Principles of Marketing Exam Questions
Course Introduction
Principles of Marketing introduces students to the fundamental concepts and functions of marketing in contemporary organizations. The course covers key topics such as the marketing environment, consumer behavior, market segmentation, targeting and positioning, product development, pricing strategies, promotion, and distribution channels. Through real-world examples, case studies, and practical applications, students learn how organizations create value for customers and build sustainable competitive advantages in both local and global markets. This foundational course also explores ethical considerations and the impact of digital technologies on marketing strategies.
Recommended Textbook
Marketing Management 2nd Edition by Greg
W. Marshall
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Page 2
Chapter 1: Marketing in Todays Business Milieu
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Q1) High pressure selling _____________.
A)Is practiced today by many companies
B)Has a marketing orientation
C)Sparked laws to protect consumers
D)Both is practiced today by many companies and sparked laws to protect consumers
E)None of these
Answer: C
Q2) Making a change in any of the marketing mix elements will _______________.
A)Leave the other elements unchanged
B)Possibly have an impact on another element
C)Have a domino effect on the other elements
D)Require the firm to introduce new products
E)Require an increase in promotion
Answer: C
Q3) Big M marketing refers to the strategic,long-term,firm-level commitment to investing in marketing.
A)True
B)False
Answer: True
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Page 3
Chapter 2: Elements of Marketing Strategy,Planning,and Competition
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Q1) ________ is not one of the five primary activities in the value chain.
A)Inbound logistics
B)Operations
C)Technology procurement
D)Outbound logistics
E)Marketing and sales
Answer: C
Q2) Go Fish Sushi restaurants are primarily located in malls.The restaurants had rapid growth in their first seven years.Now the owner has decided that adding more restaurants would make it impossible to monitor operations.Most likely the owner is pursuing a generic strategy of ________.
A)Retrenchment
B)Stability
C)Diversification via concentric means
D)Growth/concentration via vertical integration
E)Growth/concentration based on horizontal integration
Answer: B
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Chapter 3: Manage Marketing Information
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Q1) Formal market information systems provide quality information that can guide _______ decisions.
A)Tactical
B)Sporadic
C)Paradoxical
D)Operational
E)Strategic
Answer: E
Q2) As the marketing manager of Big Wheel Motors,you notice an increased demand for "green" cars that use less fossil fuel and emit fewer pollutants.The key focus of the consumers who desire these cars is the ________.
A)External environment
B)Cost
C)Natural world
D)Competition
E)Mileage
Answer: C
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Page 5
Chapter 4: Understand Business-To-Consumer Markets
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Sample Questions
Q1) In 2007,_______ percent of the workforce was made up of women.
A)46
B)35
C)50
D)60
E)65
Q2) An individual watching an ad on the Major League Baseball World Series will act differently whether watching the show at home alone or at a party with friends due to differences in ______.
A)Physical surroundings
B)Lighting
C)Sounds
D)Distractions
E)Location
Q3) Perception drives John's attitudes,beliefs,motivation,and,eventually,his ____.
A)Values
B)Self-esteem
C)Performance
D)Behavior
E)Attention
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Chapter 5: Understand Business-To-Business Markets
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Q1) Any influence on the product and supplier choice is an organizational factor.The primary organizational factor is _________.
A)Needs and desires of those involved
B)Opportunity for promotion of the buying center manager
C)Product specifications
D)Financial considerations
E)Risk tolerance
Q2) B2B companies often have a few companies that represent a large portion of their sales.This means that losing one larger customer has striking implications for the company.
A)True
B)False
Q3) A modified rebuy may occur when a buyer is familiar with the existing product and supplier but may be looking for additional information.Perhaps new competitors or products have entered the market or the current supplier is not meeting expectations.
A)True
B)False
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Chapter 6: Segmentation, target Marketing, Positioning, and CRM
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Q1) CRM is _______________.
A)A software system
B)A business strategy
C)Able to maximize profitability through serving the best customers
D)Customer-centric
E)All of these
Q2) When customers struggle to identify salient points of differentiation between a brand and its competitors,the brand is suffering from _____________________.
A)Underpositioning
B)Doubtful positioning
C)Overpositioning
D)Confused positioning
E)No positioning
Q3) Having a product whose value proposition is a well-kept secret ________.
A)Is a good idea
B)Is not a good thing in marketing
C)Is a concept that uses subliminal messages
D)Is a superior concept used in targeting
E)Is a well-accepted idea in market segmentation
Page 8
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Chapter 7: Product Strategy and New-Product Development
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Q1) When consumers purchase a product for the purpose of making a value decision in the product adoption process,it is called the trial stage.
A)True
B)False
Q2) Early in the maturity phase of the PLC,the product reaches its ________ distribution with respect to the variety of outlets targeted.
A)Minimum
B)Stable
C)Maximum
D)Selective
E)None of these
Q3) Style is very difficult to assess.Firms do not use style often in as much as it is easy to copy.
A)True
B)False
Q4) The essential benefit is the fundamental need met by the product.
A)True
B)False
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Chapter 8: Build the Brand
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Questions
Q1) Gino always purchases clothing made by S&G Clothing.He tells others about how much he likes their clothes and the good qualities about them.When a shirt he purchased turned out to be defective,instead of switching clothing companies he gave S&G a chance to fix the problems and still shops there.This is an example of the _____ dimension of brand equity.
A)Brand assets
B)Brand association
C)Brand awareness
D)Brand loyalty
E)Perceived quality
Q2) Porsche was able to successfully introduce the Cayenne SUV as the first high-performance sporty SUV.Because the company's brand had high _____ it was able to introduce a product into a category that,to that point,had not been considered a "sports vehicle."
