Marketing for Managers Pre-Test Questions
Course Introduction
Marketing for Managers provides an in-depth exploration of marketing principles and strategies essential for organizational success. The course equips future managers with practical tools to analyze market opportunities, segment and target customers, develop effective marketing mixes, and build strong brands in competitive environments. Emphasizing both traditional and digital marketing techniques, students learn to integrate marketing decisions with overall business objectives, utilize data-driven insights, and respond to changing consumer behaviors. Case studies, real-world applications, and hands-on projects prepare participants to design and execute strategic marketing plans that drive growth and add value to their organizations.
Recommended Textbook Marketing 3rd Edition by Grewal
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Chapter 1: Overview of Marketing
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Q1) Near the end of the model year,Move-Them-Out automobile dealership had an unusually high inventory level.The manager increased her advertising spending and gave extra incentives to its salespeople.Move-Them-Out operates as if it were in the __________ era.
A)production
B)sales
C)marketing-oriented
D)value-based
E)retailing
Answer: B
Q2) A buyer's representative in a real estate purchase was asked by her customer "Is this a fair offer?" She responded."You are only trying to buy one house.Do you want to offer more money than you have to?" The buyer's representative recognized that in most situations,home buyers are engaged in:
A)relationships.
B)subterfuge.
C)collective bargaining.
D)prestige purchases.
E)transactions.
Answer: E
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Page 3
Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Sample Questions
Q1) Geraldo manages the electrical turbine engine division of General Electric Corporation.He makes most decisions independently,without consulting headquarters.Geraldo manages a strategic business unit.
A)True
B)False
Answer: True
Q2) Heather has been assessing a number of her firm's products using the Boston Consulting Group approach to portfolio analysis.She has been trying to assess the strength in a particular market and is looking at the sales of the product and the overall market as well as the sales of competitors.Heather is trying to determine:
A)the product's relative market share.
B)the market growth rate.
C)a source of competitive advantage.
D)the impact of population shifts on future demand.
E)cash equivalent values for each product.
Answer: A
Q3) What is the goal of product,operational,locational,and customer excellence?
Answer: Creating and developing customer value.
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Chapter 3: Marketing Ethics
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Sample Questions
Q1) Elena is the CEO of a small manufacturing firm.She is concerned with meeting the investment objectives of the firm's shareholders,and sees no value in corporate social responsibility.Elena's attitude is:
A)insupportable in the 21S1U1P1st S1S1P0century.
B)consistent with the views of other critics of corporate social responsibility.
C)typical of nearly all manufacturers.
D)a reaction to regulatory directives of the U.S.government.
E)unethical.
Answer: B
Q2) Unlike other business functions like accounting or finance,people in marketing are often singled out as the root cause of ethical concerns because:
A)they are trained in the art of effective persuasive communication.
B)they are not considered to be as quantitatively skilled as accounting and finance people.
C)they interact directly with consumers.
D)the problems that occurred at Enron,Tyco,and WorldCom were caused by marketers.
E)doing a good job of marketing requires some degree of unethical behavior.
Answer: C
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Page 5
Chapter 4: Analyzing the Marketing Environment
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Sample Questions
Q1) The ______________ generational cohort is likely to spend money on travel,second homes,luxury cars,and investments.They are typically loyal and willing to spend but are extremely quality conscious.
A)Seniors
B)Baby Boom
C)Generation W
D)Generation X
E)Generation Y
Q2) Karen is a typical time-poor American consumer.She works 40+ hours per week,tries to keep up with her children's educational and recreational schedules,and often finds herself up late at night doing laundry while responding to e-mail messages and watching her few favorite shows recorded on Tivo.In response to the many American consumers whose lives are like Karen's,marketers are shifting advertising expenditures to:
A)billboards
B)movie screens
C)buses and subways
D)Internet ads
E)all of these
Q3) In recent decades,how has income distribution changed in the United States?
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Chapter 5: Consumer Behavior
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Sample Questions
Q1) Marketers frequently design customer relationship management programs to:
A)retain loyal customers.
B)attract consumers who have safety needs.
C)reinforce postpurchase cognitive dissonance.
D)increase internal information search.
E)all of these.
Q2) After freshman year,Veronica wants to decide on a major.What internal and external sources of information will she use in help her in making a decision?
Q3) An online retailer needs to be able to measure how well they convert purchase intentions into actual purchases.This is known as the:
A)conversion rate.
B)collection ratio.
C)consumer index.
D)customer total.
E)culture quotient.
Q4) Whenever major golf professionals use a new piece of golf equipment,sales of that equipment jump rapidly.What type of social influence do PGA and LPGA professionals represent for average golfers?
Q5) Why are attitudes important in consumer decision making?
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Chapter 6: Business-To-Business Marketing
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Sample Questions
Q1) Unlike a firm's mission statement or employee handbook,a firm's culture often:
A)forces customers to look elsewhere for value.
B)is of no importance to purchase decisions.
C)exists as a set of unspoken guidelines.
D)is defined by a straight rebuy philosophy.
E)all of these.
Q2) Of the three buying situations,in which one is a salesperson most likely to be involved?
