Marketing Management
Final Exam Questions
Course Introduction
Marketing Management is a comprehensive course that explores the principles and practices essential to effective marketing in modern organizations. Students learn to analyze market environments, identify and target customer segments, and develop strategic marketing plans. The course covers topics such as product development, pricing strategies, integrated marketing communications, and distribution channels, emphasizing both theoretical frameworks and real-world applications. Through case studies, discussions, and practical projects, students develop the skills required to manage marketing resources, build strong brands, and drive organizational growth in competitive markets.
Recommended Textbook
Business Marketing Connecting Strategy Relationships and Learning 4th Edition by F. Robert Dwyer
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16 Chapters
1280 Verified Questions
1280 Flashcards
Source URL: https://quizplus.com/study-set/3057
Page 2
Chapter 1: Introduction to Business Marketing
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) The achievement and maintenance of a competitive advantage is solely dependent upon the development of superior products.
A)True
B)False
Answer: False
Q2) The system of value creation is also known as:
A) Organizational value
B) Quality process
C) A value chain
D) Competitive advantage
E) Core competency
Answer: C
Q3) A key raw material for technology-driven companies is:
A) MRO item
B) Personnel
C) Steel
D) Accessory equipment
E) Location
Answer: B
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Page 3
Chapter 2: The Character of Business Marketing
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) What is a JIT relationship? Write a note on its drawbacks?
Answer: A JIT relationship "requires the supplier to produce and deliver to the OEM precisely the necessary quantities at the necessary time,with the objective that products produced by the supplier conform to performance specification every time." Unfortunately,some of the early JIT relationships were underachievers because buyers simply used their purchasing muscle to push inventories up the supply chain; no system efficiencies resulted.Others represented a simplistic attempt to mimic Japanese systems without thorough examination of the distance and climatic challenges posed for stockless throughput.An assessment of JIT by suppliers to U.S.automakers showed evidence of missed opportunities.Fully 30 percent of the suppliers see JIT as merely an upstream shift of inventories and only half the suppliers get stable delivery schedules from their customers.
Q2) Since integrity,fairness,loyalty,flexibility and other "ethical intangibles" cannot be accurately measured,they are rarely considered in evaluating business relationships.
A)True
B)False
Answer: False
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Page 4
Chapter 3: The Purchasing Function
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) The GSA:
A) Has the expertise necessary to make all kinds of purchases
B) Always make the final purchase
C) Gets involved in all nondefense buying
D) Negotiates the price to be charged the government
E) Is the only supplier for the military
Answer: D
Q2) Single sourcing does not work in an adversarial setting as it usually implies a long-term collaborative relationship.
A)True
B)False
Answer: False
Q3) Identify the process of identifying links among components that raise costs if any changes are made.
A) Value analysis
B) SWOT analysis
C) Supplier relationship management
D) Complexity management
E) Supply chain management
Answer: D
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Chapter 4: Organizational Buyer Behavior
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80 Flashcards
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Sample Questions
Q1) In terms of the buying center,which of the following statement is INACCURATE?
A) A buying center means that a committee is formed, with individuals designated as a gatekeeper, influencer, etc
B) Cross-functional sourcing teams are formal examples of buying centers and are growing in use
C) The buying center is a changing, complex, and informal group
D) Initiators may not be involved again once they've set the purchase in motion
E) Initiators may also act as influencers and as gatekeepers
Q2) When more than one person is involved in making a purchase decision,the group of participants in the company are called the:
A) Advocates
B) Assessment center
C) Buying center
D) Administered channels
E) Net buying influences
Q3) A person's ability to perform specific tasks is best measured by perceived self-esteem.
A)True
B)False
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Chapter 5: Market Opportunities: Current and Potential
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) Customer lifetime value is an estimate of the net present value of the stream of benefits from a customer.
A)True
B)False
Q2) Compare and contrast scenarios and the buildup approach?
Q3) Since spending time at a customer's venue to test concepts and problem solve has value,many business marketers have been stepping up the frequency and complexity of:
A) Customer visits
B) In house customer budgets
C) Sugging
D) Telephone surveys
E) Informal socialization
Q4) Data mining describes the process of using multivariate statistical approaches and user-controlled tools to predict behavior in a product market.
