Marketing Final Exam

Front 1

1. ______ is an organizational function and process for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and stakeholders.
a. Demand
b. Competitive advantage
c. Marketing
d. Popular culture
e. Value chain

Back 1

C. Marketing

Front 2

2.RJR test marked a “smokeless” cigarette in the Phoenix area. Many people wrote the company about the “benefits” that RJR was promoting. IN terms of the communication process, this is referred to as:
a. Noise
b.Backlash
c.Feedback
d. Decoding
E.Publicity

Back 2

c.Feedback

Front 3

3.With regard to the notion that people are born salespeople, it is true that:
a. Academic achievements are the best indicator of sales success
b. Different situations require different sales skills, hence different qualifications.
c. personality tests are 80 percent accurate as indicators of sales success
d.Personality tests are not as useful as social background as an indicator of sales success
e.There is a “sociable” personality type who could sell just about any product

Back 3

b. Different situations require different sales skills, hence different qualifications

Front 4

4. In class, an example of pretesting advertising was given. The ad was an AT&T ad called “The Fishing Camp.” What was cooking in the frying pan?
a. eggs
b.fish
c.steak
d. hamburger
e.potatoes

Back 4

d. hamburger

Front 5

5. When Kenneth called Southern Security to buy a safe in which to store his gun collection, he talked a(n)______ who preformed all the activities needed to process the transaction.
a. order taker
b.missionary salesperson
c.order getter
d.relationship manager
e.technical specialist

Back 5

a. order taker

Front 6

6. Which of the following is true regarding comparative advertising?
a. it is a form of storyline advertising
b. it is always illegal
c. the comparisons must be made between similar or like products
d. it is always legal
e. All of the above are true

Back 6

c. The comparisions must be made between similar or like products

Front 7

7.Which of the following is true about marketing mix?
A. Production is a part of the mix
B. the decisions regarding the mix are not influenced by the external environment
C.The mix variables are difficult to identify
D.The variables in the mix are generally controlled by the firm
E. all of the above are true

Back 7

D. the variables in the mix are generally controlled by the firm

Front 8

8.I wish to ship my product to my customer, but I must determine the minimum truck load quantity. I would do this in the_____ element of the physical distribution.
a. Order processing
b. Transportation selection
C. Nature of the shipment
D. Inventory control
E.Warehousing

Back 8

c. Nature of the shipment

Front 9

9.Laws that directly influence marketing practices fall into two categories, one is precompetitive legislation and other is:
a. Probusiness legislation
b. Discrimination laws
c.Derived demand laws
d. Animal rights legislation
e. Consumer protection laws

Back 9

e. Consumer protection laws

Front 10

10.Which one of the following is not a major element of the business or marketing external environment?
a. natural environment
b. economic environment
c. goal of the firm
d.legal environment
e.all are party or external environment

Back 10

c. goal of the firm

Front 11

11. Many organizations fear they might reject a product idea they would in fact have accepted and are likely to permit the idea to proceed for further stages of evaluation. This is most likely to occur in what stage?
a. Exploration
b.Screening
C.Business analysis
D. Development
E.Commercialization

Back 11

b. Screening

Front 12

12. Which of the following is true about expectancy theory?
a. Increased performances leads straight to satisfaction
b. Effort leads straight to satisfaction
c. effort leads straight to rewards
d. satisfaction leads straight to rewards
e. rewards lead straight to satisfaction

Back 12

c. effort leads straight to rewards

Front 13

13.Marvin wants to buy a new rifle. He saw just the one he wanted advertised in the newspaper at a very long price. When he went to buy the gun, the store salesperson told Marvin the sale gun was inferior and would not sell it to him. Then the salesperson proceeded to convince Marvin to buy a rifle that cost too much more money that he had intended to spend. Marvin has been victimized by:
a. a bait-and-switch scheme
B.price discrimination
C.illegal dynamic pricing
d. psychological pricing
E.price fixing

Back 13

a. a bait-and switch scheme

Front 14

14.My new product is deemed inelastic with no economies of scale. Which of the following price policies would probably be best for the product introduction?
a. Price skimming
b.Market penetration
C.Full line pricing
D.Leader pricing
E. Bait pricing

