89 test bank for selling today creating customer value 6th canadian edition

89 Test Bank for Selling Today Creating Customer
Value 6th Canadian Edition

Mutiple Chocie Questions - Page 1
Simon finds that his opportunities for advancement have
improved since moving to the sales force due to his:
1.
2.
3.
4.
5.

A) above average performance.
B) high visibility.
C) readiness to take on new challenges.
D) optimistic outlook.
E) sparkling personality.

Rachel graduated from college. She wants to make an above
average income. Rachel should consider a position as
a/an:
1.
2.
3.
4.
5.

A) retail store manager.
B) personnel officer.
C) account representative.
D) bank management trainee.

E) marketing researcher.

When Eileen was promoted to management, a key factor in
determining her fit with the position was the fact that
she:
1.
2.
3.
4.
5.

A) had sales experience.
B) had a very nurturing demeanor.
C) had graduated from college.
D) had experience in the accounting department.
E) had worked in the warehouse.

All the following statements regarding careers in personal
selling are true except:
1.
2.

A) Sales careers can provide above-average psychic income.
B) The skills and knowledge needed to achieve success in the various selling
careers vary greatly.
3. C) Salespeople today have many opportunities for advancement.
4. D) In the field of personal selling, preference continues to be given to job
applicants who are young and male.
5. E) Our labour force is made up of hundreds of different selling careers.

Chuck left his management position with the provincial
government after the last round of downsizing. He
accepted a position with a financial services company.
Why would he do this?
1.
2.
3.
4.
5.

A) he was tired of being a civil servant
B) he wanted a different challenge
C) he was having a mid-life crisis
D) he wanted the opportunity to earn a higher than average income
E) he believed there was more security in a sales position

What do FedEx, Hanson and Martin Law Firm and Moe's
Mowing company have in common?
1.
2.
3.
4.
5.

A) they hire minorities
B) they are small businesses
C) they sell a service
D) they employ sales people
E) they operate in Canada

A major threat facing retailers in today's business
environment is:
1.
2.
3.
4.
5.

A) high staff turnovers.
B) government regulations.
C) on-line retailers.
D) demanding customers.
E) lack of knowledgeable salespeople.

Which of the following statements accurately describes a
career in selling?
1.
2.

A) salespeople generally do not have good job security
B) salespeople have numerous opportunities to advance to middle-management
ranks
3. C) salespeople generally have lower incomes
4. D) salespeople have limited opportunities for advancement
5. E) salespeople receive a minimal amount of psychic income

Bill imagines the psychic rewards associated with his sales
position. This psychic income provides:
1.

2.
3.
4.
5.

A) motivation to become an entrepreneur.
B) motivation to earn more money.
C) motivation to achieve higher levels of performance.
D) motivation to earn more company sponsored trips.
E) motivation to earn more vacation time.


Terry McMillan, employed by a manufacturer of small
appliances, offers assistance to retailers in such areas
as credit policies, pricing, display and store layout. He
also collects information regarding acceptance of his
firm's products. He is performing the duties of a/an:
1.
2.
3.
4.
5.

A) detail salesperson.
B) inside salesperson.
C) outside salesperson.
D) sales engineer.
E) missionary salesperson.

A characteristic of sales jobs is that they are:

1.
2.
3.
4.
5.

A) very unethical.
B) highly visible.
C) very stressful.
D) highly deceitful.
E) highly unskilled.

The primary reason for many sale positions to be given a job
title other than "sales person" is because:
1.
2.
3.
4.
5.

A) "sales person" refers to order takers.
B) "sales person" has a negative connotation.
C) selling is more than just completing a sales transaction.
D) it is fashionable to give big job titles these days.
E) "sales person" is a specific job.

The primary goal of a detail salesperson is to:
1.
2.
3.

4.
5.

A) get new orders.
B) supervise junior salespeople.
C) develop goodwill.
D) provide technical expertise in selling.
E) tie up the loose ends in the sales process.

