Question 1

According to the text, what are the primary goals and the purpose of business?

Accepted Answer

The purpose of business is to increase the general well-being of humankind through the sale of goods and services. This requires making a profit in order to operate the business and provide beneficial products to the marketplace. Profit is a means to an end. Reduced to basics, businesses have two major functions: production of goods or creation of services and marketing those goods and services. The primary goal of business should be to transform the marketplace and workplace into an environment where everyone is treated as they would like to be treated. Business should be fair to all parties involved in both the buying and selling of goods and services.

Question 2

Soon after World War II, most firms focused on training salespeople in effective selling techniques and developing products to meet the needs of customers.

Accepted Answer

A) True 
 B)False  False

Question 3

According to the text, the key to profitable company performance is:

Accepted Answer

A)  knowing and satisfying target customers with competitively superior products and service. 
B)  relying on publicity to create product awareness and minimizing customer service. 
C)  exhibiting a commitment by corporate leaders to curb the instincts of capitalism. 
D)  realizing the good luck of having popular products in a non-recessional economy. 
E)  relying on traditional methods of gathering information rather than technology. 
A)  knowing and satisfying target customers with competitively superior products and service. 
B)  relying on publicity to create product awareness and minimizing customer service. 
C)  exhibiting a commitment by corporate leaders to curb the instincts of capitalism. 
D)  realizing the good luck of having popular products in a non-recessional economy. 
E)  relying on traditional methods of gathering information rather than technology. A

Question 4

The appearance of actor Sarah Jessica Parker in commercials for The Gap, a retail store, is an example of the use of the _____ element of the marketing mix.

Accepted Answer

A)  sales presentation 
B)  personal selling 
C)  product 
D)  profit 
E)  promotion 
A)  sales presentation 
B)  personal selling 
C)  product 
D)  profit 
E)  promotion

Question 5

Relationship marketing is based on an idea that important customers need continuous attention.

Accepted Answer

A) True 
 B)False

Question 6

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

Question 7

The four main elements of the marketing mix are:

Accepted Answer

A)  product, packaging, people, and price. 
B)  price, process, prestige, and product. 
C)  promotion, product, prestige, and price. 
D)  product, price, place, and promotion. 
E)  place, production, packaging, and promotion. 
A)  product, packaging, people, and price. 
B)  price, process, prestige, and product. 
C)  promotion, product, prestige, and price. 
D)  product, price, place, and promotion. 
E)  place, production, packaging, and promotion.

Question 8

The trend in relationship marketing today is away from creating customers for tomorrow to selling well to customers today.

Accepted Answer

A) True 
 B)False

Question 9

Which term refers to the process of helping the customer achieve strategic goals through use of the seller's good and/or service?

Accepted Answer

A)  Consultative selling 
B)  Transactional selling 
C)  Aggressive selling 
D)  Telemarketing selling 
E)  One-time selling 
A)  Consultative selling 
B)  Transactional selling 
C)  Aggressive selling 
D)  Telemarketing selling 
E)  One-time selling

Question 10

A bartering relationship, such as when Patricia agrees to take care of Timothy's horses and receives in return free riding lessons, is an example of:

Accepted Answer

A)  an exchange. 
B)  top-to-top partnering. 
C)  relational marketing. 
D)  transactional partnering. 
E)  consultative selling. 
A)  an exchange. 
B)  top-to-top partnering. 
C)  relational marketing. 
D)  transactional partnering. 
E)  consultative selling.

Question 11

Ford is offering customers $1,000 cash back if they purchase a Ford Focus in the month of December. Which component of the marketing mix is most likely illustrated by Ford's tactic?

Accepted Answer

A)  Destination 
B)  Presentation 
C)  Product 
D)  Distribution 
E)  Price 
A)  Destination 
B)  Presentation 
C)  Product 
D)  Distribution 
E)  Price

Question 12

Businesses that have a marketing orientation:

Accepted Answer

A)  are sales-volume oriented. 
B)  emphasize the product over the other marketing mix elements. 
C)  first make the product and then figure out how to sell it. 
D)  emphasize long-term planning. 
E)  stress the needs of sellers. 
A)  are sales-volume oriented. 
B)  emphasize the product over the other marketing mix elements. 
C)  first make the product and then figure out how to sell it. 
D)  emphasize long-term planning. 
E)  stress the needs of sellers.

Question 13

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 14

According to the text, what are the two major functions of a business firm?

Accepted Answer

A)  Strategies and tactics 
B)  Production and marketing 
C)  Production and selling 
D)  Selling and marketing 
E)  Buying and selling 
A)  Strategies and tactics 
B)  Production and marketing 
C)  Production and selling 
D)  Selling and marketing 
E)  Buying and selling

Question 15

Which of the following links customers and organizations?

Accepted Answer

A)  Marketing group 
B)  Top management 
C)  Production department 
D)  Human resources department 
E)  Staff-level employees 
A)  Marketing group 
B)  Top management 
C)  Production department 
D)  Human resources department 
E)  Staff-level employees

Question 16

In order for a firm to realize the full benefits of the marketing concept, that philosophy must be translated into action. This means marketing activities must be fully coordinated, well managed, and:

Accepted Answer

A)  the mission statement must be time-sensitive. 
B)  management must have a sales volume orientation. 
C)  the company must rely on short-term strategic windows. 
D)  the chief marketing executive must be given a key role in company planning. 
E)  marketing goals must be customer-oriented, nonspecific, flexible, and quantitative. 
A)  the mission statement must be time-sensitive. 
B)  management must have a sales volume orientation. 
C)  the company must rely on short-term strategic windows. 
D)  the chief marketing executive must be given a key role in company planning. 
E)  marketing goals must be customer-oriented, nonspecific, flexible, and quantitative.

