Course Introduction
Introduction to Marketing Textbook
Exam Questions
Introduction to Marketing offers students a foundational understanding of marketing principles and practices used by businesses to identify, create, and deliver value to customers. Topics covered include market research, consumer behavior, product development, pricing strategies, distribution channels, and promotional techniques. Through case studies and real-world examples, students explore how organizations analyze markets, position their brands, and develop effective strategies to gain a competitive advantage. This course equips learners with the essential tools and concepts needed for successful decision-making in the dynamic field of marketing.
Recommended Textbook
Contemporary Marketing 16th Edition by Louis E. Boone
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Page 2
Chapter 1: Marketing: The Art and Science of Satisfying Customers
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Q1) A company produces a high-quality product,with a maximum monthly output of 10,000 units.Production levels are constant and the company relies on its marketing department to find customers for its output.This approach is consistent with which era in marketing history?
A) Production era
B) Relationship era
C) Marketing era
D) Sales era
Answer: D
Q2) Which of the following is a facilitating function of marketing?
A) Buying
B) Selling
C) Standardization and grading
D) Distribution
Answer: C
Q3) Product development partnerships and vertical alliances are two examples of strategic alliances.
A)True
B)False
Answer: True
Page 3
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Chapter 2: Strategic Planning in Contemporary Marketing
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Q1) According to the BCG market share/market growth matrix,_____ typically require more cash than they generate.
A) cash cows
B) stars
C) question marks
D) achievers
Answer: C
Q2) Planning often is classified on the basis of its scope or breadth.
A)True
B)False
Answer: True
Q3) Matching an external opportunity with an internal weakness produces a situation known as leverage.
A)True
B)False
Answer: False
Q4) Targeting consumers in specific global markets represents a challenge.
A)True
B)False
Answer: True
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Chapter 3: The Marketing Environment, Ethics, and Social Responsibility
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Q1) The most direct form of competition occurs among marketers of dissimilar products.
A)True
B)False Answer: False
Q2) During the recession stage of the business cycle,consumers have enough money to spend,but caution often restraints their willingness to buy.
A)True
B)False Answer: False
Q3) Which of the following components of the marketing environment consists of factors that influence consumer buying power and marketing strategies?
A) Competitive environment
B) Cultural environment
C) Economic environment
D) Regulatory environment
Answer: C
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Chapter 4: Social Media: Living in the Connected World
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Q1) Stinson's,a chain of luxury department stores,uses a unique two-dimensional code on pamphlets and brochures that can be read by mobile phones with cameras.These codes provide detailed information regarding the products available in the store along with their prices.Which of the following are being used by Stinson's in the above scenario?
A) Apps
B) Fact Tags
C) QR codes
D) Social networks
Q2) Marketers generally view the goal of social media marketing as developing a conversation with potential customers.
A)True
B)False
Q3) A(n)_____ is a software that enables users to communicate with each other online.
A) bookmarking site
B) social media analytics
C) online forum
D) social media tool
Q4) How do blogs and microblog postings help companies to market their products?
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Chapter 5: E-Business: Managing the Customer Experience
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Q1) Some Web pages display counters that measure the number of visits.These counters can also measure the amount of time users spend on those sites.
A)True
B)False
Q2) How can e-marketers increase the sale of their products through their websites?
Q3) Most shoppers use Internet mainly to:
A) check the availability of the products in the nearby store.
B) research products online before buying them at a store.
C) obtain information regarding the retailer selling the product.
D) check the company's internal information before purchasing.
Q4) Channel conflicts can be defined as conflicts:
A) over revenue sharing between manufacturers and their workers.
B) among manufacturers, wholesalers, and retailers.
C) among customers and marketers regarding data privacy and information security.
D) between marketers and the government over legal issues.
Q5) Increased capability of smart phones has boosted online retail sales.
A)True
B)False
Q6) Distinguish between a corporate website and a marketing website.
