Marketing Management
Textbook Exam Questions
Course Introduction
Marketing Management explores the principles, strategies, and practices essential for successfully managing marketing functions in modern organizations. The course examines core concepts such as market analysis, consumer behavior, segmentation, targeting, positioning, and the marketing mix (product, price, place, promotion).
Students will learn to develop effective marketing plans, analyze market opportunities, and make strategic decisions to meet organizational objectives. Emphasis is placed on real-world applications, case studies, and contemporary challenges in both domestic and global markets, preparing students to become effective marketing managers in diverse business environments.
Recommended Textbook
Marketing 9th Canadian Edition by Frederick Crane
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20 Chapters
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Page 2
Chapter 1: Marketing: Customer Value, satisfaction, relationships, and Experiences
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Sample Questions
Q1) Integrating marketing into all phases of the business process was the goal of which business era?
A)production
B)sales
C)marketing concept
D)industrial revolution
Answer: C
Q2) According to the societal marketing concept,who is most important in deciding what needs and wants are good for consumers in the long run?
A)the organization itself
B)the individual consumers
C)regulatory bodies
D)marketing researchers
Answer: A
Q3) Which of the following are marketed?
A)Goods and services only.
B)Goods, services, ideas and experiences.
C)Services and ideas only.
D)Goods, services, and ideas.
Answer: B
Page 3
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Chapter 2: Developing Successful Marketing Strategies
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Sample Questions
Q1) Medtronic,a world leader in heart pacemakers,is not in the medical device business but is in the business of: alleviating pain,restoring health,and extending life.This conscious effort of Medtronic defining their business shows they are paying attention to:
A)the marketing mix
B)corporate culture
C)how narrow or broad their business is
D)marketing strategy
Answer: C
Q2) What are the basic differences between marketing strategies and marketing tactics?
Answer: Answers will vary
Q3) Apple's marketing department has specified a target market for the iPhone 5C,the subsequent actions undertaken to realize their goal of strong sales in this market is known as:
A)plan
B)procedure
C)strategy
D)concept
Answer: C
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Page 4
Chapter 3: Scanning the Marketing Environment
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Sample
Questions
Q1) Kodak,Fuji,and Agfa control the majority of sales for amateur photographic film.This exemplifies the competitive situation called:
A)an oligopoly.
B)a trilateral monopoly.
C)unfair trade practice.
D)collusion.
Answer: A
Q2) The owner of your local KFC franchise has had a good year with rising revenues and reduced operating costs that resulted in a personal income of roughly $100,000.Approximately one-third of that was taken for provincial and federal income taxes,and another third went to pay for mortgage,car payments,food,clothing,and other necessities.What is the remaining third called?
A)windfall
B)bonus
C)discretionary income
D)disposable income
Answer: C
Q3) What is environmental scanning? How is it used in marketing?
Answer: Answers will vary
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Page 5
Chapter 4: Ethics and Social Responsibility in Marketing
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Sample Questions
Q1) What are the five steps in a social audit?
Q2) Describe the three major forms or concepts of social responsibility.
Q3) All of the below are items that describe the codification of ethics between buyers and sellers,except:
A)the right to be right
B)the right to be heard
C)the right to choose
D)the right to safety
Q4) Define green marketing.Provide two examples of it.
Q5) Provide an example of a company that has a focus on the 'triple-bottom-line' and describe how their practices correlate to each of the three 'Ps'.
Q6) An employee who reports illegal accounting procedures is an example of a(n):
A)corporate proctor.
B)ethical ombudsman.
C)whistle-blower.
D)ethical poacher.
Q7) Define economic espionage and discuss its implications for businesses and consumers.
Q8) Identify and describe the two types of personal moral philosophy.
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Chapter 5: Consumer Behaviour
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Sample Questions
Q1) Betty contends that she can taste the difference between fat-free cheese and cheese with its regular fat content.Tom says that he cannot tell a difference between the two products.Their inability to agree on the taste of the fat-free cheese when compared to other cheese is how consumers exhibit:
A)stimulus discrimination.
B)selective retention.
C)selective comprehension.
