Marketing Management Exam Bank
Course Introduction
Marketing Management explores the fundamental concepts, strategies, and tools essential for effective decision-making in the marketing function of organizations. This course covers key topics such as market analysis, segmentation, targeting, positioning, branding, pricing, distribution, and promotional strategies. Through case studies and real-world applications, students develop an understanding of how to identify customer needs, develop marketing plans, manage relationships, and create value in both digital and traditional marketing environments. Emphasis is placed on integrating marketing with other business functions to achieve overall organizational objectives in a dynamic and competitive global marketplace.
Recommended Textbook
M Marketing 5th Edition by Dhruv Grewal
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19 Chapters
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Page 2
Chapter 1: Overview of Marketing
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Sample Questions
Q1) According to the American Marketing Association,marketing is the activity,set of institutions,and processes for creating,capturing,communicating,delivering,and exchanging offerings that have value for customers,clients,partners,and society at large.
A)True
B)False
Answer: True
Q2) Henriette offers financial counseling and management on a fee-only basis.She has found that different customers are willing to pay different rates for her services.This shows that her pricing decisions should depend primarily on
A) choosing an average price that she will charge all her clients.
B) changes in technology allowing consumers to manage their own affairs.
C) how different customers perceive the value of her services.
D) changes in the economy.
E) how much her competitors charge for similar services.
Answer: C
Q3) What are the four Ps of marketing? Give an example of each.
Answer: Product,price,place,and promotion.Examples will vary.
Q4) How should marketers determine prices?
Answer: Prices should be based on potential customers' perceptions of value.
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Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Sample Questions
Q1) The global athletic footwear market is expected to experience only very slow growth over the next several years.Nike is the market leader.According to Boston Consulting Group portfolio analysis,how should Nike treat its athletic shoe business?
A) Nike will probably have to invest heavily in the athletic shoe business,including extensive promotions and new production facilities.
B) Nike should consider exiting the athletic shoe market.
C) Nike should stop investing in its athletic shoe business; it has already reaped all the benefits it is likely to receive.
D) Nike's athletic shoe business still requires some investment,but is likely to produce excess resources that can be invested in other divisions of the company.
E) Nike should invest in the athletic shoe market only if it helps boost the sales of other products in fast-growing markets.
Answer: D
Q2) Relative market share is an example of a marketing metric.
A)True
B)False
Answer: True
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Chapter 3: Social and Mobile Marketing
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Sample Questions
Q1) Jordan loves to read and write.She started a blog about books,including writing hints and book reviews.The readership of her blog gradually increased,and eventually publishers started sending her new books,hoping she would review them.Over time,Jordan's blog has changed from a __________ blog to a __________ blog.
A) professional; network
B) professional; personal
C) personal; professional
D) personal; social
E) social; network
Answer: C
Q2) Suppose that a restaurant near campus wants to use social media to get more people to visit the restaurant.The manager plans to offer a free dessert to anyone who "likes" the restaurant's Facebook page.In this situation,how would you measure the conversion rate?
Answer: Strictly speaking,the goal of the promotion is to get people to visit the restaurant.Thus,the best measure of conversion rate is to count the number of people who take advantage of the free-dessert offer,and divide it by the number of people who viewed the page describing the offer.However,this requires offline measurement (since the offer is redeemed offline).
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Page 5
Chapter 4: Marketing Ethics
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Sample Questions
Q1) Martin,a sales rep for a wholesale food supply firm,knows that the new head chef at one of the restaurants he calls on is inexperienced.Martin knows that he can talk the chef into a large order and make a significant monthly bonus from his company,but suspects that the chef will soon realize that she did not need the quantities she was talked into buying.What frequent marketing ethical dilemma does Martin face?
Q2) ________ refers to the moral or ethical dilemmas that might arise in a business setting.
