Marketing Management Review Questions
Course Introduction
Marketing Management explores the principles, strategies, and tools essential for the effective management of marketing activities within organizations. The course covers key topics such as market analysis, segmentation, targeting and positioning, consumer behavior, product development, pricing strategies, distribution channels, branding, and promotional tactics. Students will learn how to make data-driven marketing decisions, develop comprehensive marketing plans, and evaluate the impact of various marketing strategies in both domestic and international contexts. Through case studies, practical projects, and interactive discussions, the course equips students with the knowledge and skills necessary to navigate the dynamic field of marketing and drive organizational success.
Recommended Textbook
Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition
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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) Novice managers are more likely than experienced managers to practice IMC.
A)True
B)False
Answer: False
Q2) Joan Kaufman is a senior manager of a large conglomerate.She decides how much money is allocated to each subunit.This is an example of _____ budgeting.
A) top-down
B) bottom-up
C) bottom-up/top-down
D) top-down/bottom-up
E) hierarchy
Answer: A
Q3) Marketing and communications are virtually inseparable.
A)True
B)False
Answer: True
Q4) The concept of media is relevant to all marcom tools.
A)True
B)False Answer: True
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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) Maria is asked by a market researcher to tell him the particular thoughts and feelings she has about Starbuck's coffee.A particular thought or feeling that comes to Maria's mind is known as a(n)_____.
A) brand dimension
B) cognition
C) brand link
D) association
E) think-feel linkage
Answer: D
Q2) What is the initial challenge for new brands?
A) achieving brand awareness
B) enhancing brand image
C) achieving brand preference
D) achieving brand insistence
E) building revenue premium
Answer: A
Q3) Research has identified ten personality dimensions that describe most brands.
A)True
B)False
Answer: False
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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) How many types of patents exist in the United States?
A) 1
B) 3
C) 5
D) 10
E) 100
Answer: B
Q2) VOSS water has an unusual shape.It may hold a _____ patent.
A) utility
B) design
C) plant
D) copyright
E) trademark
Answer: B
Q3) Relative advantage is positively correlated with an innovation's adoption rate.
A)True
B)False
Answer: True
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Chapter 4: Environmental, Regulatory, and Ethical Issues
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103 Verified Questions
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Sample Questions
Q1) List and describe the four general recommendations given to marcom practitioners for making appropriate environmental claims.
Q2) In Germany,the White Angel seal represents a promise to consumers that a product carrying an environment claim is in fact legitimate.
A)True
B)False
Q3) Regulators have been most active in the area of _____.
A) advertising
B) personal selling
C) sales promotion
D) packaging
E) publicity
Q4) A(n)_____ involves information that is important to consumers and that is likely to influence their choice or conduct regarding a product.
A) reasonable representation
B) material representation
C) factual representation
D) objective representation
E) unfair representation.
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Chapter 5: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) The best media for reaching the Healthy Hermits would be _____.
A) television
B) radio
C) outdoor advertising
D) telemarketing
E) direct mail
Q2) The Playboy group is the smallest subset of all the Generation X categories and is closest to the Generation X stereotype of being slackers,cynics,and hopeless.
A)True
B)False
Q3) A positioning statement that reflects a brand's competitive advantage but does not motivate consumers to action _____.
A) is a winner
B) is a loser
C) promotes competitors
D) is "swimming up the river"
E) is adequate
Q4) Explain how marketers create meaning for a brand.
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Chapter 6: The Communication Process and Consumer Behavior
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92 Verified Questions
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Sample Questions
Q1) Short-term memory is also known as _____ memory.
A) relevant
B) working
C) perceptual
D) cognitive
E) referral
Q2) The heuristic in which the individual calls from memory his or her attitude toward relevant alternatives and picks the alternative for which the affect is most positive is known as _____.
A) disjunctive
B) lexicographic
C) compensatory
D) conjunctive
E) affect referral
Q3) The simplest of all decision heuristics is _____.
A) affect referral
B) compensatory
C) conjunctive
D) lexicographic
E) disjunctive
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Chapter 7: The Role of Persuasion in Integrated Marketing Communications
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) Explain why physical attractiveness and similarity are important.
