Applied Marketing
Final Test Solutions
Course Introduction
Applied Marketing focuses on the practical implementation of marketing concepts and strategies in real-world business scenarios. This course covers market analysis, consumer behavior, product development, pricing strategies, promotion, and distribution channels. Students will learn to develop and execute comprehensive marketing plans, utilize digital marketing tools, interpret marketing data, and measure campaign effectiveness. Through case studies, simulations, and hands-on projects, students gain the skills necessary to address contemporary marketing challenges and drive organizational growth in various industries.
Recommended Textbook
Marketing Real People Real Choices 3rd Edition by Michael Solomon
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14 Chapters
1765 Verified Questions
1765 Flashcards
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Page 2
Chapter 1: Welcome to the World of Marketing: Creating and Delivering Value
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152 Verified Questions
152 Flashcards
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Sample Questions
Q1) Servicing the product or customer is not an activity associated with the value chain.
A)True
B)False
Answer: False
Q2) Discuss the marketing mix as it applies to your local McDonald's or Pizza Hut. Answer: Student answers should make reference to product,place,price and promotion.For example,McDonald's has a range of products on offer (e.g.the Big Mac).Each product has its own particular price-either singly or as part of a value meal.McDonald's ensures that it has convenient locations with facilities specifically designed for children (place)and engages in a range of promotions such as television ads and public relations activities.
Q3) The ________ element of the marketing mix is used to communicate the value proposition.
A)price
B)promotion
C)production
D)distribution
E)place
Answer: B
3
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Chapter 2: Strategic Market Planning: Taking the Big Picture
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164 Verified Questions
164 Flashcards
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Sample Questions
Q1) Operational plans focus on the long-term execution of the marketing plan and are developed by top-level management.
A)True
B)False
Answer: False
Q2) A marketing plan for an amusement park would include ________.
A)marketing objectives such as 'to increase local attendance by 20%'
B)marketing research data on the travel plans of its target audience as one element of its marketing environment
C)a list of who will be responsible for implementing each part of its marketing strategy
D)the outline for a market development strategy
E)All of the above
Answer: E
Q3) Explain why marketers carefully review the competitive environment.
Answer: Marketers must keep abreast of what the competition is doing.This will allow the firm to develop new product features,new pricing schedules,or new advertising to maintain or gain an increase in the market share.
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4
Chapter 3: Thriving in the Marketing Environment: The
World Is Flat
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158 Verified Questions
158 Flashcards
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Sample Questions
Q1) What distribution barrier prevented the success of Wal-Mart as it entered into the German market?
Answer: Wal-Mart was able to enter into the global German market by buying local retailers.Wal-Mart underestimated a major problem when the chain tried to force local distributors to switch from supplying individual stores to utilising Wal-Mart's new centralised warehouse system.Suppliers refused to change to this system and therefore left Wal-Mart with empty shelves.Wal-Mart now works hard to understand local business cultures and to work more closely with suppliers.
Q2) Many of the nations in Africa are considered less developed countries so would hold no potential for marketers.Discuss.
Answer: Consumers in these countries still have needs and wants so there is potential for marketers,especially in the areas of staples and inexpensive items.There may even be a small market for luxury items as these countries have small pockets of wealth.
Q3) Quotas,embargoes and tariffs are forms of protectionism.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Marketing Research: Gathering,analysing and Using Information
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165 Verified Questions
165 Flashcards
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Sample Questions
Q1) Which of the following is a disadvantage of online questionnaires?
A)Questioning can be flexible.
B)Data collection is instantaneous.
C)There is no interviewer bias.
D)It is unclear who is responding.
E)Visuals can be used.
Q2) The marketing intelligence system uses corporate espionage to gather any and all information about competitors.
A)True
B)False
Q3) The ________ would provide managers and buyers at K-Mart's headquarters with up-to-the-minute sales information obtained from store cash registers around the country so they can detect problems with products,promotions,and even the firm's distribution system.
A)intranet
B)sampling
C)causal research
D)telemarketing
E)secondary data
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Q4) Compare and contrast syndicated research reports and custom research reports.
Chapter 5: Consumer Behaviour: How and Why We Buy
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) A consumer gathers information and identifies a small number of products in which they are interested.
