Question 1

The company's marketing strategy includes a marketing mix, which is a mixture of all of the following except

Accepted Answer

A)  price strategies. 
B)  distribution strategies. 
C)  marketing communications strategies. 
D)  production strategies. 
E)  product strategies. 
A)  price strategies. 
B)  distribution strategies. 
C)  marketing communications strategies. 
D)  production strategies. 
E)  product strategies.

Question 2

When the SBU objective is to "harvest market share," which of the following is NOT a primary sales task?

Accepted Answer

A)  Service the most profitable accounts. 
B)  Eliminate unprofitable accounts. 
C)  Replace lost sales with new accounts. 
D)  Reduce service levels. 
E)  Reduce inventory. 
A)  Service the most profitable accounts. 
B)  Eliminate unprofitable accounts. 
C)  Replace lost sales with new accounts. 
D)  Reduce service levels. 
E)  Reduce inventory.

Question 3

Individual buying needs tend to be related to the use of the product.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following likely is not one of the roles of the salesforce of the firm is using a differentiation strategy?

Accepted Answer

A)  Providing high quality of customer service and responsiveness. 
B)  Generating orders. 
C)  Selling nonprice benefits. 
D)  Selecting customers based on high price sensitivity. 
E)  Significant prospecting in high growth industry. 
A)  Providing high quality of customer service and responsiveness. 
B)  Generating orders. 
C)  Selling nonprice benefits. 
D)  Selecting customers based on high price sensitivity. 
E)  Significant prospecting in high growth industry.

Question 5

___ _ is the only promotional tool that consists of personal communication between seller and buyer.

Accepted Answer

A)  Sales promotion 
B)  Personal selling 
C)  Advertising 
D)  Public relations 
E)  Publicity 
A)  Sales promotion 
B)  Personal selling 
C)  Advertising 
D)  Public relations 
E)  Publicity

Question 6

Distributor management is one area in which sales and marketing must work closely together.

Accepted Answer

A) True 
 B)False

Question 7

When the SBU objective is to "hold market share," which of the following is the primary sales task?

Accepted Answer

A)  Service the most profitable accounts. 
B)  Replace lost sales with new accounts. 
C)  Eliminate unprofitable accounts. 
D)  Reduce service levels. 
E)  Reduce inventory. 
A)  Service the most profitable accounts. 
B)  Replace lost sales with new accounts. 
C)  Eliminate unprofitable accounts. 
D)  Reduce service levels. 
E)  Reduce inventory.

Question 8

CRM is primarily a technology strategy.

Accepted Answer

A) True 
 B)False

Question 9

Sales strategy should be based on an understanding of all of the following critical elements of organizational buyer behavior except

Accepted Answer

A)  buying needs. 
B)  buying discrimination. 
C)  buying process. 
D)  buying situation. 
E)  buying center. 
A)  buying needs. 
B)  buying discrimination. 
C)  buying process. 
D)  buying situation. 
E)  buying center.

Question 10

When servicing of accounts is an important activity, the firm may need to employ a company salesforce.

Accepted Answer

A) True 
 B)False

Question 11

Roles that buying-center members might play in a particular purchasing decision include all of the following except

Accepted Answer

A)  purchasers. 
B)  producers. 
C)  influencers. 
D)  users. 
E)  deciders. 
A)  purchasers. 
B)  producers. 
C)  influencers. 
D)  users. 
E)  deciders.

Question 12

Most independent rep agencies are small.

Accepted Answer

A) True 
 B)False

Question 13

The most successful mission statements are

Accepted Answer

A)  simple. 
B)  complete. 
C)  communicated directly to salespeople. 
D)  all of the above. 
A)  simple. 
B)  complete. 
C)  communicated directly to salespeople. 
D)  all of the above.

Question 14

__ __ and __ __ are typically responsible for strategic decisions at the account level.

Accepted Answer

A)  Salespeople, SBU managers 
B)  Corporate management, sales managers 
C)  SBU managers, marketing managers 
D)  Sales managers, salespeople 
E)  Salespeople, marketing managers 
A)  Salespeople, SBU managers 
B)  Corporate management, sales managers 
C)  SBU managers, marketing managers 
D)  Sales managers, salespeople 
E)  Salespeople, marketing managers

Question 15

The decision-making process in a new task buying situation is often referred to as

Accepted Answer

A)  extensive problem solving. 
B)  excessive problem solving. 
C)  routinized response behavior. 
D)  limited problem solving. 
A)  extensive problem solving. 
B)  excessive problem solving. 
C)  routinized response behavior. 
D)  limited problem solving.

Question 16

Personal-selling driven marketing communications strategies are most appropriate when

Accepted Answer

A)  low cost per contact is important. 
B)  size of the audience is large. 
C)  message flexibility is important. 
D)  repetitive contact is important. 
E)  control of the message is important. 
A)  low cost per contact is important. 
B)  size of the audience is large. 
C)  message flexibility is important. 
D)  repetitive contact is important. 
E)  control of the message is important.

Question 17

Which of the following marketing mix situations would not indicate that an emphasis in personal selling would be appropriate?

