Introduction to Marketing Test Preparation
Course Introduction
Introduction to Marketing provides students with a foundational understanding of key marketing concepts and practices crucial to modern business. The course explores topics such as market research, consumer behavior, product development, pricing strategies, distribution channels, promotion, and advertising. Through real-world case studies and interactive assignments, students learn how organizations identify customer needs, create value, and build strong customer relationships in competitive environments. Emphasis is placed on the role of digital marketing and ethical considerations in contemporary marketing decisions, preparing students to apply fundamental marketing principles in both local and global contexts.
Recommended Textbook Marketing Defined Explained Applied 2nd Edition by Michael P Levens
Available Study Resources on Quizplus
20 Chapters
2000 Verified Questions
2000 Flashcards
Source URL: https://quizplus.com/study-set/1544
Page 2
Chapter 1: The Meaning of Marketing
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/30494
Sample Questions
Q1) Automobiles, haircuts, tutoring, and lighting fixtures are all examples of tangible products.
A)True
B)False
Answer: False
Q2) Briefly explain the idea of social responsibility in marketing. Give an example of how an organization might practice social responsibility.
Answer: According to this orientation, firms will succeed if they use socially responsible marketing activities and follow high ethical standards. The business considers society as a whole as a stakeholder, so business decisions must take the well being of society into consideration. Today, many organizations practice social responsibility by using cause marketing, raising funds for not-for-profit organizations.
Q3) Other departments within a business are internal marketing stakeholders. A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: The Market in Marketing
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/30495
Sample Questions
Q1) The ________ environment consists of factors that affect consumer purchase ability and buying behavior.
A) cultural
B) political
C) technological
D) economic
E) legal
Answer: D
Q2) The threat of substitutes can reduce the power of a business.
A)True
B)False
Answer: True
Q3) Any change in the status of a competitor will affect the power a business is able to exert in its market and industry.
A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above.
Page 4
Chapter 3: Planning and Marketing in an Organization
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/30496
Sample Questions
Q1) The collection of products, services, and their corresponding brands that make up a company is called a ________.
A) marketing audit
B) mission statement
C) tactical plan
D) business portfolio
E) strategic plan
Answer: D
Q2) All businesses, regardless of size, should engage in the business planning process.
A)True
B)False
Answer: True
Q3) A company can use the BCG matrix to determine which of its products or services should receive more or less investment.
A)True
B)False Answer: True
Q4) Into what BCG quadrant does a high share, high growth product or service fall? Answer: It falls into the star category.
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: A Broader Perspective on Marketing
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/30497
Sample Questions
Q1) Explain the social marketing concept and discuss two examples of its use.
Q2) Which of the following slogans used by automobile companies most strongly addresses the cultural belief that change equals progress?
A) "Everyone dreams of an Audi."
B) "Lincoln. Travel well."
C) "Buick. It's all good."
D) "This is not your father's Oldsmobile."
E) "Chrysler. Drive = Love."
Q3) IBM manager Celia Moore coordinates IBMs long-standing "Reinventing Education" program that involves intensive research into how educational institutions can use the fruits of new technologies to transform what they do. In the process, the program is actually helping to shape a market of significant interest to IBM. "We see the program very much as an investment, rather than handing out money," says Moore. The existence of this program most strongly suggests that IBM has which of the following?
A) an environmental concept
B) a financial bottom line
C) a marketing code of ethics
D) a consumerist orientation
E) a policy of corporate social responsibility
To view all questions and flashcards with answers, click on the resource link above.
Page 6
Chapter 5: Global Marketing
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/30498
Sample Questions
Q1) Think Ink is a growing company that sells a variety of inks for home and business printers. Management at Think Ink has decided to open a sales branch overseas to handle sales and distribution abroad. Think Ink is engaging in ________.
A) indirect exporting
B) direct exporting
C) licensing
D) joint ownership
E) management contracting
Q2) Which of the following holds certain individuals, such as diplomats, accountable to the laws of their home country while exempting them from the laws of a foreign country in which they are operating?
