Contemporary Issues in Marketing Solved
Exam Questions
Course Introduction
This course explores current trends and challenges shaping the field of marketing in a rapidly changing global environment. Students will examine topics such as digital marketing strategies, consumer privacy, ethical marketing practices, the impact of social media, multicultural marketing, branding in a digital age, and sustainable marketing initiatives. Through case studies, industry reports, and interactive discussions, learners will critically analyze real-world marketing dilemmas and propose innovative solutions to contemporary issues faced by organizations across diverse industries.
Recommended Textbook
Marketing Strategy 6th Edition by O.C Ferrell
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10 Chapters
297 Verified Questions
297 Flashcards
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Chapter 1: Marketing in Today's Economy
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Sample Questions
Q1) Which of the following changes occurring in today's economy has NOT been caused by the growth of the Internet?
A) increase in product selection
B) shifting demand patterns
C) privacy and security concerns
D) rising prices for most products
E) audience and media fragmentation
Answer: D
Q2) __________ is the curse of mature markets whereby products lack any real means of differentiation and customers see competing products as offering roughly the same benefits.
A) Specialization
B) Commoditization
C) Maturation
D) Price devaluation
E) Market homogeneity
Answer: B
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Page 3
Chapter 2: Strategic Marketing Planning
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Sample Questions
Q1) In the context of marketing planning. why is it vital that the marketing plan be capable of selling itself to top management?
A) Because top managers are responsible for executing the marketing plan.
B) Because top managers must be able to evaluate the performance of the marketing program.
C) Because top managers must be able to clearly communicate the strategy to external stakeholders.
D) Because top managers must decide whether the marketing plan is the best use for the organization's scarce resources.
E) Because top managers are compensated on how well the marketing strategy works.
Answer: D
Q2) Which of the following IS NOT a purpose of a marketing plan?
A) It explains the present and future situations of the organization.
B) It specifies the expected outcomes of the plan.
C) It describes specific actions that are to take place.
D) It explains how marketing activities mesh with other functional areas.
E) It identifies resources needed to carry out the plan.
Answer: D
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Chapter 3: Collecting and Analyzing Marketing Information
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Sample Questions
Q1) Which of the following examples best describes an advance in backstage technology?
A) technology that allows consumers to carry portable music players in their pockets
B) advances in electronics that allow manufacturers to offer 3D television
C) the invention of satellite radio
D) the use of radio frequency identification (RFID) to control inventory and logistics
E) All of the above are examples of advances in backstage technology.
Answer: D
Q2) Issues such as marketing's position and authority in a firm's hierarchy. the overall market orientation of the firm. and the emphasis on short- or long-term planning are examples of which component of the internal environment?
A) resource availability
B) organizational structure
C) marketing objectives
D) marketing infrastructure
E) marketing strategy
Answer: B
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Chapter 4: Developing Competitive Advantage and Strategic Focus
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Sample Questions
Q1) With respect to the text's advice in conducting a SWOT analysis. which of the following best describes "Look for Causes. Not Characteristics"?
A) Break down clichés into meaningful customer-oriented issues.
B) Refrain from conducting a single generic analysis for the entire organization.
C) Gauge the actual perceptions of customers that give rise to the firm's strengths and weaknesses.
D) Focus on the resources possessed by the firm and/or its competitors that are the true causes for the firm's strengths, weaknesses, opportunities, and threats.
E) Clearly differentiate internal issues from external issues.
Q2) Microsoft's Windows platform dominates the market for personal computer operating systems. By continuously upgrading and stretching the technology underlying its Windows system. Microsoft is pursuing a strategy of:
A) customer intimacy.
B) product leadership.
C) operational excellence.
D) total quality management.
E) technological leadership.
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6
Chapter 5: Customers Segmentation and Target Marketing
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Sample Questions
Q1) Which of the following \(\bold{\text{IS NOT}}\) an example of mass customization?
A) A college creates a custom degree program to match your unique needs.
B) A customer orders a custom teddy bear from Build-A-BearWorkshop.com.
C) Dell offers fully customized computers based on your needed configuration.
D) A bank employee logs into the e-procurement system to browse a fully customized catalog of office supplies.
E) You order a customized vase of flowers from 1-800-Flowers.com.
Q2) Explain the five different target marketing strategies and give examples of firms that use each one. Also. discuss how firms might approach the targeting of noncustomers.
