Marketing Management Practice Questions
Course Introduction
Marketing Management is a comprehensive course that explores the fundamental concepts, strategies, and practices essential for effective marketing in todays dynamic business environment. Students will learn to analyze markets, understand consumer behavior, segment and target audiences, and craft strategic marketing plans. The course covers the development and management of products, pricing strategies, promotion, distribution channels, and digital marketing, with a strong emphasis on real-world case studies and ethical considerations. By the end of the course, students will be equipped with practical skills and analytical tools needed to design and implement successful marketing strategies that drive organizational growth and customer satisfaction.
Recommended Textbook
Marketing Management Fourteenth Canadian Edition by Philip T. Kotler
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Page 2
Chapter 1: Defining Marketing for the 21st Century
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Q1) Companies shape separate offers, services, and ________ to individual customers based on information about past transactions, demographics, psychographics, and media and distribution preferences.
A) warranties
B) messages
C) discount
D) delivery
E) prices
Answer: B
Q2) Industry boundaries are blurring at an incredible rate as companies are recognizing that new opportunities lie at the intersection of two or more industries this is called A) customization.
B) industry convergence.
C) heightened competition.
D) globalization.
E) acquisition.
Answer: B
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Page 3
Chapter 2: Developing Marketing Strategies and Plans
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Q1) With respect to core business processes, all the activities involved in gathering market intelligence, disseminating it within the organization, and acting on the information is referred to as the
A) market sensing process.
B) market research process.
C) deployment process.
D) market pulse process.
E) target marketing process.
Answer: A
Q2) Which of the following can be considered a primary activity in the value chain process?
A) procurement
B) inbound logistics
C) human resource management
D) technology development
E) firm infrastructure
Answer: B
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Page 4
Chapter 3: Collecting Information and Forecasting Demand
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Q1) Canadians are less trusting of business and are more skeptical of advertising. A)True
B)False Answer: True
Q2) Sun Ovens Interational makes family-sized solar ovens. Used in 130 contries, the oven both saves money and reduces greenhouse emmissions. A)True
B)False Answer: True
Q3) The majority of Canada's disabled population are employed. A)True
B)False Answer: True
Q4) Market research is necessary to determine an opportunity's profit potential. A)True
B)False Answer: True
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Chapter 4: Conducting Marketing Research
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Sample Questions
Q1) After developing the research plan, the marketing researcher should define the problem and research objectives.
A)True
B)False
Q2) Which of the following types of tests matches to a question that shows a picture and respondents are asked to make up a story about what they think is happening or may happen in the picture?
A) story completion
B) completely unstructured question
C) thematic Apperception Test (TAT)
D) word association
E) holistic association
Q3) All the buyers who are able and willing to buy a company's products or services are called the overall market share.
A)True
B)False
Q4) List four external marketing metrics that will be useful for both the brand manager and senior management of a company like Procter and Gamble.
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Chapter 5: Creating Long term Loyalty Relationships
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Q1) ________ is based on the premise that marketers can no longer use "interruption marketing" via mass media campaigns.
A) Relationship marketing
B) Database marketing
C) Permission marketing
D) Internet marketing
E) Horizontal marketing
Q2) A customer database is simply a listing of a customer's name, address, and phone number for credit reference.
A)True
B)False
Q3) In the modern customer-oriented organizational chart, which of the following is considered to be at the top of the organizational pyramid?
A) Sales are at the top of the organizational pyramid.
B) Customers are at the top of the organizational pyramid.
C) Middle management is at the top of the organizational pyramid.
D) The president is at the top of the organizational pyramid.
E) Front-line people are at the top of the organizational pyramid.
Q4) List the stages of marketing funnel in attracting and retaining customers.
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Chapter 6: Analyzing Consumer Markets
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Q1) In general, the more attention placed on the meaning of information during ________, the stronger the resulting associations in memory will be.
A) encoding
B) decoding
C) retrieval
D) memorization
E) classification
Q2) Briefly explain Freud's theory on human motivation and how this might be related to marketing.
Q3) Marketers are using television to target children at younger ages than ever before.