Question 17

Before the Great Depression, few firms had either sales or marketing departments.

Accepted Answer

A) True 
 B)False

Question 18

Marketing's main customer contacts are buyers.

Accepted Answer

A) True 
 B)False

Question 19

Technology has advanced so rapidly that it has become a burden to sales managers and sales representatives in certain industries.

Accepted Answer

A) True 
 B)False

Question 20

How are modern day salespeople different from those in the past?

Accepted Answer

A)  Modern day salespeople are required to be increasingly product-oriented. 
B)  In the past, most salespeople focused time on building the relationship gap. 
C)  Modern day salespeople can improve sales and service performance with technology. 
D)  In the past, most salespeople strived to build long-term relationships with key customers. 
E)  Global competition is pushing modern salespeople to be persuasive peddlers to maximize profit. 
A)  Modern day salespeople are required to be increasingly product-oriented. 
B)  In the past, most salespeople focused time on building the relationship gap. 
C)  Modern day salespeople can improve sales and service performance with technology. 
D)  In the past, most salespeople strived to build long-term relationships with key customers. 
E)  Global competition is pushing modern salespeople to be persuasive peddlers to maximize profit.

According to the text, what are the primary goals and the purpose of business?

Soon after World War II, most firms focused on training salespeople in effective selling techniques and developing products to meet the needs of customers.

According to the text, the key to profitable company performance is:

The appearance of actor Sarah Jessica Parker in commercials for The Gap, a retail store, is an example of the use of the _____ element of the marketing mix.

Relationship marketing is based on an idea that important customers need continuous attention.

Because the Rome Coke bottler stressed the wants of the buyers, it is obvious that it was a supporter of:

The four main elements of the marketing mix are:

The trend in relationship marketing today is away from creating customers for tomorrow to selling well to customers today.

Which term refers to the process of helping the customer achieve strategic goals through use of the seller's good and/or service?

A bartering relationship, such as when Patricia agrees to take care of Timothy's horses and receives in return free riding lessons, is an example of:

Ford is offering customers $1,000 cash back if they purchase a Ford Focus in the month of December. Which component of the marketing mix is most likely illustrated by Ford's tactic?

Businesses that have a marketing orientation:

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

According to the text, what are the two major functions of a business firm?

Which of the following links customers and organizations?

In order for a firm to realize the full benefits of the marketing concept, that philosophy must be translated into action. This means marketing activities must be fully coordinated, well managed, and:

Before the Great Depression, few firms had either sales or marketing departments.

Marketing's main customer contacts are buyers.

Technology has advanced so rapidly that it has become a burden to sales managers and sales representatives in certain industries.

How are modern day salespeople different from those in the past?

The Life, Times, and Career of the Professional Salesperson

Ethics First Then Customer Relationships

The Psychology of Selling: Why People Buy

Communication for Relationship Building: Its Not All Talk

Sales Knowledge: Customers, Products, Technologies

Prospecting the Lifeblood of Selling

Planning the Sales Call Is a Must

Carefully Select Which Sales Presentation Method to Use

Begin Your Presentation Strategically

Elements of a Great Sales Presentation

Welcome Your Prospects Objections

Closing Begins the Relationship

Service and Follow-Up for Customer Retention

Time, Territory, and Self-Management: Keys to Success

Planning, Staffing, and Training Successful Salespeople

Motivation, Compensation, Leadership, and Evaluation of Salespeople

Filters

Exam 2: Relationship Marketing: Where Personal Selling Fits

According to the text, what are the primary goals and the purpose of business?

Soon after World War II, most firms focused on training salespeople in effective selling techniques and developing products to meet the needs of customers.

According to the text, the key to profitable company performance is:

The appearance of actor Sarah Jessica Parker in commercials for The Gap, a retail store, is an example of the use of the _____ element of the marketing mix.

Relationship marketing is based on an idea that important customers need continuous attention.

Because the Rome Coke bottler stressed the wants of the buyers, it is obvious that it was a supporter of:

The four main elements of the marketing mix are:

The trend in relationship marketing today is away from creating customers for tomorrow to selling well to customers today.

Which term refers to the process of helping the customer achieve strategic goals through use of the seller's good and/or service?

A bartering relationship, such as when Patricia agrees to take care of Timothy's horses and receives in return free riding lessons, is an example of:

Ford is offering customers $1,000 cash back if they purchase a Ford Focus in the month of December. Which component of the marketing mix is most likely illustrated by Ford's tactic?

Businesses that have a marketing orientation:

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

According to the text, what are the two major functions of a business firm?

Which of the following links customers and organizations?

In order for a firm to realize the full benefits of the marketing concept, that philosophy must be translated into action. This means marketing activities must be fully coordinated, well managed, and:

Before the Great Depression, few firms had either sales or marketing departments.

Marketing's main customer contacts are buyers.

Technology has advanced so rapidly that it has become a burden to sales managers and sales representatives in certain industries.

How are modern day salespeople different from those in the past?

The Life, Times, and Career of the Professional Salesperson

Ethics First Then Customer Relationships

The Psychology of Selling: Why People Buy

Communication for Relationship Building: Its Not All Talk

Sales Knowledge: Customers, Products, Technologies

Prospecting the Lifeblood of Selling

Planning the Sales Call Is a Must

Carefully Select Which Sales Presentation Method to Use

Begin Your Presentation Strategically

Elements of a Great Sales Presentation

Welcome Your Prospects Objections

Closing Begins the Relationship

Service and Follow-Up for Customer Retention

Time, Territory, and Self-Management: Keys to Success

Planning, Staffing, and Training Successful Salespeople

Motivation, Compensation, Leadership, and Evaluation of Salespeople

Filters