Principles of Marketing Pre-Test
Questions
Course Introduction
Principles of Marketing introduces students to the fundamental concepts and strategies involved in marketing products and services. The course covers core topics such as market research, consumer behavior, segmentation, targeting and positioning (STP), product development, pricing strategies, distribution channels, and promotional tactics. Students learn how businesses identify customer needs, create value, and build lasting relationships in a dynamic and competitive environment. By exploring real-world examples and contemporary marketing trends, this course provides a foundation for understanding the pivotal role marketing plays in organizational success and equips learners with essential skills for further study or entry-level roles in the field.
Recommended Textbook
PROMO2 2nd Edition by Thomas O'Guinn
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15 Chapters
984 Verified Questions
984 Flashcards
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Chapter 1: The World of Integrated Marketing Communication
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69 Verified Questions
69 Flashcards
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Sample Questions
Q1) Which of the following is NOT an element of the marketing mix?
A) Product
B) Price
C) People
D) Distribution
Answer: C
Q2) A target audience is the whole group of consumers that will see an advertisement or an advertising campaign.
A)True
B)False
Answer: False
Q3) You have been placed in charge of all promotion for a product that has common appeal in different cultures around the world. You will most likely engage in A) global promotion.
B) international promotion.
C) national promotion.
D) regional promotion.
Answer: A
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Chapter 2: The Promotion Industry
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70 Flashcards
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Sample Questions
Q1) Marketers are looking to the full complement of promotional opportunities in sales promotions, event sponsorships, new media options, and public relations instead of traditional advertising efforts.
A)True
B)False
Answer: False
Q2) Advertisers are shifting some money away from traditional media because they are
A) interested in consolidating via digital media.
B) looking to a broader range of promotional tools.
C) unconvinced in the strengths of promotional tools.
D) struggling to recover from a depressed economy.
Answer: B
Q3) Calvin Klein, and Revlon have developed their own in-house agencies because of economic reasons, and the fact that their in house agencies have brand specific control over and knowledge of their own marketing activities.
A)True
B)False
Answer: True
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Chapter 3: The Evolution of Promoting Brands
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65 Verified Questions
65 Flashcards
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Sample Questions
Q1) Proctor & Gamble's web-site beinggirl.com is an attempt by the personal products giant to decrease dependency on national broadcast TV and magazines to save money on advertising budgets.
A)True
B)False
Answer: False
Q2) Two of the agencies most noted for their early role in the creative revolution were
A) Young & Rubicam and BBDO
B) J. Walter Thompson and N. W. Ayer.
C) Ogilvy & Mather and Doyle, Dane, Bernbach.
D) Tatham, Laird & Kudner and Ted Bates.
Answer: C
Q3) During the 1970s, advertising directed at children became a booming business and groups such as Action for Children's Television criticized advertisers for creating commercials for this age-group which fueled a dramatic increase in toy, cereal and game revenues.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Understanding the Marketing Environment:
Segmentation, Targeting, and Positioning
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70 Verified Questions
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Sample Questions
Q1) While a company may use a variety of themes in establishing a position, it should communicate only a single theme within any one advertisement.
A)True
B)False
Q2) When formulating a positioning strategy, a multiple benefits to satisfy the target segment should be considered.
A)True
B)False
Q3) (Scenario 4-2) Kenmore previously appealed to penny-conscious consumers who were in a position to buy major appliances for the first time. When studying usage patterns, the members of this group are referred to as
A) emergent consumers.
B) novices.
C) nonusers.
D) neophytes.
Q4) STP marketing includes segmenting, targeting, and positioning.
A)True
B)False
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Q5) Define and explain the importance of the value proposition in brand promotion.
Chapter 5: Understanding Buyer Behavior and the Communication Process
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Sample Questions
Q1) (Scenario 5-3) The woman chooses Chicken of the Sea tuna because she thinks that the company uses nets that won't harm dolphins, she knows the company has that funny, talking tuna in its commercials, she thinks it's tastier than the competition, and it's the kind her mother always buys. These thoughts are known as:
A) a consideration set.
B) a series of beliefs.
C) a series of attitudes.
D) a series of values.
