Marketing Management Exam Solutions
Course Introduction
Marketing Management introduces students to the fundamental concepts, strategies, and tools essential for effective marketing in modern organizations. This course explores market analysis, consumer behavior, segmentation, targeting, positioning, and the development of marketing mixes (product, price, place, promotion) to create value for both customers and businesses. Emphasizing real-world applications, students learn how to develop and implement marketing plans that align with organizational objectives, respond to environmental changes, and leverage digital technologies. By analyzing case studies and engaging in practical projects, students gain a comprehensive understanding of how marketing contributes to organizational success in competitive environments.
Recommended Textbook
Marketing 9th Canadian Edition by Frederick Crane
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Page 2
Chapter 1: Marketing: Customer Value, satisfaction, relationships, and Experiences
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Sample Questions
Q1) Which of the following companies is most likely to utilize interactive marketing?
A)Dove Beauty Products
B)TD Financial Bank
C)Manulife Insurance
D)The Conservative Party of Canada
Answer: A
Q2) Marketing refers to
A)the production or provision of goods or services that will generate the highest return on investment.
B)the strategies used in the advertising and promotion of goods and services.
C)the process of identifying the greatest number of target markets for a good or service.
D)an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
Answer: D
Q3) At least four factors are required for marketing to occur.What are they?
Answer: Answers will vary
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Page 3
Chapter 2: Developing Successful Marketing Strategies
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Sample Questions
Q1) Determining the target market and designing marketing programs to reach this target market is a specialized marketing function.This is accomplished by the marketing: A)team.
B)group.
C)partnership.
D)department.
Answer: D
Q2) Craig Conway is CEO of a software design company named PeopleSoft,a company that has automated many human resource functions such as tracking vacation time.Conway operates at the _____ level of his organization.
A)business unit
B)functional
C)corporate
D)strategic
Answer: C
Q3) What are the basic differences between marketing strategies and marketing tactics?
Answer: Answers will vary
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Chapter 3: Scanning the Marketing Environment
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Sample Questions
Q1) Statistics Canada revealed that coffee consumption in Canada has risen to over 90 litres.Sports drinks,energy drinks,and bottled water all saw increases in consumption as well.But tea and soft drink consumption actually declined.This type of information is the result of:
A)ecological/technological forecasting.
B)environmental scanning.
C)macroeconomic analysis.
D)strategic planning.
Answer: B
Q2) When the maker of a popular mobile search application utilizes gesture,touch,and voice in a way to mimic how we operate day-to-day,the application maker recognizes which of the following rising trends?:
A)natural user interfaces
B)smartphones
C)digital living room
D)predominance of Gen Y members to have a smartphone
Answer: A
Q3) How does the economy affect marketing?
Answer: Answers will vary
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Page 5
Chapter 4: Ethics and Social Responsibility in Marketing
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Sample Questions
Q1) Those employees that report unethical or illegal actions of their employers are known as:
A)whistle-blowers
B)corporate employees
C)business heros
D)transparency champions
Q2) Evergreen Memories sees the largest sales in which of its product lines?
A)tree seedlings/tree favors
B)eco-friendly funerals
C)locally made jams
D)recycled wood products such as pencils and cutting boards
Q3) In Korea,copying is quite common and according to international trade officials,many Koreans have the idea that the thoughts of one person should benefit all,and the Korean government rarely prosecutes infringements._____ may lead to copyright infringements.
A)societal culture and norms
B)opinion leaders
C)antecedent states
D)organizational culture and expectations
Q4) Identify and describe the two types of personal moral philosophy.
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Chapter 5: Consumer Behaviour
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Sample Questions
Q1) All of the following describe PRIZM's lifestyle group called "Lunch at Tim's" except:
A)play video games
B)high-school educated
C)live in older homes
D)like to gamble
Q2) When Betty Crocker advertises that baking a cake from one of its mixes tastes just like homemade,it is influencing which type of learning?
A)stimulus discrimination
B)cognitive learning
C)brand loyalty
D)stimulus generalization
Q3) How does the definition of attitudes highlight its important dimensions?
Q4) How might consumers who purchased a new innovative type of running shoe try to reduce any cognitive dissonance they might feel?
A)Use only an internal information search.
B)Have little or no problem-solving involvement.
C)Read ads for running shoes even after the purchase has been made.
