Marketing Management
Exam Materials
Course Introduction
Marketing Management offers an in-depth exploration of the principles, strategies, and tools essential for effective marketing decision-making within organizations. The course covers key topics such as market analysis, consumer behavior, segmentation, product development, pricing, distribution, and promotion strategies. Emphasis is placed on creating value for customers and achieving organizational objectives in a dynamic and competitive environment. Through case studies, real-world examples, and practical exercises, students develop analytical skills needed to formulate and implement successful marketing plans, adapt to changing market trends, and address contemporary challenges in the global marketplace.
Recommended Textbook
MKTG 2nd Edition Canadian by Charles W. Lamb
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20 Chapters
3306 Verified Questions
3306 Flashcards
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Page 2
Chapter 1: An Overview of Marketing
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138 Verified Questions
138 Flashcards
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Sample Questions
Q1) What types of marketing careers are available? What is the current percentage of marketing employees in the civilian workforce? What is the future forecast for marketing employment?
Answer: One-quarter to one-third of the civilian workforce performs marketing activities in areas such as professional selling,research,advertising,retail buying,distribution management,product management and development,and wholesaling.Marketing career opportunities exist in both business and non-business organizations. Demand for marketing-educated personnel is growing.Marketing employment is projected to grow at a faster rate than that of all jobs.Additionally,marketing is a crucial part of every company's success.
Q2) What is created when customer expectations regarding product quality,service quality,and value-based price are met or exceeded?
A)a value line
B)quality products
C)planning excellence
D)customer satisfaction
Answer: D
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Chapter 2: The Marketing Environment, social Responsibility, and Ethics
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152 Flashcards
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Sample Questions
Q1) Consumers today do not necessarily fit into traditional stereotypes,but may instead choose products and services that meet a variety of needs.Such diverse purchasing habits reflect component lifestyles.
A)True
B)False
Answer: True
Q2) When many consumers think of adhesives,they think of 3M because it makes so many kinds of adhesives used in the home.However,the world's largest adhesive producer is Henkel Consumer Adhesive,maker of Loctite and duct tape.What are 3M and Henkel part of?
A)each other's competitive environment
B)each other's economic environment
C)each other's social environment
D)each other's marketing mix environment
Answer: A
Q3) Marketers can control the external environment in which their organizations operate.
A)True
B)False
Answer: False
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Chapter 3: Strategic Planning for Competitive Advantage
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Sample Questions
Q1) Refer to Delta Faucet Company.Delta's development of a new slogan represents a change in which element of its marketing mix?
A)product
B)promotion
C)place
D)production
Answer: B
Q2) Typically,the development of the marketing mix starts with the study of consumer behaviour.
A)True
B)False
Answer: False
Q3) A Canadian soft drink company conducting a SWOT analysis of market potential in India should be aware that one of the following are potential opportunities in India?
A)religious differences
B)minimal governmental regulation for foreign businesses
C)a high gross domestic product
D)a high demand for American-made products
Answer: C
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Page 5
Chapter 4: Decision Support Systems and Marketing Research
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189 Verified Questions
189 Flashcards
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Sample Questions
Q1) What do mystery shoppers engage in?
A)a form of mall intercept study
B)a form of experiential study
C)a form of marketing audit
D)a form of observation research
Q2) Because some companies have been conducting market research for many years on particular markets they are interested in,they understand the characteristics of target customers.Which of the following is a reason that marketing research should NOT be undertaken?
A)the actual costs are less than the forecasted benefits.
B)there are no secondary data in existence to guide the project definition.
C)it will take a long time to complete.
D)the research would be redundant and a waste of money.
Q3) Any time a sample is used in marketing research,there will be two major types of errors,measurement error and sampling error.Briefly describe these two sources of error.Then name and define one other possible source of error.
Q4) Marketing research is important to management because it helps managers in several ways.Discuss three major benefits of marketing research to managers.
Q5) List five non-computer-based sources of competitive intelligence.
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Chapter 5: Consumer Decision Making
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Sample Questions
Q1) Once an individual's evoked set has been established,evaluation of those alternatives will determine what information must be obtained during the information search.
A)True
B)False
Q2) Which of the following statements about culture as an influence on consumer buying behaviour is true?
A)a subculture has minimal influence.
B)the Internet increases cultural heterogeneity.
C)Language is an important aspect of culture.
