Introduction to Marketing Exam Solutions
Course Introduction
Introduction to Marketing provides students with a comprehensive overview of the fundamental principles and practices that drive successful marketing in todays dynamic environment. The course explores core concepts such as market research, consumer behavior, segmentation, targeting, and positioning, as well as strategies related to product development, pricing, promotion, and distribution. Emphasis is placed on the development and application of marketing strategies to real-world business scenarios, ethical considerations, and the impact of digital technologies on marketing. By the end of the course, students will possess a foundational understanding of how marketing creates value for both businesses and customers.
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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Chapter 1: Marketing: Creating and Capturing Customer Value
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164 Verified Questions
164 Flashcards
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Sample Questions
Q1) According to the authors, a highly profitable, short-term customer is a ________.
A)true friend
B)butterfly
C)stranger
D)barnacle
E)true believer
Answer: B
Q2) Which of the following reflects the marketing concept philosophy?
A)"We don't have a marketing department, we have a customer department."
B)"We're in the business of making and selling superior products."
C)"We build them so you can buy them."
D)"When it's profits versus customers' needs, profits will always win out."
E)"You won't find a better deal anywhere."
Answer: A
Q3) The major difference between the selling concept and the marketing concept is that the selling concept considers only existing needs.
A)True
B)False
Answer: False
Page 3
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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) The four Ps concept takes the seller's view of the market.
A)True
B)False
Answer: True
Q2) When the makers of a ballpoint pen state they are in the communication equipment business, they are defining their mission in terms of the ________.
A)environment
B)technology used
C)company
D)product
E)market
Answer: D
Q3) A sound marketing strategy begins with ________.
A)positioning
B)customer analysis
C)differentiation
D)promotion
E)SWOT analysis
Answer: B
Page 4
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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) According to Unilever CEO Paul Polman, people must move away from mindless consumption to ________.
A)responsible consumption
B)reduced consumption
C)technical consumption
D)less pricey consumption
E)no consumption
Answer: A
Q2) When a company chooses which principle to follow on issues of ethics and social responsibility, there are two common philosophies to use as guides: first, let the free market and legal system decide, and second, let individual managers and companies choose.
A)True
B)False Answer: True
Q3) Seatbelts are considered to be "salutary" products.
A)True
B)False
Answer: True
Page 5
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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) How do baby boomers today differ from previous generations as they neared and reached their sixties?
Q2) The players close to the company that impact a firm's ability to serve its customers constitute ________.
A)the macroenvironment
B)the microenvironment
C)the marketing environment
D)the marketing mix
E)the global environment
Q3) Watching the cultural trends of how people view society, observers have noted that more and more Canadians have a sense of national pride. Marketers responded to the increased ________ of Canadians with special products and promotions.
A)loyalty
B)patriotism
C)distrust
D)foreign intolerance
E)myopia
Q4) How might geographic shifts in population impact marketers?
Q5) Differentiate between the basic marketing intermediaries.
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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) What source of marketing information provides those within the company ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more?
A)an internal CRM system
B)an extranet
C)the Internet
D)marketing research
E)marketing intelligence
Q2) Which of the following is a disadvantage of online focus groups?
A)Participants must be in a central location.
B)The Internet format can restrict respondents' expressiveness.
C)Results take longer to tabulate and analyze.
D)The cost of online focus groups is greater than that of most other qualitative research methods.
E)The format of focus groups can be varied.
Q3) An effective MIS assesses information needs, develops needed information, and distributes the information to help managers use it in decision making.
A)True
B)False
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Chapter 6: Understanding Consumer and Business Buyer
Behaviour
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168 Verified Questions
168 Flashcards
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Sample Questions
Q1) The buyer decision process consists of five stages. Which of the following is one of these stages?
A)need search
B)risk assessment
C)variety-seeking buying behaviour
D)evaluation of alternatives
E)postpurchase enjoyment
Q2) Environmental, organizational, interpersonal, and individual factors all influence business buyer behaviour.
A)True
B)False
Q3) Each social class contains groups of people with shared value systems based on common life experiences and situations.
A)True
B)False
Q4) Why is it important for marketers to understand the changing roles and influence of family members? How are roles and social status related to product choice?
Q5) Explain Maslow's needs hierarchy.
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Chapter 7: Segmentation, Targeting, and Positioning
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170 Verified Questions
170 Flashcards
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Sample Questions
Q1) Under what circumstances would local marketing likely be the most effective?
A)when pronounced differences in psychographics are present
B)when pronounced differences in lifestyles are present
C)when pronounced regional and local differences in demographics and lifestyles are present
D)when regional demographics and lifestyles are similar
E)when pronounced similarities in psychographics are present
Q2) Bud Lite originally launched with the slogan "Tastes great and less filling!" This slogan suggests Bud Lite used which type of segmentation?
A)user status
B)usage rate
C)benefit
D)behavioural
E)psychographic
Q3) Research about and planning for loyalty status as a segmentation approach is generally not useful or practical for most firms.
A)True
B)False
Q4) When might be the best time for a marketer to use geographic segmentation?
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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) A company can stretch its product either upward or downward, but not both directions.
A)True
B)False
Q2) Give an example of the most basic level of product, the core customer value.
Q3) Unsought products are products that the customer buys frequently, immediately, and with a minimum of comparison and buying effort.
A)True
B)False
Q4) Which of the following internal professional membership organizations monitor product quality?
A)Society of Public Company
B)Society of Quality Management
C)Society of Consumer Assurance
D)Society of Quality Assurance
E)Society of Firm Management
Q5) Style is a larger concept than design.