D)Use routine problem solving.
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Chapter 6: Organizational Markets and Buyer Behaviour
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Sample Questions
Q1) In a regular buying situation,which role is likely to have the ultimate decision authority?
A)buyer
B)decider
C)influencer
D)purchaser
Q2) In an effort to make better and more efficient purchase decisions,the Ford Motor Company forms loosely organized groups of people who work together on purchase decisions.The people included in these groups change depending on the purchase situation and may include key personnel from various departments,including research and development,finance,marketing,shipping,and sales.Such a loosely organized group of people within an organization who are involved in the purchase decision is correctly called an organizational:
A)selling committee.
B)functional unit.
C)purchasing unit.
D)buying centre.
Q3) What are the three types of organizational buying situations? Give an example of each.
Q4) Describe four characteristics of independent e-marketplaces.
Page 8
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Chapter 7: Reaching Global Markets
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Sample Questions
Q1) Licensing is:
A)offering the right to a trademark, patent, trade secret, or similarly valued items of intellectual property in return for a royalty or fee.
B)contracting with a foreign firm to manufacture products according to certain specifications.
C)when a foreign country and a local firm invest together to create a local business.
D)having a company handle its own exports directly, without intermediaries.
Q2) Several of the world's largest telecommunication equipment makers,including Ericsson (Sweden),Nortel (Canada),Siemens (Germany),and 3Com (USA),formed Juniper Networks,Inc.,to build devices to speed global Internet communications.Each of these firms should benefit from their:
A)international competition.
B)tactical relationship.
C)strategic alliance.
D)co-branding strategy.
Q3) Three types of companies populate and compete in the global marketplace.Identify,and succinctly,describe each type.
Q4) Briefly describe the World Trade Organization (WTO).
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Page 9
Chapter 8: Marketing Research: From Information to Action
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Sample Questions
Q1) As marketing vice president of Health Care Services,Inc.,you are in charge of developing an experiment to test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory.Which experiment will do this best?
A)manipulating the independent variable of sales and assessing the impact by measuring the dependent variable of satisfied customers of health services
B)manipulating the independent variable of salespeople assigned to a territory and assessing the impact by measuring the dependent variable of sales of health services
C)manipulating the independent variable of sales and assessing the impact by measuring the dependent variable of sales people of health services
D)manipulating the independent variables of sales and salespeople and assessing the impact by measuring the dependent variable of satisfied customers of health services
Q2) According to the text,what are the four steps in the marketing research process?
Q3) What is the basic difference between primary and secondary data,and what are the advantages and disadvantages of each?
Q4) Describe how social media is being used to provide data mining insights.
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Page 10
Chapter 9: Market Segmentation, Targeting, and Positioning
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Sample Questions
Q1) Mars Candies decides to extend the level of customization of their M&Ms.When you send in a salvia swab,the company will custom tailor the balance of salty/sweet/savory of the M&M to best appeal to your taste buds and ship you a package.This strategy is known as:
A)ultra-customization
B)mass customization
C)ultra-personalization
D)deliciousness
Q2) A local producer manufactures sheet metal that is used to manufacture car doors.This producer finds the NAICS codes for all of the car manufacturers in the area to sell the sheet metal to.This producer is attempting to:
A)get around gatekeepers and reach buyers.
B)forecast sales to a consumer market.
C)segment an organizational market.
D)segment a consumer market.
Q3) What is product differentiation? How does it relate to market segmentation? How does it potentially improve a firm's revenues?
Q4) Define market segmentation.How does it link needs with marketing actions?
Q5) Why is it important for a firm to choose its target market segments carefully?
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Chapter 10: Developing New Products and Services
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Sample Questions
Q1) Developing the marketing strategy required to commercialize a new idea would be created in which stage?
A)idea generation
B)commercialization
C)business analysis
D)development
Q2) According to Figure 10-2,column "C" represents a
A)continuous innovation.
B)discontinuous innovation.
C)dynamically continuous innovation.
D)spontaneous innovation.
Q3) When analyzing a new potential service offering,it is critical for the organization to use which of the following tools?
A)consumer usability analysis
B)test-case analysis
C)capacity management
D)alternative competitive analysis
Q4) Characterize the difference between a product line and a product mix.Give an example of each.
Q5) Describe the business analysis stage of the new-product process.