A)True
B)False
Q4) The fundamental determinant of a person's wants and behaviour is the person's A) family tree
B) culture
C) psyche
D) national origin
E) peer group
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Page 8
Chapter 7: Analyzing Business Markets
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Sample Questions
Q1) Cannon and Perreault found that buyer-supplier relationships differed according to four factors: availability of alternatives; importance of supply; complexity of supply; and supply market dynamism. Based on these four factors, they classified buyer-supplier relationships into eight different categories. Name and describe the eight buyer-supplier categories.
Q2) Explain the concept of solution selling. Give one example of this approach.
Q3) If a supplier signs an agreement with a customer that states $350 000 in savings will be earned by the customer over the next 18 months in an exchange for a ten-fold increase in the customer's share of supplies ordered by the customer, the two parties will have participated in what is called
A) consultative selling.
B) risk and gain sharing.
C) solution selling.
D) demand shifting.
E) strategic alignment.
Q4) In general, buyers review the product and its price rather than any other considerations about the seller as a buying decision is made.
A)True
B)False
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Chapter 8: Identifying Market Segments and Targets
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Q1) Two broad groups of variables are used to segment consumer markets. One method uses descriptive characteristics such as geography. The other method is to form segments by looking at ________ considerations.
A) income
B) cultural
C) behavioural
D) gender
E) interest
Q2) When discussing the "long-tail thesis", Chris Anderson of Wired magazine says that if you aggregate enough minority taste, you'll often
A) have to predict demand.
B) find a big new market.
C) be unable to tap into latent demand.
D) resort to traditional retail.
E) raise the cost of distribution.
Q3) Young digerati are affluent and tech-savvy, but not ethnically mixed.
A)True
B)False
Q4) What key benefits does segment marketing offer over mass marketing?
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Chapter 9: Creating Brand Equity
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Q1) Even if sales of a brand extension are high and meet targets, the revenue may be coming from consumers switching to the extension from existing parent-brand offerings in effect ________ the parent brand.
A) diluting
B) feeding back to
C) eroding
D) reinforcing
E) cannibalizing
Q2) Competitive superiority and channel and other intermediary support are factors that influence the ________ of the brand value chain.
A) profit multiplier
B) market multiplier
C) customer multiplier
D) program multiplier
E) brand multiplier
Q3) As a marketing manager, you have made a commitment to having a strong brand. List five advantages shared by other strong brands that you will most likely have to emulate to accomplish this objective.
Q4) Explain the concept of brand equity.
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Chapter 10: Crafting the Brand Position
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Q1) As a marketing manager, you have the following facts about your product offering presented to you: (1) perk sales; (2) low cost per customer; and (3) high profits. Given these facts, what stage of the product life cycle is your product most likely in?
Q2) With respect to product life cycles, a style can last for generations and go in and out of vogue.
A)True
B)False
Q3) You are somewhat shocked to learn that your product's profit curve is in the negative. Which of the following stages of the product life cycle is your product most likely in given its position on its profit curve?
A) introduction
B) saturation
C) growth
D) maturity
E) decline
Q4) Points-of-parity come in two basic forms: category and competitive.
A)True
B)False
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Chapter 11: Competitive Dynamics
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Q1) Benz & Frendz Corp., a manufacturer of high end consumer durables, experienced a sluggish sales growth in most of its product categories during three consecutive quarters of 2009. However, market analysis revealed that its competitors' sales had also slackened during this period. Analysts pointed out that when all firms are losing sales, it is extremely important to adopt strategies that are aimed at retaining customers. This led the firm to reduce operation costs while maintaining product quality. They also revamped their marketing strategy to focus on the values created by their products. Which of the following can be inferred from the strategies adopted by the firm?
A) The company was marketing its products amidst an economic downturn.
B) The company was trying to protect its market share and continue to operate as a market leader.
C) The company was focusing on geographical expansion.
D) The company was aiming to capture a new market segment.
E) The company was focusing on market penetration.
Q2) How can we explore the upside of increasing investment during a recession?
Q3) In mobile defense, market broadening shifts the company's focus into unrelated industries.
