Marketing Theory Review
Questions
Course Introduction
Marketing Theory explores the foundational concepts, models, and frameworks that have shaped the discipline of marketing over time. The course examines classical and contemporary theories, tracing the evolution of marketing thought from product-focused approaches to customer-centric and relationship-driven paradigms. Students engage with key topics such as consumer behavior, market segmentation, branding, positioning, and value creation, gaining an understanding of how theoretical perspectives inform practical marketing strategies. By analyzing influential works and critiquing current trends, learners develop critical thinking skills and are equipped to apply theoretical insights to real-world marketing challenges.
Recommended Textbook
Marketing 11th Edition by Roger A. Kerin
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22 Chapters
6792 Verified Questions
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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) the BMW website,BMW.com,you can design your own personal BMW.If you choose to use this method to purchase a car,what type of utility(ies)has(have)been created?
Answer: Form utility comes from the production or alteration of a product or service that provides value to consumers.Form utility is created when you can design and build your own personal BMW at the BMW's website,BMW.com.In addition,BMW provides possession utility,which is the value of making an item easy to purchase through the provision of credit cards or financial arrangements.Here BMW provides possession utility by allowing customers to buy a car online.Eventually,they will have to go to a local dealer to pick up their cars.Finally,BMW provides time utility because building a BMW car online saves consumers from taking time to visit dealerships to see if their preferred car is on the lot.The BMW website also provides information to make the external information search process more efficient (see Chapter 5).
Q2) 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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Sample Questions
Q1) terms "goal" and "objective" are often used interchangeably.However,in both cases,which of the following statements would be most accurate?
A) Goals convert an organization's mission and business into long- and short-term performance targets.
B) Goals and objectives are actually the detailed day-to-day activities necessary to implement a marketing program.
C) A company's goals and objectives are often laudable (worthy) in intent, but unrealistic in practice because they are never accomplished during the specified time period.
D) Goal-setting only applies to business firms; nonprofit organizations typically do not set goals because they don't earn a profit.
E) The terms goal and objective are NOT used interchangeably. Goals are philosophical while objectives are performance-based.
Answer: A
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4
Chapter 3: Scanning the Marketing Environment
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Sample Questions
Q1) Registration under the Lanham Act provides important advantages to a trademark owner that has used the trademark in interstate or foreign commerce,but it does not
A) allow a trademark to be used for more than 83 years.
B) provide reciprocity with foreign firms allowing their trademarks to be honored here.
C) prevent other firms from obtaining similar trademarks for significant improvements of the original product.
D) guarantee protection under the Trademark Law Revision Act.
E) confer ownership.
Answer: E
Q2) Younger members of Generation Y,also known as __________,are determined to make a difference in the world,and by doing so,make the world a better place.
A) activists
B) sustainers
C) progressives
D) reformers
E) millennials
Answer: E
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Chapter 4: Ethical and Social Responsibility for Sustainable Marketing
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Sample Questions
Q1) Recently,a project team for Cosco,the world's largest children's products company,developed a high chair that could be used as an infant feeding seat,a youth chair,a play chair,a booster chair,and when reclined,an infant bed.Its design could be made and sold for $49.The marketing manager,in consultation with other middle managers,decided to have the prototypes checked out by Cosco employees who had small children.This was the only product testing performed on the product.Before Cosco pulled the unsafe chair from the market,several children were injured and some died as a result of using the chair.Cosco was charged with being unconcerned about consumers' right to
A) choose.
B) be informed.
C) be treated courteously.
D) safety.
E) happiness.
Q2) global undertaking to further green marketing efforts is the
A) ISO 14000 initiative.
B) Kyoto Protocol.
C) Green World (GW) initiative.
D) ISO 9000 initiative.
E) ISO Trans-Global initiative.
Page 6
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Chapter 5: Understanding Consumer Behavior
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Sample Questions
Q1) the hierarchy of needs,a burglar alarm would satisfy a __________ need.
A) physiological
B) safety
C) social
D) personal
E) self-actualization
Q2) the __________ of the consumer purchase decision process,a consumer compares the product with his or her expectations and is either satisfied or dissatisfied.
A) problem recognition stage
B) information search stage
C) alternative evaluation stage
D) purchase decision stage
E) postpurchase stage
Q3) Define consumer socialization.
Q4) According to Figure 5-5 above,"C" defines what level in the hierarchy of needs?
A) self-actualization
B) personal
C) social
D) safety
E) physiological
Page 7
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Chapter 6: Understanding Organizations As Customers
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Sample Questions
Q1) 9000 refers to the
A) standards for the registration and certification of a manufacturer's quality management and assurance system developed by the U.S. Department of Commerce.
