Introduction to Marketing Test Preparation
Course Introduction
Introduction to Marketing provides students with a comprehensive overview of the fundamental concepts, principles, and practices of marketing in contemporary organizations. The course explores key topics such as the marketing mix (product, price, place, promotion), consumer behavior, market research, segmentation, targeting, and positioning. Through real-life case studies and practical applications, students will gain insight into how organizations identify customer needs, develop effective marketing strategies, and create value in competitive markets. This course serves as a foundation for further study in marketing and related business disciplines.
Recommended Textbook
Principles of Marketing 7th AUSTRALIAN Edition by Gary Armstrong
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14 Chapters
2302 Verified Questions
2302 Flashcards
Source URL: https://quizplus.com/study-set/1480
Page 2
Chapter 1: Marketing: Creating and Capturing Customer Value
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142 Verified Questions
142 Flashcards
Source URL: https://quizplus.com/quiz/29418
Sample Questions
Q1) Define customer equity and explain why it is important to a company.
Answer: Customer equity is the sum of the lifetime values of all a company's current and potential customers.Customer equity is dependent upon customer loyalty from a firm's profitable customers.Because customer equity is a reflection of a company's potential future revenue,profit and customer equity,companies must manage it carefully.Customers should be treated as assets that need to be maximised.
Q2) The final step in the marketing process is ________.
A)capturing value from customers
B)creating customer loyalty
C)creating customer lifetime value
D)understanding the marketplace
E)designing a customer-driven marketing strategy
Answer: A
Q3) Modern thinking is that marketing is done only by marketing,sales and customer-support personnel.
A)True
B)False
Answer: False
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Chapter 2: Company and Marketing Strategy: Partnering to
Build Customer Engagement, value and Relationships
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163 Verified Questions
163 Flashcards
Source URL: https://quizplus.com/quiz/29419
Sample Questions
Q1) A company's value chain is only as strong as its strongest link,or most effective department.
A)True
B)False
Answer: False
Q2) Which of the following is NOT a market-oriented business definition?
A)'To provide a global trading platform where practically anyone can trade practically anything'.
B)'To sell tools and home repair and improvement items'.
C)'To deliver low prices every day'.
D)'To be the guardian of our customers' financial dreams'.
E)'To bring inspiration and innovation to every athlete in the world'.
Answer: B
Q3) Which of the following is a tool for monitoring strategic marketing performance?
A)a marketing plan
B)a marketing dashboard
C)a customer management organisation
D)a product differentiation
E)a value-delivery network
Answer: B
Page 4
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Chapter 3: The Marketplace and Customers: Analysing the Environment
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163 Verified Questions
163 Flashcards
Source URL: https://quizplus.com/quiz/29420
Sample Questions
Q1) The microenvironment consists of larger societal forces that affect a company,such as demographic,economic,political and cultural forces.
A)True
B)False
Answer: False
Q2) According to Engel's laws,consumers tend to spend a larger percentage of income on savings as income rises.
A)True
B)False
Answer: True
Q3) Cause-related marketing is ________.
A)a response to customer needs
B)a primary form of environmental awareness
C)a primary form of corporate giving
D)a response to corporate political problems
E)an attempt to influence customers' core beliefs
Answer: C
Q4) Population diversity goes well beyond ________ heritage.
Answer: ethnic
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Chapter 4: Marketing Analytics: Gaining Customer Insights
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172 Verified Questions
172 Flashcards
Source URL: https://quizplus.com/quiz/29421
Sample Questions
Q1) After a research instrument is selected,the next step in the marketing research process is ________.
A)selecting a sampling method
B)interpreting the findings
C)implementing the research plan
D)collecting secondary data
E)selecting a research approach
Q2) After conducting formal marketing research for your department,you summarise the data in an oral presentation to management.You are following normal marketing research steps.
A)True
B)False
Q3) A(n)________ sample is one where the researcher selects the easiest population members from which to obtain information.
Q4) A company wants to collect research data through mechanical instruments.The three typical methods are video cameras,checkout scanners and internet surveys. A)True
B)False
Q5) Briefly explain the difference between predictive analytics and forecasting.
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Chapter 5: Buyer Behaviour: Understanding Consumer and Business Buyers
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167 Verified Questions
167 Flashcards
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Sample Questions
Q1) One who always knows about the trendiest fashions,actively shares her knowledge with a wide group of friends and colleagues about where to shop for cutting-edge fashion at great deals,and whose advice is often followed,is called a(n)________.
