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10. The following sociological characteristic of the business-to-business marketplace makes word-of- mouth influence critical: a) They think in similar ways, which enables them to communicate more readily with each other b) Industry trade associations encourage the exchange of ideas and learning within an industry c) Executives who move on to a position with a competitor, supplier or major customer often maintain personal friendships with their previous coworkers d) Engineering consultants act as word-of-mouth megaphones; they often pass on what they have learned to others e) All of the options are correct

11. Which of the following has Virgin used to extend its brand name? a) The extension category is used in the same usage situation b) The extension category is distributed through the same channels c) The extension category is not dominated by existing, powerful brands d) All of these options e) None of the above

15. Which of the following is the odd brand out? a) NoDoz b) Handy Wipes c) Slim Fast d) Mop and Glow e) Tide

2. The driver of customer unprofitability is that they ______________. a) Need extensive, expensive service support b) Always buy on sale c) Only buy loss leaders d) Infrequent purchases of very little e) All of the above are drivers of customer unprofitability

4) In which of the following countries is advertising much more effective: Answers : a) Canada b) Japan c) Russia d) China e) Both C and D

1. A brand is __________________________________. a) Created by memorable, meaningful and likable advertising b) A set of associations linked to a name c) A reputation d) A and B e) A and C f) B and C g) A, B and C

2. Non-profit cause related efforts set up by companies are mostly done so to: a) Cynically buy public relations b) Build company morale c) Express company ethics d) All of the options are correct e) A and B f) B and C

1) What kinds of products are best suited for mass distribution: Answers : a) Products that are frequently purchased. b) Products that are expensive. c) Products that are major durables. d) Products that are a high risk purchases. e) Both A and C.

1. The first responsibility of marketers is to: a) Keep learning to do their job ever more efficiently and effectively b) Not market unneeded products c) Not waste money on advertising d) Not use high cost distribution channels

16. When a logo's reputation is earned over decades _______________. a) The logo should stay the same for decades b) The logo needs to be refreshed to create more interest and attention c) The logo needs to be changed to create new brand associations

2. The best time to influence shopping and consumption values, beliefs and habits is when consumers are between __________ . a) 0-15 b) 16-30 c) 31-45 d) 46-60

3) Which advertising model assumes thoughtful decision-making: Answers : a) LFB b) BFL c) FBL d) Both A and B e) All of the above

4. Online research samples are a) Not b) Sometimes c) Frequently d) Always

4. Which of the following statements about a label is NOT true? a) A good product label will be easy to remove b) A good product label will have an 800 number c) A good product label will signal quality d) A good product label is designed to be read by the target segment e) None of the above

7. JIT stands for __________________ . a) Just in time b) Just in transit c) Jointly integrated transportation d) Justifiably innovative transportation

8) For how long has trading dominated raiding as a way of obtaining wealth and power: Answers : a) It is relatively new. b) For a thousand years. c) For three thousand years. d) For five thousand years.

8. What can be done to discourage price promotions? a) Operate close to production capacity b) Salesforce incentives should be based on sales volume c) No need to discourage price promotions d) None of the above

8. What is the consequence of increased general global demand that is only somewhat answered by increased supply? A) General price increases B) General price decreases C) Prices stay the same

9. Powerful product managers and powerful sales managers: a) Naturally emerge in a successful company b) Cannot exist together c) Should be encouraged to compete for resources d) Is a recipe for disaster

9. TV advertising is perceived to be a waste of money and obtrusive because: a) Most advertised products are of no interest to viewers b) The sound volume is louder for TV advertisements c) Many ads are offensive d) They get in the way of the programming

1. Price shading: a) Is illegal in North America b) Allows sellers to lower prices for buyers who are knowledgeable about competitive suppliers c) Results when sellers maintain their prices at the same level when competitors raise prices d) Results when sellers maintain their prices at the same level when competitors lower prices e) Is useless when trying to deal with seasonal fluctuations of supply and demand

2) Canadian consumer confidence increased from ___ in February 2009 to ____in June 2010. a) 25, 80 b) 55, 90 c) 25, 90 d) 55, 110

2) ________________ is important in undertaking distribution channel research. Answers : a) Understanding the industry b) Process thinking skill c) An open mind d) Good contacts

2. Ethical vigilance means: a) Keeping an eye on colleagues b) Asking hard questions c) Forming a group of ethical vigilantes d) Being aware of what is going on around you

2. The great era of branding started? a) In the early 1800s b) In the late 1800s c) In the early 1900s d) In the 1950s

2. Which of the following is one of the three major benefits from requiring the senior executive team to spend time out on the road with salespeople calling on small accounts? a) It gives executive a second-hand sense of the market b) It helps senior executives understand the effects of their decision-making on the salesperson c) It fosters a belief in the salesforce that senior management is watching them d) All of the above

3) Corporate advertising has been: Answers : a) Proven to work. b) Controversial and unproven to work. c) Well accepted by consumers. d) None of the above.

3) Reseller, image, services, and marketing are NOT as important in: Answers : a) Franchising. b) Mass distribution. c) Selective distribution. d) All of the above.

3) Safety stock is held: Answers : a) Against running out of demand because of order-delivery process unreliability. b) Against running out of supply because of order-delivery process unreliability. c) Against the cost of materials increase. d) None of the above.

3) Some large companies _________which contain running reports on changing buyer demand, global supply-chain developments and latest information on competition. Answers : a) undertake market analyses b) use market insight blogs c) purchase market research d) require reports from their sales force

3) Sponsorship advertising: Answers : a) Has decreased its share of advertising expenditure over the last 20 years, according to IEG Inc. of Chicago. b) Your target segments attend the event and that some of the event halo attaches to your product or service. c) Are the relatively expensive reach and frequency. d) The attention level of the audience is low for ads placed in or around the actual event. e) None of the above.

3) Which of the following retailing has been greatly impacted by Internet marketing as mentioned in the distribution module: Answers : a) Home Furniture market. b) Auto market. c) Clothing market. d) Computer market.

3. The folders are made of recycled paper a) Yes b) No

4. Research suggests that compared to price promotions, consumers may have a more positive feeling about: a) An equivalent price reduction made in the base price b) Coupons and rebates c) None of the options are true

5. An outstanding warranty has an impact on consumer perceptions of quality, particularly for ___________. a) An existing brand b) A new brand c) A brand extension d) Both existing and new brands

5. If you increase the size of a sample four times you a) Halve b) Double c) Triple d) Quadruple

6) The British Trading Empire replaced: Answers : a) The German Trading Empire. b) The Spanish Trading Empire. c) The French Trading Empire. d) None of the answers listed.

6. A convenience sample is a sample that is gathered from? a) Convenience shoppers b) A convenient pool of customers or potential customers c) Standing outside restrooms d) Interviewing convention participants

7. Which statement is true about training salespeople? a) Only a few companies are trying to find ways of increasing the return on personal sales call b) Training is an investment in human capital that can produce a highly profitable return from each call c) Most companies don't perceive high turnover of their salesforce as a waste d) On-the-job specific training may be a less important determinant of sales performance than personal characteristics

8. According to Rogers, % of buyers are innovators or early adopters. a) 10% b) 16% c) 20% d) 30%

8. To criticize social causes without offering workable solutions is: a) Itself unethical b) Not very helpful c) Very common d) Criticism that does not deserve to be heard

9. The primary complaint of Chinese consumers about the marketing of products in their country is: a) Price gouging b) Fake products c) Low quality products d) Poor service

1) The disadvantage of publicity is: Answers : a) The lack of control of whether you get the coverage or not. b) It is often an all-or-nothing proposition. c) Both A and B. d) None of the above.

1) Which of the following are not part of the competitive added-value chain: Answers : a) Supply processes. b) Manufacturing/operations processes. c) Resource allocation processes. d) Marketing and sales processes. e) Service processes.

1. The key determinant of marketing success is measurement of customer satisfaction. a) Always b) Sometimes c) Not d) Never

1. What may occur if firms do not handle the redefining of the salesperson's role in the new age of team selling? a) They may lose key salespeople b) They may lose accounts c) Both A and B d) None of the above

10. Mentoring is about . a) Discouraging disconnected salespeople from helping each other b) Solving a classic social group problem in salesforce management c) A mentoring system that encourages members of both groups to see the others as interesting and capable individuals d) In sales, real learning comes from formal training

2) What type of advertising persuasion is the basis for the following advertising message theme "Have you got this problem? I have the solution": Answers : a) BFL messages b) FBL messages c) LFB messages

2. Increased customer satisfaction is a) An occasional b) A minor c) A major d) A reliable

3. In selling to a business, a standard buying or bidding process may even be buying firm. a) Developed b) Commissioned c) Provided d) Banned

3. P&G's recent success in product development is because it has set a goal of having ____ of its new products come from outside the company. a) 30 percent b) 40 percent c) 50 percent d) 80 percent

4. The waste of money, blood, sweat and tears on failed new products is an argument for: a) Less marketing of new products b) More marketing of new products c) Better marketing of new products d) Government regulation of new products

5) If the reliability of a delivery system (longest time - average time) is reduced by 10 days and a buyer uses 200 boxes a day, and the annual inventory carrying cost of each box is $150, how much does the buyer save annually: Answers : a) $150,000 b) $200,000 c) $300,000 d) $400,000

5. Our attitudes, opinions, interests, hobbies and passions are called our ___________ . a) Personality b) Sense of self c) Psychographics d) Demographics e) Valuegraphics

5. The basic benefits sought ________ as the automobile replaced the horse and cart. a) Changed b) Evolved c) Did not change d) Transformed

5. Which of the following is not a Nokia benefit segment? a) Expression consumers, young consumers who want to customize their phones b) Premium consumers who want all the latest features and services c) Wants a rugged, tough phone that is ever more stylish d) Classic consumer who wants a traditional phone with some features

5. Which of the following is the second step in the process used to determine salesforce size? a) Set the average time that salespeople are to spend with AA to D accounts b) Divide the total time required to service accounts by the selling time available to the average salesperson c) Total the amount of time required in a year to service all accounts by multiplying the number of each account category by the minutes per year to service that category and summing the totals of AA, A, B, C and D accounts

6) Which of the following is not a best practice in calling experts: Answers : a) Credible compliments about their past published work. b) Be a good listener and do not interrupt too much. c) Do not use a list of questions, its too obvious you are undertaking a survey. d) Ask for leads to other experts.

6) Which of the following is the biggest retail line of business in the U.S. according to U. S. Commerce Department Statistics: Answers : a) Food and beverage retailing. b) General merchandise retailing. c) Automotive dealers retailing. d) Eating and drinking retailing. e) Gas stations retailing.

6. of 18-21 year old U.S. online users publish a web page, write blogs or upload videos. a) 16% b) 25% c) 37% d) 52%

8) Risk-taking and financing activities of channel intermediaries: Answers : a) Is an important basic channel function these days. b) Have been greatly increased over the last one hundred years. c) Have been greatly reduced over the last one hundred years. d) Both A and B.

8. How many focus groups should you run? a) 1-4 b) 5-8 c) Until you learn nothing more d) Until you have a representative sample

9. Competitor X's quality/utility score is: a) 15 b) 50 c) 56 d) 60 e) 64

9. Focus groups can be used to make go-no go decisions when . a) You have a very good moderator b) You ask the right questions c) The reaction is extreme d) The reaction is lukewarm and divided

Ethical behavior in trading requires that: a) The seller behaves ethically b) The buyer behaves ethically c) Both the buyer and seller behave ethically

10. The old Writesharp's (current) quality/utility score is: a) 16 b) 50 c) 56 d) 58 e) 60

12. Which of the following is not an example of evolutionary rigidity: a) Doctors who refuse to improve their practices by using new technology b) Teachers who refuse to improve their teaching by using new technology c) Distributors who refuse to improve their efficiency by using new technology d) All of the options are examples of evolutionary rigidity

13. Singer sewing machine wrecked its brand equity by __________________. a) Ceasing to provide customer support and education b) Selling off all of its company owned stores c) Stopped investing in developing and innovating high quality sewing machines d) All of these options e) None of the above

2) On the Political Scale my average score was: Answers : a) 1 b) 2 c) 3 d) 4 e) 5

5) Channel research identifies where a distributor or trading partner is comparatively weak and/or strong: Answers : a) In the breath of product it carries. b) In the skills of its management. c) In the resources that it possesses. d) Along its added-value chain.

5) Managers who spend the quiet time allocated to thinking about the SWOT analysis putting out fires: Answers : a) Have the right first things first priority. b) Recognize that you can be thinking strategically while putting out fires. c) Are trying to keep their jobs. d) Reveal themselves as forever lieutenants.

