CLFP Chapter 5 - Sales & Marketing Exam Questions and Answers Latest 2025
Marketing ROLE and PURPOSE - Answers BIG PICTURE strategy & BRAND identity
AWARENESS of Brand
LEADS
SUPPORT sales
NURTURE prospects to clients
NURTURE client relationships
LOYALTY/REPEAT business
COLLATERAL for sales
Sales ROLE and PURPOSE - Answers INFLUENCE to BUY
CONVERT leads to sales
UTILIZE company strengths/goals to
determine TARGET market by
type of account, size, structure, (public, private, small or medium business, etc.) industry, equipment
type, transaction size, quality, location
Marketing (American Marketing Association's definition) - Answers the activity, set of institutions and
processes for creating, communicating, delivering and exchanging offerings that have value for
customers, clients, partners, and society at large
4 P's of Marketing - Answers Product, Place, Price, Promotion
Product - Answers What are you selling?
Must be thoroughly and clearly defined for success
(often you are not selling the actual product you are selling the BENEFIT that the product/service
PROVIDES)
Place - Answers Where will your product be sold?
How will your product get to the customer/how does the customer get to you?
In leasing, called ORIGINATION CHANNELS
Price - Answers What is the product worth in the market?
, Must consider price needed to produce, vs actual value, vs perceived value
Promotion - Answers How can we educate the consumer about our product & how to get it?
Designed to differentiate from competition, achieved through a variety of channels
Components of a Marketing Plan - Answers Executive Summary
Situation Analysis (internal focus)
Market Summary/Analysis (external focus)
Executive Summary - Answers Sets the PURPOSE and DIRECTION of the plan, includes researched
HIGHLIGHTS, company GOALS, historical RESULTS
Situation Analysis (internal focus) - Answers Includes market summary, environmental analysis, funding,
opportunity/challenges, strengths/weaknesses, credit quality
Market Summary/Analysis (external focus) - Answers Determines the go-to-market strategy, key
segments of market
Identifies size, scope & strength of the market
Necessity of the NICHE - Answers Tailor a benefit to the needs of the market
In leasing, typically breaks down by deal size, industry, entity type, or equipment type
Sales - Answers Matching the BENEFITS and FEATURES of the lessor's products to the NEEDS of the
prospect's organization
Goal of Proposal - Answers Avoid disputes and misunderstandings
Proposals typically include: - Answers Parties to the transaction (lender-lessee/borrower and
guarantors)
Type of transaction (finance lease, operating lease, tax lease, loan, etc.)
Payment terms (seasonal rentals, low-hi, hi-low structures, advance payments)
Purchase/renewal terms at end of lease
Credit requirements
Residual treatment
Tax/insurance requirements
Equipment description
Marketing ROLE and PURPOSE - Answers BIG PICTURE strategy & BRAND identity
AWARENESS of Brand
LEADS
SUPPORT sales
NURTURE prospects to clients
NURTURE client relationships
LOYALTY/REPEAT business
COLLATERAL for sales
Sales ROLE and PURPOSE - Answers INFLUENCE to BUY
CONVERT leads to sales
UTILIZE company strengths/goals to
determine TARGET market by
type of account, size, structure, (public, private, small or medium business, etc.) industry, equipment
type, transaction size, quality, location
Marketing (American Marketing Association's definition) - Answers the activity, set of institutions and
processes for creating, communicating, delivering and exchanging offerings that have value for
customers, clients, partners, and society at large
4 P's of Marketing - Answers Product, Place, Price, Promotion
Product - Answers What are you selling?
Must be thoroughly and clearly defined for success
(often you are not selling the actual product you are selling the BENEFIT that the product/service
PROVIDES)
Place - Answers Where will your product be sold?
How will your product get to the customer/how does the customer get to you?
In leasing, called ORIGINATION CHANNELS
Price - Answers What is the product worth in the market?
, Must consider price needed to produce, vs actual value, vs perceived value
Promotion - Answers How can we educate the consumer about our product & how to get it?
Designed to differentiate from competition, achieved through a variety of channels
Components of a Marketing Plan - Answers Executive Summary
Situation Analysis (internal focus)
Market Summary/Analysis (external focus)
Executive Summary - Answers Sets the PURPOSE and DIRECTION of the plan, includes researched
HIGHLIGHTS, company GOALS, historical RESULTS
Situation Analysis (internal focus) - Answers Includes market summary, environmental analysis, funding,
opportunity/challenges, strengths/weaknesses, credit quality
Market Summary/Analysis (external focus) - Answers Determines the go-to-market strategy, key
segments of market
Identifies size, scope & strength of the market
Necessity of the NICHE - Answers Tailor a benefit to the needs of the market
In leasing, typically breaks down by deal size, industry, entity type, or equipment type
Sales - Answers Matching the BENEFITS and FEATURES of the lessor's products to the NEEDS of the
prospect's organization
Goal of Proposal - Answers Avoid disputes and misunderstandings
Proposals typically include: - Answers Parties to the transaction (lender-lessee/borrower and
guarantors)
Type of transaction (finance lease, operating lease, tax lease, loan, etc.)
Payment terms (seasonal rentals, low-hi, hi-low structures, advance payments)
Purchase/renewal terms at end of lease
Credit requirements
Residual treatment
Tax/insurance requirements
Equipment description