Back 14

a. Price skimming

Front 15

15.Why do many organizations rely heavily on personal selling?
a. to keep their products from moving from the introduction stage to the growth stage of their product life cycle
b.to make more efficient use of the promotion mix
c.to quickly more a product to the last stage of its product life cycle
d. to avoid the use of the “person touch”
e.to more efficiently sell complex and/ or expensive products

Back 15

e. to more efficiently sell complex and/or expensive products

Front 16

16. Creative selling is also known as:
a. Missionary selling
b. Sales promotion
c. Order getting
d. Sales correspondence
e. Sales support work

Back 16

c. Order getting

Front 17

17.Public relations engage in a wide variety of activities. Some of these activities include all of the following EXCEPT ________.
a. press releases
b. creating and maintain a positive image the organization needed
c. speech writing
d. product advertising
e. media relations

Back 17

d. product advertising

Front 18

18. If a product has elastic demand, it could mean that:
a. the product is a specialty good
b. no competition exists
c. the product has substitute products
d. no substitute exists
e. none of the above

Back 18

c. the product has subsitute products

Front 19

19. One part of the marketing strategy is defining the market target. What best describes the market target?
a. the segment of the market that the firm wishes to serve.
b. all the retail institutions that serve the retailing and wholesaling markets
c. all the people in some geographical area
d. the marketing concept
e.the number of potential customers that could yield the greatest rate of return to the stockholders

Back 19

a. The segment of the market that the firm wishes to serve

Front 20

20.In the buyer process, once the person has identified a problem or felt a need the next step is:
a. Evaluation alternatives
b.search for information
c. a routine decision
d. evaluation risks
e. the decision itself

Back 20

b. search for information

Front 21

21. According to Twedt, what two variables do the best job in explaining why people recall a particular magazine advertisement?
a. Color and Size
b. Size and position in the magazine
c. Color and position in the magazine
d. Children and women
e. Size and position on the page

Back 21

a. Color and Size

Front 22

22. A manufacturer of medical equipment discovers that its sales personnel are unable to grasp the complexities of all its machines, which are sold to hospitals, physicians, clinics, and various others. The firm should probably organize its sales territories by
a. selling task
b.product line
c.customer type
d. geography
e.sales potential

Back 22

b. product line

Front 23

23. The two phases of advertising research on measuring effectiveness are:
a. Prediction and control
b. Immediate and delayed
c. Pre-testing and post-testing
d. Preliminary and follow- up
e. Creative and sales

Back 23

c. pre-testing and post-testing

Front 24

24. Each salesperson has the responsibility for a set group of customers. This group of customers is referred to as the salesperson’s_______
a. buying center
b.selling center
c. sales team
d. sales territory
e. sales chain

Back 24

d. sales territory

Front 25

25. Personal selling is a good starting point if your career goal is to obtain a top executive position. Why?
a. Personal selling is a staff position
b. Personal selling results cannot be measured easily thereby giving one good exposure
c. personal selling is a “visible” job and the results are measurable
d. actually personal selling does not lead to the top, accounting does.
e. None of the above are good answers.

Back 25

c. Personal selling is a "visable" job and the results are measurable

Front 26

26. Which of the following is an example of a sales promotion?
a. a coupon for $5 off a visit to an amusement park
b. a reduced price on a movie ticket because you are willing to attend a matinee
c. a news release encouraging voters to support a new bond issue for a local elementary school
d. a listing of all the television programs to be shown by Charter Cable in the Roma area the week of March 16
e. a plant to increase the sale of ice cream by adding two new flavors

Back 26

a. a coupon for $5 off a visit to an amusement park

Front 27

27. All of the following are reasons to study marketing except:
a. many of the jobs in society are marketing related
b. A significant percent of product costs are really marketing costs
c. Marketing and selling are the careers most desired by college students
d. the influence of marketing permeates the business and social environment

