Marketing Management
Chapter Exam Questions
Course Introduction
Marketing Management is a comprehensive course that explores the principles, strategies, and tools essential for effectively managing marketing activities within organizations. Students analyze market research, consumer behavior, and competitive positioning to develop and implement marketing plans tailored to diverse business environments. Emphasizing both theoretical foundations and practical applications, the course covers topics such as segmentation, targeting, branding, product development, pricing strategies, communications, digital marketing, and distribution channels. Through case studies, group projects, and real-world scenarios, students gain critical decision-making skills needed to drive value creation and achieve organizational goals in dynamic markets.
Recommended Textbook
Essentials of Marketing 15th Edition by William Perreault
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Page 2
Chapter 1: Marketings Value to Consumers, Firms, and Society
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Q1) The universal functions of marketing ______.
A) are usually performed in the same way and by the same types of institutions in all MACRO-marketing systems
B) can sometimes be eliminated-in very efficient macro-marketing systems
C) must be performed in both market-directed and command economies
D) must all be performed by every firm from a MICRO view
Answer: C
Q2) A marketing manager planning to launch a successful new product should begin by ______.
A) obtaining financing for the venture
B) designing products that interest him or her
C) identifying a product/ service customers need
D) choosing a business partner
E) establishing a legal corporation
Answer: C
Q3) A marketing exchange is a single transaction between a firm and a customer,nothing more.
A)True
B)False
Answer: False
Page 3
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Chapter 2: Implementing and Controlling Marketing Plans:
Evolution and Revolution
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Q1) The ____ approach shows operating managers and salespeople what they've actually contributed to covering general overhead and profit.
A) net margin
B) full-cost
C) marketing overhead
D) contribution margin
E) net profit
Answer: D
Q2) Which of the following observations concerning performance analysis is true?
A) It doesn't help identify what data is most relevant.
B) It merely lists figures, but doesn't compare them against standards.
C) It doesn't look for differences or exceptions.
D) It doesn't have to be limited to sales.
E) None of these is true.
Answer: D
Q3) The contribution-margin approach ignores some costs to simplify comparing among specific alternatives
A)True
B)False
Answer: True
Page 4
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Chapter 3: Marketing Strategy Planning
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Sample Questions
Q1) An appropriate marketing mix should be determined primarily by ________.
A) what has worked for the company in the past
B) the needs of a target market
C) the budget available to spend
D) the past experiences of the marketing manager
E) what product the firm can produce with economies of scale
Answer: B
Q2) Many U.S.automakers have failed because they were not marketing oriented.
A)True
B)False
Answer: True
Q3) An extremely good plan might be carried out badly and still produce profits,while a poor but well implemented plan can lose money.
A)True
B)False
Answer: True
Q4) A marketing program may consist of several marketing plans.
A)True
B)False
Answer: True
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Chapter 4: Managing Marketings Link With Other Functional Areas
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Q1) Production flexibility allows a firm to make better use of EDI or some other type of computerized reorder system-because the firm can respond to customer needs more quickly.
A)True
B)False
Q2) Coordinating the linkages between marketing and other functional areas is likely to be easier when a strategy involves developing a totally new product idea rather than just modifying an existing plan and established ways of doing things.
A)True
B)False
Q3) When a firm is a virtual corporation,it acts primarily as a producer-and leaves it to another firm to coordinate functions such as marketing,finance,and human resources.
A)True
B)False
Q4) Cost advantages that are gained from economies of scale in production may later be lost to inventory carrying costs.
A)True
B)False
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Chapter 5: Evaluating Opportunities in the Changing Market Environment
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Q1) GE's Planning Grid approach to evaluating proposed and existing plans and businesses:
A) considers how profitable opportunities are likely to be.
B) reflects the corporation's objectives.
C) helps managers see why some ideas are supported and others are not.
D) is a subjective, multiple-factor approach.
E) All of these alternatives about GE's Planning Grid are true.
Q2) Sustainability,as a screening criteria,supports the idea of focusing completely on a company's present needs.
