Contemporary Marketing Textbook
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Course Introduction
Contemporary Marketing explores the dynamic and rapidly evolving landscape of modern marketing practices, strategies, and technologies. This course examines how organizations identify and respond to emerging trends in consumer behavior, digital communications, global competition, and ethical considerations. Students will engage with topics such as integrated marketing communications, social media strategies, data-driven decision making, innovation in product and service design, and sustainable marketing. Through real-world case studies and practical applications, the course aims to develop critical thinking, analytical, and creative problem-solving skills essential for successful marketing in todays complex environment.
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Contemporary Marketing 17th Edition by Louis
E. Boone
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21 Chapters
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Page 2
Chapter 1: Marketing: the Art and Science of Satisfying Customers
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Sample Questions
Q1) The main goal of not-for-profit organizations is to generate revenues above and beyond their costs to make money for all stakeholders involved.
A)True
B)False
Answer: False
Q2) An exchange process is an activity in which two or more parties give something of value to each other to satisfy perceived needs.
A)True
B)False
Answer: True
Q3) In the past,firms have viewed their suppliers as adversaries against whom they must fiercely negotiate prices,playing one off against the other.
A)True
B)False
Answer: True
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Page 3
Chapter 2: Strategic Planning in Contemporary Marketing
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Sample Questions
Q1) The basic objectives or goals of an organization are derived from its:
A)standard operating procedures.
B)operational plans.
C)supervisory management strategy.
D)mission statement.
Answer: D
Q2) According to the BCG matrix,stars require considerable inflows of cash to finance further growth.
A)True
B)False
Answer: True
Q3) An international apparel manufacturer changed its pricing strategy as it entered a new market where recessionary trends are being observed.This implies that the _____ factors of the marketing environment led the firm to change its pricing decisions.
A)legal
B)political
C)environmental
D)economic
Answer: D
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Page 4
Chapter 3: The Marketing Environment, ethics, and Social Responsibility
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Sample Questions
Q1) Which act prohibits price discrimination in sales to wholesalers,retailers,or other producers?
A)The Wheeler-Lea Act
B)The Robinson-Patman Act
C)The North American Free Trade Agreement
D)The Federal Trade Commission Act
Answer: B
Q2) The _____ component of the marketing environment consists of laws that require firms to operate under competitive conditions and to protect consumer rights.
A)economic
B)competitive
C)social-cultural
D)political-legal
Answer: D
Q3) Ensuring ethical practices means promising customers and business partners to sacrifice quality and fairness for profit.
A)True
B)False
Answer: False
Page 5
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Chapter 4: Social Media: Living in the Connected World
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Sample Questions
Q1) An effective social media marketing campaign should contain good keywords that the targeted audience are most likely to search for when looking for information about goods and services.
A)True
B)False
Q2) Developing the best strategies for social media marketing requires a thorough understanding of the target audience.
A)True
B)False
Q3) What are the steps that companies need to take while resolving an ethical or legal mistake that has occurred during social media marketing?
Q4) What are the different rules of engagement in social media marketing?
Q5) Explain with the help of an example how violation of privacy laws and guidelines could destroy a company's reputation.
Q6) An online community manager is the primary decision maker who runs the firm's social media program.
A)True
B)False
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Chapter 5: E-Business: Managing the Customer Experience
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Q1) Courtney visits the website,Fashion4Less.com and is considering purchasing a new purse.She's not familiar with the company but notices that the website uses SSL technology.Which of the following is true regarding SSL technology?
A)SSL technology encrypts information and provides authentication
B)SSL technology reduces the safety of sending credit card numbers over the Internet
C)SSL technology is infrequently used by Fortune 500 companies
D)SSL is an acronym for System Secure Location
Q2) It is more challenging for companies to defend against insiders stealing classified information than the attacks that come from outside organizations.
A)True
B)False
Q3) Increased capability of smart phones has boosted online retail sales.
A)True
B)False
Q4) Why is privacy a major concern for consumers? What are the measures taken by online marketers to assuage such fears?
Q5) Distinguish between a corporate website and a marketing website.
