Marketing Seminar
Study Guide Questions
Course Introduction
Marketing Seminar is an advanced course that immerses students in current trends, strategies, and issues shaping the marketing landscape. Through case studies, collaborative projects, and interactive discussions, participants critically analyze real-world marketing challenges and solutions. Emphasis is placed on integrating theoretical frameworks with practical applications, exploring topics such as consumer behavior, digital marketing, branding, and ethical considerations. The seminar encourages the development of strategic thinking, presentation skills, and the ability to adapt marketing principles to diverse industries and dynamic business environments.
Recommended Textbook
Marketing Management 4th Edition by Russ Winer
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15 Chapters
1500 Verified Questions
1500 Flashcards
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Page 2
Chapter 1: Marketing and the Job of the Marketing Manager
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Based on ________,managers develop objectives,strategies,and programs for the product,product line,or closely related group of products.
A)data analysis
B)historical data
C)final audit
D)industry norms
Answer: A
Q2) Do you think marketing can influence choices? Explain your answer.
Answer: Marketing is involved and necessary whenever an individual or organization has a choice to make.Choices are made in a wide variety of contexts and the influences and influencers can vary from context to context,and also from each other in the same situation.Marketing efforts should tempt an individual to choose one product over another.
Q3) The danger associated with remaining customer-led is that:
A)businesses may ignore unexploited opportunities.
B)customer benefits may not be considered always.
C)businesses might ignore core competencies when serving customers.
D)the marketing programs would turn out to be outbound.
Answer: A
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Page 3
Chapter 2: A Strategic Marketing Framework
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99 Flashcards
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Sample Questions
Q1) Most likely,marketing managers would like to be first in the market because:
A)it keeps out competition.
B)the first mover establishes awareness of its product as the prototype.
C)it leads to cost reduction over the product life cycle.
D)it leads to quality improvements over the product life cycle.
Answer: B
Q2) Which of the following is a characteristic of a good objective statement?
A)It should assign individual responsibility.
B)It should be defined in the qualitative terms.
C)It should not be too challenging.
D)It should be stated in measurable terms.
Answer: D
Q3) Identify the correct statement about market development strategy.
A)It is less riskier than market penetration strategy.
B)It is usually implemented in markets where growth rate is slowing.
C)It persuades current customers to buy more products.
D)It is cheaper than implementation of market penetration strategy.
Answer: B
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4
Chapter 3: Marketing Research
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100 Flashcards
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Sample Questions
Q1) The focus group is the best known and most widely used quantitative research method.
A)True
B)False
Answer: False
Q2) Which of the following methods of sales forecasting uses the averages of historical sales figures to make a forecast?
A)econometric models
B)leading average
C)linear extrapolation
D)moving average
Answer: D
Q3) Which of the following information sources already existed and were not developed for the particular problem at hand?
A)primary
B)secondary
C)quantitative
D)qualitative
Answer: B
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Page 5
Chapter 4: Analyzing Consumer Behavior
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Sample Questions
Q1) Cycles defined in years as an evaluation is most related to these categories of business.
A)fast food,utilities,long-distance telephone service
B)retail shopping,movies
C)ice cream,soft drinks and cold remedies
D)durable goods' replacement cycles
Q2) Market segmentation breaks mass markets into segments that have different buying habits.
A)True
B)False
Q3) Which of the following analyses aims to group customers that differ from one another but show considerable similarity within the group?
A)product segmentation
B)SWOT analysis
C)market segmentation
D)perceptual map
Q4) Forrester Research Inc.,a well-known technology consultant,divided consumers into 10 groups through the use of what they call Technographics.List and describe these groups.
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Chapter 5: Organizational Buying Behavior
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Sample Questions
Q1) Situational factors used for industrial market segmentation include the customer's delivery speed needs and order size needs.
A)True
B)False
Q2) In the chasm model,the first small crack appears between the early majority and the late majority.
