Marketing Concepts Exam Review
Course Introduction
Marketing Concepts introduces the fundamental principles and practices of marketing in modern organizations. The course covers key topics such as market segmentation, targeting and positioning, the marketing mix (product, price, place, and promotion), consumer behavior, branding, and the role of digital marketing. Students will learn how to analyze market environments, develop marketing strategies, and apply ethical considerations in marketing decisions. Through real-world case studies and interactive projects, the course equips students with the foundation needed to understand how successful marketing drives value for both organizations and customers.
Recommended Textbook MKTG 2nd Edition Canadian by Charles W. Lamb
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20 Chapters
3306 Verified Questions
3306 Flashcards
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Page 2
Chapter 1: An Overview of Marketing
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138 Verified Questions
138 Flashcards
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Sample Questions
Q1) Rose is a telephone order taker for Brylane,a catalogue retailer of furnishings for bedrooms and baths.When a customer called and asked if the sea green in a bedspread she had purchased matched the green in a lamp offered in the newest Brylane catalogue,Rose got the potential customer's phone number,went out to the warehouse,located the items,determined they did not match,and called the potential customer to tell her that information.What was the most likely result of Rose's efforts?
A)management empowerment
B)retailer-customer synergy
C)customer satisfaction
D)transactional marketing
Answer: C
Q2) Which of the following statements best describes the importance of studying marketing?
A)Marketing teaches students how to sell products that people do not need.
B)Marketing deals with transactions,not relationships.
C)Marketing is seen by everyone many times in a day.
D)Marketing offers outstanding career opportunities.
Answer: D
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Chapter 2: The Marketing Environment, social Responsibility, and Ethics
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152 Verified Questions
152 Flashcards
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Sample Questions
Q1) The newest Coca-Cola vending machines have interactive screens that run advertisements and allow users to obtain free photos of themselves and ringtones after they have bought a drink.The reason for the introduction of this new-style vending machine is to "allow the company to interact more directly with its digital-age customers." Around the world,Coke and junk food,in general,are facing television advertising bans.By developing this machine,and by modifying its external environment through the use of technology,what has Coke engaged in?
A)re-engineering
B)environmental management
C)social machinations
D)technology diversity
Answer: B
Q2) What is the primary determinant of a person's earnings?
A)multiculturalism
B)lifestyle
C)education
D)the aging of the baby boomers
Answer: C
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Chapter 3: Strategic Planning for Competitive Advantage
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185 Verified Questions
185 Flashcards
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Sample Questions
Q1) Refer to Compass.What could Compass use to evaluate the success of its efforts at the end of the first decade?
A)SWOT analysis
B)environmental audit
C)competitive analysis
D)marketing audit
Answer: D
Q2) Bentley automobiles are extremely expensive and are designed to appeal to consumers who equate value and quality with price.Which type of competitive advantage has the manufacturer of Bentley automobiles created?
A)value-enhanced
B)mass-marketing
C)social class-oriented
D)niche
Answer: D
Q3) Niche competitive advantages are quite common.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Decision Support Systems and Marketing Research
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189 Verified Questions
189 Flashcards
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Sample Questions
Q1) You need to collect information quickly using a complex questionnaire that probes for feelings behind why people purchase your products.You also want each interviewer to conduct the survey in the same manner.Fortunately,you have access to a computerized questioning system.Which of the following is your best option?
A)in-home personal interviews
B)mall intercept interviews
C)mail panel interviews
D)central-location telephone (CLT)interviews
Q2) Volkswagen developed an 18-month-long project to gain a better understanding of the North American culture so it could develop cars more appealing to this market.The research project was called Moonraker.Which type of role was Moonraker intended to play in Volkswagen's marketing research?
A)diagnostic
B)descriptive
C)predictive
D)demonstrative
Q3) What are three advantages and three disadvantages inherent in the use of a mail survey? Distinguish between a mail survey and a mail panel.
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Chapter 5: Consumer Decision Making
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165 Verified Questions
165 Flashcards
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Sample Questions
Q1) Which of the following is NOT an example of a marketing-controlled information system?
A)a television ad for RBC insurance
B)a contest for the Heart & Stroke Foundation
C)a $1-off coupon for Campbell's soup
D)an article in Bicycling magazine about the newest Shimano-brand shoes
Q2) A few years ago,tea was a product with relatively little growth and was considered to be a product for the old and the middle-aged.Then tea manufacturers started promoting the health benefits of tea.Since the introduction of the research on how tea provides the body with useful anti-oxidants,tea consumption has increased by more than 25 percent,and it appears its market share will continue to grow,especially among young women in their 20s.This is an illustration of how promotion can do which of the following?
