Introduction to Marketing Test Questions
Course Introduction
Introduction to Marketing provides a comprehensive overview of the fundamental principles and practices of marketing in todays dynamic business environment. The course covers key concepts such as market segmentation, targeting, and positioning, as well as the development of effective marketing strategies involving product, price, promotion, and distribution decisions. Students will explore consumer behavior, brand management, market research techniques, and the impact of digital technology on marketing. Through case studies and real-world examples, the course equips students with practical skills for understanding and responding to the needs of customers, analyzing market opportunities, and creating value-driven marketing plans.
Recommended Textbook
Marketing 3rd Edition by Grewal
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Chapter 1: Overview of Marketing
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Q1) Tanya has created a distinctive line of jams,fruit butters and preserves using local,organically grown fruits.She sells these to specialty stores,whose upscale customers appreciate the products and can afford to pay the premium price needed to cover costs.Tanya is concerned about creating value across the entire supply chain,which means that:
A)she is concerned that her suppliers provide her with the high-quality ingredients she needs at a price she can afford.
B)she is concerned that the specialty stores will be able to pay the premium price she needs to charge,but at a price that still allows the stores to sell the products at prices their customers are willing to pay.
C)she would like to create effective relationships with her suppliers and her customers to support the effective marketing of the product to the ultimate customer.
D)she wants to ensure that her suppliers adhere carefully to organic farming practices so that she can offer this benefit to her customers.
E)All of these.
Answer: E
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Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Sample Questions
Q1) Firms achieve ___________ through efficient procedures and excellent supply chain management.
A)customer excellence
B)locational excellence
C)customer loyalty
D)value-based pricing
E)operational excellence
Answer: E
Q2) Using the BCG portfolio analysis,a "dog" should be phased out unless:
A)its marketing manager is a champion of the product.
B)additional resources could increase its relative market share slightly.
C)it complements or boosts the sales of another product.
D)the market has a small chance of rebounding.
E)None of the above.Dogs should be phased out.
Answer: C
Q3) If Starbucks decided to start selling organic meals to corporate eating facilities,it would be pursuing a diversification strategy.
A)True
B)False
Answer: True
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Chapter 3: Marketing Ethics
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Sample Questions
Q1) New real estate disclosure regulations require sellers and their agents to tell prospective buyers about any existing problems.Previously,they were only expected to answer buyers' questions.The new regulation addressed the marketing ethical problem of:
A)high-pressure sales techniques.
B)deceptive pricing tactics.
C)misrepresentation of company data.
D)misleading advertising.
E)withholding information.
Answer: E
Q2) George is interested in a career in marketing but is concerned about the negative stereotypes of people in marketing.He reads the AMA's Code of Ethics.What three "Ethical norms" does it present? What problems does it address?
Answer: The three Ethical Norms are: Marketers must do no harm.Marketers must foster trust in the marketing system.Marketers must embrace,communicate and practice the fundamental values that will improve consumer confidence in the integrity of the marketing exchange system.The Ethical Norms primarily address the problem of image and lack of trust.
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Chapter 4: Analyzing the Marketing Environment
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Q1) Which generational cohort is characterized as being highly individualistic,involved in leisure activities,and eternally in love with rock and roll?
Q2) Recently,Jason,one of the few Americans who has not registered with the Do Not Call Registry,received a call from a marketer suggesting Jason needed additional insurance since he had just become a father and changed jobs.Jason was shocked and very concerned about:
A)his financial situation.
B)his lack of privacy.
C)the marketer's lack of cultural awareness.
D)his telephone bill.
E)his technological comfort.
Q3) The firms that work along with the focal firm to provide goods and services to consumers are viewed as:
A)cultural cohorts.
B)corporate partners.
C)cartels.
D)cooperatives.
E)customers.
Q4) Which generational cohort in the United States is the fastest-growing?
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Chapter 5: Consumer Behavior
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Q1) Consumers use and process different aspects of advertising or messages._______________ yields greater attention and deeper processing,and leads to strong attitudes and purchase intentions.
