Marketing Management Exam Bank
Course Introduction
Marketing Management explores the fundamental principles and strategies necessary for effective marketing in a dynamic business environment. This course covers concepts such as market analysis, segmentation, targeting, positioning, product development, pricing, distribution, and promotion. Students will learn how to develop and implement marketing plans, analyze consumer behavior, and use data-driven decision-making to solve marketing challenges. Emphasis is placed on both traditional and digital marketing approaches, enabling students to understand and apply marketing management concepts to real-world business scenarios and adapt to evolving market trends.
Recommended Textbook
Marketing Management 4th Edition by Russ Winer
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15 Chapters
1500 Verified Questions
1500 Flashcards
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Page 2
Chapter 1: Marketing and the Job of the Marketing Manager
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Which of the following is the disadvantage of marketing driven approach to the marketplace?
A)This kind of organization is slow to respond to changes.
B)This approach is associated with high level of risk.
C)It is not suited for high-scale products such as consumer goods.
D)This approach does not consider customer opinion.
Answer: A
Q2) Which of the following media were traditionally used by consumer products companies?
A)TV advertising
B)podcasts advertisements
C)Internet advertisements
D)interactive advertisements
Answer: A
Q3) An audit is conducted:
A)after the planning period is over.
B)before finalizing the marketing plan.
C)after the marketing plan is completed.
D)before preparing the marketing plan.
Answer: A
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Chapter 2: A Strategic Marketing Framework
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Sample Questions
Q1) When the ________ is put to work in a market place,it is known as product positioning.
A)value proposition
B)brand equity
C)marketing strategy
D)perceived difference
Answer: A
Q2) When we say that a firm is using a differentiation advantage to developing competitive advantage,we mean that the approach is:
A)cost-based.
B)perception-based.
C)brand-based.
D)quality-based.
Answer: D
Q3) The importance of various marketing-mix elements varies over the product life cycle.
A)True
B)False
Answer: True
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Page 4
Chapter 3: Marketing Research
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100 Flashcards
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Sample Questions
Q1) Which of the following is a time series method of sales forecasting?
A)naïve extrapolation
B)executive opinion
C)Delphi method
D)exponential smoothing
Answer: D
Q2) If you are marketing a computer software product used in local area networks,which of the following would best describe the population or universe of the study?
A)network managers
B)board of directors
C)marketing managers
D)finance managers
Answer: A
Q3) Which of the following statements is true regarding secondary data sources?
A)Data collection from secondary sources is time consuming.
B)It is usually less expensive than primary data.
C)The data gathered is tailored to the manager's needs.
D)Secondary data sources are usually consulted after exhausting primary sources.
Answer: B
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Page 5
Chapter 4: Analyzing Consumer Behavior
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Sample Questions
Q1) According to the VALS system developed by SRI International,survivors are cautious customers.
A)True
B)False
Q2) Increase in trialability of an innovation is positively related to its success.
A)True
B)False
Q3) As a result of the search for alternatives through internal and external information sources,customers form three different sets of options.The ________ set is the set of products from which the customer will choose to purchase.
A)evoked
B)purchase
C)inert
D)prioritized
Q4) List and briefly describe the three different sets of options formed by customers in the search for alternatives through internal and external information sources.
Q5) List and briefly describe the major groups developed by SRI International's VALS system.
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Page 6
Chapter 5: Organizational Buying Behavior
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Sample Questions
Q1) Following ________,there are seven stages in the buying process.
A)need recognition
B)establishing specifications
C)request for proposals
D)post-purchase evaluation
Q2) After the customer receives the proposals,the ________ deliberate(s)over the alternatives and make(s)a choice.
A)CEO
B)user
C)buying center
D)initiators
Q3) Organizational marketing is also known as:
A)industrial marketing.
B)company marketing.
C)consumer marketing.
D)service marketing.
Q4) Parsimony is important in industrial marketing because it is inefficient to pursue too many segments.
A)True
B)False
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Chapter 6: Market Structure and Competitor Analysis
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Sample Questions
Q1) Because privately-owned firms do not have to account to stock analysts:
A)short-term profits may be more important than long-term growth.
B)long-term profits may be more important than showing consistent positive quarterly returns.
C)short-term sales growth may be more important.
D)it is important to show consistent quarterly profit returns.
Q2) Industries with a large number of competitors offer the best potential for using game theory because,with a large number of competitors,it is easier to envision the possible strategies and payoff matrix.
A)True
B)False
Q3) The industries in which one company has historically chosen to be the first in changing price or making some other marketing-mix or strategic decision,________ concept of game theory is used.
A)prisoner's dilemma
B)Nash equilibrium
C)best strategy
D)leader-follower
Q4) Explain Nash equilibrium.
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Chapter 7: Product Decisions
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Sample Questions
Q1) Discuss briefly why customers value brands.
Q2) Ingredient branding is a special case of:
A)co-branding.
B)sub-branding.
C)umbrella branding.
D)distinct product branding.
Q3) Which of the following types of brands carries no name at all?
A)generics
B)value brands
C)private labels
D)national brands
Q4) A company is typically considered as a(n)________ when it uses a supplier's component in its own finished product.
A)broker
B)distributor
C)original equipment manufacturer
D)value-added seller
Q5) Define brand equity and list the assets and liabilities underlying brand value.
Q6) Discuss how you would build strong brands over time.
Page 9
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Chapter 8: New Product Development
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Sample Questions
Q1) In the classic linear approach to new product development,the first step of the new product development process is idea generation.