A)membership group
B)innovator
C)opinion leader
D)buzz marketer
E)experiential source
Q2) An adult male purchases new technological devices such as the latest model of a mobile phone after many people he knows already own the devices.However,he is rarely among the last people he knows to purchase a new technology.He is part of the 'laggard' adopter group.
A)True
B)False
Q3) A belief is the specific mix of human traits that may be attributed to a particular brand.
A)True
B)False
Q4) People with similar ethnic backgrounds often have shared________ systems.
Page 7
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Chapter 6: Customer-Driven Marketing Strategy: Creating
Value for Target Customers
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191 Verified Questions
191 Flashcards
Source URL: https://quizplus.com/quiz/29423
Sample Questions
Q1) A family owns and operates two retail stores,one in Newtown and one in Oldtown.Although the towns are only 40 miles apart,the consumers at both stores are very different demographically.The owners alter the product offerings between both locations in an effort to cater to both demographic groups.This is an example of
A)local marketing
B)psychographic segmentation
C)micromarketing
D)demographic segmentation
E)both A and C
Q2) Ford Motor Company emphasises 'Quality first-Ford tough' in its truck products.The company has developed a differentiation strategy based on ________.
A)people
B)image
C)channels
D)services
E)positioning
Q3) Explain,in detail,how you would segment the market for a university centre offering support services in terms of learning assistance and study skills centre.
Page 8
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Chapter 7: Products, services and Brands: Offering
Customer Value
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173 Verified Questions
173 Flashcards
Source URL: https://quizplus.com/quiz/29424
Sample Questions
Q1) Each time the Coca Cola Company has introduced a new type of cola beverage,Coke Original lost sales.When Diet Coke was released it resulted in a loss of sales to the original.When Coke Zero was launched,it took sales away from both Coke Original and Diet Coke.This loss of sales,as a direct result of a brand extension strategy,is known as ________.
A)brand cannibalisation
B)fighting brands
C)product obsolescence
D)derived demand
E)portfolio planning
Q2) Which of the following capital items is NOT considered accessory equipment?
A)buildings
B)hand tools
C)lift trucks
D)desks
E)chairs
Q3) Branding can add consumer value to a product.
A)True
B)False
Q4) When a brand loses the trust it has engendered,its ________ soon declines.
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Chapter 8: New Products: Developing and Managing Innovation
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172 Verified Questions
172 Flashcards
Source URL: https://quizplus.com/quiz/29425
Sample Questions
Q1) Product improvements,product modifications and original products can all be classified as ________.
A)pioneer products
B)new products
C)product concepts
D)product ideas
E)test products
Q2) A(n)________ is a fashion that enters quickly and is adopted with great zeal and is characterised by a product life-cycle showing an early peak and quick decline.
Q3) Executives,manufacturing employees and salespeople are all examples of ________.
A)external sources for new-product ideas
B)internal sources for new-product ideas
C)core members of innovation management systems
D)research and development team members
E)new-product committee members
Q4) A product ________ is a detailed version of an idea stated in meaningful consumer terms.
10
Q5) The ________ stage of the product life-cycle is a period of rapid market acceptance and increasing profits.
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Chapter 9: Pricing: Capturing Customer Value
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167 Verified Questions
167 Flashcards
Source URL: https://quizplus.com/quiz/29426
Sample Questions
Q1) Costs that vary directly with the level of production are referred to as ________ costs.
A)fixed
B)variable
C)target
D)total
E)unit
Q2) The hardware retailer,Bunnings,is positioned as a low-cost retailer.It regularly advertises that it 'won't be beaten on price' and gives customers the undertaking that 'if you happen to find a cheaper price on a stocked item we'll beat it by 10%'.This is an example of which type of pricing?
A)penetration pricing
B)predatory pricing
C)signpost pricing
D)loss leadering
E)price matching guarantees
Q3) Briefly outline the following concepts:
(i) Price ceiling.
(ii) Price floor
Q4) Price ________ indicates how responsive demand will be to a change in price.