A)An external locus of control
B)High involvement
C)Low involvement
D)Differential content
E)Internet advertising
Q2) Fashion designers have realized that plus size consumers have significant buying power.Which of the following best describes the course of action fashion designers should take to capture this market?
A)Identifying,understanding,and carefully considering the demands of larger shoppers.
B)Creating plus sizes for all garments manufactured.
C)Offering only a few items in plus size to create demand.
D)Continuing to limit the sizes available in clothing lines.
E)Continuing to supply only a few specialty retailers to meet the demand.
Q3) Why are attitudes important in consumer decision making?
Q4) Why should marketers not set unrealistically high consumer expectations?
Q5) How does the shopping situation affect consumer behavior?
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Chapter 6: Business-To-Business Marketing
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Sample Questions
Q1) Kimberly has just learned that B&B Coffee Supply is looking for a new source of commercial-grade coffee makers,one of the products she sells.She knows B&B has been in business for many years,but she has not been able to get any business from them.When developing her marketing strategy,Kimberly will probably assume that this represents a ___________________ situation for B&B Coffee Supply,and she will want to find out why B&B Coffee Supply is considering alternatives.
A)adapted buy
B)new buy
C)modified rebuy
D)straight rebuy
E)generic buy
Q2) As the buyer in Northrop's buying center team,when a decision is made,Craig will specify:
A)price.
B)quantities.
C)delivery schedule.
D)nonperformance penalties.
E)all of these.
Q3) Would you rather be engaged in B2B or B2C marketing? Support your choice.
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Chapter 7: Global Marketing
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Q1) Global segmentation,targeting,and positioning (STP)is more complicated than local STP because:
A)consumers may view their roles differently in different countries.
B)there are fewer franchising opportunities in global markets.
C)global consumer markets are almost totally homogeneous,making segmentation difficult.
D)most governments have rules against targeting consumers.
E)positioning almost always fails when attempted in a foreign country.
Q2) Of the five strategies for entering new markets,direct investment creates the:
A)least investment cost.
B)greatest potential risk.
C)most franchisee control.
D)best opportunity for strong strategic alliances.
E)greatest coordination of efforts of global and local partners.
Q3) The WTO is the most important organization involved in world trade.What does the WTO do?
Q4) Once a company has decided to pursue a global market,it will explore the four Ps.List the potential global product strategies a firm can employ.
Q5) What is the primary criticism of the World Bank?
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Chapter 8: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) The text states that "geodemographic segmentation can be particularly useful for retailers." Use a local retailer to describe how geodemographic segmentation could be useful.
Q2) While demographic and geographic segmentation of retail customers is relatively easy,these characteristics do not help marketers determine:
A)how old their customers are.
B)what their customers need.
C)where their customers live.
D)which customers have young children.
E)what income brackets their customers are in.
Q3) A university targeting students based on the benefit of getting a degree quickly and without interfering with the rest of the students' lives would emphasize:
A)providing classes at convenient times and offering online courses.
B)discount pricing for students taking more than twelve credit hours.
C)the higher average salaries earned by college graduates.
D)the great variety of classes offered.
E)the number of Nobel Prize winners on the faculty.
Q4) How have airline companies implemented loyalty segmentation?
Q5) List the steps in the Segmentation,Targeting and Positioning Process.
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Chapter 9: Marketing Research
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Sample Questions
Q1) Focus groups are often used to gather:
A)qualitative data about initial reaction to new products.
B)opinions about competitive offerings.
C)reactions to new advertising messages.
D)reactions to point-of-purchase displays.
E)all of these.
Q2) Data collection begins:
A)only after completing the research design process.
B)after determining whether there are any objections.
C)whenever the researcher wants to.
D)after creating the presentation format.
E)after analyzing the data.
Q3) _______________ confirms insights and provides a basis for taking a course of action.
A)Primary data collection
B)Qualitative data mining
C)Exploratory research
D)Conclusive research
E)Statistical sourcing
Q4) How can a small business do market research on a shoestring budget?
