Introduction to Marketing Exam Review
Course Introduction
Introduction to Marketing provides a comprehensive overview of fundamental marketing principles and practices, focusing on the strategies organizations use to identify, create, and deliver value to consumers. The course explores key concepts such as market segmentation, targeting, positioning, the marketing mix (product, price, place, promotion), consumer behavior, and the impact of digital technologies on marketing. Students will examine real-world case studies and participate in projects that develop critical thinking and practical skills, preparing them to understand and apply marketing techniques in a variety of business environments.
Recommended Textbook
Marketing An Introduction 6th Canadian Edition by Gary Armstrong
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16 Chapters
2482 Verified Questions
2482 Flashcards
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Page 2
Chapter 1: Marketing: Creating and Capturing Customer Value
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164 Verified Questions
164 Flashcards
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Sample Questions
Q1) Which of the following is determined by a customer's personal evaluation of the benefits and costs of a market offering relative to those of competing offers?
A)customer-perceived value
B)customer satisfaction
C)customer-perceived performance
D)customer relationship management
E)market segmentation
Answer: A
Q2) New communication technologies create challenges as well as advantages for marketers.
A)True
B)False
Answer: True
Q3) Define customer equity and explain why it is important to a company.
Answer: Customer equity is the sum of the lifetime values of all a company's current and potential customers. Customer equity is dependent upon customer loyalty from a firm's profitable customers. Because customer equity is a reflection of a company's future, companies must manage it carefully, viewing customers as assets that need to be maximized.
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Chapter 2: Company and Marketing Strategy: Partnering to
Build Customer Relationships
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163 Verified Questions
163 Flashcards
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Sample Questions
Q1) In SWOT analysis, strengths and weaknesses refer to a firm's internal environment, while opportunities and threats refer to the external environment.
A)True
B)False
Answer: True
Q2) Each department in a company that carries out activities to serve the customer can be thought of as a partner in the company's internal ________.
A)market development
B)product development
C)business portfolio
D)value chain
E)value delivery network
Answer: D
Q3) A company's value chain is only as strong as its strongest link, or most effective department.
A)True
B)False
Answer: False
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Chapter 3: Sustainable Marketing, Social Responsibility and Ethics
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165 Verified Questions
165 Flashcards
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Sample Questions
Q1) Proposals related to the consumer's right to ________ include controlling the ingredients that go into certain products and reducing the level of advertising "noise."
A)not buy a product that is offered for sale
B)expect the product to perform as claimed
C)be well informed about important aspects of the product
D)be protected against questionable marketing practices
E)influence products and marketing practices in ways that will improve quality of life
Answer: E
Q2) Critics have charged that some companies intentionally manufacture their products with materials or components that cause the product to need to be replaced before it actually should need replacement. What is this called?
A)product failure
B)short-term planning
C)planned obsolescence
D)nonfunctional warranty
E)expressed dissatisfaction
Answer: C
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Chapter 4: Analyzing the Marketing Environment
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152 Verified Questions
152 Flashcards
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Sample Questions
Q1) As more and more Canadians are moving to "Census Metropolitan Areas," marketers can most reasonably assume that ________.
A)geographic segmentation may be less critical
B)rural populations will offer an expanding market
C)there is an associated boom in the small office/home office market
D)congested areas may become more ensnarled
E)crime rates in metropolitan areas will increase
Q2) What steps might a marketer take to shift from a reactive stance to the marketing environment to a more proactive stance?
Q3) Which of the following provinces and territories experienced zero population increase between 2010 and 2014?
A)the prairie provinces
B)British Columbia
C)Northwest Territories
D)Nova Scotia and New Brunswick
E)Yukon and Nunavut
Q4) Why has a growing portion of the Canadian population shifted to metropolitan areas?
Q5) What is meant by the "green movement"?
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Chapter 5: Managing Marketing Information to Gain Customer Insights
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165 Verified Questions
165 Flashcards
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Sample Questions
Q1) In CRM, findings about customers discovered through ________ techniques often lead to marketing opportunities.
A)data warehousing
B)data mining
C)customer strategy
D)customer loyalty management
E)value network
Q2) The availability of which of the following is most problematic in international marketing research?
