Principles of Marketing Practice Questions
Course Introduction
Principles of Marketing introduces students to the foundational concepts and strategies central to marketing in modern organizations. The course covers the identification and analysis of consumer needs, market segmentation, targeting, and positioning, as well as product development, pricing strategies, distribution channels, and promotional tactics. Students will explore both the theoretical frameworks and practical applications of marketing principles, including the impact of digital technologies and ethical considerations. By the end of the course, students will be equipped with the essential skills to develop and implement effective marketing strategies in a dynamic business environment.
Recommended Textbook
Marketing Real People Real Choices 9th Edition by
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14 Chapters
2209 Verified Questions
2209 Flashcards
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Page 2
Michael R. Solomon
Chapter 1: Welcome to the World of Marketing: Create and Deliver Value
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151 Verified Questions
151 Flashcards
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Sample Questions
Q1) Alcoholism and cigarette smoking are both examples of ________.
A) anticonsumption behaviors
B) "bait-and-switch" behaviors
C) consumer addictions
D) shrinkage
E) consumed consumer behaviors
Answer: C
Q2) Service provided to the customer after a purchase is not an activity associated with the value chain.
A)True
B)False
Answer: False
Q3) Briefly describe the collaborative consumption trend.
Answer: In a trend called collaborative consumption, consumers become "rentrepreneurs" by renting out their belongings-tools, cars, homes, etc.-when they are not using them. This appeals to many consumers, particularly younger consumers, who would prefer to rent products rather than purchase and own them.
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Page 3
Chapter 2: Global, Ethical, and Sustainable Marketing
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155 Verified Questions
155 Flashcards
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Sample Questions
Q1) Consumers pay for necessities out of their discretionary income.
A)True
B)False
Answer: False
Q2) U.S. sugar import quotas have existed for more than 50 years and preserve about half of the U.S. sugar market for domestic producers. These quotas are examples of
A) embargoes
B) nationalization
C) protectionism
D) pirating
E) balance of payments
Answer: C
Q3) Why is it important for marketers to understand the idea of ethical relativism?
Answer: Ethical relativism suggests that what is ethical in one culture is not necessarily ethical in another culture. This is an important idea for marketers who must understand the cultural values and norms of the various markets, both domestic and international, in which their products are sold.
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4
Chapter 3: Strategic Market Planning
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156 Verified Questions
156 Flashcards
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Sample Questions
Q1) A detailed quarterly plan that states how many units of product each salesperson on the team needs to sell per month is an example of a(n) ________.
A) business plan
B) financial plan
C) strategic plan
D) functional plan
E) operational plan
Answer: E
Q2) How are marketing objectives different from corporate objectives?
Answer: Marketing objectives are more specific to the firm's brands, sizes, product features, and other marketing mix-related elements. Corporate objectives are broader.
Q3) The four Ps of marketing are people, placement, promotion, and pricing.
A)True
B)False
Answer: False
Q4) Product development strategies emphasize both new products and new markets.
A)True
B)False
Answer: False
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Chapter 4: Market Research
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155 Verified Questions
155 Flashcards
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Sample Questions
Q1) Which of the following research techniques has the advantage of rapid back-and-forth communication between a company and group of consumers, allowing for real-time data collection over a period of time?
A) ethnography
B) traditional focus group
C) market research online community
D) longitudinal research
E) cross-sectional research
Q2) In general, a research report will NOT include ________.
A) an executive summary of the report that covers the high points of the total report
B) a description of the research methodology
C) a discussion of the results of the study, including tabulations, cross-tabulations, and additional statistical analysis
D) a discussion of limitations of the study
E) a situation analysis
Q3) Compare and contrast syndicated research with custom research.
Q4) What is internal company data? Give two examples of internal data.
Q5) Why might a company complain of having too much data?
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Chapter 5: Marketing Analytics: Welcome to the Era of Big Data
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) The publisher of Lifting Life, a magazine and website about weightlifting, wants to develop a clear picture of how readers of the magazine and its competitors feel about the magazine. In order to accomplish this, Lifting Life will likely need to analyze ________ retrieved from social media posts related to weight lifting.
A) optimized data
B) structured data
C) unstructured data
D) market basket data
E) converted data
Q2) Through the data mining application of ________, marketers identify big-spending customers and target them for special offers that other customers won't receive.
A) customer retention
B) customer acquisition
C) customer abandonment
D) competitive intelligence
E) market basket analysis
Q3) Explain the relationship between one-to-one marketing and CRM.
Q4) How can a marketer determine the effectiveness of a banner ad on a website?
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Chapter 6: Understand Consumer and Business Markets
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155 Verified Questions
155 Flashcards
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Sample Questions
Q1) Consumer satisfaction/dissatisfaction is part of the ________ step of the consumer decision-making process.
A) problem recognition
B) information search
C) evaluation of alternatives
D) product choice
E) postpurchase evaluation
Q2) A marketer of hair care products targeted at African American women created an advertising message that told the women their hair could be worn any way they wanted, not just straight. The message suggested the women did not need to conform to the mainstream media definition of beauty. It is most accurate to say that this ad was based on an understanding of ________.
A) social class
B) the family life cycle
C) self-concept
D) lifestyle
E) sensory marketing
Q3) What is the difference between a subculture and a microculture?
Q4) Compare the three business-to-business buyclasses.
Q5) What is the difference between producers and resellers?
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Chapter 7: Segmentation, Target Marketing, and Positioning
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152 Verified Questions
152 Flashcards
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Sample Questions
Q1) Why might a marketer of laundry detergent be interested in viewing a perceptual map?
Q2) A company that tries to modify its brand image to keep up with changing times is using a ________ strategy.
