Contemporary Marketing Review Questions
Course Introduction
Contemporary Marketing explores the dynamic and rapidly evolving landscape of modern marketing practices. The course examines key concepts such as consumer behavior, digital marketing strategies, branding, integrated marketing communications, and social media influence. Emphasis is placed on how technological advancements, globalization, and societal changes impact marketing decisions and campaigns. Through real-world case studies and interactive projects, students gain practical insights into developing effective marketing strategies that address current challenges and leverage emerging opportunities in both domestic and international markets.
Recommended Textbook
Marketing The Core 6th Edition by Roger Kerin
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18 Chapters
5640 Verified Questions
5640 Flashcards
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Chapter 1: Creating Customer Relationships and Value
Through Marketing
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244 Verified Questions
244 Flashcards
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Sample Questions
Q1) What are the three components of a person's ability to buy an offering?
Answer: The three components of a person's ability to buy an offering are authority, time, and money.
Q2) In 1952, General Electric's annual report stated, "The concept introduces marketing at the beginning rather than the end of the production cycle and integrates marketing into each phase of the business." This is a brief statement of what has come to be known as the
A)sustainability perspective.
B)age of consumerism.
C)sales concept.
D)marketing concept.
E)customer relationship management concept.
Answer: D
Q3) Which of the following is NOT an environmental force?
A)economic
B)regulatory
C)social
D)commercial
E)technological
Answer: D
Page 3
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Chapter 2: Developing Successful Organizational and Marketing Strategies
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Sample Questions
Q1) The BCG has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization. Question marks are SBUs that are classified as having
A)high market growth rates and high relative market shares.
B)low market growth rates but high relative market shares.
C)low market growth rates and low relative market shares.
D)high market growth rates but low relative market shares.
E)medium market growth rates and medium relative market shares.
Answer: D
Q2) Successful organizations must be visionary, which includes the ability to
A)develop strategies based on those that were successful in the past.
B)be backward-looking, examining the past carefully to learn from mistakes.
C)anticipate future events and respond quickly and effectively.
D)hire the most culturally diverse team possible in order to generate the best new ideas.
E)involve all stakeholders of the organization when defining its business mission.
Answer: C
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4
Chapter 3: Understanding the Marketing Environment,
Ethical Behavior, and Social Responsibility
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Sample Questions
Q1) At 3M, the "Pollution Prevention Pays" program has generated over 9,000 ideas that eliminated more than 3.5 billion pounds of air, water, and solid-waste pollutants from the environment. This is an example of
A)proactive marketing.
B)green marketing.
C)consumerism.
D)an ecological code of ethics.
E)cause marketing.
Answer: B
Q2) A personal moral philosophy that considers individual rights or duties as universal, regardless of the outcome, is referred to as __________.
A)social responsibility
B)moral idealism
C)utilitarianism
D)hedonism
E)religion
Answer: B
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Page 5
Chapter 4: Understanding Consumer Behavior
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Sample Questions
Q1) Which of the following is the largest racial/ethnic subculture in the United States?
A)Asian Americans
B)Hispanics
C)Caucasians
D)African Americans
E)Native Americans
Q2) You have just purchased a Samsung Galaxy Tab 2 tablet device. As you head home from the store, you brood about whether your choice was right or whether you should have bought an Apple iPad mini after seeing an ad for it on TV. This is most likely an example of
A)indecisiveness.
B)cognitive dissonance.
C)postpurchase stress.
D)market anxiety.
E)extended problem solving.
Q3) What does lifestyle mean and why is it important to marketers?
Q4) Name the five situational influences that affect the consumer purchase decision process.
Q5) Explain how attitudes are shaped by our values and beliefs.
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Chapter 5: Understanding Organizations As Customers
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Sample Questions
Q1) What is the North American Industry Classification System (NAICS)?
Q2) Buy classes refer to the three types of organizational buying situations:
A)buy, lease, and rent.
B)new buy, make, and reprocess.
