Business Marketing
Test Questions
Course Introduction
Business Marketing explores the principles and strategies organizations use to market products and services to other businesses, government agencies, and institutions rather than individual consumers. The course delves into topics such as business-to-business (B2B) customer relationship management, market segmentation, product development, pricing strategies, distribution channels, and promotional tactics within the business sector. Emphasis is placed on the differences between business and consumer marketing, the decision-making process in organizational buying, and the use of digital tools in B2B marketing. Through case studies and practical applications, students will gain a comprehensive understanding of how companies create value, build partnerships, and achieve competitive advantage in business markets.
Recommended Textbook
Marketing Defined Explained Applied 2nd Edition by Michael P Levens
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Page 2
Chapter 1: The Meaning of Marketing
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Sample Questions
Q1) Gretchen is in the process of deciding which new car to buy. In comparing the miles per gallon, luxury features, safety features, and style of three different models, Gretchen is considering each car's ________.
A) demand
B) service
C) utility
D) marketing orientation
E) marketing concept
Answer: C
Q2) A business using a relationship orientation focuses on creating value-added relationships with ________.
A) consumers only
B) suppliers only
C) government agencies only
D) consumers and government agencies
E) consumers and suppliers
Answer: E
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Page 3
Chapter 2: The Market in Marketing
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Sample Questions
Q1) When deciding how to fulfill a purchasing need, a business would most likely find leasing the product to be the best option when ________.
A) the business has the capacity to produce the product
B) the product is expected to have rapid technological change
C) the business wants to retain a competitive uniqueness
D) the product is expected to need little servicing
E) the product is expected to undergo few changes
Answer: B
Q2) The ________ environment includes factors that relate to the nature, quantity, and potential actions of a company's competitors.
A) cultural
B) economic
C) legal
D) political
E) competitive
Answer: E
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Chapter 3: Planning and Marketing in an Organization
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Sample Questions
Q1) Columbia Sportswear makes nylon activewear. Its marketing manager set a goal to use greater promotional efforts to increase by 12 percent over the next three years the sales of the company's line of comfortable, lightweight clothing for people who fish. Columbia Sportswear's marketing manager is engaged in ________.
A) portfolio planning
B) strategic planning
C) scorecard balancing
D) mass marketing
E) tactical planning
Answer: E
Q2) A ________ strategy identifies how a business communicates product or service benefits and value to its target market.
A) place
B) promotion
C) pricing
D) product
E) position
Answer: B
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Chapter 4: A Broader Perspective on Marketing
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Sample Questions
Q1) Which of the following is an illegal marketing tactic?
A) puffery
B) bait-and-switch
C) testimonial
D) viral marketing
E) product placement
Q2) Which of the following actions, if taken, would violate the marketing ethics code?
A) the Good Green Grocer raising its prices on its popular items
B) the Good Green Grocer advertising that its products will help people "feel healthy"
C) the Good Green Grocer lowering prices in order to better compete with larger supermarkets
D) the Good Green Grocer labeling as "organic" products that were grown using pesticides
E) the Good Green Grocer contributing a percentage of its profits to NGOs
Q3) The Federal Trade Commission enforces laws against deceptive advertising. Briefly discuss three types of deceptive advertising that would be considered illegal.
Q4) Explain the difference between puffery and an exaggerated claim in marketing.
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Chapter 5: Global Marketing
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Sample Questions
Q1) Nationalization occurs when a government ________.
A) transfers government functions to the private sector in order to create new business opportunities
B) reimburses a foreign company that has lost facilities due to natural causes
C) refuses to allow its businesses to engage in exporting
D) takes control or ownership of private property
E) imports more than it exports
Q2) Which of the following factors would most likely push a company to decide NOT to pursue a global marketing strategy?
A) The company's home market is stagnant.
B) The company would have to redesign its products.
C) The company needs to counterattack international competitors in its home markets.
D) Foreign markets present higher profit opportunities.
E) Global competitors have offered similar products.
Q3) An industrializing economy is characterized by increasing raw material exports and decreasing raw material imports.
A)True
B)False
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Chapter 6: Value for Customers
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Sample Questions
Q1) Explain four significant benefits a company can enjoy by ensuring its customers are delighted.
Q2) The majority of consumers listen to and follow the product opinions of their friends and family members.
A)True
B)False
Q3) Relationship marketing is also known as ________.
A) one-to-one marketing
B) niche marketing
C) mass marketing
D) viral advertising
E) word-of-mouth advertising
Q4) Identify and explain the different components of a product's benefits and costs.
Q5) Explain the purpose of a value map, providing details about how the map should be interpreted.
Q6) Explain why companies must be careful to "not overpromise and underdeliver" on their products and services.
Q7) Give an example of a survey question that would measure a customer's level of satisfaction.
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Chapter 7: A Perspective on Consumer Behavior
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Sample Questions
Q1) Briefly compare the three categories of problem solving, explaining in what type of purchase situation a consumer would be most likely to use each.
