Marketing Management
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Course Introduction
Marketing Management explores the fundamental principles and strategic processes involved in identifying, creating, and delivering value to target customers. This course examines key concepts such as market segmentation, consumer behavior, product development, pricing strategies, distribution channels, and promotional tactics. Students will gain practical skills in formulating marketing plans, analyzing competitive environments, and making data-driven decisions to achieve organizational goals. Emphasis is placed on integrating traditional and digital marketing methods in a rapidly evolving global marketplace.
Recommended Textbook
Marketing An Introduction 6th Canadian Edition by Gary Armstrong
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16 Chapters
2482 Verified Questions
2482 Flashcards
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Chapter 1: Marketing: Creating and Capturing Customer Value
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164 Verified Questions
164 Flashcards
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Sample Questions
Q1) Briefly explain the societal marketing concept. Give an example of an organization that has effectively used the societal marketing concept.
Answer: According to this concept, firms will succeed if they take underlying consumer needs and society's well being into account over the long term. A pure marketing concept can damage consumers' long-run welfare by focusing exclusively on satisfying consumers' short-run wants. Over a long period of time, this too-narrow focus can be damaging to the company. In setting their marketing strategies, marketers today need to balance company profits, consumer wants, and society's interests. Johnson & Johnson is an example of a company that has successfully implemented the societal marketing concept. The organization stresses honesty, integrity, and putting people before profits, an ethic that helped Johnson & Johnson quickly address and recover from the poisonous tampering of Tylenol capsules in 1982.
Q2) The ________ concept calls for aggressive selling and promotion effort.
A)marketing
B)production
C)product
D)selling
E)societal marketing
Answer: D
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Chapter 2: Company and Marketing Strategy: Partnering to
Build Customer Relationships
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163 Verified Questions
163 Flashcards
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Sample Questions
Q1) The pharmaceuticals division of Omni Healthcare holds low market share in a high-growth market. In order to increase market share, managers may decide to
A)hold the pharmaceuticals division's share
B)implement a harvest strategy
C)use money from a cash cow to promote the pharmaceuticals division
D)divest the SBU
E)diversify the pharmaceutical division
Answer: C
Q2) Which of the following accurately reflects a problem with a matrix approach to strategic planning?
A)It focuses on future planning.
B)It can be costly to conduct.
C)It detracts from the focus on profit maximization.
D)It can lead to over estimation of profits.
E)It focuses on classifying future businesses.
Answer: B
Q3) What type of strategy should a company use to manage its cash cows?
Answer: Because a cash cow generates cash without much investment, a company should use the profits to support other SBUs.
Page 4
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Chapter 3: Sustainable Marketing, Social Responsibility and Ethics
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165 Verified Questions
165 Flashcards
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Sample Questions
Q1) It is most accurate to say that the 2008-2009 recession has resulted in which of the following?
A)an overselling of private goods
B)a widespread disbelief in the possibility of achieving prosperity
C)a decline in conspicuous spending
D)an increase in materialism
E)the elimination of false wants
Answer: C
Q2) ________ is an organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers.
A)Environmentalism
B)The Charter of Rights and Freedoms
C)Grassroots politics
D)Consumer activism
E)The Human Relations Movement
Answer: D
Q3) Critics of marketing believe that sellers have more power than buyers.
A)True
B)False
Answer: True
Page 5
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Chapter 4: Analyzing the Marketing Environment
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152 Flashcards
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Sample Questions
Q1) All of the groups within a company are called the ________.
A)culture
B)diversity
C)internal environment
D)climate
E)range
Q2) Assume that you are a manager at a firm that has hired lobbyists to influence legislation affecting your firm's industry to its advantage. Your firm takes a(n)________ approach to the marketing environment.
A)reactive
B)proactive
C)adversarial
D)passive
E)team work
Q3) How might a marketer act in a socially responsible way toward the general public?
Q4) In marketing, what is a public? Briefly describe the seven main types of publics faced by marketers and explain how marketing might communicate with these publics.
Q5) Why is the technological environment such a dramatic force in today's market?
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Chapter 5: Managing Marketing Information to Gain Customer Insights
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165 Flashcards
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Sample Questions
Q1) Sales have dropped at XYZ Corporation. Give two specific pieces of information the company's marketing researcher might need in order to reverse this situation.
Q2) Explain the common problems that international marketing researchers encounter.
Q3) Why is it important for a research plan to be presented as a written proposal?
