Applied Marketing Management
Midterm Exam
Course Introduction
Applied Marketing Management is an advanced course designed to equip students with practical skills and strategic insights for the development, implementation, and evaluation of effective marketing strategies in diverse organizational settings. Through case studies, real-world projects, and interactive simulations, students analyze key marketing concepts including market segmentation, competitive positioning, product development, pricing, distribution, and integrated marketing communications. Emphasis is placed on decision-making processes, the integration of digital marketing tools, and the measurement of marketing performance, preparing students to solve contemporary marketing challenges and lead initiatives that drive business growth.
Recommended Textbook
Marketing Management 2nd Edition by
Greg W. Marshall
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16 Chapters
1447 Verified Questions
1447 Flashcards
Source URL: https://quizplus.com/study-set/2650
Page 2
Chapter 1: Marketing in Todays Business Milieu
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) When you tell someone you are a marketing major in college,he or she may think you want a career in ________________.
A)Management
B)Information technology
C)Sales
D)Customer service
E)Financial planning
Answer: C
Q2) Customer orientation and market orientation are opposing concepts.Customer-oriented firms look at customers as individuals and market-oriented firms look at the market as a whole.Relationship-oriented firms focus on short-term profitability.
A)True
B)False Answer: False
Q3) Big M marketing refers to the strategic,long-term,firm-level commitment to investing in marketing.
A)True
B)False Answer: True
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Chapter 2: Elements of Marketing Strategy,Planning,and Competition
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94 Verified Questions
94 Flashcards
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Sample Questions
Q1) Goals and objectives should be set ________.
A)At the beginning of marketing planning
B)At the end of the situation analysis
C)After marketing strategies are fixed
D)After completion of all market research, situation analysis, and competitor analysis
E)None of these
Answer: D
Q2) Really Big Homebuilders used to purchase many building lots and erect spec homes (i.e.,it gambled that the demand for new houses would be so high that they would sell easily).Since the real estate slowdown,it builds homes only when owners are under contract.Most likely the company is pursuing a generic business strategy of ________. A)Retrenchment
B)Stability
C)Diversification via concentric means
D)Growth/concentration via vertical integration
E)Growth/concentration based on horizontal integration
Answer: A
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4
Chapter 3: Manage Marketing Information
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) When examining some secondary data from Uzbekistan,the marketing manager of ABC Chemicals notices that the income figures seem high even after conversion to U.S.dollars.He later learns that the government agency that collects this information records total household income rather than per capita income as in most other countries.This shows the difficulty with secondary data _____ in global markets.
A)Extendibility
B)Accessibility
C)Dependability
D)Compatibility
E)Comparability
Answer: E
Q2) Most companies do a good job of maximizing their existing information.
A)True
B)False
Answer: False
Q3) Managers are typically aware of all the information in their own company.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Understand Business-To-Consumer Markets
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Mike and Mary see an ad for a new Sony LCD flat-panel television and have totally different attitudes toward the ad.This is because their perceptions of the ad are
A)Similar
B)The same
C)Very different
D)Slightly similar
E)A little different
Q2) While Chuck is aware of most stimuli around him,a number of _____ go unnoticed.
A)Subliminal stimuli
B)Subliminal messages
C)Subconscious stimuli
D)Subconscious messages
E)Unconscious messages
Q3) _____ and ______ are the two categories of values.
A)Cultural, social
B)Personal, cultural
C)Religious, personal
D)Family, religious
E)Cultural, family
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Chapter 5: Understand Business-To-Business Markets
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) It is said that B2B demand is more _____________ in general than B2C demand for products or services.
A)Elastic
B)Bimodal
C)Inelastic
D)Systemic
E)Variable
Q2) Any influence on the product and supplier choice is an organizational factor.The primary organizational factor is _________.
A)Needs and desires of those involved
B)Opportunity for promotion of the buying center manager
C)Product specifications
D)Financial considerations
E)Risk tolerance
Q3) Intel demonstrated its commitment to China by ____________.
