Principles of Marketing Exam Materials
Course Introduction
Principles of Marketing introduces students to the fundamental concepts and strategies used in the marketing of goods and services. The course covers core topics such as market research, consumer behavior, segmentation, targeting, positioning, product development, pricing strategies, distribution channels, and promotional tactics. Students will learn how organizations identify customer needs, develop value propositions, and implement marketing plans in both domestic and global contexts. Through case studies and practical examples, this course emphasizes the importance of ethical marketing practices and the role of marketing in building long-term customer relationships and achieving organizational objectives.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 7th Edition by Kenneth
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15 Chapters
2969 Verified Questions
2969 Flashcards
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E. Clow
Chapter 1: Integrated Marketing Communications
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104 Verified Questions
104 Flashcards
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Sample Questions
Q1) Which is an example of feedback in a marketing channel?
A) New product development
B) A customer complaint
C) A decision to begin international operations
D) Removing a product from the market
Answer: B
Q2) Typically, advertising messages are decoded in the same way by large numbers of consumers because of the standard nature of the decoding process.
A)True
B)False Answer: False
Q3) In addition to the traditional elements of advertising, sales promotions, and personal selling, promotional activities now include activities such as database marketing, direct response marketing, sponsorship, and public relations programs.
A)True
B)False Answer: True
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Page 3
Chapter 2: Corporate Image and Brand Management
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) A positive brand image can reduce search time when a consumer is making a buying decision.
A)True
B)False
Answer: True
Q2) What are the three forms of co-branding or alliance branding? Define each one.
Answer: 1. Ingredient branding is placement of one brand within another brand. 2. Cooperative branding is the joint venture of two brands or more into a new product or service.
3. Complementary branding is marketing of two brands together to encourage co-consumptions or co-purchases.
Q3) When business travelers began to view Holiday Inn as outdated with old decor, the management team remodeled many properties and terminated contracts with proprietors that did not meet the new standards. This is an example of:
A) reinforcing the current image.
B) developing a new image.
C) rejuvenating an image.
D) changing an image.
Answer: C
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Page 4
Chapter 3: Buyer Behaviors
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204 Verified Questions
204 Flashcards
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Sample Questions
Q1) An impulse buy probably means that the consumer acted on which component of an attitude?
A) Affective
B) Cognitive
C) Conative
D) Value
Answer: C
Q2) The set of brands a consumer knows about but has neither positive nor negative feelings for is the ________ set.
A) inept
B) inert
C) cognitive
D) evoked Answer: B
Q3) An individual with extensive knowledge of a product category will likely spend more time in an external search process than someone with a moderate level of product category knowledge.
A)True
B)False
Answer: False
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Chapter 4: The IMC Planning Process
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Sample Questions
Q1) The primary disadvantage of the meet-the-competition method of marketing communication budgeting is:
A) marketing dollars may not be spent efficiently.
B) there is little flexibility in how marketing dollars can be spent.
C) when sales go down, so does spending.
D) it shows a lack of commitment to marketing.
Q2) An individual's desire to drink high-quality wine as an expression of individuality and taste is discovered using which type of communications research approach?
A) Product-specific research approach
B) Psychological approach
C) Sociological approach
D) Anthropological approach
Q3) When Reynolds Protection Agency sells the same service to three different types of organizations the firm is using a ________ segmentation approach.
A) industry
B) size
C) geographic
D) usage
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Chapter 5: Advertising Management
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232 Verified Questions
232 Flashcards
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Sample Questions
Q1) Verbal or written content of an ad is usually stored in both the left and right sides of the brain, while visual elements tend to be stored in the left side of the brain only.
A)True
B)False
Q2) Maintaining consistent product positioning throughout a brand's life makes it more likely that a consumer will place the brand in his or her cognitive map.
A)True
B)False
Q3) A threshold effect means that an ad has been shown often enough so that the consumer will remember the company or brand when it is time to buy the product.
