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40 Free Test Bank for Marketing Management 1st

Edition by Iacobucci Multiple Choice Questions

What is one of the largest factors stressing out marketers these days?

1 a the pressure increase stock price

2 b the pressure to prove they are valuable

3 c the pressure to show results

4 d the pressure to produce more money than R&D

Fundamentally, the best marketers put themselves in the place of their _

1 a company

2 b customers

3 c competitors

4 d friends

One reason marketers want to quantify how effective their programs are is to show that they increase profits The other reason

marketers want to quantify their effectiveness is to _

1 a try to raise their rank among the function

2 b have a seat at the table with the CEO, CFO, etc

3 c be able to direct sales

4 d make more effective promotions

What can be marketed?

1 a vacation destinations

2 b professional athletes

3 c just about anything

4 d clothes

Due to marketing’s success in business, what do management guru

s think about marketing’s role in a company?

1 a they think its role is to direct sales

2 b it takes no special skill to be a good marketer anymore

3 c that it’s not just a function anymore

4 d it’s the most important aspect

Which of the following is defined to be an exchange between a firm and its customers?

1 a advertising

2 b consumer behavior

3 c marketing

4 d finance

Marketing can make customers happier, which makes companies

1 a more profitable

2 b less vulnerable

3 c more operational

4 d more ductile

The question, “Will customers want what your company is prepared

to produce?,” best describes with of these 4Ps?

1 a product

2 b price

3 c place

4 d promotion

Marketing is thought to be evidence of an evolved

1 a society

2 b business

3 c customer

4 d market

Marketers help/work with all of the following EXCEPT:

1 a athletes

2 b hotels

3 c department stores

4 d pets

Advertising's goal is to enhance _

1 a brand image

2 b profit

3 c marketing

4 d purchases

Great marketing is based on laws of human and

organization behavior

1 a philosophical

2 b feelings about

3 c intuitive

4 d economic and psychological

Which of the following is NOT part of the 5Cs?

1 a context

2 b customer

3 c corporation

4 d competitors

The textbook uses the over and over so that you will pick it up

by osmosis

1 a marketing background

2 b customer model

3 c 5Cs, STP, and 4Ps

4 d Maslow model

In each chapter you will see _ over and over again

1 a consequentialism ethics

2 b marketing terminology

3 c the 5Cs, STP, and 4Ps

4 d marketing concepts

The marketing framework can be used when you’re

1 a buying a car

2 b working on a case for class

3 c trying to decide where to eat lunch

4 d doing your taxes

The book gives a clear knowledge of marketing at both the strategic and conceptual level as well as the

1 a virtual level

2 b tactical, hands-on level

3 c lower level

4 d psychological level

The outcome orientation perspective of ethics is called

1 a psychological

2 b philosophical

3 c deontological

4 d consequentialism

What is today’s marketplace focused more on?

1 a business

2 b customers

3 c product

4 d price

Great marketing is NOT

1 a soft

2 b economic

3 c logical

4 d psychological

What is marketing NOT all about?

1 a finding out what customers like

2 b providing what customers like

3 c making a profit

4 d organizing the structure of a business

The 4Ps include all of the following EXCEPT:

1 a positioning

2 b price

3 c product

4 d place

Which of the following is NOT a part of STP?

1 a segmentation

2 b positioning

3 c targeting

4 d All are part of STP

What order is correct for the marketing framework?

1 a 5Cs, 4Ps, STP

2 b 4Ps, 5Cs, STP

3 c 5Cs, STP, 4Ps

4 d STP, 5Cs, 4Ps

Marketers try to figure out what want and then they try

to figure out how to provide it and make money doing so

1 a business owners

2 b customers

3 c advertisers

4 d companies

The process orientation perspective of ethics is called

1 a psychological

2 b philosophical

3 c deontological

4 d consequentialism

The textbook will assume that _ will be used for data intake in

a company

1 a experts

2 b the Internet

3 c polls

4 d focus groups

What did the early marketplace primarily focus on?

1 a product

2 b promotion

3 c price

4 d place

Why do accounting and finance need to acknowledge the

importance of marketing?

1 a because marketing generates sales

2 b because the CEOs do

3 c because marketing generates buzz

4 d because a monopoly is the only way to make a profit

_ and _ are the central players in the marketing

exchange

1 a Context, customer

2 b Collaborator, competitor

3 c Context, company

4 d Customer, company

A company’s marketing executives should assess the _ in term

s of a general analysis of a business problem or opportunity the company is facing

1 a business situation

2 b 5Cs

3 c STP

4 d ARA

What do the letters CMO represent?

1 a Chief Management Officer

2 b Central Marketing Organization

3 c Central Management Officer

4 d Chief Marketing Officer

Each chapter in the textbook answers what question?