Q2) (Scenario 5-2) Which one of the following would not be considered a functional benefit of Aspirin Regimen Bayer with Calcium?
A) It alleviates worries about osteoporosis.
B) It's an easy way to get the calcium your body needs.
C) It comes in an easy-to-carry package.
D) It costs the same as other brands of aspirin.
Q3) For a thought to be considered a brand attitude, it must be based on personal experience.
A)True
B)False
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Chapter 6: The Regulatory and Ethical Environment of Promotions
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Sample Questions
Q1) (Scenario 6-6) One student said, "I am sick and tired of seeing nothing but supermodels advertising women's clothes. Nobody I know looks like that! They don't give me any indication of how I might look in their clothes." Which of the following cons of advertising is this comment most likely based on?
A) advertising is intrusive
B) advertising wastes resources
C) advertising creates needs
D) advertising is superficial
Q2) Which of the following is considered by advertising critics to be a con of advertising in society today?
A) advertising provides too much information
B) advertising lowers cost of products
C) advertising creates needs
D) advertising reflects society's desires
Q3) An advertisement for Ziploc freezer bags that compares this Johnson Family of Companies product with a competing product that is factual is viewed as illegal.
A)True
B)False
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Chapter 7: The International Market Environment for Brand Promotion
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70 Flashcards
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Sample Questions
Q1) There are a few human expressions that are commonly interpreted in the similar ways.
A)True
B)False
Q2) (Scenario 7-3) The scene in this ad most likely shares a similar interpretation by people in France. Holidays at the beach are common, so French readers can readily interpret the elements in the visual. However, if a woman in another culture has no experience with vacations on the beach and sees this ad, the visual may be unintelligible. This underscores the importance of the understanding of ____ by global advertisers.
A) picturing
B) values
C) ethnocentrism
D) product use
Q3) Ethnocentrism is the term used to describe each individual's tendency to view and value things from the perspective of one's own cultures.
A)True
B)False
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Chapter 8: Messaging and Media Strategies
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47 Flashcards
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Sample Questions
Q1) List several of the core characteristics of great creative minds described by Howard Gardner and discuss their upsides and downsides.
Q2) As an agency creative you will spend one-fourth of your work life with your feet up doing nothing at all.
A)True
B)False
Q3) (Scenario 8-1) Which of the following departments in the Blanding agency is responsible for maintaining a good relationship with this client?
A) creative.
B) account service
C) media planning
D) production
Q4) Which of the following IS of particular note to writing a good creative brief?
A) Make it comprehensive
B) Be logical so the creatives never forget the business goal
C) Write in the consumer's language not business speak
D) List all the things that consumers should believe about the brand
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Chapter 9: The Internet
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Sample Questions
Q1) (Scenario 9-2) The site where you solved a murder mystery is sponsored by a company that specializes in publishing mystery novels. Part of the site is devoted to a full catalog listing all of the company's titles currently in print. This type of site is referred to as
A) a catalog site.
B) a corporate home page.
C) a direct response site.
D) a banner site.
Q2) Visits are the number of occasions in which a user X has interacted with Y site during Z time.
A)True
B)False
Q3) The challenge of creating and displaying banner ads is not just to catch consumer attention, but to make them buy the sponsor's product.
A)True
B)False
Q4) Click fraud, while heartily annoying to advertisers, is not a crime.
A)True
B)False
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Chapter 10: Direct Marketing and Personal Selling
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65 Flashcards
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Sample Questions
Q1) A company uses its marketing database to run an RFM analysis on its customers. The F in RFM stands for frequency and refers to
A) the number of times a customer was reached with any kind of advertising message from the company.
B) the number of times a customer was reached through a direct-marketing medium for the company.
C) the number of times a customer bought a product from any product category.
D) the number of times a customer bought a product from the company.
Q2) Although privacy issues continue to be a hot topic in the national media, research has shown that only about one in five consumers expresses concerns about privacy issues.
A)True
B)False
Q3) Which of the following societal factors is driving the growth of direct marketing today?