Q4) Good marketing programs begin with ________.
A)good customer information
B)an abundance of information on international market activities
C)lots of information
D)company insights
E)descriptive research
Q5) Diana Dion is currently researching electronic data sources from within her company to make marketing decisions. Diana is making use of ________ databases.
A)external
B)current
C)historical
D)internal
E)foreign
Q6) Why might Jason have purposefully avoided data collected via online research?
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Q7) Identify ways that a researcher should evaluate secondary data.
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Chapter 6: Understanding Consumer and Business Buyer
Behaviour
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Sample Questions
Q1) A ________ consists of the activities people are expected to perform according to the persons around them.
A)motive
B)role
C)lifestyle
D)life-cycle
E)tradition
Q2) The relationship between the consumer's expectations and the product's ________ determines whether the buyer is satisfied or dissatisfied with a purchase.
A)perceived performance
B)brand personality
C)recognition
D)consumer market
E)service quality
Q3) Snoopy tells you that business buyer decision making is solely based on economic factors. What would you say to Snoopy?
Q4) Might the owners of The Attic Trunk believe that people change what they buy over their lifetimes? Explain.
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Chapter 7: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) Superior Auto Sales, a chain of high-end used car dealerships, wants to sum up its company positioning and brand positioning in a formal way. Superior's management would use a ________.
A)mission statement
B)vision statement
C)competitive statement
D)positioning statement
E)company statement
Q2) Most marketing targeted at children, minorities, or other special segments provides benefits to targeted consumers.
A)True
B)False
Q3) When might be the best time for a marketer to use geographic segmentation?
Q4) A brand's position is assessed relative to a competitor's positioning.
A)True
B)False
Q5) What factors may impact segment attractiveness?
Q6) Why might a marketer of laundry detergent be interested in viewing a perceptual positioning map?
Q7) Describe how marketers use multiple-segmenting bases to their advantage.
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Chapter 8: Developing and Managing Products and Services
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Sample Questions
Q1) Because so many purchase decisions are made in stores, a product's packaging may be a seller's last and best chance to influence consumers.
A)True
B)False
Q2) According to the authors, managers must accept the ________ of a product.
A)the research team
B)the product life cycle
C)the market segmentation
D)the boss
E)the idea generation
Q3) Style is a larger concept than design.
A)True
B)False
Q4) ________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.
A)Service inseparability
B)Service variability
C)Service intangibility
D)Service perishability
E)Service heterogeneity
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Chapter 9: Brand Strategy and Management
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Sample Questions
Q1) ________ occurs when two established brand names of different companies are used on the same product.
A)A brand extension
B)Brand equity
C)Co-branding
D)Internal marketing
E)Cannibalization
Q2) How might Selman & Saks eventually benefit from engaging in licensing?
Q3) Brands are powerful. They have status and value. Interestingly brands are really nothing but ________.
A)ideas
B)agreements
C)labels
D)promises
E)contracts
Q4) What are the qualities of a good brand name?
Q5) Branding helps buyers in many ways. Explain why branding has become so important in the marketplace by describing these benefits to buyers.
Q6) Advocacy starts close to home. Explain.
Page 11
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Chapter 10: Pricing: Understanding and Capturing
Customer Value
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170 Flashcards
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Sample Questions
Q1) ________ are the sum of the ________ and ________ for any given level of production.
A)Fixed costs; variable; total costs
B)Fixed costs; total; variable costs
C)Variable costs; fixed; total costs
D)Total costs; fixed; variable costs
E)Break-even costs; fixed; total costs
Q2) What type of pricing is being used when a company temporarily prices its product below the list price or even below cost to create buying excitement and urgency?
A)segmented pricing
B)psychological pricing
C)referent pricing
D)promotional pricing
E)dynamic pricing
Q3) For what types of products might marketers use market-penetration pricing?
Q4) Compare oligopolistic competition with pure monopoly conditions.
Q5) Overhead cost is another term for variable cost.
A)True
B)False
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Chapter 11: Marketing Channels
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Sample Questions
Q1) How have changes in technology and the growth of online marketing affected the design of marketing channels?
Q2) The use of both rail and trucks for transporting goods is called ________.
A)trainshipping
B)fishybacking
C)piggybacking
D)airtrucking
E)autoracking
Q3) Clara's, a cosmetics manufacturer, sells many of its products through retail outlets. However, the firm sells a few expensive, popular products only through direct selling methods. What kind of channel arrangement does Clara's follow for all of its products together?
