Sales and Marketing Management
Textbook Exam Questions
Course Introduction
Sales and Marketing Management explores the fundamental concepts and practical applications required to effectively lead and manage sales teams while developing successful marketing strategies. The course covers key topics such as sales planning, territory management, customer relationship management, sales force motivation, performance evaluation, and the integration of marketing principles to support sales objectives. Students will analyze real-world case studies, engage in strategic planning, and develop skills in market analysis, product positioning, and communication. By the end of the course, students will be equipped with the tools and techniques necessary to drive sales performance and align marketing initiatives with overall business goals.
Recommended Textbook
Essentials of Marketing Management 1st Edition by Greg Marshall
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14 Chapters
1694 Verified Questions
1694 Flashcards
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Chapter 1: Marketing in Todays Global Business Milieu
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) The stereotypical automobile dealership uses tactics like high pressure and bargaining to get customers to buy.This is an example of _____________.
A) Production orientation
B) Selling orientation
C) Marketing orientation
D) Buzz marketing orientation
E) Business orientation
Answer: B
Q2) Sheila and Barbara are billing department managers in a call center.Senior management has given employees only a limited amount of time to spend with each customer who phones.Sheila and Barbara want to make strategic marketing changes.They must have the support of ____________ in order to succeed.
A) The sales force
B) Top management
C) Vendors
D) Frontline personnel
E) Everyone in the organization
Answer: B
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Page 3
Chapter 2: Elements of Marketing Strategy and Planning
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123 Flashcards
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Sample Questions
Q1) Enrico pays a market rate to take his young children to daycare that is run by his employer.It is open until 9:00 p.m.,a time by which everyone leaves.This service offered by his company offers ________________ utility.
A) Time
B) Form
C) Place
D) Form and ownership
E) Time and place
Answer: E
Q2) Form utility is _________________.
A) Marketing's task in creating an offering that has value
B) Production's task in transforming raw material into an offering that has value
C) Management's task in deciding where to distribute the product
D) Marketing's task in deciding how to price the product
E) Marketing's task in deciding how to communicate the product
Answer: B
Q3) What are the three generic business strategies?
Answer: Growth,retrenchment,stability.
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Chapter 3: Perspectives on Crm and Marketing Metrics
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121 Flashcards
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Sample Questions
Q1) ROCI stands for _________.
A) Related Observable Customer Index
B) Return on Consumer Indicators
C) Return on Customer Investment
D) Relationship of Customer and Investment
E) Response of Consumers to Investment
Answer: C
Q2) Chico's is a clothing store aimed at women who are 40 years old and over.Once a customer spends $500,she is enrolled in the Passport Club.This allows her to get 5% off her total purchase every shopping trip and she gets special monthly discounts offered through the catalog and postcard mailings,the major customer touchpoints other than in-store shopping.Many customers say the best thing about shopping at Chico's is that the computer system automatically tracks their spending and coupon usage.They don't even need to remember to bring the coupons because everything is "in the computer".What do you think of Chico's CRM system? How could it be improved?
Answer: It appears that Chico's is driving customer loyalty through the Passport Club and catalogue mail.Customers seem to have a favorable view of the company's data warehouse.Answers should include that customer touchpoints could be expanded beyond in-store contact and mail.
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Chapter 4: Managing Marketing Information
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119 Flashcards
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Sample Questions
Q1) Identify the purpose of each basic type of research and give reasons for conducting each.Give an example of when a firm might want to use each type.
Q2) Why do firms employ marketing research systems?
Q3) The sole proprietor of Sam's Swings is interested in gaining a better understanding of his current customers in terms of certain demographic and lifestyle characteristics so he may better serve their needs.He decides that conducting ______ research will give him the information he needs.
A) Causal
B) Descriptive
C) Random
D) Academic
E) Exploratory
Q4) Primary data is the data collected for some other purpose than the problem currently being considered.
A)True
B)False
Q5) Define and give the advantages of the two major types of qualitative data.
Q6) How do technology transformations affect marketing decisions?
Q7) Define the approaches to sampling.When should each be used?
