Marketing Management
Chapter Exam Questions
Course Introduction
Marketing Management is a comprehensive course that explores the strategic role of marketing within organizations and its impact on overall business success. Students are introduced to fundamental marketing concepts, including market analysis, consumer behavior, segmentation, targeting, and positioning. The course delves into the development and implementation of effective marketing strategies, covering product development, pricing, distribution channels, and promotion. Emphasis is placed on understanding the dynamic marketplace and employing analytical tools to make informed decisions. Through case studies, projects, and real-world examples, students gain practical skills for managing marketing efforts and addressing contemporary challenges in a competitive environment.
Recommended Textbook
Marketing The Core 7th Edition by Roger A. Kerin
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Page 2
Chapter 1: Creating Customer Relationships and Value
Through Marketing
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Q1) All of the following are examples of ideas that can be marketed except which?
A) state governments in Arizona and Florida marketing the notion of taking a warm, sunny winter vacation in their states
B) Apple using a TV ad to explain the features of an iPad mini (camera, screen resolution, user interface, etc.)
C) the Nature Conservancy marketing the cause of protecting the environment
D) conservative politicians attempting to persuade voters of the need to slash government spending to reduce a large national deficit
E) charities like the Red Cross marketing the idea that it's worthwhile for you to donate your time or money to their causes to benefit society
Answer: B
Q2) The difference between "Greek" yogurt and "American" yogurt is that the latter
A) has a gritty texture.
B) has a thin consistency.
C) is not sweet enough for health-conscience palettes.
D) is only sold in health or natural food stores.
E) has high protein content.
Answer: B
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Chapter 2: Developing Successful Organizational and Marketing Strategies
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Q1) According to Mark Zuckerberg,founder and CEO of Facebook,"We have a saying: 'Move fast and break things.' The idea is that if you never break anything,you're probably not moving fast enough." Moving fast to build more things and learn faster is one of Facebook's
A) sustainability doctrines.
B) goals and objectives.
C) core values.
D) moral imperatives.
E) functional strategy.
Answer: C
Q2) Marketers at Volkswagen in Istanbul created a digital flip film out of some 200 photos to tout the prowess of their new truck,the Amarok,hoping it would be a clever way to get people to engage.This action is an example of Volkswagen's marketing A) tactics.
B) missions.
C) visions.
D) strategies.
E) customer values.
Answer: A
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Chapter 3: Understanding the Marketing
Environment,ethical Behavior,and Social Responsibility
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Q1) Consumers are buying hybrid gas-electric automobiles such as the Toyota Prius.This is an example of which increasingly common cultural value?
A) preserving the environment
B) paying the least amount possible for products
C) reducing inequality among competing brands
D) believing in fate
E) reducing cognitive dissonance
Answer: A
Q2) The Federal Trade Commission (FTC)can require a company to spend money to rectify previous misleading ads with revised information,which is known as
A) corrective advertising.
B) a cease and desist order.
C) an advertising injunction.
D) a 'truth in advertising' order.
E) comparative advertising.
Answer: A
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Chapter 4: Understanding Consumer Behavior
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Q1) An opinion leader is an individual
A) within an organization who influences decision making.
B) who is able to use moral persuasion to get others to comply with the latest trends.
C) in an organization who encourages other paid individuals to forward marketer-initiated messages to others via e-mail, social networking, websites, and blogs.
D) who exerts direct or indirect social influence over others.
E) who is able and willing to cut red tape and move an organization's marketing program forward.
Q2) The way people see themselves and the way they believe others see them is referred to as
A) self-evaluation.
B) self-concept.
C) self-actualization.
D) individualized perception.
E) personal perception.
Q3) Explain the differences between routine problem solving,limited problem solving,and extended problem solving.Give an example of when each might be used.
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Chapter 5: Understanding Organizations As Customers
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Q1) Differentiate between traditional and reverse auctions.
Q2) Derived demand refers to
A) a graph relating the quantity sold and price, which shows the maximum number of units that will be sold at a given price.
B) the demand for industrial products and services that is driven by the demand for consumer products and services.
C) the relationship between total revenue and total cost to determine profitability at various levels of output.
D) the point on a demand curve where supply and demand intersect.
E) the percentage change in quantity demanded relative to a percentage change in price.
Q3) Organizational buyers are divided into three markets,which are
A) industrial, wholesaler, and retailer.
B) industrial, retailer, and government.
C) retailer, manufacturer, and government.
D) industrial, government, and ultimate consumer.
E) industrial, reseller, and government.
Q4) What are the five stages of the organizational buying process?
Describe at least three differences from the consumer buying process.
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Chapter 6: Understanding and Reaching Global
Consumers and Markets
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Q1) For the marketer,a thorough __________ involves an understanding of and an appreciation for the values,customs,symbols,and language of other societies.
A) market synthesis
B) international sociographic study
C) anthropological examination
D) cross-cultural analysis
E) ethnocentrism assessment
Q2) Consumer groups living in many countries or regions of the world that have similar needs or seek similar features and benefits from products or services are referred to as
A) transnational consumers.
