MKT 205-010 Principles of Marketing Final Exam Part 4

Ch. 16 Which of the following is true abut the sales force of a company?
a. salespeople represent customers to the company and manage the buyer-seller relationship
b. salespeople represent workers’ interests to upper management
c. the primary responsibility of a sales force is to formulate operational strategies
d. the sales force is responsible for product development and product strategy
e. the sales force oversees the auditing process and recovers money from the defaulting customers
a. salespeople represent customers to the company and manage the buyer-seller relationship
Ch. 16 Which of the following would most likely improve coordination between marketing and sales?
a. salespeople should participate in marketing planning sessions by sharing firsthand customer knowledge
b. salespeople should directly participate in the development of new products
c. the sales force should strategize promotional strategies and be the primary decision makers about marketing
d. marketing managers should field test new promotion strategies before the sales team
e. the marketing and the sales departments should conduct annual job rotations
a. salespeople should participate in marketing planning sessions by sharing firsthand customer knowledge
Ch. 16 Which of the following is true about the customer sales force structure?
a. customer sales force structure is a combination of territorial sales force structure and product sales force structure
b. each salesperson is assigned to an exclusive geographic area and sells the company’s full line of products or services to all customers in that territory
c. salespersons specialize in only a particular product line as the company produces numerous and complex products
d. companies using customer sales force structure tend to ignore the importance of long-term relationship building with customers
e. separate sales forces are set up for different industries, serving current customers versus finding new ones, and serving major accounts versus regular accounts.
e. separate sales forces are set up for different industries, serving current customers versus finding new ones, and serving major accounts versus regular accounts.
Ch. 16 Morrill Motors splits the U.S. into 10 sales regions. Within each of those regions, the company has separate sales personnel selling the company’s full line of products. Which sales force structure does Morrill Motors use?
a. territorial
b. complex
c. customer
d. product
e. market
a. territorial
Ch. 16 Hannah is a senior sales manager in Elmo Corp., a rapidly-growing company manufacturing personal computers and printers. In order to handle sales effectively, Hannah insists on using the services of different groups of people from different departments within the company such as, the sales, marketing, technical support, and finance departments. In this instance, Hannah makes use of ___.
a. team selling
b. competitive marketing intelligence
c. hybrid selling
d. occasion segmentation
e. sales force automation systems
a. team selling
Ch. 16 Travis Computing Systems earns most of its revenue from sales and in-person computer services. The sale force at Travis recently began telemarketing and Web selling. How would telemarketing and Web selling most likely benefit Travis?
a. the need for an outside sales force would be completely eliminated through telemarketing
b. Travis sales reps would be able to engage in more frequent face-to-face interaction with large, high-value customers
c. Travis sales reps would be able to service hard-to-reach customers more effectively
d. the overhead costs of Travis would significantly decrease
e. the current liabilities of Travis would decrease
c. Travis sales reps would be able to service hard-to-reach customers more effectively
Ch. 16 Kevin is a salesperson working for a company manufacturing gardening tools. He is involved in door-to-door sales and travels everyday to call on customers. In his company, Kevin in most likely a part of the ___.
a. top management
b. outside sales force
c. product designing team
d. customer support team
e. inside sales force
b. outside sales force
Ch. 16 Robin works in a manufacturing company in Ohio. She sells products and handles customer requests via the company’s online live chat feature. In here company, Robin is most likely a part of the ___.
a. outside sales force
b. Inside sales force
c. Product designing team
d. Operations management team
e. Executive management
B. Inside sales force
Ch. 16 Which of the following is true with regard to personal selling?
a. Personal selling entails personal presentations by a firm’s sales force for the purpose of making sales and building customer relationships
b. Personal selling involves making personal requests to potential buyers to enter into short-term business relationships with firms
c. Personal selling distances the buyer from the seller and does not focus n building enduring relationships
d. An outside sales force is not involved in personal selling
e. Personal selling is a relatively new profession
a. Personal selling entails personal presentations by a firm’s sales force for the purpose of making sales and building customer relationships
Ch. 16 StahlInc. has 1,000 Type-A accounts, each requiring 30 calls per year, and 3,000 Type-B accounts, each requiring 10 calls per year. If each salesperson at Stahl Inc. can make 1,500 sales calls per year, how many salespeople would be needed to meet the total workload
a. 25
b. 35
c. 40
d. 45
e. 60
c. 40
Ch. 17 Which of the following statements is true of direct marketing?
