Marketing Management Test Preparation
Course Introduction
Marketing Management is a comprehensive course that explores the fundamental concepts, strategies, and tools utilized in the dynamic field of marketing. It covers market analysis, consumer behavior, segmentation, targeting, positioning, and the development of effective marketing mix strategies involving product, price, place, and promotion. The course equips students with decision-making skills to formulate, implement, and monitor marketing plans in both domestic and global contexts. Emphasizing both theoretical frameworks and real-world applications, students will analyze case studies, solve practical marketing problems, and gain insights into digital marketing trends, ethical considerations, and the role of innovation in building sustainable competitive advantages for organizations.
Recommended Textbook
Marketing The Core 7th Edition by Roger A. Kerin
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19 Chapters
5345 Verified Questions
5345 Flashcards
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Chapter 1: Creating Customer Relationships and Value
Through Marketing
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240 Verified Questions
240 Flashcards
Source URL: https://quizplus.com/quiz/61716
Sample Questions
Q1) Why do some marketers feel that environmental forces are not entirely outside their influence?
Answer: Traditionally,many marketing executives have treated these environmental factors as rigid,absolute constraints that are entirely outside their influencE However,recent studies and marketing successes have shown that a forward-looking,action-oriented firm can often affect some environmental factors,for example,by achieving technological or competitive breakthroughs.
Q2) All markets ultimately are composed of A) people. B) brands.
C) products. D) organizations.
E) governments.
Answer: A
Q3) What are the three components of a person's ability to buy an offering?
Answer: The three components of a person's ability to buy an offering are authority,time,and money.
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Page 3
Chapter 2: Developing Successful Organizational and Marketing Strategies
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363 Verified Questions
363 Flashcards
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Sample Questions
Q1) Explain the steps in the evaluation phase of the strategic marketing process.
Answer: The evaluation phase of the strategic marketing process seeks to keep the marketing program moving in the direction set for it (
Q2) Diversification refers to the marketing strategy of
A) increasing sales of current products in current markets.
B) selling current products to new markets.
C) selling new products to new markets.
D) selling new products to current markets.
E) selling the same brands in both current and new markets.
Answer: C
Q3) An organization's employees,shareholders,board of directors,suppliers,distributors,creditors,unions,government,local communities,and customers are referred to as its
A) stakeholders.
B) stockholders.
C) competitors.
D) target audience.
E) organizational community.
Answer: A
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Chapter 3: Understanding the Marketing
Environment,ethical Behavior,and Social Responsibility
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350 Verified Questions
350 Flashcards
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Sample Questions
Q1) The form of competition in which many sellers compete with substitutable products within a price range is called
A) pure competition.
B) cross-market competition.
C) an oligopoly.
D) monopolistic competition.
E) a monopoly.
Answer: D
Q2) Many fast-food restaurants,including Burger King,McDonald's,and Wendy's,no longer use polystyrene containers (which do not degrade as quickly as paper in a landfill)for packaging their products.Rather,these firms wrap their burgers in recycled paper wrappers,containers,and bags,usually clearly marked as such.These fast-food restaurants are practicing
A) triple-top line marketing.
B) green marketing.
C) consumerism.
D) an ecological code of ethics.
E) cause marketing.
Answer: B
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Chapter 4: Understanding Consumer Behavior
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364 Flashcards
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Sample Questions
Q1) In Figure 4-1,A represents which stage of the consumer purchase decision process?
A) purchase decision
B) information search
C) problem recognition
D) alternative evaluation
E) option identification
Q2) A filtering of exposure,comprehension,and retention is called
A) selective attention.
B) selective perception.
C) selective intuition.
D) selective retention.
E) stimulus discrimination.
Q3) There are five stages in the consumer purchase decision process.The first stage is A) information search.
B) purchase decision.
C) alternative evaluation.
D) opportunity identification.
E) problem recognition.
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6
Chapter 5: Understanding Organizations As Customers
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208 Verified Questions
208 Flashcards
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Sample
Questions
Q1) During late summer and early fall,there is a large demand for containers in Asia that are used to ship consumer products from Asia to the United States in time for the holiday selling season.The demand for these containers is referred to as __________ demand.