A)True
B)False
Q4) Personal values are not part of a MECCAS model but are part of a means-end chain. A)True
B)False
Q5) List the elements of a creative brief.
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Chapter 6: Advertising Design
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282 Verified Questions
282 Flashcards
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Sample Questions
Q1) The preemptive cognitive message strategy is a(n):
A) claim of superiority based on a product's specific attribute or benefit, which cannot be made by a competitor.
B) direct promotion of product attributes or benefits without any claim of superiority.
C) explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner.
D) untestable claim based upon some attribute or benefit.
Q2) Byron has an interest in purchasing a motorcycle and is now looking at different models and gathering information about each one. The ________ appeal would be the most effective in developing or changing Byron's attitude and in establishing specific brand beliefs.
A) sex
B) emotional
C) humor
D) rational
Q3) What are the various types of appeals that can be used in advertising and what is the primary benefit of each type?
Q4) What are the two types of affective message strategies? Define both.
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Chapter 7: Traditional Media Channels
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209 Flashcards
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Sample Questions
Q1) Recency theory is based on the:
A) concept that the last ad a person sees has the greatest impact.
B) concept that at least three exposures to an ad are necessary for the ad to be effective.
C) use of intrusion value.
D) belief that consumers have selective attention.
Q2) In-stream and pre-roll releases of commercials appear on venues such as:
A) network television.
B) YouTube.
C) Twitter.
D) movie trailers.
Q3) Recency theory is based on the concept of intrusion value.
A)True
B)False
Q4) Ads in trade journals and other media have a better chance of being noticed by members of the buying center when the firm is either in a straight rebuy or a modified rebuy situation.
A)True
B)False
Q5) Define reach, frequency, continuity, and gross impressions.
Page 9
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Chapter 8: Digital Marketing
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231 Verified Questions
231 Flashcards
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Sample Questions
Q1) E-commerce is:
A) retailing by email.
B) viral marketing.
C) selling goods and services on the internet.
D) interactive marketing.
Q2) Marketing on cell phones and smartphones is called ________ marketing.
A) passive
B) active
C) mobile
D) customer-driven
Q3) Web 3.0 online communication channels moved companies closer to "real-time" communications with customers.
A)True
B)False
Q4) With mobile advertising, audience-data targeting incorporates audience behaviors and characteristics to reach individuals within a specified geographic area.
A)True
B)False
Q5) What is location-based advertising? Describe the various types.
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Chapter 9: Social Media
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180 Flashcards
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Sample Questions
Q1) If a company wants to learn what consumers truly think about its brands, the place where the most honest comments and postings will be found is:
A) a branded blog created by the brand.
B) a blog that is sponsored by the brand.
C) an individual's blog that has no affiliation with any brand.
D) a blog that is sponsored, but by a different company.
Q2) Adam patronizes Subway almost weekly and often makes comments on Twitter about his visits. Adam's patronage of Subway illustrates the brand advocate characteristic of:
A) behavioral commitment.
B) member of multiple social networking sites.
C) quality communication skills.
D) emotional connection to the brand.
Q3) In recruiting brand advocates through social listening, the most critical characteristic is an emotional connection to the brand.
A)True
B)False
Q4) Explain the differences in the terms social media, social network, and social media marketing.
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Chapter 10: Alternative Marketing
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Sample Questions
Q1) What is stealth marketing?
Q2) IDC Research indicates that females now make up 50 percent of video game players.
A)True
B)False
Q3) Buzz, or word-of-mouth, marketing can be generated in all of the following ways except:
A) consumers who truly like a brand and tell others.
B) consumers who like a brand and are sponsored by a company to tell others.
C) companies developing user-generated ads or blogs.
D) company or agency employees posing as customers of the company, telling others about the brand.
Q4) The primary disadvantage of video game advertising or product placement within a video game is the:
A) difficulty of convincing game makers to put in the ads and product placements.
B) low response rate of game players.
