Essentials of Marketing
Chapter Exam Questions
Course Introduction
Essentials of Marketing introduces students to the core concepts, principles, and strategies that underpin successful marketing in today's dynamic environment. This course covers fundamental topics such as market segmentation, targeting and positioning, consumer behavior, product development, pricing strategies, promotion, and distribution channels. Through real-world case studies and practical examples, students develop an understanding of how organizations identify and satisfy customer needs, create value, and maintain competitive advantage. By the end of the course, students will be equipped with the foundational knowledge and analytical skills required for effective marketing decision-making in various organizational contexts.
Recommended Textbook
Marketing The Core 6th Edition by Roger Kerin
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Chapter 1: Creating Customer Relationships and Value
Through Marketing
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Sample Questions
Q1) In marketing, the idea of exchange refers to
A)the negotiation phase between the manufacturer and the seller.
B)the financial remuneration (monetary payment) for a product or service.
C)the trade of things of value between buyer and seller so that each is better off after the trade.
D)the bartering of products and services between non-governmental organizations or individuals.
E)the practice of swapping products and services for other products and services rather than for money.
Answer: C
Q2) The people who use the products and services purchased for a household are called A)organizational buyers.
B)household prospects.
C)ultimate consumers.
D)a target market.
E)sellers.
Answer: C
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Chapter 2: Developing Successful Organizational and Marketing Strategies
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Q1) A technique that helps a firm search for growth opportunities from among current and new markets as well as current and new products is referred to as __________.
A)diversification analysis
B)business portfolio analysis
C)a market-product grid framework
D)synergy analysis
E)market segmentation
Answer: A
Q2) A marketing plan is developed during which phase of the strategic marketing process?
A)implementation
B)control
C)development
D)planning
E)evaluation
Answer: D
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Page 4
Chapter 3: Understanding the Marketing Environment,
Ethical Behavior, and Social Responsibility
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Sample Questions
Q1) If taxes rise at a faster rate than incomes, consumers will
A)have less disposable income and try to economize.
B)feel more confident in the government and therefore spend more money.
C)use cash for purchases such as a vacation.
D)recognize that it is the perfect opportunity to buy a car or other expensive products on credit.
E)react by voting for all incumbent members of Congress.
Answer: A
Q2) In 2012, the four major retailers of online music include the iTunes, Spotify, Amazon, and Google Music. In terms of the form of competition, this industry is an example of a(n)
A)monopoly
B)mega monopoly
C)pure competition
D)oligopoly
E)monopolistic competition
Answer: D
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Chapter 4: Understanding Consumer Behavior
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Q1) "Which brand of smartphone does my roommate own?" would be a question asked during the __________ stage in the consumer purchase decision process.
A)problem recognition
B)alternative evaluation
C)information search
D)purchase decision
E)comparison
Q2) An example of a public source of information consulted during an external search would include
A)People magazine advertising.
B)Consumer Reports magazine.
C)a sales person at the Apple Store.
D)your brother-in-law.
E)a point of purchase display at Target.
Q3) Name the five situational influences that affect the consumer purchase decision process.
Q4) Define motivation and personality and how they impact marketing.
Q5) How do selective perception, selective exposure, selective comprehension, and selective retention differ?
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Chapter 5: Understanding Organizations As Customers
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Q1) In the construction industry, an independent trading community such as Buzzsaw.com or Cephren.com enables a general contractor to manage and coordinate the many suppliers, subcontractors, architects, and engineers necessary to complete a project. Buzzsaw.com and Cephren.com are examples of
A)Webfronts.
B)Web chains.
C)X-changes.
D)e-syndicates.
E)e-marketplaces.
Q2) There are seven commonly used organizational buying criteria. One of them is __________.
A)price
B)loyalty
C)flexibility
D)adaptability
E)consumer demand
Q3) What are the five stages of the organizational buying process? Describe at least three differences from the consumer buying process.
Q4) Differentiate between traditional and reverse auctions.
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Chapter 6: Understanding and Reaching Global
Consumers and Markets
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Q1) To avoid competing with Japanese firms through their traditional channel of distribution, Fran Wilson Creative Cosmetics Moodmatcher lip coloring is sold in which type of retail venue?
A)grocery stores
B)flower shops
C)beauty salons
D)department stores
E)gift stores
Q2) Cultural symbols are things that
A)can be protected by international copyrights.
B)cannot be expressed by words or characters.
C)represent values that exist solely within a nation.
