Marketing Management Exam Review
Course Introduction
Marketing Management is a comprehensive course that explores the principles, strategies, and analytical tools essential for effective marketing in todays dynamic business environment. The course covers fundamental topics such as market research, segmentation, targeting, positioning, product development, pricing strategies, distribution channels, and promotional tactics. Students will learn how to analyze consumer behavior, assess competitive landscapes, and develop integrated marketing plans that align with organizational objectives. Through case studies and practical exercises, the course emphasizes the application of conceptual frameworks to real-world business challenges, equipping students with the skills necessary to make informed marketing decisions and drive organizational growth.
Recommended Textbook
Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition
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2562 Verified Questions
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Page 2
Chapter 1: An Overview of Integrated Marketing Communications
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101 Verified Questions
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Sample Questions
Q1) One important factor that has led more firms to perform research and acquire data to determine whether implemented marcom decisions have accomplished the objectives they were expected to achieve is _____.
A) increasing demand for accountability
B) rapidly changing consumer tastes and preferences
C) changing economic conditions
D) increasing marcom expenses
E) less reliance on outside agencies to perform the marcom function
Answer: A
Q2) All marketing communications should be _____.
A) directed to a particular target market
B) clearly positioned
C) created to achieve a specific objective
D) undertaken to accomplish the objective within budget constraints
E) All of these are correct.
Answer: E
Q3) The concept of media is relevant to all marcom tools.
A)True
B)False
Answer: True
Page 3
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Chapter 2: Enhancing Brand Equity and Accountability
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Sample Questions
Q1) Brand _____ reflects a relatively superficial level of awareness,whereas brand _____ indicates a deeper form of awareness.
A) image; equity
B) equity; image
C) recognition; recall
D) recall; recognition
E) associations; image
Answer: C
Q2) One major by-product of efforts to increase a brand's equity is that consumer brand loyalty might also increase,which in turn,could positively influence long-term growth and profitability.
A)True
B)False
Answer: True
Q3) Successful brands employ just one or two marcom tools in order to satisfy the brand's positioning strategy.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Brand Adoption, Brand Naming, and Intellectual
Property Issues
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Sample Questions
Q1) Compatibility refers to an innovation's degree of perceived difficulty.
A)True
B)False Answer: False
Q2) Relative advantage is a function of consumer perception and whether a product is better by objective standards.
A)True
B)False
Answer: False
Q3) The degree to which an innovation is perceived to fit into a person's way of doing things is termed _____.
A) observability
B) complexity
C) trialability
D) compatibility
E) relative advantage
Answer: D
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Page 5
Chapter 4: Environmental, Regulatory, and Ethical Issues
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Sample Questions
Q1) There is considerable concern regarding the marketing of beer and other alcoholic beverages to teens and young adults.A study by a watchdog group at Georgetown University reported that _____ of alcohol advertising was more likely seen by youths than adults.
A) three-quarters
B) less than five percent
C) seventy percent
D) one-half
E) one-quarter
Q2) AAAA is a self-regulatory group that monitors children's television programming and commercials.
A)True
B)False
Q3) Who can engage in unethical behavior with respect to sales promotions?
A) manufacturers
B) retailers
C) consumers
D) a and b only
E) a, b, and c
Q4) Discuss three ethical issues in advertising.
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Chapter 5: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) The median age of Americans has been decreasing in the past three decades.
A)True
B)False
Q2) There is little need to target consumers using any of the non-behavioral bases for targeting if behaviorgraphic details are available.
A)True
B)False
Q3) Which VALS group is the most likely to drink domestic beer?
A) Experiencers
B) Believers
C) Innovators
D) Survivors
E) Strivers
Q4) The biggest issue facing marketers that track consumer online behavior is privacy.
A)True
B)False
Q5) The best predictor of one's future behavior is his or her past behavior.
A)True
B)False
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Chapter 6: The Communication Process and Consumer Behavior
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Sample Questions
Q1) A symbol relation is formed when an object becomes a symbol of something else,called the referent,and when the object and referent have no prior intrinsic relationship but are rather arbitrarily or metaphorically related.