C)manufacturing contracts, consulting contracts, service contracts.
D)new buy, straight rebuy, and modified rebuy.
E)new buy, refurbish, and used buy.
Q3) Mining companies, farms, financial services, and fisheries are all examples of A)consumer markets.
B)cooperative markets.
C)reseller markets.
D)industrial markets.
E)government markets.
Q4) In the breakdown for the NAICS code based on Figure 5-1 above, Column A represents the
A)two-digit industry sector code.
B)three-digit industry subsector code.
C)four-digit industry group code.
D)five-digit industry code.
E)six-digit U.S. national industry code
Page 7
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Chapter 6: Understanding and Reaching Global
Consumers and Markets
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Sample Questions
Q1) A field of study that examines the correspondence between symbols and their role in the assignment of meaning for people is referred to as
A)back translation.
B)symbiotics.
C)semiotics.
D)symbolic linguistics.
E)cross-cultural analysis.
Q2) The EU has benefited its member nations because firms do not need to market their products and services on a nation-by-nation basis; most tariffs that affect pricing practices have been removed, and
A)there is a legally binding code of economic conduct.
B)there is immunity against world recessions.
C)there are fewer regulatory restrictions on transportation, advertising, and promotion.
D)there is a common language advantage among EU consumers.
E)most companies within the EU are engaging in strategic global partnerships.
Q3) What is meant by the term economic infrastructure and how can this affect a firm's plans to enter a global market?
Q4) Give at least one argument for and one argument against protectionism.
Page 8
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Chapter 7: Marketing Research: From Customer Insights to Actions
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Sample Questions
Q1) Another name of a closed-end question is a(n) __________ question.
A)Likert scale
B)dichotomous
C)leading
D)semantic differential
E)fixed-alternative
Q2) Figure 7-3 above shows the top ten prime-time broadcast TV shows during a recent May sweeps week. Advertisers like Sears use the Nielsen Television Ranking Index Report from Nielsen Media Research to identify the ratings of the top TV programs so they can make informed advertising media purchase decisions. For which TV program would you expect Sears to pay the most, presuming its demographics match those of its target audience?
A)American Idol - Thursday
B)The Big Bang Theory
C)NCIS: Los Angeles
D)NCIS
E)Dancing with the Stars
Q3) What is a panel? How is it used in marketing research? Panels have what disadvantage?
Q4) How do movie studios use marketing research?
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Chapter 8: Market Segmentation, Targeting, and Positioning
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Sample Questions
Q1) Head-to-head positioning requires a product to
A)compete with products from competitors of the same size and country of origin.
B)compete with competitors on similar product attributes but in a different market.
C)compete with competitors on similar product attributes in the same market.
D)compete against very similar products from its own company.
E)compete against a single competitor with an identical offering.
Q2) In the United States, the Harry Potter series of books were often at the top of The New York Times fiction bestseller list. These books have been marketed by turns to preteen, teen, and adult readers around the world with creative marketing, including different book covers. Scholastic Press, the publisher of the Harry Potter books in the U.S., is using which of the following segmentation strategies?
A)multiple products with one segment
B)one product with one channel of distribution
C)one product with multiple market segments
D)one product with changes based on customer behavior
E)multiple products with multiple segments
Q3) What are the four steps to positioning a product with a perceptual map?
Q4) Explain what a market-product grid is and how it is used.
Page 10
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Chapter 9: Developing New Products and Services
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Sample Questions
Q1) Before moving out of their apartment, Kelly and Doug decided to have their carpets cleaned by Stanley Steemer, a company specializing in professional carpet cleaning. The carpet cleaners arrived on time, cleaned the carpets, and drove away in their bright yellow van; only then did the couple see that they did a good job. Kelly and Doug were unable to judge the service before they bought it, which illustrates the __________ of services.