Page 7
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Chapter 6: Consumer Behavior
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Q1) Well-known luxury retailers offer unique or prestigious products at price ranges slightly lower than their premium brands to attract middle-class consumers aspiring to the upper-class.
A)True
B)False
Q2) The purchase of which of the following products will follow a syncratic pattern?
A) Health insurance
B) Shampoo
C) Lawnmower
D) Children's clothes
Q3) Discuss Maslow's hierarchy of needs and list a product that can be promoted to fulfill each of the different levels of needs.
Q4) Which of the following actions is shaped by the effective application of learning theory within the marketing strategy context?
A) Repeat purchase behavior
B) Impulse buying behavior
C) Cognitive dissonance
D) Domino effect
Q5) What are subcultures? Why should marketers pay attention to subcultures?
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Chapter 7: Business-to-Business (B2B)Marketing
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Q1) Cotton and polyester are used in the production of permanent press clothing.If the supply of cotton is reduced,there will be an immediate effect on the demand for polyester.This relationship represents a(n):
A) derived demand.
B) elastic demand.
C) volatile demand.
D) joint demand.
Q2) The first stage in the eight-stage model of an organizational buying process involves:
A) determining the characteristics and quantity of a needed good or service.
B) searching for and qualifying potential sources.
C) anticipating a problem, need, or opportunity and a general solution.
D) establishing specifications for a needed good or service.
Q3) Gatekeepers in the buying center affect the buying decision by determining which individuals within the organization will be part of the buying process.
A)True
B)False
Q4) Describe the unique challenges of selling to government markets.
Q5) Discuss the major categories of business market demand.
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Chapter 8: Global Marketing
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Q1) _____ is a contractual arrangement in which a wholesaler or retailer agrees to meet the operating requirements of a manufacturer.
A) Direct investment
B) Franchising
C) Value engineering
D) Business process reengineering
Q2) The Organization of Petroleum Exporting Countries (OPEC)is a collective export organization.
A)True
B)False
Q3) Which of the following agreements has created opportunities for U.S.financial,legal,and accounting firms by including services under international trading rules and has phased-out import quotas on textiles and clothing from developing nations?
A) The Treaty of Commerce and Navigation
B) The Central American Free Trade Agreement-DR
C) The General Agreement on Tariffs and Trade
D) The North American Free Trade Agreement
Q4) What are the different product and promotion strategies that can be used by global marketers?
Page 10
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Chapter 9: Market Segmentation, Targeting, and Positioning
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Q1) Placing a product at a certain point or location within a market in the minds of prospective buyers is known as _____.
A) positioning
B) social referencing
C) value engineering
D) optimizing
Q2) Members of the video game generation gravitate to activities that provide constant entertainment and immediate gratification.
A)True
B)False
Q3) What is the use of psychographic segmentation to marketers?
Q4) The 80/20 principle,also called Praedo's law,states that 80 percent of a product's revenues come from 20 percent of its customers.
A)True
B)False
Q5) What is psychographic segmentation? What is the most common method for developing psychographic profiles of a population?
Page 11
Q6) What is cohort effect? What is the current cohort called?
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Chapter 10: Marketing Research and Sales Forecasting
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Q1) Kate believes the reason the sales of one of her company's products has fallen is due to a price increase.She cites sales from the previous year to the same customers as evidence of declining sales.Kate is:
A) developing a research design.
B) formulating a hypothesis.
C) identifying a symptom.
D) conducting exploratory research.
Q2) Penelope is using data collected and published by a trade association in her marketing research study.The data used by Penelope can be regarded as _____.
A) secondary data
B) primary data
C) raw data
D) experimental data
Q3) The information gathered by an outside marketing research firm is often more thorough and accurate than that collected by in-house staff.
A)True
B)False
Q4) List the benefits and limitations of quantitative sales forecasting techniques.
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Chapter 11: Relationship Marketing and Customer Relationship Management (CRM)
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Q1) In the context of the relationship marketing continuum,the primary bond created by a second-level relationship marketing program is usually _____ in nature.