A)True
B)False
Q5) What are the three major factors for the popularity of focus group research?
Q6) Write a short note on the 80-20 and 75-10 rules?
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Chapter 6: Marketing Strategy
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80 Flashcards
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Sample Questions
Q1) The breadth of a product line is primarily motivated by:
A) Diversity of preferences in the market
B) Production and operational economies
C) Managerial complexities
D) Financial resources
E) Marketing complexities
Q2) Synergy implies:
A) Detailed aims and action plans for the functional areas
B) The whole is greater than the sum of its parts
C) The level of investment in the product market
D) Formal expression of why the organization exists
E) Resource commitments
Q3) All of the following are typically identified as forces of competition EXCEPT:
A) Rivalry among firms in the industry
B) Threat of substitutes
C) Powerful customers
D) Powerful suppliers
E) Threat of governmental regulation
Q4) Briefly describe the basic types of product/market relationships that are available for a firm's growth strategies?
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Chapter 7: Weaving Marketing Into the Fabric of the Firm
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) A supragoal is a goal against which other goals are aligned.
A)True
B)False
Q2) Which of the following is a source of information acquisition?
A) Engineering and R&D
B) Marketing management
C) Finance
D) Competitive intelligence
E) Senior management
Q3) Market orientation is essentially defined by superior skills in:
A) Product development
B) Understanding research and development
C) Market research
D) Cost reduction
E) Understanding and satisfying customers
Q4) Write a brief note on cognitive mapping.How does it aid marketing?
Q5) If profitability is the supragoal,customer satisfaction becomes very important.
A)True
B)False
Q6) Compare and contrast the three types of marketing-manufacturing situations?
Page 9
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Chapter 8: Developing and Managing Offerings: What Do Customers
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) The significant market share advantage to be gained by being the first in the market is a(n):
A) Entrant advantage
B) Primary advantage
C) Initial-entrant premium
D) First-mover advantage
E) Absolute advantage
Q2) Quality Function Deployment seeks to describe how benefits are linked to all the following EXCEPT:
A) Product
B) Component part
C) Inventory control
D) Production controls
E) Process characteristics
Q3) A group of related products constitutes a(n):
A) Product range
B) Product category
C) Product portfolio
D) Product line
E) Product assortment
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Chapter 9: Business Marketing Channels: Partnerships for
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80 Flashcards
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Sample Questions
Q1) Which of the following responses to conflict indicates a lack of interest or perceived importance of the issue?
A) Loyalty
B) Neglect
C) Exit
D) Aggression
E) Voice
Q2) _____ is a critical process for uncovering the origin of a conflict and involves some means of articulating dissatisfaction.
A) Exit
B) Aggression
C) Voice
D) Loyalty
E) Neglect
Q3) Neglect:
A) Is steadfast perseverance in the face of conflict's felt tension
B) Includes open or covert actions intended to injure the conflict party
C) Includes hurtful words
D) Can allow the relationship to atrophy
E) Characterizes nonprofit partnerships
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Chapter 10: Creating Customer Dialogue
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80 Flashcards
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Sample Questions
Q1) A strategic,two-way communication targeted to specific customers and their needs,all coordinated through a variety of media,is best known as:
A) Grapevine communication
B) Complex communication
C) Integrated marketing communication
D) Dual-method communication
E) Professional sales communication
Q2) Write a short note on the hierarchy-of-effects model and its various stages?
Q3) Which of the following statements about trade shows is false?
A) They offer the advantage of personal interaction
B) They are temporary exhibitions of products and services
C) The first trade shows were open-air markets set up at fairs and festivals
D) They can contribute to both positioning and action goals
E) They tend to be very expensive and usually not worth the investment
Q4) PR is a specialized communications tool that is best reserved for crisis situations which threaten the firm's profits and/or reputation.
A)True
B)False
Q5) What are the types of breakdown methods of budgeting for communications?
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Chapter 11: Communicating Via Advertising, trade Shows and PR
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) The content of an advertising message is specified by the:
A) Creative plan
B) Business plan
C) Media plan
D) Positioning plan
E) Marketing plan
Q2) In terms of measuring advertising performance,how is position calculated?
