the plant manager decided to develop an emergency response plan in case of an accident. The manager recognized that a quick, organized response to a crisis would benefit the firm's ___________ with the community and its customers. A. reputation B. credibility C. level of trust D. long-term relationships E. all of these
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e
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The Ethical Decision-Making Metric II (Exhibit 3.8): A. is a realistic tool to use as long as the firm's profits are not in jeopardy. B. is a good tool for evaluating personal ethics, but fails as a basis for evaluating a firm's actions. C. will be ineffective unless the questions are answered objectively and honestly. D. places the burden on the firm's code of ethics and the actions of senior management. E. can only be used for small, uncomplicated ethical issues.
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c
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Johnson and Johnson recently realized that at least 1,000 lots of products specifically children's medication Tylenol, Motrin, Zyrtec and Benadryl contained too high a concentration of their active ingredient. In order to behave ethically, Johnson and Johnson should: A. continue production and sale of the products while investigating. B. delay further production until the issue is identified. C. recall defective products that have been sold. D. delay further production until the issue is identified and recall defective products already sold. E. sell the products, but with a warning label suggesting that smaller doses be taken.
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d
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The Henry Ford Health System (a health care provider) has set strict limits for pharmaceutical representatives, and will no longer allow doctors in its system to accept free lunches, gifts, or other perks from the pharmaceutical representatives. The Henry Ford Health System probably established this policy because: A. it reduces the possibility that the Henry Ford Health System might make unethical purchasing decisions. B. it ensures that Henry Ford Health System is both ethical and socially responsible. C. it ensures that Henry Ford Health System is ethical, but not necessarily socially responsible. D. it ensures that Henry Ford Health System is socially responsible, but not necessarily ethical. E. none of these.
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a
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Anupam's company manufactures industrial ladders. He is concerned that consumers who do not understand ladder safety will purchase these extra-tall ladders and injure themselves. During which phase of the strategic marketing planning process should this issue be addressed? A. Control Phase B. Planning Phase C. Implementation Phase D. Design Phase E. Ethics Phase
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c
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A meat packing company discovers that six months ago it unknowingly distributed meat from a cloned cow. The firm is unaware of any specific risks to humans consuming the meat; however, some scientists have raised questions, and some consumers are afraid of possible future problems. The meat company has to decide whether or not to make this matter public. How should it begin the process of making an ethical decision? A. Brainstorm the available alternatives. B. Ask its managers to vote for or against public disclosure. C. Let the board of directors decide what to do. D. Identify the issues raised by the situation. E. Find out who purchased the meat, and offer them refunds in return for their silence.
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d
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Aaron is an attorney. He uses his knowledge of sales and selling principles to: A. sell potential clients on his ability to meet their needs. B. articulate his arguments to judges and juries. C. handle rebuttals and objections. D. sell himself inside his company. E. all of these
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e
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Personal selling can take place in all of the following situations EXCEPT: A. face-to-face.B. over the Internet.C. by telephone.D. through the newspaper.E. video teleconferencing.
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d
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Taylor loves the lifestyle associated with being a salesperson. She particularly values the _________________ associated with creating her own schedule. A. structureB. role playingC. flexibilityD. selling team approachE. all of these
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c
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One of the advantages of personal selling over other types of marketing communications is that: A. salespeople can customize their message for a specific buyer.B. personal selling almost always costs less than other marketing communication alternatives.C. personal selling has greater reach than advertising.D. cold calling is easier than direct mail advertising.E. all of these.
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a
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One of the disadvantages associated with personal selling is that: A. cold calling is easier than direct mail advertising.B. a salesperson often change the message based on consumers' needs.C. it is expensive.D. it can be directed toward those customers with the highest potential.E. all of these.
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c
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As marketing manager for a newly-created software company, Katrina is deciding whether or not to hire a company sales force. To make this decision, Katrina needs to consider whether or not: A. her firm should attend trade shows.B. her firm has a "hot" product.C. having a sales force is worth more than it costs.D. she will be able to find an effective supply chain manager.E. online advertising will work.
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c
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Sales representatives add value for customers by doing all of the following EXCEPT: A. educating them about the firm's products. B. providing advice on solving business problems. C. saving them time. D. simplifying communication with the firm. E. reducing the firm's marketing costs.
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e
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Whether or not a salesperson will go through all five steps of the selling process depends on the sales situation and: A. the use of sales representatives versus independent reps. B. the effectiveness of role playing. C. the buyer's readiness to purchase. D. the number of sales support personnel available. E. all of these.
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c
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When Patrick begins the selling process for new customers who are not familiar with his company's commercial coffee service, he assumes he will need to: A. perform his demonstration first. B. close the sale quickly before the customer can raise objections. C. use telemarketing to assess consumers' attitudes. D. go through all five steps of the personal selling process. E. all of these.
