Marketing for Managers Exam Bank
Course Introduction
Marketing for Managers provides an in-depth exploration of key marketing principles, strategies, and tools necessary for effective decision-making in a managerial role. The course covers essential topics such as market analysis, consumer behavior, segmentation, targeting, positioning, the marketing mix, brand management, and digital marketing. Emphasis is placed on the integration of marketing strategies with broader business objectives and the use of data-driven insights to guide marketing plans. Students will develop the skills required to design, execute, and evaluate marketing initiatives in diverse organizational environments, enabling them to drive growth and value for their enterprises.
Recommended Textbook
MKTG 4th Canadian Edition by Hair
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Chapter 1: An Introduction to Marketing
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Sample Questions
Q1) Which of the following strategies is most closely associated with the societal marketing orientation?
A)competing in the market
B)fostering opportunism
C)using clean energy sources
D)increasing overhead production costs
Answer: C
Q2) The marketing concept includes a goal orientation to remind managers of which of the following?
A)Satisfying customers is as important as achieving long-term organizational goals.
B)Customers must be satisfied no matter what the long-term effect on the firm.
C)The only reason for any business to exist is to make a profit.
D)The objective is to find a target market that differs from that of the competition.
Answer: A
Q3) Marketing can be defined as selling products.
A)True
B)False
Answer: False
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Chapter 2: The Marketing Environment, Social Responsibility, and Ethics
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Q1) Flexcar is a car rental agency that will rent cars by the hour. Hertz and Avis are part of Flexcar's competitive environment.
A)True
B)False
Answer: True
Q2) Marketing managers create a marketing mix of product, place, promotion, and price strategies aimed at a target market. While managers can control the mix, they cannot control the elements in the external environment that continually mould and reshape the target market. List six variables of the external environment that are not directly under the control of marketing managers.
Answer: Demographics
Technology
Competition
Social change
Economic conditions
Regulatory factors
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Page 4
Chapter 3: Strategic Planning for Competitive Advantage
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Sample Questions
Q1) CFM Corporation of Canada learned that many of its Sequoia brand wood-burning stoves had insufficient insulation and posed fire threats. Which one of the marketing mix strategies should the stove manufacturer use to alert buyers to this problem?
A)product
B)promotion
C)production
D)pricing
Answer: B
Q2) What does the acronym SBU refer to?
A)stock in business unit
B)strategic business unit
C)stock standard business unit
D)strategic barter unit
Answer: B
Q3) Marketing objectives should be consistent with organizational objectives, be measurable, and specify the time frame during which they are to be achieved.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Developing a Global Vision
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Sample Questions
Q1) Why is developing a global vision important for firms in Canada?
Q2) Staropramen, the second largest brewery in the Czech Republic, began brewing beer in 1842. It has agreed to let a Polish brewery use its brand and manufacturing techniques in return for a fee. What is Staropramen using to expand its global marketing?
A)contract manufacturing
B)exporting
C)a joint venture
D)licensing
Q3) According to an article in the Financial Times, bringing Coca-Cola to the Chinese market presented a special challenge to the soft-drink manufacturer. This challenge most likely had to do with which element of the marketing mix?
A)production
B)direct marketing
C)distribution
D)pricing
Q4) What is a market grouping? Describe the best-known market grouping.
Q5) Global legal structures are designed to either encourage or limit trade. Identify five of these legal structures. Briefly define each structure named.
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Chapter 5: Marketing Research
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Sample Questions
Q1) C&S Manufacturing Company makes gift-wrapping paper and ribbons. It wants to add 1.4 square metres to its most popular rolls of wrapping paper and keep the price of each roll at $4.95. C&S Manufacturing wonders if the additional paper footage would increase sales enough to offset the higher costs. What type of primary data research should the company use to answer this question?
A)focus-group interviews in a laboratory setting
B)telephone interviews with current and potential customers
C)observation research
D)experimental research
Q2) Refer to the scenario. If the result of the SEMA research was an imperfect representation of the overall population, then which type of error would have occurred?
A)random
B)framed
C)sampling
D)measurement
Q3) What is marketing research? Name and briefly describe the three functional roles of marketing research.
Q4) List in order the seven steps of the marketing research process.
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Page 7
Chapter 6: Consumer Decision Making
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Sample Questions
Q1) Which of the following best describes consumer behaviour?
A)People's value systems do not affect their consumer behaviour.
B)Consumer behaviour cannot be learned.
C)The study of consumer behaviour includes factors that influence purchase decisions and product use.
D)Consumers' product and service preferences are constant and do not change over time.
Q2) Which of the following groups is least likely to be described as a subculture?
A)electrical engineers
B)Vietnamese Canadians
C)college students
D)residents of the 905 area code
Q3) What do marketing managers often use in-store promotions to stimulate sales of?
A)technical products
B)high-involvement products
C)high-priced products
D)low-involvement products
Q4) Why do marketers study consumer behaviour?
Q5) How do marketers differentiate between beliefs and attitudes?
