Marketing Principles and Practices
Mock Exam
Course Introduction
Marketing Principles and Practices introduces students to the core concepts, strategies, and methods fundamental to the field of marketing. The course covers topics such as market research, consumer behavior, product development, pricing strategies, promotion, and distribution channels. Through case studies and real-world examples, students will explore the interplay between marketing practices and the wider business environment, including the impact of digital technologies and global trends. Emphasis is placed on developing analytical and problem-solving skills applicable to creating effective marketing plans and strategies for various organizations and industries.
Recommended Textbook
Marketing 11th Edition by Roger A. Kerin
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22 Chapters
6792 Verified Questions
6792 Flashcards
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Page 2
Chapter 1: Creating Customer Relationships and Value
Through Marketing
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264 Verified Questions
264 Flashcards
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Sample Questions
Q1) respect to the history of American business,the __________ era began in the late 1950s when marketing became the motivating force among many firms.
A) production
B) sales
C) customer relationship
D) market orientation
E) marketing concept
Answer: E
Q2) is said that goods,services,and ideas are marketed.Define goods,services,and ideas and give at least one example of each.
Answer: Goods are physical objects,such as toothpaste,cameras,or computers that satisfy consumer needs.Services are intangible items such as airline trips,financial advice,or art museums.Ideas are intangibles involving thoughts about actions or causes such as donating to a charity or voting for a political candidate.
Q3) Define the marketing concept.
Answer: The marketing concept is the idea that an organization should strive to satisfy the needs of consumers while also trying to achieve the organization's goals.
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Page 3
Chapter 2: Developing Successful Organizational and Marketing Strategies
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330 Verified Questions
330 Flashcards
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Sample Questions
Q1) __________ is a privately owned organization that serves its customers to earn a profit so that it can survive.
A) agency
B) business firm
C) institution
D) nonprofit organization
E) entity
Answer: B
Q2) are the four components of the implementation phase of the strategic marketing process?
Answer: The four components of the implementation phase of the strategic marketing process are:
(1)obtaining resources; (2)designing the marketing organization; (3)developing and planning schedules; and (4)actually executing the marketing program designed in the planning phase.
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Page 4
Chapter 3: Scanning the Marketing Environment
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Sample Questions
Q1) Small businesses make up the majority of the competitive landscape for most businesses.There are approximately __________ small businesses in the United States.
A) 17 million
B) 27 million
C) 37 million
D) 50 million
E) 100 million
Answer: B
Q2) a period of several decades,coffee consumption declined from 75 percent of the adult population in 1962 to 49 percent in 2004.Then,it increased to 56 percent in 2010.A firm with a good marketing orientation would have
A) found a less volatile product to sell.
B) invested more money into market research.
C) changed to a new promotional firm.
D) explored the reasons behind these changes.
E) demoted coffee from being a "star" to a "dog."
Answer: D
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Page 5
Chapter 4: Ethical and Social Responsibility for Sustainable Marketing
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203 Verified Questions
203 Flashcards
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Sample Questions
Q1) Which of the following statements accurately distinguishes between laws and ethics?
A) Laws reflect the beliefs of the majority of society while ethics reflect the beliefs of the minority of society.
B) Ethics deal with religious and moral beliefs while laws deal with social, economic, and environmental behaviors.
C) Ethics deal with internal (personal) issues while laws deal with external (social) issues.
D) There is no significant difference between laws and ethics; these terms can be used interchangeably.
E) Ethics deal with personal and moral principles whereas laws are society's values that are enforceable in the courts.
Q2) code of ethics is a formal statement of rules of conduct and A) legal restrictions.
B) moral laws.
C) ethical principles.
D) core values.
E) cultural values.
Q3) Explain the difference between societal culture and business culture.
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Chapter 5: Understanding Consumer Behavior
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361 Flashcards
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Sample Questions
Q1) the hierarchy of needs water,food,and oxygen would be considered __________ needs.
A) physiological
B) safety
C) social
D) personal
E) psychological
Q2) There are various nonprofit publications dedicated to assisting in consumer education and decision-making.Examples of these public sources of information for an external information search include Consumer Reports,__________,and TV "consumer programs."
A) advertisements
B) sales personnel
C) friends and relatives
D) government agencies
E) point of purchase displays
Q3) Identify and explain the five stages of the consumer purchase decision process as shown in "A," "B," "C," "D," and "E" in Figure 5-3 above.
Q4) the five situational influences that affect the consumer purchase decision process.
