Marketing Fundamentals Review
Questions
Course Introduction
Marketing Fundamentals introduces students to the core concepts, principles, and practices that underpin modern marketing. The course explores key topics such as market research, consumer behavior, segmentation and targeting, product development, pricing strategies, distribution channels, promotion, and the role of digital marketing in today's business environment. Through practical examples and real-world case studies, students gain insights into how organizations identify customer needs, create value, and build strong customer relationships in competitive markets. This foundational course provides the essential knowledge and analytical skills necessary for understanding the strategic role of marketing in organizations and for pursuing further studies in the field.
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) After seeing a "sale" ad in a local newspaper,Ben went to a local pet supply store and bought a year's supply of high-protein dog food.Which marketing function or functions-if any-did he perform?
A)financing and risk taking
B)transporting and storing
C)consuming market information
D)buying
E)Ben performed all these marketing functions.
Answer: E
Q2) From the Industrial Revolution until the 1920s,most companies were in the ________ era.
A)marketing department
B)production
C)simple trade
D)marketing company
E)sales
Answer: B
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Page 3
Chapter 2: Marketing Strategy Planning
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Sample Questions
Q1) A S.W.O.T.analysis can help a marketing manager
A)define in which business and markets the firm wants to compete.
B)narrow down to a specific target market and marketing mix from the many alternatives available.
C)see the pros and cons of different possible strategies.
D)develop a competitive advantage.
E)All of these can help a marketing manager who is using a S.W.O.T.analysis.
Answer: E
Q2) Which of the following would be likely to help you develop a breakthrough opportunity?
A)a two-month advantage over competitors in introducing a new product
B)an idea for a new website animation that will attract consumer attention
C)accurate marketing research information about how much of a planned product the target market is likely to buy
D)None of these would help you develop a breakthrough opportunity.
Answer: D
Q3) A marketing strategy specifies a target market and a related marketing mix.
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) If the risks of getting into international marketing are difficult to evaluate,it may be wise to start with exporting.
A)True
B)False
Answer: True
Q2) The current U.S.population is largest in which of the following states?
A)California
B)Florida
C)Illinois
D)New York
E)Texas
Answer: A
Q3) One widely used measure of income in most countries is
A)gross domestic product.
B)total consumption expenditures.
C)disposable personal product.
D)population times GDP.
E)socioeconomic product.
Answer: A
Page 5
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Chapter 4: Focusing Marketing Strategy With Segmentation and Positioning
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Sample Questions
Q1) Which of the following criteria should a marketing manager use when segmenting a broad product-market?
A)The segments should be substantial (big enough to be profitable)and operational (useful for identifying customers and deciding on marketing mix variables).
B)The people within a market segment should be as homogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables.
C)The people in different market segments should be as heterogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables.
D)All these answers are correct.
Q2) A market in which sellers offer various,often diverse,ways of satisfying needs is called a ________ market.
A)product
B)diverse
C)general
D)relevant
E)generic
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Chapter 5: Final Consumers and Their Buying Behavior
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Sample Questions
Q1) A salesperson driving to visit a client located two hours away has a tire blow out on the highway.He walks about a mile to the next exit,where he finds a service station.The owner of the station says he can replace the blown tire,but it will cost twice as much as it would to purchase a tire in the salesperson's home city.The salesperson,not wanting to be late for his appointment,agrees to pay the higher price in order to get back on the road.This case illustrates the effect of ________ on buying behavior.
A)cultural background
B)social groups
C)the purchase situation
D)the learning situation
E)reference groups
Q2) A busy mom stops at a 7-Eleven store on the way home from work to purchase some bread,milk,and ice cream.What primary economic need is being satisfied by the 7-Eleven?
A)dependability in use
B)economy of purchase
C)efficiency in operation
D)convenience
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Chapter 6: Business and Organizational Customers and Their Buying Behavior
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Sample Questions
Q1) Like final consumers,organizations make purchases to satisfy specific needs,but their basic need is for goods and services that will help them satisfy their own customers or clients.
A)True
B)False
Q2) A purchasing manager
A)is basically a clerk who fills out paperwork to place orders.
B)is the only person a business-to-business salesperson ever needs to see in order to make a sale to a buying organization.
C)may specialize by product area if he or she works for a large organization.
D)is only interested in finding the lowest possible price for a product.
E)All these answers are correct.
Q3) A purchase having some multiple influence and requiring some information would fit the description of a
A)new-task buy.
B)modified buy.
C)straight rebuy.
D)modified rebuy.
E)simplified buy.
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Chapter 7: Improving Decisions With Marketing Information
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Sample Questions
Q1) With the observation method,the researcher skillfully engages the subject in conversation.