a. Direct marketing is also referred to as referral marketing
b. Salespersons are compensated for other salespeople they recruit
c. Direct marketing offers sellers a low-cost alternative for reaching their markets
d. Direct marketing involves two or more intermediaries
e. In direct marketing, consumers earn a commission every time they buy a product
c. Direct marketing offers sellers a low-cost alternative for reaching their markets
Ch. 17 Why does direct-mail marketing most likely remain a popular promotional tool for marketers?
a. it does not disturb consumers enrolled in the Do Not Call Registry
b. it provides something tangible for people to keep
c. it builds long-term customer relationships
d. it involves very very low marketing costs
e. it reaches the consumer very quickly
b. it provides something tangible for people to keep
Ch. 17 Which of the following is an advantage of using digital catalogs?
a. lists the phone numbers of interested prospects
b. coordinates with direct-response TV ads
c. points customers to the nearest kiosk
d. eliminates printing and mailing costs
e. creates emotional contact with customers
d. eliminates printing and mailing costs
Ch. 17 Which of the following is a disadvantage of using blogs as a marketing tool?
a. the blogosphere is cluttered and difficult to control
b. advertising on a blog is typically expensive and time consuming
c. using blogs as a marketing tool offers minimum reach to target audience
d. blogs when used as a marketing tool have a low rank in web directories and search engines
e. blogs do not provide the kind of personalized approach that today’s marketers are looking for
a. the blogosphere is cluttered and difficult to control
Ch. 17 VLX Global sells directly to final consumers and avoids intermediaries while catering to a broad group of demographic segments. Which major online marketing domain is evident here?
a. B-to-C
b. B-to-B
c. G-to-B
d. C-to-B
e. C-to-C
a. B-to-C
Ch. 17 Which of the following statements is true of viral marketing?
a. marketers have significant control over where their viral messages end up
b. viral marketing gives consumers online places to congregate, socialize, and exchange views
c. because customers find an pass along message, viral marketing can be very inexpensive
d. in viral marketing, links appear alongside search engines, security software, and social networking sites
c. because customers find an pass along message, viral marketing can be very inexpensive
Ch. 18 A competitor analysis requires the assessment of all the following EXCEPT the competitors’ ___.
a. objectives
b. organizational hierarchy
c. strategies
d. strengths and weaknesses
e. reaction patterns
b. organizational hierarchy
Ch. 18 From an industry point of view, Universal Pictures might see its competition as ___.
a. West End theatre
b. Columbia Pictures
C. Tomorrowland
d. Summerfest
E. HarperCollins
b. Columbia Pictures
Ch. 18 What is the LEAST relevant question to ask when assessing a firm’s main competitor?
a. what are the competitor’s objectives?
b. what is the competitor’s strategy?
c. what are the competitor’s strengths?
d. what are the competitor’s locations?
e. what are the competitor’s weaknesses?
d. what are the competitor’s locations?
Ch. 18 If the company’s offer delivers greater value by exceeding the competitor’s offer on important attributes, the company can charge a higher price and ___, or it can charge the same price and ___.
a. earn lower profits; gain higher profits
b. earn higher profits; lose profits
c. earn higher profits; gain more market share
d. lose profits; gain more market share
e. lose profits; gain higher profits
c. earn higher profits; gain more market share
Ch. 18 An industry often contains “good” and “bad” competitors. Good competitors ___.
a. break the rules of fair competition
b. ensure minimum competition between firms
c. play by rules of the industry
d. typically dominate the market
e. share their marketing strategies with other firms
c. play by rules of the industry
Ch. 18 Most competitors in the music download industry see Apple’s iTunes Music Store as a ___ because it created a closed system with mass appeal.