A) social
B) financial C) structural
D) notional
Q2) Many grocery chains require customers to have a membership card in order to receive sale prices or other discounts.These grocery chains are practicing database marketing.
A)True
B)False
Q3) Companies can use database marketing to improve customer retention and referral rates.
A)True
B)False
Q4) Customer relationship management systems are more beneficial to retailers than to B2B firms.
A)True
B)False
Page 13
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Chapter 12: Product and Service Strategies
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Q1) Johnson & Johnson manufactures more than 100 brands in nearly 50 product categories.The total number of products they manufacture represents the _____ of its product mix.
A) length
B) depth
C) consistency
D) width
Q2) Marketers classify goods and services by considering the purchase patterns of the majority of buyers.
A)True
B)False
Q3) Describe the three categories of supplies.
Q4) Rangers,a firm which provides towing service,boasts of a very consistent performance track record and promises a quick and good quality service "anytime,anywhere." According to this information,Rangers is focusing on which of the following variables of service quality?
A) Reliability
B) Sympathy
C) Empathy
D) Substitutability
Page 14
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Chapter 13: Developing and Managing Brand and Product Categories
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Q1) A _____ brand refers to a brand name owned by a manufacturer or a producer.
A) private
B) generic
C) national
D) captive
Q2) A(n)_____ gathers a group of specialists from different areas in an organization to work together in developing new products.
A) quality circle
B) venture team
C) new-product department
D) market development committee
Q3) The added value that a certain brand name gives to a product in the marketplace is called _____.
A) brand identity
B) brand relevance
C) brand recognition
D) brand equity
Q4) Differentiate between a manufacturer's brand and a private brand.Give examples for each.
Page 15
Q5) What is a label? How does it assist in the marketing of the product?
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Chapter 14: Marketing Channels and Supply Chain Management
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Q1) Legal provisions against pollution and conservation laws have increased the importance of reverse channels.
A)True
B)False
Q2) Physical distribution refers to a broad range of activities aimed at efficient movement of finished goods from the end of the production line to the consumer.
A)True
B)False
Q3) Which of the following modes of transportation provides the most efficient way for moving bulky commodities over long distances?
A) Railroads
B) Motor carriers
C) Water carriers
D) Pipelines
Q4) In transportation,a class rate is the standard rate for a specific commodity moving between any pair of destinations.
A)True
B)False
Page 16
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Chapter 15: Retailers, Wholesalers, and Direct Marketers
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Q1) Internet-based retailers usually maintain little or no inventory and order directly from vendors to fill customer orders received via their websites.
A)True
B)False
Q2) What are the different types of planned shopping centers?
Q3) Which of the following is true of mail-order wholesalers?
A) Their main aim is to bring buyers and sellers together.
B) They carry no inventory, provide no credit, and do not take title to the goods.
C) They often serve relatively small customers in outlying areas.
D) They comprise a large percentage of full-function merchant wholesalers.
Q4) In the case of convenience stores,customers usually compare prices,assortments,and quality levels at competing outlets before making purchase decisions.
A)True
B)False
Q5) Wholesaling intermediaries create utility in the form of time,place,and ownership.
A)True
B)False
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Chapter 16: Integrated Marketing Communications,
Advertising, and Public Relations
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Q1) When a fast food restaurant chain joins with a movie studio to promote a new film,it is an example of cross-promotion.
A)True
B)False
Q2) The _____ is at the heart of integrated marketing communications.
A) product
B) brand
C) organization
D) customer
Q3) IMC broadens the concept of promotion to include all the ways a customer has contact with the organization,adding packaging,store displays,and online advertising to traditional media.
A)True
B)False
Q4) Which of the following is the oldest form of promotion?
A) Product placement
B) Personal selling
C) Guerrilla marketing
D) Ambush marketing
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Q5) Define cross-promotion.Explain why is it used.Give examples of cross-promotion.
Chapter 17: Personal Selling and Sales Promotion
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Q1) Which of the following is a principal method used in sales training?