A)change the importance of beliefs about product attributes
B)change beliefs about product attributes
C)add new beliefs about product attributes
D)reinforce current beliefs about product attributes
Q3) Name and briefly define the three types of selective perception.Use an example to illustrate your work.
Q4) Why do marketers study consumer behaviour?
Page 7
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Chapter 6: Business Marketing
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183 Verified Questions
183 Flashcards
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Sample Questions
Q1) Refer to Laptop Computers.Which role is Arno playing in the decision-making process?
A)gatekeeper
B)purchaser
C)user
D)decider
Q2) Refer to Baseball Dirt.Some of the dirt sold by Partac Peat goes to make clay tennis court surfaces.As the number of people playing tennis increases,so does the demand for new clay courts and,therefore,the demand for Partac Peat clay.This occurs because the demand for Partac Peat is which of the following?
A)inelastic
B)intangible
C)heterogeneous
D)derived
Q3) Which of the following best describes the U.S.government?
A)not a business market segment.
B)the world's largest single customer.
C)an organization accounting for over 50 percent of the U.S.gross national product.
D)mainly a military equipment purchaser.
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Chapter 7: Segmenting, targeting, and Positioning
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205 Verified Questions
205 Flashcards
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Sample Questions
Q1) Define cannibalization and product differentiation.How can product differentiation help avoid cannibalization?
Q2) Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home.It is an advice book for new fathers.The market for this book is based on demographics.
A)True
B)False
Q3) Which group considers numerous,even unfamiliar suppliers,solicits bids,and carefully analyzes options and,therefore,requires a higher level of customer service and follow-up on quotations?
A)actualizers
B)strivers
C)satisficers
D)optimizers
Q4) The business market consists of four broad segments.They are producers,resellers,governments,and regions.
A)True
B)False
Q5) What is a market segment? Why do companies engage in market segmentation?
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Chapter 8: Customer Relationship Management CRM
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) Marketing to repeat customers is more profitable than marketing to first-time buyers is a basic assumption of which of the following?
A)customer segmentation
B)predictive modelling
C)data manipulation
D)lifetime value analysis
Q2) Synavant is a pharmaceutical company in Toronto,Ontario.Its director of business development told a group of investors,"There is a single database repository in this company from which everybody can access data about a customer or potential customers." What is Synavant most likely using?
A)learned research
B)stimulus/response marketing
C)knowledge management
D)sales-oriented marketing
Q3) What is a marketing channel?
A)the link between the retailer and the consumer
B)the method used to facilitate all communications
C)the structure that moves products from producer to ultimate consumer
D)the direct link to the ultimate consumer from the manufacturer
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Page 10
Chapter 9: Product Concepts
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169 Verified Questions
169 Flashcards
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Sample Questions
Q1) Refer to Michelin.What sort of modification has Michelin made to its tires?
A)implied
B)functional
C)adaptive
D)aesthetic
Q2) Which of the following is one of the functions of universal product codes (UPCs)?
A)allows scanners to match codes with brand names,package sizes,and prices
B)allows retailers to monitor sales numbers
C)helps prevent shoplifting
D)provides the detailed information required by governments for sales taxes
Q3) Which of the following needs to be a branding and packaging consideration for companies considering global marketing?
A)to use one brand name with no adaptation to local markets
B)pronunciation problems with executive's names
C)different currencies in each country,exchange rates,and final retail prices
D)whether to use different brand names in different markets for the same products
Q4) List and briefly define the three different types of cobranding.
Q5) How would a marketer define the term product?
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Chapter 10: Developing and Managing Products
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156 Verified Questions
156 Flashcards
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Sample Questions
Q1) During the maturity stage of the product life cycle.
A)prices are increased.
B)promotion to the dealer is often intensified.
C)more shelf space is made available to the product.
D)profit margins are at their peak.
Q2) After Mattel evaluated many new products to add to its Barbie product line and before any prototype was created,the toy manufacturer instructed a committee to select three of the ideas to present to a group of consumers.The consumer group was asked to evaluate the three product ideas in terms of their marketability.What is this stage of new-product development called?
