Quiz 3

Question 1

Procedures that develop and analyze new information to help marketing managers make decisions are called:

Answer 1

marketing research

Question 2

Marketing research is concerned with developing and analyzing new information to help marketing managers do a better job of:

Answer 2

executing marketing strategies.
planning marketing strategies.
making operational decisions.

Question 3

A ______________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.

Answer 3

marketing information system

Question 4

A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is the:

Answer 4

scientific method.

Question 5

Which of the following is NOT part of the five-step marketing research process discussed in the text?

Answer 5

Developing the marketing information system (MIS)

Question 6

What is the first step in the marketing research process?

Answer 6

Defining the problem.

Question 7

The most difficult step of the marketing research process is:

Answer 7

defining the problem.

Question 8

A situation analysis

Answer 8

can help define the problem

Question 9

Data that has already been collected or published is:

Answer 9

secondary data.

Question 10

The big advantage of qualitative research in marketing is:

Answer 10

the in-depth responses it provides.

Question 11

_____ are the most widely used form of qualitative questioning in marketing research.

Answer 11

Focus group interviews

Question 12

“Promotion” includes:

Answer 12

personal selling
mass selling.
sales promotion

Question 13

Communicating with customers is known as the ________________ portion of the marketing mix.

Answer 13

Promotion

Question 14

Which of the following statements is true?

Answer 14

Personal selling involves direct spoken communication between sellers and potential customers.
Mass selling involves advertising and publicity,
Sales promotion refers to promotion activities – other than advertising, publicity, and personal selling.

Question 15

“Promotion” is mainly concerned with:

Answer 15

telling the target market that the right Product is available in the right Place at the right price.

Question 16

Personal selling:

Answer 16

gets immediate feedback from consumers.

Question 17

Mass selling, in contrast to personal selling:

Answer 17

is less expensive when the target customers are numerous and scattered.
doesn’t provide immediate feedback.
is less flexible in adapting to customers’ needs and attitudes.

Question 18

Advertising

Answer 18

must be paid for, while another form of mass selling—publicity—is “free.”

Question 19

Sales promotion activities:

Answer 19

try to stimulate interest, trial, or purchase.

Question 20

Which of the following observations concerning promotional methods is false?

Answer 20

All promotion methods require a similar type of expertise.

Question 21

Determining the blend of promotion methods is a strategy decision which is the responsibility of the

Answer 21

marketing manager.

Question 22

The AIDA model’s four basic promotion jobs are concerned with:

Answer 22

attention, interest, desire, action.

Question 23

The traditional communication process does not include:

Answer 23

response

Question 24

Communication is most difficult to achieve when:

Answer 24

the source and the receiver do not have a common frame of reference

Question 25

Which of the following statements is true?

Answer 25

Integrated direct-response promotion focuses on achieving a measurable, direct response from specific target customers.
In the customer-initiated interactive communication process, the buyer starts the process.
There is no one right promotion blend for all situations.

Question 26

Which of the following statements is true?

Answer 26

Pushing means using normal promotion effort to help sell the whole marketing mix to possible channel members.
Pulling means getting customers to ask middlemen for the product.
The “adoption curve” shows that some groups accept a new idea before others.

Question 27

Promotion blends vary over the product life cycle. Which of the following statements is true?

Answer 27

During market introduction, the basic promotion objective is informing.
The total amount spent on promotion may rise as competition increases during the market maturity stage.
During the sales decline stage, the total amount spent on promotion usually decreases as firms try to cut costs to remain profitable.

Question 28

Budgeting for promotion expenditures by computing a percentage of past or expected sales:

Answer 28

is the most common method of setting the promotion budget.

Question 29

For many firms, the largest single operating expense is:

Answer 29

Personal selling.

Question 30

Good salespeople:

Answer 30

help customers buy.

Question 31

Which of the following statements is true?

Answer 31

The salesperson is often a representative of the whole company.
The salesperson is often the only link between the firm and its customers.
The sales force can aid in the marketing information function.

Question 32

Which of the following is not one of the basic sales tasks?

Answer 32

Sales-promoting.

Question 33

A salesperson who seeks possible buyers with a well-organized sales presentation designed to sell a good, service, or idea is called a(n) ____________.

Answer 33

Order-getter

Question 34

Routine completion of sales made regularly to target customers is done by:

Answer 34

an order taker

Question 35

These salespeople try to develop goodwill and stimulate demand, help intermediaries train their salespeople, and often take orders for delivery by intermediaries.

Answer 35

Missionary salespeople.

Question 36

Customer service reps:

Answer 36

are advocates for the customer.
solve problems after a purchase.
are advocates for the company.

Question 37

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.

Answer 37

sales manager’s

Question 38

Which of the following is a good example of a sales technology?

Answer 38

spreadsheet analysis of scanner data.
electronic slide show for a sales presentation.
software for shelf space management

Question 39

Selecting “good, well-qualified” salespeople can be aided by:

Answer 39

multiple interviews with company executives.
systematic selection procedures.
good job descriptions.

Question 40

A firm’s sales training should cover:

Answer 40

professional selling skills.
building relationships with customers.
company policies and practices.
product information.

Question 41

According to the text, to recruit, motivate, and keep good salespeople, a firm has to

Answer 41

develop an effective compensation plan.

Question 42

The most popular sales force payment method is:

Answer 42

a combination plan.

Question 43

Personal selling techniques include all of the following except:

Answer 43

preparing job descriptions.

Question 44

Which of the following is not one of the sales presentation approaches discussed in the text?

Answer 44

Target market approach