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Chapter 10: Placement: Customer Value Fulfilment
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147 Verified Questions
147 Flashcards
Source URL: https://quizplus.com/quiz/29427
Sample Questions
Q1) Some retail stores are designed to allow customers to easily locate merchandise which they pay for at centrally-located checkouts before loading the goods into their own cars.This approach to retailing is best described as ________.
A)self-service retailing
B)no-service retailing
C)limited-service retailing
D)full-service retailing
E)None of the above.
Q2) Members of the marketing channel add value when they move goods from producers and suppliers to consumers by overcoming time,placement and possession gaps.
A)True
B)False
Q3) Supply chain,more than almost any other marketing activity,affects the environment and a firm's environmental sustainability efforts.
A)True
B)False
Q4) Among the most frequently air-freighted products are ________.
Q5) Why are multichannel distribution systems gaining popularity today?
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Chapter 11: Communicating Customer Value: Advertising and Public Relations
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172 Verified Questions
172 Flashcards
Source URL: https://quizplus.com/quiz/29428
Sample Questions
Q1) ________ is the company's most expensive promotion tool.
A)Advertising
B)Personal selling
C)Mass media
D)Public relations
E)Publicity
Q2) When typical consumers approach a print advertisement,the first thing they are likely to notice is the illustration,followed by the headline and then the copy.
A)True
B)False
Q3) When selecting media,the advertiser must decide on the desired qualitative value,known as the ________,of a message through a given medium.
A)reach
B)media engagement
C)media impact
D)exposure costs
E)frequency
Q4) Advertising is moving away from ________ and towards ________.
Page 13
Q5) ________ ________ is typically the company's most expensive promotional tool.
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Chapter 12: Personal Selling and Sales Promotion: Creating
Value in Relationships
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174 Verified Questions
174 Flashcards
Source URL: https://quizplus.com/quiz/29429
Sample Questions
Q1) Which of the following is NOT an objective for trade promotions?
A)to encourage retailers to carry new items
B)to encourage retailers to advertise a product
C)to gain more shelf space
D)to motivate salespeople to sign up new accounts
E)to encourage retailers to carry more inventory
Q2) Which of the following is NOT a disadvantage of a product salesforce structure?
A)extra selling costs involved with multiple sales visits from separate divisions
B)overlapping use of resources with big customers
C)salespeople spending time to see the same customer's purchasing agents
D)increased customer delivery time
E)B and C
Q3) Manufacturers may offer an 'allowance' in return for the retailer's agreement to feature the manufacturer's products in some way.
A)True
B)False
Q4) The steps that a salesperson follows in the selling process include prospecting and ________,pre-approach,approach,presentation and demonstration,handling objections,closing and follow-up.
Page 14
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Chapter 13: Direct and Digital Marketing: Interactivity and Fulfilment
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133 Verified Questions
133 Flashcards
Source URL: https://quizplus.com/quiz/29430
Sample Questions
Q1) An information and ordering machine that allows orders to be placed or payments to be made is known as a(n)________.
Q2) Visits,average time spent on site and click-throughs are all examples of Google's 'search metrics'.
A)True
B)False
Q3) Companies can benefit from monitoring the blogosphere even if they decide not to actively participate in sponsoring,influencing or creating content.
A)True
B)False
Q4) Direct and digital marketing is continuing to become more ________ oriented.
A)television
B)web
C)mail
D)telephone
E)personal selling
Q5) Direct ________ is printed material sent by mail to convey offers to consumers,whether targeted to the recipient by name or to the business or householder by a broader targeting method.
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Chapter 14: Sustainable Marketing: Social Responsibility, ethics and Legal Compliance
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166 Verified Questions
166 Flashcards
Source URL: https://quizplus.com/quiz/29431
Sample Questions
Q1) Legal education programs dealing with trade associations or groupings that substantially lessen competition concern relationships with the ________.
Q2) Setting prices below cost,threatening to cut off business with suppliers and discouraging the purchase of a competitor's products are all examples of ________.
A)routine competition
B)excessive materialism
C)predatory competition
D)acquisitions
E)barriers to entering a market
Q3) Large marketing companies can use patents and heavy promotion spending to ________.
A)acquire smaller companies
B)bear the social costs of their operations
C)set up barriers for others wanting to enter the industry
D)achieve economies of scale
E)offset cultural pollution
Q4) ________ protects individual ideas as expressed in various permanent forms such as original artistic works.
Page 16
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