5. A.G. Lafley, the P&G CEO, used simple slogans. a) He felt that such simplification enables everybody to understand what the goal is and how to get there b) His plan is simple: focus on the billion-dollar brands c) He wanted to try to grow new brands rather than sell more Tide d) Both A and B e) A, B, and C

5. Design is ____________ in the evolution of an organization. a) Important b) Dynamic c) Incremental d) Cumulative

5. In markets where a company's sales are highly volatile because of frequent and dramatic changes in the trading environment or in the company's marketing strategy: a) A straight commission approach may not work b) An uncertain link exists between effort and results c) The uncertainty about these external determinants of success makes it less fair and reasonable to tie salesforce rewards directly to salesforce success d) All of the above statements are true

5. Most social influence today is through: a) YouTube b) Facebook c) LinkedIn d) Person to person

5. Purchase process activity rules include the following: a) Search for more bidders when the number of suppliers is less than five b) Keep using current suppliers when their performance is satisfactory and the number of suppliers on the list is greater than one c) Toughen acceptable performance standards when the number of suppliers on the list is greater than two d) Drop the existing vendor with the worst performance when new vendors are included on the bid list

5. The concerns of "Channel Fit" can also be applied to manufacturer's reps . a) Whether they are a family business or not b) In the amount of business they currently do in the target industry c) If the rep is selling leading brands of complementary products to the target industry, it implies the rep has legitimate, desirable clients d) Both B and C e) The concerns of "Channel Fit" should only apply to marketing channels

5. The long-term solution to the high price of gasoline is _____________. a) To find new sources of supply b) Decrease the fuel consumption of cars c) Reduce the price through government subsidy d) Increase the price further through government taxation

5. The search engine is an example of ______________. a) American enterprise b) Western enterprise c) Google enterprise d) Creative destruction

5. There are different types of brand loyalty that have different strengths. Which of the following is the correct order of strength presented in the section? Strongest first, weakest last. a) Identity, differentiation, emotional, service contract, convenience b) Differentiation, emotional, identity, service contract, convenience c) Emotional, differentiation, identity, convenience, service contract d) Emotional, identity, differentiation, service contract, convenience

5. When making a customer visit . a) Do not consult the sales, as they will get in the way b) Talk in jargon to impress customers c) Do not prepare a list of questions, keep it spontaneous d) Talk amongst yourselves about what you saw

5. Which of the following is a best practice in annual sales conferences as discussed in the sales module? a) Paying $10,000 to $100,000 to have celebrity speakers at sales conferences that salespeople can take photos and shake hands with celebrity speakers b) Signal appreciation to both the salespeople and their families c) Have the marketing people party with sales people d) Both A and B e) All of the above

5. Which of the three measures of satisfaction is the gold standard? a) I am completely satisfied b) I will purchase again c) All three are the gold standard d) I will recommend to friends

6) A positive outcome of the global trading dynamic is: Answers : a) Prices drop. b) Inflation drops. c) Interest rates drop. d) All of the listed options.

6) Competitor innovations are part of which of the four SWOT elements: Answers : a) Strengths. b) Weaknesses. c) Opportunities. d) Threats.

6) How should small companies advertise: Answers : a) They should advertise in the same media channels where the large companies advertise. b) They maintain a low level of advertising, often in a single medium. c) They use pulsed bursts of increased advertising timed around peak demand periods or special promotions. d) Both B and C. e) A, B, and C.

6) Regarding where to place your ads, which of the following statements is correct: Answers : a) By their very evident evolutionary success, the new mass communication technologies and advertising processes have increased the efficiency of markets. b) Spending on television broadcast, cable, and satellite advertising in the United States continues to grow from around $55 billion in 2002 to a projected $90 billion in 2009 and dominates all media advertising spending. c) Spending on TV advertising can be argued to be a good allocation of shareholder's funds. d) Both A and B. e) A, B, and C.

6) Which of the following are not part of the competitive added-value chain: Answers : a) Supply processes. b) Manufacturing/operations processes. c) Distribution processes. d) System control processes. e) Service processes.

6. A lot of data-mining of company sales records involves _____________ . . a) Cross-sectional research b) Cross-functional research c) Cause and effect research d) Longitudinal research

6. Acceptable competitive intelligence activities include all of the following except: a) Scrutinizing a company's Web site and public financial records b) Talking with employees and customers of the company c) Buying reports and research on the company d) Posing as a student to collect information on the company e) All of the options are acceptable

6. Explaining the explainer, cause-and-effect analysis is called _________. a) Causality analysis b) Ethnography c) Snaking d) Laddering

6. In addition to economic efficiency and tax arguments, most of the rest of transfer pricing is about: a) Organization politics b) Power plays c) Pushing the legal and ethical limits of tax-based transfer pricing d) All of the above

6. One of the major weaknesses of using qualitative research to select new product development options is . a) The time required b) The cost c) It is qualitative data d) The small sample size

6. What is true in the salesperson selection process? a) If candidates cannot demonstrate confidence when selling themselves, then they are unlikely to be able to sell other products and services b) Confrontational interviews that incorporate role-playing are often used to see how adaptable and enterprising potential salespeople are under fire c) Most companies test the process thinking and political skills of potential recruits using problem solving exercises d) Both A and B e) All of the above

6. When administered according to a careful feeding schedule, a premium nutritional additive called Supercowchow increases milk production earnings in a dairy herd to $1,050,000 from the $1,000,000 using the standard Cowchow that costs $50 a sack for the farmer to buy. The farmer uses 1,000 sacks of Cowchow a year. Supercowchow costs $10 per sack extra to manufacture and the farmer would use 1,000 sacks of it. Thus the added-value of Supercowchow over regular Cowchow is $50,000/1,000 sacks, which is $50 per sack. Which of the following would be the farmers' highest acceptable price for the new Supercowchow per sack? a. $60 b. $70 c. $80 d. $90 e. $100

6. Which of the following contributes to the growth of the company culture? a) Ceremonies b) Rites of passage c) Knighting of the superstars that occur at sales conferences d) All of the above

6. Which of the following scenarios described in the price module best represents the advantage of differentiation over price promotion? a) Procter & Gamble's patented innovation "Pert Plus" b) Grind-your-own gourmet coffee beans by entrepreneurial firms c) Maxwell House coffee d) Both A and B

6. Who is accountable for dishonest advertising? a) The company whose product is advertised b) The advertising agency that creates it c) A and B if they know it is dishonest d) A and B

6. Who should decide whether another new type of dog food is needed or not? a) Religious leaders b) Goodness experts c) Vets who specialize in dogs d) The market

7) According to the article "More Weeks, Less Weight: The Shelf-Space Model of Advertising", what kind of products need to have constant advertising to maintain their share-of-voice, share-of-mind, and market shares: Answers : a) High-involvement products that sell as much on their brand name as on their features and have short repurchase cycles. b) High-involvement products that sell as much on their brand name as on their features and have long repurchase cycles. c) Low-involvement products that sell as much on their brand name as on their features and have long repurchase cycles. d) Low-involvement products that sell as much on their brand name as on their features and have short repurchase cycles.

7) Most of the focus in mass distribution is on: Answers : a) Reducing the cost of distribution. b) Keeping the shelves stocked. c) Keeping the quality of service high. d) Both A and B. e) A, B and C.

7) What is yet to fully react to the extraordinary changes in distribution over the last four generations: Answers : a) Our economy. b) Our species. c) Our culture. d) All of the answers listed.

7) Which of the following is not an environment in a market analysis: Answers : a) Economic Environment. b) Technological Environment. c) Legal Environment. d) Psychological Environment.

7. A common sense measurement process is to _______ as to how you could better satisfy your customers. a) Never b) Sometimes c) Annually d) Always

7. Non-response error is most effectively avoided by? a) Eliminating non-respondents from the sample b) Persistently asking reluctant respondents to participate c) Interviewer politeness d) Paying the respondents generously for their response time and effort

7. What are the possible underlying implications when companies rely on price promotions to sell their mature product? a) Companies don't have innovative strategies b) The product- development process is broken c) The product-development process needs to be fixed d) All of the above

7. What kind of pricing strategies have Toyota and Honda done over the last 50 years in the United States? a) Penetration pricing strategy b) Keep raising quality with each improved model c) Keep reducing prices with each improved model d) Both A and B

7. Which of the following scenarios best describe a high negative price elasticity? a) When price increases, demand decreases a lot b) When price increases, demand decreases little c) When price decreases, demand increases a lot d) Both A and C

7. Which of the following statements is true about reps and customer service problems? a) A customer often wants to deal directly with the supplier b) Problems occur when the reps follow up on leads c) Manufacturers' reps are good at responding to their regular customers d) Both A and C e) Most of the time, there are no problems with reps and customer service

8. A feature of JIT is ____________________ . a) Delivery is frequent and short b) Delivery is frequent and low cost c) Delivery is frequent and friendly d) Delivery is frequent and absolutely reliable

8. A movie theatre that prices afternoon showings lower than more popular evening showings: a) Is in danger of a class action lawsuit for price discrimination b) Must prove that afternoon showings cost less on average than evening showings c) Cannot sustain such a strategy over the long term d) Does so because of lower demand and because it cannot store its excess seating capacity e) Is foolishly losing revenue that could have been generated by pricing evening showings at the lower price

8. Consumers are often reluctant to participate in survey research because? a) They are so busy b) b) The incentives are too little c) c) They suspect the study is bogus and really a sales pitch d) d) All of the above

8. How many hands, how many trades must a blood diamond (a diamond initially obtained through slavery and murder) pass though to wash it clean of blood? a) One b) Five c) Twenty d) There is no such number e) This is an unfair question

8. Recycling firms exist because of: a) Government recycling regulations b) Consumer environmental concerns c) Firms save in costs by buying recycled raw materials d) All of these options are true

8. The direct determinant of customer profitability is: a) Customer purchases of high margin products and services b) The sheer quantity of purchases made per year (size of the customer) c) Low selling costs to the customer, low delivery costs and after sales service costs d) All of the above are determinants

8. The filtering, stage-gate approach in turbulent times is considered by two leading marketing scholars to be: a) Best practice b) A way of ensuring that 70% of your product development projects are successful c) A way of ensuring that 50% of your product development projects are successful d) Cumbersome and inappropriate

8. What is the reason for the change in brand loyalty between generations? a) Exposure to more advertising b) Greater innocence c) Much busier d) Reduced product improvement

8. Which of the following increases consumer price sensitivity? a) When the purchase accounts for an insignificant percentage of income b) When prices are dropping c) When product innovation increases d) When prices can be searched on the Internet

9) Change management in marketing is most important in a firm's: Answers : a) Product development management processes. b) Customer relationship management processes. c) Supply-chain management processes. d) All of the answers listed.

9. Which of the following statement is true for logrolling, as described in the sales module? a) Both the buyer and seller need to discuss the trading terms that are most important to each b) Each gives on different dimensions to make the deal c) Decrease the total value of the exchange and the relationship d) Both A and B e) None of the above

An ethics ombudsman in a large company: a) Is there to listen sympathetically to your concern b) Can help you with your ethical quandary c) Protects you from negative consequences d) All of the options are correct

8. Which of the following do you think is the fairest price for the Supercowchow? k. $60 l. $70 m. $80 n. $90 o. $100

1. Each year, marketers spend far more on ____________. a) Advertising b) Packaging c) Distribution channel promotions d) Similar budget are allocated to all of the above

1. A negative aspect of price promotions in a mature market is: a) That they can reduce the degree of brand loyalty in the market b) That they cause buyers to switch to non-promoted brands c) The lack of competition that results d) That brand switching decreases e) None of the above

1. Civilizations have ethical and moral codes: a) To constrain individual and group behavior and maintain the social fabric b) To constrain individual and group behavior c) To maintain the social fabric d) Because they have religions

1. The basic principle behind best practice in increasing salesforce size is . a) Marginal return b) Total sales volume c) Salary and commission d) All of the above

1. The different colours are more aesthetically attractive a) Yes b) No

1. The sequence of steps in the 3D segmentation process is? a) Capture purchase history and measure profitability, profile customer benefit segments, understand how consumers use the product or service and subsegment by contact channel b) Understand how consumers use the product or service, capture purchase history and measure profitability, profile customer benefit segments and sub-segment by contact channel c) Profile customer benefit segments, capture purchase history and measure profitability, understand how consumers use the product or service and subsegment by contact channel d) Profile customer benefit segments, understand how consumers use the product or service, capture purchase history and measure profitability, and sub-segment by contact channel

10. It is to have management watch a focus group as they will want to interrupt and add new questions to be asked. a) A good idea b) Not a good idea c) Very frustrating and disruptive d) Very uncommon

10. Segmentation in B2B is far less important than in B2C because _______________. a) Almost all marketing in B2B is one to one selling b) Consumer behavior varies a lot less in B2B c) B2C markets are much bigger than B2C markets d) All of the above

11. The most frequently mentioned concern across the BEI studies is: a) Price gouging b) Fake products c) Low quality products d) Poor service

2) A manufacturer prefers: Answers : a) Intra-brand competition. b) Inter-brand competition. c) Both intra-brand and inter-brand competition are the same to a manufacturer. d) None of the above.

2) Direct marketing has become popular mainly because of: Answers : a) The availability of computer hardware and software to undertake data mining and list creation enhancing contact efficiency. b) Time pressures on consumers. c) The increased use of 800-numbers and Internet shopping that allow easy ordering. d) An explosion in the issue and use of credit cards facilitating purchases by phone.

2) The swapping of internet music files is: Answers : a) Only legal if you have the permission of the copyright holder. b) Legal but unethical. c) Legal. d) Legal and ethical.

2) When an economic downturn occurs as a result of shifting investment and employment resulting from global sourcing: a) Distributors try even harder to discover new sources of global supply. b) Distributors try even harder to discover new sources of domestic supply. c) Distributors lobby for Government support. d) Distributors try to increase sales.

