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StudentID: gjan17gl50

Strengths and Improvement Opportunities


MM II Quiz 2
Course: Marketing Management II - OL (GMBA Jan 17 Tri - I) ‡Instructor: Suraj Gupta ‡Questions: 15

73.33% My Score
(11/15)

QUESTION POINTS
CORRECT INCORRECT PARTIAL CREDIT
Dell uses the sales-order ratio to measure the performance of its salespeople. If, in the past year, a salesperson
1 made $2 million in sales, called on 5,250 potential business customers (either by phone or in person), and got 1/1
3,124 orders, what was this sales rep's order-call ratio (to the nearest whole number amount)?
ᅞA: 18 percent
ᅞB: 29 percent
ᅞC: 73 percent
ᅚD: 59 percent
ᅞE: 10 percent
The main difference between agent wholesalers and merchant wholesalers is:
2 1/1
ᅞA: the kind of selling they do.
ᅚB: that agent wholesalers do not own the products they sell-while merchant wholesalers do.
ᅞC: that no agent wholesalers physically handle products-while all merchant wholesalers do.
ᅞD: their attitudes regarding the marketing concept.
ᅞE: There is no difference-an agent wholesaler IS a merchant wholesaler.
The biggest advantage of this limited-function wholesaler is that they promptly deliver perishable products that
3 regular wholesalers prefer not to carry. 0/1
ᅞA: Catalog wholesalers
ᅞB: Rack jobbers
ᅚC: Truck wholesalers
ᅞD: Drop-shippers
ᅞE: Specialty wholesalers
_____ prefer to do things the way they have been done in the past and are very suspicious of new ideas.
4 1/1
ᅞA: Innovators
ᅞB: Early adopters
ᅚC: Laggards or nonadopters
ᅞD: Late majority customer group
ᅞE: Opinion leaders
This promotional approach emphasizes the importance of securing the wholehearted cooperation of channel
5 members to promote the product in the channel and to the final user. 0/1
ᅞA: Pulling
ᅚB: Pushing
ᅞC: Encoding
ᅞD: Decoding
ᅞE: Franchising
When Chase Bank mails a 30-day offer for a new pre-approved credit card with a $2,000 limit to a college student,
6 this is an example of: 1/1
ᅚA: direct-response promotion.
ᅞB: integration.
ᅞC: publicity.
ᅞD: indirect-response promotion.
ᅞE: mass selling.
Which of the following statements about the communication process is True?
7 1/1
ᅞA: The source is the sender of the message.
ᅞB: The receiver is the potential customer.
ᅞC: Encoding is done by the source.
ᅞD: The receiver does decoding.
ᅚE: All of these statements about the communication process are True.
"Promotion" is MAINLY concerned with:
8 1/1
ᅞA: obtaining a favorable corporate image.
ᅚB: telling the target market that the right Product is available in the right Place at the right Price.
ᅞC: obtaining maximum publicity-at the lowest cost.
ᅞD: informing the public about the firm's offerings to maximize sales.
ᅞE: getting people to buy a firm's product-even when it isn't needed.
Some sales reps try to get a prospect to do most of the talking at first-to help pinpoint the potential customer's
9 needs. After the sales rep feels that he understands the customer's needs, he begins to enter more into the 1/1
discussion, helping the customer understand his own needs, showing how his product satisfies the customer's
needs, and then trying to close the sale. This type of sales presentation uses the:
ᅞA: selling formula approach.
ᅞB: target market presentation.
ᅚC: consultative selling approach.
ᅞD: prepared sales presentation.
ᅞE: None of these is a good answer.
Liz Edwards is a sales associate for a major retailer of high-quality cooking supplies, housewares, and furniture.
10 She is paid an hourly wage, plus she gets an additional sum of money that is a percentage of the dollar sales of 1/1
all the sales associates combined during the hours that she works. Liz is working under a(n)
________________________ compensation plan.
ᅞA: Straight salary
ᅚB: Combination
ᅞC: Straight commission
ᅞD: Incentive
ᅞE: None of these is a good answer
A salesperson works for a producer, calls on intermediaries and their customers, tries to develop goodwill while
11 stimulating demand, but doesn't take any orders for the producer's products. This salesperson is a(n): 1/1
ᅞA: Order getter.
ᅞB: Technical specialist.
ᅚC: Missionary salesperson.
ᅞD: Order taker.
ᅞE: Sales manager.
Tamika White is a sales associate for a prestigious jewelry store. When she started with the store, she relied
12 almost completely on serving customers who just happened to walk into the store and who knew exactly what 1/1
they wanted-all she had to do was ring up the sale. With experience, she began to gather information about her
customers and use them as a source of referrals. She now maintains a large database of her current customers,
regularly communicates with them to keep track of their needs, and actively solicits referrals to new customers.
When she gets a new referral, Tamika sends the prospective client an invitation to visit the store so that she can
work with him/her personally. As a result, her sales are almost all from current customers and referrals, with
almost no sales from casual "walk-in" customers. Tamika started out as a(n) __________________, but has now
become a(n) _______________.
ᅞA: Order getter; supporting salesperson
ᅞB: Order taker; supporting salesperson
ᅞC: Supporting salesperson; order taker
ᅚD: Order taker; order getter
ᅞE: Order getter; order taker
The sum of those costs that do not change in total-no matter how much is produced-is called:
13 1/1
ᅚA: total fixed cost.
ᅞB: total cost.
ᅞC: total variable cost.
ᅞD: total direct cost.
ᅞE: None of these is a good answer.
Michael Soles-owner of Soles Shoe Store-recently discovered that shoe stores in his trading area have an
14 average markup of 40 percent. Upon investigation, Michael found that his average markup is $15 on shoes that he 0/1
sells for $45. This suggests that:
ᅞA: Michael has higher-than-average costs.
ᅞB: Michael is pricing his products higher than his competitors.
ᅚC: Michael is taking a smaller average markup than his competitors.
ᅞD: Michael has a relatively high stockturn rate.
ᅞE: Michael's markups in dollar amounts are about the same as his competitors.
According to the text, the two basic approaches to price setting are
15 0/1
ᅞA: supply-oriented and demand-oriented price setting.
ᅚB: cost-oriented and demand-oriented price setting.
ᅞC: sales-oriented and profit-oriented price setting.
ᅞD: cost-oriented and profit-oriented price setting.
ᅞE: average-cost pricing and break-even analysis.

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