Back 27

c. marketing and selling are the careers most desired by college students

Front 28

28. This member of the buying center may have an important position because he or she is able to control the flow of information to the other members of the center.
a. Gatekeeper
b.Influencer
c. user
D.Decider
E. Buyer

Back 28

a. Gatekeeper

Front 29

29. Advocacy advertising:
a. is primarily used to promote sales promotion activities
b. states a firm’s position on an issue to sway public opinion
c. is intended to inform customers about a new product
d. is also called public services advertising
e. does not create feedback

Back 29

b. states a firm's position on an issue to sway public opinion

Front 30

30. _____ is the process of planning, implementing, and controlling the personal selling function.
a. Operations management
b.Marketing management
c.Promotion management
d. Sales management
e. The management of mass marketing activities

Back 30

d. Sales management

Front 31

31. Business goals are important to the firm. Which of the following does not reflect the importance?
a. Gives the employees a sense of being a part of the firm
b. Serves as a reference point for the firm
c. Aids decision making
d. Helps the firm concentrate toward a common goal
e. Actually, all of the above reflect the importance

Back 31

e. Actually, all of the above reflect the importance

Front 32

32. a good salesperson should view a prospect’s objections as:
a. Things to be avoided
b. Obstacles which impede closing the sales
c. Problems, and should shift the prospect’s attention away from them
d. Only rationalized excuses for not buying the product
e. An opportunity for further communication

Back 32

e. An opportunity for further communication

Front 33

33. The first step in price planning is to:
a. estimate demand
b. determine market share
c. evaluate the pricing environment
d. develop pricing objectives
e. set a budget

Back 33

d. develop pricing objectives

Front 34

34. One may forecast sales in three general ways. “ what people say,” “ what people do,” and _____
a. “ what people have done”
b. “ what people think”
c “ what people promise”
d “ what people guess”
e “ what people do”

Back 34

a. "what people have done"

Front 35

35. Which of the following is true?
A. All sales jobs include all steps of the creative selling process
b. Order takers locate the prospects
c. A salesperson may not perform all the steps in the creative selling process. It depends on the type of sales job
d. All sales jobs include a “follow up”
e. All of the above are true

Back 35

c. A salesperson may not perform all the steps in the creative selling process. It depends on the type of sales job.

Front 36

36. The DuPont cellophane story, given in class, illustrates:
a. distribution is a marketing key
b. the difficulty in determining your competition
c. that costs are hard to determine
d. the profit maximum concept
e. none of the above

Back 36

b. the difficulty in determining your competition

Front 37

37. Codes of ethics _____________
a. are legal requirements for all companies doing business in the United States
b. are written standards of behaviors to which everyone in the organization must adhere
c. often perform the same function as an organizational mission statement
d. are generalities that can be interpreted in various ways
e. are standardized across all U.S. based companies

Back 37

b. are written standards of behaviors to which everyoen in the organization must adhere

Front 38

38. Subculture forms a major part of which of the following consumer behavior models?
a. Economic Model
b.Learning Model
c. Hobbes Model
d. Social- Psychological model
e. Psychological model

Back 38

d. Social- Psycholgical model

Front 39

39. if the old cry “eliminate the middleman” were carried out and wholesalers were eliminated from the channels of distribution, which of these things would result?
a. Prices charged to consumers would fall
b. Prices charged to consumers would rise
c. Prices charged to consumers would remain the same.
d. Prices charged to consumer would at least double
e. Prices charged to consumer might rise, or remain steady, depending on how efficiently other marketers could perform the functions the absent wholesalers used to perform.

