Principles of Marketing Practice quiz 3

Procedures that develop and analyze new information to help marketing managers make
decisions are called:
a. strategy planning.
b. operational planning.
c. analytical research.
d. marketing research.
d. marketing research.
Marketing research is concerned with developing and analyzing new information to help marketing managers do a better job of:
a. executing marketing strategies.
b. planning marketing strategies.
c. making operational decisions.
d. All of the above.
d. All of the above.
A ______________ is an organized way of continually gathering and analyzing data to get
information to help marketing managers make ongoing decisions
a. marketing information system
b. marketing model
c. marketing research project
d. marketing research department
a. marketing information system
A decision-making approach that focuses on being objective and orderly in testing ideas
a. MIS method.
b. scientific method.
c. statistical method.
d. DSS method
b. scientific method.
Which of the following is NOT part of the five-step marketing research process discussed in the text? a. Interpreting the data.
b. Developing the marketing information system (MIS).
c. Analyzing the situation.
d. Defining the problem.
b. Developing the marketing information system (MIS).
What is the first step in the marketing research process?
a. Analyzing the situation.
b. Interpreting the data.
c. Defining the problem.
d. Getting problem-specific data
c. Defining the problem.
The most difficult step of the marketing research process is:
a. analyzing the situation.
b. collecting data.
c. observation.
d. defining the problem.
d. defining the problem.
A situation analysis
a. usually involves formal talks with informed people.
b. can help define the problem.
c. should never involve a firm’s customers.
d. is a step that can often be skipped.
b. can help define the problem
Data that has already been collected or published is
a. useful data.
b. secondary data.
c. primary data.
d. free data.
b. secondary data.
The big advantage of qualitative research in marketing is:
a. ease of interpretation.
b. it provides a good basis for statistical analysis.
c. the in-depth responses it provides.
d. the analysis can be handled on a personal computer
c. the in-depth responses it provides.
_____ are the most widely used form of qualitative questioning in marketing research.
a. Focus group interviews
b. Situation analyses
c. Telephone surveys
d. Direct observations of customers
a. Focus group interviews
“Promotion” includes:
a. personal selling.
b. mass selling.
c. sales promotion.
d. All of the above.
d. All of the above.
Communicating with customers is known as the ________________ portion of the marketing mix.
a. Placement
b. Positioning
c. Promotion
d. Pricing
c. Promotion
Which of the following statements is true?
a. Personal selling involves direct spoken communication between sellers and potential
customers.
b. Mass selling involves advertising and publicity,
c. Sales promotion refers to promotion activities – other than advertising, publicity, and personal selling.
d. All of the above.
d. All of the above.
“Promotion” is mainly concerned with:
a. obtaining a favorable corporate image.
b. telling the target market that the right Product is available in the right Place at the right price.
c. obtaining maximum publicity–at the lowest cost.
d. informing the public about the firm’s offerings to maximize sales.
b. telling the target market that the right Product is available in the right Place at the right price.
Personal selling:
a. is indirect written communication between buyers and sellers.
b. is indirect spoken communication between buyers and sellers
c. is not usually combined with other aspects of promotion in the total marketing mix.
d. gets immediate feedback from consumers.
d. gets immediate feedback from consumers
Mass selling, in contrast to personal selling:
a. is less expensive when the target customers are numerous and scattered.
b. doesn’t provide immediate feedback.
c. is less flexible in adapting to customers’ needs and attitudes.
d. All of the above.
d. All of the above.
Advertising
a. tries to attract attention to the firm and its offerings without having to pay media costs.
b. is any unpaid form of nonpersonal presentation of ideas, goods, or services.
c. must be paid for, while another form of mass selling—publicity—is “free.”
d. is the main form of personal selling which includes the use of traditional media as well as
new media.
c. must be paid for, while another form of mass selling—publicity—is “free.”
Sales promotion activities:
a. try to stimulate interest, trial, or purchase.
b. always involve direct face-to-face communication between sellers and potential customers.
c. usually take a long time to implement.
d. are usually a good substitute for personal selling and advertising.
a. try to stimulate interest, trial, or purchase.
Which of the following observations concerning promotional methods is false?
a. Each promotion method has its own strengths and weaknesses.
b. Promotion methods should complement each other when used in combination.
c. Each promotion method involves its own distinct activities.
d. All promotion methods require a similar type of expertise.
d. All promotion methods require a similar type of expertise
Determining the blend of promotion methods is a strategy decision which is the responsibility
of the
a. brand ambassador.
b. marketing manager.
c. finance manager.
d. personnel manager.
b. marketing manager
The AIDA model’s four basic promotion jobs are concerned with:
a. attention, interest, desire, action.
b. action, interest, desire, acceptance.
c. awareness, interest, demand, action.
d. attention, internalization, decision, action
a. attention, interest, desire, action.
