Contemporary Marketing Review
Questions
Course Introduction
Contemporary Marketing explores modern marketing principles, strategies, and practices in a rapidly evolving digital landscape. The course examines the impact of technology, globalization, and changing consumer behavior on marketing activities. Students will study market research, consumer insights, branding, integrated marketing communications, and digital marketing channels. Real-world case studies and practical applications emphasize ethical decision-making, sustainable marketing, and innovative approaches to reaching and engaging target audiences. This course prepares students to effectively navigate and adapt to the dynamic challenges and opportunities in todays marketing environment.
Recommended Textbook
Marketing An Introduction 6th Canadian Edition by Gary Armstrong
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16 Chapters
2482 Verified Questions
2482 Flashcards
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Page 2
Chapter 1: Marketing: Creating and Capturing Customer Value
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164 Verified Questions
164 Flashcards
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Sample Questions
Q1) The first four steps of the marketing process focus on ________.
A)understanding the market
B)delivering customer service
C)creating value for customers
D)understanding customer demands and needs
E)finding value from customers
Answer: C
Q2) Which of the following strategies would a company most likely use to increase customer satisfaction?
A)decreasing variety of services offered
B)lengthening the supply chain
C)lowering prices or increasing its services
D)"firing" unprofitable customers
E)limiting experiences with a brand
Answer: C
Q3) Selling is managing profitable customer relationships.
A)True
B)False
Answer: False
Page 3
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Chapter 2: Company and Marketing Strategy: Partnering to
Build Customer Relationships
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163 Verified Questions
163 Flashcards
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Sample Questions
Q1) "At Nike, we sell shoes" is a market-oriented business definition.
A)True
B)False
Answer: False
Q2) Which of the following is the final step in the strategic planning process?
A)defining the company mission
B)setting company objectives and goals
C)designing the business portfolio
D)planning marketing and other functional strategies
E)identifying the company's culture
Answer: D
Q3) Most companies today enter a new market by serving a ________; if this proves successful, they ________.
A)single market segment; add segments
B)multitude of segments; add more segments
C)few segments; add more segments
D)niche; differentiate
E)target market; reposition
Answer: A
Page 4
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Chapter 3: Sustainable Marketing, Social Responsibility and Ethics
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165 Verified Questions
165 Flashcards
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Sample Questions
Q1) Chet's House of Furniture produces one type of chair in one colour. Competing restaurants, Bonnie's Restaurants and Billy's Restaurants, are both picking up 30 chairs today and paying cash. Chet's House of Furniture is legally allowed to charge Bonnie's and Billy's different amounts.
A)True
B)False
Answer: False
Q2) Critics charge that a company's marketing practices can harm other companies and reduce competition among companies. Problems involved include which of the following?
A)competitor's acquisitions
B)barriers to entry
C)confusing marketing communications
D)highly competitive marketing practices
E)information overload
Answer: B
Q3) Canadians are unprotected from buying things under high pressure selling. A)True
B)False
Answer: False
Page 5
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Chapter 4: Analyzing the Marketing Environment
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152 Verified Questions
152 Flashcards
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Sample Questions
Q1) Today's marketers should view their intermediaries as channels through which they sell their products rather than as full-fledged partners.
A)True
B)False
Q2) A major legislation created to regulate marketing activities in Canada is called the
A)Marketer's Act
B)Consumer Protection Act
C)Commercial Product Act
D)Competition Act
E)Business Fairness Promotion Act
Q3) The collection of larger societal forces affecting a company is referred to as
A)the macroenvironment
B)the microenvironment
C)the marketing environment
D)the marketing mix
E)the global environment
Q4) Explain the controversy surrounding cause-related marketing.
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Chapter 5: Managing Marketing Information to Gain Customer Insights
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165 Verified Questions
165 Flashcards
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Sample Questions
Q1) What type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference?
A)observational research
B)focus group research
C)ethnographic research
D)experimental research
E)descriptive research
Q2) Because secondary data provide good starting points and often help to define problems and research objectives, most companies do not also need to collect primary data.
A)True
B)False
Q3) Cultural differences, especially those involving language, can add to research costs in foreign markets and can increase the ________.