A) Marketing ethics
B) Business ethics
C) Social irresponsibility
D) Corporate responsibility
E) Institutional ethics
Q3) Name at least two examples of ethical behavior and two examples of socially responsible behavior that you have witnessed in a company or heard about through the media.How do these instances meet the criteria for ethical and socially responsible behavior as outlined in the text?
Q4) Respond to the question,"Which is a more important corporate objective: making a profit or obtaining and keeping customers?"
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Page 6
Chapter 5: Analyzing the Marketing Environment
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Sample Questions
Q1) Which of the following is a social trend listed in the text?
A) thrift
B) health and wellness
C) environmental legislation
D) economic concerns
E) technological advances
Q2) How can marketers identify potential opportunities?
Q3) "Income distribution in the United States has grown more polarized." What does this mean in general,and what does it mean especially to marketers in the United States?
Q4) One of the social trends discussed in the text that is shaping consumer values in the United States and around the world is a concern about the vast disparity in income.
A)True
B)False
Q5) The next broad wave of mobile applications is likely to center on "m-wallets" which will enable customers' smartphones to be used for wireless payments.
A)True
B)False
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Chapter 6: Consumer Behavior
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Sample Questions
Q1) Every year before he puts his boat in the water,James has his mechanic put a new battery in the boat.James is most likely concerned with __________ risk.
A) psychological
B) financial
C) performance
D) social
E) physiological
Q2) Dawn flies regularly between Atlanta and Los Angeles.She almost always uses Delta Airlines and has lots of Delta Sky Miles credit (Delta's frequent-flyer program).Still,she uses an online fare comparison website each time to see if a competitor has a better price or a more convenient schedule.Dawn uses __________ to decide which airline to fly.
A) a compensatory decision rule
B) a noncompensatory decision rule
C) habitual decision making
D) social factors
E) temporal factors
Q3) Why are attitudes important in consumer decision making?
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Chapter 7: Business-To-Business Marketing
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Sample Questions
Q1) Describe a straight rebuy situation,and explain how it differs from a modified rebuy.
Q2) While no one in the firm has discussed it,Brad notices everyone else seems to dress more casually on Fridays during the summer.Brad is observing part of his firm's
A) organizational culture.
B) governing principles.
C) human resource policy.
D) employee obligations.
E) code of ethics.
Q3) For B2B salespeople,usually the easiest sale is a(n)__________ situation.
A) adapted buy
B) new buy
C) modified rebuy
D) straight rebuy
E) generic buy
Q4) The final step of the business-to-business buying process is a formal vendor performance analysis.
A)True
B)False
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Page 9
Chapter 8: Global Marketing
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Sample Questions
Q1) Celia's firm has developed a breakfast cereal targeted toward children.Rather than compete in the mature U.S.market,she has decided instead to introduce the product in Europe,where she feels it will be innovative.Her advertising agency urged caution because
A) advertising regulations differ in other countries,including advertising to children. B) print media are different in Europe,and it would be difficult to create a global campaign.
C) literacy rates are significantly lower in Europe,and print ads would be ineffective. D) research indicates that European children do not eat breakfast as often as American children.
E) domestic advertising agencies cannot earn commissions on advertising they place overseas.
Q2) Which of the following is one of the global entry strategies?
A) direct investment
B) countertrade
C) offshoring
D) infrastructure development
E) trade agreements
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Page 10
Chapter 9: Segmentation, Targeting, and Positioning
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Q1) Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.
A)True
B)False
Q2) Identify two methods used in segmenting markets and give an example of a situation where each might be used.
Q3) Micromarketing is also referred to as
A) loyalty marketing.
B) one-to-one marketing.
C) undifferentiated marketing.
D) concentrated marketing.
E) differentiated marketing.
Q4) With access to the Internet nearly universal in the United States,many potential market segments have become more
A) substantial.
B) perceptive.
C) identifiable.
D) reachable.
E) quantifiable.
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Chapter 10: Marketing Research
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Sample Questions
Q1) How might a book publisher use blogs in its marketing research efforts?
