Marketing Concepts
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Course Introduction
Marketing Concepts introduces students to the fundamental principles and practices of marketing in today's dynamic business environment. The course covers key topics such as market research, consumer behavior, segmentation, targeting, positioning, and the development of effective marketing strategies. Students will explore the marketing mix (product, price, place, and promotion) and learn how organizations create value for customers and build strong relationships. Through real-world examples and case studies, the course emphasizes the importance of ethical marketing, digital transformation, and the global context, preparing students to apply core concepts to real marketing challenges.
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MKTG 4th Canadian Edition by Hair
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19 Chapters
2839 Verified Questions
2839 Flashcards
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Page 2
Chapter 1: An Introduction to Marketing
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Sample Questions
Q1) Levi Strauss has developed a line of jeans that does not use any chemical dyes to colour the pants. Consumers like the look of the jeans, and Levi's use of all-natural dyes is good for the environment. The production of this line would be consistent with which type of orientation?
A)societal marketing orientation
B)supplier orientation
C)sales orientation
D)production orientation
Answer: A
Q2) Jacques Torres Chocolate is a factory and retail store. Its owner is willing to try to produce new flavours when his customers suggest them-such as chili-pepper-laced chocolate candy. He believes his customers have the final say on whether the product is of any value. He states, "If something doesn't move, that's the last time you see it." How does Jacques Torres Chocolate keep its customers coming back?
A)It directs its chocolates to the "average customer."
B)It seeks its goals primarily through the use of intensive promotion.
C)It has an inward focus on the organization's needs.
D)It profits through customer satisfaction.
Answer: D
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Page 3
Chapter 2: The Marketing Environment, Social Responsibility, and Ethics
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Sample Questions
Q1) Teresa Bilodeau is currently researching gaps in cellular technology, with an aim of expanding knowledge in this industry. What type of research is she undertaking?
A)technical research
B)reactive research
C)applied research
D)basic research
Answer: D
Q2) Martha visits a department store and discovers that a box of exotic candles will cost her 10 percent more than what she had paid six months ago. The increase in prices is same across the country. Which of the following best describes the situation?
A)She will have immediate purchasing power if she had a pay raise to match the inflation.
B)She has to pay twelve percent more than what she paid last month.
C)The departmental store is trying to earn profits by increasing the prices of its goods.
D)The candles' subjective value increases with the increase in inflation.
Answer: A
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Chapter 3: Strategic Planning for Competitive Advantage
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Sample Questions
Q1) Kraft Salad Dressing has just finished developing a marketing plan for a new line of low-carb salad dressings. After selecting the target market and specifying the elements of the marketing mix, what should be done next?
A)setting marketing objectives that are realistic and have a time frame
B)getting employees to do the work necessary to put the marketing strategy into action
C)planning every action program and contingency plan
D)researching the magnitude of the low-carb trend
Answer: B
Q2) Everyone knows the brand name Godiva Chocolate. Godiva is what many consumers think of when they think of chocolate. Which type of advantage is this widely recognized brand name a source of?
A)a product differentiation competitive advantage
B)a cost advantage
C)a market augmentation advantage
D)a niche competitive advantage
Answer: A
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Chapter 4: Developing a Global Vision
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Sample Questions
Q1) Basketball is played nearly everywhere in the world. The National Basketball Association (NBA) finals reached more than 600 million televisions in 195 countries. From this information, what should you be able to infer about the NBA?
A)It is developing international selling schemes.
B)It is implementing standard international marketing.
C)It is practising global marketing.
D)It is supplementing its foreign vision.
Q2) The fact that Nigeria's inflation rate has dropped by almost 2.5 percent since the beginning of this decade would be what type of factor for a company that wanted to do business in that country?
A)legal
B)economic
C)cultural
D)technological
Q3) Often it is difficult for a firm to obtain adequate global distribution. Compare and contrast the difficulties of distributing in Japan and China.
Q4) Briefly define exchange controls and trade agreements. Make sure that your answer demonstrates how the two terms differ from each other.
