Marketing Concepts
Test Bank
Course Introduction
Marketing Concepts explores the fundamental principles and strategies that underpin the field of marketing. The course covers key topics such as market research, consumer behavior, segmentation, targeting, positioning, and the marketing mix (product, price, place, and promotion). Students will gain insight into how organizations create value for customers, develop effective marketing strategies, and respond to dynamic market environments. Through case studies and real-world examples, learners will build a foundation in both traditional and digital marketing tactics, equipping them with the skills necessary to analyze markets and make strategic marketing decisions.
Recommended Textbook
Marketing The Core 7th Edition by
Roger A. Kerin
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19 Chapters
5345 Verified Questions
5345 Flashcards
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Page 2
Chapter 1: Creating Customer Relationships and Value
Through Marketing
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240 Verified Questions
240 Flashcards
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Sample Questions
Q1) The value to consumers that comes from the production or alteration of a product or service constitutes __________ utility.
A) time
B) place
C) possession
D) market
E) form
Answer: E
Q2) Innovations in the textile industry have led to fabrics that help regulate body temperature,reduce wind resistance,and control muscle vibration,all of which help improve athletic performance.This shows how manufacturing can create __________ utility.
A) time
B) form
C) place
D) possession
E) market
Answer: B
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Chapter 2: Developing Successful Organizational and Marketing Strategies
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363 Verified Questions
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Sample Questions
Q1) Apple launched its revolutionary Apple watch in 2015 as the first wearable technology that used a multi-touch user interface.The wearable technologies market grew at a rate of more than 100 percent in 2015.Apple sales were substantial despite a relatively high price and short battery life.The Apple watch entered the market as a A) question mark.
B) raptor.
C) hedgehog.
D) cash cow.
E) dog.
Answer: A
Q2) The philosophical reason for an organization's existence is referred to as its organizational A) strategy.
B) direction.
C) foundation.
D) goal.
E) business.
Answer: C
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Chapter 3: Understanding the Marketing
Environment,ethical Behavior,and Social Responsibility
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350 Verified Questions
350 Flashcards
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Sample Questions
Q1) Bribery is most likely to occur when
A) a monopoly exists in the industry.
B) industries experience intense competition.
C) the country has reached a high level of economic development.
D) industries are high-tech in nature.
E) industries operate in an economically and politically stable environment.
Answer: B
Q2) Oil prices have an impact on transportation costs for many types of products.Should oil prices change,the price consumers pay for products often is adjusted accordingly.Changing oil prices would be an example of __________ force.
A) a social
B) an economic
C) a technological
D) a competitive
E) a regulatory
Answer: B
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Chapter 4: Understanding Consumer Behavior
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Sample
Questions
Q1) Danilo has decided to purchase a new video game console,not having owned one before.He calls his gamer friends for recommendations about alternative brands and options.He has few concerns about the purchase but wants a quick rundown of the most important aspects to consider.In making his decision,Danilo seems likely to engage in which of the following problem solving variations?
A) limited problem solving
B) extended problem solving
C) routine problem solving
D) alternative problem solving
E) integrated problem solving
Q2) Edison noticed that prices at a new video game rental website were lower than those at most of the other gaming websites or retail stores such as Game Stop.He is exhibiting
A) cognitive dissonance.
B) selective retention.
C) selective comprehension.
D) stimulus discrimination.
E) stimulus generalization.
Q3) Why is learning important to marketing?
Q4) What does lifestyle mean and why is it important to marketers?
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Chapter 5: Understanding Organizations As Customers
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208 Flashcards
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Sample Questions
Q1) The marketing of goods and services to companies,governments,or not-for-profit organizations for use in the creation of goods and services that they can produce and market to others is referred to as
A) integrated marketing.
B) institutional marketing.
C) business-to-business marketing.
D) reseller marketing.
E) organizational marketing.
Q2) In which type of auction is there an upward pressure on bid prices as more would-be buyers become involved?
A) reverse auction
B) horizontal auction
C) vertical auction
D) diagonal auction
E) traditional auction
Q3) Identify and describe the five roles an individual can play in a buying center.
