Introduction to Marketing Pre-Test
Questions
Course Introduction
Introduction to Marketing provides students with a foundational understanding of the principles and practices involved in the marketing of goods, services, and ideas. The course explores key concepts such as market research, consumer behavior, segmentation, targeting, positioning, and the development of effective marketing strategies. Students will also examine the marketing mix product, price, place, and promotion and learn how organizations use these elements to create and deliver value to customers. Emphasis is placed on contemporary trends, ethical considerations, and the impact of digital technologies on marketing processes. Through case studies and practical exercises, students gain insights into real-world marketing challenges and solutions.
Recommended Textbook
Marketing Real People Real Choices 4th Canadian Edition by Michael R. Solomon
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12 Chapters
1799 Verified Questions
1799 Flashcards
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Chapter 1: Welcome to the World of Marketing: Create and Deliver Value
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Sample Questions
Q1) A ________ is a desire for a particular product a consumer uses to satisfy a need in a specific way that is culturally and socially influenced.
A)benefit
B)demand
C)value
D)utility
E)want
Answer: E
Q2) A social movement directed at protecting consumers from harmful business practices is called____________.
A)demarketing
B)exploitative consumption
C)addictive consumption
D)shrinkage
E)Consumerism
Answer: E
Q3) What is a target market?
Answer: The group(s) of consumers or customers on which an organization focuses its marketing plan and toward which it directs its marketing efforts
Page 3
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Chapter 2: Strategic Market Planning: Take the Big Picture
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Sample Questions
Q1) Which of the following types of managers would be most likely to engage in operational planning on a regular basis?
A)the company's CEO
B)the company's sales manager
C)the company's vice president of product research and development
D)the company's vice president of human resources
E)the company's chief financial officer
Answer: B
Q2) Reach and frequency of advertising, timeliness and accuracy of competitive intelligence, and consumer word-of-mouth activity are all examples of ________.
A)ROMI
B)marketing metrics
C)action plans
D)SBU objectives
E)situation analyses
Answer: B
Q3) What type of strategy should a company use to manage its cash cows?
Answer: Because a cash cow generates cash without much investment, a company should use the profits to support other SBUs.
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Page 4
Chapter 3: Marketing Research: Gather, Analyze, and Use Information
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149 Verified Questions
149 Flashcards
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Sample Questions
Q1) Which of the following is a primary data collection method that relies on nonhuman devices to record consumer behavior?
A)mechanical observation
B)mall intercepts
C)ethnography
D)unobtrusive measurement
E)case studies
Answer: A
Q2) Decision makers within a company would be more likely to use an MIS than an MDSS to forecast the results of maintaining the company's prices while competitors reduce their prices.
A)True
B)False
Answer: False
Q3) After conducting formal marketing research for your department, you summarize the data in an oral presentation to management.You are following normal marketing research steps.
A)True
B)False
Answer: False
Page 5
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Chapter 4: Consumer Behaviour: How and Why We Buy ?
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Sample Questions
Q1) Several years ago, when the California raisin growers faced a surplus of raisins, they realized the problem resulted from consumers' evaluation of raisins as boring.To change consumers' ________ raisins, the California Raisin Advisory Board created the dancing raisins.
A)motivation for B)self-concept of C)personality profiles of D)attitude toward E)conditioning toward
Q2) Learning is ________.
A)an internal state that drives us to satisfy needs
B)the process by which people select, organize, and interpret information from the outside world
C)a change in behavior caused by information or experience
D)a lasting evaluation of a person, object, or issue
E)the set of unique psychological characteristics that consistently influence the way a person responds to situations in the environment
Q3) Briefly describe each step in the consumer decision-making process.
Q4) What is the difference between a subculture and a microculture?
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Chapter 5: Business-To-Business Markets: How and Why
Organizations Buy?
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Sample Questions
Q1) The ________ is the member of the buying centre who controls the flow of information to other members.
A)initiator
B)gatekeeper
C)decider
D)user
E)influencer
Q2) Suppliers are more likely to stay price competitive when the purchasing company uses single sourcing than when it uses multiple sourcing.
A)True
B)False
Q3) GolfSeb.com, a popular site for golfing enthusiasts to trade tips and war stories about the best courses and the toughest holes, is an example of B2B e-commerce.
A)True
B)False
Q4) Producers and resellers perform the same function in the business marketplace.
A)True
B)False
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Q5) Explain the advantages a firm may achieve through engaging in B2B e-commerce.
Chapter 6: Sharpen the Focus: Target Marketing Strategies
and Customer Relationship
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Sample Questions
Q1) Which of the following is a segmentation technique that combines geography with demographics?