A) concentrated
B) repositioning
C) competitive advantage
D) personality
E) perceptual
Q3) Magazines targeted to people who love in-line skating, people who enjoy cooking, or people who prefer living more simply use ________ segmentation variables.
A) demographic
B) ethnographic
C) geodemographic
D) socioeconomic
E) psychographic
Q4) The members of Generation Y were born between 1965 and 1976.
A)True
B)False
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Chapter 8: Product I: Innovation and New Product Development
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152 Verified Questions
152 Flashcards
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Sample Questions
Q1) Which of the following adjectives best describes products that would be classified as goods?
A) nonperishable
B) convenient
C) disposable
D) tangible
E) heterogeneous
Q2) A(n) ________ is a pronounced modification to an existing product that requires a modest amount of learning or change in behavior to use it.
A) dynamically continuous innovation
B) augmented product
C) competitive innovation
D) continuous innovation
E) discontinuous innovation
Q3) When marketers estimate a new product's commercial success, they are interested in predicting whether it is technologically feasible to build the new product.
A)True
B)False
Q4) Compare and contrast the three types of convenience products.
Page 10
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Chapter 9: Product Ii: Product Strategy, Branding, and Product Management
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155 Verified Questions
155 Flashcards
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Sample Questions
Q1) The most appropriate strategy for a firm that wants consumers to see it as a specialist with a clear, specific position in the market is a(n) ________.
A) full-line strategy
B) limited-line strategy
C) undifferentiated strategy
D) upward line stretch
E) downward line stretch
Q2) Which of the following controls package communications and labeling in the United States?
A) the Food and Drug Administration (FDA)
B) the Nutrition Labeling and Education Act
C) the Nutrition Facts Panel
D) the Federal Fair Packaging and Labeling Act
E) the Consumer Bill of Rights
Q3) Briefly explain what the U.S. Food and Drug Administration (FDA) requires on food labels and why.
Q4) Discuss the concept of escalating levels of commitment to a brand. How do consumers progress in loyalty to a brand?
Q5) What is the difference between a product line and a product mix?
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Chapter 10: Price: What Is the Value Proposition Worth
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162 Verified Questions
162 Flashcards
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Sample Questions
Q1) What is the first step a marketer should take to estimate a product's potential sales?
A) determine maximum production levels
B) conduct a survey of buyers' intentions
C) estimate total demand for the product in the market
D) determine how to expand market share
E) predict the company's market share
Q2) In a market with ________, there are many sellers, each offering a slightly different product. Firms can differentiate products and focus on nonprice competition.
A) pure competition
B) monopolistic competition
C) oligopolistic competition
D) vertical integration
E) inflation
Q3) Inflation may cause marketers to decide to either raise or decrease their prices.
A)True
B)False
Q4) What are the advantages of digital currencies such as Bitcoin?
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Chapter 11: Deliver the Goods: Determine the Distribution Strategy
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161 Verified Questions
161 Flashcards
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Sample Questions
Q1) The producer and the final consumer are part of every type of channel of distribution. A)True
B)False
Q2) Which of the following should be the first step in distribution planning?
A) identifying the channel leader
B) determining a distribution budget
C) developing distribution objectives
D) evaluating the internal and external environments
E) determining the desired level of distribution intensity
Q3) Channels that contain intermediaries are indirect.
A)True
B)False
Q4) Offering credit to buyers and providing refund services for products are both examples of ________ functions provided by channel intermediaries.
A) diverting
B) marketing
C) breaking bulk
D) facilitating
E) creating assortment
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Chapter 12: Deliver the Customer Experience: Goods and Services Via
Bricks and Clicks
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170 Verified Questions
170 Flashcards
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Sample Questions
Q1) Idea marketing could be about all of the following EXCEPT which one?
A) gaining a market share for a concept
B) communicating a philosophy
C) encouraging a change in people's beliefs
D) encouraging a change in people's actions
E) promoting a specific product for profit
Q2) Which of the following is the number of different product lines available at a particular retail store?
A) merchandise breadth
B) inventory depth
C) merchandise depth
D) retail diversity
E) point-of-sale range
Q3) The ________ is the interaction between the customer and the service provider.
A) supply-demand exchange
B) transaction point
C) service encounter
D) service program
E) service promotion
Q4) Describe how nonstore retailing has recently grown.
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Chapter 13: Promotion I: Advertising and Sales Promotion
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165 Verified Questions
165 Flashcards
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Sample Questions
Q1) In the communication model, noise is anything that interferes with effective communication.
A)True
B)False
Q2) Which of the following types of sales promotions would NOT be offered to a final consumer?
A) rebates
B) push money
C) bonus packs
D) sweepstakes
E) premiums
Q3) Which of the following practices helps to protect consumers from spam?
A) puffery
B) permission marketing
C) pop-up blocking
D) authenticated streaming
E) embedded marketing
Q4) Why might an advertiser be accused of greenwashing?
Q5) What promotional efforts would a marketer be likely to use if the communication objective was to increase awareness of the brand?
Page 15
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Chapter 14: Promotion Ii: Social Media, Directdatabase
Marketing, Personal Selling, and Public Relations
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170 Verified Questions
170 Flashcards
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Sample Questions
Q1) The salesperson contacts the customer for the first time in the ________ step of the creative selling process.
A) preapproach
B) prospect
C) approach
D) presentation
E) qualify
Q2) The gap between good buzz and bad buzz is referred to as ________.
A) groundswell
B) viral marketing
C) sock puppeting
D) brand polarization
E) the magnifying effect
Q3) Hotmail put the message "Get Your Free Email at Hotmail.com" at the bottom of every email sent by Hotmail users. What type of marketing technique did Hotmail use?
Q4) Virtual goods are tangible products that can be purchased for real money in virtual worlds.
A)True
B)False
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