Q6) 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) For a product to be called a business product, it must be used to manufacture other products, become part of another product, facilitate the normal operations of a firm, or be acquired for resale with no substantial change in form.
A)True
B)False
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 business marketing? What basic types of goods and services are marketed between businesses?
Q4) Most business marketers emphasize personal selling as their primary communications tool.
A)True
B)False
Q5) Why is customer service an important factor in business marketing?
Q6) Discuss the different types of markets for business to business marketing.
Page 9
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Chapter 8: Segmenting, Targeting, and Positioning
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Sample Questions
Q1) Markets can be segmented using a single variable (such as gender) or by several variables in combination (such as gender, age group, and education). While multiple-variable segmentation is more descriptive and precise than single-variable segmentation, it has several disadvantages. Name three disadvantages of multiple-variable segmentation.
Q2) Marketers use demographic information to segment markets because it is widely available and often related to consumers' purchasing and consumption behaviour. List four common bases used by marketers for demographic segmentation. For each base listed, give an example of a product specifically targeted to the needs and wants of the segment identified within the base.
Q3) H&R Block launched a $100 million marketing campaign to parlay the company's intimate knowledge of 20 million customers' finances into other services such as mortgages and investment advice. H&R Block has great brand recognition, but consumers care about it only four months out of the year. What do its executives believe they can use to make people think of it as a company offering services year-round?
A)repositioning
B)reengineering
C)demarketing
D)niche marketing
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Page 10
Chapter 9: Customer Relationship Management CRM
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Sample Questions
Q1) What is the future of CRM?
A)It needs to get smart and save time.
B)It won't survive.
C)It needs to have better technology to run the data.
D)Social media will replace CRM.
Q2) PIPEDA is not important to companies in Canada.
A)True
B)False
Q3) The interaction between the customer and the organization is the foundation on which CRM is built.
A)True
B)False
Q4) How is learning part of CRM marketing?
Q5) To be successful, what must companies do?
A)information formatting
B)identify their best customers
C)data mining
D)predictive modelling
Q6) Comment on the following statement: "A CRM cycle is a rather simplistic customer service strategy." How should the cycle be described?
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Chapter 10: Product Concepts
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Sample Questions
Q1) An elementary school teacher purchased a ream of art paper, a box of crayons, and some modelling clay. These products could be classified as either business goods or consumer goods, depending on the teacher's intended use.
A)True
B)False
Q2) Refer to the scenario. The company owns the Wonder bread brand. When Weston introduced whole grain white bread, which gives kids the bread texture and colour they recognize and love and parents the vitamins they want for their children, what was it an example of?
A)product line mix
B)quality mix
C)aesthetics modification
D)functional modification
Q3) Why is the creation of a product the starting point for the marketing mix?
A)The production department must know what to produce first.
B)Production strategy is the first of the four Ps listed in the marketing mix.
C)Determination of the price, promotional campaign, and distribution network cannot begin until the product has been specified.
D)Product development takes the longest amount of time to complete.
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Page 12
Chapter 11: Developing and Managing Products
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Sample Questions
Q1) There are two types of communication to aid the diffusion process. What are they?
A)traditional and digital
B)opinions and slanders
C)word of mouth and from the marketers
D)social media and other digital platforms
Q2) What is the purpose of the screening and concept testing stage of the new-product development process?
A)to eliminate undesirable ideas and predict consumer acceptance
B)to refine the promotion campaign to be used with the new product
C)to determine how long the test market should be run
D)to generate new-product ideas
Q3) During the growth stage of the product life cycle which of the following happens?
A)Demand for the product is limited to high-income consumers.
B)Prices increase due to economies of scale.
C)There is decreased direct competition.
D)Profits peak.
Q4) List the four stages of the product life cycle. List four typical characteristics for each stage.
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Page 13
Chapter 12: Services and Nonprofit Organization Marketing
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Sample Questions
Q1) A continuing problem for most Minor League Baseball (MiLB) teams is low attendance. Event and venue sponsors want to see fans in the stadiums, and the players appreciate fan support. Given this information, which pricing strategy would you recommend MiLB teams use?
A)operations oriented
B)patronage oriented
C)supply oriented
D)revenue oriented
Q2) Inconsistency of services means the quality of a service may not be tangible.
A)True
B)False
Q3) TheKnot.com is an Internet company that is a one-stop source of all the items needed to have a successful wedding including listings of local caterers and photographers. It offers advice on what to do about "cold feet" and how to handle in-laws. Which of the following does TheKnot.com represent as a portfolio of opportunities, risks, and challenges?
A)its component combination
B)its offering grouping
C)its service mix
D)its assembly process
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Chapter 13: Setting the Right Price
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Sample Questions
Q1) Functional discounts are typically calculated as the wholesale price times the accumulated margin percentages.
A)True
B)False
Q2) Evergreen Lighting, a manufacturer of decorative, energy-efficient lighting products, requires its buyers to pay for the cost of transportation from the manufacturing site to their place of businesses. Evergreen Lighting uses FOB origin pricing.
