Marketing Concepts
Test Preparation
Course Introduction
Marketing Concepts provides an in-depth exploration of the foundational principles and strategies that underpin successful marketing in today's dynamic business environment. The course covers essential topics such as market segmentation, targeting, positioning, consumer behavior, and the marketing mix (product, price, place, and promotion).
Students will analyze real-world case studies to understand how organizations identify customer needs, create value, and build strong brand relationships. Emphasis is placed on the integration of digital marketing trends, ethical considerations, and the role of marketing in driving business growth. By the end of the course, learners will possess a comprehensive understanding of key marketing frameworks and tools essential for developing effective marketing strategies.
Recommended Textbook
MKTG 9 9th Edition by Charles W. Lamb
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21 Chapters
1256 Verified Questions
1256 Flashcards
Source URL: https://quizplus.com/study-set/1381
Page 2
Chapter 1: An Overview of Marketing
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36 Verified Questions
36 Flashcards
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Sample Questions
Q1) Discuss the concept of customer relationship management.
Answer: Customer relationship management is a company-wide business strategy designed to optimize profitability,revenue,and customer satisfaction by focusing on highly defined and precise customer groups.This is accomplished by organizing the company around customer segments,establishing and tracking customer interactions with the company,fostering customer-satisfying behaviors,and linking all processes of the company from its customers through its suppliers.
Q2) Which of the following strategies is most closely associated with a societal marketing orientation?
A)Using greenwashing techniques
B)Fostering opportunism
C)Using clean energy sources
D)Increasing overhead production costs
Answer: C
Q3) Consumer's expectations of doing new things with varied kinds of information in ways that create value have resulted in the emergence of__________.
Answer: on-demand marketing
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Chapter 2: Strategic Planning for Competitive Advantage
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127 Verified Questions
127 Flashcards
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Sample Questions
Q1) Which of the following statements is true of strategic business units (SBUs)of an organization?
A)They typically have strategies of their own.
B)Their functions are limited to manufacturing.
C)They typically serve the same target markets as the other SBUs of the organization.
D)They do not have missions of their own.
Answer: A
Q2) In the context of marketing planning,__________entails gauging the extent to which marketing objectives have been achieved during the specified time period.
Answer: evaluation
Q3) Market segments can be differentiated by ethnicity and multicultural aspects.
A)True
B)False
Answer: False
Q4) Product development strategies require creation of new markets.
A)True
B)False
Answer: False
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Chapter 3: Ethics and Social Responsibility
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Sample Questions
Q1) Which of the following statements is true about morals?
A)They are universal and seldom vary.
B)They are independent of factors such as culture and religion.
C)They may reflect the laws and regulations that affect social and economic behavior.
D)They set absolute standards for good and bad that are enforced by the law.
Answer: C
Q2) Which of the following is true of moral relativists?
A)They believe that laws should be followed under all circumstances.
B)Their ethical beliefs center on the time,place,and the pressure of a dilemma.
C)Their decisions are typically based on the predictions they make about the consequences of actions.
D)They believe in absolute rules and apply them to all ethical dilemmas.
Answer: B
Q3) Observations of ethical misconduct are more likely to decrease when:
A)coworkers have a strong ethical culture.
B)a code of ethics is absent.
C)organizational rules are absent.
D)the top managers have little control over organizational culture.
Answer: A
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Page 5
Chapter 4: The Marketing Environment
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Sample Questions
Q1) Alex had purchased a battery-operated drill.The drill overheated and exploded when he tried to use it.It was determined that the explosion was due to a problem with how the drill was manufactured.Alex can lodge a complaint about the drill at the__________.
Q2) Discuss purchasing power and its relationship with income.
Q3) Which of the following statements is true about teens?
A)Most teens prefer to shop online than in stores.
B)Teens consider shopping to be a social sport whether online or at the mall.
C)Teens spend more on food than any other cohort group.
D)Most teens prefer watching television or listening to radio than surfing the Web and on social media.
Q4) Which of the following statements is true in the context of social media?
A)Social networking is part of regular life for people of all ages.
B)Social media seldom influence the buying behavior of consumers.
C)The majority of forty-five and older place a high value on social network information.
D)Social media have limited opinion sharing about companies.
Q5) Discuss the concept of disposable income.
Q6) Who are the baby boomers and why are they important to marketers?
Q7) The Federal Trade Commission's Bureau of Competition__________.
Page 6
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Chapter 5: Developing a Global Vision
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Sample Questions
Q1) Aztic Inc. ,a manufacturer of sports goods,plans to expand its operations to a new country.As part of this expansion,it determines whether the population of the country is primarily rural or urban.In this case,Aztic Inc.is assessing the _____ of the country.