Page 11
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Chapter 10: Product, Branding, and Packaging Decisions
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Sample Questions
Q1) Some credit cards provide free liability insurance,funded by the bank issuing the card,when a customer pays for a rental car using the card.This extra insurance is an example of:
A)an associated service.
B)the actual product.
C)product style.
D)the product position.
E)the core value.
Q2) Brand extension is a popular marketing strategy because:
A)it separates out the cost of brand extension from brand intention.
B)it allows the firm to discontinue complementary products.
C)the firm can spend less on creating brand awareness and associations.
D)it avoids the problem of brand dilution.
E)all of these.
Q3) Firms often add new product lines to:
A)capture new markets.
B)respond to evolving markets.
C)increase sales.
D)compete in new venues.
E)all of these.
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Chapter 11: Developing New Products
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Sample Questions
Q1) Which of the following is NOT one of the four product life cycle stages?
A)Introduction
B)Leveling
C)Maturity
D)Growth
E)Decline
Q2) Dee has a new product concept for her Internet anti-piracy software company.She knows she needs to do exploratory research such as:
A)in-depth interviews.
B)focus groups.
C)Internet surveys.
D)trade show intercept surveys.
E)all of these.
Q3) The ______ is a specific price at which manufacturers encourage retailers to sell a product.
A)manufacturer's suggested retail price
B)slotting fee
C)perceived value
D)retail margin
E)key price point
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Chapter 12: Services: The Intangible Product
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Q1) Yolanda manages a Best Sleep Inn along an interstate highway.She knows from experience that five to ten last-minute customers will call after 8 p.m.each evening looking for a room and asking the price.Yolanda has empowered her staff to offer discounts when the motel is largely vacant,and to quote the standard price when the motel is close to full.She knows her service is ________________,meaning that if no one stays in the room,it generates no revenue that evening.
A)intangible
B)inseparable
C)variable
D)durable
E)perishable
Q2) In the Paradise Motel example in the text,the motel offered stale food,advertised babysitting services that were not readily available,and had an assistant manager with a poor attitude.If you were the new manager of the Paradise Motel,how would you use the five dimensions of service quality to identify and correct the problems?
Q3) Airline passengers in Europe receive much greater monetary compensation when they are bumped due to overbooking than do passengers in the United States.How do airline passengers determine what is "fair" when there is a service failure?
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Chapter 13: Pricing Concepts for Establishing Value
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Q1) Internet comparison shopping sites like Shopping.com and Pricegrabber.com allow consumers to compare prices of substitute products much more easily than is possible without the Internet.These sites have:
A)reduced the price elasticity demand for individual products.
B)increased the cross-price elasticity for substitute products.
C)increased the income effect on price elasticity of demand.
D)reduced the cross-price elasticity of demand for complementary goods.
E)decreased the price elasticity of demand for groups of similar products.
Q2) If you were assigned the responsibility for selling your firm's products on eBay,how would you achieve the highest price? Give five specific ideas.
Q3) What is cross-price elasticity? Create an example to explain complementary products.
Q4) Karen initially charged $80 for an hour-long massage and averaged 20 clients per week.When she raised her price to $100,the number of massages decreased to 15 per week.What is the price elasticity of demand for her service?
Q5) Developing a good pricing strategy is essential to the financial well-being of a firm.Even though a firm has an excellent strategy,what are continuing threats to the strategy?
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Chapter 14: Strategic Pricing Methods
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Q1) Because market and operating conditions are different in each target market:
A)all consumers will react similarly to the firm's pricing strategy.
B)the choice of a pricing strategy is specific to the target market.
C)prices need to be held constant because everything else is changing.
D)only horizontal price fixing should be used.
E)external reference prices will always be the best strategy.
Q2) Competitor-based pricing is when a company determines the final price of a good based on the cost.
A)True
B)False
Q3) Mary decided to purchase an electronic toothbrush priced at $100 because of a special offer from the manufacturer.By sending proof of purchase and the receipt to the manufacturer,she could receive a $40 check in return,making the final price $60.This pricing tactic is known as a:
A)rebate.
