Contemporary Marketing Test Bank
Course Introduction
Contemporary Marketing explores the dynamic landscape of modern marketing, focusing on current strategies, tools, and trends that shape how organizations engage with consumers. The course examines topics such as digital marketing, social media platforms, influencer marketing, customer relationship management (CRM), ethical considerations, and global marketing challenges. Students learn to analyze market environments, understand consumer behavior, design effective marketing campaigns, and leverage technology to gain competitive advantages. Through case studies, projects, and real-world examples, the course equips students with practical skills to navigate and succeed in todays rapidly evolving marketing ecosystem.
Recommended Textbook
Marketing Real People Real Choices 4th Canadian Edition by Michael R. Solomon
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12 Chapters
1799 Verified Questions
1799 Flashcards
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Chapter 1: Welcome to the World of Marketing: Create and Deliver Value
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150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/38264
Sample Questions
Q1) A customer value proposition includes the whole bundle of benefits the firm promises to deliver, not just the benefits of the product itself.
A)True
B)False
Answer: True
Q2) The customer relationship management concept maintains that marketers must satisfy customers' needs in ways that also benefit society.
A)True
B)False
Answer: False
Q3) Ruth Terry is a realtor.In her ads, Terry offers the free use of a moving truck to every customer she helps either buy or sell a house.This free use of a moving truck is an example of a(n) ________.
A)benefit
B)demand
C)social marketing concept
D)need
E)production orientation
Answer: A
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Chapter 2: Strategic Market Planning: Take the Big Picture
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) When the makers of a ballpoint pen state they are in the communication equipment business, they are defining their mission too ________.
A)narrowly
B)realistically
C)specifically
D)broadly
E)socially
Answer: D
Q2) A business plan ________.
A)is a document that outlines marketing strategies
B)identifies how a company will measure and control specific marketing strategies
C)is another name for a marketing plan
D)includes the decisions that guide the entire organization or its business units
E)is another name for a SWOT analysis
Answer: D
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Chapter 3: Marketing Research: Gather, Analyze, and Use Information
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149 Verified Questions
149 Flashcards
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Sample Questions
Q1) A manager in a grocery store decides to place packages of pound cake in two different locations in the store.One display of the cake also includes other bakery items.The second display of the cake is in the vegetable section of the store, placed next to the shelf full of boxes of fresh strawberries.The grocery store manager wants to learn which of the two locations will most encourage customers to buy the cake.What format of research is the store manager conducting? Explain your answer.
Answer: The store manager is conducting an experiment.Experiments are carefully designed to test predicted relationships among variables in a controlled environment.The store could be considered a controlled environment, and the experiment is to see which location will cause more sales of the cakes.
Q2) Companies are most likely to use data mining results identifying unprofitable customers for ________.
A)customer retention
B)customer loyalty
C)customer acquisition
D)customer abandonment
E)market basket analysis
Answer: D
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Chapter 4: Consumer Behaviour: How and Why We Buy ?
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150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/38267
Sample Questions
Q1) The Kyoto Protocol requires multinational companies to assume a position of environmental stewardship.
A)True
B)False
Q2) Many students in a junior high school wear the same style of shoes to school each day.From the marketing perspective, why are these students conforming to a similar style?
Q3) How are consumer purchase decisions influenced by gender roles? Discuss how these influences are changing and give two examples of how the consumer decision-making process might be affected by gender roles.
Q4) Personality is ________.
A)an internal state that drives us to satisfy needs
B)the process by which people select, organize, and interpret information from the outside world
C)a change in behavior caused by information or experience
D)a lasting evaluation of a person, object, or issue
E)the set of unique psychological characteristics that consistently influence the way a person responds to situations in the environment
Q5) In what way might a marketer rely on opinion leaders?
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Chapter 5: Business-To-Business Markets: How
and Why
Organizations Buy?
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) The ________ is the member of the buying centre whose primary function is handling the details of the transaction.
A)buyer
B)gatekeeper
C)decider
D)initiator
E)influencer
Q2) An intranet would NOT be used for which of the following?
A)videoconferencing
B)communicating with geographically dispersed branches of an organization
C)training employees
D)distributing internal documents
E)communicating with the supplier network
Q3) Governments are just about the only customers for certain products, such as jet fighters.The government is a(n)________.
A)end user
B)organization
C)gatekeeper
D)facilitator
E)reseller
Page 7
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Chapter 6: Sharpen the Focus: Target Marketing Strategies and
Customer Relationship
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) Companies that successfully practice customer relationship management measure success by ________.
A)share of market and market growth rate
B)business potential and industry potential
C)share of customer and lifetime value of the customer
D)PRIZM and VALS2
E)cost of customer and duration of relationship with customer
Q2) The cosmetics giant L'Oreal offers several product lines at a variety of prices.It targets the luxury market with its brand Helena Rubinstein, while less expensive offerings such as Elseve are targeted to large department stores and discounters.Is this practice a differentiated targeting strategy or an undifferentiated targeting strategy? Explain your answer.