A)True
B)False
Q3) The largest producer of "fuzz-busters" (radar detectors)sees that many states are increasing the penalty for using them.Clearly,this firm's marketing strategy may have to adapt to these changes in the
A) economic and technological environments.
B) resources and objectives of the firm.
C) competitive environment.
D) political and legal environments.
E) cultural and social environments.
Page 7
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Chapter 6: Focusing Marketing Strategy With Segmentation and Positioning
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Q1) If geographic location and other demographic characteristics are used as target market dimensions,which potential strategy decision area is mostly likely to be affected?
A) Promotion-what potential customers need
B) Target markets-size
C) Price-what customers might be willing to pay
D) Product line assortment
E) Product-which features to include
Q2) Segmenting dimensions
A) are useful for segmenting consumer markets, but not business markets.
B) help guide marketing mix planning.
C) are always demographic or geographic.
D) fall into two general categories: qualifying and purchasing.
E) may be called qualifying or non-qualifying.
Q3) When is repositioning needed?
A) Direction of the marketing strategy is not clear or focused.
B) Customers are not viewing the brand the desired way.
C) Each market segment has its own preferences.
D) Ethical issues arise in selecting segmenting dimensions.
E) Markets become homogenous in between.
Page 8
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Chapter 7: Final Consumers and Their Buying Behavior
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Q1) The statement "Almond Joy is made with real almonds" is an example of ______.
A) a belief
B) an intention
C) an attitude
D) a cue
E) None of these alternatives is correct.
Q2) Which of the following would be the most difficult task facing a marketing manager?
A) Discovering the attitudes of the firm's target market
B) Changing existing negative attitudes
C) Creating new attitudes toward his or her brand
D) Promoting existing attitudes
E) Strengthening existing positive attitudes
Q3) The reaction of Italian women to Swiffer is an example of cultural influence.
A)True
B)False
Q4) A drive is a strong stimulus that encourages action to reduce a need.
A)True
B)False
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Chapter 8: Business and Organizational Customers and Their Buying Behavior
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Q1) Specific adaptations are usually made when the buying organization chooses to outsource.
A)True
B)False
Q2) Vendor analysis is a(n)________.
A) Analytical Thinking processing of requests to buy something from a vendor
B) formal rating of suppliers on all relevant areas of performance
C) Analytical Thinking processing of requests to sell something to a vendor
D) request to buy something
E) written description of what the firm wants to buy
Q3) The Foreign Corrupt Practices Act:
A) allows small grease money payments if they are customary in the foreign country in which a firm is operating.
B) applies to foreign firms or individuals who accept payments while in the U.S.
C) prohibits U.S. firms from paying bribes to foreign officials.
D) all of these alternatives about the Foreign Corrupt Practices Act are correct.
Q4) ISO 9000 is only relevant to domestic suppliers.
A)True
B)False
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Chapter 9: Improving Decisions With Marketing Information
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Q1) When a marketing manager has phone conversations with key wholesalers of the firm's products to try to obtain information about why the firm's product sales are down,this is an example of a(n):
A) hypothesis testing.
B) situation analysis.
C) data warehouse.
D) intranet.
E) experiment.
Q2) A focus group interview involves interviewing 6 to 10 people in an informal group setting.
A)True
B)False
Q3) A marketing model displays up-to-the-minute marketing data in an easy to read format.
A)True
B)False
Q4) In its raw form,marketing managers find data useful.
A)True
B)False
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Chapter 10: Elements of Product Planning for Goods and Services
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Q1) VoiceSys,Inc.produces voice-mail switchboard systems used in large office buildings,hotels,and other facilities.VoiceSys's products are selling so well that it has decided to buy new equipment that will increase its production capacity.This example best illustrates
A) why the demand for a particular seller's equipment is inelastic.
B) derived demand.
C) why the industry demand for this kind of equipment is quite elastic.
D) that the market for installations is a "boom or bust" business.
E) All of these alternatives are correct.
