Chapters 19-22. 100 multiple choice Questions. 2 hours (120 minutes). (all 100 questions are attached)Question 1
1.
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Figure 20-4 above depicts the sales management process that involves three
interrelated functions. “B” refers to __________.
Answer
sales
plan implementation
salesforce
compensation
salesforce
size determination
salesforce
communication
salesforce
training
1 points
Question 2
1.
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In a recent survey, responding firms reported that on average they used eight
metrics to measure their innovation. Figure 22-3 above shows that among firms
that use more than three different innovation metrics, they use two different
kinds—output metrics and input metrics. Which of the following is an input
metric?
Answer
number
of ideas or concepts in the pipeline
number
of new products or services launched
return
on assets (ROA) in the pipeline
customer
satisfaction with new products or services
revenue
growth due to new products or services
1 points
Question 3
1.
Those in
staff positions have the authority and responsibility to advise people in line
positions
Answer
and
can recommend salary and benefit adjustments for them.
and
serve the board of directors.
and
must clear all such communication with the human resources department.
but
cannot serve on team projects with them.
but
cannot issue direct orders to them.
1 points
Question 4
1.
On the
Coca-Cola-hosted MyCoke.com, people congregate online and exchange views on
topics of common interest. This website is an example of __________.
Answer
spam
a
shopping bot
a
web community
a
blog
a
web café
1 points
Question 5
1.
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Consider the “stickiness” marketing dashboard above for an automobile
dealership. To gauge the “stickiness” of its website, the firm
monitors the average time spent per unique monthly visitor (in minutes) on its
website (the third metric above in the dashboard). This is done by tracking the
average visits per unique monthly visitor (the first metric above) and the
average time spent per visit, in minutes, (the second metric above) that is
displayed on its marketing dashboard. For 2010 or “A,” what was the
average time spent per unique monthly visitor (in minutes) on the automobile
dealership’s website?
Answer
4.0
minutes
4.5
minutes
7.5
minutes
9.0
minutes
cannot
be determined
1 points
Question 6
1.
Within
DuPont’s textile fiber department, there is a separate product manager for
rayon, acetate, orlon, nylon, and Dacron. The product manager for DuPont nylon
would be responsible for
Answer
making
long-range plans for nylon.
maintaining
the divisional mission statement.
modifying
DuPont’s organizational structure.
creating
static marketing objectives.
implementing
short-term actions for all fibers.
1 points
Question 7
1.
Which of
the following statements about transactional websites is NOT true?
Answer
Transactional
websites are most common among store and catalog retailers and direct selling
companies.
Transactional
websites can create channel conflict.
Transactional
websites may cannibalize sales from stores, catalogs, and sales
representatives.
Transactional
websites often engage visitors with interactive experiences that involve
games, contests, and quizzes.
Transactional
websites are used less frequently by manufacturers of consumer products.
1 points
Question 8
1.
The
practice of using information provided by cookies for directing online
advertising from marketers to those online shoppers whose behavioral profiles
suggest they would be interested in such advertising is referred to as
Answer
viral
marketing
buzz
data
mining
behavioral
targeting
spyware
1 points
Question 9
1.
Account
management policies refer to policies that __________.
Answer
specify
how salespeople will be compensated and how sales performance will be
evaluated
specify
which products or services will be offered to consumers, through which
outlets, and at what price
specify
the organizational structure of the salesforce and set the sales goals for
both individual sales representatives and the salesforce as a whole
specify
whom salespeople should contact, what kinds of selling and customer service
activities should be engaged in, and how these activities should be carried
out
determine
the sales quotas for the upcoming year based upon past sales performance and
current forecasting
1 points
Question 10
1.
In a
__________ presentation, the salesperson tries one appeal after another, hoping
to “hit the right button.”
Answer
formula
selling
persuasive
sales
stimulus-satisfaction
stimulus-response
stimulus-selling
1 points
Question 11
1.
When a
salesperson in the computer store asks, “Will that be charge or
cash?”, he has executed the _____ stage of the personal selling process.
Answer
closing
approach
presentation
handling
objections
follow-up
1 points
Question 12
1.
What is a
reason users have “unliked” a brand’s Facebook Page?
Answer
The
brand ceases to be popular and users move on to a new brand’s Facebook Page.
The
brand posts too frequently on trivial or controversial topics.
Users
tire of not being able to contribute to the conversation.
Users
want to protest the presence of advertisements on Facebook.
The
Page isn’t updated and users lose interest.
1 points
Question 13
1.
Functional
groupings refer to organizational groupings
Answer
that
group specific customer segments.
in
which sales territories are subdivided according to geographic location.
that
represent the different departments or business activities within a firm.
in
which a unit is responsible for specific product offerings.
that
combine both market-based groupings with product groupings.
1 points
Question 14
1.