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d
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Noah is just starting out as a sales representative, and he has been following the personal selling process carefully. Which of the following statements would describe Noah's approach? A. He has used the sales presentation to generate leads.B. He has completed the preapproach and is now ready to qualify the leads.C. He has successfully used the sales presentation to qualify leads.D. He has closed the sale, and he will soon finish dealing with the customer's reservations.E. None of these describes the Personal Selling Process well.
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e
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Although a sales representative may skip a step in the Personal Selling Process, or might sometimes have to go back and repeat steps, there is a logic in the sequence. Which of the following would NOT be appropriate in the Personal Selling Process? A. Before a salesperson can work through the preapproach, leads must be qualified. B. The customer's reservations must be addressed before closing the sale. C. Closing the sale is the final--and most satisfying--part of the process. D. Carefully working through the preapproach will make the next step--the sales presentation--more effective and efficient. E. Follow-up may include additional sales for the representative.
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c
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Bridgette went to The Gap ready to buy a new blouse, but not sure which color or style she wanted. The sales representative, sensing Bridgette's buying mode, began with the _________________ stage of the selling process. A. generate leadsB. preapproachC. closing the saleD. follow-upE. sales presentation
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e
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Monica works as a salesperson in a retail clothing store. Of the five stages in the selling process, Monica is least likely to engage in: A. generating and qualifying leads.B. the preapproach.C. closing the sale.D. follow-up.E. a sales presentation.
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b
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Several months ago, Veronica took over the sales territory managed by a very successful salesperson. Veronica should use __________________ as a first source of leads. A. current customersB. Chamber of Commerce gatheringsC. trade showsD. census dataE. competitor databases
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a
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Galena is a new agent for a financial services company. She decides to join the local Chamber of Commerce, the local association of businesswomen, and the local chapter of the United Way organization. Galena is attempting to use _______________ to generate leads. A. current customersB. networkingC. trade showsD. the InternetE. customer complaints
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b
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Trade shows are a particularly good source of B2B sales leads because: A. they are open to the general public.B. they are almost always sanctioned by the government.C. people who attend are interested in the products and services being offered.D. consumers tell retailers which shows to attend.E. all of these.
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c
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Today, telemarketing is used less often by marketers because: A. the success rate is fairly low.B. government regulations have added greater restrictions.C. of the advent of the Do-Not-Call list.D. of prohibitions against unsolicited calls to cell phones.E. all of these.
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e
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When realtors meet with new customers, they frequently offer to estimate how much mortgage lenders will be willing to lend the customer. In the process, realtors assess buyers': A. preferences.B. ability to purchase houses in different price ranges.C. likely responses to different closing techniques.D. propensity to consume.E. response to telemarketing information.
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b
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One reason why B2B salespeople spend considerable time qualifying potential customers is because: A. they want to have absolutely everything in order before approaching a potential customer. B. it can be costly to prepare and make a presentation to a business customer. C. too many business buyers at trade shows are really people from competing firms trying to obtain competitive information. D. independent agents get the best leads; the company sales representatives need to work harder. E. all of these.
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b
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The ________________ stage occurs prior to meeting the customer for the first time and extends the qualification of leads. A. qualify leadsB. preapproachC. closing the saleD. follow-upE. sales presentation
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b
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Before approaching a potentially major B2B customer, a salesperson will usually: A. conduct an initial sales presentation to lower-level personnel.B. estimate the potential commission associated with making the sale.C. try to find out everything possible about the firm and its needs.D. ask competitors what they know about the prospect.E. have current customers contact the prospect and assess the management environment.
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c
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During the preapproach stage, a salesperson usually conducts additional research about prospects and: A. assists the prospect through the buying process.B. decides what role to play during the handling reservations stage.C. develops plans for meeting with the customer.D. offers initial concessions to gain the sale.E. determines which of the customer's buying support team need to be present at the sales presentation.
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c
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Kathleen has found out everything she can about a newly qualified lead. She has practiced making her sales presentation and has determined what goals she has for the first meeting. Kathleen has finished the ________________ stage of the selling process. A. qualify leadsB. preapproachC. closing the saleD. follow-upE. sales presentation
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b
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After exchanging greetings in an initial sales call, the first goal of a sales presentation is to: A. close the sale.B. offer alternatives.C. estimate the total cost to the customer.D. re-qualify the customer.E. create interest
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e
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Naren knows that he needs to ask a series of questions early in his sales presentation, but he also knows that he: A. should take control of the conversation.B. should only ask questions if he already knows the answers.C. needs to first determine whether the customer is an order getter or order taker.D. needs to listen carefully to the answers.E. all of these.
