Sales and Marketing Exam Review
Course Introduction
Sales and Marketing explores the foundational principles and practical techniques necessary for understanding, creating, and delivering value to customers. The course covers topics such as market research, consumer behavior, segmentation and targeting, branding, sales strategies, pricing, distribution channels, and promotional tactics. Students will learn how to develop and implement effective marketing and sales plans, analyze competitive environments, and use data-driven approaches to optimize performance. By integrating theoretical concepts with real-world case studies and projects, this course prepares students to succeed in a dynamic and customer-focused business environment.
Recommended Textbook Marketing 2014 17th Edition by
William M. Pride O. C. Ferrell
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21 Chapters
3942 Verified Questions
3942 Flashcards
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Chapter 1: An Overview of Strategic Marketing
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164 Verified Questions
164 Flashcards
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Sample Questions
Q1) Refer to Scenario 1.2.Previously,Paws and Claws was most likely using a ____ orientation,while now it is now in the process of employing the _______.
A)Sales;Marketing concept.
B)Sales;Marketing mix.
C)Promotion;Marketing concept.
D)Sales;Promotion orientation.
E)Sales;Product orientation.
Answer: A
Q2) The primary value that a marketer expects to receive from a customer in an exchange relationship is
A)the price charged for the product.
B)customer satisfaction.
C)references to other potential customers.
D)quality merchandise that meets expectations.
E)few returns of the merchandise purchased.
Answer: A
Q3) Explain why marketing efforts should be oriented toward creating and sustaining satisfying exchange relationships.
Answer: No Ans
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Page 3
Chapter 2: Planning, Implementing, and Evaluating Marketing Strategies
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153 Verified Questions
153 Flashcards
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Sample Questions
Q1) Procter & Gamble,like many firms in the consumer packaged-goods industry,is organized by
A)function.
B)product.
C)region.
D)types of customers.
E)subregion.
Answer: B
Q2) An organization's goals focus on the ends or results that the firm seeks.
A)True
B)False
Answer: True
Q3) Business decisions made in creating a marketing mix
A)are made before a target market is identified.
B)are unchangeable once they are agreed upon by management.
C)are only as good as the organization's understanding of the needs of the target market.
D)usually take place when a strategic window is open.
E)must always be consistent with the firm's opportunities.
Answer: C
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Chapter 3: The Marketing Environment
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189 Verified Questions
189 Flashcards
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Sample Questions
Q1) What roles do the Better Business Bureau and the National Advertising Review Board play in self-regulation of business?
Answer: No Ans
Q2) Economic forces determine the size and strength of demand for products.
A)True
B)False
Answer: True
Q3) Technological developments have a direct impact on creating and maintaining a marketing mix.
A)True
B)False
Answer: True
Q4) The major source of cultural values is the family.
A)True
B)False
Answer: True
Q5) The number of single men and women living alone is declining.
A)True
B)False
Answer: False
Page 5
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Chapter 4: Social Responsibility and Ethics in Marketing
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181 Verified Questions
181 Flashcards
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Sample Questions
Q1) Codes of conduct are also frequently known as A)ethics mandates.
B)codes of ethics.
C)corporate culture.
D)ethics compliance programs.
E)moral codes.
Q2) Marketing ethics concerns the impact of an organization's decisions on society,whereas social responsibility relates to individual decisions.
A)True
B)False
Q3) Within the scope of her job,Sue Hanson gives ethics advice,disseminates a code of ethics,reviews the code of ethics,and takes action on ethics violations.Sue is the ____ in her company.
A)attorney
B)marketing manager
C)ethics officer
D)owner
E)consumer activist
Q4) Discuss some of the important ethical issues in marketing.
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Chapter 5: Marketing Research and Information Systems
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190 Verified Questions
190 Flashcards
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Sample Questions
Q1) Online focus groups gather data from large and geographically diverse groups in a less intensive manner than focus-group interviews.
A)True
B)False
Q2) Costco believes that most of its sales are to small businesses rather than consumers -- and that women are more likely to be making the purchasing decisions.This is an example of a(n)____ that Costco could test through marketing research.