The traditional communication process does not include:
a. response.
b. receiver.
c. encoding.
d. feedback
a. response.
Communication is most difficult to achieve when: a. the source and the receiver are not in face-to-face contact with each other.
b. immediate feedback is not provided.
c. the source and the receiver do not have a common frame of reference.
d. any trace of “noise” remains in the message channel.
c. the source and the receiver do not have a common frame of reference
Which of the following statements is true?
a. Integrated direct-response promotion focuses on achieving a measurable, direct response
from specific target customers.
b. In the customer-initiated interactive communication process, the buyer starts the process.
c. There is no one right promotion blend for all situations.
d. All of the above.
d. All of the above.
Which of the following statements is true?
a. Pushing means using normal promotion effort to help sell the whole marketing mix to
possible channel members.
b. Pulling means getting customers to ask middlemen for the product.
c. The “adoption curve” shows that some groups accept a new idea before others.
d. All of the above.
d. All of the above.
Promotion blends vary over the product life cycle. Which of the following statements is
true?
a. During market introduction, the basic promotion objective is informing.
b. The total amount spent on promotion may rise as competition increases during the market
maturity stage.
c. During the sales decline stage, the total amount spent on promotion usually decreases as
firms try to cut costs to remain profitable.
d. All of the above.
d. All of the above.
Budgeting for promotion expenditures by computing a percentage of past or expected sales: a. is the most common method of setting the promotion budget.
b. is a complex method of budgeting.
c. will increase promotional expenditures when business is poor.
d. All of the above.
a. is the most common method of setting the promotion budget
For many firms, the largest single operating expense is:
a. Publicity.
b. Personal selling.
c. Administrative overhead.
d. Product management
b. Personal selling.
Good salespeople:
a. help customers buy.
b. are never the only link between the firm and its customers.
c. are not part of the marketing information function for the firm.
d. are not expected to be marketing managers in their own territories.
a. help customers buy.
Which of the following statements is true?
a. The salesperson is often a representative of the whole company.
b. The salesperson is often the only link between the firm and its customers.
c. The sales force can aid in the marketing information function.
d. All of the above.
d. All of the above.
Which of the following is not one of the basic sales tasks?
a. Order-taking.
b. Supporting
c. Sales-promoting.
d. Order-getting
c. Sales-promoting
A salesperson who seeks possible buyers with a well-organized sales presentation designed
to sell a good, service, or idea is called a(n) ____________.
a. Influencer
b. Order-getter
c. Order taker
d. Order-generator
b. Order-getter
Routine completion of sales made regularly to target customers is done by:
a. an order taker.
b. a merchandiser.
c. a detailer.
d. an order getter.
a. an order taker.
These salespeople try to develop goodwill and stimulate demand, help intermediaries train
their salespeople, and often take orders for delivery by intermediaries.
a. Order takers
b. Customer service reps.
c. Missionary salespeople.
d. Technical specialists.
c. Missionary salespeople.
Customer service reps:
a. are advocates for the customer.
b. solve problems after a purchase.
c. are advocates for the company.
d. All of the above.
d. All of the above.
It is usually the ____ _____ job, perhaps with help from specialists in technology, to decide
what types of sales technology tools are needed and how they will be used
a. sales manager’s
b. procurement manager’s
c. marketing executive’s
d. purchasing manager’s
a. sales manager’s
Which of the following is a good example of a sales technology
a. spreadsheet analysis of scanner data.
b. electronic slide show for a sales presentation.
c. software for shelf space management.
d. All of the above.
d. All of the above.
Selecting “good, well-qualified” salespeople can be aided by:
a. multiple interviews with company executives.
b. systematic selection procedures.
c. good job descriptions.
d. All of the above.
d. All of the above.
A firm’s sales training should cover:
a. professional selling skills.
b. building relationships with customers.
c. company policies and practices.
d. product information.
e. All of the above.
e. All of the above.
According to the text, to recruit, motivate, and keep good salespeople, a firm has to
a. provide encouragement by giving trophies and certificates.
b. give public recognition.
c. develop an effective compensation plan.
d. offer a promotion
c. develop an effective compensation plan.
The most popular sales force payment method is: a. a combination plan.
b. the consultative selling method.
c. straight salary.
d. straight commission.
a. a combination plan
. Personal selling techniques include all of the following except:
a. searching for prospects.
b. making sales presentations.
c. planning sales presentations.
d. preparing job descriptions.
d. preparing job descriptions
Which of the following is not one of the sales presentation approaches discussed in the text?
a. Prepared sales presentation.
b. Selling formula approach.
c. Consultative selling approach. d. Target market approach.
d. Target market approach.