Introduction to Marketing Test Questions
Course Introduction
Introduction to Marketing provides students with a comprehensive overview of the fundamental concepts and strategies of marketing in todays dynamic business environment. The course explores the role of marketing in organizations and society, examining topics such as market segmentation, consumer behavior, product development, pricing, promotion, and distribution. Through case studies, real-world examples, and practical exercises, students will gain an understanding of how businesses identify and meet customer needs, build strong brands, and create value in competitive markets. This foundational course prepares students for advanced marketing studies and equips them with the analytical and creative skills essential for success in marketing careers.
Recommended Textbook
Marketing Real People Real Choices 9th Edition by Michael
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Page 2
R. Solomon
Chapter 1: Welcome to the World of Marketing: Create and Deliver Value
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151 Verified Questions
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Sample Questions
Q1) Write two questions that a firm would be likely to consider during the market planning stage.
Answer: Answers will vary, but should reflect an understanding of the "big picture" nature of market planning. Examples: What product benefits will our customers want in the near future? What sets our firm apart from competitors? How will legal and regulatory issues affect our business?
Q2) The main activities of value chain members include all of the following except ________.
A) bringing in materials to make the product
B) converting the materials into the final product
C) providing unbiased information about the product to consumers
D) shipping out the final product
E) servicing the product after purchase
Answer: C
Q3) Explain why it is often difficult to measure the value of marketing activities.
Answer: Marketing objectives are sometimes stated in vague terms, such as "increase product awareness." This lack of specificity in objectives makes it difficult to measure the impact of marketing.
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Chapter 2: Global, Ethical, and Sustainable Marketing
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155 Flashcards
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Sample Questions
Q1) A ________ exists when an unauthorized party imports products and then sells them for a fraction of the price of authorized products.
A) gray market
B) dual distribution system
C) disintermediation system
D) black market
E) dumping ground
Answer: A
Q2) The euro is the currency used by ________.
A) NAFTA
B) MERCOSUR
C) the EU
D) the WTO
E) GATT
Answer: C
Q3) The main pursuit of the World Trade Organization (WTO) is to guarantee basic human rights in all markets.
A)True
B)False
Answer: False
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Chapter 3: Strategic Market Planning
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Sample Questions
Q1) Unilever makes Rexona deodorant and antiperspirant, a leading brand of deodorant and antiperspirant. Because the worldwide market for deodorants and antiperspirants is growing rapidly, Rexona would be classified as a ________ on the BCG growth-market share matrix.
A) problem child
B) dog
C) cash cow
D) star
E) question mark
Answer: D
Q2) The three levels of business planning are ________.
A) managerial, operational and promotional
B) strategic, functional and operational
C) portfolio, strategic and functional
D) SWOT, strategic and tactical
E) operational, functional and tactical
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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Chapter 4: Market Research
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Sample Questions
Q1) What are market research ethics and why is it important that a firm follows market research ethics?
Q2) Research design falls into the two broad categories of secondary research and primary research.
A)True
B)False
Q3) Which of the following is information gathered directly from respondents in order to specifically address a question at hand?
A) ethnographic observations
B) experimental hypotheses
C) primary data
D) secondary data
E) internal data
Q4) Data are raw, unorganized facts.
A)True
B)False
Q5) Explain the three factors that typically influence the quality of research results and discuss how researchers can ensure the quality of their data.
Q6) Compare and contrast syndicated research with custom research.
Page 6
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Chapter 5: Marketing Analytics: Welcome to the Era of Big Data
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) Describe the different types of Big Data sources available to marketers. How can marketers use this information?
Q2) When a company uses computer software to extract large amounts of data from social media platforms, it is using ________.
A) data warehousing
B) scanner data
C) intelligent agents
D) web scraping
E) reality mining
Q3) Analysts use ________ to comb through vast amounts of data to find hidden patterns and determine how to use those patterns.
A) data warehouses
B) sentiment analysis
C) emotion analysis
D) algorithms
E) predictive analytics
Q4) What is the difference between the measures of cost-per-order and margin on sales?
Q5) What is the difference between structured and unstructured data?
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Chapter 6: Understand Consumer and Business Markets
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Sample Questions
Q1) Purchase decision making usually begins with information search and then moves to evaluation of alternatives.
A)True
B)False
Q2) Consumer behavior is best described as a(n) ________ process.
A) impersonal
B) subliminal
C) ongoing
D) affective
E) cognitive
Q3) The Green Awning is a flower and gift store. When its owner purchases the green foam used in the bottom of vases of cut flowers, floral tape used in flower arrangements, and gift cards, she is most likely making a ________.
A) straight rebuy
B) complex-task purchase
C) modified rebuy
D) new-task buy
E) gatekeeping buy
Q4) Briefly describe each step in the consumer decision-making process.
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Chapter 7: Segmentation, Target Marketing, and Positioning
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Sample Questions
Q1) ________ is a term for men who are keenly interested in fashion, home design, gourmet cooking, and personal care.
A) Tween
B) Buster
C) Metrosexual
D) Bachelor
E) Slacker
Q2) In developing a new shoe, Reebok targeted the youth market. It used ________ segmentation to define its target market.
