Marketing Management Test Preparation
Course Introduction
Marketing Management is a comprehensive course that explores the principles, strategies, and practices central to the effective management of marketing activities within organizations. Students will learn how to analyze market opportunities, understand consumer behavior, segment and target markets, and develop positioning strategies. The course covers the marketing mix product, price, place, and promotion while emphasizing decision-making based on market research and data analysis. Through case studies, practical projects, and theoretical frameworks, students gain the skills needed to develop, implement, and evaluate marketing plans in a competitive environment, preparing them for real-world challenges in both domestic and international markets.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 8th Global Edition by Kenneth
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3080 Verified Questions
3080 Flashcards
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Page 2
Chapter 1: Integrated Marketing Communications
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114 Verified Questions
114 Flashcards
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Sample Questions
Q1) An advertising agency is told by the client that an advertising campaign should result in a 20% increase in sales. This is an example of:
A)marketing myopia.
B)standardization.
C)adaptation.
D)accountability.
Answer: D
Q2) The GIMC approach is easier to apply when a company relies on the adaptation strategy for its global expansion.
A)True
B)False
Answer: False
Q3) Coca-Cola's consistent use of the same logo, theme, and colors on packages and in advertisements is an example of an integrated marketing communications approach.
A)True
B)False
Answer: True
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Page 3
Chapter 2: Corporate Image and Brand Management
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204 Verified Questions
204 Flashcards
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Sample Questions
Q1) Define the terms "brand" and "brand image."
Answer: A brand is the word, term, or phrase featured as the name of a product, product line, or company. Brand image reflects the feelings consumers and businesses have about the overall organization as well as its individual products or product lines.
Q2) When expanding internationally, an adaptation strategy means using the same brand name and products across all countries.
A)True
B)False
Answer: False
Q3) When measuring brand equity, companies can use a method called revenue premium, which compares a branded product's revenue to:
A)the industry's average.
B)a private label brand.
C)a firm's primary competitors.
D)the industry leader.
Answer: B
Q4) What are the four types of brand names?
Answer: Overt names, implied names, conceptual names, iconoclastic names.
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Chapter 3: Buyer Behaviors
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210 Verified Questions
210 Flashcards
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Sample Questions
Q1) Cognitive maps are simulations of the knowledge structures and memories embedded in an individual's brain.
A)True
B)False
Answer: True
Q2) In an external information search process, the extent to which a stimulus or task is relevant to a consumer's existing need determines the:
A)ability to search.
B)need for cognition.
C)search methods.
D)level of involvement.
Answer: D
Q3) Name the steps of the consumer buying decision-making process.
Answer: 1.Problem recognition
2.Information search
3.Evaluation of alternatives
4.Purchase decision
5.Post-purchase evaluation
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Chapter 4: The Imc Planning Process
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Sample Questions
Q1) When a sandwich chain points out that its meats are sliced in the store while Subway's meats are sliced in a "factory," the type of positioning being emphasized is:
A)product attributes.
B)competitor.
C)use or application.
D)price-quality relationship.
Q2) Geodemographics combines demographic information, geographical information and which other type of information?
A)Psychographic
B)Generational
C)Global marketing
D)Benefit segmentation
Q3) Geographic segmentation is especially useful for retailers that want to limit marketing communications expenditures to specific areas.
A)True
B)False
Q4) Describe a usage segmentation approach.
Q5) Briefly describe the elements of the IMC planning process.
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Chapter 5: Advertising Management
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237 Verified Questions
237 Flashcards
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Sample Questions
Q1) The first step in preparing a creative brief is to identify the:
A)target audience.
B)support.
C)objective.
D)message theme.
Q2) The final step of the hierarchy of effects model is:
A)the actual purchase.
B)liking.
C)preference.
D)conviction.
Q3) Advantages of an in-house advertising department include all of the following except:
A)greater expertise and talent on creating ads.
B)lower costs.
C)the message can be aligned with the brand and other company communications.
D)the CEO and upper management can work closely with the marketing team.