Which of the following statements regarding personal selling
in banking is accurate?
1.
2.
3.
4.
5.

A) with all of the bank mergers, personal selling is losing priority
B) personal selling is not a common practice in banking
C) personal selling will likely become less common in banking in the future
D) personal selling is common only in larger banks
E) for many banks, personal selling is one of their key promotion strategies


Mikey's duties involve taking telephone orders, process
reservations, handle customer complaints, and assist
full-time salespeople. His job could be described as:
1.
2.
3.

4.
5.

A) an order taker.
B) missionary salesperson.
C) customer service representative.
D) sales assistant.
E) none of the above

Barbara wanted to work in the field of computer sales.
Because she sells computer hardware for a large
wholesaler, she would be considered to be selling:
1.
2.
3.
4.
5.

A) a consumer good.
B) an intangible product.
C) a tangible product.
D) an industrial good.
E) a hybrid product.

In sales, CSR stands for:
1.
2.
3.
4.
5.

A) Computer Sales Representative.
B) Customer Service Representative.
C) Customer Satisfaction Representative.
D) Competitor Status Rating.
E) Competitor Service Representative.

The radio and broadcasting industry requires sales people in
order to:
1.
2.
3.
4.
5.

A) better understand audience needs.
B) to be more marketing oriented.
C) improve their ratings.
D) call on current and potential advertisers to get more advertising revenue.
E) conduct marketing research.

Which of the following is true regarding women in selling
careers?
1.
2.
3.

A) in most selling fields, gender continues to be a barrier to success
B) they have surpassed men in number employed in the field
C) many women are turning to sales employment because it offers excellent

economic rewards and, in many cases, a flexible work schedule
4. D) they are seldom recruited into traditionally male-dominated areas such as
insurance
5. E) minority women are finding it difficult to enter the sales profession


Things have changed since Betty joined the sales force. Ten
years ago she was virtually alone in the sales cubicles,
now she shares her space with five other women and
six men. The reason for this could be that:
1.
2.
3.
4.
5.

A) more of the buyers are women, so management decided to balance its sales
force.
B) management liked her performance so much they hired more women.
C) there were additional training grants available to companies that hired women.
D) with employment laws changing, management decided they had better hire
more women.
E) businesses are finding that gender is not a barrier to success in selling.

All the following statements regarding compensation for
sales personnel are true except:
1.
2.

A) There are many types of compensation in sales - base salary, bonus etc.

B) Senior sales representatives represent the highest paid category of sales
personnel.
3. C) The amount earned by salespeople is clearly tied to their selling skills and
amount of effort put forth.
4. D) Intermediate salespeople earn only slightly more than entry level salespeople.
5. E) Salespeople earn higher income than most other workers in the business
community.

Derek enjoys his position as an outside sales representative
since it give him an opportunity to assist retail store
owners with decisions in the areas of advertising,
store displays, merchandising strategies, and:
1.
2.
3.
4.
5.

A) financing options.
B) marketing planning.
C) hours of operation.
D) personnel decisions.
E) gathering and interpreting market information.

Malcolm is uncertain which sales field he should interview
with. He feels that he is better selling tangible
products. He should consider which field?
1.
2.
3.

4.
5.

A) computer software
B) stock brokering
C) data processing equipment
D) banking
E) employment services

Rhonda chose to work as a sales representative because:
1.

A) It is an easy profession to learn.


2.
3.
4.
5.

B) she likes to party.
C) it does not require much skills or training.
D) she likes the opportunities for promotion.
E) she is not very motivated.

Nadia felt that she would be better at selling tangible
products, rather than intangibles. Tangible products
would include:
1.
2.

3.
4.
5.

A) insurance.
B) banking services.
C) accounting services.
D) legal services.
E) data processing equipment.

All of the following describe a category of sales personnel in
the field of manufacturing except:
1.
2.
3.
4.
5.

