Marketing Management
Final Test Solutions
Course Introduction
Marketing Management is a comprehensive course that introduces students to the core concepts, analytical tools, and strategic approaches necessary for effective marketing decision-making. The course covers fundamental topics such as market research, consumer behavior, segmentation, targeting, positioning, product development, pricing strategies, promotion, and distribution channels. Through case studies and real-world examples, students learn how to create, deliver, and communicate value to customers while achieving organizational objectives. Emphasis is placed on the development and implementation of marketing plans, adapting to changing market environments, and ethical considerations in marketing practices.
Recommended Textbook
Marketing The Core 6th Edition by Roger Kerin
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18 Chapters
5640 Verified Questions
5640 Flashcards
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Page 2
Chapter 1: Creating Customer Relationships and Value
Through Marketing
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244 Verified Questions
244 Flashcards
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Sample Questions
Q1) Jakubowski Farms Gourmet Bread Base is the brand name for a mix designed for use in bread making machines. The mixes are sold in 2-pound canisters for $14.99 plus postage. The products are only available through the mail. People learn about the product through word-of-mouth and bread machine demonstrations the company's founder gives to groups in Wisconsin where she lives. This is a description of the company's
A)action plan.
B)market segmentation strategy.
C)mission statement.
D)marketing mix.
E)target market.
Answer: D
Q2) In Figure 1-2 above, "A" represents __________ and "B" represents __________.
A)decisions by management; purchases by customers
B)employees efforts; stakeholder rewards
C)sales department; manufacturing department
D)suppliers; distributors
E)discovering consumer needs; satisfying consumer needs
Answer: E
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Chapter 2: Developing Successful Organizational and Marketing Strategies
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341 Verified Questions
341 Flashcards
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Sample Questions
Q1) Because an organization has limited influence on market growth rate, its main alternative for moving an SBU on the portfolio analysis matrix is to try to change its relative market share. The most likely way for a company to turn a question mark into a star rather than a dog is to A)divert funds to other SBUs.
B)reduce advertising for it.
C)inject cash into it.
D)reduce the feature set for it.
E)decrease the market growth rate.
Answer: C
Q2) The BCG has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization. Dogs are SBUs that are classified as having
A)high market growth rates and high relative market shares.
B)low market growth rates but high relative market shares.
C)low market growth rates and low relative market shares.
D)high market growth rates but low relative market shares.
E)medium market growth rates and medium relative market shares.
Answer: C
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Chapter 3: Understanding the Marketing Environment,
Ethical Behavior, and Social Responsibility
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379 Verified Questions
379 Flashcards
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Sample Questions
Q1) Consider the Coke-Pepsi photo above. An employee of Coca-Cola attempted to share its marketing plan with an employee of Pepsi for a modest price. What should the Pepsi employee do?
A)Buy the marketing plan if assured there would be no legal or ethical repercussions.
B)Ignore the offer to buy the marketing plan and hope the ethical dilemma will go away.
C)Immediately contact Coca-Cola to advise them of the plot to sell the marketing plan.
D)Immediately report the offer to the Better Business Bureau.
E)Advise the Coca-Cola employee that it would be ethical to accept the plan if offered for free
Answer: C
Q2) The purpose of the Robinson-Patman Act is to
A)outlaw price discrimination for purchasers of the same product.
B)encourage pure competition.
C)protect inventors from having their intellectual property stolen.
D)repeal the Sherman Antitrust Act.
E)provide incentives for interstate commerce
Answer: A
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Page 5
Chapter 4: Understanding Consumer Behavior
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380 Verified Questions
380 Flashcards
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Sample Questions
Q1) Which problem solving variation would likely be used for clothing, sheets, towels, or electric can openers?
A)routine response behavior
B)limited problem solving
C)extended problem solving
D)simulated selection
E)integrated problem solving
Q2) In the VALS framework, consumers motivated by ideals are guided by knowledge and principle. One segment of the two Ideals-motivated groups, known as __________, have fewer resources and are conservative, conventional people with concrete beliefs based on traditional, established codes such as family, religion, community, and the nation.