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Chapter 6: Understanding Organizations As Customers
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264 Flashcards
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Sample Questions
Q1) the breakdown for the NAICS code based on Figure 6-1 above,"B" represents the
A) two-digit industry sector code
B) three-digit industry subsector code
C) four-digit industry group code
D) five-digit industry code
E) six-digit U.S. national industry code
Q2) in July 2009,Matt Kistler,a senior vice-president at Walmart,claimed the company was making progress on achieving three major goals: (1)to be supplied by 100% renewable energy; (2)to create zero-waste; and (3)to increase the sale of renewably-produced products.Walmart is focusing on
A) practicing ecological procurement.
B) complying with government regulations.
C) engaging in cause marketing.
D) using sustainable procurement.
E) meeting ISO 9000 standards.
Q3) are the three types of organizational buying situations or buy classes? Give an example of each.
Q4) Figure 6-3 above summarizes how buy classes affect buying center tendencies in different ways.Identify the buy-class situations "A," "B," and "C."
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Chapter 7: Understanding and Reaching Global
Consumers and Markets
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338 Verified Questions
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Sample Questions
Q1) Which of the following statements about world trade flows is most accurate?
A) The United States is tied with China and Japan as the world's leaders in exports.
B) The U.S. percentage share of world exports has shifted downwards over the past 30 years.
C) The United States has maintained a steady percentage share of world imports.
D) The United States' relative role as an exporter has decreased in the area of aerospace during the past five years.
E) The relative position of the United States as a supplier to the world has increased because of an absolute growth in exports.
Q2) Japanese car safety rules require all automobile replacement parts to be Japanese and EU nations have 10,000 rules that specify how goods are to be made and marketed.These are examples of
A) ISO 9000 standards.
B) trade barriers.
C) universal codes.
D) binding requirements.
E) "the price of doing business."
Q3) What is the trade feedback effect?
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Chapter 8: Marketing Research: From Customer Insights to Actions
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300 Verified Questions
300 Flashcards
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Sample Questions
Q1) Marketing researchers use tracking studies immediately before an upcoming film's release to
A) identify any factual errors or inconsistencies in the storyline.
B) nominate specific actors or actresses for industry awards.
C) forecast a movie's opening weekend box office revenues.
D) select the best geographical location for the movie's premiere.
E) make changes to the movie's release based upon professional critics' reviews.
Q2) marketing research requires great care especially because of inherent difficulties in asking consumers questions.What are the three basic problems faced by marketing researchers when trying to assess consumers' willingness to buy products or services with which they are not familiar?
Q3) Facebook and Twitter are examples of __________.
A) Internet portals
B) social media
C) wikis
D) virtual focus groups
E) e-journals
Q4) Explain why measures of success are important to effective decision makers and give an example of one.
Q5) is the difference between a semantic differential scale and a Likert scale?
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Chapter 9: Market Segmentation,Targeting,and Positioning
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240 Verified Questions
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Sample Questions
Q1) recent study by the Aberdeen Group analyzed which segmentation bases were used by the top 20 percent of 220 organizations surveyed.Which segmentation base did these organizations use most?
A) behavioral
B) psychographic
C) geographic
D) demographic
E) product
Q2) magazine publishes over 100 different U.S.editions with common editorial content.However,each edition is targeted at unique geographic segments with its own set of advertisements.Time is using which of the following segmentation strategies?
A) one product with multiple market segments
B) multiple products with multiple market segments
C) one product with multiple channels of distribution
D) one product with changes based on customer behavior
E) multiple products with one segment
Q3) are two approaches to product positioning? Give an example of each approach.
Q4) are the criteria used to select target markets?
Q5) Explain what is meant by the concept of the "80/20 rule."
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Chapter 10: Developing New Products and Services
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305 Verified Questions
305 Flashcards
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Sample Questions
Q1) Supplies are support products that include items such as
A) stationery, paper clips, and brooms.
B) tools and office equipment.
C) buildings and fixed equipment.
D) raw materials and component parts.
E) maintenance, repair, and legal services.
Q2) of the six ORGANIZATION-RELATED problems that can cause new-product failures is
A) poor product quality
B) encountering groupthink in task force and committee meetings
C) poor execution of the marketing mix
D) bad timing
E) incomplete market and product protocol
Q3) of the following are sources for new product ideas EXCEPT:
A) competitors
B) universities.
C) regulators
D) suppliers
E) employees
Q4) Define derived demand and provide an example NOT included in the text.