A) lifestyle
B) behavioral
C) socioeconomic
D) demographic
E) psychographic
Q3) Why do marketers segment the market and use a target marketing strategy?
Q4) Differentiated marketing can involve connecting the same product with different market segments by communicating differently to each segment.
A)True
B)False
Page 9
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Chapter 8: Product I: Innovation and New Product Development
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Sample Questions
Q1) Consumers' perception of relative advantage would help determine the success of a new magazine targeted to girls between the ages of 14 and 17.
A)True
B)False
Q2) The first phase of new product development is ________.
A) problem recognition
B) product concept screening
C) idea generation
D) product concept development
E) business analysis
Q3) Generally, consumer goods are either ________ or ________.
A) convenience products; staples
B) durable goods; nondurable goods
C) industrial products; packaged goods
D) shopping products; impulse products
E) shopping products; convenience products
Q4) What might a firm measure in order to examine its level of innovation?
Q5) How are processed materials different from raw materials?
Q6) Explain the following statement: "A product is a bundle of attributes."
Q7) What are the disadvantages and advantages associated with test marketing? Page 10
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Chapter 9: Product Ii: Product Strategy, Branding, and Product Management
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Sample Questions
Q1) How is it possible for a company in the United States to have protection for a brand even if it has not legally registered it?
Q2) Briefly explain the history of regulations concerning packaging and labels.
Q3) Mercedes was able to successfully introduce its C-Class car at $30,000 without injuring its ability to sell other Mercedes cars for $100,000 or more. Mercedes implemented a(n) ________.
A) downward line stretch
B) product line contraction
C) cannibalization strategy
D) upward line stretch
E) value stretch
Q4) It is most accurate to say that total quality management firms believe that it is the responsibility of ________ employees to serve the needs of customers.
A) marketing
B) research and development
C) human resource
D) management
E) all
Q5) What is the difference between a product line and a product mix?
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Chapter 10: Price: What Is the Value Proposition Worth
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Sample Questions
Q1) To determine the break-even point, a firm needs to first do which of the following?
A) determine what percentage of the market it wants
B) determine the point at which supply equals demand
C) calculate the contribution per unit
D) conduct an environmental audit
E) determine total market share
Q2) Federal legislation on price-fixing requires that sellers set their prices ________.
A) based on their fixed and variable costs
B) without communication with competitors
C) to achieve a specified profit margin
D) consistently with all customers
E) consistently throughout a region
Q3) The manufacturer's suggested retail price is also referred to as the ________.
A) break-even price
B) marginal price
C) list price
D) markup
E) markdown
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Chapter 11: Deliver the Goods: Determine the Distribution Strategy
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Sample Questions
Q1) What are the similarities and differences between manufacturers' agents and selling agents?
Q2) Which of the following is a distribution system that uses different channels and communication methods to reach and serve a target market?
A) a vertical marketing system
B) a horizontal marketing system
C) a hybrid marketing system
D) a logistics system
E) an intensive distribution system
Q3) Which of the following do manufacturers typically NOT use as a factor in deciding which mode of transportation to use for a product?
A) dependability
B) cost
C) accessibility
D) responsiveness
E) traceability
Q4) An environmental analysis is an important step in distribution planning.
A)True
B)False
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Chapter 12: Deliver the Customer Experience: Goods and Services
Via Bricks and Clicks
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Sample Questions
Q1) Developing a new product to meet the minimum qualifications of an unmet need is integral to the ________ approach to marketing.
A) social
B) pure selling
C) product fulfillment
D) market fulfillment
E) product improvement
Q2) Tony, a vice president of the St. Louis One Gateway Credit Union, decided to measure customers' perceptions of the service quality of the credit union. He chose to use the SERVQUAL scale because it included the ________ component, which involves the knowledge and courtesy of employees, as well as their ability to convey trust and confidence.
A) empathy
B) responsiveness
C) assurance
D) reliability
E) creativity
Q3) Why have department stores struggled to survive in the United States in recent years?
Q4) Briefly explain the wheel-of-retailing concept.
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Chapter 13: Promotion I: Advertising and Sales Promotion
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Sample Questions
Q1) A new pizza restaurant is opening in town. The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening. The owners of the restaurant are using ________.
A) mass communications
B) a push strategy
C) word-of-mouth communications
D) public relations
E) one-to-one marketing
Q2) ________ involves a channel member purchasing large quantities of a product during a discount period, warehousing the product, and not buying the product again until another discount is offered.
A) Pushing
B) Forward buying
C) Rebating
D) Co-op buying
E) Discounting
Q3) How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of do-it-yourself advertising?
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Chapter 14: Promotion Ii: Social Media, Directdatabase
Marketing, Personal Selling, and Public Relations
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Sample Questions
Q1) On a cost per contact basis, personal selling is much more expensive than national advertising.
A)True
B)False
Q2) After the sales presentation, which of the following is the next step in the creative selling process?
A) block objections
B) handle objections
C) begin building a bridge to the next sale
D) wait for signals that the customer is ready to buy
E) indirectly ask the customer for her business
Q3) ________ is the most expensive form of marketing communication.
A) Direct marketing
B) Advertising
C) Mass marketing
D) Personal selling
E) Public relations
Q4) The final stage of the creative selling process is the close.
A)True
B)False
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