Marketing Concepts
Exam Questions
Course Introduction
Marketing Concepts introduces students to the foundational principles and practices within the field of marketing. The course explores core topics such as the marketing mix (product, price, place, and promotion), consumer behavior, market segmentation, targeting and positioning, and the role of marketing in organizational success. Through case studies, real-world examples, and interactive discussions, students gain an understanding of how businesses identify market opportunities, develop effective strategies, and build long-lasting customer relationships. Emphasis is placed on ethical marketing practices and adapting to evolving digital environments, equipping students with the skills essential for entry-level marketing roles and informed participation in a dynamic marketplace.
Recommended Textbook
Marketing 2014 17th Edition by William M. Pride O. C. Ferrell
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21 Chapters
3942 Verified Questions
3942 Flashcards
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Page 2
Chapter 1: An Overview of Strategic Marketing
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164 Verified Questions
164 Flashcards
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Sample Questions
Q1) Marketing is the process of
A)promoting products through personal selling and advertising to develop and maintain favorable relationships with customers and stakeholders.
B)creating,distributing,promoting,and pricing products to facilitate satisfying exchange relationships with customers and to develop and maintain favorable relationships with stakeholders in a dynamic environment.
C)delivering a standard of living to a society.
D)creating,distributing,promoting,and pricing goods,services,and ideas to facilitate the achievement of the firm's objectives.
E)focusing on customers' needs.
Answer: B
Q2) For an exchange to occur,at least one of the parties must be willing to give up his or her "something of value."
A)True
B)False
Answer: False
Q3) Explain why a knowledge of marketing is beneficial for all students.
Answer: No Ans
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3
Chapter 2: Planning, Implementing, and Evaluating Marketing Strategies
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153 Verified Questions
153 Flashcards
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Sample Questions
Q1) The Texas Pitt Barbecue Corporation has conducted a SWOT analysis of its competition,and sees a marketing opportunity for its new Texas Pit Barbecue restaurant.It has developed its marketing plan to include the type of products it will sell,the location for the restaurant,and the pricing it will use.Their plan includes a marketing objective to make a profit of 5% the first year of operation.So far,the owners of the restaurant have eliminated a key piece of the marketing plan,which is ____.
A)specifying how they will achieve their marketing objective
B)how they will address the competition's prices
C)coming up with a quantitative measure for their objective
D)developing a qualitative measure for their objective
E)assessing their weaknesses
Answer: A
Q2) Compare and contrast corporate strategy and marketing strategy.
Answer: No Ans
Q3) The long-term health of the firm depends solely on having products that generate cash and provide acceptable reported profits.
A)True
B)False
Answer: False
Page 4
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Chapter 3: The Marketing Environment
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189 Flashcards
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Sample Questions
Q1) Consumer protection legislation deals with all of the following legal concerns except A)consumer safety.
B)sale of hazardous products.
C)monopolistic practices.
D)information disclosure.
E)health claims on food packages.
Answer: C
Q2) Many health care companies are making adaptations to meet the needs of an aging population as the demand for medical services and products such as diabetes supplies increases.This change in marketing strategy is best explained by a change in A)demographics.
B)cultural values.
C)income levels.
D)consumerism.
E)subcultures.
Answer: A
Q3) Describe several ways in which federal agencies influence marketing activities. Answer: No Ans
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Chapter 4: Social Responsibility and Ethics in Marketing
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181 Verified Questions
181 Flashcards
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Sample Questions
Q1) Various stakeholders and ____ determine the acceptable standards of conduct involving ethics.
A)the organizations' ethical climate
B)the federal government
C)various self-regulating bodies
D)governmental agencies
E)the industry leaders' ethics
Q2) A business that contributes resources to the community to improve the quality of life is taking on a(n)____ responsibility.
A)ethical
B)legal
C)cost
D)philanthropic
E)economic
Q3) Three important factors that influence ethical decisions in marketing are individual factors,organizational factors,and opportunity.
A)True
B)False
Q4) Define green marketing,and explain why it is difficult to implement.
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Chapter 5: Marketing Research and Information Systems
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190 Verified Questions
190 Flashcards
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Sample Questions
Q1) To maintain the control needed to obtain accurate information,marketers approach marketing research as a process.Which of the following steps of that process focuses on uncovering the nature and boundaries of the marketing situation to be studied?
A)Locating and defining problems
B)Designing the project
C)Collecting data
D)Interpreting findings
E)Reporting findings
Q2) Why would a personal interview be favored over a mail or telephone survey?
