Principles of Marketing Mock Exam
Course Introduction
Principles of Marketing introduces students to the fundamental concepts and strategies used in the marketing of goods and services. The course explores key topics such as market segmentation, targeting, positioning, branding, consumer behavior, and the marketing mix (product, price, place, and promotion). Students will gain an understanding of how marketers analyze market opportunities, develop effective marketing strategies, and create value for customers in dynamic environments. Emphasis is placed on real-world applications, ethical considerations, and the impact of digital technology on marketing practices.
Recommended Textbook
Marketing An Introduction 13th Edition by Gary Armstrong
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16 Chapters
1600 Verified Questions
1600 Flashcards
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Page 2
Chapter 1: Marketing: Creating Customer Value and Engagement
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100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/10121
Sample Questions
Q1) Companies like Coca-Cola and Facebook deliver customer satisfaction by spreading happiness and connecting individuals through shared experiences.
A)True
B)False
Answer: True
Q2) ________ marketing is perhaps the fastest-growing marketing platform.
A) Online
B) Social media
C) Mobile
D) Web site
E) Blog
Answer: C
Q3) Product, price, place, and promotion make up the elements of a firm's marketing mix.
A)True
B)False
Answer: True
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Page 3
Chapter 2: Company and Marketing Strategy: Partnering to
Build Customer Engagement, Value, and Relationships
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) "At Dodson, we sell shoes" is a market-oriented business definition.
A)True
B)False
Answer: False
Q2) When a company chooses to divest a particular strategic business unit, it
A) increases the advertising budget for that strategic business unit
B) invests more in the strategic business unit to build its market share
C) sells off or phases out the strategic business unit
D) invests just enough in the strategic business unit to keep its market share at the current level
E) gradually increases investment in the strategic business unit over time to maximize profits
Answer: C
Q3) Holiday Inn divided the total customer market into smaller segments and selected the most promising segments. Deciding what position it wants to occupy in these segments is called diversification.
A)True
B)False
Answer: False
Page 4
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Chapter 3: Analyzing the Marketing Environment
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Draw a comparison between the reactive and proactive approaches a company can take toward a changing marketing environment.
Answer: Many companies view the marketing environment as an uncontrollable element to which they must react and adapt. They passively accept the marketing environment and do not try to change it. They analyze environmental forces and design strategies that will help the company avoid the threats and take advantage of the opportunities the environment provides. This is a reactive approach. Other companies take a proactive stance toward the marketing environment. Instead of letting the environment define their strategy, they craft a strategy that defines the environment. Rather than assuming that strategic options are bounded by the current environment, these firms develop strategies to change the environment. Proactive firms take aggressive actions to affect the publics and forces in their marketing environment. Such companies hire lobbyists to influence legislation affecting their industries and stage media events to gain favorable press coverage. They run advertorials (ads expressing editorial points of view) and blogs to shape public opinion. They press lawsuits and file complaints with regulators to keep competitors in line, and they form contractual agreements to better control their distribution channels.
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Page 5
Chapter 4: Managing Marketing Information to Gain Customer Insights
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100 Flashcards
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Sample Questions
Q1) ________ are small groups of consumers who interact directly and informally with product designers without a moderator.
A) Cross-functional groups
B) Ethnographic groups
C) Observational groups
D) Immersion groups
E) Traditional focus groups
Q2) Explain the steps involved in the marketing research process.
Q3) Compare and contrast closed-ended questions and open-ended questions for gathering data.
Q4) The questionnaire is the most common research instrument.
A)True
B)False
Q5) A major advantage of a mail survey is that it ________.
A) provides significant flexibility
B) offers strong sample control
C) generates high response rates
D) eliminates interviewer bias
E) can be completed quickly
Q6) What is neuromarketing? How is neuromarketing used by marketers? Page 6
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Page 7
Chapter 5: Understanding Consumer and Business Buyer
Behavior
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Tom usually buys new devices such as PDAs, DVRs, and MP3 players only after his friends and family start owning these devices. In this case, Tom is an innovator.
A)True
B)False
Q2) Explain why business demand is considered a derived demand. Provide an example.
Q3) Which of the following is the first stage of the buyer decision process?
A) need recognition
B) information search
C) evaluation of alternatives
D) purchase decision
E) postpurchase behavior
Q4) ________ is the degree to which the results of using an innovation can be observed or described to others.