A)political structure
B)natural resources
C)legal environment
D)demographic makeup
Q2) Why do firms that enter into foreign trade need to adhere to the principles of the marketing mix?
Q3) Fashion Spell,an apparel store,has a page on Facebook through which it interacts with its customers.It encourages customers to post comments about the store and give feedback.It also holds a lucky draw competition every week and the winner receives a gift voucher from Fashion Spell.Given this information,Fashion Spell uses__________to increase its customer base.
Q4) A company is most likely doomed to failure in a foreign country if it _____.
A)does not understand the country's culture
B)does not emphasize its home country's language over that of the country
C)varies its marketing mix based on the country's economic growth
D)pays attention to the country's demographics
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Chapter 6: Consumer Decision Making
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Sample Questions
Q1) Denthrill Inc. ,a company that manufactures toothpaste,conducts a survey to find out the most important factor that consumers look for while buying toothpaste.Through the survey,it is found that consumers are most particular about the flavor of the toothpaste.Taking this into consideration,Denthrill Inc.introduces a variety of flavored toothpaste in the market.Which of the following has the company used to satisfy its target market?
A)Consumer behavior
B)International marketing
C)Economic factors
D)Global adaptation
Q2) A subculture is a homogeneous group of people who renounce the values of an overall culture.
A)True
B)False
Q3) A(n)_____ is an organized pattern of knowledge that an individual holds as true about his or her world.
A)norm
B)attitude
C)motive
D)belief
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Chapter 7: Business Marketing
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76 Verified Questions
76 Flashcards
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Sample Questions
Q1) Which of the following is true of business marketing on the Internet?
A)Business-to-business marketers are behind their business-to-consumer counterparts in social media adoption.
B)Social media is no longer used to market content in the form of e-mail newsletters and videos.
C)Determining a target market is easy in business marketing ever since social media has gone mainstream.
D)Companies that make use of business marketing on the Internet are adopting social media strategies at a slow pace.
Q2) Inland Eastex Inc.manufactures paper that is used for printing covers for different types and sizes of magazines.The percentage of magazine sales determines how much paper Inland Eastexwill produce each year.This is an example of _____ demand.
A)joint
B)inelastic
C)derived
D)elastic
Q3) __________is the condition that exists when one party has confidence in an exchange partner's reliability and integrity.
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Chapter 8: Segmenting and Targeting Markets
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50 Verified Questions
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Sample Questions
Q1) Candy's Chocolates Inc.is a confectionary company that manufactures only one product.Unlike its competitors,the firm does not have its target customer base as children.Instead,it promotes its product using the same strategy across consumers of all age groups.Given this information,Candy's Chocolates Inc.has adopted a(n)__________strategy.
Q2) Nalpas Inc. ,an apparel company,manufactures clothes for men,women,and children.It further divides its core customers on the basis of demographic variables such as income,ethnic background,and family life cycle.These divisions are known as _____.
A)positioning bases
B)market segments
C)perceptual maps
D)market positions
Q3) A multisegment targeting strategy differs from a concentrated targeting strategy in that it:
A)selects one segment of a market with a goal to satisfy its members.
B)faces a high potential cost from cannibalization of products.
C)develops and maintains a common marketing mix for its products.
D)results in sterile,unimaginative product offerings.
Q4) How do marketers use customer relationship management (CRM)as a targeting tool?
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Chapter 9: Marketing Research
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47 Flashcards
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Sample Questions
Q1) Which stage in a customer relationship management cycle is characterized by the sharing of customer information to all areas of a business after it has been analyzed and transformed into useful information?
A)Identifying profitable and unprofitable customers
B)Leveraging customer information
C)Identifying customer relationships with the organization
D)Storing and integrating customer data
Q2) Online panel providers consist of a carefully selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.
A)True
B)False
Q3) What is a moderator's major role in online focus groups?
A)To limit a discussion to closed-ended questions
B)To type in questions online for all respondents to see
C)To make sure the costs incurred with online focus groups remain relatively low
D)To let respondents control a discussion
Q4) A__________sample is a sample in which every element in the population has a known statistical likelihood of being selected.
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Chapter 10: Product Concepts
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Sample Questions
Q1) Daily Fresh is a multinational food and beverage company.One of the new products that Dairy Rich intends to introduce includes fiber added to chocolate.The packages will include data that each chocolate bar contains five grams of fiber and the various health benefits of including more fiber in one's diet.In this case,Daily Fresh intends to use
A)informational labeling
B)persuasive labeling
C)individual branding
D)family branding
Q2) Lisa goes to an electronic goods store to purchase a washing machine.After comparing the various brands of washing machines available,their functions,prices,and so on,she purchases one that is cheaper and smaller than the rest.In this case,Lisa has purchased a(n)_____.
