Marketing Management Practice Exam
Course Introduction
Marketing Management is a comprehensive course that explores the core principles and strategic processes involved in effectively marketing products and services in today's dynamic business environment. Students will examine key concepts such as market analysis, consumer behavior, segmentation, targeting, positioning, and the development of the marketing mix (product, price, place, promotion). The course emphasizes decision-making based on data-driven insights, ethical considerations, and global trends, equipping students with practical tools and frameworks to develop and implement successful marketing strategies across diverse industries. Through real-world case studies and interactive projects, students will gain the skills necessary to address marketing challenges and drive organizational growth.
Recommended Textbook
Advertising and Promotion
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Page 2
Chapter 1: An Introduction to Integrated Marketing Communications
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Sample Questions
Q1) Which of the following is a primary difference between publicity and advertising?
A)Unlike advertising, publicity is done only by retailers.
B)Unlike publicity, advertising does not utilize mass media.
C)Unlike advertising, publicity is not paid for by the sponsoring organization.
D)Unlike advertising, publicity is institutional in character.
E)Unlike publicity, advertising leads to less skepticism among consumers.
Answer: C
Q2) Which of the following is true of advertising as a form of promotion?
A)low cost per contact
B)nonpaid form of promotion
C)sponsor or advertiser not identified
D)immediate feedback and capability to close sales
E)makes use of nontraditional media
Answer: A
Q3) An advantage of publicity over other forms of promotion is its credibility.
A)True
B)False
Answer: True
Page 3
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Chapter 2: The Role of IMC in the Marketing Process
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Sample Questions
Q1) The 80-20 rule states that
A)around 80 percent of a company's sales comes from 20 percent of the customers.
B)only 80 percent of a market can be segmented.
C)market segmentation works well only 80 percent of the time, unlike market assimilation which works 20 percent of the time.
D)only about 80 percent of the people remember the company's positioning of a product while the remaining 20 percent create their own positioning for a particular product.
E)about 80 percent of corporations do not understand the actual meaning of the term "market segmentation."
Answer: A
Q2) Which of the following is true of brand equity?\
A)It is a tangible asset that adds value to a service.
B)It allows the seller to use undifferentiated marketing.
C)It enables the seller to hide product successes from its competition.
D)It is goodwill that results from a favorable impression.
E)It allows the seller to stop all promotional activities and redirect its funds to other areas of operation.
Answer: D
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Page 4
Chapter 3: Organizing for Advertising and Promotion: The
Role of Ad Agencies and Other Marketing
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Sample Questions
Q1) Loyalty to a single agency is becoming more common as marketers seek new ways of connecting with consumers.
A)True
B)False
Answer: False
Q2) Which of the following is a potential benefit of an in-house advertising agency?
A)greater control
B)access to more highly skilled specialists
C)potential to obtain varied perspective on advertising problems
D)greater flexibility
E)greater objectivity
Answer: A
Q3) Media buying services have found a niche by specializing in the analysis and purchase of advertising time and space.
A)True
B)False
Answer: True
Page 5
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Chapter 4: Perspectives on Consumer Behavior
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Sample Questions
Q1) According to Abraham Maslow's hierarchy of needs theory, the highest level of needs is _____ needs.
A)physiological
B)safety
C)self-actualization
D)esteem
E)social
Q2) _____ is a heuristic in which consumers make a selection on the basis of an overall impression or summary evaluation of the various alternatives under consideration.
A)Affect referral decision rule
B)Bait-and-switch advertising
C)Guerilla advertising
D)The mirror-image rule
E)Cognitive appraisal theory of emotion
Q3) The exact size of the evoked set varies from one consumer to another and depends on factors such as the importance of the purchase.
A)True
B)False
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Page 6
Chapter 5: The Communication Process
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Sample Questions
Q1) Which of the following is true of low-involvement advertising?
A)It involves using a strategy that is known as visual image personality.
B)It is typically used for products that require extensive evaluation.
C)It is generally considered to be an ineffective strategy.
