Marketing Management Question Bank
Course Introduction
Marketing Management is a comprehensive course that explores the fundamental principles, strategies, and practices involved in the effective management of marketing activities within organizations. Students will learn how to analyze market environments, identify consumer needs, segment markets, and develop targeted marketing strategies. Key topics include product development, pricing strategies, promotion, distribution channels, and the integration of digital marketing tools. The course emphasizes decision-making based on market research and data analysis, aiming to equip students with the skills necessary to create value for customers and achieve competitive advantage in dynamic business settings.
Recommended Textbook MKTG6 6th Edition by Charles W. Lamb
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Chapter 1: An Overview of Marketing
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Sample Questions
Q1) Refer to Circuses.To exhibit a societal marketing orientation,circuses could:
A)rely on publicity and avoid any promotions.
B)empower their employees to satisfy customer wants.
C)donate a percentage of their profits to local educational institutions.
D)use relationship marketing.
E)emphasize customer value.
Answer: C
Q2) How could Nestlé have better anticipated its mistake with social media in triggering a more widespread boycott?
A)By not responding to boycott proponents on Facebook and the like.
B)By better training its Facebook monitor.
C)Users of social media tend to be opinionated and so a proper response can be anticipated.
D)By censoring its social media presence.
E)all of the above
Answer: C
Q3) Marketing is defined as producing,promoting,and selling products.
A)True
B)False
Answer: False
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Chapter 2: Strategic Planning for Competitive Advantage
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Sample Questions
Q1) Golden Valley Microwave Foods,Inc.is the manufacturer of ACT II popcorn.In its early years,the company had trouble financing the development and marketing of products for the microwave,so it chose to participate in a financial arrangement in which it agreed that it would not sell ACT II popcorn in supermarkets or grocery stores.Which element of the marketing mix was most influenced by this arrangement?
A)Product
B)Place
C)Price
D)Public relations
E)Promotion
Answer: B
Q2) A popular technique for managing a large organization with different technologies and markets is to divide it into:
A)strategic business units
B)different technologies
C)strategic target markets
D)design matrices
E)tactical segments
Answer: A
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Chapter 3: Ethics and Social Responsibility
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Sample Questions
Q1) Refer to Drug Marketing.Which level of the pyramid of social responsibility is most relevant to this situation in which the drug companies want to ensure that they are "playing by the rules"?
A)legal responsibilities
B)ethical responsibilities
C)philanthropic responsibilities
D)economic responsibilities
E)standard responsibilities
Answer: A
Q2) Corporate social responsibility is defined as the:
A)belief that the legal system defines ethical behavior
B)development of inclusive codes of ethics
C)rules by which social rewards are attained
D)business's concern for society's welfare
E)coordination of social programs for publicity purposes
Answer: D
Q3) For home users,McAfee's antivirus program would be called a specialty product.
A)True
B)False
Answer: True
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Chapter 4: The Marketing Environment
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Sample Questions
Q1) Every night,Universal Studios Japan hosts a fireworks display.The theme park recently came under government investigation when allegations were made that the park was detonating more than 50 pounds of explosives in its nightly fireworks displays.In the small nation,the use of explosives is stringently controlled.This is an example of how _____ factors can influence a business.
A)competitive
B)legal and political
C)economic
D)technological
E)cultural
Q2) Marketing managers cannot control _____,but they can sometimes influence it.
A)where advertising is placed
B)the external environment
C)the sales force
D)the distribution strategy
E)product pricing
Q3) Marketers can control the external environment in which their organizations operate.
A)True
B)False
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Page 6
Chapter 5: Developing a Global Vision
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Sample Questions
Q1) A tax levied on the goods entering a country is called a(n):
A)license.
B)quota.
C)boycott.
D)exchange control.
E)tariff.
Q2) The goal of the Central America Free Trade Agreement is to:
A)create free trade agreements between the United States and other industrialized nations.
B)eliminate all protectionism.
C)raise prosperity levels in all industrializing nations.
D)establish a free trade agreement between the United States and certain Latin American countries.
E)make sure all nations achieve the economic and technological development of a takeover economy or better.
Q3) Assume that you are a global marketing consultant for a U.S.manufacturer of light fixtures and have been asked to name the available options or methods of entry into the global marketplace.Name five methods of entry in the order of high risk/high return to low risk/low return for the lighting company.
