Contemporary Marketing Chapter Exam Questions
Course Introduction
Contemporary Marketing explores the dynamic landscape of modern marketing practices, emphasizing the shift from traditional approaches to innovative strategies driven by technology, globalization, and evolving consumer behavior. The course covers key topics such as digital marketing, social media, data analytics, consumer engagement, and ethical considerations. Students will examine current trends, case studies, and tools that influence how products and services are positioned and delivered in todays competitive marketplaces. Through practical assignments and interactive discussions, participants develop critical skills to analyze market opportunities and create effective, customer-centric marketing plans.
Recommended Textbook Marketing 2018 19th Edition by William M. Pride
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Page 2
Chapter 1: An Overview of Strategic Marketing
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Sample Questions
Q1) A junior marketing executive at MegaGrain Cereals suggests increasing the package size and price of its best-selling brand without increasing the amount of cereal inside the box. Her superior warns that this might be a bad idea because MegaGrain's long-term survival, like most companies, depends on
A) cost-cutting measures.
B) continually selling to new customers and markets.
C) creating and maintaining satisfying exchange relationships.
D) high-volume, low-margin sales.
E) increasing shelf space for their brands.
Answer: C
Q2) Which of the following scenarios involves the distribution element of the marketing mix?
A) Deciding whether or not a certain product should continue to be sold
B) Determining whether an advertising message would be more effective on television or in magazines
C) Choosing between a company jet or the airlines for executive travel
D) Deciding whether or not to have retail outlets in addition to a website
E) Developing a new warranty policy for an existing product
Answer: D
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Page 3
Chapter 2: Planning, Implementing, and Evaluating Marketing Strategies
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Sample Questions
Q1) Selecting an appropriate target market may be the most important decision a company makes in the strategic planning process.
A)True
B)False
Answer: True
Q2) The decisions made in creating a marketing mix are only as good as the organization's understanding of the target market.
A)True
B)False
Answer: True
Q3) Starbucks provides training and support to its employees, including health-care benefits. Through these ____ efforts Starbucks is better able to deliver quality products and service to its customers.
A) internal management
B) extended marketing
C) intended marketing
D) external marketing
E) internal marketing
Answer: E
Page 4
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Chapter 3: The Marketing Environment
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Sample Questions
Q1) A monopoly exists when a firm with many potential competitors attempts to develop a marketing strategy to differentiate its products.
A)True
B)False
Answer: False
Q2) In a period of economic recovery, the best marketing strategy for FedEx would be characterized by which of the following features?
A) Flexibility
B) Aggressiveness
C) Austerity
D) Retrenchment
E) Boldness
Answer: A
Q3) Firms always adopt and use new technology.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Social Responsibility and Ethics in Marketing
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Sample Questions
Q1) One of the most significant principles of business is that the primary objective of the executive management of a corporate entity is to engage in strategic actions that increase shareholder value.
If we think of this objective in terms of the four dimensions of social responsibility, it would be part of the
A) Philanthropic dimension
B) Ethical dimension
C) Legal dimension
D) Economic dimension
E) Marketing dimension
Q2) Open communication and coaching on ethical issues are essential to nurturing ethical conduct in marketing.
A)True
B)False
Q3) Price fixing, predatory pricing, and failure to disclose the full price associated with a purchase are pricing activities that do not result in ethical issues.
A)True
B)False
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Chapter 5: Marketing Research and Information Systems
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Sample Questions
Q1) Research that is conducted to clarify the characteristics of certain phenomena to solve a particular problem is called ____ research.
A) primary
B) experimental
C) descriptive
D) secondary
E) exploratory
Q2) Stratified sampling may reduce some of the error that could occur in a simple random sample.
A)True
B)False
Q3) Information provided by a single firm on household demographics, consumer purchases, television viewing behavior, and responses to promotions is called ____ data.
A) single-source
B) census
C) consumer demographic
D) multi-point
E) single-point
Q4) How can companies use information technology as a competitive advantage?
Page 7
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Chapter 6: Target Markets, Segmentation and Evaluation
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Sample Questions
Q1) If Georgia-Pacific, a producer of home siding, decking, and other wood products, focused its marketing efforts to home construction companies only, it would be using a(n) ____ strategy. If it sold the same products to both construction companies and DIY retailers such as Home Depot, it would be using a(n) ____ strategy.
A) undifferentiated; undifferentiated
B) undifferentiated; differentiated
C) differentiated; multisegmented
D) concentrated; differentiated
E) concentrated; concentrated
Q2) The final step in the target market selection process is
A) implementing the appropriate marketing mix for the target market.
B) evaluating relative market segments.
C) eliminating market segments that are cost prohibitive.
D) selecting specific target markets.
E) revising the final segmentation variables based on target selection.
Q3) Discuss the differences between the breakdown and buildup approaches to measuring company sales potential. What are the similarities between these two approaches?
