Marketing Management
Practice Questions
Course Introduction
Marketing Management provides a comprehensive overview of the strategies and techniques used to analyze markets, understand consumer behavior, and develop effective marketing plans. This course covers key areas such as market segmentation, targeting, positioning, and the marketing mix (product, price, place, and promotion).
Students will learn how to make informed decisions regarding branding, digital marketing, and relationship management, while also considering ethical and global perspectives. Through case studies and practical assignments, the course equips students with the skills necessary to design, implement, and evaluate marketing strategies in dynamic business environments.
Recommended Textbook
Advertising Promotion and other aspects of Integrated Marketing Communications 10th Edition
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23 Chapters
2562 Verified Questions
2562 Flashcards
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Page 2
Chapter 1: An Overview of Integrated Marketing Communications
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101 Verified Questions
101 Flashcards
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Sample Questions
Q1) Which of the following variables do companies use to identify potential target markets?
A) demographics
B) lifestyles
C) product usage patterns
D) geographic considerations
E) All of these are correct.
Answer: E
Q2) The marketing mix for a brand consists of _____.
A) product
B) price
C) promotion
D) place
E) All of these are correct.
Answer: E
Q3) Sales promotion is the marcom tool most capable of directly affecting consumer behavior.
A)True
B)False
Answer: True
Page 3
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Chapter 2: Enhancing Brand Equity and Accountability
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) What is the most complicated problem of all when assessing marcom performance?
A) How much data is necessary?
B) How much relative effect does each program element have compared to the effects of other elements?
C) How does one assess reliability and validity?
D) How can a researcher be sure that the data are appropriate for the metric being assessed?
E) How does one account for sampling and measurement errors?
Answer: B
Q2) Which technique is increasingly being used to assess the relative effect each program element has compared to the effects of other elements?
A) marketing-mix modeling
B) structural equation modeling
C) marketing optimization modeling
D) multidimensional scaling
E) calibration modeling
Answer: A
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Chapter 3: Brand Adoption, Brand Naming and Intellectual
Property Issues
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98 Verified Questions
98 Flashcards
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Sample Questions
Q1) The degree to which the product user or other people can notice the positive effects of new product usage is referred to as _____.
A) complexity
B) compatibility
C) relative advantage
D) observability
E) trialability
Answer: D
Q2) Brand names sometimes are made-up names rather than selected from actual words found in dictionaries.
A)True
B)False
Answer: True
Q3) The choice of a brand name can influence both the early trial of a new brand and its future sales volume.
A)True
B)False
Answer: True
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Chapter 4: Environmental, Regulatory and Ethical Issues
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) The criteria used to evaluate whether a business act is unfair includes the consideration of whether the act is _____.
A) profitable
B) time-consuming
C) immoral
D) difficult
E) popular
Q2) According to the FTC,a misrepresentation is said to occur when qualifying information necessary to prevent a practice,claim,representation,or reasonable expectation or belief from being misleading is not disclosed.
A)True
B)False
Q3) Discuss the self-regulation of advertising that occurs before and after an ad appears in the media.
Q4) Billboard advertising of alcohol products is restricted under the Master Settlement Agreement between the federal government and firms in the alcohol industry.
A)True
B)False
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Page 6
Chapter 5: Segmentation, Targeting, and Positioning
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145 Flashcards
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Sample Questions
Q1) Martin is a politically conservative person who respects authority and the status quo.He drives a high-end automobile and shops at expensive specialty shops.In terms of the VALS framework,Martin is a(n)_____.
A) Maker
B) Believer
C) Achiever
D) Experiencer
E) Striver
Q2) _____ is a combination of demographic and lifestyle characteristics of consumers within clusters such as ZIP code areas.
A) Psychographics
B) Topographics
C) Geodemographics
D) Behaviorgraphics
E) Cosmographics
Q3) Mature consumers are poorer and less willing to spend than ever before.
A)True
B)False
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7
Chapter 6: The Communications Process and Consumer Behavior
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Sample Questions
Q1) A field of experience is the sum total of a person's experiences during his or her lifetime.
A)True
B)False
Q2) Exposing consumers to the marketing communicator's message does not ensure that the message will have an impact.
A)True
B)False
Q3) Budweiser's advertising with frogs and lizards represents the use of an allegory.
A)True
B)False
Q4) Interference and distortion in the communication process is called noise.