A) as a place to report marketing research results to top management
B) as a source of reviews of its latest releases
C) as a location for holding online focus groups about its books
D) as a location for conducting online experiments about book purchasing patterns
E) as a substitute for large-scale surveys about future book topics
Q2) A major disadvantage of primary data collection is
A) it can be accessed only through syndicated databases or unstructured data mines.
B) it cannot be tailored to meet specific research needs.
C) it takes more time to collect than secondary data and is more costly.
D) it is too general to meet researcher's and manager's needs.
E) it does not offer behavioral insights that can be obtained from secondary data.
Q3) Quentin is in a group of 8 to 12 people and is being asked questions by a trained moderator.Quentin is part of an in-depth interview group.
A)True
B)False
Q4) What is the difference between data and information?
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Page 12
Chapter 11: Product, Branding, and Packaging Decisions
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Sample Questions
Q1) Jenny traded in her old car for her heart's desire,a new Lexus sedan.The Lexus is considered a specialty product.
A)True
B)False
Q2) Parents of young children have been known to drive out of their way so their kids will not see McDonald's Golden Arches and plead with their parents to stop.For McDonald's,the Golden Arches reduce marketing costs because people (including young children)
A) have memorized the McDonald's menu.
B) prefer yellow to other colors.
C) know what the Golden Arches brand symbol means.
D) recognize increases in product line depth.
E) are sensitive to brand repositioning.
Q3) Private-label brands are imitations often sold by street vendors.
A)True
B)False
Q4) Differentiate between breadth and depth of a firm's product mix by choosing a familiar company and explaining how its products exemplify these two concepts.
Q5) How do marketers measure the value of a brand?
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Chapter 12: Developing New Products
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Q1) Think back to a time when you have said,"This is great idea.How come nobody thought of this before?" Assuming no one has thought of it before,what would be the first steps to take to develop a new product idea?
Q2) On the diffusion of innovation curve,the late majority is the final group of buyers who like to avoid change and rely on traditional products until they are no longer available.
A)True
B)False
Q3) During the __________ stage of the product life cycle,sales peak and profits begin to decline as competition becomes intense.
A) introduction
B) leveling
C) maturity
D) growth E) decline
Q4) Fashion trends tend to experience short product life cycles. A)True B)False
Q5) Why are innovators important to marketers?
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Chapter 13: Services: the Intangible Product
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Q1) Latosha was employee of the month at Jersey Mike's Subs,primarily because she provided excellent customer service by serving food quickly.This relates to the reliability service dimension.
A)True
B)False
Q2) When confronted with an angry and emotional customer,the best first step toward service recovery is to
A) call security in case it is necessary to escort the person from the building.
B) match the person's voice in intensity and volume to gain control of the confrontation.
C) gently but firmly tell the person you will not tolerate being addressed in that tone of voice and turn away until he or she calms down.
D) listen carefully and with empathy until the customer feels he or she has been heard.
E) ask a coworker to take over handling the complaint to get a neutral perspective.
Q3) How can services marketers use customer complaints to better understand customer expectations?
Q4) What are some of the outcomes that result from a communications gap?
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Page 15
Chapter 14: Pricing Concepts for Establishing Value
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Sample Questions
Q1) For which of the following is demand likely to be least sensitive to price increases?
A) spring break vacations
B) a specific brand of cereal
C) prescription drugs
D) theater tickets
E) restaurant meals
Q2) Pricing strategies should be aligned with a firm's overall goals and objectives. A)True
B)False
Q3) Suppose that a friend asks you to drive him to the airport this weekend so he can catch a flight.He pays you for the gas used driving to the airport and for the cost of parking the car at the airport while you help him in with his bags.He then declares that you are now "even," since he has fully compensated you for any costs you incurred in helping him get to his flight.From your perspective,what aspects of the "price" of taking your friend to the airport has he omitted?
Q4) Karen initially charged $80 for an hour-long massage and averaged 20 clients per week.When she raised her price to $100,the number of massages decreased to 15 per week.What is the price elasticity of demand for her service?
