Marketing Management Practice Exam
Course Introduction
Marketing Management is a comprehensive course that explores the principles and practices of marketing within modern organizations. It covers key topics such as market research, consumer behavior, segmentation, targeting, positioning, and the development of effective marketing strategies for products and services. The course also examines the marketing mix product, price, place, and promotion and how these elements are integrated to create value for customers and competitive advantage for businesses. Through case studies, real-world examples, and practical assignments, students gain the analytical and decision-making skills needed to address complex marketing challenges in dynamic business environments.
Recommended Textbook Advertising and Promotion An Integrated Marketing Communications
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Chapter 1: Organizing for Advertising and Promotion: the
Role of AD Agencies and Other Marketing Communication Organizations
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Sample Questions
Q1) Which of the following statements is true about the role of top management in the advertising and promotion decision making process?
A)Top management is usually involved in the day-to-day decision-making and operations of advertising and promotion.
B)Top management does not provide input in the advertising and promotion process.
C)Top management is usually interested in how the advertising program represents the organization.
D)Top management is only interested in the amount of money that must be allocated to advertising and promotion.
E)Top management is more interested in tactical planning than strategic planning. Answer: C
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Chapter 2: Perspectives on Consumer Behavior
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Q1) _____ is a technique to probe into the mind of a customer in which an individual is asked to respond to the first thing that comes to his mind when he or she is given a word or a picture.
A)In-depth interview
B)Delphi technique
C)Association tests
D)Focus groups
E)Evoked set
Answer: C
Q2) _____ are groups or segments in a society that possess similar beliefs,values,norms and patterns of behavior that set them apart from the larger mainstream.
A)Demographic groups
B)Subcultures
C)Neighborhoods
D)Social classes
E)Reference groups Answer: B
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Chapter 3: The Communication Process
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Q1) Trial,purchase,adoption,and rejection are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.
A)cognitive
B)affective
C)behavioral
D)motivational
E)learning
Answer: C
Q2) Interest,liking,preference,evaluation and yielding are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.
A)cognitive
B)affective
C)behavioral
D)conative
E)learning
Answer: B
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Chapter 4: Source, Message, and Channel Factors
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Q1) The source characteristic of attractiveness encompasses:
A)power,expertise,and recognizability.
B)similarity,likeability,and familiarity.
C)comfort,recognizability,and beauty.
D)beauty,familiarity,and recognizability.
E)expertise,familiarity,and comfort.
Q2) A magazine entitled Natural Health: The Guide to True Wellness would have a strong _____ on an ad for organic produce.
A)externally paced impact
B)positive quantitative media effect
C)cluttered effect
D)shaping effect
E)positive qualitative media effect
Q3) _____ is defined as the amount of advertising in a medium.
A)Qualitative media effect
B)Wearout
C)Clutter
D)Familiarity score
E)Refutation
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Chapter 5: Establishing Objectives and Budgeting for the Promotional Program
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Q1) Various response hierarchy variables such as awareness,knowledge,interest,attitudes,and intention are the basis for:
A)marketing objectives.
B)sales-oriented objectives.
C)image objectives.
D)communications objectives.
E)the carry-over effects.
Q2) Which of the following methods of determining a budget requires a marketing department manager to use input from a clipping service?
A)ROI method
B)Arbitrary allocation method
C)Percentage of sales method
D)Competitive parity method
E)Objective and task method
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Chapter 6: Creative Strategy: Planning and Development
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Q1) Procter & Gamble markets Zest,Safeguard,Camay,and Lava brands of bar soaps.Zest is a "get-you-started in the morning" soap.Safeguard is marketed as a germ-fighter.Camay cleans without drying or injuring the skin.Lava is for tough cleaning jobs.Procter & Gamble uses a(n)_____ strategy.
A)brand image
B)universal selling proposal (USP)
C)inherent drama
D)positioning
E)divestment
Q2) There are five steps in the creative process as designed by James Webb Young,a former creative vice president at the J.Walter Thompson agency.They are:
A)preparation,brainstorming,growth,reality check,and verification.
B)immersion,testing,illumination,creation,and verification.
C)immersion,digestion,incubation,illumination,and verification.
D)preparation,incubation,immersion,illumination,and reality check.
E)immersion,brainstorming,incubation,creation,and reality check.
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Chapter 7: Creative Strategy: Implementation and Evaluation
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Q1) Which of the following is a basic component of a print advertisement?