Q4) Matching the size of an advertising agency to the size of the client company is typically not a key issue in agency selection.
A)True
B)False
Page 7
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Chapter 6: Advertising Design
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280 Flashcards
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Sample Questions
Q1) In terms of the relationship between message strategies and the hierarchy of effects model, affective message strategies are best suited to develop awareness and knowledge about a particular product or brand.
A)True
B)False
Q2) One danger in using celebrities as spokespersons is that their endorsement of too many products tarnishes:
A)credibility.
B)likeability.
C)expertise.
D)attractiveness.
Q3) Music can be intrusive, which means it will:
A)capture the attention of someone who previously was not listening or watching a program.
B)be the most important aspect of an advertisement.
C)be effective if the listener recognizes the tune.
D)lead to a greater level of brand recall and create positive emotions in listeners.
Q4) What four types of sources or spokespersons can advertisers utilize?
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Chapter 7: Traditional Media Channels
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226 Verified Questions
226 Flashcards
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Sample Questions
Q1) If a magazine ad costs $500,000, total readership is 20,000,000, but only 2,000,000 fit the advertiser's target profile, the weighted or demographic cost per thousand would be:
A)$25.
B)$250.
C)$2,500.
D)$10.
Q2) The three-exposure hypothesis suggests that a buyer who is actively looking for a new CD player would need to evaluate advertisements for three different players before making a choice.
A)True
B)False
Q3) Ads placed on a television show each week for three months offer the opportunity for greater frequency as compared to placing one advertisement on the Super Bowl.
A)True
B)False
Q4) CPM measures the length of time an advertisement runs.
A)True
B)False
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Chapter 8: Digital Marketing
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215 Verified Questions
215 Flashcards
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Sample Questions
Q1) Which web phase was characterized by social media, customer engagement, cloud operations, and web participation?
A)Web 1.0.
B)Web 2.0.
C)Web 3.0.
D)Web 4.0.
Q2) Which facilitates a mobile-optimized design?
A)The use of a blog
B)The use of a PURL
C)The use of financial incentives
D)The use of adaptive design
Q3) What is content marketing and what are the keys to its success?
Q4) Mini-applications embedded in banner ads that permit consumers access to dynamic content from external sources are called:
A)SEOs.
B)widgets.
C)automated exchange systems.
D)personalized URLs.
Q5) Describe the main characteristics of Web 4.0.
Q6) What does digital marketing mean?
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Chapter 9: Social Media
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Sample Questions
Q1) The primary marketing tactics being used with Instagram are contests and crowdsourcing of photos and videos.
A)True
B)False
Q2) The bulletin-board style social networking site with over 70 million users is:
A)Facebook.
B)Instagram.
C)Pinterest.
D)Twitter.
Q3) Give a broad overview of Facebook and its appeal to marketers.
Q4) Current trends in consumer video sharing include all of the following except:
A)uploading broadcast ads.
B)video reviews of products.
C)video blogging.
D)consumer re-creation of advertisements.
Q5) Give a broad overview of YouTube. Identify current trends in consumer video sharing.
Q6) Social listening can be an excellent source of ideas for branded content pages.
A)True
B)False
Page 11
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Chapter 10: Alternative Marketing
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202 Verified Questions
202 Flashcards
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Sample
Questions
Q1) What is an advergame? What are the benefits of advergames?
Q2) Which of the following consumers creates the most ideal form of buzz marketing for Guess jeans?
A)Vanessa truly likes Guess jeans and tells others about how great they are.
B)Trinity likes Guess jeans, which allowed Guess' marketers to sponsor her to tell others about the brand.
C)Guess has created a blog about Guess jeans and invites consumers to participate and offer their opinions, good and bad.
D)Guess has one of its employees pose as a customer on her personal blog telling others about how great the jeans are.
Q3) Companies can enhance a brand community spirit in each of the following ways except:
A)sponsor special events and regular meetings.
B)promote communications among members of the group.
C)build a strong brand reputation.
D)offer memberships to individuals who have not purchased the particular brand.