A)inconsistency
B)inseparability
C)inventory costs
D)intangibility
E)interdependence
Q2) Services can be classified according to whether they are delivered by people or equipment, whether they are for profit or nonprofit organizations, and whether they are
A)government agencies
B)a national organization or a global organization
C)privately owned or publicly owned
D)performed by independent contractors
E)owned by individuals or corporations
Q3) What are the four types of consumer products? How do they differ?
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Chapter 10: Managing Successful Products, Services, and Brands
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Sample Questions
Q1) For many years, Kellogg's Frosted Flakes, a ready-to-eat breakfast cereal, was perceived as a cereal for children. Tony the Tiger, a cartoon character, extolled Frosted Flakes, and advertisements depicted children enjoying the product with Tony in competitive situations. Recently, in response to declining sales of Frosted Flakes, the cereal-maker has adopted a new series of advertisements that show adults admitting that they enjoy Frosted Flakes, too. Kellogg's is attempting to __________.
A)develop a perceptual map for Frosted Flakes
B)reposition Frosted Flakes
C)complete the Frosted Flakes product life cycle
D)introduce a new product line extension for Frosted Flakes
E)position Frosted Flakes
Q2) When the Floral Council, a trade association of flower shop retailers, advertises that giving flowers is a thoughtful and appreciated gift for any occasion, it is trying to stimulate __________ demand.
A)selective
B)primary
C)derived
D)generic
E)secondary
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Chapter 11: Pricing Products and Services
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Sample Questions
Q1) Deceptive pricing practices are outlawed by legislation and enforced by which federal agency?
A)Consumer Protection Agency
B)U.S. Department of Justice
C)Federal Communications Commission
D)U.S. Department of Commerce
E)Federal Trade Commission
Q2) A manufacturer of a digital video recorder (DVR) is thinking of using a skimming pricing strategy for its new product. Which of the following conditions would argue AGAINST using a skimming pricing strategy for the DVR?
A)large potential market, even at a high price
B)technological problems still exist for competitors
C)increasing volume reduces production costs substantially
D)consumers perceive a price-quality relationship
E)consumers are innovators
Q3) List four of the seven demand-oriented approaches to selecting an approximate price level and define what they are.
Q4) There are four common approaches to selecting an approximate price level. List and provide a brief description for each one.
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Chapter 12: Managing Marketing Channels and Supply Chains
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Sample Questions
Q1) A level of distribution density whereby only one retailer in a geographical area carries the firm's products is referred to as __________.
A)intensive distribution
B)extensive distribution
C)selective distribution
D)concentrated distribution
E)exclusive distribution
Q2) Which is the most common form of distribution density used today?
A)selective distribution
B)intensive distribution
C)extensive distribution
D)exclusive distribution
E)concentrated distribution
Q3) Any intermediary between a manufacturer and end-user markets is referred to as a A)retailer.
B)middleman.
C)wholesaler.
D)broker.
E)distributor.
Q4) List and define the three major types of vertical marketing systems.
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Chapter 13: Retailing and Wholesaling
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Sample Questions
Q1) Brokers are independent firms or individuals who
A)represent a single producer and are responsible for the entire marketing function of that producer.
B)work for several producers and carry noncompetitive, complementary merchandise in an exclusive territory.
C)take title to merchandise but sell only to buyers who call on them, pay cash for merchandise, and furnish their own transportation for the merchandise.
D)own the merchandise they sell but do not physically handle, stock, or deliver it.
E)bring buyers and sellers together to make sales.
Q2) Prices in vending machines tend to be higher because
A)machines are placed in low demand/traffic areas.
B)maintenance, operating, and leasing costs are high.
C)only small unit volume items are sold.
D)customary pricing requires certain coin and currency amounts regardless of the normal retailer markup.
E)few people buy from vending machines.
Q3) What is category management and when is it used?
Q4) Explain what a markdown is and its timing (i.e. when a retailer uses it).
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Page 15
Chapter 14: Integrated Marketing Communications and Direct Marketing
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Sample Questions
Q1) Businesses vary as to the amount of security they require or can afford in order to protect their computer files. A company that sells a complete line of firewalls, from a no-frills version to one that uses complex retinal scans, would most likely employ which promotional element to effectively promote its product to businesses?
