Marketing Management Exam Review
Course Introduction
Marketing Management explores the fundamental concepts, strategies, and tools required to succeed in todays dynamic marketing environment. This course covers key topics such as market analysis, consumer behavior, segmentation, targeting, positioning, product development, pricing strategies, distribution channels, and integrated marketing communications. Students will examine how organizations identify customer needs, create value, and sustain competitive advantage through strategic decision-making and innovative marketing practices. Real-world case studies and projects will equip learners with practical skills to apply marketing theories and frameworks to solve business challenges and drive organizational growth.
Recommended Textbook
Marketing An Introduction 6th Canadian Edition by Gary Armstrong
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16 Chapters
2482 Verified Questions
2482 Flashcards
Source URL: https://quizplus.com/study-set/1478
Page 2
Chapter 1: Marketing: Creating and Capturing Customer Value
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164 Verified Questions
164 Flashcards
Source URL: https://quizplus.com/quiz/29375
Sample Questions
Q1) How is Carol Veldt attempting to create a brand experience for her visitors?
Answer: Brand experiences are created by integrating several services and products for consumers. Carol is attempting to include numerous services and amenities for her visitors from greeting guests upon arrival, to offering delicious entrees at the delicatessen and providing offsite health club privileges. Eventually, everything the visitors want or need will be offered at Seagull Terrace such as an indoor pool for winter weekend getaways.
Q2) ________ is the total combined customer lifetime values of all the company's current and potential customers.
A)Share of customer
B)Customer lifetime value
C)Customer equity
D)Profitability
E)Share of market
Answer: C
Q3) Marketing is managing profitable customer relationships.
A)True
B)False
Answer: True
Page 3
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Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships
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163 Verified Questions
163 Flashcards
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Sample Questions
Q1) How might Ron and Gail implement a market penetration strategy at Fun-Spot?
Answer: A market penetration strategy is one where a company sells more to the same target customer without changing their current offerings. Ron and Gail would maintain their current entertainment offering and continue to deliver customer attention to their existing customers, but might improve advertising or lower prices in an effort to encourage customers to stay longer, visit more often, and spend more money during each visit.
Q2) How might a marketer of pens alter the "product" portion of the marketing mix when targeting female college students versus male college students?
Answer: The marketer may use feminine colors and a spiral-flower stripe, for example, when marketing its pens to the females; when targeting males, the marketer might use more neutral colors and wider barrel.
Q3) A company's value chain is only as strong as its strongest link, or most effective department.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Sustainable Marketing, Social Responsibility and Ethics
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165 Verified Questions
165 Flashcards
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Sample Questions
Q1) When responding to consumer complaints about high prices, marketers often explain that consumers do not understand the costs involved that justify the prices.
A)True
B)False
Answer: True
Q2) Perceived obsolescence might involve which of the following?
A)the use of safe materials
B)changing consumer styles
C)the holding back of attractive functional features, then introducing them later to make older models obsolete
D)the use of materials that will rust
E)the use of components that will break
Answer: B
Q3) Canadians are unprotected from buying things under high pressure selling.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Analyzing the Marketing Environment
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152 Verified Questions
152 Flashcards
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Sample Questions
Q1) Consumer organizations and environmental groups are examples of ________ publics.
A)general
B)local
C)government
D)citizen-action
E)media
Q2) Which of the following terms is used to describe the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers?
A)the marketing environment
B)strategic planning
C)target markets
D)the marketing mix
E)strategic mix
Q3) The Canadian workforce today is better educated and more white-collar than it was a generation ago.
A)True
B)False
Q4) Describe the three main reasons that business legislation is enacted.
Page 6
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Chapter 5: Managing Marketing Information to Gain Customer Insights
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165 Verified Questions
165 Flashcards
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Sample Questions
Q1) You want to observe how often consumers listen to music throughout their day and what different audio devices they use. You are also interested in how consumers store and access their own music collections. You should conduct ________ research.
A)causal
B)experimental
C)secondary
D)survey
E)exploratory
Q2) Too much marketing information can be as harmful as too little.
A)True
B)False
Q3) ________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.
A)Marketing data
B)Competitive Marketing intelligence
C)Sales management
D)Customer intelligence
E)Competitive intelligence
Page 7
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Chapter 6: Understanding Consumer and Business Buyer
Behaviour
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168 Verified Questions
168 Flashcards
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Sample Questions
Q1) Why might The Attic Trunk's current shoppers experience less postpurchase cognitive dissonance than the shoppers of the early 1980s?