Q4) What are the three types of organizational buying situations or buy classes? Give an example of each.
Q5) List seven organizational buying criteria.
Q6) What are the characteristics of organizational buying behavior?
Page 7
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Chapter 6: Understanding and Reaching Global
Consumers and Markets
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Sample Questions
Q1) Adding to the complexity of global distribution is the need for ________,in addition to the channels within a foreign nation.
A) parallel importing
B) channels between nations
C) communication adaptation
D) product adaptation
E) economic stability of the final consumer
Q2) Russia currently has a limit on pork of 400,000 metric tons annually that can be imported from any country.This restriction would be considered a A) tariff.
B) trade imbalance.
C) excise tax.
D) quota.
E) subsidy.
Q3) Explain the concept of countertrade,and discuss its importance.
Q4) Why is it wise for global marketers to use back translation?
Provide an example to support your answer.
Q5) Three types of companies populate and compete in the global marketplace.Identify and describe each type.
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Chapter 7: Marketing Research: From Customer Insights to Actions
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260 Verified Questions
260 Flashcards
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Sample Questions
Q1) If a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product,he is using
A) action analysis.
B) an environmental scan.
C) a problem search.
D) situational analysis.
E) sensitivity analysis.
Q2) According to Figure 7-1,what does D represent in the marketing research process?
A) define the problem
B) develop the research plan
C) develop findings
D) collect relevant information
E) take marketing actions
Q3) Why can't a marketing manager's decision making process stop when he or she has chosen the best alternative to solving a problem?
Q4) What is the basic difference between primary and secondary data,and what are the advantages and disadvantages of each?
Q5) Briefly explain what a marketing driver is.Give three examples.
Q6) What are the five steps in the marketing research approach?
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Chapter 8: Market Segmentation, targeting, and Positioning
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Sample Questions
Q1) New Balance has many offerings.It makes the Minimus line of shoes with a Vibram outsole and REVlite cushioning for those who want to "feel the trail." Its 1260v2 shoe incorporates Stabilicore technology to "deliver a plush,smooth,and stable ride." And its top of the line,990v3 traditional running/walking shoe uses a "premium pigskin upper with mesh inserts for breathability,a stability-enhancing ABZORB insole,and ENCAP to promote a healthy gait." The strategy of appealing to different types of customers in this way is an example of
A) mass customization.
B) product definition.
C) market segmentation.
D) single chain marketing.
E) market specific selection.
Q2) The phrase "relatively homogeneous collections of prospective buyers" is most descriptive of A) demographic clusters.
B) organizational buyers.
C) ultimate consumers.
D) market segments.
E) qualified prospects.
Q3) What is market segmentation and why is it important?
Page 10
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Chapter 9: Developing New Products and Services
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Sample Questions
Q1) Services can be classified by
A) their method of delivery.
B) their use of idle capacity time.
C) the nature of their ownership.
D) their location on perceptual maps.
E) organizational reach.
Q2) During which stage of the new-product process are audiences allowed to preview actual movies like Deadpool or The Jungle Book (a sneak preview)so that changes might be made before they are released to the general public?
A) market testing
B) business analysis
C) commercialization
D) screening and evaluation
E) concept testing
Q3) With respect to distribution,shopping products are available
A) by special order from the manufacturer only.
B) at an extremely small number of outlets.
C) at relatively few outlets.
D) at a large number of selective outlets.
E) on a widespread basis at many outlets.
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Chapter 10: Managing Successful Products, services, and Brands
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375 Verified Questions
375 Flashcards
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Sample Questions
Q1) Which of the following statements about the introduction stage of the product life cycle is most accurate?
A) If a firm's product is especially good, efforts should be made to create selective demand rather than primary demand to allow the firm to distinguish itself from competitors.
B) During the introduction stage, it is best to avoid a skimming pricing strategy.
C) During the introduction stage, it is best to avoid a penetration pricing strategy.
D) A firm should introduce the identical product at several different price points in order to gauge customer price sensitivity.
