Marketing Principles
Textbook Exam Questions
Course Introduction
Marketing Principles provides a foundational understanding of the core concepts and strategies used in modern marketing. The course explores key topics such as the marketing mix (product, price, place, and promotion), consumer behavior, market segmentation, branding, and the role of digital and social media in reaching target audiences. Students will learn how to analyze market opportunities, develop effective marketing plans, and apply ethical considerations in marketing decisions. Through case studies and real-world examples, this course equips students with practical tools to understand and influence the marketplace in various business contexts.
Recommended Textbook
Marketing 2016 18th Edition by
William M. Pride O. C. Ferrell
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20 Chapters
4072 Verified Questions
4072 Flashcards
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Chapter 1: An Overview of Strategic Marketing
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Sample Questions
Q1) Refer to Scenario 1.1. The customers of Greensprings Cemeteries are most likely choosing the Greensprings business because of its _______, which is evidence of a ______ _____.
A)Pricing; Sales orientation
B)Environmental consciousness; Market orientation
C)Novelty; Production orientation
D)Environmental consciousness; Business orientation
E)Pricing; Profit orientation
Answer: B
Q2) During the market orientation, businesspeople realized that products, which by this time could be made relatively efficiently, would have to be promoted through much personal selling and advertising.
A)True
B)False
Answer: False
Q3) Price is seldom used as a competitive tool.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Planning, Implementing, and Evaluating Marketing Strategies
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Sample Questions
Q1) Discuss the different ways of organizing the marketing unit.
Answer: The structure and relationships of a marketing unit, including establishing lines of authority and communication that connect and coordinate individuals, strongly affect marketing activities. To organize a marketing unit, firms must first decide whether operations should be centralized or decentralized, a choice that directly affects marketing decision making and strategy.In a centralized organization, top-level managers delegate little authority to lower levels. In centralized organizations, marketing decisions are made at the top levels. However, centralized decision making may prove ineffective in firms that must respond quickly to fluctuations in customer demand. In these organizations, decentralized authority allows the company to adapt more rapidly to customer needs.In a decentralized organization, decision making authority is delegated as far down the chain of command as possible.How effectively a company's marketing management can implement marketing strategies also depends on how the marketing unit is organized. Organizing marketing activities to align with the overall strategic marketing approach enhances organizational efficiency and performance. A marketing department should clearly outline the hierarchical relationships between personnel and who is responsible for performing certain activities and making decisions.
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Chapter 3: The Marketing Environment
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Sample Questions
Q1) After Home Depot gathers information related to its marketing environment, it attempts to define current environmental changes and predict future changes. This determines possible opportunities and threats facing the company. It illustrates the process that is called
A)environmental scanning.
B)survey of environment.
C)marketing.
D)environmental analysis.
E)marketing information processing.
Answer: D
Q2) A recession is characterized by extremely high unemployment, very low wages, minimal total disposable income, and lack of consumer confidence in the economy.
A)True
B)False
Answer: False
Q3) All members of an industry are bound to follow trade association guidelines.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Social Responsibility and Ethics in Marketing
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Sample Questions
Q1) What are some of the common price-related ethical issues?
A)Misleading advertising and predatory pricing
B)Additional discounts and price fixing
C)Not disclosing the full price and value-pricing
D)Predatory pricing and price fixing
E)Loss leaders and deceptive pricing
Q2) What is the major difference between social responsibility and marketing ethics?
A)Marketing ethics varies by industry whereas social responsibility involves universal rules of conduct.
B)There is legislation that deals with marketing ethics, but none for socially responsible practices.
C)Marketing ethics is concerned with organizational practices, and social responsibility is concerned with individual behavior.
D)There is no difference; they are synonymous terms.
E)Social responsibility deals with the total effect of marketing decisions on society, whereas marketing ethics relates to individual and group evaluations in marketing situations.
Q3) What are some ways to determine if an activity is ethical or socially responsible?
