D099 WGU SALES
MANAGEMENT ACTUAL STUDY
GUIDE EXAM ALL QUESTIONS
AND DETAILED ANSWERS
Strategic business units (SBUs) - answer- A profit center that
focuses on product offering and market segment
Functional relationships - answer- Limited, ongoing relationships
that develop when a buyer continues to purchase a product from a
seller out of habit, as long as its needs are met
Modular structure - answer- Divides the business into small,
tightly knit strategic business units (SBUs), which focus on specific
elements of the organizational process
Value chain - answer- The process or activities by which a
company adds value to a product, including production, marketing, and
the provision of after-sales service
,Sustainable competitive advantage - answer- Company assets,
attributes, or abilities that are difficult to duplicate or exceed and
provide a superior or favorable long-term position over competitors
Promotional techniques - answer- Advertising, sales promotion,
and publicity, or creating new sales channels or new products
Promotional mix - answer- The combination of advertising,
personal selling, sales promotion, and public relations used to promote
a product
The main limitation of the AIDA model - answer- The model
assumes consumers are passive and marketers are active during most of
the buying process.
What is the main difference between the AIDA model of the buyer's
journey and the six steps model of the buying process? - answer-
The AIDA model assumes that the customer experience ends at
the purchase while the six-step process considers the after-purchase
relationship with the customer.
Transactional selling - answer- Focuses on short-term, often
single, transactions.
,Relationship selling - answer- Focused on long-term relationship
building to keep customers satisfied and consequently convince them to
return and make multiple purchases.
Factors that can help a business develop a sustainable competitive
advantage - answer- Customer loyalty, location, distribution and
information systems (Getting products at a cheap price and selling them
at a reasonable price), unique merchandise, vendor relations, customer
service, and multiple source advantage (being widely recognized by
your strengths)
Business intelligence (BI) - answer- The use of data in an
enterprise to facilitate decision-making
Big data analytics - answer- Large, complex data sets that require
non-traditional data processing software to predict trends and forecasts
Four elements that make up ethical behavior within an organization -
answer- A written code of ethics and standards. Ethics training to
executives, managers, and employees. Availability of advice on ethical
situations (advice lines or ethics offices). A system for confidential
reporting.
, Integrated marketing communications (IMC) - answer- The careful
coordination of all promotional activities—media advertising, sales
promotion, personal selling, and public relations, as well as direct
marketing, packaging, and other forms of promotion—to produce a
consistent, unified message that is customer focused
Marketing concept - answer- Identifying consumer needs and
then producing the goods or services that will satisfy those needs while
making a profit for the organization
Adaptive selling - answer- Using social styles to customize a sales
approach to the specific customer
Social style matrix - answer- A model that categorizes people
according to personality traits and how they interact with others
Analyticals - answer- Focus on "how,"include facts, do not
challenge their facts, demonstrate results, mention guarantees and
warranties, give them time to decide, communicate the pros and cons,
and provide history, data, financial details. Low responsiveness and low
assertiveness
MANAGEMENT ACTUAL STUDY
GUIDE EXAM ALL QUESTIONS
AND DETAILED ANSWERS
Strategic business units (SBUs) - answer- A profit center that
focuses on product offering and market segment
Functional relationships - answer- Limited, ongoing relationships
that develop when a buyer continues to purchase a product from a
seller out of habit, as long as its needs are met
Modular structure - answer- Divides the business into small,
tightly knit strategic business units (SBUs), which focus on specific
elements of the organizational process
Value chain - answer- The process or activities by which a
company adds value to a product, including production, marketing, and
the provision of after-sales service
,Sustainable competitive advantage - answer- Company assets,
attributes, or abilities that are difficult to duplicate or exceed and
provide a superior or favorable long-term position over competitors
Promotional techniques - answer- Advertising, sales promotion,
and publicity, or creating new sales channels or new products
Promotional mix - answer- The combination of advertising,
personal selling, sales promotion, and public relations used to promote
a product
The main limitation of the AIDA model - answer- The model
assumes consumers are passive and marketers are active during most of
the buying process.
What is the main difference between the AIDA model of the buyer's
journey and the six steps model of the buying process? - answer-
The AIDA model assumes that the customer experience ends at
the purchase while the six-step process considers the after-purchase
relationship with the customer.
Transactional selling - answer- Focuses on short-term, often
single, transactions.
,Relationship selling - answer- Focused on long-term relationship
building to keep customers satisfied and consequently convince them to
return and make multiple purchases.
Factors that can help a business develop a sustainable competitive
advantage - answer- Customer loyalty, location, distribution and
information systems (Getting products at a cheap price and selling them
at a reasonable price), unique merchandise, vendor relations, customer
service, and multiple source advantage (being widely recognized by
your strengths)
Business intelligence (BI) - answer- The use of data in an
enterprise to facilitate decision-making
Big data analytics - answer- Large, complex data sets that require
non-traditional data processing software to predict trends and forecasts
Four elements that make up ethical behavior within an organization -
answer- A written code of ethics and standards. Ethics training to
executives, managers, and employees. Availability of advice on ethical
situations (advice lines or ethics offices). A system for confidential
reporting.
, Integrated marketing communications (IMC) - answer- The careful
coordination of all promotional activities—media advertising, sales
promotion, personal selling, and public relations, as well as direct
marketing, packaging, and other forms of promotion—to produce a
consistent, unified message that is customer focused
Marketing concept - answer- Identifying consumer needs and
then producing the goods or services that will satisfy those needs while
making a profit for the organization
Adaptive selling - answer- Using social styles to customize a sales
approach to the specific customer
Social style matrix - answer- A model that categorizes people
according to personality traits and how they interact with others
Analyticals - answer- Focus on "how,"include facts, do not
challenge their facts, demonstrate results, mention guarantees and
warranties, give them time to decide, communicate the pros and cons,
and provide history, data, financial details. Low responsiveness and low
assertiveness