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Page 6
Chapter 5: Marketing Research
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Sample Questions
Q1) As part of your summer intern job, you have been asked to conduct marketing research on a proposed library expansion, but you do not know how the community uses its library resources or which ones it values. You decide to conduct a focus group to develop a better idea of what should be included in a quantitative survey questionnaire. How would you go about setting up and conducting the focus group?
Q2) Marketing research provides decision makers with data on the effectiveness of the current marketing mix and also with insights for necessary changes.
A)True
B)False
Q3) Colgate-Palmolive benefited from research providing interesting information on the state of toothbrushes and brushing habits. Which type of research did the company use to watch consumers in their homes brushing their teeth?
A)experiment
B)dichotomous
C)ethnographic
D)survey
Q4) List in order the seven steps of the marketing research process.
Q5) What is competitive intelligence? How is it used? Provide an example.
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Chapter 6: Consumer Decision Making
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Sample Questions
Q1) What do we call any unit of input affecting one or more of the five senses (sight, smell, taste, touch, and hearing)?
A)a consideration set
B)a need
C)a stimulus
D)a want
Q2) Which of the following activities is most likely to be an example of routine response behaviour?
A)the purchase of a three-week vacation cruise
B)the purchase of a Gibson Guitar for $6,000
C)the first-time purchase of a copy machine for a home office
D)the purchase of toilet paper
Q3) Which of the following is the best example of an internal stimulus that would create need recognition?
A)A friend comments on how shabby your coat looks.
B)Your mother gives you money to buy a new pair of shoes.
C)After attending a very loud concert, you develop a headache.
D)You are invited to a graduation, and you need a gift.
Q4) Why do marketers study consumer behaviour?
Q5) How can marketers and consumers reduce cognitive dissonance?
Page 8
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Chapter 7: Business Marketing
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Sample Questions
Q1) Pro LifeRaces, a company that organizes marathons across the city, announces a workshop for beginners on its Facebook page. To increase interactions with the audience, it posts a short video on its page. This is followed up with another post asking people what social cause they would like to run for and why. The post receives over a hundred comments, is liked by over 9,000 people, and is shared by over 2,000. As a result, the company receives more than 500 registrations for the workshop. In the context of social media marketing, which of the following marketing metrics most likely helped Pro LifeRaces get high registrations?
A)product adaptation
B)engagement
C)conversion
D)segmentation
Q2) The government uses a system called NAICS to classify North American business establishments. What does NAICS stand for?
A)North American Innovation Classification System
B)North and South American Institutional Coding Services
C)North American Industrial Corporation System
D)North American Industry Classification System
Q3) What is reciprocity? Is it illegal or unethical? Why or why not?
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Page 9
Chapter 8: Segmenting, Targeting, and Positioning
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Sample Questions
Q1) In the off-highway industry, there are a number of machines that are built for highly specialized applications. These machines are built in low volume and require an equally low volume of specialized components. What would a customized manufacturer of drivetrain products use to reach its market?
A)market aggregation
B)limited demand
C)multisegment marketing
D)concentrated targeting
Q2) Which of the following can market segmentation assist marketers to do?
A)to develop more precise definitions of customer needs and wants
B)to identify which variable base should be used for segmenting
C)to more accurately define financial objectives
D)to improve human resource allocation
Q3) Name and briefly describe four bases firms typically use for positioning or repositioning their products/services.
Q4) When making a purchase, satisficers consider numerous suppliers, solicit bids, and study all proposals carefully before selecting one.
A)True
B)False
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Chapter 9: Customer Relationship Management CRM
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Sample Questions
Q1) Lesley Owens has limited money to invest in a mailing to people who might be interested in subscribing to a new magazine about making scrapbooks. She wants to send the mailing to those prospects with the highest probability of becoming subscribers. What should she use?
A)a compiled list
B)a data mine
C)a response list
D)a data cluster
Q2) Looking to build up its postpurchase relationships, General Motors recently launched a service whereby GM vehicle owners can sign up to get email service reminders, access information about GM vehicles, and receive special promotions. What is General Motors using to enhance its customer relationships?