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Page 7
Chapter 6: Consumer Decision Making
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Sample Questions
Q1) It is usually easier to change consumer beliefs about a service attribute than a product attribute.
A)True
B)False
Q2) Refer to Interface.Influencing consumers that petroleum-based carpeting is bad for the environment and that the new fibers are better for the environment will involve which attitude-change strategy by marketers?
A)Change the belief about all other attributes but this one
B)Change the relative importance on beliefs about this attribute
C)Change the product
D)Use comparative ads
E)Get consumers to recognize a need
Q3) Social influences on consumer buying decisions include:
A)society,culture,and family
B)reference groups,society,opinion leaders,and family
C)personality,lifestyle,and reference groups
D)reference groups,opinion leaders,and family
E)lifestyle,reference groups,and family
Q4) Define cognitive dissonance and describe how can consumers and marketers can reduce it.
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Chapter 7: Business Marketing
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Sample Questions
Q1) Lyon College and other institutions of higher learning can also project some form of lifetime value analysis on incoming freshmen.
A)True
B)False
Q2) Business marketers usually have far fewer customers than consumer marketers.
A)True
B)False
Q3) _____ is a measure of a Web site's effectiveness and is calculated by multiplying the frequency of visits times the duration of a visit times the number of pages viewed during each visit.
A)Effective reach
B)Effective frequency
C)Gross rating points
D)Interactiveness
E)Stickiness
Q4) The role of gatekeeper may be filled by a secretary.
A)True
B)False
Q5) Discuss how businesses measure online success.
Q6) Explain the four concepts of business demand.
Page 9
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Chapter 8: Segmenting and Targeting Markets
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Sample Questions
Q1) When Henry Ford made the Model T,he said that consumers "can have their car in any color they want,as long as it's black." This was a case of:
A)Repositioning.
B)Reengineering.
C)one-to-one marketing.
D)undifferentiated targeting.
E)niche marketing.
Q2) When the Sara Lee Bakery Group introduced Iron Kids Crustless bread (to save mothers the time and effort of slicing the crusts off sandwiches),it was using:
A)PRIZM segmentation
B)geodemographic segmentation
C)niche marketing strategy execution
D)product differentiation
E)a target market chart
Q3) Small firms often adopt a concentrated marketing strategy to compete effectively with larger firms.
A)True
B)False
Q4) What is product differentiation,and how can it be achieved?
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Chapter 9: Decision Support Systems and Marketing Research
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Sample Questions
Q1) In the survey used by an organization of mothers who swap toys,respondents were asked,"Would you be willing to pay a small fee in order to take advantage of this service? Circle YES or NO." This is a(n)_____ question.
A)open-ended
B)sampling frame
C)scaled-response
D)double-barreled
E)dichotomous
Q2) In contrast to marketing research problems,management decision problems are: A)action oriented.
B)pervasive.
C)narrower in scope.
D)synergistic.
E)information oriented.
Q3) Identify the four types of observation research and give an example of how each is used in marketing research.
Q4) Describe survey research and explain how it differs from observation research.Name six popular forms of survey research.
Q5) List five noncomputer sources of competitive intelligence.
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Chapter 10: Product Concepts
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Sample Questions
Q1) Mia's new raincoat contains a label that reads "Professional Dry Clean Only." This is an example of a(n)_____ label.
A)data
B)union mandated
C)persuasive
D)informational
E)functional
Q2) A(n)_____ brand is one owned by the wholesaler or retailer.
A)intermediate
B)private
C)generic
D)corporate
E)primary
Q3) Which type of product modification changes a product's versatility,effectiveness,convenience,or safety?
A)Quality
B)Planned
C)Functional
D)Style
E)Use
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Chapter 11: Developing and Managing Products
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Sample Questions
Q1) When Coca-Cola North American debuted Gold Peak iced tea,a spokesperson for the company said,"In looking at the ready-to-drink tea market,we found that the one place that nobody seemed to be playing was in the category of classic iced teas like mother used to make.Gold Peak is a quality product that brings back that classic taste.We're going to do a lot of sampling with this product because we believe that if people try it,they're going to love it and stick with it." In other words,its adoption rate will rely on its:
A)compatibility
B)comparability
C)complexity
D)trialability
E)competitive advantage
Q2) Andersen Electronics is currently engrossed in its first estimations of costs and revenues for a new amusement park video skill game.This firm is engaged in a new-product business analysis.
