Marketing Essentials
Exam Bank
Course Introduction
Marketing Essentials provides students with a comprehensive introduction to the fundamental principles and practices of marketing. The course explores core concepts such as market research, consumer behavior, segmentation, targeting, and positioning, as well as the development of effective marketing strategies encompassing product, price, place, and promotion (the 4 Ps). Through real-world case studies and interactive projects, students will gain practical skills in analyzing market opportunities, understanding customer needs, and creating value-driven marketing plans. This foundational course prepares students for advanced marketing studies and equips them with essential knowledge applicable to diverse business environments.
Recommended Textbook
MKTG6 6th Edition by Charles W. Lamb
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22 Chapters
3901 Verified Questions
3901 Flashcards
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Chapter 1: An Overview of Marketing
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Sample Questions
Q1) If Nestlé's supply-chain and/or marketing managers had performed a SWOT analysis of its supply sources for palm oil,it could have foreseen that Greenpeace might have taken the action it did.
A)True
B)False
Answer: True
Q2) The focus of a production-oriented firm is on what it can make or do best.
A)True
B)False
Answer: True
Q3) Kellogg's gives consumers the chance to receive a free DVD.Consumers who buy five boxes of specially marked cereal can cut out the coupons and mail in their completed official form to get a free DVD.Kellogg's is engaging in:
A)transactional marketing
B)sports distribution
C)relationship marketing
D)one-to-one marketing
E)customer transformation
Answer: C
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Page 3
Chapter 2: Strategic Planning for Competitive Advantage
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Sample Questions
Q1) Arizona Tea is marketed by Vultaggio & Sons.Vultaggio & Sons took a basic drink and put it into unusual bottles with elaborate designs.The wide-mouthed,long-necked bottles are now considered to be trendsetters in the new age beverage industry,and customers often buy the tea just for the bottle.The success of Arizona Tea is based on:
A)supply-demand curves
B)reengineering
C)a product differentiation competitive advantage
D)a cost competitive advantage
E)a heterogeneous marketing strategy
Answer: C
Q2) From reading the Mary Kay case,which of the following would be the least important in its approach to one-to-one marketing?
A)loyalty
B)technology
C)personalization
D)time-savings
E)none of the above
Answer: B
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Chapter 3: Ethics and Social Responsibility
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Sample Questions
Q1) A company that is operating at the __________________ level of morality might consider the question,"Even though it is legal and will increase company profits,is it right for us to make more money off the (RED)fundraiser than the charity itself does?"
A)preconventional
B)conventional
C)postconventional
D)existential
E)None of the above
Answer: C
Q2) Top managers who behave ethically can influence others in an organization to behave ethically.
A)True
B)False
Answer: True
Q3) Given some redundancy in its product mix,Prestige is not immune from cannibalization.
A)True
B)False
Answer: True
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Page 5
Chapter 4: The Marketing Environment
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Sample Questions
Q1) According to the text,the 45-year-old magazine,Essence Magazine,reaches _____of all black females aged 18 to 49.
A)50 percent
B)roughly one-quarter
C)almost one-third
D)one third
E)over 75 percent
Q2) _____ factors are environmental factors that include our attitudes,values,and lifestyles.
A)Social
B)Economic
C)Political
D)Competitive
E)Demographic
Q3) Name and describe at least five approaches companies are now using to keep innovation strong.
Q4) Marketers can control the external environment in which their organizations operate.
A)True
B)False
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Chapter 5: Developing a Global Vision
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Sample Questions
Q1) Yellow Tail finally perform some crisis management and withdraw its sponsorship from HSUS.This suggests the winemaker does not engage in __________.
A)advocacy advertising
B)due diligence
C)institutional advocacy
D)environmentalism
E)animal rights
Q2) A(n)_____ is a law that compels a company earning foreign currency from its exports to sell it to a central bank rather than sending the money out of the country.
A)tariff
B)quota
C)fiscal prerequisite
D)exchange control
E)transfer barrier
Q3) In the context of global marketing,product invention can be taken to mean either creating a new product for a market or drastically changing an existing product.
A)True
B)False
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Chapter 6: Consumer Decision Making
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Sample Questions
Q1) The imbalance between actual and desired states is sometimes referred to as the:
A)Want-got gap.
B)self-actualization quandary.
C)either-or principle.
D)got-want gap.
