Introduction to Marketing Solved Exam Questions
Course Introduction
Introduction to Marketing provides a comprehensive overview of the core concepts, strategies, and techniques essential to understanding the modern marketing environment. Students will examine the role of marketing in both for-profit and non-profit organizations, exploring topics such as market segmentation, target marketing, product positioning, pricing strategies, distribution channels, and promotional tactics. The course emphasizes the importance of customer value and satisfaction, ethical marketing practices, and adapting to dynamic consumer trends. Through a combination of theoretical frameworks and real-world case studies, students will develop foundational skills for analyzing and applying marketing principles across various industries.
Recommended Textbook
Marketing 17th International Edition by Hult and Ferrell
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Page 2
Chapter 1: An Overview of Strategic Marketing
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Sample Questions
Q1) To implement the marketing concept, an organization must first establish an information system to discover customers' real needs and then use the information to create products to satisfy those needs.
A)True
B)False
Answer: True
Q2) During the market orientation, businesspeople realized that if they could produce products efficiently, customers would buy them.
A)True
B)False
Answer: False
Q3) Explain why marketing efforts should be oriented toward creating and sustaining satisfying exchange relationships.
Answer: Answer not provided.
Q4) Marketing efforts do not involve the design and development of products. A)True
B)False
Answer: False
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Page 3
Chapter 2: Planning Implementing and Evaluating Marketing Strategies
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Sample Questions
Q1) The long-term health of the firm depends solely on having products that generate cash and provide acceptable reported profits.
A)True
B)False
Answer: False
Q2) The strategic planning process begins with
A)development of an organizational mission statement.
B)development of marketing strategy.
C)analysis of the marketing environment.
D)analysis of target markets.
E)development of a marketing plan.
Answer: C
Q3) The process of putting marketing strategies into action is called
A)marketing implementation.
B)marketing control.
C)marketing action.
D)marketing auditing.
E)the marketing action plan.
Answer: A
Page 4
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Chapter 3: The Marketing Environment
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Sample Questions
Q1) Technology is the application of knowledge and tools to solve problems and perform tasks more efficiently.
A)True
B)False
Answer: True
Q2) By the turn of the twentieth century, the population of the United States had shifted to three large racial and ethnic groups. These groups are
A)African-Americans, Hispanics, and Caucasians.
B)Asians, African-Americans, and Caucasians.
C)Asians, African-Americans, and Hispanics.
D)African-Americans, Native American Indians, and Caucasians.
E)Hispanics, Native-American Indians, and Caucasians.
Answer: A
Q3) If a person has buying power, he or she is influenced only by a product's absolute price.
A)True
B)False
Answer: False
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Chapter 4: Social Responsibility and Ethics in Marketing
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Sample Questions
Q1) What is the major difference between social responsibility and marketing ethics?
A)Marketing ethics varies by industry whereas social responsibility involves universal rules of conduct.
B)There is legislation that deals with marketing ethics, but none for socially responsible practices.
C)Marketing ethics is concerned with organizational practices, and social responsibility is concerned with individual behavior.
D)There is no difference; they are synonymous terms.
E)Social responsibility deals with the total effect of marketing decisions on society, whereas marketing ethics relates to individual and group evaluations in marketing situations.
Q2) Any constituent who has a claim in some aspect of a company's products, operations, markets, industry, or outcomes is known as a(n)
A)shareholder.
B)customer.
C)employee.
D)manager.
E)stakeholder.
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Page 6
Chapter 5: Marketing Research and Information Systems
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Sample Questions
Q1) Behavior Scan, a research company, provides information on household demographics, television viewing habits, and purchases tracked with Hotline cards. This is
A)a marketing information system.
B)a business software database.
C)online information.
D)U.S.Census data.
E)single-source data.
Q2) Why is ethics an important consideration in marketing research?
Q3) Why is it essential that a questionnaire be carefully designed and prepared? What problems can arise when a survey has not been well thought out?
Q4) Costco believes that most of its sales are to small businesses rather than consumers -- and that women are more likely to be making the purchasing decisions. This is an example of a(n) ____ that Costco could test through marketing research.
