Applied Marketing Techniques
Final Exam
Course Introduction
Applied Marketing Techniques focuses on the practical implementation of core marketing concepts to solve real-world business challenges. The course covers strategic topics such as market segmentation, targeting, positioning, and the development of effective marketing mixes. Students will gain hands-on experience by designing and executing marketing campaigns, analyzing consumer behavior data, and applying digital marketing tools. Through case studies and project-based learning, the course prepares students to translate theoretical knowledge into actionable marketing strategies that drive brand growth and customer engagement across various industries.
Recommended Textbook Marketing Management 4th Edition by Russ Winer
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15 Chapters
1500 Verified Questions
1500 Flashcards
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Page 2
Chapter 1: Marketing and the Job of the Marketing Manager
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Having a great technology guarantees that a company will have many customers.
A)True
B)False
Answer: False
Q2) A company that follows the marketing concept philosophy should:
A)serve all customer needs at all costs.
B)understand that the customer is always right.
C)understand that there is no such thing as a bad customer.
D)serve only profitable customers.
Answer: D
Q3) The marketing concept is entirely consistent with serving only segments of the customer population.
A)True
B)False
Answer: True
Q4) What is a marketing plan?
Answer: A marketing plan is a written document containing the guidelines for the product's marketing programs and allocations over the planning period.
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3
Chapter 2: A Strategic Marketing Framework
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99 Flashcards
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Sample Questions
Q1) Which of the following statements is true regarding the maturity stage of the product life cycle?
A)During this stage,the market grows rapidly.
B)Usually,competition is most intense in this phase.
C)Many new competitors enter the market.
D)This stage comes after the introduction stage.
Answer: B
Q2) Market segments are well defined during the introduction stage of the product life cycle.
A)True
B)False
Answer: False
Q3) A competitive advantage should be difficult to imitate.
A)True
B)False
Answer: True
Q4) A good objective statement should have a quantified standard of performance.
A)True
B)False
Answer: True
Page 4
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Chapter 3: Marketing Research
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100 Flashcards
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Sample Questions
Q1) Which of the following is a time series method of sales forecasting?
A)naïve extrapolation
B)executive opinion
C)Delphi method
D)exponential smoothing
Answer: D
Q2) Transaction information stored in accounting records is a good secondary source of research information.
A)True
B)False
Answer: True
Q3) A term used by economists for "all else remaining equal" is:
A)caveat emptor.
B)ceteris paribus.
C)carpe dieum.
D)capex infiniti.
Answer: B
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Chapter 4: Analyzing Consumer Behavior
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Sample Questions
Q1) For frequently purchased products,repeat buying is critical to success.
A)True
B)False
Q2) Socioeconomic status (SES)is often highly correlated with:
A)religion.
B)occupation.
C)gender.
D)personality.
Q3) When marketing managers select a market segment to pursue,it is called:
A)segmenting the market.
B)selecting the target market.
C)selecting the right product.
D)selective distribution.
Q4) Factor analysis is a multiple regression statistical procedure.
A)True
B)False
Q5) List and briefly describe the three different sets of options formed by customers in the search for alternatives through internal and external information sources.
Q6) List and briefly describe the three major categories of segmentation variables.
Page 6
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Chapter 5: Organizational Buying Behavior
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99 Flashcards
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Sample Questions
Q1) Operating variables used for industrial market segmentation include the customer's delivery speed needs,order size needs,and particular uses of the product.
A)True
B)False
Q2) In ________ cases,the current supplier is in an advantageous position because the buying process is likely to be automatic.
A)straight rebuy
B)modified rebuy
C)new-task purchase
D)repetition purchase
Q3) Because of the need for more detailed communications,industrial marketers are heavy users of:
A)print media.
B)television.
C)radio.
D)banners.
Q4) List and briefly discuss the three different kinds of purchases or buy classes made by organizations.
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Page 7
Chapter 6: Market Structure and Competitor Analysis
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Sample Questions
Q1) Companies such as Kellogg,IBM,Microsoft,and Intel hire individuals from which one of the backgrounds below to help them better understand their competitors and predict their likely future strategies?
A)DEA
B)FDA
C)CIA
D)FBI
Q2) Which of the following primary sources is excellent in determining competitor sales pitches,pricing,and other aspects of their activity?
A)employees
B)sales force and customers
C)suppliers
D)Internet newsgroup
Q3) Industries with ________ significant competitors offer the best potential for using game theory.
A)ten or more
B)two or fewer
C)five or more
D)four or fewer
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Page 8
Chapter 7: Product Decisions
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101 Flashcards
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Sample Questions
Q1) Packaging can be an important differentiator.
A)True
B)False
Q2) Which of the following types of brands are also known as store brands?
A)generics
B)value brands
C)private labels
D)national brands
Q3) Identify one of the dimensions of brand personality.
A)competitiveness
B)playfulness
C)conservativeness
D)ruggedness
Q4) Which of the following products need cash to maintain their market leadership position but they are also generating some because of the high margins they can maintain?
A)cash cows
B)dogs
C)stars
D)problem children
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Chapter 8: New Product Development
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Sample Questions
Q1) Which of the following techniques uses an estimate of the eventual penetration rate,an estimate of the ultimate repeat rate,and an estimate of the relative product category usage rate of buyers of the new brand to determine eventual market share?