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d
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Asking questions and listening closely to customers' replies allows salespeople to: A. create value by solving problems or addressing specific needs.B. maximize sales revenue.C. avoid having to address customers' reservations.D. skip the work needed in preapproach analysis.E. sell to any customer regardless of whether or not they are qualified.
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a
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The ______________ stage of the selling process offers a prime opportunity for salespeople to solidify customer relationships through great service quality. A. generating and qualifying leadsB. follow-upC. sales presentationD. closing the saleE. preapproach
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b
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For salespeople, ________________ provide(s) a major contact point with customers in the follow-up stage of the selling process, and an opportunity to build and improve relationships. A. trade showsB. cold callsC. preapproachesD. complaintsE. telemarketing
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d
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Companies often employ manufacturer's representatives: A. when they cannot afford to hire a sales force.B. when they are small and trying to get established.C. when entering new markets.D. when they want to achieve extensive sales coverage quickly.E. all of these.
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e
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Sue spends much of her time checking inventories, processing straight rebuys, and making sure that everything is going smoothly. Sue is primarily a(n): A. business development specialist.B. caretaker rep.C. order getter.D. order taker.E. sales support rep
answer
d
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By a margin of seven to one in a survey of sales and marketing executives, respondents believe that: A. salespeople are born not made.B. training and supervision are most important determinants of selling success.C. straight commission is the best compensation package.D. personality and optimism are more important than self-reliance and empathy.E. all of these.
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b
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Seasoned sales reps and new recruits alike can benefit from sales training in which of the following areas? A. Selling and negotiation techniquesB. Product and service knowledgeC. Time and territory managementD. Company policies and proceduresE. All of these
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e
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Which of the following is NOT considered one of the significant financial rewards for sales representatives? A. CommissionsB. SalariesC. BonusesD. Extra vacation daysE. Sales contests
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d
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Sales, profits, orders and ratios are all _____________ measures that can be used to evaluate sales representatives. A. subjectiveB. objectiveC. uncontrollableD. cooperativeE. customer-related
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b
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Salespeople should be evaluated and rewarded for those activities and outcomes that: A. generate the most income.B. increase the number of customers.C. fall under their control.D. reduce manufacturing costs.E. cut into competitors' sales
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c
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___________ involves the planning, direction and control of personal selling activities. This includes recruiting, selecting, training, motivating, compensating and evaluating as they apply to the sales force. A. Sales managementB. Marketing managementC. Cold callingD. Selling in teamsE. Relationship selling
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a
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A small office supply company may have a person whose primary responsibility is to process routine orders, reorders or rebuys of products for clients. This employee is known as a(n): A. order taker.B. order getter.C. sales support rep.D. sales team.E. sales manager.
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a
question
Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her Board of Directors to conduct the agency's first-ever advertising campaign. Her first step will be to: A. identify the target audience.B. set the advertising objectives.C. determine the advertising budget.D. evaluate and select the media.E. create the advertisements.
answer
a
question
Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to: A. provide information.B. remind consumers.C. recruit employees.D. persuade consumers to take action.E. all of these
answer
d
question
Because advertising is the most visible form of marketing, A. many people think of marketing and advertising as synonymous.B. it is the most important part of a marketing mix.C. everyone is in advertising.D. marketing budgets always emphasize advertising over other forms of marketing communications.E. it is the largest source of employment opportunities for marketing graduates.
answer
a
question
Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Yesenia's first concern will be: A. to get consumers' attention.B. enlist creative advertising designers.C. make sure firms producing sunscreen lotions approve.D. collect a petition in support of controls against global warming.E. use public relations to buy advertising space
answer
a
question
Brent is working on an advertising campaign to promote downtown businesses. He knows the increasing number of advertising communication channels available and changes in consumers' media usage: A. will force him to use PSAs.B. increases consumers' preference for high-pressure persuasive advertising.C. make his job more difficult.D. makes it easier to select media.E. all of these
answer
c
question
Pop-up ads, blogs, Facebook, and Internet television viewing are all examples of: A. publicity.B. the increasing number of advertising communication channels.C. social marketing alternatives.D. sales promotion channels.E. personal selling communications
answer
b
question
The __________________________ stage of the advertising campaign planning process can be described by the question, "Who are we trying to talk to?" A. identifying target audienceB. setting advertising objectivesC. conveying the messageD. assessing the impactE. determining the advertising budget
answer
a
question
After using market research to identify the target audience for his advertising campaign, Jorge will next use this information to: A. develop creative advertising copy.B. assess the potential effectiveness of his ad campaign.C. buy advertising time.D. set explicit and measurable objectives for the campaign.E. develop PSAs for distribution in lieu of advertising
answer
d
question
Yana has identified the target audience for her line of Russian jewelry. She is creating an advertising plan that will: A. allow her to skip the assessment stage at the end of the campaign.B. offer discounts to media as an incentive to carry out her plan.C. clarify the specific goals that the advertising is designed to accomplish.D. encapsulate her unique selling proposition.E. maximize puffery.