A) jurisdiction
B) extraterritoriality
C) power parity
D) exchange control
E) privatization
Q3) Briefly explain the cultural value of uncertainty avoidance.
Q4) What is a possible risk involved with licensing?
Q5) How is joint venturing more risky and complex than merely exporting?
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Value for Customers
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/30499
Sample Questions
Q1) Which of the following is true about customer relationship management?
A) It relies solely on information from internal sources.
B) Its aim is to maximize profit margins.
C) Its aim is to increase the efficiency of each customer transaction.
D) Its aim is to maximize profitable customer relationships.
E) It relies solely on information from external sources.
Q2) A loyal customer is, by definition, the most profitable kind of customer.
A)True
B)False
Q3) A loyalty program is also commonly known as a(n) ________ program.
A) fair value
B) reward
C) champion
D) lifetime
E) enrichment
Q4) Explain why a company's largest customers may NOT be its most profitable customers.
Q5) Explain why companies must be careful to "not overpromise and underdeliver" on their products and services.
Page 8
Q6) Briefly explain how a buyer makes a purchase decision.
To view all questions and flashcards with answers, click on the resource link above.
Chapter 7: A Perspective on Consumer Behavior
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/30500
Sample Questions
Q1) Consumer behavior involves the shopping process itself.
A)True
B)False
Q2) Maslow's theory is that human needs are arranged in a hierarchy and that an individual must secure his or her most basic needs before tying to realize higher-order needs.
A)True
B)False
Q3) An individual can not process stimuli subconsciously.
A)True
B)False
Q4) ________ is a cognitive impression of incoming stimuli that influences an individual's behavior.
A) Personality
B) Perception
C) Attitude
D) Learning
E) Belief
Q5) Explain why typical husband-dominant or wife-dominant products of the 1970s may no longer be regarded as typical.
Page 9
To view all questions and flashcards with answers, click on the resource link above.
Chapter 8: Consumer Insight
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/30501
Sample Questions
Q1) According to the definition from the American Marketing Association, a consumer market insight refers to a ________ view and appreciation of research.
A) pure
B) applied
C) qualitative
D) quantitative
E) holistic
Q2) Quantitative research is essentially survey research.
A)True
B)False
Q3) A nominal scale is of very limited usefulness in analyzing data.
A)True
B)False
Q4) ________ involves the systematic tracking of competitive actions and plans.
A) Marketing data
B) Marketing information
C) Sales management
D) Customer intelligence
E) Competitive intelligence
Q5) Identify the three decisions a researcher must make when creating a sample plan.
Page 10
To view all questions and flashcards with answers, click on the resource link above.
Chapter 9: The Brand
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/30502
Sample Questions
Q1) Brand equity reflects the value ________ attach to the promise of the brand.
A) competitors
B) marketers
C) consumers
D) partners
E) managers
Q2) Of the types of brand loyalty, which one leads to a greater market share?
A) attitudinal
B) behavioral
C) purchase
D) category
E) consumption
Q3) Which of the following is NOT a desirable quality for a brand name?
A) It should suggest something about the product or service.
B) It should be memorable and distinctive.
C) The brand should almost always be a long word to get attention.
D) The name should export smoothly to foreign markets.
E) Its name should qualify for protection as intellectual property.
Q4) Briefly describe four benefits that a strong brand can provide for a company.
Q5) Briefly explain the differences between a product and a brand.
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Segmenting, Targeting, and Positioning
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/30503
Sample Questions
Q1) In evaluating different market segments, a firm should look at three factors: segment size and growth potential, attractiveness, and brand objectives and resources.
A)True
B)False
Q2) You have just created the "perfect" ad. It communicates the full mix of benefits upon which the brand is differentiated and positioned. This full positioning of the brand is called ________.
