Principles of Marketing Final Exam Questions
Course Introduction
Principles of Marketing introduces students to the fundamental concepts and practices of marketing in modern organizations. The course explores topics such as market research, consumer behavior, product development, pricing strategies, distribution channels, and promotional techniques. Emphasizing both theoretical frameworks and real-world applications, students will learn how organizations identify customer needs, create value, and build strong customer relationships in a dynamic, competitive marketplace. This foundational course prepares students for advanced marketing studies and provides practical insights relevant to a wide range of business careers.
Recommended Textbook
Principles of Marketing 17th Edition by Philip T. Kotler
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Page 2
Chapter 1: Marketing: Creating Customer Value and Engagement
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152 Flashcards
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Sample Questions
Q1) Fast Food, Inc. views marketing as the process of finding and retaining profitable customers by providing them with the food they want. Fast Food, Inc. practices societal marketing.
A)True
B)False
Answer: False
Q2) Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.
A) positioning
B) marketing
C) outsourcing
D) production
E) logistics
Answer: B
Q3) The difference between human needs and wants is that needs are not created by marketers.
A)True
B)False
Answer: True
Page 3
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Chapter 2: Company and Marketing Strategy: Partnering to
Build Customer Engagement, Value, and Relationships
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Sample Questions
Q1) ________ refers to activities that communicate the merits of the product and persuade target customers to buy it.
A) Position
B) Promotion
C) Pricing
D) Segmentation
E) Prospecting
Answer: B
Q2) Why should mission statements be market oriented instead of product or technology oriented?
Answer: Mission statements should be market oriented and defined in terms of satisfying basic customer needs. Products and technologies eventually become outdated, but basic market needs may last forever.
Q3) An American airline company started a grocery chain in Australia. This is an example of product development.
A)True
B)False
Answer: False
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Chapter 3: Analyzing the Marketing Environment
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Sample Questions
Q1) The American workforce today is less white-collar than in the late twentieth century.
A)True
B)False Answer: False
Q2) The technological environment is predominantly static.
A)True
B)False Answer: False
Q3) Which of the following is true of the baby boomers?
A) They tend to see themselves as far older than they actually are.
B) They represent a rapidly shrinking market for new housing and home remodeling.
C) They are long past their peak earning and spending years.
D) They control an estimated 70 percent of the United States' disposable income.
E) They have utter fluency and comfort with digital technology.
Answer: D
Q4) Why do marketers find baby boomers attractive?
Answer: Today's baby boomers account for about 26 percent of the U.S. population but control an estimated 70 percent of the nation's disposable income.
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Chapter 4: Managing Marketing Information to Gain Customer Insights
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Sample Questions
Q1) Ralph Goldsmith works for Zenith Inc., a leading cosmetic company based in Illinois. At Zenith, Ralph's primary responsibility revolves around digging deeply into customer data to gain valuable insights about customer needs, motives, and attitudes. This data is, in turn, used by Zenith to personalize its customers' shopping experiences. Ralph's position at Zenith requires him to focus primarily on ________.
A) customer sales
B) human resource management
C) risk assessment
D) financial analysis
E) customer relationship management
Q2) ________ refers to gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.
A) Experimental research
B) Constructive research
C) Observational research
D) Survey research
E) Descriptive research
Q3) What is the most important characteristic of a good MIS?
Page 6
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Chapter 5: Consumer Markets and Buyer Behavior
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Sample Questions
Q1) Store salespeople and a consumer's friends rarely impact someone's final purchase decision.
A)True
B)False
Q2) Which of the following best supports the idea that The Attic Trunk's mature, wealthy clientele can remain a viable target market?
A) Older, first generation Hispanic consumers are not especially family-oriented.
B) Older, first-generation Hispanic consumers favor sellers who show special interest in them.
C) Older, first generation Hispanic consumers tend to be very price conscious.
D) Older, first generation Hispanic consumers tend to display little brand loyalty.
E) Older, first generation Hispanic consumers are motivated by mainstream marketing.
Q3) A consumer's behavior is influenced by social factors, such as the consumer's small groups, family, and social roles and status. Explain the differences among these social factors.
Q4) Identify and describe the stages in the adoption process.
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Chapter 6: Business Markets and Business Buyer Behavior
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Sample Questions
Q1) Which of the following is true with regard to e-procurement?
A) E-procurement has significantly declined in recent years.
B) Typically, business marketers do not favor e-procurement as it offers them little benefit.
C) E-procurement has been widely practiced since the 1950s.
D) E-procurement adds to existing inefficiencies in the supply chain.
E) E-procurement hastens order processing and delivery.
Q2) Paul, a purchasing agent for Kiel Inc., has the authority to prevent salespersons from seeing the decision makers in his organization. Which of the following best describes Paul's position?
A) influencer
B) decider
C) gatekeeper
D) buyer
E) user
Q3) Gatekeepers have formal or informal power to select or approve the final suppliers.
A)True
B)False
Q4) What is e-procurement? Briefly describe its major advantages.
