Exam 3 Sample Questions

True or false: A compensation plan with a larger base-salary component and a smaller commission component is most effective for driving salespersons to acquire new businesses.

False

True of false: A major internet marketing concern is related to the difficulty of restricting minors' access to adult-oriented material.

True

True or False: advertising can reach masses of geographically dispersed buyers at a low cost per exposure

True

________ is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. a) Sales promotion b) Direct marketing c) Public relations d) Advertising e) Personal selling

d) Advertising

Which of the following is an example of a firm utilizing public relations as a promotion tool? a) a firm using a celebrity to endorse a product in a television commercial b) a firm sending its catalog to customers through e-mail c) a firm using its personal sales force at an expo to sell its products d) a firm informing customers of special discounts on its Web site e) a firm providing interesting information about a product to the news media

e) a firm providing interesting information about a product to the news media

True or false: Usually, when using public relations, a company pays for the space of time in the media.

False

True or false: Marketers have the ability to use big data and sophisticated analytics to mine databases and micro target their selling efforts.

True

True or false: One of the benefits of digital marketing is that it can give consumers a sense of brand engagement and community.

True

True or false: Salespeople represent customers to a company and represent a company to customers.

True

True or false: The use of an inside sales force has grown due to the surge in online, mobile, and social media technologies

True

Which of the following is true of a territorial sales-force structure? It requires salespeople to sell a wide variety of products over a broad geographic area. a) It clearly defines each salesperson's job and establishes accountability. b) It differentiates the sales force solely on the basis of product expertise. c) It is used by firms that organize their sales forces along customer or industry lines. d) It benefits firms with many technological products requiring technically skilled salespeopl

a) It clearly defines each salesperson's job and establishes accountability.

Which of the following is most likely an advantage of social media marketing? a) Social media are targeted and personal. b) Social media campaign results are easily measured. c) Social media campaigns are simply implemented and rarely backfire. d) Social networks are largely marketer controlled. e) Social media allow marketers to engage in multichannel sales.

a) Social media are targeted and personal.

Which of the following promotion mix approaches involves a producer promoting a product to different channel members who in turn promote the product to customers? a) a push strategy b) vertical integration c) the publish-subscribe method d) direct marketing e) a pull strategy

a) a push strategy

Which of the following is most likely an example of a business promotion tool? a display allowance for retailers who feature a manufacturer's product in a favorable manner a) a trade fair showcasing a new audio system developed by an electronics firm b) a free DVD for customers who purchase a new television at a retail store c) a sweepstakes program inviting customers to enter for the chance to win a new car d) a toaster being sold at half its list price for any buyer who purchases a food proces

a) a trade fair showcasing a new audio

The consumer's use of multiple marketing channels, both digital and nondigital, to help them make a buying decision is known as ________. a) consumer omni-channel navigation behavior b) multi-modal buying c) navigating the blogosphere d) digitizing the buying process e) webcrawling

a) consumer omni-channel navigation behavior

A pharmaceutical manufacturer offers monetary incentives to its sales representatives to promote a new drug to the medical professionals in their respective geographic territories. This is an example of a ________ strategy. a) pull b) publish-subscribe c) direct marketing d) push e) vertical integration

a) pull

Which of the following is true of personal selling? a) It is the most effective promotional tool for geographically dispersed buyers. b) It is the most expensive promotional tool for companies to utilize. c) It allows firms to dramatize product offers through arts and visuals. d) It presents a firm's message as news rather than as a sales-directed communication. e) It is an ineffective method for building long-term customer relationships.

b) It is the most expensive promotional tool for companies to utilize.

________ can provide on-the-go product information, price comparisons, advice and reviews from other consumers, and access to instant deals and digital coupons. a) Inbound telephone marketing b) Mobile marketing c) Indirect marketing d) Television marketing e) Direct-mail marketing

b) Mobile marketing

In the competitive-parity method of setting an advertising budget, the budget is set based on ______. a) percentage of current sales b)the amount spent by similar companies in the same industry c) a percentage of future sales d) objectives set by the company and the cost required to accomplish them e) the total revenue that a company makes

b)the amount spent by similar companies in the same industry

Which of the following is most likely true about email marketing? a) It cannot be personalized for individual consumers. b) It is always non-intrusive in nature due to spam filters. c) It is used by marketers to send highly targeted messages. d) It is a traditional form of direct marketing. e) It is restricted to the use of personal computers.

c) It is used by marketers to send highly targeted messages.

