Marketing Management
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Course Introduction
Marketing Management provides students with a comprehensive understanding of the core concepts, strategies, and tools used in modern marketing. The course explores market analysis, consumer behavior, segmentation, targeting, positioning, and the development of marketing mixes for products and services. Through case studies and practical projects, students learn to design effective marketing plans, evaluate competitive strategies, and understand the impact of digital transformation on marketing practices. Emphasis is placed on ethical decision-making and adapting marketing strategies to diverse global markets, preparing students for leadership roles in a dynamic business environment.
Recommended Textbook Essentials of Marketing 7th Edition by
Charles W. Lamb
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16 Chapters
2928 Verified Questions
2928 Flashcards
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Page 2
Chapter 1: An Overview of Marketing
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142 Verified Questions
142 Flashcards
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Sample Questions
Q1) Which of the following statements about a typical sales-oriented business is true?
A) The company develops its products to meet the needs of specific groups of people.
B) The primary goal of the company is profit through customer satisfaction.
C) The company invests the majority of its resources in promoting its products and services.
D) The company is in business to satisfy customers' wants and needs and deliver superior value.
E) All of these statements about a typical sales-oriented business are true.
Answer: C
Q2) A company adhering to the marketing concept will likely take which of the following steps if it learned that its customers were dissatisfied with its product?
A) hire more salespeople
B) decrease its organizational overhead
C) increase its advertising to underserved markets
D) increase the number of outlets in which the product is sold
E) conduct research to determine if its customers' needs have changed
Answer: E
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3
Chapter 2: Strategic Planning for Competitive Advantage
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174 Flashcards
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Sample Questions
Q1) When a florist shop begins to sell burial caskets to its customers,it is engaged in product development.
A)True
B)False
Answer: True
Q2) _____ is a strategy of increasing market share for present products in existing markets.
A) Market penetration
B) Product development
C) Market development
D) Diversification
E) Product penetration
Answer: A
Q3) A portfolio matrix is a tool for allocating resources among products or strategic business units on the basis of relative market share and degree of innovation.
A)True
B)False
Answer: False
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Chapter 3: Ethics & Social Responsibility
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118 Flashcards
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Sample Questions
Q1) Refer to Drug Marketing.If a drug manufacturer claimed that its manufacturing processes were environmentally-friendly in its advertising,this is an example of:
A) sustenance marketing
B) green marketing
C) philanthropy
D) deontological marketing
E) clean marketing
Answer: B
Q2) Which level of ethical development moves from an egocentric viewpoint toward the expectations of society?
A) postconventional morality
B) conventional morality
C) preconventional morality
D) secondary morality
E) primary morality
Answer: B
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Page 5
Chapter 4: The Marketing Environment
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Sample Questions
Q1) Name and describe one federal law that has been passed to protect consumers from identity theft.
Q2) Sometimes the Federal Trade Commission (FTC)will require an advertiser to include in its advertisements additional information about the products being promoted.This is to clarify past statements the FTC believes were misleading or unfairly presented to consumers.This practice is called:
A) nonfinancial restitution
B) affirmative disclosure
C) a mandated promotion
D) corrective advertising
E) a decree of consensus
Q3) Marketers need a thorough understanding of the laws established by the federal government,state governments,and regulatory agencies.
A)True
B)False
Q4) The Gramm-Leach-Bliley Act is aimed at the healthcare industry.
A)True
B)False
Q5) Compare and contrast basic and applied research.Give an example of each.
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Chapter 5: Developing a Global Vision
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160 Flashcards
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Sample Questions
Q1) A company that is capital-intensive:
A) has an altered fiscal strategy for overseas operations
B) spends more on equipment than on labor
C) makes better use of benchmarking than other types of business
D) creates employment monopolies
E) must engage in countertrading due to restrictive foreign legislature
Q2) The U.S.government prohibits the importation of Havana cigars because of political differences with Cuba.This is an example of an import exchange control.
A)True
B)False
Q3) The U.S.government limits the amount of sugar cane that is imported into the country.This is an example of a quota.
A)True
B)False
Q4) What is a multinational corporation (MNC)? Discuss two MNCs you are familiar with.