A)descriptive sample
B)hypothesis
C)experimental question
D)sampling error
E)conceptual error
Q3) In which type of sampling design is the final choice of respondents left up to the interviewer?
A)Stratified
B)Random
C)Cluster
D)Area
E)Quota
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Page 7
Chapter 6: Target Markets: Segmentation and Evaluation
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204 Verified Questions
204 Flashcards
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Sample Questions
Q1) The undifferentiated targeting strategy for finding a target market will likely not be successful if
A)product positioning is needed.
B)the firm defines the total market as its target market.
C)people within the market have heterogeneous needs.
D)people within the market have homogeneous needs.
E)the firm is capable of developing a single marketing mix that satisfies all people's needs.
Q2) A market is a group of people who,as individuals,have needs for products in a product class and have the ability,willingness,and authority to purchase such products.
A)True
B)False
Q3) A marketer can use regression analysis techniques to predict the sales of new products.
A)True
B)False
Q4) Lifestyle analysis focuses on people's activities,interests,and opinions.
A)True
B)False
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Chapter 7: Consumer Buying Behavior
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219 Verified Questions
219 Flashcards
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Sample Questions
Q1) A consumer belongs to only one subculture.
A)True
B)False
Q2) Identify and describe the five major categories of situational influences.
Q3) If an information input is useful in satisfying a person's current needs,it is more likely to reach awareness.
A)True
B)False
Q4) Patronage motives influence where one purchases products on a regular basis. A)True B)False
Q5) A culture can be divided into subcultures according to A)personality characteristics of individuals in that culture.
B)motives that members of that cultural group have for their behavior.
C)geographic regions or human characteristics,such as age or ethnic background. D)income levels.
E)information to which consumers allow themselves to be exposed.
Q6) Compare and contrast the three major ethnic subcultures in the United States.
Q7) Compare and contrast the three major types of consumer problem-solving processes.
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Chapter 8: Business Markets and Buying Behavior
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175 Verified Questions
175 Flashcards
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Sample Questions
Q1) There is little or no difference between wholesalers' customers and retailers' customers.
A)True
B)False
Q2) When a business is making its initial purchase of an item to be used to perform a new job,it is known as a ____ purchase.
A)straight rebuy
B)reciprocal
C)delayed
D)new-task
E)modified rebuy
Q3) The third stage in the business buying decision process is to
A)evaluate product specifications to solve the problem.
B)evaluate products relative to specifications.
C)select and order the most appropriate product.
D)evaluate product and supplier performance.
E)search for products and suppliers.
Q4) Institutional markets include state prisons.
A)True
B)False
Page 10
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Chapter 9: Reaching Global Markets
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168 Verified Questions
168 Flashcards
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Sample Questions
Q1) When Starbucks decided to expand into the international markets of India,Japan,and Argentina,management realized that there would be significant differences in the standards of living,credit,buying power,and income distribution in those countries.Starbucks is currently examining the ____ forces in its environmental analysis.
A)economic
B)cultural
C)ethical
D)technological
E)legal
Q2) NAFTA eventually eliminates all tariffs on goods produced and traded between the United States,Mexico,and Brazil.
A)True
B)False
Q3) Many marketers claim that ____ will become the world's largest market.
A)Japan
B)the United States
C)China
D)Thailand
E)India
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Page 11
Chapter 10: Digital Marketing and Social Networking
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181 Verified Questions
181 Flashcards
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Sample Questions
Q1) Despite emerging technologies,consumers are unchanging in their traditional information searches and consumption behaviors.
A)True
B)False
Q2) Consumers are changing ____ and consumption behaviors as a result of emerging technologies.
A)their eating habits
B)their spending money
C)their disposable income
D)their shopping partners
E)their information searches
Q3) Interactivity allows customers to express their needs and wants directly to the firm in response to its marketing communications.
A)True
B)False
Q4) Describe the six segments included in the Social Technographics Profile.
Q5) Explain the concept "push-pull" when referring to digital marketing as a new distribution channel.
Q6) Explain the ethical issues associated with digital media.