E) Because of large initial investment costs, overall industry profits often are initially negative.
Q2) Describe the decline stage of the product life cycle.Explain the two strategies a company might employ if its product were in the decline stage of its product life cycle.
Q3) Explain the difference between primary demand and selective demand.
Q4) Describe a brand name and explain how it benefits a consumer.
Q5) Compare the three ways to manage a product through its product life cycle.
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Chapter 11: Pricing Products and Services
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Sample Questions
Q1) The Brazilian government wants to build a global positioning satellite (GPS)system.The satellite manufacturer will receive a mutually agreed upon profit over and above all costs associated with the project.The pricing approach the satellite manufacturer uses is called
A) standard markup pricing.
B) experience curve pricing.
C) cost-plus-percentage-of-cost pricing.
D) cost-plus-fixed-fee pricing.
E) bundle pricing.
Q2) Marketing executives must translate estimates of customer demand into estimates of
A) personnel.
B) advertising expenditures.
C) ancillary product support.
D) revenues the firm expects to receive.
E) supply.
Q3) What are two special adjustments to the list or quoted price?
Q4) Describe a profit objective used by many Japanese manufacturing firms.
Q5) When is skimming pricing an effective strategy?
Q6) Which of the four approaches does Carmex use to set prices for its products?
Page 13
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Chapter 12: Managing Marketing Channels and Supply Chains
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Sample Questions
Q1) The various firms involved in performing the activities required to create and deliver a product or service to ultimate consumers or industrial users are referred to as
A) strategic distribution.
B) distribution management.
C) a supply chain.
D) value chain optimization.
E) logistics.
Q2) Walmart can obtain cooperation from manufacturers in terms of product specifications,price levels,and promotional support,given its position as the world's largest retailer.Walmart is an example of
A) a service-sponsored retail system.
B) an administered vertical marketing system.
C) a retailer-sponsored cooperative.
D) an administered cooperative system.
E) a manufacturer-sponsored cooperative.
Q3) There are three types of contractual vertical marketing systems.List the systems and provide a brief description of each.
Q4) List and define the three major types of vertical marketing systems.
Page 14
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Chapter 13: Retailing and Wholesaling
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330 Verified Questions
330 Flashcards
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Sample Questions
Q1) Independently owned stores that band together to act like a chain are referred to as
A) corporate chains.
B) cooperative marketing systems.
C) contractual systems.
D) regional shopping centers.
E) self-service systems.
Q2) Which type of wholesaler traditionally sells hosiery,toys,and health and beauty items?
A) cash and carry wholesalers
B) truck jobbers
C) general merchandise wholesalers
D) rack jobbers
E) drop shippers
Q3) Another term for maintained markup is
A) original markup.
B) maintained markup.
C) markdown.
D) gross margin.
E) net margin.
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Page 15
Chapter 14: Integrated Marketing Communications and Direct Marketing
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289 Verified Questions
289 Flashcards
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Sample Questions
Q1) The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as
A) direct order consignment.
B) lead generation.
C) traffic generation.
D) indirect order fulfillment.
E) first-mover advantage.
Q2) The first decision in developing the promotion program is to
A) set the budget.
B) state the mission.
C) identify the target audience.
D) select the appeal.
E) select the media.
Q3) Rebates,coupons,samples,and contests are all examples of A) endorsements.
B) sponsorships.
C) free publicity.
D) purchase aids.
E) sales promotions.
Q4) List the key elements of the promotional mix.Why are they used?
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Chapter 15: Advertising, sales Promotion, and Public Relations
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323 Verified Questions
323 Flashcards
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Sample Questions
Q1) A news conference is
A) an announcement regarding changes in a company or product line.
B) free space or time in a newspaper or on a broadcast medium.
C) a publicity tool that utilizes high-visibility individuals in lobbying activities.
D) a meeting of top news executives to decide advertising policy.
E) an informational meeting to which representatives of the media are invited.
Q2) In the film Runaway Bride,Julia Roberts boarded a FedEx truck.Another actor gave voice to FedEx's service guarantee,saying she will arrive "by 10 a.m.the next business day." This is an example of
A) a product placement.