B) International Safety Organization responsible for establishing international guidelines for products designed for and targeted at children.
C) worldwide standards for environmental quality and green marketing practices developed by the International Standards Organization.
D) standards for registration and certification of a manufacturer's quality management and assurance system based on an on-site audit of practices and procedures developed by the International Standards Organization.
E) 9,000 major product and industry classifications used in the WTO Product Classification System.
Q2) are the five stages of the organizational buying process?
Q3) Figure 6-3 above summarizes how buy classes affect buying center tendencies in different ways.Identify the buy-class situations "A," "B," and "C."
Q4) Describe the three types of organizational markets and give examples of each.
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Chapter 7: Understanding and Reaching Global
Consumers and Markets
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Sample Questions
Q1) Based on a study of 6,500 teens in 26 countries,when asked what country had the most influence on their attitudes and purchase behavior,54 percent of teens from the United States,87 percent of those from Latin America,80 percent of the Europeans,and 80 percent of those from Asia named A) the United States.
B) the United Kingdom.
C) Japan.
D) France.
E) Russia.
Q2) four largest exporters to the United States are
A) Canada, China, Japan, and Mexico.
B) Japan, Germany, Brazil, and Canada.
C) China, Brazil, Japan, and Germany.
D) Mexico, Argentina, Brazil, and Venezuela.
E) England, Canada, Australia, and New Zealand.
Q3) are the market entry strategy options available to a company seeking to enter the global marketplace? How do they relate to each other in terms of profit potential,risk,financial commitment required,and marketing control?
Q4) an example of a global channel of distribution.
Page 9
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Chapter 8: Marketing Research: From Customer Insights to Actions
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Sample Questions
Q1) of the following are examples of marketing input data EXCEPT:
A) advertising budgets.
B) call reports.
C) billing records.
D) sales budgets.
E) advertising expenses.
Q2) setting research objectives,marketers have to be clear on the purpose of the research that leads to marketing actions.The three main types of marketing research include descriptive research,causal research,and __________ research.
A) virtual
B) interactive
C) financial
D) interdisciplinary
E) exploratory
Q3) the data has been collected and analyzed,it must be presented in a clear concise form.Explain how marketing dashboards can help in this process.
Q4) Marketing information or data consists of secondary and primary data.Define each of these types of marketing information.Give examples for secondary and primary data.
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Chapter 9: Market Segmentation,Targeting,and Positioning
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Sample Questions
Q1) company name Zappos was chosen because it
A) was the founder's family name.
B) conveyed in Spanish the type of product sold.
C) inferred how quickly you could access the product.
D) contained letters from the names of the three founders.
E) reflected the brand name of the first line of shoes they sold.
Q2) marketing manager must be able to put a market segmentation plan into effect.This means being able to recognize the characteristics of potential buyers and __________ without encountering excessive costs.
A) eliminating potential non-buyers
B) identifying segmentation variables
C) assigning them to a segment
D) redirecting their purchase behaviors
E) ignoring any and all similarities
Q3) would an organization produce a single product or service and then attempt to sell it to two or more market segments?
Q4) is market segmentation and why is it important?
Q5) are the segmentation bases for U.S.organizational (business)markets?
Q6) are the criteria used to select target markets?
Page 11
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Chapter 10: Developing New Products and Services
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Sample Questions
Q1) product line is a group of product or service items that are closely related because they satisfy a class of needs,are used together,are sold to the same customer group,and are distributed through the same type of outlets,or __________.
A) are made of similar components
B) made from the same formulations
C) require high levels of R&D.
D) require high levels of R&D
E) fall within a given price range
Q2) Which type of consumer product is purchased infrequently and takes an extensive amount of time to make the purchase decision?
A) convenience product
B) shopping product
C) specialty product
D) unsought product
E) discretionary product
Q3) are the four types of consumer products? How do they differ?
Q4) categories of products are classified as business support products? Give an example of each category.
Q5) Define derived demand and provide an example NOT included in the text.
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Chapter 11: Managing Successful Products,Services,and Brands
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Q1) sale of two or more separate products in one package is referred to as __________.
A) a two-for-one deal
B) product modification
C) product repositioning
D) product bundling
E) product differentiation
Q2) __________ stage of the product life cycle is characterized by the appearance of competitors.
A) decline
B) maturity
C) introduction
D) growth
E) harvest
Q3) is the difference between multiproduct branding and multibrand strategies? What advantages are offered by each of these two approaches?
