Marketing Management
Textbook Exam Questions
Course Introduction
Marketing Management is an essential course that introduces students to the fundamental concepts, strategies, and practices involved in the marketing function of organizations. The course covers key topics such as market analysis, consumer behavior, segmentation, targeting, positioning, product development, pricing strategies, distribution channels, and promotional tactics. Students learn how to develop and implement effective marketing plans, make data-driven decisions, and adapt to the dynamic business environment. Through case studies, projects, and interactive discussions, participants gain practical skills in analyzing market opportunities and crafting strategies that create value for customers and drive organizational success.
Recommended Textbook
Marketing The Core 7th Edition by Roger A. Kerin
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Chapter 1: Creating Customer Relationships and Value
Through Marketing
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Sample Questions
Q1) Explain what is meant by the concept of marketing utility.Identify and describe the four utilities created by marketing.
Answer: Marketing creates utility,the benefits or customer value received by users of the product.This utility is the result of the marketing exchange process and the way society benefits from marketing.The four utilities include form,place,time,and possession.The production or alteration of goods or services constitutes form utility.Place utility means having a good or service available where needed,whereas time utility is the value to consumers of having a good or service available when needeD Possession utility is the value to consumers of making an item easy to purchase,such as with a convenient credit card,so consumers can use it.
Q2) In a marketing context,a market refers to
A) people with a similar want for a particular product or service.
B) people with both the desire and ability to buy a specific offering.
C) the central location for all buying and selling of products and services.
D) an open space or covered building where vendors convene to sell their offerings.
E) the free operation of supply and demand.
Answer: B
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Page 3
Chapter 2: Developing Successful Organizational and Marketing Strategies
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Sample Questions
Q1) A technique that helps a firm search for growth opportunities from among current and new markets as well as current and new products is referred to as
A) diversification analysis.
B) business portfolio analysis.
C) a market-product grid framework.
D) synergy analysis.
E) market segmentation.
Answer: A
Q2) The level at which managers set a more specific strategic direction for their businesses to exploit value-creating opportunities is referred to as the
A) marketing department level.
B) strategic business unit level.
C) corporate level.
D) functional level.
E) board of directors level.
Answer: B
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Page 4
Chapter 3: Understanding the Marketing
Environment,ethical Behavior,and Social Responsibility
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Sample Questions
Q1) Describe each of the three factors included in the framework for understanding ethical behavior that influence one's personal moral philosophy and ethical behavior.
Answer: The three major factors affecting business ethics are societal culture and norms,business culture and industry practices,and corporate culture and expectations.Culture is the set of values,ideas,and attitudes that are learned and shared among members of a group.Culture also serves as a socializing force that dictates what is morally right and just.This means that moral standards are relative to particular societies.Business cultures are made up of the effective rules of the game,the boundaries between competitive and unethical behavior,and the codes of conduct in business dealings.Corporate culture is a set of values,ideas,and attitudes that is learned and shared among the members of an organization.
Q2) Which of the following is a commonly held value in the United States?
A) the importance of rank and status
B) the importance of tradition
C) belief in fate
D) competition
E) acceptance of birthright
Answer: D
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Chapter 4: Understanding Consumer Behavior
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Sample Questions
Q1) The influencing of people during conversations is referred to as
A) opinion formations.
B) peer persuasion.
C) interpersonal gossip.
D) word of mouth.
E) consumer socialization.
Q2) The group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware is referred to as the A) evaluative set.
B) evolved set.
C) consideration set.
D) alternative selection group.
E) aspiration group.
Q3) How might Ford Motor Co.apply the three methods of attitude change in its marketing activities?
Q4) Define consumer socialization.
Q5) Explain how attitudes are shaped by our values and beliefs.
Q6) Explain the actions and considerations that relate to the five stages of the consumer purchase decision process.
Page 6
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Chapter 5: Understanding Organizations As Customers
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Sample
Questions
Q1) South Cape Ostrich Tanning (SCOT)is a producer of fine ostrich leathers,which are sold to manufacturers that make a variety of products from shoes to car interiors.Demand for SCOT's leather is a result of consumer interest in products such as Via La Moda handbags made from this exotic and expensive leather.SCOT has __________ demand for its product.