Q3) The final step in the marketing research process is
A)interpreting research findings.
B)making sure the marketing research was conducted in an ethical manner.
C)putting the results into a written document that is technical and written in formal language.
D)reporting the research findings.
E)deciding what the next research project should investigate.
Q4) Why is it essential that a questionnaire be carefully designed and prepared? What problems can arise when a survey has not been well thought out?
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Chapter 6: Target Markets: Segmentation and Evaluation
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204 Verified Questions
204 Flashcards
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Sample Questions
Q1) The three most commonly used psychographic segmentation variables are
A)personality,perception,and learning.
B)personality,perception,and behavior.
C)motives,attitudes,and lifestyles.
D)attitudes,personality,and perception.
E)personality,motives,and lifestyles.
Q2) Which of the following forecasting methods is least dependent on historical sales data?
A)Regression analysis
B)Trend analysis
C)Time series analysis
D)Cycle analysis
E)A market test
Q3) The five-step process usually used for target market selection includes identifying the appropriate targeting strategy,determining which segmentation variables to use,developing market segment profiles,evaluating relevant market segments,and deciding which targeting strategy to use.
A)True
B)False
Q4) When evaluating market segments,which three major issues should be considered?
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Chapter 7: Consumer Buying Behavior
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219 Verified Questions
219 Flashcards
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Sample Questions
Q1) One's personality is a set of internal traits and distinct behavioral tendencies that result in consistent patterns of behavior in certain situations.
A)True
B)False
Q2) Dave is an owner and manager of three apartment buildings in northern Minnesota.During an exceptionally hot summer the temperatures soared and the toll on the window air conditioners was too much.Seventeen of them have broken down already,and more are probably going to have to be replaced.He has a total of seventy-five apartment units.Dave is now in the process of deciding how to repair the air conditioning.Should he buy new window units for all the buildings,or should he install central air conditioning? What type of decision is Dave facing?
A)situational involvement and extended problem solving
B)situational involvement and limited problem solving
C)enduring involvement and extended problem solving
D)enduring involvement and limited problem solving
E)external involvement and limited problem solving
Q3) Motives include knowledge and positive or negative feelings about an object.
A)True
B)False
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Page 9
Chapter 8: Business Markets and Buying Behavior
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175 Verified Questions
175 Flashcards
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Sample Questions
Q1) The Eagle Pawn Company is a regional business that owns seven pawn stores in the Houston area.The owners of Eagle Pawn have recently purchased a new software system designed to better track their inventory.Now that they have had the system for a couple of months,they have decided to upgrade to a newer version.The original purchase is an example of a(an)________,while the current purchase will be a(an)_____.
A)new task;modified rebuy
B)new task;continued new-task
C)contractual;modified rebuy
D)new task;straight rebuy
E)negotiated task;modified rebuy
Q2) Which of the following statements about business buying is false?
A)Business marketers prefer not to sell to customers who place small orders.
B)Business marketers must often sell their products in large quantities to make profits.
C)Most business purchases are made by committee.
D)Business purchases are usually made on the basis of contracts.
E)Orders in business markets tend to be smaller than those placed in consumer markets.
Q3) How do a firm's objectives affect the business buying decision process?
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Chapter 9: Reaching Global Markets
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168 Flashcards
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Sample Questions
Q1) The Common Market of the Southern Cone (MERCOSUR)includes
A)countries from southern Africa.
B)both India and Indonesia.
C)Australia and New Zealand.
D)countries in South America.
E)southern China and India.
Q2) The unconscious reference to one's own cultural values,experiences,and knowledge when encountering new and different cultures is known as
A)the "when-in-Rome" approach.
B)the Fraedrich Principle.
C)cultural relativism.
D)the self-reference principle.
E)the self-reference criterion.
Q3) A quota is the suspension,by a government,of trade in a particular product.
A)True
B)False
Q4) Explain why the mode of entry into an international market is a major issue for managers to consider.
Q5) Describe the difficulties encountered in standardizing the marketing mix globally.
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Chapter 10: Digital Marketing and Social Networking
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181 Verified Questions
181 Flashcards
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Sample Questions
Q1) Milton Bradley/Parker Brothers are producers of many board games,such as Monopoly,Battleship,Yahtzed,and Clue.The company has posted on-line cash rewards for consumer reviews of their games.In doing so,Milton Bradley/Parker Brothers is striving to utilize
A)electronic media.
B)a test market.