A) unitized
B) derived
C) reseller
D) applied
E) implied
Q2) The City of Denver contracts with Solid Waste Management to provide trash collection services for its citizens.The city is operating as
A) a government unit.
B) an industrial market.
C) a business market.
D) a consumer market.
E) a service provider.
Q3) Explain the differences between independent e-marketplaces and private exchanges.
Q4) Differentiate between traditional and reverse auctions.
Q5) List seven organizational buying criteria.
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Chapter 6: Understanding and Reaching Global
Consumers and Markets
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234 Verified Questions
234 Flashcards
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Sample Questions
Q1) The prescribed penalty for agents of foreign governments found guilty of economic espionage is
A) up to 5 years in prison and fines up to $100 ,000.
B) expulsion from the WTO (World Trade Organization).
C) 25 years in prison and a $10 million fine.
D) permanent expulsion from the United States.
E) 30 years in prison and fines proportional to the damage caused.
Q2) Since 1963,the guiding principle of Mary Kay,Inc.,has been based on
A) the Consumer Bill of Rights.
B) the Golden Rule.
C) caveat emptor.
D) the American Marketing Association Statement of Ethics.
E) maximizing profits so long as the firm stays within the rules.
Q3) The __________ imposed on imported bananas by European Union countries cost consumers $2 billion a year in higher prices.
A) boycotts
B) quotas
C) sanctions
D) subsidies
E) tariffs
Page 8
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Chapter 7: Marketing Research: From Customer Insights to Actions
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260 Verified Questions
260 Flashcards
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Sample Questions
Q1) Mechanical,personal,or neuromarketing methods are ways that __________ data can be collected.
A) virtual
B) primary source
C) hypothetical
D) observational
E) statistical
Q2) Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales.This is an example of
A) movie advertising.
B) marketing research.
C) tactical support.
D) cross-movie research.
E) movie audits.
Q3) What is the difference between a semantic differential scale and a Likert scale?
Q4) Briefly explain the best-known statistical method,trend extrapolation,used by marketers to develop a company's sales forecasts.In your explanation,explain the strengths and weaknesses of using this method.
Q5) Briefly explain what a marketing driver is.Give three examples.
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Chapter 8: Market Segmentation, targeting, and Positioning
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201 Verified Questions
201 Flashcards
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Sample Questions
Q1) A rehabilitation center wants to target women in their 20s who have received some permanent disability as the result of a skiing accident.In terms of the criteria used for selecting a target segment,this market may
A) have no expected growth.
B) not be compatible with the company's current resources.
C) not be worth targeting since its market size is very small.
D) not be readily accessible to the firm's marketing programs.
E) be relatively expensive to reach.
Q2) Recently Colgate-Palmolive introduced Colgate Enamel Health toothpaste,one that claims to replenish and polish tooth enamel,the hard outer layer of the tooth that provides a protective barrier to inner layers.This new formula helps to separate the Colgate product from its top competitors,such as Crest.What marketing strategy did Colgate-Palmolive use here?
A) product differentiation
B) product segmentation
C) market expansion
D) usage segmentation
E) psychographic segmentation
Q3) What are the criteria used to select target markets?
Page 10
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Chapter 9: Developing New Products and Services
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352 Verified Questions
352 Flashcards
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Sample Questions
Q1) Equipment-based services do not have the marketing concern of inconsistency because __________ have been removed from the delivery of the service.
A) risk and product liability
B) people
C) learning requirements
D) automations
E) accessories
Q2) Battery maker Duracell introduced a new product called the Duracell Powermat,which is a wireless charging pad for mobile devices.Because of the perceived fit with its other products,this new one was received well by consumers despite being in a different product category This innovation strategy is known as a
A) brand extension.
B) radical invention.
C) product line extension.
D) disruptive innovation.
E) product deletion.
Q3) What categories of products are classified as business support products? Give an example of each category.
Q4) How can a firm use a test market in its new-product development process?
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Chapter 10: Managing Successful Products, services, and Brands
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375 Verified Questions
375 Flashcards
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Sample Questions
Q1) What role do people play in the managing of services?
