Marketing Management
Exam Materials
Course Introduction
Marketing Management is a comprehensive course that explores the principles, strategies, and practices essential to the effective marketing of products and services in a dynamic business environment. Students will learn to analyze market opportunities, identify consumer behavior patterns, design marketing strategies, and implement tactical plans that align with organizational goals. The course covers key topics such as market segmentation, targeting and positioning, product development, pricing strategies, promotional activities, and distribution channels. Through case studies, real-world projects, and interactive discussions, students gain practical skills in decision-making and problem-solving, preparing them to develop and manage successful marketing initiatives in diverse industries.
Recommended Textbook
Marketing 2nd Edition by Shane Hunt Associate
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2326 Verified Questions
2326 Flashcards
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Page 2
Chapter 1: Why Marketing Matters to You
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Sample Questions
Q1) When people think of what marketing entails,they typically think about the marketing mix element referred to as _______.
Answer: promotion
Q2) Think about the ethical values set forth in AMA's Code of Ethics.Which value is represented when a firm accepts constructive criticism from customers and other stakeholders?
A)transparency
B)honesty
C)respect
D)fairness
E)responsibility
Answer: A
Q3) According to your text,taking a marketing course can help your career in all of the following ways
A)helping you market yourself to get a job after college.
B)helping you communicate your value so that you get an interview.
C)helping you determine what career field you should enter.
D)helping you reach professional goals.
E)helping you position yourself relative to others competing for the same job.
Answer: C
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Chapter 2: Strategic Planning
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Sample Questions
Q1) The percentage of the total market sales captured by a brand,product,or firm is called _____ _____.
Answer: market share
Q2) Typically,the least-risky option for entering international markets is _______.
Answer: exporting
Q3) The final section in most marketing plans is the
A)executive summary.
B)controls section.
C)marketing strategy.
D)situation analysis.
E)financial section.
Answer: B
Q4) What two forecasts are used in a break-even analysis?
A)production and sales
B)profit and loss
C)revenue and production
D)market share and sales
E)sales and expense
Answer: E
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Chapter 3: The Global Environment
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Sample Questions
Q1) Laws and regulations that have an impact on how nonprofit firms operate are part of the _______ factors that impact the marketing efforts for these firms.
Answer: legal
Q2) Which of the following organizations was formed in 1995,is headquartered in Geneva,Switzerland,and with its 162 members represents more than 97 percent of the world's population?
A)WTO
B)IMF
C)NATO
D)UN
E)NAFTA
Answer: A
Q3) The IMF was particularly important when it was first created because it helped stabilize the world's economic system following ______ ______ ______.
Answer: World War II WWII World War 2
Q4) The amount of spending money available to households after paying taxes is referred to as _______ income.
Answer: disposable
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Page 5
Chapter 4: Consumer Behavior
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Sample Questions
Q1) The distinct family-related phases that an individual progresses through over the course of his or her life are called the
A)progression timeline.
B)family life cycle.
C)life stage continuum.
D)family growth chart.
E)life stage sequencE.
Q2) Which of the following represents B2B marketing?
A)a high school club selling water bottles at a football game
B)a store owner buying the fall clothing line for his store
C)a cell phone company opening a retail store
D)a restaurant owner selling food to his customers
E)a steel company selling its product to auto manufacturers
Q3) _______ consists of marketing to organizations that acquire goods and services in the production of other goods and services that are then sold or supplied to others.
Q4) A consumer's behavior standards or beliefs,which can impact the decision-making process,are referred to as the consumer's _______.
Q5) How do low-involvement and high-involvement products differ?
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Chapter 5: Marketing Research
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Sample Questions
Q1) Research objectives are set during the plan development step of the marketing research process.
A)True
B)False
Q2) The organizational activity that links the consumer,customer,and public to the marketer through information is known as
A)the scientific method.
B)market analysis.
C)marketing research.
D)integrative marketing.
E)marketing evaluation.
Q3) What type of sampling occurs when every person in the target population has a chance of being selected,and the probability of each person being selected is known?
A)nonprobability
B)probability
C)preferred
D)quota
E)snowball
Q4) What are the advantages to using mobile marketing research?