A) rack jobber.
B) sales engineer.
C) field salesperson.
D) detail salesperson.
E) inside salesperson.

Sales skills are important in managerial positions in order
to:
1.
2.
3.
4.

5.

A) hire computer programmers.
B) understand customer needs better.
C) develop the marketing strategy.
D) conduct competitor analysis.
E) hire secretaries.

Many studies dealing with incomes earned in the business
community tell us that:
1.
2.
3.
4.
5.

A) salespeople earn significantly higher incomes than most other workers in the
business community.
B) salespeople earn slightly less than other workers in the business community.
C) salespeople earn about the same income as other persons in the business
community.
D) there are no relevant studies that link income and the salesperson.
E) salespeople earn significantly lower incomes than other workers in the business
community.

Nicole wants to sell intangible products. She should
consider companies in the field(s) of:
1.
2.

A) plastic pails.
B) financial planning.


3.
4.
5.

C) computer sales.
D) rubber boots.
E) furniture.

An entrepreneur would need selling skills in the following
situation:
1.
2.
3.
4.
5.

A) identifying her target market.
B) developing an appropriate price strategy.
C) developing an integrated marketing communications plan.
D) developing a product.
E) approaching the bank to arrange financing for her business.

Sales training is an expanding field. Courses are being
offered by corporations, commercial vendors,
certification studies, and colleges. The main reason for
this is because:

1.
2.
3.
4.
5.

A) as new fields of study emerge, it is natural that training will become available in
them.
B) sales positions are growing so quickly that demand is outstripping supply.
C) the business community wishes more selling skills among employees.
D) companies want new ways of creating barriers to entry to their lucrative selling
positions.
E) we are left wondering since we know that salespeople are born, not trained.

Psychic income in selling refers to which one of the
following?
1.
2.
3.
4.
5.

A) the opportunity to be a member of the sales team
B) high commissions due to successful "intuitive" selling
C) satisfaction of being on a commission payment plan
D) imagining just how great it will be to make $55 000 per year
E) job recognition afforded sales personnel

53 Free Test Bank for Selling Today Creating
Customer Value 6th Canadian Edition by Manning

Mutiple Chocie Questions - Page 2
A detail salesperson's primary role is to:
1.
2.
3.

A) generate goodwill and stimulate demand.
B) overcome objections during the negotiations phase.
C) ensure the contracts are properly drawn after the negotiations stage of the
selling process.
4. D) provide technical expertise in team sales.
5. E) use persuasive selling tactics to close the sale.


A major reason why telephone sales are becoming a popular
form of selling is because:
1.
2.
3.
4.
5.

A) it is a cost effective way of contacting potential new customers or customers in
distant areas.
B) appearance of salespeople becomes an unimportant issue.
C) many customers enquire on the phone.
D) everyone has a cell phone.
E) it reduces reliance on personal selling.

The statement that best describes personal selling is:

1.
2.
3.
4.
5.

A) personal selling is interpersonal form of selling which puts the salesperson
"closest" to the customer than other marketing methods.
B) personal selling is an excellent career choice for part-time employment.
C) personal selling is a part of marketing.
D) personal selling is the most expensive form of marketing communication.
E) personal selling will become obsolete in the information age.

The term product should be broadly interpreted to
encompass:
1.
2.
3.
4.
5.

A) physical goods and ideas.
B) physical goods, services, and ideas.
C) all physical goods.
D) all intangible items.
E) physical goods and services.

A shift in job titles from "selling" to "partnering" reflects:
1.
2.

3.
4.
5.

A) increased knowledge aspects of the duties.
B) increased consulting aspect of the duties.
C) increased professional aspects of the duties.
D) increased relationship aspects of the duties.
E) increased technical aspects of the duties.

The development of a personal selling philosophy involves
one of the following prescriptions:
1.
2.
3.
4.
5.