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Chapter 5: Marketing Research and Information Systems
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Sample Questions
Q1) Pointing out any deficiencies and the possible reasons for them should be done in the ____ step of the marketing research process.
A)interpreting research findings
B)collecting data
C)defining the issue or problem
D)reporting research findings
E)designing the research project
Q2) Marketing researchers should allow for continual evaluation of the data during the entire data collection period.
A)True
B)False
Q3) Secondary data are data collected from inside the organization; primary data are those collected from outside the organization.
A)True
B)False
Q4) A telephone survey is a good example of a completely random sample for the entire population.
A)True
B)False
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Chapter 6: Target Markets Segmentation and Evaluation
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Sample Questions
Q1) Refer to Scenario 6.1. Lil' Angels Kids Spa is currently using a(n)____ targeting strategy.
A)undifferentiated
B)exclusive
C)concentrated
D)differentiated
E)selective
Q2) A firm ordinarily uses the same sales forecasting method for determining short-range and long-range sales forecasts.
A)True
B)False
Q3) Sales forecasts are always long-range in nature.
A)True
B)False
Q4) The concentrated targeting strategy is one in which an organization directs its marketing efforts toward a single market segment through one marketing mix.
A)True
B)False
Q5) How do business markets differ from consumer markets?
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Chapter 7: Consumer Buying Behavior
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Sample Questions
Q1) Some of the criteria used in the evaluation of alternatives stage of the consumer buying decision process are also used during the postpurchase evaluation stage.
A)True
B)False
Q2) Psychological influences are internal factors that impact a consumer's buying decision process. More specifically, ___________ is one type of psychological influence wherein the consumer has a tendency to twist or change information received to fit their own personal feelings or beliefs.
A)Perceptive dissonance
B)Selective retention
C)Creative distortion
D)Distorted reality
E)Selective distortion
Q3) Asian Americans are the fastest growing and most affluent U.S. subculture, but with respect to buying behavior, Asians are generally not willing to pay more for distinct, well-known brands.
A)True
B)False
Q4) In what ways does an individual's personality affect his or her buying behavior?
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Chapter 8: Business Markets and Buying Behavior
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Sample Questions
Q1) The stages of the business buying decision process, in order, are
A)recognizing the problem, establishing product specifications, searching for products and evaluating possible suppliers, selecting suppliers and products, and evaluating performance.
B)recognizing the problem, searching for products and evaluating possible suppliers, selecting suppliers and products, establishing product specifications, and evaluating performance.
C)recognizing the problem, selecting suppliers and products, evaluating performance, establishing product specifications, and searching for substitute products.
D)establishing product specifications, recognizing the problem, searching for products, evaluating possible products and suppliers, selecting suppliers and products, and evaluating performance.
E)establishing product specifications, searching for products, selecting suppliers and products, evaluating performance, recognizing the problem, and evaluating possible products and suppliers.
Q2) The term business markets refers only to producer markets.
A)True
B)False
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10
Chapter 9: Reaching Global Markets
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Sample Questions
Q1) Firms with internationally integrated structures are the least likely to engage in direct ownership activities internationally.
A)True
B)False
Q2) The unconscious reference to one's own cultural values, experiences, and knowledge when encountering new and different cultures is known as
A)the "when-in-Rome" approach.
B)the Fraedrich Principle.
C)cultural relativism.
D)the self-reference principle.
E)the self-reference criterion.
Q3) Franchising is an arrangement whereby a franchisee grants a franchiser the right to market its product, using its name, logo, methods of operation, advertising, products, and other elements of the franchising company's business, in return for a financial commitment and an agreement to conduct business in accordance with the franchisee's standard of operations.
A)True
B)False
Q4) In what ways can a nation restrict the flow of imported goods?
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Chapter 10: Digital Marketing and Social Networking
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Sample Questions
Q1) Explain the ethical issues associated with digital media.
