Marketing Management Exam Questions
Course Introduction
Marketing Management explores the principles and practices involved in developing marketing strategies and making effective decisions in a dynamic marketplace. The course covers key topics such as market analysis, consumer behavior, product development, pricing strategies, distribution channels, promotion, branding, and digital marketing. Students will learn how to apply analytical tools and frameworks to identify opportunities, segment markets, position offerings, and build strong customer relationships. Through case studies, projects, and real-world applications, the course prepares students to make informed marketing decisions and contribute to an organizations overall strategic goals.
Recommended Textbook
Marketing Management 3rd Edition by Greg Marshall
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14 Chapters
1339 Verified Questions
1339 Flashcards
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Page 2
Chapter 1: Marketing in Today's Business Milieu
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92 Verified Questions
92 Flashcards
Source URL: https://quizplus.com/quiz/2497
Sample Questions
Q1) Which of these characteristics about millennials is NOT true?
A) They favor content over authenticity.
B) They are brand loyal.
C) They are highly connected through technology.
D) They wish to be part of a company's development process.
E) They seek ethical companies to work for.
Answer: A
Q2) In the context of change drivers impacting the future of marketing, the way a firm looks at strategy and tactics is reflected in the ________.
A) shift to product glut and customer shortage
B) shift in power from marketer to customer
C) shift in generational values and preferences
D) shift to distinguishing Marketing (Big M) from marketing (little m)
E) shift to justifying the relevance and payback of the marketing investment
Answer: D
Q3) A commonly held misconception about marketing is that it is all about advertising and selling.
A)True
B)False
Answer: TRUE
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Chapter 2: Marketing Foundations: Global, Ethical, Sustainable
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) When local government relationships are critical to the success of international operations, the best organizational structure for a firm would be ________.
A) targeted organization
B) global product lines
C) geographic regions
D) hybrid or matrix
E) multinationals
Answer: C
Q2) The value of the Japanese yen has fluctuated widely during the 2000s compared to the U.S. dollar. A firm considering direct foreign investment would report this finding under the heading of ________.
A) timing
B) legal issues
C) transaction costs
D) marketing communication barriers
E) product differentiation
Answer: C
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Page 4
Chapter 3: Elements of Marketing Strategy, Planning, and Competition
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) Form utility is ________.
A) marketing's task in creating an offering that has value
B) production's task in creating an offering that is desired by the market
C) the firm's task in deciding where to distribute the product
D) created when products are available to customers at a convenient location
E) that which allows for transfer of the product ownership from seller to buyer
Answer: B
Q2) Mammoth Foods, a major agricultural corporation, recently purchased MJS Organic Foods Co. MJS was established six years ago and has become a major supplier to restaurants in the northeastern United States. The organic herbs, vegetables, and fruit market is expected to have a double-digit growth rate over the next decade. Under the Boston Consulting Group (BCG) Growth-Share Matrix, MJS would most likely be classified as a ________.
A) star
B) cash cow
C) dog
D) problem child
E) top gun
Answer: A
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Chapter 4: Market Research Essentials
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93 Verified Questions
93 Flashcards
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Sample Questions
Q1) The marketing managers of Brand Z Shoes have clearly defined their research problem as "If we increase our promotions expenditures, by what percentage will it increase sales?" They have also decided that they need primary data to answer this question. To collect these data, it is best for them to use ________ research.
A) qualitative
B) mechanical
C) exploratory
D) quantitative
E) case-based
Q2) Which of the following is NOT a part of the market research process?
A) defining the problem
B) implementing the recommendations
C) establishing the research design
D) collecting the data
E) searching secondary sources
Q3) Open-ended questions allow respondents to express themselves freely, which tends to result in more detailed responses that are useful for exploratory research.
A)True
B)False
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Page 6
Chapter 5: CRM, Big Data, and Marketing Analytics
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) Investment decisions in marketing must consider the following elements EXCEPT ________.
A) level of investment
B) returns
C) risks
D) human resources
E) hurdle rates
Q2) When Keung received the report from the interns who conducted surveys in the mall, he was concerned that they were not properly trained because the data did not match any of his other research. Keung was primarily concerned with the ________ of the data.
A) volume
B) velocity
C) variety
D) veracity
E) value
Q3) The four Vs of Big Data are volume, velocity, variety, and visibility.
A)True
B)False
Q4) Describe the four elements of the CRM process cycle.
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Chapter 6: Understand Consumer and Business Markets
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) Initiators are any individuals, both inside and outside the organization, with relevant expertise in a particular area that is used by the buying center in making the final decision.
A)True
B)False
Q2) Mark is trying to sell a metal-bending machine to a manufacturing firm. He decides to talk to people inside the firm who have expertise in metal bending-who can then provide this information to the buying center. The people he is targeting are known as
A) influencers
B) users
C) gatekeepers
D) initiators
E) aggregators
Q3) The reference group known as a secondary group includes people with whom one has frequent contact.
A)True
B)False
Q4) Discuss the four e-procurement methods and give an example of when each might be used.
Page 8
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Chapter 7: Segmentation, Target Marketing, and Positioning
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) ________ segmentation divides customers into groups according to similarities in benefits sought or product usage patterns.