A) adopting the marketing concept
B) becoming an excellent negotiator
C) becoming a people person
D) becoming a salesperson
E) adopting the production concept

In the new economy, the sales person should see
themselves as:
1.
2.
3.

A) redundant.
B) a business person.
C) a problem solver/partner.


4.
5.

D) a marketing professional.
E) an information technology expert.

The primary difference between an inside and an outside
salesperson is:
1.
2.

A) they handle new accounts.
B) the outside salesperson interacts with potential customers on a face-to-face
basis.
3. C) there is no difference between them.
4. D) the amount of financial compensation the outside salesperson gets.
5. E) inside salesperson's main role is to generate customer goodwill.

Intermediaries who enable the flow of goods and services
between manufacturers and end users are referred to
as:
1.
2.
3.
4.

5.

A) channel captains.
B) physical distribution.
C) logistic agents.
D) channels of distribution.
E) EDI.

Top management and senior administrators in non profit
organizations also need selling skills because:
1.
2.
3.
4.
5.

A) they have to set a good example to their junior staff by taking sales training.
B) they may move on to another career.
C) selling skills are necessary to develop good marketing strategy.
D) they have to sell their ideas in a persuasive manner and sell their cause.
E) selling skills are transferable.

Monica's job in her company is to provide on-going
customer support, take telephone orders and prospect
for new customers. She most likely is a:
1.
2.
3.
4.
5.

A) inside salesperson.
B) order taker.
C) outside salesperson.
D) detailer
E) order getter.

The reason professionals such as lawyers and architects are
beginning to pay more attention to their selling skills is
because:
1.

A) the clients are becoming more cost-conscious, and there is an increase in
competition in the professional services industry.
2. B) these professional services are being out-sourced to other countries.
3. C) it is being mandated by their professional governing bodies.


4.

D) the demand for their services is declining, because clients are turning to the
numerous self-help books and softwares available in the market.
5. E) the clients are more aware of consumer rights and are demanding better
treatment from professional services providers.

Many law, engineering and accounting firms are providing
sales training to their staff because of:
1.
2.
3.

4.
5.

A) increased competition.
B) transferability of selling skills.
C) need for creative people.
D) high staff turnover.
E) a push to improve their image.

Raymond LeBlance extensively trains new recruits at Mitron
Corp. to develop a personal selling philosophy. He
considers the major components of this philosophy to
be:
1.
2.
3.
4.
5.

A) adoption of the marketing concept, development of a questioning strategy, and
memorizing several closing techniques.
B) valuing personal selling, understand how to make the greatest income under
the compensation plan, give exceptionally good after sales service..
C) adopt the win-win philosophy.
D) adopt the marketing concept, become a problem solver for customers, give
exceptionally good after-sales service.
E) adoption of the marketing concept, valuing personal selling, and assuming the
role of problem solver or partner.

In addition to servicing the financial needs of an individual,

selling careers also serve the __________ needs.
1.
2.
3.
4.
5.

A) personal
B) social
C) psychological
D) physical
E) moral

People who perform stunts such as ride a bicycle for 40
hours non-stop or participate in hot-dog eating
contests are seeking:
1.
2.
3.
4.
5.

A) personal rewards.
B) higher self-esteem.
C) social approval.
D) financial rewards.
E) psychological rewards.

Another name for inside salespeople is:
1.

A) telemarketers.


2.
3.
4.
5.

B) detailers.
C) missionary salespeople.
D) marketing representatives.
E) customer service reps.

Professionals such as accountants, computer programmers,
dentists and financial planners have one thing in
common,
1.
2.
3.
4.
5.

A) they are part of the new economy.
B) they require good communication skills to be successful.
C) they require above average IQ.
D) they make over $60,000 dollars a year.
E) they require a university degree.

Entrepreneurs can gain from selling skills because:

1.
2.
3.
4.
5.