Q2) Many subcultures make up important market segments. Examples of four such important subculture groups include those from Atlantic provinces, Quebec, Central Canada, the Prairies and British Columbia. Describe several characteristics that would interest marketers about each of these groups.
Q3) Why should marketers care about online social networks?
A)Social networks provide opportunities to overwrite influencers' opinions.
B)Social networks enable marketers to become part of consumer conversations.
C)Social networks enable marketers to promote one-way messages.
D)Social networks are an important fad.
E)Social networks can replace all other forms of communicating with customers.
Q4) Imagine that a female consumer is shopping at The Attic Trunk to look for a classy, branded shirt. Using this example, discuss each step of the buyer's decision process.
Q5) The lagging adopters are tradition bound; they adopt an innovation only when it has become something of a tradition itself.
A)True
B)False
Page 8
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Chapter 7: Segmentation, Targeting, and Positioning
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170 Verified Questions
170 Flashcards
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Sample Questions
Q1) What factors may impact segment attractiveness?
Q2) A company or store gains a(n)________ by differentiating its products and delivering more value.
A)competitive advantage
B)positioning advantage
C)cost advantage
D)efficiency advantage
E)synergy
Q3) Your current assignment at York Foods is to find the major benefits people look for in product classes, the kinds of people who look for each benefit, and the major brands that deliver each benefit. What is this segmentation method called?
A)benefits sought
B)user status
C)age and life cycle
D)psychographic
E)demographic
Q4) What is one major assumption made by marketers who choose to use an undifferentiated marketing strategy?
Q5) Why might demographic segmentation be the most common type of segmentation?
9
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Chapter 8: Developing and Managing Products and Services
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192 Verified Questions
192 Flashcards
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Sample Questions
Q1) Customer retention is perhaps the best measure of quality-a service firm's ability to hang on to its customers depends on how consistently it delivers value to them.
A)True
B)False
Q2) How can service providers use a differentiated offer, delivery, and image to avoid competing solely on price?
Q3) How might measuring service quality be more difficult than measuring product quality?
Q4) How might a flower shop engage in line stretching?
Q5) The major product line decision involves ________.
A)line stretching
B)moving the line upward or downward
C)product line filling
D)product line length
E)product packaging
Q6) You have recently sent a proposal for a fictional novel to an editor at a major publishing firm. The editor, alone, will carry out the idea screening. Why might you feel this process is unfair?
Q7) Does organization marketing occur in this scenario? Explain.
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Chapter 9: Brand Strategy and Management
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136 Verified Questions
136 Flashcards
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Sample Questions
Q1) When a company uses film makers, artists or musicians to help sell their brands it is called ________.
A)a sell out
B)cool
C)effective
D)costly
E)branded entertainment
Q2) Brand managers try to build a brand personality. How do they do this?
Q3) How might Selman & Saks use brand positioning?
Q4) According to brand positioning theory, which of the following positions would likely resonate best with customers?
A)the chocolate bar with the most cocoa powder
B)the chocolate bar with the fewest calories
C)the chocolate that forges bonds of friendship
D)the chocolate bar that can break into 5 pieces
E)the thinnest chocolate bar
Q5) How might Selman & Saks eventually benefit from engaging in licensing?
Q6) What is licensing a famous person?
Q7) What is meant by brand relationships?
Q8) What can a brand manager do to create brand advocates?
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Chapter 10: Pricing: Understanding and Capturing
Customer Value
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170 Verified Questions
170 Flashcards
Source URL: https://quizplus.com/quiz/29376
Sample Questions
Q1) Companies bringing out a new product can choose between two broad strategies: market-skimming pricing and market-penetration pricing. Distinguish between the two.
Q2) The fact that a hot dog costs five times more at Disneyland than at Costco is an example of ________.
A)allowance pricing
B)captive-product pricing
C)penetration pricing
D)segmented pricing
E)promotional pricing
Q3) Give two examples of by-product pricing.
Q4) It is most typical for producers who use captive-product pricing to set the price of the main product ________ and set ________ on the supplies necessary to use the product.
A)low; low markups
B)high; low markups
C)low; high markups
D)high; high markups
E)moderately; moderate markups
Q5) If demand is elastic, will sellers consider lowering their prices? Explain.
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Chapter 11: Marketing Channels
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125 Verified Questions
125 Flashcards
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Sample Questions
Q1) Wholesaling includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use.
A)True
B)False
Q2) Which type of channel arrangement does a franchise organization most likely follow?