A) consumers' increasing need for convenience
B) more liberal attitudes about the use of credit and accumulation of debt
C) developments in technology - in telecommunication and computers
D) all of these factors are driving the growth of direct marketing today
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Page 12
Chapter 11: Sales Promotion and Point of Purchase
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Sample Questions
Q1) (Scenario 11-7) An account executive has sent a memo saying that a client is quite pleased the with the results of the network TV buy that you made the previous month. Now client would like to use a support media to target the specific geographic areas that have shown the strongest results. You fire off a note stating that A) this may be a good opportunity to recommend the use of billboards.
B) billboard advertising, transit advertising, and directory advertising can all accomplish this.
C) this may be a good opportunity to recommend the use of transit advertising. D) this may be a good opportunity to recommend the use of direct advertising.
Q2) Attaching a small bottle of Gillette shaving cream to a razor is an on-package sampling technique.
A)True
B)False
Q3) Jiffy Lube relies heavily on couponing in local newspapers and coupon sheets to promote its basic oil change service. What are four possible advantages that Jiffy Lube gains from using coupons?
Q4) Transit advertising works best for building or maintaining brand awareness.
A)True
B)False
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Chapter 12: Sponsorship, Product Placements, and Branded Entertainment
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Sample Questions
Q1) The objective underlying the coordination of supportive media is to achieve a synergistic effect.
A)True
B)False
Q2) (Scenario 12-1) Which of the following statements regarding sponsorship of Bird of Prey is NOT true?
A) It would be part of the $8.7 billion event-sponsoring industry.
B) Critics claim that sponsorship of events like this is the result of ego-driven decision making.
C) If the sponsorship does not compare well with the cost efficiency of traditional advertising, the sponsorship may still be a good decision.
D) The positive feelings that one was watching Grand Prix yacht racing may be transferred to the sponsor's products.
Q3) NASCAR bills itself as
A) the most popular form of car racing
B) bigger and faster than the Kentucky Derby
C) the best marketing opportunity in sports
D) old school in the good way
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Chapter 13: Public Relations, Influencer Marketing, Social
Media, and Corporate Advertising
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71 Verified Questions
71 Flashcards
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Sample Questions
Q1) The major problem associated with the use of news conferences as a public relations tool is that they are no longer seen as credible.
A)True
B)False
Q2) (Scenario 13-2) The situation is not as bad as it could be, because your public relations agency had already identified environmental issues as a weak area for your company. As a result, the agency had been in contact with important constituent groups before the furor erupted. A weak area is referred to as ____ by people in the public relations industry.
A) an Achilles' heel
B) a vulnerability
C) a red spot
D) a negative opportunity
Q3) Which of the following primary objectives of public relations involves dealing with government officials and pending legislation?
A) promoting goodwill
B) preparing internal communications
C) counteracting negative publicity
D) lobbying
Page 15
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Chapter 14: Personal Selling and Sales Management
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63 Verified Questions
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Sample Questions
Q1) Jane coordinated the delivery to her customer of the X-5000 Super Unit. She arranged financing and also oversaw installation. Finally she trained the customer's staff in the proper operation of the X-5000. Jane is specifically engaged in A) sales coordination.
B) market analysis.
C) customer service.
D) customer relationship management.
Q2) Factors charged to the personal selling budget includes all of the following EXCEPT: A) training costs
B) promotional materials
C) cost-of-goods sold
D) salaries and benefits
Q3) Which of the following is not one of the decisions that must be made about training? A) content of the program
B) duration of training
C) whether to train or churn (i.e., hire and fire)
D) location of training
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Chapter 15: Measuring the Effectiveness of Brand Promotions
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59 Flashcards
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Sample Questions
Q1) P-O-P materials effectiveness is measured
A) almost exclusively on the basis of sales.
B) using retailer receptivity.
C) by how long the display stays up before it is removed by the retailer.
D) through telephone surveys of recall by shoppers of the store.
Q2) Validity means that the method generates consistent findings over time.
A)True
B)False
Q3) Sponsorships can be evaluated by
A) evaluating the number of viewers if the even is televised.
B) counting the number of times the company logo appears on the screen and the company name mentioned in the telecast for televised events.
C) simply counting the number of people that attend the event.
D) all of the above
Q4) Pursuing message evaluation with experimentation in the marketplace is known as A) pilot testing.
B) dummy advertising vehicles.
C) segmentation evaluation.
D) AIO research.
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