D)Core values remain the same for all cultures.
Q3) Which of the following is NOT an example of a marketing-controlled information system?
A)a television ad for RBC insurance
B)a contest for the Heart & Stroke Foundation
C)a $1-off coupon for Campbell's soup
D)an article in Bicycling magazine about the newest Shimano-brand shoes
Q4) Name and briefly define the three types of selective perception.Use an example to illustrate your work.
Q5) How can marketers and consumers reduce cognitive dissonance?
Page 7
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Chapter 6: Business Marketing
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183 Verified Questions
183 Flashcards
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Sample Questions
Q1) Which of the following is the best example of an installation?
A)a baseball stadium
B)a checkout counter
C)a lifeguard stand
D)a file cabinet
Q2) Business services are classified as which of the following?
A)capital items.
B)never outsourced.
C)expense items.
D)typically become part of the finished product.
Q3) Refer to Claas.As farming becomes more professional and more intensive,farmers are buying more sophisticated machines,which Claas can supply.What would the expensive machines sold by Claas be examples of?
A)installations
B)component parts
C)accessory equipment
D)processed materials
Q4) Briefly define and describe each of the categories of business goods and services.Give two specific examples of goods or services that fit into each category.
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Chapter 7: Segmenting, targeting, and Positioning
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205 Verified Questions
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Sample Questions
Q1) Recent research of cell phone features (e.g. ,calendar,push-to-talk,text messaging)has been completed.Which of the following describes how the data were plotted? It has axes ranging from low- to high-technological advancement and high-entertainment to high utility to show how the products are perceived by consumers and is done in two-dimensions.
A)perceptual map
B)product differentiation graph
C)product locator
D)target market chart
Q2) What is the basic goal of one-to-one marketing?
A)to increase the market for the product category to new and current customers
B)to reduce costs through customer retention and increase revenue through customer loyalty
C)to increase visibility and locate new customers
D)to reduce the number of company employees and increase overall sales
Q3) Market segmentation can assist marketers to do all of the following?
A)develop more precise definitions of customer needs and wants.
B)identify which variable base should be used for segmenting.
C)more accurately define financial objectives.
D)improve human resource allocation.
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Chapter 8: Customer Relationship Management CRM
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) Refer to Recreational Equipment,Inc.(REI).When REI considers new store locations,it examines order data to find places with high concentrations of customers buying online and through the company's catalogues.What is REI using to identify potential store locations?
A)database enhancement
B)data mining
C)data shading
D)customer prediction
Q2) Why does CRM concern many consumers?
A)not all customers have access to CRM marketing
B)the potential for invasion of privacy
C)the aggressive nature of marketers that use CRM
D)the expense to consumers
Q3) An organization wants to identify its best customers.What data-mining techniques can it use if all of its customer information is stored in a database?
Q4) RFM analysis is used to delete unnecessary or duplicated data.
A)True
B)False
Q5) Distinguish between a compiled list and a response list.
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Chapter 9: Product Concepts
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169 Flashcards
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Sample Questions
Q1) Which symbol cannot be spoken in a brand?
A)brand mark
B)trademark
C)brand equity
D)intangible product
Q2) Refer to Choice Homes,Inc.Choice Homes is considering the development of a new category of small homes designed to replace low-income housing in the inner city.What does this strategy represent?
A)a quality modification
B)a product line extension
C)a style modification
D)a product line contraction
Q3) Refer to Claxton Fruitcakes.Why is brand equity important for the Claxton brand?
A)It means the implementation of an international repositioning strategy.
B)It means that its customers are extremely brand loyal.
C)It means the target market is unchanging.
D)It means the product line has greater depth than width.
Q4) What is the difference between a homogeneous shopping product and a heterogeneous shopping product? Give specific examples of products that fit into each category to help illustrate your answer.
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Chapter 10: Developing and Managing Products
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156 Flashcards
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Sample Questions
Q1) During the growth stage of the product life cycle which of the following happens?
A)demand for the product is limited to high-income consumers
B)prices increase due to economies of scale
C)there is decreased direct competition
D)profits peak
Q2) Procter & Gamble is introducing a new controlled-release fabric softener sheet and plans to send consumers free samples in Saturday newspapers.This strategy will increase the trialability of the new product.
A)True
B)False
Q3) What is the final stage in the new-product development process? What tasks are set in motion during this stage?