A)foreign trade
B)risks of error
C)response rate
D)need for a larger sample
E)reliance on primary data
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Chapter 6: Understanding Consumer and Business Buyer
Behaviour
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168 Verified Questions
168 Flashcards
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Sample Questions
Q1) Marketers call the decision-making unit of a buying organization the ________.
A)business buyer
B)business-to-business market
C)supplier-development centre
D)buying system
E)buying centre
Q2) If this shop were to open an outlet in Canada and intended to cater to the typical Asian Canadian consumer, what locations would you advise? Why?
Q3) Explain why typical husband-dominant or wife-dominant products of the 1970s may no longer be regarded as typical.
Q4) A problem with the rapidly expanding use of e-purchasing is that it ________.
A)can erode established customer-supplier relationships
B)saves less time than expected
C)generates more transactions to document
D)generates less cost savings than predicted
E)reduces the amount of time purchasing people can spend on strategic issues
Q5) What determines whether the buyer is satisfied or dissatisfied with a purchase and what does this imply for sellers?
Q6) Explain the concept of brand personality.
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Chapter 7: Segmentation, Targeting, and Positioning
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170 Verified Questions
170 Flashcards
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Sample Questions
Q1) Mass customization has made relationships with customers ________.
A)irrelevant
B)more important than ever
C)less profitable
D)easier
E)self-conceptualized
Q2) What is one major assumption made by marketers who choose to use an undifferentiated marketing strategy?
Q3) Which type of statement first states the product's membership in a category and then shows its point-of-difference from other members of the category?
A)mission statement
B)vision statement
C)differentiation statement
D)positioning statement
E)statement of intent
Q4) Consumers position products in their minds in order to simplify the buying process.
A)True
B)False
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Chapter 8: Developing and Managing Products and Services
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192 Verified Questions
192 Flashcards
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Sample Questions
Q1) In a brief statement, what is the purpose of concept testing?
Q2) A company might stretch its product line upward to add prestige to its current products.
A)True
B)False
Q3) The major product line decision involves ________.
A)line stretching
B)moving the line upward or downward
C)product line filling
D)product line length
E)product packaging
Q4) The business analysis stage represents the first large jump in financial investment in the new-product development process.
A)True
B)False
Q5) When a company decides to maintain a product in the decline stage, it will reduce costs and hope that sales hold up to increase the profits in the short run.
A)True
B)False
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Chapter 9: Brand Strategy and Management
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136 Verified Questions
136 Flashcards
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Sample Questions
Q1) "The definition of a brand is far from simple." Explain what the text authors mean by this statement.
Q2) In order to be recognizable brand images and logos need to be ________.
A)brightly coloured
B)large
C)consistent and exact
D)detailed
E)simple
Q3) Explain which is better: national or private brands?
Q4) Consumers view a brand as an important part of a product and branding can add
A)costs
B)value
C)layers
D)depth
E)elements
Q5) Brands are more than logos and names. They also have personality, status and value. Explain what is meant by each of these three elements.
Q6) What is meant by brand relationships?
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Chapter 10: Pricing: Understanding and Capturing
Customer Value
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170 Verified Questions
170 Flashcards
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Sample Questions
Q1) Under ________, the market consists of many buyers and sellers who trade over a range of prices rather than a single market price.
A)pure competition
B)monopolistic competition
C)oligopolistic competition
D)a pure monopoly
E)socialism
Q2) Which of the following would likely be ineffective in supporting a market-skimming policy for a new product?
A)The product's quality and image must support its higher price.
B)Enough buyers must want the products at that price.
C)Competitors are not able to undercut the high price.
D)Competitors can enter the market easily.
E)The cost of producing a smaller volume is not so high that it negates the advantage of charging more per unit.
Q3) Patti is starting a small chocolate chip cookie company. What might be some variable costs in her company?
Q4) How might product line pricing be initiated at Quills?
Q5) Explain the factors involved in setting international pricing.
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Chapter 11: Marketing Channels
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125 Verified Questions
125 Flashcards
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Sample Questions
Q1) A(n)________ marketing system combines successive stages of production and distribution under single ownership, where channel leadership is established through common ownership.
A)contractual vertical
B)corporate vertical
C)administered vertical
D)horizontal
E)direct
Q2) Which of the following is true of an intensive distribution strategy?
A)It gives sole rights to select dealers in a given area.
B)It strives to make products available where and when consumers want them.
