Question 1

Firms typically spend more money on advertising and promotion than on the sales force.

Accepted Answer

A) True 
 B)False

Question 2

When Larry purchased a Jet Ski personal watercraft for $4,999,he was also given free financing and three hours of free lessons on how to safely enjoy jet skis.Neither the financing nor the lessons were included in the price of the Jet Ski; both are examples of:

Accepted Answer

A)  value-added benefits. 
B)  bundling. 
C)  profit maximization. 
D)  privileges. 
E)  add-on pricing.

Question 3

Which of the following statements about products,goods,and services is true?

Accepted Answer

A)  Products are a bundle of purely intangible attributes. 
B)  Services are tangible products. 
C)  Goods are physical objects that can be purchased. 
D)  Salespeople never or rarely sell services. 
E)  Products only refer to physical objects.

Question 4

Coca-Cola
For decades, people in Rome, Georgia, drank more Coca-Cola per capita than anywhere else in the world. That success has been attributed to the Barron family who were the local bottlers for Coke products. The Barrons believe that their success was due to customer loyalty. Through most of the twentieth century, the bottler cultivated small retailers and worked hard, selling Coke from stores to schools to doorsteps. The personal service is remembered by people who grew up in Rome. When someone passed away, the Coke salesperson would leave a couple of cases on the deceased's family's front porch.
-Because the Rome Coke bottler stressed the wants of the buyers,it is obvious that it was a supporter of:

Accepted Answer

A)  team selling. 
B)  social responsibility. . 
C)  the marketing concept. 
D)  the production concept. 
E)  non-consumer marketing.

Question 5

The goal of an organization when creating its _____ is to create the right product,at the right price,at the right time,with the right promotional effort.

Accepted Answer

A)  sales promotion 
B)  mission statement 
C)  operational plan 
D)  vision statement 
E)  marketing mix

Question 6

Before the Great Depression of the 1930s,companies were primarily focused on:

Accepted Answer

A)  production. 
B)  bartering. 
C)  customer service. 
D)  relationship marketing. 
E)  social responsibility.

Question 7

The goal of partnering is that the profits are shared by the buyer and seller,but the risk is borne by the buyer alone.

Accepted Answer

A) True 
 B)False

Question 8

Virtually every product you see in any retail store was sold to it by a salesperson.

Accepted Answer

A) True 
 B)False

Question 9

Customers tend to become less price-sensitive when they become accustomed to dealing with a salesperson.

Accepted Answer

A) True 
 B)False

Question 10

"Household" refers to a decision-making unit buying for personal use.

Accepted Answer

A) True 
 B)False

Question 11

_____ marketing is the creation of customer loyalty.

Accepted Answer

A)  Transaction 
B)  Relationship 
C)  Value-added 
D)  Continuous 
E)  Covenant

Question 12

You are giving a tour of businesses to several classical musicians from China.One of the Chinese in the tour group has asked you to define the purpose of business.How should you answer this question?

Accepted Answer

A)  Produce goods and then wait for consumers to buy them 
B)  Encourage consumers to buy products they may not want 
C)  Speed up changes in the economic environment 
D)  Create large profit-oriented organizations 
E)  Increase the general well-being of people by selling goods and services

Question 13

The text defines _____ as "personal communication of information to unselfishly persuade a prospective customer to buy something that satisfies an individual's needs."

Accepted Answer

A)  promotion 
B)  personal selling 
C)  publicity 
D)  sales promotion 
E)  advertising

Question 14

The headline of an advertisement for a 1930s automobile manufacturer read,"We know what our customers want! They want our new luxury sedan!" You can infer from reading this headline that the manufacturer had a(n)_____ orientation.

Accepted Answer

A)  customer 
B)  environmental 
C)  marketing 
D)  production 
E)  promotion

Question 15

A firm's marketing mix consists of product,price,place,and performance.

Accepted Answer

A) True 
 B)False

Question 16

List and briefly explain the four components of promotion.

Accepted Answer

The answer of List and briefly explain the four components...

Question 17

The text divides customers into three general categories.List and explain them.

Accepted Answer

The answer of The text divides customers into three general...

Question 18

As a customer,a government is best described as an organization that:

Accepted Answer

A)  provides goods and services to households and firms. 
B)  produces goods for profit and global redistribution. 
C)  sells products at wholesale prices to other nations. 
D)  promotes local and national businesses. 
E)  manages the exchange process.

Question 19

Which marketing mix activity is being used when the salesperson participates in a trade show or uses telemarketing?

Accepted Answer

A)  Pricing 
B)  Distribution 
C)  Direct sales 
D)  Product 
E)  Promotion

Question 20

Coca-Cola
For decades, people in Rome, Georgia, drank more Coca-Cola per capita than anywhere else in the world. That success has been attributed to the Barron family who were the local bottlers for Coke products. The Barrons believe that their success was due to customer loyalty. Through most of the twentieth century, the bottler cultivated small retailers and worked hard, selling Coke from stores to schools to doorsteps. The personal service is remembered by people who grew up in Rome. When someone passed away, the Coke salesperson would leave a couple of cases on the deceased's family's front porch.
-The gift of cases of Cokes to families is one indication of how the Rome bottler provided a high level of _____ that led the citizens of Rome to become loyal Coke drinkers.

Accepted Answer

A)  service quality 
B)  empowerment 
C)  sales collaboration 
D)  post-sales service 
E)  quality control

Exam 2: Relationship Marketing: Where Personal Selling Fits

Firms typically spend more money on advertising and promotion than on the sales force.

When Larry purchased a Jet Ski personal watercraft for $4,999,he was also given free financing and three hours of free lessons on how to safely enjoy jet skis.Neither the financing nor the lessons were included in the price of the Jet Ski; both are examples of:

Which of the following statements about products,goods,and services is true?

The goal of an organization when creating its _____ is to create the right product,at the right price,at the right time,with the right promotional effort.

Before the Great Depression of the 1930s,companies were primarily focused on:

The goal of partnering is that the profits are shared by the buyer and seller,but the risk is borne by the buyer alone.

Virtually every product you see in any retail store was sold to it by a salesperson.

Customers tend to become less price-sensitive when they become accustomed to dealing with a salesperson.

"Household" refers to a decision-making unit buying for personal use.

_____ marketing is the creation of customer loyalty.

You are giving a tour of businesses to several classical musicians from China.One of the Chinese in the tour group has asked you to define the purpose of business.How should you answer this question?

The text defines _____ as "personal communication of information to unselfishly persuade a prospective customer to buy something that satisfies an individual's needs."

The headline of an advertisement for a 1930s automobile manufacturer read,"We know what our customers want! They want our new luxury sedan!" You can infer from reading this headline that the manufacturer had a(n) _____ orientation.

A firm's marketing mix consists of product,price,place,and performance.

List and briefly explain the four components of promotion.

The text divides customers into three general categories.List and explain them.

As a customer,a government is best described as an organization that:

Which marketing mix activity is being used when the salesperson participates in a trade show or uses telemarketing?