2. In some specialized markets, the annual trade show is . a) An absolute must attend b) An important element of the marketing mix c) Something that is attended every second year or so d) Not important

2. Senior executives: a) Sometimes encourage ethical corner cutting, provided that it never becomes public b) Always put performance and profits ahead of ethics c) Always put ethics ahead of performance and profits d) Often do not want to know what junior executives are doing, ethically speaking

2. The colours can be used to organize files a) Yes b) No

2. The fair and honorable way of handling non-performance is: a) For the firm to inform the rep that it will follow up any leads if the manufacturer's rep does not b) Fire the reps because they are not performing as expected c) Remind the rep to follow up with the leads d) None of the above

2. The most efficient transfer price is: a) The market price of the goods and services that the subsidiary faces b) The price that minimizes overall taxes c) The price that minimizes taxes of the selling subsidiary d) The price that minimizes taxes of the buying subsidiary

2. Today's cultures (defined as stages of civilization of a nation) are also very dynamic and largely changed by . a) Their developing economies and evolving trade with other countries b) Their religious leaders c) Their political leaders d) Their media

2. When demand increases faster than supply increases: a) Price increases b) Price decreases c) Price stays the same

2. Which of the following is not a new desired state that products and services create? a) Metaphysical b) Emotional c) Intellectual d) Spiritual e) All of the above are

2. You take the variation in demand across all consumers and cluster it into segments where demand _________________. a) Varies relatively little between consumers in a segment and varies a lot between segments b) Varies a lot between consumers in a segment and varies little between segments c) Varies relatively little between consumers in a segment and varies little between segments d) Varies a lot between consumers in a segment and varies a lot between segments

2. is used to help define the problem. a) Exploratory research b) Descriptive research c) Cause and effect research

3) Which of the following can be a possible alternative magazines try to cheat advertisers: Answers : a) Magazines sometimes try to cheat advertisers by claiming more sales and a larger circulation than is actually so. b) Magazines sometimes try to cheat advertisers by claiming less sales and a smaller circulation than is actually so. c) Magazines never try to cheat advertisers.

3) Which of the following is the implication of "Effective products and process are quickly imitated and improved.": Answers : a) Sellers who implement faster are more competitive. b) Sellers with an insatiable self-improvement drive are more competitive. c) Sellers with superior market orientation and analysis skills that are listened to are more competitive. d) All the options are correct.

3) Which of the following statements is true about Internet advertising: Answers : a) Internet advertising can be fine-tuned and improved in a few days of testing in ways that no TV or other mass media advertising can. b) The art of Internet advertising is to select the right companies. c) Every company shouldn't have a Yellow-Pages but should have Google advertising campaign and invest in a high-quality Internet site. d) Both A and C. e) All of the above.

3. In the price fixing example where the junior executive did the senior executive's dirty work: a) The senior executive received immunity and the junior executive went to jail b) The junior executive received immunity and the senior executive went to jail c) Both the junior executive and the senior executive went to jail

3. Over the last 40 years, with many more female heads of household working, the median household income in the U.S. has increased by about _________. a) 20% b) 30% c) 40% d) More than 50%

3. QFD also involves seamlessly connecting product specifications to the ___________. a) Appropriate manufacturing and production process b) Customer c) Customer benefits sought d) Corporate mission

3. The connection between a lot of advertising and brand equity is ________ the connection between sustained innovation excellence and brand equity. a) A lot weaker than b) About the same as c) A lot stronger than

3. The filter or stage-gate product development process is made up of which of the following stages? a) Idea development, analysis and screening, concept development, prototype design, prototype manufacturing and testing b) Analysis and screening, idea development, concept development, prototype design, prototype manufacturing and testing c) Idea development, concept development, analysis and screening, prototype design, prototype manufacturing and testing d) Idea development, concept development, prototype design, analysis and screening, prototype manufacturing and testing

3. Transfer prices are most often adjusted because of: a) Tax implications b) Currency fluctuations c) The personalities involved d) The organizational politics involved

3. What is most important in organizing around segments? a) Creating the teams and having them well led b) How the teams are put together c) Who reports to whom d) The size of the team

3. When customer satisfaction determines promotion, managers _______________ . a) Go to bed at night thinking about customer satisfaction b) Often object because it is unfair c) Fudge the satisfaction surveys they collect from customers d) Are delighted

3. When managers think about customer focus in 3D, either intuitively or through customer data-base analysis, they______________________. a) Are fairly assured of success, or at least avoiding costly mistakes b) Will make optimal decisions c) Are knowledge managers d) All of the above

4) In markets suffering from evolutionary rigidity the potential rewards from innovating are: Answers : a) Significant. b) No change. c) Small. d) None of the above.

4) Patents are part of which of the four SWOT elements: Answers : a) Strengths. b) Weaknesses. c) Opportunities. d) Threats.

4) Which of the following channel members was negatively affected by Internet marketing: Answers : a) Travel agencies. b) Orbitz.com. c) Airline Industries. d) Hotels. e) Consumers.

4. A systematic analysis of a business account should proceed through a step-by-step description of the people involved, the organization's use of the product or service, the major decision-makers' benefits sought, and perceptions of the competitive offerings and _____________________ . a) When they review and renew their supply contracts b) Their distribution system c) A review of their annual reports and their cash on hand d) All of the above

4. Channel segmentation is very important today because a lot of innovation in communication and distribution to customers is occurring ____________. a) Around the global marketplace b) In North America c) In consumer markets d) In business markets

4. If you do not practice the Golden Rule: a) Then you have two codes of ethics. The code you expect and the code you practice. b) You are not a good person c) You are an extreme egotist d) You are in the minority, as most do

4. In considering whether or not a salesforce be paid a salary or a commission, which is NOT true? a) For the first year, a salesperson may be paid a lower base salary to compensate for time in training b) Much depends on the realities of the marketplace c) Most companies pay a base salary with a commission on all sales or bonuses for exceeding quota d) Both B and C

4. The extra cost is only a cent or so per file a) Yes b) No

4. The toughest cause to promote is: a) The interests of future generations b) A cause that religions object to c) A cause that attempts to reduce addictions d) A cause that no one currently believes in

4. When supply decreases faster than demand decreases: a) Price increases b) Price decreases c) Price stays the same

4. Which of the following is the first step in the process used to determine salesforce size? a) Set the average time that salespeople are to spend with AA to D accounts b) Divide the total time required to service accounts by the selling time available to the average salesperson c) Total the amount of time required in a year to service all accounts by multiplying the number of each account category by the minutes per year to service that category and summing the totals of AA, A, B, C and D accounts

4. Which of the following statements is true, as discussed in the product development module? a) All products have an implied warranty b) A defensive warranty acts as a spur to improve product quality and design c) An outstanding warranty has an impact on consumer perceptions of quality, particularly for an established brand d) A good customer service manager points out when customers have obviously not read product instructions

5) As attention-grabbing advertising devices ever advances on the supply side, the sensory-system adaptation of buyers and their ability to screen out advertising ever advances on the demand side. Answers : a) TRUE b) FALSE

5) Market share is measured as: Answers : a) Company sales in $'s divided by total industry $ sales over specified time period x 100%. b) Company units sold divided by total industry units sold over a specified time period x 100%. c) Company sales in dollars divided by total industry dollar sales. d) Company units sold divided by total industry units sold over a specified time period.

5) Which of the following activities comes second in the direct marketing process: Answers : a) Customer sends in warranty card, enters sweepstake or name is on list. b) Customer is assigned to a product, channel, or profitability segment. c) Most appealing direct marketing campaign is designed to promote most appealing products and services to each individual customer.

5) Which of the following is not internal secondary data: Answers : a) A satisfaction survey of customers. b) Financial reports. c) Old market research studies. d) Sales records.

5. A strong correlation between a benefit and a feature in the QFD matrix is indicated by a(n) _________________. a) Triangle b) Circle c) Asterisk d) Box

5. Customers have to keep a larger inventory of files a) Yes b) No

5. If you face fierce competition, the short-term effect on sales of a price reduction will be: a) Greater than the long-term effect of a price reduction b) Less than the long-term effect of a price reduction c) The same as the long-term effect of a price reduction

5. Save the Children Fund has featured starving children and the fact that 20,000 children die every day, but SCF does not sponsor the individual children whose photos you are sent. Instead, they help build schools and give start-up loans for small businesses and other community development projects. Which of the following best describes their ethical position? a) They are misrepresenting their use of funds b) They are doing the most good for the most people c) SCF's behavior is unethical but the end justifies the means

5. Volume discounting: a) Is a form of price discrimination b) Is a form of predatory pricing c) Results in lower overall demand for the selling firm's brand d) Results in a sustainable competitive advantage over non-discounting sellers e) Is more likely to occur when there are no substitutes in the marketplace

5. What presentation format is being used when the following statement is conveyed to every prospect? "Hello, Mrs. X, my name is Y. I'm calling for Samantha's fashions. We carry a complete line of little girls' playwear..." a) Formula-selling presentation b) Stimulus-response presentation c) Needs-satisfaction presentation d) Hard sell e) Persuasive sales presentation

5. Which of the following criteria is more important in selecting salespeople as discussed in the sales module? a) A personal interview b) A resume c) Both the resume and the personal interview are equally important d) None of the above

6) A manufacturer has to reach its target customers, and if those customers shift which channels they shop, then the manufacturer has to: Answers : a) Add such channels. b) Convince customers to switch back. c) Manufacture products that are purchased in the old channel. d) All of the above.

6) As each member of a team is likely to be responsible for managing specific partnerships, the team must always be concerned about __________ with each team member preoccupied with and promoting the implementation perspective and interests of the alliance partner they are working with. Answers : a) common team goals b) self-interest c) good manners d) team spirit

6) Reach is short for: Answers : a) % of target customers that company distribution reaches. b) Gross reach. c) Net reach. d) Selective reach.

6) The huge success of blog and social network sites on the Internet has become a powerful new source of publicity and WOM, particularly among which age group: Answers : a) People are under 30. b) People are between 31-40. c) People are between 41-50. d) All age groups.

6. A tied pricing contract: a) Is illegal in the United States b) Results in lower profits for the selling firm, due to the necessarily lower margins c) Fixes the price of a product for a period of time (usually one year) d) Ties the firm's price increases to changes in the consumer price index (CPI) e) Results in lower prices for complementary products

6. Prices are economic stop lights. They direct buying and selling. When prices become sticky: A) The market is less efficient in allocating resources B) Demand is increasing faster than supply so invest in supply C) Supply is increasing faster than demand so divest in supply D) The market is in efficient equilibrium

6. The Nintendo Wii has apparently "got more game" than its Microsoft and Sony competitors. Which of the following benefits-features does it not possess? a) Superior, almost virtual-like graphics b) Greater user involvement in the game c) Physical stretching and exercise

6. The current emphasis in new product development in North America encourages: a) Managers to think inside the box b) Managers to think outside the box c) Partnerships with companies in low cost markets

6. What is the key to a successful product design process? a) Iterating or cycling from design improvement and improved prototype to customer testing and consultation b) Spending a lot of time in designing the first prototype c) Hiring professionals to design the product d) Allocating big budget for product design

7) The implementation plan: Answers : a) Is a map of activities and processes to be undertaken. b) Is the fourth stage of the marketing plan. c) Is a free-wheeling document. d) Requires little coordination.

7. The old-fashioned geographical sales territory is often still preferred over other sales organizational structures designed around customers or products because: a) It offers the firm the greatest control at a lower cost b) It increases sales efficiency c) It is more popular d) All of the above

7. What type of information needs to be disclosed to salespeople if basing compensation on gross margin is applied? a) The relative profitability of the item b) Unit cost of the item c) Unit selling price of the item d) All of the above

7. When applying a QFD matrix to a different segment, what changes? a) The benefit and their importance b) The product specifications or design attributes c) Everything d) Nothing

7. Which of the following is the most powerful motivator for salespeople? a) Peer recognition b) Management speeches c) A new product introduction d) All of the above

8) Four of the following phrases appear in the physical distribution QFD figure. Please indicate which of the phrases appears in the right-side box: Answers : a) Transportation process quality and cost. b) Order-taking, picking and packing process quality and costs. c) Product quality and cost. d) Customer service process quality and cost. e) Inventory holding process quality and cost.

8) Which of the following statement is NOT true about direct advertising: Answers : a) Direct advertising is about one third of all advertising measured by expenditure. b) In simple terms, direct marketing is marketing that produces an immediate recorded response back from consumers. c) Direct Marketing Association helps companies involved in direct marketing to standardize their practices and have a collective voice in dealing with legislation directed at protecting consumers' privacy. d) None of the above.

8. Which of the following activities comes second in 3D laddering? a) Analysis of product features purchased and benefits wanted b) Usage observation c) Customer profitability analysis d) None of the above

9) Monopolistic competition has: Answers : a) Many suppliers with a variety of products, each of which has a small market share. b) A single supplier of a particular product. c) Many suppliers selling essentially the same product. d) Very little competition.

9. Electric utilities have developed ___________ to compete in the home heating market segment. a) Usage segment discounting b) Volume discounting c) Price shading d) All are correct answers

9. Which of the following decreases consumer price sensitivity? a) When the purchase is a necessity b) When prices are increasing c) When product innovation decreases d) When there are close competitive substitutes

9. Which statement represents a correct response to postponing an objection? a) "I think I might be able to explain that better to you after showing you this diagram" b) "Yes, you're right, it is lighter, but that is done intentionally to make your work easier" c) "That's true, it does have a shorter shelf life, but that hasn't really been a problem. It is so popular it never gets to stay on the shelf that long anyway" d) "Where did you hear that? They must not have had the correct information" e) "As I was saying...."

1) Answers to "How believable are ads?" scored _____ out of 9 in the 1950s and _______ in the 1970s. Answers : a) under 3, around 8 b) around 8, under 3 c) Neither of the above.

1) Channel evolutionary rigidity occurs when channels: Answers : a) Rigidly adopt new technology and processes that increase efficiency. b) Very slowly to adopt new technology and processes that increase efficiency. c) Very quickly adopt new technology and processes that increase efficiency. d) None of the above.

