Marketing Concepts
Textbook Exam Questions
Course Introduction
Marketing Concepts introduces students to the foundational principles and practices of marketing in today's dynamic business environment. The course explores key topics such as market research, consumer behavior, segmentation, targeting, positioning, and the marketing mix (product, price, place, and promotion). Students will learn how organizations identify and satisfy customer needs, develop effective marketing strategies, and create value in competitive markets. Through case studies and real-world examples, the course emphasizes ethical considerations and the impact of digital technologies on modern marketing practices.
Recommended Textbook
Essentials of Marketing 12th Edition by Charles W. Lamb
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22 Chapters
3763 Verified Questions
3763 Flashcards
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Page 2
Chapter 1: An Overview of Marketing
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Sample Questions
Q1) Sales-oriented firms tend to focus on long-term relationships,whereas market-oriented firms focus primarily on short-term relationships.
A)True
B)False
Answer: True
Q2) TUFF SHED,Inc.is one of the leading suppliers of installed storage buildings and garages in the United States.TUFF SHED mandates that sales,management and construction teams work together to anticipate and eliminate potential problems.They make sure customers get the right buildings for their needs,and they all are built well and in a timely manner.By using teamwork,TUFF SHED:
A) operates successfully using a production orientation
B) provides its customer with a high level of satisfaction
C) has a high employee turnover rate
D) does not deliver superior customer service
E) has a sales orientation
Answer: B
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3
Chapter 2: Strategic Planning for Competitive Advantage
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Sample Questions
Q1) GEICO Insurance ads often focus on its reptilian mascot,the GEICO Gecko,who is used to remind consumers of the company and its benefits.Which of the four Ps does the GEICO Gecko represent?
A) Promotion
B) Price
C) Publicity
D) Place
E) Product
Answer: A
Q2) A subgroup of a single business or a collection of related businesses within the larger organization is called a(n):
A) conglomerate
B) joint venture
C) strategic business unit (SBU)
D) oligarchy
E) strategic alliance
Answer: C
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Page 4
Chapter 3: Ethics and Social Responsibility
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Sample Questions
Q1) After the Civil War,the U.S.military was ordered to the American West to remove the Indians from large tracts of land and confine them to reservations.While this practice may seem ethically wrong to us today,U.S.soldiers fought hard to prevent the Indians from disobeying the law as written by the federal government.Even though some were sympathetic to the Indian's plight,most of them adhered to a _____ view of ethical behavior and strove to perform their duty as directed by the law.
A) reactive
B) deontological
C) fundamental
D) moral relativist
E) casuist
Answer: B
Q2) One approach to developing a personal set of ethics is to:
A) rely solely on one's personal character to determine what action to take
B) stress the importance of rules
C) ignore problems associated with the magnitude of consequences
D) avoid examining the consequences of particular acts
E) never trust your own behavioral instincts
Answer: B
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Page 5
Chapter 4: The Marketing Environment
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Sample Questions
Q1) What is environmental scanning? Give an example of an opportunity and a threat that environmental scanning might identify for a suntan lotion company.
Q2) Describe the competitive environment for a locally-owned coffeehouse in your college community.
Q3) Frito-Lay is considered the king of the salty snack industry with its distribution network of 42 plants,12,800 delivery people,and more than 900 tractor trailers formed into a retail delivery powerhouse.Smaller manufacturers of salty snacks find that monitoring the activities of Frito-Lay is an effective way to monitor the _____ factors within their external environments.
A) bureaucratic
B) marketing mix
C) competitive
D) social E) demographic
Q4) Basic research attempts to develop new or improved products.
A)True
B)False
Q5) Name and describe at least five approaches companies are now using to keep innovation strong.
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Chapter 5: Developing a Global Vision
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Sample Questions
Q1) Zambia is internationally recognized as the world's second leading producer of cobalt,which is used to make high-speed and high-temperature cutting tools and dyes.A company that wanted to manufacture tools for shaping steel would be most attracted to which element of the Zambian environment?
A) Culture
B) Legal
C) Economic
D) Technological
E) Natural resources
Q2) In Brooklyn,police seized a 40-foot tractor-trailer full of Sony DVD players,Gillette razors,Gucci sunglasses and a whole array of Yankees gear.All the items had company trademarks that its makers had no authority to use.The items seized were _____.
