Principles of Marketing Review Questions
Course Introduction
Principles of Marketing introduces students to the foundational concepts and strategies essential for understanding the role of marketing within organizations and society. The course covers key topics such as market research, consumer behavior, product development, pricing strategies, distribution channels, and promotional techniques. Students will explore how marketing creates value for both customers and businesses, examine contemporary marketing challenges, and gain insight into ethical considerations and digital marketing trends. Through real-world examples and practical applications, the course emphasizes decision-making processes and equips students with the analytical tools needed to succeed in various marketing environments.
Recommended Textbook
Marketing Management 4th Edition by Russ
Winer
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15 Chapters
1500 Verified Questions
1500 Flashcards
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Page 2
Chapter 1: Marketing and the Job of the Marketing Manager
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Product-focused organizational structure is not suited for:
A)business-to-business products.
B)retail products.
C)consumer durables.
D)internationally focused products.
Answer: A
Q2) Marketing plans should be written because:
A)it provides a concrete history of the product's strategies.
B)it is mandatory for a registered firm to have a written marketing plan.
C)it considers the external environment alone to make decisions.
D)written marketing plans can be distributed to all stakeholders.
Answer: A
Q3) Which of the following is lowest in the hierarchy of planning?
A)annual marketing plan
B)corporate strategic planning
C)group or sector planning
D)SBU planning
Answer: A
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3
Chapter 2: A Strategic Marketing Framework
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99 Flashcards
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Sample Questions
Q1) Which of the following is one of the "3Cs" of marketing?
A)communication
B)community
C)commitment
D)company Answer: D
Q2) A firm's objective is the criteria by which the success or failure of a strategy is measured.
A)True
B)False Answer: True
Q3) Which of the following is an example of a trade barrier?
A)credit
B)quota
C)inflation
D)quote Answer: B
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Page 4
Chapter 3: Marketing Research
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) One of the major functions of marketing research is monitoring current marketing programs.
A)True
B)False
Answer: True
Q2) Which of the following statements is true regarding a convenience sample?
A)It is time consuming and is usually selected due to scientific reasons.
B)It is also known as random sample.
C)Some members of the population have a zero probability of being chosen.
D)In convenience sampling,the customers can self-select to return a survey.
Answer: C
Q3) Which of the following methods of sales forecasting is most likely to be used to predict the economic performance of a country?
A)executive opinion
B)Delphi method
C)econometric models
D)moving average
Answer: C
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Chapter 4: Analyzing Consumer Behavior
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Sample Questions
Q1) Increase in trialability of an innovation is positively related to its success.
A)True
B)False
Q2) Which of the following best describes conservative,conventional people whose beliefs revolve around family,church,community,and their country?
A)believers
B)strivers
C)makers
D)survivors
Q3) ________ is the concept that a customer will adopt an innovation only if he or she considers it to be an improvement over the current product being used to satisfy the same need.
A)Observability
B)Planned obsolesence
C)Relative advantage
D)Need recognition
Q4) List and briefly describe the three different sets of options formed by customers in the search for alternatives through internal and external information sources.
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Chapter 5: Organizational Buying Behavior
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99 Flashcards
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Sample Questions
Q1) Because marketing research budgets in industrial companies are usually lower than consumer product companies,industrial companies tend to use:
A)primary data.
B)secondary data.
C)observational research data.
D)phenomenological research data.
Q2) Which of the following statements is true about the chasm in the chasm model?
A)It is the first small crack that appears in the chasm model.
B)It appears between pragmatists and conservatives.
C)It represents the problem of getting laggards to buy a product.
D)Pursuing a thematic niche is one of the approaches that can be used to cross the chasm.
Q3) Chasm refers to the large gap between the late majority and the laggards.
A)True
B)False
Q4) Request for proposal (RFPs)usually are unnecessary for straight repurchase situations.
A)True
B)False
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Chapter 6: Market Structure and Competitor Analysis
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99 Flashcards
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Sample Questions
Q1) Which of the following statements is true regarding a product form competition?
A)It is a wide definition of competition.
B)It is useful in the long run.
C)It represents the true underlying competitive dynamics.
D)It provides the closest set of competitors.
Q2) The most common form of equilibrium used for solutions to game theory models is called:
A)budget equilibrium.
B)nash equilibrium.
C)generic equilibrium.
D)cooperative equilibrium.
Q3) Which of the following examples best represents product form competition in drip coffee machine category?
A)other brands of coffee drip machines
B)percolators and espresso machines
C)juicers and water purifiers
D)pots and pans
Q4) A good primary source of market information is your sales force and customers.
A)True
B)False
Page 8
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Chapter 7: Product Decisions
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101 Verified Questions
101 Flashcards
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Sample Questions
Q1) Often,two independent companies will cooperate to have both brands highlighted in a product.These are known as:
A)corporate parent brands.
B)distinct product brands.
C)brand extensions.
D)co-brands.
Q2) Ingredient branding is a special case of:
A)co-branding.
B)sub-branding.
C)umbrella branding.
D)distinct product branding.
Q3) Discuss briefly why customers value brands.
Q4) In the early 1980s Theodore Levitt,seeing dramatic improvements in telecommunications,was the first person to call for a truly global approach to marketing.The first company to pick up his ideas was London-based Saatchi & Saatchi,an advertising agency.Discuss S&S's rationale for global marketing.
Q5) Patents and trademarks are considered as brand assets.
A)True
B)False
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Chapter 8: New Product Development
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99 Flashcards
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Sample Questions
Q1) Which of the following approaches to new product development consists of a funnel like process where the number of concepts diminishes after each step because some will fail the test at each stage?