A) its value proposition
B) target marketing
C) brand optimization
D) its value profile
E) differentiated marketing
Q3) Which of the following is NOT an example of a demographic segmentation variable?
A) lifestyle
B) income
C) ethnicity
D) gender
E) age
Q4) Compare and contrast the three major segmenting strategies.
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 11: The Marketing Plan
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/30504
Sample Questions
Q1) Which of the following would be listed under a company's strengths in a SWOT analysis?
A) Creating a presence on social networks could broaden product awareness and interest.
B) Changing economic factors favor the company's position in the market.
C) The company maintains efficient and cost-effective relationships with channel partners.
D) Changing technological factors will force the company and its competitors to alter many products.
E) Changes in media consumption among target consumers will make advertising less expensive.
Q2) In a marketing plan, the ________ section identifies the process to monitor achievement toward attaining the marketing objectives.
A) measurement and controls
B) executive summary
C) forecasting
D) marketing situation
E) marketing strategy
Q3) Explain the purpose of a break-even analysis.
To view all questions and flashcards with answers, click on the resource link above.
Page 13
Chapter 12: Product and Service Strategies
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/30505
Sample Questions
Q1) ________ are those products purchased for further processing or for use in conducting a business.
A) Unsought products
B) Specialty products
C) Shopping products
D) Industrial products
E) Accessories
Q2) ________ is the product life cycle period when sales fall off and profits drop.
A) Introduction
B) Growth
C) Maturity
D) Decline
E) Development
Q3) Once the product or service passes the business analysis test, it moves into the ________ stage of new product development.
A) concept development
B) concept testing
C) idea screening
D) marketing strategy
E) commercialization
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Pricing Strategies
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/30506
Sample Questions
Q1) ________ establishes a price based on the cost to manufacture a product or deliver a service.
A) Value-based pricing
B) Fixed cost pricing
C) Cost-based pricing
D) A skimming price
E) Price bundling
Q2) Of the elements of the marketing mix, ________ is most closely linked with revenue.
A) price
B) promotion
C) product
D) place
E) positioning
Q3) In a monopolistic competition market structure, individual firms have almost no pricing power.
A)True
B)False
Q4) Compare pure competition with an oligopoly market structure.
Q5) Explain why break-even analysis is a useful tool for marketers.
Page 15
To view all questions and flashcards with answers, click on the resource link above.
Chapter 14: Supply Chain and Distribution Strategies
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/30507
Sample Questions
Q1) When customers prefer a wide assortment of products, it makes sense to select a longer channel structure.
A)True
B)False
Q2) A channel captain can motivate channel members through financial incentives.
A)True
B)False
Q3) Which of the following should be the first step in designing a channel strategy?
A) identifying channel objectives
B) understanding the desires of the target customer
C) analyzing channel alternatives
D) evaluating intermediaries
E) exploring international opportunities
Q4) A selective distribution strategy is most suitable for which consumer product category?
A) convenience products
B) unsought goods
C) shopping products
D) luxury products
E) materials and supplies
Page 16
To view all questions and flashcards with answers, click on the resource link above.
Chapter 15: Retailing and Wholesaling Strategies
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/30508
Sample Questions
Q1) ________ focus on offering lower prices and turning products over quickly.
A) Specialty stores
B) Discount stores
C) Department stores
D) Superstores
E) Category killers
Q2) Which type of stores usually carries more specialty goods for which customers like to be "waited on" and has much higher operating costs, which are passed along to the customer?
A) self-service store
B) category killer store
C) full-service store
D) convenience store
E) specialty-service retailer
Q3) Compare the responsibilities associated with full-service merchant wholesalers to those associated with limited-service merchant wholesalers.
Q4) Why would a producer use wholesalers rather than selling directly to retailers or consumers?
Q5) Discuss the impact of retailing on the U.S. and global economy.
To view all questions and flashcards with answers, click on the resource link above. Page 17
Chapter 16: Advertising and Sales Promotion Strategies
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/30509
Sample Questions
Q1) The decision to use a cleaning genie to communicate the strength and power of Mr. Clean cleaning liquid is representative of the ________ process of the communication model.
