Managerial Marketing Test Bank
Course Introduction
Managerial Marketing focuses on the strategic role of marketing within an organization, emphasizing the decision-making processes that drive market success. This course explores core marketing concepts such as market analysis, segmentation, targeting, positioning, and the formulation of an effective marketing mix. Students will learn how to analyze market opportunities, develop marketing strategies, and implement plans that align with organizational goals, while considering customer needs and competitive dynamics. Through case studies and practical applications, the course prepares students to make informed marketing decisions, integrate marketing with other business functions, and respond adaptively to evolving market conditions.
Recommended Textbook
Marketing Management 1st Edition by Greg Marshall
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19 Chapters
2209 Verified Questions
2209 Flashcards
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Page 2
Chapter 1: Marketing in Todays Business Milieu
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89 Verified Questions
89 Flashcards
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Sample Questions
Q1) Customers may visit the Land's End clothing web site and order a pair of jeans that will be made especially for them.Land's End has adopted a ___________ approach.
A) Market orientation
B) Mass customization orientation
C) Differentiation orientation
D) Product orientation
E) Relationship orientation
Answer: B
Q2) Many companies today pay their advertising agencies based on how much sales or market share increase after a particular advertising campaign is executed.This most likely occurs because _____________.
A) Marketing is viewed internally as an investment
B) There has been an increased demand for marketing accountability by CEOs and shareholders
C) Effective planning requires metrics
D) If it can't be measured, it can't be managed
E) All of the above
Answer: E
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Page 3
Chapter 2: Elements of Marketing Strategy and Planning
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) The process of measuring marketing results and adjusting the marketing plan as needed is called ______________.
A) Marketing control
B) Marketing metrics
C) Marketing management
D) Marketing strategy
E) Marketing planning
Answer: A
Q2) Roberta has many items to include in the SWOT analysis for New Home Builders Corp.An examination of competitors that have gone bankrupt would be included in the _______ section.
A) Strengths
B) Threats
C) Opportunities
D) Strategy
E) Weaknesses
Answer: C
Q3) What are the three generic business strategies?
Answer: Growth, retrenchment, stability
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Page 4
Chapter 3: Understanding the Global Marketplace: Marketing Without Borders
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) What are the two market zones in the Americas? Which countries are the major members?
Answer: NAFTA: U.S., Canada, and Mexico
MERCOSUR: Argentina, Bolivia, Brail, Chile, Paraguay, and Uruguay
Q2) The leading franchising company in the world is ___________.
A) McDonald's
B) Coca-Cola
C) Dunkin' Donuts
D) Subway
E) 7-Eleven
Answer: E
Q3) A marketing manager must evaluate global market opportunities that will allow the firm to utilize its strengths and minimize its weaknesses.A firm must be particularly strong in ___________ to succeed in expanding to global markets.
A) Accounting and law
B) Currency trading
C) Marketing and logistics
D) Human resources
E) Customer service
Answer: C
Page 5
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Chapter 4: Perspectives on Customer Relationship Management
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) _______________ is the fourth element in the process cycle for CRM.
A) Analysis and refinement
B) Supplier interface
C) Marketing planning
D) Knowledge discovery
E) Customer interaction
Q2) Fred Reichheld, a customer loyalty expert, has demonstrated that _______.
A) Investment in CRM yields more powerful long-term relationships
B) Long-term customers are more demanding and expect higher levels of service than new customers
C) Loyalty and profitability are not always linked
D) Loyal customers are significant contributors to revenue growth, profitability, and referrals
E) A and D
Q3) John manages a shoe store in a town of 40,000 that is the major trading center for the surrounding rural communities.He has known many of the customers for the forty years he has run the store.He sees no reason to invest in even the simplest of CRM systems.What would you say to John to change his mind?
Q4) Describe the analysis and refinement phase of the CRM process cycle.
Page 6
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Chapter 5: Managing Marketing Information
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) ______ relies on the methodological identification, collection, analysis, and distribution of data in order to discover and solve marketing problems or enhance decision-making.