Q2) Marketers can enhance consumers' motivation to attend to a message by _____.
A) increasing curiosity about the brand
B) repeating the ad on multiple occasions
C) employing verbal framing
D) appealing to hedonistic needs
E) using concretizations
Q3) A(n)_____ is a specimen or model of a particular concept or idea.
A) frame
B) exemplar
C) symbol
D) sign
E) reference
Q4) According to the ELM theory,the form of persuasion will depend on the characteristics of the market and the strengths of the marketing communicator's relative market position.
A)True
B)False
Page 9
Q5) Explain how the concept of click-whirr behavior applies to consumers.
Q6) Explain the significance of the theory of psychological reactance.
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Page 10
Chapter 8: Objective Setting and Budgeting
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Sample Questions
Q1) Why is the ultimate objective to achieve brand loyal consumers?
A) It is much cheaper to retain present customers than it is to continuously prospect for new ones.
B) Competitors will go out of business once consumers are loyal to your brand.
C) Switching costs are too high for consumers once they become brand loyal.
D) Brand loyal consumers are a "captive audience," which reduces marcom expenditures in the future.
E) Brand loyal consumers are more satisfied consumers.
Q2) Which of the following is a requirement for setting marcom objectives?
A) Objectives must include a precise statement of who, what, and when.
B) Objectives must be qualitative.
C) Objectives must be broad in scope.
D) Objectives must be long-term.
E) Objectives must be short-term.
Q3) Name and describe the four practical budgeting methods.
Q4) An expectation from the consumer's perspective is based on how the brand has been positioned.
A)True
B)False
Q5) Explain the criteria that good marcom objectives must satisfy.
Page 11
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Chapter 9: Overview of Advertising Management
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Sample Questions
Q1) Media planners are responsible for developing the overall media strategy and purchasing the specific media vehicles for the advertiser.
A)True
B)False
Q2) Advertising is an efficient form of communication,capable of reaching mass audiences at a relatively low cost per contact.
A)True
B)False
Q3) Which of the following is NOT a basic function performed by a full-service advertising agency?
A) account management
B) creative services
C) product research and development services
D) media services
E) research services.
Q4) The most common advertising agency compensation method today is a labor-based fee system.
A)True
B)False
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Chapter 10: Effective and Creative Ad Messages
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Sample Questions
Q1) Two distinct forms of corporate advertising are image and issue advertising.
A)True
B)False
Q2) Those performing the "creative" function in the advertising-development process must know the audience for the advertisements they are to create.This "audience" is also referred to as the _____.
A) client
B) focus group
C) target market
D) trade
E) prospects
Q3) Advertising messages a target audience comprehends as is intended by the advertiser that are remembered,and that change the audience's brand-related opinions or behavior are referred to as _____ ads.
A) slice-of-life
B) generic
C) sticky
D) novel
E) advocacy
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Page 13
Chapter 11: Endorsers and Message Appeals in Advertising
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129 Verified Questions
129 Flashcards
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Sample Questions
Q1) Janice was influenced to purchase an abdominal exercise device after watching an infomercial showing people like her-females in their middle forties and mothers.Which subcomponent of the general concept of attractiveness influenced Janice to purchase this product?
A) trustworthiness
B) expertise
C) physical attractiveness
D) respect
E) similarity
Q2) A performer's Q Score is calculated by taking his or her popularity percentage divided by the familiarity percentage.
A)True
B)False
Q3) Discuss why the use of humor in an advertisement might NOT be effective?
Q4) The lower the relevance of an issue,the lower the threat intensity that is needed to activate a response.
A)True
B)False
Q5) Under what conditions should comparative advertising be used?
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Chapter 12: Traditional Advertising Media
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Sample Questions
Q1) GfK Mediamark Research Inc._____.
A) provides cost per thousand information for magazines
B) measures effectiveness of billboard advertising
C) measures effectiveness of point-of-purchase materials
D) provides information on advertising to children
E) measures the effectiveness of music on retail shoppers
Q2) The Eastman Kodak company introduced a 30-minute _____ on TV to promote its new DC210 zoom digital camera.