Page 6
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Chapter 5: Understanding Customers:
Business-To-Consumer Markets
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Sample Questions
Q1) Perception is a system to select,organize,and interpret information to create a useful,informative picture of the world.
A)True
B)False
Q2) Jenny shops differently when her kids are crying than when her kids are enjoying the experience.This is due to differences in _____.
A) Household life cycle
B) Personal circumstances
C) Physical surroundings
D) Social factors
E) Cultural values
Q3) Personality trait theories suggest that individuals have unique personal characteristics but it is not possible to measure the differences between people.
A)True
B)False
Q4) What is degree of affiliation,and the primary group,and secondary group? When might the degree of affiliation change?
Q5) How does age affect purchase behavior?
Page 7
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Chapter 6: Understanding Customers:
Business-To-Business Markets
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120 Flashcards
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Sample Questions
Q1) Deciders are an important group because ________.
A) They make the ultimate purchase decision
B) They decide what characteristics the product should possess
C) They decide what price the company should pay
D) They have sole control over who is allowed to be a vendor
E) None of the above
Q2) The buying process for B2B markets ___________ than B2C markets.
A) Is more complex
B) Is quicker
C) Has fewer people involved
D) Is more psychological in nature
E) All of the above
Q3) Tyrone owns Orchid Odyssey a plant nursery that specializes in orchids.Tyrone has had significant success with his Orchid of the Month mail order program,and as a result needs larger nursery space.What part of the business market purchase decision process has Tyrone just illustrated? What will he need to do next?
Q4) Businesses understand that supplier qualifications are a main part of the purchase decision.What are the main criteria the supplier choice decision and what to they represent?
Page 8
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Chapter 7: Segmentation,target Marketing,positioning
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131 Verified Questions
131 Flashcards
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Sample Questions
Q1) Identify and describe the most often used sources of differentiation?
Q2) Generation Y,people born between 1978-1994,tend to be pragmatic,optimistic,good team players,savvy,and edgy in nature.
A)True
B)False
Q3) With reference to the VALS framework,_______appreciate the unconventional.They are active and impulsive,seeking stimulation from the new,offbeat,and risky.
A) Makers
B) Survivors
C) Believers
D) Experiencers
E) Thinkers
Q4) Under positioning occurs when consumers have a vague idea about the company and its products,and do not perceive any real differentiation.
A)True
B)False
Q5) Of people born after 1965,which generation or generations do marketers favor and why?
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Chapter 8: The Product Experience: Product Strategy and Building the Brand
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119 Flashcards
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Sample Questions
Q1) What are the implications of the dimensions of brand equity for marketing managers?
Q2) Specialty goods hold a unique place in the hierarchy of product classifications in that they __________.
A) Focus on price
B) Focus on total value
C) Are sought out by customers who are willing to search to find this particular kind of product
D) Have stores located in peculiar places
E) Are not really desired by the consumer
Q3) A good branding strategy can overcome a product that fails to deliver on the value proposition by infusing it with a brand image.
A)True
B)False
Q4) Soleil and her husband Andrew have purchased their first home.Describe three possible purchases from each of the four categories of consumer goods that they may need to make.
Q5) What are the eight elements that create product discrimination? Give an example of each.
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Chapter 9: The Product Experience: New-Product
Development and Service
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135 Flashcards
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Sample Questions
Q1) The evaluation stage of the adoption process is where _________.
A) Consumers seek out information to further define the product
B) Consumers are engaged in the consumption of the product
C) Consumers are at the stage to determine if they want to become loyal to the product
D) Consumers combine all information and evaluate the product prior to trial
E) Consumers only know the product but have insufficient information about the product
Q2) Success or failure of a new product is determined by the actions of the company.The factor or factors that increase the likelihood of failure can be described as _______.
A) Poor marketing communications
B) Failure to meet customer expectations
C) Incorrect pricing
D) Failure to identify the value proposition
E) All of the above
Q3) What are some of the ethical issues of having KidCare TV in pediatricians' offices?
Q4) What are new-to-the-world products? What are the two categories these fall into? Give an example of each.