A)the Classic Linear Approach
B)the Rugby Approach
C)the Cost Differential Approach
D)the Target Costing Approach
Q2) Which of the following describes the main disadvantage of a focus group ?
A)The small sample size makes it inaccurate for projection purposes.
B)Focus groups is a very expensive research method.
C)Focus groups is a very time consuming research method.
D)It is difficult to effectively convey a concept during a focus group discussion.
Q3) Conjoint analysis is a marketing research method that enables you to determine how customers value different levels of product attributes from theoretical profiles or concepts.
A)True
B)False
Q4) Describe the three major categories of the data collection procedures for concept testing.
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Chapter 9: Pricing
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Sample Questions
Q1) In the retail business,the reference price is often listed on the sales tag as the:
A)original price.
B)reduced price.
C)marked-down price.
D)sale price.
Q2) The concept of unused capacity is important in product categories with high-fixed-cost and high contribution-margin.
A)True
B)False
Q3) This method is an alternative to survey-based methods and takes place in a real environment.It tries to obtain actual market data after manipulating price in different markets.Identify this method.
A)dollarmetric method
B)conjoint analysis
C)field experimental method
D)delphi method
Q4) Describe the three possible relationships among perceived value,price and cost,ignoring competition for the present.
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11
Chapter 10: Communications and Advertising Strategy
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Sample Questions
Q1) The minimarket test method is limited to ads for frequently purchased consumer goods with sales objectives.
A)True
B)False
Q2) Which of the following is the final stage of the advertising decision-making process?
A)setting advertising goals
B)selecting the target audience
C)selecting media
D)measuring advertising effects
Q3) List the six stages of the advertising decision-making process.
Q4) Which of the following approaches to budgeting is the ultimate in "advertising as a cost of doing business" thinking and is similar in spirit to the percentage-of-sales method?
A)affordability
B)experimentation
C)decision calculus
D)competitive parity
Q5) Describe the major types of media and the advantages of each.
Q6) List and briefly describe the general types of informational appeals.
Page 12
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Chapter 11: Sales Promotion
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100 Verified Questions
100 Flashcards
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Sample
Questions
Q1) Which of the following statements is true about price-oriented promotions?
A)Price promotions increase brand equity.
B)Frequent price promotions lead customers to be less price-sensitive.
C)Sampling is a type of price-oriented promotion.
D)The dominant form of price-oriented promotion is couponing.
Q2) Identify the trade promotion that is the most risky for a company.
A)place-based promotions
B)sales-based incentives
C)product-based allowances
D)price-based promotions
Q3) Price promotions can dilute brand equity.
A)True
B)False
Q4) Coupons are an effective way to target discounts and other incentives to households that are particularly sensitive to price.
A)True
B)False
Q5) List the conditions in which companies spend more on advertising and promotion relative to sales.
Q6) Summarize the advantages and disadvantages of coupons.
Page 13
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Chapter 12: Channels of Distribution
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Sample Questions
Q1) A retailer may not think that the manufacturer's support in terms of cooperative advertising and training is sufficient while the manufacturer believes that it is offering the same level to that retailer as to others that have been successful.Identify this source of conflict.
A)goal divergence
B)domain dissensus
C)differing perceptions of reality
D)misuse of power
Q2) According to the text,channels of distribution must be treated like:
A)partners of the organization.
B)customers.
C)competitors of the firm.
D)marketers of the firms products.
Q3) A hybrid system is a modification of the multiple-channel system in which members of the channel system perform complementary functions.
A)True
B)False
Q4) List and briefly describe the situations in which channel members are likely to have significant bargaining power over the marketing manager.
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Chapter 13: Direct Channels of Distribution: Personal Selling and
Direct Marketing
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Sample Questions
Q1) This activity involves a detailed examination of what happened during the call,"win--loss" reports on new business won or customers lost,any information picked up about competition such as their prices,and any other market intelligence.Identify this salesperson activity.
A)planning the sales call
B)filling out the call report
C)post-call analysis
D)communicating with the customer
Q2) Which of the following is one of the input measures used for evaluating sales performance?
A)number of orders
B)size of orders
C)number of active accounts
D)time spent on nonselling activities
Q3) The marginal economic method is a major method used to determine the size of the sales force that is based on the forecasted sales level divided by an assumed average sales per salesperson.
A)True
B)False
Q4) List and briefly describe any three different kinds of sales quotas.
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Chapter 14: Customer Relationship Management
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101 Flashcards
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Sample Questions
Q1) A group of customers who share information between themselves and the company about their experiences with the product or service is most likely to be known as a: A)quality circle.
B)cohort.
C)community.
D)focus group.
Q2) Which of the following best describes customers who tend to be dissatisfied or somewhere in the middle,switch to competitors,and are unhappy with you?
A)Loyalist/Apostle
B)Defector/Terrorist
C)Mercenary
D)Hostage
Q3) The longer a customer is retained,the longer the base profit is earned. A)True
B)False
Q4) Describe the primary customer-based metrics.
Q5) Loyalty programs are also known as facultative programs. A)True
B)False
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Chapter 15: Special Topic: Strategies for Service Markets
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Sample Questions
Q1) Technical quality is dependent on how the service is delivered or the quality of the actual interaction with the company.
A)True
B)False
Q2) Tangibility of services can be increased by using sampling or other promotions.
A)True
B)False
Q3) Sampling and other promotions to get customers to try the service at low cost or risk are intended to reduce the problem of:
A)intangibility.
B)barrier to entry.
C)logistics.
D)service design.
Q4) What is referred to as loss aversion?
Q5) List and briefly describe the three major types of attributes used to describe products and services.
Q6) List and briefly describe the components of the value chain that service companies can use to attempt to differentiate themselves from the competition.
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