A) product placement
B) infomercial
C) sales promotion
D) interstitial
E) blog
Q3) The medium that is best able to use humor as an advertising strategy is _____.
A) the Internet
B) radio
C) magazines
D) newspaper
E) television
Q4) Discuss the strengths and limitations of television advertising.
Page 15
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Chapter 13: Online and Mobile Advertising
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Sample Questions
Q1) Why is it doubtful that blogs represent a major advertising opportunity?
A) The blogosphere is regulated by the Federal Trade Commission and currently does not allow commercial advertisers to participate.
B) The blogosphere is regulated by the Federal Communications Commission and currently does not allow commercial advertisers to participate.
C) It is too expensive.
D) Advertising is often perceived as less than fully objective and is seen by many as an intrusion.
E) Not enough consumers participate in blogging to make it economical for advertisers.
Q2) Which form of advertising only targets those with a known interest in a product?
A) contextual advertising
B) content advertising
C) search advertising
D) behavioral targeted advertising
E) cookie advertising
Q3) Define the following terms: banner ads,pop-ups,interstitials,superstitials,and video ads.
Q4) Compare and contrast the concepts of individualization and interactivity.
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Chapter 14: Social Media
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Sample Questions
Q1) The average user on Facebook has 1,030 friends.
A)True
B)False
Q2) Dropbox can be classified as a _____.
A) social network
B) microblog
C) aggregator
D) document manager
E) livecast
Q3) Social media campaigns are often lead by the objective of enhancing public relations.
A)True
B)False
Q4) The top service providers for bloggers include all of the following except _____.
A) WordPress
B) Blogger
C) LiveJournal
D) Tumblr
E) Drupal
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Chapter 15: Direct Marketing and Other Media
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Sample Questions
Q1) Direct,yellow-pages,and video-game advertising can perform an invaluable role when used _____.
A) with sales promotion
B) with greater frequency than traditional media
C) as the main tools in a marcom program
D) in a supplementary capacity in an IMC program
E) only with younger target markets
Q2) Which of the following is a distinctive feature of direct mail?
A) targetability
B) measurability
C) accountability
D) efficiency
E) All of these are correct.
Q3) Compared with other media,direct mail is much less wasteful and will usually produce the highest percentage of responses.
A)True
B)False
Q4) Efficiency is a distinctive feature of direct mail.
A)True
B)False
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Chapter 16: Advertising Media: Planning and Analysis
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Sample Questions
Q1) Assume that the target market for a brand advertising in a magazine that reaches 5 million readers is only 3 million consumers.The cost of advertising in this magazine is $150,000 per 4-color page.The CPM-TM is _____.
A) $33.33
B) $30.00
C) $75.00
D) $50.00
E) $500.00
Q2) The logic of recency planning includes the idea that the cost effectiveness of a single exposure is approximately ____ the value of subsequent exposures.
A) half
B) equal to
C) considerably less than
D) three times greater than E) five times greater than
Q3) The time frame used by the majority of media planners for measuring reach is usually two weeks.
A)True
B)False
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Page 19
Chapter 17: Measuring Ad Message Effectiveness
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Sample Questions
Q1) Which of the following is a conclusion that can be drawn from research with respect to what it takes for television advertising to successfully enhance a brand's sales performance?
A) ad copy must be distinctive
B) ad weight without persuasiveness is insufficient
C) the selling power of advertising wears out over time
D) advertising works quickly if it works at all E) All of these are correct.
Q2) Increasing gross rating points (GRPs)directly translates into better performance for a brand.
A)True
B)False
Q3) Positioning Advertising Copytesting (PACT)was formulated by Proctor & Gamble to remedy the problem of mediocre or flawed advertising research.
A)True
B)False
Q4) Starch measures the primary objective of a television advertisement.
A)True
B)False
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Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
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Sample Questions
Q1) A retailer can exercise its power in a channel by _____.
A) requesting a pay-for-performance agreement from the manufacturer
B) requesting a deslotting agreement from the manufacturer
C) requesting a scanner-verified trade promotion
D) requesting an account-specific marketing program
E) requesting every day low pricing
Q2) Which of the following is NOT a manufacturer's objective for using trade-oriented promotions?