D)It is heavily utilized by luxury automobile manufacturers.
E)It does not include mass-media advertising strategies.
Q2) The _____ of a communication is the person or organization that has information to share with another person or group of people.
A)essence
B)source
C)message
D)receiver
E)channel
Q3) According to the basic model of communication, which of the following is an example of a channel?
A)The number of customers that redeemed a cents-off coupon
B)A billboard beside an interstate highway
C)The creative team that designed an ad for a leading retail chain
D)A company's spokesperson
E)A celebrity appearing in an ad for a cosmetics brand
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Chapter 6: Source, Message, and Channel Factors
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Sample Questions
Q1) All nonprogram material that appears in a broadcast environment including commercials, public service announcements, and promotional messages for shows contributes to
A)a message comparison phenomenon.
B)comparative advertising.
C)the clutter problem.
D)media reduction.
E)the quantitative media effect.
Q2) A commercial for a floor cleaner shows a young mother cleaning her kitchen floor after feeding her toddler.The commercial is considered to be effective because it utilizes high source similarity.This is an example of a _____ commercial.
A)comparative
B)reputational
C)slice-of-life
D)spokesperson-oriented
E)power-based
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8
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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Sample Questions
Q1) Which of the following statements best describes the relationship between marketing and communications objectives?
A)Marketing objectives and communications objectives are synonymous.
B)Marketing objectives evolve from communications objectives.
C)Communications objectives are derived from marketing objectives.
D)Communications objectives can be developed before the development of marketing objectives.
E)Both communications and marketing objectives are defined only in terms of the reach of a promotional strategy.
Q2) _____ is an approach to integrated marketing communications planning that involves determining what tasks need to be done and which marketing communications planning functions should be used to accomplish them.
A)The objective/task pyramid
B)DAGMAR
C)The BCG matrix
D)Zero-based communications planning
E)Refutation planning
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Page 9
Chapter 8: Creative Strategy: Planning and Development
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Sample Questions
Q1) Who among the following was responsible for identifying the major factors that could account for the ways divergence can be achieved in advertising?
A)Leo Burnett
B)Robert Smith
C)Rosser Reeves
D)David Ogilvy
E)Sigmund Freud
Q2) Divergence refers to the extent to which the various elements of an ad are meaningful, useful, or valuable to the consumer.
A)True
B)False
Q3) Those who judge the creativity of an ad in terms of its aesthetic value contend that creative ads can break through the competitive clutter and grab the consumer's attention.
A)True B)False
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Chapter 9: Creative Strategy: Implementation and Evaluation
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Sample Questions
Q1) Under Armour used ____________ ads to create interest and excitement around a new product introduction for its Armour39 performance monitoring system.It wanted to create some suspense and mystery for the new product.
A)transformational
B)reminder
C)rational
D)consumer-generated
E)teaser
Q2) When Platinum Motors Inc.was preparing to introduce a new model, ads were run for several weeks that talked about the new car but never showed it.This is an example of _____ advertising.
A)reminder
B)transformational
C)teaser
D)emotional
E)consumer-generated
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11
Chapter 10: Media Planning and Strategy
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Sample Questions
Q1) Media objectives are ends in themselves. The media objectives are not ends in themselves.Rather, they are designed to lead to the attainment of communications and marketing objectives.
A)True
B)False
Q2) Which of the following is an example of a marketing factor that has been shown to be important in determining advertising frequency levels?
A)message uniqueness
B)clutter
C)purchase and usage cycles
D)media scheduling
E)message complexity
Q3) For newspapers, the cost-efficiency formula for determining the relative cost of the media is based on
A)the pass-along rate.
B)gross rating points.
C)column inches.
D)the daily inch rate.
E)absolute reach.
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Page 12
Chapter 11: Evaluation of Media: Television and Radio
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Sample Questions
Q1) The major reason for the decline in the viewing audiences of the four major networks is
A)the widespread use of videocassette recorders.
B)the growth of cable television.
C)poor programming.