A) Studying
B) Marketing research
C) A marketing information system
D) Investigating
E) Searching
Q2) Apex Jerseys, a manufacturer of sports apparel and sporting equipment, has experienced a sharp drop in sales over the last quarter.The marketing manager is asked the research department to investigate this alarming development.The first step taken by the researchers in their investigation should be to ___________.
A) Design a questionnaire to gather pertinent data.
B) Decide which statistical procedure to use.
C) Determine sources of internal secondary data.
D) Identify the sample of customers to survey.
E) Formulate a specific research problem.
Q3) List the four major analyses that can be made based on CRM system data and explain why each is important.
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Chapter 6: Understanding Competitors: Analysis to Action
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) The Internet is a good research tool, but it can provide too much information.As a result, it is important to determine which sources are _____________.
A) Reliable
B) Current
C) Cost-effective
D) A & B
E) A, B & C
Q2) Two companies split the market for airport taxis.Recently executives from the two companies have begun to discuss the possibility of merging their two companies into one.What may cause a major roadblock for the merger?
Q3) An important aspect of competitive scenario analysis is the ability to assess the financial resources of a competitor.What questions should you consider when doing this?
Q4) Whitney just got hired as a consultant for a regional supermarket chain in the South.In her first week of work she realized that this supermarket chain has not paid much attention to their competitors.At her first Friday meeting with her manager, she explains that she believes a competitive scenario analysis is necessary.Why is the competitive scenario analysis so important?
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Page 8
Chapter 7: Understanding Customers: Business to Consumer Markets
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) ABC company wants to create an association between two stimuli: marketing information and feeling.ABC Company is using _______.
A) Cognitive learning
B) Brand management
C) Cognitive association
D) Operant conditioning
E) Classical conditioning
Q2) Beliefs, once formed, are _______ to change.
A) Vulnerable
B) Likely
C) Resistant
D) Expected
E) Prone
Q3) According to the Model of the Consumer Decision Process, the marketing activities that affect consumer decision process include the value proposition, technology and marketing communications.
A)True
B)False
Q4) What are the different traits of brand personality?
Q5) What are values? Explain the different types of values.
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Chapter 8: Understanding Customers: Business to Business Markets
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) A request for proposals (RFP)____________________.
A) Is the end point for vendors in the B2B market
B) Is the starting point from which vendors put together their product solution
C) Companies should not bother to bid if they can not meet all of the RFP guidelines.
D) Is not a very time consuming part of the sales process
E) None of the above
Q2) Risk tolerance is an organizational factor that differs among companies trying to decide on a particular vendor.
A)True
B)False
Q3) Sam Celeski is a salesman with an industrial supply house.He discovers that Ingersoll Rand is going to make a large purchase of equipment and has created a Buying Center to get the purchase done.Sam's first job is to _______________.
A) Discover the budget for the purchase
B) Develop criteria for the purchase
C) Discover the most important influencer
D) Discover who is part of the buying center
E) Develop a presentation for the buying center
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Chapter 9: Segmentation, Target Marketing, and Positioning
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117 Verified Questions
117 Flashcards
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Sample Questions
Q1) Grand Theft Auto 4 broke the Guinness world record for the most violent game on the market.
A)True
B)False
Q2) When the social networking site Facebook started, its primary members were in the young adult market of 18 to 24 year olds.Now the 35 and over age group has the largest membership.What kind of value does Facebook offer to different segments?
Q3) When a company has doubtful positioning consumers view the claims made by the company as ________.
A) Being exaggerated.
B) Lacking efficiency.
C) Lacking credibility.
D) Exceeding performance.
E) Lacking performance.
Q4) When a company decides its positioning strategy, it is impossible to over position it against competition.
A)True
B)False
Q5) Should every company develop and serve a tertiary target market?
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Chapter 10: The Product Experience: Product Strategy
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117 Verified Questions
117 Flashcards
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Sample Questions
Q1) In the decline stage of the PLC, a common communication strategy is to
A) Target new customers to enter the market
B) Increase communication to current customers to keep them from abandoning our brand
C) Decrease communication as a result of the market getting smaller
D) Focus on brand switching as a result of people not being brand loyal
E) None of the above
Q2) When a company can show that their product's projected lifetime is high under certain operating conditions, they may be able to achieve a _________.
