Marketing Management Question
Bank
Course Introduction
Marketing Management explores the fundamental principles and strategies that drive successful marketing in todays dynamic business environment. The course covers key concepts such as market analysis, segmentation, targeting, positioning, product development, pricing strategies, distribution channels, and promotional tactics. Students will learn how to develop and implement effective marketing plans to meet organizational objectives and respond to consumer needs. Through case studies and real-world examples, the course emphasizes decision-making, critical thinking, and the integration of theory with practical application in both domestic and international markets.
Recommended Textbook
Consumer Behaviour Buying Having and Being 6th Canadian Edition by Michael R. Solomon
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Page 2
Chapter 1: An Introduction to Consumer Behaviour
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Sample Questions
Q1) In the early stages of development,consumer behaviour was known as buyer behaviour.What important aspect of the exchange process does this change in name reflect?
Answer: The original name reflects an emphasis on the interaction between consumers and producers at the time of purchase.Marketers now recognize that consumer behaviour is an ongoing process,not merely what happens at the moment a consumer hands over money or a credit card and in turn receives a good or service.
Q2) ________ involve(s)gathering data by directly observing consumer behaviours.
A) Survey research
B) Focus group research
C) Interviews
D) Observational research
Answer: D
Q3) Interviews usually involve small group sessions with approximately 6-12 consumer participants.
A)True
B)False
Answer: True
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Chapter 2: Perception
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128 Verified Questions
128 Flashcards
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Sample Questions
Q1) During January,Bill,a marketing director for an alcohol company,ran a successful 6×8-inch advertisement in a magazine that featured a man and a woman having a great time at the beach.In February,he placed the same advertisement in the same magazine,but reduced the size of the ad.Sales of his products declined.What mistake did Bill make?
A) He was using novel stimuli in the advertisement, which are eventually ignored after about a month of exposure.
B) He should not have tried to advertise alcohol in February, a month where sales are typically low.
C) He should not have placed an advertisement two months in a row in the same magazine.
D) He forgot that the size of a magazine advertisement is important for attracting readers.
Answer: D
Q2) When consumers no longer pay attention to an ad that has become too familiar,the condition is called perceptual apathy.
A)True
B)False
Answer: False
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Chapter 3: Learning and Memory
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) The Campbell Soup Company recently started using "the Campbell Kids" again in their ads.They and other companies doing similar revivals of past imagery reflect the power of:
A) nostalgia.
B) the "wonder years" effect.
C) persuasive embed.
D) recognition.
Answer: A
Q2) Car ads featuring attractive women have been found to be effective because the woman is:
A) modelling.
B) masking other effects.
C) vicarious.
D) a trigger feature.
Answer: D
Q3) What is an associative network model?
Answer: Associative network models propose that an incoming piece of information is stored in a network containing bits of information organized according to some relation to each other.
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Page 5
Chapter 4: Motivation and Affect
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Sample Questions
Q1) Ryan and Jo were talking about which car was the better buy for their daily travel back and forth.Ryan wants the status of driving a Porsche while Jo says he thinks a Honda is a more practical choice.The particular form of consumption which would satisfy their needs is a/an:
A) want.
B) desire.
C) goal.
D) actuant.
Q2) ___________ is a mental state of well-being characterized by positive emotions.
A) Guilt
B) Happiness
C) Embarrassment
D) Anger
Q3) What are the differences between emotions and moods?
Q4) Two terms often used to describe motivation are:
A) its strength and its duration.
B) its strength and its direction.
C) its magnitude and its force.
D) its magnitude and its feeling.
Q5) Describe the top level of needs in Maslow's hierarchy.
Page 6
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Chapter 5: The Self
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130 Verified Questions
130 Flashcards
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Sample Questions
Q1) Greg,a Canadian advertising executive,is responsible for creating an television advertisement for a laundry detergent and definitely wants to feature a woman using the product,mainly because his research indicates that the primary purchasers of this laundry detergent are women.He also notes that these women have a strong masculine component to their personalities.What should be shown in this television advertisement?
Q2) Give an example of how food preferences can differ as a function of gender.
Q3) What is the self-concept? How do Eastern and Western cultures differ in the ways in which they view the self?
Q4) What is gender-bending and why is it important to marketing?