A)True
B)False
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Page 13
Chapter 12: Setting Product Strategy
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Q1) ________ describes the product's look and feel to the buyer; it has an advantage of creating distinctiveness that is/might be difficult to copy.
A) Durability
B) Style
C) Design
D) Form
E) Conformance
Q2) Engineering tests ensure that the package stands up under normal conditions.
A)True
B)False
Q3) Every company's product line covers a certain part of the total possible range of products and consumer levels.
A)True
B)False
Q4) If the physical product cannot be easily differentiated, the key to competitive success may lies in adding valued services and improving their quality.
A)True
B)False
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Page 14
Chapter 13: Designing and Managing Services
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Q1) Services cannot be stored. Attempts to regulate the "demand" of a service include reservation systems and differential pricing. What are some ways a restaurant can "shift" demand for its services to nonpeak times?
Q2) Services have four distinctive characteristics that greatly affect the design of marketing programs. Please list these characteristics and briefly explain each.
Q3) Over time, manufacturers switc more maintenance and repair services to authorized distributors and dealers.
A)True
B)False
Q4) Companies that ________ disappointed customers to complain have been shown to achieve higher revenues and greater profits than companies that do not have a systematic approach for addressing service failures.
A) agitate
B) frustrate
C) discourage D) ignore
E) encourage
Q5) How has the Internet empowered customers?
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Chapter 14: Developing Pricing Strategies and Programs
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Q1) Companies that employ ________ offer discounted but limited early purchases, higher-priced late purchases, and the lowest rates on unsold inventory just before it expires.
A) psychological pricing
B) low-interest financing
C) yield pricing
D) loss leaders
E) special event pricing
Q2) In first-degree price discrimination, the seller charges less to buyers of larger volumes.
A)True
B)False
Q3) Explain why "value pricing" is not just a matter of simply setting lower prices?
Q4) If demand hardly changes with a small decline in price, we say that the demand is inelastic.
A)True
B)False
Q5) How could a department store attempt to manipulate the reference prices of women's apparel?
Page 16
Q6) What are the different types of promotional pricing?
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Chapter 15: Designing and Managing Integrated Marketing
Channels
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Q1) ________ exists when the manufacturer has established two or more channels that sell to the same market.
A) Broad channel conflict
B) Vertical channel conflict
C) Horizontal channel conflict
D) Circular channel conflict
E) Multichannel conflict
Q2) More activity is being conducted on B2B websites than on B2C websites.
A)True
B)False
Q3) A small Canadian business has developed a new cleaning product. Explain what choosing the appropriate "marketing channels" will involve.
Q4) Marketers must be careful not to dilute their brands through inappropriate channels. How have Dior and Louis Vuitton, the manufacturers of high-end leather goods, managed its channels to maintain its luxury status.
Q5) Channel arrangements once constructed need not be modified over time.
A)True
B)False
Q6) Comment on the potential of M-commerce.
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Chapter 16: Managing Retailing, Wholesaling, and Logistics
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Q1) The order-to-payment cycle is the elapsed time between an order's receipt, delivery, and payment by the customer.
A)True
B)False
Q2) As part of your internship with a marketing research firm, you have been asked to evaluate the relationship between high traffic and high rents for a retailer client who is thinking about moving his location. What methods for evaluating this relationship are available to you?
Q3) The company that you work for has outlined the following to its customers: On-time deliveries will be set at 95 percent; ordering and billing accuracy will be at a minimum of 98 percent; and four warehouses will be established to serve western provinces. These policies are examples of
A) customer responsiveness.
B) integrated logistics systems.
C) market logistics.
D) targeted marketing.
E) supply chain management.
Q4) Explain the concept of "generics".
Q5) Describe the four steps in market logistics planning.
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Chapter 17: Designing and Managing Integrated Marketing Communications
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Q1) In deciding on the marketing communications mix, companies must allocate the budget over the eight major modes of communication.
A)True
B)False
Q2) The objective-and-task method calls upon marketers to develop promotion budgets by defining specific objectives, determining the tasks that must be performed to achieve these objectives, and estimating the costs of performing these tasks.
A)True
B)False
Q3) The starting point in planning marketing communications is an audit of all the brands that customers in the target market have with the company.