A)Deadline
B)Testimonial
C)Trademarks and service marks
D)Animatic
E)Layout
Q2) An advertisement for the State of Alabama shows a family with two teens arriving in the state alienated from each other.The fun they experience in the state brings the family back together again.The commercial ends with all four running down the beach holding hands.This ad uses _____ for its appeal.
A)informational integration
B)rational integration
C)mood transfer
D)emotional integration
E)outcome integration
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Chapter 8: Media Planning and Strategy
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Q1) The overlap that occurs due to people seeing the ad twice is referred as:
A)coverage.
B)unduplicated reach.
C)duplicated reach.
D)frequency.
E)program rating.
Q2) _____ is the series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand.
A)Creative strategies
B)Media Planning
C)Distribution strategy
D)Media vehicles
E)Program rating
Q3) _____ is the number of times a receiver is exposed to a message in a given time period.
A)Potency
B)Reach
C)Coverage
D)Frequency
E)Mediatronics
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Chapter 9: Evaluation of Media: Television and Radio
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Q1) The Nielsen Station Index (NSI)refers to local television markets as:
A)areas of dominant influence.
B)metropolitan rating areas (MRAs).
C)designated market areas (DMAs).
D)local markets.
E)geodemographic areas.
Q2) _____ provides local audience measurement for television.
A)Nielsen Station Index
B)RADAR
C)Arbitron
D)ADI
E)Burke Research
Q3) All nonnetwork television advertising by a national advertiser is known as _____ advertising.
A)up-front
B)national spot
C)local
D)regional
E)scatter
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Chapter 10: Evaluation of Print Media
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Q1) According to SDRS's classification of magazines,_____ magazines are bought by the general public for information and/or entertainment.
A)niche
B)consumer
C)business
D)national
E)farm
Q2) Which of the following is an example of special services offered by newspapers?
A)Merchandising programs to help make the trade aware of a company's products
B)Complete in-house advertising agency competitive with many of the finest agencies in the U.S.
C)High reproduction quality
D)Circulation verification
E)Reduction in clutter
Q3) Which of the following is an example of a trade magazine?
A)Fortune
B)National Law Review
C)Farm Journal
D)Progressive Grocer
E)Architectural Digest
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Chapter 11: Support Media
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Q1) _____ is a medium of advertising,sales promotion,and motivational communication employing imprinted,useful,or decorative products called advertising specialties,a subset of promotional products.
A)Buzz marketing
B)Specialty advertising
C)Syncro marketing
D)Multi - level marketing
E)Direct response advertising
Q2) Which of the following statements is true about aerial advertising?
A)It is not expensive in absolute terms.
B)It is not a good tool for reaching specific target audiences.
C)It includes video advertising networks and digital billboards.
D)It includes advertising on aisle displays and store leaflets.
E)It is targeted at the millions of people who are exposed to commercial transportation facilities,including buses,taxis,commuter trains,trolleys,airplanes,and subways.
Q3) One of the disadvantages of transit cards is that they can be depressing and intrusive.
A)True
B)False
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Chapter 12: Direct Marketing
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Q1) Both direct marketing and advertising could support one another.
A)True
B)False
Q2) The success of a direct-marketing program is in large part tied to the ability to:
A)combine advertising with direct marketing.
B)do group marketing.
C)do homeshopping.
D)combine sales promotion with public relations.
E)do one - to - one marketing.
Q3) A magazine ad for pet health insurance contains both a toll-free number to call and a Web site to visit for more information.This ad is an example of the combining of direct marketing with:
A)a trade promotion.
B)public relations.
C)advertising.
D)personal selling.
E)consumer promotion.
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Chapter 13: The Internet and Interactive Media
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Q1) Which of the following statements is true about the Internet?
A)Internet is interactive.
B)Internet allows for a one-way flow.
C)The increase in low speed internet connections has led users to spend more time online.
D)Internet is a unidirectional medium.
E)Internet allows consumer to control the messages but does not allow them to provide their own content.
Q2) _____ are short featured films in which companies create their own content to advertise their products.
A)Online commercials
B)Video on demand
C)Blogs
D)Webisodes
E)Interstitials
Q3) Internet is known as a communication medium as it allows the users to both purchase and sell products through e-commerce.
A)True
B)False
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Chapter 14: Sales Promotion
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Sample Questions
Q1) Which of the following is a disadvantage associated with couponing?
A)It can be difficult to estimate how many consumers will use a coupon and when.
B)It is not useful in encouraging trail.
C)Response to a coupon is immediate.