A)administered vertical marketing system
B)horizontal marketing system
C)contractual vertical marketing system
D)corporate vertical marketing system
E)direct marketing system
Q3) What is the most logical way to store and distribute product from the main warehouse in the US to the Canadian customer?
Q4) What types of products are selectively distributed?
Q5) Why are multichannel distribution systems gaining popularity today?
Q6) A horizontal marketing system can develop between a company and its competitor. A)True
B)False
Q7) How can a firm benefit from participating in a horizontal marketing system?
Page 13
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Chapter 12: Retailing and Wholesaling
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107 Verified Questions
107 Flashcards
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Sample Questions
Q1) Dina loves branded apparel and accessories but cannot afford to buy them too often. Fortunately, Dina lives close to an off-price retail store that is owned and operated by a famous brand. The company utilizes this store to sell its surplus, discontinued, or irregular goods at significantly lower costs. The retail store is best referred to as a
A)category killer
B)factory outlet
C)specialty store
D)superstore
E)power centre
Q2) Flax is a chain of stores that carries several product lines including clothing, home furnishings, and household appliances. Each line is operated as a separate department, and employees are available to assist and advise customers in every phase of the shopping process. Flax is most likely a ________.
A)self-service retailer
B)category killer
C)full-service retailer
D)supermarket
E)pop-up store
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14
Chapter 13: Communicating Customer Value: Advertising and
Public Relations
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169 Verified Questions
169 Flashcards
Source URL: https://quizplus.com/quiz/29379
Sample Questions
Q1) When does a marketer use a comparative ad?
Q2) Why should a company be concerned about integrating communications from different sources within the company?
Q3) A term that has come to represent the merging of advertising and entertainment in an effort to create new avenues for reaching consumers with more engaging messages is ________.
A)Madison & Vine
B)Hollywood & Vine
C)Hollywood & Madison
D)Saks Fifth Avenue
E)Hollywood and Wall Street
Q4) Some argue that factors like high costs will cause the old mass-media communications model to be abandoned in favour of ________.
A)public relations
B)direct marketing
C)push and pull strategies
D)new technologies
E)buzz marketing
Q5) What does reach tell a marketer?
Page 15
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Chapter 14: Personal Selling and Sales Promotion
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169 Verified Questions
169 Flashcards
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Sample Questions
Q1) In order to motivate Reliable Tool's workforce, which of the four compensation plans may work best?
Q2) An email from Amazon.ca offers free shipping on your next purchase of more than $40. This is an example of a ________.
A)sales promotion
B)POP promotion
C)rebate
D)price pack
E)premium
Q3) Which of the following is the most relevant characteristic that a salesperson should consider when qualifying a prospect?
A)financial ability, longevity in the market
B)longevity in the market, competition
C)special needs, declining sales
D)location, competition
E)financial ability, volume of business
Q4) Personal selling can be more effective than advertising in some situations.
A)True
B)False
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Chapter 15: Direct, Online, Social Media, and Mobile Marketing
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158 Verified Questions
158 Flashcards
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Sample Questions
Q1) Direct marketing is continuing to become more ________-oriented.
A)television
B)web
C)mail
D)telephone
E)personal selling
Q2) Catalogs, brochures, samples, and DVDs are all examples of which type of marketing?
A)direct-response marketing
B)direct-mail marketing
C)digital direct marketing
D)kiosk marketing
E)online marketing
Q3) Which of the following statements is not true of viral marketing?
A)It can involve creating a website.
B)It needs to be infectious so customers will seek it out.
C)It can be very expensive.
D)It will be likely viewed or read by friends of the sender.
E)It can be a well-made regular ad helped along by targeted seeding.
Q4) Why is the use of direct-response television growing in popularity?
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Chapter 16: The Global Marketplace
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) Compared to standardized global marketing, adapted global marketing ________.
A)uses the same marketing mix elements in all target markets
B)lowers marketing costs by using home country sales teams
C)modifies marketing strategies to meet local needs
D)maintains uniformity across all markets
E)results in greater brand power
Q2) Compared to adapted global marketing, standardized global marketing ________.
A)adjusts promotional efforts to address cultural differences in target markets
B)results in additional marketing and manufacturing costs
C)relies on social media to develop customer relationships
D)usually results in diluted brand power over time
E)uses the same marketing mix worldwide
Q3) The European Union restricts trade opportunities to European firms.
A)True
B)False
Q4) Often, companies form joint ownership ventures to merge their complementary strengths in developing a global marketing opportunity.
A)True
B)False
Page 18
Q5) Explain product invention with the help of suitable examples.
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