E)cognitive-dissonance paradox.
Q2) Lauren announced to her family last night that she wanted a pair of Heelys.Her sister Stephanie said she thought it was a stupid idea.Their mother,Susan,said Lauren deserved a special treat for winning the science fair.Because her father Tom said nothing,Lauren knew she was not getting the Heelys.In terms of the roles played by family members in the consumer decision-making process:
A)Lauren was the initiator,and Tom had no role at all.
B)Stephanie was the initiator,and Susan was the decision maker.
C)Lauren was an influencer,and Susan was the decision maker.
D)Lauren was the initiator,and Tom was the decision maker.
E)Lauren was the initiator,and Stephanie had no role at all.
Q3) Define perception and describe the three types of selective perception.Use personal examples in your discussion.
Q4) Why do marketers study consumer behavior?
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Chapter 7: Business Marketing
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Sample Questions
Q1) The self-serve checkout machines were actually intended to __________ the touch points of customer interaction.
A)smooth out
B)increase
C)decrease
D)not to reduce
E)none of the above
Q2) Which of the following is necessary for an evolving optimal mix of social media given Lyon College's needs?
A)paid media fallback
B)knowing when to switch from Facebook to Google+
C)career-oriented social media such as LinkedIn
D)the ability to adapt to new platforms
E)all of the above
Q3) Briefly describe the four major categories of customers in business marketing.Give examples of companies or organizations in each category.
Q4) What is a buying center? What are some implications of buying centers for the marketing manager?
Q5) What is a strategic alliance? How is it linked to relationship marketing?
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Chapter 8: Segmenting and Targeting Markets
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Sample Questions
Q1) The first step in segmenting a market is to choose a basis or bases for segmenting the markets.
A)True
B)False
Q2) A manufacturer of lenses used in microscopes,binoculars,and telescopes has segmented its market into scientific equipment manufacturers,sporting equipment manufacturers,and retailers who sell replacement lenses.In order for this segmentation scheme to be successful,all of the following criteria must be met EXCEPT:
A)substantiality
B)accessibility
C)identifiability and measurability
D)complexity
E)responsiveness
Q3) Define multisegment targeting and discuss the advantages and disadvantages of this targeting strategy.
Q4) Markets are always segmented by at least two variables.
A)True
B)False
Q5) What are the four criteria that are necessary to define a market?
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Chapter 9: Decision Support Systems and Marketing Research
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Sample Questions
Q1) Which type of error occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process?
A)Sampling error
B)Research error
C)Nonresponse error
D)Measurement error
E)Random error
Q2) Marketing research has three roles: persuasive,reminder,and informative.
A)True
B)False
Q3) Trade groups,commercial publications,and government departments can be used as sources of:
A)secondary data
B)consensual information
C)primary data
D)artificial intelligence
E)marketing audits
Q4) Compare and contrast primary and secondary data and discuss how each is collected.
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Chapter 10: Product Concepts
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Sample Questions
Q1) Selling off noncore brands is not always beneficial for a company heavily dependent on design and R&D staffs such as Ford.
A)True
B)False
Q2) A _____ is a name,term,symbol,design,or combination thereof that identifies a seller's products and differentiates them from competitors' products.
A)brand mark
B)trademark
C)brand name
D)UPC
E)brand
Q3) Adding additional products to an existing product line in order to compete more broadly in the industry is referred to as:
A)product line extension.
B)product modification.
C)planned obsolescence.
D)repositioning.
E)cannibalization.
Q4) What purposes does branding serve?
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Chapter 11: Developing and Managing Products
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Sample Questions
Q1) Hemopure is a blood substitute developed by Biopure Corporation.It does not have to be refrigerated or blood typed like donated human blood that is currently being used in blood transfusions.It comes in bags just like donated blood,so it can be used with intravenous tubes and needles just like donated human blood.As a result,medical personnel will not have to make any adjustments if they adopt this product. Name and describe the five product characteristics influencing the rate of adoption of new products,and explain how each factor will influence the rate of adoption of a blood substitute like Hemopure.
Q2) When Procter & Gamble wanted to enter the hair-care market,it purchased Wella,a leading German company specializing in hair-care products.What new product category does this acquisition represent for P&G?
A)Repositioning strategy
B)New product line
C)Addition to existing product line
D)Discontinuous innovation
E)Revision of existing products
Q3) Global R&D is important for two reasons.What are they?