Q5) In the 1980s,Japanese computer chip manufacturers were accused of dumping in the United States.Explain what this means and discuss why a company would do this.
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Page 7
Chapter 6: Consumer Decision Making
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Sample Questions
Q1) Extending a well-known and respected brand name from one product category to another product category is referred to as:
A) brand stretching
B) brand extensions
C) brand bouncing
D) brand transfer
E) brand building
Q2) 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
Q3) Which step in the consumer decision-making process is a result of an imbalance between actual and desired states?
A) evaluation of alternatives
B) want recognition
C) purchase
D) need recognition
E) postpurchase behavior
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Chapter 7: Business Marketing
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196 Flashcards
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Sample Questions
Q1) Business buyers use a variety of criteria to evaluate alternative products and suppliers.The three most important criteria,in order of importance,are usually:
A) price,sales support,and service
B) quality,service,and price
C) reputation,price,and capability
D) price,delivery time,and product reliability
E) service,quality,and reputation
Q2) The Barter Company (TBC)located in Kennesaw,Georgia acts as a broker between companies that want to trade products or services.Companies must be a TBC member,and there is a one-time fee to join.The Barter Company charges a brokerage fee on each transaction facilitated.The Barter Company is an example of a (n):
A) service integrator
B) job source
C) business service
D) extended service
E) component service
Q3) Briefly define and describe each of the categories of business goods and services.Give two specific examples of goods or services that fit into each category.
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Chapter 8: Segmenting and Targeting Markets
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208 Flashcards
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Sample Questions
Q1) The Southern Company is the largest provider of utilities in the southeastern United States.It has also been accused of being the biggest source of industrial air pollution in the area.The Southern Company is trying to change consumers' perceptions of the company by sponsoring a series of television programs on how to preserve our environment.The Southern Company is hoping the programming will lead to:
A) repositioning
B) reengineering
C) demarketing
D) undifferentiated targeting
E) one-to-one marketing
Q2) An individualized marketing method that utilizes customer information to build long-term,personalized,and profitable relationships with each customer is referred to as:
A) 80/20 marketing
B) interpersonal marketing
C) zoned marketing
D) one-to-one marketing
E) individual marketing
Q3) What are the four criteria that are necessary to define a market?
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10
Chapter 9: Decision Support Systems and Marketing Research
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Sample Questions
Q1) British Columbia's Sun-Rype Products wanted to find out if Canadians were having trouble getting their required servings of fruits and vegetables each day.Marketers conducted focus groups,a type of _____,which revealed that participants were having particular trouble getting their required servings of vegetables.
A) mail survey
B) mall intercept
C) ethnographic research
D) personal interviewing
E) experiment
Q2) Through marketing research,the Boston Symphony Orchestra (BSO)learned it has an older market and is not attracting younger concertgoers.It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful.In its second use of research,BSO employed _____ marketing research.
A) historical
B) descriptive
C) predictive
D) normative
E) objective
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Chapter 10: Product Concepts
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Sample Questions
Q1) A _____ is the part of the brand that can be spoken.
A) brand equity
B) service mark
C) trademark
D) brand name
E) certification mark
Q2) Often hotels will offer deep discounts on weekends and during the off-season; for the same reason,airlines will adopt a similar pricing strategy during off-peak hours.These services cannot be stored,warehoused,or inventoried because they are perishable.
A)True
B)False
Q3) Which of the following statements about bar codes is true?
A) Bar codes are also called universal pricing codes (UPCs).
B) Bar codes were first used in 2000.
C) Bar codes can be read by optical scanners.
D) Bar codes cannot be used as a marketing research tool.
E) all of these statements about bar codes is true.
Q4) Compare and contrast the three types of product modifications and give an example of how each could be implemented.
Page 12
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Chapter 11: Developing and Managing Products
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Sample Questions
Q1) The Sumatra Coffee Company has two new products.One is a simple hand-cranked coffee grinder.The other is a combination grinder and brewer that also can be used to dispense hot milk.Of these two,the hand-cranked grinder will probably be diffused more quickly because it is less complex.
A)True
B)False
Q2) The growth stage is the first stage of the product life cycle.