Back 39

e. Prices charged to consumers might rise, fall, or remain steady, depending on how efficiently other marketers could perform the functions the absent wholesalers used to perform

Front 40

40. the promotion mix does not include
a. distribution
b. advertising
c. public relations
d. personal selling
e.sales promotion

Back 40

a. distribution

Front 41

41. These groups of product adopters constitute the “mass market”
a. Innovators and early adopters
b. Early adopters and early majority
c. Early and late majorities
d. Late majority and laggards
e. Later majority and permanent adopter

Back 41

c. Early and late majorities

Front 42

42. the relationship between price and quantity demanded shown by the demand curves for most product, suggests that
a. as price increases, so does the quantity demanded
b. the quantity demanded decreases as the price increases
c. there is no relationship
d. when the quantity demanded changes, the price follows the same direction
e. there is a curvilinear relationship

Back 42

b. the quanity demanded decreases as the price increases

Front 43

43. the _____ promotes the firm and tries to stimulate demand for a product but does not actually complete a sale.
a. order taker
b. missionary salesperson
c. order getting
d. relationship manager
e. purchasing agent

Back 43

b. missionary salesperson

Front 44

44. The marketing concept is difficult to implement. Why?
a. it is difficult to determine what the customer needs and wants
b. Most companies do not know about the marketing concept
c. The reorganization of marketing is too easily accomplished
d. The customer is really too easy to satisfy
e. Actually it’s quite easy to implement

Back 44

a. It is difficult to determine what the customer needs and wants

Front 45

45. The closing phase ( not the follow- up phase) of the sales process emphasizes:
a. The importance of actually asking for the order
b. The hard sell
c. That a quality sales presentation will usually be enough to make a sale
d. The need to handle objections skillfully
e. The need to follow up

Back 45

a. the importance of actually asking for the order

Front 46

46. The Personal Selling activity may be viewed as a part of the marketing information system. What part?
a. Marketing intelligence system
b. Internal records system
c. Decision support system
d. Accounting system
e. All of the above

Back 46

e. All of the above

Front 47

47. Perhaps the most flexible of all the marketing mix elements is:
a. Personal Selling
b. Price
c. strategic planning
d. Distribution
e. Packaging

Back 47

b. price

Front 48

48. The “Waldo” story given in class, relates best to which selling process stage?
a. preapproach
b. follow up
c. handling objection
d. close
e. approach

Back 48

d. close

Front 49

49. For consumer goods, which of these channels is most commonly employed?
a. Manufacturer to industrial distributor to retailer to consumer
b. Manufacturer to wholesaler to retailer to consumer
c. Manufacturer to large retailer to consumer.
d.Manufacturer to wholesaler to consumer
e. Manufacturer to retailer to wholesaler to consumer

Back 49

b. Manufacturer to wholesaler to retailer to consumer

Front 50

50. If a salesperson is expected to perform a significant number of non-selling activities, what is the best compensation plant for that person?
a. Straight commission
b.Straight salary
c. quota- bonus
d. commission with draw
e. none of the above

Back 50

b. straight salary

Front 51

51. Which of the following circumstances is the major defense for a price discriminator?
a. Exceeded the lowest price of a competitor
b. After-the-fact cost studies
c. The price differentials reflected different costs in dealing with the buyers
d. The action represented distress sales under court order
e. The Miller- Tydings Act as used by Quality Stabilization bill

Back 51

c. the price differentials reflected different costs in dealing with the buyers

Front 52

52. One of the problems facing the sales manager which often is not faced by other managers is:
a. Salespeople must be more closely monitored than other workers
b.Sales management involves mostly day-to-day supervision of activities
c. Salespeople work very closely under direct management supervision
d. Many salespeople do not work near their managers
e. Sales managers only manage; they never actually sell products

Back 52

d. Many salespeople do not work near their managers

Front 53

53.What is the most important concept the product life cycle revels to the marketer?
a. Most successful products last less than two years
b. The seller’s marketing strategy must change as the product moves through the stages of the life cycle
c. All products must eventually cease to exist
d. The life of a product is shorter when there is no competition to spur it on.
e. All of the above are important

Back 53

b. The seller's marketing strategy must change as the product moves through the stages of the life cycle

Front 54

54. Most research on “fear” as an advertising variable shows that it positively influence consumers.
a. it does not influence the consumer
b. moderate fear is best
c. low fear appears to be bad
d. people resent advertisers using fear
e. none of the above

Back 54

b. moderate fear is best

Front 55

55. Xiomey was shopping in the mall when a researcher approached her and asked if she had ever seen ads for Serta, Beautyrest, or select comfort mattresses. This question would be most likely part of which type of postesting?
a. projective techniques
b. aided recall
c. attitudinal measures
d. concept testing
e. unaided recall

Back 55

b. aided recall

Front 56

56. Advertising can be used to influence the demand of a product. How?
a. By shifting the demand curve to the left
b. By shifting the demand curve to the right
c. By shifting the demand curve downward
d. By increasing the price and decreasing demand.
e. All of the above.