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Chapter 6: Product Development
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Sample Questions
Q1) In what stage of the new-product development process would a company use a SWOT analysis and environmental scanning to determine where new products may be able to help strengthen the firm's marketing position?
A)test marketing
B)business analysis
C)idea screening
D)new-product strategy development
E)idea generation
Q2) In marketing terms,the care you receive when you visit your family doctor is an example of
A)an ideA.
B)an action.
C)a good.
D)a concept.
E)a servicE.
Q3) The stage in the consumer adoption process where the customer thinks about the product's value and whether to try it out is the _______ stage.
Q4) A company's time to market is the speed with which it _____ a product.
Q5) There are ______ stages in the new-product development process.
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Chapter 7: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) Firms can choose to promote one or multiple competitive advantages,as long as they can clearly articulate those advantages to their target market.
A)True
B)False
Q2) When marketers ensure that market segments will not respond the same to different marketing strategies,they understand that market segments should be _______.
Q3) A successful positioning statement should include the competitive advantages of the product.
A)True
B)False
Q4) The VALS framework identifies three primary motivations: ideals,self-expression,and _______.
Q5) Psychographic segmentation refers to the science of segmenting markets based on A)consumers' opinions,interests and attitudes.
B)behavior and demographics.
C)consumers' income,age and behavior.
D)psychology,demographics and personaltiy.
E)psychology and geography.
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Chapter 8: Promotional Strategies
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137 Flashcards
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Sample Questions
Q1) Which public relations tool is typically intended to inform and engage the public?
A)annual reports
B)sales presentations
C)blogs
D)brochures
E)speeches
Q2) Marketers divide magazines into which two types of categories?
A)general-interest and specific-interest
B)men's and women's
C)trade publications and general-interest publications
D)informative and entertainment
E)business and consumer
Q3) _____ _____ activities account for the bulk of most firms' promotional budgets.
Q4) One advantage to using magazines as an advertising medium is
A)the relatively short timeframe necessary to place an ad.
B)its ability to target specific audiences.
C)the control marketers have over ad placement.
D)its use as a primary information source.
E)the quick turnaround between ad creation and ad placement.
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Chapter 9: Supply Chain and Logistics Management
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Sample Questions
Q1) The process of purchasing goods and services that takes into account the long-term impact on people,profits and the planet is ______ ______.
Q2) Effective ________ management creates place and time utilities that are essential to keeping customers satisfied and allows companies to market goods to greater distances,helping companies build global supply chains and compete in new markets.
Q3) The attempt by companies to reduce the amount of products that end up in a land fill by repairing returned goods or finding new buyers for products that are unwanted by retailers has what type of supply chain?
A)closed-loop
B)open-loop
C)open-shop
D)sustainable-loop
E)closed-shop
Q4) _____ inventory is inventory a firm carries in inventory to meet average demand.
Q5) A _____ _____ _____ is a management philosophy that guides the actions of company members toward the goal of actively managing the upstream and downstream flows of goods,services,finances,and information across the supply chain.
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Page 11
Chapter 10: Pricing
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Sample Questions
Q1) A retailer inflated the price of its leather jackets so that when it put the jackets on sale,it appeared to customers that they were getting a better deal than they really were.This is an example of what pricing strategy?
A)predatory pricing
B)price discrimination
C)deceptive pricing
D)price fixing
E)price inflation
Q2) Joey set up a lawn-mowing business in his neighborhood.He currently has 7 customers that want their lawns mowed each week,for which he charges $25.00 each.Joey spends $10.00 a week in gas and another $17.00 in yard waste bags and stickers.What is Joey's weekly revenue?
A)$88.00
B)$105.00
C)$158.00
D)$175.00
E)$148.00
Q3) The percentage change in quantity demanded in response to a percentage change in price is referred to as price _______ of demand.
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Page 12
Chapter 11: Retailing
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Sample Questions
Q1) The direct selling business model in which a direct seller makes money by buying products from a parent organization and selling them directly to customers is called
A)one-to-one marketing.
B)single-level marketing.
C)multi-level marketing.
D)network marketing.
E)person-to-person marketing.
Q2) Retail outlets such as Best Buy or Home Depot that are able to gain high market share within their chosen category are sometimes referred to as A)category killers.