A)True
B)False
Q4) Every brand contact delivers an impression that can strengthen or weaken a customer's view of the company.
A)True
B)False
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Chapter
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Q1) Marketers pay fees so that their products make cameo appearances in movies and on television. This is called
A) advertorials.
B) product placement.
C) point-of-purchase.
D) individualization
E) branded entertainment.
Q2) ________ seeks to determine whether an ad is communicating effectively.
A) Marketing research
B) Targeted marketing research
C) Communication-effect research
D) Measurement services
E) Customer feedback
Q3) Microsoft Corporation could use the activities of MPR (marketing public relations) in a variety of ways. Explain the tasks that MPR could apply to support both corporate and product promotion and image making.
Q4) How could a corporation like IBM best measure the effectiveness of their MPR campaign?
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Chapter 19: Managing Personal Communications: Direct and Interactive Marketing,
Word of Mouth, and Personal Selling
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Q1) Most companies today are moving to the concept of a "leveraged sales force" which is defined as
A) using a combination of inside salespeople and telemarketers.
B) using overseas inbound sales centres and a direct sales force.
C) using a combination of sales force, inside salespeople, and through the Web ordering.
D) using a combination of telemarketers and the Web for ordering.
E) using a direct sales force, a representative sales force, and inside salespeople.
Q2) Catalogue marketing has a long history in Canada. Which Canadian catalogue was so beloved that it was known by nicknames, such as the "bible" and the "Wish Book"?
A) Canadian Gardener
B) Canadian Tire
C) IKEA
D) Eaton's
E) Walmart
Q3) Salespeople have specific tasks to perform to make a sale. List and explain these specific tasks to a first-time salesperson just joining your firm.
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Chapter 20: Introducing New Marketing Offerings
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Q1) Some of the most successful recent new consumer products have beenbrand extensions: Tide Total Care, Always Infinity, and Secret Flawless deodorant.
A)True
B)False
Q2) The development route for new products takes two forms. These two forms are ________ or it can ________.
A) contract out for new products/acquire new products from existing companies
B) new products in its own labs/introduce existing products as "new"
C) enhance existing products/piggyback on others' inventions
D) new products in its own labs/contract with outside firms
E) new products in its own labs/acquire new products from existing companies
Q3) Your company has sent out 100 000 packages of your new product to customers for their evaluation and opinions. In marketing terms, this process is called A) product testing.
B) design testing.
C) "alpha testing".
D) "beta testing".
E) regional testing.
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Chapter 21: Tapping into Global Markets
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Q1) The favourability of country-of-origin perceptions must be considered both from a domestic and foreign perspective. Molson Canadian is an example of a product in the domestic market, where country-of-origin perceptions stirred consumers'
A) diversification.
B) regional pride.
C) familiarity with foreign products.
D) patriotic spirit.
E) product perceptions.
Q2) Approximately 80 percent of the world's population lies outside of the developed nations and prosperous part of the world. Which of the following is the best tactic for serving markets with much less purchasing power?
A) offering lower sales prices but larger packaging sizes
B) promoting an eastern image
C) conducting business as usual in these countries
D) dismissing local competition
E) offering lower sale prices and smaller packaging
Q3) NAFTA established a free trade zone among the United States, Mexico, and Canada.
A)True
B)False
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Chapter 22: Managing a Holistic Marketing Organization
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Q1) When a municipal government develops a campaign to encourage ride sharing and the use of mass transit, what type of socially responsible marketing does this represent? Compare and contrast the differences between cause-related marketing and social marketing.
Q2) Companies must adopt and disseminate a written code of ethics, build a company tradition of ethical behaviour, and hold its people fully responsible for observing ethics and legal guidelines if the firm wishes to demonstrate ethical behaviour.
A)True
B)False
Q3) Internal marketing requires that everyone in the organization buy into the concepts and goals of marketing and engage in choosing, providing, and communicating customer value.
A)True
B)False
Q4) The latest study of customers is three years old, customers are not buying your product like they once did, competitors' products are selling better, and there is a high level of customer returns and complaints. What deadly sin has your company committed? What is the solution?
Q5) Define a marketing audit.
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