A) Brand image that is linked to conformance
B) Brand image that is one of strength and performance oriented
C) Brand image that is based upon form and able to get a higher price
D) Brand image focused on durability and able to get a price premium
E) Brand image based on performance and able to get a price premium
Q3) Arnaud, the product manager for a new all-purpose household cleaner, is meeting with his team and the company's advertising agency.They are defining the essential benefit, core product and the enhanced product.What is a likely scenario of their definition?
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Page 12
Chapter 11: The Product Experience: Building the Brand
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) The producers of a successful animated television program for children entered in agreements with restaurants and toy manufacturers right to use the brand in exchange for a set fee or percentage of sales.This is an example of _______.
A) Family branding
B) Store Branding
C) Stand-alone branding
D) Co-branding
E) Licensing
Q2) Doubletree Hotels has the smell of chocolate chip cookies infused into its lobby because it feels that the scent adds to the _____ experience.
A) Olfactory
B) Brand
C) Tangible
D) Intangible
E) Environmental
Q3) What are the implications of the dimensions of brand equity for marketing managers?
Q4) Define brand equity according to David Aaker and list the corresponding dimensions.
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Chapter 12: The Product Experience: New Product Development
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117 Verified Questions
117 Flashcards
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Sample Questions
Q1) Wilson has been tasked with asking customers what they think about a new product concept.What kinds of questions should he ask? What role can customers play in testing the product concept?
Q2) Beta testing is designed to __________.
A) Encourage customers to evaluate and provide feedback on the prototype
B) Let engineers inside the company to test the product performance
C) Give fake information to competitors about the new product
D) Let on-line communities discuss and dissect the new product
E) None of the above
Q3) What are three major activities in new-product development?
Q4) Rick Rotondo, Chief Marketing Officer for Spectrum Bridge, Inc., says that if you do a poor job defining your core product you will likely _______.
A) Miss your product analysis goals
B) Miss your true market potential
C) Make bad media decisions
D) Elevate your goals to a point that it is difficult to meet them
E) None of the above
Q5) What are new-to-the-world products? What are the two categories these fall into? Give an example of each.
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Chapter 13: Service As the Core Offering
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) The zone of defection is where satisfied customers reside when they are not really thrilled with the service provided.This leads them to not be committed to the company and they defect.
A)True
B)False
Q2) JetBlue developed a __________ in response to the service melt down from a severe snow storm in New York.
A) Customer contact information form
B) Customer bill of rights
C) New complaint form
D) Employee training program aimed at disasters and how to not loose bags
E) None of the above
Q3) In the Service-Profit Chain customer satisfaction leads to customer loyalty and then revenue growth and profitability.This in turn leads to ____________.
A) Greater employee satisfaction and investment in employees
B) Changes in the organization structure
C) Competitive intelligence for future growth
D) Competitive retaliation based on service strategy
E) None of the above
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Page 15
Chapter 14: Managing Pricing Decisions
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) Vivienne tends to pay little attention to her competitors' marketing practices, her assistant Bridget has been trying to find someone to explain the importance of understanding her competitors and has hired you.Bridget needs you to explain why competitors' marketing practices are important to her and how the competitors price factors into the equation.
Q2) What are some of the differences between auction pricing and reverse auction?
Q3) The Internet created a rise in ___________________ as more and more people decided to meet online in order to sell products to the highest bidder.
A) Price elasticity of demand
B) Stability pricing
C) Pricing tactics
D) Auction pricing
E) Reverse auction
Q4) After completing inventory assessments you have realized that you have an excess of one of your products.You need to move this excess product out of your warehouse, but you are unsure of the best way to do that.What kind of B2B pricing strategies could you offer to your channel buyers?
Q5) What are the primary differences and uses of price, trade and quantity discounts?
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Chapter 15: Managing Marketing Channels and the Supply Chain
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) ______________ also often arises because a significant personal selling effort is required with the consumer before product purchase.
