Sales Management Exam Preparation Guide
Course Introduction
Sales Management explores the principles, strategies, and techniques essential for managing a professional sales force and driving organizational success. This course covers topics such as sales planning, territory management, recruitment and training of sales personnel, motivation and compensation plans, sales forecasting, performance evaluation, and the integration of technology in sales processes. Students will analyze real-world case studies, develop effective sales strategies, and learn to align sales objectives with overall business goals. Emphasis is placed on ethical considerations, relationship building, customer-centric selling, and adapting to dynamic market environments to effectively lead and motivate sales teams.
Recommended Textbook
Marketing Strategy 5th Edition by O. C. Ferrell
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12 Chapters
296 Verified Questions
296 Flashcards
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Chapter 1: Marketing in Todays Economy
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25 Flashcards
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Sample Questions
Q1) In the airline industry, companies like American, Delta, and United have a difficult time competing because their industry has become commoditized. What does this mean for firms in the airline industry?
A) Airline firms compete in a declining industry.
B) Airline customers have become increasingly demanding.
C) There is very little differentiation among product offerings in the industry.
D) The industry experiences very little change over time.
E) Airlines have been forced to develop partnerships to remain competitive.
Answer: C
Q2) A customer's decision to purchase one product or group of products over another is primarily a function of:
A) the convenience of acquiring the product or group of products.
B) how well that choice will fulfill that person's needs and satisfy his or her wants.
C) the product's features relative to competing products.
D) the product's price.
E) the availability of the product or group of products.
Answer: B
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3
Chapter 2: Strategic Marketing Planning
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25 Flashcards
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Sample Questions
Q1) Which of the following is one of the five basic questions that a good mission statement should answer?
A) Who are our competitors?
B) What is our market position?
C) What is our operating philosophy?
D) What are our opportunities?
E) Where have we been?
Answer: C
Q2) When a firm possesses capabilities that allow it to serve customers' needs better than the competition, the firm is said to have a:
A) resource advantage
B) competitive advantage
C) value-based advantage
D) marketing advantage
E) relative advantage
Answer: B
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Chapter 3: Marketing Ethics and Social Responsibility in Strategic Planning
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22 Flashcards
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Sample Questions
Q1) Essentially, having a climate of ethics and social responsibility is all about creating trust among a firm's stakeholders. To gain trust, the firm and its employees must continuously uphold:
A) their promises with respect to advertising and promotion.
B) their standards of integrity.
C) the firm's right and responsibility to be profitable.
D) their standards of fair competition in the marketplace.
E) their legal responsibilities.
Answer: B
Q2) Research indicates that being ethical and socially responsible has a number of benefits for the organization. Which of the following IS NOT one of these benefits?
A) Increased customer goodwill
B) Increased market orientation of the organization
C) Increased employee commitment and satisfaction
D) Increased marketing performance
E) Increased competitive orientation
Answer: E
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Chapter 4: Collecting and Analyzing Marketing Information
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Sample Questions
Q1) Which of the following examples best describes an advance in backstage technology?
A) technology that allows consumers to carry portable music players in their pockets
B) advances in electronics that allow manufacturers to offer 3D television
C) the invention of satellite radio
D) the use of radio frequency identification (RFID) to control inventory and logistics
E) All of the above are examples of advances in backstage technology.
Q2) When a firm analyzes its objectives and performance, availability of resources, structural characteristics, and organizational culture, the firm is most likely examining its:
A) internal environment
B) external environment
C) mission statement
D) competitive strategy
E) strategic environment
Q3) Identify and explain each element of the 5W model for customer analysis. What role does this analysis play in an overall situation analysis?
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Chapter 5: Developing Competitive Advantage and Strategic Focus
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Sample Questions
Q1) Discuss the role of the strategy canvas and the four-actions framework in establishing a strategic focus for the firm's marketing strategy. Why are these approaches invaluable in today's highly competitive environment?
Q2) By focusing on efficiency of operations and processes, lower costs, and delivering good value, Southwest Airlines attempts to build a competitive advantage based on:
A) production orientation
B) customer intimacy
C) process improvement
D) operational excellence
E) strategic efficiency
Q3) Discuss each of the three competitive advantage strategies (operational excellence, product leadership, customer intimacy) and explain why most firms pursue only one of these strategies.
Q4) Identify and explain the major characteristics of marketing goals.
Q5) Identify and explain the major characteristics of marketing objectives.
Q6) Identify and explain the directives for the productive use of SWOT analysis. Which directive do you think is the most important? Why?
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Chapter 6: Customers, Segmentation, and Target Marketing
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Sample Questions
Q1) With respect to the consumer buying process, _____ is perhaps the most important factor that affects the time, effort, and expense dedicated to the search for information.
A) the degree of risk
B) the consumer's expertise
C) the consumer's brand loyalty
D) the degree of competition
E) the extent of product differentiation
Q2) _____ segmentation is the most powerful form of segmentation in consumer markets because it uses actual product usage to make distinctions among market segments.
