Marketing Management
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Course Introduction
Marketing Management introduces students to the principles and practices that drive successful marketing in todays dynamic business environment. The course explores core concepts such as market analysis, consumer behavior, strategic planning, segmentation, targeting, positioning, and the development of effective marketing mixes (product, price, place, promotion). Through case studies, practical examples, and analytical tools, students learn to develop and implement marketing strategies that align with organizational goals and respond to changing market conditions. Emphasis is placed on ethical decision-making, digital marketing trends, and adapting to global challenges, equipping students with the foundational skills needed to manage marketing functions across a variety of industries.
Recommended Textbook
Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition
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23 Chapters
2562 Verified Questions
2562 Flashcards
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Chapter 1: An Overview of Integrated Marketing Communications
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101 Verified Questions
101 Flashcards
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Sample Questions
Q1) A key characteristic of IMC is the building of relationships with customers.Which of the following is NOT a benefit of building relationships?
A) repeat purchases
B) loyalty toward a brand
C) enduring links between a brand and its customers
D) greater profitability
E) huge acquisition costs
Answer: E
Q2) A brand has no equity if consumers are unfamiliar with it.
A)True
B)False
Answer: True
Q3) The use of marketing communications is not appropriate for organizations delivering not-for-profit services.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Enhancing Brand Equity and Accountability
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) A _____ is a name,term,sign,symbol,or design,or a combination of them intended to identify the goods and services of one seller or group of sellers to differentiate them from those of competition.
A) trademark
B) market
C) tradename
D) brand
E) guarantee Answer: D
Q2) A potential downside for the host brand with respect to ingredient branding is that the equity of the ingredient brand might be so great that it overshadows the host brand.
A)True
B)False Answer: True
Q3) Brand equity occurs when the consumer considers two competing brands to be similar.
A)True
B)False Answer: False
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Page 4
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) All of the following are types of intellectual property except _____.
A) patents
B) playbills
C) copyrights
D) trademarks
E) None of these are correct.
Answer: B
Q2) Related to the brand name is a graphic design element called a brand _____.
A) symbol
B) trademark
C) logo
D) image
E) visual
Answer: C
Q3) The first step of the brand naming process is to create candidate brand names.
A)True
B)False
Answer: False
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Chapter 4: Environmental, Regulatory, and Ethical Issues
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) The _____ is the U.S.government agency that has primary responsibility for regulating information on the packages of food and drug products.
A) NARB
B) NAD
C) FTC
D) FDA
E) BBB
Q2) The major green communications efforts include all of the following EXCEPT ____.
A) packaging
B) sales promotion
C) seal-of-approval programs
D) cause-oriented communication efforts
E) point-of-purchase displays
Q3) The FTC is the U.S.government agency with primary responsibility for regulating advertising at both the federal and state levels.
A)True
B)False
Q4) Discuss three ethical issues in advertising.
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Page 6
Chapter 5: Segmentation, Targeting, and Positioning
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145 Flashcards
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Sample Questions
Q1) The Bystanders category of Generation X is most likely to contain _____.
A) white males
B) white females
C) female African-Americans and Hispanics
D) male African-Americans and Hispanics
E) male Asian-Americans
Q2) When a proposed positioning for a brand represents a competitive advantage on a feature or benefit and gives consumers a persuasive reason for trying the brand,this would be considered a _____ option.
A) loser
B) winner
C) swimming-up-the-river
D) promote-competitors
E) match-competitors
Q3) The Believers is the VALS?? group that is least likely to do gourmet cooking.
A)True
B)False
Q4) Approximately half of Hispanic-Americans speak only or mostly Spanish at home. A)True
B)False
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Chapter 6: The Communication Process and Consumer Behavior
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92 Verified Questions
92 Flashcards
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Sample Questions
Q1) Television commercials for low-involvement products are particularly susceptible to clutter effects.
A)True
B)False
Q2) Which of the following does NOT represent the use of metaphor?
A) Wheaties is the cereal of champions.
B) Chevrolet is the heartbeat of America.
C) Jaguar XJ-S is the stuff of legends.
D) The Citizen Noblia watch is as beautiful as a peacock.
E) Budwiesr is the King of Beers.
