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Multiple Choice Quiz
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1
Selling is part of a firm's __________ strategy.
A)Pricing
B)Product
C)Promotion
D)Place
2
The relative importance and use of selling in a firm's promotional strategy will depend on:
A)The number of customers.
B)Dispersion of customers.
C)Importance of the purchase.
D)All of the above.
3
A marketing communications mix for a complex product will be driven more by:
A)Advertising and sales promotion
B)Personal selling
C)Neither A nor B
D)Both A and B
4
A seller can increase the value proposition by:
A)Raising benefits.
B)Lowering costs.
C)Raising benefits by more than the increase in costs.
D)All of the above.
5
The __________ concept holds that every organization represents a synthesis of activities involved in designing, producing, marketing, delivering, and supporting its products.
A)Synthesis synergy
B)Value chain
C)Retention rate
D)4 Ps of marketing
6
If your boss told you to assess the quality of the company's products, you might study all of the following EXCEPT:
A)Perceived quality.
B)Performance.
C)Conformance.
D)Customer delight.
7
Service repair people who show up on time demonstrate the _________ dimension of service quality.
A)Responsiveness
B)Assurance
C)Empathy
D)Tangibility
8
A salesperson who tells a potential customer that the company has been in the service business for fifty years is emphasizing the ____________ dimension of service quality.
A)Responsiveness
B)Assurance
C)Empathy
D)Tangibility
9
Brand equity is somewhat like:
A)Customer delight measured in dollars.
B)Goodwill on a company's balance sheet.
C)Internal customer satisfaction.
D)Perceived value assessed to the salesperson.
10
After years of negative publicity associated with the high price of AIDS medicines, a pharmaceutical company agrees to give a non-profit organization the rights to a new vaccine. The company hopes its actions will help their:
A)Integrated marketing communications
B)Corporate image/reputation
C)Service Quality
D)Quality of the buyer-seller relationship





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