Introduction to Marketing Exam Materials
Course Introduction
Introduction to Marketing provides students with a foundational understanding of the key concepts, strategies, and practices that drive successful marketing in todays dynamic business environment. This course explores core topics such as market research, consumer behavior, segmentation, targeting, positioning, branding, and the marketing mix (product, price, place, promotion). Emphasis is placed on the role of marketing in creating value for both organizations and customers, as well as the impact of digital technologies on marketing strategies. Through real-world examples, case studies, and interactive activities, students gain essential skills to analyze markets, identify opportunities, and develop effective marketing plans.
Recommended Textbook
Marketing The Core 7th Edition by Roger A. Kerin
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19 Chapters
5345 Verified Questions
5345 Flashcards
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Chapter 1: Creating Customer Relationships and Value
Through Marketing
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240 Verified Questions
240 Flashcards
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Sample Questions
Q1) Redbox places vending machines at local convenience and grocery stores that allow customers to rent and return popular DVDs 24 hours a day.This creates both __________ and __________ utilities.
A) form; place
B) form; time
C) place; time
D) time; possession
E) form; possession
Answer: C
Q2) The place strategy in 3M's marketing program made it convenient for __________ to buy Post-it Flag Highlighters and Post-it Flag Pens.
A) external salespeople only
B) college students only
C) office workers only
D) college students and office workers
E) teachers only
Answer: D
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Page 3
Chapter 2: Developing Successful Organizational and Marketing Strategies
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363 Verified Questions
363 Flashcards
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Sample Questions
Q1) The __________ for Facebook is "To give people the power to share and make the world more open and connected."
A) sustainability doctrine
B) core benefit proposition
C) mission statement
D) corporate philosophy
E) code of ethics
Answer: C
Q2) The Boston Consulting Group (BCG)has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization.Dogs are SBUs that are classified as having
A) high market growth rates and high relative market shares.
B) low market growth rates but high relative market shares.
C) low market growth rates and low relative market shares.
D) high market growth rates but low relative market shares.
E) medium market growth rates and medium relative market shares.
Answer: C
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Chapter 3: Understanding the Marketing
Environment,ethical Behavior,and Social Responsibility
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350 Flashcards
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Sample Questions
Q1) The purpose of copyright law is to
A) provide incentives for increased competition.
B) give inventors of new and novel products the right to exclude others from making, using, or selling products that infringe the patented invention.
C) level the playing field between inventors who work for large corporations and those who work on their own.
D) guarantee the quality and safety of any product produced or distributed in the United States.
E) give an author of a literary, dramatic, musical, or artistic work the exclusive right to print, perform, or otherwise copy that work.
Answer: E
Q2) The Department of Labor monitors consumer expenditures through its annual A) Consumer Price Index.
B) Consumer Confidence Index.
C) Consumer Expenditure Survey.
D) Index of Consumer Sentiment.
E) National Consumer Spending Assessment.
Answer: C
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Chapter 4: Understanding Consumer Behavior
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Sample Questions
Q1) Comparative advertising,in which one brand is compared to another,is intended to cause consumers to perceive differences between the products featured in the advertising.Marketers who employ comparative advertising are trying to use __________ to make consumers believe that their products are better than competitors' offerings.
A) cognitive dissonance
B) selective retention
C) selective comprehension
D) stimulus generalization
E) stimulus discrimination
Q2) Subgroups within the larger,or national,culture with unique values,ideas,and attitudes are referred to as
A) reference groups.
B) families.
C) social classes.
D) subcultures.
E) normative groups.
Q3) Explain the differences between routine problem solving,limited problem solving,and extended problem solving.Give an example of when each might be used.
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Page 6
Chapter 5: Understanding Organizations As Customers
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208 Flashcards
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Sample Questions
Q1) Which of the following exemplifies an organizational buyer?
A) A local baker buys sugar at the grocery store to make cookies with his children at home.
B) A dentist buys a new LG Smart TV 55-inch 3D OLED HDTV for her den.
C) An architect hires a housecleaning service to clean his apartment.