In answering the question,discuss the concept of customer experience management (CEM).
Q2) New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as
A) co-brands.
B) private brands.
C) fighting brands.
D) brand extensions.
E) subbrands.
Q3) Trademark refers to
A) any word, device (design, sound, shape or color), or combination of these used to distinguish a seller's products or services.
B) the part of a brand that can be spoken.
C) the part of a brand that is a symbol or design and cannot be vocalized.
D) the commercial, legal name under which a company does business.
E) the identification that a firm has legally registered its brand name so the firm has its exclusive use, thereby preventing others from using it.
Q4) Describe a brand name and explain how it benefits a consumer.
Page 12
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Chapter 11: Pricing Products and Services
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374 Verified Questions
374 Flashcards
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Sample Questions
Q1) To increase value,marketers may __________,decrease price,or do both.
A) decrease benefits
B) increase benefits
C) increase price
D) increase advertising
E) do nothing and let the perceived value of the item increase as it matures in the life cycle
Q2) Susan O'Rourke hired an attorney to represent her in a court case involving an auto accident.The attorney charged O'Rourke a $2,000 retainer fee for her services.Terry Thomas needed a haircut; the local stylist charged him $12 for his services.Aaron Mathison mowed his neighbor's lawn; in exchange,the neighbor repaired Mathison's gutters.The attorney fees paid by O'Rourke,the $12 charged by the hair stylist,and the exchange of lawn mowing for gutter repair are all examples of A) premiums.
B) barter.
C) the profit motive.
D) price.
E) outlays.
Q3) What are the conditions favoring the use of penetration pricing?
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Page 13
Chapter 12: Managing Marketing Channels and Supply Chains
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292 Verified Questions
292 Flashcards
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Sample Questions
Q1) Bombardier is the leading marketer of corporate jets.Its brand name is well known and respected in the corporate jet market.The aircraft company relies on outside suppliers for design support and to share development costs and market risks,but Bombardier is considered the leader in determining design and marketing of its planes.For its newest plane,Bombardier has about 30 prime suppliers,and about 10 of those have been involved since the initial design phase.Bombardier is an example of a A) product champion.
B) channel general.
C) channel director.
D) channel coordinator.
E) channel captain.
Q2) Apple now operates over 400 Apple retail stores around the world to sell its innovative products such as the iPhone and Apple Watch.Apple uses A) dual distribution.
B) backward integration.
C) forward integration.
D) horizontal integration.
E) strategic channel alliances.
Q3) What are some specific cost trade-offs that can be made in a logistics system?
Page 14
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Chapter 13: Retailing and Wholesaling
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330 Verified Questions
330 Flashcards
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Sample Questions
Q1) The marketing metrics related to a retailer's products or merchandise include all of the following except which?
A) the cost of carrying inventory
B) the inventory turnover
C) the average number of items per transaction
D) the number of returns
E) the average length of a store visit
Q2) A store chain is looking for a wholesaler to furnish its health and beauty display shelves,perform all channel functions,and sell to it on consignment.Which of the following would be the wisest wholesaler choice for its requirements?
A) a rack jobber
B) a truck jobber
C) a cash and carry wholesaler
D) a desk jobber
E) a drop shipper
Q3) List the four store locations or settings.How has the location of stores changed over the years?
Q4) Why are vending machine prices often higher than those in a retail store?
Q5) Identify and describe the functions of agents and brokers.
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Chapter 14: Integrated Marketing Communications and Direct Marketing
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289 Verified Questions
289 Flashcards
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Sample Questions
Q1) All of the following are tools used by a firm's public relations department except which?
A) special events
B) focus groups
C) lobbying efforts
D) press conferences
E) image management
Q2) Percentage of sales budgeting refers to
A) matching a competitor's absolute level of spending or the proportion per point of market share.
B) allocating funds to a promotion only after all other budget items are covered.
C) allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
D) determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks.
E) allocating funds to a promotion based on expected profits generated from it.
Q3) The promotion decision process is divided into three steps.What are they?
Briefly describe each one.
