Introduction to Marketing
Mock Exam
Course Introduction
Introduction to Marketing provides students with a foundational understanding of the key concepts, principles, and strategies used in the marketing of products and services. The course covers essential topics such as market research, consumer behavior, segmentation, targeting, positioning, and the marketing mix (product, price, place, and promotion). Through case studies and practical examples, students learn how organizations identify customer needs, create value, and build strong customer relationships in diverse and competitive environments. This course also explores contemporary marketing challenges and the impact of digital technologies on marketing practices.
Recommended Textbook
Framework for Marketing Management 5th Edition by Philip Kotler
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18 Chapters
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Page 2
Chapter 1: Defining Marketing for the 21st Century
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Sample Questions
Q1) Performance marketing involves reviewing metrics assessing market share,customer loss rate,customer satisfaction,and product quality in the evaluation of the effectiveness of marketing activities.
A)True
B)False
Answer: True
Q2) When eBay and Amazon.com cut out the majority of middlemen that normally would participate in the exchange process,it is an example of ________.
A) deregulation
B) reverse auctioning
C) reintermediation
D) disintermediation
E) diversification
Answer: D
Q3) Demands are wants for specific products backed by an ability to pay.
A)True
B)False
Answer: True
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Chapter 2: Developing Marketing Strategies and Plans
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Sample Questions
Q1) A characteristic of a ________ is that it can be a single business or collection of related businesses that can be planned separately from the rest of the company."
A) strategic business unit
B) subsidiary unit
C) merged unit
D) niche market unit
E) specialized business unit
Answer: A
Q2) With respect to the core business processes,the ________ includes all the activities involved in developing,and launching high-quality products quickly and within budget.
A) market-sensing process
B) new-offering realization process
C) fulfillment management process
D) customer acquisition process
E) customer relationship management process
Answer: B
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Page 4
Chapter 3: Collecting Information and Forecasting Demand
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Sample Questions
Q1) Sales reps might have better insight into developing trends than any other group,and forecasting might give them greater confidence in their sales quotas and more incentive to achieve them.
A)True
B)False
Answer: True
Q2) The base sales of an organization that takes place even without any demand-stimulating expenditures is called ________.
A) primary demand
B) market potential
C) market minimum
D) optimum demand
E) market demand
Answer: C
Q3) If a company were pursuing a policy of networking externally to gather marketing intelligence,it might collect competitors' ads or look up news stories about competitors.
A)True
B)False
Answer: True
Page 5
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Chapter 4: Creating Long-term Loyalty Relationships
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Sample Questions
Q1) A ________ is a person,household,or company that over time yields a revenue stream that exceeds by an acceptable amount the company's cost stream of attracting,selling,and servicing that customer.
A) prospector
B) profitable customer
C) market challenger
D) market nicher
E) pioneer customer
Q2) Many banks and phone companies now charge fees for once-free services to ensure minimum customer revenue levels.This helps the banks to ________.
A) reduce the rate of customer defection
B) make low-profit customers more profitable
C) enhance the growth potential for each customer through cross-selling
D) increase the longevity of the customer relationship
E) focus disproportionate effort on high-value customers
Q3) Customer satisfaction is the only way by which a firm can increase its profitability.
A)True
B)False
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6
Chapter 5: Analyzing Consumer Markets
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Sample Questions
Q1) Maria considers buying a car for herself,after she notices the advantages derived by her best friend from his new car.Which of the following forms of stimulus has activated Maria's problem recognition process?
A) external stimuli
B) internal stimuli
C) peer stimuli
D) secondary stimuli
E) marketing induced stimuli
Q2) Identify an economic circumstance that can greatly affect any product or brand choice.
A) retirement
B) values
C) lifestyle
D) borrowing power
E) relocation
Q3) Secondary groups require continuous interaction to be effective and meaningful.
A)True
B)False
Q4) Explain the differences between culture,subculture,and social class.
Q5) What are the five stages of the consumer buying process?
Page 7
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Chapter 6: Analyzing Business Markets
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Sample Questions
Q1) Ultimately,the amount of steel sold to General Motors depends on the consumers' demand for GM cars and trucks.From the standpoint of the steel manufacturer,which of the following demand forms is most pertinent?
A) derived demand
B) inelastic demand
C) geographic demand
D) relational demand
E) static demand
Q2) Small sellers concentrate on multilevel in-depth selling instead of reaching the key buying influencers.
A)True
B)False
Q3) The buyer in a straight rebuy usually changes product specifications,prices,delivery requirements,or other terms.
A)True
B)False
Q4) What is the composition of the buying center?