A) products are becoming more complex and professional selling skills are needed
to sell them.
B) selling is marketing.
C) they need to sell their business plan to investors.
D) they need to know how to promote their product.
E) customer needs are very diverse.

The three types of business-to-business (B2B) salespeople
are:
1.
2.
3.
4.
5.

A) inside, outside and professional salespeople.
B) inside, outside and gatekeeper salespeople.
C) inside, outside and telemarketing salespeople.
D) detailers, missionary salespeople and order takers.
E) inside, outside and missionary salespeople.

Research indicates that salespeople involved in value-added
sales earned highest level of compensation. This can
be attributed to the fact that:

1.
2.
3.
4.
5.

A) they require technical skills.
B) these are high stress jobs.
C) the compensation structure for this type of sales is based on commission.
D) there is a shortage of salespeople with these skills in the information age.
E) they add value to a sale through superior communication skills and knowledge.


True - False Questions
Trade selling refers to selling to another distribution channel
member.
1.
2.

True
False

In the field of personal selling, gender is not a barrier to
success.
1.
2.

True
False

Nearly 10 percent of the Canadian workforce is employed in
sales positions.
1.
2.

True
False

Technical skills are the determining factor of a successful
salesperson in the information age.
1.
2.

True
False

Field salespeople, sales engineers, and detail salespeople
are all outside salespeople who interact face to face
with customers.
1.
2.

True
False

Entrepreneurs are considered to be salespeople.
1.
2.

True

False

The greatest contribution salespeople can make in a
transaction is providing the value of knowledge.
1.
2.

True
False

The greatest increase of women in sales positions has been
in retailing.
1.
2.

True
False


Channels of distribution refer to the physical flow of goods
from the manufacturer to end user.
1.
2.

True
False

Unlike people in many other careers, salespeople are
rewarded financially when they give extra effort.
1.

2.

True
False

Psychic income refers to the psychological satisfaction
salespeople get from earning greater than average
incomes.
1.
2.

True
False

Research indicates that some people are born with certain
qualities that give them a special advantage in the field
of selling.
1.
2.

True
False

Detail sales people do not actually sell directly to the end
user but generate goodwill, which translates into
demand for their manufacturer's products.
1.
2.

True

False

Productive relationships between buyers and sellers are
critical in the information age.
1.
2.

True
False

In the new economy, personal selling is becoming less
important due to the advent of the computer and the
internet.
1.
2.

True
False


A recent study indicates that each salesperson generates
enough revenue to support two other people in their
company.
1.
2.

True
False

Executive selling refers to when executives join salespeople

on sales calls to understand customer needs better.
1.
2.

True
False

Faced with increased competition, a growing number of
accounting, engineering, and law firms are discovering
the merits of personal selling as an auxiliary activity.
1.
2.

True
False

The most important commodity transacted in the new
economy is knowledge.
1.
2.

True
False

Productive relationship between a buyer and seller is critical
in the information age because without that the buyer
will not find the information credible or trust the
source of the information.
1.
2.

True
False

Retail products do not provide full-time personal selling
opportunities.
1.
2.

True
False

Although there has been a shift in job titles from "selling" to
"consulting" lately, the duties performed have
essentially remained the same.
1.
2.

True
False


A salesperson employed by a manufacturer who sells wellestablished merchandise, such as standard office
equipment, would be classified as a field salesperson.
1.
2.

True
False

The amount of consumer and business dollars spent on
services in Canada is steadily decreasing.
1.
2.

True
False

Buyers today are less accepting of women than men in sales
positions.
1.
2.

True
False


Free Text Questions
List and briefly describe the four sources of sales training.
Answer Given

a. corporate-sponsored training; b. training provided by commercial vendors; c.
certification studies (professional associations); d. college and university courses.