A)True
B)False
Q5) Give three examples of how noise can enter the communication process.Discuss the effects each of these would have on the advertiser's message.
Q6) Discuss the implications associated with consumer miscomprehension.
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Chapter 7: The Role of Persuasion in IMC
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102 Verified Questions
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Sample Questions
Q1) Explain why physical attractiveness and similarity are important.
Q2) The theory of reasoned action proposes that all forms of planned and reasoned behavior have two primary determinants: _____ and _____.
A) motivation; normative influences
B) attitudes; normative influences
C) attitudes; value-expressive influences
D) attitudes; informational influences
E) motivation; informational influences
Q3) Attitudes toward a brand result from a combination of _____ attitude-formation processes.
A) primary and secondary
B) linear and non-linear
C) associative and non-associative
D) central- and peripheral-route
E) None of these are correct.
Q4) Habituation occurs when a stimulus becomes more familiar to people.
A)True
B)False
Q5) Explain how the concept of click-whirr behavior applies to consumers.
Q6) Explain the significance of the theory of psychological reactance.
Page 9
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Chapter 8: Imc Objective Setting and Budgeting
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) A certain brand of hand lotion commands 7 percent of the market for this product category.To increase the brand's market share,a new advertising campaign is formulated with the following objective: "Within the next six months,our objective is to increase the brand's market share from 7 percent to 40 percent." This objective suffers from being ____.
A) imprecise
B) nonmeasurable
C) general
D) unrealistic
E) qualitative
Q2) The criticism that the percentage-of-sales budgeting technique is not logical is based on the idea that _____.
A) sales volume cannot be estimated accurately
B) it results in excessive amounts of funding being invested in advertising
C) it confuses objectives with goals
D) it reverses the true functional relationship between advertising and sales
E) advertising effectiveness cannot be measured
Q3) Explain the sales-to-advertising response function and why it is rarely used to determine marcom budgets.
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Page 10
Chapter 9: An Overview of Advertising Management
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121 Verified Questions
121 Flashcards
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Sample Questions
Q1) Advertising adds value to brands by influencing perceptions.
A)True
B)False
Q2) Primary demand is defined as demand for a specific company's brand.
A)True
B)False
Q3) In a situation where demand is more advertising elastic than price elastic it is advisable to _____.
A) maintain the status quo
B) build image via increased advertising
C) grow volume via price discounting
D) increase advertising and/or discount prices
E) decrease advertising and discount prices
Q4) Advertising is an efficient form of communication,capable of reaching mass audiences at a relatively low cost per contact.
A)True
B)False
Q5) Secondary demand is defined as the demand for an entire product category.
A)True
B)False
11
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Chapter 10: Effective and Creative Ad Messages
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97 Verified Questions
97 Flashcards
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Sample Questions
Q1) Marian is concerned with the preservation and enhancement of her family and friends.She is honest,loyal,and helpful.She possesses the _____ value.
A) benevolence
B) universalism
C) conformity
D) self-direction
E) security
Q2) Corporate image advertising involves a company taking a position on a controversial social issue of public importance with the intention of swaying public opinion.
A)True
B)False
Q3) The self-direction value includes concern for personal and family safety and even national security.
A)True
B)False
Q4) Consumers often remember little else except the brand being advertised.
A)True
B)False
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Chapter 11: Endorsers and Message Appeals in Advertising
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129 Verified Questions
129 Flashcards
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Sample Questions
Q1) One factor to consider in choosing a celebrity endorser is the number of brands the celebrity is endorsing.This is referred to as the _____ factor.
A) trouble
B) saturation
C) celebrity and brand matchup
D) credibility
E) Q-score
Q2) Humor is more successfully used with new rather than established products.
A)True
B)False
Q3) Depending on the targeted audience,the effectiveness of a fear appeal is often related to its level of intensity.
A)True
B)False
Q4) Humor offers an advantage over nonhumor at increasing persuasion.
A)True
B)False
Q5) Under what conditions should comparative advertising be used?
Q6) Discuss why the use of humor in an advertisement might NOT be effective?
Page 13
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Chapter 12: Traditional Ad Media
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) More than any other medium,television is able to use humor as an effective advertising strategy.
A)True
B)False
Q2) Cost per thousand information for each magazine is available from _____.