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Page 16
Chapter 15: Supply Chain and Channel Management
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Sample Questions
Q1) In addition to merchandise and payments,information flows throughout a supply chain.Which of the following is not a good characterization of the flow of information in a supply chain?
A) A manufacturer will send and receive information from buyers,stores,and distribution centers.
B) Stores will send and receive information from manufacturers,buyers,distribution centers,and customers.
C) Distribution centers will send and receive information from stores and manufacturers.
D) Customers will send and receive information from stores and manufacturers.
E) Buyers will send and receive information from stores and manufacturers.
Q2) In retailing,a just-in-time delivery system is called a(n)_______ system.
A) cross-docking
B) quick response (QR)
C) UPC
D) EDI
E) lead time
Q3) Marketing channel relationships evolve when the parties have common goals.
A)True
B)False
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Chapter 16: Retailing and Omnichannel Marketing
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Q1) Violet is converting an empty warehouse into an upscale designer clothing store.What recommendations regarding promotion and the overall retail environment would you make to Violet?
Q2) Carol manages a cell phone store and is debating how much personal selling and customer service she should utilize as part of her promotion strategy.What would you recommend and why?
Q3) Describe an extreme value retailer.Who is their target customer and what does this customer seek?
Q4) In what type of retail situation would the old cliché "location,location,location" be true?
Q5) It is primarily the retailer's responsibility to make sure customers' expectations are fulfilled.
A)True
B)False
Q6) From the consumer's perspective,what is the major drawback associated with off-price retailers?
Q7) Retailers who advertise that they sell at wholesale prices are wholesalers.
A)True
B)False
18
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Chapter 17: Integrated Marketing Communications
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Q1) A major factor contributing to the growth in the use of direct marketing IMC efforts is
A) reduced government regulation of deceptive advertising practices.
B) expanded use of personal selling.
C) a shift from objective-and-task to rule-of-thumb budgeting.
D) increased use of credit and debit cards,and online shopping by consumers.
E) the reduction in IMC noise,allowing for a decreased lagged effect.
Q2) What is the major advantage of direct marketing over advertising?
Q3) Integrated marketing communications include all of the following except A) advertising.
B) supply chain management.
C) direct marketing.
D) public relations.
E) sales promotion.
Q4) In the AIDA model,the think stage is the __________ stage.
A) awareness
B) action
C) interest
D) desire
E) intention
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Chapter 18: Advertising, Public Relations, and Sales Promotions
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Sample Questions
Q1) Automobile manufacturers often use television advertising showing an attractive man or woman driving the manufacturer's stylish new car on a winding road along an ocean vista.These types of ads have __________ appeal.
A) emotional
B) ethical
C) informational
D) institutional
E) reminder
Q2) A pulsing advertising schedule uses periods of heavy advertising followed by periods of no advertising.
A)True
B)False
Q3) Which of the following is the best example of a persuasive advertising message?
A) "Buy now,pay later."
B) "Doing business in Peoria since 1848."
C) "Better than average."
D) "Now available-the latest fall fashions."
E) "Serving the public since last Tuesday."
Q4) What are PSAs? Why do television and radio stations run them?
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Chapter 19: Personal Selling and Sales Management
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Q1) To maintain trustworthy customer relationships,companies must take care that they respect customer privacy and respect the ________-that is,the amount of information a customer feels comfortable providing.
A) privacy bubble
B) information limit
C) communication tolerance level
D) privacy zone
E) information comfort zone
Q2) The best way to avoid postsale problems is to contact customers right after they take possession of their products.
A)True
B)False
Q3) What is the difference between an order getter and an order taker?
Q4) If you had a small business and needed a sales force but did not wish to hire anyone,you could use the services of an independent agent.
A)True
B)False
Q5) What is an advantage of using a selling team?
Q6) What kinds of ethical problems can be created by corporate sales policies?
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