Principles of Marketing Exam Materials
Course Introduction
Principles of Marketing introduces students to the fundamental concepts and practices of modern marketing. The course covers essential topics such as market research, consumer behavior, segmentation, targeting, positioning, and the marketing mix (product, price, place, and promotion). Students will learn how organizations create value for customers, develop effective marketing strategies, and respond to dynamic market environments. Emphasis is placed on ethical decision-making, digital marketing trends, and the global impact of marketing. Through case studies and real-world examples, students gain practical insights and critical thinking skills necessary for success in todays competitive marketplace.
Recommended Textbook
Marketing 11th Edition by Roger A. Kerin
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22 Chapters
6792 Verified Questions
6792 Flashcards
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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) brand briefcases are very expensive,high-end briefcases that are generally sold in specialty luggage shops.Which of the following groups would be the most likely target market for TUMI brand briefcases?
A) police officers
B) executives
C) construction workers
D) postal workers
E) students
Answer: B
Q2) process of taking wool off sheep and using it to make soft sweaters shows how manufacturing can create __________ utility.
A) time
B) place
C) possession
D) market
E) form
Answer: E
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Page 3
Chapter 2: Developing Successful Organizational and Marketing Strategies
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Sample Questions
Q1) Aggregating prospective buyers into groups that (1)have common needs and (2)will respond similarly to a marketing action is referred to as __________.
A) market aggregation
B) market segmentation
C) product segmentation
D) product grouping
E) mass marketing
Answer: B
Q2) Marketing tactics refer to the
A) long-term decisions made to implement the marketing program and the monitoring of those decisions.
B) detailed day-to-day operational decisions essential to the overall success of marketing strategies.
C) steps taken to develop an effective marketing plan.
D) development of marketing strategies to achieve the organization's marketing objectives.
E) refinement of the organization's mission based on the results obtained from a marketing audit.
Answer: B
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Chapter 3: Scanning the Marketing Environment
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Sample Questions
Q1) SmartGrid infrastructure,online energy management,and consumer-generated energy (home wind turbines)best describe examples of today's (and tomorrow's)__________ force identified through an environmental scan.
A) sociocultural
B) competitive
C) legal/regulatory
D) technological
E) economic
Answer: D
Q2) of the following are time periods that the U.S.economy experienced a period of recession EXCEPT:
A) 1973 1975
B) 1981 1982
C) 1990 1991
D) 2007 2009
E) 2010 2011 (as of late-2011)
Answer: E
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Page 5
Chapter 4: Ethical and Social Responsibility for Sustainable Marketing
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Sample Questions
Q1) 1962,President John F.Kennedy outlined a Consumer Bill of Rights that codified the ethics of exchange between buyers and sellers.These were the right: (1)__________; (2)to be informed; (3)to choose; and (4)to be heard.
A) to privacy
B) to be compensated for product defects
C) to be treated with respect
D) be treated without prejudice
E) to safety
Q2) Toyota employs all of the following business practices as part of "The Toyota Way" EXCEPT:
A) to continuously improve business operations, always striving for innovation and evolution.
B) to maximize individual and team performance.
C) to always go to the source to find the facts and make correct decisions.
D) to build trust and take responsibility.
E) to contribute to society and the economy by producing high-quality products and services.
Q3) Explain the difference between societal culture and business culture.
Q4) Describe the three major concepts of social responsibility.
Page 6
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Chapter 5: Understanding Consumer Behavior
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Sample Questions
Q1) question "How long is the warranty for this new Frigidaire dishwasher?" would be asked during the __________ stage in the consumer purchase decision process.
A) problem recognition
B) alternative evaluation
C) information search
D) purchase decision
E) comparison
Q2) Figure 5-1 above,"B" represents which stage of the consumer purchase decision process?
A) purchase decision
B) information search
C) problem recognition
D) alternative evaluation
E) postpurchase behavior
Q3) do selective perception,selective exposure,selective comprehension,and selective retention differ?
Q4) is a subculture? What are some examples of products targeted at American subcultures?
Q5) is learning important to marketing?
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Chapter 6: Understanding Organizations As Customers
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Sample Questions
Q1) which stage of the organizational buying decision process would purchasing and engineering personnel visit potential suppliers to assess their facilities?
