Chapters 19-22. 100 multiple choice Questions. 2 hours (120 minutes). (all 100 questions are attached)
Figure 20-4 above depicts the sales management process that involves three interrelated functions. “B” refers to __________.
sales plan implementation
salesforce size determination
In a recent survey, responding firms reported that on average they used eight metrics to measure their innovation. Figure 22-3 above shows that among firms that use more than three different innovation metrics, they use two different kinds—output metrics and input metrics. Which of the following is an input metric?
number of ideas or concepts in the pipeline
number of new products or services launched
return on assets (ROA) in the pipeline
customer satisfaction with new products or services
revenue growth due to new products or services
Those in staff positions have the authority and responsibility to advise people in line positions
and can recommend salary and benefit adjustments for them.
and serve the board of directors.
and must clear all such communication with the human resources department.
but cannot serve on team projects with them.
but cannot issue direct orders to them.
On the Coca-Cola-hosted MyCoke.com, people congregate online and exchange views on topics of common interest. This website is an example of __________.
a shopping bot
a web community
a web café
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Consider the “stickiness” marketing dashboard above for an automobile dealership. To gauge the “stickiness” of its website, the firm monitors the average time spent per unique monthly visitor (in minutes) on its website (the third metric above in the dashboard). This is done by tracking the average visits per unique monthly visitor (the first metric above) and the average time spent per visit, in minutes, (the second metric above) that is displayed on its marketing dashboard. For 2010 or “A,” what was the average time spent per unique monthly visitor (in minutes) on the automobile dealership’s website?
cannot be determined
Within DuPont’s textile fiber department, there is a separate product manager for rayon, acetate, orlon, nylon, and Dacron. The product manager for DuPont nylon would be responsible for
making long-range plans for nylon.
maintaining the divisional mission statement.
modifying DuPont’s organizational structure.
creating static marketing objectives.
implementing short-term actions for all fibers.
Which of the following statements about transactional websites is NOT true?
Transactional websites are most common among store and catalog retailers and direct selling companies.
Transactional websites can create channel conflict.
Transactional websites may cannibalize sales from stores, catalogs, and sales representatives.
Transactional websites often engage visitors with interactive experiences that involve games, contests, and quizzes.
Transactional websites are used less frequently by manufacturers of consumer products.
The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as
Account management policies refer to policies that __________.
specify how salespeople will be compensated and how sales performance will be evaluated
specify which products or services will be offered to consumers, through which outlets, and at what price
specify the organizational structure of the salesforce and set the sales goals for both individual sales representatives and the salesforce as a whole
specify whom salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how these activities should be carried out
determine the sales quotas for the upcoming year based upon past sales performance and current forecasting
In a __________ presentation, the salesperson tries one appeal after another, hoping to “hit the right button.”
When a salesperson in the computer store asks, “Will that be charge or cash?”, he has executed the _____ stage of the personal selling process.
What is a reason users have “unliked” a brand’s Facebook Page?
The brand ceases to be popular and users move on to a new brand’s Facebook Page.
The brand posts too frequently on trivial or controversial topics.
Users tire of not being able to contribute to the conversation.
Users want to protest the presence of advertisements on Facebook.
The Page isn’t updated and users lose interest.
Functional groupings refer to organizational groupings
that group specific customer segments.
in which sales territories are subdivided according to geographic location.
that represent the different departments or business activities within a firm.
in which a unit is responsible for specific product offerings.
that combine both market-based groupings with product groupings.
Loving Care Pets manufactures food for dogs, cats, rabbits, and gerbils specifically created for pets under three months of age. In terms of the market-product grid framework, adding a line of pet food for mature dogs, cats, rabbits, and gerbils will result in a __________ strategy that will provide Loving Care Pets with increased marketing efficiencies.
market product concentration
When using share points to make marketing resource allocation decisions, marketing managers must estimate: (1) the market share for the product, (2) __________, (3) the contribution to overhead and profit (or gross margin) of each share point, and (4) possible cannibalization effects on other products in the line.
total production costs
number of market segments
stage of the product in its product life cycle
the total financial resources available for a sustained marketing effort
the revenues associated with each point of market share
The top reasons cross-channel shoppers research items online before buying in stores include: (1) the desire to compare products among different retailers; (2) the need for more information than is available in stores; and (3) the ease of _________.
reducing geographical barriers
finding products that are restricted in their area
finding products that are more customized to their needs
finding products that are out of season
comparing their options without having to trek to multiple retail locations
A company that uses an organizational structure based on its snowboards, skiing equipment, and ice skates would most likely be using a ____________ grouping.
What is the challenge presented to brand managers by social media advertising?
Brand managers need to convince social networks to post their ads free of charge.
Brand managers need to connect the cost of new social network promotions to the sales they generate.
Brand managers need to create “universally appealing” ads as they cannot target specific demographics on social networks.
Brand managers need to estimate how many users have clicked on their ads, leading to difficulties in assessing an ad’s effectiveness.
Brand managers need to deal with having only a limited selection of social networking platforms to advertise on.
Many large, packaged goods marketers like Procter & Gamble, Kraft, and Pillsbury have used the product manager (or brand manager) system of marketing organization and implementation. Which of the following is the key advantage of this system?
Product managers have relatively little authority.
Product managers are short-term in their orientation.
Product managers have direct responsibility for research and development of new products.
Product managers assume profit-and-loss responsibility for the performance of the product line.
Product managers have line responsibility over sales managers.