A)descriptive sample
B)hypothesis
C)experimental question
D)sampling error
E)conceptual error
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Chapter 6: Target Markets: Segmentation and Evaluation
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Sample Questions
Q1) A business advantage of the concentrated targeting strategy for any company is that it
A)requires less market research and information.
B)requires less intensive analysis of customers' characteristics and needs.
C)allows a firm to utilize all of its production capacity.
D)maintains the firm's flexibility in moving into other market segments.
E)allows a firm to develop a special marketing mix for a single market segment.
Q2) Refer to Scenario 6.1. Lil' Angels Kids Spa is currently using a(n)____ targeting strategy.
A)undifferentiated
B)exclusive
C)concentrated
D)differentiated
E)selective
Q3) Only one variable can be used to segment a market.
A)True
B)False
Q4) A person who has buying power also has the authority to buy.
A)True
B)False
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Chapter 7: Consumer Buying Behavior
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Sample Questions
Q1) A person receives information inputs through the senses.
A)True
B)False
Q2) By giving out free samples, a marketer is trying to influence the direct experiences of consumers even before they purchase products.
A)True
B)False
Q3) If a person's interest in the product category is ongoing and long term, it is referred to as situational involvement.
A)True
B)False
Q4) A consumer market consists of buyers intending to use the product with the main purpose of making a profit.
A)True
B)False
Q5) An information input is less likely to reach awareness if it is related to an event that the person is anticipating.
A)True
B)False
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Chapter 8: Business Markets and Buying Behavior
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Sample Questions
Q1) The factors that influence business buying behavior are the same as those that influence consumer buying behavior.
A)True
B)False
Q2) When buying materials, the purchasing agent for Alco Pillow Manufacturing Company considers a variety of factors. Which one of the following is least likely to concern this buyer?
A)Does the quality of the goods meet company specifications?
B)Does the supplier consistently deliver on time?
C)Does the supplier also sell to my competitors?
D)Does the supplier offer the services required?
E)Does the price meet company budget requirements?
Q3) The increase in government purchases has resulted partly from the increase in the number of services provided by the government.
A)True
B)False
Q4) How do a firm's objectives affect the business buying decision process?
Q5) What factors affect the purchase method that business customers choose?
Q6) Discuss the differences between business and consumer transactions.
10
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Chapter 9: Reaching Global Markets
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Sample Questions
Q1) Which of the following agreements provides a forum for tariff negotiations, reducing trade restrictions, resolution of international trade problems, and ground rules for international trade?
A)The World Trade Organization
B)The North American Free Trade Agreement
C)The Latin American Free Trade Agreement
D)The European Union Free Trade Agreement
E)The General Agreement on Tariffs and Trade
Q2) Importing is the sale of products to foreign markets.
A)True
B)False
Q3) Approximately ____ of the world's purchasing power is outside of the United States.
A)1/10
B)1/3
C)2/3
D)1/2
E)9/10
Q4) Describe the cultural and social forces that affect international marketing strategy.
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11
Chapter 10: Digital Marketing and Social Networking
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Sample Questions
Q1) Johnson & Johnson learns about consumer needs by understanding the environment in which a product is used and the different applications of the product. The company uses ____ as a research tool to gain this information.
A)futurism
B)social networking
C)give-aways
D)promotional events
E)sponsorship
Q2) Many people now seek recommendations from social media friends before conducting other kinds of searches.
A)True
B)False
Q3) Digital media refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers Internet using digital marketing.
A)True
B)False
Q4) Explain how digital marketing can help increase the efficiency of a company's distribution process.
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Page 12
Chapter 11: Product Concepts
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Sample Questions
Q1) The difference between absolute and relative product failure is
A)absolute product failure can be fixed by repositioning or improving the product, whereas relative product failure is permanent.
B)relative product failure loses money on its investment, whereas absolute product failure returns a small profit.
C)relative product failure is the result of poor timing, whereas absolute product failure is the result of the lack of the ability to provide benefits that satisfy customers' desires.