A) problem recognition
B) information search
C) purchase decision
D) postpurchase behavior
E) alternative evaluation
Q2) people in the buying center who have the authority to select a supplier and negotiate the terms of the contract are referred to as
A) gatekeepers.
B) deciders.
C) buyers.
D) influencers.
E) users.
Q3) is a buying center? In what type of business would a buying center most likely be found?
Q4) are the characteristics of the organizational buying process?
Q5) Differentiate between traditional and reverse auctions.
Q6) Describe the three types of organizational markets and give examples of each.
Page 8
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Chapter 7: Understanding and Reaching Global
Consumers and Markets
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Sample Questions
Q1) European Union is an economic and political union of __________ member countries located primarily in Europe that have eliminated most barriers to the free flow of goods,services,capital,and labor across their borders.
A) 17
B) 20
C) 27
D) 30
E) 37
Q2) Which of the following statements about the World Trade Organization (WTO)is most accurate?
A) The World Trade organization is a temporary group that meets on an as needed basis.
B) The 153 member countries of the WTO account for approximately 55 percent of world trade.
C) The WTO sets rules governing trade between its members and the remainder of the world.
D) The WTO uses panels of trade experts who can issue binding decisions.
E) The WTO was formed by the United Nations.
Q3) 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) Marine Midland Bank sent market researchers with surveys door-to-door in the neighborhoods surrounding its branch banks to ask people with savings accounts why they did not also have checking accounts and credit cards with Marine Midland,they were gathering __________ data.
A) intercept
B) secondary
C) questionnaire
D) observational
E) nonprobability
Q2) is the basic difference between primary and secondary data,and what are the advantages and disadvantages of each?
Q3) 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,exploratory research,and __________ research.
A) causal
B) virtual
C) interactive
D) effect
E) interdisciplinary
Page 10
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Chapter 9: Market Segmentation,Targeting,and Positioning
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Sample Questions
Q1) would an organization produce a single product or service and then attempt to sell it to two or more market segments?
Q2) Determining the size of specific markets using a market-product grid is helpful in determining which target market segments to select and
A) how to implement the 80-20 rule.
B) which products to group into meaningful categories.
C) how to implement a harvesting strategy.
D) which product groupings to offer.
E) which products to reposition.
Q3) is product differentiation? How does it relate to market segmentation? How does it potentially improve a firm's revenues?
Q4) Head-to-head positioning requires a product to
A) compete with competitors using completely different attributes.
B) compete with competitors on similar product attributes in the same market.
C) compete with competitors on similar product attributes but in a different market.
D) seek out its own market niche.
E) compete against other products from the same company.
Q5) Explain the difference between marketing synergies and product synergies.
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Chapter 10: Developing New Products and Services
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Sample Questions
Q1) Figure 10-3 above represents the seven stages of the new-product development process.Stage 1 is the __________ stage.
A) idea generation
B) screening and evaluation
C) screening and analysis
D) new-product strategy development
E) product assessment
Q2) Apple II,Macintosh,iPod,iPhone,MacBook Air,and iPad are all examples of a company's commitment to __________.
A) outselling their competitors
B) social responsibility
C) new product development
D) using renewable resources
E) respecting their workforce
Q3) Which of the following is an example of a product line?
A) Little Remedies' gas relief drops
B) Zephyrhills natural spring water in 8 oz. bottles
C) The Yellow Pages for Gainesville, Florida
D) Hallmark Mother's and Father's Day cards
E) Apple iPhone
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Chapter 11: Managing Successful Products,Services,and Brands
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Sample Questions
Q1) Xerox pioneered the first portable fax machine.In 1980,the price was $12,700.Xerox used a(n)__________ pricing strategy to help recover its research and development costs.
A) penetration
B) cost-plus
C) target ROI
D) above-market
E) skimming
Q2) Which of the following products would have a fashion product life cycle curve?
A) parabolic skis
B) personal flotation devices
C) razor blades
D) high-top sneakers
E) hockey helmets
Q3) Identify and describe the four branding strategies that product and brand managers use.
Q4) Explain the difference between primary demand and selective demand.
Q5) five criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each of the criteria.
Q6) Compare the three ways to manage a product through its product life cycle. Page 13
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Page 14
Chapter 12: Services Marketing
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Sample Questions
Q1) Recent surveys of consumers have indicated that while customers of many services are interested in being "relationship customers," they require that the relationship be balanced in terms of
A) honesty, a lack of prejudice, and empathy.