Q2) Consumer product classes are based on ______,while business product classes are based on ______.
A) how the product is to be used, the price for the product
B) how consumers shop for the product, how the product is to be used
C) the price of the product, the quality of the product
D) how the product is produced, how the product is sold
E) how the product is sold, how the product is produced
Q3) A trademark can be a word,but cannot be a symbol.
A)True
B)False
Page 12
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Chapter 11: Product Management and New-Product Development
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Q1) Regarding product life cycles,which is TRUE?
A) Industry sales and profits tend to reach their maximum during the market maturity stage.
B) Product life cycles describe industry sales and profits within some product-market.
C) Product life cycles are generally getting shorter and cannot be extended.
D) Every new brand must pass through all four stages of the product life cycle.
E) All of these alternatives are TRUE.
Q2) The total quality management approach recognizes that defects are an inevitable part of mass production,and that the cost of replacing defective goods is just a cost of doing business.
A)True
B)False
Q3) To be called "new" according to the FTC,a product must be entirely new or changed in a functionally significant or substantial respect.
A)True
B)False
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Chapter 12: Place and Development of Channel Systems
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Q1) A channel system in which the various members agree by contract to cooperate with each other is called a(n)________ system.
A) multichannel distribution
B) contractual channel
C) traditional channel
D) administered channel
E) vertically integrated channel
Q2) Retail stores that sell "seconds" and "irregular" products at discount prices are flourishing all over the country.These stores are needed because of what regrouping activity?
A) Accumulating
B) Bulk-breaking
C) Sorting
D) Wholesaling
E) Assorting
Q3) Most traditional channel systems don't have a channel captain.
A)True
B)False
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Chapter 13: Distribution Customer Service and Logistics
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Q1) Products that require a high frequency of scheduled shipments would be least suited to travel by ________.
A) truck
B) rail
C) air
D) water
E) pipeline
Q2) The best way to ship computer parts from St.Louis,Missouri,to Columbus,Ohio,when the parts need to be at a factory in Columbus within three days is to use:
A) pipeline
B) rail
C) truck
D) air
E) water
Q3) It is more expensive to produce large quantities of one size,and store the unsold quantity,than to have shorter production runs.
A)True
B)False
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Chapter 14: Retailers, Wholesalers, and Their Strategy Planning
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Q1) Omnichannel is a multichannel selling approach where a single retailer provides a seamless customer shopping experience from desktop computer,mobile device,telephone or brick and mortar store.
A)True
B)False
Q2) Agent wholesalers operate at relatively low cost-sometimes 2 to 6 percent of their selling price.
A)True
B)False
Q3) Manufacturers usually operate sales branches in areas where sales potential is very low-because intermediaries are not interested in serving such markets.
A)True
B)False
Q4) Traditionally,auction companies would MOST likely be used for A) children's clothing.
B) sports equipment.
C) antique furniture.
D) small appliances.
E) industrial chemicals.
Page 16
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Chapter 15: Promotion-Introduction to Integrated Marketing Communications
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Q1) In the traditional communication process,a receiver tries to deliver a message to a source through a message channel.
A)True
B)False
Q2) The total cost of mass media may force a small firm to use promotion alternatives that are more expensive on a per contact basis.
A)True
B)False
Q3) All of the following are true of the market growth stage except
A) the main job is to persuade customers to buy, and keep buying, the company's product.
B) the promotion must build primary demand and not just for the company's own brand.
C) more competitors enter the market and mass selling becomes more economical.
D) the promotion emphasis shifts to stimulating selective demand.
E) salespeople and personal selling work towards expanding the number of outlets and cementing relationships with channel members.
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Chapter 16: Personal Selling and Customer Service
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Q1) These salespeople try to develop goodwill and stimulate demand,help intermediaries train their salespeople,and often take orders for delivery by intermediaries.