A)postpurchase evaluation
B)evaluation of alternatives
C)product choice
D)information search
E)problem recognition
Q2) Mrs White and Mrs Brown are both 56 years old and eligible for many seniors' discounts such as free coffee at McDonalds.
A)subculture
B)cognitive dissonance
C)age
D)reference group
E)lifestyle
Q3) Consumer behaviour is only concerned with the ultimate use of goods and services.
A)True
B)False
Q4) How do marketers reinforce society's expectations regarding gender roles?
Q5) Discuss why retail marketers need to pay attention to the physical environment.
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Chapter 6: Business-To-Business Markets: How and
Why
Organisations Buy
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60 Verified Questions
60 Flashcards
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Sample Questions
Q1) When a dentist's office manager orders latex gloves,disposable masks,file folders,and complementary toothbrushes to give to patients,s/he is most likely making a
A)value purchase
B)straight rebuy
C)simple-task purchase
D)modified rebuy
E)utility buy
Q2) What functions does a reseller of consumer goods fulfil? Illustrate using a specific reseller.
Q3) During the ________ stage of the business buying decisions process,the buying centre assesses the proposals.
A)problem recognition
B)product specification
C)information search
D)value analysis
E)evaluation of alternatives
Q4) Why is the demand in business-to-business markets mostly inelastic?
Page 8
Q5) What are the three main classes of business-to-business customers?
Q6) What are the three types of business-to-business buying situations?
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Page 9
Chapter 7: Sharpening the Focus: Target Marketing
Strategies and Customer Relationship Management
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160 Verified Questions
160 Flashcards
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Sample Questions
Q1) When brands are well known and have distinctive images and consumer groups have distinct product needs,adopting a concentrated target marketing strategy is most appropriate.
A)True
B)False
Q2) Which of the following is an example of a customer relationship management (CRM)programs?
A)A dentist sends a postcard to her customers reminding them of their upcoming appointments.
B)A retailer calls a customer to tell her that the spring line of sandals has arrived at the store.
C)A customer talks to a service representative about an error in billing.
D)A new computer user calls the computer manufacturer's hot line at midnight to see if he needs to buy a printer cable.
E)All of the above
Q3) Why are marketers concerned about market fragmentation? How have marketers responded? Give an example of how market fragmentation has influenced your life.
Q4) On what does the success of one-to-one marketing depend?
Page 10
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Chapter 8: Creating and Managing Products
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142 Verified Questions
142 Flashcards
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Sample Questions
Q1) Explain the stages in the adoption of a new product and the appropriate marketing strategies at each stage.
Q2) Why is successful new-product introduction becoming increasingly more difficult?
A)Government regulations require all products to wait at least two years before introduction.
B)Many international companies are not engaging in product innovation.
C)New-product development costs are so low that any company with a good idea can create a new product.
D)Products become out-dated at a much faster rate than ever before.
E)All of the above
Q3) What does the term 'emergency product' mean? Give an example of an emergency product and explain why the price and perhaps the quality of this product may not be an issue at the time of purchase.
Q4) A trade character such as Ronald McDonald would be considered part of the brand.
A)True
B)False
Q5) Packaging is designed solely to protect the product.Discuss
Q6) Explain the factors that affect the rate of adoption and the strategies marketers can adopt.
Page 11
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Chapter 9: Services and Other Intangibles: Marketing a
Product That Isnt There
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116 Verified Questions
116 Flashcards
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Sample Questions
Q1) When communications accurately describe what service quality is provided and can be expected,and consumers are still less than satisfied with the service there is a gap between ________.
A)consumer expectations and management perceptions
B)management perceptions and quality standards set by the firm
C)established quality standards and service delivery
D)service quality standards and consumer expectations
E)expected services and perceived services
Q2) Services with ________ require consumers to accept them on trust because they are often too complex to evaluate even after consumption.
A)experience qualities
B)credence qualities
C)gap analysis issues
D)search qualities
E)service encounter issues
Q3) Explain how the gap between service quality standards and customer expectations can occur.What strategies can marketers adopt to ensure that this gap does not occur or how to deal with it once it has occurred?
Q4) How does your tertiary institution market people,places,and ideas?