Q4) Identify the forms of video game advertising.
Q5) Describe branded entertainment.
Q6) What is a branded community?
Page 12
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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208 Verified Questions
208 Flashcards
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Sample Questions
Q1) The newest form of data analytics is location-data tracking, which is the process of:
A)making the data anonymous so that specific individuals cannot be identified.
B)analyzing data provided by mobile phone GPS technology and combining it with consumer profile information.
C)purging names from a list of individuals who live within a specified area that do not meet a target profile.
D)identifying individuals within a specified location that meet a firm's target audience for a mobile campaign.
Q2) Purchase and website visit histories are sufficient to build a quality database.
A)True
B)False
Q3) Successful database marketing emphasizes two things:
A)sales and contribution margin.
B)identifying customers and building relationships.
C)lifetime value of customers and data mining.
D)data mining and data coding.
Q4) Identify the various forms of direct response marketing.
Q5) Define lifetime value. How is it determined?
Page 13
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Chapter 12: Sales Promotions
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Sample Questions
Q1) A calendar promotion allows a manufacturer to set a schedule among competing brands of a product so that the manufacturer can feature one of the brands on sale almost all of the time.
A)True
B)False
Q2) Andy will not purchase a computer unless the manufacturer offers a rebate. This is an example of which of the following problems associated with refund and rebate programs?
A)Fraud and misredemption
B)Costs
C)Excessive paperwork to process the refund or rebate
D)Diminished effectiveness
Q3) Consumer promotions are for end-users while trade promotions are for channel members.
A)True
B)False
Q4) Rewards given as part of a consumer contest are also known as spiff money.
A)True
B)False
Q5) Describe the two forms of tie-ins.
Page 14
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Chapter 13: Public Relations and Sponsorship Programs
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211 Flashcards
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Sample Questions
Q1) One objective of a sponsorship can be to increase a firm's visibility.
A)True
B)False
Q2) Event marketing is closely related to lifestyle marketing.
A)True
B)False
Q3) True Blue Greens and Sprouts are heavy users of green products.
A)True
B)False
Q4) One of the functions of a public relations department is to assess the company's reputation.
A)True
B)False
Q5) Wholly Guacamole advertising a special brand alliance with Sonic restaurants is an example of:
A)sponsorship marketing.
B)event marketing.
C)specialty marketing.
D)a cross-promotion.
Q6) Discuss the various damage control strategies that can be used by a firm.
Page 15
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Chapter 14: Regulations and Ethical Concerns
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197 Flashcards
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Sample Questions
Q1) If Isabelle contacted a local Better Business Bureau about a particular landscaping service, she would receive a:
A)detailed report of all complaints filed against the company.
B)report about any complaints that were filed against the company by individuals.
C)copy of all communications the BBB had with the particular firm.
D)carefully worded report about any complaints that have been filed with the BBB against the company.
Q2) What are the advantages of industry oversight of advertising practices?
Q3) The Wheeler-Lea Amendment to the FTC Act:
A)regulates excessive advertising to children.
B)prohibits deceptive and misleading advertising.
C)prohibits puffery and comparative advertising.
D)sets the substantiation requirements that an ad must meet when claims are made about a product.
Q4) The Wheeler-Lea Amendment (1938)of the Federal Trade Commission Act prohibits false and misleading advertisements.
A)True
B)False
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Page 16
Chapter 15: Evaluating an Integrated Marketing Program
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169 Flashcards
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Sample Questions
Q1) What can test markets assess?
Q2) An examination of visible customer actions including making store visits and purchases is which type of evaluation?
A)Respondent behavior
B)Pre-testing
C)Message
D)Message synthesis brand recognition
Q3) Evaluation or testing of advertising communications can occur at any stage of the development process.
A)True
B)False
Q4) A buzz score (or brand buzz)accounts for the degree of bounce exhibited by a web page.
A)True
B)False
Q5) Respondent behavior evaluation programs assess all three components of attitudes: cognitive, affective, and conative.
A)True
B)False
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