Q5) Explain the term opportunism with respect to business relationships.
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Chapter 7: Identifying Market Segments and Targets
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Sample Questions
Q1) Companies following a market specialization strategy offer one product to as many markets as possible.
A)True
B)False
Q2) If married and unmarried women respond similarly to a sale on perfume,these hypothetical segments fail the ________ criterion for useful market segments.
A) measurable
B) substantial
C) accessible
D) differentiable
E) actionable
Q3) A market segment consists of a group of consumers who share a similar set of needs and wants.
A)True
B)False
Q4) Give an example of how a company might target products to children in an ethical way.
Q5) Characterize psychographic segmentation.
Q6) Briefly describe product specialization and market specialization.
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Chapter 8: Creating Brand Equity
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Sample Questions
Q1) Apple's ipod shuffle is an example of ________.
A) a sub-brand
B) a parent brand
C) family brand
D) a brand mix
E) an umbrella brand
Q2) Adam wants to buy a washing machine and is looking for something that is not too expensive.When he goes to make the purchase,he finds there are two options that meet his requirements.One is an IFB Bosch product,while the other is a newly imported South Korean brand.Adam is not very familiar with the latter and does not hesitate in choosing Bosch.This example implies that ________.
A) the imported brand will not survive the competition from Bosch
B) Bosch has a positive customer brand equity
C) the South Korean company has a low advertising budget
D) the imported brand is unreliable
E) the Bosch washing machine has better features than the imported brand
Q3) Describe the function of brand tracking studies.
Q4) Brand equity is essentially the same as brand valuation.
A)True
B)False
Page 10
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Chapter 9: Crafting the Brand Positioning and Competing
Effectively
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Sample Questions
Q1) Which of the following is true about market-nichers?
A) They are market followers in small markets.
B) They tend to have high manufacturing costs.
C) Their return on investment exceeds that in larger markets.
D) A nicher achieves high volume as against a mass marketer that achieves high margin.
E) They usually experience long term losses.
Q2) A good positioning should contain points-of-difference and points-of-parity that have rational but not emotional components.
A)True
B)False
Q3) Who are the ideal opponents of a market challenger?
Q4) Category membership is seen as the products which function as close substitutes of a brand.
A)True
B)False
Q5) What is fashion?
Q6) An anticipative marketer finds a stated need and fills it.
A)True
B)False
Page 11
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Chapter 10: Setting Product Strategy
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Sample Questions
Q1) Because ________ are purchased frequently,marketers should make them available in many locations,charge only a small markup,and advertise heavily to induce trial and build preference.
A) nondurable goods
B) durable goods
C) services
D) unsought goods
E) specialty goods
Q2) Happy Home Products produces detergents,toothpaste,bar soap,disposable diapers,and paper products.This company has a product ________ of five lines. A) type
B) length
C) class
D) mix
E) width
Q3) A product is anything that can be offered to a market to satisfy a want or need. A)True
B)False
Q4) Explain the concepts of product-mix width,length,depth,and consistency.
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Chapter 11: Designing and Managing Services
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Sample Questions
Q1) A hybrid consists of unequal parts of goods and services,with services being in the majority.
A)True
B)False
Q2) When Johnson Controls reached beyond its climate control equipment and components business to manage integrated facilities by offering products and services that optimize energy use,it was said to be providing ________.
A) facilitating services
B) a primary service package
C) value-augmenting services
D) service contracts
E) service warranties
Q3) Which one of the following would be considered high in credence qualities?
A) an interior of a house
B) a restaurant
C) a haircut
D) psychotherapy
E) a computer
Q4) List and briefly explain the four distinctive characteristics of services.
Q5) List and briefly explain with examples the five categories of service offerings.
Page 14
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Chapter 12: Developing Pricing Strategies and Programs
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Sample Questions
Q1) ________ consist of the sum of the fixed and variable costs for any given level of production.
A) Total costs
B) Average costs
C) Opportunity costs
D) Learning costs
E) Target costs
Q2) When Sony introduced the world's first high-definition television to the Japanese market in 1990,it was priced at $43,000.This helped Sony to scoop the maximum amount of revenue from the various segments of the market.The price dropped steadily through the years-a 28-inch Sony HDTV cost just over $6,000 in 1993,but a 40-inch Sony HDTV cost only $600 in 2010.What pricing strategy did Sony use here?
Q3) Which of the following is the most elementary pricing method?
A) value pricing
B) going-rate pricing
C) markup pricing
D) target-return pricing
E) perceived-value pricing
Q4) What are the different price-setting methods? Briefly describe each of them.