A) reducing retail inventories
B) maintaining or increasing the manufacturer's share of shelf space
C) countering competitive activity
D) selling as much as possible to final consumers
E) introducing new or revised products.
Q3) Sales promotion can be used to offset competitors' advertising and sales-promotion efforts.
A)True B)False
Q4) A pull strategy consists of advertising and promotion directed at consumers.
A)True
B)False
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Chapter 19: Consumer Sales Promotion: Sampling and Couponing
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Sample Questions
Q1) Mail-delivered coupons are generally used for _____.
A) luxury products
B) products in the growth stage of the product life cycle
C) introducing new or improved products
D) products in the maturity stage of the product life cycle
E) services
Q2) The major advantage of direct-mailed coupons is that they are relatively inexpensive compared with other coupon-distribution methods.
A)True
B)False
Q3) 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.
Q4) Sampling should be used when a new or improved brand is demonstrably superior to other brands.
A)True
B)False
Q5) Explain the circumstances when sampling is appropriate.
Q6) Explain how to calculate the return on investment for a sampling investment.
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Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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Sample Questions
Q1) Compared with many other sales-promotion techniques,sweepstakes are _____.
A) relatively inexpensive
B) simple to execute
C) able to reinforce a brand's image
D) able to reach specific groups
E) All of these are correct.
Q2) The major reason manufacturers are using rebates more now than ever is that many consumers never bother to redeem them.Thus,when using rebates,manufacturers get the best of both worlds-they stimulate consumer purchases of rebated items without having to pay out the rebated amount because most consumers do not undertake the effort to mail in rebate forms.Hence,rebates can be thought of as a form of _____.
A) premium
B) phantom discount
C) coupon
D) overlay promotion
E) bounce-back allowance
Q3) Define what a premium is,and name and describe the four types of premiums.
Q4) Compare and contrast overlay and tie-in promotions and give an example of each.
Page 23
Q5) Compare and contrast price-off promotions and bonus packs.
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Chapter 21: Public Relations,Word-of-Mouth Influence,and Sponsorships
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Sample Questions
Q1) Public relations efforts should not be aimed at employees.
A)True
B)False
Q2) The rule of epidemics that states that the circumstances and conditions have to be right for a persuasive message conveyed by a connector to have its impact and initiate an epidemic is the _____.
A) law of the few
B) stickiness factor
C) law of interconnects
D) power of context
E) law of conditions
Q3) Reactive marketing public relations describes the conduct of public relations in response to internal influences.
A)True
B)False
Q4) Explain what ambush marketing is,and discuss the ethical implications of this practice.
Q5) Publicity is the major tool of proactive marketing public relations.
A)True
B)False
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Chapter 22: Packaging, Point-of-Purchase Communications, and Signage
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Sample Questions
Q1) The four general features of the VIEW model that are used to evaluate a package are visibility,information,emotional appeal,and workability.
A)True
B)False
Q2) A color that has come to stand for environmentally friendly products is _____.
A) yellow
B) white
C) green
D) red
E) brown
Q3) Point-of-purchase displays accomplish which of the following for retailers?
A) extend the amount of time spent in the store
B) deliver useful information and simplify the shopping process
C) reinforce the brand image
D) encourages consumers to switch brands
E) All of these are correct.
Q4) Discuss the useful services POP materials provide for all participants in the marketing process: manufacturers,retailers,and consumers.
Q5) Name and describe the four categories of POP materials.
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Available
Chapter 23: Personal Selling
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Sample Questions
Q1) Personal selling does not need to be person-to-person to be effective.
A)True
B)False
Q2) Which type of question used during the sales presentation phase asks about the consequences of problems and challenges the prospect is facing?
A) situation questions
B) problem questions
C) implication questions
D) need-payoff questions
E) financing questions
Q3) In which form of selling does the customer come to the salesperson rather than the salesperson to the customer?
A) missionary selling
B) retail selling
C) inside sales
D) trade selling
E) technical selling
Q4) Discuss the advantages of pursuing a career in sales.
Q5) Describe the differences between antiquated selling and modern selling.
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