D)represent words through the use of pictures or designs.
E)represent ideas and concepts.
Q3) In recent years, a number of countries with similar economic goals have formed transnational trade groups or signed trade agreements for the purpose of promoting free trade. Describe the three discussed in the textbook.
Q4) Describe the World Trade Organization (WTO) and its purpose.
Q5) Explain the difference between dumping and parallel importing.
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Chapter 7: Marketing Research: From Customer Insights to Actions
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Q1) There are three actions a marketing manager must take in the final step of the five-step marketing research approach. What are they?
Q2) Once a market researcher has defined the problem, developed the research plan, and collected the relevant information, what is the next step in the five-step marketing research approach?
A)set budgets
B)determine target market
C)take marketing actions
D)develop findings
E)determine if there is a planning gap between desired findings and actual findings
Q3) Why can't a marketing manager's decision-making process stop when he or she has chosen the best alternative to solving a problem?
Q4) All of the following are examples of marketing input data EXCEPT:
A)advertising budgets.
B)call reports.
C)accounting records.
D)sales budgets.
E)advertising expenses.
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Chapter 8: Market Segmentation, Targeting, and Positioning
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Sample Questions
Q1) Product repositioning refers to
A)the place a product offering occupies in consumers' minds on important attributes.
B)using a market-product grid to place products in their appropriate places on that grid to identify potential untapped markets.
C)changing the place an offering occupies in consumers' minds relative to competitive products.
D)the practice of selling off a firm's least successful product line and redirecting that revenue into a totally new product.
E)the competitive advantage of one product over another.
Q2) Region and city size are both variables used to employ __________ segmentation.
A)geographic
B)behavioral
C)district
D)psychographic
E)demographic
Q3) Why would an organization produce multiple products or services and then attempt to sell them to two or more market segments?
Q4) What are the criteria used to select target markets?
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Chapter 9: Developing New Products and Services
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Sample Questions
Q1) Durable goods emphasize which of the following elements of the promotional mix?
A)sales promotion
B)personal selling
C)advertising
D)public relations
E)direct marketing
Q2) Concept tests are part of which stage in the new-product process?
A)development
B)screening and evaluation
C)idea generation
D)new-product strategy development
E)business analysis
Q3) Compared with people-based services, equipment-based services do not have the marketing concern of A)intangibility.
B)insensitivity.
C)inventory.
D)inconsistency.
E)immeasurability.
Q4) Define derived demand and provide an example NOT included in the text.
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Chapter 10: Managing Successful Products, Services, and Brands
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Q1) DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while. The product's recent introduction of a DiGiorno cheese-stuffed crust to its line of pizzas is an example of __________.
A)a market-product grid
B)diversification
C)market modification
D)product class extension
E)product modification
Q2) How long is a product life cycle? What determines its length?
Q3) Service providers use tools such as __________, which consists of charging different prices for different times of the day or during different days of the week to reflect the variations in demand for their services.
A)scale pricing
B)capacity pricing
C)down-time pricing
D)off-peak pricing
E)fraction pricing
Q4) Explain the difference between primary demand and selective demand.
Q5) What role does price play in the managing of services?
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Chapter 11: Pricing Products and Services
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Q1) Which of the following is a typical example of a variable cost?
A)shipping costs
B)rent on a building
C)executive salaries
D)insurance premiums
E)leases on delivery trucks
Q2) Rather than emphasize demand, cost, or profit factors, a price setter can stress what __________ is (are) doing.
A)the service sector
B)the market or competitors
C)consumers
D)suppliers
E)the financial markets
Q3) The __________ is the ratio of profit to the investment used to earn that profit.
A)markup
B)selling margin
C)return on investment
D)return on assets
E)markdown
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Chapter 12: Managing Marketing Channels and Supply Chains
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Q1) Walmart's marketing strategy is to be a reliable, lower-price retailer for a wide variety of mass consumption consumer goods. This strategy favors a(n) __________ designed to deliver products to consumers at the lowest possible cost.
A)integrated supply chain
B)global supply chain
C)efficient supply chain
D)responsive supply chain
E)customer service supply chain
Q2) Inspecting, testing, or judging products and assigning them quality grades would be an example of a __________ function performed by channel intermediaries.
A)transactional
B)logistical
C)storing
D)facilitating
E)risk taking
Q3) What are the functions performed by intermediaries?
Q4) What is a marketing channel? Define each of the four types of marketing channels.