D) The owner of a sushi restaurant hires a window-washing service to clean exterior windows.
E) The mayor rents a tuxedo to wear to his daughter's wedding.
Q2) Online buying in organizational markets is prominent because Internet technology
A) allows companies to increase their innovation cycles.
B) substantially increases brand loyalty.
C) conveys timely information quickly.
D) narrows the potential customer base for many products.
E) eliminates marketing costs.
Q3) Which type of auction does Figure 5-5a represent?
A) reverse auction
B) horizontal auction
C) vertical auction
D) diagonal auction
E) traditional auction
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Chapter 6: Understanding and Reaching Global
Consumers and Markets
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234 Flashcards
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Sample Questions
Q1) What are the market entry strategy options available to a company seeking to enter the global marketplace?
How do they relate to each other in terms of profit potential,risk,financial commitment required,and marketing control?
Q2) Arguments in favor of protectionism include that it A) helps reduce tariffs and quotas.
B) encourages the development of domestic industries. C) encourages economic reliance on foreign countries.
D) creates opportunities for the outsourcing of domestic jobs.
E) creates a more favorable environment for a global economy.
Q3) The Malaysian government recently exchanged 20,000 tons of rice for an equivalent amount of Philippine corn.This transaction is an example of a A) countertrade.
B) competitive advantage.
C) balance of trade.
D) quota.
E) trade feedback.
Q4) Explain the concept of countertrade,and discuss its importance.
Q5) Describe the World Trade Organization (WTO)and its purpose.
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Chapter 7: Marketing Research: From Customer Insights to Actions
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260 Verified Questions
260 Flashcards
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Sample Questions
Q1) The data that is collected with a "people meter" and later published by Nielsen as national TV ratings are an example of __________ data when gathered.
A) internal secondary data
B) interactive industry data
C) external secondary data
D) mechanical observational data
E) sensitivity data
Q2) What is data mining and why is it used in marketing research?
Q3) Another name for a closed-end question is a __________ question.
A) Likert scale
B) dichotomous
C) leading
D) semantic differential
E) fixed-alternative
Q4) Figure 7-7 depicts what type of statistical forecasting (line A)?
A) causal analysis
B) non-parametric regression
C) curvilinear extrapolation
D) infinite dimension
E) linear trend extrapolation
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Chapter 8: Market Segmentation, targeting, and Positioning
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201 Verified Questions
201 Flashcards
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Sample Questions
Q1) In the athletic shoe market,Adidas AG and Nike,Inc.practice __________ positioning since both companies vie for the same customers with technologically advanced products.
A) psychological
B) perceptual
C) differentiation
D) head-to-head
E) market
Q2) What are the criteria used to select target markets?
Q3) By dividing its tennis racquet market into three categories,which it labels Performance,Recreational,and Junior tennis players,Prince Sports is using a marketing strategy called
A) product differentiation.
B) product innovation.
C) market delineation.
D) market segmentation.
E) product groupings.
Q4) What are the three types of data needed from consumers to develop a perceptual map?
Q5) Describe the market segmentation process.
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Chapter 9: Developing New Products and Services
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Sample Questions
Q1) In the new-product process,product ideas that survive the business analysis stage proceed to the __________ stage.
A) market testing
B) screening and evaluation
C) business analysis
D) development
E) commercialization
Q2) Consider Figure 9 -2.Services can be classified by their method of delivery.Box A represents
A) government-delivered services.
B) people-delivered services.
C) fee-delivered services.
D) equipment-delivered services.
E) nonprofit-delivered services.
Q3) The Thirsty Dog! beverage is an example of a product that failed in the marketplace.Identify and describe the reason(s)for this unique item's marketing-related product failure.
Q4) What does it mean when we say services are intangible.How do marketers of services overcome the problems associated with intangibility?
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Chapter 10: Managing Successful Products, services, and Brands
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375 Verified Questions
375 Flashcards
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Sample Questions
Q1) The process of managing the entire customer experience with the company is referred to as
A) services marketing.
B) internal marketing.
C) customer experience management.
D) relationship marketing.