Q3) Encoding involves activities undertaken by receivers to interpret-or derive meaning from-marketing messages.
A)True
B)False
Q4) Discuss how two magazine advertisements for the same product would be different if one is based on the CPM perspective of consumer information processing and the other is based on the HEM perspective.
Q5) Give three examples of how noise can enter the communication process.Discuss the effects each of these would have on the advertiser's message.
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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) According to the ELM theory,people experience _____ attitude changes when persuaded via the peripheral route.
A) temporary
B) permanent
C) semi-permanent
D) exceptional
E) None of these are correct.
Q2) Explain your cognitive,affective,and conative components for a food category such as oranges or pork.Explain how marketers could change the components.
Q3) Calvin refuses to eat his spinach.His father asks,"Calvin,do you want to grow up to be big and strong?" Calvin says,"Yes." The father says,"Popeye eats spinach and he's strong,don't you agree Calvin?" Calvin again says,"Yes." The father then says,"Then why don't you eat your spinach?" What influence tool is the father using?
A) commitment and consistency
B) social proof
C) reciprocation
D) liking
E) authority
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Chapter 8: Objective Setting and Budgeting
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) The ratio of a brand's advertising expenditures to total category advertising expenditures is that brand's share of voice (SOV).
A)True
B)False
Q2) The ratio of a specific brand's revenues to the total revenues in the product category is known as that brand's _____.
A) share of market (SOM)
B) share of sales (SOS)
C) share of voice (SOV)
D) share of state (SOS)
E) share of money (SOM)
Q3) Explain the sales-to-advertising response function and why it is rarely used to determine marcom budgets.
Q4) The world's leading advertiser is _____.
A) Coca Cola
B) Procter & Gamble
C) General Motors
D) Philip Morris
E) McDonald's
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Chapter 9: Overview of Advertising Management
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121 Verified Questions
121 Flashcards
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Sample Questions
Q1) In general,we can consider four combinations of advertising and price elasticities.Discuss the implications of each of these situations.
Q2) A Korean brand of television was perceived as "low quality" by over 70 percent of American consumers who were surveyed.However,after an extensive advertising campaign,the percentage of American consumers who perceived this brand as low quality fell to 20 percent.In this instance,advertising has successfully altered consumers' perceptions and performed which function?
A) adding value
B) informing C) persuading D) reminding E) assisting other company efforts
Q3) Usage expansion advertising consists of teaching new uses for existing brands. A)True
B)False
Q4) Advertising strategy implementation involves setting objectives,devising budgets,creating messages,and developing the media strategy.
A)True
B)False
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Chapter 10: Effective and Creative Ad Messages
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97 Verified Questions
97 Flashcards
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Sample Questions
Q1) Jif Peanut Butter has long used the slogan "Choosy mothers choose Jif." This campaign does not directly challenge competitors but instead relies upon an understanding of the consumer's desire to be perceived as a good parent.Hence,in the sense that Jif is being advertised as the "good-parent peanut butter," what advertising style is being used?
A) resonance
B) brand image
C) unique selling proposition
D) positioning
E) emotional
Q2) Which form of advertising focuses not on specific brands but on a corporation's overall image or on economic or social issues relevant to the corporation's interests?
A) advocacy advertising
B) corporate advertising
C) non-profit advertising
D) primary advertising
E) secondary advertising
Q3) Explain the MECCAS model,and discuss how it is used in advertising strategy formulation.
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Page 12
Chapter 11: Endorsers and Message Appeals in Advertising
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129 Verified Questions
129 Flashcards
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Sample Questions
Q1) Humor _____.
A) enhances the likelihood that the brand is perceived positively, but not the advertisement
B) can be used in the same way from one region of a country to another
C) offers an advantage over nonhumor at increasing persuasion
D) enhances source credibility
E) is more successfully used with established rather than new products
Q2) Consumers are more likely to adopt an attitude or undertake an action when a likable person promotes that action.
A)True
B)False
Q3) When the receiver accepts the endorser's position on an issue as his or her own,_____ has occurred.
A) identification
B) externalization
C) internalization
D) normalization
E) compensation
Q4) Under what conditions should comparative advertising be used?