Which of the following is a promotion tool used for trade promotions? a) sweepstakes b) rebates c) allowances d) conventions e) price packs

c) allowances

In which of the following steps of the selling process does a salesperson ask a buyer for an order? a) preapproach b) prospecting c) closing d) qualifying e) approach

c) closing

Which of the following is a function of an integrated marketing communications system? a) designing products using environmentally friendly techniques b) haring company forecasting details with shareholders c) delivering a clear, consistent, and compelling message on the product to each brand contact d) controlling production levels by feedback received from customers e) allowing suppliers or vendors to manage the inventory of products

c) delivering a clear, consistent, and compelling message on the product to each brand contact

Companies can use ________, such as Hypetap and Klout, where popular online personalities can help them market new products and services. a) location platforms b) social bookmarking platforms c) influence platforms d) messaging platforms e) crowdfunding platforms

c) influence platforms

In which of the following structures does a company organize its sales force along customer or industry lines? a) territorial sales-force structure b) demographic sales-force structure c) market sales-force structure d) product sales-force structure e) service sales-force structure

c) market sales-force structure

Which of the following is true of viral marketing? a) It is an automated system that manages digital sales and marketing functions. b) It is another term for the unethical invasion of online privacy. c) It is a system that allows a supplier to access a customer's inventory levels online. d) It is the digital version of word-of-mouth marketing. e) It refers to online marketing problems caused by technical glitches.

d) It is the digital version of word-of-mouth marketing.

Which of the following statements is true of consumer promotions? a) They include the use of display allowances. b) They are primarily used to generate business leads and reward customers. c) They include the use of conventions and trade shows. d) They include a wide range of tools like samples, coupons, and refunds. e) Their primary objective is to persuade resellers to carry a brand.

d) They include a wide range of tools like samples, coupons, and refunds.

In which of the following cases is a firm employing omni-channel retailing? a) E-tailers such as Hammon.com market their products through a strong online presence. b) Lues Wholesalers markets its products to retailers through personal selling. c) Local convenience stores promote products through word-of-mouth marketing. d) Wingate Retail sells its products through e-tailers and hundreds of physical superstores. e) Russel Stores' sales operations are based on heavy outbound telephone marketing

d) Wingate Retail sells its products through e-tailers and hundreds of physical superstores.

Many brick-and-mortar stores use digital marketing ________. a) as their complete business model b) solely as a mechanism to deliver promotional materials c) solely as an information source for consumers d) as a supplementary sales channel e) as a primary sales channel

d) as a supplementary sales channel

Today's digital marketers use marketing analytics to develop detailed, nuanced, tangible representations of the prototypical consumer. These profiles are known as ________. a) avatars b) memes c) digitized consumers d) digital consumer personas e) internet facsimiles

d) digital consumer personas

In which of the following steps of the selling process does a salesperson seek out, clarify, and overcome any customer disapproval to buying? a) follow-up b) pre-approach c) prospecting and qualifying d) handling objections e) closing

d) handling objections

In a marketing communications mix, ________ refers to any short-term incentive that encourages the purchase or sale of a product or service. a) public relations b) personal selling c) crowdsourcing d) advertising e) sales promotion

e) sales promotion

The manufacturer of Two-In-One, a combination shampoo and conditioner, shrink wraps a 4- ounce foil packet of a smoothing hair pomade to its combo product. Which of the following promotion tools is being used in this case? a) price packs b) advertising specialties c) rebates d) coupons e) samples

e) samples

Which of the following is the first step in developing an advertising program? a) developing a brand message b) setting the advertising budget c) evaluating advertising campaigns d) developing an advertising strategy e) setting advertising objectives

e) setting advertising objectives

The presentation stage of the selling process most likely involves ________. a) gathering information about an organization and its buyers b) cold calling in the absence of potential leads c) fixing the final meeting with a customer to close a deal d) requesting an order from the customer after handling any minor objections e) showing how a company's products can solve a customer's problems

e) showing how a company's products can solve a customer's problems

A company that sells only one product line to one industry with customers in many locations would typically use a ________. a) complex sales-force structure b) customer sales-force structure c) market sales-force structure d) product sales-force structure e) territorial sales-force structure

e) territorial sales-force structure

Which of the following statements is true of a product sales-force structure? a) A product sales-force structure is used when a company has only one product line. b) A product sales-force structure uses a single sales force across different product lines. c) A product sales-force structure organizes the sales force along customer or industry lines. d) A product sales-force structure requires every salesperson to be an expert in all the product categories of the company. e)A product sales-force s

e)A product sales-force structure is characterized by specialization along product lines.

Which of the following examples represents a product sales-force structure? a) Venson's produces frozen dinners at its factory in Ohio, and it sells them across the country through a network of sales representatives organized into regional and territorial tiers. b) Nutters Inc., producers of cookies and other baked goods, markets its products throughout the country through a network of area and regional sales officers. c) Verra Designers operates from its landmark store in uptown New York and cu

e)Carlton Computers sells its range of highly specialized computers through special teams, each of which has received training in the configuration, uses, and USPs of a single model in the range.

Which of the following media is most suitable for advertising a product that needs to be demonstrated? a)magazine b)billboard c)radio d)newspaper e)television

e)television

True or false: Experimentation in digital marketing can be used to assess everything from changes in pricing to the effectiveness of different online product offerings, brand messages, or presentation formats.

true