A)Brand associations
B)Brand loyalty
C)Perceived quality
D)Brand connections
E)Brand identity
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Chapter 9: Service As the Core Offering
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Q1) Once a customer begins to have a positive experience with a service provider and builds a relationship with the firm,_______________.
A)Customer loyalty tends to be less than for products
B)Customer loyalty tends to be greater for services than for products
C)Customer loyalty is the same between services and products
D)Customer loyalty is an upward sloping curve that accelerates as it hits the zone of indifference
E)None of these
Q2) When a service provider is willing and able to provide service quickly,it is said that the service has the characteristic of __________.
A)Reliability
B)Tangibility
C)Responsiveness
D)Assurance
E)All of these
Q3) Trust in the ability of a service provider to do a difficult job is called reliability.
A)True
B)False
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11
Chapter 10: Manage Pricing Decisions
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Q1) ___________________ entails gaining a commitment from a customer to a basic product or system that requires continual purchase of peripherals to operate.
A)Product line pricing
B)Captive pricing
C)Price bundling
D)Reference pricing
E)Prestige pricing
Q2) Creating a perception about price merely from the image the numbers provide the customer demonstrates ___________________.
A)Psychological pricing
B)One-price strategy
C)Variable pricing
D)Everyday low pricing (EDLP)
E)High/low pricing
Q3) Odd pricing can backfire if misapplied,specifically to service industries.
A)True
B)False
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Page 12
Chapter 11: Manage Marketing Channels and Points of Customer Interface
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Q1) Producers make money by pushing finished goods out the door and into the channel of distribution.As such,the most commonly provided channel intermediary activities are
A)Creating assortments
B)Reducing transactions
C)Transportation and storage functions
D)Facilitating functions
E)Disintermediation
Q2) If the item is not in stock,referred to as a(n)_______________,then inbound replenishment processes are triggered.
A)Slotting allowance
B)Empty shelf
C)Disintermediation
D)Stock-out
E)Supply chain disruption
Q3) Exclusive dealing may be legal if the parties show exclusivity is essential for strategic reasons,such as to maintain product image.
A)True
B)False
Page 13
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Chapter 12: Promotional Strategy and New Media
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Q1) A marketing manager wants to efficiently reach large numbers of customers and he is not concerned about production costs.Based on the manager's consideration,____________ will be the most appropriate promotional form.
A)Sales promotion
B)Public relations
C)Personal selling
D)Advertising
E)Direct marketing and interactive marketing
Q2) IMC is different from traditional promotion mix strategy in a way that IMC _____________.
A)Has the elements developed separately
B)Is fully customized to different customer groups
C)Is a holistic and interrelated decision process
D)Both has the elements developed separately and is fully customized to different customer groups
E)Both is fully customized to different customer groups and is a holistic and interrelated decision process
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Chapter 13: Advertising, sales Promotion, and Public Relations
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Q1) Customers can quickly and easily become bored with any given advertising campaign,a concept referred to as advertising wearout.
A)True
B)False
Q2) When customers quickly and easily become bored with any given advertising campaign,this is considered __________.
A)Positioning
B)Advertising response function
C)Guarantee of desire
D)Advertising wearout
E)Maximum reach
Q3) The TV ad with an actor talking about Boniva is an example of __________.
A)Fantasy appeal
B)Endorsement appeal
C)Humor appeal
D)Comparative advertising
E)Competitive advertising
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Page 15
Chapter 14: Personal Selling and Direct Marketing
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Q1) Direct mail is much more effective in B2B than B2C markets because reaching the appropriate individual inside an organization is easier.
A)True
B)False
Q2) Successful telemarketing campaigns contain the element of _______________.
A)Accessing to an accurate list of qualified prospects
B)Having the prospect being persuaded to act immediately
C)Engaging the prospect with the highest ethical standards
D)Both accessing to an accurate list of qualified prospects and having the prospect being persuaded to act immediately
E)Accessing to an accurate list of qualified prospects, having the prospect being persuaded to act immediately, and engaging the prospect with the highest ethical standards
Q3) Objective measures fall into two major categories: output measures and input measures.
A)True B)False
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Page 16
Chapter 15: Understand the Global Marketplace: Marketing
Without Borders
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Q1) Data on consumer spending per capita or industrial purchasing trends would be identified in the _______ section of a global research report.
A)Economic
B)Cultural, societal
C)Business environment
D)Political, legal
E)History, geography
Q2) Coca-Cola advertisements in Brazil may feature famous Brazilian soccer players and use the theme "Always Coca-Cola." Ads in Japan may use Japanese rock stars and the theme "Always Coca-Cola." This approach to advertising strategy is _____.
A)Global marketing themes
B)Local advertising
C)Global marketing with local content
D)Basket of global advertising themes
E)Local market ad generation
Q3) The European Union is the most successful regional trade zone.
A)True
B)False
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Chapter 16: The Marketing Dashboard: Metrics for Measuring Marketing Performance
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Q1) A dashboard creates transparency in marketing's goals,operations,and performance.This in turn _____________.
A)Leads to smaller marketing budgets
B)Leads to animosity among departments
C)Elevates marketing's perceived accountability and trust by others
D)Makes marketing look like the hero in the company
E)None of these
Q2) The decomposition method attempts to isolate four separate portions of a time series,which are __________.
A)The trend, numbers, fashions, and randomness
B)The trend, cyclical, seasonal, and random factors
C)The trend, effect, season, and random factors
D)The trend, forecast, smoothing, and decomposition
E)None of these
Q3) One of the advantages of using time-series analysis to forecast sales is that it is objective and inexpensive.
A)True
B)False
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