B) product continuity.
C) a deal.
D) subliminal advertising.
E) a reverse product placement.
Q3) What are the two conflicting goals that advertisers face when choosing advertising media?
What is the relationship of reach and frequency to these goals?
Q4) What is the difference between a contest and sweepstakes?
Q5) What is cooperative advertising?
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Chapter 16: Using Social Media and Mobile Marketing to
Connect With Consumers
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161 Verified Questions
161 Flashcards
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Sample Questions
Q1) Pop singer Rebecca Black used __________ to post her video "Friday," which went viral and earned her many fans.She now has her own channel on the same platform.
A) YouTube
B) Pinterest
C) Twitter
D) Facebook
E) LinkedIn
Q2) Brand managers can strategically use Twitter to do all of the following except which? A) respond to user criticisms about a brand through "retweets" to develop more satisfied customers
B) generate brand buzz by developing an official Twitter profile
C) connect in real time using the broadcasting app Periscope, or Twitter's live stream function
D) operate promotions in real time
E) post user profiles for job seekers
Q3) What are the four guidelines to engage fans on Facebook?
Q4) Describe 5 of the 10 performance measures brand managers typically use to assess outputs or revenues of social media.
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Chapter 17: Personal Selling and Sales Management
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Sample Questions
Q1) Which of the following is one of the five dimensions of emotional intelligence?
A) the ability to read body language
B) sense of humor
C) self-awareness
D) the ability to be positive
E) a need to be in control
Q2) The advantage of a product sales organization is that
A) salespeople can develop expertise with technical characteristics, applications, and selling methods for a particular product.
B) the number of salespersons in the sales force can be reduced.
C) there is a lower cost for sales calls since this method is chosen for products that inherently have little or no product variation.
D) it significantly minimizes travel time, expenses, and duplication of selling effort from one territory to another.
E) fewer sales managers are required since the sales force is paid strictly on commission.
Q3) What assumption does the stimulus-response presentation format make?
Q4) What are the keys to effective need-satisfaction presentations?
Q5) Explain the difference between relationship selling and partnership selling.
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Chapter 18: Implementing Interactive and Multichannel Marketing
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Sample Questions
Q1) Amazon.com is an Internet retailer located in the United States.About 45 percent of its sales are to customers who live outside the United States.This shows how electronic commerce contributes to customer value through the creation of
A) service utility.
B) place utility.
C) possession utility.
D) form utility.
E) time and possession utility.
Q2) Retailers and direct selling firms have found that their websites,while ___________ from stores,catalogs,and sales representatives,attract new customers and influence sales.
A) also increasing sales volume
B) increasing stickiness
C) cannibalizing sales volume
D) creating unauthorized sales
E) creating excessive product returns
Q3) Explain the four ways the marketspace creates value for consumers.
Q4) Explain how the Pizza Hut website uses the seven website design elements.
Q5) Define and explain the importance of the eight-second rule.
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Chapter 19: Building an Effective Marketing Plan
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Sample Questions
Q1) If the following statement were included in the evaluation section of the Paradise Kitchens marketing plan,"The speed of the rollout program will increase or decrease depending on Paradise Kitchens' performance in the successive metropolitan markets it enters," what would be the purpose of this statement?
A) to act as a contingency plan for alternative actions
B) to sidestep responsibility if things do not go according to plan
C) to create an open dialog for additional financial requests
D) to gloss over possible forecasting ambiguities
E) to avoid setting specific monetary goals
Q2) According to its marketing plan,Paradise Kitchens is positioning itself in consumers' minds as
A) a moderately priced "homestyle taste of the Southwest" chili.
B) a low-cost "Mexican/American meld of flavors" for easy-to-prepare frozen entrees.
C) traditional "Taste of Mexico" that uses all organic ingredients in semiprepared meals.
D) very high-quality "gourmet Southwestern/Mexican" frozen entrees and desserts.
E) very high-quality "authentic Southwestern/Mexican tasting" chilies that can be prepared easily and quickly.
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