A)personal selling
B)advertising
C)sales promotion
D)public relations
E)social media
Q2) Which of the following messages represents a potential communication error?
A)"Once in-a-lifetime offer!"
B)"Buy one, get one free!"
C)"Can't read? Let us help. Free literacy classes."
D)"Great part-time job opportunity; transportation required."
E)"Two bottled waters for $3.00 or $1.75 a piece."
Q3) What are the strengths/advantages and weaknesses/disadvantages of using sales promotion in the promotional mix?
Q4) The promotion decision process is divided into three steps. What are they? Briefly describe each one.
Page 16
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Chapter 15: Advertising, Sales Promotion, and Public Relations
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Sample Questions
Q1) Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct __________ before advertisements are placed in a medium.
A)pretests
B)double blind tests
C)efficacy trials
D)aided recall tests
E)sales tests
Q2) When developing the advertising program, specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.
A)product or service features
B)time constraints
C)pricing constraints
D)target audiences
E)advertising objectives
Q3) What is publicity? What are the main types of publicity tools? What is the main objective of each type of tool?
Q4) What is a point of purchase display? Discuss two reasons why firms use them.
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Chapter 16: Using Social Media to Connect With Consumers
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Q1) What is a typical marketing goal for advertising on social networking sites?
A)Developing cost-effective ads with a CPM of less than 50 for every 1,000 hits.
B)Creating ads that have an immediate impact on sales.
C)Having viewers go to the advertiser's website and post it on their Facebook pages.
D)Using the cost per click performance metric to assess how many times a unique visitor purchases a product that originated from an ad on the firm's website.
E)Creating ads that appeal to all demographic groups-regardless of age, gender, ethnicity, education, or income-to maximize cost efficiency.
Q2) Based on the social media identified in Figure 16-1 above, the social media site rated HIGHEST in media richness is
A)Wikipedia.
B)Facebook.
C)Reddit.
D)World of Warcraft.
E)FarmvillE.World of Warcraft is the highest in media richness - the right-most cells of the chart.
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Chapter 17: Personal Selling and Sales Management
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Q1) Among order takers, __________ visit customers and replenish inventory stocks of resellers, whereas __________ typically answer simple questions, take orders, and complete transactions with customers.
A)inside order takers; outside order takers
B)inside order takers; outside sales clerks
C)outside order takers; inside order takers
D)salesclerks; inbound telemarketers
E)inside order clerks; outside order takers
Q2) In 2001, Xerox began a shift to a __________ that focused on helping customers solve their business problems rather than just placing more equipment in their office.
A)multi-tiered sales system
B)salesforce automation system
C)product-oriented sales organization
D)geographic-oriented sales organization
E)consultative selling model
Q3) Describe the need-satisfaction presentation format. In the answer, include the two selling styles that are common with this format.
Q4) Explain the difference between order takers and order getters.
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Page 19
Chapter 18: Implementing Interactive and Multichannel Marketing
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Sample Questions
Q1) Explain why a majority of online consumers are concerned about the privacy and security issues related to cookies.
Q2) Which of the following transactions occurred in the marketspace?
A)Connie sold Discovery Toys creative puzzles at an in-home demonstration.
B)Joan bought a brand new pair of Dansko shoes through Zappos.com.
C)Shelby purchased an iPhone case at a kiosk at the airport.
D)Corey bought a double-dipped chocolate ice cream cone from the ice cream person when his mobile ice cream truck came down the street.
E)Josh bought his mother a menorah through the Source for Everything Jewish gift catalog by calling a toll-free telephone number.
Q3) Online buyers of consumer electronics can shop individual manufacturers, such as QVC.com, a general online merchant that offers more than 100,000 products. This describes one example of why consumers shop and buy online, which is A)convenience.
B)choice.
C)cost.
D)control.
E)customization.
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