A)modelling
B)scoring
C)campaign management
D)data mining
Q3) What is knowledge management? What type of companies use knowledge management?
Q4) What is a data warehouse? How does it differ from a database?
Q5) How is learning part of CRM marketing?
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Chapter 10: Product Concepts
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Sample Questions
Q1) A warranty does not confirm the quality or performance of a good or service.
A)True
B)False
Q2) The introduction of Tide Simple Pleasures, a laundry detergent inspired by the natural essences of vanilla and lavender, is an example of which of the following?
A)product modification
B)brand mix extension
C)product diversification
D)brand repositioning
Q3) Burberry's new raincoat contains a label that reads "Professionally dry clean only." Which type of label is this?
A)data
B)functional
C)persuasive
D)informational
Q4) Cultural traits can make a package design successful in one country and a failure in another.
A)True
B)False
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Chapter 11: Developing and Managing Products
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Sample Questions
Q1) A company has learned that members of its target market are likely to collect more information and evaluate more brands than early adopters. They are cautious and thoughtful and do not try the product without asking someone else. The customers' dominant characteristic is deliberateness. In terms of the diffusion process, who are these customers most likely to be?
A)innovators
B)laggards
C)early majority
D)late majority
Q2) The maker of Skittles candy tested and prepared hundreds of batches of candy for taste-testers, who were employees of the company. The taste-testers were instructed to identify the best formula for mint-flavoured Skittles. What type of test was used?
A)adoption-rate
B)concept
C)laboratory
D)market
Q3) Diffusion is the process by which the adoption of an innovation spreads.
A)True
B)False
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Chapter 12: Services and Nonprofit Organization Marketing
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160 Flashcards
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Sample Questions
Q1) What is a unique aspect of nonprofit organizational marketing strategies?
A)user base
B)internal marketing
C)sponsoring organizations
D)setting objectives
Q2) According to your text, which of the following statements best describes how a nonprofit organization should design its product offering?
A)The organization should try to create products it can inventory.
B)The organization should remember the product offering is not as crucial to organizational success as the other elements of the service mix.
C)The product offering should be kept as simple as possible.
D)The organization will need to satisfy the needs of the target market or it will fail.
Q3) Services are considered intangible because most services cannot be felt or touched in the same way most goods can be sensed.
A)True
B)False
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Chapter 13: Setting the Right Price
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Sample Questions
Q1) Being a frugal shopper, Tersea decided to buy both shampoo and conditioner in a single package for one price. What is this known as?
A)price bundling
B)two-part bundling
C)psychological pricing
D)family pricing
Q2) When a buyer pays a lower price for buying in multiple units or above a specified dollar amount, what is the buyer receiving?
A)a functional discount
B)a cash discount
C)a promotional discount
D)a quantity discount
Q3) Which of the following tries to get customers into the store with misleading advertising and then uses high-pressure selling to persuade the consumer to buy something else more expensive?
A)functional pricing
B)bait pricing
C)production-oriented pricing
D)decoy pricing
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Page 15
Chapter 14: Marketing Channels and Supply Chain Management
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Sample Questions
Q1) An example of a well-established channel partnership is the relationship between Apple an AT&T.
A)True
B)False
Q2) Ontario Natural Food is a grocery wholesale cooperative, it provides all kinds of meats, cereals, canned and fresh fruits and vegetables, beauty aids, healthcare items, and pet products to the supermarkets in its channel. What is Ontario Natural Food overcoming to aid its customers?
A)spatial discrepancy
B)discrepancy of quantity
C)discrepancy of assortment
D)demand discrepancies
Q3) The use of supply chain management results in reduced inventory management costs.
A)True
B)False
Q4) Define channel power, channel control, channel leadership, and channel partnering. How are these four terms related?
Q5) Describe some of the challenges that a business would face in going global.
