MBA Core Marketing Test Bank
Course Introduction
MBA Core Marketing provides a comprehensive overview of fundamental marketing principles and strategies essential for business success. The course covers key topics such as market research, consumer behavior, segmentation, targeting, positioning, and the marketing mix (product, price, place, promotion). Students explore the development of marketing plans, brand management, digital marketing trends, and ethical considerations in marketing. Through case studies, group projects, and practical applications, this course equips future managers with analytical frameworks and strategic tools to effectively identify customer needs, create value, and sustain competitive advantage in dynamic markets.
Recommended Textbook
Marketing Management 13th Edition by Phil Kotler
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22 Chapters
3300 Verified Questions
3300 Flashcards
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Page 2
Chapter 1: Defining Marketing for the 21st Century
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Sample Questions
Q1) The strength of the ________ depends on the mutually profitable business relationships built by the company and its supporting stakeholders.
A) sales network
B) holistic union
C) marketing network
D) supply chain network
E) integrated network
Answer: C
Q2) Consumers often have many needs that are not readily obvious.Just observing their behavior inside a retail store is not enough to get a true feel for their "needs." List and briefly describe the five types of needs that most consumers have.
Answer: The various consumer needs are: (1)stated needs-what the consumer says he or she wants-a car,(2)real needs-the customer wants a car whose operating costs,not its initial price,is low,(3)unstated needs-the customer expects good service and honesty from the dealer,(4)delight needs-the customer would like a DVD player set-up thrown in to guarantee a quick signing of the purchase agreement,and (5)secret needs-inner fantasies such as gaining prestige with members of the opposite sex or friends.
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Page 3
Chapter 2: Developing Marketing Strategies and Plans
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Sample Questions
Q1) The marketing plan should open with a situation analysis.
A)True
B)False
Answer: False
Q2) In the online air travel industry,Travelocity is pursuing a(n)________ strategy by offering the most comprehensive range of services to the traveler.
A) overall cost leadership
B) focus
C) differentiation
D) logistics
E) promotional
Answer: C
Q3) Goodwin's Grocery has decided to purchase a meat-processing plant to gain more control of its beef supply and improve profits.Which form of integrative growth strategy has Goodwin's employed
Answer: Goodwin's has selected a backward integration strategy.
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Chapter 3: Gathering Information and Scanning the Environment
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Sample Questions
Q1) If a single person has a home entertainment system that is rich in television capabilities and home video games,he or she may be using such a system as a "social surrogate."
A)True
B)False
Answer: True
Q2) One of the difficulties of using chat rooms and blogs to collect competitive intelligence is that ________.
A) their unstructured nature makes it difficult for marketers to find relevant messages
B) people are generally unwilling to share their perspective on products and services without being paid for them
C) they constitute a very expensive form of market research
D) it is difficult to access chat rooms and blogs because of privacy issues
E) All of the above are difficulties experienced when using chat rooms and blogs to collect competitive intelligence.
Answer: A
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Chapter 4: Conducting Marketing Research and Forecasting Demand
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Sample Questions
Q1) The most scientifically valid research is focus-group research.
A)True
B)False
Q2) A target market is the set of consumers who profess a sufficient level of interest in a market offer.
A)True
B)False
Q3) If a marketing researcher bases his or her sample on population members who are good prospects for accurate information,a judgment sample has been selected.
A)True
B)False
Q4) Companies undertake surveys to learn about people's knowledge,________,preferences,and satisfaction and to measure these magnitudes in the general population.
A) beliefs
B) psyche
C) inner id
D) deepest secrets
E) intelligence and literacy
Page 6
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Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
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Sample Questions
Q1) Which of the following is considered to be one of the four problems that can deter a firm from using CRM (customer relationship marketing)
A) Competitors can often hack into CRM systems.
B) Building and maintaining a customer database requires a large investment.
C) It is very difficult to find and train database employees.
D) Long-term results of such systems are still unproven.
E) Focusing too much on databases separates a company from its customers.
Q2) People with the motivation,ability,and opportunity to make a purchase are known as ________.
A) potentials
B) advocates
C) members
D) prospects
E) partners
Q3) All of the following are CRM imperatives EXCEPT ________.
A) acquiring the right customer
B) crafting the right value proposition
C) instituting the best processes
D) motivating employees
E) learning to make profits through marginal customers
Page 7
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Chapter 6: Analyzing Consumer Markets
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Sample Questions
Q1) The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their ________.