Q4) What should be the advertising strategy during the growth stage of the product life cycle?
A)to aim at the needs of innovators
B)to make the mass market aware of brand benefits
C)to use advertising as a vehicle for introducing the product category benefits
D)to emphasize the product's low price to help reduce inventories
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Page 12
Chapter 11: Services and Nonprofit Organization Marketing
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194 Verified Questions
194 Flashcards
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Sample Questions
Q1) What is the predominant form of nonprofit organization in Canada?
A)farms
B)arts museums and programs
C)social service firms
D)government
Q2) Refer to the Ritzy Canine.Before leaving a dog at the Ritzy Canine,its owner would more than likely inspect the facilities and use which qualities to evaluate the establishment?
A)experience
B)investigative
C)search
D)standardized
Q3) Like any business,nonprofit organizations measure their success or failure in strictly financial terms.
A)True
B)False
Q4) The only marketing mix component nonprofit organizations do not use is price.
A)True
B)False
Q5) Name and briefly define the three categories of pricing objectives for services.
Page 13
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Chapter 12: Marketing Channels and Supply Chain Management
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163 Flashcards
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Sample Questions
Q1) What is one major advantage of pipelines over other modes of transportation?
A)points served
B)flexibility
C)speed
D)dependability
Q2) Cambridge Research & Instrumentation,Inc. ,a pioneer of liquid crystal-based imaging solutions,and Hinds Instruments,a leading developer of advanced birefringence measurement solutions,have announced that Hinds,with its considerable experience serving the advanced applications segment of this market,will distribute Cambridge's highly regarded imaging technology.What will the two companies engage in?
A)vertical conflict
B)an integrated supply chain
C)a strategic channel alliance
D)an information-based distribution channel
Q3) Describe contract logistics.How does contract logistics affect the efficient deployment of supply chain management?
Q4) Another name for outsourcing is downsizing.
A)True
B)False
14
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Chapter 13: Retailing
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158 Flashcards
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Sample Questions
Q1) Build-a-Bear is a retailer where children can design and assemble stuffed toys from bins of brightly coloured clothes and accessories.The children pick out the clothes,shoes,and the toy they want to stuff.Then the finished toys are put in a special box.What does your textbook call this recent trend in retailing?
A)nonstore retailing
B)m-commerce
C)convenience retailing
D)adding interactivity
Q2) The initial attraction of drugstores for consumers was the pharmaceuticals they carried,but now consumers can have their prescriptions filled at mass merchandisers and supermarkets,and through the mail.What have drugstores done to remain competitive?
A)raised their prices
B)taken legal steps to prevent the sale of prescription drugs at supermarkets
C)provided customers with value-added services
D)introduced generic prescription medicines
Q3) Compare and contrast supermarkets and convenience stores.Name several characteristics of each store in your answer.
Q4) What is a department store? What problems do department stores face today?
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Chapter 14: Integrated Marketing Communication
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179 Flashcards
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Sample Questions
Q1) Petra McCoy has developed a product for cleaning grout called Grout-Chee.Everyone who has tried the product really appreciates how quickly it works,but McCoy is having trouble getting retail stores to carry the product.She has decided to send retailers free samples and use other trade promotions to encourage stores to carry her product.Which type of promotional strategy is McCoy using?
A)kinetic
B)inert
C)push
D)pull
Q2) Innovyx is an email marketing service provider.It has a new ad campaign aimed at changing negative perceptions of email.The ads explain how much cheaper email advertising is than traditional advertising and the high return on investment it can generate if used properly.Finally,the message ends by suggesting that companies that want to promote their products give email a chance to show them what it can do.What does this promotion do?
A)persuade
B)inform
C)remind
D)reward
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Page 16
Chapter 15: Advertising, public Relations, and Direct Response
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174 Verified Questions
174 Flashcards
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Sample Questions
Q1) Powerade relies on the slogan,"The Complete Sports Drink with Ion".What kind of an advertising appeal is this ad using?
A)mood
B)vanity and egotism
C)health
D)convenience
Q2) An ad for the General Electric Advantium microwave shows people rushing from one place to another and has the headline,"If your life moves this fast,maybe your oven should too." According to the ad,even though there never seems to be enough time to cook,this microwave will help you prepare home-cooked meals.which type of executional style is this ad using?
A)humorous
B)lifestyle
C)mood
D)demonstration
Q3) The advantages of newspaper advertising are geographic flexibility and timeliness.