Page 12
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Chapter 11: Managing Products and Brands
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Sample Questions
Q1) Gillette spent $35 million in advertising to introduce the Sensor razor to consumers.The main reason such expenditures are often made is to stimulate or increase desire for the product class,rather than for a specific brand,when there are no competitors with the same product,is because of:
A)additional marketing research that is needed
B)innovative sampling methods
C)growing primary demand
D)initial data gathering
Q2) Letter "B" in Figure 11-3,is likely characterized by the following:
A)fear debt and use neighbors and friends as information sources.
B)are skeptical and have below average social status.
C)act with deliberation and use many informal social contacts.
D)are leaders in social standing and have slightly above average education when compared to the other adopter classes.
Q3) A label is described by each of the following EXCEPT:
A)is an integral part of the package.
B)typically identifies the product or brand.
C)is typically an expensive part of the marketing strategy for a product.
D)provides very little benefit to the consumer.
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Page 13
Chapter 12: Managing Services
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Sample Questions
Q1) Load factor is often used in marketing dashboards for airlines as a measure of:
A)capacity management
B)idle production capacity
C)customer contact
D)differential value
Q2) Describe what is meant by capacity management and illustrate your answer with an example.
Q3) Allstate Insurance stresses to its card holders that help is "just one call away",and that "you are in good hands." Which statement below best describes what Allstate is offering?
A)The value of the service provided can only be determined using subjective criteria.
B)The services cannot be held, seen, or touched before the purchase decision.
C)The service cannot be described only experienced.
D)The quantity can vary.
Q4) Describe an effective off-peak tourism campaign used to maximize capacity and revenue for an all-inclusive resort in the Caribbean.
Q5) What is a Customer Contact Audit? Illustrate an example.
Q6) What is SERVQUAL? How and why is it used?
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Chapter 13: Pricing Products and Services
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Sample Questions
Q1) Figure 13-7 shows that by selling 200 pictures the firm will
A)break even.
B)incur a loss.
C)earn a profit.
D)have no fixed costs.
Q2) TB Figure 1 shows there are six distinct steps in the pricing process: identify pricing constraints and objectives; estimate demand and revenue; estimate cost,volume,and profit relationships; select an appropriate price level; __________; and make special adjustments to list or quoted price.
A)set list or quoted price
B)test market the product or service to check for elasticity of demand
C)scan competitors for price lines for similar products or services
D)select the appropriate pricing formula
Q3) A skimming pricing policy is likely to be most effective when:
A)consumers perceive your product to be similar to other products on the market.
B)a lower price will have a major effect on reducing unit costs.
C)competitors will be attracted to the market due to the potential for high sales revenues.
D)consumers are willing to buy immediately.
Q4) When is skimming pricing an effective strategy?
Page 15
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Chapter 14: Managing Marketing Channels and Supply Chains
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Sample Questions
Q1) What are the three questions marketing executives consider when choosing a marketing channel and intermediaries?
Q2) What are the functions performed by intermediaries?
Q3) Which of the following does Callaway Golf NOT,market and sell its products through?
A)on- and off-course golf retailers
B)sporting goods retailers
C)online store
D)using athletes as salespeople (i.e.like Tupperware)
Q4) The density of distribution whereby a firm tries to place its products in a few retail outlets in a specific area is called _____ distribution.
A)intensive
B)extensive
C)selective
D)exclusive
Q5) Identify and describe the functions of agents and brokers.
Q6) Briefly explain the differences between the terms supply chain management and the marketing channel.
Q7) Describe the typical stages involved in the processing of customer orders.
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Chapter 15: Retailing
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Sample Questions
Q1) The concept that describes how new forms of retail outlets enter the market and change over time is referred to as the:
A)retail life cycle
B)product life cycle
C)wheel of retailing
D)service continuum
Q2) A massive shopping area,just off the 403 in Ancaster,Ontario,contains over 50 stores including the following: Best Buy,Future Shop,Rona,Costco,LCBO,Chapters,and Starbucks.This shopping area would be considered a(n):
A)anchor business district.
B)regional shopping centre.
C)community shopping centre.
D)power centre
Q3) All of the following are described as aspects of v-commerce,except:
A)some vending machines are integrated with Wi-Fi
B)vending machines only sell fast-food (chips, pop, chocolate bars, etc.)