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Chapter 6: Consumer Behavior
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Questions
Q1) A reference group's influence on the purchasing decision of a member is often greater when the product is more conspicuous and not commonly owned.
A)True
B)False
Q2) The basic core values of a culture are highly dynamic and flexible.
A)True
B)False
Q3) Marketers are finding new product opportunities with two-income families demanding goods and services that fill the need for convenience,health,safety,and time constraints.
A)True
B)False
Q4) While cultural and family influences significantly affect consumer behavior,the influence of reference groups on consumer behavior tends to be minimal,especially for children.
A)True
B)False
Q5) Differentiate between a need and a motive.
Q6) What are subcultures? Why should marketers pay attention to subcultures?
Page 8
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Chapter 7: Business-To-Business B2bmarketing
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Q1) Which of the following is one of the four major categories that define the business market?
A)Stock exchanges
B)Governmental organizations
C)Labor unions
D)Lobbying groups
Q2) Delhaise,a leading service provider in hospitality industry,segments its business clients based on the services required by them,in order to meet their specific requirements.They modify their services based on the needs of the clients.Which of the following segmentation approach is being employed by Delhaise?
A)End-use application segmentation
B)Customer-based segmentation
C)Geographic segmentation
D)Demographic segmentation
Q3) Discuss the various factors that an organization should consider while taking the make,buy,or lease decision.
Q4) Explain the four components of business-to-business markets.
Q5) Describe the influence of organizational factors on business buying behavior.
Q6) What are the potential problems associated with offshoring and outsourcing?
Page 9
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Chapter 8: Global Marketing
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Sample Questions
Q1) _____ is a contractual arrangement in which a wholesaler or retailer agrees to meet the operating requirements of a manufacturer.
A)Direct investment
B)Franchising
C)Value engineering
D)Business process reengineering
Q2) In the United States it is mandatory for firms to inform the customers if the food is grown using genetically modified organisms.
A)True
B)False
Q3) A multidomestic marketing strategy can be used by a firm in all of its domestic and foreign markets without any modifications.
A)True
B)False
Q4) Subcontracting is a type of contractual agreement that assigns the production of goods or services to local or smaller firms.
A)True
B)False
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Chapter 9: Market Segmentation, targeting, and Positioning
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Sample Questions
Q1) Engel observed that the percentage of income spent on household operations and clothing remains constant even when the household income increases.
A)True
B)False
Q2) Buyers in metropolitan statistical areas exhibit social and economic homogeneity. A)True
B)False
Q3) Market segmentation is a tool for marketers to use,but its effectiveness depends on four basic requirements.Three of the requirements for effective market segmentation are as follows: (1)the segment must have measurable purchasing power and size; (2)marketers must be able to promote and serve the market; (3)the identified segment must be large enough to bring in a profit.Select the fourth requirement for effective market segmentation from the choices below.
A)The marketer must abide by ethical standards.
B)The identified segment must include an equal number of men and women.
C)The marketer must be proficient in the use of modern technology.
D)The identified segment must reflect the company's mission statement.
E)The identified segments must match the company's marketing capabilities.
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Chapter 10: Marketing Research in the Era of Big Data
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Q1) Data analysis companies work with other businesses to fine tune marketing strategies in real time.
A)True
B)False
Q2) Firms conduct marketing cost analysis to determine:
A)the appropriate levels of market capitalization.
B)the current levels of corporate assets and liabilities.
C)the profitability of certain customers, territories, or product lines.
D)the marketing strategies of its competitors.
Q3) What is the term for information that originates in unprecedented volume and speed from the world around us?
A)Big data
B)Marketing research
C)Market sectors
D)Digital data
Q4) Interpretative research is often used to interpret consumer behavior within a foreign culture where consumer expectations are subject to different cultural influences.
A)True
B)False
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Chapter 11: Relationship Marketing and Customer Relationship Management Crm
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Sample Questions
Q1) In the context of the levels of relationship marketing,which of the following is a drawback associated with the efforts that focus on pricing and other financial incentives to attract customers?
A)It makes advertising and promotional expenses worthless.
B)It leads to hostile relationships with the suppliers.