A) needs
B) wants
C) desires
D) brand beliefs
E) consuming attitudes
Q2) If a direct-mail marketer wished to direct promotional efforts toward the family of ________,efforts need to be directed toward parents and siblings of the family members.
A) orientation
B) procreation
C) immediacy
D) intimacy
E) reference
Q3) Secondary groups require continuous interaction to be effective and meaningful.
A)True
B)False
Q4) Explain the differences between a belief and an attitude.
Q5) List and briefly characterize Maslow's Hierarchy of Needs.
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Chapter 7: Analyzing Business Markets
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Sample Questions
Q1) Illustrate the differences between a straight rebuy,modified rebuy,and a new-task purchase.
Q2) A given percentage increase in consumer demand can lead to a much larger percentage increase in the demand for plant and equipment necessary to produce the additional output.Economists refer to this as the ________.
A) derived demand
B) inelastic demand
C) acceleration effect
D) straight rebuy
E) sales cycle
Q3) The Tuxax Company has decided that handling price-oriented buyers can be profitable under certain conditions.Conditions that would make good sense for Tuxax Company would be all of the following EXCEPT ________.
A) limiting the quantity that can be purchased
B) no services
C) no adjustments
D) no refunds
E) no packaging or crating
Q4) List and briefly describe the seven roles played by members of a buying center.
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Chapter 8: Identifying Market Segments and Targets
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Sample Questions
Q1) With respect to market offerings,if a marketer emphasizes a naked solution,he or she is emphasizing the product and service elements that all segment members value.
A)True
B)False
Q2) ________ are products such as Kiehl's skin care and Kendall-Jackson wines that are priced between average middle-market and superpremium Old Luxury brands.
A) Old Luxury brand extensions
B) Accessible superpremium products
C) Deluxury items
D) Hourglass products
E) Masstige goods
Q3) In the VALS segmentation system,Thinkers are characterized as being successful,sophisticated,active,"take-charge" people with high self-esteem.
A)True
B)False
Q4) Most companies today are turning to micromarketing at one of four levels.What are those levels
Q5) Identify the five decisional roles people can play in the buying decision.
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Page 10
Chapter 9: Creating Brand Equity
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Sample Questions
Q1) At the heart of a successful brand is ________,backed by creatively designed and executed marketing.
A) price
B) promotion
C) a great product or service
D) a great slogan
E) a brand concept
Q2) The most effective advertising strategy for an extension emphasizes the parent brand.
A)True
B)False
Q3) As a brand manager you would like to have your brand (brand name)to be protectible.Explain what you mean by "protectible" and give an illustration.
Q4) Volvo has a strong brand association with respect to brand knowledge when consumers perceive it as a very safe care (safety).Explain the concept of brand knowledge.
Q5) Given that the power of a brand resides in the minds of consumers and how it changes their response to marketing,there are two basic approaches to measuring brand equity.Briefly,describe each of these approaches.
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Chapter 10: Crafting the Brand Positioning
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Sample Questions
Q1) Brands can differentiate their products only on real,relevant attributes.
A)True
B)False
Q2) Assume that you are in a position to develop your organization's points-of-difference for an upcoming promotional campaign.Which of the following sets of consumer desirability criteria would best fit your promotional task
A) Value, location, service
B) Loyalty, customization, status
C) Value, reliability, dependability
D) Relevance, distinctiveness, believability
E) Licensing opportunities, promotional protection, and believability
Q3) There are three main ways to convey a brand's category membership.What are those three ways
Q4) Which of the following best describes Volvo's value proposition
A) We charge a 20% premium on our cars.
B) We target safety-conscious "upscale" families.
C) We sell the safest, most durable wagon in which your family can ride.
D) We make cars.
E) None of the above is a value proposition.
Q5) Characterize the differences between style,fashion,and fad life cycles.
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Chapter 11: Dealing with Competition
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Sample Questions
Q1) Each marketing manager needs to be aware of the industry in which they compete.Industries can be classified according to all of the following EXCEPT
A) degree of usage of promotion
B) number of sellers
C) degree of product differentiation
D) degree of vertical integration
E) degree of globalization
Q2) A group of firms following the same strategy in a given target market is called a(n)________.
