Contemporary Marketing Test Questions
Course Introduction
Contemporary Marketing explores the dynamic landscape of modern marketing practices, focusing on the strategies that organizations use to create value, build customer relationships, and achieve competitive advantage in an ever-evolving marketplace. The course examines key concepts such as market segmentation, consumer behavior, branding, digital marketing, and integrated marketing communications. Emphasis is placed on analyzing how technological advancements, globalization, ethical considerations, and sustainability impact marketing decisions. Through case studies, real-world examples, and interactive projects, students will develop critical thinking and practical skills necessary to navigate and succeed in todays fast-paced marketing environment.
Recommended Textbook
Marketing 13th Edition by Roger Kerin
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Page 2
Chapter 1: Creating Customer Relationships and Value
Through Marketing
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Sample Questions
Q1) Michelin's __________ can be summed up as "providing safety-conscious parents greater security in tires at a premium price."
A)customer value proposition
B)protocol
C)mission statement
D)core values
E)marketing program
Answer: A
Q2) All of the following are environmental forces that affect an organization except A)economic.
B)geographical.
C)social.
D)regulatory.
E)technological.
Answer: B
Q3) 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.
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Chapter 2: Developing Successful Organizational and Marketing Strategies
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Q1) Apple launched the iPhone in 2007, and unit sales reached an astonishing 47.7 percent market share in the smartphone industry by 2015. The global smartphone market is expected to grow at an annual rate of 9.8 percent through 2018 due to the growth in China and other markets. Currently, Apple's iPhone SBU appears to be a A)question mark.
B)star.
C)hedgehog.
D)cash cow.
E)dog.
Answer: B
Q2) An action item list refers to an aid to implement a marketing plan that consists of four columns: (1) the task; (2) the person responsible for completing that task; (3) __________; and (4) what is to be delivered.
A)the budget
B)the points of difference
C)the promotional message
D)the date to finish the task
E)the product or service
Answer: D
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Chapter 3: Scanning the Marketing Environment
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Sample Questions
Q1) Small businesses employ __________ of all private-sector employees.
A)one-quarter
B)one-third
C)48 percent
D)three-quarters
E)nearly all
Answer: C
Q2) Olay, a cosmetics firm, offers anti-aging and restoration products targeted toward
A)echo-boomers.
B)Generation Z.
C)Generation Y.
D)baby boomers.
E)baby busters.
Answer: D
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Page 5
Chapter 4: Ethical and Social Responsibility for Sustainable Marketing
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Sample Questions
Q1) An employee of Coca-Cola attempted to share its marketing plan with an employee of PepsiCo for a modest price. What should the PepsiCo employee do?
A)Buy the marketing plan if assured there would be no legal or ethical repercussions.
B)Ignore the offer to buy the marketing plan and hope the ethical dilemma will go away.
C)Immediately contact Coca-Cola to advise it of the plot to sell the marketing plan.
D)Immediately report the offer to the Better Business Bureau.
E)Advise the Coca-Cola employee that it would be ethical to accept the plan if it was offered for free.
Q2) A recent study of business executives reported that __________ percent had witnessed ethically troubling behavior.
A)7
B)18
C)25
D)63
E)62
Q3) What are the five steps in a social audit?
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Chapter 5: Understanding Consumer Behavior
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Sample Questions
Q1) The American Floral Council used an ad that showed three flower arrangements varying in size from a single rose to a very large elaborate arrangement. The caption simply read, "Just how mad is she?" This ad relies on which of the following situational influences for its effectiveness?
A)purchase task
B)social surroundings
C)physical surroundings
D)psychological effects
E)antecedent states
Q2) Would you agree or disagree with the following statement? "It's a lot cheaper and easier to keep existing customers than to try to find new ones." Explain your answer.
Q3) The two major styles of family decision making are
A)joint and passive.
B)spouse-dominant and spouse-submissive.
C)joint and spouse-dominant.
D)democratic and autocratic.
E)active and passive.
Q4) Why is learning important to marketing?
Q5) Explain how attitudes are shaped by our values and beliefs.
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Chapter 6: Understanding Organizations As Customers
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Sample Questions
Q1) People who control the flow of information in the buying center, such as technical experts and secretaries, can keep salespeople and information from reaching others in the buying center and are referred to as
A)deciders.
B)obstructionists.
C)gatekeepers.
D)power brokers.
E)influencers.
Q2) What are the five stages of the organizational buying process? Describe at least three differences from the consumer buying process.
Q3) A firm that reprocesses a product or service it buys before selling the product again to the next buyer is referred to as
A)an industrial firm.