A)horizontal marketing system
B)multichannel distribution system
C)administered vertical marketing system
D)contractual vertical marketing system
E)corporate vertical marketing system
Q4) A horizontal marketing system can develop between a company and its competitor.
A)True
B)False
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Chapter 12: Retailing and Wholesaling
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Sample Questions
Q1) Three types of shopping centres are regional shopping centres, community shopping centres, and neighborhood shopping centres or strip malls. Describe how they differ from each other.
Q2) Which of the following statements is true of retailing?
A)All retail stores are full-service retail stores.
B)A department store has a narrow product line with a deep assortment.
C)The largest type of retail outlet is a supermarket.
D)Services like hotels, banks, airlines, restaurants, colleges, and hospitals can be retailed.
E)A feature common to all types of retail stores is the use of the everyday low pricing strategy.
Q3) In an automated warehouse, orders are fed directly from the retailer's information system into the wholesaler's, and the items are picked up by mechanical devices and taken to a shipping platform where they are assembled.
A)True
B)False
Q4) What is the difference between corporate chains, voluntary chains, and retailer cooperatives? How are such retail organizations different from franchise organizations?
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Chapter 13: Communicating Customer Value: Advertising and Public Relations
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Sample Questions
Q1) Mariah Goldberg, a marketing manager for a manufacturer of children's toys, is looking for ways to reach potential customers who typically avoid salespeople and advertisements. Which of the following would be the most economical promotional tool for Mariah to use?
A)direct marketing
B)sales promotions
C)public relations
D)brand contacts
E)personal selling
Q2) How could Second Avenue use the slice of life message execution style in an ad?
Q3) An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them. But please, don't." This ad uses the ________ execution style.
A)slice of life
B)lifestyle
C)fantasy
D)scientific evidence
E)personality symbol
Q4) Would a personality symbol affect Second Avenue's image? How?
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Chapter 14: Personal Selling and Sales Promotion
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Sample Questions
Q1) Give three examples of consumer sales promotions tools.
Q2) The selling process consists of several steps that the salesperson must master, focusing on the goals of ________ and ________ from them.
A)closing sales; getting orders
B)getting new customers; obtaining service ideas
C)getting new customers; obtaining orders
D)overcoming objections; developing relationships
E)managing old customers; following up
Q3) Why might a company need to hire both an inside and an outside sales force?
Q4) Why have firms adopted sales force automation systems?
Q5) You hear a friend say, "personal selling is just manipulating customers to buy things they do not need." How would a marketer respond to this statement?
Q6) Manufacturers direct more sales promotion dollars toward ________ than to
A)consumers; retailers
B)customers; wholesalers
C)retailers and wholesalers; consumers
D)mature consumers; teenagers
E)retailers; wholesalers
Page 16
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Chapter 15: Direct, Online, Social Media, and Mobile Marketing
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Sample Questions
Q1) On www.consumerist.com, people exchange views and obtain information about products. This website is an example of a(n)________.
A)content website
B)online forum
C)content sponsorship
D)contextual advertisement
E)marketing website
Q2) How does a company's effective use of a customer database benefit consumers?
A)Companies make name-brand products and images readily available to customers.
B)Companies match customer needs and interests with products and services.
C)Customers receive better prices on products and services that they need.
D)Customers receive faster and more reliable service from companies.
E)Customers receive instant credit from more companies.
Q3) Give two examples of companies that use direct marketing as their primary or only marketing approach. What are two advantages these companies have over competitors?
Q4) Do-not-call legislation has made telemarketing an ineffective form of direct marketing.
A)True
B)False
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Chapter 16: The Global Marketplace
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Sample Questions
Q1) Which of the following is an advantage of licensing?
A)The licensee is not required to invest money in the business.
B)The licensor has more control over the licensee than it does in its own operations.
C)The licensee gains recognition without having to develop a product from scratch.
D)The licensor earns profits without having to share its intellectual property with anyone.
E)The licensor faces no threats of competition from the licensee after the contract ends.
Q2) Management contracting is an unwise choice if a domestic firm can make greater profits by undertaking a whole venture.
A)True
B)False
Q3) Most of the retailing in North America is done by small, independent retailers.
A)True
B)False
Q4) Explain joint ownership with an example. What are its advantages and disadvantages?
Q5) What is the best mode of entry into foreign markets for I Design?
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