B) loyalty, benefits, and respect for privacy.
C) loyalty, honesty, and integrity.
D) financial benefits, product benefits, and preferential treatment.
E) financial benefits, product benefits, and personal benefits.
Q2) a dimension of service quality,the willingness to help customers and provide prompt service is referred to as __________.
A) reliability
B) responsiveness
C) competence
D) assurance
E) empathy
Q3) Where would potatoes,a photographic studio,and a psychologist fit into the service continuum?
Q4) 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) month,the owner of a carwash pays $2,500 in rent,$500 in utilities,$750 interest on the business loan,an insurance premium of $200,and $250 on advertising on local bus routes.A full-service carwash is priced at $10.50.Unit variable costs for the carwash are $7.50.At what level of revenue will the carwash break even?
A) $4,200
B) $10,500
C) $14,700
D) $30,000
E) $39,900
Q2) Price elasticity of demand is determined by a number of factors such as whether the item is a luxury product or service,the availability of substitutes,the cash outlay of purchase relative to a person's disposable income,and
A) the stage of the product or service in its product life cycle.
B) the degree of carrying costs for the manufacturer or distributor.
C) the financial resources of the organization itself.
D) the ability of the organization to meet sudden increases in demand.
E) the necessity of the product or service.
Q3) What is StubHub's pricing formula?
Q4) is the difference between fixed costs and variable costs?
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Chapter 14: Arriving at the Final Price
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Sample Questions
Q1) price for Nintendo's Wii video game console was likely insufficient to cover its fixed and variable costs.However,the price of its video games was set high enough to cover the video game console loss and deliver a handsome profit for the entire Nintendo product line.This example illustrates Nintendo's use of
A) bundle pricing.
B) product-line pricing.
C) price lining.
D) customary pricing.
E) loss-leader pricing.
Q2) Wrigley recently introduced a new flavor of Orbit brand sugar free chewing gum-mint mojito.The introductory price was low so that it quickly created loyal customers for the flavor.In this example,Wrigley used
A) skimming pricing.
B) penetration pricing.
C) price lining.
D) odd-even pricing.
E) loss-leader pricing.
Q3) is loss-leader pricing and why do retailers use it?
Q4) are the six major steps involved in setting prices?
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Chapter 15: Managing Marketing Channels and Supply Chains
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Sample Questions
Q1) is the first step in choosing the right supply chain?
A) understand the supply chain
B) develop a list of qualified channel members
C) enumerate logistics specifications
D) compare multiple-channel alternatives
E) understand the customer
Q2) marketing channel members are engaged in gathering,sorting,and dispersing products,they are performing __________ functions.
A) logistical
B) merchandising
C) facilitating
D) implementation
E) transactional
Q3) of the following are buyer requirements for choosing a marketing channel EXCEPT:
A) pre- or postsale services.
B) convenience.
C) variety.
D) profitability.
E) information.
Q4) the level of customer service increases,what happens to total logistics costs?
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Chapter 16: Retailing and Wholesaling
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Sample Questions
Q1) Scrambled merchandising refers to
A) displaying merchandise and highlighting complementary products rather than keeping all similar items together in rows on a shelf.
B) offering several unrelated product lines in a single store.
C) changing where items are displayed in a store to create interest and expose customers to alternative product choices.
D) retailers that purchase odd-lots of overstocks or discontinued items for resale.
E) strip malls that house a seemingly mismatched assortment of retail outlets to create more customer traffic.
Q2) Walmart has developed a sophisticated inventory management and cost control system that allows rapid price changes for each product in the store.The firm also uses technologies such as __________ to improve the quality of information available about products.
A) radio frequency identification
B) encapsulation techniques
C) bar code scanners
D) nanotechnology
E) cookies
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Chapter 17: Integrated Marketing Communications and Direct Marketing
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Sample Questions
Q1) result of organizations' efforts to create profiles of customers so that direct marketing tools,such as e-mail and catalogs,can be directed at specific customers are referred to as
A) databases.
B) direct order fulfillments.
C) lead generations.
D) first-mover advantages.
E) direct order consignments.
Q2) inform" is the promotional objective of which stage of the product life cycle?
A) early growth
B) growth
C) accelerated development
D) maturity
E) introduction
Q3) first decision in developing the promotion program is to __________.