A) derived
B) unitized
C) industrial
D) applied
E) reseller
Q2) Because orders in organizational buying are typically much larger than in consumer buying,buyers must often __________ when the order is above a specific amount,such as $5 ,000.
A) pay estimated sales taxes in advance
B) move up the time required to execute a purchase agreement
C) get competitive bids from at least three prospective suppliers
D) forgo the purchase because senior management is unlikely to approve it
E) create separate orders in amounts less than that the threshold
Q3) List seven organizational buying criteria.
Q4) Describe the three types of organizational markets and give examples of each.
Page 7
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Chapter 6: Understanding and Reaching Global
Consumers and Markets
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Sample Questions
Q1) Which form of entry into a foreign market requires the greatest commitment?
A) direct exporting
B) direct investment
C) joint venture
D) licensing
E) indirect exporting
Q2) Which of the following statements about the World Trade Organization (WTO)is most accurate?
A) The World Trade Organization is a temporary institution.
B) The 28 member countries of the WTO account for less than 25 percent of world trade.
C) The WTO sets rules governing trade between its members and the rest of the world.
D) The WTO uses panels of trade experts who can issue only nonbinding recommendations.
E) The WTO was formed by the major industrialized nations of the world.
Q3) Explain the difference between joint venture and direct investment market entry strategies.What are the advantages and disadvantages of each approach?
Q4) Give at least one argument for and one argument against protectionism.
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Chapter 7: Marketing Research: From Customer Insights to Actions
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Sample Questions
Q1) When a marketing researcher uses a collection of reports,customer letters,financial statements,and surveys from different departments' archives within her firm to make marketing decisions today,she is using
A) internal secondary data.
B) primary data.
C) external secondary data.
D) sensitivity analysis.
E) probability data.
Q2) Marketing managers must use the combination of data,technology,and analytics to convert the data into useful information that will answer marketing questions and lead to effective marketing actions.Organizations that accomplish this successfully are often referred to as
A) an external data source specialist.
B) a results-oriented enterprise.
C) an intelligent enterprise.
D) an internal data source user.
E) an information entrepreneur.
Q3) What is neuromarketing?
What does it do?
Why is it important to marketers?
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Chapter 8: Market Segmentation, targeting, and Positioning
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Sample Questions
Q1) Explain what a market-product grid is and how it is used.
Q2) Name Maker is an online company that sells,among other items,high-end gift wrapping that can have custom slogans or names printed on it,such as the name of a person celebrating a birthday or a couple who is getting married.It is available for purchase for as little as per 12-foot roll.This is an example of
A) family branding.
B) mass customization.
C) synergistic marketing.
D) "Tiffany/Walmart" marketing.
E) specialty customization.
Q3) Selling a product to a different market segment usually requires a different marketing action that,in turn,means greater costs.If increased revenues don't offset extra costs of this action,a marketer should
A) increase the advertising budget.
B) prune the product offerings.
C) family brand the products.
D) combine segments.
E) group products into categories.
Q4) Explain the 80/20 rule.
Page 10
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Chapter 9: Developing New Products and Services
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Sample Questions
Q1) __________ includes considering employee interactions with customers to ensure they are consistently delivered and experienced,clearly differentiated from other offerings,and relevant and valuable to the target market.
A) Capacity management
B) Customer experience management
C) Derived demand
D) Internal marketing
E) The key service factor
Q2) At the time of its introduction,which of the following products was the best example of a continuous innovation?
A) home security system
B) disposable lighter
C) microwave oven
D) electric toothbrush
E) video camera
Q3) Describe the different ways to define a product as new.
Q4) Services incorporate the four I's of product marketing.How would each of these four elements apply to a stock brokerage service?
Q5) Explain why not all products can use test markets.
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Chapter 10: Managing Successful Products, services, and Brands
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Sample Questions
Q1) All of the following are responsibilities of a product or brand manager except which?