Q3) Which of the following circumstance might trigger a modified rebuy instead of a straight rebuy?
A)Changing quality levels needed in the product or service.
B)Dissatisfaction with the vendor.
C)Change in some of the product specifications.
D)Changes in the desired price.
E)All of these
Q4) Filseta is a textbook company salesperson about to call on the Philadelphia School District.She would like to know in advance whether the school district's buying center is autocratic or democratic.What is the difference between the two buying center cultures? How could this information be useful to Filseta?
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Chapter 7: Global Marketing
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Sample Questions
Q1) The most important consideration,when a firm chooses a global product strategy,should be:
A)opportunities for countertrade.
B)the effectiveness of the marketing team.
C)the needs of the target market.
D)the provisions of GATT.
E)WTO regulations.
Q2) Why do many American firms begin their global expansion efforts by exporting?
Q3) When Darren assessed infrastructure conditions in Paraguay,he assessed the country's _________________ capabilities.
A)transportation
B)commerce
C)distribution channels
D)communications
E)all of these
Q4) The WTO is the most important organization involved in world trade.What does the WTO do?
Q5) What are the pros and cons of a franchising agreement for global expansion?
Q6) How is the IMF different from the World Bank?
Q7) What is the primary criticism of the World Bank?
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Chapter 8: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) For products like pencils and paperclips,which provide the same benefit for all consumers,marketers should probably use a(n):
A)concentrated targeting strategy.
B)lifestyle segmentation strategy.
C)benefit segmentation strategy.
D)undifferentiated targeting strategy.
E)all of these.
Q2) The first step in the STP process is to establish a strategy.
A)True
B)False
Q3) In order to develop psychographic segments,the marketer must understand consumers':
A)age,income,and education.
B)gender,race,and religion.
C)disposable personal income,benefit perceptions,and alternative egos.
D)self-values,self-concept,and lifestyles.
E)all of these.
Q4) Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria asks the question,"Are private food service companies allowed to deliver pizzas on the military base?"
Page 10
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Chapter 9: Marketing Research
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Sample Questions
Q1) Compared to secondary data,primary data:
A)are more expensive to collect
B)are more specific to the project at hand
C)take longer to collect
D)are more timely
E)All of these
Q2) Marketing researchers have access to a great deal of information about consumers.What kinds of pressure might be brought to bear on a marketing researcher that might cause ethical dilemmas?
Q3) Because market research often takes considerable time:
A)business decision making must always slow down and wait for the research results before taking action.
B)government regulations are being relaxed to allow faster collection of private information about consumers.
C)businesses in fast-changing markets often have to rely on experience and intuition to make decisions.
D)businesses should not bother doing research.
E)consumers should always fill out questionnaires and warranty cards thoroughly.
Q4) What are some of the problems with using secondary data?
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Chapter 10: Product, Branding, and Packaging Decisions
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Sample Questions
Q1) A product is ____________________ that can be offered through a voluntary marketing exchange.
A)the combination of a firm's marketing mix
B)the brand associations
C)the category depth
D)a tangible item
E)anything of value to consumers
Q2) One of the categories of products for which brand extension is logical is:
A)generic goods.
B)generic services.
C)commodities.
D)complementary goods.
E)licensed brands.
Q3) When manufacturers try to understand what customers are looking for,they are thinking about the _______ component of the product offer.
A)core customer value
B)associated services
C)augmented products
D)product support
E)quality level
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Chapter 11: Developing New Products
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Sample Questions
Q1) A(n)__________________ is a fee paid by manufacturers to get new products into stores or to gain more or better shelf space for products.
A)facilitating payment
B)introductory price promotion
C)slotting allowance
D)stocking premium
E)place holder
Q2) To determine if a new product is commercially viable,a firm can conduct premarket testing.
A)True
B)False
Q3) Why do marketers take the time and cost associated with test marketing?
Q4) Why do many biotechnology firms license their new products?
Q5) When consumers see their friends using an innovation,it often persuades them to try it too.
A)True
B)False
Q6) In approximately 2006,hybrid cars moved from the early adopter to the early majority stage.What did this mean for marketers of hybrid cars?
Page 13
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Chapter 12: Services: The Intangible Product
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Sample Questions
Q1) The Gaps Model allows systematic examination of all aspects of the product creation process.
A)True
B)False
Q2) Dopson's Hardware was in bad financial shape.They owed so much money that vendors put the store on a cash-only delivery basis.As a result,the store had a dwindling inventory of goods to sell.Whenever a customer asked about an unavailable item,the owner directed the sales staff to say that it was on back order and would be in stock next week.When the customer returned,the item was still unavailable.The owner's policy created a(n)_________________ gap.
A)knowledge
B)empowerment
C)communication
D)standards
E)tangibility
Q3) Procedural fairness pertains to a customer's perception of the benefits received compared to the costs of the inconvenience or loss.
A)True
B)False
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Chapter 13: Pricing Concepts for Establishing Value
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Sample Questions
Q1) The commercial airline industry is considered what type of market?
A)Oligopoly
B)Monopoly
C)Monopolistic competition
D)Pure competition
E)Duopoly
Q2) Why are price wars more common in oligopolies than in pure competition markets?