Q3) One of the most successful and well-known tools of __________ segmentation is VALS developed by Strategic Business Insights.
A) psychographic
B) geographic
C) demographic
D) geoclustering
E) emotional
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Chapter 6: The Marketing Program
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Sample Questions
Q1) Which of the following is perhaps the main advantage associated with the use of advertising?
A) It takes little time to develop an advertising campaign.
B) The total dollar layout in advertising is usually low.
C) It is an extremely cost efficient way to reach a large number of people.
D) It can quickly convey a large amount of technical information.
E) It can be quite memorable.
Q2) In terms of marketing channel functions. which of the following statements describes the concept of discrepancy of quantity?
A) Manufacturers make one or a few product(s)-customers need variety and assortment.
B) Channels must make products available in convenient locations.
C) Channels add value to products by standardizing the exchange process.
D) Channels must provide for the storage of products for future purchase and use.
E) Manufacturers produce large quantities; customers usually want only one item.
Q3) Discuss the challenges associated with pricing services. How do service firms use yield management systems to balance price with revenue and maximize capacity utilization?
Q4) Identify and discuss reasons why firms become so infatuated with pricing.
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Chapter 7: Branding and Positioning
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Sample Questions
Q1) One of the most common marketing goals during the introduction stage of the product life cycle is to:
A) conduct test marketing studies.
B) maintain market share.
C) find new uses for the product.
D) engage in customer education activities.
E) spread misleading information about competing products.
Q2) Which of the following is the best example of a brand mark?
A) Honda
B) Nike's swoosh
C) WD-40
D) BMW
E) 7-Eleven
Q3) What is the overall goal of effective corporate branding?
A) To clearly tie the brand name and brand mark with the organization.
B) To associate the organization with one or more philanthropic causes.
C) To sell more product to members of the supply chain.
D) To position the product relative to competing products.
E) To build and enhance the organization's reputation.
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Page 9
Chapter 8: Ethics and Social Responsibility in Marketing Strategy
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Sample Questions
Q1) The principles and standards that define acceptable marketing conduct as determined by the public. government regulators. private-interest groups. competitors. and the firm itself are termed:
A) marketing standards
B) societal standards
C) codes of conduct
D) marketing ethics
E) social responsibility
Q2) Socially responsible firms tend to enjoy higher __________ because customers perceive that the firm is dedicated to doing the right thing and treating customers fairly.
A) profit margins
B) sales volume
C) customer loyalty
D) corporate integrity
E) corporate reputations
Q3) Draw. label. and explain the pyramid of social responsibility. What are the requirements for a firm if it truly wants to be ethical and socially responsible?
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Page 10
Chapter 9: Marketing Implementation and Control
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Sample Questions
Q1) Typically. the difference between the planned marketing strategy and the strategy that actually takes place is:
A) caused by managerial mistakes, not by changes in the firm's internal or external environments.
B) typically caused by unexpected competitive activity.
C) caused by the way the planned marketing strategy is implemented.
D) independent of marketing implementation.
E) caused solely by changes in customer behaviors.
Q2) Explain why marketing implementation is difficult for many firms. In your answer. discuss how these difficulties often stem from the relationship between strategic planning and marketing implementation.
Q3) Planning sessions. workshops. formal reports. and personal conversations are all part of the internal __________ that is necessary to implement marketing strategy using the internal marketing approach.
A) promotion
B) pricing
C) product
D) distribution
E) process
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Page 11
Chapter 10: Developing and Maintaining Long-Term Customer Relationships
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Sample Questions
Q1) What is the primary disadvantage associated with using financial incentives as a means of developing customer relationships?
A) They take a long time to work.
B) Customers may resist the use of financial incentives.
C) They can be expensive to use.
D) They can promote continual brand switching.
E) All of the above.
Q2) Which of the following \(\bold{\text{IS NOT}}\) good advice with respect to leveraging customer satisfaction from a strategic point of view?
A) Understand what can go wrong in fulfilling customers' needs.
B) Offer a satisfaction guarantee.
C) Flesh out all uncontrollable issues and attempt to prevent them.
D) Make it easy for customers to complain.
E) Make customer satisfaction measurement an ongoing priority.
Q3) Discuss the strategies that can be used to enhance and maintain customer relationships. Identify the key advantages and disadvantages of each strategy. as well as examples of the marketing tactics that my be used.
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