Contemporary Marketing
Textbook Exam Questions
Course Introduction
Contemporary Marketing explores the dynamic and evolving landscape of modern marketing practices, emphasizing current trends, digital technologies, and consumer behavior in today's global marketplace. The course covers foundational marketing concepts including product development, pricing strategies, promotion, and distribution as well as advanced topics such as social media marketing, data analytics, ethical considerations, and the impact of globalization. Students will analyze real-world case studies, develop strategic marketing plans, and learn how organizations adapt to rapid technological advancements and shifting consumer preferences, preparing them for effective decision-making in a competitive business environment.
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Marketing 2016 18th Edition by
William M. Pride O. C. Ferrell
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4072 Flashcards
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Chapter 1: An Overview of Strategic Marketing
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Q1) Organizations should define themselves not according to the products they produce but according to
A)how profitable they are.
B)the price of their stock.
C)the abundance of their product selection.
D)how they treat employees.
E)how they satisfy customers.
Answer: E
Q2) Managing customer relationships requires identifying patterns of ____ and then using that information to focus on the most promising and profitable customers.
A)demographics
B)buying behavior
C)retailer information
D)personality differences
E)stock market cycles
Answer: B
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3
Chapter 2: Planning, Implementing, and Evaluating Marketing Strategies
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Sample Questions
Q1) A competitive advantage exists when a
A)firm matches a core competency to opportunities it has discovered in the marketplace.
B)firm does marketing better than its competitors.
C)combination of circumstances and timing allow a firm to reach an attractive target market.
D)firm observes a fit between the key requirements of a market and its own capabilities.
E)firm has a strong marketing plan.
Answer: A
Q2) The process of putting marketing strategies into action is called
A)marketing implementation.
B)marketing control.
C)marketing action.
D)marketing auditing.
E)the marketing action plan.
Answer: A
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Chapter 3: The Marketing Environment
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Sample Questions
Q1) After several children became ill while playing with toys imported from outside the U.S., medical researchers found several illegal chemicals, including lead in the paint. These toys were sold primarily through websites on the Internet. Which of the following agencies would most likely have jurisdiction over the problem with lead in the paint of children's toys?
A)Consumer Product Safety Commission
B)Children's Online Protection Act
C)Food and Drug Administration
D)Environmental Protection Agency
E)National Advertising Review Board
Answer: A
Q2) An individual can have a high income and very little wealth.
A)True
B)False
Answer: True
Q3) The proportion of the U.S. population that will be over 65 years of age is expected to decline by the year 2050.
A)True
B)False
Answer: False
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Chapter 4: Social Responsibility and Ethics in Marketing
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Sample Questions
Q1) DoneRight Inc. is a very profitable automobile repair shop. The company is well known for its great service and involvement in the community, but it fails to properly dispose of its used oil as outlined in environmental regulations. DoneRight is failing in its ____ responsibilities.
A)legal
B)ethical
C)economic
D)philanthropic
E)strategic
Q2) Top management sets the ethical tone for the entire organization.
A)True
B)False
Q3) The most basic principles of marketing ethics are A)philanthropic responsibilities.
B)economic responsibilities.
C)universally accepted behaviors.
D)written as laws and regulations.
E)included in the marketing code of ethics.
Q4) What are some ways to determine if an activity is ethical or socially responsible?
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Chapter 5: Marketing Research and Information Systems
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Q1) An informed guess or assumption about a certain problem or set of circumstances is known as
A)a description of the situation.
B)good research design.
C)a hypothesis.
D)a reliable guess.
E)managerial intuition.
Q2) The main focus of a marketing information system is on
A)the coordination of external information sources.
B)classifying data into the proper information categories.
C)data storage and retrieval.
D)the accurate maintenance of inventory levels.
E)gathering information on competitive activity.
Q3) Quota sampling is most commonly used in
A)descriptive research.
B)population research.
C)surveys.
D)collecting primary data.
E)exploratory studies.
Q4) How does marketing research differ when conducted in other countries?
Page 7
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Chapter 6: Target Markets Segmentation and Evaluation
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Q1) The process of dividing a total market into market groups because people within each group have relatively similar product needs is called
A)segmentation.
B)diversification.
C)target marketing.
D)concentration.
E)customization.
Q2) Which of the following sales forecasting techniques would generally be most suitable for estimating sales of a new product?
A)Executive judgment
B)Customer surveys
C)Time series analysis
D)Market tests
E)Regression methods
Q3) Surveys are sometimes used to forecast sales.
A)True
B)False
Q4) Why do marketers rely heavily on demographic characteristics when segmenting consumer markets?
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Chapter 7: Consumer Buying Behavior
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Q1) Jessie is out with a group of friends this evening for dinner at a local restaurant and then a movie. While the service at the restaurant was slow, and the food just ok, Jessie still had a great time and left with a positive opinion of the restaurant experience. Jessie's experience was likely influenced by ____.
A)Physical surroundings
B)Social surroundings
C)Purchase reasons
D)Buyer's momentary mood and condition
E)Pressures created by time factors
Q2) Dissatisfaction may occur shortly after a purchase; this is called cognitive dissatisfaction.
