Business-to-Business Marketing Exam Preparation Guide
Course Introduction
Business-to-Business Marketing explores the strategies, processes, and unique challenges involved in marketing products and services to other businesses and organizations rather than individual consumers. The course examines organizational buying behavior, relationship-building techniques, supply chain management, and the complexities of industrial markets. Students will learn how to develop marketing plans and communications tailored for businesses, analyze business markets, and understand key concepts such as value creation, negotiation, and partnership development to achieve successful outcomes in B2B environments.
Recommended Textbook Sales Force Management 10th Edition by Mark Johnston
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13 Chapters
1146 Verified Questions
1146 Flashcards
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Page 2
Chapter 1: Introduction to Sales Management in the
Twenty-First Century
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85 Verified Questions
85 Flashcards
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Sample Questions
Q1) Assume you are the sales manager for your college or university (at universities sales management is often part of admissions,recruitment and development departments).You are asked to assess the school's internal organizational environment.What will you do?
Answer: You will assess six categories of the school's internal environment including the firm's goals,objectives and culture,human resources,financial resources,production capabilities,service capabilities,research and development capabilities.
Q2) An integrated marketing strategy is one part of a firm's sales program.
A)True
B)False
Answer: False
Q3) The five broad categories that make up the external environment are (1) economic, (2) social and cultural, (3) legal, political and ethical, (4) natural and (5) technical.
A)True
B)False
Answer: True
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3
Chapter 2: The Process of Selling and Buying
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) One of the major reasons why the average cost of a sales call has risen dramatically in recent years is:
A)Inflation
B)The high cost of labor
C)The high cost of new product introduction
D)Market globalization
E)The increasing involvement of sales reps in non-selling activities
Answer: E
Q2) _____ is the core of the selling process.
A)Closing the sale
B)Prospecting for a customer
C)Servicing the account
D)Qualifying the prospect
E)The sales presentation
Answer: E
Q3) For most professional salespeople,it is the simplicity and lack of challenge of their jobs that motivate them.
A)True
B)False
Answer: False
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Chapter 3: Linking Strategies and the Sales Role in the Era of Customer Relationship Management
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Sample Questions
Q1) Generally,good objectives should be specific,measurable and realistically attainable. A)True
B)False
Answer: True
Q2) Which of the following statements about market opportunity analysis is true?
A)One of the tasks of market opportunity analysis is to determine whether a mission statement is feasible
B)A market opportunity would be viable and attractive to a firm even if the opportunity is inconsistent with the company's mission and objectives
C)The steps involved in a market opportunity analysis begin with the generation of strategies,followed by the determination of marketing objectives and ends with the reviewing and revising of plans
D)Market opportunities must be defined for the whole marketplace,not for specific target markets
E)None of the above statements about market opportunity analysis is true
Answer: E
Q3) When developing selling objectives,what factors should be considered?
Answer: They should be specific,measurable and realistically attainable.
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Chapter 4: Organizing the Sales Effort
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Sample Questions
Q1) The most troubling problems with a separate sales force for key accounts concern a prima donna attitude among members.
A)True
B)False
Q2) Which of the following statements about the economic criteria used to decide between using an independent agent or an internal sales force is true?
A)The fixed costs of using independent agents are lower than those of using a company sales force
B)The variable costs of using independent agents do not change over time
C)The variable costs of using independent agents are equal to the variable costs expended on an internal sales force
D)In terms of cost efficiency,an internal sales force is always more expensive than independent agents
E)The costs of using independent agents tend to level off as sales volumes increase
Q3) What is transaction cost analysis? What does it imply for sales managers?
Q4) What is the primary advantage of organizing a sales force by product?
Q5) What are the six key building blocks for starting a sales force?
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Chapter 5: The Strategic Role of Information in Sales Management
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115 Verified Questions
115 Flashcards
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Sample Questions
Q1) If the average salesperson for Hayes Industries has 500 hours available for selling each year and it will take 15,000 hours to cover Hayes's entire market,Hayes needs to hire 30 salespeople.
A)True
B)False
Q2) The most popular type of sales quotas is ______ quotas.
A)Market share
B)Contribution margin
C)Expense
D)Sales dollar
E)Activity
Q3) An estimate of sales potential for each customer and prospect in a territory is often called an account analysis.
A)True
B)False
Q4) Sales volume quotas are the most popular type of sales quotas used.
A)True
B)False
Page 7
Q5) In sales forecasting,what is decomposition? What does it attempt to do?
Q6) For a sales quota system to be effective,what does it need to do?
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Page 8
Chapter 6: Salesperson Performance: Behavior, role
Perceptions, and Satisfaction
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88 Verified Questions
88 Flashcards
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Sample Questions
Q1) Sales managers can reduce the amount of role ambiguity and conflict the sales force experiences by:
A)Giving them an input in determining the standards by which they are evaluated
B)Providing them with sales training opportunities
C)Giving salespeople a greater voice in what they do and how they do it
D)Altering the organization's span of control
E)Doing any or all of the above
Q2) General role inaccuracy:
A)Produces consequences similar to those caused by role conflict and ambiguity
B)Arises because the salesperson incorrectly perceives the relationships between the activities and performance dimensions or between the performance dimensions and the rewards
C)Is only found in sales positions
D)Arises from conditions that are dramatically different from those that create role conflict and ambiguity
E)Is accurately described by none of the above
Q3) It is nearly impossible to develop one set of expectations common to all sales jobs.
A)True
B)False
Page 9
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Chapter 7: Salesperson Performance: Motivating the Sales Force
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85 Verified Questions
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Sample Questions
Q1) What personal characteristics affect sales motivation?
Q2) What individual characteristics affect accuracy and magnitude expectancies?