C)consumer-generated marketing.
D)new concept viewing.
E)Fan Pages.
Q2) Telluride Ski Resort in Telluride,Colorado is a world-class ski destination.Taylor is a newly-hired manager of digital media and electronic marketing for Telluride.Taylor remembers reading about a new trend in video marketing,using _________ to engage and create a community of customers.
A)blogs
B)amateur filmmakers
C)Twitter announcements
D)advertising firms to develop videos
E)virtual realities
Q3) Describe the six segments included in the Social Technographics Profile.
Q4) In what ways can a company use YouTube to its advantage?
Page 12
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Chapter 11: Product Concepts
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187 Flashcards
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Sample Questions
Q1) The core product element of the total product can include installation,delivery,training,and financing.
A)True
B)False
Q2) One of the most common reasons new products fail is because of a company's failure to match product offerings to customer needs.
A)True
B)False
Q3) Supporting services,such as installation and guarantees,are part of a product.
A)True
B)False
Q4) During the growth stage of the product life cycle,marketers must A)fortify the product position.
B)move to exclusive distribution.
C)raise the price.
D)increase promotion as a percentage of sales.
E)introduce private brands.
Q5) Accessory equipment becomes a part of the finished product. A)True
B)False
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Chapter 12: Developing and Managing Products
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166 Flashcards
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Sample Questions
Q1) Concerns about cannibalization of current product sales must be addressed in the ____ phase of the new-product development process.
A)screening
B)concept testing
C)business analysis
D)product development
E)test marketing
Q2) One disadvantage of test marketing a new product is that
A)the product is distributed on a regional basis.
B)competitors may copy the product.
C)the results give little indication of the product's future success.
D)price,advertising,and packaging cannot be varied from market to market.
E)it might fail before it can be commercialized.
Q3) Ideally,test marketing should follow which stage in the new-product development process?
A)Commercialization
B)Business analysis
C)Screening
D)Limited production
E)Product development
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Chapter 13: Services Marketing
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202 Verified Questions
202 Flashcards
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Sample
Questions
Q1) American Life uses leather-look portfolios and high-quality paper and printing for its life insurance policies in order to indicate
A)the success of its business.
B)the intangibility of its service.
C)the tastes of its management.
D)the inseparability of its agents and customers.
E)the quality of its services.
Q2) A service is usually offered as part of a bundled package of services with a core service and one or more ____ services.
A)basic
B)tangible
C)supplementary
D)auxiliary
E)other core
Q3) In what ways do inseparability and intangibility affect the pricing of services?
Q4) Service quality is defined as the company's perception of how well a service meets or exceeds customer expectations.
A)True
B)False
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Chapter 14: Branding and Packaging
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216 Verified Questions
216 Flashcards
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Sample Questions
Q1) While shopping at a landscaping store,Jessie sees a green bag labeled "potting soil." This is an example of
A)streamline packaging.
B)generic branding.
C)store branding.
D)individual branding.
E)category-consistent packaging.
Q2) Besides generic names,what other types of names are very difficult to protect?
A)Names created by the company
B)Surnames and geographic names
C)Arbitrarily chosen names not related to the product
D)Arbitrarily chosen names related closely to the product
E)Names that contain shapes and colors
Q3) The term "cultural branding" describes how a brand conveys a powerful myth that consumers find useful in cementing their identities.
A)True
B)False
Q4) Labeling is most important for branding reasons.
A)True
B)False
Page 16
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Chapter 15: Marketing Channels and Supply-Chain Management
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183 Verified Questions
183 Flashcards
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Sample Questions
Q1) For which of the following products would exclusive distribution be most appropriate?
A)Gasoline
B)Rolls Royce automobile
C)Ray-Ban sunglasses
D)Louis Vitton luggage
E)Harley Davidson motorcycle
Q2) The driving force behind marketing channel decisions should be
A)convenience.
B)cost reduction.
C)environmental concerns.
D)customer satisfaction.
E)quality.
Q3) River City,Inc.is an independent business that takes title to products and carries inventories.River City,Inc.is most likely a(n)
A)industrial distributor.
B)intermediary.
C)agency.
D)wholesaler.
E)producer.
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Chapter 16: Retailing, direct Marketing, and Wholesaling
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Sample Questions
Q1) Which type of retailer generally accepts lower margins than traditional retailers in exchange for higher sales volume?
