Principles of Marketing Final Exam Questions
Course Introduction
Principles of Marketing introduces students to the fundamental concepts and practices of marketing in todays dynamic business environment. The course explores topics such as market research, consumer behavior, segmentation, targeting, positioning, and the marketing mix (product, price, place, promotion). Emphasis is placed on developing strategies to create value for customers and build strong customer relationships, understanding the influence of digital technologies, and considering ethical and social responsibilities in marketing decisions. Through case studies, real-world examples, and projects, students gain practical skills and insights into how marketing drives business success.
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MKTG 4th Canadian Edition by Hair
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Page 2
Chapter 1: An Introduction to Marketing
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Sample Questions
Q1) What is the definition of customer needs?
A)a product or service that customers already possess
B)a product or service that fills the status quo
C)a product or service that the customer requires and does not possess
D)a product or service that customers want
Answer: C
Q2) Which of the following best describes marketing?
A)It is more of a philosophy rather than an organization function.
B)It is focused on just selling goods, services, and/or ideas.
C)It rewards the seller and not the buyer of a transaction.
D)It focuses on delivering value and benefits to customers.
Answer: D
Q3) What is the cause of a distribution and logistical planning for an organization?
A)product
B)price
C)place
D)promotion
Answer: C
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3
Chapter 2: The Marketing Environment, Social Responsibility, and Ethics
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Sample Questions
Q1) What do we call the study of people's vital statistics, such as their ages, births, deaths, and locations?
A)cultural sociology
B)psychometrics
C)demography
D)ethnography
Answer: C
Q2) What is a target market? Give an example of a business that really understands their target market.
Answer: A target market is a defined group of potential customers that managers feel is most likely to buy a firm's product. Companies like Apple and P&G do a good job at defining their markets.
Q3) Which of the following is a demographic characteristic of a population?
A)retirement income level
B)volunteering
C)values
D)ethnicity
Answer: D
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Chapter 3: Strategic Planning for Competitive Advantage
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Sample Questions
Q1) Refer to the scenario. Which of the following would instruct the company to begin serving meals on trains that run between Shanghai and Beijing?
A)its marketing policy
B)its marketing implementation
C)its marketing evaluation
D)its marketing strategy
Answer: B
Q2) SoBe nutritional beverages use twin lizards on every bottle and in all promotion efforts. SoBe even sponsors its own Team Lizard made up of skateboarders, mountain bike riders, and inline skaters. The lizard is used to remind consumers of the product and its benefits. To which of the four Ps does this strategy relate?
A)promotion
B)price
C)publicity
D)place
Answer: A
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Chapter 4: Developing a Global Vision
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Sample Questions
Q1) The same environmental factors that operate in the domestic market also exist internationally. These factors (culture, economic development, political and legal structure, demographics, and natural resources) should be examined, regardless of the country.
A)True
B)False
Q2) Foreign sales agents-distributors who live in a foreign country and represent a domestic company in sales situations perform the same functions as domestic manufacturers' agents who help with financing and shipping. What are they called?
A)export agents
B)export brokers
C)import brokers
D)buyers for export
Q3) To protect its local vodka industry, Russia allows foreign manufacturers to have only 1 percent of the Russian vodka market. Russia uses quotas to control foreign competition.
A)True
B)False
Q4) What is a market grouping? Describe the best-known market grouping.
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6
Chapter 5: Marketing Research
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Q1) In a survey for her marketing class, Alicia interviewed 80 randomly selected men and asked them their opinions of women with tans. Her initial results showed that the men overwhelmingly believed tans were a health risk. When she conducted the same survey again using the same methodology, she discovered that 50 percent of the surveyed population in the second group found women with tans sexy. This is most likely an example of which type of error?
A)representational
B)random
C)nonprobability
D)frame
Q2) eHarmony, the online dating service, is looking to expand its reach in to the French market. Some of the questions they want answers to include what personalities are French men and women most attracted to, and what are preferred methods of communication in France? Which stage of the research process do these questions fall under?
A)a secondary data use plan
B)the sampling plan
C)an autonomous director
D)the research design
Q3) What is competitive intelligence? How is it used? Provide an example.
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Chapter 6: Consumer Decision Making
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Sample Questions
Q1) Melyssa has been given a horse and needs to buy a new saddle. She has narrowed the brands of saddles she is considering down to Dale Chavez, Abetta, and Big Horn. What do these three brands of saddles represent for Melyssa?
A)her evaluative criteria
B)her dissonance suppressors
C)her discretionary discriminators
D)her evoked set
Q2) When Alan buys rock-climbing equipment, he will buy only Black Diamond, Petzl, Edelweiss, or Wild Country brands, even though other brands exist. These listed brands make up Alan's consideration set.
A)True
B)False
Q3) To analyze consumer lifestyles, what do marketers look at?
A)consumers' activities, interests, and opinions
B)consumers' behaviour, personality, and social class
C)consumers' geography, demography, and psychographics
D)consumers' activities, personality, and demography
Q4) How can marketers and consumers reduce cognitive dissonance?