A) counterfeit
B) parallel imports
C) third shift
D) laundered
E) stolen
Q3) Why is developing a global vision important for firms in the United States?
Q4) Identify at least three negatives of global trade.
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Chapter 6: Consumer Decision Making
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198 Flashcards
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Sample Questions
Q1) Another name for evoked set is:
A) called array
B) reminder assortment
C) induced memory
D) consideration set
E) awareness set
Q2) When consumers change or distort information that conflicts with their feelings or beliefs,it is called:
A) selective distortion
B) selective dissonance
C) intermittent reinforcement
D) selective retention
E) selective exposure
Q3) Which of the following is any unit of input affecting one or more of the five senses: sight,smell,taste,touch,and hearing?
A) tactic
B) need
C) stimulus
D) want
E) desire
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Chapter 7: Business Marketing
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206 Flashcards
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Sample Questions
Q1) Business services:
A) are capital items
B) are never outsourced
C) are not used in reciprocity arrangements
D) typically become part of the finished product
E) are expense items
Q2) Refer to Etruscan Railing Company.When Etruscan sells railings to refurbish a private university's football stadium,it is selling to a(n):
A) intermediary
B) institution
C) reseller
D) producer
E) consumer
Q3) B-to-B marketers have found that they can use tools such as LinkedIn and YouTube to boost brand awareness.
A)True
B)False
Q4) Name and briefly describe five of the major differences between business and consumer markets.
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Chapter 8: Segmenting and Targeting Markets
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Sample Questions
Q1) When a firm serves two or more well-defined market segments with a distinct marketing mix for each,it is using a(n)_____ targeting strategy.
A) undifferentiated
B) concentrated
C) niche
D) multisegment
E) pluralistic
Q2) There are a number of devices that parents can buy to prevent their children from hearing objectionable language while they watch television.ProtecTV is the only product of its kind that has an expandable dictionary.Parents can add words and phrases they find offensive,and the additional words will be deleted from soundtracks and captioning.ProtecTV uses a(n)_____ strategy.
A) repositioning
B) demarketing
C) market integration
D) undifferentiated targeting
E) product differentiation
Q3) Discuss the advantages and disadvantages of single-variable segmentation and multiple-variable segmentation.
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Page 10
Chapter 9: Decision Support Systems and Marketing Research
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Sample Questions
Q1) While discussing an upcoming marketing research study of how the home decorating industry is affected by the teenage consumer,you emphasize the necessity of having a sample that is representative of the population.What type of sample must be used?
A) A nonprobability sample
B) A quota sample
C) A convenience sample
D) A probability sample
E) A field service sample
Q2) A regional airport manager conducted research to get a better understanding for the types of concessionaires to include in the planned terminal remodeling.She conducted two sets of group interviews,one with 10 leisure flyers and another with 10 business flyers.In each group,participants discussed what types of food,retail,and other services they wanted in the new terminal.These discussions are examples of:
A) extended interviews
B) focus groups
C) observation
D) ethnographic research
E) secondary research
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Chapter 10: Product Decisions
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Sample Questions
Q1) Which of the following is an example of a product modification?
A) Lowering the price of textbooks
B) Dropping a product from the product line
C) Changing the color of a laundry detergent
D) Changing the amount of management time spent overseeing production
E) Increasing the number of distribution outlets
Q2) Labels that contain standard promotional claims like "new," "improved," and "super" are examples of _____ labels.
A) descriptive
B) functional
C) repositioning
D) informational
E) persuasive
Q3) Refer to Hardie Siding Products.Hardieplank siding is best described as a(n)_____ product.
A) business
B) specialty
C) unsought
D) shopping
E) convenience
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Chapter 11: Developing and Managing Products
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Sample Questions
Q1) What can the marketers of consumer products expect to find when they study and apply the product life cycle theory to their products?
A) All products go through every stage of the life cycle.
B) Changes in a product can change its life cycle.
C) The amount of time products stay in each stage is standardized for consumer products,but not industrial products.
D) All products except those considered faddish go through every stage.
E) The theory helps to predict how long a firm will stay in each stage.
Q2) Which of the following is the LEAST likely source for new-product ideas?
A) A company's distributors
B) Its customers
C) Its employees
D) Its financial lenders
E) Its competitors
Q3) Increasing globalization of markets and of competition provides a reason for multinational firms to consider new-product development from a worldwide perspective.