A)Department stores
B)Traditional specialty retailers
C)Warehouse showrooms
D)Direct marketers
E)Discount stores
Q2) Aidan is getting ready to move to campus for his freshman year of college.To get the products he needs for his dorm room,he goes to a store that sells household goods such as plastic containers,sheets,and towels.The store also sells items such as shampoo,deodorant,and toothpaste.Aidan has most likely gone to a(n)
A)discount stores.
B)superstores.
C)supermarkets.
D)department stores.
E)warehouse clubs.
Q3) Discuss the role of merchant wholesalers.When is a producer most likely to use them?
Q4) What situations would benefit from using a selling agent?
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Chapter 17: Integrated Marketing Communications
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Sample Questions
Q1) One truth about promotion is that it raises prices.
A)True
B)False
Q2) Signs and symbols that can have more than one meaning should be avoided.
A)True
B)False
Q3) The Dyson Company,manufacturer of high-priced vacuum cleaners,has developed a promotional program with both push and pull policies.Dyson only sells its products through retailers who carry high-end household electronics items.For the push policy,Dyson will most likely use ____________;for the pull policy,Dyson will use
A)Personal selling done by the retailer;rebates to the customer.
B)A bonus to the retailer for every Dyson vacuum sold;personal selling done by the retailer's employees.
C)Advertising and personal selling;rebates to the customer.
D)Sales promotion;personal selling done by the retailer's employees.
E)Direct marketing;discounts to the retailer.
Q4) Discuss the impact that social media has had on the strategy for promotion.
Q5) If a message to customers is not properly encoded,what might happen? How can a marketer make sure this does not happen?
Page 19
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Chapter 18: Advertising and Public Relations
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Sample Questions
Q1) Rachel is considering advertising her new restaurant on the radio to attract more customers.She knows that in order to attract listeners' attention on the radio it will be important for her to
A)use a high level of repetition.
B)buy a really long time slot to get all the information in.
C)be both informal and conversational in tone.
D)use a quick speaker to attract attention to the commercial.
E)say the restaurant's name and location three separate times.
Q2) Publicity is a subset or part of public relations.
A)True
B)False
Q3) The advertising platform is the foundation on which campaign messages are built.
A)True
B)False
Q4) The three general types of media schedules are
A)pulsing,beating,and continuous.
B)short,medium,and long-term.
C)morning,afternoon,and evening.
D)pulsing,continuous,and flighting.
E)light,heavy,and alternating.
Page 20
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Chapter 19: Personal Selling and Sales Promotion
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Sample Questions
Q1) Some support personnel,such as trade salespeople,may perform order-taking functions in addition to support functions.
A)True
B)False
Q2) Refer to Scenario 19.1.Currently,Sean's compensation is based on the ____ plan,however he is considering changing to the ____ plan.
A)straight salary;salary plus commission
B)straight commission;straight salary
C)salary plus commission;straight commission
D)salary plus bonus;straight bonus
E)straight bonus;straight commission
Q3) Effective sales force motivation is achieved through a continual organized set of activities performed by the company's sales management.
A)True
B)False
Q4) Most marketers depend on one-sale customers for long-run survival.
A)True
B)False
Q5) List the three major types of salespeople and indicate how they differ.
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Chapter 20: Pricing Concepts
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Sample Questions
Q1) For most products,the quantity demanded goes up as the price goes down.
A)True
B)False
Q2) One advantage of nonprice competition is that
A)a firm can react quickly to competitive efforts.
B)market share becomes less important.
C)a firm can build customer loyalty.
D)marketing efforts are completely eliminated.
E)pricing is no longer a factor.
Q3) A seller can change prices quickly in a price-competition situation.
A)True
B)False
Q4) The Panama Jack Company utilizes a special strategy to sell its ECO-shirt line.Its basic promotional tool is the discount.These discounts offered to middlemen for performing certain channel activities are referred to as ____ discounts.
A)trade
B)cumulative
C)noncumulative
D)push
E)intermediary
Page 22
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Chapter 21: Setting Prices
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Sample Questions
Q1) Two types of new-product pricing are price skimming and product-line pricing.
A)True
B)False
Q2) When determining markup as a percentage of cost,divide the markup amount by A)price.
B)cost.
C)quantity.
D)revenue.
E)100.
Q3) A pricing strategy is a course of action designed to achieve pricing and marketing objectives.
A)True
B)False
Q4) Which of the following pricing strategies often results in a retailer losing money on the product?
A)Price leader
B)Psychological discounting
C)Penetration pricing
D)Special-event pricing
E)Ethical pricing
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