________ encompasses developing quality relationships,
identifying customer needs and configuring and
presenting the best possible product solution.
Answer Given

Value-added selling

Which developments in the information economy have
implications for personal selling?
Answer Given

a. Advances in information technology - faxes, telephones etc. have made
information gathering and management easier; b. Information is a strategic
resource - in an era of limit-less data, informed salespeople will be expected to
help customers decide which information has value and which should be ignored;
c. Business is defined by customer relationships - personal selling provides a
human response that counter balances the impersonal nature of technology.

What factors can make a sales career a very rewarding
career choice?
Answer Given

a. It offers high psychic income; b. It offers opportunity for advancement; c. It
offers the potential to earn above average income; d. It provides opportunities for
women.

________ income helps satisfy our need for recognition and
security.
Answer Given

Psychic

Women have important contribution to make in the sales
field. Why?
Answer Given

a. Women tend to be more flexible, multi-taskers and comfortable sharing power
and information. These attributes are effective in today's fast-changing, serviceoriented, entrepreneurial work environment; b. Women tend to be more people
oriented, a skill necessary to build and maintain long-term relationships; c. With


the shifting demographics, a diverse workforce can provide easier access to a
diverse clientele.

Such ________ products as microcomputers, furniture, and
recreational vehicles require a high degree of personal
selling.
Answer Given

service

Explain why personal selling skills are necessary for
knowledge workers such as management personnel,
professionals, entrepreneurs and customer service
representatives.
Answer Given

a. Management personnel: are often involved in "executive selling". They often
accompany salespeople on sales calls and assist them with presentations; b.
Professionals: need selling skills to bring in new business; c. Entrepreneurs: need
to sell their ideas to investors and to grow their business; d. Customer Service
Representatives: deal with phone orders, customer complaints and in general
have contact with customers.

The ________ salesperson is usually not compensated on
the basis of the orders obtained, but receives

recognition for indirectly increasing sales.
Answer Given

Detail

A ________ salesperson works for a manufacturer and
usually handles well-established products which
require a minimum of technical knowledge.
Answer Given

field

The convention center sales managers, investment
securities broker, and real estate salesperson all have
one thing in common. They sell a ________ .
Answer Given

service

150 Test Bank for Marketing Management 14th n
Edition by Kotler


Mutiple Choice Questions - Page 1
Marketers often use the term ________ to cover various
groupings of customers.
1.
2.
3.
4.

5.

a. social class position
b. people
c. demographic segment
d. market
e. buying power

Many countries have ________ industries to create greater
competition and growth opportunities.
1.
2.
3.
4.
5.

a. deregulated
b. open-market
c. regulated
d. created mass market
e. scientifically segmented

When online dotcoms, such as TD Waterhouse and
Chapters.ca cut out the majority of middlemen that
normally would participate in the exchange process,
they were advocating
1.
2.
3.
4.

5.

a. category killers.
b. disintermediation.
c. everyday low prices.
d. supply-chain conglomeration.
e. reintermediation.

If a female consumer hates smoking and is willing to pay an
extra tax just to help eliminate smoking in her city, she
is exhibiting ________ with respect to her views
toward smoking.
1.
2.
3.
4.
5.

a. unwholesome demand
b. negative demand
c. non-existent demand
d. declining demand
e. latent demand

Marketing management is
1.

a. the art and science of choosing target markets and getting, keeping, and
growing customers through creating, delivering, and communicating superior
customer value.

2. b. developing marketing strategies to move the company forward.
3. c. monitoring the profitability of the companies products and services.


4.

d. a set of processes for creating, communicating, and delivering value to
customers.
5. e. identifying and meeting human and social needs.

Global marketers face additional challenges and must also
decide
1.
2.
3.
4.
5.

a. how to develop a superior product and packaging.
b. how to prepare the lowest bids.
c. how to help buyers achieve higher revenue.
d. how to price carefully due to limited purchasing power.
e. how to adapt their product and service features to each country.

Dell Computer doesn't prepare a perfect computer for its
target market. Instead, it provides product platforms
on which each person customizes the features he or
she desires in the computer. This is an example of a
company embracing the
1.