A)True
B)False
Q2) Semiotics is the study of meaning and the analysis of meaning-producing events.
A)True
B)False
Q3) Encoding is the process of translating thought into symbolic form.
A)True
B)False
Q4) The _____ heuristic has consumers establish cutoffs,or minima,on all pertinent choice criteria.An alternative is retained for further consideration only if it meets or exceeds all minima.
A) disjunctive
B) lexicographic
C) compensatory
D) conjunctive
E) affect referral
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Chapter 7: The Role of Persuasion in Integrated Marketing Communications
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Sample Questions
Q1) Which of the following statements reflects the conative attitude component?
A) I enjoy reading.
B) Reading improves the mind.
C) Everyone should try to improve their reading skills.
D) Mysteries are fun to read.
E) I plan to purchase three books this week.
Q2) A(n)_____ is a specimen or model of a particular concept or idea.
A) frame
B) exemplar
C) symbol
D) sign
E) reference
Q3) The conative component of attitude represents one's predisposition to act toward an object.
A)True
B)False
Q4) Voluntary attention occurs when a person is attracted to a stimulus and continues to pay attention because it holds his or her interest.
A)True
B)False
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Chapter 8: Objective Setting and Budgeting
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Sample Questions
Q1) Objective setting and budgeting decisions must be formal and systematic.
A)True
B)False
Q2) The initial marcom imperative for new or unestablished brands is to create awareness.
A)True
B)False
Q3) A marketer distributes samples of a new product to consumers in the hope that they will form positive _____ about the product's performance,which will then lead to further purchases.
A) feedback
B) interpretations
C) awareness
D) beliefs
E) price perceptions
Q4) Name and describe the four practical budgeting methods.
Q5) Objectives provide standards against which results can be measured.
A)True
B)False
Q6) Explain the criteria that good marcom objectives must satisfy.
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Chapter 9: Overview of Advertising Management
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Sample Questions
Q1) _____ act as liaisons so that the client does not need to interact directly with several different service departments and specialists in a full-service advertising agency.
A) Account managers
B) Account planners
C) Media managers
D) Account directors
E) Client managers
Q2) In general,there are four combinations of advertising and price elasticities.Which of the following is NOT one of the combinations?
A) grow volume via price discounting
B) increase advertising and/or discount prices
C) maintain the status quo
D) build image via increased advertising
E) decrease prices and advertising expenses
Q3) Advertising is an efficient form of communication,capable of reaching mass audiences at a relatively low cost per contact.
A)True
B)False
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Chapter 10: Effective and Creative Ad Messages
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Sample Questions
Q1) Those performing the "creative" function in the advertising-development process must know the audience for the advertisements they are to create.This "audience" is also referred to as the _____.
A) client
B) focus group
C) target market
D) trade
E) prospects
Q2) Corporate issue advertising is also known as _____ advertising.
A) advocacy
B) image
C) goodwill
D) selective demand
E) pulsing
Q3) Explain the six alternative creative strategies.For each style,provide an example of an actual advertisement that uses that style.
Q4) Attributes are what consumers hope to receive or avoid when consuming products.
A)True
B)False
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Chapter 11: Endorsers and Message Appeals in Advertising
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129 Verified Questions
129 Flashcards
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Sample Questions
Q1) Sexist ads use sexual imagery or suggestiveness.
A)True
B)False
Q2) Assume that you are an account executive for an advertising agency.One of your clients is a manufacturer of motorcycle helmets.She has suggested the use of fear appeals.Write her a one-page letter explaining why fear appeals should or should not be used.
Q3) Athletes are considered to possess attractiveness because they project knowledge and expertise when endorsing a product.
A)True
B)False
Q4) The more similar a spokesperson's ethnicity is to the intended audience's ethnicity,the more trustworthiness is likely to be enhanced.
A)True
B)False
Q5) Humorous ads are more effective than nonhumorous ads only when consumers' evaluations of the advertised brand are already positive.
A)True
B)False
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Chapter 12: Traditional Advertising Media
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Sample Questions
Q1) Discuss the strengths and weaknesses of radio advertising.Make recommendations for the types of products and situations in which radio advertising should be used.