A) Sum of bingo cards, faxbacks or calls to the 800 number in an ad
B) Using circulation or readership audits, the number of readers among the target market is calculated
C) Divide cost by readership, expressed in thousands
D) Surveys of magazine readers or television viewers asking which ads they remember seeing
E) Preadvertisement and postadvertisement surveys of attitudes toward a product
Q3) Which of the following statements about outdoor media is true?
A) Ads can be easily and inexpensively altered should the need arise
B) It is not used a great deal in business marketing
C) It is used most often to encourage action within a local market
D) It combines both sound and visuals
E) Outdoor media ads can have more impact than ads in other media
Page 13
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Chapter 12: The One to One Media
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80 Flashcards
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Sample Questions
Q1) Which of the following statement regarding responses generated in advertising is TRUE?
A) All of the responses are measurable
B) Only some of the responses are measurable
C) Advertising does not generate any responses
D) Responses are not readily observable
E) Responses can be observed only in laboratory situations
Q2) Adding a toll-free call number to a direct mail copy,typically,finds value as:
A) Potential customers find it easy to initiate contact and put the seller in an adaptive mode
B) It is able to generate a better lead gathering program
C) It is able to satisfy transaction and presale channel preferences of existing customers
D) It eliminates the need of a firm to provide customer service
E) Firms are able to manage logistical operations better
Q3) Direct mail campaigns can be implemented in a few days.
A)True B)False
Q4) Why is direct mail called the most versatile of direct marketing media?
Q5) What are lists?
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Chapter 13: Sales and Sales Management
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80 Flashcards
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Sample Questions
Q1) All of the following are true of sound compensation programs EXCEPT:
A) They base rewards on results and efforts
B) They provide equal rewards for equal performance
C) They provide competitive rewards
D) They are easy to understand and implement
E) They satisfy only the need of the company and not of the salesperson
Q2) The _____ plan works well for firms engaged in transactional sales strategies and markets.
A) Straight commission
B) Straight salary
C) Draw plan
D) Salary and commission
E) Bonus
Q3) "Preferred supplier" is a buyer's term for a partner.
A)True
B)False
Q4) Strategic partner selling really requires the sales force to "surrender" its firm's best interest to the profitability of its customers.
A)True
B)False
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Chapter 14: Pricing and Negotiating for Value
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) In oligopolies,the differential advantages that every firm strives for tends to be permanent.
A)True
B)False
Q2) These type of business markets are characterized by just a few sellers.
A) Monopsonistic competition
B) Monopolies
C) Purely competitive
D) Monopolistically competitive
E) Oligopolies
Q3) Write a short note on monopolistic competition relating it to the profit maximization model?
Q4) Cost and competition are the only two factors that have a serious impact upon price.
A)True
B)False
Q5) Products with unique benefits tend to be price elastic.
A)True
B)False
Q6) Compare and contrast "pull" and "push" strategies?
Page 16
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Chapter 15: Evaluating Marketing Efforts
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80 Flashcards
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Sample Questions
Q1) The time required to complete an action is best known as:
A) Cycle time
B) Production time
C) Creation time
D) Periodic time
E) Input-output time
Q2) This is an important element of a control process and is used as a measuring tool.
A) Tolerance
B) Sensor
C) Standard
D) Variance
E) Benchmark
Q3) This is the goal against which performance is compared in the control process.
A) Output
B) Sensor
C) Standard
D) Variance
E) Deviation
Q4) What are information systems? What is the role of data warehousing?
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Chapter 16: Customer Retention and Maximization
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) Generally,customer satisfaction variables are evaluated through use of:
A) Chi-square analysis
B) Regression analysis
C) Statistical summation
D) Exponential smoothing
E) Progression analysis
Q2) By definition,"always-a-share" customers account for a consistent percentage of the firm's total sales over time.
A)True
B)False
Q3) Why has customer retention become one of the most critical factors in the survival/profitability of the modern firm?
Q4) Lagniappe means anything given beyond strict obligation,a surprise or surplus benefit from an exchange.
A)True
B)False
Q5) Why has communication been called the "glue that holds together" a relationship?
Q6) Write a short note on the mix of relationship ties?
Q7) What are the hallmarks of a strong,continuing business relationship?
Page 18
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