E) gap analysis.
Q2) Even though Liquid Paper correction fluid is in the __________ stage of its product life cycle,Sanford,its manufacturer,has not deleted it from its line because there is still a residual core of consumers who use the product.
A) decline
B) introduction
C) growth
D) maturity
E) deletion
Q3) Identify and describe the four branding strategies that product and brand managers use.
Q4) How long is a product life cycle? What determines its length?
Page 12
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Chapter 11: Pricing Products and Services
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374 Flashcards
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Sample Questions
Q1) The two forms of cost-plus pricing are
A) cost-plus-fixed-fee pricing and cost-plus-variable-fee pricing.
B) cost-plus-ROI pricing and cost-minus-ROI pricing.
C) target return on sales pricing and target return on investment pricing.
D) cost-plus-percentage-of-cost pricing and cost-plus-fixed-fee pricing.
E) dynamic pricing and flexible pricing.
Q2) A technique that analyzes the relationship between total revenue and total cost to determine profitability at various levels of output is referred to as
A) break-even analysis.
B) marginal analysis.
C) sensitivity analysis.
D) market analysis.
E) tipping point analysis.
Q3) Marketing two or more products in a single package price is referred to as A) package pricing.
B) loss-leader pricing.
C) bundle pricing.
D) tie-in pricing.
E) multiproduct pricing.
Q4) Which of the four approaches does Carmex use to set prices for its products?
Page 13
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Chapter 12: Managing Marketing Channels and Supply Chains
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292 Flashcards
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Sample Questions
Q1) In a supply chain setting,replenishment time refers to lead time for an item,which means the time between the ordering of an item and when it is
A) billed to the customer.
B) acknowledged by the customer.
C) billed and paid for by the customer.
D) promised for delivery.
E) received and ready for use or sale.
Q2) For logistics,the customer service concept suggests that firms should A) automate customer service.
B) maximize customer service levels.
C) minimize customer service levels.
D) minimize total logistics costs and let customer service be handled by the retailer.
E) satisfy users in terms of time, dependability, communication, and convenience.
Q3) What is a channel captain?
What is its function and how does it accomplish this?
Q4) What are the three steps involved in choosing a supply chain that aligns with an organization's marketing strategy?
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Chapter 13: Retailing and Wholesaling
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330 Verified Questions
330 Flashcards
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Sample Questions
Q1) Managing the breadth and depth of merchandise available from many manufacturers requires retail buyers who are
A) efficient and effective managers.
B) familiar with the needs of the target market.
C) experienced shoppers.
D) familiar with retail inventory management.
E) product champions.
Q2) Retail outlets vary by their merchandise lines,the key distinction being the __________ of the items offered to customers.
A) scope and span
B) breadth and depth
C) breadth and inventory
D) scope and inventory
E) range and span
Q3) Another name for a manufacturer's agent is a
A) manufacturer's desk jobber.
B) manufacturer's transport vendor.
C) manufacturer's representative.
D) manufacturer's wholesaler.
E) manufacturer's rack jobber.
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Chapter 14: Integrated Marketing Communications and Direct Marketing
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289 Flashcards
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Sample Questions
Q1) The first decision in developing the promotion program is to A) set the budget.
B) state the mission.
C) identify the target audience.
D) select the appeal.
E) select the media.
Q2) A prospective buyer goes through a sequence of stages including awareness,interest,evaluation,trial,and adoption,which are referred to as
A) the hierarchy of effects.
B) Maslow's hierarchy.
C) the purchase decision continuum.
D) the consumer-product cycle.
E) the consumer purchasing hierarchy.
Q3) The second stage in the hierarchy of effects is
A) interest.
B) awareness.
C) involvement.
D) trial.
E) evaluation.
Q4) List and briefly describe the key elements of the communication process.
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Chapter 15: Advertising, sales Promotion, and Public Relations
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323 Verified Questions
323 Flashcards
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Sample Questions
Q1) An announcement that Apple has just introduced a new version of its iMac personal computer is an example of which type of publicity tool?
