QUIZ 2

1) Gaining ________ requires delivering more value and satisfaction to target consumers than
competitors do.
A) competitive advantage
B) competitor analysis
C) benchmarking
D) a market-center
E) a target advantage

2) The first step in initiating competitive marketing strategies is to conduct ________.

A) a private screening
B) a competitive advantage analysis
C) management modifications
D) competitor analysis
E) absolute advantage processing

3) Part two of a competitor analysis is assessing all of the following EXCEPT a company's
________.
A) objectives
B) employees
C) strategies
D) strengths and weaknesses
E) reaction patterns

4) Michael Porter suggests four basic competitive positioning strategies that companies can
follow-three winning strategies and one losing one. Which of the following are considered
winning strategies?
A) middle-of-the-roader, focus, and overall cost leadership
B) focus, differentiation, and middle-of-the-roader
C) overall cost leadership, differentiation, and middle-of-the-roader
D) overall cost leadership, differentiation, and focus
E) differentiation, operational excellence, and focus

5) Approaches to marketing strategy and practice often pass through which of the three following
stages?
A) formulated marketing, intrepreneurial marketing, and innovative marketing
B) entrepreneurial marketing, intrepreneurial marketing, and innovative marketing
C) entrepreneurial marketing, formulated marketing, and strategic marketing
D) entrepreneurial marketing, formulated marketing, and intrepreneurial marketing
E) innovative marketing, strategic marketing, and formulated marketing

6) The following are all examples of close competitors EXCEPT ________.

A) Nike and Adidas
B) Walmart and Target
C) Pepsi and Coca-Cola
D) Neiman Marcus and Nordstrom
E) Nike and Timberland

7) The purpose of ________ is to find the place where a company meets customers' needs in a
way that rivals can't.
A) customer value analysis
B) benchmarking
C) entrepreneurial marketing
D) intrapreneurial marketing
E) overall cost leadership

8) Most companies prefer to aim competition against ________.

A) their biggest competitor
B) the market leader
C) weak competitors
D) new competitors
E) distant competitors

9) Which of the following elements of the promotion mix involves making personal connections
with customers for the purpose of making sales?
A) personal selling
B) advertising
C) e-commerce
D) publicity
E) public relations

10) A ________ is an individual acting on behalf of a company who performs one or more of the
following activities: prospecting, communicating, servicing, and information gathering.
A) press agent
B) media planner
C) marketing director
D) salesperson
E) publicist

11) ________ involves two-way, personal communication between salespeople and individual
customers, either in person, by telephone, or through Web conferences.
A) Advertising
B) Public relations
C) Personal selling
D) Telemarketing
E) Integrated marketing communication

12) Whom do members of a sales force typically represent?

A) They represent the company to customers.
B) They represent the company to investors.
C) They represent the customer to the company.
D) A and C
E) all of the above

13) A company can unite its marketing and sales functions through all of the following activities
EXCEPT ________.
A) assigning a telemarketer the task of visiting a customer
B) arranging joint meetings to clarify all aspects of communication
C) appointing an executive to oversee both departments
D) having a salesperson preview ads and sales-promotion campaigns
E) sending brand managers on sales calls with a salesperson

14) When a company sets out to analyze, plan, implement, and control sales force activities, the
company is undertaking ________.
A) sales design
B) sales force management
C) group sales efforts
D) co-op selling and advertising
E) promotional objectives

15) Of the three typical types of sales force structures, which one is often supported by many
levels of sales management positions in specific geographical areas?
A) territorial
B) product
C) customer
D) complex systems
E) A and B

16) All of the following are considered advantages of a territorial sales force structure EXCEPT
________.
A) travel expenses can be minimized
B) each salesperson's job is clearly defined
C) accountability is clearly defined for each salesperson
D) salespeople develop in-depth knowledge of a product line
E) salespeople have the opportunity and incentive to build strong relationships with customers

17) Which of the following is NOT a disadvantage of a product sales force structure?
A) extra selling costs involved with multiple sales visits from separate divisions
B) overlapping use of resources with big customers
C) salespeople spending time to see the same customer's purchasing agents
D) increased customer delivery time
E) B and C

18) Which of the following is an example of a manufacturer-sponsored retailer franchise system?

A) fast-food restaurants such as McDonald's and Burger King
B) Starbucks operating within Target stores
C) Ford and its network of independent franchised dealers
D) licensed bottlers that bottle and sell Coca-Cola to retailers
E) motels such as Holiday Inn and Ramada Inn

19) When McDonald's offers its products inside of a Walmart store, it is using a(n) ________.
A) conventional distribution channel
B) corporate VMS
C) contractual VMS
D) administered VMS
E) horizontal marketing system

20) As marketing manager for Globe Imports and Exports, you want to start reaping the benefits
of a multichannel distribution system. You will likely enjoy all of the following EXCEPT which
one?
A) expanded sales
B) expanded market coverage
C) selling at a higher gross margin
D) opportunities to tailor products and services to the needs of diverse segments
E) A and C

21) Which of the following is the most likely disadvantage of adding new channels in a
multichannel distribution system?
A) decreasing understanding of complex markets
B) decreasing control over the system
C) fewer opportunities for franchising
D) increasing disintermediation
E) reducing conflict among channel members

22) Due in a large part to advances in technology, ________ is a major trend whereby product
and service producers are bypassing intermediaries and going directly to final buyers, or
radically new types of channel intermediaries are emerging to displace traditional ones.
A) the vertical marketing system
B) the corporate marketing system
C) disintermediation
D) the corporate merger
E) the hostile takeover

23) The four major steps of designing a channel system are analyzing consumer needs, setting
channel objectives, ________, and evaluating the alternatives.
A) establishing a budget
B) identifying major channel alternatives
C) seeking regulatory approval
D) seeking legal advice
E) measuring objectives

24) Which of the following should be the first step in designing a marketing channel?
A) identifying channel objectives
B) identifying what consumers want from the channel
C) analyzing channel alternatives
D) evaluating intermediaries
E) exploring international opportunities

25) All of the following are disadvantages of the team selling approach EXCEPT which one?
A) Selling teams can overwhelm customers.
B) Many salespeople are unaccustomed to working with others.
C) Selling teams decrease costs.
D) Individual contributions and compensations can be difficult to assess.
E) Most salespeople are trained to excel in individual performance.

26) All of the following are problems associated with the poor selection of salespeople EXCEPT
________.
A) lower sales
B) costly turnover
C) less productivity
D) less office support
E) disrupted customer relationships

27) According to research by the Gallup polling organization, which of the following is one of
the four key talents a successful salesperson must possess?
A) managerial skills
B) disciplined work style
C) aggressive personality
D) technological know-how
E) fluency in a second language

28) During the hiring process, companies that test sales applicants typically measure all of the
following abilities EXCEPT ________.
A) sales aptitude
B) organizational skills
C) accounting skills
D) analytical skills
E) personality traits

29) Analysis conducted to determine what benefits target customers value and how they rate the
relative value of various competitors' offers is known as ________.
A) customer value analysis
B) competitive customer analysis
C) power analysis
D) advertising specialty analysis
E) benchmarking

30) The purpose of ________ is to find the place where a company meets customers' needs in a
way that rivals can't.
A) customer value analysis
B) benchmarking
C) entrepreneurial marketing
D) intrapreneurial marketing
E) overall cost leadership