a. good competitor
b. marginal competitor
c. bad competitor
d. weak competitor
e. distant competitor
c. bad competitor
Ch. 18 Dell produces and delivers PCs of competitive quality at lower costs. The company constantly aims to achieve low production and distribute costs to win a large market share. Dell utilizes a(n) ___ strategy very effectively.
a. overall cost leadership
b. differentiation
c. focus
d. blue ocean
e. market segmentation
a. overall cost leadership
Ch. 18 Sears and Holiday Inn encountered difficult times because they did not stand as the lowest in cost, highest in perceives vale, or best in serving some market segment. Both companies are ___.
a. niches
b. jack-of-all-trades
c. middle-of the roaders
d. red oceans
e. laggards
c. middle-of the roaders
Ch. 18 Lovelies is the leading workout and fitness center for women. The regional chain of gyms has traditionally catered to women forty and older who are interested in strength and cardio-vascular training. Lovelies has recently begun promotions to bring younger women into its gyms. This is an example of how the market leader ___.
a. competes with mature products
b. changes its product line
c. develops new rules
d. develops new users
e. increases competition
c. develops new users
Ch. 18 Computer mouse and interface device maker AdvTechPRO is only a fraction the size of software giant Terminal Time Softwares Inc. AdvTechPRO manufactures every variation of computer mouse imaginable. Through skillful ___, the firm dominates the PC mouse market, with Terminal Time Softwares as its runner up.
a. centralization techniques
b. niching
c. brand imaging
d. vertical integration
e. benchmarking
b. niching
Ch. 19 Which of the following is most likely to be the consequence of increase in growth of global trade?
home markets become richer in opportunities
b. foreign firms expand aggressively into new international markets
c. global competition is curbed
d. industries become safe from foreign competition
e. domestic companies increase their chances to dominate their home markets
b. foreign firms expand aggressively into new international markets
Ch. 19 Which of the following is a risk associated with international trade?
a. technological obsolescence
b. highly unstable governments
c. market monopolization
d. lack of trade barriers
e. currency stagnation
b. highly unstable governments
Ch. 19 Which question should most likely be answered by all companies due to the rapid move toward globalization?
a. how should we eliminate domestic competition?
b. should we diversify in a new business area in the home country?
c. where should we produce or source our products?
hd. how should we fulfill our environmental obligation?
e. which medium of advertising should we use in our home country?
c. where should we produce or source our products?
Ch. 19 Foreign businesses in China appear to receive unusually close scrutiny and harsh treatment from Chinese authorities, aimed at boosting the fortunes of local competitor. This is an example of (n) ___.
a. non tariff trade barrier
b. tariff
c. boycott
d. exchange control
e. quota
a. non tariff trade barrier
Ch. 19 Which of the following is a threat posed by the EU?
a. Europe could heap favors on firms from EU countries but hinder outsiders by imposing obstacles
b. European companies have become less competitive
c. European companies have begun to monopolize international markets
d. The EU has toughened the international protection of copyrights, patents, and trademarks
e. The EU has reduced Europe’s remaining merchandise tariffs by 30%
a. Europe could heap favors on firms from EU countries but hinder outsiders by imposing obstacles
Ch. 19 Which of the following would a defender of globalization most likely use as an example to argue that concerns of Americanization are overblown and that globalization is indeed a two-way street?
a. the view of McDonald’s being a domestic brand in China
b. the growing popularity of coffee in China since the introduction of Starbucks
c. the growing number of IKEA furniture stores in the U.S.
d. the initial failure of Disneyland Paris
e. the anti-globalization protests aimed at KFC
c. the growing number of IKEA furniture stores in the U.S.
Ch. 19 Which of the following is the LEAST critical decision a company should make before going abroad?
a. can the company learn to understand buyer behavior of consumers in other countries?
b. can the company offer competitively attractive products?
c. can the company adapt to other countries’ business cultures?
d. how many foreign nationals should the company employ?
e. do the company’s managers have the necessary international experience?
c. can the company adapt to other countries’ business cultures?