Q5) Why do marketers study consumer behaviour?
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Chapter 7: Business Marketing
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Sample Questions
Q1) What is the Canadian Marketing Association's definition of business marketing?
A)a network of buyers
B)a network of buyers and sellers
C)a challenging network to be in today
D)NAFTA
Q2) What can managers use the NAICS data to do?
A)to create a more focused mission statement
B)to eliminate risk
C)to classify consumer behaviour
D)to identify potential new customers
Q3) Refer to the scenario. What does Etruscan Railing sell?
A)consumer products
B)business products
C)supplier equipment
D)major equipment
Q4) Most business marketers emphasize personal selling as their primary communications tool.
A)True
B)False
Q5) What is reciprocity? Is it illegal or unethical? Why or why not?
Page 9
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Chapter 8: Segmenting, Targeting, and Positioning
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Q1) Refer to the scenario. E&V Bridal Studios markets its services to its customers by using ethnicity to divide its customers into segments. Which of the following would ethnicity be classified as?
A)perceived image
B)accessibility quotient
C)environmental control
D)segmentation base
Q2) Segmentation by customer type occurs when business marketers segment their markets by income, occupation, and educational variables.
A)True
B)False
Q3) Serving the specific needs of a segment must be commercially viable, even if the number of potential customers is small. A selected segment must be large enough to warrant developing and maintaining a special marketing mix according to the criterion of which of the following?
A)causality
B)accountability
C)responsiveness
D)substantiality
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Page 10
Chapter 9: Customer Relationship Management CRM
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Sample Questions
Q1) Lesley Owens has limited money to invest in a mailing to people who might be interested in subscribing to a new magazine about making scrapbooks. She wants to send the mailing to those prospects with the highest probability of becoming subscribers. What should she use?
A)a compiled list
B)a data mine
C)a response list
D)a data cluster
Q2) What does Bridgestone Canada Inc. use the information in its database for?
A)to sell products and services
B)to develop targeted marketing campaigns
C)to understand their consumers
D)to build consumer relationships
Q3) Through the application of knowledge management, Amazon would have learned that a substantial number of its customers would like Amazon to offer products best suited to them.
A)True
B)False
Q4) How is learning part of CRM marketing?
Q5) Distinguish between a compiled list and a response list.
Page 11
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Chapter 10: Product Concepts
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Sample Questions
Q1) Refer the scenario. What do the three different brands of homes (Choice, Choice Classic, and Reflections) represent for the firm?
A)its line portfolio
B)its mix depth
C)its line breadth
D)its product line
Q2) Realizing that its product needed a warranty to gain rapid market acceptance, what did the manufacturer of a high-tech system for investigating accidents produce?
A)a statement for salespeople to read to prospective buyers
B)an acknowledgment of company responsibilities for salespeople to build into presentations
C)a label stating the product is of the highest quality and backed by years of manufacturing experience
D)a written guarantee that the product would work as promised and that it is fit for the purpose for which it was sold
Q3) A warranty does not confirm the quality or performance of a good or service.
A)True
B)False
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12
Chapter 11: Developing and Managing Products
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Sample Questions
Q1) Mosaic Labs has developed a chemical compound that prevents mildew in even the most humid climates. The week after the compound was invented, a group of the firm's employees got together and listed ways the product might be used. What is this an example of?
A)focusing grouping
B)brainstorming
C)concept testing
D)screening
Q2) What are three ways that test marketing can cause problems for a company? What are two alternatives that can be used instead of traditional test marketing?
Q3) Oakley, a manufacturer of protective eyewear for various kinds of sports, has introduced sunglasses that play music. The glasses weigh a little over a pound and can hold up to 120 songs. What are these sunglasses an example of?
A)a repositioning strategy
B)a new product line
C)an addition to an existing product line
D)a discontinuous strategy
Q4) Name and describe four categories of new products.
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Page 13
Chapter 12: Services and Nonprofit Organization Marketing
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Sample Questions
Q1) Explain how non-profit organizations are using social media to promote their organizations.
Q2) Sally calls a salon for an appointment and experiences prompt serviceWhat does this exemplify?
A)empathy
B)responsiveness
C)reliability
D)assurance
Q3) What is the term for the result of applying human or mechanical efforts to people or objects?
A)application processor
B)profit intermediary
C)tangible product
D)service
Q4) What are the three categories of pricing objectives for services?
A)sales, quality, and location oriented
B)quality, value, and consumer oriented
C)revenue, operations, and patronage oriented
D)turnover, volume, and capacity oriented
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Chapter 13: Setting the Right Price
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Sample Questions
Q1) An Ontario-based catalogue retailer sells fireplace equipment. Its customers in Ontario are charged one shipping rate, and customers west of the Rockies are charged a different rate. Customers in the Maritime provinces are charged yet another rate. What kind of geographic pricing is the catalogue retailer using?
A)FOB origin pricing
B)zone pricing
C)freight absorption pricing
D)uniform delivered pricing
Q2) According to your text, what is an advantage associated with a flexible pricing policy?