Q5) What are the utilities created by marketing intermediaries? Describe each one.
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Chapter 13: Retailing and Wholesaling
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Q1) Stores that carry a considerable assortment (depth) of a related lines of items are referred to as
A)limited-line stores.
B)general merchandise stores.
C)scrambled merchandise stores.
D)hypermarkets.
E)intertype outlets.
Q2) One way to assess the importance of retailing to the U.S. and global economies is to measure the
A)price asked for any one item.
B)cost of goods sold.
C)people employed in retailing.
D)net return on capital.
E)progress towards eliminating of global boundaries.
Q3) McDonald's, Radio Shack, and Subway are examples of __________.
A)product-distribution franchises
B)corporate franchise ventures
C)business-format franchises
D)manufacturing franchises
E)general service franchise
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Chapter 14: Integrated Marketing Communications and Direct Marketing
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Q1) When employing a pull strategy, a manufacturer
A)advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide advertising campaigns.
B)forces a retailer to promote its product by placing national brand ads in local newspapers.
C)directs the promotional mix at ultimate consumers to encourage them to ask retailers for the product.
D)directs the promotional mix toward channel members to gain their cooperation in ordering and stocking the product.
E)directs retailers to promote one product over another to help balance fluctuations in inventory.
Q2) New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes. What form of marketing communication did it use?
A)public relations
B)personal selling
C)publicity
D)sales promotion
E)advertising
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Chapter 15: Advertising, Sales Promotion, and Public Relations
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Q1) One advantage of using the yellow pages as an advertising medium is
A)there is no competition.
B)the print pages are quicker and easier to use than the Internet.
C)they have a long life span or use period.
D)they are more mobile than other information sources.
E)there are no delivery costs.
Q2) What is cooperative advertising?
Q3) Bernina, a sewing machine manufacturer, has an ongoing ad campaign in which it encourages sewers to stop in to their local Bernina dealer to register to win a new sewing machine. No purchase is necessary. Bernina is using a __________ sales promotion tool.
A)sweepstakes
B)lottery
C)contest
D)premium
E)deal
Q4) List and briefly describe the four forms of institutional advertising.
Q5) Identify the three different approaches used to schedule advertising.
Q6) What is the difference between a coupon and a deal?
Q7) Describe the three forms of product advertisements. What are their objectives? Page 17
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Chapter 16: Using Social Media to Connect With Consumers
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Q1) What are the main ways brand managers can use Twitter?
Q2) An example of the ideal performance measure for social media advertising is one that __________.
A)attracts unique visitors
B)adds registered users
C)builds awareness
D)ties actual sales revenues to the cost of the ad
E)generates brand buzz
Q3) A recent study found that "Likes" or "Followers" to a brand's Facebook Page is worth _______ in terms of product spending, brand loyalty, and 'propensity to recommend' the site to others.
A)$17
B)$53
C)$83
D)$145
E)$174
Q4) Describe the two factors that are used to classify social media.
Q5) What are social media? Give two examples.
Q6) What is the role of a brand manager in advertising on social media like Facebook?
Page 19
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Chapter 17: Personal Selling and Sales Management
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Q1) In the personal selling process, the stage that includes making certain the customer's purchase has been properly delivered and installed and difficulties experienced with the use of the item are addressed is referred to as the __________ stage.
A)urgency close
B)follow-up
C)assumptive close
D)presentation
E)trial close
Q2) A need-satisfaction presentation format that focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution, is referred to as
A)adaptive selling.
B)suggestive selling.
C)formula selling.
D)consultative selling.
E)relationship selling.
Q3) What assumption does the stimulus-response presentation format make?
Q4) What are the three major roles of personal selling in a firm's overall marketing effort?
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Chapter 18: Implementing Interactive and Multichannel Marketing
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Q1) Customization refers to
A)the specialization in one very small but highly sought out specialty item.
B)Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers.
C)the growing practice of personalizing the marketing mix elements to provide a unique shopping and buying experience for each customer.
D)items that are unique in every dimension to minimize feature bloat.
E)novelty items used as sales promotions such as cups, hats, etc. that will be imprinted with a company logo and use the company colors and slogans if applicable
Q2) The Harley Owners Group (HOG), sponsored by Harley-Davidson and supported by its website, allows fellow HOG owners to communicate with each other. Because it supports the HOG group, the Harley-Davidson website incorporates the __________ design element.
A)context
B)choice
C)community
D)convenience
E)connection
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