1 a Which of the 5Cs is covered in this chapter?

2 b What is the topic in this chapter?

3 c What makes a great marketer?

4 d What do you need to do to market your own business?

A company has its best chance at keeping its customers happy if it’

s in close with them

1 a context

2 b communication

3 c cooperation

4 d support

The questions and issues that the reader can expect to understand better in each chapter is revisited at the end of the chapter in a list format called _

1 a Managerial Recap

2 b Managerial Checklist

3 c Question Recap

4 d Marketing Recap

If you ask the average person, “What is marketing?,” one of the thin

gs you might hear is:

1 a Marketing is sales and advertising

2 b Marketing is fun

3 c Marketing is the backbone of all business

4 d Marking is not profitable

What is the result companies see from happier customers due to marketing?

1 a Companies are less profitable

2 b Companies market less

3 c Companies are more profitable

4 d Companies see no results

If companies are good and if they’re lucky, the exchange continues i terating between the customer and the company, _ the tie between them

1 a strengthening

2 b weakening

3 c distracting

4 d exhausting

What is the best way to stay 5 steps ahead of the competition?

1 a focus on profits

2 b remain customer centric

3 c focus on what the CEO wants

4 d study the competition

Which of the following is NOT a question that each chapter in the textbook answers?

1 a Why does it matter?

2 b What is the topic in this chapter?

3 c How do I do this?

4 d What do you need to do to market your own business?

47 Free Test Bank for SELL 4th Edition by Ingram

Multiple Choice Questions

Which of the following is most accurate with respect to buyers’

expectations of salespeople?

1 a.Buyers expect salespeople to be self-serving

2 b.Buyers expect salespeople to be driven solely by profit.

3 c.Ultimately, buyers have little to no expectations of salespeople

4 d.Buyers expect sales people to contribute to the success of the buyer’s firm

5 e.All of the above are accurate

Need-satisfaction personal selling is based on the idea that:

1 a.Customers need to be told what they want

2 b.The customer needs to know what products the firm offers

3 c.Salespeople should be friendly because customers need to feel that they are appreciated

4 d.Customers purchase to satisfy a particular need or set of needs

5 e.Customers have only one need at a time and it must be met before the salesperson can interest them in any other product

According to the text, salespeople contribute to their firms in each of the following ways except?

1 a.Maximizing customer count

2 b.Helping with market research

3 c.Generating revenue

4 d.Becoming leaders in the future

5 e.Each of the above is correct

Salespeople have the following relationship with revenue in most business firms:

1 a.Indirect

2 b.Direct

3 c.No relationship

4 d.Parallel

5 e.Inverse

Susan’s customers are always concerned about what they’re

receiving in exchange for what they’re paying In other words, they are concerned about _

1 a.Marketing

2 b.Personal selling

3 c.Customer value

4 d.Marketing Communications

5 e.Advertising

Salespeople have contributed to the economic growth of the United States in two basic ways:

1 a.By stimulating economic transactions and encouraging research and

development

2 b.By bringing producers news about the state of the market and introducing new products to people in rural areas

3 c.By stabilizing economic transactions and assisting in recovery cycles

4 d.By sustaining periods of relative prosperity and developing product

awareness among consumers

5 e.By stimulating economic transactions and increasing the diffusion of

innovation

According to the text, in considering the responsibility for revenue production, salespeople usually feel the brunt of the pressure along with:

1 a.The firm's stockholders

2 b.The firm's production staff

3 c.The firm's management staff

4 d.The firm's financial staff

5 e.The customer service supervisor

The most important part of marketing communications for most business firms is:

1 a.Personal selling

2 b.Advertising

3 c.Public relations

4 d.Sales promotions

5 e.Publicity

Continued affirmation selling is:

1 a.The primary sales method utilized by professional salespeople

2 b.The same thing as Adaptive Selling

3 c.A sales presentation that is unplanned and developed in response to the needs of the customer

4 d.A sales presentation unrelated to stimulus response selling

5 e.An example of stimulus response selling

The problem-solving view of personal selling is an extension of:

1 a.Needs-satisfaction selling

2 b.Stimulus-response selling

3 c.Contingency selling

4 d.Mental-states selling

5 e.Problem-solution selling

Which of the following is not a typical skill required for trust-based relationship selling?

1 a.Financial planning

2 b.Information gathering

3 c.Listening and questioning

4 d.Strategic problem solving

5 e.Team building and teamwork

The mental-states, or formula approach, to personal selling

assumes that buyers must be led through four mental states, which occur in this order:

1 a.Interest, attention, desire, action

2 b.Attention, desire, interest, action

3 c.Curiosity, interest, conviction, purchase

4 d.Attention, interest, desire, action

5 e.Listening, considering, aspiring, deciding

As the evolution of personal selling continues, which of the following

is not a predicted sales force response to an expected change?