Q2) A limitation of magazine advertising is _____.
A) the inability to pinpoint specific audiences
B) the short-life of the magazine
C) the inability to convey a sense of authority
D) fewer geographic options than other media
E) the inability to get consumers involved in the ad
Q3) When a viewer switches to another channel while commercials are aired,_____ has occurred.
A) clutter
B) zapping
C) zipping
D) zupping
E) trapping
Q4) An advantage of radio advertising is its ability to reach prospective customers on a personal and intimate level.
A)True
B)False
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Chapter 13: Online and Mobile Advertising
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Sample Questions
Q1) Which of the following types of Internet ads is NOT considered rich media?
A) banner ads
B) pop-ups
C) interstitials
D) superstitials
E) video ads
Q2) Online advertising formats include all of the following except _____.
A) email advertising
B) search engine advertising
C) online reviews
D) rich media advertising
E) None of these are correct.
Q3) Phishing is a criminal activity.
A)True
B)False
Q4) Estimates of click-through rates to banner ads average 25 percent.
A)True
B)False
Q5) Define the following terms: banner ads,pop-ups,interstitials,superstitials,and video ads.
Page 15
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Chapter 14: Social Media
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88 Flashcards
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Sample Questions
Q1) Traditional media are more centralized while social media are more decentralized in production in usage.
A)True
B)False
Q2) Messages on Twitter are called tweets.
A)True
B)False
Q3) Which of the following is NOT a point of comparison between social media and traditional media choices explained in the text?
A) reach
B) accessibility
C) usability
D) immediacy
E) mobility
Q4) Facebook earns its revenue primarily from _____.
A) advertising
B) membership fees
C) corporate profile fees
D) selling member data
E) It doesn't earn revenue yet.
Page 16
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Chapter 15: Direct Marketing and Other Media
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Sample Questions
Q1) Product placements in movies date back to the 1940s,yet the frequency of occurrence is greater now than ever.
A)True
B)False
Q2) It is claimed that video advertising is _____ than comparable print advertising in the form of brochures.
A) more effective and less expensive
B) less effective and less expensive
C) more effective and more expensive
D) less effective and more expensive
E) None of these are correct.
Q3) One advantage of brand placements is that they are generally less intrusive than advertisements and thus less likely to be avoided.
A)True
B)False
Q4) Customer lifetime value refers to all product category purchases that an individual will make during his or her lifetime.
A)True
B)False
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Chapter 16: Advertising Media: Planning and Analysis
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Sample Questions
Q1) The first step of frequency value planning is to _____.
A) define the hypothesis
B) state the objectives
C) conduct a situation analysis
D) state the budget constraints
E) estimate the exposure utility for each level of vehicle exposure
Q2) Capo's is a local restaurant that has just started to advertise.Seventy percent of their target audience was exposed one or more times to their advertisements during an established time frame.Seventy (70)is the _____ for Capo's.
A) scope
B) spread
C) reach
D) frequency
E) gross rating point
Q3) Compare and contrast the terms media and vehicles,and give three examples of each.
Q4) The shelf-space model assumes that the role of advertising is to teach consumers.
A)True
B)False
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Chapter 17: Measuring Ad Message Effectiveness
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Sample Questions
Q1) Measuring message effectiveness is not a difficult or expensive task.
A)True
B)False
Q2) Which is NOT a technological development that has made single-source systems (SSSs)possible?
A) optical laser scanning of universal product codes
B) electronic funds transfer
C) split-cable technology
D) electronic television meters
E) all of the above technologies have made SSSs possible
Q3) Single source systems are advertising research services that measure consumer recall of advertisements placed in all major media.
A)True
B)False
Q4) Information Resources,Inc.is known for _____.
A) theater testing of new commercials
B) measuring cost per thousand of magazine advertising
C) measuring effectiveness of radio advertising
D) BehaviorScan
E) developing the galvanometer
Page 19
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Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
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Sample Questions
Q1) Sales promotion can enable a manufacturer to obtain extra shelf space for a temporary period.