Q4) is multiproduct branding? What are its advantages? Disadvantages?
Q5) the four sequential steps used to develop brand equity.Which step is the most difficult?
Q6) Explain the difference between primary demand and selective demand. Page 13
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Page 14
Chapter 12: Services Marketing
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Sample Questions
Q1) Services can be classified by
A) their method of delivery.
B) their use of idle capacity time.
C) the nature of their ownership.
D) their location on perceptual maps.
E) organizational reach.
Q2) Which of the following statements about services is MOST accurate?
A) Whether tangible or not, the marketing of services is exactly the same as the marketing of products or ideas since they both satisfy customer needs.
B) Although a major contributor to the GDP nationally, services play only a minor role in GDP on a global scale.
C) Services represent a large export business; it is one of the few areas where the United States has a trade surplus.
D) Very few jobs in the United States are in the services sector.
E) There is much more in common with the marketing of services and business products than there is between the marketing of services and consumer products.
Q3) is a customer contact audit? Outline the contact audit for a typical visit to your dentist.
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Chapter 13: Building the Price Foundation
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Sample Questions
Q1) Which of the following is a typical example of a variable cost?
A) cost of maintaining inventory
B) rent on a building
C) executive salaries
D) insurance premiums
E) lease on delivery trucks
Q2) Marketing executives must translate estimates of customer demand into estimates of
A) personnel.
B) advertising expenditures.
C) ancillary product support.
D) revenues the firm expects to receive.
E) supply.
Q3) average price Washburn Guitars charges for a guitar is $349.99.This pricing level is most reflective of a(n)__________ approach.
A) skimming price
B) penetration price
C) prestige price
D) odd-even pricing
E) target price
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Chapter 14: Arriving at the Final Price
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Sample Questions
Q1) Which of the following pricing techniques is most sensitive to customers' responses to price?
A) cost-plus percentage-of-cost pricing
B) target pricing
C) experience curve pricing
D) cost-plus fixed-fee pricing
E) standard markup pricing
Q2) Which of the following pricing techniques results in the manufacturers deliberately adjusting the composition and features of a product to achieve the target price to consumers?
A) cost-plus percentage-of-cost pricing
B) standard markup pricing
C) cost-plus fixed-fee pricing
D) experience curve pricing
E) target pricing
Q3) is experience curve pricing and how does it relate to marketing strategies?
Q4) are discounts? List the four kinds that are especially important in marketing pricing strategy.
Q5) are the conditions favoring the use of penetration pricing?
Q6) Explain why odd-even pricing may be successful.
Page 17
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Chapter 15: Managing Marketing Channels and Supply Chains
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Sample Questions
Q1) Logistical function activities include
A) buying and selling.
B) gathering, sorting, and dispersing products.
C) financing and grading.
D) risk taking.
E) marketing information and research.
Q2) Walmart is a channel captain because of its strong image,number of outlets,and purchasing volume.The source of Walmart's power is its
A) economic influence.
B) expertise.
C) identification with a particular channel member.
D) legitimate rights through contracts.
E) political connections.
Q3) __________ exists when producers and ultimate consumers deal one-on-one with each other.
A) strategic channel alliance
B) direct channel
C) marketing channel
D) indirect channel
E) dual distribution channel
Page 18
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Chapter 16: Retailing and Wholesaling
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Sample Questions
Q1) Higher paper costs,increased postage rates,the growing interest in do-not-mail legislation,and concern for "green" mailings have resulted in
A) a switch to online catalogs and direct customer e-mail advertisements.
B) the use of thinner, lightweight paper products.
C) a focus on proven customers rather than on prospective customers.
D) the banning of "junk" mail by a growing number of environmentally-concerned communities.
E) a resurgence in non-automated telemarketing.
Q2) Store layout,colors,lighting,and music are all considered part of a store's retail A) image.
B) psychological attributes.
C) antecedent attributes.
D) personality type.
E) atmosphere.
Q3) Explain the global impact of retailing.
Q4) is category management and when is it used?
Q5) is off-price retailing? Identify and give an example of the three variations of off-price retailing.
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Chapter 17: Integrated Marketing Communications and Direct Marketing
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Q1) prospective buyer goes through a sequence of stages from initial awareness of a product to eventual action (either trial or adoption of the product).The stages include awareness,interest,evaluation,trial,and adoption,and are referred to as _________.