Loving
Care Pets manufactures food for dogs, cats, rabbits, and gerbils specifically
created for pets under three months of age. In terms of the market-product grid
framework, adding a line of pet food for mature dogs, cats, rabbits, and
gerbils will result in a __________ strategy that will provide Loving Care Pets
with increased marketing efficiencies.
Answer
market
specialization
market
product concentration
product
specialization
selective
specialization
full
coverage
1 points
Question 15
1.
When
using share points to make marketing resource allocation decisions, marketing
managers must estimate: (1) the market share for the product, (2) __________,
(3) the contribution to overhead and profit (or gross margin) of each share
point, and (4) possible cannibalization effects on other products in the line.
Answer
total
production costs
number
of market segments
stage
of the product in its product life cycle
the
total financial resources available for a sustained marketing effort
the
revenues associated with each point of market share
1 points
Question 16
1.
The top
reasons cross-channel shoppers research items online before buying in stores
include: (1) the desire to compare products among different retailers; (2) the
need for more information than is available in stores; and (3) the ease of
_________.
Answer
reducing
geographical barriers
finding
products that are restricted in their area
finding
products that are more customized to their needs
finding
products that are out of season
comparing
their options without having to trek to multiple retail locations
1 points
Question 17
1.
A company
that uses an organizational structure based on its snowboards, skiing
equipment, and ice skates would most likely be using a ____________ grouping.
Answer
functional
reseller
product
line
geographical
market-based
1 points
Question 18
1.
What is
the challenge presented to brand managers by social media advertising?
Answer
Brand
managers need to convince social networks to post their ads free of charge.
Brand
managers need to connect the cost of new social network promotions to the
sales they generate.
Brand
managers need to create “universally appealing” ads as they cannot
target specific demographics on social networks.
Brand
managers need to estimate how many users have clicked on their ads, leading
to difficulties in assessing an ad’s effectiveness.
Brand
managers need to deal with having only a limited selection of social
networking platforms to advertise on.
1 points
Question 19
1.
Many
large, packaged goods marketers like Procter & Gamble, Kraft, and Pillsbury
have used the product manager (or brand manager) system of marketing
organization and implementation. Which of the following is the key advantage of
this system?
Answer
Product
managers have relatively little authority.
Product
managers are short-term in their orientation.
Product
managers have direct responsibility for research and development of new
products.
Product
managers assume profit-and-loss responsibility for the performance of the
product line.
Product
managers have line responsibility over sales managers.
1 points
Question 20
1.
The
principal difference between the two major types of websites is that
promotional websites are designed to __________ while transactional websites
are designed to __________.
Answer
create
portals; act as bots
convert
online browsers into online buyers; promote a company’s products and services
provide
information about a company; move consumers closer to a purchase
move
consumers closer to a purchase; provide information about a company
promote
a company’s products and services; convert online browsers into online buyers
1 points
Question 21
1.
According
to the eight-second rule,
Answer
it
only takes eight seconds for someone to learn how to navigate an Internet
website.
any
online purchase should take no more than eight seconds to complete.
hunter-gatherers
will not wait longer than eight seconds for a response in a chat room.
more
than 50 percent of online consumers will spend less than eight seconds at a
portal.
customers
will abandon a website if download time exceeds eight seconds.
1 points
Question 22
1.
What is a
main difference between advertising in traditional print media and advertising
on Facebook?
Answer
Brand
managers compose the title, the copy, and the images or photos of the ad.
Demographics
are not taken into account when placing ads on Facebook.
Brand
managers do not keep an expense budget for Facebook ads.
Brand
managers cannot control the content of their Facebook ads—the advertising
agency does.
Brand
managers do not select the placement of where the ads are seen on Facebook.
1 points
Question 23
1.
T-Mobile’s
2010 holiday TV ad featuring Chuck Norris unexpectedly surpassed expectations
of success by becoming popular not only in the Czech network but in neighboring
Poland and Slovakia as well. While this started as a __________ marketing
strategy targeted as a single country, it crossed country boundaries and became
a global marketing strategy.
Answer
intracultural
multidomestic
intercultural
convergence
social
network
1 points
Question 24
1.
In
conference selling, __________.
Answer
buyers
and sellers meet through a technology-based forum (telephone or video
conference call such as WebEx, etc.) because person-to-person meetings are
too expensive due to the cost of air travel
the
sale has already been finalized but the buyer and seller meet to discuss
delivery details
a
salesperson and other company resource people meet with buyers to discuss
problems and opportunities
a
company team conducts an educational program for a customer’s technical
staff, describing state-of-the-art developments
a
form of mass selling occurs via electronic marketplaces such as eBay,
Facebook, and Salesforce.com
1 points
Question 25
1.
Where a
social network following comes from—with fans coming from a friend being more
valuable than those coming from an ad—is referred to as a
Answer
friendster.
friend
visitor.
fan
source.
fan
base.
friend
source.
1 points
Question 26
1.