A) Relative advantage
B) Compatibility
C) Complexity
D) Divisibility
E) Communicability
Q5) Discuss the advantages and disadvantages of e-procurement?
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Chapter 6: Customer-Driven Marketing Strategy: Creating
Value for Target Customers
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Gulf Coast, a wholesale shrimp distributor, groups its customers by regions in the United States, such as Midwest, Northeast, and Southwest. For each region, Gulf Coast tailors a different set of advertisements and promotions. The supplier is segmenting its market according to ________.
A) behavioral factors
B) personality characteristics
C) geographic location
D) benefits sought
E) demographics
Q2) Briefly describe the characteristics of effective market segments.
Q3) Producers of popular beverages often partner with global music channels to target consumers through a variety of promotional events and advertisements. This approach to marketing is referred to as ________ segmentation.
A) intermarket
B) income
C) age and life-cycle
D) occasions
E) gender
Q4) Why do international markets need to be segmented?
Page 9
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Chapter 7: Products, Services, and Brands: Building Customer Value
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Sample Questions
Q1) World Skies' Flight 167 takes off at 50 percent capacity. The unoccupied seats cannot be stored for later sale or use. This is an example of which service characteristic?
A) tangibility
B) intangibility
C) perishability
D) variability
E) inseparability
Q2) When buying unsought products, consumers spend considerable time and effort in gathering information and making comparisons.
A)True
B)False
Q3) Business advisory services such as legal or advertising are classified under which category of industrial products?
A) supplies and services
B) capital items
C) raw materials
D) materials and parts
E) specialty products
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Chapter 8: New Product Development and Product
Life-Cycle
Strategies
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) When a company decides to go international with a product, it must first figure out what products and services to introduce and in which countries.
A)True
B)False
Q2) Which of the following costs is most likely associated with commercialization?
A) building or renting a manufacturing facility
B) paying groups of consumers for participating in crowdsourcing activities
C) determining a product's planned price, distribution, and marketing budget
D) developing a prototype of a product
E) using simulated tests to measure market capacity
Q3) The team-based new product development approach saves times and increases effectiveness because departments work closely together in ________.
A) divisional teams
B) problem-solving teams
C) self-managed groups
D) cross-functional teams
E) independent groups
Q4) Discuss public policy issues, government regulations, and laws that affect new product development.
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Chapter 9: Pricing: Understanding and Capturing Customer Value
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Sample Questions
Q1) What is customer value-based pricing? Describe the two types of value-based pricing.
Q2) ________ is the sum of all the values that customers give up to gain the benefits of having or using a product or service.
A) Payroll
B) Profit
C) Price
D) Cost
E) Salary
Q3) Salon Du Jour offers special combination packages at a reduced price. Separately, a haircut is $30 and a conditioning treatment is $35. But the combo price is $50. This is referred to as ________ pricing.
A) by-product
B) product bundle
C) captive-product
D) optional-product
E) product line
Q4) Explain how companies that market their products internationally decide what prices to charge in different countries.
Page 12
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Chapter 10: Marketing Channels: Delivering Customer Value
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Sample Questions
Q1) Direct marketing is the longest distribution channel between a producer and consumer.
A)True
B)False
Q2) In exclusive dealing, a producer may agree not to sell to other dealers in a given area.
A)True
B)False
Q3) Companies selling perishable products generally prefer direct marketing, which minimizes delays.
A)True
B)False
Q4) In a logistics system, minimizing distribution costs most likely involves ________.
A) flexible assortments
B) large shipping lots
C) rapid delivery
D) large inventories
E) liberal return policies
Q5) Explain multichannel distribution systems with an example.
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Chapter 11: Retailing and Wholesaling
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100 Flashcards
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Sample Questions
Q1) Compare and contrast specialty stores and convenience stores.
Q2) Which type of retailer typically carries deep product assortments of narrow product lines?
A) self-service retailers
B) specialty stores
C) warehouse clubs
D) discount stores
E) factory outlets
Q3) A convenience store ________.
A) markets to segments comprised mostly of white-collar workers
B) stocks narrow product lines that have wide, deep assortments
C) carries a limited line of high-turnover goods for consumer self-service
D) involves high operation costs due to full-service customer assistance
E) is a multi-channel food and discount retailer that targets niche markets
Q4) Three types of shopping centers are regional shopping centers, community shopping centers, and neighborhood shopping centers or strip malls. Describe how they differ from each other.