A) sourcing
B) encoding
C) medium
D) decoding
E) messaging
Q2) Which of the following rewards consumers for repeat purchases of a product or brand?
A) trial offers
B) loyalty programs
C) rebates
D) exhibits
E) advertising allowances
Q3) In the marketing communication process, competing advertising messages create noise.
A)True
B)False
Q4) Why are marketers particularly concerned about word of mouth?
Page 18
To view all questions and flashcards with answers, click on the resource link above.
Chapter 17: Personal Selling and Direct Marketing Strategies
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/30510
Sample Questions
Q1) On average, direct marketing generates a return on investment that is less than that of nondirect marketing communication tools.
A)True
B)False
Q2) A salesperson researching a company's buying styles and product lines is most likely in the ________ stage of the selling process.
A) overcome objections
B) preapproach
C) approach
D) sales presentation
E) close the sale
Q3) The number of salespeople in the United States is expected to continue to increase in the next five years.
A)True
B)False
Q4) Why is telemarketing considered to be one of the most intrusive forms of direct marketing?
Q5) Explain how marketers are planning to use personalized URLs and landing pages.
Q6) What are the costs of a high turnover within a company's sales force?
Page 19
To view all questions and flashcards with answers, click on the resource link above.
Chapter 18: The Communications Mix
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/30511
Sample Questions
Q1) Vast numbers of consumers are aware of your product. It is now your goal to enhance preference for your product. You plan to use nonpersonal communications through print media. This will include all of the following EXCEPT ________.
A) newspapers
B) magazines
C) banner advertising
D) flyers
E) signs
Q2) Compare reach and frequency. For which type of products is media reach more important? For which type of products is media frequency more important?
Q3) Broadcast media include all of the following EXCEPT which one?
A) network television
B) local television
C) cable television
D) radio
E) the Internet
Q4) Why do magazines typically have a high degree of credibility and prestige?
Q5) Explain the difference between media impact and media engagement.
Q6) Compare the strengths and weaknesses of the different types of broadcast media.
Page 20
To view all questions and flashcards with answers, click on the resource link above.
Chapter 19: The Marketing Mix
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/30512
Sample Questions
Q1) Serving the needs of two different target segments often requires different communications channels.
A)True
B)False
Q2) Describe the 4 Ps of the marketing mix, how they are used by management, and how they relate to each other.
Q3) Marketing-mix models are used almost exclusively by retail businesses.
A)True
B)False
Q4) A ________ is the logic that guides the selection of a particular marketing mix to achieve marketing objectives.
A) promotional strategy
B) media strategy
C) marketing-mix strategy
D) media plan
E) media-mix model
Q5) Identify two elements included in the 12 categories of marketing variables that are organized into different categories under the 4 Ps classification.
Q6) Identify four factors that make a marketing mix more desirable than others.
Page 21
To view all questions and flashcards with answers, click on the resource link above.
Chapter 20: Marketing Performance Measurement
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/30513
Sample Questions
Q1) Many customer KPIs are identified and managed through CRM programs.
A)True
B)False
Q2) Which of the following is a true statement about advertising?
A) For most organizations, advertising is one of the smallest marketing expenditures.
B) The most important measure of advertising is its entertainment value.
C) Informing consumers about a brand is typically a short-term advertising effort.
D) The construction of an advertising campaign should be guided by communication objectives.
E) Call-to-action advertising asks for a long-term response from consumers.
Q3) Consider a situation in which there is 90% unaided awareness for a brand of athletic shoes, with purchases of 10%. Which of the following best describes the purchase funnel for this scenario?
A) very wide at the top and narrow at the bottom
B) very narrow at the top and wide at the bottom
C) very narrow and vertical
D) very wide and vertical
E) very wide and horizontal
To view all questions and flashcards with answers, click on the resource link above. Page 22