Marketing Management
Chapter Exam Questions
Course Introduction
Marketing Management provides students with an in-depth understanding of the core principles and strategies involved in modern marketing practice. The course explores topics such as market analysis, consumer behavior, product positioning, pricing strategies, integrated marketing communications, and distribution channels. Students will learn to develop marketing plans, analyze competitive environments, and make data-driven decisions to maximize customer value and achieve organizational objectives. Through case studies and real-world applications, the course equips students with the analytical and strategic skills needed to navigate the dynamic world of marketing management.
Recommended Textbook
Marketing 11th Edition by Charles W. Lamb
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21 Chapters
3517 Verified Questions
3517 Flashcards
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Page 2
Chapter 1: An Overview of Marketing
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141 Flashcards
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Sample Questions
Q1) Networkcar.com sells a plug-in device that connects to computer diagnostic ports that are standard on cars.The device beams signals to dealers who can remotely diagnose or spot trouble.The device allows car dealerships to maintain a closer bond with their customers by offering maintenance before a problem leaves customers with an inoperable or possibly dangerous car.With the device,dealers can better engage in:
A) management empowerment
B) management-customer synergy
C) relationship marketing
D) transactional marketing
E) direct selling
Answer: C
Q2) The sales and market orientations differ on all of the following characteristics
EXCEPT:
A) those to whom the product is directed
B) firm's performance
C) firm's business
D) firm's primary goal
E) tools to achieve goals
Answer: B
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3
Chapter 2: Strategic Planning for Competitive Advantage
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174 Flashcards
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Sample Questions
Q1) The manufacturer of Macho brand martial arts products was implementing a strategic plan when it sponsored a local karate tournament for teenagers.
A)True
B)False
Answer: False
Q2) Refer to Novartis.If Novartis goes through with the purchase of Tianyuan,it will become a subgroup of its overall pharmaceutical business and organization. Tianyuan will then be considered a(n)_____ of Novartis.
A) stock keeping unit (SKU)
B) portfolio element
C) strategic business unit (SBU)
D) market segment
E) business segment
Answer: C
Q3) To be useful,marketing objectives should meet four criteria: realistic,measurable,time-specific,and based on sales.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Ethics & Social Responsibility
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118 Flashcards
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Sample Questions
Q1) Refer to Florida Hospitals.When one administrator said,"We got into medicine to help people and these illegals without insurance need our help as much as anyone else does," he was expressing his opinion in accordance with the _____ ethical theory.
A) act utilitarianism
B) casuist
C) role utilitarianism
D) moral relativity
E) deontological
Answer: E
Q2) Top managers who behave ethically can influence others in an organization to behave ethically.
A)True
B)False
Answer: True
Q3) The six modes of social control are less important today due to the globalization of the world.
A)True
B)False
Answer: False
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Page 5
Chapter 4: The Marketing Environment
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Sample Questions
Q1) A cold medicine manufacturer offers a promotion allowance to retailers for setting up displays featuring its products. Retailers are also offered promotional allowances on purchases of the products. Which legislation requires the manufacturer to make these promotion allowances available to all retailers on a proportionately equal basis?
A) Hart-Scott-Rodino Act
B) Sherman Act
C) Celler-Kefauver Antimerger Act
D) Robinson-Patman Act
E) Lanham Act
Q2) After Hal Li purchased and installed a woodburning stove to heat his family home,the stove caught fire and damaged much of the house.He believes the stove had inadequate insulation.Li should voice his concerns to the Federal Trade Commission (FTC).
A)True
B)False
Q3) Basic research attempts to develop new or improved products.
A)True
B)False
Q4) What is the CPSC? How does it affect marketing?
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Chapter 5: Developing a Global Vision
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Sample Questions
Q1) The primary reason large U.S.companies send U.S.jobs abroad is because labor costs are higher here in the United States.They are engaging in _____.
A) outsourcing
B) global trade
C) multinational employee searches
D) employee export
E) global employment
Q2) In the 1980s,Japanese computer chip manufacturers were accused of dumping in the United States. Explain what this means and discuss why a company would do this.