A)True
B)False
Q2) The ________ is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.
A)decision support system
B)situation analysis
C)idea generation process
D)marketing information system
E)scientific method
Q3) A marketing information system includes which of the following?
A)data storage and access
B)marketing analysis
C)marketing strategy planning process
D)information sources
E)All these answers are correct.
Q4) Only about 25 percent of marketing research spending is for syndicated research. A)True
B)False
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Chapter 8: Elements of Product Planning for Goods and Services
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Sample Questions
Q1) Packaging
A)can serve as a useful enhancement tool.
B)can increase costs for the consumer.
C)can serve as a useful promotional tool.
D)is concerned with protecting the product in shipping and on the shelf.
E)All these answers are correct.
Q2) A customer goes into a hardware store and buys a screwdriver set but is not aware of the brand.This is known as brand
A)nonrecognition.
B)insistence.
C)equity.
D)rejection.
E)unfamiliarity.
Q3) According to the text,consumer product classes
A)are based on how consumers shop for products.
B)are interesting,but not helpful for planning marketing strategy.
C)are based on how the products will be used.
D)are based on the product features involved.
E)can be broken down into goods,services,and ideas.
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Chapter 9: Product Management and New-Product Development
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Sample Questions
Q1) It is possible for a firm with a mature product in the U.S.to experience new growth with the same product in international markets.
A)True
B)False
Q2) Lisa wants to book a hotel suite at Luxury International and looks up the company website for information about the range of services offered,the prices,the hours of operation,the phone number,and the address.She makes a phone call to the hotel,which is promptly answered by the front office.A few days later the bellman opens the door and takes Lisa's luggage,and the concierge helps her make a dinner reservation.Each of these contacts with Luxury International is called a(n)
A)point of contact.
B)corporate interface.
C)touchpoint.
D)contact opportunity.
E)opportunism.
Q3) During the sales decline stage of the product life cycle,no firm can earn a profit.
A)True
B)False
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Chapter 10: Place and Development of Channel Systems
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Sample Questions
Q1) Channel specialists use the regrouping activities of sorting and assorting to resolve discrepancies of
A)time.
B)quantity.
C)assortment.
D)place.
E)need.
Q2) Discrepancies of quantity occur because individual producers want to produce large quantities of products,while individual consumers prefer to buy products in small quantities.
A)True
B)False
Q3) Why would a producer prefer direct distribution?
A)because it has more business transactions
B)because they can handle orders that are smaller in size
C)because they want to maintain control of the marketing mix
D)because customers are usually widely dispersed across geographic areas
E)because business products always use direct distribution
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12
Chapter 11: Distribution Customer Service and Logistics
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Sample Questions
Q1) A channel of distribution is part of a supply chain.
A)True
B)False
Q2) In both a supply chain and a channel of distribution,the primary aim should be to create maximum value for the customer.
A)True
B)False
Q3) The physical distribution concept focuses on lower costs and better service to increase customer value.
A)True
B)False
Q4) Which of the following problems led to the development of electronic data interchange (EDI)?
A)firms using different transportation modes
B)international telecommunication difficulties
C)differences in order fulfillment processes
D)computer system differences among firms
E)differences in product output and quality levels
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Chapter 12: Retailers, Wholesalers, and Their Strategy Planning
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Sample Questions
Q1) General merchandise wholesalers handle a wide variety of nonperishable items and usually serve many different kinds of retail stores.
A)True
B)False
Q2) Merchant wholesalers account for almost 85 percent of all wholesalers.
A)True
B)False
Q3) ________ are merchant wholesalers that provide all the wholesaling functions.
A)Cash-and-carry wholesalers
B)Service wholesalers
C)Limited-function wholesalers
D)Drop-shippers
E)Catalog wholesalers
Q4) Retailers who carry any product line that will sell profitably are practicing scrambled merchandising.
A)True B)False
Q5) A discount house is trying to meet all customers' routine needs at a low price. A)True
B)False
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Chapter 13: Promotionintroduction to Integrated Marketing Communications
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312 Flashcards
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Sample Questions
Q1) A producer using very aggressive promotion to get final consumers to ask intermediaries for a new product has a(n)________ policy.
A)pulling
B)target marketing
C)selective distribution
D)pushing
E)intensive distribution
Q2) The AIDA model's four basic promotion jobs are concerned with
A)attention,interest,desire,and action.
B)action,interest,desire,and acceptance.
C)awareness,interest,demand,and action.
D)attention,internalization,decision,and action.
E)awareness,interest,decision,and acceptance.
Q3) Which of the following statements about the communication process is true?
A)The source is the sender of the message.