The principal difference between the two major types of websites is that promotional websites are designed to __________ while transactional websites are designed to __________.
create portals; act as bots
convert online browsers into online buyers; promote a company’s products and services
provide information about a company; move consumers closer to a purchase
move consumers closer to a purchase; provide information about a company
promote a company’s products and services; convert online browsers into online buyers
According to the eight-second rule,
it only takes eight seconds for someone to learn how to navigate an Internet website.
any online purchase should take no more than eight seconds to complete.
hunter-gatherers will not wait longer than eight seconds for a response in a chat room.
more than 50 percent of online consumers will spend less than eight seconds at a portal.
customers will abandon a website if download time exceeds eight seconds.
What is a main difference between advertising in traditional print media and advertising on Facebook?
Brand managers compose the title, the copy, and the images or photos of the ad.
Demographics are not taken into account when placing ads on Facebook.
Brand managers do not keep an expense budget for Facebook ads.
Brand managers cannot control the content of their Facebook ads—the advertising agency does.
Brand managers do not select the placement of where the ads are seen on Facebook.
T-Mobile’s 2010 holiday TV ad featuring Chuck Norris unexpectedly surpassed expectations of success by becoming popular not only in the Czech network but in neighboring Poland and Slovakia as well. While this started as a __________ marketing strategy targeted as a single country, it crossed country boundaries and became a global marketing strategy.
In conference selling, __________.
buyers and sellers meet through a technology-based forum (telephone or video conference call such as WebEx, etc.) because person-to-person meetings are too expensive due to the cost of air travel
the sale has already been finalized but the buyer and seller meet to discuss delivery details
a salesperson and other company resource people meet with buyers to discuss problems and opportunities
a company team conducts an educational program for a customer’s technical staff, describing state-of-the-art developments
a form of mass selling occurs via electronic marketplaces such as eBay, Facebook, and Salesforce.com
Where a social network following comes from—with fans coming from a friend being more valuable than those coming from an ad—is referred to as a
Marketers can use one of two strategies: the first strategy uses Groupon and Living Social Deals, and the second strategy uses ads in newspapers, magazines, and on TV. The difference between these two types of marketing strategies is that the first one targets consumers who are __________ and the second one targets consumers who are __________.
“passive receivers”; “active receivers”
an older demographic; a younger demographic
“active receivers”; “passive receivers”
Mark wanted to make some extra money, so he went door-to-door in his neighborhood asking residents if they had any small jobs that they could hire him to perform. Mark had no idea of whether anyone had any jobs for him, so he picked the houses randomly and knocked on the doors to see if anyone was home and perhaps interested in his services. In terms of the personal selling process, Mark was engaged in __________ when he knocked on a door.
The final stage in the personal selling process is referred to as __________.
Consumers deftly use Internet technology to seek information, evaluate alternatives, and make purchase decisions on their own time, terms, and conditions. This is an example of the sixth reason why consumers buy and shop online.
Facebook came under fire in December 2009 when it made significant changes to the privacy settings of users. These changes to privacy settings resulted in
releasing user’s personal information, such as name, picture, gender, and a list of friends, “by default.”
wall posts being lost.
friends being lost.
additional privacy and security for its users who provided a detailed Facebook Page, sent automatically to the company.
products being “unliked.”
Key problems that emerge in a firm’s strategic marketing process include: (1) bad news is filtered out as information goes up the line to give top management a very rosy picture; (2) plans are based on very poor assumptions about environmental forces; (3) __________; (4) too much time and effort may be spent on data collection and writing plans that are too complex to implement; and (5) line operating managers often feel no sense of ownership in implementing the plans.
there is poor communication between the firm and its stakeholders
there is a lack of leadership
although management says they are behind the plans, they do not allocate resources to the degree necessary for success
planners and their plans may have lost sight of their customers’ needs
plans can be thwarted by disgruntled employees, other departments, or competitors
The popularity of multichannel marketing is apparent in its growing impact on online retail sales. Multichannel marketers are expected to register about __________ of U.S. online retail sales in 2012.
A fan source is
where a social network following comes from—with every source being of equal value.
where a social network following comes from—with fans coming from a friend being more valuable than those coming from an ad.
the source of all Facebook fans in the target demographic for a particular brand.
the number of fans who interact with a Facebook Page.
the number of fans who are evangelists for a brand.
In Porter’s generic business strategies shown in Figure 22-4 above, “B” refers to a __________ strategy.
The information needed in a situation (SWOT) analysis or Step 1 of the planning phase includes: (1) trends for industry and competitors and (2) __________.
projected future sales, expenses, and profits
market potential studies
market-product grids with target segments and product groupings
marketing mix actions
Consider Figure 22-A above. Effective managers track the progress of their marketing plans to identify problems that need to be corrected. Sometimes, the problems are with the marketing plan and its strategies; at other times, they may be due to their implementation; and at still other times, they may be due to both. Recall that research on what really works shows that successful firms have excellence on both the planning and strategy side and the implementation or execution side. As Figure 22-A shows, marketers can develop and implement strategies that have four possible results. For “C,” identify the likely result of the planning and implementation of the marketing plan and its strategies for a product or service.
Trouble: The solution is to recognize that only implementation is at fault and to correct it.
Success: The marketing program achieves its objectives.
Failure: The marketing program flounders and fails to achieve its objectives.
Trouble: The solution is to recognize that only the strategy is at fault and to correct it.
Cannot be determined with the information provided.
The information needed for the evaluation phase of the strategic marketing process includes: (1) __________ and (2) action memos to correct problems and exploit opportunities.
market-product grids with target segments and product groupings
detailed plans to execute the marketing program
tracking reports to measure results
projected future sales, expenses, and profits
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