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Chapter 7: Customer Value-Driven Marketing Strategy:
Creating Value for Target Customers
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Sample Questions
Q1) ________ segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics.
A) Benefit
B) Occasion
C) Geographic
D) Demographic
E) Psychographic
Q2) When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group that includes many college students, as an untapped group of potential customers for their new line of products, they were engaging in ________.
A) occasion segmenting
B) local marketing
C) market diversification
D) market targeting
E) product positioning
Q3) Psychographic segmentation divides buyers into different segments based on lifestyle or personality characteristics.
A)True
B)False
Page 9
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Chapter 8: Products, Services, and Brands: Building Customer Value
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Sample Questions
Q1) What are the different brand sponsorship options available to manufacturers?
Q2) ________ refers to freedom from defects and consistency in delivering a targeted level of performance.
A) Performance quality
B) Product style
C) Branding
D) Conformance quality
E) Product design
Q3) Attributes are the most desirable level for brand positioning because competitors can easily copy attributes.
A)True
B)False
Q4) Product attributes include all of the following EXCEPT ________.
A) style
B) design
C) price
D) features
E) quality
Q5) What is a product?
Page 10
Q6) How do consumers perceive products?
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Chapter 9: Developing New Products and Managing the Product Life Cycle
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Sample Questions
Q1) Because of ________, a company cannot make its product illegally similar to a competitor's already established product.
A) anti-monopoly laws
B) patent laws
C) the Consumer Product Safety Act
D) product warranties
E) product liability
Q2) Under a team-based new product development approach, ________.
A) a single departmental team works to complete different stages of the process before passing the new product along to the next department and stage
B) the organizational tension and confusion is less than under the sequential approach
C) company departments work closely together in cross-functional teams
D) a bottleneck at one phase can seriously delay an entire project
E) the new product passes from one department to another before finalizing
Q3) Each product will have a life cycle, although its exact shape and length is not known in advance. Briefly explain each phase of the product life cycle.
Q4) Why are ad expenditures high for products in the introduction stage of the PLC?
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Chapter 10: Pricing: Understanding and Capturing
Customer Value
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Sample Questions
Q1) What is high-low pricing?
Q2) Department stores that practice everyday low pricing typically provide frequent sale days, early-bird savings, and bonus earnings for store credit-card holders.
A)True
B)False
Q3) Which of these is NOT a way in which pricing can accomplish company objectives?
A) set prices to attract new customers and retain existing customers
B) raise prices to create excitement for a brand
C) set prices low to hinder competition from entering the market
D) price one product to help sales of other products in the company's line
E) set price to keep the loyalty of resellers
Q4) While lower prices may attract additional customers, it is possible for pricing strategies to result in the product becoming a commodity in the customers' eyes.
A)True B)False
Q5) Variable costs change directly with the level of production.
A)True B)False
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Chapter 11: Pricing Strategies: Additional Considerations
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Sample Questions
Q1) Launching a fighter brand is an effective way to deal with a situation in which the market segment being lost is price sensitive and will not respond to arguments of higher quality.
A)True
B)False
Q2) With which pricing strategy does the seller take responsibility for part or all of the actual freight charges in order to acquire the desired business?
A) FOB origin pricing
B) freight-absorption pricing
C) basing-point pricing
D) location-based pricing
E) uniform-delivered pricing
Q3) Which of the following is a price adjustment strategy?
A) product bundle pricing
B) by-product pricing
C) product line pricing
D) optional product pricing
E) discount and allowance pricing
Q4) For what types of products might marketers use market-skimming pricing?
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Chapter 12: Marketing Channels: Delivering Customer Value
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Sample Questions
Q1) Conflict that occurs among firms at the same level of the marketing channel is known as ________ conflict.
A) multitiered
B) horizontal
C) vertical
D) prolonged
E) financial
Q2) Air carriers transport digital products from producer to customer via satellite, cable, phone wire, or wireless signal.
A)True
B)False
Q3) Which of the following is Giant Beanstalks' upstream partner?
A) the management of Greenleaf
B) the farmers of Riverdale
C) the trucks that carry Giant Beanstalks' products to Greenleaf
D) the end-consumers who buy the canned vegetables from Greenleaf
E) the logistics division of Giant Beanstalk
Q4) How can a company benefit through a just-in-time logistics system?
Q5) Compare a conventional distribution channel with a vertical marketing system (VMS).
15
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Chapter 13: Retailing and Wholesaling
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Sample Questions
Q1) Explain how wholesalers have been able to use technology to cut costs.
Q2) Explain the marketing decisions faced by wholesalers.
Q3) Wholesaling includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use.
A)True
B)False
Q4) Retailers are classified on characteristics including the amount of service they offer, the breadth and depth of their product lines, how they are organized, and ________.
A) the relative prices they charge
B) the number of locations they have
C) the strength of their Internet presence
D) their sustainability and environmental policies
E) the stability of their financial situation
Q5) Although many retail stores are independently owned, others band together under some form of corporate or contractual organization. Describe the four kinds of corporate or contractual organizations.