A)True
B)False
Q3) Consumer socialization is the process through which a person acquires the knowledge and skills to function as a consumer.
A)True
B)False
Q4) Discuss how reference groups and opinion leaders influence purchase behavior.
Q5) Compare and contrast the three major ethnic subcultures in the United States.
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Chapter 8: Business Markets and Buying Behavior
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Sample Questions
Q1) A representative product taken from a lot or batch, evaluated, and purchased refers to
A)homogeneous selection.
B)description.
C)trust.
D)negotiated inspection.
E)sampling.
Q2) Refer to Scenario 8.1. What was the first step of the buying decision process that Samsung went through when looking for the quasi-assembly pods?
A)Searching for products and suppliers
B)Selecting and ordering the most appropriate product
C)Recognizing the problem or need
D)Establishing product specifications
E)Evaluating the product relative to specifications
Q3) What factors affect the purchase method that business customers choose?
Q4) How do individual factors affect the business buying decision process?
Q5) Describe the various stages of the business buying decision process.
Q6) Discuss the differences between business and consumer transactions.
Q7) In what ways do environmental factors affect the business buying decision process?
Page 10
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Chapter 9: Reaching Global Markets
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Sample Questions
Q1) Describe how economic and competitive forces affect international marketing strategies.
Q2) The Cooper Tire & Rubber Company has been searching for less expensive raw materials for manufacturing its bicycle tires. Cooper has found that there are less expensive sources in the country of Indonesia, but it needs to form a partnership with the government of Indonesia in order to gain access to the country's rubber. What type of partnership will need to be formed?
A)a multinational enterprise
B)a contract manufacturing arrangement
C)a strategic alliance
D)a franchise
E)a joint venture
Q3) What level of commitment in international marketing may be most attractive when the political and economic stability of a foreign country is questionable?
A)Joint ventures
B)Direct ownership
C)Exporting
D)Limited exporting
E)Licensing
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Page 11
Chapter 10: Digital Marketing and Social Networking
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Sample Questions
Q1) Define the characteristics that distinguish e-marketing from traditional marketing.
Q2) As a result of the increasing usage of digital media, some of the marketer's control over dispensing product information has been placed
A)in danger.
B)under the authority of the government.
C)in the hands of the company's competitors.
D)in the hands of the consumer.
E)in the hands of the stockholders.
Q3) Discussion forums are not very popular with the online population.
A)True
B)False
Q4) Electronic media that function using digital codes are called A)digital marketing.
B)digital media.
C)electronic marketing.
D)digital electronics.
E)e-marketing.
Q5) Explain the concept "push-pull" when referring to digital marketing as a new distribution channel.
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Chapter 11: Product Concepts, Branding and Packaging
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Q1) The width of a product mix is measured by the number of product
A)dimensions in the product line.
B)features in each brand.
C)items in the product line.
D)lines a company offers.
E)specialties a company offers.
Q2) Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality, and brand associations.
A)True
B)False
Q3) Brunswick's bowling balls, bowling bags, and shoes are individual product ____ for this sporting goods manufacturer.
A)menus
B)mixes
C)lines
D)life cycles
E)ensembles
Q4) How do sellers benefit from the use of brand names and brand marks?
Q5) Describe and illustrate the four major categories of consumer products.
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Chapter 12: Developing and Managing Products
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Q1) Which of the following is the best example of a functional modification?
A)Campbell's puts more of a higher-grade chicken in its classic chicken noodle soup.
B)A smoke alarm is modified to be more sensitive to smoke at farther distances.
C)Motorola uses a battery that allows its cell phones to charge back up more quickly.
D)The manufacturer of the primer and sealer, Kilz, introduces an odorless variety.
E)Friskies changes the ingredients in its cat food to a taste that is preferred by most cats.
Q2) Marketers at Starbucks have generated several ideas for new food products. Management has assessed whether these ideas are consistent with Starbucks' objectives and resources. Several product ideas were dropped after this analysis. The next stage of development for the remaining product ideas is
A)product development.
B)idea screening.
C)concept testing.
D)business analysis.
E)test marketing.
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Chapter 13: Services Marketing
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Sample Questions
Q1) Because of a service's ____, standardization and quality are difficult to control.
A)intangibility
B)inseparability
C)homogeneity
D)heterogeneity
E)perishability
Q2) Service quality is defined as the company's perception of how well a service meets or exceeds customer expectations.
A)True
B)False
Q3) Service providers offering discounts to current customers who refer new customers to them are using existing customers as a part of their service promotion strategies.
A)True
B)False
Q4) How can a service marketer smooth the fluctuations in demand from times of peak demand to times of off-peak demand?
Q5) What dimensions do customers use to evaluate service quality?
Q6) How does the promotion of services differ from the promotion of goods?
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Chapter 14: Marketing Channels and Supply-Chain Management
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Q1) If a firm decides to contract its physical distribution functions to third parties that have no managerial authority within the marketing channel, it is using
A)outsourcing.