A)geocoding
B)geodemography
C)geodiversity
D)regional generation
E)psychographics
Q2) Average collectors of an artist's miniatures will buy four new ones each year.The collectibles are available at a number of retail locations and from several catalog retailers.To ensure she gets a greater ________, the owner of The Door Gift Shop sends her customers who are collectors a postcard every time the store adds a new one to her store's inventory.
A)share of communication
B)segment profile
C)customer allocation
D)share of customer
E)brand perception
Q3) XYZ Computers, Inc., a business with limited resources, uses a concentrated targeting strategy.How might XYZ benefit from this?
Page 8
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Chapter 7: Create the Product
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151 Flashcards
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Sample Questions
Q1) Which of the following statements about durable goods is true?
A)Durable goods are more likely than perishable goods to involve low-involvement decisions.
B)The information search is quicker for durable goods than it is for nondurable goods.
C)Consumers purchasing durable goods are likely to use habitual decision making.
D)Product evaluation is more likely to take place for nondurable goods than for durable goods.
E)Durable goods provide a benefit over a long period of time.
Q2) What are the disadvantages and advantages associated with test marketing?
Q3) Once a new product or service passes the business analysis phase, it moves into what phase?
A)concept development
B)technical development
C)market testing
D)strategy development
E)product proposal
Q4) Marketers classify products based on where and how consumers buy the products.
A)True
B)False
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Chapter 8: Manage the Product
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Sample Questions
Q1) Procter & Gamble makes Tide, Cheer, Ivory Snow, and Bold detergents as well as PertPlus, Rejoice, and Vidal Sassoon shampoos.Through its use of a separate and unique brand name for each of these products, Procter & Gamble is using a(n)________ strategy.
A)umbrella brand
B)family brand
C)individual brand
D)private-label brand
E)cobranding
Q2) When marketers develop ________ strategies, they make decisions about product benefits, features, styling, branding, labeling, and packaging.
A)communication
B)product
C)equity
D)total quality management (TQM)
E)Six Sigma
Q3) The UPC is a global system of product identification.
A)True
B)False
Q4) How can marketers use elements of the marketing mix to improve product quality?
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Chapter 9: Price the Product
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Sample Questions
Q1) When Circuit Town Electronics sets its televisions at three price levels of $699, $899, and $1,099, it is most likely using ________.
A)price fixing
B)price lining
C)penetration pricing
D)skimming pricing
E)loss leader pricing
Q2) Captive pricing is illegal.
A)True
B)False
Q3) Bayer AG agreed to pay $46 million as part of a law settlement for conspiring with Archer-Daniels-Midland (ADM) to keep prices of citric acid at a certain level.These two international companies were guilty of ________.
A)price lining
B)skimming pricing
C)predatory pricing
D)price-fixing
E)placebo pricing
Q4) How do consumers benefit from price bundling? Give an example of price bundling.
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Chapter 10: One to Many to Many to Many: Traditional and New Media
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Sample Questions
Q1) Hotmail put the message "Get Your Free Email at Hotmail.com" at the bottom of every email sent by Hotmail users.What type of marketing technique did Hotmail use?
Q2) Marketers often hire celebrities as spokespersons for their products, thus associating the ________ of the message with an attractive, exciting, or admirable person.
A)source
B)medium
C)coding
D)decoding
E)receiver
Q3) Which of the following is a service that lets users post short text messages to followers who subscribe to their microblog?
A)Second Life
B)LinkedIn
C)Facebook
D)Twitter
E)Yelp
Q4) Marketers can choose from two basic strategies: push or pull.Compare these two strategies.
Page 12
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Chapter 11: Advertising, Public Relations, Promotions, Direct
Marketing and Personal Selling
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Sample Questions
Q1) Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of ________.
A)outdated business ethics
B)media relations
C)reactive PR
D)crisis management
E)public relations
Q2) A collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items, is a ________.
A)brochure
B)pamphlet
C)catalog
D)direct-mail item
E)junk-mail item
Q3) Reach is a measure of how many times the average person in the target market is exposed to the message.
A)True
B)False
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Chapter 12: Deliver the Value Through Supply Chain
Management, Channels of Distribution, and Logistics
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Q1) Burger King, Holiday Inn, Avis, and H&R Block tax service are all franchises, which means they are also members of a(n) ________ vertical marketing system (VMS).
A)administered
B)conventional
C)corporate
D)horizontal
E)contractual
Q2) A major manufacturer of bread sells its finished products to a grocery store chain.This grocery store then sells the bread to its customers.What type of channel of distribution is this, and what are the levels of distribution?
Q3) For the retailer, the practice of ________ results in lower total sales and, in many cases, damaged merchandise.
A)sweethearting
B)experiential shopping
C)retail borrowing
D)off-price retailing
E)network marketing
Q4) Describe how nonstore retailing has recently grown.
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