Marketing Management Test Bank
Course Introduction
Marketing Management examines the fundamental concepts, strategies, and analytical tools used in managing the marketing function within organizations. The course focuses on understanding customer needs, creating and delivering value, market segmentation, targeting, and positioning, as well as the development of effective marketing mixes encompassing product, price, place, and promotion. Students will analyze contemporary marketing challenges, including digital trends and global markets, while cultivating skills to formulate and implement marketing strategies that drive business growth and foster long-term customer relationships.
Recommended Textbook
Foundations of Marketing 5th Edition by John Fahy
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12 Chapters
1403 Verified Questions
1403 Flashcards
Source URL: https://quizplus.com/study-set/2911
Page 2
Chapter 1: The Nature of Marketing
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161 Verified Questions
161 Flashcards
Source URL: https://quizplus.com/quiz/57986
Sample Questions
Q1) Marketing orientated companies attempt to achieve which of the following?
A)The ability to make greater profits
B)The ability to reduce costs
C)The ability to attract and retain customers
D)The ability to attract new customers
Answer: C
Q2) Which of the following is a core form of customer value?
A)Relational value
B)Emotional value
C)Price value
D)All of these are forms of customer value
Answer: A
Q3) Four core forms of customer value have been identified. These are price value, performance value, emotional value and _______ value.
A)relational
B)rational
C)cost
D)relative
Answer: A
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Page 3
Chapter 2: The Global Marketing Environment
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126 Verified Questions
126 Flashcards
Source URL: https://quizplus.com/quiz/57982
Sample Questions
Q1) Standardization appears to depend mainly upon which of the following?
A)Product type
B)Competitors' offering
C)Manufacturing costs
D)Newness of product
Answer: A
Q2) Which of the following is not a major economic influence on the marketing environment of companies?
A)Economic growth and unemployment
B)The development and implications of the Single European Market
C)Further political integration of the European Union
D)Interest and exchange rates
Answer: C
Q3) The marketing environment contains the actors and issues that affect a company's capability to operate effectively in providing products and services to its customers.
A)True
B)False
Answer: True
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Chapter 3: Understanding Customer Behaviour
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103 Verified Questions
103 Flashcards
Source URL: https://quizplus.com/quiz/57981
Sample Questions
Q1) When is dissonance likely to increase?
A)When the expense is quite large, the decision is irrevocable and difficult
B)When it is a low involvement purchase
C)When there are too many sources of information on a product/service
D)When past purchase experiences of the product/service have been positive
Answer: A
Q2) Which of the following factors influence organizational buying and a firm's choice criteria?
A)The importance of purchase
B)The buy class
C)The product type
D)All of the above
Answer: D
Q3) The person who begins the process of considering a purchase is known as which of the following?
A)User
B)Identifier
C)Buyer
D)Initiator
Answer: D
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Chapter 4: Marketing Research and Customer Insights
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134 Verified Questions
134 Flashcards
Source URL: https://quizplus.com/quiz/57980
Sample Questions
Q1) What is meant by "defining the sample population"?
A)Estimating the total inhabitants of a country
B)Estimating the total inhabitants of a country and segmenting them into different age groupings
C)Defining the total number of people to survey in a research study
D)Defining the group which forms the subject of study in a particular survey
Q2) Which of the following statements is true?
A)It is sensible to start with sensitive questions as they are the most difficult for the respondent to answer and leave easy-to-answer questions until last
B)Sensitive questions should never be asked, as respondents will feel too uncomfortable
C)It is sensible to start with easy-to-answer questions to relax the respondent and leave sensitive questions until last
D)Easy-to-answer questions should be asked at the start, with sensitive questions placed randomly in the order of questions to be asked
Q3) A research proposal is a written document stating the client's requirements.
A)True
B)False
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Chapter 5: Market Segmentation, Targeting and Positioning
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108 Verified Questions
108 Flashcards
Source URL: https://quizplus.com/quiz/57979
Sample Questions
Q1) The technique that is used by marketers to get a hold on the diverse nature of markets is called which of the following?
A)Positioning
B)Market segmentation
C)Psychographics
D)Targeting
Q2) Why are "perceptual maps" used?
A)To assess how a consumer processes information
B)To assess positioning strategies within retail stores
C)To assess creative adverts
D)To assess strategic moves for a brand
Q3) Which of the following are the four key elements to a successful positioning strategy?
A)Credibility, Combination, Collaboration and Competitiveness
B)Credibility, Clarity, Consistency and Competitiveness
C)Combination, Clarity, Charming and Concise
D)Clear, Consistency, Central and Customs
Q4) Segmentation is effective when buyer needs in different segments are similar.
A)True
B)False
7
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Chapter 6: Value Through Products and Brands
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Legal protection for a brand name, brand mark or trade character is provided through the registration of _______.