Marketers
can use one of two strategies: the first strategy uses Groupon and Living
Social Deals, and the second strategy uses ads in newspapers, magazines, and on
TV. The difference between these two types of marketing strategies is that the
first one targets consumers who are __________ and the second one targets
consumers who are __________.
Answer
“passive
receivers”; “active receivers”
an
older demographic; a younger demographic
wealthy;
disadvantaged
“active
receivers”; “passive receivers”
disadvantaged;
wealthy
1 points
Question 27
1.
Mark
wanted to make some extra money, so he went door-to-door in his neighborhood
asking residents if they had any small jobs that they could hire him to
perform. Mark had no idea of whether anyone had any jobs for him, so he picked
the houses randomly and knocked on the doors to see if anyone was home and
perhaps interested in his services. In terms of the personal selling process,
Mark was engaged in __________ when he knocked on a door.
Answer
stimulus-response
selling
“handshaking”
cold
canvassing
closing
traffic
generation
1 points
Question 28
1.
The final
stage in the personal selling process is referred to as __________.
Answer
presentation
assumptive
close
trial
close
urgency
close
follow-up
1 points
Question 29
1.
Consumers
deftly use Internet technology to seek information, evaluate alternatives, and
make purchase decisions on their own time, terms, and conditions. This is an
example of the sixth reason why consumers buy and shop online.
Answer
convenience
choice
customization
control
communication
1 points
Question 30
1.
Facebook
came under fire in December 2009 when it made significant changes to the
privacy settings of users. These changes to privacy settings resulted in
Answer
releasing
user’s personal information, such as name, picture, gender, and a list of
friends, “by default.”
wall
posts being lost.
friends
being lost.
additional
privacy and security for its users who provided a detailed Facebook Page,
sent automatically to the company.
products
being “unliked.”
1 points
Question 31
1.
Key
problems that emerge in a firm’s strategic marketing process include: (1) bad
news is filtered out as information goes up the line to give top management a
very rosy picture; (2) plans are based on very poor assumptions about
environmental forces; (3) __________; (4) too much time and effort may be spent
on data collection and writing plans that are too complex to implement; and (5)
line operating managers often feel no sense of ownership in implementing the
plans.
Answer
there
is poor communication between the firm and its stakeholders
there
is a lack of leadership
although
management says they are behind the plans, they do not allocate resources to
the degree necessary for success
planners
and their plans may have lost sight of their customers’ needs
plans
can be thwarted by disgruntled employees, other departments, or competitors
1 points
Question 32
1.
The
popularity of multichannel marketing is apparent in its growing impact on
online retail sales. Multichannel marketers are expected to register about
__________ of U.S. online retail sales in 2012.
Answer
40
percent
50
percent
60
percent
70
percent
90
percent
1 points
Question 33
1.
A fan
source is
Answer
where
a social network following comes from—with every source being of equal value.
where
a social network following comes from—with fans coming from a friend being
more valuable than those coming from an ad.
the
source of all Facebook fans in the target demographic for a particular brand.
the
number of fans who interact with a Facebook Page.
the
number of fans who are evangelists for a brand.
1 points
Question 34
1.
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In Porter’s generic business strategies shown in Figure 22-4 above,
“B” refers to a __________ strategy.
Answer
quality
focus
cost
leadership
differentiation
cost
focus
differentiation
focus
1 points
Question 35
1.
The
information needed in a situation (SWOT) analysis or Step 1 of the planning
phase includes: (1) trends for industry and competitors and (2) __________.
Answer
projected
future sales, expenses, and profits
market
potential studies
positioning
studies
market-product
grids with target segments and product groupings
marketing
mix actions
1 points
Question 36
1.
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Consider Figure 22-A above. Effective managers track the progress of their
marketing plans to identify problems that need to be corrected. Sometimes, the
problems are with the marketing plan and its strategies; at other times, they
may be due to their implementation; and at still other times, they may be due
to both. Recall that research on what really works shows that successful firms
have excellence on both the planning and strategy side and the implementation
or execution side. As Figure 22-A shows, marketers can develop and implement
strategies that have four possible results. For “C,” identify the
likely result of the planning and implementation of the marketing plan and its
strategies for a product or service.
Answer
Trouble:
The solution is to recognize that only implementation is at fault and to
correct it.
Success:
The marketing program achieves its objectives.
Failure:
The marketing program flounders and fails to achieve its objectives.
Trouble:
The solution is to recognize that only the strategy is at fault and to
correct it.
Cannot
be determined with the information provided.
1 points
Question 37
1.
The
information needed for the evaluation phase of the strategic marketing process
includes: (1) __________ and (2) action memos to correct problems and exploit
opportunities.
Answer
positioning
studies
market-product
grids with target segments and product groupings
detailed
plans to execute the marketing program
tracking
reports to measure results
projected
future sales, expenses, and profits