Q2) Of the online user segments in The Social Technographics Profile, the largest group in most countries is
A)Creators
B)Critics
C)Collectors
D)Joiners
E)Spectators
Q3) Control refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information.
A)True
B)False
Q4) Explain how consumer-generated content on digital media can be useful to marketers.
Q5) A new trend in video marketing is the use of amateur filmmakers.
A)True
B)False
Q6) In what ways can a company use YouTube to its advantage?
Q7) Describe the seven segments included in the Social Technographics Profile.
Page 12
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Chapter 11: Product Concepts, Branding and Packaging
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Sample Questions
Q1) The width of a product mix refers to the number of generic products offered by a company.
A)True
B)False
Q2) Intuitiv Manufacturing's large plastics molding machine suddenly broke down during its day shift. When considering the purchase of available alternatives, Intiutiv decided to rent one for the next two years instead of buying one. In this situation, the large plastics molding machine it rented would be classified as
A)an installation.
B)accessory equipment.
C)an unsought good.
D)a process material.
E)MRO supplies.
Q3) Strategies relating to price become more mixed during a product's maturity stage. A)True
B)False
Q4) Explain the major stages of the product adoption process.
Q5) Describe and illustrate the four major categories of consumer products.
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Chapter 12: Developing and Managing Products
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Sample Questions
Q1) Breakeven analysis is a tool that marketers are likely to employ during the ____ stage of the new-product development process.
A)screening
B)concept testing
C)business analysis
D)product development
E)test marketing
Q2) Patrick is a member of a consumer marketing panel and has been introduced to a company's new idea for energy drinks. Some of the questions he has been asked are "How often would you buy this product?" and "Which features are of little or no interest to you?" Patrick is most likely participating in the ___ phase of the new-product development process.
A)concept testing.
B)business analysis
C)idea screening.
D)idea generation.
E)test marketing.
Q3) Sales personnel are an external source for new product ideas.
A)True
B)False
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Chapter 13: Services Marketing
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Sample Questions
Q1) H&R Block, a major tax preparation firm, reported having a problem with its employees being inconsistent in the filing of returns. The firm is experiencing a problem with which of the following characteristics of the service offering?
A)Tangibility
B)Intangibility
C)Perishability
D)Inseparability
E)Heterogeneity
Q2) ____ is the value of the benefit that is given up by selecting one alternative rather than another.
A)Benefit loss
B)Opportunity cost
C)Privileged cost
D)Selection cost
E)Exchange loss
Q3) Because most services are people-based, they are susceptible to heterogeneity, or variation in demand over time.
A)True
B)False
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Page 15
Chapter 14: Marketing Channels and Supply-Chain Management
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Sample Questions
Q1) When three buyers purchase the products of three producers, nine transactions are required. If one intermediary serves both producers and buyers, the number of possible transactions is A)fifteen.
B)five.
C)eighteen.
D)six.
E)twenty.
Q2) Dual distribution is characterized as A)illegal under the Robinson-Patman Act.
B)distribution channels that typically carry exclusive products, such as Rolex watches. C)marketing environments that are highly competitive.
D)manufacturers that forbid an intermediary to carry products of competing producers. E)distribution of one manufacturer's product through two or more different channel structures.
Q3) Marketing intermediaries can reduce the cost of exchanges. A)True B)False
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Chapter 15: Retailing, Direct Marketing and Wholesaling
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Sample Questions
Q1) The primary product offered by the department stores is convenience.
A)True
B)False
Q2) Discuss the advantages and disadvantages of catalog marketing.
Q3) Sophia is the new marketing manager for a new line of laptop, MP3, and smart phone accessories made by the company, Skull Candy. These accessories are trendy, colorful, and more expensive than others on the market . After considering the target market for the products, Sophia has decided not to use marketing-related activities conducted on the telephone, called _____, and instead use _____, a type of nonstore retailing.