D)absolute product failure is caused by design problems, whereas relative product failure is caused by poor promotion or distribution.
E)absolute product failure results in a loss on the investment and is deleted from the product mix, whereas relative product failure results in a small profit, and improvements or repositioning can create success later.
Q2) Component parts usually need to be processed significantly before they are used in production.
A)True
B)False
Q3) Explain the major stages of the product adoption process.
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Chapter 12: Developing and Managing Products
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Sample Questions
Q1) Discuss the advantages and problems associated with test marketing.
Q2) Systematic reviews of a company's product mix aid in determining when product deletion is necessary.
A)True
B)False
Q3) A brand manager in a multiproduct firm would be responsible for
A)performance of a specific brand.
B)all brands within a product line.
C)branding the products of the firm.
D)all products in the brand-line group.
E)all brands made by the firm.
Q4) The following organizational approaches accomplish tasks necessary to develop and manage products: market manager approach, product manager approach, and the ____ approach.
A)brand manager
B)functional team
C)multiproduct manager
D)special projects
E)venture team
Q5) Compare and contrast a product manager and a market manager.
Page 14
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Chapter 13: Services Marketing
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Sample Questions
Q1) Customers seldom rely on the price-quality associations.
A)True
B)False
Q2) Which is the most typical distribution channel used in nonprofit organizations?
A)Nonprofit organization, intermediary, client
B)Nonprofit organization, client
C)Nonprofit organization, middleman, client
D)Nonprofit organization, government, client
E)Government, nonprofit organization, client
Q3) The education a student gets is an example of the intangibility of services.
A)True
B)False
Q4) Tara finds evaluating a new pair of jeans much easier than evaluating tennis lessons because she can try on the jeans to see exactly how they feel and fit. In other words, the jeans have many ____ qualities.
A)experience
B)search
C)intangible
D)credence
E)assurance
Page 15
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Chapter 14: Branding and Packaging
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Sample Questions
Q1) All packaging must at a minimum
A)protect and preserve the contents in the package.
B)clearly communicate the contents and the product's benefits.
C)be tamper-proof and safe for children.
D)comply with the FDA's packaging regulations.
E)be made out of the most cost-effective materials available.
Q2) In the United States, toothpaste is sold in tubes and ketchup is sold in plastic bottles. However, in other parts of the world, ketchup and tomato paste are also sold in tubes. If Heinz were to introduce ketchup in tubes in the United States, consumers might have a more difficult time recognizing the ketchup product due to the change in the _____.
A)Category-consistent packaging.
B)Category-specific packaging.
C)Innovative packaging.
D)Multiple-category packaging.
E)Selective packaging.
Q3) A brand name is the part of the brand that is spoken.
A)True
B)False
Q4) How do sellers benefit from the use of brand names and brand marks?
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Chapter 15: Marketing Channels and Supply Chain Management
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Sample Questions
Q1) Starbucks has an agreement with Pepsi Co. through which Pepsi distributes Starbucks' coffee drink, Frappucino, to grocery stores and other retail outlets. This is an example of
A)a strategic channel alliance.
B)exclusive distribution.
C)dual distribution.
D)horizontal channel integration.
E)channel leadership.
Q2) Large retailers such as J.C. Penney's and Target are most likely to participate in which of the following channels?
A)Producer, industrial distributors, retailers, consumers
B)Producer, consumers
C)Producer, wholesalers, retailers, consumers
D)Producer, retailers, consumers
E)Producer, agents, wholesalers, retailers, consumers
Q3) Compare and contrast the three major levels of market coverage.
Q4) Discuss the importance of order processing in the physical distribution system.
Q5) What is supply chain management? How can it help marketing channel members?
Page 17
Q6) Discuss channel cooperation and conflict. How might each one affect distribution channel functions?
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Page 18
Chapter 16: Retailing, Direct Marketing, and Wholesaling
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Sample Questions
Q1) In what ways do retailers add value to products?
Q2) Based on what he has heard regarding the profitability of such items, Paul Goldstein is considering adding a fresh shellfish case in his grocery store. Paul knows very little about this product or the concerns of shoppers who buy shellfish. He is looking for help in display set-up and merchandising ideas. He should contact which of the following types of wholesalers?