A)Making China a key supplier of chips
B)Opening a new plant in China
C)Giving China the product specifications for the most advanced chips
D)Giving China the best price on the latest chips
E)All of these
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Chapter 6: Segmentation, target Marketing, Positioning, and CRM
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96 Verified Questions
96 Flashcards
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Sample Questions
Q1) Firms considering their positioning statements frequently use perceptual maps.The simplest of these maps rank the firm on ____________ dimensions.
A)One
B)Two
C)Three
D)Four
E)Five
Q2) Customer loyalty is defined as ______________.
A)Repeat purchases
B)The degree to which an individual will resist switching from one offering to another
C)The level of liking an individual harbors for an offering
D)Customer laziness in trying new products
E)The likelihood that a customer become a buzz marketer
Q3) Primary markets differ from secondary and tertiary markets by _______.
A)The expected level of ROI derived from the market
B)The difficulty of attacking the market
C)The consumers' ability to buy multiple units
D)The advertising effort needed for the market
E)All of these
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Chapter 7: Product Strategy and New-Product Development
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) The number of products purchased by the same customer is called repeat purchases.This can be important with things like stereos and cell phones because they rely on loyalty for success.
A)True
B)False
Q2) Competitors still enter the maturity stage of the product life cycle because there is still an opportunity for success of a niche product.An example of this was when Audi entered the SUV market during its maturity stage.
A)True
B)False
Q3) Market testing can take a long time,and this can result in ________.
A)Competitors being able to develop marketing strategies to counter a product launch
B)The company losing the excitement of a new product
C)Competitors being able to sabotage the firm's efforts
D)Online guerrilla tactics by competitors that will disrupt the sales cycle of the product
E)None of these
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9
Chapter 8: Build the Brand
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) A key advantage of a brand sponsor is that loyalty is transferred from the well-known sponsor brand to the less-known brand.
A)True
B)False
Q2) The three customer brand roles are conveying information and educating and reassuring the customer during the purchase decision.
A)True
B)False
Q3) One big advantage unbranded products have over branded products is that customers will infer a level of quality from the unbranded and give the customer a reason to buy.
A)True
B)False
Q4) The advantages of family branding include that they are less expensive to create and that there is protection for the brand if one of its members has a problem.
A)True
B)False
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Chapter 9: Service As the Core Offering
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Service jobs have _________ in the United States over the last 30 to 40 years.
A)Decreased
B)Increased
C)Stayed the same
D)Been in decline
E)None of these
Q2) The __________ of performance and consumption of services heightens the role of human service providers in the customer's experience.
A)Inseparability
B)Intangibility
C)Variability
D)Perishability
E)All of these
Q3) In the service-profit chain,customer loyalty leads to _________.
A)Revenue growth
B)Customer satisfaction
C)Profitability
D)Both Revenue growth and Profitability
E)Revenue growth, Customer satisfaction , and Profitability
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Chapter 10: Manage Pricing Decisions
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90 Flashcards
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Sample Questions
Q1) The just noticeable difference (JND)in a price is the amount of price increase that can be taken without affecting customer demand.
A)True
B)False
Q2) With __________________,customers are allowed-even encouraged-to haggle about prices.
A)Psychological pricing
B)One-price strategy
C)Variable pricing
D)Everyday low pricing (EDLP)
E)High/low pricing
Q3) Priceline.com is a firm that serves as a clearinghouse for extra capacity from airlines,hotels,and cruise lines.It is a prominent example of a firm that uses _____ strategy.
A)Cost-plus pricing
B)Price war
C)Reverse auction
D)Average-cost pricing
E)Target return pricing
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Page 12
Chapter 11: Manage Marketing Channels and Points of Customer Interface
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) _____________,in whatever form,is the point of contact in the supply chain with the consumer of the product.