Q5) Explain the significance of the theory of psychological reactance.
Page 13
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Chapter 12: Traditional Advertising Media
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) A strength of magazine advertising is that it provides more geographic options than other media.
A)True
B)False
Q2) An index of 175 for a given age group and a specific magazine means that this age group represents this magazine's readership by a magnitude of 1.75 times greater than this age group's proportionate population representation.
A)True
B)False
Q3) Which is the most expensive daypart for advertising on radio?
A) morning and afternoon drive
B) midday
C) evening
D) late night
E) fringe.
Q4) Magazines are a poor source for providing detailed product information.
A)True
B)False
Q5) Discuss the strengths and limitations of television advertising.
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Chapter 13: Online and Mobile Advertising
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) Opt-in e-mailing is the practice of marketers asking for and receiving consumers' permission to send them messages on particular topics.
A)True
B)False
Q2) To become a sponsored link in search results online,advertisers must bid for and purchase keywords from search engine services.
A)True
B)False
Q3) Banner advertising,along with other communications elements in an IMC program,can serve to facilitate increasing levels of brand _____ and thus enhance brand _____.
A) information; knowledge
B) credibility; information
C) focus; attention
D) awareness; equity
E) relative advantage; awareness
Q4) Podcasting is a visual version of blogging.
A)True
B)False
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Chapter 14: Social Media
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88 Verified Questions
88 Flashcards
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Sample Questions
Q1) Which of the following is NOT a way to advertise on social networks?
A) page publishing
B) Google adwords
C) friend stories
D) sponsored stories
E) social ads
Q2) Social media sites can provide all of the following types of marketing information except _____.
A) consumer feedback
B) market share
C) brand sentiment
D) product improvement ideas
E) competitive insights
Q3) Newspapers are a form of online media.
A)True
B)False
Q4) Social media campaigns are often lead by the objective of enhancing public relations.
A)True
B)False
Page 16
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Chapter 15: Direct Marketing and Other Media
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) Which of the following is an advantage of brand placements in movies,TV programs,and elsewhere?
A) more intrusive than advertisements
B) less likely to be summarily rejected as just another persuasive attempt
C) lack of clutter
D) complete control over placements
E) measurability
Q2) Describe who uses the Yellow Pages and why they use them,and explain how the yellow pages differ from other advertising media.
Q3) Companies' databases of customers often contain R-F-M data.The R stands for _____.
A) retention rate
B) referral rate
C) registration
D) responsiveness
E) recency
Q4) The M in a company's R-F-M formula stands for motivation.
A)True
B)False
Q5) Explain why data mining is an important activity for marketers.
Page 17
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Chapter 16: Advertising Media: Planning and Analysis
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Auby's Corporation is an apparel manufacturer that specializes in casual clothing.The company advertises primarily in consumer magazines,spending approximately $5 million each year.The company advertises every month of the year,but major advertising expenditures are made in the three months-May,August,and December.What type of advertising schedule does Auby's use?
A) continuous
B) trade-off
C) flighting
D) pulsing
E) concentrated
Q2) The concept of effective reach states that fewer exposures to advertisements are required _____.
A) when humor is used
B) when comparative advertising is used
C) for brands with higher market shares and greater customer loyalty
D) for expensive products
E) for necessities
Q3) Gross ratings points (GRPs)are calculated by dividing reach by frequency.
A)True
B)False
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Chapter 17: Measuring Ad Message Effectiveness
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Sample Questions
Q1) Stephanie needs information on consumer recognition of television commercials.She can get this information from _____.
A) Statistical Research, Inc.
B) Mediamark Research, Inc.
C) Simmons Market Research Bureau
D) Bruzzone Research Company
E) Arbitron
Q2) The two general forms of advertising research that are practiced are message research and focused research.
A)True
B)False
Q3) Panel members who use their handheld scanners to enter any coupons used and to record all store deals and in-store features that influenced their purchasing decisions are taking part in _____.
A) ACNielsen's ScanTrack
B) the TRACE Method
C) the Emotional Measurement System
D) the Hawthorne Experiment
E) IRI's BehaviorScan
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Page 19
Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
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149 Verified Questions
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Sample Questions
Q1) A major international study conducted in Germany,Japan,the United Kingdom,and the United States found that price-related promotions have _____ impact on a brand's long-term sales or on consumers' repeat buying loyalty.