A) engaging in extensive data analysis related to their products and brands
B) developing new products
C) managing existing products through the stages of their life cycles
D) developing and implementing strategies at the corporate level
E) developing and executing a marketing program described in an annual marketing plan for the product line
Q2) The strategy of trading down involves
A) adding product features but using lower quality product materials.
B) reducing product features but using higher quality product materials or ingredients.
C) reducing the number of features, quality, or price of a product.
D) seeking a less price-sensitive target market.
E) changing to a mass merchandiser retailer such as Walmart or Target.
Q3) What role does price play in the managing of services?
Q4) What are the five shapes that a product life cycle can take?
For each type,describe (as an option,draw)its characteristics.
Q5) Explain how packaging provides communication,functional,and perceptual benefits for manufacturers,retailers,and consumers.
Page 12
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Chapter 11: Pricing Products and Services
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Sample Questions
Q1) Which of these is true about a pair of $200 designer denim jeans?
A) The manufacturer's labor to make them comprises the largest percentage of the final price, with other channel members clamoring over a mere 10 percent.
B) Everyone gets a fair cut of the final price; the marketer will be cut off from the customer unless all channel members are profitable.
C) The specialty retailers that sell them account for only 25 percent of the cost so that the jeans can benefit from demand pull.
D) The contract manufacturer for the jeans receives the least percentage of the final price.
E) The marketer of the designer denim jeans typically is not profitable for products like these.
Q2) Family Dollar Stores,like Dollar Value Stores and 99¢ Only Stores,use what type of pricing policy?
A) dynamic pricing
B) customary pricing
C) flexible pricing
D) one-price
E) at-market pricing
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Chapter 12: Managing Marketing Channels and Supply Chains
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Sample Questions
Q1) In an example of __________,Kraft Foods uses the distribution system of Ajinomoto,a major Japanese food company,to market its Maxwell House coffee in Japan.
A) a direct marketing channel
B) an industrial distribution system
C) a dual distribution system
D) a franchising operation
E) a strategic channel alliance
Q2) Which of the following statements best describes how a supply chain differs from a marketing channel?
A) Communication is more important in the marketing channel than in the supply chain.
B) The marketing channel places more emphasis on cost-effectiveness than the supply chain.
C) A marketing channel includes suppliers that provide raw material inputs to a manufacturer.
D) A supply network moves materials from producer to consumer while a marketing channel moves materials from the supplier to the producer.
E) A supply chain includes suppliers; marketing channels do not.
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Chapter 13: Retailing and Wholesaling
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Sample Questions
Q1) What is category management and when is it used?
Q2) Which form of retail outlet would most likely offer customers convenience,quality personal service,and lifestyle compatibility?
A) corporate chain
B) independent retailer
C) administered system
D) contractual system
E) sole incorporation
Q3) Unlike merchant wholesalers,agents,and brokers,manufacturers' branches and sales offices are __________ that perform wholesaling activities.
A) independent distribution managers
B) independent intermediary channels
C) wholly owned extensions of the producer
D) wholly owned extensions of the distributor
E) wholly owned extensions of the retailer
Q4) What is off-price retailing?
Identify and give an example one variation of off-price retailing.
Q5) Explain the difference between a markup,an original markup,and a maintained markup.
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Chapter 14: Integrated Marketing Communications and Direct Marketing
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Sample Questions
Q1) In the hierarchy of effects,a favorable experience on the first trial causes the consumer's repeated purchase and use of the product or brand in the __________ stage.
A) evaluation
B) adoption
C) awareness
D) interest
E) usage
Q2) After watching the 30-minute infomercial on Oxy-Clean,Sarah was certain the cleaning product would remove the grape juice stain from her white carpet.In terms of the communication process,Sarah was __________ the message from Oxy-Clean. A) integrating
B) transforming C) translating
D) decoding
E) encoding
Q3) Development of the promotion program focuses on the four Ws.What are they?
Q4) Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.