Page 12
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Chapter 11: Managing Successful Products,Services,and Brands
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404 Flashcards
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Sample Questions
Q1) Figure 11-4 above shows that in 1995,CDs were in the __________ stage of the product life cycle,while cassette tapes were in the __________ stage.
A) introduction; growth
B) growth; introduction
C) maturity; growth
D) harvest; decline
E) growth; decline
Q2) a company retains a product but reduces marketing costs,it is referred to as __________.
A) skimming
B) harvesting
C) milking
D) deletion
E) divesting
Q3) of the following are product repositioning strategies EXCEPT __________.
A) creating a new use situation
B) reaching a new market
C) catching a rising trend
D) changing the value offered
E) reacting to a competitor's position
Page 13
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Chapter 12: Services Marketing
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218 Verified Questions
218 Flashcards
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Sample Questions
Q1) Airline load factor refers to
A) the percentage of paying customer seats flown one mile plus frequent flyer redemption seats flown one mile.
B) the percentage of empty seats on a plane compared to its total capacity.
C) the percentage of available seats flown one mile occupied by a paying customer.
D) the percentage of seats that are overbooked on any given flight to prevent profit shortfalls for "no shows."
E) the total of all paid seats plus all luggage overcharges and all purchased beverages, meals, and other amenities or additional services, per flight.
Q2) Which of the following is the best example of an equipment-based service?
A) lawn care
B) doctors
C) taxis
D) lawyers
E) janitorial services
Q3) role does pricing play in the managing of services?
Q4) and define the five dimensions of service quality described in the text.
Q5) and explain the key elements of future services.
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Chapter 13: Building the Price Foundation
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312 Verified Questions
312 Flashcards
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Sample Questions
Q1) Figure 13-7 above shows that to maximize revenue,Newsweek should price its magazine at
A) $2.50.
B) $2.00.
C) $1.50.
D) $1.00.
E) $0.50.
Q2) Figure 13-10A above,"X" represents
A) fixed cost
B) marginal cost
C) variable cost
D) marginal revenue
E) MR = MC
Q3) Figure 13-7 above shows that the average revenue at point "C" is A) $3.00.
B) $2.50.
C) $2.00.
D) $1.50.
E) $1.00.
Q4) Explain why price elasticity is important to marketing managers.
Page 15
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Chapter 14: Arriving at the Final Price
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398 Verified Questions
398 Flashcards
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Sample Questions
Q1) price war refers to
A) competition between sellers and resellers to maintain or attain the largest market share of potential customers.
B) conflicts between manufacturers and distributors regarding acceptable percentages they each may charge relative to one another.
C) when one channel member believes another channel member is engaged in pricing behavior that prevents it from achieving its profitability goals.
D) the successive price cutting by competitors to increase or maintain their unit sales or market share.
E) the practice of replacing promotional allowances with lower manufacturer list prices.
Q2) Setting a price to achieve a profit that is a specified percentage of the sales volume is referred to as __________.
A) target return-on-investment pricing
B) target return-on-sales pricing
C) loss-leader pricing
D) target pricing
E) standard markup pricing
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Chapter 15: Managing Marketing Channels and Supply Chains
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344 Flashcards
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Sample Questions
Q1) Conflict that occurs between two different levels in a marketing channel is referred to as
A) lateral conflict.
B) horizontal conflict.
C) vertical conflict.
D) distributor conflict.
E) contractual conflict.
Q2) firm becomes a channel captain because it is the channel member with the ability to influence the behavior of other members.Influence can take four forms,one of which is A) stakeholder position.
B) familial ties to other channel members.
C) expertise.
D) longevity in the industry.
E) geographic proximity to the manufacturing plant.
Q3) are the functions performed by intermediaries?
Q4) and define the three major types of vertical marketing systems.
Q5) are some specific cost trade-offs that can be made in a logistics system?
Q6) are the three steps used in choosing a supply chain?
Q7) is a channel captain? What is its function when there is channel conflict?
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Chapter 16: Retailing and Wholesaling
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Sample
Questions
Q1) financial indicator used to compare the increase in sales of stores that have been open for the same period of time is __________.
A) return in investment
B) percentage of markup
C) gross profit
D) sales per square foot
E) same-store sales growth
Q2) variety of different items a store carries is referred to as the A) retailing mix.
B) depth of product line.
C) breadth of product line.
D) width of product line.
E) length of product line.
Q3) Stores that carry tremendous depth in one primary line of merchandise are referred to as
A) hypermarkets.
B) intertype outlets.
C) scrambled merchandise stores.