Page 12
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Chapter 11: Product Concepts
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187 Verified Questions
187 Flashcards
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Sample Questions
Q1) The width of a product mix is measured by the number of product
A)dimensions in the product line.
B)features in each brand.
C)items in the product line.
D)lines a company offers.
E)specialties a company offers.
Q2) Refer to Scenario 11.1.Shaving razors fall into which of the following classification of consumer products?
A)Convenience products
B)Shopping products
C)Substitute products
D)Specialty products
E)Accessory equipment
Q3) Process materials are used directly in the production of products.
A)True
B)False
Q4) Failure of a new product is always absolute.
A)True
B)False
Q5) Identify and describe the major categories of business products.
Page 13
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Chapter 12: Developing and Managing Products
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166 Verified Questions
166 Flashcards
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Sample Questions
Q1) As Justin works on the prototype of a new action-oriented computer game,he is engaging in which phase of the new-product development process?
A)Idea generation
B)Commercialization
C)Test marketing
D)Screening
E)Product development
Q2) Identify and explain the dimensions of product quality.
Q3) Outback Steakhouse wants to expand its line of food products.The managers sent surveys to customers to determine which food items would appeal to them.Outback is currently in the ____ phase of new-product development.
A)business analysis
B)product development
C)test marketing
D)screening
E)idea generation
Q4) Discuss the advantages and problems associated with test marketing.
Q5) Discuss the major approaches that marketers use to differentiate their products.
Q6) List and discuss the major phases of the new-product development process.
Page 14
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Chapter 13: Services Marketing
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202 Verified Questions
202 Flashcards
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Sample Questions
Q1) A university's student body would be considered its ____ public,and parents,alumni,and trustees would be included as its ____ public.
A)client;general
B)specialized;general
C)target;simple
D)general;client
E)target;market
Q2) The two levels of expectations that consumers generally have about services are
A)acceptable and unacceptable.
B)desired and undesired.
C)reliable and unreliable.
D)acceptable and desired.
E)tolerable and desired.
Q3) Which of the following is the best example of a high-contact service?
A)Appliance repair
B)Newspaper delivery
C)Dog training
D)Interior decorating
E)Plastic surgery
Q4) How does the promotion of services differ from the promotion of goods?
Page 15
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Chapter 14: Branding and Packaging
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216 Verified Questions
216 Flashcards
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Sample Questions
Q1) The value,measured in either marketing or financial terms,associated with a brand's strength in a market is referred to as brand
A)loyalty.
B)value.
C)share.
D)equity.
E)association.
Q2) A ____ brand type is considered the least protectable under existing trademark regulations.
A)descriptive
B)fanciful
C)generic
D)symbolic
E)suggestive
Q3) The similar jar shapes for mayonnaise products are an example of category-consistent packaging.
A)True
B)False
Q4) How do sellers benefit from the use of brand names and brand marks?
Q5) In what ways can packaging be used strategically?
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Chapter 15: Marketing Channels and Supply-Chain Management
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183 Verified Questions
183 Flashcards
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Sample Questions
Q1) When Busch Light Beer was introduced as part of the Anheuser-Busch product line,the company most likely used ____ distribution.
A)horizontal
B)intensive
C)selective
D)agent
E)exclusive
Q2) U.S.banks provide their banking services through brick and mortar sites,by phone,and through on-line access.These various ways in which a customer can access their account information is called ______,while the brick and mortar site would offer the least amount of _____.
A)place utility;face utility
B)place utility;time utility.
C)time utility;place utility.
D)possession utility;time utility.
E)place utility;possession utility.
Q3) Discuss the importance of order processing in the physical distribution system.
Q4) What is a marketing intermediary,and what are the activities that marketing intermediaries perform?
17
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Chapter 16: Retailing, direct Marketing, and Wholesaling
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196 Verified Questions
196 Flashcards
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Sample Questions
Q1) Sam's and Costco are examples of A)discounters.
B)warehouse clubs.
C)warehouse showrooms.
D)discount clubs.
E)wholesalers.
Q2) A retailer is an organization that purchases products for the purpose of reselling them to
A)other retail organizations.
B)the government.
C)ultimate consumers.
D)wholesalers.
