Question 1

Marketers operating in an SBU with a low-cost supplier business strategy would typically develop marketing strategies that emphasize low price.

Accepted Answer

A) True 
 B)False

Question 2

Both costs to serve the customer and commitment between buyer and seller are lowest with this type of relationship strategy.

Accepted Answer

A)  Solutions Relationship 
B)  Supplier Relationship 
C)  Transaction Relationship 
D)  Collaborative Relationship 
E)  Partnership Relationship 
A)  Solutions Relationship 
B)  Supplier Relationship 
C)  Transaction Relationship 
D)  Collaborative Relationship 
E)  Partnership Relationship

Question 3

Most sales organizations do not integrate the Internet with other sales channels.

Accepted Answer

A) True 
 B)False

Question 4

The buying center consists of a formal network of purchasing participants.

Accepted Answer

A) True 
 B)False

Question 5

The strategic business unit portfolio can be defined as

Accepted Answer

A)  the different product lines making up the SBU. 
B)  the SBU's investments, made with excess working capital. 
C)  all of the corporation's strategic business units. 
D)  the stocks and bonds held by the stockholders. 
E)  the markets served by each strategic business unit. 
A)  the different product lines making up the SBU. 
B)  the SBU's investments, made with excess working capital. 
C)  all of the corporation's strategic business units. 
D)  the stocks and bonds held by the stockholders. 
E)  the markets served by each strategic business unit.

Question 6

Personal selling-driven marketing communication strategies are appropriate when message credibility is important.

Accepted Answer

A) True 
 B)False

Question 7

Major advantages of personal selling include all of the following except

Accepted Answer

A)  ability to close the sale. 
B)  increased credibility. 
C)  better timing of message delivery. 
D)  more flexibility. 
E)  low cost-per-contact. 
A)  ability to close the sale. 
B)  increased credibility. 
C)  better timing of message delivery. 
D)  more flexibility. 
E)  low cost-per-contact.

Question 8

If the sales organization objective is to increase sales volume and expand distribution outlets, then the recommended compensation system is

Accepted Answer

A)  salary plus commission or bonus. 
B)  salary plus sales-based incentives. 
C)  salary plus bonus. 
D)  salary. 
E)  commission. 
A)  salary plus commission or bonus. 
B)  salary plus sales-based incentives. 
C)  salary plus bonus. 
D)  salary. 
E)  commission.

Question 9

Which of the following statements regarding a buying center is true?

Accepted Answer

A)  The roles of buying-center members are generally pointed out to the seller ahead of time. 
B)  Each individual may perform more than one buying center role. 
C)  The purchasers buying role always includes making the final purchase decision. 
D)  Each buying role is performed by only one individual at a time. 
E)  The buying center is always formally designated on the company's organization chart. 
A)  The roles of buying-center members are generally pointed out to the seller ahead of time. 
B)  Each individual may perform more than one buying center role. 
C)  The purchasers buying role always includes making the final purchase decision. 
D)  Each buying role is performed by only one individual at a time. 
E)  The buying center is always formally designated on the company's organization chart.

Question 10

The biggest complaint that manufacturers have about independent representatives is

Accepted Answer

A)  they are too expensive at lower levels of sales. 
B)  they spend too much time on customer service. 
C)  they do not spend enough time selling the manufacturer's products. 
D)  they handle too few different manufacturers' products. 
E)  they handle a competing manufacturer's product. 
A)  they are too expensive at lower levels of sales. 
B)  they spend too much time on customer service. 
C)  they do not spend enough time selling the manufacturer's products. 
D)  they handle too few different manufacturers' products. 
E)  they handle a competing manufacturer's product.

Question 11

One definition of an SBU is

Accepted Answer

A)  a qualitative description of the firm's strategic orientation in relation to customers and markets, products and services, geographic scope, and technology. 
B)  the method by which corporate management implements, evaluates, and controls the corporate strategic plan. 
C)  the corporate growth orientation of the firm. 
D)  a designated unit within a corporation that is operated like an individual business. 
E)  the firm's decision regarding market share objectives for different product lines. 
A)  a qualitative description of the firm's strategic orientation in relation to customers and markets, products and services, geographic scope, and technology. 
B)  the method by which corporate management implements, evaluates, and controls the corporate strategic plan. 
C)  the corporate growth orientation of the firm. 
D)  a designated unit within a corporation that is operated like an individual business. 
E)  the firm's decision regarding market share objectives for different product lines.

Question 12

All of the following would suggest the use of personal selling-driven marketing communications strategies except when

Accepted Answer

A)  trying to close the sale. 
B)  the message timing is important. 
C)  message flexibility is important. 
D)  repetitive contact is important. 
E)  reaction speed is important. 
A)  trying to close the sale. 
B)  the message timing is important. 
C)  message flexibility is important. 
D)  repetitive contact is important. 
E)  reaction speed is important.