C)Compared with other distribution strategies, it uses the least number of intermediaries to sell products.
D)Compared with other distribution strategies, it provides the best support for dealers of luxury products.
E)It discards traditional intermediaries and uses direct marketing to reach customers.
Q3) Why are more and more companies turning to third-party logistics providers (3PLs)?
Q4) What types of products are intensively distributed?
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13
Chapter 12: Retailing and Wholesaling
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107 Verified Questions
107 Flashcards
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Sample Questions
Q1) Venture Zone, a hiking and climbing equipment retailer, has a rock climbing wall inside the store so that consumers can test products prior to purchase. Venture Zone most likely differentiates itself from its competitors through ________.
A)everyday low pricing
B)predatory pricing
C)self-service retailing
D)experiential retailing
E)franchising
Q2) An off-price retailing operation that is owned and operated by a manufacturer and normally carries the manufacturer's surplus, discontinued, or irregular goods is called a
A)category killer
B)factory outlet
C)specialty store
D)superstore
E)warehouse club
Q3) What is the difference between a limited-service and a full-service retailer?
Q4) Why do specialty stores flourish in Shipshewana?
Q5) Why might Indiana Wood be classified as a full-service retailer?
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Chapter 13: Communicating Customer Value: Advertising and Public Relations
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169 Verified Questions
169 Flashcards
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Sample Questions
Q1) Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. This is an example of the ________ function of public relations.
A)press relations
B)product publicity
C)public affairs
D)lobbying
E)development
Q2) What media options might best benefit Second Avenue's promotional efforts? Explain.
Q3) Developments in communications technology are speeding the movement toward segmented marketing.
A)True
B)False
Q4) How does a personality symbol affect a brand?
Q5) How might a marketer create a message strategy when targeting a product toward children?
Q6) What appeals might Second Avenue use? Explain.
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Chapter 14: Personal Selling and Sales Promotion
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169 Verified Questions
169 Flashcards
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Sample Questions
Q1) ________ offer consumers savings off the regular price of a product, with the reduced price marked by the producer directly on the label or package.
A)Premiums
B)Patronage rewards
C)Price packs
D)Samples
E)Rebates
Q2) Territorial sales force structures have many benefits. Which is the least likely benefit?
A)Travel expenses can be minimized.
B)Each salesperson's job is clearly defined.
C)Salespeople have the opportunity and incentive to build strong relationships with customers.
D)Salespeople develop in-depth knowledge of a product line.
E)Accountability is clearly defined for each salesperson.
Q3) Sales management is responsible for supplying prospect leads to the sales force so salespeople can focus on qualifying prospects.
A)True
B)False
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Chapter 15: Direct, Online, Social Media, and Mobile Marketing
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158 Verified Questions
158 Flashcards
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Sample Questions
Q1) Amazon.ca and eBay have built their entire promotional approach around
A)mass marketing
B)sales promotion
C)direct marketing
D)public relations
E)personal selling
Q2) ________ are designed to supplement other sales channels, rather than to sell the company's products directly.
A)Marketing websites
B)Branded community websites
C)Small business websites
D)Community service websites
E)Design ads
Q3) Unsolicited, unwanted commercial email messages that clog up email inboxes are called spam.
A)True
B)False
Q4) Why are printed catalogs still thriving in the face of the growing popularity of web-based catalogs?
Q5) What are some of the advantages of using social media? Page 17
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Page 18
Chapter 16: The Global Marketplace
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109 Flashcards
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Sample Questions
Q1) Give an account of the functions of the World Trade Organization (WTO)and the formation of WTO from GATT.
Q2) Which of the following is an international division organized based on different merchandise categories?
A)global organization
B)world product group
C)geographical organization
D)export department
E)international subsidiary
Q3) Which of the following is true of the Uruguay Round of the WTO?
A)It promoted short-term global trade growth.
B)It increased the world's merchandise tariffs by 50 percent.
C)It reduced the influence of the WTO in agriculture.
D)It toughened the international protection of intellectual property.
E)It consisted of discussions that lasted for two years.
Q4) Jazz is a costume jewellery manufacturing company based in Canada. The company decides to sell its products abroad, but it faces the major problem of price escalation. What is price escalation? How can Jazz overcome this problem?
Q5) What is the best mode of entry into foreign markets for I Design?
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