A) a large positive
B) a slight positive
C) virtually no
D) a slight negative
E) a large negative
Q2) Assume that Coppertone invests heavily in trade allowances to encourage retailers to stock and promote QT,its skincare product designed for a quick suntanned look without the dangers of sunbathing.What type of strategy is Coppertone using?
A) specialty advertising
B) trade pull
C) pull
D) push
E) stocking
Q3) Sales promotion can facilitate the introduction of new products and brands.
A)True
B)False
Page 20
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Chapter 19: Consumer Sales Promotion: Sampling and Couponing
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Sample Questions
Q1) _____ are the starting points for all consumer promotions decisions.
A) Budget considerations and consumer research
B) Message and media choices
C) Product or service features
D) Price and distribution strategies
E) Target marketing and brand positioning
Q2) Which of the following is a cost related to couponing?
A) face value
B) distribution and postage charges
C) handling fee
D) redemption cost
E) All of these are correct.
Q3) Researchers have found that higher-value coupons signal higher prices to consumers.This is especially true when consumers are _____.
A) current brand users
B) in difficult economic times
C) price-conscious shoppers
D) shopping for durable goods
E) unfamiliar with a brand
Q4) Explain the circumstances when sampling is appropriate.
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Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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Sample Questions
Q1) One regional discount apparel chain ran a promotion in which paper shopping bags were mailed out to shoppers-paper bags of the sort that one sees in grocery stores.The bags were printed with statements such as,"20% off everything you can stuff in this bag." The deal was offered on a one-day-only basis and then repeated again at different times throughout the year.This is an example of a retailer _____.
A) special price deal
B) sample
C) premium
D) frequent-shopper program
E) coupon
Q2) Which of the following is NOT a step in evaluating sales promotion ideas?
A) identify the objectives
B) achieve agreement
C) evaluation system
D) identify the budget
E) None of these are correct.
Q3) Rebates are typically redeemed at the retail checkout.
A)True
B)False
22
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Chapter 21: Public Relations,Word-of-Mouth Influence,and Sponsorships
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127 Verified Questions
127 Flashcards
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Sample Questions
Q1) Public relations efforts should not be aimed at employees.
A)True
B)False
Q2) Marketing communications-especially via advertising media-is critical for getting the information-dissemination ball rolling.Thereafter,it is _____ that drive the flow of information about products,services,and brands.
A) sales promotions
B) social interactions
C) Internet communications
D) public relations
E) personal sales
Q3) Conspiracy rumors deal with undesirable or harmful product or store features.
A)True
B)False
Q4) Brands are increasingly customizing their own events because it can be more effective and less costly than a preexisting event.
A)True
B)False
Page 23
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Chapter 22: Packaging, Point-of-Purchase Communications, and Signage
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Sample Questions
Q1) A foil package conveys _____.
A) cheapness
B) masculinity
C) prestige
D) durability
E) femininity
Q2) Why do manufacturers offer different-sized containers?
A) to gain more shelf space in retail outlets
B) to satisfy the unique needs of various market segments
C) to represent different usage situations
D) a and b only
E) a, b, and c
Q3) The brand lift index gauges the average increase of in-store decision purchases when point-of-purchase is present versus when it is not.
A)True
B)False
Q4) Advertising on billboards is designed with persuasion as the primary objective. A)True
B)False
Q5) Name and describe the two major forms of billboard advertising.
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Chapter 23: Personal Selling
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Sample Questions
Q1) Which type of salesperson would most likely work in the consumer packaged-goods (CPG)industry?
A) trade salesperson
B) missionary salesperson
C) retail salesperson
D) technical salesperson
E) inside salesperson
Q2) Which step in personal selling refers to identifying potential buyers who have the need,willingness,ability,and authority to buy?
A) preapproach
B) follow up
C) approach
D) sales presentation
E) prospecting and qualifying
Q3) Technical salespeople are sometimes called "sales engineers."
A)True
B)False
Q4) Japanese buyers are known for their tendency to be risk-averse.
A)True
B)False
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