A) Behavioral
B) Income
C) Geographic
D) Gender
E) Educational
Q2) Marketers use geographic segmentation when ________.
A) certain geographic regions have more diverse populations
B) geography determines one's likes and dislikes
C) there is evidence that consumers respond differently to marketing strategies and programs based on where they live
D) there is a strong demand for the products and services of the company in some geographic regions
E) people in some regions are richer than people in other regions
Q3) Occupation segmentation and income segmentation are essentially the same thing.
A)True
B)False
Q4) What are perceptual maps? How are they used to reposition a product?
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Chapter 8: Product Strategy and New Product Development
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) Which group of adopters include prime candidates for beta testing and represent a good source of feedback late in the product development process or early in the product launch phase?
A) innovators
B) laggards
C) early adopters
D) late majority
E) early majority
Q2) Among the five groups of adopters, which group is considered critical to long-term success?
A) laggards
B) early adopters
C) late majority
D) innovators
E) early majority
Q3) The targeted consumers during the maturing phase of a product life cycle are innovators and early adopters.
A)True
B)False
Q4) Explain the four categories of consumer goods and give an example of each.
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Chapter 9: Build the Brand
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) The most important role of the package is to sell the product to the consumer.
A)True
B)False
Q2) In most retail environments, a package has very little time to connect with the customer at the point of purchase.
A)True
B)False
Q3) A key advantage of a brand sponsor is that loyalty is transferred from the well-known sponsor brand to the less-known brand.
A)True
B)False
Q4) Family branding separates the company from the brand, which insulates the company if there is a problem with the brand.
A)True
B)False
Q5) Package labeling represents the last marketing opportunity before the purchase decision.
A)True
B)False
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Chapter 10: Service as the Core Offering
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) Of the five dimensions of service quality, the ability to convey trust and build a customer's confidence in the quality of a service refers to ________.
A) tangibles
B) assurance
C) reliability
D) responsiveness
E) empathy
Q2) A service-centered perspective is very consistent with a customer-centric approach in which people, processes, systems, and other resources are to be aligned to best serve customers.
A)True
B)False
Q3) Research indicates that investing in indifferent customers to improve their satisfaction truly maximizes their profitability to a brand.
A)True
B)False
Q4) In a service blueprint, "moments of truth" occur below the line of visibility.
A)True
B)False
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Chapter 11: Manage Pricing Decisions
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) Firms that have an objective of utilizing pricing to communicate positioning use a ________ strategy.
A) penetration pricing
B) price skimming
C) target ROI
D) competitor-based pricing
E) value pricing
Q2) ________ can occur when a company purposefully makes pricing decisions to undercut one or more competitors and gain sales and net market share.
A) Cost leadership
B) A price war
C) Price skimming
D) Price discrimination
E) Price elasticity of demand
Q3) Explain the tactic of product line pricing and provide three examples of this strategy in the marketplace today.
Q4) Define the four types of channel discounts and provide an example of each.
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13
Chapter 12: Manage Marketing Channels, Logistics, and Supply Chain
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107 Verified Questions
107 Flashcards
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Sample Questions
Q1) ________ strategies can be intensive, selective, or exclusive.
A) Assortment
B) Disintermediation
C) Virtual
D) Referent
E) Distribution
Q2) Logistics and other processes are managed using sophisticated and integrated
A) partner relationships management strategies
B) total quality management strategies
C) enterprise resource planning systems
D) vertical marketing systems
E) integrated contractual systems
Q3) A manufacturer employing a pull strategy would engage in ________.
A) offering discounts to wholesalers
B) Investing in intermediaries
C) paying slotting allowances
D) offering shelf fee to intermediaries
E) advertising in mass media
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Q4) Define disintermediation, and explain why it's common in the electronic channel.
Chapter 13: Promotion Essentials: Digital and Social Media Marketing
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91 Flashcards
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Sample Questions
Q1) When Sonja bought her new Samsung phone, she couldn't wait to show her co-workers its new features, all of which were widely-advertised by the company. The next day, three of them went out and bought the same phone. Which stage of the AIDA model was created through Sonja's actions?
A) attitude
B) awareness
C) interest
D) desire
E) purchase
Q2) In the context of the promotion mix elements, which of the following represents a strength specific to social media marketing?
A) great creative flexibility
B) ability to stimulate purchase directly through incentive to buy
C) unpaid communication seen as more credible than paid forms
D) message customization without high costs of personal selling
E) many provider choices
Q3) The AIDA acronym stands for attitude, interest, desire, and activity.
A)True
B)False
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Chapter 14: Promotion Essentials: Legacy Approaches
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103 Flashcards
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Sample Questions
Q1) Pioneering advertising tends to be used during the introductory and early growth stages of the product life cycle.
A)True
B)False
Q2) Bart was awarded sales person of the year and was given a cruise for two by his company. This is an example of a(n) ________ reward.
A) intrinsic
B) bonus
C) contest
D) extrinsic
E) subjective
Q3) Customers can quickly and easily become bored with any given advertising campaign, a concept referred to as advertising wearout.
A)True
B)False
Q4) The goal of institutional advertising is to increase the purchase of a specific offering.
A)True
B)False
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Page 16