Contemporary Marketing Final Exam
Course Introduction
Contemporary Marketing explores the rapidly evolving landscape of modern marketing practices, emphasizing the integration of digital technologies, global perspectives, and shifting consumer behaviors. Students will examine current trends such as social media marketing, influencer partnerships, data analytics, and ethical considerations in the digital age. Through case studies, practical projects, and industry examples, the course provides hands-on experience in developing innovative marketing strategies that address the dynamic challenges and opportunities faced by businesses today.
Recommended Textbook Essentials of Marketing Management 1st Edition by Greg Marshall
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14 Chapters
1694 Verified Questions
1694 Flashcards
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Chapter 1: Marketing in Todays Global Business Milieu
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Little m marketing refers to tactics and programs the firm uses to reach its stakeholders.
A)True
B)False
Answer: True
Q2) The stereotypical automobile dealership uses tactics like high pressure and bargaining to get customers to buy.This is an example of _____________.
A) Production orientation
B) Selling orientation
C) Marketing orientation
D) Buzz marketing orientation
E) Business orientation
Answer: B
Q3) In order for Marketing (Big M)to succeed,it must be championed by __________.
A) The sales force
B) Top management
C) Top management and middle management
D) Frontline personnel
E) Everyone in the organization
Answer: B
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Chapter 2: Elements of Marketing Strategy and Planning
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Sample Questions
Q1) The best place in a SWOT analysis to identify the possibility of acquiring a growing competitor is in ___________________.
A) External opportunities
B) External threats
C) Internal opportunities
D) Internal strengths
E) Internal weaknesses
Answer: A
Q2) Open Sesame is a chain of Thai restaurants located in the western United States.The marketing manager has discovered that there is a growing demand for Spanish food and that Latino Americans spend more money on food away from home than other ethnic groups.This information would be included in the _____ part of the SWOT analysis.
A) Strengths
B) Threats
C) Opportunities
D) Strategic
E) Weaknesses
Answer: B
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Chapter 3: Perspectives on Crm and Marketing Metrics
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Sample Questions
Q1) Are the core concepts of CRM new? What is the driving force that makes CRM possible today?
Answer: The fact is,many of the underlying concepts of CRM are not all that new.You could open a marketing management textbook from 25 years ago and find a discussion of many of the tenets of what we now refer to as CRM.What has changed in the environment to allow for the more integrated approach to managing customers represented by modern CRM is today's technology; the development of more sophisticated approaches to data management became the spark that allowed CRM to flourish.
Q2) Miguel has eight traditional Cuban restaurants in South Florida and he wants to track his customers by building a database.He would do this in the ___________ element of the CRM process cycle.
A) Data mining
B) Knowledge discovery
C) Marketing planning
D) Customer interaction
E) Analysis and refinement
Answer: B
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Chapter 4: Managing Marketing Information
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Sample Questions
Q1) You are product manager for Brand X diapers,a national brand.Brand X has been declining in absolute level of sales for the last four consecutive months.You ask the marketing research department to do a study to determine why sales have declined.The most appropriate research type would be _________.
A) A laboratory experiment
B) A field experiment
C) A descriptive study
D) An exploratory study
E) A causal study of actual and potential customers
Q2) As the marketing manager of Big Wheel Motors,you notice an increased demand for "green" cars that use less fossil fuel and emit fewer pollutants.The key focus of the consumers who desire these cars is the ________.
A) Style
B) Cost
C) Natural world
D) Competition
E) Mileage
Q3) Outline the steps in the marketing research process and explain why each is important.
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Page 6
Chapter 5: Understanding Customers:
Business-To-Consumer Markets
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120 Verified Questions
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Sample Questions
Q1) _______ is the means of communicating through facial expressions,eye behavior,gestures,posture,and any other body language.
A) Cultural expression
B) Nonverbal communication
C) Communiqué
D) Situational communication
E) Verbal communication
Q2) What are gender roles? Provide an example of how they have changed over time in the United States.
Q3) Judy works at XYZ Pizza shop.She is a single mom and makes minimum wage.She recently purchased a BMW.This is an example of a(n)____.
A) Irresponsible purchase
B) Irrational choice
C) Aspirational purchase
D) Addictive behavior
E) Compulsive shopping behavior
Q4) What problems can organizational employees experience due to differences in nonverbal communication? How does this affect marketing?
Page 7
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Chapter 6: Understanding Customers:
Business-To-Business Markets
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) When a company wants to create or maintain a strategic relationship with a client company,it will be good for the company if its sales team gets involved with the creation of an RFP with the client.
A)True
B)False
Q2) Which of the following is NOT a characteristic of a B2B market?
A) Fewer but larger customers
B) Demand for products is derived from consumer demand
C) Supply chain is direct from suppliers to manufacturers
D) Impersonal relationship with the customers
E) Complex buying process
Q3) While many companies operate in the business-to-consumer markets,all companies operate in a business-to-business market.
A)True
B)False
Q4) Why does technology play a critical role in connecting the buyer and the seller in the B2B market?
Q5) Business markets are characterized by fewer,but larger customers,how does this affect customer retention?
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Chapter 7: Segmentation,target Marketing,positioning
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131 Verified Questions
131 Flashcards
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Sample Questions
Q1) Target marketing is the process of evaluating market segments and deciding which among them shows the most promise for development.
A)True
B)False
Q2) Identify and describe the most often used sources of differentiation?
Q3) With reference to the VALS framework,_______ are primarily concerned about safety and security,so they tend to be brand loyal and buy discounted merchandise.