A) Information Resources
B) Burke Marketing Research
C) Market Facts
D) Market Research Corporation of America
E) GfK Mediamark Research
Q3) Which is the most expensive daypart for advertising on radio?
A) morning and afternoon drive
B) midday
C) evening
D) late night
E) fringe
Q4) Describe how audiences are measured for magazines,radio,and television.For each medium,be sure the name the company that provides the audience measurement.
Q5) Discuss the strengths and limitations of television advertising.
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Chapter 13: Digital Media: Online, Mobile and App
Advertising
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) _____ are electronic files that track users' online behavior.
A) Cookies
B) Banner ads
C) Pop-ups
D) Interstitials
E) Superstitials
Q2) Barry was looking for golfers' scores at the recent PGA championship on the PGA's Web page when an animated ad for Calloway golf clubs appeared on top of the PGA's Web page.What type of online advertisement is this?
A) banner ad
B) blog
C) interstitial
D) superstitial
E) podcast
Q3) Click-through rates (CTRs)to banner ads are very high,averaging more than 30 percent.
A)True
B)False
Q4) Define the following terms: banner ads,pop-ups,interstitials,superstitials,and video ads.
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Chapter 14: Social Media
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88 Flashcards
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Sample Questions
Q1) Social media requires more specialized skills to utilize than do traditional media.
A)True
B)False
Q2) Which of the following is the first step Facebook recommends for promoting a business with ads on Facebook?
A) Manage the ad budget.
B) Identify objectives.
C) Target the right people.
D) Examine competitors' ads.
E) Review and improve.
Q3) China has its own version of Facebook called _____.
A) FacebookChina
B) Renren
C) Weibo
D) WeChat
E) Youku
Q4) Facebook ads can be targeted based on criteria like gender and network.
A)True
B)False
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Chapter 15: Direct Marketing, CRM, and Other Media
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) Charles wants to use an advertising medium that offers the capability to target a precisely defined group of people,the ability to determine exactly how effective the advertising effort is so that he can justify budget allocations to this medium,and offers the flexibility to meet changing circumstances.Charles should use _____.
A) television
B) outdoor billboards
C) magazines
D) direct mail
E) brand placement
Q2) Efficiency is a distinctive feature of direct mail.
A)True
B)False
Q3) Data miners look for revealing relations among the variables contained in the a database.
A)True
B)False
Q4) Older consumers appear to be the most responsive to brand placement in movies.
A)True
B)False
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Chapter 16: Media Planning and Analysis
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) The second step of frequency value planning is to _____.
A) estimate the frequency distribution of the various media schedules under consideration
B) develop an index of exposure efficiency
C) estimate the OTS value at each OTS level
D) determine the total value across all OTS levels
E) estimate the exposure utility for each level of vehicle exposure
Q2) _____ adjust vehicle ratings to reflect just those individuals who match the advertiser's target audience.
A) Gross rating points (GRPs)
B) Target rating points (TRPs)
C) Efficiency rating points (ERPs)
D) Net rating points (NRPs)
E) Indexed rating points (IRPs)
Q3) Given that there is a window of advertising opportunity,advertising's job is to influence the purchase,and recency planning's job is to place the message in that window.
A)True
B)False
Q4) Explain why (or why not)the three-exposure hypothesis is a valid theory.
Page 18
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Chapter 17: Measuring Ad Message Effectiveness
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Sample Questions
Q1) Starch measures the primary objective of a television advertisement.
A)True
B)False
Q2) Starch Ad Readership,Bruzzone tests,and Burke day-after recall tests are techniques for measuring _____.
A) recognition and emotions
B) recognition and recall
C) emotions and recall
D) emotions and responses
E) persuasion
Q3) At which stage of development can ad message research be conducted?
A) at the copy development stage
B) at the "rough" stage (e.g., animatics, photomatics)
C) at the final production stage, but prior to placing the ad in the media
D) after the ad has been run in media
E) All of these are correct.
Q4) In pupillometric tests,greater dilation means a more favorable response to the message.
A)True
B)False
Page 19
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Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
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149 Verified Questions
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Sample Questions
Q1) The practice of _____ consists of retailers purchasing enough products on one deal to carry them over until the manufacturer's next regularly scheduled deal.
A) pay-for-performance
B) forward buying
C) diverting
D) co-marketing
E) slotting
Q2) The _____ strategy consists of a manufacturer directing personal selling,trade advertising,and trade-oriented sales promotion to wholesalers and retailers.