Q2) It is most likely that each consumer segment attracted to The Attic Trunk would have which of the following in common with the other consumer segments?
A) subculture
B) personality
C) attitudes
D) self-identity
E) perception
Q3) Why have American youth, in general, been exposed to a greater diversity of cultures than previous generations?
Q4) The buyer decision process consists of five stages. Which of the following is NOT one of these stages?
A) problem/opportunity recognition
B) information search
C) high-involvement buying behavior
D) purchase decision
E) postpurchase evaluation
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Chapter 8: Consumer Insight
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Sample Questions
Q1) Quantitative research is essentially survey research.
A)True
B)False
Q2) Which of the following is an advantage of telephone interviews?
A) They are less expensive to conduct than online questionnaires.
B) Interviewer variability can be controlled.
C) Response rates are increasing.
D) Interviewers can provide feedback and have flexibility in follow-up questions.
E) Interviewers' interpretation of responses is easily standardized.
Q3) You want to determine whether no-smoking policies have affected employee morale in the United States in the past two decades. Are any secondary data likely available? Why?
Q4) Results from a nonprobability sample can be used to describe the characteristics of the sample and of the population.
A)True
B)False
Q5) Explain the purpose of developing consumer insights and provide three examples of questions that could be addressed by consumer insights.
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Chapter 9: The Brand
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Sample Questions
Q1) Of the types of brand loyalty, which one leads to a greater market share?
A) attitudinal
B) behavioral
C) purchase
D) category
E) consumption
Q2) Which of the following is NOT a desirable quality for a brand name?
A) It should suggest something about the product or service.
B) It should be memorable and distinctive.
C) The brand should almost always be a long word to get attention.
D) The name should export smoothly to foreign markets.
E) Its name should qualify for protection as intellectual property.
Q3) The wooden writing utensils with customized engraving that Herb originally manufactured and distributed were positioned on a(n) ________ level.
A) brand
B) values
C) basic
D) attributes
E) services
Q4) Briefly explain the differences between a product and a brand.
Page 11
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Chapter 10: Segmenting, Targeting, and Positioning
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Sample Questions
Q1) Which type of market coverage choice is best suited for companies with limited resources? Why?
Q2) Your new employer has asked you, as a new marketing graduate, to identify a group of potential customers who might respond in a similar way to a given set of marketing efforts. You have been asked to identify a(n) ________.
A) target market
B) market segment
C) market
D) market strategy
E) undefined niche
Q3) Which type of segmentation is most related to the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?
A) behavioral
B) psychographic
C) needs
D) impulse
E) values
Q4) Why might demographic segmentation be the most common type of segmentation?
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Chapter 11: The Marketing Plan
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Sample Questions
Q1) The forecasting section of a marketing plan draws on data analysis rather than subjective judgment.
A)True
B)False
Q2) A marketing plan, by definition, is contained within a business plan.
A)True
B)False
Q3) In a marketing plan, the ________ section identifies the history of the business and its core competencies.
A) executive summary
B) company description, purpose, and goals
C) forecasting
D) marketing situation
E) marketing strategy
Q4) A marketer would be unlikely to include a public relations plan in the marketing strategy section of a marketing plan.
A)True
B)False
Q5) Identify and briefly describe the main components of a typical marketing plan.
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Chapter 12: Product and Service Strategies
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Sample Questions
Q1) A product that has entered the decline stage could most likely be cycled back to the growth or maturity stage through ________.
A) promotion or repositioning
B) concept testing
C) business analysis
D) a penetration strategy
E) a skimming strategy
Q2) Compare product mix width, length, and depth.
Q3) Level of quality, features, functions, and design are all examples of ________.
A) core benefits
B) product attributes
C) levels of a product
D) product mixes
E) product utility
Q4) Give an example of the most basic level of product, the core benefit.
Q5) Specialty products are purchased infrequently.
A)True
B)False
Q6) Give an example of an augmented product.
Q7) Give three examples of specialty products.
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Chapter 13: Pricing Strategies
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Sample Questions
Q1) A company's profit is equal to its ________ minus its ________.
A) markup; total costs
B) revenue; total costs
C) markup; fixed costs
D) revenue; variable costs
E) profit margin; variable costs
Q2) As a marketer increases a product's price, the ________ drops.
A) target
B) break-even point
C) cost-plus pricing
D) total cost
E) markup
Q3) Briefly explain how the Internet has affected cost transparency. Include an explanation of the benefits for consumers and the possible disadvantages for marketers.
Q4) The values of currencies on the global capital market are constantly changing.
A)True
B)False
Q5) If a product is price elastic, should a seller consider lowering its price? Explain.
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Page 15
Chapter 14: Supply Chain and Distribution Strategies
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Q1) A channel captain can motivate channel members through financial incentives.
A)True
B)False
Q2) Marketing logistics involves getting the right product to the right customer in the right place at the right time at the right price. Which of the following is NOT included in this process?