A) lobbying
B) events management
C) disclosure statement
D) news release
E) public service announcement
Q2) The most common form of outdoor advertising is
A) transit.
B) point-of-purchase display.
C) the billboard.
D) the kiosk.
E) in-store signage.
Q3) News conferences would most likely be used during which stage of a product's life cycle?
A) introduction
B) maturity
C) innovation
D) growth
E) decline
Page 17
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Chapter 16: Using Social Media and Mobile Marketing to
Connect With Consumers
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161 Verified Questions
161 Flashcards
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Sample Questions
Q1) What is the challenge presented to brand managers by social media advertising?
A) Brand managers need to realize that social media are less likely to have a marketing objective of immediate sales than traditional media.
B) Brand managers need to convince social networks to post their ads free of charge.
C) Brand managers need to create "universally appealing" ads because they cannot target specific demographics on social networks.
D) Brand managers have difficulty estimating how many users have clicked on their ads, which leads to problems in assessing an ad's effectiveness.
E) Brand managers need to realize that there are only a few social networks to advertise on.
Q2) At the present time,StuffDOT sees which of the following social networks as its direct or principal competitor?
A) Facebook
B) Pinterest
C) Groupon
D) Pandora
E) StuffDOT sees no "direct" competitors
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Chapter 17: Personal Selling and Sales Management
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Sample Questions
Q1) Salespeople for Godiva Chocolates use __________ to process orders,plan time allocations,forecast sales,and communicate with Godiva personnel and customers,thus providing better customer service.
A) laptop computers
B) tablet devices
C) order processing software
D) presentation software
E) smartphones
Q2) Which of the following statements regarding outside order getters is most accurate?
A) Order getters often replenish a retailer's inventories.
B) Order getters handle orders obtained on inbound telemarketing.
C) Order getters typically process reorders for products already sold by the company.
D) Order getters primarily focus on performing promotional activities and introducing new products.
E) Order getter sales calls traditionally require the greatest financial investment from the firm.
Q3) Explain the difference between relationship selling and partnership selling.
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19
Chapter 18: Implementing Interactive and Multichannel Marketing
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Sample Questions
Q1) Harley-Davidson is well known for the HOG or Harley Owners Group that it has developed.Harley-Davidson encourages owners to visit its website to find out about events,races,and membership chapters.The website visitor can play motorcycle-inspired games,plan motorcycle trips,and even investigate how to finance a bike.Visitors can view the entire line of bikes as well as find out where the closest dealer is located.You can contact Harley-Davidson by clicking on the "Contact Us" tab.The visitor can either create a wish list of Harley products and accessories or view another's list.Using the six reasons consumers shop and buy online,explain how Harley-Davidson uses the Internet to stay connected with its target market.
Q2) When John subscribed to a financial news publication online,the company told him that as a service to him it would be creating a cookie.Explain what the online publication did and why.
Q3) In terms of the online customer experience,__________ is defined as the dialogue that unfolds between the website and its users.
A) context
B) communication
C) commerce
D) connection
E) community
Page 20
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Chapter 19: Building an Effective Marketing Plan
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Sample Questions
Q1) In the financial data and projections section of the Paradise Kitchens marketing plan,the company chose to use a bar chart to present its past revenues (from 2008 to 2016)and a numerical table for projected sales revenues (from 2015 to 2021).Paradise Kitchens used a bar chart because
A) it made the lack of sales for the previous years less dramatic.
B) the numerical sales figures were too difficult to interpret.
C) there was too much information to present in such a small physical space.
D) it could gloss over inconsistencies and anomalies.
E) it more clearly shows the company's recent growth.
Q2) The three key elements of the promotion strategy section in the Paradise Kitchens marketing plan are
A) quantity discounts, in-store demonstrations, a chili eating contest.
B) bundle pricing with a chili bowl, in-store demonstrations, and cents-off coupons.
C) a chili eating contest, in-store demonstrations, and cents-off coupons.
D) a contest for the best new slogan, a chili eating contest, and free taste tests at major grocery chains.
E) in-store demonstrations, recipes, and cents-off coupons.
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