A) cartel
B) cabal
C) cooperative
D) informal alliance
E) strategic group
Q3) If a market leader follows a strategy of continuous innovation,it keeps increasing its competitive strength and value to its customers.
A)True
B)False
Q4) When a market challenger uses a frontal attack,what is the principle of force
Page 13
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Chapter 12: Setting Product Strategy
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Sample Questions
Q1) Industrial-goods classifications based on terms of how the products enter the production process and their relative costs include such segments as materials and parts and capital items.Window cleaning services,consumable office supplies,personal computers,desks,paint,nails,and buckets are included in the classifications of industrial goods.List the other "classifications" including subclassifications for industrial goods.
Q2) Product-line analysis provides information for two key decision areas-product-line length and ________.
A) product-length new items
B) product-mix pricing
C) product pricing
D) popular pricing
E) none of the above
Q3) Your firm is contemplating a bundling strategy for its line of products.In a memo to your boss,you outline the three guidelines for correctly implementing a building strategy.
Q4) When differentiated,products can then be branded.List the possible ways that physical products can be differentiated.
Q5) Explain the concept of line stretching and the three uses for it.
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Page 14
Chapter 13: Designing and Managing Services
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Sample Questions
Q1) A buyer may try to estimate the life-cycle cost of purchasing a product.Life-cycle cost is defined as the ________.
A) product's purchase cost plus the total cost of maintenance and repair less any salvage value
B) product's purchase cost plus discounted cost of maintenance and repair less any salvage value
C) product's purchase cost plus discounted cost of maintenance and repair plus any salvage value.
D) product's purchase cost plus any salvage value.
E) product's purchase cost plus discounted cost of maintenance and repair
Q2) The company need not define the customer needs carefully because customers can always switch providers.
A)True B)False
Q3) Customers are becoming more sophisticated about buying product-support services and are pressing for services unbundling.
A)True
B)False
Q4) How has the Internet empowered customers with complaints
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Chapter 14: Developing Pricing Strategies and Programs
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Sample Questions
Q1) The quantity demanded of your firm's product increased only 5% when the price of each unit was reduced by 33%.This is an example of what type of demand
A) Elastic
B) Coefficient
C) Unitary
D) Inelastic
E) None of the above
Q2) As a newly hired marketing associate,you have been given the responsibility to reduce the costs of your product by utilizing a process called "target costing." Explain how you would go about implementing a target costing program.
Q3) Although consumers may have fairly good knowledge of the range of prices involved,very few can accurately recall specific prices of products.
A)True
B)False
Q4) In some cases,price is not as important as quality and other benefits in the market offering.
A)True
B)False
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Page 16
Chapter 15: Designing and Managing Integrated Marketing
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Sample Questions
Q1) ________ describes the use of electronic means and platforms to conduct a company's business.
A) E-business
B) E-commerce
C) E-purchasing
D) E-marketing
E) None of the above
Q2) Companies deciding on the number of intermediaries to use at each channel level have three strategies available to them.They can use exclusive distribution,________ distribution,and intensive distribution.
A) selective
B) extensive
C) self-selecting
D) competitive
E) collective
Q3) When we talk about manufacturers' redemption centers,community groups,trash-collection specialists,recycling centers,and central processing warehouses,we are talking about what kind of distribution channels
Q4) Define the term "marketing channels."
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Chapter 16: Managing Retailing, Wholesaling, and Logistics
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Sample Questions
Q1) The growth of "house brands" has skyrocketed in recent years.Why do intermediaries bother to sponsor their own brands
Q2) The services mix afforded to retailers is a key tool for differentiating one store from another.Briefly explain the three services mixes available to retailers.
Q3) You are interviewing for a job after graduation with a wholesaler.In your preparation for the interview,you discover that the wholesaler carries over 10,000 stockkeeping units,maintains a sales force,makes store door deliveries,and provides management and research assistance to retailers.You are interviewing with a ________ wholesaler.
A) specialized
B) rack jobber
C) full-service
D) cash and carry
E) merchant
Q4) Inventory costs increases at a decreasing rate as customer-service levels approach 100% fulfillment.
A)True
B)False
Q5) Identify the seven steps involved in retail category management.
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Chapter 17: Designing and Managing Integrated Marketing Communications
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Sample Questions
Q1) Marketing communications activities contribute to brand equity in all of the following ways EXCEPT ________.