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Page 11
Chapter 10: Managing Pricing Decisions
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Sample Questions
Q1) Jamie needs to find a way to save profit margins without increasing price.Recently the price of chocolate has gone up,so his gourmet organic candy bars are losing a good portion of the profit margin.What non-price strategies can Jamie begin to employ so he can recover his profit margin? Which strategies does Jamie need to be cautious of?
Q2) ________________ uses the sales price as a basis of calculating the markup percentage.
A) Cost plus pricing
B) Price war
C) Markup on sales price
D) Average-cost pricing
E) Target return pricing
Q3) ________________ could lead the marketing manager to decide to price at some market average price,or perhaps above or below it in the context of penetration or skimming objectives.
A) Penetration pricing
B) Price skimming
C) Target ROI
D) Competitor based pricing
E) Value pricing
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Page 12
Chapter 11: Managing Marketing Channels and the Supply Chain
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119 Flashcards
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Sample Questions
Q1) If a seller requires an intermediary to purchase a supplementary product to qualify to purchase the primary product the intermediary wishes to buy,a(n)______________ is in place.
A) Exclusive contract
B) Management contract
C) Exclusive dealing
D) Exclusive territory
E) Tying contract
Q2) Most post-mortems on the cause of the dot-com bust point to poor channel and supply chain practices as the No.1 reason why so many of those initial e-marketers failed.
A)True
B)False
Q3) Many organizations are beginning to consider their customers-both end-users and within a channel-as less important members of a value network.
A)True
B)False
Q4) Explain why breaking bulk is an important function within the channel for retailers.
Page 13
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Chapter 12: Points of Customer Interface: Bricks and Clicks
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120 Flashcards
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Sample Questions
Q1) These days more and more companies are using the internet to conduct business.In regards to retail,there are two key ideas,e-commerce and electronic retailing.How do these two differ?
Q2) ____________ is/are the approach used by stores that maintain a price point somewhere between high and deeply discounted sales prices.
A) Exclusive distribution
B) Everyday low pricing
C) High/low pricing
D) Retail positioning
E) Loyalty programs
Q3) Chrissy is a marketing manager for a large clothing retail store.Recently she was switched from one of its discount stores to one of its high-end stores.Since Chrissy is going to be working in a new retail market,she wants to understand the characteristics of retailers in this market.Why would she want to know that? What criteria would she use to determine the characteristics of retailers?
Q4) Lydia is a marketing manager for a grocery store in Boston.She has started to realize that the availability of low-cost alternatives to supermarkets is affecting her sales.What should Lydia focus on?
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Page 14
Chapter 13: Integrated Marketing Communications: Promotional Strategy, advertisig
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117 Flashcards
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Sample Questions
Q1) There is one universal promotional appeal that works on every target market.
A)True
B)False
Q2) Amanda needs a media that gives a multiple sensory impact to demonstrate the offerings of her new day spa._______________ media would be her best choice.
A) Television
B) Newspaper
C) Billboard
D) Magazines
E) Transit
Q3) A sales promotion is designed to augment other forms of promotion and is rarely used alone.
A)True
B)False
Q4) Name and define three of the Common Approaches to Advertising Execution.
Q5) Internet marketing succeeds because spam is so popular.
A)True
B)False
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Q6) Describe the principle types of product advertising and give examples of each.
Chapter 14: Integrated Marketing Communications:
Personal Selling, direct Market
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Sample Questions
Q1) In a telemarketing campaign,a good ___________________ helps boost success rate by 60%.
A) Media plan
B) Market space
C) Sales collateral
D) Catalog
E) List of prospects
Q2) Which of the following is a way in which B2B selling differs from B2C?
A) Good interpersonal and communication skills are needed in B2C but not in B2B.
B) Many of the goods and services sold by B2B salespeople are more expensive and technically complex than those in B2C.
C) Excellent knowledge of the products being sold is vital in B2B but not in B2C.
D) An ability to discover customer needs and solve their problems is relevant only to B2B selling.
E) B2C customers tend to be larger and engage in extensive decision-making processes involving many people.
Q3) What are the 4 direct marketing communication channels?
Q4) List the three essential elements of a telemarketing campaign.
Page 16
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