D)the exponential growth of clutter.
E)changes in cultural values, which are reducing television viewing time.
Q2) _____ are the various time periods or segments into which a broadcast day is divided.
A)Adjacencies
B)Pulse days
C)Spots
D)Dayparts
E)Spot beams
Q3) Zero-TV households are homes that have stopped paying for cable and satellite TV service and do not even use an antenna to get free signals over the airways.
A)True
B)False
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Page 13
Chapter 12: Evaluation of Media: Magazines and Newspapers
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Sample Questions
Q1) _____ is a category of advertising that is found throughout a newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text.
A)Display advertising
B)Classified
C)Preprinted insert
D)Bleed ads
E)Special advertising
Q2) Which of the following is true of the standard advertising unit system?
A)It is also referred to as the agate line.
B)It is used to determine basic newspaper advertising rates.
C)It has complicated the newspaper purchase and production process.
D)It cannot be applied to regional and local newspapers.
E)It includes tabloid-size papers two columns wide.
Q3) The rates paid by general advertisers are, on average, 75 percent higher than those paid by local advertisers.
A)True
B)False
Page 14
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Chapter 13: Support Media
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Sample Questions
Q1) Which of the following is the best example of place-based media?
A)movie ads on popcorn bags
B)televisions in classrooms
C)interactive kiosks
D)Internet banners
E)mobile billboards
Q2) A store in Kentucky that offers a 20 percent discount to shoppers with the store's name tattooed in a visible location on the body is using nontraditional support media.
A)True
B)False
Q3) Out-of-home advertising is one of the newest methods of advertising that has grown with the development of new technology.
A)True
B)False
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Page 15
Chapter 14: Direct Marketing
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Sample Questions
Q1) One of the reasons for the recent, rapid growth of direct marketing in American society is the
A)fact that the United States has moved from an industrialized nation to a service nation.
B)increase in the number of hours individuals spend watching television.
C)nonproliferation of cellular phones.
D)increased use of consumer credit cards.
E)development of four-color printing presses.
Q2) A television commercial for an apparel brand urges viewers to call its toll-free number to place an order, immediately.The commercial announces a free gift hamper to consumers who place an order before midnight.The apparel brand is making use of
A)ambient advertising.
B)publicity.
C)direct-response advertising.
D)sales promotion.
E)support advertising.
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Page 16
Chapter 15: The Internet: Digital and Social Media
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Sample Questions
Q1) _____ occur when a company pays to sponsor a section of a site.
A) Paid searches
B) Interstitials
C) Regular sponsorships
D) Content sponsorships
E) Irregular sponsorships
Q2) Cats Purr is a non-profit organization that provides shelter and care for abandoned cats and kittens.Cats Purr uses its website to display information about the cats that are available for adoption, how they are cared for at the shelter, and to spotlight various volunteer efforts.This is an example of how the Internet can be used as a tool for A)sales promotion.
B)personal selling.
C)direct marketing.
D)public relations.
E)advertising.
Q3) Pop-ups are usually smaller than banner ads.
A)True
B)False
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Page 17
Chapter 16: Sales Promotion
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Sample Questions
Q1) Nearly _____ percent of consumers use coupons on a regular basis.
A)50
B)80
C)20
D)10
E)90
Q2) Sweepstakes and contests
A)are used to move consumers to the conviction stage of the hierarchy of effects model.
B)can be used to generate excitement and involvement with a popular and timely event.
C)contribute minimally to consumer franchise building.
D)do not distract from consumer franchise-building activities.
E)are synonymous to each other.
Q3) Which of the following is a limitation of door-to-door sampling?
A) It can be used only by multiproduct firms.
B) It is subject to increasing postal rates.
C) It can be used only for food products.
D) It involves high labor costs.
E) It must always be used in combination with another sampling method.
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18
Chapter 17: Public Relations, Publicity, and Corporate Advertising
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Sample Questions
Q1) One main advantage of marketing public relations is that media time and space are guaranteed.