A)True
B)False
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Page 13
Chapter 12: Services and Nonprofit Organization Marketing
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176 Flashcards
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Sample Questions
Q1) Briefly explain what service firms must do to be successful in the global marketplace.
Q2) Which type of service processing occurs when the service is directed at customers' physical possessions such as cars,homes,or clothing?
A) People processing
B) Possession processing
C) Mental stimulus processing
D) Information processing
E) Tangible processing
Q3) Refer to The Ritzy Canine.Supervised doggy care is the _____ service product,and dog massages would be _____ service products.
A) central;peripheral
B) primary;secondary
C) core;supplementary
D) essential;superfluous
E) supplementary;core
Q4) Describe the five gaps identified in the gap model of service quality that can cause problems in service delivery and influence customer evaluations of service quality.Discuss ways marketers can close each gap.
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Page 14
Chapter 13: Marketing Channels
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Sample Questions
Q1) An international consumer products manufacturer requires all of its suppliers to provide the lowest possible cost and to adhere to a just-in-time inventory system.Wholesalers and manufacturers generally yield to the authority of this large manufacturer.This consumer products manufacturer exercises channel power.
A)True
B)False
Q2) Which of the following is a logistical function performed by intermediaries?
A) Sorting
B) Negotiating
C) Financing
D) Risk taking
E) All of these choices
Q3) Refer to R.H.Kurt.Given the nature of the products carried by Kurt,what level of distribution intensity would be most appropriate?
A) extensive
B) intensive
C) reflexive
D) unitary
E) selective
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Page 15
Chapter 14: Supply Chain Management
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166 Flashcards
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Sample Questions
Q1) Supply chain management is completely producer-driven.
A)True
B)False
Q2) _____ are standard measures that can be used repeatedly to assess performance on a supply-chain related process.
A) Metrics
B) Assessment programs
C) Proactive gauges
D) Qualifiers
E) Situational appraisals
Q3) Business processes are bundles of interconnected activities that stretch across firms in the supply chain.
A)True
B)False
Q4) Zambelli International Fireworks uses an accounting method that assesses the costs associated with each supply chain activity,which is known as base-line costing.
A)True
B)False
Q5) Discuss the financial implications of the returns management process.
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Chapter 15: Retailing
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Sample Questions
Q1) The merchandise mix:
A) is the term used for price-bundled merchandise
B) is the term for the marketing communications used by retailers
C) refers to the six levels in a buying organization
D) describes the composition of a traditional shopping center
E) is the retailer's product offering
Q2) Interactivity in the retail environment is not feasible in terms of its costs.
A)True
B)False
Q3) Refer to Diaz.The smell of fresh coffee,the fact it is made where drinkers can watch the process,and the comfortable chairs all are used to create the store's:
A) atmosphere
B) cultural impact
C) target strategy
D) merchandise mix
E) promotional strategy
Q4) A specialty store is not only a type of store,but also a method of retail operations.Describe the specialty store strategy.Then name two examples of specialty stores.
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Chapter 16: Promotional Planning for Competitive Advantage
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Sample Questions
Q1) The ultimate objective of any promotion is a purchase or some other activity.A model for reaching promotional objectives is called the AIDA concept.What does this acronym stand for? Describe what marketing actions might take place in each stage of this model.
Q2) Which of the following statements about the characteristics of the elements in the promotional mix is true?
A) Control over message content is greatest when public relations is used.
B) A large audience is best reached with personal selling.
C) The fastest feedback occurs with personal selling.
D) The mode of communication for sales promotion is usually direct and personal.
E) The message flow with advertising is two-way.
Q3) The toy inside of a McDonald's Happy Meal is an example of:
A) a sales promotion
B) publicity
C) advertising
D) implicit communications
E) a personal sales presentation
Q4) IMC stands for interactive marketing communications.
A)True
B)False
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Chapter 17: Advertising and Public Relations
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Sample Questions
Q1) An ad for the General Electric Advantium microwave shows people rushing from one place to another and has the headline,"If your life moves this fast,maybe your oven should too." According to the ad,even though there never seems to be enough time to cook,this microwave will help you prepare home-cooked meals.This is an example of the use of a _____ executional style.