Q6) What is a category killer? Provide an example and a description of a category killer.
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Page 16
Chapter 14: Engaging Consumers and Communicating
Customer Value: Integrated Marketing Communications Strategy
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Sample Questions
Q1) The percentage-of-sales budget is based on the availability of funds rather than on opportunities.
A)True
B)False
Q2) Rational appeals are often used to urge people to support social causes, such as a cleaner environment or helping the disadvantaged.
A)True
B)False
Q3) Marketers now view themselves as ________ that create and share brand messages and conversations with and among customers across a mix of paid, owned, earned, and shared communication channels.
A) promotion managers
B) public relations managers
C) sales managers
D) content marketing managers
E) account managers
Q4) Why is the consumer's field of experience important to a marketer?
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Q5) Describe the significance of public relations as a promotion tool.
Q6) Outline the steps in developing effective marketing communications.
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Page 18
Chapter 15: Advertising and Public Relations
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Sample Questions
Q1) Why is reach an important measure for a marketer?
Q2) Which of the following is a media measure?
A) consumer price index
B) GDP per capita
C) wholesale price index
D) click-through rate
E) human development index
Q3) Advertising is the least used of the major promotion tools, although it has great potential for building consumer awareness and reference.
A)True
B)False
Q4) When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________.
A) informative advertising
B) reminder advertising
C) comparative advertising
D) covert advertising
E) institutional advertising
Q5) Describe the main objectives of reminder advertising.
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Chapter 16: Personal Selling and Sales Promotion
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Sample Questions
Q1) The workload approach is used to determine the type of sales force structure required by a company.
A)True
B)False
Q2) Which of the following involves computerized, digitized sales force operations that let salespeople work more effectively anytime, anywhere?
A) SWOT analysis
B) BCG matrix
C) digital marketing system
D) sales force automation system
E) field service management system
Q3) Prospects can be qualified by looking at all of the following characteristics EXCEPT
A) occupational mobility
B) financial ability
C) volume of business
D) location
E) possibilities for growth
Q4) What is the goal of training salespeople?
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Chapter 17: Direct, Online, Social Media, and Mobile Marketing
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Sample Questions
Q1) By using ________ to contact potential customers, marketers sell directly to consumers.
A) undercover marketing
B) outbound telephone marketing
C) affinity marketing
D) multi-level marketing
E) ambush marketing
Q2) Randy keeps getting unwanted and annoying e-mails from several marketing firms unknown to him. The number of these e-mails is alarmingly high in his inbox. Which of the following best describes these e-mails?
A) malware
B) adware
C) Trojan
D) firewall
E) spam
Q3) Marketers drive traffic to the company Web sites solely through using other online and digital marketing tools.
A)True
B)False
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Chapter 18: Creating Competitive Advantage
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Sample Questions
Q1) Although competition is most intense within a strategic group, explain why there is also rivalry among groups. Give examples.
Q2) Companies use secondary data, personal experience, and word of mouth to
A) identify competitors' target customers and strategies
B) identify competitors' target locations and market share
C) learn about their competitors' strengths and weaknesses
D) select competitors to attack or avoid
E) estimate competitors' sales projections
Q3) A company that is in a good position to identify new opportunities is a ________ company.
A) market-centered
B) cost-centered
C) competitor-centered
D) product-centered
E) customer-centered
Q4) Discuss the steps in analyzing competitors.
Q5) The goal of a "blue ocean strategy" is to make competition irrelevant.
A)True
B)False
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Chapter 19: The Global Marketplace
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Sample Questions
Q1) Briefly explain why the European Union could be considered a threat to U.S. marketers that want to do business in Europe.
Q2) Income distribution is the second economic factor. While much of Africa consists of countries with subsistence economies, companies are increasingly targeting ________ consumers in subsistence and emerging economies.
A) upper-class
B) "bottom of the economic pyramid"
C) middle-income
D) low-income
E) middle-income and low-income
Q3) Economic communities are also known as ________.
A) global firms
B) free trade zones
C) management communities
D) production communities
E) open channels
Q4) Why is a company unlikely to set a uniform price all around the world?
Q5) Name two of the five indicators of market potential and provide an example of each.
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Chapter 20: Sustainable Marketing: Social Responsibility and Ethics
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Sample Questions
Q1) Brand name products give buyers assurances of consistent quality. A)True
B)False
Q2) Only citizens are part of the consumerism movement.
A)True
B)False
Q3) Which of the following is a traditional buyers' right?
A) the right to resell the product
B) the right not to buy a product that is offered for sale
C) the right not to pay any taxes included in the final price
D) the right to exchange the product if it is of the wrong size or style
E) the right to demand a discount on the product
Q4) Identify the social costs of increased automobile ownership, and then describe two options for restoring the balance between private and public goods. Give specific examples.
Q5) Consumers can never buy functional versions of highly promoted branded products at lower prices.
A)True
B)False
Q6) Briefly define the four marketing concepts. Page 24
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