SWOT analysis is a tool:

SWOT analysis is a tool:



Answer: that consider a firm's strengths and weaknesses along with the opportunities and threats that exist in the firm's environment

Taking a client golfing is usually acceptable, as long as

Taking a client golfing is usually acceptable, as long as




A. the salesperson does not talk about business during the outing.

B. the business relationship does not include awarding a contract.

C. the golf excursion lasts no longer than three hours.

D. the salesperson spends no more than $100


Answer: B

How can a reciprocal sales arrangement between a buyer and seller create an unethical situation?

How can a reciprocal sales arrangement between a buyer and seller create an unethical situation?


A. Ethical issues can occur when the reciprocity hurts or eliminates competition.

B. Reciprocal sales arrangements usually result when a breach of warranty occurs.

C. Ethical issues usually occur when the reciprocity is technological in nature.

D. Reciprocal sales arrangements almost always create price discrimination.


Answer: A

Which situation demonstrates ethical behaviour in selling?

Which situation demonstrates ethical behaviour in selling?



A. Tom tells Mrs. Smith she can save $100 by purchasing a vacuum cleaner without the carpet attachment because she has hardwood floors.

B. Mrs. Thompson tells John she cannot give him a raise, so he should claim additional expenses on his monthly expense account to make up for it.

C. Ron tells the customer she can save an additional $25 if she makes her check out to him instead of the company.

D. Mayhew's raises prices on its clothing prior to a 25%-off sale so customers can feel good about the amount of money they are saving.


Answer: A

When should researchers ask potentially sensitive questions during an interview?

When should researchers ask potentially sensitive questions during an interview?


A. Toward the end of the interview

B. At the beginning of the inventory to get them out of the way

C. Throughout the interview

D. At the mid-point of the interview to allow time for the researcher to build rapport


Answer: A

How can ill-designed questionnaires affect survey participants?

How can ill-designed questionnaires affect survey participants?


A. Can make them question the survey's purpose

B. Can decrease their response rate

C. Can decrease their desire to answer personal questions

D. Can make them take their time to complete the survey


Answer: B

Which of the following is a characteristic of unstructured observation:

Which of the following is a characteristic of unstructured observation:


A. Often records a variety of behaviors

B. Uses standard checklists to document behavior

C. Requires the use of surveillance equipment

D. Most often limits observer with specific guidelines


Answer: A

How can businesses use computerized databases to sort and organize information about customers' purchases, brand preferences, and dollar amounts spent?

How can businesses use computerized databases to sort and organize information about customers' purchases, brand preferences, and dollar amounts spent?


A. To maintain sales strategies

B. To prepare financial reports

C. To develop inventory control plans

D. To customize its marketing efforts


Answer: D

When a marketing-information management system compares financial information from one time period with the financial data from another time period, it provides a picture of the business's

When a marketing-information management system compares financial information from one time period with the financial data from another time period, it provides a picture of the business's


A. competition.

B. situation analysis.

C. sales forecasts.

D. profitability.


Answer: D

Which characteristic of useful marketing information is represented by the statement "The benefits of using the information should be greater than the expense of gathering the data used to generate this information"?

Which characteristic of useful marketing information is represented by the statement "The benefits of using the information should be greater than the expense of gathering the data used to generate this information"?


A. Timeliness

B. Accessibility

C. Relevancy

D. Cost-effectiveness


Answer: D

Your company has asked you to make recommendations for new hardware and software to replace the existing marketing-information system. What should you recommend?

Your company has asked you to make recommendations for new hardware and software to replace the existing marketing-information system. What should you recommend?



A. The largest system available for future expansion

B. Software that is secure and accessible only to you

C. Software that decision makers can use with minimum training

D. Software that everyone in the company can use to collect and process data


Answer: C

Ben recently purchased a cellular telephone. The manufacturer provided a form and a special code with the telephone's packaging. Ben compleated the form, copied his sales receipt, and mailed these items back to the manufacturer along with the part of the packaging that contained the special code. Within six weeks, Ben received a $50 check from the telephone manufacturer. What type of sales-promotion technique was used?

Ben recently purchased a cellular telephone. The manufacturer provided a form and a special code with the telephone's packaging. Ben compleated the form, copied his sales receipt, and mailed these items back to the manufacturer along with the part of the packaging that contained the special code. Within six weeks, Ben received a $50 check from the telephone manufacturer. What type of sales-promotion technique was used?



A. Warranty

B. Coupon

C. Sweepstakes

D. Rebate


Answer: D

What communication channels is a corporation's public-relations department most likely to use to maintain positive relationships with shareholders?

What communication channels is a corporation's public-relations department most likely to use to maintain positive relationships with shareholders?


A. Press releases, online social networks, and print advertisements

B. Newsletters, annual reports, and the company's web site

C. News conferences, consumer blogs, and employee manuals.

D. Policy manuals, commercials, and sponsorships


Answer: B