A)Experiencers
B)Believers
C)Makers
D)Achievers
E)Thinkers
Q3) Name the five situational influences that affect the consumer purchase decision process.
Q4) Explain how attitudes are shaped by our values and beliefs.
Page 6
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Chapter 5: Understanding Organizations As Customers
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249 Verified Questions
249 Flashcards
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Sample Questions
Q1) In the construction industry, an independent trading community such as Buzzsaw.com or Cephren.com enables a general contractor to manage and coordinate the many suppliers, subcontractors, architects, and engineers necessary to complete a project. Buzzsaw.com and Cephren.com are examples of
A)Webfronts.
B)Web chains.
C)X-changes.
D)e-syndicates.
E)e-marketplaces.
Q2) A buy class situation affects buying center tendencies in different ways. If there are many people involved, the problem definition is uncertain, and the buying objective is to find a good solution, the buy class situation is most likely a
A)modified buy.
B)straight rebuy.
C)conditional rebuy.
D)new buy.
E)standard buy.
Q3) What is an important limitation of NAICS codes that inhibit their usefulness?
Q4) What is the North American Industry Classification System (NAICS)?
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Chapter 6: Understanding and Reaching Global
Consumers and Markets
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239 Verified Questions
239 Flashcards
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Sample Questions
Q1) Which of the following examples best demonstrates a company's appreciation for another country's values?
A)A German company allows customers to make large purchases using lay-away (paying small amounts until the item is paid for and delivered).
B)In Brazil, an appliance maintenance firm schedules service appointments allowing only 15 minutes of leeway for missed calls or no shows.
C)In Japan, a spa owner created special exercise classes for husbands and wives.
D)In India, a popular hamburger chain separated its dining area by color for people who wanted to eat beef and those who did not.
E)Calvin Klein reduced the number of outdoor advertising placements showing scantily clad models in countries with predominantly Muslim populations.
Q2) What is meant by the term economic infrastructure and how can this affect a firm's plans to enter a global market?
Q3) "A signal that the world's trading nations are committed to open markets - and will resist protectionism - would inject confidence and energy into our markets," says the U.S. Trade Representative. Discuss this statement.
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Page 8
Chapter 7: Marketing Research: From Customer Insights to Actions
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287 Verified Questions
287 Flashcards
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Sample Questions
Q1) DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims. It wants to introduce its product into new markets, but before it does so, it wants to predict how successful its sales efforts will be. The marketing research firm hired to conduct the research study has six months to gather, analyze, and present its data to DirectProtect. The required time frame is an example of a(n)
A)dependent variable.
B)obstruction.
C)objective.
D)constraint.
E)independent variable
Q2) There are three key elements when defining a marketing research problem. One of these is __________.
A)specify constraints
B)set the research objectives
C)determine how report the findings
D)evaluate previous research results
E)identify data needed for marketing actions
Q3) Briefly explain what a marketing "driver" is. Give three examples.
Q4) What are the five steps in the marketing research approach?
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Chapter 8: Market Segmentation, Targeting, and Positioning
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232 Verified Questions
232 Flashcards
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Sample Questions
Q1) A graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a
A)perceptual map.
B)perception matrix.
C)growth-share matrix.
D)market-product grid.
E)product differentiation chart.
Q2) During its market segmentation process for the Nike LeBron X basketball shoe, which sells for $200+ a pair, Nike decided to concentrate on affluent teens rather than members of high school basketball teams. This is an example of
A)selecting target market segments to reach.
B)forming products to be sold into groups.
C)developing a market-product grid and estimating size of markets.
D)taking marketing actions to reach target markets.
E)forming prospective buyers into segments.
Q3) Explain what a market-product grid is and how it is used.
Q4) What are the segmentation bases for U.S. organizational (business) markets?
Q5) What is market segmentation and why is it important?
Q6) What are the four steps to positioning a product with a perceptual map?
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Chapter 9: Developing New Products and Services
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388 Verified Questions
388 Flashcards
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Sample Questions
Q1) Speed or __________ is often vital in introducing a new product.
A)perpendicular development
B)time to market
C)red tape cutting
D)fast concepting
E)delivery expediting
Q2) What are the four types of consumer products? How do they differ?