Q3) During the exploration stage of a salesperson's career,the salesperson will:
A)Need peer acceptance and challenging positions
B)Produce superior results on the job in order to be promoted
C)Need achievement,esteem,autonomy and competition
D)Develop creativity and innovativeness
E)Balance the conflicting demands of career and family
Q4) All of the following are examples of individual characteristics that impact the magnitude of a salesperson's expectancy estimates EXCEPT:
A)His/her level of self-esteem
B)His/her general intelligence
C)His/her previous sales experience
D)His/her perceived ability to perform necessary tasks
E)His/her perception of his assigned sales territory potential
Q5) Money is not only the reward most desired by all salespeople,but also the kind of reward that is most effective at motivating them.
A)True
B)False
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Chapter 8: Personal Characteristics and Sales Aptitude:
Criteria for Selecting Salespeople
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Sample Questions
Q1) Which of the following characteristics would a sales manager for a company that sells meat process equipment be likely to consider MOST important when looking at potential sales recruits?
A)Selling experience in the athletic shoe industry
B)Enthusiasm
C)Verbal skills
D)Well-organized
E)Ambitious
Q2) Research in the area of personality traits indicates
A)Willingness to assert oneself is an important indicator of sales success
B)Sociability is more important than creativity as an indicator of sales success
C)Willingness to cooperate is a key characteristic for sales success
D)Self-esteem explains over 15 percent of sales performance
E)Needs for achievement is more intrinsic than extrinsic
Q3) The ways in which people spend their time outside of their jobs do not appear to be closely related to their likely performance as a salesperson.
A)True
B)False
Q4) What types of aptitude test are relatively good predictors of selling success?
Page 11
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Chapter 9: Sales Force Recruitment and Selection
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Sample Questions
Q1) Junior colleges and vocational schools are poor sources of recruits for sales jobs.
A)True
B)False
Q2) Job descriptions help to determine what a company is looking for in terms of job applicants.
A)True
B)False
Q3) A personal history evaluation of existing sales force members:
A)Is illegal under Title VII of the Civil Rights Act
B)Indicates which types of personalities work best with specific target markets
C)Helps to validate the selection criteria used by the hiring firm
D)Determines which types of tests are valid discriminators
E)Should only look at those characteristics that made a person successful at his or her job
Q4) What sources do companies typically use to find and attract a pool of sales applicants?
Q5) Your company is about to hire its first sales people.You have been assigned to develop selection procedures to evaluate applicants for new sales personnel.What will you likely do?
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Chapter 10: Sales Training: Objectives,techniques,and Evaluation
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85 Verified Questions
85 Flashcards
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Sample Questions
Q1) The saying "plan your work-work your plan" is designed to
A)Reduce a salesperson's travel time
B)Reduce the time a salesperson spends on low-volume customers
C)Train salespeople in identifying customers needs quickly
D)Encourage more effective planning and execution of sales duties
E)Explain the company's ethical stance in terms of its stakeholders
Q2) Research has indicated that the most important single method for evaluating the effectiveness of sales training is:
A)Self-appraisal
B)Bottom-line measurement
C)Course evaluation
D)Trainee feedback
E)Performance tests
Q3) Analysis of sales training time and expenditure data show
A)Smaller companies are spending less on sale training than they had in the past
B)The length of training in small companies has decreased
C)Companies are not spending time and money on training experienced salespeople
D)Large companies are spending more money on training than they have in the past
E)None of the above
Q4) What do sales executives consider the most important issue in sales training?
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Chapter 11: Salesperson Compensation and Incentives
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Sample Questions
Q1) Warren is deciding what proportion of his salespeople's compensation should be incentive pay.He should base his decision on
A)The financial needs of his salespeople
B)When the company wants to expand
C)Which salespeople he wants to retain
D)The degree of relationship selling involved in the job
E)Who his salespeople call on
Q2) Which of the following statements about compensation levels for salespeople is true?
A)Many small firms cannot offer training programs,so they provide their sales force with above-average compensation
B)Most firms consciously pay their salespeople at a rate slightly below the industry average
C)Large firms with large sales forces tend to offer above average compensation
D)The starting point for deciding on a compensation level should be the gross amount of compensation that is necessary to attract the right level of selling talent
E)None of the above statements about the compensation levels for salespeople is true
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14
Chapter 12: Cost Analysis
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88 Verified Questions
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Sample Questions
Q1) Olivia wants to better allocate her sales force.She gathers sales and cost data and studies the ________________ relationships.
A)Sales/revenue
B)Output/input
C)Cost/input
D)ABC/ROAM
E)All of the above
Q2) All sales are achieved at some cost.
A)True
B)False
Q3) Return on assets managed equals contribution of the asset as a percentage of sales multiplied by the inventory turnover rate.
A)True
B)False
Q4) Costs should be allocated according to a product's sales volume.
A)True
B)False
Q5) What is the difference between specific and general expenses?
Q6) What are the three bases of cost allocation?
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Chapter 13: Evaluating Salesperson Performance
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84 Verified Questions
84 Flashcards
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Sample Questions
Q1) How is a salesperson's hit rate measured?
Q2) In the most recent sales evaluation,Greg had twenty percent more sales than the next best salesperson.This is indicative of Greg's
A)Advertising effectiveness
B)Time utilization
C)Ability to close sales
D)Personality
E)Nonselling activities
Q3) Which of the following is an example of an account development and servicing ratio that a sales manager might use to evaluate a sales representative?
A)Sales expense ratio
B)Account penetration ratio
C)Calls per account ratio
D)The hit ratio
E)Planned call ratio
Q4) What are the most commonly used attributes in evaluating salespeople's performance?
Q5) What is 360-degree performance feedback?
Q6) What three factors could cause a salesperson to fall below quota?
Page 16
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