Back 56

b. By shifting the deamnd curve to the right

Front 57

57. A company that wanted its sales force to see a direct connection between their performance and how well they were paid most likely use which of the following compensation plants?
a. objection-and-task plan
b. straight salary plan
c. quota-bonus plan
d. straight commission plan
e. straight draw plan

Back 57

d. straight commission plan

Front 58

58. In trying to measure the effectiveness of advertising. Which of the following is the easiest to measure?
a. Exposure
b. Awareness
c.Attitude
d. Experimental sales
e. Non-experimental sales

Back 58

a. exposure

Front 59

59. In most sales training programs (particularly industrial firms), which of the following areas receive the most attention or emphasis?
a. company policies and practices
b. Industry and competitive background
c. Product knowledge
d. Selling techniques
e. They all receive about the same amount of attention or emphasis

Back 59

e. They all receive about the same amount of attention or emphasis

Front 60

60.When one provides good service, it is natural to want and receive credit for doing so. One excellent way to increase the probability of receiving the credit is to:
a. Smile when service
b. Laugh when serving
c. Be responsive when serving
d. tangible when serving
e. None of the above will enhance your getting the credit

Back 60

c. Be responsive when serving

Front 61

61. _____ is a nonpersonal communication paid for by an advertised sponsor using mass media to persuade or inform an audience.
a. Personal Selling
b.Direct marketing
c. Market communication
d. Direct selling
e. Advertising

Back 61

e. Advertising

Front 62

62. The first step in the creative selling process is _______
a. feedback generation
b.the pre-approach
c. the approach
d. the sales presentation rehearsal
d. prospecting and qualifying

Back 62

d. prospecting and qualifying

Front 63

63.The first step in the development of an advertising campaign is:
a. setting the advertising budget
b. developing a new product
c. designing the ad itself
d. setting message goals
e. identifying the target market

Back 63

e. identifying the target market

Front 64

64. Making markets more homogenous is the reason behind:
A. The marketing mix
B. Market segmentation
C. differentiating products
D. integrating markets
e. demarketing

Back 64

b. Market segmentation

Front 65

65.For which of the following products would a continuous advertising schedule be most appropriate?
a. swimming pool chemicals
b. snow goggles
c. heaters
d. mosquito spray
e. light bulbs

Back 65

e. light bulbs

Front 66

66.A company practicing differentiated marketing faces this risk:
a. With “all the eggs in one basket” the company could be hurt if the market declines
b.Creating a product for a single market is too narrow
c. the more elaborate the marketing effort the more costs increase
d. Dealings with a completely disaggregated market are extremely difficult to manage
e. all of these are risks associated with differentiated marketing.

Back 66

c. the more elaborate the marketing effort the more costs increase

Front 67

67.the pricing strategy of offering an item at a low price, hoping to sell customers higher priced versions of the product is known as
a. skimming
b. penetration pricing
c. price lining
d. loss leader pricing
e. bait pricing

Back 67

e. bait pricing

Front 68

68.When evaluating secondary data one should critically check:
a. Impartiality
B. Validity
C. reliability
D. homogeneity
e. all of the above

Back 68

e. all of the above

Front 69

69. To effectively price discriminate, a firm must be able to:
a. have market power
b. separate the market
c. prevent arbitrage
d. all of the above
e. none of the above

Back 69

d. all of the above

Front 70

70. Which of the following is a reason why personal selling typically plays a limited role in most companies’ promotion mix?
a. its personal nature
b. the difficultly associated with locating prospects
c. its cost
d. the advantages offered by telemarketing
e. all of the above

Back 70

c. its cost