2.
3.
4.
5.

a. service concept.
b. product concept.
c. selling concept.
d. marketing concept.
e. production concept.

A social definition of marketing says ________.
1.
2.
3.
4.
5.

a. effective marketing requires companies to remove intermediaries to achieve a
closer connection with direct consumers
b. a company should focus exclusively on achieving high production efficiency, low
costs, and mass distribution to facilitate the broadest possible access to the
company's products
c. marketing is the process by which individuals and groups obtain what they need
and want through creating, offering, and freely exchanging products and services of
value with others
d. marketing is the process of extracting the maximum value from consumers to
facilitate corporate growth
e. marketing is the process of aggressive selling and promotion to encourage the
purchase of products that might otherwise be unsought by the consumer

Mohan Sawhney has proposed the concept of ________ to
describe a cluster of complementary products and
services that are closely related in the minds of
consumers but are spread across a diverse set of
industries.
1.
2.
3.

a. horizontal integration
b. betamarket
c. vertical integration


4.
5.

d. synchronized marketing
e. metamarket

In response to giant retailers and category killers,
entrepreneurial retailers are building entertainment
into stores with coffee bars, lectures, demonstrations,
and performances. They are marketing a(n) ________
rather than a product assortment.
1.
2.
3.
4.

5.

a. customer delight
b. intangible benefit(s)
c. total service solution
d. customer value
e. experience

In ________ consumers may share a strong need that cannot
be satisfied by an existing product.
1.
2.
3.
4.
5.

a. latent demand
b. irregular demand
c. declining demand
d. negative demand
e. non-existent demand

In response to threats from such companies as AOL,
Amazon, Yahoo, eBay, E'TRADE, and dozens of others,
established manufacturers and retailers became
"brick-and-click" oriented by adding online services to
their existing offerings. This process became known
as
1.
2.

3.
4.
5.

a. disintermediation.
b. e-commerce.
c. new market synchronization.
d. e-collaboration.
e. reintermediation.

As economies advance, a growing proportion of their
activities focuses on the production of ________.
1.
2.
3.
4.
5.

a. events
b. services
c. experiences
d. places
e. products


In ________ more customers would like to buy the product
than can be satisfied.
1.
2.
3.

4.
5.

a. overfull demand
b. excessive
c. irregular demand
d. negative demand
e. latent demand

If marketers are characterized as "gardening" rather than
"hunting," the ________ is most likely to be the
concept the marketers are following.
1.
2.
3.
4.
5.

a. marketing concept
b. selling concept
c. product concept
d. social responsibility concept
e. production concept

Under which of the following company orientations toward
the marketplace would we expect to find the "better
mousetrap" fallacy?
1.
2.
3.

4.
5.

a. holistic marketing concept
b. production concept
c. product concept
d. selling concept
e. marketing concept

Companies selling mass consumer goods and services such
as soft drinks, cosmetics, air travel, and athletic shoes
and equipment spend a great deal of time trying to
establish a superior brand image in markets called
1.
2.
3.
4.
5.

a. global markets.
b. consumer markets.
c. business markets.
d. service markets.
e. nonprofit and governmental markets.

Rising promotion costs and shrinking profit margins are the
result of
1.
2.
3.

4.
5.

a. globalization.
b. deregulation.
c. heightened competition.
d. changing technology.
e. privatization.


The ________ is practised most aggressively with unsought
goods, goods that buyers normally do not think of
buying, such as insurance, encyclopedias, and funeral
plots.
1.
2.
3.
4.
5.

a. holistic marketing concept
b. production concept
c. product concept
d. selling concept
e. marketing concept

Canada's oil industry falls under which of the five market
types in the modern exchange economy?
1.
2.