D)stimulus generalization.
Q2) David works in the sales department for a mid-sized hardware manufacturer,he has a growing family at home and the budget is always tight.He often travels the province and receives a commission on sales that he makes.How is David likely to view receiving commission for completing sales?
A)as perception
B)as encouragement
C)as motivation
D)as cognitive dissonance
Q3) Of what significance to marketing is the family life cycle?
Q4) How can marketers use the PRIZM analysis tool to classify the social media usage of three different groups?
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Chapter 6: Organizational Markets and Buyer Behaviour
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Sample Questions
Q1) Canada manufacturers export over __________ percent of all goods manufactured.
A)30
B)40
C)50
D)60
Q2) At which point in the buying decision process would a firm use a formal vendor rating system to evaluate the quality of the vendor's product and customer service?
A)problem recognition
B)information search
C)purchase decision
D)post-purchase behaviour
Q3) Describe what sustainable procurement involves and give an example.
Q4) Describe the three types of organizational markets and give examples of each.
Q5) At which stage in the buying decision process would a firm visit potential suppliers to assess their facilities?
A)problem recognition
B)information search
C)alternative evaluation
D)purchase decision
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Chapter 7: Reaching Global Markets
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Sample Questions
Q1) Which of the following statements best describes the recent relationship between the imports into Canada and the exports from Canada?
A)No accurate data has been available on trade imports and exports.
B)The volume of imports and exports has consistently decreased.
C)Imports into Canada and exports have been about equal, indicating balanced trade.
D)Exports have exceeded imports, indicating a continuing trade surplus.
Q2) According to Michael Porter's diamond of national competitive advantage,both the number and sophistication of domestic customers for an industry's product are examples of:
A)structural conditions.
B)demand conditions.
C)socio-cultural conditions.
D)competitive conditions.
Q3) Which form of entry into a foreign market requires the greatest commitment?
A)direct exporting
B)direct investment
C)joint venture
D)licensing
Q4) Briefly describe the World Trade Organization (WTO).
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Chapter 8: Marketing Research: From Information to Action
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Sample Questions
Q1) "Why do you attend university?" is an example of which type of question?
A)Likert scale
B)fixed alternative
C)dichotomous
D)open-ended
Q2) Explain how nonprobability sampling is different from probability sampling.
Q3) Profiling product purchasers (e.g.,the Canadian shopper at the health food store),describing the size and characteristics of markets (e.g.,the Canadian pizza restaurant market),detailing product usage patterns (e.g.,ATM usage by Canadian bank customers),or outlining consumer attitudes toward particular brands (e.g.,Canadian attitudes toward national,private,and generic brands)are collectively known as which type of research?
A)primary research
B)causal research
C)descriptive research
D)exploratory research
Q4) Describe how social media is being used to provide data mining insights.
Q5) What is the difference between a semantic differential scale and a Likert scale?
Q6) What is the basic difference between primary and secondary data,and what are the advantages and disadvantages of each?
Page 10
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Chapter 9: Market Segmentation, Targeting, and Positioning
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Sample Questions
Q1) Leeper Publishing Company specializes in books on trout fishing in the United States.Next year,it expects to achieve total book sales of $187,000.What is this estimate called?
A)a marketing objective
B)a market penetration estimate
C)a market share estimate
D)a sales forecast
Q2) One of the key differentiators that separates Zappos.com from other online shoe retailers is their focus on ______.
A)customer service
B)high-end brands
C)cheap discounted brands
D)only shoes
Q3) In developing a marketing strategy for a fast food restaurant you decide that what it was really selling was full hot meals,small snacks,desserts,and salads.This is an example of:
A)target market selection.
B)product grouping.
C)market-product grid development.
D)taking marketing actions to reach target markets.
Page 11
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Chapter 10: Developing New Products and Services
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Sample Questions
Q1) Gasoline would be considered a:
A)Industrial goods
B)Shopping goods
C)Specialty goods
D)Convenience goods
Q2) Which of the following is the best example of a nondurable good?