A)It causes inconsistent profit margins.
B)It enables a seller to close a sale with a price-conscious customer.
C)It enables salespeople to automatically lower the price to make a sale.
D)It can spark a price war with competitors.
Q3) The first step in setting the right price for a new product is to estimate demand, costs, and profits.
A)True
B)False
Q4) What is a price fixing?
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Chapter 14: Marketing Channels and Supply Chain Management
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Sample Questions
Q1) Spatial discrepancy is created when a product is produced but a consumer is not ready to buy it.
A)True
B)False
Q2) What is the benefit of a nontraditional channel?
A)being the only business in the channel
B)being good for niche products
C)having another avenue for sales
D)having a multiple channel alliance
Q3) The direct electronic transmission, from computer to computer, of standard business forms between two organizations is classified as which of the following?
A)electronic data interchange
B)just-in-time inventory
C)real-time inventory
D)direct sourcing
Q4) What are the three factors affecting channel choice? Briefly discuss how each factor might influence a company to implement a direct channel of distribution.
Q5) Describe some of the challenges that a business would face in going global.
Page 16
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Chapter 15: Retailing
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Sample Questions
Q1) Which group is the targeted market by lifestyle centres?
A)teenagers who don't drive
B)consumers on a fixed income
C)laggards
D)upper-income consumers with an aversion to "the mall"
Q2) This form of retail location first became popular in the 1950s when the population started migrating to the suburbs. It places a diverse group of retailers together in one location. What is it?
A)a freestanding lifestyle centre
B)a shopping centre
C)a mass merchandising centre
D)a mega-mall
Q3) Discount stores are retail chains that compete on the basis of low prices, high turnover, and high volume. Name and briefly describe four types of discounters, and give an example of each type.
Q4) A factory outlet is an off-price retailer that is owned and operated by a single manufacturer and carries one line of merchandise-its own.
A)True
B)False
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Chapter 16: Marketing Communication
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Sample Questions
Q1) Which of the following tools does social media NOT include?
A)podcasts
B)on-demand zines
C)micoblogs
D)social networks
Q2) Recently a news report appeared in the mass media stating that the share price for the Best Beer company had reached a new high. What category of promotions would this fall under?
A)personal selling
B)advertising
C)publicity
D)sales promotion
Q3) What is the goal of persuasive promotion?
A)to stimulate a purchase or other action
B)to describe available services
C)to remind the consumers of where to buy the product
D)to maintain top-of-mind consumer awareness
Q4) Target market characteristics and the type of buying decision the target market is making can affect the mix of promotional elements. Describe how differences in each factor change the promotional mix.
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Chapter 17: Advertising, Public Relations, and Direct Response
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Sample Questions
Q1) Digital media are evolving to meet new consumer trends and to respond to the amount of data made possible by technology.
A)True
B)False
Q2) A magazine ad for Bosch appliances shows a father cuddling his young daughter who is giggling. Which executional style is being used in this ad?
A)slice-of-life
B)fantasy
C)mood or image
D)testimonial
Q3) Discuss how advertising affects the everyday life of consumers. Include a discussion of how frequently consumers are exposed to ads, how ads affect attitudes and values, how ads reinforce brand loyalty, and how ads influence the way consumers rank brand attributes.
Q4) Name five major advertising media. List two advantages and two disadvantages associated with the use of each of these media.
Q5) Name and briefly define three forms of product advertising.
Page 19
Q6) Why does Scotiabank sponsor the Scotiabank Giller Prize?
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Chapter 18: Sales Promotion and Personal Selling
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Sample Questions
Q1) Which of the following is a process of finding out about potential clients from friends, business contacts, coworkers, acquaintances, and fellow members in professional or civic organizations?
A)lead generation
B)networking
C)lead intermediation
D)looking for the golden parachute
Q2) Which of the following is a sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships?
A)networking
B)adaptive selling
C)stimulus-response selling
D)relationship selling
Q3) What is one of the major advantages to using point-of-purchase promotion?
A)its low costs
B)its ability to create long-term relationships with customers
C)the fact it has a captive audience
D)the low monetary requirements
Q4) What are the seven steps in the personal selling process?
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Chapter 19: Social Media and Promotion
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Q1) Which of the following actions is performed during the final stage of an effective social media plan?
A)setting objectives that can be specifically accomplished through social media
B)examining trends and best practices in the industry
C)listening to customers and understanding their expectations
D)making changes to the implemented campaign based on consumer response
Q2) Refer to the scenario. Kimberlee is a big fan of Hallmark products. She often uploads photos of her Hallmark ornament collection to the company's Facebook page, she reads and comments on Hallmark blog posts, and she loves chatting with and tweeting other Hallmark lovers. What type of social media user is Kimberlee?
A)a critic
B)a joiner
C)an inactive
D)a collector
Q3) Which of the following demographic groups uses social media the most?
A)baby boomers
B)Generation Z
C)Generation X
D)tweens
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