B)a reseller firm.
C)a government agency.
D)a wholesaler.
E)a retailer.
Q4) Identify and describe the five roles an individual can play in a buying center.
Q5) Differentiate between traditional and reverse auctions.
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Chapter 7: Understanding and Reaching Global
Consumers and Markets
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Q1) In what way is Dell's expansion into the global arena a departure from its prior marketing practices?
A)All Dell products were manufactured in the countries within which they were sold.
B)Dell sold its products to emerging markets using the telephone and Internet sales strategy that was so successful in the United States.
C)Dell opened shop-within-a-shop counters in selected retailers in India so shoppers could experience the products.
D)Dell sold only laptops in China, whereas it sold both desktops and laptops in India due to trade restrictions in China.
E)Dell designed and distributed the same products globally to take advantage of economies of scale.
Q2) Which of the following is an advantage inherent in the use of licensing?
A)The licensor retains control of its product.
B)The licensor is protected from creating a potential competitor.
C)It provides an exemption from domestic trade regulations.
D)There is an increase in potential profit compared with direct investment.
E)The licensee gains information about the dynamics of the market.
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Chapter 8: Marketing Research: From Customer Insights to Actions
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Sample Questions
Q1) A(n) ___________ is a method of presenting and analyzing data involving two or more variables to discover relationships in the data.
A)cross tabulation
B)environmental scan
C)absolute value
D)extraction of predictive information
E)experiment
Q2) Consider how marketing researchers and managers use information technology to turn information into marketing actions. Marketing managers must use the combination of data, technology, and analytics to convert the data into useful information that will answer marketing questions and lead to effective marketing actions. Organizations that accomplish this successfully are often referred to as
A)an external data source specialist.
B)a results-oriented enterprise.
C)an intelligent enterprise.
D)an internal data source user.
E)an information entrepreneur.
Q3) Briefly explain the difference between a direct forecast and a lost-horse forecast.
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Chapter 9: Market Segmentation Targeting and Positioning
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Sample Questions
Q1) A graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a
A)perceptual map.
B)perception matrix.
C)growth-share matrix.
D)market-product grid.
E)product differentiation chart.
Q2) Four general categories used to segment consumer markets are geographic segmentation, demographic segmentation, __________, and behavioral segmentation.
A)supplier segmentation
B)demand segmentation
C)regional segmentation
D)psychographic segmentation
E)product segmentation
Q3) Describe the four general bases that are used to segment consumer markets.
Q4) Explain what a market-product grid is and how it is used.
Q5) Describe the market segmentation process.
Page 11
Q6) Why would an organization produce a single product or service and then attempt to sell it to two or more market segments?
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Chapter 10: Developing New Products and Services
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Q1) Feature bloat is
A)an exaggeration of a product's performance capabilities.
B)the overcharging in price for a minor product enhancement.
C)the requirement of having consumers learn new behaviors with a continuous innovation.
D)an excessive number of product attributes that overwhelms consumers with unnecessary complexity.
E)the increase in package size when adding more content or making it larger (the mega phenomenon).
Q2) When extra features are added and consumers don't need to learn new behaviors, this represents a
A)continuous innovation.
B)discontinuous innovation.
C)dynamically continuous innovation.
D)spontaneous innovation.
E)simultaneous innovation.
Q3) What categories of products are classified as business support products? Give an example of each category.
Q4) What are the four types of consumer products? How do they differ?
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Chapter 11: Managing Successful Products Services and Brands
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Sample Questions
Q1) Sales exhibit a downward trend throughout which stage of the product life cycle?
A)introduction
B)growth
C)maturity
D)decay
E)decline
Q2) The __________ stage of the product life cycle is characterized by the appearance of competitors.
A)decline
B)maturity
C)introduction
D)growth
E)harvest
Q3) All of the following are barriers to the adoption of new products except A)risk.
B)regulatory.
C)psychological.
D)usage.
E)value.
Q4) Compare the three ways to manage a product through its product life cycle.
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Chapter 12: Services Marketing
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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) The new sharing economy consists of all of the following except
A)outsourcing small jobs in a local neighborhood.
B)renting tools at Home Depot so users don't have to purchase them.
C)renting spaces in apartments, homes, and tree houses for short stays.
D)peer-to-peer ride-sharing.
E)performing services that provide users with an engaging, unique, authentic, personal, and memorable experience.
Q3) Describe the three ways services can be classified.
Q4) What is internal marketing? Why is it important in services marketing?