A)True
B)False
Q3) Global R&D is important for two reasons.What are they?
Q4) Name and describe the six categories of new products.
Q5) List the seven steps of the new-product development process.
Page 13
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Chapter 12: Services and Nonprofit Organization Marketing
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Sample Questions
Q1) It is difficult for most of us to talk about mistakes we have made.Unfortunately,for organizations like Consumer Credit Counseling to help you work through your financial issues,you must be willing to honestly discuss your financial condition.In other words,for these organizations to help,you must be actually involved in the process of developing your financial plan,which points to the _____ nature of services.
A)intangible
B)inseparable
C)heterogeneous
D)perishable
E)flexible
Q2) Refer to The Ritzy Canine.Which category of service processing is used at The Ritzy Canine?
A)Possession
B)Mental stimulus
C)Physical stimulus
D)Information
E)People
Q3) Discuss the limitations nonprofit marketers face when making promotion decisions and describe how they overcome these limitations.
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Page 14
Chapter 13: Marketing Channels
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Sample Questions
Q1) An international consumer products manufacturer requires all of its suppliers to provide the lowest possible cost and to adhere to a just-in-time inventory system.Wholesalers and manufacturers generally yield to the authority of this large manufacturer.This consumer products manufacturer exercises channel power.
A)True
B)False
Q2) Customers can purchase Hewlett-Packard computers from retail stores like Best Buy and Office Depot,online directly from HP,and through various catalogs.HP is using a(n)_____ distribution arrangement.
A)intensive
B)multiple
C)exclusive
D)cumulative
E)aggregated
Q3) Integrated channel relationships tend to be more flexible than cooperative relationships.
A)True
B)False
Q4) Describe how information technology is impacting contact efficiency.
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Chapter 14: Supply Chain Management
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Sample Questions
Q1) Supplier integration occurs when multiple firms in a supply chain coordinate their activities and processes so that they are seamlessly linked to one another in an effort to satisfy the customer.
A)True
B)False
Q2) Which of the following is a key principle of supply chain management that means multiple firms work together to perform tasks as a single unified system rather than as several individual companies acting in isolation?
A)Pareto principle
B)80/20 principle
C)Systems approach
D)Win-win approach
E)Integrative approach
Q3) Managing inventory from the supplier to the manufacturer is called distribution resource planning (DRP).
A)True
B)False
Q4) Discuss the financial implications of the returns management process.
Q5) List the components of the logistics function in the supply chain.
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Chapter 15: Retailing
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Sample Questions
Q1) The buyer who heads a department in a department store is responsible for the:
A)store's exchange and return policies
B)store's credit policies
C)chain's expansion efforts
D)merchandise mix in that department
E)store's advertising program
Q2) A publisher of books on holiday decorating,cooking,and crafts has to find a way to dispose of its overruns and unsold end-of-season output.As a marketing consultant,you suggest the firm sell the merchandise to:
A)mass merchandisers.
B)convenience stores.
C)department stores.
D)Supermarkets.
E)off-price discount retailers.
Q3) It is commonplace for a franchisee to pay money to the franchisor for the cost of advertising.
A)True
B)False
Q4) Discuss the two recent developments in retailing.
Q5) Define franchising and discuss its two basic forms.Give an example of each form.
Page 17
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Chapter 16: Integrated Marketing Communications
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Sample Questions
Q1) Encoding is the:
A)creation of the original ideas and thoughts of a message.
B)conversion of the sender's ideas and thoughts into a message.
C)transmission of a message.
D)receipt and comprehension of a message.
E)deciphering and understanding of a message.
Q2) Campbell's soup has been promoted with television commercials,radio spots,newspaper coupons,and magazine advertisements.In the communication process,these media served as _____ for transmitting the message.
A)senders
B)decoders
C)encoders
D)channels
E)receivers
Q3) Social media include all of the following EXCEPT:
A)blogs
B)LinkedIn
C)a pop-up ad on the ESPN Web site
D)YouTube
E)All of the above are examples of social media.
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Chapter 17: Advertising and Public Relations
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Sample Questions
Q1) A feature of a product is called a(n):
A)asset
B)appeal
C)attribute
D)element
E)benefit
Q2) Your company has decided to become the American producer of Chocomel,a Dutch soda that tastes like chocolate mousse.It is made from partially creamed milk,sugar,cocoa,and stabilizers.The price for one glass bottle will be $1.09.You are responsible for developing several advertisements for Chocomel.Name five common advertising appeals.For each appeal,give an example of a Chocomel advertisement message using that appeal.