1) The key to competitive research is to focus on and understand: Answers : a) The thinking of the competition. b) Competitor added-value processes. c) What the competition plan to do next. d) Who are the competition senior leadership.

1. A(n) indicator of changing behavior is changing beliefs about the performance of products and services supplied to the market. a) Important b) Leading c) Lagging d) Reliable

1. Transfer pricing is a) The price you charge transfer companies for a product or service b) The price you charge another unit or subsidiary of your company for a product or service c) The price you charge an overseas subsidiary of your company for a product or service d) The price you pay transfer companies for a product or services

1. When supply increases faster than demand increases: a) Price increases b) Price decreases c) Price stays the same

1. Which of the following was not one of the first two activities in the Good Grip's product development process? a) Identify a consumer need b) Hire a designer c) Learn about the market

1. _____ types of special, cross-functional teams need to be discernable in an organization's structure and processes. a) Two b) Three c) Four d) Five

10) A number of researchers have argued that how many exposures within a purchase cycle (time between purchases) is optimal: Answers : a) Two exposures. b) Three exposures. c) Four exposures. d) Five exposures. e) It is irrelevant.

10) Which of the following activities comes fifth in the direct marketing process: Answers : a) Database is updated recording response to the campaign. b) Most appealing direct marketing campaign is designed to promote most appealing products and services to each individual customer. c) Customer is assigned to a product, channel, or profitability segment.

10. In leveraging brand reputation, a strong brand __________________. a) Opens the door and invites you in b) Provides a foot in the door, that is all c) Blows down the door and blows out the windows

10. What impact(s) might occur when off-peak demand pricing is applied? a) Increasing the annual overall average selling price b) Reducing the annual overall contribution margin c) Price-sensitive shoppers wait for the sales to occur d) Both B and C

12) What type of advertising persuasion is the basis for the following advertising message theme "Try me"? Answers : a) LFB messages b) BFL messages c) FBL messages

2) Whose responsibility to put together a creative brief that describes the target market, product competitive positioning, quality-added claims, and sales increase goals: Answers : a) An ad agency. b) The company. c) Both A and B.

2. Every business, as part of its right to profit from trading in a society, has an obligation to consider the welfare of society. What is this called? a) Enlightened capitalism b) The Social Contract c) The welfare state d) Crony capitalism

2. The CEO of P&G talks about two consumer moments of truth. Which of the following is NOT one of them? a) When the consumer confronts the product on the store shelf b) When the consumer talks to other consumers c) When the consumer uses the product at home d) All of the above

2. Which of the following statements is true about a sales representative's job description? a) The second step in recruiting is to develop a sales representative's job description b) A good job description details the specific responsibilities of the position, the skills required and the person to whom the new hire will report c) Job descriptions are only used for recruiting and selecting d) None of the above

3) Which of the following activities comes third in the direct marketing process: Answers : a) Customer is assigned to a product, channel, or profitability segment. b) Record is added to database. c) Most appealing direct marketing campaign is designed to promote most appealing products and services to each individual customer.

3) Which of the following activities directly follows "Retailer/distributor develops a trading alliance with new source" in the global supply-chain dynamic: Answers : a) New communication and transportation technologies reduce transaction costs. Low labor costs and quality and on-time delivery assurance contracts make supplier attractive. b) Domestic and global sources in existing trading alliances come under pressure to innovate, to reduce prices and increase services. c) Domestic manufacturing output contracts as profits are lowered by global competition. d) Employment in manufacturing sectors exposed to fierce global price competition shrinks. Sectors that are insulated, such as health care, benefit from lower supply prices. Other sectors that lead the world in production and manufacturing innovation, such as

3. A price skimming strategy: a) Is more likely to attract a large number of buyers b) Is more likely to attract competitors c) Is illegal if the price is set lower than the firm's average cost d) Will work only when there are substitute products on the market

3. Qualifying is . a) A term used in personal selling to describe the process of understanding a customer's problems b) Establishing a customer is a hot prospect c) Being approved as a preferred supplier d) Both A and B e) All of the above

3. The _____________ is a good measure of the quality of your customer focus. a) Attitude of management b) Number of variables in the customer file c) Amount spent on consumer research d) Emphasis on customer profitability

3. When demand decreases faster than supply decreases: a) Price increases b) Price decreases c) Price stays the same

3. Which of the following drinks are most preferred by students to relieve a headache? a) Coffee b) Tea c) Milk d) Cola e) Non-cola

4) The growth potential for direct marketing is limited: Answers : a) So much by the type of merchandise. b) By the type of people who patronize direct marketers. c) By the price of the product. d) Both B and C. e) A, B and C.

4. Adam Smith's pursuit of self-interest is: a) Ethical permission to not consider the good and bad outcomes for others b) Always moderated by its long-term consequences on others in the market c) A fundamental principle of right-wing morality d) An outdated concept

4. As income rises, more activities can be or have to be squeezed into leisure time. The result is that the perceived value of free time increases and produces what has been called ____________________ . a) The hurried leisure class b) The harried leisure class c) The frantic leisure class d) The free-riding leisure class

4. Customer visits are very good for generating . a) Options and sales leads b) Options and new ideas c) New ideas and sales leads d) Options and sales leads

4. In 1990, ____ of new product development projects were next generation, break-through products and by 2004, ____were next generation, break-through products according to Professor Cooper. a) 12%, 20% b) 20%, 12% c) 41%, 61% d) 61%, 41%

4. The active interest of ____________is vital if any formalized approach to segmentation is to be successful. a) The salesforce b) The chief executive and top management c) The chief marketing officer d) The chief financial officer

4. The lawn care example teaches us that a very important growth and profit opportunity is advertising to consumers who hold beliefs about your product. a) Negative b) No c) Uncertain d) Positive

5) Which of the following can be a possible alternative television try to cheat advertisers: Answers : a) Television networks sometimes cheat by offering most popular programs during ratings weeks, boosting audience size. b) Television networks sometimes cheat by offering celebrity-loaded programs during ratings weeks, boosting audience size. c) Television networks sometimes cheat by offering financial incentives during ratings weeks, boosting audience size. d) None of the above.

5) ______________ is $'s spent on advertising divided by all $s spent on advertising by industry. Answers : a) Mind share b) Voice Share c) R&D share d) Advertising share

5. According to the sales module, what percentage of time spent with customers is high salesforce efficiency? a) 35% b) 50% c) 65% d) 85% e) None of the above

5. It is likely that the internal buyer will suggest that the transfer price should be the market price: a) Less half the cost savings in sales commissions and distribution that result from selling to a subsidiary (an internal buyer) b) Less the cost in sales commissions and distribution that result from selling to a subsidiary (an internal buyer) c) Plus half the cost savings in sales commissions and distribution that result from selling to a subsidiary (an internal buyer) d) Plus the cost in sales commissions and distribution that result from selling to a subsidiary (an internal buyer)

5. The Nuremberg trials established the principle that: a) Ethnic cleansing is a crime against humanity b) Following orders is no excuse even if you are threatened c) Everything the Nazi war machine did was criminal d) Some behaviors have no defense.

5. Which of the following is not a major, actionable segmentation criterion? a) Profitability segmentation b) Demographic segmentation c) Benefit-feature segmentation d) Channel segmentation e) All are actionable segmentation criteria

5. Which of the following statements is true, as discussed in the product development module? a) One third of the CEO's of very successful high-growth, high-profit companies manage the task of designing low cost into their products well b) It has been proven that concurrent engineering is very effective c) It is easy to implement concurrent engineering d) Many admit they are doing a good job of early testing of product design for manufacturability, of estimating costs, and of involving customers and suppliers during the design process

5. Which of the following statements is true? a) The timing of promotion isn't an important tactical decision b) In the fashion world, promotions running late in the season are designed to reduce inventory carrying costs and the risk of fashion obsolescence c) Retailers don't manage the promotions by scheduling their manufacturer orders d) Providing an early promotion will not attract buyers who would buy later at the usual higher price

6) Four of the following phrases appear in the physical distribution QFD figure. Please indicate which of the phrases appears in the left-side box: Answers : a) Transportation process quality and cost. b) Order-taking, picking and packing process quality and costs. c) Product quality and cost. d) Customer service process quality and cost. e) Inventory holding process quality and cost.

6. In a supply chain joint venture, the continued independence between the supplier and buyer enhances __________ and keeps the entrepreneurial leadership in both the selling and buying firms happy. a) Cooperation b) Innovation c) Collaboration d) Coordination

6. Regardless of the approach used to organize the salesforce, which of the following environmental realities must be recognized by the selling firm? a) All customers should be given equal sales service b) The competition in the market c) Treat all salespeople equally d) All of the above

6. The Price Change worksheet uses the "Wisdom of the Crowd" by: a) Employing economic analysis that has been tested and proven b) Using the forecasts of everyone involved c) Both A and B d) None of the above

6. Which of the following is the third step in the process used to determine salesforce size? a) Set the average time that salespeople are to spend with AA to D accounts b) Divide the total time required to service accounts by the selling time available to the average salesperson c) Total the amount of time required in a year to service all accounts by multiplying the number of each account category by the minutes per year to service that category and summing the totals of AA, A, B, C and D accounts

7) As discussed in the distribution module, a common source of conflict between manufacturers and partners is misunderstanding the other party's viewpoint when it comes to planning and implementing joint marketing programs such as: Answers : a) Retailers have the time and merchandising skills to set up promotional displays, and marketing people sent out by a manufacturer to help get in the way. b) Manufacturers get upset when they run advertisements that draw prospective customers into the retail store but lose sales because the in-store marketing push is missing. c) Both A and B. d) None of the above.

7) Poor distribution reach is part of which of the four SWOT elements: Answers : a) Strengths. b) Weaknesses. c) Opportunities. d) Threats.

7) Retailers and manufacturers need to seek a balance in: Answers : a) Product variety and quality. b) Quality and price. c) Price and product variety.

7) When containers were first introduced, a Harvard University transportation economist _______ container-based transportation would lead to a reduction in U.S. manufacturing jobs. Answers : a) warned about how b) could not see how c) had nothing to say about how

7) Which of the following advertising functions is a hierarchy-of-effects model of advertising effect because consumer learning about the product leads to belief changes that lead to changes in feelings (attitude) toward the product that lead to buying the product: Answers : a) BFL b) LFB c) FBL

7. Accusing suppliers of price gouging you when demand greatly exceeds supply and then exploiting a suppliers' vulnerability by hard bargaining when supply greatly exceeds demand is: a) Perfectly ethical b) A double-standard lapse of personal ethics c) The way that most buyers think of market fairness d) Behavior that has nothing to do with ethics

8) Which of the following companies successfully added new distribution channels as discussed in the distribution module: Answers : a) Elizabeth Taylor's Black Pearl fragrance. b) Levi Strauss. c) Both A and B. d) None of the above.

8. A firm has a total of 40 of all types of customers and the time required to service all those customers totals 100 hours per year on average for each customer. The firm's salespeople have 1,000 hours of selling time per year, that was calculated by multiplying 25 hours of selling time per week that the salesperson typically has available to be on the job with the customer, multiplied by 40 weeks [remember to subtract vacations (3 weeks), holidays (1 week), sick days (2 weeks) and 30 training days (6 weeks) from 52]. How many salespeople are needed to cover the market? a) 2 b) 4 c) 6 d) 8

8. As discussed in the sales module, which types of training can increase the loyalty of the salesperson and reduce turnover? a) Basic behavioral sales training b) Company-specific training c) Both A and B d) None of the above

8. How can recognition at a conference be made even more powerful? a) Recognition directed at the self-realization need of a salesperson b) Recognition made in front of a "significant other" attending the conference c) By recognizing a salesperson's failures as well as his/her successes d) All of the above

8. In export markets, local managers take the lead on: a) Pricing b) Advertising and distribution c) Distribution and product positioning d) Product positioning, distribution, pricing and advertising

8. The number one determinant of website customer satisfaction is ___________ . . a) The attractiveness of the graphics b) Ease of navigation c) How much you buy from it d) It makes you laugh

8. Which of the following is/are NOT an advantage(s) of employing a rep salesforce? a) The halo effect (the company benefits from the other brands the rep sells) b) Economies of scale c) Sales territories where fewer customers are covered more efficiently d) Lower average selling cost e) None of the above

9) If the reliability of a delivery system (longest time - average time) is reduced by five days, a buyer uses 100 boxes a day, and the annual inventory carrying cost of each box is $12, how much does the buyer save annually: Answers : a) $5,000 b) $6,000 c) $10,000 d) $12,000

9) Which of the following activities comes first in the direct marketing process: Answers : a) Most appealing direct marketing campaign is designed to promote most appealing products and services to each individual customer. b) Database elements are specified, including shopping behavior history. c) Record is added to database.

9. What might be the drawback in using commission compensation schemes as discussed in the sales module? a) They motive salespeople to sell and serve their accounts b) They tend to encourage a short-term and selfish perspective c) Firms have no solution for the problems associated with using commission compensation schemes d) The compensation scheme is flexible; there is no major drawback need to be concerned

9. Which of the following is not a question on the personal ethics checklist? a) Am I willfully risking the life and limb of consumers and others by my actions? b) Am I being true to my religious beliefs by my actions? c) Am I being as efficient in my use of scarce resources as I can be? d) Are my marketing campaigns and business behavior offensive to certain groups?

1) A manufacturer's launching of its own outlet stores is mainly because: Answers : a) Consumers like to shop in outlet stores. b) Manufacturers produce too many products and too many product lines. c) Retail channels take advantage of generous buy-back programs and return a lot of stuff. d) All of the above.