A) forced channel
B) push
C) pull
D) planned
E) strategic channel
Q3) Retailers are contractually bound to pass along off-invoice allowances to consumers in the form of discounted prices.
A)True
B)False
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Chapter 19: Consumer Sales Promotion: Sampling and Couponing
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116 Verified Questions
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Sample Questions
Q1) Which of the following parties can be involved in coupon misredemption?
A) consumers
B) store clerks
C) store management
D) clearinghouses
E) All of these are correct.
Q2) Explain the circumstances when sampling is appropriate.
Q3) When conducting an ROI,a sampling would be considered successful if ______.
A) The break-even rate exceeds the conversion rate with gains of 13 percent.
B) The break-even rate exceeds the conversion rate with gains of 8 percent.
C) The conversion rate exceeds the break-even rate with gains of 8percent.
D) The conversion rate exceeds the break-even rate with gains of 13 percent.
E) The break-even rate matches the conversion rate.
Q4) Assume that you work in the marketing department for a company that manufactures dog food.Explain why you think the use of coupons would be effective and what can be done to maximize the redemption rate.
Q5) The Internet has become an increasingly important venue for conducting promotions.
A)True
B)False
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Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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111 Verified Questions
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Sample Questions
Q1) Which of the following is NOT a step in evaluating sales promotion ideas?
A) identify the objectives
B) achieve agreement
C) evaluation system
D) identify the budget
E) None of these are correct.
Q2) Price-off promotions create problems for retailers,causing them to dislike this type of promotion.
A)True
B)False
Q3) To increase sales of Mountain Pure bottled water,the company is considering using a price-off offer.Which of the following would NOT represent a reasonable objective for using this form of sales promotion?
A) The company wants to reward present users for their past brand allegiance.
B) The company wants to load consumers.
C) The company wants to establish repeat purchase.
D) The company wants to ensure that promotional dollars do in fact reach consumers.
E) None of these are correct.
Q4) Compare and contrast price-off promotions and bonus packs.
Page 22
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Chapter 21: Public Relations, Content Marketing, Viral
Marketing, and Sponsorships
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127 Flashcards
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Sample Questions
Q1) Which of the following is a metric used to measure sponsorship effectiveness?
A) Tracking sales volume following an event.
B) Counting the number of samples or coupons that were distributed.
C) Measuring changes in brand awareness and brand image.
D) Determining how many hits to the brand's website occurred post-event.
E) All of these are correct.
Q2) Reactive marketing public relations deals typically with influences that have negative consequences for an organization.
A)True
B)False
Q3) The final step in measuring the success of event sponsorship is to take the pre-event baseline measurement and compare it to a control group.
A)True
B)False
Q4) The only effective way for marketers to handle a commercial rumor is to ignore it.
A)True
B)False
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Chapter 22: Packaging, Pop Communications, and Signage
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Sample Questions
Q1) Why do manufacturers offer different-sized containers?
A) to gain more shelf space in retail outlets
B) to satisfy the unique needs of various market segments
C) to represent different usage situations
D) a and b only
E) a, b, and c
Q2) Horizontal lines on a package are restful,quiet,and tranquil.
A)True
B)False
Q3) There are two factors that determine whether information or emotion is emphasized in a brand's package.They are _____.
A) nature of the product category and consumer behavior
B) competitive strategy and market share
C) profit goals and target market characteristics
D) stage in the product life cycle and rate of diffusion
E) other marcom tools being used and target market adopter category
Q4) Blue suggests coolness and refreshment.
A)True
B)False
Q5) Name and describe the two major forms of billboard advertising.
Page 24
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Chapter 23: Personal Selling
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Sample Questions
Q1) Personal selling is one-way communication,as are the other promotional tools.
A)True
B)False
Q2) Explain the contingency model for measuring salesperson performance and effectiveness.
Q3) Using a present customer's name as a reference is most likely a technique salespeople will use during the _____ phase of personal selling.
A) prospecting and qualifying
B) preapproach
C) approach
D) sales presentation
E) follow up
Q4) When salespeople handle objections,it means they are addressing sales resistance on the part of the prospective buyer.
A)True
B)False
Q5) Seller-oriented selling puts the buyer's needs before all else.
A)True
B)False
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