Q5) Franz is very meticulous in appearance,and prepares his attire carefully before going anywhere as he wants to feel confident.This is an illustration of ________ theory.
A) symbolic self-completion
B) low self-esteem
C) ego representation
D) power exertion
Q6) Define androgyny and provide an example of it.
Q7) What is body cathexis?
Q8) How have ideals of beauty in Western culture changed over time?
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Chapter 6: Personality, Lifestyles, and Values
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129 Verified Questions
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Sample Questions
Q1) A certain brand of DVD player is priced at the high end of the market and is only sold in limited locations at up-market stores.This implies which personality trait inferences?
A) versatile, adaptable
B) snobbish, sophisticated
C) reliable, dependable
D) flighty, schizophrenic
Q2) Alison is a go-getting lawyer who is very career-oriented and makes a high salary.Using the VALS framework,how would you describe Alison?
Q3) Psychological approaches to the concept of personality in the early part of the 20th century were based on all of the following,EXCEPT:
A) quantitative analysis.
B) qualitative analysis.
C) encounters with others.
D) accounts of traumatic experiences.
Q4) Explain the concept of psychographics and why this is important to marketers.
Q5) Explain geodemography and how it relates to single-source data.
Q6) What do marketers mean by the term AIOs?
Q7) Explain Jung's notion of the collective unconscious.
Page 8
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Chapter 7: Attitudes
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Sample Questions
Q1) When the marketer communicates information about what people commonly do,a _________________ is being communicated.
A) descriptive norm
B) affiliation goal
C) injunctive norm
D) implicit expectation
Q2) List some of the types of feelings that can be generated in commercials.
Q3) We grant a certain latitude towards acceptance or rejection of new ideas about an object for which we already hold an opinion.The tendency to characterize ideas falling in the area of rejection as farther from our position than they actually are results in a/an ________ effect.
A) assimilation
B) contrast
C) distortion
D) dissonance
Q4) Describe what Katz means by the term "ego-defensive function."
Q5) Describe the ABC model of attitudes.
Q6) Why have multi-attribute attitude models become so popular among marketing researchers? What three elements are specified in such models?
Page 9
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Chapter 8: Attitude Change and Interactive Communications
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Sample Questions
Q1) Careful consideration of message content,generation of cognitive responses to ad arguments,and a rational evaluation of an ad's persuasive element are all typical of messages processed via the ________ route to persuasion.
A) main avenue
B) direct
C) tertiary
D) central
Q2) When Ford Canada includes a free oil change at your local dealership for filling out a research survey,this is called:
A) manipulation.
B) authority.
C) co-operation.
D) reciprocity.
Q3) What do proponents of the uses and gratifications theory argue?
Q4) Explain some of the situations in which rebellious or deviant celebrities can be an asset to a brand.
Q5) What is meant by the term second-order response?
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Q6) Humour in advertising can be tricky.Why? What are the positives of using humour in advertising?
Chapter 9: Individual Decision Making
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Sample Questions
Q1) What is a decision-making heuristic? Describe three typical heuristics used in consumer decision-making situations.
Q2) If John happens to test drive a new Acura Legend and then decides he should replace his 1978 clunker before starting his new job,what has occurred?
A) impulse shopping
B) marketing benefit
C) need recognition
D) opportunity recognition
Q3) A form of repeat purchasing behaviour reflecting a conscious decision to continue buying the same brand is called:
A) post-purchase partum.
B) brand loyalty.
C) brand preference awareness. D) inertia.
Q4) Wendy is in the market to purchase a new vehicle.She has several attributes she is using to evaluate the potential options including price,styling,fuel efficiency,and handling.Using Wendy's case as an example,explain the notion of evaluative criteria and determinant attributes.
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Chapter 10: Buying and Disposing
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Sample Questions
Q1) You have been hired by your university to implement a social marketing plan to encourage students,staff,and faculty on campus to recycle.What elements would be important to keep in mind while creating your marketing plan?
Q2) The psychological dimension of time or how it is experienced is an important factor in what mathematical study?
A) barometer analysis
B) polychromic activity
C) queuing
D) temporal tasking
Q3) An example of consumer contamination is when Elsie gets bread crumbs in the margarine container.
A)True
B)False
Q4) Explain how situational self-image might impact Ted's behaviour if he were on a date as opposed to going out with the boys.
Q5) Explain the concept of relationship marketing.