A) the hierarchy of effects
B) Maslow's hierarchy
C) the purchase continuum
D) the consumer-product cycle
E) the consumer purchasing hierarchy
Q2) Cosmetics is trying to create brand awareness by sending households free samples of its products as well as coupons.These free samples and coupons are examples of
A) free advertising
B) personal selling
C) sales promotions
D) free publicity
E) direct sales
Q3) Several methods can be used to set the promotion budget.Identify and discuss four methods.
Q4) Explain what the hierarchy of effects is.List and explain the five stages.
Page 20
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Chapter 18: Advertising, Sales Promotion, and Public Relations
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Q1) printed or an e-mailed announcement sent to members of the business media from German pharmaceutical giant Bayer stating that it is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?
A) news release
B) public trade announcement
C) lobbying
D) news conference
E) event management
Q2) Starch test uses a(n)__________ to determine the percentages of those who remember seeing a specific magazine ad,who saw or read any part of the ad identifying the product or brand,who read any part of the ad's copy,and who read at least half of the ad.
A) attitude test
B) prompted response test
C) inquiry test
D) concept test
E) aided recall test
Q3) is a product placement? Provide an example of a reverse product placement.
Q4) and briefly define the four forms of institutional advertising.
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Chapter 19: Using Social Media and Mobile Marketing to
Connect With Consumers
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Sample Questions
Q1) classifying social media,self-disclosure is
A) the degree to which a person's thoughts, feelings, likes, and dislikes are made public.
B) the degree of acoustic, visual, and personal contact between two communication partners.
C) an undesirable effect of social media, in which too much personal information is given resulting in identity theft.
D) a growing trend in which telephone and e-mail communications contribute to one's online profile.
E) behavior that leads to an unfavorable impression on other online users.
Q2) favorable image is affected by the degree of self-disclosure of a person's thoughts,feelings,likes,and dislikes.Greater self-disclosure is likely to __________ the influence on those reached.
A) decrease
B) not affect
C) undermine
D) manipulate
E) increase
Q3) are the main ways brand managers can use Twitter?
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Chapter 20: Personal Selling and Sales Management
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Q1) Research indicates that 25% of U.S.salespeople engaged in __________ selling consider it unethical to explicitly ask customers about competitors' strategies such as pricing practices,product development efforts,and trade and promotion programs.
A) order-taking
B) business-to-business
C) business-to-consumer
D) missionary
E) partnership
Q2) primary responsibility of order takers is to __________.
A) "preach" the benefits of a new product or service to a customer, rather than close the sale
B) build market share in his or her territory
C) convince a customer from a competitor to switch to the firm's product or brand
D) preserve an ongoing relationship with existing customers and maintain sales
E) create a sense of goodwill not only to the brand but also to the entire product mix of the firm
Q3) Explain the difference between order takers and order getters.
Q4) Explain the difference between relationship selling and partnership selling.
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Page 23
Chapter 21: Implementing Interactive and Multi-Channel Marketing
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Q1) communication capabilities of Internet-enabled technologies take three forms: (1)marketer-to-consumer e-mail notification; (2)__________; and (3)consumer-to-consumer chat rooms,instant messaging,and social networking websites.
A) online colonies
B) government-to-marketer Do Not Spam monitoring
C) Web-to-Web customer exchanges
D) phishing and spamming whistleblowing
E) consumer-to-marketer buying and service requests
Q2) Harris Interactive,a large U.S.research firm,has identified six distinct online consumer lifestyle segments: (1)click-and mortar; (2)hunter-gatherers; (3)__________; (4)time-sensitive materialists; (5)hooked,online and single; and (6)ebivalent newbies.
A) desktop veterans
B) media movers
C) drifting surfers
D) brand loyalists
E) digital collaborators
Q3) Explain why marketers believe that the possibilities for customer value creation are greater in the digital marketspace than in the physical marketplace.
Page 24
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Chapter 22: Pulling It All Together: The Strategic Marketing Process
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Q1) Porter's four generic business strategies involve combinations of (1)__________ and (2)a stress on costs versus product differentiation.
A) organizational structure
B) degree of geographical distribution
C) investment in research and development
D) relative number of products in a product line
E) competitive scope or the breadth of the target markets
Q2) Porter's four generic business strategies involve combinations of (1)competitive scope or the breadth of the target markets and (2)__________.
A) organizational structure
B) degree of geographical distribution
C) investment in research and development
D) a stress on costs versus product differentiation
E) relative number of products in a product line
Q3) are the advantages and disadvantages of the product manager system?
Q4) What is a sales response function?
Q5) the three phases of the strategic marketing process and the output report for each.
Page 25
Q6) the six guidelines for improving implementation of marketing programs.
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