Marketing Management
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Course Introduction
Marketing Management explores the fundamental concepts, strategies, and practices involved in the effective management of marketing activities within organizations. The course covers key topics including market analysis, consumer behavior, segmentation, targeting and positioning, product development, pricing strategies, promotion, and distribution channels. Students will learn how to develop marketing plans, execute marketing programs, analyze market opportunities, and make strategic decisions to create value and build strong customer relationships in a competitive environment. Through a combination of case studies, projects, and discussions, participants will refine their analytical and decision-making skills essential for marketing leadership roles.
Recommended Textbook
Marketing 2016 18th Edition by William M. Pride O.
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20 Chapters
4072 Verified Questions
4072 Flashcards
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C. Ferrell
Chapter 1: An Overview of Strategic Marketing
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171 Verified Questions
171 Flashcards
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Sample Questions
Q1) Managing customer relationships requires identifying patterns of ____ and then using that information to focus on the most promising and profitable customers.
A)demographics
B)buying behavior
C)retailer information
D)personality differences
E)stock market cycles
Answer: B
Q2) For most firms, the costs of marketing activities consume approximately what portion of the consumer's dollar?
A)One-half
B)One-fifth
C)One-fourth
D)One-third
E)One-sixth
Answer: A
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Chapter 2: Planning, Implementing, and Evaluating Marketing Strategies
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141 Flashcards
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Sample Questions
Q1) Firms that truly adopt the marketing concept develop a distinct organizational culture based on a shared set of beliefs that makes customers' needs the pivotal point of the firm's decisions about strategy and operations.
A)True
B)False
Answer: True
Q2) A marketing objective need not be consistent with the firm's overall objectives.
A)True
B)False
Answer: False
Q3) Performance standards are derived from marketing objectives that are set while developing the marketing strategy.
A)True
B)False
Answer: True
Q4) Each of the marketing mix elements must work together with the others.
A)True
B)False
Answer: True
Page 4
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Chapter 3: The Marketing Environment
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Sample Questions
Q1) Marketers who attempt to influence and change the various environmental forces have a(n) ____ response to these forces.
A)reactive
B)inactive
C)variable
D)positive
E)proactive
Answer: E
Q2) The four major competitive structures are
A)monopolies, oligopolies, oligopolistic monopolies, and pure competition.
B)pure competition, heavy competition, moderate competition, and light competition.
C)brand, product, total budget, and generic.
D)oligopolies, monopolies, monopolistic competition, and pure competition.
E)monopolies, limited competition, oligopolistic competition, and pure competition.
Answer: D
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5
Chapter 4: Social Responsibility and Ethics in Marketing
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Sample Questions
Q1) According to the consumer bill of rights, the right to be informed means that
A)consumers' interests will receive full and sympathetic consideration in the formulation of government policy.
B)consumers should have access to a variety of goods and services at competitive prices.
C)consumers should have access to and the opportunity to review all relevant information about a product before buying it.
D)marketers have an obligation not to knowingly market a product that could harm consumers.
E)consumers should be told when the quality of a product has changed.
Q2) In Europe, companies can voluntarily apply for a designation to indicate that their product is less harmful to the environment than competing products. This label is known as the
A)Green Marketing Stamp.
B)Eco-label.
C)Forest Stewardship Seal.
D)Better Product Project.
E)Good Housekeeping Seal.
Q3) Discuss some of the important ethical issues in marketing.
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Page 6
Chapter 5: Marketing Research and Information Systems
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Sample Questions
Q1) Refer to Scenario 5.2. Colin decided to apply some of the things he had learned in his marketing research class to his business. The first thing he should do is to ___________ which will help him ______
A)develop a questionnaire; collect the necessary data.
B)identify a sample frame; contact the appropriate respondents.
C)define the problem to be researched; determine his data needs.
D)conduct store exit interviews; give him an idea of the problem.
E)collect secondary data; contact the appropriate respondents.
Q2) Palmetto Regional Hospital has designed an upcoming research project for determining the best methods for improving patient care. The next step the organization must take in the marketing research process is
A)interpreting research findings.
B)collecting data.
C)developing a testable hypothesis.
D)sampling the population.
E)reporting research findings.
Q3) Compare reliability and validity. Why are they important considerations in marketing research?
Q4) How does marketing research differ when conducted in other countries?
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Chapter 6: Target Markets Segmentation and Evaluation
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Sample Questions
Q1) After a firm has identified an appropriate targeting strategy, the next step in the target market selection process is
A)determining the demographic variables of the target market.
B)developing market segment profiles.
C)determining which segmentation variables to use.
D)selecting specific target markets.
E)evaluating relevant market segments.
Q2) Consideration of the firm's overall objectives usually does not influence the final selection of a target market segment.
A)True
B)False
Q3) A differentiated targeting strategy is when the organization targets two or more markets by developing a single marketing mix.