Q3) Identify any product or service.How can a marketer calculate the lifetime value of a customer relating to the purchase of this product or service? Explain your answer.
Q4) Explain why correctly segmenting and then targeting consumers will help a company target its marketing dollars more effectively.
Q5) What is market fragmentation? Why is market fragmentation of concern to marketers?
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Chapter 7: Create the Product
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151 Verified Questions
151 Flashcards
Source URL: https://quizplus.com/quiz/38270
Sample Questions
Q1) Commercialization comes in the middle of the new-product development process.
A)True
B)False
Q2) Which of the following products would most consumers classify as a shopping product?
A)a subscription to a the Wall Street Journal
B)a winter coat
C)a box of adhesive bandages
D)a can of soup
E)a pack of gum
Q3) A service offering that differentiates a firm from its competition and provides enhanced value is referred to as a(n)________.
A)core service
B)augmented service
C)environmental factor
D)operational factor
E)disintermediator
Q4) Services are characterized by four key characteristics.Name and describe these four characteristics.
Q5) What might a firm measure in order to examine its level of innovation?
Page 9
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Chapter 8: Manage the Product
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) Why is successful product management increasingly important as technology moves forward and the marketplace becomes more globalized?
Q2) Which of the following is NOT necessary for a product-related objective to be effective?
A)It should focus on short-term implications.
B)It should be measurable.
C)It should be feasible.
D)It should indicate a specific time frame.
E)It should be clear.
Q3) There are numerous kinds of shampoo, including vitamin-enriched, fruit-enhanced, color-sensitive, therapeutic, and so on.Shampoo that simply promises to clean hair, however, has seen declining sales, has little or no advertising, and has been phased out by most manufacturers.Shampoo that makes no other promise than to clean hair is in the ________ stage of its product life cycle.
A)maturity
B)leveling
C)repositioning
D)withdrawal
E)decline
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Page 10
Chapter 9: Price the Product
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) How do consumers benefit from price bundling? Give an example of price bundling.
Q2) Consumers usually perceive higher-priced products as ________.
A)out of reach for all but the wealthy
B)having high quality
C)having low profit margins
D)having cost-based prices
E)being in the introductory stage of the product life cycle
Q3) In price planning, a firm would be most likely to set a profit objective for which of the following products?
A)a commodity such as coal
B)toothpaste
C)a fad such as Beanie Babies
D)lightbulbs
E)construction materials
Q4) A demand curve never appears on a graph as a straight line.
A)True
B)False
Q5) When setting prices, the company must consider its external pricing environment.Describe three components of the pricing environment and how they affect businesses.
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Chapter 10: One to Many to Many to Many: Traditional and New Media
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149 Verified Questions
149 Flashcards
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Sample Questions
Q1) Business-to-consumer companies are more likely to emphasize a ________ strategy, while business-to-business companies are more likely to emphasize a ________ strategy.
A)pull; push
B)push; pull
C)push; pulse
D)pulse; pull
E)pulse; push
Q2) Which of the following types of communication programs is typically the easiest to evaluate?
A)public relations
B)word of mouth marketing
C)personal sales
D)sales promotion
E)advertising
Q3) Explain why effective communication occurs only when the source and the receiver have a mutual frame of reference.
Q4) Why has traditional mass market diminished as a way to talk to younger consumers?
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Q5) Explain how new social media formats have democratized marketing messages.
Chapter 11: Advertising, Public Relations, Promotions, Direct
Marketing and Personal Selling
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) In Canada, the Competition Bureau protects consumers from deceptive advertising.
A)True
B)False
Q2) ________ is the promotional tool used to build interest in or encourage purchase of a good or service during a specified period.
A)A patronage reward
B)A segmented promotion
C)Advertising
D)Public relations
E)Sales promotion
Q3) ________ is a problem-solving process for getting an advertising message to a specific target audience in the most effective fashion.
A)Pretesting
B)Lobbying
C)Media pulsing
D)Media planning
E)Sampling
Q4) Why might public relations efforts have a strong impact on public awareness at a substantially lower cost than advertising?
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Chapter 12: Deliver the Value Through Supply Chain
Management, Channels of Distribution, and Logistics
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150 Flashcards
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Sample Questions
Q1) Which group of independent intermediaries can be divided into the two broad types of full-service and limited-service?
A)brokers
B)agents
C)sales branches
D)specialty wholesalers
E)merchant wholesalers
Q2) The Paradise Surf Store carried everything the serious female surfer needed to ride the waves.It displayed lightweight surfboards with flowers painted on them stacked along the walls of the store.It also had clean, well-lit dressing rooms for trying on wetsuits and knowledgeable staff who knew what a woman needed to succeed in an essentially male-dominated sport.These factors together created its ________.
A)store layout
B)merchandise assortment
C)media plan
D)atmospherics
E)store image
Q3) Compare and contrast a conventional marketing system with a vertical marketing system (VMS).
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