B) meganational consumers.
C) international consumers.
D) multinational consumers.
E) global consumers.
Q3) Give at least one argument for and one argument against protectionism.
Q4) Why is it wise for global marketers to use back translation?
Provide an example to support your answer.
Q5) Explain the difference between dumping and parallel importing.
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Chapter 7: Marketing Research: From Customer Insights to Actions
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Q1) Obtaining secondary data occurs during which step of the five-step marketing research approach?
A) define the problem
B) develop the research plan
C) collect relevant information
D) develop findings
E) take marketing actions
Q2) When customers have their groceries scanned at the supermarket checkout counter,data regarding product sales and coupon redemptions are collected and processed by tracking services such as IRI's InfoScan.Consumer product firms such as Procter & Gamble use data collected by IRI to allocate scarce marketing resources.For P&G,such data should be considered
A) internal secondary data.
B) primary data.
C) external secondary data.
D) sensitivity analysis.
E) probability data.
Q3) Briefly explain what a marketing experiment is.Include the definitions of dependent and independent variables and give examples of each.
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Chapter 8: Market Segmentation, targeting, and Positioning
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Q1) Figure 8-8 is a depiction of a __________ for beverages in the minds of adults.
A) hierarchy of needs
B) perceptual map
C) marketing matrix
D) growth-share matrix
E) perception matrix
Q2) Describe the market segmentation process.
Q3) Australia-based Renewable Energy Ltd.sells a $10 million device that converts manure into energy.One of these devices is capable of generating energy equal to $2 million of natural gas per year.The company believes its target market consists of businesses similar to its first customer,a fertilizer manufacturer that was located in a rural area.If the firm expands to the United States,it most likely will use which of the following strategies to segment its market?
A) behavioral and geographic
B) number of employees and behavioral
C) purchase location and purchase type
D) NAICS code and geographic
E) behavioral and NAICS code
Q4) Explain what a market-product grid is and how it is used.
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Q5) What are the criteria used to select target markets?
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Chapter 9: Developing New Products and Services
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Q1) Breyer's introduced a new line of ice cream flavors for sale in elegant black containers.This was done on a limited scale to determine consumer reactions before national distribution of the product.At that time,Breyer's new product was in the __________ stage of the new-product process.
A) commercialization
B) screening and evaluation
C) business analysis
D) development
E) market testing
Q2) Briefly define what is meant by a product.Explain the characteristics that would define a product,good,service,and an idea.Give an example of each.
Q3) Food products and fuel would be classified as
A) services.
B) perishable goods.
C) durable goods.
D) nondurable goods.
E) disposable goods.
Q4) How can a firm use a test market in its new-product development process?
Q5) What is the difference between intangibility and inseparability of services?
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Chapter 10: Managing Successful Products, services, and Brands
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Q1) Figure 10-1 represents the stages of the product life cycle.What does the portion of the curve labeled A represent?
A) introduction
B) maturity
C) growth
D) stability
E) decline
Q2) A strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as
A) trimming.
B) elimination.
C) paring down.
D) deletion.
E) harvesting.
Q3) All of the following are market modification strategies except which?
A) creating a new use situation
B) finding new customers
C) changing a product's appearance
D) targeting new market segments
E) increasing a product's use among existing customers
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Chapter 11: Pricing Products and Services
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Q1) Setting prices a few dollars or cents under an even number is referred to as A) odd-even pricing.
B) prestige pricing.
C) price lining.
D) above-, at-, or below-market pricing.
E) every day fair pricing.
Q2) A reduction from the list price that a seller gives a buyer as a reward for some activity of the buyer that is favorable to the seller is called
A) the pretax price.
B) the list price.
C) the manufacturer's suggested retail price (MSRP).
D) a discount.
E) a trade-in allowance.
Q3) Setting an annual target of a specific dollar volume of profit is referred to as A) target profit pricing.
B) target return-on-investment pricing.
C) loss-leader pricing.
D) at-, above-, or below-market pricing.
E) yield management pricing.
Q4) What are the three major steps involved in setting prices?
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Chapter 12: Managing Marketing Channels and Supply Chains
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Q1) In choosing the appropriate marketing channel,a firm should consider the interests that buyers might want fulfilled.These interests fall into four broad categories,one of which is
A) profitability.
B) convenience.
C) quality.
D) brand name recognition.
E) availability.
Q2) A(n)__________ is common in the employment services and tax services industries where franchisors license individuals or firms to dispense a service under a trade name and specific guidelines.
A) service-sponsored franchise system
B) service-sponsored retail franchise system
C) manufacturer-sponsored wholesale franchise system
D) manufacturer-sponsored retail franchise system
E) administered vertical marketing system
Q3) What are the three questions marketing executives consider when choosing a marketing channel and intermediaries?
Q4) What are some specific cost trade-offs that can be made in a logistics system?
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Chapter 13: Retailing and Wholesaling
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Q1) Currently,the three largest television home shopping programs in the United States are
A)QVC,HSN,and ShopNBC.