Q4) What are the major steps of the target market selection process?
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Chapter 7: Consumer Buying Behavior
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Sample Questions
Q1) Cognitive dissonance is most likely to occur during which part of the decision making process?
A) Purchase
B) Information search
C) Postpurchase evaluation
D) Evaluation of alternatives
E) Problem recognition
Q2) Which American subculture spends the highest proportion of its income on phone services, children's clothing, and shoes?
A) Native Americans
B) Hispanics
C) African Americans
D) Asian Americans
E) Americans over 65 years of age
Q3) All of the following are marketer-dominated sources of information except A) salespeople.
B) advertising.
C) packaging.
D) friends.
E) displays.
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Chapter 8: Business Markets and Buying Behavior
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Sample Questions
Q1) The owner of a trucking business, who buys gasoline from the nearby service station for the company trucks, is a part of a business market.
A)True
B)False
Q2) An organization that decides to buy all of a certain part from the same company is using
A) single-supplier purchasing.
B) multiple sourcing.
C) same vendor analysis.
D) straight rebuy.
E) sole sourcing.
Q3) It is customary for contracts for raw materials and components to be negotiated semiannually.
A)True
B)False
Q4) NAICS provides little information about service industries and high-tech products.
A)True
B)False
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Chapter 9: Reaching Global Markets
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Sample Questions
Q1) In what ways can a nation restrict the flow of imported goods?
Q2) A business partnership between a domestic firm and a foreign firm is known as
A) a joint venture.
B) an international partnership.
C) a multinational enterprise.
D) licensing.
E) exporting.
Q3) Many companies choose to standardize their ____ across national boundaries to maintain a consistent and well-integrated corporate culture.
A) technology
B) ethical behavior
C) language
D) dress code
E) products
Q4) International marketing is defined as marketing activities performed across national boundaries.
A)True
B)False
Q5) Describe the difficulties encountered in standardizing the marketing mix globally.
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Chapter 10: Digital Marketing and Social Networking
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Sample Questions
Q1) Which of the following refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing?
A) Digital orientation
B) Digital media
C) Electronic marketing
D) Digital electronics
E) Electronic processing
Q2) Spectators like to read what other people write and produce online, but do not produce any content themselves.
A)True
B)False
Q3) Positive and negative online reviews act as reputation enhancers.
A)True
B)False
Q4) Addressability allows customers to respond to a company's marketing communications by expressing their reactions and desires directly to the company.
A)True
B)False
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Chapter 11: Product Concepts, Branding, and Packaging
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Sample Questions
Q1) Packaging is sometimes altered to make it easier to handle in the distribution system.
A)True
B)False
Q2) Sandwich bread would more likely be packaged in a green wrapper than a yellow one.
A)True
B)False
Q3) When an individual considers whether a product will meet certain criteria that are critical for meeting his or her needs, in what stage of the product adoption process is this individual?
A) Interest
B) Awareness
C) Evaluation
D) Trial
E) Adoption
Q4) Suggestive brand names are easier to protect legally than fanciful names.
A)True B)False
Q5) What is co-branding? Explain what makes co-branding effective.
Page 13
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Chapter 12: Developing and Managing Products
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Sample Questions
Q1) Functional modifications make an existing product more durable.
A)True
B)False
Q2) Kara is a member of the product development team at a company that manufactures sports equipment. During a recent meeting, one of the team members asked, "What level of quality are we building into the camping gear?" Based on this question, Kara and her team are most likely in the ____ phase of new-product development.
A) commercialization
B) concept testing
C) business analysis
D) product development
E) test marketing
Q3) What is concept testing, and why is it important?
Q4) New-product development does not include planning for advertising.
A)True
B)False
Q5) Product managers are most useful in the development of new products.
A)True
B)False
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Chapter 13: Services Marketing
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Sample Questions
Q1) Service marketers make promises to customers, suggesting that the customer place some degree of trust in the service provider. In this way, service marketers are trying to address the challenge of the service characteristic of
A) perishability.
B) heterogeneity.
C) inseparability.
D) intangibility.
E) customer contact.
Q2) Which of the following is not a service product?
A) Justin Bieber concert
B) Flight on Southwest Airlines
C) A 100% service satisfaction guarantee
D) Overnight stay at Holiday Inn Express
E) Dry cleaning of a suit
Q3) Client-based relationships are least likely to be developed by
A) appliance repairmen.
B) accountants.
C) beauticians.
D) orthodontists.
E) psychiatrists.
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Chapter 14: Marketing Channels and Supply Chain Management
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Sample Questions
Q1) General Steel wants to install technology into its logistics management system. This technology will enable General Steel to gain efficiency and accuracy in inventory tracking, stocking, and electronic notifications. General Steel is most likely using
A) electronic data interchange.
B) radio frequency identification.
C) intermodal transportation.