A)True
B)False
Q4) Why is it important for marketers to assess competitors before entering a market segment?
Q5) Describe the three areas marketers should examine when they evaluate relevant market segments.
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Chapter 7: Consumer Buying Behavior
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Sample Questions
Q1) When a buyer receives information that is inconsistent with his or her beliefs, the buyer may distort the information to bring it more in line with those beliefs.
A)True
B)False
Q2) If a person's interest in the product category is ongoing and long term, it is referred to as situational involvement.
A)True B)False
Q3) A buyer's actions at any point in time are affected by one major motive.
A)True
B)False
Q4) When a consumer purchases products occasionally or needs information about an unfamiliar brand in a familiar product category, he or she will most likely engage in A)enduring purchase behavior.
B)routinized response behavior.
C)extended decision making.
D)impulse searching.
E)limited decision making.
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Chapter 8: Business Markets and Buying Behavior
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Sample Questions
Q1) Safeway Supermarkets recently placed an order with the Kahn Corporation for hotdogs. The typical weekly order is for 10 cases; however, since the upcoming weekend includes a holiday, this time Safeway is ordering 100 cases of hotdogs. Safeway orders this product on a regular basis. What type of purchase does this week's purchase represent?
A)New-task
B)Repetitive
C)Institutional
D)Straight rebuy
E)Modified rebuy
Q2) Compare and contrast the three major types of purchases made by business customers.
Q3) Most business buying decisions are made by A)one person.
B)a team of purchasing agents.
C)a firm's buying center.
D)inventory control personnel.
E)the sales force.
Q4) How do individual factors affect the business buying decision process?
Q5) Discuss the differences between business and consumer transactions.
10
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Chapter 9: Reaching Global Markets
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Sample Questions
Q1) In what ways can businesses become involved in international marketing activities?
Q2) The purchase of products from a foreign source is called
A)exporting.
B)dumping.
C)importing.
D)licensing.
E)venturing.
Q3) When a glove manufacturer in China is allowed to sell only a certain number of plastic gloves to Japan, that firm is facing a(n)
A)tariff.
B)embargo.
C)restrictive product standard.
D)quota.
E)balance of trade restriction.
Q4) The greatest danger in becoming involved in direct ownership in international marketing is political uncertainty.
A)True
B)False
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11
Chapter 10: Digital Marketing and Social Networking
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Sample Questions
Q1) Collectors gather information and organize content generated by critics and others.
A)True
B)False
Q2) Due to increasing consumer demand, many television networks are creating ____ of their shows.
A)podcasts
B)wikis
C)virtual realities
D)digital characters
E)imitations
Q3) JCPenney's website encourages visitors to register in order to maximize their use of the site. By gathering information about a consumer before a purchase is made, JCPenney is practicing
A)addressability.
B)social networking.
C)interactivity.
D)accessibility.
E)control.
Q4) Describe the seven segments included in the Social Technographics Profile.
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Chapter 11: Product Concepts, Branding and Packaging
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Sample Questions
Q1) The two major product categories are business and institutional.
A)True
B)False
Q2) Discuss the branding strategies marketers can use. What are the two policies used by a firm to brand its products?
Q3) The amount of annual losses companies suffer from counterfeit products is estimated to be
A)$850 million.
B)$5 billion.
C)$48 billion.
D)$360 billion.
E)$640 billion.
Q4) When we speak of the number of product lines that a company offers, we are referring to the ____________ of the company's product mix.
A)width
B)depth
C)length
D)size
E)volume
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Chapter 12: Developing and Managing Products
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Sample Questions
Q1) Venture team members usually come from the same functional areas within the firm.
A)True
B)False
Q2) How a pair of jeans looks, regardless of the price, is an example of styling.
A)True
B)False
Q3) If Pedigree offered you a position in which you would have total marketing responsibility for all of its canned dog food, this position would probably hold the title of ____ manager.
A)brand
B)area
C)product
D)sales
E)marketing
Q4) Automobile makers rely heavily on aesthetic modifications.
A)True
B)False
Q5) Describe product positioning. List and explain the bases for positioning.
Q6) What is concept testing, and why is it important?
Page 14
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Chapter 13: Services Marketing
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Sample Questions
Q1) Although nonprofit goals differ from for-profit goals, certain business marketing concepts can be adopted to enhance nonprofit operations.
A)True
B)False
Q2) Compared to goods marketers, services providers are more likely to promote performance documentation, availability, guarantees, and
A)distribution.
B)tangible elements.
C)management expectations.
D)price.
E)customer expectations.
Q3) Because of service perishability, it is difficult to price services in a manner that smoothes fluctuations in demand.
A)True
B)False
Q4) All services suffer from heterogeneity. Explain this problem, and discuss different ways that heterogeneity can occur in service delivery.
Q5) How does the promotion of services differ from the promotion of goods?