Page 12
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Chapter 10: Pricing the Product
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137 Verified Questions
137 Flashcards
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Sample Questions
Q1) Discuss opportunity costs from the perspective of a student.
Q2) One retailer sells all items for 99 cents and another retailer sells all items for $1.00.These are both examples of ________.
A)gap analysis
B)capacity management
C)disintermediation
D)perishability
E)odd-even pricing
Q3) Explain the term variable costs and provide three examples of variable costs incurred by a restaurant.
Q4) Explain the term fixed costs and provide three examples of fixed costs incurred by a restaurant.
Q5) With ________,a new product carries a low price for a limited period of time to attract customers.
A)commodity pricing
B)trial pricing
C)price skimming
D)specialty pricing
E)comparative pricing
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Chapter 11: One-To-Many: Advertising,consumer Sales
Promotion and Public Relations
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144 Verified Questions
144 Flashcards
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Sample Questions
Q1) Maxell provides 10 free blank CDs with the purchase of a pack of 50 CDs.What sales promotion technique is being used by Maxell?
Q2) In terms of the communication model,noise is anything that interferes with effective communication.
A)True
B)False
Q3) All of the following are characteristics of both sales promotion and advertising EXCEPT ________.
A)each have an intent to change consumer behaviour or attitudes
B)each may be crafted to create a long-term positive feeling about a brand,company,or store
C)both are paid messages from identifiable sponsors
D)both tend to focus more on short-term term objectives
E)in some cases sales promotion itself is publicised using a traditional advertising medium
Q4) At election time,a politician states in a television advertisement that voting is a right and responsibility and that everyone who is eligible should vote.Explain these actions from the perspective of the functions of integrated marketing communications.
Page 14
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79 Verified Questions
79 Flashcards
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Sample Questions
Q1) Relate the statement 'You never get a second chance to make a good first impression' to Step 3 of the creative selling process.
Q2) Which of the following statements about relationship selling is true?
A)Relationship selling primarily uses hard-sell tactics.
B)With relationship selling,the salesperson tries to develop a mutually satisfying relationship with customers.
C)A salesperson selling new tires to tourists who are stranded in his community will more than likely use relationship selling.
D)People who engage in relationship selling do not prospect for new customers.
E)All of the above
Q3) A retail salesperson at a cosmetics counter gets $5 every time they sell a bottle of Britney Spears' latest perfume.A salesperson at a consumer electronics retailer gets a movie voucher every time they sell a particular computer game.Explain the type of sales promotion being illustrated.
Q4) Asking 'Are you ready to order?' is an example of a standing-room-only close.
A)True
B)False
Q5) What is the final step in the creative selling process and why is it important?
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Chapter 13: Many-To-Many: Online Marketing
Communication and New Media
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56 Verified Questions
56 Flashcards
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Sample Questions
Q1) Discuss the advantages online marketing has compared to traditional media when it comes to measuring performance.
Q2) ________ refers to the number of unique visitors divided by the total number of visitors to the site.
A)Reach
B)Frequency
C)Duration
D)Stickiness
E)Eyeballs
Q3) The control that internet users have over the flow of information they receive is called ________.
A)individualism
B)interactivity
C)personal optimisation
D)reciprocity
E)None of the above
Q4) Compare and contrast Facebook and Twitter and explain how marketers can use each.
Q6) Discuss three positive word-of-mouth strategies. Page 16
Q5) Discuss three unethical or at least questionable buzz marketing practices.
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Page 17
Chapter 14: Delivering Value Through Supply Chains and Logistics
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113 Verified Questions
113 Flashcards
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Sample Questions
Q1) ________ is the stage where goods and services are sold to consumers for their personal use.
A)Physical distribution
B)Inventory management
C)B2B commerce
D)Retailing
E)Channel management
Q2) A medical researcher at a drug company in Auckland,New Zealand has been working on analysing a certain strain of bacteria that is causing New Zealanders persistent coughs.A medical researcher at the same drug company in Melbourne,Australia has been analysing this same strain of bacteria for over a year.These two researchers sharing their research data and results is an example of
A)enterprise resource planning
B)horizontal marketing
C)logistics
D)knowledge management
E)value chain
Q3) Discuss what is meant by the term 'direct channel' and provide an example.
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Q4) Why are direct channels of distribution common in business-to-business markets?