A) humorous
B) lifestyle
C) mood
D) scientific
E) demonstration
Q2) _____ is the series of decisions advertisers make regarding the selection and use of media that will optimally and cost-effectively communicate the message to the target audience.
A) Promotional implementation
B) Marketing mix planning
C) Media planning
D) Media reach and frequency strategy
E) Media targeted selection
Q3) What is public relations? What is publicity?
Q4) Name and briefly define three forms of product advertising.
Page 19
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Chapter 18: Sales Promotion and Personal Selling
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Sample Questions
Q1) A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.
A)True
B)False
Q2) Lopez is the largest Hispanic-owned meat processor in the United States.To assist retailers in marketing its products,Lopez provides point-of-sale materials and offers special introductory discounts to retailers.Lopez uses:
A) functional marketing
B) relationship selling
C) consumer promotions
D) startup marketing
E) trade promotions
Q3) Packaged-goods marketers such as Kellogg's and Betty Crocker have increased their use of coupons recently due to:
A) intense competition and the introduction of new products
B) the growth of frequency programs
C) push money from retailers
D) POP activities
E) user incentives from retailers
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Page 20
Chapter 19: Pricing Concepts
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Sample Questions
Q1) Explain yield management systems (YMS)and discuss the types of industry were they are most appropriate.
Q2) Research on 1,500 car purchases found that the Internet lowers prices for two distinct reasons.Identify and discuss each.
Q3) Thompson Pool and Patio is known for quality pool installations,excellent customer service,and reasonable prices.If you want to have a Thompson pool you will have to wait about six months due to demand for their product.While Thompson could probably price their product higher,given the demand,they don't.Instead,they set price so that they earn a reasonable level of profits.This company seems to base its pricing policy on:
A) profit maximization
B) earning satisfactory profits
C) creating retained earnings
D) making the most money as possible
E) decreasing consumer demand
Q4) In most communities,the price of gas is more or less the same at all area service stations.This is an example of sales-oriented pricing.
A)True
B)False
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Page 21
Chapter 20: Setting the Right Price
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Sample Questions
Q1) When the Mosquito Magnet was introduced,it was designed to rid the immediate area of mosquitoes and other annoying insects.The technology for the Mosquito Magnet had taken years to develop.It is a patented grill-like apparatus that emits carbon dioxide to attract bugs to a fan that draws them into the device where they die.What type of pricing policy would you recommend the company use to introduce this product to the market?
A) Status quo pricing
B) Penetration pricing
C) Price-skimming
D) Flexible pricing
E) Leader pricing
Q2) The term FOB is an acronym for:
A) free on board
B) fee on buyer
C) first on board
D) freight on board
E) freight origin buyer
Q3) Discuss the two reasons why managers sometimes price their products too low,thereby reducing company profits.
Q4) Distinguish between a cumulative and a noncumulative quantity discount.
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Chapter 21: Customer Relationship Management (CRM)
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Sample Questions
Q1) Dae-Ho recently purchased a Uniden cordless phone system using a $10 rebate offer.He filled out the rebate certificate and sent it to an address provided by Uniden.The rebate certificate contained Dae-Ho's full name,his phone number,his address,and some purchase information.Dae-Ho has most likely become part of Uniden's _____ list.
A) compiled
B) cookies
C) response
D) spam
E) Internet research
Q2) Data consolidation is an analytical process that compiles actionable data about the purchase habits of a firm's current and potential customers.
A)True
B)False
Q3) Describe the actions of a company that is referred to as having a customer-centric focus.
Q4) What is knowledge management? What type of companies use knowledge management?
Q5) What is RFID technology? Explain why it is used and how it works,and describe the main implication of this technology.
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Chapter 22: Social Media and Marketing
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Sample Questions
Q1) Groupon.com offers discounts on products and services in specific cities.The concept of Groupon is that the discount for the product or service can be claimed only if a certain number of people purchase it.Groupon would BEST be described as a:
A) media sharing site
B) microblog
C) social networking site
D) virtual world
E) social commerce site
Q2) Teenage boys make up the vast majority of YouTube users.
A)True
B)False
Q3) To leverage owned media,earned media,and paid media,marketers must follow three key guidelines.What are they?
Q4) Alison visits Reddit and Digg several times each day,where she posts links to material she finds interesting.She also votes either up or down links that others have posted based on whether she liked or disliked them.Alison clearly enjoys using social news sites.
A)True
B)False
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