A)shopping product
B)business product
C)specialty product
D)unsought product
Q3) A(n)__________strategy is not possible when the brand name has a negative or vulgar connotation in the local language.
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Page 12
Chapter 11: Developing and Managing Products
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Sample Questions
Q1) Central Bark Doggie Day Care opened the first day care center for dogs.It currently has 31 locations,with a new Gainesville,Florida,location coming soon.The concept of day care center for dogs became so popular that other competitors begin to enter the market.With competing companies such as Camp Bow Wow and others entering the market,it can be said that the concept of day care center for dogs is moving into the__________stage of a product life cycle.
Q2) _____ have the longest product life cycles.
A)Product categories
B)Product items
C)Individual brands
D)New products
Q3) During the _____ stage of the new-product development process,production starts,inventories are built up,the product is shipped to distribution points,the sales force is trained,and advertising and promotion begin.
A)commercialization
B)test marketing
C)idea generation
D)business analysis
Q4) Explain in detail why a large proportion of new product introductions fail?
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Chapter 12: Services and Nonprofit Organization Marketing
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54 Flashcards
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Sample Questions
Q1) _____ refers to the follow-up activities that a service firm might engage in after a customer transaction.
A)Need recognition
B)Postpurchase communication
C)Collective bargaining
D)Sales prospecting
Q2) Which of the following is true of operations-oriented pricing?
A)It involves maintaining a fixed price for a product or a service throughout the year.
B)It focuses on maximizing the surplus of income over costs.
C)It seeks to match supply and demand by varying prices.
D)It tries to maximize the number of customers using a service by improving its quality.
Q3) __________refers to the inability of services to be stored,warehoused,or inventoried.
Q4) For customized services,such as construction services,customers lack the ability to negotiate a price.
A)True
B)False
Q5) __________focuses on maximizing the surplus of income over costs.
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Chapter 13: Supply Chain Management
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59 Verified Questions
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Sample Questions
Q1) Which of the following is a primary function of relationship integration in providing top-level service to customers?
A)It requires several individual companies or business units to act in isolation in order to offer superior service to customers.
B)It creates performance assessments that help measure the performance of the supply chain as a whole without holding each individual firm or business unit accountable for meeting its goals.
C)It includes the ways in which two or more companies will collaborate on activities or projects so that a customer gains the maximum amount of total value possible from the supply chain.
D)It involves the creation and maintenance of information technology systems that help managers across the firms in the supply chain function independently from one another.
Q2) __________is any potential disruption that threatens a supply chain's efficient and effective operations.
Q3) How does outsourcing affect the efficient deployment of supply chain management?
Q4) Why is agility crucial for companies?
Q5) Explain in detail the functions of the customer relationship management process.
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Chapter 14: Marketing Channels
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33 Verified Questions
33 Flashcards
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Sample Questions
Q1) Red Chilly Productions,a production studio based in the United States,decides to make a major change in its distribution strategy.It withdraws contracts from its retail partners and begins to operate its own rental store.This results in its retail partners filing several lawsuits against the company.This scenario is an example of__________.
Q2) Why have many companies begun employing multichannel marketing strategies?
Q3) _____ occurs when a firm refuses to meet specific obligations or fails to change when new situations arise.
A)Intensive distribution
B)Passive opportunism
C)Co-opetition
D)Cooperation
Q4) A _____ is a business structure of interdependent organizations that reaches from the point of production to the consumer and facilitates the downstream physical movement of goods through the supply chain.
A)market grouping
B)common trade alliance
C)retailer monopoly
D)marketing channel
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Chapter 15: Retailing
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Sample Questions
Q1) Alpha Beta Inc.is a self-service shop that offers a wide variety of foods and household products,organized into aisles.Alpha Beta is a__________.
Q2) Developing a product offering is essentially a question of the width and depth of the product assortment.
A)True
B)False
Q3) Choosing the right distribution channel for a service:
A)decreases the time that the service is available. B)maximizes the time customers wait in a line.
C)increases the costs of providing the service. D)adds to customer convenience.
Q4) To manage service capacity,service firms must turn down some prospective customers if they do not have the capacity to meet demands.
A)True
B)False
Q5) Asif wanted to buy a football immediately.He placed an order on Duke.com,an online portal for sports goods,and dropped in at its nearest physical store to collect it.This scenario is an example of__________.
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Chapter 16: Marketing Communications
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Sample Questions
Q1) Explain how a target market is characterized.
Q2) A proper promotional mix is one that _____.
A)focuses on using a pull strategy for selling products
B)utilizes all forms of promotion equally
C)focuses on using a push strategy for selling products
D)meets the needs of the target market
Q3) Traditional methods of personal selling include a planned presentation to one or more prospective buyers for the purpose of making a sale.