A) In-house classes
B) Application screening
C) Aptitude tests
D) Assessment center
Q2) Precall planning involves making unsolicited sales calls on randomly selected prospects.
A)True
B)False
Q3) The term "_____" refers to the postsale activities employed by salespeople that determine whether an individual who made a recent purchase will become a repeat customer.
A) sales maintenance
B) post-closing
C) dissonance reduction
D) follow-up
Q4) What are the three questions a sales manager must address as part of a salesperson's evaluation? How can a sales manager ensure that all employees are treated equally while completing an evaluation summary?
Q5) What is cold calling? How can a salesperson make a successful cold call?
19
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Chapter 18: Pricing Concepts
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Q1) Most states supplement federal legislation with their own unfair-trade laws,which require sellers to maintain minimum prices for comparable merchandise.
A)True
B)False
Q2) List the four types of market structures based on the economic theory,and provide an example of an industry or business for each of the four types.
Q3) For consumers to pay prices either above or below what they consider the going rate,they must be convinced they are receiving fair value for their money.
A)True
B)False
Q4) Modified breakeven analysis combines the traditional breakeven analysis model with an evaluation of:
A) consumer demand.
B) marginal cost curves.
C) supply cost.
D) target return objectives.
Q5) Identify and briefly describe the legal constraints placed on pricing.
Q6) Discuss cost-plus pricing.
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Chapter 19: Pricing Strategies
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Q1) Discuss the benefits a company receives when following a skimming pricing strategy.
Q2) A dual pricing strategy provides more flexibility to set prices with changing market conditions than a market-differentiated pricing strategy.
A)True
B)False
Q3) List price is the amount the consumer actually pays for a product.
A)True
B)False
Q4) The global status of an industry will influence a firm's pricing strategies in international markets.
A)True
B)False
Q5) Most buyers prefer basing-point pricing policies compared to other policies used by sellers to handle transportation costs.
A)True
B)False
Q6) Discuss the relationship between price and consumer perceptions of quality.
Q7) What are the different factors that influence global pricing strategies?
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Chapter 20: Your Career in Marketing
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Q1) A comprehensive review of job openings gives one a more balanced perspective of the overall employment opportunity,including both long- and short-run factors.
A)True
B)False
Q2) Explain the three basic formats used in preparing a résumé.
Q3) Which of the following is most likely to serve as a testimonial to your performance in academic and work settings?
A) Résumé
B) Cover letter
C) Letter of recommendation
D) Online application
Q4) For which of the following roles courses in computer science and information systems are considered a prerequisite?
A) Public relations specialist
B) Advertising specialist
C) Marketing research analyst
D) Merchandiser
Q5) List the elements of an effective letter of recommendation.
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Chapter 21: Developing an Effective Marketing Plan
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Q1) Which of the following components of the marketing mix focuses on deciding the goods and services a firm should offer in order to meet the needs of its customers?
A) Product strategy
B) Distribution strategy
C) Promotional strategy
D) Pricing strategy
Q2) The mission statement puts into words an organization's overall purpose and reason for being.
A)True
B)False
Q3) A firm's goals should be specific and measurable.
A)True
B)False
Q4) A marketing plan is a detailed description of the resources and actions needed to achieve stated marketing objectives.
A)True
B)False
Q5) What are the reasons a company should develop a marketing plan?
Q6) Describe the different components of a business plan.
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Chapter 22: Financial Analysis in Marketing
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Q1) What is a markup? What are the two marketing decisions that decide the amount of markup? Explain why a markup is important to a marketer.
Q2) While calculating the accounts receivable turnover ratio,sales to buyers using credit cards like MasterCard and Visa are counted as credit sales because the seller is providing credit to the buyer who buys without cash.
A)True
B)False
Q3) The difference between assets and liabilities of a company is referred to as owner's equity.
A)True
B)False
Q4) Depreciation is an unusual expense because it does not involve an actual cash expense.
A)True
B)False
Q5) Receivables are collected credit sales.
A)True
B)False
Q6) Explain the difference between an income statement and a balance sheet.
Page 24
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