D)It does not help in encouraging non - users to try a brand.
E)It may encourage regular users to trade down to inexpensive brands.
Q2) Acushnet ran a promotion offering a box of fifteen Pinnacle golf balls for the same price as twelve balls.This is an example of a:
A)price-off deal.
B)premium.
C)bonus pack.
D)rebate.
E)trade allowance.
Q3) Consumer-oriented sales promotions are part of a promotional _____ strategy.
A)cooperative
B)pull
C)trade
D)premium
E)push
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Chapter 15: Public Relations, Publicity, and Corporate Advertising
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Q1) Which of the following is one of the important reasons for the high power of publicity as a form of promotion?
A)Lack of clutter
B)Leads to increase in sales
C)Its news value and the frequency of exposure it generates
D)Its lack of ability to generate word of mouth information
E)Its low relative costs
Q2) When a right to a public relations effort (such as a particular story)is offered to one particular medium since the medium reaches a substantial number of people in the target audience,it is known as a(n)____.
A)needledrop.
B)mnemonic.
C)interview.
D)exclusive.
E)press conference.
Q3) Public relations efforts are often targeted to more than one group of individuals.
A)True
B)False
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Chapter 16: Measuring the Effectiveness of the Promotional Program
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Sample Questions
Q1) _____ is a readability test,which examines the average number of syllables per 100 words.
A)Portfolio analysis
B)Burke's reflections test
C)The Flesch formula
D)Dummy testing
E)Contextual testing
Q2) The three principal readership scores of the Starch method are:
A)seen-associated,noted,and read most.
B)comprehension,retention,and response.
C)noted,comprehended,and seen-associated.
D)readers per dollar,cost ratios,and CPMs.
E)recognition,retention,and comprehension.
Q3) The ____ is a technique for measuring advertising effectiveness.With this method,recall of television commercials is the dependent measure.
A)Starch recognition method
B)Day-After Recall method
C)concept test
D)consumer jury
E)split-run test
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Chapter 17: International Advertising and Promotion
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Q1) Gillette had a worldwide advertising campaign for its Sensor razors using the ad campaign theme "Gillette-the best a man can get." Some of the ads featured sports stars from the host country rather than using only one sports star in all of the ads.This is an example of a(n):
A)localized advertising approach.
B)application of the "think global,act regionally" approach to international advertising.
C)totally global or standardized approach.
D)totally customized approach.
E)ethnocentric approach to advertising.
Q2) Which of the following is a part of the economic environment of a foreign country?
A)Language
B)Values and ethics
C)Currency stability
D)Size of population
E)Education levels
Q3) Product standardization results in higher production costs.
A)True
B)False
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Chapter 18: Regulation of Advertising and Promotion
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Q1) A(n)_____ is an agreement to stop engaging in a particular practice for settlement purposes only and does not constitute an admission of guilt by the advertiser.
A)cease-and-desist order
B)consent order
C)ad substantiation agreement
D)affirmative disclosure order
E)injunction
Q2) The _____ is a government regulation that is increasingly being used by companies to sue competitors for false or misleading advertising claims.
A)FTC Act
B)Wheeler Lea Amendment
C)Lanham Act
D)Robinson Patman Act
E)Clayton Antitrust Act
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Chapter 19: Evaluating the Social, Ethical, and Economic Aspects
of Advertising and Promotion
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Q1) Research has shown that nonverbal behaviors involving _____ are associated more with boys than girls.
A)passiveness and knowledge
B)dominance and control
C)aggression and lack of credibility
D)passiveness and trustworthiness
E)aggression and lack of knowledge
Q2) Which of the following statements support the advertising equals market power ideology?
A)Advertising does not change the way customers value various product attributes.
B)Industry prices decrease as a result of advertising.
C)Advertising makes entry possible for new brands.
D)Only the relationship between price and quality affects elasticity for a given product.
E)Firms are insulated from market competition due to advertising.
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Chapter 20: Personal Selling Online
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Sample Questions
Q1) A sales manager evaluates the salespeople on the basis of the number of accounts to whom presentations were made and the number of trial offers accepted.Which of the following criteria is used here by the sales manager to evaluate the salespeople?
A)Provision of promotional intelligence
B)Attainment of communications objectives
C)Provision of marketing intelligence
D)Program implementations
E)Follow-up activities
Q2) Quantitative measures used to evaluate sales personnel include:
A)product knowledge.
B)selling expenses per call.
C)attainment of communications objectives.
D)customer feedback.
E)marketing intelligence.
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