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Chapter 15: Advertising, sales Promotion, and Public Relations
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323 Verified Questions
323 Flashcards
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Sample Questions
Q1) List and describe the three types of pretests that can be conducted before advertising is placed in the media.
Q2) While not all advertising options are as expensive as the Super Bowl,most alternatives
A) are at least 50 percent less effective.
B) fail in comparison.
C) still represent substantial financial commitments.
D) are at least 50 percent more effective.
E) rarely result in exposure of the target market, except on mobile devices.
Q3) Which of the following is an advantage of using magazines as an advertising medium?
A) It takes a relatively short time to place a magazine ad.
B) The cost of placing a magazine ad is very low.
C) A magazine ad has a long life.
D) With magazines, noise is eliminated from the communications process.
E) A magazine achieves high public visibility.
Q4) What is publicity?
What are the main types of publicity tools?
What is the main objective of each type of tool?
Q5) List and briefly describe the four forms of institutional advertising.
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Chapter 16: Using Social Media and Mobile Marketing to
Connect With Consumers
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161 Verified Questions
161 Flashcards
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Sample Questions
Q1) Traditional media (the sender)use one-way communication directly to the ultimate consumer to advertise marketers' products.These consumers are therefore referred to as
A) one-way consumers.
B) passive receivers.
C) inert users.
D) traditional consumers.
E) traditional receivers.
Q2) A fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website is referred to as
A) click-through rate (CTR).
B) cost per thousand (CPM).
C) fixed fee rate (FFR).
D) cost per action (CPA).
E) cost per click (CPC).
Q3) Describe 5 of the 10 performance measures brand managers typically use to assess outputs or revenues of social media.
Q4) What are social media?
Give two examples.
18
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Chapter 17: Personal Selling and Sales Management
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304 Verified Questions
304 Flashcards
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Sample Questions
Q1) Salespeople are paid using one of three plans
A) incremental salary, input-based commission, and output-based commission.
B) straight salary, straight commission, and graded-scale competitive pay.
C) percentage of sales, percentage of profits, and straight salary.
D) straight salary, straight commission, and a combination of salary and commission.
E) straight commission, percentage of market share, and a combination of salary and commission.
Q2) The practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time is referred to as
A) order processing.
B) order taking.
C) customer value creation.
D) relationship selling.
E) partnership selling.
Q3) What are the six stages of the personal selling process? What is the objective of each stage?
Q4) During the presentation stage,a salesperson may encounter objections.What are the six basic techniques for handling objections?
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Page 19
Chapter 18: Implementing Interactive and Multichannel Marketing
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248 Verified Questions
248 Flashcards
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Sample Questions
Q1) The most common cross-channel shopping and buying path is to browse one or more websites and then
A) negotiate among competitors for the lowest price.
B) find the item on an auction site such as eBay.
C) contact the manufacturer directly.
D) click on the shopping cart icon to purchase the product or service.
E) purchase the item at a retail store.
Q2) TheKnot.com,a website for locating everything needed for a wedding,contains several links to other websites that an engaged couple might need,including a travel agency,a linen store,a wedding gown retailer,and several other links.TheKnot.com is a good example of a website that incorporates the __________ design element.
A) convenience
B) connection
C) control
D) community
E) communication
Q3) Describe the two unique capabilities of Internet technology,interactivity and individuality,used to promote and sustain customer relationships.
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Chapter 19: Building an Effective Marketing Plan
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Sample Questions
Q1) Paradise Kitchens proposes entering 17 new metropolitan markets in the next five years.For this reason,the financial plan cannot use simple trend extrapolation.Instead,the forecasting method used was
A) curvilinear trend extrapolation.
B) the lost horse technique.
C) a survey of buyers' intentions.
D) a sales force survey.
E) direct forecasting.
Q2) The format for a marketing plan for an organization depends on which of these?
A) the time frame
B) the competition
C) the available resources
D) the target audience and purpose
E) the financial investment needed
Q3) The effectiveness of a table is determined by its ability to
A) include every possible piece of information available.
B) catch the reader's attention with its design and sophistication.
C) create a powerful visual metaphor.
D) summarize a large amount of information in a short amount of space.
E) clarify difficult financial information or calculations.
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