A) planning the physical flow of goods and services
B) implementing the plan for the flow of goods and services
C) controlling the physical flow of goods, services, and information
D) gathering customer's ideas for new products
E) A and C
Q3) A transportation management system can be used to automate the shipping process and to make recommendations on carrier selection.
A)True
B)False
Q4) Distinguish between the three distribution intensity strategies.
Q5) Describe one disadvantage of a producer using a direct channel.
Q6) How have trends in channel leadership recently shifted?
Q7) How can a firm benefit from participating in a horizontal marketing system?
Q8) How do wholesalers and brokers differ?
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Chapter 15: Retailing and Wholesaling Strategies
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Sample Questions
Q1) ________, such as Best Buy and Sears, allow customers to serve themselves, but also have knowledgeable sales associates available to provide guidance.
A) Self-service retailers
B) Full-service retailers
C) Specialty retailers
D) Off-price retailers
E) Limited-service retailers
Q2) Which type of store is much larger than other stores and offers a wider range of products and services?
A) category killer
B) specialty store
C) factory outlet
D) superstore
E) off-price retailer
Q3) Some retailers use vending machines to sell products that previously could not be stocked due to security concerns.
A)True
B)False
Q4) Describe how nonstore retailing is expected to grow in the coming decade.
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Chapter 16: Advertising and Sales Promotion Strategies
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Sample Questions
Q1) Describe four common marketing communication objectives.
Q2) Compare the advantages and disadvantages of the marketing communications tools of advertising and public relations.
Q3) The easiest method of determining the advertising budget is the competitive budget method.
A)True
B)False
Q4) The communication channel a company uses to convey its advertising messages from sender to receiver is called the ________.
A) message
B) medium
C) encoder
D) communicator
E) feedback
Q5) Identify two ways that a company can build relationships with its customers.
Q6) The goal of marketing communications is to influence the thoughts, feelings, and/or actions of consumers.
A)True
B)False
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Chapter 17: Personal Selling and Direct Marketing Strategies
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Sample Questions
Q1) Which of the following are two major forms of direct-response television marketing?
A) dynamic imaging and direct-response TV
B) home shopping channels and infomercials
C) home-selling and direct selling
D) call-in response and Web-site response
E) home shopping channels and life cycle marketing
Q2) ________ state what the sales force is expected to accomplish and when.
A) Compensation strategies
B) Key account strategies
C) Relationship objectives
D) Behavioral objectives
E) Sales force objectives
Q3) Of all the ways to structure a sales force, product sales force structure is most effective in helping the company to become more customer focused and build closer relationships with important customers.
A)True
B)False
Q4) What type of company would benefit most from using a geographical sales force organization?
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Chapter 18: The Communications Mix
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Sample Questions
Q1) Which media type offers the longest life for an advertisement?
A) radio
B) network television
C) magazine
D) newspaper
E) cable television
Q2) Explain the difference between media impact and media engagement.
Q3) Thirty years ago, which of the following was the LEAST popular advertising media for marketers?
A) radio
B) digital
C) outdoor
D) print
E) television
Q4) A make-good ad is essentially a replacement for any media that did not run as scheduled.
A)True
B)False
Q5) Compare the strengths and weaknesses of the different types of broadcast media.
Page 20
Q6) Why do magazines typically have a high degree of credibility and prestige?
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Chapter 19: The Marketing Mix
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Q1) Which of the following questions most closely involves analysis of the promotion element of the marketing mix?
A) What do competitors charge for their products?
B) What is the target's level of awareness for each competitive brand?
C) How profitable are the products being sold to the target?
D) Are there any foreseeable changes in the requirements of the target?
E) Will wholesale, retail, or direct-to-consumer channels be used?
Q2) Ski Free, a manufacturer of skis and skiing accessories, offers several different types of skis in its product portfolio marketed to different target groups of skiers. The skis vary in terms of design, style, and price. In marketing the different types of skis, it is most important for management to ________.
A) ensure that each ski has a distinct and separate target audience
B) ensure that each type of ski has a separate promotion plan that does not overlap with the promotion plans of other skis in the portfolio
C) understand how each ski type contributes to portfolio performance
D) position each ski in comparison to other skis in the portfolio
E) ensure that the pricing for each type of ski is within a tight range accepted by the majority of amateur skiers
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21
Chapter 20: Marketing Performance Measurement
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Sample Questions
Q1) Through marketing accountability, traditional opinion-based marketing practices are being replaced with practices that are ________.
A) less competitive
B) less interdependent
C) more qualitative
D) more quantitative
E) more artistic
Q2) Marketing ________ is collecting and evaluating marketing metrics to determine the effectiveness of marketing activities in fulfilling customer, organizational, and marketing objectives.
A) measurement
B) accountability
C) testing
D) synthesis
E) return
Q3) What is a CRM program? Briefly explain its purpose.
Q4) There is no specific industry standard for ROMI.
A)True
B)False
Q5) Explain the purpose of the Sarbanes-Oxley Act of 2002.
Page 22
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