Q4) Name and describe the six categories of new products.
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Page 13
Chapter 12: Services and Nonprofit Organization Marketing
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Sample Questions
Q1) Because many services involve a process of continuous interaction between the service organization and the customer,_____ marketing is an important strategy.
A)interactive
B)relationship
C)patronage
D)nonprofit
E)affiliation
Q2) One of the reasons consumers can purchase cheap flights or hotel rooms on Web sites such as Expedia.com and Hotels.com is due to the fact that airlines cannot sell the seat on a specific flight after the plane takes off and hotels cannot recoup the revenue from that room for that night once the night passes.Which unique characteristic of services does this illustrate?
A)Intangibility
B)Inseparability
C)Perishability
D)Simultaneous production and consumption
E)Variability
Q3) What is a nonprofit organization? Discuss the marketing activities performed by nonprofit organizations.
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Page 14
Chapter 13: Marketing Channels
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Sample Questions
Q1) Tammy Bowles makes handmade,wooden children's toys,which she sells online to end users.Tammy does not use channel intermediaries,which means she uses a direct channel.
A)True
B)False
Q2) Hill's Pet Nutrition products are distributed mainly through specialty pet food stores and veterinarians rather than mass retailers like Target or Kmart.Only a few dealers are chosen in any single geographic area.This is an example of _____ distribution.
A)dual
B)intensive
C)exclusive
D)selective
E)controlled
Q3) Shopping goods are usually distributed selectively.Consumers are willing to look around for them but may not be willing to search or travel extensively to acquire the product.
A)True
B)False
Q4) Describe how information technology is impacting contact efficiency.
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Chapter 14: Supply Chain Management
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Sample Questions
Q1) The relative ease with which a shipment can be located and transferred is:
A)dependability
B)traceability
C)capability
D)transit time
E)observability
Q2) The goal of any effective materials-handling system is to:
A)reduce the time of the order-processing system
B)optimize the inventory control system
C)increase safety procedures
D)move items quickly with minimal handling
E)reduce the length of time a product is in the transportation subsystem
Q3) _____ integration requires firms within a supply chain to link seamlessly so that they can streamline work processes and thereby provide smooth,high-quality customer experiences.
A)Relationship
B)Social
C)Functional
D)Internal operations
E)Material and service supplier
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Chapter 15: Retailing
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Sample Questions
Q1) Refer to Diaz.If Diaz wanted to grow his business and granted another owner the rights to use his format and approach to doing business,he would be involved in:
A)trading up.
B)m-commerce.
C)direct marketing.
D)product and trade name franchising.
E)business format franchising.
Q2) Maurice was watching TV one evening when he saw a commercial for Eggies,a plastic gadget that cooks hardboiled eggs without a shell.According to the commercial,all you have to do is crack and pour in your egg into the plastic "Eggie," boil it right on your stovetop,then just twist it open for a perfect hardboiled egg.Maurice thought Eggies looked like a useful product,so when the 800-number popped up on his screen,he called right away and ordered a set.This is an example of _____ telemarketing.
A)qualifying
B)pull strategy
C)inbound
D)ersatz
E)outbound
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Page 17
Chapter 16: Integrated Marketing Communications
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Sample Questions
Q1) _____ is the careful coordination of all promotional activities to produce a consistent,unified message that is customer focused.
A)Interpersonal and mass communications (IMC)approach
B)Promotional mixing
C)Integrated marketing communications
D)Creative selling
E)Relationship marketing
Q2) In January 2005,Burger King sponsored the opener of the third season of The Apprentice.The Apprentice sponsorship was an important element in Burger King's overall marketing strategy to build social currency for the brand through contests,advertising,and other sales promotion.That is,the brand set out to reverse negative perceptions of Burger King through the use of a consistent and coordinated promotional message.Burger King used:
A)coordinational promotion.
B)promotional mixing.
C)integrated marketing communications.
D)creative selling.
E)processed marketing.
Q3) What is promotion? Why is it a vital part of a company's marketing mix?
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Page 18
Chapter 17: Advertising and Public Relations
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Sample Questions
Q1) Each year,Atlanta hosts the Peachtree Road Race,a running event that attracts many world-caliber racers.This year,race officials also sanctioned a race conducted in Iraq so that soldiers from Georgia would not have to miss the annual event.The winners of the Mideast race as well as scenes of the actual race were televised.In terms of a promotional mix,this Iraqi Peachtree Race was as example of:
A)advertising and personal selling efforts.
