Marketing Fundamentals
Practice Questions
Course Introduction
Marketing Fundamentals introduces students to the core principles and practices of marketing in todays dynamic business environment. The course explores the key concepts of market segmentation, targeting, and positioning, as well as the marketing mix product, price, place, and promotion. Students will learn how consumer behavior, market research, and competitive analysis shape marketing strategies within organizations. Real-world examples and case studies illustrate how effective marketing creates value for both customers and businesses, preparing students with foundational knowledge essential for advanced study and professional success in marketing.
Recommended Textbook Essentials of Marketing 16th Edition by William Perreault Jr
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Page 2
Chapter 1: Marketings Value to Consumers, Firms, and Society
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Sample Questions
Q1) The micro view of marketing sees it as the performance of activities that seek to accomplish an organization's objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client.
A)True
B)False
Answer: True
Q2) Moral standards often vary from one person to another,from one society to another,and among different groups within a society,so there is likely to be disagreement about what opinion is correct when it comes to marketing ethics.
A)True
B)False
Answer: True
Q3) The marketing concept says that a firm should aim all its efforts at satisfying customers,even if this proves to be unprofitable.
A)True
B)False Answer: False
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Chapter 2: Marketing Strategy Planning
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Sample Questions
Q1) What is the best way for a marketing manager to measure a firm's marketing performance?
A)compare the firm's marketing plans
B)perform marketing analytics
C)develop a marketing plan
D)create a single marketing strategy
E)initiate a marketing plan
Answer: B
Q2) Developing a set of specific qualitative and quantitative screening criteria can help a manager define in which business and markets the firm wants to compete.
A)True
B)False
Answer: True
Q3) The Product area of the marketing mix may involve a service and/or a physical good,which satisfies some customers' needs.
A)True
B)False
Answer: True
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Chapter 3: Evaluating Opportunities in the Changing Market Environment
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Sample Questions
Q1) A first step in evaluating marketing opportunities is to A)decide which markets the firm wishes to enter.
B)consider the objectives and resources of the firm.
C)hire a "futurist" as a marketing consultant.
D)estimate market and sales potentials.
E)find out if potential competitors are larger.
Answer: B
Q2) The fastest rate of growth in GDP is occurring in the nations with the largest current GDP.
A)True
B)False Answer: False
Q3) In a competitor analysis,a current (or planned)target market and marketing mix is compared with what competitors are currently doing (or are likely to do).
A)True
B)False
Answer: True
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Page 5
Chapter 4: Focusing Marketing Strategy With Segmentation and Positioning
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Sample Questions
Q1) Manufacturer,service provider,government agency,wholesaler,etc.,are designations used to segment business and organizational markets according to A)kind of relationship.
B)type of customer.
C)demographics.
D)product use.
E)buying situation.
Q2) Positioning maps are based on
A)the actual objective characteristics of products.
B)the opinions of the marketing managers.
C)the potential places where a product may be sold and purchased.
D)the prices of competing products.
E)customers' perceptions of products.
Q3) A generic market description should NOT include
A)customer needs.
B)geographic area.
C)product type.
D)customer types.
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Chapter 5: Final Consumers and Their Buying Behavior
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Sample Questions
Q1) The economists' view of buyers
A)puts a great deal of emphasis on differences in buying behavior related to individual differences among consumers.
B)is based on the idea that consumers value time and select the first alternative they learn about.
C)assumes that consumers always buy the lowest-price alternative.
D)emphasizes psychological variables rather than social influences.
E)None of these answers is correct.
Q2) Beliefs may help shape a consumer's attitudes but don't necessarily involve any liking or disliking.
A)True
B)False
Q3) According to the text,the U.S.social class system is much more rigid than social systems in other countries.
A)True
B)False
Q4) Wants are the basic forces that motivate a person to do something.
A)True
B)False
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Chapter 6: Business and Organizational Customers and Their Buying Behavior
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Sample Questions
Q1) Which of the following statements about vendor analysis is true?
A)Its goals include increasing the total costs associated with purchases.
B)It is also known as portfolio analysis.
C)Its sole purpose is to get the lowest price from a supplier on a given product or service.
D)It is an informal rating of the retailers and wholesalers in an industry.
E)It helps in selecting suppliers by evaluating them in all relevant areas of performance.
Q2) Which legislative act,passed by the U.S.Congress in 1977,prohibits U.S.firms from paying bribes to foreign officials?