C)It does not encourage creativity in advertising.
D)It is least likely to lead to a long-term relationship.
Q2) Which of the following is true of a vertical strategic alliance created by firms in B2B markets?
A)It is created among the firms at the same level of the supply chain.
B)It can only be formed between companies that serve different industry.
C)It is formed when firms that are at adjacent states in the supply chain.
D)It cannot be formed between two firms if their annual revenues are significantly different.
Q3) Customer relationship management systems help firms to simplify complex business processes.
A)True
B)False
Q4) Differentiate between transaction-based marketing and relationship marketing.
Page 13
Q5) What is electronic data interchange? What are its applications?
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Chapter 12: Product and Service Strategies
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Q1) During which of the following stages in the product lifecycle,do industry sales of the product level out?
A)Introductory stage
B)Growth stage
C)Maturity stage
D)Decline stage
Q2) Which of the following is true of convenience products?
A)Consumers generally don't have prior need recognition of convenience products before purchasing them.
B)Consumers generally tend to purchase convenience products immediately and with minimal effort.
C)Consumers tend to buy convenience products after a long-term evaluation of competing products in the market.
D)Consumers tend to buy convenience products because of the prestige associated with their ownership.
Q3) According to retailers,the purpose of slotting allowances is to cover their losses if products don't sell.
A)True
B)False
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Page 14
Chapter 13: Developing and Managing Brand and Product Categories
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Q1) Individuals who purchase new products almost as soon as these products reach the market are called _____.
A)late adopters
B)laggards
C)consumer innovators
D)hesitant buyers
Q2) A company introduced a new low calorie version of one of its popular cold drinks.As a result,the sales of the original cold drink started decreasing because consumers preferred its low calorie version.This situation is known as:
A)product encroachment.
B)product centralization.
C)cannibalization.
D)polarization.
Q3) The Columbia Sportswear Company decides to produce a line of jackets embroidered with the names of all of the NFL teams.For doing so,Columbia must first obtain an authorization from the teams and/or the league before using the trademarked names.This is an example of brand licensing.
A)True
B)False
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Chapter 14: Marketing Channels and Supply Chain Management
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Q1) Which of the following is true of pipelines as a transportation alternative?
A)They provide the most efficient way for moving bulky commodities over long distances.
B)They control the largest share of the freight business as measured by ton-miles.
C)They can accommodate shipments of only a small number of products.
D)They represent the fastest method of transportation of products especially crude oil.
Q2) Physical distribution refers to a broad range of activities aimed at efficient movement of finished goods from the end of the production line to the consumer.
A)True
B)False
Q3) Unitizing combines as many packages as possible into each load that moves within or outside a facility.
A)True
B)False
Q4) Discuss the three types of contractual marketing systems.
Q5) Describe the role of distribution channels in a firm's marketing strategy.
Q6) Discuss the three types of vertical marketing system.
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Chapter 15: Retailers, wholesalers, and Direct Marketers
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Q1) Limited-line retailers that offer huge selections and low prices in single product lines are called _____.
A)specialty stores
B)predatory retailers
C)category killers
D)convenience retailers
Q2) Capodice Foods is wholesaler specializing in fresh produce and makes regular,daily deliveries to grocery stores and restaurants.Capodice Foods is an example of a _____ wholesaler.
A)truck
B)rack jobber
C)merchant
D)commission
Q3) A _____ is a full-function merchant wholesaler that markets specialized lines of merchandise to retail stores.
A)drop shipper
B)truck wholesaler
C)rack jobber
D)commission merchant
Q4) What is retailing? Why is retailing an essential part of the marketing channel?
Page 17
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Chapter 16: Integrated Marketing Communications, advertising, and Public Relations
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Q1) Mass consumption and geographically dispersed markets make advertising particularly appropriate for marketing goods and services aimed at large audiences likely to respond to the same promotional messages.
A)True
B)False
Q2) Advertising that promotes a concept,idea,philosophy or the goodwill of an industry,company,organization,person,or government agency is known as:
A)institutional advertising
B)reminder advertising
C)persuasive advertising
D)informative advertising
Q3) Which of the following is TRUE regarding the use of advertising when products are in the maturity phase of the product lifecycle?