C) ad or product placement becomes static and is no longer noticed.
D) high cost of developing ads for games.
Q5) Identify the major forms of alternative marketing.
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) With a permission marketing program, customer permission is normally obtained:
A) through third-party marketing research firms.
B) when customers make an online purchase.
C) by providing an incentive, such as a free gift, a coupon, or entry into a sweepstakes.
D) by using cookies obtained from the individual's visit to the website.
Q2) Frequent flier miles in airline travel are a form of:
A) direct marketing.
B) permission marketing.
C) frequency program.
D) ride-along program.
Q3) Outbound direct response telemarketing is most successful when it is tied to a database and either customers or prospects are contacted.
A)True
B)False
Q4) The two primary metrics in customer relationship management (CRM) programs are:
A) data-driven communications and data-driven marketing programs.
B) lifetime value and customer cluster analysis.
C) data mining and data coding.
D) lifetime value of customers and share of customer.
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Chapter 12: Sales Promotions
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202 Flashcards
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Sample Questions
Q1) The primary difference between trade incentives and trade allowances is that for the trade incentive:
A) the retailer must perform some type of function in order to receive the trade incentive.
B) the manufacturer must perform some type of function to encourage the retailer to accept the merchandise.
C) the retailer receives a price break if they order a specific quantity.
D) involves a price reduction being passed on to consumers by retailers.
Q2) A cross-ruffing coupon is placing a coupon inside a product's package with a specific expiration date.
A)True
B)False
Q3) A $1.00 coupon placed inside a box of Quaker Oats is an example of a(n) ________ coupon.
A) instant redemption
B) bounce-back
C) cross-ruffing
D) response offer
Q4) What are the four categories of consumers?
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Chapter 13: Public Relations and Sponsorship Programs
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201 Flashcards
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Sample Questions
Q1) In a public relations program, a mention of the company's name in a news story is called a:
A) press release.
B) publication.
C) hit.
D) mention.
Q2) Developing products that are environmentally-friendly is:
A) cause-related marketing.
B) event marketing.
C) green marketing.
D) positive public relations.
Q3) Event marketing occurs when a company sponsors a specific event, such as the Special Olympics, at a particular venue.
A)True
B)False
Q4) Reactive image damage control strategies include each of the following except:
A) internet interventions.
B) entitling strategies.
C) crisis management programs.
D) impression management techniques.
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Chapter 14: Regulations and Ethical Concerns
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184 Flashcards
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Sample Questions
Q1) A form of law based on local customs, traditions, and precedents is _______ law.
A) moral
B) theocratic
C) civil
D) common
Q2) When a company's management team signs a consent order issued by the FTC they agree to stop the advertisement or marketing practice and they admit they are guilty of false or deceptive advertising.
A)True
B)False
Q3) Although giving or receiving bribes in business-to-business interactions is illegal in the United States, in some countries, such as France and Germany, bribes are accepted and companies may even deduct the amount as a legitimate income tax expense.
A)True
B)False
Q4) In Islamic countries, the form of law that is used is called theocratic law.
A)True
B)False
Q5) Identify the primary concerns and criticisms of advertising.
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Chapter 15: Evaluating an Integrated Marketing Program
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153 Flashcards
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Sample Questions
Q1) International IMC programs should be assessed in several ways, including domestic results, results in other countries, and:
A) as a percentage of sales.
B) as an overall company.
C) with message evaluation measures.
D) through online metrics.
Q2) Biometric measures evaluate:
A) data about a person's heartbeat, perspiration levels, respiration, and body movements.
B) data about a person's attitudinal changes.
C) changes in sales after exposure to an emotional advertisement.
D) increases in verbal responses to questions posed in focus groups.
Q3) Of the following methods of evaluating advertising, the one that is the most difficult to fake by respondents would be:
A) advertising tracking research.
B) copytesting.
C) cognitive neuroscience.
D) emotional reaction tests.
Q4) What items should be identified when evaluating an advertising program?
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