Q3) Belgian Beer brewer InBev bought Anheuser-Bush for $52 billion.This is an example of a _____.
A) export
B) joint venture
C) franchise
D) licensed agreement
E) foreign direct investment
Q4) Describe the four stages of business globalization.Why do most companies stop when they reach the third stage?
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Page 7
Chapter 6: Consumer Decision Making
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Sample Questions
Q1) Lisa has to have a Diet Coke for breakfast.At a breakfast meeting,she was offered coffee and refused.She only wanted a Diet Coke.This illustrates that Lisa needs Diet Coke to:
A) satisfy a want
B) satisfy a need
C) satisfy a belief
D) satisfy a physiological drive
E) satisfy a momentary stimulus
Q2) Social influences on consumer buying decisions include:
A) society, culture, and family
B) reference groups, society, opinion leaders, and family
C) personality, lifestyle, and reference groups
D) reference groups, opinion leaders, and family
E) lifestyle, reference groups, and family
Q3) The purchase of products like soft drinks,cleaning products,and gasoline generally exemplify routine response behavior.
A)True
B)False
Q4) Compare and contrast beliefs and attitudes.
Q5) Why do marketers study consumer behavior?
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Chapter 7: Business Marketing
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Sample Questions
Q1) Which of the following is the BEST example of an installation?
A) a baseball stadium
B) a checkout counter
C) a lifeguard stand
D) a file cabinet
E) original artwork
Q2) For a police department,firearms,computers,printers,fax machines,and patrol vehicles are all examples of _____ because they are shown as expenses on the yearly accounting statements.
A) mobile installation
B) component part
C) processed material
D) supply
E) accessory equipment
Q3) Purchasing contracts are commonly used in which type of buying situations?
A) reciprocal
B) straight-rebuy
C) new-buy
D) extended-rebuy
E) modified-rebuy
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Chapter 8: Segmenting and Targeting Markets
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Sample Questions
Q1) The James Hardie Siding Company sells concrete siding.It was having little luck targeting contractors because concrete siding is difficult to install and shows every flaw if a house is incorrectly framed.So Hardie decided to target homeowners who wanted the security of knowing their siding was guaranteed not to rot or crack for 50 years.In terms of psychographic segmentation,the siding company used the _____ variable.
A) lifestyle
B) motives
C) benefits
D) demographic
E) personality
Q2) The place a product,brand,or group of products occupies in consumers' minds relative to competing offerings is referred to as a product's:
A) status
B) equity
C) frame
D) role
E) position
Q3) What are the four criteria that are necessary to define a market?
Q4) List,in correct order,the steps in segmenting a market.
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Chapter 9: Decision Support Systems and Marketing Research
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Sample Questions
Q1) The first step in the marketing research process is to plan the research design and gather primary data.
A)True
B)False
Q2) Nonprobability samples:
A) require more expensive marketing research than probability sampling
B) include any sample in which little is done to obtain a representative cross section of the population
C) by definition must be representative of the population
D) often start out with random numbers to ensure selection of subjects is truly random
E) offer an easy method for determining sampling error
Q3) A _____ is a specially designed phone room used to conduct telephone interviewing.
A) controlled-feedback facility (CFF)
B) collaboratively located communications (CLC) center
C) multi-interviewer location site
D) central-location telephone (CLT) facility
E) telephone outsourcing center
Q4) What is competitive intelligence? Discuss how it is used and provide an example.
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Chapter 10: Product Concepts
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Sample Questions
Q1) Which of the following describes cooperative branding?
A) when advertising identifies a brand as a part that makes up another product
B) when two brands receive equal treatment, borrowing from each other's brand equity
C) when products are advertised together to suggest usage together
D) when advertising identifies a brand that should not be used with another product
E) when advertising identifies a family of brands
Q2) A _____ is the part of the brand that can be spoken.
A) brand equity
B) service mark
C) trademark
D) brand name
E) certification mark
Q3) Which of the following statements about bar codes is true?
A) Bar codes are also called universal pricing codes (UPCs).
B) Bar codes were first used in 2000.
C) Bar codes can be read by optical scanners.
D) Bar codes cannot be used as a marketing research tool.
E) all of these statements about bar codes is true.