A)Retailing
B)Breadth of merchandise
C)Customer touchpoints
D)Assortment
E)Variety
Q2) Good Egg Co.buys eggs from local farmers,sorts them into different grades,and then packages them to sell to larger grocers.Good Egg Co.is performing the distribution function of ______________.
A)Physical distribution
B)Supply chain
C)Supply chain management
D)Breaking bulk
E)Accumulating bulk
Q3) Within a particular product category,the variety and assortment of products carried by retailers tends to be very similar.
A)True
B)False
Page 13
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Chapter 12: Promotional Strategy and New Media
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89 Verified Questions
89 Flashcards
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Sample Questions
Q1) In the growth of smartphones a new technology called _____ enables companies to send messages from automated applications to people on everything from alerts from their banks to special offers from retailers.
A)IM
B)SMS
C)M-commerce
D)A2P
E)CPD
Q2) ____________________ is an interactive marketing system that uses one or more advertising media to affect a measurable response and/or traction at any location.
A)Public relations
B)Direct marketing
C)Interactive marketing
D)Sales promotion
E)Personal selling
Q3) Public relations has low control of how the message turns out.
A)True
B)False
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Page 14
Chapter 13: Advertising, sales Promotion, and Public Relations
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89 Verified Questions
89 Flashcards
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Sample Questions
Q1) Institutional advertising is often used to ____.
A)Inform
B)Persuade
C)Remind
D)Both inform and persuade
E)Both inform and remind
Q2) ____________ has(have)the advantage of interactive capabilities.
A)Online and social media
B)Radio
C)Direct mail
D)Newspaper
E)Television
Q3) Customers can quickly and easily become bored with any given advertising campaign,a concept referred to as _____.
A)Advertising response function
B)Advertising informing
C)Advertising wearout
D)Advertising persuading
E)Advertising boredom
Page 15
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Chapter 14: Personal Selling and Direct Marketing
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90 Flashcards
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Sample Questions
Q1) __________________ is one of the three distinct advantages of personal selling.
A)Large variety of media
B)Immediate feedback
C)Short-term impact
D)Consistent message
E)Elimination of noise
Q2) ______________________ is a characteristic of a great sales presentation.
A)Explaining the value proposition
B)Maximizing change conflict
C)Developing win-lose solutions
D)Focusing on technology
E)Emphasizing features over benefits
Q3) ___________________ are a group of resellers such as retailers or distributors with whom the sales force does business.
A)Missionary sellers
B)Solutions sellers
C)Technical sellers
D)Trade servicers
E)All of these
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Page 16
Chapter 15: Understand the Global Marketplace: Marketing
Without Borders
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89 Verified Questions
89 Flashcards
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Sample Questions
Q1) When companies sell in other countries through limited direct contact or indirect intermediaries they always consider themselves to be involved in foreign marketing.
A)True
B)False
Q2) Many people are surprised to find that the price they pay in their home country for products may be twice as much in a foreign country due to transportation charges,taxes,tariffs,and exchange rate fluctuations.This change in price is referred to as
A)Price escalation
B)Price scaling
C)Cost-plus pricing
D)Cost-based pricing
E)Price fluctuation
Q3) MERCOSUR is a regional market zone in ________.
A)Asia
B)Africa
C)North America
D)The Mideast
E)South America
Page 17
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Chapter 16: The Marketing Dashboard: Metrics for Measuring
Marketing Performance
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Margin on sales is the difference between ____________.
A)Selling price and unit sales
B)Unit sales and profit per unit
C)Selling price and cost
D)Unit margin and unit sales
E)None of these
Q2) A dashboard should establish the links between marketing spending and ___________.
A)The stock price
B)The number of employees
C)The number of customers who write complaints during any period of time
D)Profits
E)None of these
Q3) Customer lifetime value (CLV)is an important number in that it represents
A)What a customer spends in a year
B)An upper limit on spending to acquire a new customer
C)The importance of government contracts that have less risk
D)The loss one could expect from a new competitor
E)The discount rate of a given customer
Page 18
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