A)primary data
B)research specialists
C)secondary data
D)intelligence limitations
E)consumers willing to answer surveys
Q3) Why is it important for a research plan to be presented as a written proposal?
Q4) Briefly explain the following statement: "Too much information can be as harmful as too little."
Q5) What would a researcher need to decide when designing a sample?
Page 7
Q6) Compare and contrast closed-end questions and open-end questions for gathering data.
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Page 8
Chapter 6: Understanding Consumer and Business Buyer
Behaviour
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168 Verified Questions
168 Flashcards
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Sample Questions
Q1) Marketers describe the way the consumer processes information to arrive at brand choices as ________.
A)alternative evaluation
B)information search
C)purchase decision
D)situational factors
E)post-purchase dissonance
Q2) Explain why marketers must work especially hard to attract consumer attention.
Q3) A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, and personality and self-concept.
A)personal characteristics
B)reference groups
C)perceptions
D)attitudes
E)psychographics
Q4) In what ways does selective retention prevent consumers from remembering everything about an advertisement?
Q5) Explain the concept of brand personality.
Q6) Identify and describe the stages in the adoption process. Page 9
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Page 10
Chapter 7: Segmentation, Targeting, and Positioning
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170 Verified Questions
170 Flashcards
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Sample Questions
Q1) To evaluate the different market segments your company is serving, you would look at which of the following factors?
A)consumer size
B)product growth
C)segment structural attractiveness
D)company culture
E)company competitors
Q2) The markets you have chosen to serve in four western provinces can be effectively reached and served. You would tell the marketing manager that these segments are
A)measurable
B)accessible
C)substantial
D)actionable
E)profitable
Q3) In what ways might a marketer engage in socially responsible target marketing?
Q4) How might a marketer benefit most from using PRIZM?
Q5) Discuss some of the different approaches that the MAA could use to segment the market. Be specific.
Q6) Why do marketers segment the market?
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Chapter 8: Developing and Managing Products and Services
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192 Verified Questions
192 Flashcards
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Sample Questions
Q1) Which of the following is/are examples of product mix depth?
A)hamburger and cheeseburger
B)hamburger and ice cream
C)Coke and hamburger
D)hamburger and desert
E)hamburger and french fries
Q2) Good service companies focus attention on both customers and employees. Describe what the service-profit chain and internal marketing are, and how they differ from each other.
Q3) Give three examples of convenience products.
Q4) Increasing profits will most likely occur at which stage of the PLC?
A)product development
B)introduction
C)growth
D)maturity
E)decline
Q5) Marketers can prolong the lives of many products in the maturity or decline stages of the PLC, sometimes even moving these products back into the growth stage. How can this happen?
Page 12
Q6) Why might a company pursue a strategy of less product mix consistency?
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Chapter 9: Brand Strategy and Management
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136 Verified Questions
136 Flashcards
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Sample Questions
Q1) Before choosing a brand name to use in a foreign country it is a good idea to check
A)if it is translatable
B)trademarks
C)American patents
D)differences in time zones
E)local labour codes
Q2) Advocacy starts close to home. Explain.
Q3) In order to be recognizable brand images and logos need to be ________.
A)brightly coloured
B)large
C)consistent and exact
D)detailed
E)simple
Q4) An important task of the brand manager is the management of ________.
A)money
B)people
C)brand names
D)communications about the brand
E)story seeding
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Chapter 10: Pricing: Understanding and Capturing
Customer Value
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170 Verified Questions
170 Flashcards
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Sample Questions
Q1) Value-based pricing is the reverse process of ________ pricing.
A)variable cost
B)cost-plus
C)cost-based
D)good-value
E)value-added
Q2) General Motors prices its automobiles to achieve a 15 to 20 percent profit on its investment. This approach is called ________.
A)value-based pricing
B)going-rate pricing
C)cost-plus pricing
D)low-price image
E)target return pricing
Q3) Product costs set a(n)________ to a product's price.
A)demand curve
B)experience curve
C)floor
D)ceiling
E)break-even cost
Q4) Explain the factors involved in setting international pricing.
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Chapter 11: Marketing Channels
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125 Verified Questions
125 Flashcards
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Sample Questions
Q1) In supply chain management, moving products and materials from suppliers to the factory is known as ________ logistics.