Q5) Describe the three different types of wholesalers.
Q6) Describe superstores, category killers, and service retailers.
Q7) Explain how wholesalers add value for a producer.
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Chapter 12: Engaging Consumers and Communicating
Customer Value: Advertising and Public Relations
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100 Verified Questions
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Sample Questions
Q1) Trainstar, a sportswear equipment manufacturer, releases a new line of energy drinks called VitaZing. The television ad for the energy drink shows people jogging, working out in a gym, and doing aerobics. The actors then take a break to drink VitaZing, which visibly re-energizes them and leads them to continue exercising. Which advertising style is most likely used in the VitaZing ad?
A) scientific evidence
B) technical expertise
C) personality symbol
D) testimonial evidence
E) lifestyle
Q2) The competitive-parity method of setting promotion budgets prevents promotion wars between companies.
A)True
B)False
Q3) Some marketers now rely almost entirely on digital and social media.
A)True
B)False
Q4) How has the new communications model changed the face of today's marketing communications?
Page 15
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Chapter 13: Personal Selling and Sales Promotion
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Sample Questions
Q1) What is value selling? Explain its importance and requirements.
Q2) Price packs are goods offered either free or at low cost as an incentive to buy a product, such as toys included with Disney DVDs.
A)True
B)False
Q3) Which of the following is most likely true about a sales force in the field?
A) They build relationships with customers through face-to-face collaboration.
B) They make most sales from their offices via media interactions.
C) They provide administrative backup for outside salespeople.
D) They rely on telemarketing efforts to gain leads and clients.
E) They are prohibited to sell or service accounts directly.
Q4) ________ are offers of a trial amount of a product.
A) Cash refunds
B) Price packs
C) Rebates
D) Coupons
E) Samples
Q5) Explain how an inside sales force should provide support to an outside sales force.
Q6) Explain the difference between coupons and rebates using suitable examples.
Page 16
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Chapter 14: Direct, Online, Social Media, and Mobile Marketing
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100 Verified Questions
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Sample Questions
Q1) Technologies such as interactive cable systems, Internet-ready smart TVs, and smartphones and tablets allow consumers to use their TV remotes, phones, or other devices to obtain more information or make purchases directly from TV ads. This is referred to as ________ advertising.
A) virtual world
B) interactive TV
C) direct-response TV
D) podcast
E) e-catalog
Q2) Which of the following is an online tool designed to engage customers and move them closer to a direct purchase or other marketing outcome?
A) direct mail
B) infomercial
C) printed catalogue
D) branded community Web site
E) marketing Web site
Q3) Mobile ads rarely create substantial customer engagement and impact.
A)True
B)False
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Chapter 15: The Global Marketplace
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Sample Questions
Q1) Differentiate between straight product extension and product adaptation. Give a few examples of each.
Q2) Lemon N' Honey is a juice manufacturing company in the United States. It exports its products to Australia, licenses to China, has a joint ownership venture in France, and owns a subsidiary in Brazil. The firm will most likely need to create a(n)________ to handle all its worldwide activities.
A) international division
B) domestic market
C) value delivery network
D) export department
E) domestic division
Q3) Management contracting is an unwise choice if a domestic firm can make greater profits by undertaking a whole venture.
A)True
B)False
Q4) Tariffs and duties are often used to force favorable trade behaviors from other nations.
A)True
B)False
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Chapter 16: Social Responsibility and Ethics
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Sample Questions
Q1) A class-action lawsuit was brought against a national burger chain, charging that its food contributed to the nationwide obesity epidemic. The suit was eventually dismissed, but critics continue to point out the health dangers of many fast food menu items. From the description, it can be concluded that these critics are concerned that the fast food industry is ________.
A) using high-pressure sales tactics
B) creating deceptive promotions
C) engaging in deceptive pricing
D) utilizing misleading packaging
E) selling harmful products
Q2) An increase in private goods, such as cars, typically leads to an increased need for public services, such as parking spaces.
A)True
B)False
Q3) Though marketers may make long-term gains with high-pressure selling tactics, this approach can do serious damage to short-term customer relationships.
A)True
B)False
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