A) set the budget
B) state the mission
C) identify the target audience
D) select the appeal
E) select the media
Page 20
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Chapter 18: Advertising, Sales Promotion, and Public Relations
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Sample Questions
Q1) disadvantage of using magazines as an advertising medium is
A) the inability to target specific audiences.
B) the short lead-time needed to place an ad.
C) the lack of noise associated with the use of magazines in the communication channel.
D) the infrequent nature of their publication.
E) there is little opportunity to tie in magazine advertisements with rest of an ad campaign.
Q2) Which of the following is an important guideline provided in the text for using a fear appeal?
A) Make sure the advertisement is still appropriate for viewing by children.
B) Make the appeal so strong that it appears humorous.
C) Don't make the appeal so strong that consumers want to "tune out" the advertisement.
D) Avoid any reference to death or dying.
E) Make sure to emphasize that the outcome rests in the viewers' hands.
Q3) two advantages and two disadvantages of using television,radio,magazines,and newspapers for advertising.
Q4) is the difference between a contest and a sweepstakes?
Page 21
Q5) What is cooperative advertising?
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Chapter 19: Using Social Media and Mobile Marketing to
Connect With Consumers
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Q1) Which of the following statements about user generated content (UGC)is MOST accurate?
A) UGC is published on a publicly accessible website or a social networking site.
B) UGC must show a sequential journey through posts made by a user.
C) UGC is intended for commercial profit.
D) UGC is not found on a social networking site.
E) UGC is limited to text-only postings due to the limited bandwith of Internet service providers.
Q2) Brand managers can strategically use LinkedIn to
A) find sales leads.
B) organize focus groups.
C) network with industry-related groups.
D) none of the above.
E) all of the above.
Q3) Describe the communications process of both traditional media and social media.
Q4) are the four guidelines proposed by Buddy Media to engage fans on Facebook?
Q5) What are social media?
Q6) is the role of a brand manager in advertising on Facebook?
Page 22
Q7) is meant by "convergence" of real and digital worlds? Provide one example.
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Chapter 20: Personal Selling and Sales Management
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Sample Questions
Q1) sales technique whereby complementary products are presented to a customer after the customer has demonstrated a desire and willingness to purchase a particular product is referred to as __________.
A) a formula selling presentation
B) a stimulus-buy presentation
C) a stimulus-satisfaction presentation
D) a stimulus-selling presentation
E) suggestive selling
Q2) Perhaps the most well-known component of Xerox's sales management process is its __________.
A) stellar business reputation
B) sustainability programs
C) sales representatives training program
D) challenging and dynamic environment
E) use of information technology
Q3) Explain the difference between order takers and order getters.
Q4) the four things that research suggests will produce a motivated salesperson.
Q5) Explain the role of missionary salespeople and sales engineers in the selling process.
Q6) Explain the difference between personal selling and sales management.
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Chapter 21: Implementing Interactive and Multi-Channel Marketing
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Sample Questions
Q1) Harley Owners Group (HOG),sponsored by Harley-Davidson and supported by the Harley-Davidson website (www.harley-davidson.com),allows fellow HOG owners to communicate with each other.Because it supports the HOG group,the Harley-Davidson website has a __________ design element.
A) context
B) choice
C) community
D) convenience
E) connection
Q2) Internet-enabled software allows American Airlines to change their prices in real time in response to supply and demand conditions.This is an example of the fifth reason why consumers buy and shop online.
A) convenience
B) choice
C) cost
D) customization
E) control
Q3) Define and explain the importance of the eight-second rule.
Q4) Describe two potential problems associated with transactional websites.
Page 24
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Chapter 22: Pulling It All Together: The Strategic Marketing Process
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Sample Questions
Q1) Organizational groupings in which a unit is responsible for specific product offerings are referred to as __________.
A) functional groupings
B) geographical groupings
C) reseller-based groupings
D) product line groupings
E) market-based groupings
Q2) actions taken in the development of the marketing program,Step 3 of the planning phase,include: (1)develop the program's marketing mix actions and (2)__________.
A) select target markets
B) identify industry trends
C) position the product
D) find points of difference
E) develop the budget by estimating revenues, expenses, and profits
Q3) four problems that occur in the planning phase of a firm's strategic marketing process.
Q4) is management by exception used in the evaluation phase of the strategic marketing process?
Q5) What is a sales response function?
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