answer
c
question
P&G's Tide laundry detergent has been around since 1948 and is still a market leader. P&G has used ___________________ advertising to reposition Tide several times over the product's life, trying to motivate new consumer segments to use the product. A. informativeB. persuasiveC. reminderD. discussiveE. institutional
answer
b
question
Which of the following is the best example of a reminder advertising message? A. "Buy now, pay later."B. "Doing business in Peoria since 1848."C. "Better than the rest."D. "Now available. The latest fall fashions."E. "Serving the public since last Tuesday."
answer
b
question
Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of _______ advertising. A. informativeB. persuasiveC. reminderD. discussiveE. institutional
answer
c
question
Because PSAs are a special class of advertising, FCC rules require: A. consumers to listen to them.B. court approval before they are aired.C. all advertisers to contribute to them.D. broadcasters to devote a specific amount of free time to them.E. all of these.
answer
d
question
Generally, less money is spent on advertising in B2B markets because: A. B2B marketing usually involves more personal selling.B. B2B marketing is too expensive to use advertising.C. business customers prefer coupons.D. B2B markets are too homogeneous to use advertising.E. publicity is the most effective advertising in B2B markets.
answer
a
question
______________________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services. A. EmotionalB. Niche marketingC. InformationalD. InstitutionalE. Reminder
answer
b
question
The content of an advertising message is closely tied to: A. recent institutional advertising.B. the characteristics of the media selected to carry the message.C. the opportunity for posttesting.D. the sales promotion opportunities.E. the coupon redemption rate
answer
b
question
The __________________ is the combination of media used and the frequency of advertising in each medium. A. media planB. media buyC. media mixD. communications tactical planE. communications operational plan
answer
c
question
_____________ advertising has the advantages of being highly targeted and offering opportunities for personalization. A. TelevisionB. RadioC. Direct mailD. OutdoorE. Newspaper
answer
c
question
_____________ advertising has the advantages of being flexible, timely, and able to be localized. A. TelevisionB. RadioC. Direct mailD. OutdoorE. Newspaper
answer
e
question
_____________ advertising has the advantages of being linked to detailed content, flexible, and highly interactive. A. TelevisionB. InternetC. Direct mailD. OutdoorE. Newspaper
answer
b
question
_____________ advertising has the disadvantages of placement problems in some markets, being difficult to target, and offering only short exposure. A. TelevisionB. RadioC. Direct mailD. OutdoorE. Newspaper
answer
d
question
_____________ advertising has the disadvantages of long lead times and relative inflexibility. A. TelevisionB. RadioC. Direct mailD. OutdoorE. Magazines
answer
e
question
___________________ advertising has the disadvantages of increasing clutter and the use of ad blocking software. A. InternetB. Local newspaperC. Direct mailD. Network televisionE. Billboard
answer
a
question
After the advertiser has decided on the message, type of ad, and appeal, their attention now shifts to: A. logistical support.B. new product development.C. advertising assessment.D. determining why they should advertise.E. creation of the advertisement.
answer
e
question
In the "create advertisements" step when planning and executing an ad campaign, often the execution style for the ad will: A. determine the pretesting pulse of the ad.B. dictate the type of medium used to deliver the message.C. determine which push/pull strategy will accompany the ad.D. dictate how advertising will be flighted.E. all of these
answer
b
question
Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver: A. value-based posttesting.B. niche media emotional appeals to the mass market.C. a consistent and compelling message.D. selective, continuous pulsing.E. mild puffery
answer
c
question
The execution style of an advertising message must: A. match the medium and the objectives.B. correspond with globally accepted norms.C. include a minimum of puffery and maximum media buy.D. selectively pull retailers into the marketing channel.E. all of these
answer
a
question
The effectiveness of an advertising campaign: A. depends on the objectives.B. can be influenced by competitors' actions.C. needs to be assessed before, during, and after the campaign runs.D. is influenced by changes in the economy.E. all of these
answer
e
question
Jami is managing an extended advertising campaign for a local convenience store chain. The campaign includes a series of television, radio, and print messages. As part of monitoring the campaign, Jami will keep track of: A. changes in the weather.B. economic conditions.C. what rival convenience stores are doing.D. special events in the community.E. all of these
answer
e
question
The additional sales that can be attributed to an advertising campaign are known as: A. payload.B. impact.C. lift.D. the campaign increment.E. return on advertising
answer
c
question
In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to: A. protect consumers from deceptive practices.B. stimulate domestic demand.C. reduce international competition.D. promote social marketing.E. institutionalize pull strategies.
answer
a