1) An obsessive resentment of market law and regulation: Answers : a) Is a characteristic of right-wingers. b) Can create stress that is bad for your health. c) Can result in disaster and disgrace. d) Should be the position of all free-market traders.

1) Environment analysis involves: Answers : a) Collecting a lot of data to track economic trends. b) Presenting as many economic trends as you can. c) Analyzing the dynamics that are driving trends. d) All of the options are correct.

1) Lifestyle trends are part of which of the four SWOT elements: Answers : a) Strengths. b) Weaknesses. c) Opportunities. d) Threats.

1. A probability sample is a sample where all respondents in the population or segment to be studied have _____________ of being chosen to be in the sample from the population/segment being studied. a) An unknown probability b) A known chance c) A known (non-zero) chance d) A known probability

1. A salesforce should be led from front means . a) Salespeople should not be asked to do things that the sales manager and senior management would not do b) CEOs convey their product enthusiasm to the public and this inspires their salesforce c) Both A and B d) None of the above

1. Company codes of ethics are stated in ways: a) That make it very clear what is right and wrong b) That are very top-down and directive c) That leave interpretation in a specific situation up to the manager d) That often defy interpretation

1. Giving back is an obligation that is part of the: a. Utility principle b. Categorical imperative c. Social contract d. All of the options are correct

1. Hanging photos of customer visits in meeting rooms . a) Is distracting b) Is a way of owning the meeting room c) Keeps the focus on the customer d) Should be accompanied by photos of the production process

1. It makes sense to design products and services to be most useful and cost effective in the fit between their features and their price and the__________? a) Market b) Company c) Usage situation d) All of the above

1. The most common situation in which otherwise ethical marketing executives suffer a lapse of ethics is: a) When senior management pressures them b) When they are distracted by personal problems c) When they have to make a quick decision d) When the unethical behavior will greatly reward them

1. What is the first principle of sales management? a) A company needs to hire people with excellent personal selling skills b) Be able to organize and lead such people, otherwise the company cannot win in the marketplace c) Both A and B d) None of the above

1. When the market has distinguishable segments that vary in their degree of price sensitivity, the best pricing strategy to use when initially introducing a new product is likely: a) Penetration pricing b) Price point pricing c) Price skimming d) Substitute pricing e) Predatory pricing

1. Why do we have warranties if the common law is that a product must be of merchandise quality? a) To protect the seller b) To bolster the promise of customer satisfaction c) Both A and B d) We don't have to have warranties for every product

10) Intermediaries add what type of utility to a manufacturers' product: Answers : a) Time utility. b) Place utility. c) Time and place utility. d) Convenience utility.

10) The marketing of changing supply _____the needs and wants of consumers. Answers : a) serves b) meets c) changes d) manipulates

10. Dell computer sets the price of its added-value notepad features based on: a) The cost of the additional feature b) Buyers' perceived value of the feature c) Both the cost and the perceived value

10. Subliminal advertising: a) Is banned because it works b) Is only allowed to be used by the Government c) Is an urban legend that does not work d) Is often used to influence consumers

10. Which of the following price points should markets focus on? a) Supply curve kink points b) Demand curve kink points c) Both supply curve and demand curve kink points

11. Optimal price is very likely to be at one of the demand curve kinks because it produces the: a) Target return on investment b) Lowest variable costs c) Highest gross contribution d) None of the above

11. Which of the following is not a mentioned unintended cumulative effect of advertising: a) Perceptions of beauty in women b) Perceptions of dishonesty, pettiness and nastiness in politicians c) Perceptions that we are all paying too much for our car insurance d) All of these options are mentioned

12. Bruce McLaren, a New Zealander, founded the McLaren racing team that won eight Formula One World championships during the 1980s, and McLaren is still a major player in the design of race cars and winning championships. Which of the following would not have been a good brand extension? a) McLaren after-market high performance auto parts and accessories b) McLaren high-performance driving courses c) McLaren scenic tours of New Zealand d) A super sports car e) None of the above

14. Which of the following is likely to most increase shareholder value and obtain financing? a) A very clever brand advertising campaign b) Having the Chief Executive Officer appear in the brand advertising campaign c) Having the company name as the brand name d) All of the above

2) Managers whose personal task and process management skill are weak: Answers : a) Hire an executive assistant to keep them organized. b) Are often the big picture thinkers in the organization. c) Are often not good at orchestrating and managing organization wide processes. d) Are usually not aware they have such weaknesses.

2) Relationship synergy occurs when the effectiveness, capability, and success of the partnership is: Answers : a) The marketing strategies and implementation skills of two trading partners. b) The retailer's positioning and strategy appeal to the manufacturer's management. c) More than the sum of the seller's and buyer's separate capabilities. d) The manufacturer's positioning and strategy appeal to the retailer's served market. e) None of the above.

2) Romantic fragrance ads are an example of which advertising model: Answers : a) LFB b) BFL c) FBL d) Both A and C e) All of the above

2) The effective reach of a proposed media schedule is: Answers : a) The percentage of the target audience exposed to an ad the total number of times (frequency) that is judged necessary for the ad to be effective. b) The percentage of the target audience exposed to an ad the maximum number of times (frequency) that is judged necessary for the ad to be effective. c) The percentage of the target audience exposed to an ad the minimum number of times (frequency) that is judged necessary for the ad to be effective. d) None of the above.

2) What underlies dynamic analysis: Answers : a) A lot of trend lines. b) Neo classic economic equilibrium theory. c) Positive feedback effects. d) All of the options are correct.

2) When you make a physical distribution system more reliable and regular in its processes: Answers : a) It has no effect on inventory. b) You increase the need for inventory. c) You reduce the need for inventory. d) None of the above.

2) Which of the following products is suited for mass distribution: Answers : a) A Coach purse. b) A Chanel watch. c) A pack of Charmin toilet paper. d) A marketing textbook.

2. Concurrent engineering is _____________. a) The development of the production process and marketing plan after the development of the product b) The development of the production process and marketing plan before the development of the product c) When several product development teams work in parallel rather than in sequence d) When several product development teams work in sequence rather than in parallel

2. In a market where price shading is relatively common, sellers who do not shade their prices: a) Are typically seen as much more ethical than their competitors b) End up haggling with customers over prices c) May be perceived as uncooperative and unreasonable d) Are better able to deal with seasonal fluctuations in supply and demand e) Often acquire greater brand loyalty as a result of their unwillingness to participate in this illegal activity

2. The first two dimensions of the 3D focus are customer profitability or potential profitability and customer choice drivers (benefits sought) and the most important product features. What is the third? a) Customer attitudes, interests and opinions b) Customer demographics (age, sex, education etc) c) Customer contact drivers and desired contact features d) None of the above

2. What can you learn from the Price Change worksheet? a) What price sensitivity it will take to make a price reduction pay off b) What price sensitivity it will take to make a price promotion pay off c) Both A and B

2. What is the channel segmentation problem for long-established banks like Bank America? a) Identifying the customers who want to bank on the Internet b) The Internet channel segment is unprofitable c) Offering different prices for the same products in the different channels d) All of the above e) None of the above

2. Which of the following is not a basic criticism of marketing's social contract? a) Real human happiness does not come from the invention and diffusion of products b) Marketing does not make the trading and economic processes more efficient c) Marketing has no business involving itself in social networking d) All of the options are correct

3) A basic principle of free-market economics is: Answers : a) No regulation is best. b) Less regulation is better. c) Regulation is needed to make markets fair and efficient. d) Regulation is a necessary evil.

3) In trading relationship and processes, which of the following statements is true: Answers : a) A unique trading relationship advantage comes from both the manufacturer and channel partner working well together to reduce the costs of doing business. b) If the cost-reduction efforts of both parties are synchronized and if this synchronization is better than any other trading relationship, the trading relationship will have a unique competitive cost advantage. c) Both A and B.

3) The three stages of an individual distributor audit are (In order): Answers : a) Performance metric analysis, added-value chain analysis, and fit analysis. b) Fit analysis, added-value chain analysis, and performance metric analysis. c) Performance metric analysis, fit analysis and added-value chain analysis. d) Added-value analysis, fit analysis, and performance metric analysis.

3) Which of the following is correct. Marketing views suppliers and buyers: Answers : a) Always as competition. b) Mostly competition, sometimes partners. c) Mostly as partners, sometimes as competition. d) Always as partners.

3. A survey of a whole population is called ___________ . a) A 100% sample b) A precise sample c) A census d) A waste of money

3. Data collection is the __________ step in the market research process. a) First b) Second c) Third d) Final

3. If Walmart is allowed to develop a package of financial services desired by Walmart customers, then __________________. a) A lot of banks will be happy because they will lose low income customers b) A lot of banks will be unhappy because of the increased competition c) A new channel segment will be created d) Walmart will never be free to create a Walmart bank

3. Sensible marketing planners . a) Involve salespeople in their planning after they have tested the plan in the field b) Often test the implementation of proposed selling tactics in a few low-potential territories c) Consult and work with sales to ensure they are 100 percent behind the marketing plan d) Both A and B e) A, B and C

3. Utilitarianism is basically which of the following? a) The Golden Rule b) Do unto others before they do unto you c) The greatest good for the greatest number d) Maximize customer utility

3. What is gross contribution? a) Price minus variable cost per unit b) Price minus total fixed cost c) Quantity sold times contribution

3. of consumers believe that within five years they will go strongly green in their lifestyle and purchasing. a) 25% b) 35% c) 50% d) 65%

4) Advertising in the new media such as on the Internet is trusted ________ television, newspaper, magazine, radio and billboard advertising: Answers : a) less than b) about the same c) more than

4) Much of current marketing law in North America is: Answers : a) The result of well intentioned lawmakers leading change. b) The result of consumer interest groups pressuring politicians. c) The result of lobbyists seeking competitive advantage. d) All of these options are correct.

4) POP advertising: Answers : a) It is often much less cost effective (per thousand target shopper exposures) than any other media. b) The advertising exposure often occurs only moments before purchase, so it is less timely than any other advertising. c) It is the first priority in advertising placement. d) POP end-of-aisle displays are also very effective promotion devices, and such displays are much less expensive than placing shelf-talkers on the regular product display shelves.

4) The biggest driver of change in channels is: Answers : a) The entry of new competitors. b) The exit of distributors. c) New technology. d) The growth of Asian economies.

4) What is the major concern for a supplier of a mass distribution product as discussed in the distribution module: Answers : a) Quality of its product or services. b) Design of it product or services. c) How to get into the mass distribution channels. d) How to innovate new products frequently.

4) When a manufacturer creates its own retail outlets, what is the real rationale for it: Answers : a) The outlets are test labs for new product lines and merchandising innovations. b) Strengthens the appeal of the brand sold through other retailers. c) The manufacturer can make higher profits by retailing as well as manufacturing them. d) All of the above.

4. A QFD specification matrix helps managers convert benefits desired into _________________. a) Profitability b) Customer satisfaction c) Features desired d) Unique product positioning

4. Given the results of the Nescafe Instant coffee experiment, how did Nescafe reposition its brand? a) Great tasting and convenient b) Great tasting for the busy homemaker c) Great tasting and it frees up time to do more important chores d) Great tasting to the last drop

4. If the contribution margin percentage is currently 40 percent and a price reduction of 20 percent is proposed, by what percentage will sales have to increase for the pricereduction to be worthwhile? a) 20% b) 50% c) 100% d) 200%

4. In selecting salespeople . a) It takes a lot of skill to recognize the very bad and the very good candidate b) Psychologists and personal specialists have had a great deal of success helping companies identify successful salespeople c) It is important to conduct a job analysis at regular intervals to identify the typical salesperson's actual daily activities d) It is not worth making the very best attempt to increase the effectiveness of salesforce selection

4. In the Telco Segment clustering of the cell phone market, "Not in the in-crowd. Like trendy hand-sets to show off but mainly use them as MP3 players and cameras" describes which segment? a) Laggards b) Basic communicators c) Wannabes d) Trendy talkative e) Gaming youths f) Sophisticated careerists

4. Lower introductory prices can lead to higher per unit margins by: a) Increasing demand for competing products b) Decreasing demand for competing products c) Increasing sales volume and achieving economies of scale and sales efficiencies d) Maintaining brand loyalty with price discounts

4. Research has shown that the design management skills listed in the section _______________. a) Are positively related to firm growth and profitability b) Moderate the effect of investment in design on performance c) Both A and B d) None of the above

4. Which of the following is a disadvantage(s) of employing a rep salesforce? a) Low risk, reps get paid for what they sell b) Improved cash flow, you pay when you get paid c) Product knowledge training d) Good advice from reps on product design and marketing for a new venture e) Establishing proven performance

5) In budgeting, the order of use of the budget documents: Answers : a) Gap analysis, P&L statement, Capital Creation analysis. b) Capital creation analysis, Gap analysis, P&L statement. c) Gap analysis, Capital Creation analysis, P&L statement. d) The order does not matter.

5) Regarding "Keep the message simple," which is true: Answers : a) It is not an advertising principle. b) It is an advertising principle that is followed by most advertising campaigns. c) It is an advertising principle that is violated by most advertising campaigns. d) None of the above.

5) What has changed the global marketplace are new communication and transportation technologies, low labor costs and ______________. Answers : a) Entrepreneurs who spot opportunities b) The capitalist spirit c) Quality and on-time delivery assurance contracts d) Business school education

5) Which of the following statements is true about WalMart in Britain: Answers : a) WalMart always wins with its everyday low pricing positioning. b) WalMart's acquisition of Asda was a failure as it didn't gain market from Sainsbury. c) WalMart continued to promote every-day low price, ignoring the fact that rivals were flourishing by marketing selection, quality, organic brands and prepared foods. d) None of the above.