A)prototype screening
B)concept testing
C)market testing
D)idea diffusing
Q3) What is the rate of sales decline during the decline stage of the product life cycle largely governed by?
A)the amount of money spent on advertising
B)the number of competitors in the market
C)the intensity of the competition's marketing efforts
D)how rapidly consumer tastes change or substitute products are adopted
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Chapter 11: Services and Nonprofit Organization Marketing
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194 Verified Questions
194 Flashcards
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Sample Questions
Q1) Promotion strategies for dealing with the unique features of services include all but one of the following.
A)using personal sources of information
B)stressing tangible cues
C)using post-purchase communication
D)satisfying patronage-oriented objectives
Q2) Nonprofit organizations may or may not require special facilities for distribution of their services.
A)True
B)False
Q3) Refer to Science Centre Children's Exhibit.Which of the following is the exhibit an example of?
A)a nonprofit organization
B)an unprofitable transaction
C)a service-oriented firm
D)a social marketing company
Q4) Five key characteristics distinguish how nonprofit organizations make pricing decisions from how for-profit organizations make pricing decisions.List and briefly describe four of these characteristics.
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Chapter 12: Marketing Channels and Supply Chain Management
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163 Verified Questions
163 Flashcards
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Sample Questions
Q1) Refer to R.H.Kurt.What is its marketing channel composed of?
A)any organization that had a part in moving the product from the distributor to the retailer
B)the functions of transportation,storage,inventory control,materials handling,and order processing
C)the 41 different manufacturers,R.H.Kurt,the retailers it serves,and their customers
D)the trucking companies that deliver the rifles
Q2) The Discovery Channel joined with the BBC to send an expedition of top scientists to explore a seabed site off Indonesia.Because these two cable networks compete for viewership,what is there potential for as a result of this project?
A)horizontal conflict
B)trade loading
C)exclusive distribution
D)channel partnering
Q3) One important reason channel members are included between producers and users is the concept of specialization and division of labour.Define these concepts and explain their roles in channels of distribution.
Q4) What is a marketing channel? What is a supply chain?
Page 14
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Chapter 13: Retailing
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158 Verified Questions
158 Flashcards
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Sample Questions
Q1) Home Depot Fuel is the name of a chain of convenience stores owned and operated by The Home Depot.These stores typically sell gas and are located just outside The Home Depot warehouse store.What else can you presume about the Home Depot Fuel convenience stores?
A)They carry a wide assortment of products.
B)They carry a limited line of high-turnover goods.
C)They compete on the basis of low price
D)They carry the same merchandise found in The Home Depot.
Q2) Refer to Wawa.The ability to personalize your coffee yourself is consistent with which new development in retailing?
A)interactivity
B)m-commerce
C)market-basket analysis
D)data mining
Q3) The first element in the retailing mix is the product offering.Why is the product offering so important to the success of the enterprise? What information should you use in selecting the product offering? Should you consider product depth and width when selecting the product offering?
Q4) Define retailing.Name two ways that retailing affects people.
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Chapter 14: Integrated Marketing Communication
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179 Verified Questions
179 Flashcards
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Sample Questions
Q1) Lansky sells 60 different knife and garden tool sharpeners.It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener.Lansky is using a push strategy.
A)True
B)False
Q2) Refer to VIA Rail.VIA Rail's campaign is designed to communicate to a large audience via television,radio,and print.Which type of communication is this?
A)mass
B)clutter
C)interpersonal
D)public
Q3) What is the term for the careful coordination of all promotional activities to produce a consistent,unified message that is customer focused?
A)promotional selling
B)integrated marketing communications
C)creative selling
D)relationship marketing
Q4) Draw a diagram that illustrates the communication process.
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Page 16
Chapter 15: Advertising, public Relations, and Direct Response
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174 Verified Questions
174 Flashcards
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Sample Questions
Q1) Companies that show support for recycling efforts and other examples of green marketing through advertising are engaged in which of the following?
A)event publicity
B)public relations profiling
C)sponsorship
D)advocacy
Q2) Your company has decided to become the North American producer of Chocomel,a Dutch soft drink that tastes like chocolate mousse.It is made from partially creamed milk,sugar,cocoa,and stabilizers.The price for one glass bottle will be $1.99.You are responsible for developing several advertisements for Chocomel.Name six common advertising appeals.For each appeal,give an example of a Chocomel advertisement message using that appeal.