A)True
B)False
Q3) When does a penetration pricing strategy tend to be most effective?
A)when demand is relatively inelastic
B)in price-sensitive markets
C)when the company can perform only small production runs
D)if unit costs are high
Q4) List the three basic pricing methods. Name one advantage and one disadvantage associated with each.
Q5) Two reasons are given to explain why some companies price their products too low, thereby reducing company profits. What are they?
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Chapter 14: Marketing Channels and Supply Chain Management
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Sample Questions
Q1) W.W. Grainger Inc. is one of the world's largest business-to-business distributors of equipment, component parts, and supplies in the United States and Canada. It has ownership title to over 220,000 products, which are stocked in one national and nine regional warehouses to guarantee product availability and quick service to the many manufacturers that are its customers. What is W.W. Grainger an example of?
A)agent or broker
B)merchant wholesaler
C)retailer
D)industrial manufacturer
Q2) As products move through the marketing channel, channel members provide specialization and division of labour, overcome discrepancies, and provide contact efficiency.
A)True
B)False
Q3) What are the three factors affecting channel choice? Briefly discuss how each factor might influence a company to implement a direct channel of distribution.
Q4) How does Zara stay ahead in the fashion game?
Q5) What is a marketing channel? What is a supply chain?
Page 16
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Chapter 15: Retailing
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Sample Questions
Q1) Colour can be used by retailers to create a mood or focus customer attention on a particular product.
A)True
B)False
Q2) Sarah hates shopping at malls during the Christmas rush. She much prefers to use catalogues, the internet or even vending machines. In fact this type of shopping is currently growing faster than in-store shopping. What is this known as?
A)nonstore retailing
B)customerization
C)hypershopping
D)virtual buying
Q3) When opening a new retail operation, which of the following factors does the retailer NOT need to consider?
A)traffic flow
B)employee density
C)nature of the competition
D)land costs
Q4) What is the first task of developing a retail strategy? What is involved in this task?
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Chapter 16: Marketing Communication
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Sample Questions
Q1) Even though a message is received, it will not necessarily be properly decoded; receivers interpret messages based on their own frames of reference.
A)True
B)False
Q2) When a marketer sends a message to the target market, the marketer must first decode the symbols used.
A)True
B)False
Q3) Nature Valley uses popular magazines, radio, and television to promote its brand of trail mix. Nature Valley uses mass communication.
A)True
B)False
Q4) In terms of the AIDA concept, what is sales promotion most effective at creating?
A)strong desire and purchase intent
B)positive attitudes toward a brand
C)awareness of a product
D)awareness of a product and purchase intent
Q5) Draw a diagram that illustrates the communication process.
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Chapter 17: Advertising, Public Relations, and Direct Response
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Sample Questions
Q1) A bank ad shows a woman who has just filled her bird feeder, only to have squirrels steal the feed. The theme of the ad is that many investment banks can be like squirrels, eager to dip into a customer's funds instead of providing good service. Which executional style is being used in this ad?
A)demonstration
B)slice-of-life
C)fantasy
D)testimonial
Q2) Programmatic buying assesses the impact of the creative on the achievement of objectives.
A)True
B)False
Q3) The ad for Mott's applesauce cups describes how the product provides 100 percent of your daily vitamin C in every cup. What kind of an advertising appeal is this ad using?
A)environmental consciousness
B)health
C)profit
D)admiration
Q4) Describe the two traditional print media vehicles.
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Chapter 18: Sales Promotion and Personal Selling
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Sample Questions
Q1) Maureen Kye is a sales associate at a store that sells new and used CDs and DVDs. Recently, she was given a DVD containing scenes not in the theatre-released Disney's Pirates of the Caribbean: Dead Man's Chest to encourage her to suggest that customers buy this movie. What is the CD an example of?
A)the use of a pull strategy
B)a trade sales promotion
C)a trade allowance
D)a free consumer sales promotion
Q2) Salespeople ensure that delivery schedules are met, that the good or service performs as promised, and that buyers are trained in the use of the product. All of these functions are part of the final step in the selling process. What is that step called?
A)closing
B)lead qualification
C)follow-up
D)the sales presentation
Q3) Coupon distribution by packaged-goods manufacturers has been increasing in recent years.
A)True
B)False
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Chapter 19: Social Media and Promotion
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Sample Questions
Q1) A movie studio wants to give fans a sneak peek of the trailer for an upcoming film. Which of the following would be the best platform for the studio to use?
A)Picasa
B)Photobucket
C)YouTube
D)Imgur
Q2) Which of the following is a case where companies would NOT want to use a Microblog?
A)to provide a customer with complex instructions on how to use a product
B)to direct customers to its corporate blog
C)to promote a brand-new product
D)to share links to the official company website
Q3) What are the six common mobile marketing tools?
Q4) One area of growth is social gaming. A growing number of people are playing games within social networking sites like Facebook or on their mobile devices by downloading the game app.
A)True
B)False
Q5) Discuss why listening has become so important to businesses today.
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