A)Corporate Responsibility for the New Millennium Act
B)Racketeer Influenced and Corrupt Organization Act
C)Ethics in Business Act
D)Anti-Bribery Act
E)Foreign Corrupt Practices Act
Q3) When a salesperson calls on a new business prospect,
A)the salesperson may have trouble identifying all of the buying center members.
B)the salesperson usually must see the purchasing manager first.
C)the probability of encountering a gatekeeper is high.
D)All these answers are correct.
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Chapter 7: Improving Decisions With Marketing Information
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Q1) Which of the following statements about the marketing research process is FALSE?
A)Defining the problem is important because this decision will remain unchanged throughout the process.
B)The situation analysis step helps educate a researcher.
C)Researchers and marketing managers need to work together.
D)The situation analysis includes looking at secondary data.
E)Marketing managers often have to explain problems to researchers.
Q2) The extent to which marketing research data measure what they are intended to measure is known as the confidence level.
A)True
B)False
Q3) The percentage of people contacted who complete a survey questionnaire is the A)response rate.
B)sample base unit (SBU)rate.
C)population rate.
D)sample rate.
E)hit rate.
Q4) In marketing research,a population is a part of the relevant sample.
A)True
B)False
Page 9
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Chapter 8: Elements of Product Planning for Goods and Services
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Sample Questions
Q1) Consumer products that a customer buys on sight as unplanned purchases,may have bought the same way before,and wants "right now" are impulse products.
A)True
B)False
Q2) Manufacturer brands are also called A)dealer brands.
B)global brands.
C)national brands.
D)private brands.
E)store brands.
Q3) A product line is a set of individual products that are closely related. A)True
B)False
Q4) Brand preference means customers usually choose the brand over other brands,perhaps out of habit or past experience.
A)True
B)False
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Chapter 9: Product Management and New-Product Development
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Sample Questions
Q1) During the sales decline stage of the product life cycle,no firm can earn a profit.
A)True
B)False
Q2) Which of the following is a useful plan during the market maturity stage of the product life cycle?
A)Disregard changes in customer behavior.
B)Slash product prices to maintain market share.
C)Eliminate points of differentiation to increase market share.
D)Phase out products for more market penetration.
E)Disregard all forms of competitor behavior.
Q3) Product life cycle refers to the life of a A)firm's individual product.
B)product idea.
C)firm's brand.
D)fashion.
E)Any of these answers could be correct.
Q4) A continuous innovation requires significant change in customer behavior.
A)True
B)False
11
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Chapter 10: Place and Development of Channel Systems
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Q1) Yukon Sportswear,a manufacturer of textile products,bought out the wholesaler that had been handling its distribution in Canada.This is an example of A)dual distribution.
B)reverse distribution.
C)a contractual channel system.
D)vertical integration.
E)accumulating.
Q2) The 80/20 rule is more likely to apply to a firm that uses intensive distribution than a firm that uses selective distribution.
A)True
B)False
Q3) Specialists are often involved in how they come together to form a channel of distribution.
A)True
B)False
Q4) Joint venturing gives a firm less control than if it owns a separate subsidiary. A)True
B)False
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Chapter 11: Distribution Customer Service and Logistics
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Sample Questions
Q1) Transporting cost as a percentage of selling price is lowest for A)sand.
B)factory machinery.
C)pharmaceuticals.
D)chemicals.
E)cabbage.
Q2) Just-in-time delivery reduces storing and handling costs for business customers.
A)True
B)False
Q3) Airfreight generally increases both transporting cost and the total cost of distribution because it tends to add to inventory costs,spoilage,theft,and damage.
A)True
B)False
Q4) Physical distribution is the part of marketing that is visible to most customers. A)True B)False
Q5) A channel of distribution is part of a supply chain. A)True B)False
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Chapter 12: Retailers, Wholesalers, and Their Strategy Planning
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Q1) Agent wholesalers typically provide even more functions than full-service merchant wholesalers.
A)True B)False
Q2) Expanded assortment and/or reduced margins and service are characteristic of
A)supermarkets.
B)convenience stores.
C)specialty shops.
D)the Internet.
E)department stores.
Q3) Retailing refers to
A)the sale of products to final consumers.
B)the sale of both business and consumer products.
C)the sale of consumer products to wholesalers,retailers,or final consumers.
D)the performance of regrouping activities.
E)None of these answers is correct.
Q4) In most countries,small limited-line retailers still account for the majority of all retailers.
A)True B)False
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Chapter 13: Promotionintroduction to Integrated Marketing Communications
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Sample Questions
Q1) Which of the following accurately characterizes publicity?