B)Shop at Home,QVC,and HSN.
C)Direct Shopper,Shop at Home,and ShopNBC.
D)ValueVision,Shop at Home,and QVC.
E)Shop America,Direct shopper,and J.S.Global.
Q2) Albertsons Grocery Store accepts debit and credit cards as well as cash and checks for purchases.Its acceptance of various forms of payment provides its customers with __________ utility.
A) time
B) place
C) possession
D) form
E) public
Q3) What is category management and when is it used?
Q4) Explain what a markdown is and its timing (i.e.,when a retailer uses it).
Q5) Describe the retail life cycle.
Q6) Explain the relationship between a franchisee and a franchisor.
Q7) Explain how the wheel of retailing works.
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Chapter 14: Integrated Marketing Communications and Direct Marketing
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Q1) In the hierarchy of effects,interest refers to
A) the consumer's ability to recognize and remember the product or brand name.
B) the consumer's appraisal of the product or brand on important attributes.
C) an increase in the consumer's desire to learn about some of the features of the product or brand.
D) a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand.
E) the consumer's first actual purchase and use of the product or brand.
Q2) Figure 14-1 depicts the communication process,which consists of ten key elements (Boxes A through J).The position labeled J is referred to as
A) the source.
B) the message.
C) the receiver.
D) the feedback loop.
E) the fields of experience.
Q3) Explain what the hierarchy of effects is.List and explain the five stages.
Q4) What value does direct marketing provide customers?
Q5) Development of the promotion program focuses on the four Ws.What are they?
Q6) List the key elements of the promotional mix.Why are they used?
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Chapter 15: Advertising, sales Promotion, and Public Relations
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Q1) All of the following are difficulties associated with creating an actual advertising message except which?
A) Compensating actors is very expensive.
B) Shooting commercials in several locations for global campaigns has increased.
C) Replacing actors with computer-generated animation is ineffective since people are better able to translate a copywriter's message into ads with a fear, sex, or humorous appeal.
D) Designing quality artwork, layout, and production for advertisements is time consuming.
E) Translating the copywriter's ideas into an actual advertisement is a complex process.
Q2) Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as
A) trade promotion programs.
B) consumer promotion programs.
C) cooperative advertising programs.
D) cause-related marketing programs.
E) shared-responsibility programs.
Q3) Identify the three different approaches used to schedule advertising.
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Chapter 16: Using Social Media and Mobile Marketing to
Connect With Consumers
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Q1) Individuals who have registered on a social networking site by completing the process involved,such as providing their name,an ID (usually an email address),and a password,as well as answering a few questions (date of birth,gender,etc.)are referred to as
A) users/members.
B) unique visitors.
C) visitors.
D) fans.
E) vloggers.
Q2) Describe the communications process of both traditional media and social media.
Q3) The convergence of real and digital worlds has been made possible by all of the following except which?
A) sensors
B) newspapers
C) databases
D) smartphones
E) tablet devices
Q4) What are apps and what significance do they have with respect to convergence?
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Q5) What is the role of a brand manager in advertising on social media like Facebook?
Chapter 17: Personal Selling and Sales Management
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Q1) A formula selling presentation is a format that
A) emphasizes probing and listening by the salesperson to identify needs and interests of prospective buyers.
B) focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution.
C) consists of information that must be provided in an accurate, thorough, and step-by-step manner to inform the prospect.
D) assumes that given the appropriate stimulus by a salesperson, the prospect will buy. E) relies on exhibits at trade shows, professional meetings, and conferences.
Q2) Which form of personal selling has the lowest requirement for problem solving?
A) order taker
B) order getter
C) sales engineer
D) missionary salesperson
E) team selling
Q3) What are the three major roles of personal selling in a firm's overall marketing effort?
Q4) Explain the selling model that Xerox uses.
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Chapter 18: Implementing Interactive and Multichannel Marketing
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Q1) From an interactive marketing perspective,__________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.
A) digitalization
B) online marketing
C) website design
D) interactive marketing
E) customer experience
Q2) Pizza Hut revolutionized the quick serve restaurant (QSR)world through __________ marketing approach that created a customer experience and a customer engagement platform that was second to none.
A) an interface
B) a cross-channel consumer
C) a behavioral targeting
D) a symbiotic
E) a multichannel
Q3) Explain why a majority of online consumers are concerned about the privacy and security issues related to cookies.
Q4) How are transactional and promotional websites different?
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Chapter 19: Building an Effective Marketing Plan
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Q1) When appropriate and space permits,the price strategy section of a marketing plan would include a
A) SWOT analysis.
B) situational analysis.
C) marginal analysis.
D) diversification analysis.
E) break-even analysis.
Q2) The company analysis section of a marketing plan provides details of the company's strengths and marketing strategies that will enable it to achieve its mission and goals.Paradise Kitchens lists a major strength as A) a stable financial base.
B) strong connections to the Hispanic community.
C) co-ownership in a chain of small grocery stores.
D) the professional food industry experience of the co-founders.
E) national "chili cook-off" titles.
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