A) Demographic
B) Behavioral
C) Psychographic
D) Lifestyle
E) Geographic
Q3) Identify and explain the five stages of the consumer buying process. Give examples of marketing activities designed to influence each stage.
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Page 8
Chapter 7: Product Strategy
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Sample Questions
Q1) Unlike tangible goods, virtually all services are susceptible to inconsistency and variations in quality. Why is this so?
A) because services depend on people for their delivery
B) because services cannot be managed due to their intangibility
C) because services are extremely time-and-place dependent
D) because service marketers cut corners to reduce expenses
E) because service marketers set unrealistic customer expectations
Q2) During the maturity stage of the product life cycle, a firm has four general goals that can be pursued. Which of the following IS NOT one of these options?
A) divest the product
B) generate cash flow
C) steal market share
D) hold market share
E) increase share of customer
Q3) Explain the key differences between product differentiation and product positioning. Other than branding, what are other factors on which product differentiation can be based?
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9
Chapter 8: Pricing Strategy
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Sample Questions
Q1) Although break-even analysis and cost-plus pricing are important tools in setting prices based on the firm's cost structure, they should never be the driving force behind pricing strategy. Why?
A) because firms want to make a profit, not just break even
B) because customer expectations are far more important in setting prices
C) because prices should be based on demand, not costs
D) because different firms have different cost structures
E) because competitor's prices are far more important in setting prices
Q2) Which of the following IS NOT a situation that can cause customers to be less sensitive to price increases?
A) when customers have few product choices
B) when products are highly differentiated
C) when the product is a real or a perceived necessity
D) when the total expenditure is high
E) when the product is considered to be "worth it"
Q3) In many (if not most) circumstances, cutting prices to increase sales volume is not a good idea. Explain why this is so. What are some alternatives that are preferable to cutting prices?
Q4) Identify and discuss reasons why firms become so infatuated with pricing.
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Chapter 9: Distribution and Supply Chain Management
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Sample Questions
Q1) In terms of marketing channel functions, which of the following statements describes the concept of discrepancy of quantity?
A) Manufacturers make one or a few product(s); customers need variety and assortment.
B) Channels must make products available in convenient locations.
C) Channels add value to products by standardizing the exchange process.
D) Channels must provide for the storage of products for future purchase and use.
E) Manufacturers produce large quantities; customers usually want only one item.
Q2) In most marketing channels for consumer products, the balance of power has shifted to _____ due to their size and control over information.
A) consumers
B) mass merchandise retailers
C) wholesalers
D) brokers and distributors
E) manufacturers
Q3) Identify and discuss the three major structural options for distribution. In your answer, identify the major advantages and disadvantages of each option.
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11
Chapter 10: Integrated Marketing Communications
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Sample Questions
Q1) The most widely used method of setting the advertising budget and planning advertising expenditures is the _____ approach.
A) objectives and task
B) percentage of sales
C) competitive matching
D) arbitrary
E) incremental
Q2) Despite conventional thinking, _____ accounts for the bulk of promotional spending in many firms. This is especially true for firms selling consumer products in grocery stores and mass-merchandise retailers.
A) personal selling
B) advertising
C) public relations
D) sales promotion
E) publicity
Q3) Discuss the issues associated with the increasing fragmentation of mass media audiences. How are advertisers and media companies coping with the issue?
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Chapter 11: Marketing Implementation and Control
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Sample Questions
Q1) Because they are cost effective and beneficial to ensuring consistency and standardization within the marketing program, centralized marketing structures are best suited for which of the following strategies?
A) customer intimacy
B) operational excellence
C) product leadership
D) service efficiency
E) niche marketing
Q2) Identify and discuss the four approaches to marketing implementation and explain the various advantages and disadvantages of each approach.
Q3) In the _____ approach to marketing implementation, marketing strategy is implemented as a part of the overall organizational vision.
A) implementation by command
B) implementation through change
C) implementation through teamwork
D) implementation through consensus
E) implementation as organizational culture
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Chapter 12: Developing and Maintaining Long Term
Customer Relationships
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Sample Questions
Q1) Explain the overall objective of customer relationship management and the stages that customers are pulled through in the process. For each stage, identify the marketing goals during the stage as well as examples of strategies that may be used.
Q2) With respect to customer expectations, which of the following best describes the zone of tolerance?
A) It explains situations where customer expectations will be higher than normal.
B) It represents the degree to which customers recognize and are willing to accept variability in performance.
C) It explains situations where customer satisfaction will be exceptionally low.
D) It explains why customers tolerate weak performance when performance is beyond the control of the firm.
E) It explains situations where customers will hold lower than normal expectations.
Q3) Discuss the relationship between customer expectations and customer satisfaction. What might cause expectations to be higher or lower? How is the zone of tolerance a useful diagnostic tool in terms of developing strategies aimed at improving customer satisfaction?
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