Ch. 19 Members of management at Growing Green, a company that markets organic and environmentally friendly gardening and landscaping supplies and equipment, are evaluating the benefits and disadvantages of indirect exporting, direct exporting, and licensing. In which stage of the international marketing process is Growing Green?
a. deciding on the global advertising strategy
b. deciding which markets to enter
c. deciding how to enter the market
d. deciding on the global marketing program
e. deciding on the global marketing organization
c. deciding how to enter the market
Ch. 19 Sears opened up department stores in Mexico and Spain, where it found qualified local manufacturers to product matt of the products it sells. This type of joint venture is known as ___.
a. a. joint ownership
b. licensing
c. management contracting
d. indirect exporting
e. contract manufacturing
c. management contracting
Ch. 20 The marketing concept is a philosophy of ___.
a. sales and profit maximization
b. customer value and mutual gain
c. serving short term interests oner long term gains
d. serving the company’s interests over the consumers’
e. promotion value and company gain
b. customer value and mutual gain
Ch. 20 Consumer advocates, government agencies, and other critics have accused marketing of harming consumers through___.
a. technological obsolescence
b. sales promotion tactics
c. viral marketing
d. anti-trust laws
e. planned obsolescence
e. planned obsolescence
Ch. 20 Critics point to which of the following factors when they accuse marketing of harming consumers through high prices?
a. quotes
b. non trade tariffs
c. excessive markups
d. government taxes
e. changes in currency values
c. excessive markups
Ch. 20 Marketers respond to charges of high advertising and promotion costs that unnecessarily increase retail prices, by arguing that advertising and promotion ___.
a. support consumerism
b. standardize the product
c. add quality the product
d. make consumers feel special
e. help increase competition in the market
d. make consumers feel special
Ch. 20 Deceptive practices fall into three groups: pricing, promotion, and ___
a. product
b. placement
c. packaging
d. publicity
e. service
c. packaging
Ch. 20 In advertising, “puffery” is a term which refers to ___.
a. a straightforward promotional message
b. innocent exaggeration for effect
c. hidden advertising messages to consumers
d. subliminal appeals to consumers
d. subliminal appeals to consumers
e. value-added promotions
b. innocent exaggeration for effect
Ch. 20 In which of th following scenarios would high-pressure selling tactics typically be most advantageous for marketers?
a. selling situations with long-time customers
b. selling situations with new customers with a high likelihood of becoming repeat customers
c. selling situations with a company’s most highly valued customers
d. selling situations with one-time customers
e. selling situations with dissatisfied customers
d. selling situations with one-time customers
Ch. 20 The success of the Tom Dennis Ford dealership has been built largely on return customer and word-of-mouth recommendations. The majority of sales are made to customers who have purchased a vehicle at the dealership before or who know someone who had a positive experience of purchasing a vehicle there. The sales force at the Tom Dennis Ford dealership most likely knows that using high-pressure selling is ineffective if the dealership wants to ___.
a. achieve short-term gains
b. move last year’s models
c. obey local and federal law
d. build long-term customer relationships
e. maintain a database of local customers
d. build long-term customer relationships
Ch. 20 Which of the following is being followed as a guided principle by a company that produces nd heavily markets cigarettes, with many promotions aimed at young (although legal age) nonsmokers?
a. the philosophy that companies should have a social conscience and be morally responsible for current and future populations
b. the philosophy that companies can do in good conscience whatever the market and legal systems allow
c. the philosophy of environmentalism
d. the philosophy of consumer-oriented marketing
e. the philosophy of consumerism
b. the philosophy that companies can do in good conscience whatever the market and legal systems allow
Ch. 20 Envirosax reusable shopping bags are stylish and affordable, and they eliminate the need for plastic store bags. Envirosax reusable shopping bags most likely fall in the category of ___ products
a. deficient
b. pleasing
c. mature
d. desirable
e. unpleasing
d. desirable