B)markdown.
C)coupon.
D)cash discount.
E)price line.
Q4) What does an everyday low prices strategy say to consumers?
Page 16
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Chapter 15: Value Delivery: Designing the Channel and Supply Chain
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Sample Questions
Q1) TT TOYS manufactures toys.The company recently started buying paint for its toys from a Chinese firm.This Chinese company is part of TT Toys':
A)supply chain.
B)corporate vertical marketing system.
C)distribution center.
D)CFPR.
E)voluntary chain.
Q2) Dawn works for a firm that buys products directly from the manufacturer and sells them to retailers,who then sell the products to consumers.Dawn works for a:
A)retail distribution center.
B)retail jobber.
C)store representative.
D)wholesaler.
E)manufacturer's representative.
Q3) As the text states,"Students of marketing often overlook or underestimate the importance of Place in the marketing mix." Why? Create an example to describe how place is important to consumers.
Q4) Why is mutual trust important in managing a supply chain?
17
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Chapter 16: Retailing and Multichannel Marketing
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Q1) ______________ distribution intensity helps a seller to maintain a particular image and control the flow of merchandise into an area.
A)Intensive
B)Endogenous
C)Selective
D)Collective
E)Variable
Q2) Category killers are also known as:
A)full-line discount stores.
B)big-box retailers.
C)specialty stores.
D)warehouse clubs.
E)extreme value retailers.
Q3) Manufacturers might use selective distribution by granting exclusive geographic territories to a few retailers so no other retailers in the territory can sell a particular brand.
A)True
B)False
Q4) How can size of a company affect the choice of marketing channels?
Q5) How has the relationship between manufacturers and retailers changed?
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Chapter 17: Integrated Marketing Communications
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Sample Questions
Q1) Betty is assessing the effectiveness of her firm's marketing communications.She knows the ultimate goal is to:
A)maximize rating points.
B)minimize marketing communication expenditures.
C)shift encoding into decoding.
D)use personal selling to augment public relations.
E)drive the receiver to action.
Q2) A _________________ can be used to create positive word of mouth,help customers form a community,and develop long-term relationships between customers and the company.
A)corporate blog
B)faxed newsletter
C)Super Bowl ad
D)full-page ad in selected newspapers
E)public relations campaign
Q3) If there is a difference between the message that is sent and the message that is received,it is probably due to noise.
A)True
B)False
Q4) How can noise disrupt the IMC process?
Page 19
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Chapter 18: Advertising,public Relations,and Sales
Promotions
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Q1) Each year in December,Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo.The message is low-key,wishing everyone well during the holiday season.This is an example of _______ advertising.
A)informative
B)persuasive
C)reminder
D)discussive
E)institutional
Q2) In the United States,the regulation of advertising involves a complex mix of laws and informal restrictions designed to:
A)protect consumers from deceptive practices.
B)stimulate domestic demand.
C)reduce international competition.
D)promote social marketing.
E)institutionalize pull strategies.
Q3) Every day,we can see local car dealerships advertising on television.What are the advantages and disadvantages of television advertising for local car dealerships?
Q4) What is a unique selling proposition (USP)? Propose one for your university.
Page 20
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Chapter 19: Personal Selling and Sales Management
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Q1) David's firm had grown steadily and the products and systems had become more and more complicated.He had been a star representative and had personally serviced and developed all his accounts.In the past year or so,David and his sales colleagues were changing their approach due to the sales growth and increasing product complexity.Customer relationships were now being handled more and more by _______________,which was typical of firms experiencing this kind of growth.
A)manufacturer's representatives
B)brokers
C)sales administrators
D)junior sales reps
E)selling teams
Q2) Often the best way to handle customers' reservations is to relax,listen,and:
A)re-assess your preapproach strategy.
B)consider outsourcing.
C)immediately call your sales support team.
D)ask questions to clarify the issues.
E)re-evaluate your expected order.
Q3) The sales process always proceeds through each of the five steps.
A)True
B)False
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