A)True
B)False
Q2) Which of the following is an internal source of new product ideas?
A)vendors and suppliers
B)competitors
C)company employees
D)independent inventors
Q3) ________ needs are the operational needs related to the engineering aspect of making the product.
A)Primary
B)Secondary
C)Tertiary
D)Biological
Q4) Companies discovering that customers are the best source of new-product ideas is called the "democratizing" of innovation.
A)True
B)False
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Chapter 9: Pricing
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Sample Questions
Q1) The expenditure incurred for product-related advertising and promotion is an example of direct fixed costs.
A)True
B)False
Q2) The ________ approach involves offering both a high-priced and a low-priced brand that would result in brands at multiple price tiers.
A)congestion pricing
B)price bundling
C)complementary pricing
D)product-line pricing
Q3) What a product or service is worth to a customer is the:
A)brand value.
B)customer value.
C)profit potential.
D)market potential.
Q4) Charging different prices to different segments according to their price elasticity or sensitivity is known as price discrimination.
A)True
B)False
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Chapter 10: Communications and Advertising Strategy
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Sample Questions
Q1) A large portion of marketing communication is focused on personal channels of communication.
A)True
B)False
Q2) Describe the major types of media and the advantages of each.
Q3) Flighting or pulsing can lead to:
A)higher temporary peak in recall.
B)higher total recall.
C)lower temporary recall.
D)lower total recall.
Q4) List and briefly describe the most commonly-used methods for setting advertising budgets.
Q5) Which of the following is the advantage of public relations?
A)the message originates from an unbiased source
B)the sponsoring company has full control of the message promoted
C)the message is almost always positive
D)the message is very unlikely to damage a company's reputation
Q6) Sales promotion can induce customers to become brand-loyal.
A)True
B)False
Page 12
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Chapter 11: Sales Promotion
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Sample Questions
Q1) Summarize the advantages and disadvantages of coupons.
Q2) For consumer-product companies that are the heaviest users of advertising and promotion,there has been a significant shift over time away from promotion toward media advertising.
A)True
B)False
Q3) In product-oriented promotions,giving away the product free is called sampling.
A)True
B)False
Q4) Which of the following conditions is typical of consumer products and services?
A)The product is premium priced.
B)The product is standardized.
C)The product line has a high contribution margin.
D)The product or service has a small market share.
Q5) Giving the intermediaries incentives to carry and sell the product is most likely to be known as ________ activities.
A)vertical
B)pull
C)horizontal
D)push
Page 13
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Chapter 12: Channels of Distribution
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Sample Questions
Q1) Walmart used its investments in information technology to create direct links between its own warehouses and manufacturers,thereby eliminating the need for independent wholesalers in its system.This is an example of:
A)reintermediation.
B)disintermediation.
C)hybrid system.
D)channel conflict.
Q2) With reference to a value-added chain,the beginning of the chain consists of:
A)intermediaries.
B)buyers.
C)suppliers.
D)customers.
Q3) Which of the following can be used to resolve conflict?
A)Offering all products to all channels.
B)Reducing the money spent on push and pull activities.
C)Charging higher prices in the direct channel.
D)Working with the channel members to develop joint solutions.
Q4) A jobber is a middleman who buys from manufacturers and sells to retailers.
A)True
B)False
Page 14
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Chapter 13: Direct Channels of Distribution: Personal Selling and
Direct Marketing
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Sample Questions
Q1) Amway,Mary Kay,and Tupperware use a multilevel or network marketing distribution system.
A)True
B)False
Q2) List and briefly describe the three kinds of sales organization structures.
Q3) The fact that a customer may be called on by several salespeople from the same company is a disadvantage of a:
A)product/product system.
B)market/market system.
C)product/market system.
D)market/customer system.
Q4) ________ is the largest multilevel seller direct to homes with 5.4 million sales representatives.
A)Amway
B)Avon
C)Tupperware
D)Mary Kay Cosmetics
Q5) Telemarketing is cheaper than direct mail.
A)True
B)False
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Chapter 14: Customer Relationship Management
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Sample Questions
Q1) ________ are customers who are completely satisfied,have high loyalty,and are very supportive of the company.
A)Loyalist/Apostle
B)Defector/Terrorist
C)Mercenary
D)Hostage
Q2) Which of the following will be included in the marketing cost?
A)cost of capital
B)research and development expenditure for a new product
C)cost of product samples
D)salaries of shop floor workers
Q3) Existing customers are more expensive to serve than new customers.
A)True
B)False
Q4) Existing customers ________ than new customers.
A)are more critical about the quality of the product
B)cost less to serve
C)are more price-sensitive
D)are less likely to refer new customers to the company
Q5) Describe the primary customer-based metrics.
Page 16
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Chapter 15: Special Topic: Strategies for Service Markets
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Sample Questions
Q1) Professional photographers can make the service tangible by:
A)showing samples.
B)increasing the price.
C)using high-quality cameras.
D)delaying the payment.
Q2) Identify the statement that is true about services.
A)Services do not exist until they are sold to customers.
B)Image and perception are not critical in services marketing.
C)Services are not marketed on the basis of assumptions.
D)Services cannot exist without tangible benefits associated with them.
Q3) Which of the following types of attributes are typical of manufactured products?
A)search
B)experience
C)credence
D)feature
Q4) ________ is the product for service companies.
A)Inbound logistics
B)Operations
C)Marketing
D)Sales
17
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