A) Order takers
B) Customer service reps
C) Missionary salespeople
D) Technical specialists
E) Account representatives
Q2) Sarah Manchester works for a cable TV company in a large city.She consults with architects and builders who want advice about planning for a home theater set-up before a home is built and wired.The cable company created Sarah's position when it learned that a local satellite TV service provider was signing up a larger share of new home owners in luxury subdivisions.Sarah is a(n)
A) technical specialist.
B) sales promotion specialist.
C) order taker.
D) order getter.
E) customer service rep.
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Chapter 17: Advertising and Sales Promotion
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Q1) On average,the 500,000 advertising agencies in the United States are large,employing about 200 people each.
A)True
B)False
Q2) When a firm spends its resources on advertising and sales promotion,which of the following is likely to occur?
A) The results actually achieved through these activities are easy to measure.
B) Half of the money spent on these activities is wasted.
C) The results achieved are even, but highly unpredictable.
D) It motivates only the channel members and not the final consumers.
E) It rarely fails to achieve objectives.
Q3) The United States is one of only a few countries in the world where the government takes an active role in deciding what kinds of advertising are allowable,fair,or appropriate.
A)True
B)False
Q4) Corrective advertising corrects deceptive advertising.
A)True
B)False
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Chapter 18: Publicity: Promotion Using Earned Media,
Owned Media, and Social Media
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Q1) Pinterest allows its registered users to organize ideas and images they find online into online bulletin boards called pinboards.
A)True
B)False
Q2) An authoritative report or guide that addresses important issues in an industry and offers solutions is ________.
A) landing page
B) blog
C) white paper
D) case study
E) webinar
Q3) When a firm depends on customer advocacy for the promotion of its products,what is the likely challenge to be addressed by it?
A) It always creates a weaker influence on buying decisions than advertising.
B) It is difficult to control the promotional messages created by customers.
C) It has declining effectiveness when compared with other means of publicity.
D) It is not considered as a trusted source of information by other customers.
E) It is considered less effective for positive product reviews than negative reviews.
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Chapter 19: Pricing Objectives and Policies
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Q1) A firm should not simply assume that its profits will grow if its sales grow.
A)True
B)False
Q2) Which of the following is a SALES-ORIENTED pricing objective?
A) Growth in market share
B) Target return
C) Nonprice competition
D) Satisfactory profits
E) Meeting competition
Q3) A producer offers a retailer free merchandise to stock a new item.The retailer is receiving a
A) spiff.
B) cash discount.
C) seasonal discount.
D) slotting allowance.
E) cumulative quantity discount.
Q4) A lease requires a consumer to pay a monthly fee over a specified time period.
A)True
B)False
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Chapter 20: Price Setting in the Business World
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Q1) Sequential price reductions and clearance sales are the same thing.
A)True
B)False
Q2) Cost-oriented approaches are the most common price setting approach.
A)True
B)False
Q3) Which of the following statements is true about marginal analysis?
A) It assumes that the firm's total revenue curve is a straight line.
B) It bases the analysis on the cost of the first few units sold.
C) It explicitly considers demand when calculating price.
D) It takes into account the break-even point.
E) It focuses on the highest price per unit.
Q4) All of the following observations concerning markups are true except A) they guide pricing by intermediaries.
B) they are used by most retailers and wholesalers to set prices.
C) they are a cost-oriented price setting approach.
D) they are usually stated as dollar amounts.
E) they are related to selling price for convenience.
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Chapter 21: Ethical Marketing in a Consumer-Oriented
World: Appraisal and Challenges
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Q1) According to the text:
A) both micro-marketing and macro-marketing usually cost too much.
B) neither micro-marketing nor macro-marketing costs too much.
C) macro-marketing costs too much in the United States.
D) micro-marketing frequently costs too much.
Q2) A market-directed economy
A) ensures that voters and politicians agree which problem has to be solved first.
B) concentrates solely on profit generation.
C) guarantees that government aid programs are effective.
D) spreads income evenly among the population.
E) makes efficient use of resources.
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
Q4) People have always been materialistic,even in the most primitive societies.
A)True
B)False
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