Page 15
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Chapter 13: Building the Price Foundation
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Sample Questions
Q1) Barter is the practice of exchanging products and services for other products and services rather than for A)value.
B)ideas.
C)promises.
D)tariffs.
E)money.
Q2) Which term describes factors that limit the range of prices a firm may set?
A)price fixings
B)pricing constraints
C)price elasticities
D)pricing demands
E)pricing margins
Q3) For the sake of simplicity and by convention, price elasticity figures are shown as
A)positive numbers (0.64, 1.25, etc.).
B)negative numbers (-0.64, -1.25, etc.).
C)Greek letters ( , , etc.).
D)Roman numerals (I, V, X, etc.).
E)English consonants (P, Q, TR, etc.).
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Chapter 14: Arriving at the Final Price
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Q1) A method of pricing where the price the seller quotes includes all transportations costs, and the seller is responsible for any damage that may occur because the seller retains title to the goods until delivered to the buyer, is referred to as
A)FOB destination pricing.
B)FOB origin pricing.
C)geographical allowance.
D)uniform delivered pricing.
E)transportation allowance.
Q2) A box of Cascade dishwasher detergent shrink-wrapped with a bottle of Jet Dry for 10 cents more than the regular price of the dishwasher detergent is an example of __________ pricing.
A)penetration
B)prestige
C)bundle
D)odd-even
E)standard markup
Q3) What are three special adjustments to the list or quoted price?
Q4) Explain the deceptive pricing practice known as bait and switch.
Q5) Explain predatory pricing.
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Chapter 15: Managing Marketing Channels and Supply Chains
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Sample Questions
Q1) There are four popular types of franchising: (1) manufacturer-sponsored retail franchise systems, (2) manufacturer-sponsored wholesale franchise systems, (3) service-sponsored franchise systems, and (4) __________.
A)service-sponsored retail franchise systems
B)wholesaler-sponsored franchise systems
C)horizontal-marketing franchise systems
D)contractual-sponsored franchise systems
E)customer-generated franchise systems
Q2) What is a channel captain? What is its function and how does it accomplish this?
Q3) Butler-McDonald, an Indianapolis firm, recycles outdated computers to reclaim reusable materials such as plastics, copper, zinc, silver, and gold. Butler-McDonald is implementing
A)salvage marketing.
B)materials transformation.
C)cyclical materials handling.
D)reverse logistics.
E)cause-related marketing.
Q4) What are some specific cost trade-offs that can be made in a logistics system?
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Q5) What is a marketing channel? Define each of the four types of marketing channels.
Chapter 16: Retailing and Wholesaling
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Q1) Currently, the three largest television home shopping programs in the United States are
A)QVC, HSN, and ShopNBC.
B)Shop at Home, QVC, and HSN.
C)Direct Shopper, Shop at Home, and ShopNBC.
D)ValueVision, Shop at Home, and QVC.
E)Shop America, Direct shopper, and J.S. Global.
Q2) Which type of wholesaler traditionally sells hosiery, toys, and health and beauty items?
A)cash and carry wholesalers
B)truck jobbers
C)general merchandise wholesalers
D)rack jobbers
E)drop shippers
Q3) Which of the following is a type of full-service merchant wholesaler?
A)cash and carry wholesaler
B)rack jobbers
C)truck jobbers
D)specialty merchandise wholesaler
E)drop shippers
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Chapter 17: Integrated Marketing Communications and Direct Marketing
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Q1) The marketing professor wanted to do everything possible to ensure that her students understood her lectures. Accordingly, she used examples of marketing activities that most students were familiar with. For example, the professor discussed the marketing exchanges between students and grocers, college bookstores, convenience stores, and clothiers. The examples used by the professor were her attempt to __________ her message to encourage better understanding on the part of her students.
A)create common ground for B)create noise in C)effectively decode
D)develop a mutually shared field of experience with E)back translate
Q2) In the hierarchy of effects, the consumer's ability to recognize and remember the product or brand name is referred to as the __________ stage.
A)adoption
B)evaluation
C)awareness
D)internalization
E)trial
Q3) List and briefly describe the key elements of the communication process.
Page 20
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Chapter 18: Advertising Sales Promotion and Public Relations
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Q1) One of the disadvantages associated with radio as an advertising medium is that it
A)has a long exposure time.
B)can target specific audiences.
C)uses humor, sound, and intimacy effectively.
D)has an unlimited amount of advertising time available.
E)is difficult to convey complex messages.
Q2) One advantage of using newspapers as an advertising medium is their A)ability to cover national markets.
B)excellent use of color graphics.
C)quick consumer response.