A)automobile
B)health care
C)hair cut
D)gasoline
Q3) All of the following activities are involved in the business analysis phase of the new-product process EXCEPT:
A)economic analysis.
B)product analysis.
C)investment of capital in human resource.
D)legal examination.
Q4) Compare and contrast the difference between the innovations: iTunes and the iPad.
Q5) Characterize the difference between a product line and a product mix.Give an example of each.
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Chapter 11: Managing Products and Brands
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Sample Questions
Q1) Some social benefit brands are sometimes referred to as _________,if they focus on environmental sustainability.
A)green brands
B)eco brands
C)sustainable brands
D)environmental brands
Q2) Co-branding benefits firms in each of the following ways EXCEPT:
A)by allowing them to enter new product classes,
B)by capitalizing on an already established brand name in a product class.
C)by reaching new market segments.
D)by allowing them to strengthen their position in one product class.
Q3) Alka-Seltzer was made originally as a hangover remedy that cured the headache and settled the stomach.Today,you can purchase Original Alka-Seltzer,Extra Strength Alka-Seltzer,Alka-Seltzer Morning Relief (for morning headaches and fatigue),and Alka-Seltzer Heartburn Relief.To extend the product's sales to new markets,the makers of Alka-Seltzer have used:
A)a market-product strategy.
B)diversification.
C)market modification.
D)product modification.
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Chapter 12: Managing Services
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Sample Questions
Q1) According to the service continuum,which of the following organizations has the highest level of intangibility?
A)realty agency
B)teaching
C)advertising agency
D)fast-food restaurant
Q2) Which of the services below would be an example of a 'core service' for a financial institution?
A)bank account
B)drive-through banking
C)ABMs
D)information delivery (monthly statements)
Q3) Describe what is meant by capacity management and illustrate your answer with an example.
Q4) According to the text,service providers are likely to see success in their business if they can:
A)create and deliver authentic experiences
B)provide the lowest cost service at the highest price
C)derive business efficiencies for using automation to deal with consumers
D)restrict consumer's comments on social media
Page 14
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Chapter 13: Pricing Products and Services
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Sample Questions
Q1) An electronics retailer,"Buy Less" has a price tag on a home theatre system.The price tag has $500.00 crossed out and a new price of $350.00 is shown on the tag.Which deceptive practice should the retailer be careful not to violate based on this example?
A)former price comparisons
B)bait and switch
C)bargains conditional on other purchases
D)comparison with suggested prices
Q2) A bottle of shampoo shrink-wrapped with a bottle of conditioner for 10 cents more than the regular price of the shampoo is an example of _____ pricing.
A)penetration
B)prestige
C)bundle
D)odd-even
Q3) Odd-even pricing is most closely related to:
A)retailers' perceptions of price.
B)customers' perceptions of price.
C)wholesalers' mark-ups.
D)manufacturers' costs.
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Chapter 14: Managing Marketing Channels and Supply Chains
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Sample Questions
Q1) Which type of wholesaler carries a broad assortment of merchandise and performs all channel functions?
A)general merchandise wholesaler
B)limited-line wholesaler
C)specialty merchandise wholesaler
D)rack jobber
Q2) In the automobile industry,a manufacturer licenses dealers to sell its cars subject to various sales and service conditions.This system is called a(n):
A)Service-sponsored producer franchise systems
B)Service-sponsored retail franchise systems
C)Manufacturer-sponsored wholesale systems
D)Manufacturer-sponsored retail franchise systems
Q3) What are some specific cost trade-offs that can be made in a logistics system?
Q4) Cross-docking is most closely related to:
A)efficient supply chain activities.
B)intermodal transportation.
C)increasing lead time.
D)reverse logistics.
Page 16
Q5) Distinguish between a direct and an indirect channel.
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Chapter 15: Retailing
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Sample Questions
Q1) Hypermarkets are:
A)large stores with more than 200,000 square feet offering a mix of food and general merchandise with prices below those of discount stores.
B)limited-service outlets focusing on general merchandise like that offered in department stores.
C)category killers that specialize in electronics.
D)shopping malls anchored by four or more department stores such as Sears or Nordstrom.