A)General-line
B)Specialty-line
C)General merchandise
D)Rack jobber
E)Limited-service merchant
Q3) Shopping centers include
A)neighborhood, regional, superregional, power, and strip malls.
B)community, rural, urban, and traditional business districts.
C)outlet, power, lifestyle, superregional, regional, neighborhood, and community.
D)outlet malls, lifestyle, strip malls, and shopping malls.
E)free-standing, convenience, traditional, and regional.
Q4) Why would any specific retail store, such as PetSmart, be considered a category killer?
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Chapter 17: Integrated Marketing Communications
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Sample Questions
Q1) The use of heavy advertising in the promotion mix is least likely to occur in which product life cycle stage?
A)Introduction
B)Decline
C)Maturity
D)Growth
E)Plateau
Q2) Channel capacity is determined by the
A)most efficient component of the communication process.
B)least efficient component of the communication process.
C)source.
D)receiver.
E)meanings of the message.
Q3) When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using
A)promotion.
B)integrated marketing communications.
C)charity marketing.
D)charitable promotion.
E)cause-related marketing.
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Chapter 18: Advertising and Public Relations
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Sample Questions
Q1) What is an advertising platform? What is the best way to develop a platform?
Q2) When Volvo's advertising campaign mentions the Volvo CX60 has the highest safety rating of any European sedan, it is using _______ advertising.
A)Reminder
B)Reinforcement
C)Competitive
D)Defensive
E)Institutional
Q3) The advertising department for the Pennzoil Corporation is working on a print advertisement for a new product. At this point, the layout contains a phrase to attract attention, an additional phrase to provide an explanation, an illustration to show the product, and a paragraph to explain the advantages and benefits of the product. What other important element should be included?
A)Headline
B)Subheadline
C)Signature
D)Artwork
E)Body copy
Q4) What is public relations and for what purposes is it used?
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Chapter 19: Personal Selling and Sales Promotion
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Sample Questions
Q1) Yolanda's job is to find new customers for her company's telecommunication services. She encourages existing customers to add more services and finds customers who are completely new to the company. Yolanda would best be classified as a(n)
A)order taker.
B)order generator.
C)missionary salesperson.
D)technical salesperson.
E)order getter.
Q2) The final stage of the selling process is
A)closing.
B)trial close.
C)presentation.
D)follow-up.
E)overcoming objections.
Q3) Locating prospects, educating customers, and building goodwill are functions performed by support personnel.
A)True
B)False
Q4) Discuss the major factors to consider when designing sales territories.
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Chapter 20: Pricing Concepts
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Sample
Questions
Q1) Advertisements for Suave shampoos emphasize that other shampoos may cost more but don't work any better than Suave. In this example, Suave is competing on the basis of
A)product attributes.
B)product performance.
C)product price.
D)available selection.
E)product packaging.
Q2) What are the implications of a downward-sloping demand curve?
Q3) Pricing decisions can be based on determining whether the demand for a product is price elastic or price inelastic.
A)True
B)False
Q4) Which of the following is most likely to have an inelastic demand curve?
A)Automobile
B)Vacation
C)Nonelective surgery
D)Recreational vehicle
E)Computer
Q5) Why is the marginal revenue of a product important to the marketer?
Page 23
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Chapter 21: Setting Prices
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Sample Questions
Q1) A pricing strategy is a course of action designed to achieve pricing and marketing objectives.
A)True
B)False
Q2) If Kroger Food Stores advertises 2-liter bottles of Pepsi for 89 cents to generate store traffic that will purchase other items at regular prices, the grocer is using
A)reference pricing.
B)a price leader.
C)special-event pricing.
D)comparison discounting.
E)professional pricing.
Q3) The government frequently uses competition-based pricing in granting defense contracts.
A)True
B)False
Q4) Describe the six steps of the process that marketers can use to establish prices.
Q5) Identify and describe six types of psychological pricing.
Q6) Identify and describe the four types of product-line pricing.
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