Q3) The ad described Mott's Healthy Harvest brand fruit sauces as containing no artificial sweetener and half the calories of Mott's original applesauce.What is this ad emphasizing?
A)a product attribute
B)a product mission
C)a loyalty reward
D)a product benefit
Page 17
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Chapter 16: Social Media and Marketing
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100 Verified Questions
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Sample Questions
Q1) What can much of the growth in social media sites be attributed to?
A)word-of-mouth promotion
B)new platforms such as iPads and Smartphones
C)new technology uses for social media
D)the proliferation of new websites such asFlickr and Reddit
Q2) What is a promoted tweet?
Q3) Refer to Using Social Media Effectively.Which of the following resources would be most likely to help an organization achieve the goal of energizing customers?
A)Buzzillions,a product review site that works with retailers to identify customers who have purchased products and asks them to write reviews
B)Google Analytics,a free service that shows businesses how visitors found their site and how they interact with it
C)Site Volume,a service that measures the frequency of search terms across Digg,MySpace,and YouTube
D)InnoCentive,a service that enables its clients to source ideas from their customers
Q4) Name the six categories of social media users identified by Charlene Li and Josh Bernoff of Forrester Research.
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Chapter 17: Sales Promotion and Personal Selling
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151 Verified Questions
151 Flashcards
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Sample Questions
Q1) Coupon distribution by packaged-goods manufacturers has been increasing in recent years.
A)True
B)False
Q2) Tremaine is a salesperson for Allied Pets,a company that sells veterinarian supplies.He has a prospect who is showing interest in learning more about his company's products,so now he must qualify this sales lead.What will Tremaine do?
Q3) Which of the following is a form of lead generation in which the salesperson approaches potential buyers without any prior knowledge of the prospects' needs or financial status?
A)quota setting
B)networking
C)lead qualification
D)cold calling
Q4) What do point-of-purchase promotions work best for?
A)high-involvement products
B)complex products that require technical knowledge to operate
C)impulse buys
D)expensive products such as perfume and jewellery
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Chapter 18: Pricing Concepts
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171 Flashcards
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Sample Questions
Q1) The advertisements for Bernard Hinault brand bicycles claim that it is the most expensive bicycle in the world.Which type of pricing is this?
A)target return
B)prestige
C)market share
D)profit maximization
Q2) Refer to Dried Fruits.If the price of cranberries were to increase by 5 percent,it would have no effect on the price of the fruit mix because cranberries are only one of several fruits in the package.What is the demand for cranberries for this particular use?
A)elastic
B)derived
C)synergistic
D)inelastic
Q3) Besides a given fixed cost,what does the typical break-even model assume?
A)variable per unit cost
B)constant inventory turnover
C)constant production schedule
D)constant average variable cost
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Chapter 19: Setting the Right Price
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Sample Questions
Q1) Functional discounts,noncumulative quantity discounts,and promotional allowances are examples of rebates given to the trade customer.
A)True
B)False
Q2) Refer to American Girl Catalogue.Why does American Girl use even-numbered pricing?
A)It is the norm in the retail catalogue industry.
B)Even-numbered pricing is used to denote quality.
C)Even-numbered pricing makes consumers feel they are paying a lower amount.
D)It is the norm in the toy industry.
Q3) When a firm is customer driven and seeks to understand the attributes customers want in the goods and services they buy and the value of those attributes to customers,the price of the product is set at a level that seems to the customer to be a good price compared with the prices of other options.What is this strategy called?
A)value-based pricing
B)noncumulative pricing
C)promotional bundling
D)price bundling
Q4) Distinguish between a cumulative and a noncumulative discount.
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Chapter 20: Developing a Global Vision
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Sample Questions
Q1) Refer to Breathe Right.How people value a sound night's sleep is an example of which element of the global environment?
A)culture
B)natural
C)socioeconomic
D)technical
Q2) American catfish farmers mounted an aggressive offensive against imports of catfish from Vietnam,which have increased by over $40 million in four years.As a result of the offensive,U.S.consumers must pay about 50 percent more for catfish imported from Vietnam.What are mostly likely used to make sure that Vietnamese catfish was selling at a price comparable to U.S.-bred catfish?
A)tariffs
B)boycotts
C)export duties
D)countertrades
Q3) Briefly define licensing and joint ventures as means of engaging in global marketing.Be sure to demonstrate both the similarities of the two processes and how they differ.
Q4) Why is developing a global vision important for firms in Canada?
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