A)e-marketing; specialty marketing
B)direct-response marketing; vending
C)telemarketing; vending
D)direct-selling; online retailing
E)telemarketing; specialty marketing
Q4) Store atmospherics are used to create emotional effects that enhance the probability of purchasing.
A)True
B)False
Q5) What is a store's image, and how does it affect retailing strategy decisions?
Page 17
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Chapter 16: Integrated Marketing Communications
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Sample Questions
Q1) A consumer contest is an example of
A)personal selling.
B)sales promotion.
C)social media.
D)indirect selling.
E)public relations.
Q2) Word-of-mouth communication is not especially important when people are choosing restaurants and automotive, medical, and personal services such as hair care.
A)True
B)False
Q3) Refer to Scenario 16.1. Suppose Toyota also offered the dealership salespeople a trip to Hawaii for anyone who could sell ten of the new vehicles within the first month they were available? This tactic would be an example of ____ marketing, while the TV commercials described above would be an example of ____ marketing.
A)pull; push
B)personal selling; push
C)pull; sales promotion
D)push; pull
E)personal selling; sales promotion
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Page 18
Chapter 17: Advertising and Public Relations
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Sample Questions
Q1) When an organization uses an advertising agency, who usually develops the advertising campaign?
A)The agency's specialists
B)The firm and the agency working jointly
C)The agency suggests ideas and the firm chooses among them
D)The advertising department within an organization
E)An individual or a few persons within the firm
Q2) Brian and Tiffany are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds. He tells her that while he agrees that ____ has tremendous impact, he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists.
A)radio
B)outdoor
C)television
D)direct mail
E)newspaper
Q3) The advertising platform is the foundation on which campaign messages are built.
A)True
B)False
Q4) Describe the major types of advertising, and discuss how they differ.
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Chapter 18: Personal Selling and Sales Promotion
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Sample Questions
Q1) The preapproach is the first step in the personal selling process.
A)True
B)False
Q2) Identify and describe several ways to motivate sales personnel.
Q3) You are conducting interviews for new sales representatives for your manufacturing firm. You are primarily looking for candidates that you feel can be successful at assisting your wholesaling customers sell to their customers.Which of the following types of sales representatives are you looking for primarily?
A)Order takers
B)Order processer
C)Order getters
D)Technical sales reps
E)Missionary sales reps
Q4) Two major categories of sales promotion methods are consumer and trade.
A)True
B)False
Q5) Identify and discuss some of the key objectives in using sales promotion.
Q6) Sales promotion may facilitate personal selling.
A)True
B)False
Page 20
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Chapter 19: Pricing Concepts
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Sample Questions
Q1) Since Victoria's Secret has decided to use nonprice competition, it distinguishes its brand through all but which of the following?
A)distinctive product features.
B)exceptional service.
C)rebates.
D)variety and selection.
E)product quality and style.
Q2) Justin, a sales representative for Serta Mattress manufacturers, phones Kirk of Southside Furniture to inform him that if he will increase his recent order of 15 mattress sets to 20, he will receive a 14 percent price reduction. This offer is due to a recent overstock condition at the factory and will not be available in the future. The discount offered here is
A)cash.
B)noncumulative.
C)seasonal.
D)trade.
E)cumulative.
Q3) Identify and describe the major factors that affect pricing decisions.
Q4) Why is the marginal revenue of a product important to the marketer?
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Chapter 20: Setting Prices
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Sample Questions
Q1) Odd-even pricing is
A)a cost-based strategy.
B)competition-based.
C)a rarely used technique.
D)a psychological pricing strategy.
E)a form of unethical pricing.
Q2) The "White Sale" that many department stores have every year a few weeks after Christmas is an example of
A)secondary pricing.
B)off-peak pricing.
C)periodic discounting.
D)random discounting.
E)captive pricing.
Q3) Which of the following would be used in setting the price of a new product if considerable competition is expected?
A)Psychological pricing
B)Penetration pricing
C)Odd-even pricing
D)Price skimming
E)Prestige pricing
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