Page 16
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Chapter 15: Advertising, sales Promotion, and Public Relations
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Sample Questions
Q1) Media buyers use many terms to help select the right media for an advertising campaign.Define reach,rating,frequency,gross rating points (GRPs),and cost per thousand (CPM).
Q2) All of the following are examples of posttests except which?
A) inquiry test
B) sales test
C) attitude test
D) unaided recall test
E) jury test
Q3) All of the following add to the costs of coupons except which?
A) misredemption
B) redemption
C) customer handling
D) clearinghouse costs
E) the advertisement to deliver it
Q4) Describe the three forms of product advertisements.What are their objectives?
Q5) What is cooperative advertising?
Q7) What is the difference between a contest and sweepstakes? Page 17
Q6) List two advantages and two disadvantages of using each of these for advertising: yellow pages,the Internet,and billboards (outdoor).
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Chapter 16: Using Social Media and Mobile Marketing to
Connect With Consumers
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Sample Questions
Q1) Discuss the differences between traditional print media and social media with regard to audience reach,expense and access,training,delivery,permanence,credibility,and social authority.
Q2) As a performance measure for social networks,the click-through rate is
A) the percentage of recipients who have clicked on a link on the page to visit a specific site.
B) the percentage of email recipients who buy the product after receiving a targeted message with an embedded link.
C) the percentage of customers who buy a product from the brand website.
D) the total number of people who have visited a brand's Facebook page and have become Facebook fans.
E) the total number of people who have purchased the product online divided by the number of people viewing the page.
Q3) StuffDOT is a
A) wiki.
B) virtual game world.
C) virtual social world.
D) blog.
E) social network.
Page 19
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Chapter 17: Personal Selling and Sales Management
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Sample Questions
Q1) Which of the following is one of the five dimensions of emotional intelligence?
A) the ability to read body language
B) sense of humor
C) self-awareness
D) the ability to be positive
E) a need to be in control
Q2) John Whitaker works for American Greetings.His job description includes the following responsibilities: (1)stock and arrange point-of-purchase displays of present customers-60 percent of his workweek and (2)receive orders from customers and complete the transactions-40 percent of his workweek.Whitaker is primarily engaged in which type of selling?
A) outside order taking
B) relationship selling
C) inside order taking
D) outside order getting
E) missionary sales
Q3) Explain the difference between relationship selling and partnership selling.
Q4) Explain the difference between order takers and order getters.
Q5) List the four things that research suggests will produce a motivated salesperson.
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Chapter 18: Implementing Interactive and Multichannel Marketing
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Sample Questions
Q1) ________ websites are often designed to engage the visitor in an interactive experience involving games,contests,and quizzes with electronic coupons and other gifts as prizes.
A) Promotional
B) Conventional
C) Intermediary
D) Choiceboard
E) Transactional
Q2) Consider the Stickiness Marketing Dashboard for an automobile dealership.To gauge the stickiness of its website,the firm monitors several measures.For 2013,where would Arrow A be shown,as the average time spent per unique monthly visitor (in minutes)on the automobile dealership's website?
A)4.0 minutes
B)4.5 minutes
C)7.5 minutes
D)9.0 minutes
E)cannot be determined
Q3) How are transactional and promotional websites different?
Q4) List the six reasons consumers shop and buy online.Name a reason some may be hesitant.
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Chapter 19: Building an Effective Marketing Plan
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Sample Questions
Q1) The single most important section of the marketing plan (usually only two pages long)that "sells" the plan to readers is called the
A) executive summary.
B) strategic plan.
C) vision statement.
D) overview of financial projections.
E) synopsis.
Q2) The situation analysis section of a marketing plan is a snapshot to answer the question,
A) Where are we now?
B) What is the competition doing?
C) How will our organization change?
D) What is happening in the industry?
E) Where are we going?
Q3) Ideally,each numbered section should start __________ to improve readability.
A) with all capital letters
B) in a font size at least three points larger than the body of the text
C) on a new page
D) either capitalized and bolded or italicized and underlined
E) with a brief introduction of what will be discussed
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