A)tidemarks
B)brandmarks
C)tradecodes
D)trademarks
Q2) In the introductory stage of the product life cycle, the main strategic marketing objective is to _______.
A)build
B)hold
C)harvest
D)divest
Q3) Which of the following is not an advantage of branding?
A)Increased company value
B)Barrier to competition
C)Higher profits
D)Reduces costs
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Chapter 7: Value Through Services, Relationships and Experiences
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117 Verified Questions
117 Flashcards
Source URL: https://quizplus.com/quiz/57977
Sample Questions
Q1) When there is a gap between senior management perceptions and the service level criteria that they set for the organization, this gap may be closed by ensuring that _______ service goals are an important part of the organizations's targets.
A)competitor
B)staff
C)company
D)customer
Q2) The pricing of services provided by non-profit organizations tends to follow the guidelines applicable to profit-orientated pricing.
A)True
B)False
Q3) A negative customer experience may result in which of the following:
A)Positive word-of-mouth
B)Customer complaint
C)Customer retention
D)All of the above
Q4) All service encounters have the potential for long term relationships.
A)True
B)False
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Chapter 8: Value Through Pricing
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/57976
Sample Questions
Q1) It may be necessary to follow a competitor's price rise when there is(are) _______.
A)falling costs
B)excess demand
C)excess supply
D)price insensitive customers
Q2) When a company offers low prices, it may mean that profit margins may be tight, unless firms can find ways to drive their _______ base down or find additional product or service elements that they can charge handsomely for.
A)cost
B)profit
C)sales
D)brand
Q3) When products are sold through intermediaries such as distributors or retailers, which of the following must be reflected in the list price to the customer?
A)Their costs
B)Their margins
C)Their market share
D)Their buying power
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10
Chapter 9: Distribution: Delivering Customer Value
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131 Verified Questions
131 Flashcards
Source URL: https://quizplus.com/quiz/57975
Sample Questions
Q1) Which of the following is not a reason why a producer might choose franchising as a means of distribution?
A)A way for a producer to access the local knowledge of the franchisee
B)Owner-manager who has a vested interest in the success of the business
C)Goal conflict does not arise
D)The cost of distribution is shared with the franchisee
Q2) Longer channels tend to occur where retail oligopolies dominate the distribution system.
A)True
B)False
Q3) Why may channel members lack motivation in the selling of a manufacturer's product?
A)Due to them carrying many competing brands
B)Due to inferior margins
C)Due to much control exerted by manufacturer
D)All of the above
Q4) In general, suppliers have greater power in the distribution channel than supermarket chains.
A)True
B)False
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Chapter 10: Integrated Marketing Communications 1: Mass Communications Techniques
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125 Verified Questions
125 Flashcards
Source URL: https://quizplus.com/quiz/57985
Sample Questions
Q1) Ambient and guerrilla marketing tactics are most likely to be used by advertisers with _______ budgets.
A)unlimited
B)limited
C)large
D)increasing
Q2) Which of the following is a disadvantage associated with sales promotions?
A)Excessive use of some incentives may worsen brand image
B)Effects may be only short term
C)None of the above
D)All of the above are disadvantages associated with sales promotion
Q3) Which of the following is a major aim of public relations?
A)To boost short-term sales
B)To provide a discount to consumers
C)To foster goodwill amongst customers
D)To encourage trial
Q4) The 'baker's dozen' trade promotion technique involves offering 18 items for the price of 12.
A)True B)False
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Chapter 11: Integrated Marketing Communications 2: Direct Communications Techniques
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67 Verified Questions
67 Flashcards
Source URL: https://quizplus.com/quiz/57984
Sample Questions
Q1) Which of the following is a direct marketing provision under the European Commission Directive?
A)Suppliers cannot insist on pre-payments
B)Orders must be met within 30 days unless otherwise indicated
C)Customers must be told the identity of the supplier
D)All of the above
Q2) Effective need and problem identification during the sales process requires which of the following?
A)The development of questioning and listening skills
B)Salesforce confidence
C)Excellent sales presentation technique
D)All of the above are requirements
Q3) Salespeople, where the sales task is not to close the sale but to persuade the customers to recommend or specify the seller's products, are referred to as which of the following?
A)Order creators
B)Order receivers
C)Order getters
D)Order takers
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Chapter 12: Digital Marketing
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/57983
Sample Questions
Q1) Digital media has revolutionized how people communicate and connect with organizations, giving rise to a massive growth in _______ activity.
A)B2C
B)B2B
C)C2C
D)C2B
Q2) Having a well-designed website will increase customers' confidence, attitude and satisfaction and lower perceived risk, leading to increased _______ intention.
A)improvement
B)sales
C)purchase
D)visitor
Q3) Ebay is an example of which of the following?
A)Business-to-Business e-commerce
B)Consumer-to-Business e-commerce
C)Business-to-Government e-commerce
D)Consumer-to-Consumer e-commerce
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