A)True
B)False
Q4) In 2008,the NBC television network used marketing tools such as advertising,personal selling,public relations,and sales promotion to communicate with its target audience about its new reality show.The television network's__________described its plan on how to use these tools most effectively.
Q5) Social media are used by marketers as a way to extend the benefits of their traditional media.
A)True
B)False
Q6) __________promotion is designed to stimulate a purchase or an action.
Page 18
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Chapter 17: Advertising, public Relations, and Sales Promotion
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Sample Questions
Q1) A series of related advertisements focusing on a common theme,slogan,and set of advertising appeals is referred to as a(n):
A)advertising campaign.
B)advertising objective.
C)media schedule.
D)infomercial.
Q2) A(n)_____ is the channel used to convey a message to a target market.
A)medium
B)product network
C)attribute
D)appeal
Q3) _____ is the element in the promotional mix that evaluates people's attitudes,identifies issues that may elicit their concern,and executes programs to gain their understanding and acceptance.
A)Personal selling
B)Advertising
C)Sales promotion
D)Public relations
Q4) Explain the importance of media planning in advertising.
Q5) A disadvantage of newspaper advertising is that it has__________.
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Chapter 18: Personal Selling and Sales Management
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Sample Questions
Q1) Salespeople ensure that delivery schedules are met,that the products or services perform as promised,and that buyers' employees are trained to use the products in the _____ step of the selling process.
A)preapproach
B)needs assessment
C)lead qualification
D)follow-up
Q2) A sales presentation is a written document or professional presentation that outlines how a company's product or service will meet or exceed the client's needs.
A)True
B)False
Q3) During the preapproach stage of the selling process,a salesperson should:
A)provide information about various referrals and discounts available.
B)learn as much as possible about a prospect's organization and its buyers.
C)create point-of-purchase displays.
D)handle price objections and close the sale.
Q4) Why do effective negotiators avoid using price as a negotiation tool?
Q5) __________involves determining the recognized need,buying power,and receptivity and accessibility of a sales prospect.
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Chapter 19: Social Media and Marketing
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Sample Questions
Q1) Angela and Dominic own Slice Pizzeria.They keep track of the number of mentions their store receives on sites like Twitter and Facebook,but they are unsure of what steps to take next.Based on the eight stages of effective listening,Angela and Dominic are currently in the _____ of developing an effective listening system.
A)stage 1
B)stage 2
C)stage 3
D)stage 4
Q2) One of the implications of social media for marketers is that they must realize that they often do not control the content on social media sites.
A)True
B)False
Q3) Bethany follows several blogs every day and uses YouTube frequently to watch latest videos.She does not have her own Web site,and she almost never posts any comments on the sites she visits.She just enjoys reading and watching the content on popular sites.Bethany would be best characterized as a__________.
Q4) Distinguish between owned media and earned media with examples.
Q5) Explain the role of social media in marketing.
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Chapter 20: Pricing Concepts
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Sample Questions
Q1) An effective distribution network can sometimes overcome other minor flaws in the marketing mix.
A)True
B)False
Q2) At a price of $2,000,the demand for Ranger 60 mountain bikes from Cloyd's Inc.is 300,but only 191 bikes are being made.At a price of $2,300,the demand for the bikes is 250,and exactly 250 bikes are being made.If Cloyd'ssells each one of the bikes at a price lower than $2,300,_____.
A)a shortage of bikes will be created
B)the number of bikes being made will increase drastically
C)an inelastic demand for the bikes will be created
D)the demand and supply for the bike will attain equilibrium
Q3) At a price of $2,000,the demand for Ranger 60 mountain bikes from Cloyd's Inc.is 300,but only 191 bikes are being made.At a price of $2,300,the demand for the bikes is 250,and exactly 250 bikes are being made.If Cloyd's sells each one of the bikes at a price lower than $2,300,__________.
Q4) Justify the statement,"Shopping bots have made the purchase decisions of consumers more efficient."
Q5) A cost that changes with the level of output is called a(n)__________cost.
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Chapter 21: Setting the Right Price
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Sample Questions
Q1) Periods of inflation are an excellent time to build market share through the use of price shading.
A)True
B)False
Q2) Univ Airlines and MiragoAirlines are two competing airlines.They make an agreement to charge customers a certain price for airfreight.This leads to the filing of several lawsuits against them by other airlines.In this scenario,the two firms most likely indulged in _____.
A)penetration pricing
B)price skimming
C)price fixing
D)odd-even pricing
Q3) __________is a price tactic that requires a buyer to absorb the freight costs of a product from the shipping point.
Q4) __________is a price tactic that charges freight costs from a given point,regardless of the city from which the goods are shipped.
Q5) How do value-based pricing,unbundling,and bundling help marketers hold market share during a recession period?
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