A)It is generally less useful than advertising for promoting a truly new product.
B)It is mass selling that avoids paying media costs.
C)It is any paid form of nonpersonal presentation of ideas,goods,or services by an identified sponsor.
D)It is more expensive than all other promotion methods.
E)It is more flexible than personal selling.
Q2) A retailer's promotion objective might be to ________ its target market about its marketing mix.
A)inform
B)persuade
C)remind
D)Any of these might be a promotion objective.
Q3) Promotion is communicating information between the seller and the potential buyer or others in the channel to influence attitudes and behavior.
A)True
B)False
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Page 15
Chapter 14: Personal Selling and Customer Service
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Q1) The most suitable sales presentation for prospective customers whose needs are very different is the "consultative selling approach."
A)True
B)False
Q2) Kyra Hanover is an order getter for a modern wholesaler.Kyra is LEAST likely to be involved with
A)repairing products returned to retailers by customers.
B)conducting demonstrations for retailers' salespeople and customers.
C)checking stock to determine what retailers should order.
D)helping to plan special promotions and advertising for retailers.
E)serving as a marketing advisor to her retailers.
Q3) A Wendy's fast-food restaurant needs ________ to serve its customers.
A)merchandisers
B)order takers
C)order getters
D)hucksters
E)supporting salespeople
Q4) Team selling occurs when different people work together on a specific account.
A)True
B)False
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Chapter 15: Advertising and Sales Promotion
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Q1) The advertising medium of ________ reaches local customers who are ready to buy,but differentiation is hard because many other competitors are listed in the same place.
A)radio
B)directories
C)television and cable
D)magazine
E)Internet
Q2) Competitive advertising tries to develop selective demand for a specific brand.
A)True
B)False
Q3) Which of the following advertising media has a wide reach and is good for getting attention and for demonstrations,but is expensive,has a lot of clutter,and has limited time?
A)direct mail
B)Yellow Pages
C)television
D)Internet
E)outdoor
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Page 17
Chapter 16: Publicity: Promotion Using Earned Media, Owned
Media, and Social Media
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Q1) A group of customers joined around a particular brand or common set of shared interests is called
A)paid media.
B)a brand community.
C)a case group.
D)a local community.
E)a web group.
Q2) Which of the following is a website that allows registered users to share ideas and images they find online with fellow users and organize their ideas into pinboards?
A)Reddit
B)Quora
C)hi5
D)Twitter
E)Pinterest
Q3) When Microsoft's LinkedIn home page includes peeks behind the scenes at the company,blogs,and Q&A,the type of social media content involved is contests.
A)True
B)False
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Chapter 17: Pricing Objectives and Policies
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Q1) In the Borden case,the U.S.Supreme Court ruled that a well-known label alone makes a product different from a physically similar product with an unknown label.
A)True
B)False
Q2) A skimming pricing policy
A)should be used if a firm expects strong competition very soon.
B)is most useful when demand is very elastic.
C)is typically used during the sales decline stage of the product life cycle.
D)often involves a slow reduction in price over time.
E)means temporary price cuts to speed new products into a market.
Q3) Some top managers seek only enough profits to convince stockholders that they are "doing a good job." The pricing objective of such managers is
A)satisfactory profits.
B)the status quo.
C)nonprice competition.
D)profit maximization.
E)meeting competition.
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Chapter 18: Price Setting in the Business World
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Q1) Which of the following pricing tools combines both the cost-oriented price setting approach and the demand-oriented price setting approach?
A)break-even analysis
B)average-cost pricing
C)markup pricing
D)marginal analysis
E)price sensitivity
Q2) The sequence of markups firms use at different levels in a channel is referred to as a
A)market sequence.
B)markup chain.
C)markup margin.
D)standard markup.
E)markup channel.
Q3) Product-bundle pricing may encourage customers to spend more and buy products that they would not buy otherwise.
A)True
B)False
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Page 20
Chapter 19: Ethical Marketing in a Consumer-Oriented
World: Appraisal and Challenges
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Q1) A marketing plan that included material on transportation requirements,inventory product-handling requirements,and facility requirements would include it in the ________ section.
A)Promotion
B)Price
C)Place
D)Product
E)Personnel
Q2) Advertising can
A)manipulate customers into buying a product.
B)raise the cost of producing a product.
C)assure a product does not fail.
D)prevent economies of scale in manufacturing.
E)increase demand for the product.
Q3) In the United States,the aim of the economic system has been to satisfy consumers' needs as they-the consumers-see them.
A)True
B)False
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