A)True
B)False
Q3) The product characteristic affecting the rate of adoption characterized by the degree to which a product is perceived as superior to existing substitutes is:
A) compatibility
B) complexity
C) relative advantage
D) product differentiation
E) competitive advantage
Q4) Adaptation is the process by which the adoption of an innovation spreads.
A)True
B)False
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Chapter 12: Marketing Channels and Supply Chain Management
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203 Flashcards
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Sample Questions
Q1) Which of the following is a member of a supply chain team that moves just-picked cotton to finished clothing and then to the consumer of that clothing?
A) the warehouse in which the cotton was temporarily stored
B) the ad agency that develops the promotion for the clothing
C) the farmer who picks the cotton
D) the trucking company that hauls the cotton to the clothing manufacturer
E) all of the choices
Q2) Polo brand apparel can be purchased through fine department stores nationwide.However,Polo apparel can also be purchased through Polo stores,which creates the potential for _____ conflict in the channel of distribution.
A) primary
B) secondary
C) horizontal
D) vertical
E) parallel
Q3) Discuss the three main areas of importance in service distribution.
Q4) How has the use of supply channel management resulted in a radical reformulation of traditional marketing,production,and distribution functions?
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Chapter 13: Retailing
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Sample Questions
Q1) Texas-based Grape Vine Market is an 18,000-square-foot store offering highly collectible food and wine: along with some other culinary perks,including a cooking school: all in a setting crafted to make shoppers feel comfortable.It stocks more than 5,500 different kinds of wine.Grape Vine Market is best described as a:
A) hypermarket
B) convenience store
C) specialty store
D) department store
E) general store
Q2) Refer to Apple Stores.Of the major types of retail operations,Apple stores are _____.
A) department stores
B) specialty stores
C) superstores
D) convenience stores
E) discount stores
Q3) After defining and selecting a target market,retailers must develop the six Ps of the retailing mix to successfully meet the needs of the chosen target market.What are the six Ps of the retailing mix?
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15
Chapter 14: Marketing Communications and Advertising
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241 Verified Questions
241 Flashcards
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Sample Questions
Q1) A medium's ability to reach a precisely defined market is its:
A) audience selectivity
B) market singularity
C) geographic selectivity
D) noise filtering ability
E) life span
Q2) Arc Promotional Agency created the first mobile blogging competition and online reality show for SingTel,a telecommunications company in Singapore.The campaign let SingTel customers pick their dream couple and follow their lives through a moblog.SingTel used _____ to communicate with its consumers.
A) a corporate blog
B) an interactive Web site
C) narrowcasting
D) a noncorporate blog
E) a market concentration strategy
Q3) Coca-Cola uses popular magazines,radio,and cable television to promote its products.Coca-Cola uses mass communication.
A)True
B)False
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Page 16
Chapter 15: Public Relations, Sales Promotion, and Personal Selling
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186 Verified Questions
186 Flashcards
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Sample Questions
Q1) Refer to Advanced Bionics.Medical Education Training Associates (META)handles the training of new Advanced Bionics sales reps.One of META's advanced courses focuses on building networks among the company's various stakeholders.Networking is often discussed as an approach for developing _____.
A) new product ideas
B) potential new clients
C) strategic resources
D) sales force morale
E) cost reduction strategies
Q2) Immediate purchase is usually the goal of sales promotion.
A)True
B)False
Q3) A certificate that entitles consumers to an immediate price reduction when they buy the product is called a(n):
A) coupon
B) premium
C) push money
D) entitlement
E) allowance
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Chapter 16: Pricing Concepts
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Sample
Questions
Q1) Monthly output at Leisure-Time,Inc.changed from 12 to 13 prefabricated gazebos,and the total costs changed from $9,000 to $10,500.What is the marginal cost for this company?
A) $1,500
B) $2,000
C) $1,200
D) $10,000
E) $12,000
Q2) Most demand curves slope:
A) horizontally
B) upward and to the right
C) downward and to the left
D) vertically
E) downward and to the right
Q3) A marketer using a profit maximization strategy will charge the highest prices the market will bear.
A)True
B)False
Q4) What is the impact of the Internet on pricing strategies?
Q5) List in order the four steps used to set the right price for a product.
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