A)Parfitt-Collins model
B)Boston Consulting Group Matrix
C)Porter's Five Forces model
D)GE's industry analysis evaluation
Q2) New products can form the foundation for a complete turnaround of a company's performance.
A)True
B)False
Q3) The personal computer will fall under this category of new products.
A)classically innovative products
B)new category entries
C)line extensions
D)improved products
Q4) Discuss the three different approaches to new product development.
Q5) Describe the five stages of the new product development process in the classic linear approach.
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Chapter 9: Pricing
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102 Flashcards
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Sample Questions
Q1) Describe the four methods of implementing differential pricing.
Q2) Often variable costs are spread out over many years and sometimes different products.
A)True
B)False
Q3) Skimming is also known as penetration pricing.
A)True
B)False
Q4) Theater tickets cost more on weekends.This is an example of:
A)penetration pricing.
B)complementary pricing.
C)periodic discounting.
D)value pricing.
Q5) Costs such as the corporate jet and the president's salary are examples of:
A)development costs.
B)variable costs.
C)direct fixed costs.
D)overhead costs.
Q6) Describe the three possible relationships among perceived value,price and cost,ignoring competition for the present.
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Chapter 10: Communications and Advertising Strategy
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Sample Questions
Q1) Which of the following statements is true regarding integrated marketing communications (IMC)?
A)According to IMC,price should not be considered as a communication tool.
B)It uses different elements of the marketing mix to reach different targeting audience.
C)It uses different elements of the marketing mix during different stages of the product life cycle.
D)It coordinates different elements of the marketing mix to prevent customer confusion from conflicting messages.
Q2) ________ is the most common form of testing for advertising concepts.
A)Consumer jury
B)Portfolio test
C)Readability test
D)Theater test
Q3) Which of the following is one of the factors related to richness of communication?
A)the number of people reached
B)the cost of communication
C)possibility of customization
D)the time required for communication
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Chapter 11: Sales Promotion
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Sample Questions
Q1) Which of the following is the dominant form of price-oriented promotions?
A)couponing
B)sweepstakes
C)rebates
D)contests
Q2) Which of the following statements is true about channel-originated promotion?
A)It is directed at intermediate channels of distribution.
B)It is run by the channel,either to the next channel in the distribution chain or to final customers.
C)It is an attempt to get the channels of distribution to stock more of a product.
D)It comes directly to the customer from the manufacturer.
Q3) Which of the following best describes off invoice allowance?
A)offering channel members a long period of time before payment is due
B)offering channel members below-market interest rates
C)offering channel members a discount on orders for a fixed period of time
D)offering money to help the channel members sell its products
Q4) Write a short note on trade promotions.
Q5) What are the factors to be considered while allocating money between advertising and promotion?
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Chapter 12: Channels of Distribution
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Sample Questions
Q1) One of the problems with using a variety of channels (multiple-channel system)is loss of control over some part of the system.
A)True
B)False
Q2) Indirect channels can reach more customers and perform functions that the sales force cannot.
A)True
B)False
Q3) When providing basic logistical services,the channel member is providing the function of:
A)marketing research.
B)physical distribution.
C)risk taking.
D)negotiation.
Q4) A careful analysis of customer behavior leads to a better understanding of what kind of channel structure is necessary to satisfy the different segments.
A)True
B)False
Q5) List and briefly describe the four major sources of channel conflict.
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Chapter 13: Direct Channels of Distribution: Personal Selling and Direct
Marketing
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Sample Questions
Q1) A salesperson's performance is positively correlated with:
A)job satisfaction.
B)marital status.
C)educational background.
D)personality type.
Q2) A(n)________ is the basic amount of money paid regularly to a salesperson.
A)commission
B)salary
C)incentive payment
D)trade allowance
Q3) When direct e-mails sent only to those customers who had agreed in advance to receive such contact,such programs are known as ________ programs.
A)opt-in
B)unchecked
C)check-in
D)pre-checked
Q4) It is common for companies to establish a separate organization to deal with major accounts.
A)True
B)False
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Chapter 14: Customer Relationship Management
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Sample Questions
Q1) The 80-20 rule in marketing is that 20% of the company's profits are provided by 80% of its customers.
A)True
B)False
Q2) List and briefly describe the factors that justify why loyal customers are profitable.
Q3) ________ indicates the percent of all purchase volume in the category is your brand.
A)Share of category requirements
B)Size of wallet
C)Share of wallet
D)Customer lifetime value
Q4) With respect to Internet behavior,a study found that the more ________,the more that person tends to visit it and make purchases there.
A)the number of people who recommended the site to a person
B)a person uses the community features of a site
C)a person finds a site easy to navigate
D)a person finds a site visually appealing
Q5) Summarize the problems associated with frequency or loyalty programs.
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Chapter 15: Special Topic: Strategies for Service Markets
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Sample Questions
Q1) Which of the following is a major disadvantage of using agents and brokers?
A)loss of control over the service delivery
B)lack of information about local markets
C)narrow distribution of products
D)reliable customer communication
Q2) Which of the following is a characteristic of services?
A)low barriers to entry
B)high switching costs
C)low rivalry
D)reduced competition
Q3) Which of the following is a disadvantage associated with positive gaps in perceived service quality?
A)customers' expectations adapt over time
B)results in short-term dissatisfaction
C)results in increased costs for the company
D)causes employee dissatisfaction
Q4) Quality of a service should not be determined with reference to customer perceptions.
A)True
B)False
Page 17
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