B)The receiver is the potential customer.
C)Encoding is done by the source.
D)The receiver does decoding.
E)All these answers are correct.
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Chapter 14: Personal Selling and Customer Service
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Sample Questions
Q1) Ali Mulhammed has been working for a producer of video games that sell through toy wholesalers to retailers.He knows all about the games sold by his company and by competitors.He goes into his wholesalers' territories and tries to get local retailer customers interested in the company's line and even trains retailers to demonstrate the games.When a retailer is ready to buy,Ali turns the business over to the wholesaler's sales rep.Ali is a
A)member of the firm's major accounts sales force.
B)missionary salesperson.
C)technical specialist.
D)manufacturers' agent.
E)None of these answers is correct.
Q2) Although telephone selling by an inside sales group can save time and money in business markets,it has been declining in recent years.
A)True
B)False
Q3) A salesperson's main task might be order-getting,order-taking,or supporting,but sometimes one salesperson does all three tasks.
A)True
B)False
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Page 16
Chapter 15: Advertising and Sales Promotion
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Sample Questions
Q1) Which of the following is true of native advertising?
A)The ads are designed to exactly look like traditional ads.
B)The ads are considered a poor source of revenue and are not preferred by print publications.
C)Consumers consider the ads less credible than traditional ads.
D)The ads mimic the look and feel of the platform on which they appear.
E)The ads carefully avoid phrases such as "sponsored by" or "posted by" that indicate the name of the "advertiser."
Q2) What do the letters of the AIDA concept stand for?
A)Attention,Interest,Desire,Action
B)Alertness,Interest,Develop,Appeal
C)Attention,Involvement,Desire,Action
D)Alertness,Involvement,Desire,Appeal
E)Action,Involvement,Desire,Attention
Q3) The success of an advertising campaign can be easily measured by looking at the sales result.
A)True
B)False
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Chapter 16: Publicity: Promotion Using Earned Media, Owned
Media, and Social Media
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Sample Questions
Q1) When a pizza store announces a huge reduction in the prize of pizza based on how many people tweeted in time for lunch,the type of social media content involved is
A)product launches and updates.
B)deals and discounts.
C)humor.
D)insider knowledge.
E)customer service.
Q2) An Apple customer tells a friend how much she likes her new iPhone.What type of consumer communication is this?
A)must-buy
B)reminder
C)pass-along
D)pioneering
E)informative
Q3) Though an infographic may be well-designed,it captures less attention and gets passed along less readily than a text-heavy website.
A)True
B)False
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Chapter 17: Pricing Objectives and Policies
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Sample Questions
Q1) Almost every business transaction in our modern economy involves an exchange of money.
A)True
B)False
Q2) Using temporary price cuts to speed a producer's new product into a market is known as
A)a skimming price policy.
B)introductory price dealing.
C)a flexible-price policy.
D)a penetration pricing policy.
E)a meeting competition pricing policy.
Q3) Pricing objectives should be explicitly stated because
A)they have a direct effect on pricing policies as well as price-setting methods.
B)they are signals given to competing firms.
C)they form the basis of shareholder expectations about a firm's prospects.
D)it is required by law.
E)they are signals given to consumers.
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19
Chapter 18: Price Setting in the Business World
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Sample Questions
Q1) Cost-oriented selling price per unit is obtained by adding a firm's desired profit per unit to the average total cost.
A)True
B)False
Q2) The main advantage that marginal analysis has over most other popular pricing methods is that it
A)considers both fixed and variable costs.
B)takes into account the break-even point.
C)allows managers to evaluate pricing alternatives.
D)takes into account both costs and demand.
E)incorporates the markup chain.
Q3) Which of the following is an example of a variable cost for a producer?
A)depreciation
B)managers' salaries
C)rent
D)packaging materials
E)property taxes
Q4) The greater the total expenditure,the less price sensitive customers are.
A)True
B)False
Page 20
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Chapter 19: Ethical Marketing in a Consumer-Oriented
World: Appraisal and Challenges
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Sample Questions
Q1) Which component of the marketing mix involves advertising and hiring sales people?
A)Price
B)Product
C)Place
D)Promotion
E)Production
Q2) A S.W.O.T.analysis identifies the "special weapons or tactics" used by the competitor in a product-market that has the most profitable marketing mix.
A)True
B)False
Q3) Consumer satisfaction
A)is a highly reliable standard for evaluating macro-marketing effectiveness.
B)is easy to measure because it is a highly personal concept.
C)is the objective of all macro-marketing systems.
D)depends on consumers' level of expectation.
E)None of these answers is correct.
Q4) Consumers have a responsibility to preserve an effective macro-marketing system.
A)True
B)False
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