D) limited-line stores.
E) single-line stores.
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Chapter 17: Integrated Marketing Communications and Direct Marketing
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Sample Questions
Q1) __________ includes advertising,personal selling,sales promotion,public relations,and direct marketing.
A) promotional mix
B) promotion channel
C) communication message
D) marketing matrix
E) media mix
Q2) promotional objective of the maturity stage of the product life cycle is to __________.
A) inform
B) persuade
C) remind
D) sway
E) convince
Q3) first stage in the hierarchy of effects is __________.
A) interest
B) awareness
C) adoption
D) trial
E) evaluation
Page 19
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Chapter 18: Advertising, Sales Promotion, and Public Relations
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Sample Questions
Q1) marketers,the primary objective of coupons is to __________.
A) increase foot traffic in supermarkets
B) encourage repeat purchases
C) stimulate demand
D) retaliate against competitor's actions
E) minimize brand-switching
Q2) Bebe,a contemporary women's clothing store,uses evocative imagery in its advertising,it is using which type of advertising appeal?
A) reminder
B) fear
C) sex
D) guilt
E) self-esteem
Q3) According to Figure 18-5 above,"C" is the definition for which type of advertising agency?
A) a full-service agency
B) a limited-service agency
C) a multi-media agency
D) an in-house agency
E) a social media agency
Page 20
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Chapter 19: Using Social Media and Mobile Marketing to
Connect With Consumers
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Sample Questions
Q1) Facebook's charging for user actions that generate more sales for advertisers demonstrates
A) the influence of social network users in the marketplace.
B) the monopoly of Facebook over the marketplace.
C) the increasing effectiveness of advertising on social networking sites.
D) the convergence of social networking sites with each other.
E) the ethically questionable mode of Facebook charging advertisers for using their site.
Q2) Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of
A) online advertisements.
B) user generated content (UGC).
C) blogs.
D) wikis.
E) YouTube.
Q3) Discuss the differences between traditional print media and social media with regard to expense and access,permanence and credibility,and social authority.
Q4) is the role of a brand manager in advertising on Facebook?
Q5) What are social media?
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Chapter 20: Personal Selling and Sales Management
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Sample Questions
Q1) Explain the difference between personal selling and sales management.
Q2) Excuses for not making a purchase commitment or decision are referred to as __________.
A) rationalizations
B) equivocations
C) refusals
D) objections
E) qualifications
Q3) Formulating the sales plan involves three tasks: (1)setting objectives; (2)organizing the salesforce; and (3)__________.
A) hiring sales reps
B) developing the marketing plan
C) establishing the budget
D) developing account management policies
E) identifying qualified leads
Q4) Explain what occurs during the closing stage of the selling process and list the three types of close.
Q5) are the three major roles of personal selling in a firm's overall marketing effort?
Q6) Explain the difference between a lead,a prospect,and a qualified prospect.
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Chapter 21: Implementing Interactive and Multi-Channel Marketing
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Sample Questions
Q1) Consider Figure 21-2 above."G" refers to which of the following website design elements?
A) communication
B) commerce
C) customization
D) connection
E) context
Q2) refers to
A) communications that take the form of electronic junk mail or unsolicited e-mail.
B) sensitive public access materials.
C) computer-generated e-mails that are self-directed and self-perpetuating.
D) unsolicited computer-generated messages whose sole purpose is to block a consumer from accessing competitors' websites.
E) any non-personal electronically generated message sent via the Internet.
Q3) Explain why a majority of online consumers are concerned about the privacy and security issues related to cookies.
Q4) Define and explain the importance of the eight-second rule.
Q5) Explain the four ways the marketspace creates value for consumers.
Page 23
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Chapter 22: Pulling It All Together: The Strategic Marketing Process
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Sample Questions
Q1) basic business and management practices are important,according to researchers who studied more than 200 management tools and techniques.These are: (1)strategy, (2)__________, (3)culture,and (4)structure.
A) charismatic leadership
B) quality
C) execution
D) sustainability
E) ethics
Q2) more a marketing plan is based on __________,the less uncertainty and fewer risks are associated with executing it.
A) opinions
B) intuition
C) facts and valid assumptions
D) past historical data
E) alternative contingencies
Q3) Explain what a Gantt chart is and how it is used.
Q4) is the difference between line and staff positions in a marketing organization?
Q5) and explain two types of marketing plans.
Q6) the six guidelines for improving implementation of marketing programs.
Q7) are the advantages and disadvantages of the product manager system? Page 24
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Page 25