B)specialty stores.
C)value outlets.
D)department stores.
E)high-margin retailers.
Q3) It is not necessary for a retailer to work on building and maintaining a positive store image-it usually happens on its own.
A)True
B)False
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Chapter 12: Personal Selling
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Sample Questions
Q1) Which market-based approach seeks to match the competitors' sales force size to ensure competitive coverage?
A)equalized workload method
B)incremental productivity method
C)lead scoring
D)Sales 2.0
E)competitive benchmarking
Q2) When using the _____ _____ method,sales management first determines the segment's market potential and tallies the average number of sales calls needed to close each individual sale.
Q3) Which step of the personal-selling process is difficult because it requires the salesperson to overcome the fear of being rejected?
A)sales presentation
B)handling objections
C)approach
D)preapproach
E)gaining commitment
Q4) In SPIN selling,_____ questions ask about the consequences or effects of the buyer's situation.
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Chapter 13: Digital Social Media Marketing
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139 Flashcards
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Sample Questions
Q1) Which of the following is not an outcome of providing more responsive customer care?
A)reduced competiton
B)reduced customer turnover
C)higher brand loyalty
D)stronger word-of-mouth
E)greater profits
Q2) Search engines build an index of all web content through the use of spiders.
A)True
B)False
Q3) Associated with e-mail marketing,_____ is unsolicited,unwanted commercial e-mail messages that clog e-mail inboxes.
Q4) Search engines have two major functions: to provide search users with a ranked list of the websites they've determined are the most relevant,and
A)to build an index of all web content.
B)to summarize web traffic by site.
C)to censor inappropriate web content.
D)to provide free advertising for marketers.
E)to provide a listing of website categories.
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Chapter 14: Customer Relationship Management
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Sample Questions
Q1) _____ is a technique that uses GPS to build a virtual fence around a location,such as a store,and send individually targeted advertisements to a customer's phone while he or she is in the location.
Q2) The broad focus of customer relationship management allows companies to spend time and money prospecting for new customers rather than trying to obtain maximum profits from customers they already have.
A)True
B)False
Q3) Many of the world's companies use _____ _____ for activities that include some form of customer service whether it is through online chats,blogs or Facebook and Twitter pages.
Q4) There is a general discomfort with invasion of privacy among consumers.To guard against a breach of security,CRM systems must have _______ in place to prevent hacking and protect the privacy of customers.
Q5) What are the functions in the order cycle?
Q6) A _______ serves as an excellent source of information about in-person customer interactions.
Q7) Customer service activities are comprised of both human methods and _______ methods.
Page 16
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Chapter 15: Branding
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Sample Questions
Q1) Brand image is the unique set of associations target customers or stakeholders make with a brand.
A)True
B)False
Q2) All of the following could be considered ineffective packaging of your personal brand when preparing for an interview
A)showing up late to an interview.
B)unprofessional attire for an interview.
C)talking about your personal accomplishments.
D)poor grammar in your e-mails.
E)typographical errors on your resumE.
Q3) According to your text,what is the biggest challenge in global branding?
A)grouping nations with consumers that have similar tastes and brand preferences
B)adhering to the regulations of other countries when promoting the product
C)translating promotional materials into another language so that the meaning does not get lost
D)coming up with different brand strategies for different countries
E)staying easily recognizable at any location,while remaining compatible with local culture and traditions
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Chapter 16: Social Responsibility and Sustainability
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Sample Questions
Q1) The process of creating,communicating,and delivering value to customers in a way that recognizes and incorporates the concept of sustainability is referred to as
A)environmental marketing.
B)sustainable marketing.
C)eco-marketing.
D)value-driven marketing.
E)green marketing.
Q2) Which of the following firms in the apparel industry was one of the first to conduct a life cycle assessment of the firm's major products by looking at how cotton was used in the production cycle?
A)Wrangler
B)Tommy Hilfiger
C)Unionbay
D)Levi-Strauss
E)Calvin Klein
Q3) _______ is a movement of citizens,government agencies,and the business community that advocates the preservation,restoration,and improvement of the environment.
Q4) What environmental marketing strategies can a firm follow?
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