A)firms typically reduce advertising and sales promotion expenditures
B)firms typically increase advertising and promotion expenditures
C)firms focus efforts by utilizing personal selling to expand distribution
D)firms promote their products at trade shows to inform and educate consumers
Q4) Explain the AIDA concept.
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Q5) Discuss product advertising,institutional advertising,and corporate advertising.
Chapter 17: Personal Selling and Sales Promotion
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Q1) _____ is a sales task in which salespeople use well-planned strategies to seek new customers by proposing innovative solutions to customers' needs.
A)Consultative selling
B)Creative selling
C)Missionary selling
D)Order processing
Q2) Firms engage in precall planning to understand the needs and preferences of the customer before making a presentation.
A)True
B)False
Q3) Prior to making the approach to a potential customer,the salesperson should:
A)outline objections and effective responses.
B)break down product features and benefits by category.
C)understand the way in which the industry operates.
D)collect and analyze information about the potential customer.
Q4) The effectiveness of a salesperson is measured entirely on the basis of the sales volume and profitability.
A)True
B)False
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Chapter 18: Pricing Concepts
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Q1) Modified breakeven analysis combines the traditional breakeven analysis model with an evaluation of:
A)consumer demand.
B)marginal cost curves.
C)supply cost.
D)target return objectives.
Q2) Which of the following is also known as the Anti-A&P Act?
A)The Clayton Act of 1914
B)The Robinson-Patman Act of 1936
C)The Miller-Tydings Resale Price Maintenance Act of 1937
D)The Consumer Goods Pricing Act of 1975
Q3) In the context of pricing objectives,which of the following is the purpose of adopting a profitability objective?
A)Market share
B)Image
C)Sales maximization
D)Target return
Q4) Explain the concept of elasticity of demand.
Q5) Describe the significance of yield management.
Q6) Discuss the benefits of modified breakeven analysis.
Page 20
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Chapter 19: Pricing Strategies
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Q1) Marketers offer rebates in order to:
A)cover the costs spent by the retailers on advertising the products.
B)reward the retailer for prompt payment of bills.
C)reward a retailer who agrees not to advertise products below set prices.
D)reduce the price paid for a product by customers.
Q2) _____ pricing refers to a pricing strategy in which marketers offer prices slightly above cost to avoid violating minimum-markup regulations and to earn a minimal return on promotional sales.
A)Competitive
B)Leader
C)Penetration
D)Psychological
Q3) When a manufacturer quotes the same price for goods (including freight charges)to a buyer in Miami,another in Los Angeles,and a third in Dallas,the seller is quoting a _____ price.
A)uniform-delivered
B)destination
C)zone
D)basing-point
Q4) What are the disadvantages of promotional pricing?
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Chapter 20: Developing an Effective Marketing Plan
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Q1) What are the reasons a company should develop a marketing plan?
Q2) Strategic planning is the process of anticipating events and market conditions and deciding how a firm can best achieve its organizational objectives.
A)True
B)False
Q3) A large company sells some of its business units to help cut costs,bolster its share price and diversify its business interest.This is an example of a firm employing a(n):
A)exit strategy.
B)pricing strategy.
C)distribution strategy.
D)promotion strategy.
Q4) A marketing plan is not reevaluated once it is completely implemented. A)True B)False
Q5) A marketing plan is a detailed description of the resources and actions needed to achieve stated marketing objectives.
A)True B)False
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Chapter 21: Financial Analysis in Marketing
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Q1) A balance sheet contains more marketing-related information than an income statement.
A)True
B)False
Q2) Receivables are collected credit sales.
A)True
B)False
Q3) While calculating the accounts receivable turnover ratio,sales to buyers using credit cards like MasterCard and Visa are counted as credit sales because the seller is providing credit to the buyer who buys without cash.
A)True
B)False
Q4) The gross profit margin is the percentage of each sales dollar that a firm earns in profit after all expenses have been paid.
A)True
B)False
Q5) All successful organizations have the same inventory turnover ratio.
A)True
B)False
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