E)nonprofit organizations.
Q3) What situations would benefit from using a selling agent?
Q4) What is a store's image,and how does it affect retailing strategy decisions?
Q5) Compare and contrast department stores and discount stores.
Q6) What are the primary advantages and disadvantages of a franchise arrangement for a franchisee?
Q7) Why would any specific retail store,such as PetSmart,be considered a category killer?
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Chapter 17: Integrated Marketing Communications
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211 Verified Questions
211 Flashcards
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Sample Questions
Q1) If a manufacturer decides to use a push policy to promote its products,it is most likely to focus its efforts on A)retailers.
B)wholesalers.
C)ultimate consumers.
D)other producers.
E)institutional users.
Q2) Tactile communication is communication through the movement of head,eyes,arms,hands,legs,or torso.
A)True
B)False
Q3) All of the following are examples of publicity-based public relations tools except A)press conferences.
B)feature articles.
C)news releases.
D)annual reports.
E)news stories.
Q4) Select three criticisms of promotion,and provide defenses to rebut them.
Q5) In what ways can promotion be used to reduce sales fluctuations?
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Chapter 18: Advertising and Public Relations
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198 Verified Questions
198 Flashcards
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Sample
Questions
Q1) Public relations,unlike advertising,is not particularly useful for promoting an organization's image.
A)True
B)False
Q2) An evaluation performed before an advertising campaign begins is a A)consumer exam.
B)posttest.
C)recognition test.
D)pretest.
E)recall test.
Q3) What are the major differences between sales-based and communications-based advertising objectives?
Q4) A cost comparison indicator (such as CPM)should not be used to compare the cost and impact of a television commercial with the cost and impact of a newspaper advertisement.
A)True
B)False
Q5) Publicity is a subset or part of public relations.
A)True
B)False
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Chapter 19: Personal Selling and Sales Promotion
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198 Verified Questions
198 Flashcards
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Sample Questions
Q1) Tony tells his wife,Camilla,that his last sales call of the day at DuPont was a disaster.He explains that he never really figured out what the purchasing agent was looking for.Camilla,a sales trainer for another firm,hands Tony a book on
A)listening skills.
B)overcoming objections.
C)prospect evaluation.
D)product demonstrations.
E)closing.
Q2) A sales representative for Coca-Cola travels to various restaurants to determine how much syrup the customer needs for the coming period.This sales representative would be classified as a(n)
A)order getter.
B)inside order taker.
C)field order taker.
D)missionary salesperson.
E)trade salesperson.
Q3) How has the expenditure of promotional dollars on advertising,consumer sales promotion methods,and trade sales promotion methods changed in recent years?
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Chapter 20: Pricing Concepts
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195 Verified Questions
195 Flashcards
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Sample Questions
Q1) If the product price is $100,average variable cost $40 per unit,and the total fixed costs are $120,000,what is the breakeven point?
A)500 units
B)2,000 units
C)1,200 units
D)300 units
E)3,000 units
Q2) Product demand usually becomes more elastic over time because more substitutes are found.
A)True
B)False
Q3) Which of the following is most likely to have an inelastic demand curve?
A)Automobile
B)Vacation
C)Nonelective surgery
D)Recreational vehicle
E)Computer
Q4) Customers always interpret a higher price to mean higher quality.
A)True
B)False
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Chapter 21: Setting Prices
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166 Verified Questions
166 Flashcards
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Sample Questions
Q1) Competitors' prices,along with the marketing variables they emphasize,are determining factors in
A)the instability of prices in a particular industry.
B)using markup pricing for consumer goods.
C)how much marketing research a firm needs to collect.
D)using differential pricing to demonstrate quality differences.
E)how important price will be to customers.
Q2) Grocery stores that position their less expensive,private brands next to more expensive,well-known manufacturer brands on the shelf are using the concept of reference pricing.
A)True
B)False
Q3) Describe the six steps of the process that marketers can use to establish prices.
Q4) Some grocery stores collect data on competitive prices
A)by calling their competitors.
B)on a quarterly basis.
C)through stores' purchase data.
D)from their resellers.
E)by using full-time comparison shoppers.
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