A)True
B)False
Q3) ________ characterize purchasing situations in which something has changed since the last purchase.
A)Straight rebuys
B)Modified rebuys
C)New-task purchase
D)Repetition purchase
Q4) ________ is the person who first recognizes the need for the product or service.
A)The initiator
B)The influencer
C)The decider
D)The purchaser
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Chapter 6: Market Structure and Competitor Analysis
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Sample Questions
Q1) At which of the following levels of competition must the marketer convince customers that the product form is the best in the product category?
A)product form competition
B)product category competition
C)generic competition
D)budget competition
Q2) The central importance of game theory is best described by which of the following?
A)Game theory imposes disciplined thinking on managers.
B)Game theory is the best way of analyzing historical sales data.
C)Game theory is an inexpensive way of anticipating a competitor's future strategies.
D)Game theory is easy to learn.
Q3) A product form competition,is more inclusive than a product category competition.
A)True
B)False
Q4) A typical marketing planning horizon is five years.
A)True
B)False
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Chapter 7: Product Decisions
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Sample Questions
Q1) Which of the following is one of the main considerations for the fit of an extension to the parent brand category?
A)transferability of the associations
B)the simplicity of the logo
C)the extent to which people are aware of the brand
D)the amount of money invested in brand building
Q2) Patents and trademarks are valuable to products and services dimensions.Which dimension of brand equity do they fall under?
A)brand associations
B)other brand assets
C)perceived quality
D)brand awareness
Q3) Which of the following best describes the strategy where product variants are developed to appeal to different segments of the market or to satisfy customers' needs for variety?
A)production line strategy
B)product line strategy
C)customer line strategy
D)competitor line strategy
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Page 9
Chapter 8: New Product Development
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Sample Questions
Q1) Describe the three major categories of the data collection procedures for concept testing.
Q2) ________ refers to knowing the target market,specifying the benefits to be delivered to the target customers,having a basic idea of how the product will be positioned,and finalizing the features and attributes.
A)Fast time-to-market
B)Sharp product definition
C)Careful launch planning
D)Strong market orientation
Q3) In brainstorming,group members try to generate a large number of diverse ideas without criticism from other members.
A)True
B)False
Q4) Target costing ensures that market feedback is brought back into the development process right from the beginning.
A)True
B)False
Q5) Describe the five stages of the new product development process in the classic linear approach.
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Chapter 9: Pricing
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102 Flashcards
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Sample Questions
Q1) A customer,in determining what a product or service is worth,considers the cost of producing the product or the service.
A)True
B)False
Q2) This method is an alternative to survey-based methods and takes place in a real environment.It tries to obtain actual market data after manipulating price in different markets.Identify this method.
A)dollarmetric method
B)conjoint analysis
C)field experimental method
D)delphi method
Q3) Which of the following pricing strategies is used to gain as much market share as possible?
A)penetration pricing
B)skimming
C)prestige pricing
D)competitive pricing
Q4) Describe the five major pricing objectives discussed in the text.
Q5) Briefly describe any three specific pricing tactics discussed in the text.
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Chapter 10: Communications and Advertising Strategy
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100 Flashcards
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Sample
Questions
Q1) Which of the following types of appeals focuses on the functional or practical aspects of the product and emphasize facts,learning,and persuasion?
A)social appeals
B)behavioral appeals
C)informational appeals
D)emotional appeals
Q2) For products and services where there is relatively little information processing,consumers may move from the cognitive stage directly to the behavioral stage and then form attitudes after product usage.
A)True
B)False
Q3) Which of the following statements is true regarding advertising?
A)Advertising has limited reach.
B)Advertising has high cost per customer.
C)Advertising is usually used to build sales in the long term.
D)Effectiveness of advertising can be evaluated easily.
Q4) Telemarketing and direct sales approach are part of sales promotion.