C)vending machines can accept cashless purchases from smartphones
D)new machines are becoming 'green'
Q4) Explain the relationship between a franchisee and a franchisor.
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Chapter 16: Integrated Marketing Communications and Direct Marketing
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Sample Questions
Q1) At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?
A)introduction
B)growth
C)maturity
D)incubation
Q2) For a message to be communicated effectively,the sender and receiver must have a mutually shared:
A)length and breadth of experience with a given product.
B)promotional mix.
C)area of expertise.
D)field of experience.
Q3) Every issue of Taste of Home magazine features two or three entrepreneurs who have turned some skill or other resource into a successful small business.Since these featured businesses do not pay for this exposure,they are benefiting from:
A)publicity.
B)advertising.
C)direct marketing.
D)personal selling.
Page 18
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Chapter 17: Advertising, Sales Promotion, and Public Relations
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Sample Questions
Q1) Product advertisements focus on selling a good or service and take three major forms.They are:
A)introductory, comparative, and reminder.
B)pioneering, competitive, and reminder.
C)institutional, competitive, and reminder.
D)introductory, competitive, and reminder.
Q2) The means by which the advertising message is communicated to the target audience is through:
A)advertising media.
B)reach and frequency.
C)a decoder.
D)micromarketing.
Q3) An ad for Citrucel fibre supplement claimed that in a blind taste test,consumers preferred the taste of Citrucel to Metamucil 2 to 1.This ad is an example of _____ advertising.
A)reinforcement
B)comparative
C)persuasive
D)informative
Q4) Identify the three different approaches used to schedule advertising.
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Chapter 18: Personal Selling and Sales Management
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Sample Questions
Q1) Research indicates that 25 percent of North American salespeople engaged in _____ selling consider it unethical to explicitly ask customers about competitor strategies such as pricing practices,product development efforts,and trade and promotion programs.
A)order-taking
B)business-to-business
C)trial-close
D)missionary
Q2) When using an account management policy grid,an account would typically be assigned a light personal selling call frequency if it has a:
A)high opportunity rating, and the sales organization has a strong position.
B)low opportunity rating, and sales organization has a strong position.
C)high opportunity rating, and there is a likelihood that a strong sales position can be achieved.
D)low opportunity rating, and the sales organization has a weak position.
Q3) Although firms may differ in the specifics of how salespeople are managed,the sales management process has many similarities across firms.Briefly describe the three interrelated functions of the sales management process.
Q4) Describe orders takers and order getters.How do they differ from each other?
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Chapter 19: Pulling It All Together: The Strategic Marketing Process
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Sample Questions
Q1) Define synergy and describe how Loblaw's purchasing Shoppers Drug Mart will create synergies for Loblaw.
Q2) Aldi is a no-frills grocery chain.It sells grocery staples right out of the crates and boxes with emphasis on low-priced,private-label brands.Aldi stores are typically about one-third the size of the traditional supermarket.By controlling expenses,Aldi customers can expect to save 30 to 50 percent on their grocery bills compared to Kroger customers.The chain targets bargain hunters who are willing to rent a cart and bag their own groceries.In terms of Porter's generic business strategy,Aldi uses a _____ strategy.
A)differentiation focus
B)cost focus
C)differentiation
D)revenue leadership
Q3) The more a marketing plan is based on _____,rather than guesses,the less uncertainty and fewer risks are associated with executing it.
A)industry forecasts and sales predictions
B)intuitions and forecasts
C)past historical data
D)facts and valid assumptions
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Chapter 20: Using Social Media to Connect With Consumers
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Sample Questions
Q1) According to TB Figure 2,the correct rank order of social media sites from least to most popular as measured by the number of unique U.S.visitors as of September 2011 is
A)LinkedIn, Twitter, YouTube, and Facebook.
B)Facebook, LinkedIn, YouTube, and Twitter.
C)YouTube, LinkedIn, Twitter, and Facebook.
D)Facebook, Vimeo, YouTube, and Twitter.
Q2) According to the text,since its inception,more than ___________ apps have been downloaded in the Apple App Store around the globe.
A)20 billion
B)50 billion
C)100 billion
D)500 billion
Q3) All of the following are critical aspects that need to be included to ensure a social media strategy is successful,except:
A)understanding who to target
B)establishing metrics to measure success
C)executing in an ethical fashion
D)share as many messages as you can
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