A)True
B)False
Q2) Pay-for-performance programs reward the retailer for buying the brand at an off-invoice price.
A)True
B)False
Q3) Forward buying does not always benefit manufacturers because _____.
A) the savings from forward buying are passed on to consumers by retailers
B) distribution costs are increased
C) retailers' margins are reduced
D) manufacturers' margins are increased
E) All of these are correct.
Q4) Which of the following is NOT a form of trade allowance?
A) off-invoice allowance
B) bill-back allowance
C) push money
D) slotting allowance
E) All of these are correct.
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Chapter 19: Consumer Sales Promotion: Sampling and Couponing
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Sample Questions
Q1) The premier sales promotion device for generating trial usage is _____.
A) coupons
B) premiums
C) sampling
D) contests
E) price-offs
Q2) Sampling is effective because it provides consumers with an opportunity to personally experience a new brand.
A)True
B)False
Q3) The most frequent form of sampling is _____.
A) in-store
B) in-pack
C) door-to-door
D) direct mail
E) on-pack
Q4) Coupons are the premier sales-promotion device for generating trial usage.
A)True
B)False
Q5) Explain the circumstances when sampling is appropriate.
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Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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Sample Questions
Q1) Lisa purchased socks at a department store and noticed a sign that stated she could get $5.00 back by mail if she purchased five pairs and mailed in a form along with the proofs of purchases and a dated cash register receipt.This is an example of which type of promotion?
A) coupon
B) rebate
C) premium
D) bonus pack
E) price-off
Q2) _____ are articles of merchandise or services offered by manufacturers to induce action on the part of the sales force,trade representatives,or consumers.
A) Coupons
B) Rebates
C) Price-offs
D) Premiums
E) Add-ons
Q3) Retailers do not like when manufacturers use near-pack premiums.
A)True
B)False
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Chapter 21: Public Relations,Word-of-Mouth Influence,and Sponsorships
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Sample Questions
Q1) _____ involves marketing communication investments in events or causes for the purpose of achieving various corporate objectives.
A) Event-related PR
B) Public relations
C) Sponsorship
D) Cause-related marketing
E) Philanthropy
Q2) In social networks of interpersonal relationships,consumers' interpersonal relations range along a continuum from very _____ (such as frequent and often intimate communications between friends)to _____ (such as rare interactions between casual acquaintances).
A) weak ties; strong ties
B) close associations; distant associations
C) strong ties; weak ties
D) distant associations; close associations
E) inter-personal ties; intra-personal ties
Q3) Cause-oriented sponsorships typically involve supporting athletic events.
A)True
B)False
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Chapter 22: Packaging, Point-of-Purchase Communications, and Signage
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Sample Questions
Q1) An effective on-premise sign should perform which function?
A) attract new customers
B) brand the retail site in consumers' minds
C) create impulse purchases
D) a and b only
E) a, b, and c
Q2) Point-of-Purchase displays accomplish which of the following for consumers?
A) extend the amount of time spent in the store
B) deliver useful information and simplify the shopping process
C) reinforce the brand image
D) encourages more rational purchase behavior
E) All of these are correct.
Q3) Which of the following is a reason why POP materials go unused?
A) does not satisfy the retailer's needs
B) takes up too much space for the amount of sales generated
C) not well-constructed
D) only serve to transfer sales from one brand to another but does not increase the retailer's overall sales and profit for the product category
E) All of these are correct.
Q4) Name and describe the two major forms of billboard advertising.
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Chapter 23: Personal Selling
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Sample Questions
Q1) Which type of question used during the sales presentation phase asks about the consequences of problems and challenges the prospect is facing?
A) situation questions
B) problem questions
C) implication questions
D) need-payoff questions
E) financing questions
Q2) Personal selling does not need to be person-to-person to be effective.
A)True
B)False
Q3) In what industry is technical selling not found?
A) electronics
B) machinery
C) retail
D) computer science
E) financial services
Q4) The real estate market typifies missionary selling.
A)True
B)False
Q5) List and briefly describe each step or phase in personal selling.
Page 25
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