A)True
B)False
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Chapter 11: Sales Promotion
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Sample Questions
Q1) Paper products are most likely to have:
A)high promotional elasticity and high holding cost.
B)high promotional elasticity and low holding cost.
C)low promotional elasticity and high holding cost.
D)low promotional elasticity and low holding cost.
Q2) Which of the following is an action-focused marketing event that attempts to get customers to purchase within a limited period of time?
A)sales promotion
B)market penetration
C)marketing research
D)market segmentation
Q3) Which of the following is an example of sampling?
A)offering a free drug to a physician
B)offering a free toy in a Cracker Jack box
C)offering redeemable points with each purchase
D)offering a bonus pack which provides larger sizes for the same price as a smaller size
22
Q4) Coupon programs provide competitive advantage.
A)True
B)False
Page 13
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Chapter 12: Channels of Distribution
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Sample Questions
Q1) Indirect channels can reach more customers and perform functions that the sales force cannot.
A)True
B)False
Q2) In today's marketing environment,designing channel systems with multiple channels is the exception,not the norm.
A)True
B)False
Q3) List alternative ways to resolve channel conflicts.
Q4) One of the major sources of channel conflict is goal divergence.
A)True
B)False
Q5) Which of the following statements is true regarding Russia and other former soviet bloc countries?
A)The retailing scene in these countries looks much like that of the United States.
B)These countries have high quality distribution structure.
C)The retail markets in these countries are extremely fragmented.
D)In these countries,a significant amount of purchasing is done on the black market.
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Chapter 13: Direct Channels of Distribution: Personal Selling and
Direct Marketing
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Sample Questions
Q1) For a consumer product sold door-to-door through a multilevel selling company like Mary Kay,________ would be an appropriate control unit.
A)countries
B)states
C)counties
D)blocks
Q2) Identify the selling situations where the salesperson is typically an order taker and the customer initiates the sale and gives the order to the sales person.
A)response selling
B)trade selling
C)missionary selling
D)technical selling
Q3) A(n)________ is the basic amount of money paid regularly to a salesperson.
A)commission
B)salary
C)incentive payment
D)trade allowance
Q4) List and briefly describe the three kinds of sales organization structures.
Q5) List and briefly describe any three different kinds of sales quotas.
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Chapter 14: Customer Relationship Management
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101 Flashcards
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Sample Questions
Q1) Net Promoter is a metric introduced by Reichheld in his 2003 Harvard Business Review article "The One Number You Need to Grow." This metric indicates:
A)customer loyalty.
B)customer profitability.
C)product quality.
D)relative position of the organization in the industry.
Q2) Identify the core product for a car.
A)reliability
B)service from the dealer
C)prestige obtained from driving it
D)gas mileage
Q3) Many companies view their CIFs as a key source of:
A)marketing strategy.
B)competitor analysis.
C)competitive advantage.
D)supplier analysis.
Q4) List and briefly describe the factors that justify why loyal customers are profitable.
Q5) Summarize the problems associated with frequency or loyalty programs.
Q6) Describe the primary customer-based metrics.
Page 16
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Chapter 15: Special Topic: Strategies for Service Markets
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Sample Questions
Q1) Summarize the basic characteristics of services.
Q2) ________ involves having customers visualize a concept of relationship by integrating two items in some mutual or reciprocal action.
A)Perceptual mapping
B)Market analysis
C)Interactive imagery
D)Conjoint analysis
Q3) Return on quality approach:
A)is a targeted approach to quality investments.
B)advocate all quality expenditures are equally valid.
C)focuses on actual quality improvements than on the cost of quality.
D)does not monitor the overall progress.
Q4) Electronic channels are associated with:
A)high cost and narrow distribution.
B)high cost and difficulty in accessing.
C)low cost and ease of access.
D)low cost and narrow distribution.
Q5) List and briefly describe the five dimensions of service quality.
Q6) What is referred to as loss aversion?
Q7) List and briefly describe the major approaches to service distribution.
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