5. According to the module, which of the following products/services uses a premium pricing strategy? a) Extended appliance warranties of Walmart b) P&G's Crest Spinbrush c) Extended appliance warranties of Best Buy d) None of the above

5. An alternative to using sophisticated customer databases to undertake a segmentation of customers by profitability is_____________. a) To hire a company to develop a customer database for you b) Ask your accountant to segment your customers c) Use common sense d) There is no alternative

5. Public service campaigns have become: a) Much more in your face b) Targeted to specific time periods c) Much more solution oriented d) Just say No

5. The Enlightenment is a term used to describe: a) A period of time between 1600 and1700 b) The effect created in Cathedrals by stain-glass windows c) A philosophy based on reason rather than religion d) The protestant break away from the Catholic Church

5. The study of whether redesigning an online site increases the sales to click conversion rate is_ . a) Exploratory research b) Descriptive research c) Cause and effect research

5. The typical performance metric for judging new product success is __________________. a) Return on investment b) Market share c) % of sales coming from new products launched in the last 3-5 years d) All of the above

5. Wanting to decide for yourself whether you need or want a product: a) Is selfish and egotistical b) Ignores the reality that others know better what is good for you c) Is a basic freedom and right in a democracy d) Does not consider the fact that people make bad choices

5. Which material in packaging may enhance the quality image of the brand in beverages and foods industries, as discussed in the product development module? a) Cans b) Plastic c) A glass bottle d) Cardboard

6) New market segments emerge as _________ demand changes. Answers : a) the quantity of b) the curve of c) the variation in d) the quality of

6) Perfect competition has: Answers : a) Many suppliers with a variety of products, each of which has a small market share. b) A single supplier of a particular product. c) Many suppliers selling essentially the same product. d) Very little competition.

6) The most important economic trends that the North American marketer must track are economic trends in: Answers : a) North America b) Europe c) Emerging nations d) All the options are correct

6) Which of the following activities comes fourth in the direct marketing process: Answers : a) Database is updated recording response to the campaign. b) Most appealing direct marketing campaign is designed to promote most appealing products and services to each individual customer. c) Customer is assigned to a product, channel, or profitability segment.

6. An exemplar customer is____________________. a) A customer who is used to set an example to other customers b) A model customer who receives the very highest service c) A well known model customer used in profitability profiling d) All of the above

6. Comparing consumer perception measures with engineering measures identifies ________________. a) A product design positioning problem b) A product image positioning problem c) Whether a product has an image positioning problem or a design positioning problem d) None of the above

6. Creative, win-win process improvements give the trading relationship a differentiation that benefits . a) The buyer b) The seller c) Both the buyer and the seller d) None of the above

6. Generally, the overall objective of an enterprise is to increase profitability. From this perspective, which factor should a salesforce's compensation scheme be connected to in order to maximize its profitability? a) Sales volume b) Variable costs c) Gross margin d) All of the above

6. Harley Davidson is a great example of what sort of brand loyalty? a) Emotional loyalty b) Differentiation loyalty c) Identity loyalty d) Service contract loyalty

6. In complex searches, shoppers stop searching and purchase when they ___________ . a) Find exactly what they want b) Perceive that further search is not worth the effort c) Either A or B d) All of the above

6. The categorical imperative is associated with: a) Categorizing acts in marketing b) Creating ethical priorities c) The tragedy of the commons

6. The role of senior management team champions is to: a) Knock heads together b) Encourage budgeting quarrels between the team and the business functions c) Ensure that other senior managers and their functions support the team d) Lead the team

6. The solution to many cause campaigns is: a) A lot more public awareness b) The raising of a lot more money c) Product innovation of alternative products/processes d) Getting everyone involved

6. Which of the following is not a psychographic segment variable? a) Life styles b) Passions c) Channel loyalty d) Personality e) Social class f) All of the above

6. Which type of sales presentation is represented by the following statement? "What type of driving do you do? How many people will you usually have in the car? Maybe you should look at vans instead of sedans." a) Stimulus-response presentation b) Formula-selling presentation c) Need-satisfaction presentation d) Persuasive-selling presentation e) Canned sales presentation

7) About publicity: Answers : a) Often publicity stories are not reproduced or mentioned in a company's advertising because they may hurt the credibility of the story. b) Several sources carrying the story cannot increase credibility. c) You may get no coverage if no editor or major blog site is interested. d) Extraordinary reach and frequency can be obtained in a long period of time.

7) The problem with Facebook's business model is: Answers : a) Increasing concern of regulators over privacy issues. b) Increasing concern of its users over privacy issues. c) Very low click-through rates. d) It does not have problems.

7) When choosing a list for direct marketing, which criteria are often considered as critical: Answers : a) How old is the list? b) The amount of money spent on direct buying by each individual on a list. c) Both A and B. d) None of the above.

7. A firm has a total of 800 of all types of customers and the time required to service all those customers totals 16,000 hours per year. The firm's salespeople have 1,000 hours of selling time per year, 25 hours of selling time per week, multiplied by 40 weeks [remember to subtract vacations (3 weeks), holidays (1 week), sick days (2 weeks) and 30 training days (6 weeks) from 52]. How many salespeople are needed to cover the market? a) 12 b) 14 c) 16 d) 20

7. Clothing designers who come out with a new look every Spring and Fall: a) Are experts in creativity and innovation b) Always know better than the consumer what is hot and what is not c) Are examples of planned obsolescence d) Are following consumer trends

7. In which of the following continents do prices change most often? a) Asia b) Europe c) North America

7. The Chief Executive of GE, Jeff Immelt thinks ______________. a) North America has a great future in developing new products b) His company will do more product development in Germany c) GE will move its break-through product development efforts to India and China

7. The Rogers diffusion curve analysis of buyers has categories. a) Three b) Four c) Five d) Seven

7. The advantage of small business team management is that: a) Disputes can be settled more readily b) Team politics are less c) Very low team membership turnover d) All of the above

7. The conventional way to evaluate segment criteria is by ____________. a) Profitability, accessibility and fit b) Substantiality, profitability and fit c) Substantiality, accessibility and fit d) Profitability, accessibility and fit

7. The marketing of new technologies such as new medications to treat drug addicts or new forms of contraception such as the morning after pill are often argued to be _________. a) Ethical because they solve a social problem b) Unethical because they sometimes encourage the undesirable behavior c) Both options are correct

7. The step in focus group research is to choose a moderator. a) First b) Second c) Third d) Last

7. Which of the following activities starts 3D laddering? a) An analysis of product features purchased and benefits wanted b) Usage observation c) Customer profitability analysis d) None of the above

7. Which of the following statements is true about prototyping? a) You develop the clay model and then use it as input into computer-aided design b) Quality prototyping is about getting the prototype right the first time c) The working model that the organization has figured out how to manufacture is called the prototype d) Organizations don't spend enough time in developing detailed specifications of the first prototype

7. Who are/were most likely to be the most brand-loyal to packaged goods and appliances? a) Your generation b) Your parents' generation c) Your grandparents' generation

7. Why does personal selling work better than other communication options available to firms selling in the business-to-business market? a) Personal selling employs more people in the North America than advertising b) North America firms have become particularly adepts at hiring "born" salespeople c) Salespeople are able to tailor unique messages for each prospective buyer d) Personal selling is the most expensive form of promotion e) Salespeople are proficient in all aspects of new product development

8) Two studies undertaken by The Conference Board of Fortune 1000 company marketing planning practices revealed that __________present an analysis of the latest insights into changing customer preferences and behavior, competitor behavior and channel behavior. Answers : a) less than two out of three b) less than half c) less than one in three d) less than one in ten

8) Which of the following statements is appropriate to describe pay-per-click advertising fraud: Answers : a) Click numbers are being inflated by unknown cheaters acting in their own interests. b) Click numbers are hard to count. c) When a Google partner pays others to click, thus creating a flood of fraudulent clicks that the advertiser must pay for. d) None of the above.

8) Which of the following statements is true about franchising: Answers : a) Franchisees are imitators; there is little innovation in a franchise system. b) About a quarter of all retailing is franchised. c) Franchising is a way for an innovator to earn higher innovation profits. d) Franchising is a big part of going global and acting global. e) Both C and D.

8. A penetration pricing strategy can be attractive when: a) Creating the necessary long-term aftermarket relationship with a customer that generates profitability b) It creates an industry platform or standard to which all other rivals must use or conform c) Both A and B d) None of the abov

8. Royal Phillips Electronics developed a global branding effort called "Sense and Simplicity" in 2004. Which of the following activities is incorrect? a) Set up a Simplicity Advisory Board of company outsiders to evaluate products and report to the CEO b) This principle applies to all good design: Simplify! c) Everything should be made as simple as possible, and then simpler d) It is an extension of the Chinese principle of feng shui: buildings and interiors with no clutter and complexity are healthy

8. The primary objective of the partnering-oriented salesperson is to: a) Create a market-exchange relationship b) Close the sale quickly c) Develop long-term relationships with customers d) Act ethically when dealing with international customers e) Satisfy the short-term needs of the supplier

8. Which of the following is not a question on the personal ethics checklist? a) Am I exploiting a trust or confidence? b) Am I misrepresenting my true intentions to others? c) Am I selling the same product at the same price to everyone? d) Am I loyal to those who have been loyal to me?

9) How media costs are generally measured in: Answers : a) Costs for every media used for advertisements. b) Cost-per-hundred of delivered audience. c) Cost-per-thousand of delivered audience (CPM). d) None of the above.

9. If all dairy farmers adopt Supercowchow and overall supply increases by 10 percent, which of the following will happen to the long-term income of the farmers who adopted it first? Their long-term income compared to their short-term income will: a) Stay the same b) Increase c) Decrease

9. The online chatter about your products, service and marketing is sometimes called? a) Word-of-mouth b) Gossip c) Word-of-mouse d) Social influence

9. Through tracking the performance of its 3,500 jet engines owned by its customers, Rolls Royce has extended the life of its engines ________ . . a) 100% b) 200% c) Ten times d) Twenty times

9. Usage behavior is driven by? a) User difference drivers b) Usage situation drivers c) User difference drivers and usage situation drivers

9. Where are the greatest branding opportunities today? a) In big ticket items involving a lot of risk b) To insecure teenagers c) In developing economies

9. Which of the following is/are NOT a disadvantage(s) of employing a rep salesforce? a) Diseconomies of scale b) Difficult to fire, may lead to loss of customers and betrayal of confidences and trade secrets c) Low start-up investment cost d) Less continuous feedback e) None of the above

1) A network of market observers is used: Answers : a) To gather intelligence. b) To make sense of market metrics. c) To come to a consensus as to what is happening in the market. d) All of these options are correct.

1) Direct marketing is facing the following issue(s): Answers : a) As with any high-growth industry, direct marketing has grown faster than the quality of its supporting systems. b) Consumer response rate to direct marketing is falling. c) The issue of privacy. d) All of the above.

1) Media suitability depends on: Answers : a) The target market. b) The basic message strategy. c) The creative tactics used to execute the message strategy. d) All of the above.

1) On the Business Process Thinking scale my average score was: Answers : a) 1 b) 2 c) 3 d) 4 e) 5

1) When choosing a channel partner, a manufacturer seeks: Answers : a) A partner whose customers fit the manufacturer's target market segment. b) A partner whose service and current products, compliment its product and services. c) A partner with inferior buying, marketing, merchandising, and selling skills. d) Both A and B. e) A, B and C.

1) When consumers buy products, they are essentially saying that they trust the products to satisfy their needs. This trust can result from: Answers : a) The advertisings of products. b) Their past experiences with products. c) The companies that make those products. d) Both B and C.

1) Which of the following is/are advantage(s) of computerization in order-taking processes: Answers : a) It greatly increase the variability in order processing time. b) Often allows immediate notification of item availability. c) Can produce courtesy confirmation e-mails that are automatically sent to buyers. d) Both B and C. e) A, B and C.

1. A good trade show team employs . a) At least two people: a screener and a closer b) A screener at the front of the exhibit to meet people c) A good closer spend his or her time at the back of the booth or in a hotel suite with serious prospects, closing deals d) All of the above

1. A major part of product development involves: a) Improving the process b) Getting rid of the "not invented here" business mentality c) Changing the "corporate lawyers are king" business culture d) All of the above

1. According to Webster's dictionary, culture is . a) The sum total of the ways of living built up by a group of human beings and transmitted from one generation to another b) A stage of civilization of a certain nation or period c) The behaviors and beliefs of a particular social, ethnic or age group d) All of these options are correct

1. All products and services are _________ to achieve an end? a) Means b) Instruments c) Tools d) All of the above

1. Changing customer preferences changes demand, which changes seller supply, which in turn changes _______________. a) The market b) Company competitiveness c) Company profitability d) Customer preferences and demand

1. Customer segmentation around the customers' distribution/communication channel usage _______________. a) Guarantees segment accessibility b) Is very common c) Is very hard to do d) A and B above e) B and C above

1. If it takes a rep longer than 3-6 months to start moving the product, then: a) The rep is more than likely just doing nothing b) The rep is not selling it to his or her existing customers c) The rep may be trying to use the product to break into new markets d) All of the above

1. QFD stands for? a) Quality function determinants b) Quality feature determinants c) Quality feature deployment d) Quality function deployment

1. The __________ in a buying firm are more sensitive about product performance, defect rates, service support, parts availability and user training. The __________ in a buying firm are concerned about price, purchase terms, discounts, legal contracts and delivery costs. a) Purchasing agents, end-users b) End-users, accountants c) Senior management, accountants d) End-users, purchasing agents

1. The basic cost involved in a poor recruiting effort is . a) The wasted cost of spending a great deal of time and effort training b) The cost of exposing the customer to a poor salesperson c) The strain on the enterprise and its management d) All of the above

1. Which of the following does the Price Setting worksheet analysis do? a) Tells you how much you have to sell to meet the profit targets b) Tells you what market share you have to achieve to meet the profit targets c) Specifies your allocation of fixed costs and variable costs d) All of the above

10) The person you hand-off the product of a task to is called: Answers : a) A "hand-offer". b) The next task manager. c) A quality judge. d) An internal customer.