A)True
B)False
Q4) What is public relations? What is publicity?
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Chapter 16: Social Media and Marketing
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Sample Questions
Q1) What are YouTube,Flickr,and Photobucket all examples of?
A)media sharing sites
B)corporate blogs
C)virtual worlds
D)microblogs
Q2) What is a promoted tweet?
Q3) Refer to Hallmark Cards.Which of the following is an example of Hallmark's use of mobile marketing?
A)asking customers' opinions about products
B)encouraging customers to talk about their lifestyles
C)establishing a Twitter account
D)enabling customers to send electronic cards to friends' cell phones
Q4) Which of the following is NOT a practical idea that marketing managers should consider when setting social media objectives?
A)promoting products and services
B)listening and learning
C)building relationships and awareness
D)creating static messages to reach mass audiences
Q5) Explain some ways marketers can effectively use location-based social networking sites.
18
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Chapter 17: Sales Promotion and Personal Selling
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Sample Questions
Q1) You are responsible for sales promotion for Replenishmints,long-lasting breath mints that contain a blend of vitamins and other nutrients specifically formulated for smokers and for people exposed to tobacco in their environment.You need to introduce the mints to supermarket managers and owners,attract and identify new store contacts,and test market the response to Replenishmints.Which type of trade promotion would most likely help you reach your objectives?
A)trade shows
B)trade allowances and direct incentives
C)push money
D)direct sampling and store demonstrations
Q2) Consultative selling
A)uses a "lone wolf" approach to selling.
B)sells advice,assistance,and counsel rather than products.
C)uses short-term follow-ups,which focus on product delivery.
D)emphasizes closing the sale during the sales presentation.
Q3) What is the usual goal of sales promotion (regardless of what form it takes)?
A)immediate purchase by consumers
B)return on investment
C)cost control
D)market share leadership
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Chapter 18: Pricing Concepts
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Sample Questions
Q1) For about a year,AMD representatives have told journalists that they do not believe that AMD will have to react in any way to the launch of Intel's Quad-Core processor.But just a week before Intel's introduction of this product,AMD reduced the price of its desktop processors by 47 percent.What is AMD hoping that demand for its processors will be?
A)elastic
B)derived
C)inelastic
D)joint
Q2) Revenue
A)equals price minus costs.
B)equals return on investment.
C)equals profit.
D)equals price of goods times quantity sold.
Q3) According to your textbook which of the following statements describes an advantage of status quo pricing?
A)Status quo pricing is derived from actual costs of manufacturing.
B)Status quo pricing maintains the organization's differential advantage.
C)Status quo pricing causes price wars.
D)Status quo pricing requires little planning.
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Chapter 19: Setting the Right Price
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Sample Questions
Q1) What is the basic assumption behind value-based pricing?
A)The firm is sales driven.
B)The firm is both customer driven and competitor driven.
C)Increased profitability for wholesalers will increase the number of services they are willing to perform.
D)Consumers are more concerned about price than quality.
Q2) Uniform delivered pricing is which of the following?
A)not geographic price discrimination
B)sometimes called "postage stamp pricing"
C)common where freight costs are a large portion of total costs
D)calculated from regional base points
Q3) If a company decides to divide its market area into segments or regions and charge a flat rate for freight to all customers in a given region,which type of pricing is the company using?
A)zone
B)uniform delivered
C)FOB origin
D)basing point
Q4) Distinguish between a cumulative and a noncumulative discount.
Q5) List in order the four steps used to set the right price for a product.
Page 21
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Chapter 20: Developing a Global Vision
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Sample Questions
Q1) To replace GATT,The Uruguay Round of trade negotiations created which of the following?
A)World Trade Organization
B)European Union
C)NAFTA
D)South American Free Trade Agreement
Q2) Vast differences in natural resources create all of the following EXCEPT which of these?
A)potential for military intervention
B)shifts in wealth between nations
C)inflation and recession
D)export opportunities for countries with no natural resources
Q3) The rules,regulations,and habits used for bricks-and-mortar stores tend to restrain and limit the success of those retailers engaged in e-commerce.
A)True
B)False
Q4) Why is developing a global vision important for firms in Canada?
Q5) What is a market grouping? Describe the best-known market grouping.
Q6) Describe a multinational corporation (MNC).Name two MNCs you are familiar with.
Page 22
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