3.
4.
5.

a. consumer market
b. manufacturer market
c. intermediary market
d. resource market
e. government market

When Jack purchases his air conditioning unit in the winter
to avoid the high prices found in the summer, he is
exhibiting ________ demand.
1.
2.
3.
4.
5.

a. declining
b. negative
c. latent
d. irregular
e. impulse

________ actively work to build a strong, favourable, and
unique image in the minds of their target publics.
1.
2.
3.

4.
5.

a. Experiences
b. Shopping goods
c. Properties
d. Durable goods
e. Organizations

Marketing is both an "art" and a "science” because there is
constant tension between the formulated side of
marketing and the ________ side.
1.
2.
3.
4.
5.

a. behaviour
b. creative
c. management
d. selling
e. forecasting


Much of a brand's strength depends on developing a
superior product and backing it with engaging
communications in which of these key customer
markets?
1.

2.
3.
4.
5.

a. consumer markets
b. business markets
c. government markets
d. nonprofit markets
e. global markets

The ________ concept holds that consumers will favour
those products that offer the most quality,
performance, or innovative features.
1.
2.
3.
4.
5.

a. marketing
b. production
c. selling
d. product
e. holistic marketing

School and universities, encyclopedias, nonfiction books,
and magazines all produce and distribute which type
of entity that can be marketed?
1.

2.
3.
4.
5.

a. Information
b. Properties
c. Celebrities
d. Places
e. Organizations

When 3M, HP, and Motorola practise researching or imaging
latent needs of consumers, they are most likely using
which of the following marketing orientations with
respect to their consumers?
1.
2.
3.
4.
5.

a. supply-side orientation
b. promotion orientation
c. proactive marketing orientation
d. reactive market orientation
e. selling orientation

A ________ is someone seeking a response (attention, a
purchase, a vote, a donation) from another party,
called the ________.

1.

a. marketer; prospect


2.
3.
4.
5.

b. fund raiser; contributor
c. salesperson; customer
d. celebrity; audience
e. politician; voter

The ________ promises to lead to more accurate levels of
production, more targeted communications, and more
relevant pricing.
1.
2.
3.
4.
5.

a. age of deregulation
b. age of globalization
c. industrial age
d. production age
e. information age

In business markets, advertising can play a role, but a
stronger role may be played by the sales force,
________, and the company's reputation for reliability
and quality.
1.
2.
3.
4.
5.

a. distribution
b. performance
c. promotion
d. brand image
e. price

When IKEA noticed that people wanted good furniture at a
substantially lower price and created knockdown
furniture, they demonstrated marketing savvy and
turned a private or social need into a(n)
1.
2.
3.
4.
5.

a. customer want.
b. profitable business opportunity.
c. market need.
d. invention.

e. product development.

Charles Revson of Revlon observed: "In the factory, we
make cosmetics; in the store, ________."
1.
2.
3.
4.
5.

a. we implement ads
b. we sell quality
c. we sell hope
d. we challenge competitors
e. we make profits


________ takes place when at least one party to a potential
exchange thinks about the means of achieving desired
responses from other parties.
1.
2.
3.
4.
5.

a. Targeting
b. Marketing management
c. Forecasting
d. Segmentation

e. Distribution

MAC Cosmetics trains their artists to collaborate with
customers so that each one feels she's had an
authentically artistic experience. This is an example of
which major societal force behind the new marketing
realities?
1.
2.
3.
4.
5.

a. consumer resistance
b. heightened competition
c. network information technology
d. retailer transformation
e. industry convergence

________ goods constitute the bulk of most countries'
production and marketing efforts.
1.
2.
3.
4.
5.

a. Durable
b. Event
c. Physical

d. Service
e. Impulse

Many brick-and-click competitors became stronger
contenders in the marketplace than the pure-click
firms because they had a larger pool of resources to
work with and
1.
2.
3.
4.
5.

a. direct selling capability.
b. better prices.
c. well-established brand names.
d. one-on-one communications.
e. greater value.