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Chapter 14: Marketing Channels and Supply-Chain Management
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Sample Questions
Q1) It is rare for a channel member to manage the physical distribution of goods for all supply chain members involved in exchanges.
A)True
B)False
Q2) Producers do not engage in horizontal integration.
A)True
B)False
Q3) Public warehouses are business organizations whose primary activity is providing storage and related physical distribution facilities on a rental basis to government organizations.
A)True
B)False
Q4) _______________ involves developing and maintaining adequate assortments of products to meet customers' needs.
A)Inventory management
B)Materials handling
C)Warehousing
D)Order management
E)Logistics
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Chapter 15: Retailing, Direct Marketing and Wholesaling
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248 Flashcards
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Sample Questions
Q1) A store that offers a wide variety of shoes for men, women, and children would most likely be considered a(n)
A)department store.
B)specialty retailer.
C)category killer.
D)off-price retailer.
E)warehouse showroom.
Q2) What is a potential disadvantage of direct selling?
A)Commissions for salespeople are usually low.
B)Some customers view direct selling negatively.
C)Personal attention tends to be lacking.
D)Product demonstrations are difficult in this type of selling.
E)Consumers must go out of their way.
Q3) What is a store's image, and how does it affect retailing strategy decisions?
Q4) Less than half of all goods are exchanged through wholesaling institutions.
A)True
B)False
Q5) Supermarkets specialize in selling shopping products.
A)True
B)False
17
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Chapter 16: Integrated Marketing Communications
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Sample Questions
Q1) Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of
A)the vice president of sales.
B)manipulation.
C)promotion.
D)information.
E)sales promotion.
Q2) Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on A)advertising.
B)publicity.
C)sales promotions.
D)personal selling.
E)distributor incentives.
Q3) Identify and describe the four major promotion mix elements.
Q4) A reseller advertising a manufacturer's products is viewed as strong manufacturer support.
A)True
B)False
Page 18
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Chapter 17: Advertising and Public Relations
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202 Flashcards
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Sample Questions
Q1) Which of the following statements is true about public relations?
A)Publicity is not part of public relations.
B)The most common publicity-based tool is the press conference.
C)Marketers cannot control whether the media choose to publish their public relations material.
D)Publicity-based public relations do not have limitations.
E)Event sponsorship is not an effective public relations tool.
Q2) Comparative advertisements mention the actual names of competing brands.
A)True
B)False
Q3) Refer to Scenario 17.1. The advertising mentioned above in which Toyota features all brands of the company would be an example of
A)competitive advertising.
B)institutional advertising.
C)comparative advertising.
D)pioneer advertising.
E)product advertising.
Q4) Almost all advertising campaigns are aimed at producing immediate sales.
A)True
B)False
Page 19
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Chapter 18: Personal Selling and Sales Promotion
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Sample Questions
Q1) Cheyenne calls to see if her customer's new hardwood floors were installed correctly
A)during the follow-up step.
B)immediately after the closing.
C)near the end of the sales presentation.
D)the next time she makes a sales call to that customer.
E)after she receives cash payment from that customer.
Q2) When a salesperson asks the customer to buy the product several times throughout the sales presentation in an effort to uncover hidden objections, it is called
A)order taking.
B)new-business selling.
C)trial closing.
D)order getting.
E)overcoming objections.
Q3) A straight commission compensation program ensures that selling costs will be predictable.
A)True
B)False
Q4) Explain the major issues to consider when developing a sales training program.
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Chapter 19: Pricing Concepts
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Sample Questions
Q1) Justin, a sales representative for Serta Mattress manufacturers, phones Kirk of Southside Furniture to inform him that if he will increase his recent order of 15 mattress sets to 20, he will receive a 14 percent price reduction. This offer is due to a recent overstock condition at the factory and will not be available in the future. The discount offered here is
A)cash.
B)noncumulative.
C)seasonal.
D)trade.
E)cumulative.
Q2) Abby is marketing consultant who specializes in small businesses. Her current client is very interested in estimating the costs for the coming year, in order to find the breakeven point. Abby knows this is an important financial statistic because below the breakeven point, the firm is operating
A)with fixed costs only.
B)with minimal variable costs.
C)with no revenue.
D)with minimal profit.
E)at a loss.
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21
Chapter 20: Setting Prices
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Sample Questions
Q1) Which of the following is true about the target market's evaluation of price?
A)The importance of price depends on the unemployment rate.
B)The importance of price depends on the type of product.
C)The importance of price does not depend on the target market.
D)The target market's perception of value combines a product's price and size attributes.
E)The target market's perception of value combines a product's price and availability attributes.
Q2) A marketer is usually in a better position to establish prices when it knows the prices charged for competing brands.
A)True
B)False
Q3) An early-bird special offered by a restaurant during off-peak hours is an example of the secondary-market pricing strategy.
A)True
B)False
Q4) How might a marketer find information about a competitor's prices? Why is this information important?
Q5) What are some issues to consider when determining a specific price?
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