D)their relatively low cost.
E)limited distraction from other features.
Q3) Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 2 states, "It's best to do __________ really, really well."
A)one thing
B)everything
C)whatever you love
D)what you are afraid of
E)your job
21
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Chapter 19: Using Social Media and Mobile Marketing to
Connect With Consumers
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Q1) A blog is __________, whereas a wiki is __________.
A)a log of an individual's Internet activity; Internet activity updated by the user
B)a website for companies to gather customer insights; an academic tool to post grades and projects
C)a website whose online content is created and edited by the ongoing collaboration of end users; a publicly accessible personal journal and online forum for an individual or organization
D)a publicly accessible personal journal and online forum for an individual or organization; a website whose online content is created and edited by the ongoing collaboration of end users
E)an advertising forum; an artistic forum
Q2) The number of times a Facebook page is loaded in a given time period is referred to as
A)page views.
B)page rate.
C)page load rate.
D)load rate.
E)view rate.
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Chapter 20: Personal Selling and Sales Management
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Q1) Another name for cold calling is
A)cold canvassing.
B)telemarketing.
C)hot canvassing.
D)sales managed selling.
E)trial close selling.
Q2) The car salesman was overheard asking a prospective customer: "What type of driving do you do?" and "How many people will you usually have riding in your car?" and "Maybe you should look at vans instead of sedans." From this information, the car salesman was using a
A)stimulus-response presentation.
B)formula selling presentation.
C)need-satisfaction presentation.
D)persuasive selling presentation.
E)canned sales presentation.
Q3) The sales plan is put into practice through the tasks associated with sales plan implementation. Identify the three major tasks involved in implementing a sales plan.
Q4) What are the six stages of the personal selling process? What is the objective of each stage?
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Chapter 21: Implementing Interactive and Multichannel Marketing
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Q1) The relationship between the interactive communication capabilities of the Internet and customization is that
A)a highly interactive and individualized information and exchange environment is created for shoppers and buyers.
B)it helps customers reduce their search costs and more conveniently find the offerings with the desired features.
C)it protects online consumer privacy about the customized products and services they desire.
D)it records users' visits to websites, which enhances online consumers' convenience in future visits by suggesting offerings that may be of interest to them when they access the site.
E)it reduces costs and wasted coverage both for the buyer and seller.
Q2) What is the standard for measuring a meaningful marketspace company presence?
A)the sales compared to the marketplace alternative in a multichannel marketing context
B)the quality of the website design
C)the shopping cart
D)the quality of the customer experience
E)the eight-second rule
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Chapter 22: Pulling It All Together: the Strategic Marketing Process
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Q1) Which of the following output reports is used in the evaluation phase of the strategic marketing process?
A)marketing plans that define goals
B)action memos that tell who is to do what
C)action memos that tell who is to do what by when
D)trend reports
E)corrective action memos
Q2) Within DuPont's textile fiber department, there is a separate product manager for rayon, acetate, Orlon, nylon, and Dacron. The product manager for DuPont nylon would be responsible for
A)making long-range plans for nylon.
B)maintaining the divisional mission statement.
C)modifying DuPont's organizational structure.
D)creating static marketing objectives.
E)implementing short-term actions for all fibers.
Q3) Management experts call for a "bias for action." How can this attitude be important in marketing program implementation?
Q4) What is a disruptive innovation? Cite an example.
Q5) What is a sales response function?
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Chapter 23: Financial Aspects of Marketing
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Q1) If Jane Westerlund, owner of a picture frame store, raises the average price of a framed picture to $100 and the cost of goods sold is $36, what is the percentage markup on selling price?
A)36 percent
B)55 percent
C)64 percent
D)100 percent
E)178 percent
Q2) Leon George sold kites at the beach last summer. He invested $2,500 in kites and ended the season with $100 worth of kite inventory. Calculate his stock turn rate for the summer.
A)1.0
B)1.5
C)2.0
D)3.0
E)24.0
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Chapter 24: Building an Effective Marketing Plan
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Q1) The industry within which a product will compete should affect the format of an organization's business or marketing plan. However, since the complexities of products can differ greatly,
A)the size of the potential workforce included in their plans differs.
B)the investment potential of investors included in their plans differs.
C)the experience of the key personnel demonstrated in their plans differs.
D)the time periods likely to be covered by their plans differ.
E)the knowledge of technical language used in their plans differs.
Q2) When space permits, the price strategy section of a marketing plan would include a
A)SWOT analysis.
B)situational analysis.
C)marginal analysis.
D)diversification analysis.
E)break-even analysis.
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