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Chapter 11: Developing and Managing Products
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Sample Questions
Q1) Name and describe the six categories of new products.
Q2) _____ is a process where a group thinks of as many ways to vary a product or solve a problem as possible without considering the practicality of the ideas.
A) New-product brain dumping
B) Screening
C) A focus-group interview
D) Brainstorming
E) Diffusion
Q3) Adaptation is the process by which the adoption of an innovation spreads.
A)True
B)False
Q4) The development of a garlic-butter flavored crescent rolls by Pillsbury would not be considered a new product since the company was already making crescent rolls.It would simply be called a line extension.
A)True
B)False
Q5) Discuss five sources of new-product ideas.What are some techniques could be used to stimulate creative thinking for new-product ideas?
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Chapter 12: Services and Nonprofit Organization Marketing
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167 Flashcards
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Sample Questions
Q1) Refer to Grizzly watching.The bear watching vacation experience can vary greatly depending on many factors,including the lodge itself and the tour guide.For example,lodging can run from a "rustic" room with little more than a bed to a plush room with all the modern amenities.This is an example of the _____ characteristic of services.
A) intangibility
B) inseparability
C) heterogeneity
D) perishability
E) homogeneity
Q2) Nonprofit organizations may or may not require special facilities for distribution of their services.
A)True
B)False
Q3) A nonprofit organization is an organization that exists to achieve some goal other than the usual business goals of profit,market share,or return on investment.
A)True
B)False
Q4) Name and briefly define the three categories of pricing objectives for services.
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Chapter 13: Marketing Channels
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Sample Questions
Q1) Kraft Foods produces millions of packages of Chips Ahoy cookies each year,but consumers only want to purchase one package at a time. This difference between the amount Kraft produces and the amount a consumer wants to buy is refer to as a:
A) discrepancy of quantity
B) discrepancy of assortment
C) spatial discrepancy
D) temporal discrepancy
E) discrepancy of possession
Q2) At one end of the channel relationship continuum is the "Arm's Length" relationship.
A)True
B)False
Q3) Polo brand apparel is only available in fine department stores or from Polo retail stores.Which distribution strategy has Polo adopted?
A) extensive
B) intensive
C) premium
D) selective
E) pioneering
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15
Chapter 14: Supply Chain Management
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Sample Questions
Q1) All of the following have been identified as helpful in generating measurement integration across the supply chain EXCEPT:
A) functional assessment
B) resource-based perspective
C) activity-based costing (ABC)
D) total cost perspective
E) agreed-upon metrics
Q2) Vertical position refers to the position of a firm,relative to other firms,along the supply chain.
A)True
B)False
Q3) Supply chain management is completely producer-driven.
A)True
B)False
Q4) What is the customer service management process? List five activities that are a part of this process.
Q5) Explain what is meant by supply chain integration and list the six types of integration sought by firms interested in providing top-level service to customers.
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Chapter 15: Retailing
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Sample Questions
Q1) Prices are usually higher in convenience stores than in supermarkets because convenience stores offer:
A) more specialty goods
B) a wider variety of products
C) a higher level of customer services
D) better location, longer hours, and faster service
E) higher quality goods
Q2) Defining franchising and discuss the two basic forms of franchising. Give an example of each form.
Q3) Marketers who use nonstore retailing no longer have to worry about the "place" element of the four Ps.
A)True
B)False
Q4) Supermarkets are self-service retailers that specialize in food and food products although many now carry nonfood items as well.
A)True
B)False
Q5) Compare and contrast trading up and suggestive selling.
Q6) Discuss three new developments in retailing.
Page 17
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Chapter 16: Promotional Planning for Competitive Advantage
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159 Verified Questions
159 Flashcards
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Sample Questions
Q1) Informative promotion is generally used:
A) when memory stimulus is needed
B) when the brand name is well-known to consumers
C) during the early stages of the product life cycle
D) during an attempt to gain the immediate action of a consumer
E) when advertising a simple, nontechnical, mature product
Q2) Refer to Amtrak.The plan to optimally utilize television,radio,print,and out-of-home vehicles to target business travelers is called a:
A) promotional strategy
B) marketing mix
C) promotion goal
D) selling plan
E) publicity plan
Q3) The ultimate objective of any promotion is a purchase or some other activity.A model for reaching promotional objectives is called the AIDA concept.What does this acronym stand for? Describe what marketing actions might take place in each stage of this model.