1 a.More emphasis will be placed on developing and maintaining trust-based long-term customer relationships

2 b.Greater emphasis will be placed on team selling

3 c.There will be an increase in the use of technology (e.g., laptop computers, electronic mail, and fax machines)

4 d.More sales dollars will be spent on advertising.

5 e.There will be an increase in the globalization of sales efforts

Sales _ is a customer-oriented approach that uses truthful, non-manipulative tactics to satisfy the long-term needs of both the customer and the selling firm

1 a.Dialogue

2 b.Pitching

3 c.Communication

4 d.Professionalism

5 e.Engagement

David is always willing to support his customers even when an immediate sale is not expected David is perceived by his

customers as a _ one of the roles David plays as a consultative salesperson

1 a.Strategic orchestrator

2 b.Business consultant

3 c.Long-term ally

4 d.Business partner

5 e.Strategic innovator

While accountants and financial staff are concerned with profitability

in terms, salespeople are primarily concerned with profitability

in terms

1 a.Top-line, bottom-line

2 b.Accounting, sales

3 c.Profit/loss, revenue

4 d.Cost-of-production, cost-of-sales

5 e.Bottom-line, top-line

Customers perceptions of what they get for what they have to give

up is referred to as Customer

1 a.Benefits

2 b.Cost

3 c.Behavior

4 d.Engagement

5 e.None of the above are correct

Which of the roles salespeople play in consultative selling is most dependent upon the salesperson’s business, industry, and

customer knowledge?

1 a.Strategic orchestrator

2 b.Business consultant

3 c.Long-term ally

4 d.Business partner

5 e.Strategic innovator

_is the role the salesperson plays in

consultative selling were he or she arranges the use of the sales organization’s resources in an effort to satisfy the customer

1 a.Strategic orchestrator

2 b.Business consultant

3 c.Long-term ally

4 d.Business partner

5 e.Strategic innovator

The sales process is usually described as a series of steps

1 a.Ten

2 b.Cumulative

3 c.Interrelated

4 d.Separate but equal

5 e.Different

Kevin is a salesperson who relies heavily on trust building This style of selling is known as?

1 a.Personal selling

2 b.Mental states selling

3 c.Trust-Based relationship selling

4 d.Canned selling

5 e.None of the above.

The part of marketing that relies heavily on interpersonal

communication and interaction between buyers and sellers is called _

1 a.Advertising

2 b.Sales promotion

3 c.Direct marketing

4 d.Consumer behavior

5 e.Personal selling

A personal selling approach that involves helping customers reach their strategic goals by using the products, services and expertise of the sales organization is called:

1 a.Needs-satisfaction selling

2 b.Consultative selling

3 c.Alternative-solutions approach

4 d.Stimulus-response selling

5 e.Adaptable response method

As a salesperson, you are expected to:

1 a.Get to know the buyers on a personal level

2 b.Contribute to the success of the buyer's firm

3 c.Serve your employer's interests only

4 d.Only be concerned with meeting your sales quota

5 e.Not get involved with your customers' problems

Which of the five views of personal selling is considered to be the simplest?

1 a.Stimulus-response

2 b.Need-satisfaction

3 c.Contingency-selling

4 d.Mental-states

5 e.Problem-solution

Which of the following statements pertaining to the

stimulus-response form of personal selling is true?

1 a.The buyer takes a dominant role in the sales dialogue

2 b.The stimulus-response sales strategy cannot be used with a canned sales presentation

3 c.The stimulus-response sales strategy must be conducted in person because

of the necessity for visual aids

4 d.An example of the stimulus-response sales strategy would be the continued affirmation method

5 e.The stimulus-response sales strategy has the advantage of flexibility

Which of the following is not part of the Trust-Based Sales Process model outlined in the text?

1 a.Selling Foundations

2 b.Selling situation

3 c.Initiating customer relationships

4 d.Developing customer relationships

5 e.Enhancing customer relationships

Which of the following is most accurate with respect to post sale follow-up?

1 a.Transaction-focused selling includes substantial follow-up

2 b.Transaction-focus selling includes little to no follow-up

3 c.Trust-based relationship selling involves substantial follow-up

4 d.Trust-based relationship selling it involves little to no follow-up

5 e.Both B and C are correct

The most important part of the salesperson's job is:

1 a.Tracking accounts receivable

2 b.The sales process

3 c.Training new salespersons

4 d.Maintaining their credibility and integrity

5 e.Attending training sessions