Q3) Less than __________ of new consumer packaged goods (CPG) exceed first-year sales of $50 million - the benchmark of a successful CPG launch.
A)3 percent
B)10 percent
C)17 percent
D)28 percent
E)35 percent
Q4) Which of the following is an example of a product line?
A)Scope mouthwash
B)Zephyrhills natural spring water in 8 oz. bottles
C)The Yellow Pages for Gainesville, Florida
D)Hallmark Mother's, Father's Day, and Grandparent's Day cards
E)Apple iPad
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Chapter 10: Managing Successful Products, Services, and Brands
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408 Verified Questions
408 Flashcards
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Sample Questions
Q1) A manufacturer's branding strategy in which a distinct brand name is given to each of its products is referred to as __________.
A)multiproduct branding
B)generic branding
C)product differentiation branding
D)mixed branding
E)multibranding
Q2) Nike has successfully used __________ with its lines Air Jordan and Air Lebron.
A)family branding
B)subbranding
C)multiproduct branding
D)mixed branding
E)generic branding
Q3) Tuition, charges, fares, fees, and rates are all terms
A)given to the tangible portion of the price of a service.
B)that are interchangeable when identifying the price of a service.
C)given to the intangible portion of the price of a service.
D)given to describe the price of services.
E)used in services to imply a higher quality product than the terms "cost" or "price."
Page 12
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Chapter 11: Pricing Products and Services
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407 Verified Questions
407 Flashcards
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Sample Questions
Q1) There are a lot of skateboards on the market, but the BMW Streetcarver is the only one with stabilizers and wheel design based on BMW's automobiles. This technology gives the BMW Streetcarver better control at high speeds and around sharp turns than any other brand. The skateboard is priced at $495, which leaves many consumers who might want to buy the Streetcarver (especially young males) unable to afford it. This inability to pay for the high-priced BMW-made skateboard shows the affect of __________ on sales.
A)demand factors
B)macroeconomic environmental factors
C)barter factors
D)supply factors
E)exchange parameters
Q2) Standard markup pricing is considered to be a __________ approach to pricing.
A)demand-oriented
B)profit-oriented
C)cost-oriented
D)competition-oriented
E)service-oriented
Q3) Why do manufacturers offer seasonal discounts to channel members? Provide an example of how one would work.
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Chapter 12: Managing Marketing Channels and Supply Chains
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324 Verified Questions
324 Flashcards
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Sample Questions
Q1) What are the utilities created by marketing intermediaries? Describe each one.
Q2) The combination of successive stages of production and distribution under a single ownership is referred to as a(n) __________.
A)contractual vertical marketing system
B)corporate vertical marketing system
C)integrated marketing system
D)corporate horizontal marketing system
E)contractual horizontal marketing system
Q3) Figure 12-3 above depicts four common marketing channels for consumer products and services that differ by the kind and number of intermediaries. Channel A would be an appropriate marketing channel for which of the following?
A)Toyota automobiles
B)Shane Company jewelry
C)John Deere construction machinery
D)Hershey's candy
E)State Farm insurance services
Q4) List and define the three major types of vertical marketing systems.
Q5) What are some specific cost trade-offs that can be made in a logistics system?
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Q6) What is a channel captain? What is its function and how does it accomplish this?
Chapter 13: Retailing and Wholesaling
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347 Verified Questions
347 Flashcards
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Sample Questions
Q1) Name each of the four utilities offered by retailing and with each, identify a retailer that provides that utility.
Q2) Online retail purchases by consumers can be the result of several very different approaches, which include: (1) paying dues to become a member of an online discount service; (2) participating in an online auction; (3) going directly to online malls; and (4)
A)becoming a secret shopper.
B)participating in a buying cooperative.
C)using direct selling.
D)using a shopping "bot" to search for a product at locations with the best price.
E)becoming a member of a research group that evaluates new products.
Q3) Currently, the three largest television home shopping programs in the United States are
A)QVC, HSN, and ShopNBC.
B)Direct Shopper, Shop at Home, and ShopNBC.