B)strategic product promotions and resulting sales.
C)a target marketing strategy.
D)sales promotion efforts.
E)a public relations strategy.
Q2) Unlike advertising that establishes or maintains a company's identity,_____ advertising touts the benefits of a specific good or service.
A)selective
B)cooperative
C)advocacy
D)image
E)product
Q3) Name and briefly define three forms of product advertising.
Q4) Name and briefly define the two major types of advertising.
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Chapter 18: Sales Promotion and Personal Selling
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Sample Questions
Q1) In relationship selling,salespeople focus more time on generating leads than on qualifying leads.
A)True
B)False
Q2) Personal selling becomes a more important promotional tool as product value and complexity and increase.
A)True
B)False
Q3) All of the following are examples of point-of-purchase promotions EXCEPT:
A)television monitors at supermarket checkouts.
B)shelf talkers.
C)newspaper inserts.
D)shelf extenders.
E)end-aisle and floor-stand displays.
Q4) Oakley Grove and Abraham Enterprises both market oranges and grapefruits.Oakley Grove has been in business for almost 40 years,while Abraham Enterprises has only been selling citrus fruit for 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.
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Chapter 19: Pricing Concepts
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Sample Questions
Q1) Which of the following would imply elastic demand?
A)Price is low relative to purchasing power
B)Nondurable product
C)Low inflation rate
D)Many substitute products
E)All of these choices
Q2) Money that is left over after paying for company activities is called:
A)return on investment.
B)a contribution margin.
C)profit.
D)net worth.
E)a current asset.
Q3) When the price of a product is set at a level where demand and supply are the same,_____ has been achieved.
A)equilibrium
B)stability
C)leverage
D)symmetry
E)status quo
Q4) How does price interact with the other three Ps of the marketing mix?
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Chapter 20: Setting the Right Price
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Sample Questions
Q1) A(n)_____ discount is a deduction from list prices that applies to the buyer's total purchases made during a specific period and is intended to encourage customer loyalty.
A)cumulative quantity
B)noncumulative quantitative
C)functional
D)cash
E)integrated
Q2) A Black Friday advertisement for a heavily discounted Android tablet has some fine print: Only 3 per store.This is an example of __________.
A)bait and switch
B)leader pricing
C)manufacturer's rebate
D)a promotional allowance
E)quantity discount
Q3) It makes the most sense to use price skimming as a pricing policy when supply is greater than demand.
A)True
B)False
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Page 22
Chapter 21: Customer Relationship Management Crm
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Sample Questions
Q1) The core of the data warehouse is:
A)empowered employees.
B)transaction channels of communication.
C)point-of-sale interactions.
D)the database.
E)a compiled list.
Q2) Refer to Que Rica VidaGeneral Mills' Que Rica Vida magazine is a component in a program that allows General Mills to gather information about,and build a relationship with,a group of customers from the Spanish-speaking community.In other words,the magazine is a component in General Mills' _____ program.
A)customer relations mapping (CRM)
B)consumer relationship marketing (CRM)
C)internal transactional marketing (ITM)
D)customer relationship management (CRM)
E)consumer replacement market (CRM)
Q3) Data mining is used to find hidden patterns and relationships in the customer data stored in the data warehouse.
A)True
B)False
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Chapter 22: Social Media and Marketing
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Sample Questions
Q1) After establishing a listening platform,an organization should:
A)develop a list of objectives for its social media team to accomplish
B)attempt to develop a unique social media platform to generate buzz about the brand
C)identify potential consumers
D)decide which tools and platforms to use as part of its social media strategy
E)implement measurement tools to determine the benefits of social media
Q2) Which of the following statements about online gaming is CORRECT?
A)Games such as Angry Birds and CityVille have proven unattractive to marketers because it takes so long to play them.
B)Almost 90% of people play games within social networking sites or on mobile devices.
C)The typical online gamer is a 43-year-old woman with a full time job and college education.
D)Social gaming is one of the few areas of social media that is not growing.
E)The demographic of gamers who favor mobile devices tends to skew older than those who play on traditional PCs.
Q3) Identify and discuss five ideas that marketing managers should consider when setting social media objectives.
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