A) by enhancing brand performance
B) by creating brand awareness
C) by eliciting positive brand judgments
D) by linking the right associations to the brand image in consumers' memories
E) by facilitating a stronger consumer-brand connection
Q2) Some companies set their promotion budget to achieve share-of-voice parity with competitors.This is referred to as the ________ of promotions budgeting.
A) objective-task method
B) percentage-of-sales method
C) competitive-parity method
D) affordable method
E) comparable method
Q3) Every brand contact delivers an impression that can strengthen or weaken a customer's view of the company.
A)True
B)False
Q4) Relate the concept of marginal profit to the communications budgeting decision.
Page 19
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Chapter 18: Managing Mass Communications:
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Sample Questions
Q1) One of the advantages of television is that it combines sight,sound,and motion,appealing to the senses,high attention,and high reach.One of the disadvantages of television is its ________.
A) use of the "remote control" to zap through commercials
B) high clutter
C) cable channels
D) fragmented markets
E) censorship possibilities
Q2) Manufacturers use a number of trade promotion tools.Give four reasons why manufacturers award money to the trade.
Q3) One of the reasons marketers sponsor events is to ________ a particular target market or lifestyle.
A) identify with B) capitalize upon
C) foster
D) increase exposure to E) none of the above
Q4) From a brand-building perspective,television advertising has two particularly important strengths.List and briefly explain these strengths.
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Chapter 19: Managing Personal Communications:
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Sample Questions
Q1) ________ is another form of word of mouth that encourages consumers to pass along company-developed products and services or audio,video,or written information to others online.
A) Buzz marketing
B) Viral marketing
C) Social networking
D) Pay-per-click advertising
E) Mobile marketing
Q2) In order to maintain a market focus,companies are requiring that their salespeople be marketers as well as salespeople.Explain some of the additional skills required of salespeople in their role as marketers.
Q3) Sales personnel serve as the company's personal link to its customers.For that reason,the company must carefully consider sales-force design issues such as objectives,strategy,structure,size,and compensation.
A)True
B)False
Q4) Inbound telemarketing centers receive calls from customers.
A)True
B)False
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Chapter 20: Introducing New Market Offerings
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Sample Questions
Q1) The innovation diffusion process has been defined by Rogers as "the spread of a new idea from its source of invention or creation to its ultimate users or adopters." The consumer-adoption process focuses on the ________ process through which an individual passes from first hearing about an innovation to final adoption.
A) mental
B) physical
C) manual
D) critical path
E) management
Q2) Sony used to enjoy a three-year lead on new products.Today,Matsushita will copy the product within six months,leaving very little time for Sony to recoup its initial investments.This is an example of ________,one of the factors hindering new-product development.
A) faster required development times
B) capital shortages
C) cost of development
D) fragmented markets
E) shorter product life cycles
Q3) Differentiate between a product idea and a product concept.
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Page 22
Chapter 21: Tapping into Global Markets
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Q1) The five modes of entry into foreign markets generally flow by increasing commitment,risk,control,and profit potential as follows: ________.
A) indirect exporting, direct exporting, licensing, joint ventures, and direct investment
B) direct investment, licensing, direct exporting, and indirect exporting.
C) direct investment, joint ventures, and licensing
D) direct investment, joint ventures, licensing, and indirect exporting
E) none of the above
Q2) A company must decide on how many countries to enter and how fast to expand.A company's entry strategy typically follows one of two possible approaches.What are those approaches
Q3) There are several variations of a licensing agreement.One of these that gives the licensee a complete brand concept and operating system is called franchising. A)True B)False
Q4) Before making a decision to enter foreign markets,the firm must weigh several risks.List these risks.
Q5) Discuss three disadvantages of standardizing the marketing mix worldwide.
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Page 23
Chapter 22: Managing a Holistic Marketing Organization
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Sample Questions
Q1) Raising the level of socially responsible marketing calls for a three-pronged attack that relies on proper legal,ethical,and social responsibility behavior.
A)True
B)False
Q2) Designing the organization and setting up processes to respond more quickly to changes in the environment is called ________.
A) flattening
B) reengineering
C) customer partnering
D) globalizing
E) accelerating
Q3) The main drawback to the ________ is that it is costly and often creates conflicts.
A) vertical organization
B) horizontal organization
C) matrix organization
D) triangular organization
E) BAMT
Q4) Describe and summarize the characteristics of a great marketing company.
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Page 24