A) Makers
B) Survivors
C) Believers
D) Achievers
E) Thinkers
Q4) How does age segmentation limit marketers? For example,you are a college student yet undoubtedly you have many friends from high school who did not go to college.How are their lifestyles different from yours? What do they do in their leisure time that is different than what you and your college friends do? What other methods of segmentation other than age would be better to reach them?
Q5) Identify and describe the four types of positioning errors.
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Page 9
Chapter 8: The Product Experience: Product Strategy and Building the Brand
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Sample Questions
Q1) To create a brand identity there must be identifiable and meaningful differences among products.
A)True
B)False
Q2) NRG Beverages and DRNK Spirits are considering co-branding an energy drink that also contains alcohol.The critical decisions in this type of relationship revolve around _____ for each firm.
A) Control factors
B) Resource commitments
C) Brand strength
D) Brand identity
E) Brand protection
Q3) A brand cannot be used to expand into new product categories.
A)True
B)False
Q4) A stock keeping unit (SKU)is a unique identification number used to track a product in the consumer's home.
A)True
B)False
Page 10
Q5) What is an enhanced product? Give an example.
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Chapter 9: The Product Experience: New-Product
Development and Service
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Sample Questions
Q1) Beta testing is designed to __________.
A) Encourage customers to evaluate and provide feedback on the prototype
B) Let engineers inside the company test the product performance
C) Allow product specialists and experts assess a product
D) Identify sales prospects
E) Determine the physical characteristics of the product
Q2) Firms must _________ all new-product ideas from the list of ideas that are generated by the idea generation stage.
A) Rank on the basis of cost
B) Screen and evaluate as quickly as possible
C) Develop a business plan for
D) Develop a scale model for
E) All of the above
Q3) Expanded Metal Products is an industrial manufacturer that supplies a wide range of markets.From commercial air conditioner covers and industrial flooring to exhaust vents used in manufacturing facilities,EMP has over 45,000 products that mostly have been developed in-house.Now the company has hired you as a consultant to lead it to generate new product ideas from outside the firm.What will you do?
Q4) What is the difference between alpha and beta testing?
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Chapter 10: Managing Pricing Decisions
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Sample Questions
Q1) Solid Surface,a countertop store,will give customers a 10% discount if they pay their bills in full in 20 days,however after 20 days they do not receive a discount.This is an example of ______________.
A) Cash discounts
B) Trade discounts
C) Quantity discounts
D) Seasonal discounts
E) Promotional allowances
Q2) Krista wants to buy a new foaming soap dispenser.Currently the store is offering the dispenser for free when she purchases the largest refill of soap.The pricing strategy being used for the dispenser and soap is ____________________.
A) Product line pricing
B) Captive pricing
C) Price bundling
D) Reference pricing
E) Prestige pricing
Q3) Odd pricing means that the price is relatively higher than the competition.
A)True
B)False
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Page 12
Chapter 11: Managing Marketing Channels and the Supply Chain
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Sample Questions
Q1) Intensive distribution is typically associated with shopping goods.
A)True
B)False
Q2) Intensive distribution is typically associated with _______________.
A) High technology goods
B) Very expensive goods
C) Convenience goods
D) Scarce goods
E) Shopping goods
Q3) A value network perspective is a macro-level strategic approach that is being adopted by many firms in part because of the intense competition to cut __________ and maximize ____________ every step of the way to market.
A) Costs, process efficiencies
B) Process efficiencies, costs
C) Costs, profits
D) Time inefficiencies, profits
E) None of the above
Q4) Cutting out intermediaries is always a guarantee of saving consumers' money.
A)True
B)False
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Chapter 12: Points of Customer Interface: Bricks and Clicks
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Sample Questions
Q1) In-store retailing offers consumers the most payment options and is the only retailing format that easily accommodates cash payment.
A)True
B)False
Q2) Julie has been a stay-at-home mom for the past 15 years.Prior to becoming a mom,Julie was a District Manager at a successful retail company in Atlanta.Julie has just joined your company and is excited to be working again,but you realize her ideas are a bit dated.When she starts talking about the customer interface,you know you need to fill her in on some changes.How has the customer interface changed?
Q3) A general rule in retailing is that broader,deeper product assortments and expanded service options require a higher price to cover increased costs.
A)True
B)False
Q4) One of the oldest forms of retailing,catalog retailing has started to lose its popularity as two-income households often do not like shopping from home.
A)True
B)False
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Chapter 13: Integrated Marketing Communications: Promotional Strategy, advertisig
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Sample Questions
Q1) Explain the fundamental differences between a push and a pull strategy.Which type is usually used?
Q2) One benefit of magazine advertising is ________________________________.
A) The ad space is guaranteed in a location
B) The message can be personalized
C) High pass-along rate
D) High frequency
E) There is a short lead time
Q3) The ______________ element of the promotion mix is the most effective in generating action.
A) Direct marketing
B) Advertising
C) Interactive marketing
D) Public relations
E) Sales promotion
Q4) What promotion mix elements should be the focus of a push strategy?
Q5) ABC Corp.is the number one leader in its industry.It will probably use comparative advertising to reach its audience.
A)True
B)False Page 15
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Chapter 14: Integrated Marketing Communications:
Personal Selling, direct Market
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Sample Questions
Q1) _____________ is a two-way communication process with the goal of securing,building,and maintaining long-term relationships with profitable customers.
A) Sales promotion
B) Direct marketing
C) Personal selling
D) Publicity
E) Advertising
Q2) Most people are comfortable buying products over the phone.
A)True
B)False
Q3) Being able to adjust the sales style from one sales situation to another in real time based on customer feedback,is called:
A) Information management
B) B2B selling
C) Adaptive selling
D) Interactive selling
E) Missionary selling
Q4) What are the 4 direct marketing communication channels?
Q5) Define and discuss at least three sales training topics.
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