10) What is/are the competitive advantage(s) for IKEA: Answers : a) Elegant Swedish design. b) Flat packing furniture saves manufacturing and distribution costs for IKEA. c) Customer convenience and lower final delivery costs for IKEA compared to other furniture competitors. d) Both B and C. e) All of the above.

10. A crucial organization goal of a segmentation strategy that focuses on most profitable customers is _________________________. a) To measure customer profitability b) To minimize politics c) To maximize management expertise d) To change how-the-money- is-spent (budgeting) processes in the firm

10. The use of technology such as 800 service call numbers, cell phones, home Internet access to account records and to members of a sales support team, has: a) Made salespeople so much more efficient and productive b) Enabled many companies to greatly increase their salesforce size c) Led to less direct person to person interaction with customers d) Both A and C e) All of the above

10. What are the characteristics of successful order getters? a) They uncover customer needs b) They sell value-added technical and process solutions c) Honest concern for the customer d) All of the above e) Both A and C

10. What characteristics does a field staff support have? a) Comprised of engineering and marketers b) Available to the customer or the salesperson by various communication methods c) Interacts with customer R & D and production on the development of new products, quality control or service problem d) All of the above

10. Which of the following countries has a higher Business Ethics Index score than the U.S.: a) Japan b) Germany c) United Kingdom d) None of the options

10. Which of the following is not a question on the personal ethics checklist? a) Am I willfully exploiting children, the elderly, the illiterate, the mentally incompetent, the naïve, the poor or the environment? b) Am I prepared to redress wrongs and fairly compensate for damages? c) Would it be wrong if everyone did what I propose to do? d) Do I use small print to completely nullify my guarantees and warrantees?

2) Manager thinking quality, rationality and insight is bounded by: Answers : a) The quality of the tools and methods they use to process information. b) The market intelligence that is gathered. c) How much managers are paid. d) A and B.

2) The price per click is increasing as advertisers discover: Answers : a) The payoff they get from search advertising. b) It is not worth to allocate too much budget in Internet advertising any more. c) It is more subjective to rapid improvement than the traditional mass media advertising process. d) Both A and C.

2) Which of the following are the advantages of publicity over advertising: Answers : a) Its creation of public interest. b) Its word-of-mouth momentum. c) Excitement few advertising campaigns can match. d) All of the above.

2. Changing a sales territory . a) Is a significant event b) Disturbs established customer relations c) Has repercussions on other territories d) All of the above

2. Consumer belief about whether they are going to be better off, worse off or the same in the future is called . a) Consumer sentiment b) Consumer competence c) Consumer optimism d) Consumer confidence

2. Observational research led IKEA to design for its Japanese customers. a) Much smaller furniture b) Much larger furniture c) Much more padded furniture d) A whole new line of furniture

2. Price promotions: a) Lead to a transfer of positive feelings to the product or brand b) Are typically superior to free sample promotions c) Work best with mature brands d) Have strong reinforcing effects and train shoppers to become deal-seeking shoppers e) None of the above

2. QFD is the deployment of _____________so the design features of a product or service deliver the desired customer benefits and satisfaction. a) Quality b) Technology c) Resources d) All of the above

2. Regarding sales compensation . a) The ending point for the compensation package must be the market rate in the industry, including any customary incentive schemes used by the industry b) Sales is typically the best paid entry level job in marketing c) Perhaps the most fundamental principle of sales compensation is to keep it as clear and simple as possible d) Both B and C e) All of the options are true

2. The way firms buy is influenced by ____________ . a) Their financial position b) Unique personalities involved c) Socio-political climate d) All the options are true

2. To serve its target segments, a business must position its ____________. a) Products b) Products and services c) Products, services and prices d) Products, services and organization

2. Typical samples range in size from _____________ . a) 50-100 b) 100-200 c) 200-500 d) 400-1000

2. What are the characteristics of EDI (electronic data interchange)? a) Enables automated just-in-time delivery b) Close monitoring of product and service quality conformance to contract c) Greatly reduces the need for a salesperson to service an account d) All of the above

2. Which of the following products can price skimming strategy be applied with? a) Luxury goods b) Highly demanded new drugs c) A Rolex watch d) All of the above

3) In a SWOT analysis the threats and opportunities are: Answers : a) Internal to your organization and about your current business. b) External to your organization and about your current business. c) Internal to your organization and about your future business. d) External to your organization and about your future business.

3) What follows "Supply shifts to serve the demand of the most profitable market segments.": Answers : a) Effective products and process are quickly imitated and improved. b) Sellers learn directly and by observing other sellers how to add customer and shareholder value. c) The variation in consumer demand is constantly changing. d) Competition forces sellers to try new ways of serving customers and reducing costs. e) The supply of products and processes is constantly changing.

3) What trend precipitated the recent U.S. recession: Answers : a) U.S. consumers living beyond their means. b) Lax regulations. c) Dishonest bankers. d) Chinese consumers saving a lot rather than spending.

3) Which of the following criteria does the basic channel choice NOT depend on: Answers : a) Capability. b) Cost. c) Control. d) Conviviality. e) All of the above.

3) Which of the following statements is the key to operating multiple channels: Answers : a) To establish through customer research undertaken together with channel members, whether the current and new channels share the same customers. b) The manufacturer sets and follows the same well defined performance criteria. c) Each trading relationship's uniqueness has to be recognized. d) Both A and C. e) A, B and C.

3. A company may desire to change its incentive schedule to adapt to new competitive realities or company constraints, but changing the scheme has which of the following negative effects? a) It is likely to confuse the more experienced salespeople who have worked under several different schemes b) Having adapted to them, they may find it difficult to break their behavioral adaptation and to distinguish among the schemes in their memory c) A history of such changes increases the expectations that the scheme will be changed again in the future, thus reducing commitment to the new scheme d) All of the above e) There are no negative effects to changing its incentive schedule - the more often the better

3. A study found that concurrent engineering ______________. a) Reduces time to market by 50-80 percent b) Development time is 20-50 percent less c) Dollar sales are 60-90 percent higher d) Overall quality is 200-600 percent higher

3. Giving back is mostly the responsibility of: a) Companies b) The owners or shareholders of companies 21 Catherine Arnst, "Promise Keeper," BusinessWeek, October 17, 2005, p. 24. Course material is for personal use only. Downloads are monitored by Student ID#admin Course material is for personal use only. Downloads are monitored by Student ID#5910203 Good marketing and marketing good 4 . c) Managers using their own resources d) B and C e) A, B and C

3. Habitual behavior _______________ . a) Is never lost b) Can be lost by a single little mistake c) Can be lost by a series of little mistakes d) Can be lost by something going really wrong

3. In following through on claims, ________________________. a) When a customer complains, it will always lead to negative word-of-mouth b) If a complaint is handled promptly and graciously it can create a more loyal customer c) It is essential to process a warranty claim quickly and efficiently d) Both B and C e) A, B, and C

3. In practice, what you are required to do ethically is: a) Pay constant attention to whether your actions are right or wrong b) If your behavior is wrong, ask why you are doing it c) Confront your excuses and reasons d) All of these options are true

3. Qualitative research is _________________ . a) Used to learn about customer motivations, beliefs and preferences b) Not representative of the market c) Conducted with small numbers of respondents d) All of the options are true

3. The traditional way of segmenting is by using: a) Theory b) Past experience c) Senior management guidance d) Trial and error

3. What are some characteristics described in the module to be a successful salesperson? a) Obtain a deep reservoir of technical knowledge b) Talk more and listen less c) Making the customer's problems your own d) Both A and C e) All of the above

3. Which of the following is a reason why products fail: a) A misunderstanding of customer preferences b) Competitors lower their prices c) A new product that is even better is launched by a competitor d) All of the options are correct

3. Which of the following is an objective of personal selling? a) To keep a current customer happy and loyal b) To persuade a current customer to buy more c) To persuade a potential customer to buy a new product or service d) All of the above e) Both B and C

3. Which of the following is/are an advantage(s) of employing a rep salesforce? a) A fast way of building consumer franchise b) Ease of management and greater control c) Low start-up investment costs d) Both A and C e) All of the above

3. Which of the following statements is true about cross-functional team management? a) Has a dramatic effect on the sales management of key accounts b) A key supplier of a component cannot become a permanent member of the crossfunctional account team c) May invite a supplier (vendor) to attend a special or occasional meeting d) Both A and C e) All of the above

3. Which of the following statements is true? a) In the 1960s, the growth of telemarketing forced many companies to re-evaluate their sales territory strategy b) In the 2000s, the growth of the Internet forced a re-evaluation of sales territories c) Technology innovations in communication sometimes necessitate a complete restructuring of sales-force territories d) Both B and C e) All of the above

4) How many planning documents are recommended: Answers : a) 1 b) 2 c) 3 d) 4 e) 5

4) Regarding Buzz marketing, which of the following statements is true: Answers : a) Business Week has concluded that initiating and controlling publicity on the Internet is not as hard as generating publicity through traditional communication means. b) Blog readers are excited with advertising messages built into blogs as they are with advertising messages in traditional advertising. c) Forrester Research estimates that about a quarter of adults read at least one blog each month, and the numbers are increasing. d) None of these social sites are generating cash flows that come anywhere close to justifying the values that these prices Google, You Tube, or NewsCorp paid.

4) Relationship synergy occurs when there is a ____ served market fit and a ____ fit between the marketing strategies and implementation skills of two trading partners. Answers : a) low, low b) high, low c) low, high d) high, high

4) Vicious circles: Answers : a) Are created by vicious managers. b) Occur when you are surrounded by competition. c) Are created when the wagons are circled. d) Are created by positive feedback effects.

4. Evolution has endowed us with habits and a) A sense of humor b) Ability to think ahead c) Tolerance d) Curiosity and boredom

4. New _________ are often created in a market by benefit-feature innovation. a) Demand b) Customers c) Segments d) All of the above

4. Payment terms: a) Price discriminate against slow-paying customers b) Many markets use the standard term "2-10, net 30" c) Most sellers impose and charge interest penalties on delinquent customer debt d) Both A and B

4. Sales managers are involved in the marketing planning for key product markets to . a) Ensure line salespeople do not think about and interact with marketing b) Suggest how to re-engineer sales practices around new product launches c) Propose and provide incentives and rewards for suggested sales process improvements d) B and C

4. Some entrepreneurial risks may have to be taken to give heavy support and service to . a) Large, slow-growth customers b) Small, slow-growth customers c) Large, high-growth customers d) Small, high-growth customers

4. The 3D way of thinking about different customers is _________ years old. a) 50 b) 100 c) 1,000 d) 5,000

4. The major difference between a prospect and a qualified prospect is: a) Prospects are more likely than qualified prospects to become customers b) Qualified prospects require a modification to the original presentation to make the sale c) There are far more qualified prospects than prospects d) Qualified prospects have not only the need or desire for your product, but the ability and authority to purchase it e) The only difference between a prospect and a qualified prospect is that a qualified prospect has purchased your product in the past and a prospect has not

4. The most difficult step in the market research process is ____________. . a) Preparing the report b) Analyzing the data c) Choosing the research technique d) Defining the problem and research objective

4. Which of the following statements is true? a) If a company can, and it is legal, it will keep most of the profits earned in the country with the highest corporate income tax on profits b) If a company can, and it is legal, it will keep most of the profits earned in the country with the lowest corporate income tax on profits c) Financial accountants are likely to use the market price as a starting point and make a taxation consideration adjustment d) Both B and C e) None of the above

4. Whistle blowers who reveal company unethical behavior too often: a) Have their careers ended b) Are branded trouble makers c) Become too hot to be hired by other companies d) All of the options are true

5) An advantage of publicity over advertising is: Answers : a) Its greater credibility. b) Its paid for endorsement by media celebrities. c) Its speed of coverage. d) Both A and C. e) A, B, and C.

5) As the number of gas pumps at convenience stores increased: Answers : a) Traditional gas station revenues fell. b) Gas stations stocked and sold more convenience products. c) Convenience store convenience product revenues fell. d) All of the above options are true.

5) Which of the following cities were innovative distribution hubs because their canals allowed goods to be loaded and unloaded directly into a merchant's warehouse: Answers : a) Venice. b) Amsterdam. c) London. d) Both A and B. e) All of the above.

5) Which of the following might be a reason for a company to distribute through new channels: Answers : a) New products introduction. b) A different retail channel may reach a different segment of shoppers. c) If the manufacturer does not supply the new retailer, other competitors will do. d) All of the above.

5) Which of the following statements best describes convenience products: Answers : a) Shoppers will go out of their way to buy the preferred alternative. b) Shoppers will purchase the next preferred alternative when the product or service is not available. c) The best distribution for a convenience product is to be everywhere. d) Both B and C.

5) With each revolution in marketing communication the whole media market is spurred on by the new competition to become: Answers : a) Less competitive. b) More competitive. c) More innovative. d) Both B and C.