Question 13

For most marketing communications strategies, the main communication tools are

Accepted Answer

A)  sales promotion or advertising. 
B)  publicity or public relations. 
C)  personal selling or sales promotion. 
D)  advertising or personal selling. 
E)  publicity or personal selling. 
A)  sales promotion or advertising. 
B)  publicity or public relations. 
C)  personal selling or sales promotion. 
D)  advertising or personal selling. 
E)  publicity or personal selling.

Question 14

Which of the following likely is not one of the roles of the salesforce of the firm is using a low-cost supplier strategy?

Accepted Answer

A)  Servicing large current customers. 
B)  Pursuing large prospects. 
C)  Selling nonprice benefits. 
D)  Minimizing costs. 
E)  Assuming significant order-taking responsibilities. 
A)  Servicing large current customers. 
B)  Pursuing large prospects. 
C)  Selling nonprice benefits. 
D)  Minimizing costs. 
E)  Assuming significant order-taking responsibilities.

Question 15

An account targeting strategy is a determination of the type of relationship to be developed with different account groups.

Accepted Answer

A) True 
 B)False

Question 16

The marketing communications mix must be consistent with the other elements of the marketing mix to ensure a coordinated marketing offer.

Accepted Answer

A) True 
 B)False

Question 17

All of the following are key decision areas in sales strategy except

Accepted Answer

A)  account targeting strategy. 
B)  relationship strategy. 
C)  marketing mix strategy. 
D)  selling strategy. 
E)  sales channel strategy. 
A)  account targeting strategy. 
B)  relationship strategy. 
C)  marketing mix strategy. 
D)  selling strategy. 
E)  sales channel strategy.

Question 18

Each strategic business unit faces a different competitive situation and plays a different role in the business unit portfolio.

Accepted Answer

A) True 
 B)False

Question 19

Advertising-driven marketing communication strategies are most appropriate when there are many buyers dispersed geographically.

Accepted Answer

A) True 
 B)False

Question 20

Telemarketing salespeople are often involved in prospecting for customers and qualifying customer leads.

Accepted Answer

A) True 
 B)False

Marketers operating in an SBU with a low-cost supplier business strategy would typically develop marketing strategies that emphasize low price.

Both costs to serve the customer and commitment between buyer and seller are lowest with this type of relationship strategy.

Most sales organizations do not integrate the Internet with other sales channels.

The buying center consists of a formal network of purchasing participants.

The strategic business unit portfolio can be defined as

Personal selling-driven marketing communication strategies are appropriate when message credibility is important.

Major advantages of personal selling include all of the following except

If the sales organization objective is to increase sales volume and expand distribution outlets, then the recommended compensation system is

Which of the following statements regarding a buying center is true?

The biggest complaint that manufacturers have about independent representatives is

One definition of an SBU is

All of the following would suggest the use of personal selling-driven marketing communications strategies except when

For most marketing communications strategies, the main communication tools are

Which of the following likely is not one of the roles of the salesforce of the firm is using a low-cost supplier strategy?

An account targeting strategy is a determination of the type of relationship to be developed with different account groups.

The marketing communications mix must be consistent with the other elements of the marketing mix to ensure a coordinated marketing offer.

All of the following are key decision areas in sales strategy except

Each strategic business unit faces a different competitive situation and plays a different role in the business unit portfolio.

Advertising-driven marketing communication strategies are most appropriate when there are many buyers dispersed geographically.

Telemarketing salespeople are often involved in prospecting for customers and qualifying customer leads.

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

Marketers operating in an SBU with a low-cost supplier business strategy would typically develop marketing strategies that emphasize low price.

Both costs to serve the customer and commitment between buyer and seller are lowest with this type of relationship strategy.

Most sales organizations do not integrate the Internet with other sales channels.

The buying center consists of a formal network of purchasing participants.

The strategic business unit portfolio can be defined as

Personal selling-driven marketing communication strategies are appropriate when message credibility is important.

Major advantages of personal selling include all of the following except

If the sales organization objective is to increase sales volume and expand distribution outlets, then the recommended compensation system is

Which of the following statements regarding a buying center is true?

The biggest complaint that manufacturers have about independent representatives is

One definition of an SBU is

All of the following would suggest the use of personal selling-driven marketing communications strategies except when

For most marketing communications strategies, the main communication tools are

Which of the following likely is not one of the roles of the salesforce of the firm is using a low-cost supplier strategy?

An account targeting strategy is a determination of the type of relationship to be developed with different account groups.

The marketing communications mix must be consistent with the other elements of the marketing mix to ensure a coordinated marketing offer.

All of the following are key decision areas in sales strategy except

Each strategic business unit faces a different competitive situation and plays a different role in the business unit portfolio.

Advertising-driven marketing communication strategies are most appropriate when there are many buyers dispersed geographically.

Telemarketing salespeople are often involved in prospecting for customers and qualifying customer leads.

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