C)ValueVision, Shop at Home, and QVC.
D)Shop America, Direct shopper, and J.S. Global.
E)Shop at Home, QVC, and HSN.
Q4) What is off-price retailing? Identify and give an example an off-price retailer.
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Page 15
Chapter 14: Integrated Marketing Communications and Direct Marketing
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302 Verified Questions
302 Flashcards
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Sample Questions
Q1) Which of the following types of promotion uses customized interaction?
A)advertising
B)direct marketing
C)public relations
D)sales promotion
E)publicity
Q2) In the hierarchy of effects, the consumer's actual first purchase and use of the product or brand is referred to as the __________ stage.
A)adoption
B)evaluation
C)awareness
D)interest
E)trial
Q3) Which of the following is an inherent strength of advertising?
A)advertising provides immediate feedback
B)advertising can deliver complex information
C)advertising can create messages quickly
D)advertising is an efficient means for reaching large numbers of people - the mass market
Page 16
E)advertising is often the most credible source of information for consumers
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Chapter 15: Advertising, Sales Promotion, and Public Relations
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369 Verified Questions
369 Flashcards
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Sample Questions
Q1) While reading the newspaper, Belinda noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores. This ad is an example of A)co-branding.
B)a finance allowance.
C)cooperative advertising.
D)a merchandise allowance.
E)specialty advertising.
Q2) Which of the following is NOT an aspect of identifying the target audience for an advertisement?
A)The scheduling of the advertising can depend on the target audience.
B)Understanding the demographics of the target market is essential.
C)The placement of the advertising depends on the target audience.
D)The Federal Trade Commission (FTC) suggests that advertising program decisions be based on market research about the target audience.
E)Understanding the lifestyles and attitudes of the target market is essential.
Q3) What is publicity? What are the main types of publicity tools? What is the main objective of each type of tool?
Q4) List and briefly describe the four forms of institutional advertising.
Page 17
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Chapter 16: Using Social Media to Connect With Consumers
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180 Verified Questions
180 Flashcards
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Sample Questions
Q1) A blog is a
A)business-oriented website that lets users create profiles for professional networking.
B)unique type of Internet browser where search results are personalized for each user.
C)web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
D)website where users create a personal profile, add "friends," and exchange messages and photos with them.
E)website whose content is created and edited by the ongoing collaboration of end users.
Q2) According to Figure 16-4 above, which social network was closest to Facebook terms of unique U.S. visitors as of mid-2014?
A)LinkedIn
B)YouTube
C)Twitter
D)Angry Birds
E)Plants vs. Zombies
Q3) What are some guidelines to engage fans on Facebook?
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Page 18
Chapter 17: Personal Selling and Sales Management
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302 Verified Questions
302 Flashcards
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Sample Questions
Q1) Advertising with a coupon, using a toll-free number, exhibiting at trade shows, using e-mail, and making cold calls are all activities that would take place during the __________ stage of the personal selling process.
A)data mining
B)preapproach
C)approach
D)presentation
E)prospecting
Q2) The practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships is referred to as __________.
A)major account management
B)relationship marketing
C)relationship selling
D)customer account management
E)needs-satisfaction selling
Q3) The sales plan is put into practice through the tasks associated with sales plan implementation. Identify the three major tasks involved in implementing a sales plan.
Q4) What are the keys to effective need-satisfaction presentations?
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19
Chapter 18: Implementing Interactive and Multichannel Marketing
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262 Verified Questions
262 Flashcards
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Sample Questions
Q1) Pizza Hut's young adult males seek more of the food they love with
in the process.
A)nutritional value
B)a hassle-free eating experience
C)a great social experience
D)less time and cash invested
E)friendly environment
Q2) The interactive capabilities of Internet-enabled technologies that invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices is referred to as
A)chat assistance.
B)blog assistance.
C)tweet assistance.
D)choice assistance.
E)bot assistance
Q3) When John subscribed to a financial news publication online, the company told him that as a service it would be creating a cookie. Explain what the online publication did and why.
Q4) List the six reasons why consumers shop and buy online.
Q5) What is the marketspace?
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