A)outbound
B)reverse
C)inbound
D)downstream
E)inventory
Q2) ________ distribution is a product distribution strategy that involves stocking a product in as many outlets as possible.
A)Selective
B)Exclusive
C)Intensive
D)Exponential
E)Comprehensive
Q3) Members of the marketing channel may help a company complete transactions by performing key functions such as promotion and negotiation.
A)True
B)False
Q4) What types of products are intensively distributed?
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Chapter 12: Retailing and Wholesaling
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107 Verified Questions
107 Flashcards
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Sample Questions
Q1) Describe superstores, category killers, and service retailers.
Q2) Rhonda recently entered into a contractual agreement with StellarCutz, a national chain of affordable, walk-in hair salons. Under the agreement, Rhonda uses the StellarCutz trade name and receives support from StellarCutz in terms of business methods and processes. Rhonda paid a start-up fee to StellarCutz and will pay annual licensing fees for the use of the StellarCutz brand. Which of the following best describes Rhonda's business?
A)franchise
B)factory outlet
C)superstore
D)acquisition
E)joint agreement
Q3) Explain how wholesalers add value for a producer.
Q4) Which of the following is most likely the greatest factor in the increasingly short life cycle of new retail forms?
A)changes in technology
B)economic swings
C)import and export regulations
D)stagnating retail convergence
E)global expansion of major retailers
Page 17
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Chapter 13: Communicating Customer Value: Advertising and
Public Relations
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169 Verified Questions
169 Flashcards
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Sample Questions
Q1) The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate its assumptions about the relationship between dollars spent and promotion results.
A)True
B)False
Q2) Advertising is the most directly persuasive communications vehicle.
A)True
B)False
Q3) One way to measure the ________ effects of advertising is to compare past sales with past advertising expenditures.
A)sales and profit
B)promotion and cost
C)communication
D)loyalty
E)interest and return
Q4) Weekend advertisements for Rona encourage consumers to visit the store immediately. Rona is practicing reminder advertising.
A)True
B)False
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Chapter 14: Personal Selling and Sales Promotion
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169 Verified Questions
169 Flashcards
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Sample Questions
Q1) Which of the following is a part of sales force automation systems frequently used by salespeople?
A)customer-contact and relationship management software
B)time-and-duty analysis software
C)telephones
D)desktop computers
E)time-motion software
Q2) Which sales management tool shows a salesperson which customers and prospects to see, as well as which activities to carry out?
A)time-and-duty analysis
B)sales force automation system
C)annual call plan
D)sales quota plan
E)positive incentives plan
Q3) As a result of the federal government's Do Not Call Registry, telemarketing is now rarely used.
A)True
B)False
Q4) Explain the follow-up step of the selling process.
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Chapter 15: Direct, Online, Social Media, and Mobile Marketing
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158 Verified Questions
158 Flashcards
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Sample Questions
Q1) The largest form of online advertising is ________.
A)online classifieds
B)search-related ads
C)display ads
D)contextual advertising
E)content sponsorship
Q2) Why are many companies shifting more of their marketing dollars to online advertising?
Q3) Which of the following is a challenge of marketing through social media?
A)Existing social media are resistant to direct advertising.
B)Users may resent an intrusive marketing message.
C)It is hard to measure how frequently social media are used and by how many participants.
D)Most existing social media are already controlled by major corporations.
E)Fewer consumers are using social media such as Facebook and Twitter.
Q4) When it comes to web browsing, and shopping, mot people prefer substance over style.
A)True
B)False
20
Q5) Would The Treble Clef benefit from viral marketing? Explain.
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Chapter 16: The Global Marketplace
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) Japanese and Asian business people find fast, tough face-to-face bargaining
A)normal
B)offensive
C)annoying
D)silly
E)necessary
Q2) In the global value delivery network, the second link between the sellers and the final buyers moves products from points of production to the borders of countries within which they are sold.
A)True
B)False
Q3) Providing a host-country partner the right to use a company's manufacturing process, trademark, patent, trade secret, or other item of value is referred to as
A)joint ownership
B)direct exporting
C)direct investment
D)management contracting
E)licensing
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