B)sole-sourcing.
C)logistics.
D)wholesaling.
E)distribution services.
Q2) A set of approaches used to integrate the functions of operations management, logistics management, supply management, and marketing channel management so products are produced and distributed in the right quantities, to the right locations, and at the right time is called
A)supply chain management.
B)vertical channel integration.
C)industrial management.
D)industrial distribution.
E)marketing management.
Q3) Under what circumstances is selective distribution a desirable level of market coverage?
Q4) Compare and contrast horizontal and vertical channel integration.
Page 16
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Chapter 15: Retailing, Direct Marketing and Wholesaling
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Sample Questions
Q1) Discuss the advantages and disadvantages of catalog marketing.
Q2) Kevin is talking with Peter about purchasing a Wendy's franchise. Peter tells Kevin that one of the major advantages of franchising for him to consider is the
A)higher start-up costs.
B)greater freedom it provides.
C)individuality it offers.
D)higher success rate for franchises.
E)gross margin it provides.
Q3) With respect to inventory, wholesalers can help retailers with all of the following except A)selection.
B)storage.
C)inventory control.
D)transportation.
E)production.
Q4) A cash-and-carry wholesaler provides transportation, delivers products directly to customers, and places products on the retailer's shelves.
A)True
B)False
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Chapter 16: Integrated Marketing Communications
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Sample Questions
Q1) The Barrister's Deli decides to run advertisements for its lunch specials on a local FM radio station. Marketing research later reveals that the restaurant's target market listens primarily to satellite radio stations. This promotion program suffered from an error in the selection of
A)shared symbols.
B)targeted customers.
C)communication channel.
D)decoded meanings.
E)noise minimizers.
Q2) To gain maximum benefit from promotional efforts, marketers must strive to
A)become directly involved rather than indirectly involved.
B)obtain information about the marketing environment through their MIS.
C)realize the needs of their target market and try to meet them.
D)properly plan, implement, coordinate, and control communications.
E)use promotion during the growth stage of the product's life cycle.
Q3) Coupons are a form of sales promotion.
A)True
B)False
Q4) What is integrated marketing communications? Explain its purpose.
Q5) Select three criticisms of promotion, and provide defenses to rebut them.
Page 18
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Chapter 17: Advertising and Public Relations
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Q1) An advantage of the arbitrary approach for determining the advertising appropriation is that it is
A)objective.
B)unique.
C)profitable.
D)effective.
E)expedient.
Q2) The arbitrary approach to setting an advertising budget often results in inappropriate spending of the firm's resources.
A)True
B)False
Q3) An ad's ____ is designed to attract readers' attention and develop interest so that they will read the entire advertisement.
A)signature
B)layout
C)headline
D)artwork
E)subheadline
Q4) What is public relations and for what purposes is it used?
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Chapter 18: Personal Selling and Sales Promotion
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Q1) Differentiate between team selling and relationship selling.
Q2) Tim has just finished compiling a list of potential customers and evaluating their ability, willingness, and authority to buy. He knows his next step in the personal selling process is to
A)approach.
B)preapproach.
C)make the presentation.
D)prospect.
E)overcome objections.
Q3) Identify and discuss the general steps in the personal selling process.
Q4) Nick is a salesperson for DuPont. His college degree is in engineering, with a minor in physical science. Nick is most likely a(n)
A)trade salesperson.
B)missionary salesperson.
C)technical salesperson.
D)chemicals order taker.
E)support to the sales staff.
Q5) What is the rationale for having sales force objectives, and how are they developed?
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Chapter 19: Pricing Concepts
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Q1) If a firm currently produces 2,500 products per month and decides to produce 2,501, it will incur
A)more fixed costs.
B)higher average fixed costs.
C)fewer variable costs.
D)a marginal cost.
E)higher average variable costs.
Q2) If Seagram's marketers found that the firm's Crown Royal bourbon was a prestige product and raised its price, which of the following would most likely happen?
A)The quantity demanded would immediately fall.
B)The quantity demanded would always increase.
C)Above some price level, the quantity demanded would begin to decrease.
D)The demand curve for the product would always shift to the right.
E)The demand curve for the product would always shift to the left.
Q3) The idea behind prestige demand is that many prestige products seem to sell better at a high price than at a low price.
A)True
B)False
Q4) Explain what is meant by price elasticity of demand.
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Chapter 20: Setting Prices
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Q1) Gambrell Designs thinks its new product, the Automatic Dog Walker, will have a short product life cycle; therefore, its marketing department sets its primary pricing objective as
A)market share.
B)cash flow.
C)profit.
D)product quality.
E)status quo.
Q2) Which of the following is true about the target market's evaluation of price?
A)The importance of price depends on the unemployment rate.
B)The importance of price depends on the type of product.
C)The importance of price does not depend on the target market.
D)The target market's perception of value combines a product's price and size attributes.
E)The target market's perception of value combines a product's price and availability attributes.
Q3) How are pricing objectives similar to a corporation's overall goals? How are they different?
Q4) Describe the six steps of the process that marketers can use to establish prices.
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