Accepted Answer

A)  The channel system is relatively short and direct to the end users. 
B)  The final price is negotiated between the buyer and seller. 
C)  The product is complex and requires customer application assistance. 
D)  The product needs to be "pulled" through the channel of distribution. 
E)  The selling price or quantity purchased allows an adequate margin to support the selling expenses. 
A)  The channel system is relatively short and direct to the end users. 
B)  The final price is negotiated between the buyer and seller. 
C)  The product is complex and requires customer application assistance. 
D)  The product needs to be "pulled" through the channel of distribution. 
E)  The selling price or quantity purchased allows an adequate margin to support the selling expenses.

Question 18

Salespeople operating in a niche business strategy become experts in the operations and opportunities associated with the target market.

Accepted Answer

A) True 
 B)False

Question 19

The decision-making process in modified rebuy buying situation is often referred to as

Accepted Answer

A)  extensive problem solving. 
B)  routinized response behavior. 
C)  minimal problem solving. 
D)  limited problem solving. 
A)  extensive problem solving. 
B)  routinized response behavior. 
C)  minimal problem solving. 
D)  limited problem solving.

Question 20

According to the text, which of the following is not one of the activities that require the marketing and the sales functions to work closely together?

Accepted Answer

A)  Sales forecasting 
B)  Target marketing 
C)  Value proposition development/customer messaging 
D)  Customer account selection 
E)  Merchandising 
A)  Sales forecasting 
B)  Target marketing 
C)  Value proposition development/customer messaging 
D)  Customer account selection 
E)  Merchandising

The company's marketing strategy includes a marketing mix, which is a mixture of all of the following except

When the SBU objective is to "harvest market share," which of the following is NOT a primary sales task?

Individual buying needs tend to be related to the use of the product.

Which of the following likely is not one of the roles of the salesforce of the firm is using a differentiation strategy?

___ _ is the only promotional tool that consists of personal communication between seller and buyer.

Distributor management is one area in which sales and marketing must work closely together.

When the SBU objective is to "hold market share," which of the following is the primary sales task?

CRM is primarily a technology strategy.

Sales strategy should be based on an understanding of all of the following critical elements of organizational buyer behavior except

When servicing of accounts is an important activity, the firm may need to employ a company salesforce.

Roles that buying-center members might play in a particular purchasing decision include all of the following except

Most independent rep agencies are small.

The most successful mission statements are

and are typically responsible for strategic decisions at the account level.

The decision-making process in a new task buying situation is often referred to as

Personal-selling driven marketing communications strategies are most appropriate when

Which of the following marketing mix situations would not indicate that an emphasis in personal selling would be appropriate?

Salespeople operating in a niche business strategy become experts in the operations and opportunities associated with the target market.

The decision-making process in modified rebuy buying situation is often referred to as

According to the text, which of the following is not one of the activities that require the marketing and the sales functions to work closely together?

Overview of Personal Selling

Sales Organization Structure and Salesforce Deployment

Acquiring Sales Talent: Recruitment and Selection

Continual Development of the Salesforce:

Sales Leadership, Management, and Supervision

Motivation and Reward System Management

Evaluating the Effectiveness of the Organization

Evaluating the Performance of Salespeople

Developing Forecasts

Filters

Exam 2: Organizational Strategies and the Sales Function

The company's marketing strategy includes a marketing mix, which is a mixture of all of the following except

When the SBU objective is to "harvest market share," which of the following is NOT a primary sales task?

Individual buying needs tend to be related to the use of the product.

Which of the following likely is not one of the roles of the salesforce of the firm is using a differentiation strategy?

___ _ is the only promotional tool that consists of personal communication between seller and buyer.

Distributor management is one area in which sales and marketing must work closely together.

When the SBU objective is to "hold market share," which of the following is the primary sales task?

CRM is primarily a technology strategy.

Sales strategy should be based on an understanding of all of the following critical elements of organizational buyer behavior except

When servicing of accounts is an important activity, the firm may need to employ a company salesforce.

Roles that buying-center members might play in a particular purchasing decision include all of the following except

Most independent rep agencies are small.

The most successful mission statements are

__ __ and __ __ are typically responsible for strategic decisions at the account level.

The decision-making process in a new task buying situation is often referred to as

Personal-selling driven marketing communications strategies are most appropriate when

Which of the following marketing mix situations would not indicate that an emphasis in personal selling would be appropriate?

Salespeople operating in a niche business strategy become experts in the operations and opportunities associated with the target market.

The decision-making process in modified rebuy buying situation is often referred to as

According to the text, which of the following is not one of the activities that require the marketing and the sales functions to work closely together?

Overview of Personal Selling

Sales Organization Structure and Salesforce Deployment

Acquiring Sales Talent: Recruitment and Selection

Continual Development of the Salesforce:

Sales Leadership, Management, and Supervision

Motivation and Reward System Management

Evaluating the Effectiveness of the Organization

Evaluating the Performance of Salespeople

Developing Forecasts

Filters

and are typically responsible for strategic decisions at the account level.