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Chapter 15: Retailing
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Sample Questions
Q1) What do large retailers such as Canadian Tire and Walmart and sellers of shopping goods such as automobiles and furniture often use for their locations?
A)remote rural locations
B)factory outlets
C)freestanding stores
D)regional malls
Q2) Which of the following sell a limited selection of brand-name appliances, household items, and groceries, usually in bulk on a cash-and-carry basis to those who belong?
A)factory outlets
B)wholesale discounters
C)off-price discount retailers
D)warehouse membership clubs
Q3) Mr. Bilson, the owner of a new restaurant, wants to target customers based upon their gender, age, lifestyle, and values. Which method should he use?
A)direct mail
B)vending machines
C)specialty retail outlets
D)electronic selling
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17
Chapter 16: Marketing Communication
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Sample Questions
Q1) Which of the following is one of the basic tasks typically performed by promotion?
A)managing
B)organizing
C)rewarding
D)persuading
Q2) Discuss online marketing and social media marketing, illustrating them as strong communication tools.
Q3) While talking to Mr. and Mrs. Knighton, the appliance salesperson described the refrigerator as "a real money saver" and "a true bargain." What stage was this in the sales process?
A)decoding
B)encoding
C)sending
D)receiving
Q4) Target market characteristics and the type of buying decision the target market is making can affect the mix of promotional elements. Describe how differences in each factor change the promotional mix.
Q5) What is integrated marketing communications (IMC)? How is IMC implemented?
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Chapter 17: Advertising, Public Relations, and Direct Response
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Sample Questions
Q1) What is the term for a medium's ability to reach a precisely defined market?
A)its audience selectivity
B)its geographic selectivity
C)its noise filtering ability
D)its reach ability
Q2) Cranium, a toy company, has recently introduced Giggle Gear, a toy designed to let kids' imaginations run wild. With the face and headpieces that make up Giggle Gear, kids can change themselves into aliens, fairies, bugs, and robots. Which type of advertising should be used to promote this new toy?
A)pioneering advertising
B)innovative advertising
C)promotional advertising
D)start-up advertising
Q3) Discuss how advertising and market share work together?Give examples to prove your points.
Q4) What is one method used for setting advertising objectives?
A)objective and task
B)the DAGMAR approach
C)percentage of sales
D)contribution margin
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Chapter 18: Sales Promotion and Personal Selling
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Sample Questions
Q1) Refer to the scenario. If Digital Cookware offered sales associates at a chain of cooking stores a bonus for each digital skillet they sold, what would it be an example of?
A)push money
B)a trade allowance
C)pull money
D)a functional discount
Q2) Personal selling becomes a more important promotional tool as product complexity and buyer risk increase.
A)True
B)False
Q3) Oakley Grove and Abraham Enterprises both market oranges and grapefruits. Oakley Grove has been in business for almost 40 years, while Abraham Enterprises has been selling citrus fruit for only about 18 months. Abraham Enterprises would like to take business away from Oakley Grove, and Oakley Grove wants to retain all of its customers. Explain which sales promotions each should emphasize in its marketing mix.
Q4) What is sales promotion? What are the objectives of sales promotion?
Q5) What are the seven steps in the personal selling process?
Q6) Compare and contrast relationship selling and traditional personal selling.
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Chapter 19: Social Media and Promotion
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Sample Questions
Q1) Which of the following can review websites such as Yelp NOT do?
A)allow business owners to set their pages to block negative reviews
B)allow business owners to edit their organizations' pages
C)allow business owners to read about what others think about particular businesses
D)allow business owners to respond directly to customers who have written reviews
Q2) List four media-sharing sites and show how WestJet would use these platforms.
Q3) List the six categories of social media users.
Q4) Refer to the scenario. When Hallmark asks its customers to weigh in on product design and pricing, what is it practising?
A)virtual volunteering
B)social commerce
C)scripting
D)crowdsourcing
Q5) Facebook has over 2.5 billion users.
A)True
B)False
Q6) Discuss how a company could use social media to expand their brand.
Q7) List and describe the six stages of the social media plan.
Page 21
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