D) freight forwarders.
E) lean distribution.
Q2) Companies that sell products with high profit margins are more likely to use _______________. Companies selling products whose sales are directly related to product availability will most likely use ______________.
A) extensive distribution; intensive distribution
B) extensive distributive; selective distribution
C) selective distribution; intensive distribution
D) selective distribution; extensive distribution
E) intensive distribution; extensive distribution
Q3) Producers do not engage in horizontal integration.
A)True
B)False
Page 16
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Chapter 15: Retailing, Direct Marketing and Wholesaling
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Sample Questions
Q1) A functional and psychological picture in the consumer's mind of a retail store is called
A) retail positioning.
B) atmospherics.
C) store image.
D) interior location.
E) retail persona.
Q2) Which of the following is not an advantage of franchising for the franchisee?
A) The franchisee can capitalize on the business experience of others.
B) When problems arise, the franchisee can obtain guidance and advice from the franchisor.
C) Franchised outlets are usually more successful than independently-owned businesses with respect to long-term survival.
D) The franchisee can participate in national promotional campaigns sponsored by the franchisor.
E) The franchisee gives up a certain amount of control when participating in a franchise agreement.
Q3) Compare the services wholesalers provide for producers with the services they provide to retailers.
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Page 17
Chapter 16: Integrated Marketing Communications
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Sample Questions
Q1) A common form of tactile communication in U.S. business activities is
A) hugging.
B) kissing.
C) handshaking.
D) eye contact.
E) head nodding.
Q2) Sales promotion activity occurs more during peak selling periods than in off-peak selling periods.
A)True
B)False
Q3) If integrated marketing communications works as intended, customers should receive clear and consistent messages.
A)True
B)False
Q4) When a push policy is used in promotion of a particular product, the producer promotes the product only to the next channel member.
A)True
B)False
Q5) In what ways can promotion be used to reduce sales fluctuations?
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Chapter 17: Advertising and Public Relations
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Sample Questions
Q1) Which of the following is not an advantage of using publicity-based public relations tools?
A) Control by media personnel of the content and timing of messages
B) Credibility
C) Strong news value
D) Follow-up word-of-mouth communications
E) A favorable perception of being endorsed by the media
Q2) Native advertising and content marketing are the same thing.
A)True
B)False
Q3) The signature is not part of the verbal portion of an advertisement.
A)True
B)False
Q4) If a company is perceived positively by the public, employee morale is often higher.
A)True
B)False
Q5) Comparative advertisements mention the actual names of competing brands.
A)True
B)False
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Chapter 18: Personal Selling and Sales Promotion
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Sample Questions
Q1) The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of
A) chief executive officers.
B) salespeople.
C) sales managers.
D) quality control experts.
E) marketing directors.
Q2) The approach step is an important step for gathering information about a buyer's needs and objectives.
A)True
B)False
Q3) Dylan is a salesperson for Whole Foods. In his position, he is primarily responsible for seeking repeat sales. Dylan is most likely focused on
A) new-business selling.
B) missionary selling.
C) current-customer selling.
D) team selling.
E) trade selling.
Q4) Differentiate between team selling and relationship selling.
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Chapter 19: Pricing Concepts
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Sample Questions
Q1) If a product has an inelastic demand and the manufacturer raises its price,
A) total revenue will increase.
B) quantity demanded will decrease.
C) the demand schedule will shift.
D) the demand will become more inelastic.
E) total revenue will decrease.
Q2) Provisions of the Robinson-Patman Act, as well as those of the ____, limit the use of price differentials.
A) Simpson-Marshall Act
B) Federal Trade Commission Act
C) Wheeler-Lea Act
D) Clayton Act
E) Sherman Antitrust Act
Q3) Factors affecting pricing decisions can include demand, distribution, and the way in which the product is promoted.
A)True
B)False
Q4) Price is a major component of the profit equation.
A)True
B)False
Page 21
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Chapter 20: Setting Prices
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Sample Questions
Q1) When establishing prices, a marketer's first step is to
A) determine demand.
B) develop pricing objectives.
C) select a pricing policy.
D) evaluate competitors' prices.
E) determine a pricing method.
Q2) If Samsung uses _____ pricing for its newest version of laptops, it is probably most interested in obtaining market share; and it is assuming
A) premium pricing; that no other competitors are likely to enter the market soon.
B) price-skimming; that no other competitors are likely to enter the market soon.
C) premium pricing; it needs to recoup R & D costs as soon as possible.
D) penetration pricing; that no other competitors are likely to enter the market soon.
E) penetration pricing; that other competitors could enter the market easily.
Q3) What are some issues to consider when determining a specific price?
Q4) Under what conditions would a marketer most likely use a price leader strategy?
Q5) What is bundle pricing? Give three examples, each one from a different industry.
Q6) Compare and contrast price skimming and penetration pricing.
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Page 22