A)True
B)False
Q2) A number of groups and major corporations, such as Marketing EDGE and the Direct Marketing Association, provide information regarding innovations, state-of-the-art research, and other items of interest to A)suppliers.
B)financial groups.
C)educators.
D)civic organizations.
E)the media.
Q3) Whirlpool's association with Habitat for Humanity, related to its efforts to eliminate poverty housing, is an example of a sponsorship.
A)True B)False
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Chapter 18: Measuring the Effectiveness of the Promotional Program
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Sample Questions
Q1) Purchase, intent, and frequency-of-purchase criteria are a part of _____ used in posttesting of broadcast commercials.
A)tracking studies
B)persuasive measures
C)alpha activity
D)beta activity
E)portfolio analysis
Q2) Concept testing is a method of pretesting finished ads.
A)True
B)False
Q3) Which of the following is true of on-air tests?
A)They do not possess the disadvantages associated with field testing.
B)They often include a single-source ad research.
C)They work well only under controlled, artificial environments.
D)They do not enable firms to identify weak commercials.
E)They typically require a laboratory setting to measure effectiveness.
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Page 20
Chapter 19: International Advertising and Promotion
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Sample Questions
Q1) Creative strategy development for international advertising is different in process and procedure from that for domestic advertising.
A)True
B)False
Q2) Fitness Fervor Inc.is a company that offers products and services that aid in weight loss and maintenance.It has achieved a 50 percent market share in the United States and intends to move into international markets.The company has identified that it has to introduce dietary products and weight-loss measures on a country-by-country basis while maintaining its existing ad campaign and strategy.In this scenario, Fitness Fervor is using
A)a localized advertising strategy.
B)consistency advertising.
C)a standardized formatting strategy.
D)pattern advertising.
E)undifferentiated marketing.
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Chapter 20: Regulation of Advertising and Promotion
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Sample Questions
Q1) Which of the following statements concerning advertising by attorneys is TRUE?
A)The right for attorneys to advertise is protected under the First Amendment.
B)The U.S.Supreme Court does not permit lawyers to advertise if they earn more than $100,000 per year.
C)Ads soliciting personal injury victims help in enhancing the public's perception of attorneys.
D)The American Bar Association recently removed all restrictions on the type of advertising attorneys can use.
E)Typically, traditional law firms are in favor of using advertising, particularly on TV, because they believe that it might boost a profession's image.
Q2) According to the Federal Trade Commission (FTC), _____ occurs when qualifying information necessary to prevent a practice, claim, representation, or reasonable belief from being misleading is not disclosed.
A)misinterpretation
B)affirmative disclosure
C)coercion
D)misleading omission
E)fraud
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Chapter 21: Evaluating the Social, Ethical, and Economic Aspects
of Advertising and Promotion
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Sample Questions
Q1) There is a general agreement that advertising questions existing stereotypes and creates greater social awareness.
A)True
B)False
Q2) Portrayals of adult women on American television and in print advertising emphasize
A)passivity.
B)credibility.
C)self-dependence.
D)need for power.
E)intelligence.
Q3) Which of the following groups in the United States argues that advertising that portrays women as sex objects contributes to violence against women?
A)the Advertising Research Foundation
B)the American Advertising Federation
C)the American Women's Association
D)the American Psychological Association
E)the National Organization for Women
Page 23
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Chapter 22: Personal Selling Online
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Sample Questions
Q1) Personal selling is a more appropriate tool than advertising when the objective is to A)ask for a sale.
B)minimize the cost per lead.
C)provide information.
D)create awareness.
E)create brand appeal.
Q2) When the marketing objective is to establish a relationship, advertising is a more appropriate tool than personal selling.
A)True
B)False
Q3) Dyadic communication in personal selling is likely to result in
A)a customized message that addresses the receiver's needs.
B)confusion caused by third parties or intermediaries.
C)impersonal communications between receiver and sender.
D)the sales force having to rely on advertising to address customer needs.
E)a time lag between the message and feedback.
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