Q2) At which level of service would the retail customer perform the greatest number of functions?
A)exclusive service
B)selective service
C)self-service
D)limited service
Q3) Which of the following is NOT true about West Edmonton Mall?
A)It has a sky ceiling
B)It is no longer going to expand
C)It has a miniature golf
D)It has a skating rink
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Page 17
Chapter 16: Integrated Marketing Communications and Direct Marketing
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Sample Questions
Q1) When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket,you demonstrated the efficacy of Crest's:
A)advertising
B)sales promotion
C)public relations
D)publicity
Q2) Which promotional element is particularly important to business buyers?
A)advertising
B)personal selling
C)publicity
D)sales promotion
Q3) When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product,it is using a(n)__________ strategy.
A)push
B)pull
C)inertia
D)exclusivity
Q4) Discuss how the use of direct mobile marketing will become more important in the future.
Page 18
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Chapter 17: Advertising, Sales Promotion, and Public Relations
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Sample Questions
Q1) When Godiva Chocolates runs a magazine ad with the headline "Spend Your Birthday With The Ones You Love," it has created _____ advertising.
A)reminder
B)direct sales
C)pioneering
D)comparative
Q2) The Niagara Region Grape Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends.The ad asks readers to log onto www.pistachios.org to register to win a prize of pistachios for a year.The association is using a _____ to measure the effectiveness of its ads.
A)lottery
B)contest
C)premium
D)sweepstake
Q3) Describe how advanced electronics such as NFC,QR codes,and mobile advertising will impact the advertising industry.
Q4) Describe the three forms of product advertisements.What are their objectives?
Q5) Identify the three different approaches used to schedule advertising.
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Chapter 18: Personal Selling and Sales Management
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Sample Questions
Q1) All of the following quantitative assessments of sales performance may be based on output-related measures,except:
A)sales expenses.
B)accounts generated.
C)profit achieved.
D)orders produced compared with calls made.
Q2) Louisa wanted to make some extra money,so she went door-to-door in her neighborhood asking people if they had any small jobs that they could hire her to perform.Louisa had no idea of whether anyone had any jobs for her,and she picked the doors she knocked on randomly.In terms of the selling process,Louisa was engaged in _____ when she knocked on a door.
A)stimulus response selling
B)the preapproach
C)cold canvassing
D)closing
Q3) There are _______ techniques which are most commonly used to handle objections:
A)four
B)five
C)six
D)seven
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Chapter 19: Pulling It All Together: The Strategic Marketing Process
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Sample Questions
Q1) The S-shaped curve of a sales response function is due to:
A)rising production costs and diminishing demand.
B)reduced cost and increasing marginal returns.
C)initially increasing and then diminishing marginal returns of additional marketing expenditures.
D)decreasing costs as a result of marketing economies of scale.
Q2) List the three steps of the planning phase of the strategic marketing process.Briefly describe what goes on during each of the three steps.
Q3) All of the following are typical objectives for value-based planning,except:
A)return of investment (ROI)
B)division market share
C)profit
D)shareholder wealth
Q4) All of the following are pieces of information used during the implementation phase of the strategic marketing process,except:
A)organizational charts
B)action memos with deadlines
C)marketing research
D)market potential studies
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Chapter 20: Using Social Media to Connect With Consumers
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Sample Questions
Q1) Smart systems are called "smart" because
A)a user needs to be intelligent to use them efficiently and effectively.
B)users are primarily located at colleges and universities.
C)in this case "smart" means fashionable or cool.
D)they use various sensing features to facilitate more dynamic interactions with consumers.
Q2) An example of a performance measure linked to inputs or costs in social media advertising is
A)Facebook allows companies' ads to show up in pop-up windows throughout the site.
B)Facebook charges companies to create a Facebook Page for their brands.
C)Facebook staff members create ads for companies who want to advertise on Facebook.
D)Facebook charges for ads to appear along the right-hand section of a Facebook webpage.
Q3) What is another term that is sometimes used interchangeably with "social media?"
A)net platforms
B)Web 3.0
C)user-generated content
D)user platforms
Page 22
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