8. Which of the following statement is true for bridging, as described in the sales module? a) Just add a new trading dimension b) Fundamental, long-term trading processes are altered to both seller's and buyer's advantages c) It has happened between Walmart and Procter & Gamble d) Both B and C e) All of the above

8. Which of the following statements is true about parallel saleforces? a) A parallel salesforce organization is often created as the result of a takeover or merger b) They exist to avoid organizational politics c) Kraft had four different saleforces which have now been arranged into one with 300 customer service teams d) All of the above are true

8. Which of the following statements is true while using quotas to reward high performance? a) Setting quotas too high may encourage customer inventory manipulation distortions at year end b) It is only fair to use exactly the same commission or bonus plan for every territory c) A general bonus scheme encourages overall cooperation and creates a company culture where everyone is aware that the company's competitiveness depends on everyone's performance d) Both A and C e) A, B and C

9. In determining salesforce size based on profit maximization, which of the following statements is true? a) Consider the full costs of compensating, training, managing and supporting the salesperson's operational expenses b) If the salesperson's expected incremental dollar contribution min;77us the full cost of the salesperson is positive, then a new salesperson should be hired c) If the existing salespeople generate negative cash flow and the long-term prognosis is not good, you should stop hiring new salespeople d) All of the options are true

9. Total Quality Management (TQM) reengineering of processes: a) Can be applied to sales b) Can produce the same benefits as it provides in manufacturing and physical distribution c) Cannot be applied to sales because it has to deal with human beings d) Both A and B

1) Each process must be mapped to reveal: Answers : a) How each activity is dependent on each other. b) Bottle necks. c) Who is responsible for completion of each task. d) Unnecessary tasks. e) All of these options are true.

1) Marketers must decide whether to concentrate advertising seasonally or to give it greater continuity. Much depends on: Answers : a) The consumer purchase cycle. b) The nature of producer supply. c) Whether selling seasons exist. d) The price of the product. e) Both A and C.

1) Retailing success depends on: Answers : a) Store location. b) The assortment or selection of products offered for sale. c) The quality of merchandise presentation. d) The attactiveness of the store interior. e) All of the above.

1) When domestic and global sources in existing trading alliances come under pressure to innovate, to reduce prices and increase services: a) Domestic manufacturing output contracts as profits are lowered. b) Consumer prices drop in very price competitive markets. c) Retailer/distributor profits increase. d) A and B above e) A, B and C above

1. A lot of modern market research is about _____________. a) Tracking customer satisfaction/dissatisfaction b) Tracking trends in demand c) Testing marketing theories d) A and C e) A and B f) B and C

1. Product development is about strong __________________ a) Design creativity b) Leadership c) Focus d) Simplicity e) All of the above

1. Which of the following is the reason why we develop habits? a) What has worked in the past (rewarded us) is likely to work again (reward us again) in the future b) Habits allow us to save time making decisions and be thinking of other things as we do them c) Habitual shopping routines can often be executed more efficiently than new behaviors d) Habitual shopping provides a sense of discipline, order and control in our lives e) All of the above

1. Which of the following statement best describe rewarding the salesforce? a) Sales motivation drives how hard a salesperson wants to work to accomplish a task or achieve a goal b) Many theories and explanations for what motivates people are based on the idea that people want to work hard when outcomes are valued and when effort is linked to performance c) For one salesperson, money may be the strongest motivator, while for another, receiving an award at a banquet is the best incentive d) Both A and B e) All of the above

10. An advantage of online market research is _____________ . a) It reduces errors b) It reduces cost c) It is far faster d) It increases the quality of open-ended question responses e) All of the options are true

10. At which stage of the personal selling process would you obtain a purchase commitment from the prospect? a) Approach b) Presentation c) Sale d) Follow-up e) Close

12. Kinks in the demand curve for a particular product are more likely to occur when: a) The firm has successfully distanced the product from potential substitute products b) There exist perceptual price points wherein small changes in actual price are associated with rather large changes in perceived price and hence demand c) There exist close substitute products d) Both A and B occur e) Both B and C occur

2) As discussed in distribution module, retailing is about: Answers : a) Price. b) Supply-chain cost control. c) Positioning. d) Promotion. e) Both B and C.

2) It is recommended that you answer which of the following questions in undertaking a SWOT analysis: Answers : a) Is there exceptional buyer utility in the business idea associated with the opportunity? b) Is your price affordable to your target market segment of buyers? c) Is the target sales volume feasible given your costs, price and target profit? d) What are the adoption hurdles and threats in actualizing the business idea? Are you addressing them upfront? e) All of these questions.

2) Which of the following is the basic channel activity discussed in distribution: Answers : a) Reaching target customers, where they are and where they shop. b) Informing and serving the customer. c) Moving the product. d) Financing the venture. e) All of the above.

2) Which of the following statements is true about PR discussed in advertising module: Answers : a) PR is used to inoculate against past negative events. b) BP experienced in 2006 a pipeline oil spill in Alaska, the extensive bad publicity this created totally swamped BP's previous environment-friendly PR image. c) The general public is addressed through corporate advertising. d) Public relations is used to stabilize the share price of a company. e) B, C, and D.

2. A positive warranty or guarantee can ______________. a) Raise quality expectations b) Raise employee efforts and morale c) Act as a quality control process d) Be a competitive differentiation feature e) All of the above

2. A product's packaging ______________. a) Is its dressing b) Is often its most distinctive marketing effort c) Is a critical selling tool d) May have to be designed to fit unique display locations e) All of the above

2. Which of the following statement(s) is NOT true for salespeople? a) They hasten the adoption and diffusion of new innovations b) They hasten the adaptation of their company to market realities c) They don't know networks of customers and distributors on a personal level d) They seldom unravel the marketing mistakes made by others e) Both C and D

3) The profit and loss budget statement is presented: Answers : a) Day to Day. b) Week to Week. c) Month to Month. d) Year to Year. e) Month to Month and Year to Year.

3) Which of the following is NOT one of the fundamental advertising principles: Answers : a) If you have something to say, advertise. If not, don't. b) Keep your message simple and powerful; otherwise, it will be lost in the advertising clutter. c) Communicate first with your existing customers to keep their business. d) Communicate second with your hottest prospects. e) None of the above.

3. A method to reduce price shading's potential to lower profits is to: a) Fire employees who participate in this activity b) Prosecute employees who participate in this activity c) Educate employees regarding legal pricing practices d) Set list prices relatively low and allow unrestricted salesperson price negotiations e) Base commissions on profits and not sales volume

3. Many price discounts are wasted because: a) About two in three are not supported by special point-of-purchase displays b) About 30 percent are not passed on to consumers c) They are not noticed by buyers d) They are automatically given to all consumers e) B, C and D

3. Which of the following statements about packaging is true? a) A one-page guide to product use is a sure sign of poor marketing b) The consumer cannot benefit from clever packaging designed for the usage situation c) Innovative packages can add real convenience to product use d) Recyclable packages will appeal to environmentally concerned market segments e) Both C and D

4) Entrepreneurial business development teams are most effective when senior management and the organization map the _______________. Answers : a) Organization chart b) Processes that add value to the customer c) Processes that add value to the owners d) A and B e) B and C f) All of the options are true

4) Public relations (PR): Answers : a) The management function that evaluates public attitudes, identifies the policies and procedures of an organization with public disinterest, and executes a program of action and communication to earn public understanding and acceptance. b) The management function which evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action and communication to earn public understanding and acceptance. c) Is a conscious and targeted attempt to shape a company's image. d) The content of PR programs should be kept consistent with the different targeted audience. e) Both B and C.

4) The development of a new logistics relationship between businesses and trading partners requires which of the following: Answers : a) The development of new attitudes that change old habits. b) Enough trust to work together to develop competitive added value for both of you. c) A willingness to not exploit the new relationship at the expense of long run cooperation. d) Patience; payoff often takes time and there are always initial glitches. e) All of the above.

4) The productivity of advertising expenditure can be improved by one or more of the following approaches: Answers : a) Improving the way you find media that delivers the lowest cost-per-thousand members of the target audience. b) Achieving the most effective mix of ad reach and exposure frequency. c) Improving the timing of the ad campaign. d) Both A and B. e) All of the above.

4. Conventional wisdom is that you try which of the following in segmenting a market? a) Geographic criteria b) Demographic criteria c) Pyschographic criteria d) Behavioral criteria e) All of the above

4. What might be the objectives if a salesforce calls on retail accounts? a) Introducing new product lines b) Making sure merchandising displays are put in place c) Attempting to increase the amount and quality of shelf space given to its product d) Encouraging the account to cooperate with promotion programs e) All of the above

4. Which of the following is NOT one of the outside sources of innovation ideas? a) New ideas from employees b) Copying innovations in foreign markets c) New ideas from consumers d) Existing specialized industrial product e) None of the above

4. Which of the following statements about the customer service feedback effect is false? a) A decrease in employee benefits and wages leads to a decrease in employee morale b) An increase in employee morale leads to an increase in service quality c) An increase in customer satisfaction leads to increased rewards to employees d) A one time bonus can trigger a positive feedback effect e) A feedback-effect always produces positive outcomes

5) Public relations is directed at: Answers : a) Employees. b) Stakeholders. c) Politicians. d) Media commentators and the general public. e) All of the above.

5. A seller in a high-growth market faces particular problems, such as: a) It constantly has to adjust its organization as its sales expand b) If it does not adjust its organization accordingly, it opens up the market to rivals c) It can serve all of the new customers that are springing up in a territory d) Adding salespeople until they no longer generate enough contribution to justify their employment e) A, B, and D

6) A retail store's assortment of customers has varying degrees of uniqueness measured in terms of: Answers : a) Individual differences (age or income). b) Product usage and needs. c) Perceptions of the competitive offerings. d) Sensitivity to different promotional strategies. e) All of the above.

6. Consistently pricing your product below your average cost: A. Can be profitable if you can sell complementary products at a relatively high margin B. Is price discrimination if certain consumer groups do not purchase the products C. Can be considered predatory pricing if it results in taking sales away from competitors D. Can be profitable if there are multiple substitutes in the market E. Both A & C

6. Many representatives are eager to reduce price because . a) Manufacturers' profit margins cannot be really hurt b) Manufacturers encourage them to do so c) The sale takes less time and energy d) They suffer a minor commission reduction e) Both C and D

6. The well-managed firm tracks and broadcasts across its organization which of the following? a) Truly unsolicited letters and e-mails of thanks b) Letters and e-mails complaining, ranking of complaints c) Returns and reasons for returns ranked d) B and C above e) All of the above

7) As markets mature: Answers : a) The need for pioneer personal selling efforts increase. b) The need for pioneer personal selling efforts decrease. c) The need for direct selling and billing efforts increase. d) The need for pioneer personal selling, direct selling, and billing efforts decrease. e) Both B and C.

7. Price discrimination: a) Is illegal in the United States b) Results when sellers maintain their prices even though competitors raise their prices c) Results when sellers maintain their prices even though competitors lower their prices d) Is a form of predatory pricing e) Results when a seller differentially adapts prices to various buyers

7. Which of the following is NOT a relationship selling tactic? a) Expanding the size of the pie b) Giving back parts of the pie c) Adding a new ingredient to the pie d) Reengineering the whole pie-making process e) They all are all a relationship selling tactic

7. Which of the following is true? a) Having a predominant religion as the core for trading ethics allows everyone to agree with what is right and wrong and is economically more efficient, but runs against basic freedoms b) Utilitarian situational ethics and the categorical imperative still require a basic set of values c) As children we learn basic decency and morality from our parents and other adults in our life d) None of the above e) All of the above

8) How many competitive forces are their in the Porter Model: Answers : a) 1 b) 2 c) 3 d) 4 e) 5

8) The internal customer is expected to blow the whistle on (call attention to): Answers : a) Poor quality hand-off. b) Serious unscheduled delays or cost over-runs. c) The doubtful added-value to the customer of the previous process activity. d) The doubtful added-value to the owners of the previous process activity. e) All of these options.

8. Competitor Y's quality/utility score is: a) 14 b) 28 c) 40 d) 42 e) 50

9) Managers who are excellent at getting things done: Answers : a) Break down processes into specific tasks and next actions. b) Use to do lists that are reviewed weekly. c) Have well sorted filing systems. d) Do easy, simple things right away. e) All of these options are true.

9) The lower the cost of trade and the faster the speed of trade flows: Answers : a) The faster the opening up of new markets around the world. b) The faster new sources of low cost labor are introduced into the supply-chain. c) The more everyone benefits. d) A and C above e) A and B above

9) Which of the following statements is true about reaching target customers: Answers : a) Channel segmentation is important distribution reach strategy. b) The most common function of a marketing channel member is to provide reach, to resell the product into a market where the original seller can't reach efficiently or effectively. c) Retailers can give manufacturer both location and image competitive positioning. d) Both A and B. e) A, B and C.

9. Which of the following is important while training salespeople? a) All salespeople need to hear, "You can do it, too" b) The inspirational part of training should be continued throughout the salesperson's career c) The best way to preparing people for training and learning is to place them in the shoes of the teacher d) Knowledge about an emerging usage market segment should be taught by experienced salespeople because they are not blinded by past beliefs e) All of the above

2. The Good Grips case study highlighted best practice in __________________. a) Understanding customer product use and benefits sought b) Design c) Funding the project d) Maximizing distribution reach e) Minimizing opportunities for imitators f) All of the above

7. Which of the following would the manufacturer find to be the lowest acceptable per sack price for the new Supercowchow? f. $60 g. $70 h. $80 i. $90 j. $100

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