Q3) If the price for a product increases,the demand for the complementary product will:
A)decrease.
B)increase.
C)stay the same.
D)become more elastic.
E)become more inelastic.
Q4) In addition to the product-specific and firm-specific factors that affect pricing,there are two broader factors - the Internet and sociocultural factors.
A)True
B)False
Q5) What is cross-shopping and what does it mean for marketers' pricing strategy?
Q6) Describe a situation where you,as a consumer,often associate price with quality.
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Chapter 14: Strategic Pricing Methods
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Sample Questions
Q1) 3 / 10,n / 30 means a 3 percent discount if paid in full within 10 days,or the net amount is due in 30 days.
A)True
B)False
Q2) It is legitimate for a manufacturer to charge a retailer a lower price than its usual price if:
A)the retailer is related to the seller.
B)neither the retailer nor the seller are publically-traded companies.
C)the seller is trying to match a competitor's price.
D)the different price is a one-time occurrence.
E)the difference between the regular price and the reduced price is less than or equal to ten percent.
Q3) Compared to other pricing methods,_______________ pricing is relatively simple.
A)improvement value
B)value-based
C)cost of ownership
D)reference-based
E)cost-based
Q4) What is the advantage to a business of price bundling? What is the advantage to a consumer?
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Chapter 15: Value Delivery: Designing the Channel and Supply Chain
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Sample Questions
Q1) Logistics management concentrates on control of retail sales in the supply chain.
A)True
B)False
Q2) CPFR refers to cost,profit,frequency,and return in an inventory management system.
A)True
B)False
Q3) A _______________ is a facility for the receipt,storage,and redistribution of goods to company stores or customers.
A)circulation center
B)distribution center
C)supply chain hub
D)collaborative replenishment office
E)floor-ready franchising center
Q4) Conflicts within a supply chain tend to be more pronounced when the members are part of a corporate vertical marketing system.
A)True
B)False
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Chapter 16: Retailing and Multichannel Marketing
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Sample Questions
Q1) Paul's family has owned and operated a small chain of conventional supermarkets.Competition from a variety of other kinds of retailers has adversely affected the business.To address the new competitive reality,Paul wants to apply what he recently learned as a marketing major and he has recommended that his family should:
A)emphasize products with a high gross margin.
B)target health-conscious and ethnic consumers with products that would appeal to them.
C)provide a better shopping environment within the store to make it more appealing to customers.
D)offer more private label brands.
E)All of these
Q2) Which of the following is NOT one of the broad factors manufacturers must consider when establishing a strategy for getting their products into the hands of the ultimate customer?
A)Choosing retail partners.
B)Identifying types of retailers.
C)Facilitating retail strategy.
D)Managing a multichannel strategy.
E)All of these are considered when establishing a strategy.
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Chapter 17: Integrated Marketing Communications
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Sample
Questions
Q1) If you have ever watched a television commercial and at the end of the message wondered what were they promoting,you may have had trouble _____________ the IMC message.
A)decoding
B)pre-testing
C)precoding
D)encoding
E)tracking
Q2) To estimate reach in terms of electronic media,marketers can use the click-through rate (CTR).To do so,they need to know the number of clicks and:
A)the number of destinations.
B)the number of impressions.
C)the cost per click.
D)how much time consumers spend viewing the ad or page.
E)the total number of clicks recorded by the industry.
Q3) Though advertising experts wish it were true,there is not always a direct link between a particular marketing communication and a consumer's purchase.
A)True
B)False
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Chapter 18: Advertising,public Relations,and Sales
Promotions
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Sample Questions
Q1) In the "create advertisements" step when planning and executing an ad campaign,often the execution style for the ad will:
A)determine the pretesting pulse of the ad.
B)dictate the type of medium used to deliver the message.
C)determine which push / pull strategy will accompany the ad.
D)dictate how advertising will be flighted.
E)all of these.
Q2) The primary federal agencies that regulate advertising activities in the United States are the DOD,DOE,and WTO.
A)True
B)False
Q3) A ____________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising.
A)continuous
B)flighting
C)pulsing
D)penetrating
E)purposeful
Q4) Create a sales promotion to promote your university bookstore.
Page 20
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Chapter 19: Personal Selling and Sales Management
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Sample Questions
Q1) Brent is preparing for an initial sales trip to Guatemala.He is hoping to find leads for his company's textile manufacturing equipment.Which of the following would likely be the best source of leads for Brent?
A)Current retail consumers
B)Chamber of Commerce gatherings
C)Fashion shows
D)The Internet
E)Customer complaints
Q2) Kay was widely recognized in her firm and the industry as a superb leader and sales manager.The sales reps that worked for her talked about her ability to motivate the sales force based on:
A)the industry standards,which she had helped create.
B)the firm's policies and procedures.
C)what was most important to each individual.
D)the sales contests she created,which had vacations at exotic resorts as prizes.
E)the sales contests she created,which featured significant cash prizes.
Q3) One of the benefits of careers in sales is flexibility in scheduling.
A)True
B)False
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