A) Selective Distribution
B) Exclusive Distribution
C) Push Strategy
D) Pull Strategy
E) Shelf Fee
Q2) Harold and Jerome have been working together to create new blends of teas that they are hoping to distribute to grocery stores.In regards to a push strategy, what obstacle may Harold and Jerome run into?
Q3) ______________ is the degree to which any member of a marketing channel can exercise influence over the other members of the channel.
A) Channel power
B) Channel conflict
C) Expert power
D) Reward power
E) Coercive power
Q4) What are the goals of partner relationship management strategies (PRM)?
Q5) What is the goal of a just in time (JIT)inventory control system?
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Chapter 16: Point of Customer Interface: Bricks and Clicks
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) Creamy Cones manufactures prepackaged ice cream cones.It creates the cones, makes the cones, distributes the cones and markets the cones.Creamy Cones is a
A) National brand
B) Private-label brand
C) Merchandise category
D) Shopping Experience
E) Sales Experience
Q2) These days more and more companies are using the internet to conduct business.In regards to retail, there are two key ideas, e-commerce and electronic retailing.How do these two differ?
Q3) Tyler's marketing class just visited a warehouse for one of the nation's top electronic companies.While in the warehouse Tyler was amazed at the number of televisions he could count.The warehouse manager explained that the television company produces hundreds of TVs a day, and then ships them to the various retailers, so that the retailers can make them available to the customers.Why is it important for the retailer to be a part of this system?
Q4) What are companies doing to enable them to have customer service available by phone 24 hours a day?
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Chapter 17: Integrated Marketing Communication:
Advertising, Sales Promotion, and Public Relations
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) The ______________ stage in the communication model provides opportunity for two-way communication through which the receiver can communicate reactions back to the sender.
A) Sender
B) Receiver
C) Noise
D) Feedback
E) Media
Q2) ___________ uses media to deliver the message.
A) Advertising
B) Personal selling
C) Direct marketing
D) Interactive marketing
E) All of the above use media.
Q3) _____________________ is NOT one of the four types of promotional budgets.
A) Objective-and-task method
B) Percent-of-sales method,
C) Desire and action method
D) Comparative parity method
E) All-you-can-afford method.
Page 19
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Chapter 18: Integrated Marketing Communication: Selling,
Direct, and Interactive Marketing
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117 Verified Questions
117 Flashcards
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Sample Questions
Q1) ________________ help a sales person be successful.
A) Product knowledge
B) Good media placement
C) Additional clutter
D) A and B
E) All of the above
Q2) ____________ show the results of the efforts expended by the salesperson.
A) subjective measures
B) output measures
C) objective measures
D) input measures
E) non financial incentives
Q3) _____________________________ is NOT is a component of a direct mail piece.
A) outside envelope
B) sales collateral
C) market space
D) contact information
E) none of the above are components
Q5) What is the equation to calculate sales force size? Page 20
Q4) Describe the various ways a sales person is compensated.
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Page 21
Chapter 19: The Marketing Dashboard: Metrics for Measuring
Marketing Performance
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) Kenneth is the marketing executive at a small casino in a resort town.He recognizes that the casino needs to increase sales, but he is unsure of how to do this.He is trying to decide between attracting his competition's customers and attracting new users.What metric could Kenneth use to help him with his decision?
Q2) Tobias has been assigned to do the forecasting for his firm for the first time.He is researching all of the available methods and is overwhelmed by the choices.He thinks the moving average method seems good, but he isn't sure he understands it completely.Explain the moving average concept to Tobias.
Q3) As part of the monitoring aspect of Harold's marketing plan, he has to assign people to be responsible for monitoring the progress towards the goals and metrics that have been established.Why is this important?
Q4) Two primary goals of any dashboard are ______________.
A) Diagnostic oversight and intuitive insight
B) Diagnostic ability and intuitive market focus
C) Diagnostic insight and predictive foresight
D) Diagnostics and future goals
E) None of the above
Q5) What does statistical demand analysis attempt to do?
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