Q3) Burger King needed crisis management to control the negative publicity surrounding the Coq Roq Web site,in order to keep the launch of Chicken Fries from being ruined.
A)True
B)False
Q4) The DAGMAR approach is one method of setting advertising objectives.
A)True
B)False
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Chapter 18: Sales Promotion and Personal Selling
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Sample Questions
Q1) Why are many marketers shortening the time in which a coupon can be redeemed?
A)To track response rates
B)To increase introductory sales
C)To create a greater sense of urgency to redeem the coupon
D)To respond to claims that coupons adversely affect consumer behavior
E)To limit the use of on-pack coupons
Q2) A _____ is a written document or professional presentation that outlines how a company's product will meet or exceed the client's needs.
A)customer profile
B)needs assessment
C)sales proposal
D)qualifying document
E)forecast of needs
Q3) Which of the following sales promotion tools would be MOST appropriate for a competitor's customer?
A)Sampling
B)Rebates
C)Loyalty marketing programs
D)Bonus packs
E)Coupons
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Chapter 19: Pricing Concepts
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Sample Questions
Q1) Refer to American Girl Doll.In terms of producing the doll and its accessories,the calico fabric used to make Kristen's dress is an example of a(n):
A)markup cost.
B)variable cost.
C)fixed cost.
D)derived cost.
E)elastic cost.
Q2) What are the problems associated with the use of a cost-based pricing strategy? What contribution does cost make to the setting of prices?
Q3) _____ pay for every activity of the company.
A)Revenues
B)Investments
C)Retained earnings
D)Profits
E)Prices
Q4) Price is defined as the perceived value of a good or service that is exchanged for a certain dollar amount.
A)True
B)False
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Chapter 20: Setting the Right Price
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Sample Questions
Q1) At the Greenville Florist,there are four different prices for funeral bouquets.The smallest bouquet sells for $30;there is also a $40 version and a $75 version.For those who want to express their grief through the purchase of a dramatic floral arrangement,the florist also offers a $150 version.The owner of the florist shop has chosen price lining because it will:
A)enable the shop to carry a larger total inventory.
B)maintain all of the product line at the same stage in the product life cycle.
C)confuse customers and allow salespeople to sell more of the expensive models.
D)reach several different target market segments.
E)thwart competitors that are trying to sell similar products.
Q2) Refer to Art Supplies.Michaels was trying to get consumers into the store with the Funky Girls Gel Pens promotion in hope that they will purchase other,higher-margin items.This is an example of:
A)seasonal pricing.
B)psychological pricing.
C)price lining.
D)price bundling.
E)leader pricing.
Q3) Distinguish between a cumulative and a noncumulative discount.
Q4) List in order the four steps used to set the right price for a product.
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Chapter 21: Customer Relationship Management Crm
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Sample Questions
Q1) At its most fundamental level,a CRM approach is no more than:
A)the relationship cultivated by a salesperson with a customer.
B)a mass marketing approach.
C)a transactional selling approach.
D)a customer satisfaction program.
E)a differentiation strategy.
Q2) Communications between customers and organizations that occur in stores or at information kiosks are called:
A)live interactions.
B)point-of-sale interactions.
C)empowerment points.
D)survey interactions.
E)product interactions.
Q3) Refer to Blood Services.The card sent by the organization is an example of a:
A)touch point.
B)transformational exchange.
C)predictive campaign.
D)point-of-sale interaction.
E)service message.
Q4) Briefly describe five of the many common CRM marketing database applications.
Page 23
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Chapter 22: Social Media and Marketing
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Sample Questions
Q1) Which practical idea listed in the chapter does the Gatorade Mission Control Center best accomplish?
A)listen and learn
B)build relationships and awareness
C)promote products and services
D)manage your reputation
E)improve customer service
Q2) YouTube,Flickr,and Photobucket are all examples of:
A)media sharing sites.
B)corporate blogs.
C)virtual worlds.
D)microblogs.
E)social networking sites.
Q3) A publicly accessible Web page that serves as an interactive journal is called a tweet.
A)True
B)False
Q4) Distinguish between owned media and earned media and give several examples of each.
Q5) What is a podcast? How are they used?
Page 24
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