Q6) How are online services and iPhone apps reaching out to address perceived time poverty?
Q7) What is lateral cycling?
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Chapter 11: Group Influence and Social Media
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131 Verified Questions
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Sample Questions
Q1) Jimmy is a Tremorite.Describe who he is likely to be and what he does.
Q2) A type of virtual community of consumption based on sharing online journals is called ________.
A) blogs
B) boards
C) rings
D) globos
Q3) If you were to buy a new Saturn and join their "Saturn Owners Club," regularly attending club outings,the other club members would be known as a/an:
A) associate.
B) reference group.
C) power group.
D) applied affiliative group.
Q4) What is guerrilla marketing? Give an example.
Q5) Some organizations that employ more than 1000 employees find that "social loafing" can really impede progress for the firm.In terms of these organizations,what is social loafing and how might a firm combat it?
Q6) What is the difference between independence and anticonformity?
Q7) Explain what the wisdom of crowds refers to.
Page 13
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Chapter 12: Income, Social Class, and Family Structure
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Sample Questions
Q1) How does social class differ across different cultures?
Q2) Veronica recently bought a new high-end BMW.One of the reasons she purchased it was because she knew other people in her neighbourhood would be jealous of her.For Veronica,the role of the BMW was:
A) individual distinguishing.
B) integrated status.
C) invidious distinction.
D) inspired differentiation.
Q3) Which is the fastest-growing segment of working people and what impact are they having?
Q4) When Otis visited Toronto he watched CNN on TV in his hotel,and went to the ROM and to hear the symphony orchestra.Most likely he belongs to:
A) upper and upper-middle classes
B) upper
C) middle class
D) middle and working
Q5) What does potlatch mean? Give a modern-day equivalent.
Q6) What is social stratification?
Q7) Compare achieved and ascribed status with an example.
Page 14
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Chapter 13: Subcultures
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Sample Questions
Q1) Zoomers are a group made up from what type of people?
A) tweens with attitude
B) fast-moving Generation Z members
C) boomers with zip
D) over 70s who like to travel
Q2) Kyla recently notices that her brother is constantly running to a mirror to look at himself.This reflects a/an ________ theme of conflict.
A) belonging
B) idealism
C) pragmatism
D) narcissism
Q3) Briefly explain regional segmentation.
Q4) For marketers,the appeal of nostalgia is important because of all of the following,EXCEPT:
A) adults over 30 are particularly susceptible to feelings of nostalgia.
B) sales for products associated with childhood or adolescence can be dramatically affected by linking the brand to vivid memories and experiences.
C) products can evoke shared memories among an age cohort.
D) young people do not react well to nostalgia.
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Chapter 14: Cultural Influences on Consumer Behaviour
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Sample Questions
Q1) Juan wears Abercrombie and Fitche and Levi's most days,despite living in Buenos Aires.What is this an example of?
Q2) A myth is a story containing symbolic elements that expresses the shared emotions and ideals of a culture.
A)True
B)False
Q3) Culture,a concept crucial to the understanding of consumer behaviour,may be thought of as a society's personality.
A)True
B)False
Q4) Ritual artifacts are:
A) the "props" of rituals; items used in performance of a ritual.
B) substitutes for ritual participation.
C) used in consumer rituals but not other kinds of rituals.
D) a set of instructions that tell how the ritual is to be conducted.
Q5) You have a product that is likely to be of interest to a youth market.You are thinking of expanding your product to a number of new countries.Should you take an etic or emic approach and why?
Q6) What is uncertainty avoidance?
Page 16
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Chapter 15: The Creation and Diffusion of Culture
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Sample Questions
Q1) A new type of Sheer brand pantyhose would be viewed as a discontinuous innovation.
A)True
B)False
Q2) What is the primary difference between an innovator and an early adopter?
A) Early adopters are much the same as innovators except they, as a group, have higher average salaries and more education than do innovators.
B) Innovators are more risk averse than are early adopters.
C) Innovators are more likely to have higher incomes and education levels and are more likely to accept risk than are early adopters.
D) Innovators are less socially active than are early adopters, who tend to be the true trendsetters of a society.
Q3) Which of the following factors affects the perceived risk of adopting an innovation?
A) compatibility
B) complexity
C) relative advantage
D) observability
Q4) What are the categories of adopters?
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