Q4) Explain the concept of integrated marketing communications (IMC)and discuss why it has been growing in popularity.
Page 18
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Chapter 17: Advertising and Public Relations
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Sample Questions
Q1) Refer to LeBlanc's Pecan Company.When Orville LeBlanc decided which media he would use to optimally and cost-effectively reach the store's target audience,he was engaged in developing a(n):
A) marketing mix
B) media plan
C) promotional plan
D) advertising campaign
E) reach objectives
Q2) Products in the latter stages of the product life cycle,which are advertised on a reminder basis,use a(n)_____ media schedule.
A) intermittent
B) bursting
C) continuous
D) trailing
E) unremitting
Q3) Crisis management should begin before a crisis occurs.
A)True
B)False
Q4) What is public relations? What is publicity?
Q5) Name and briefly define three forms of product advertising.
Page 19
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Chapter 18: Sales Promotion and Personal Selling
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Sample Questions
Q1) The Pillsbury Bake-Off requires people to submit a recipe using Pillsbury baking products.Finalists are brought to Pillsbury kitchens to bake their recipes so the winner of a cash prize can be chosen.This is an example of a:
A) contest
B) sales promotion game
C) sweepstakes
D) push money deal
E) POP (participant of Pillsbury)
Q2) Lead qualification involves determining whether a prospect has:
A) a recognized need, buying power, and a willingness to see a salesperson
B) any interest in a product
C) a real or imagined need for a product
D) any resources
E) a line membership in the company's buying center
Q3) With relationship selling the salesperson would spend most of his or her contact time with the prospect talking about the product because the salesperson does not want to waste the customer's time.
A)True
B)False
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Chapter 19: Pricing Concepts
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Sample Questions
Q1) All of the following statements about price are true EXCEPT:
A) Price can relate to anything with perceived value, not just money.
B) Price is that which is given up in an exchange to acquire a product.
C) Price means the same thing to the consumer and the seller.
D) The price paid is based on the satisfaction consumers expect to receive from a product.
E) Customers are interested in obtaining a perceived reasonable price.
Q2) _____ use complex mathematical software to profitably fill unused capacity.
A) Yield management systems
B) Capacity correlation systems
C) Service forecasting tools
D) Service management systems
E) Capacity management software
Q3) The quantity of a product that will be sold at various prices for a specified period is called:
A) market share
B) demand
C) supply
D) value
E) revenue
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Chapter 20: Setting the Right Price
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Sample Questions
Q1) Which of the following prohibits any firm from selling to two or more different buyers,within a reasonably short time,commodities (not services)of like grade and quality at different prices where the result would be to substantially lessen competition?
A) Sherman Act
B) Federal Trade Commission Act
C) Food and Drug Administration Act
D) Anti-Discrimination Act
E) Robinson-Patman Act
Q2) Refer to E-Books. If publishers decide to release e-books at the same time as the higher-priced hardcovers,book resellers will probably end up with a lot of unsold books in their stores. This will likely result in an increase in _____ demanded by the resellers because they will have to slash prices to sell the books.
A) quantity discounts
B) value-based pricing
C) price discrimination
D) push money
E) markdown money
Q3) List in order the four steps used to set the right price for a product.
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Chapter 21: Customer Relationship Management (CRM)
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Sample Questions
Q1) In the RFM analysis model,"R" stands for:
A) returning
B) recency
C) reimbursement
D) relationship
E) retention
Q2) Privacy issues are the primary reason for centralizing data in a CRM.
A)True
B)False
Q3) Which of the following is a common CRM marketing database application?
A) campaign management
B) designing targeted marketing communications
C) improving customer service
D) cross-selling other products or services
E) all of these
Q4) Response lists are especially important in database creation because past behavior is a strong predictor of future behavior.
A)True
B)False
Q5) What is knowledge management? What type of companies use knowledge management?
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