question

Procedures that develop and analyze new information to help marketing managers make decisions are called:

answer

Marketing research

question

Marketing research is concerned with developing and analyzing new information to help marketing managers do a better job of:

answer

Executing marketing strategies. Planning marketing strategies. Making operational decisions.

question

A _______ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.

answer

Marketing information system

question

A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is the:

answer

Scientific method

question

Which of the following is NOT part of the five-step marketing research process discussed in the text?

answer

Developing the marketing information system

question

What is the first step in the marketing research process?

answer

Defining the problem

question

The most difficult step of the marketing research process is:

answer

Defining the problem

question

A situation analysis

answer

can help define the problem

question

Data that has already been collected or published is:

answer

Secondary data

question

The big advantage of qualitative research in marketing is:

answer

The in-depth responses it provides

question

_____ are the most widely used form of qualitative questioning in marketing research

answer

Focus group interviews

question

"Promotion" includes:

answer

Pricing

question

Communicating with customers is known as the ________________ portion of the marketing mix.

answer

Promotion

question

Which of the following statements is true?

answer

Personal selling involves direct spoken communication between sellers and potential customers. Mass selling involves advertising and publicity, Sales promotion refers to promotion activities - other than advertising, publicity, and personal selling.

question

"Promotion" is mainly concerned with:

answer

Telling the target market that the right Product is available in the right place at the right price.

question

Personal Selling:

answer

Gets immediate feedback from consumers

question

Mass selling, in contrast to personal selling

answer

Is less expensive when the target customers are numerous and scattered. Doesn't provide immediate feedback. Is less flexible in adapting to customers' needs and attitudes.

question

Advertising

answer

Must be paid for, while another form of mass selling—publicity—is "free."

question

Sales promotion activities:

answer

Try to stimulate interest, trial, or purchase

question

Which of the following observations concerning promotional methods is false?

answer

All promotion methods require a similar type of expertise

question

Determining the blend of promotion methods is a strategy decision which is the reponsibility of the

answer

Marketing manager

question

The AIDA model's four basic promotion jobs are concerned with:

answer

Attention, interest, desire, and action

question

The traditional communication process does not include:

answer

Response

question

Communication is most difficult to achieve when:

answer

The source and the receiver do not have a common frame of reference

question

Which of the following statements is true?

answer

Integrated direct-response promotion focuses on achieving a measurable, direct response from specific target customers. In the customer-initiated interactive communication process, the buyer starts the process. There is no one right promotion blend for all situations.

question

Which of the following statements is true?

answer

Pushing means using normal promotion effort to help sell the whole marketing mix to possible channel members. Pulling means getting customers to ask middlemen for the product. The "adoption curve" shows that some groups accept a new idea before others.

question

Promotion blends vary over the product life cycle. Which of the following statements is true?

answer

During market introduction, the basic promotion objective is informing. The total amount spent on promotion may rise as competition increases during the market maturity stage. During the sales decline stage, the total amount spent on promotion usually decreases as firms try to cut costs to remain profitable.

question

Budgeting for promotion expenditures by computing a percentage of past or expected sales:

answer

Is the most common method of budgeting

question

For many firms, the largest single operating expense is:

answer

Personal selling

question

Good salespeople:

answer

Help customers buy

question

Which of the following statements is true?

answer

The salesperson is often a representive of the whole company, the only link between firm and customer. The sales force can aid in the marketing information function

question

Which of the following is not one of the basic sales tasks?

answer

Sales-promoting

question

A salesperson who seeks possible buyers with a well-organized sales presentation to sell a good or idea is called an:

answer

Order-getter

question

Routine completion of sales made regularly to target customers is done by:

answer

Order takers

question

These salespeople try to develop goodwill and stimulate demand, help intermediaries train their salespeople, and often take orders for delivery by intermediaries

answer

Missionary salespeople

question

Customers service reps:

answer

are advocates for the customer and company, and solve problems after a purchase

question

It is usually the ___ ____ job, perhaps with help from specialists in technology, to decide what types of sales technology tools are needed and how they will be used.

answer

Sales manager's

question

Which of the following is a good example of a sales technology?

answer

Spreadsheet analysis of scanner data Electronic slide show Software for self space management

question

Selecting "good, well-qualified" salespeople can be aided by:

answer

Multiple interviews with company executives Systematic selection procedures Good job descriptions

question

A firm's sales training should cover:

answer

Professional selling skills. Building relationships with customers. Company policies and practices. Product information.

question

According to the text, to recruit, motivate, and keep good salesperson, a firm has to:

answer

Develop an effective compensation plan

question

The most popular sales force payment method is:

answer

A combination plan

question

Personal selling techniques include all the following except:

answer

Preparing job descriptions

question

Which of the following is not one of the sales presentation approaches discussed in the text?

answer

Target market approach

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