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Chapter 13: Designing and Managing Integrated Marketing
Channels
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Sample Questions
Q1) A manufacturer wants to achieve rapid market penetration through a low-price policy.However,its dealers prefer to work with high margins and pursue short-run profitability.The major reason for this conflict is ________.
A) goal incompatibility
B) unclear roles
C) ambiguous rights
D) differences in perception
E) dependence on the manufacturer
Q2) A marketing channel overcomes the time,place,and possession gaps that separate goods and services from those who need or want them.
A)True
B)False
Q3) Brick-and-click companies are those that have launched a Web site without any previous existence as a firm.
A)True
B)False
Q4) The first step in global channel planning is to get close to customers.
A)True
B)False
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Chapter 14: Managing Retailing, Wholesaling, and Logistics
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Sample Questions
Q1) "Pop-up" stores let retailers promote brands to seasonal shoppers for a limited time.
A)True
B)False
Q2) A store selling expensive artwork and luxury goods typically falls into the ________ group with respect to margins and volume.
A) mixed markup, high-volume
B) low-volume, mixed markup
C) low-volume, low-markup
D) high-volume, low-markup
E) high-markup, low-volume
Q3) ________ refers to buying large carload lots and dividing them into smaller units before shipping them out to consumers.
A) Bulk breaking
B) Containerization
C) Wholesaling
D) Warehousing
E) Broking
Q4) Differentiate between brokers and agents.
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Chapter 15: Designing and Managing Integrated Marketing Communications
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Sample Questions
Q1) What are the steps involved in developing effective marketing communications?
Q2) The percentage-of-sales budgeting method encourages management to think of the relationship among communication cost,selling price,and profit per unit.
A)True
B)False
Q3) Personal influence in marketing communications carries great weight when ________.
A) the product being marketed is a convenience item
B) the purchase of the product is considered to be safe and risk-free
C) the product suggests something about the user's status or taste
D) the product being marketed is purchased on a frequent basis
E) the product or service in question is used without being recommended by others
Q4) Which of the following is a form of mass communications channel?
A) interactive marketing
B) personal selling
C) public relations
D) word of mouth marketing
E) sales presentations
Q5) What are the elements of the marketing communications mix?
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Chapter
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Sample Questions
Q1) Which of the following is an advantage of using radio as an advertising medium?
A) higher attention than television
B) standardized rate structures
C) long duration of ad exposure
D) high quality reproduction
E) high geographic selectivity
Q2) Rolex calls itself the "Official Timekeeper" of the Wimbledon and Australian Open lawn tennis championships,by virtue of its sponsorships of the marquee events.What is the most likely objective for Rolex's sponsorship deal with these events?
A) to permit merchandising or promotional opportunities
B) to express commitment to the community or on social issues
C) to create experiences and evoke feelings
D) to identify with a particular target market or lifestyle
E) to increase salience of company or product name
Q3) Examples of manufacturer promotions include price cuts and feature advertising.
A)True
B)False
Page 19
Q4) What are the four types of advertising timing patterns available to marketers when launching a new product?
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Chapter 17: Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling
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Sample Questions
Q1) A clique is a small group whose members interact frequently.
A)True
B)False
Q2) ________ consists of manufacturers' reps,sales agents,and brokers who earn a commission based on sales.
A) Virtual salesforce
B) Domestic salesforce
C) Contingent salesforce
D) Contractual salesforce
E) Decentralized salesforce
Q3) Catalog marketing and telemarketing are examples of indirect marketing.
A)True
B)False
Q4) The first step in the workload approach for designing salesforce size is to establish desirable call frequencies for each customer class.
A)True
B)False
Q5) Explain the importance of word of mouth marketing.Briefly describe some of the channels that customers use to spread word of mouth. Page 20
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Page 21
Chapter 18: Managing Marketing in the Global Economy
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Sample Questions
Q1) Your firm has decided to enter the international market with your product called "Trema," a new pocket organizer that can also be used as a cell phone.While discussing the marketing plans,your CMO decides that no changes will be necessary in either the marketing mix or the product for export.What form of marketing strategy is the CMO advocating?
A) distributive marketing mix
B) leveraged marketing mix
C) adapted marketing mix
D) engineering-driven marketing mix
E) standardized marketing mix
Q2) What are the various risks that a company must consider before making a decision to enter foreign markets?
Q3) Most companies would prefer to remain domestic if their domestic market were large enough.Yet several factors are drawing more and more companies into the international arena.List some of these factors.
Q4) The use of media may require international adaptation because media availability varies from country to country.
A)True
B)False
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