A)True
B)False
Q6) Are examples of product mix depth evident in this scenario? Explain. Page 10
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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) How might Selman & Saks use brand positioning?
Q2) Besides a logo, name and icon brands also have ________.
A)personality, status and value.
B)legal implications, and trust accounts
C)profit
D)public relations
E)exclusive power over customers
Q3) Which of the following is one of the main four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength?
A)brand differentiation
B)brand depth
C)brand valuation
D)brand equity
E)brand personality
Q4) Sometimes a company will take a brand name from ________.
A)the competition
B)the past
C)the future
D)the present
E)corporate intel
Page 12
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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) Which of the following would likely be ineffective in supporting a market-skimming policy for a new product?
A)The product's quality and image must support its higher price.
B)Enough buyers must want the products at that price.
C)Competitors are not able to undercut the high price.
D)Competitors can enter the market easily.
E)The cost of producing a smaller volume is not so high that it negates the advantage of charging more per unit.
Q2) In a monopolistic competitive market, a company might decide to ________ if only one competitor raises its prices.
A)reduce its production costs
B)reduce its marketing costs
C)maintain its current price and profit margin
D)increase its marketing budget to raise the perceived value of its product
E)increase its production costs to improve the quality of the product
Q3) Patti is starting a small chocolate chip cookie company. What might be some fixed costs in her company?
Q4) Compare the practices of price-fixing and predatory pricing, explaining why each is prohibited by law.
Page 13
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Chapter 11: Marketing Channels
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125 Verified Questions
125 Flashcards
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Sample Questions
Q1) ________ are sets of interdependent organizations that help make the product or service of a company available for use by consumers or business users.
A)Research and development channels
B)Upstream channels
C)Marketing channels
D)Raw materials suppliers
E)Backward integration chains
Q2) A horizontal marketing system can develop between a company and its competitor.
A)True
B)False
Q3) How have changes in technology and the growth of online marketing affected the design of marketing channels?
Q4) Producers use marketing intermediaries because they ________.
A)create greater efficiency in making goods available to target markets
B)supply inexpensive raw materials for manufacturing products
C)provide technical expertise for faster production
D)monitor day-to-day activities during production
E)form a part of the company's direct channel
Q5) How many channel levels did Mary Jay have?
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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) In a retailer cooperative, independent retailers band together to set up a jointly owned, central wholesale operation and conduct joint merchandising and promotion efforts.
A)True
B)False
Q2) ________ refer to retailers that sell standard merchandise at lower prices by accepting lower margins and selling higher volume.
A)Convenience stores
B)Discount stores
C)Full-service retailers
D)Designer shops
E)Specialty stores
Q3) GameStop, a video game retailer, offers a deep assortment of video games and video game consoles. GameStop is best described as a(n)________.
A)department store
B)supermarket
C)specialty store
D)discount store
E)off-price retailer
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Page 15
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) ________ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress.
A)Execution styles
B)Message strategy statements
C)Creative concept strategies
D)Advertising appeals
E)Branded entertainment plans
Q2) Persuasive advertising becomes comparative advertising, also known as ________, when a company directly or indirectly compares its brand with one or more other brands.
A)informative advertising
B)reminder advertising
C)attack advertising
D)POP promotion advertising
E)institutional advertising
Q3) Would a personality symbol affect Second Avenue's image? How?
Q4) What does reach tell a marketer?
Q5) What does frequency tell a marketer?
Q6) Name and describe the four major steps in media selection.
Q7) How can a company's website be used as a public relations tool? Page 16
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Page 17
Chapter 14: Personal Selling and Sales Promotion
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169 Verified Questions
169 Flashcards
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Sample Questions
Q1) Ken Klein is a Superior Frozen Foods salesman responsible for customers in the southwest region of Texas. Superior Frozen Foods uses a territorial sales force structure.
A)True
B)False
Q2) Explain how the workload approach helps companies set sales force size.
Q3) A(n)________ serves as a critical link between a company and its customers by performing one or more of the following: prospecting, communicating, selling, servicing, information gathering, and relationship building.
A)manager
B)executive
C)support person
D)salesperson
E)consultant
Q4) What does a time-and-duty analysis reveal?
Q5) Explain the follow-up step of the selling process.
Q6) What sales force structure will work best for Reliable Tool?
Q7) Describe some of the methods used to supervise salespeople and help them work more efficiently.
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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) Which of the following has been limited in recent years by the implementation of the National Do-Not-Call Registry?
A)telemarketing by nonprofit groups
B)business-to-business telemarketing
C)unsolicited outbound telephone marketing by businesses
D)inbound telephone marketing
E)telemarketing by politicians
Q2) Direct marketing is continuing to become more ________-oriented.
A)television
B)web
C)mail
D)telephone
E)personal selling
Q3) Which of the following is "the king" of digital marketing?
A)social media
B)email
C)online advertising
D)blogs
E)mobile marketing
Q4) What types of online advertising might benefit The Treble Clef?
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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) Montano Boutiques promotes its brand in new international markets by providing rights to local boutiques to use its patented designs and brand name. In this case, Montano Boutiques' market-entering strategy is referred to as ________.
A)licensing
B)exporting
C)joint ownership
D)contract manufacturing
E)management contracting
Q2) Give an account of the functions of the World Trade Organization (WTO)and the formation of WTO from GATT.
Q3) Global companies recruit management from many countries, buy components and supplies where they cost the least, and invest where the expected returns are greatest.
A)True
B)False
Q4) What is the North American Free Trade Agreement (NAFTA)?
Q5) Explain the whole-channel view of the distribution process.
Q6) What are the marketing organization options Alexandreina needs to consider?
Q7) What is the best mode of entry into foreign markets for I Design?
Page 20
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