Principles of Marketing Solved Exam Questions
Course Introduction
Principles of Marketing introduces students to the fundamental concepts and strategies of marketing in today's dynamic business environment. The course covers key topics such as market research, consumer behavior, product development, pricing strategies, promotion, and distribution channels. Emphasizing both theoretical frameworks and practical applications, students learn how organizations create value for customers and build strong customer relationships. Through case studies and real-world examples, the course also explores digital marketing trends, ethical considerations, and the global impact of marketing decisions.
Recommended Textbook
Marketing 11th Edition by Roger A. Kerin
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Page 2
Chapter 1: Creating Customer Relationships and Value
Through Marketing
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264 Verified Questions
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Sample Questions
Q1) element of the marketing mix demonstrated when an art gallery suggests a $2.00 donation at the door is __________.
A) philanthropy
B) place
C) product
D) promotion
E) price
Answer: E
Q2) Michelin's __________ can be summed up as "providing safety-conscious parents greater security in tires at a premium price."
A) customer value proposition
B) protocol
C) mission statement
D) core values
E) marketing program
Answer: A
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Page 3
Chapter 2: Developing Successful Organizational and Marketing Strategies
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Sample Questions
Q1) Recently,many organizations have added __________ to their mission statements.
A) a business definition
B) a social element to reflect what is morally right and worthwhile
C) an economic element to promote profit maximization
D) an expanded definition of stakeholders to include its competitors
E) their level of pricing and product quality.
Answer: B
Q2) set of values,ideas,attitudes,and norms of behavior that is learned and shared among the members of an organization is referred to as its ___________.
A) mission statement
B) core value proposition
C) corporate philosophy
D) core benefit proposition
E) organizational culture
Answer: E
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Page 4
Chapter 3: Scanning the Marketing Environment
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Sample Questions
Q1) an inflationary economy,the cost to produce and buy products and services __________ as prices __________.
A) increases; increase
B) increases; decrease
C) decreases; increase
D) decreases; decrease
E) does not change; increase
Answer: A
Q2) of the following are economic indicators EXCEPT:
A) inflation
B) barriers to entry
C) unemployment
D) GDP
E) deflation
Answer: B
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5
Chapter 4: Ethical and Social Responsibility for Sustainable Marketing
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Sample Questions
Q1) Anheuser-Busch acts on what it views as an ethical obligation to its customers and the general public with its
A) development of a low-carb beer.
B) annual sponsorship of the Super Bowl.
C) exclusive use of ingredients from American manufacturers and suppliers.
D) alcohol awareness and education programs.
E) commitment to maintaining the lowest prices possible without sacrificing taste.
Q2) Marketing efforts to produce,promote,and reclaim environmentally sensitive products are referred to as A) green marketing.
B) recycle marketing.
C) cause marketing.
D) environmental marketing.
E) recycling.
Q3) are the five steps in a social audit?
Q4) Business culture affects ethical behavior in competition.Briefly discuss the two most common kinds of unethical competitive behavior.In answering,provide concrete examples for both.
Q5) Explain the difference between societal culture and business culture.
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Chapter 5: Understanding Consumer Behavior
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Sample Questions
Q1) the hierarchy of needs,a burglar alarm would satisfy a __________ need.
A) physiological
B) safety
C) social
D) personal
E) self-actualization
Q2) There are five stages in the consumer purchase decision process.The third stage is __________.
A) information search
B) purchase decision
C) alternative evaluation
D) postpurchase behavior
E) problem recognition
Q3) would Dr.Pepper select the rock and roll band KISS to appear in an ad campaign? How would the group be a sociocultural influence on consumer behavior?
Q4) might Ford Motor Company apply the three methods of attitude change in its marketing activities?
Q5) Identify and explain the five stages of the consumer purchase decision process as shown in "A," "B," "C," "D," and "E" in Figure 5-3 above.
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Chapter 6: Understanding Organizations As Customers
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Sample Questions
Q1) Which of the following statements accurately characterizes buying behavior in organizational markets?
A) Organizational buying behavior is similar to consumer buying behavior since individuals are involved in both processes.
B) Demand for industrial products is elastic instead of inelastic or derived because companies, not ultimate consumers, determine the quantity of goods produced.
C) Fewer customers typically exist in organizational markets than in consumer markets.
D) Purchase orders much more frequent but they are usually small.
E) Forecasting is not as important in organizational buying as in consumer buying.
Q2) During the next-to-the-last stage of the organizational buying decision process,the organization
A) does an information search.
B) engages in postpurchase behavior.
C) evaluates alternatives.
D) makes the purchase decision.
E) recognizes the final problem.
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8
Chapter 7: Understanding and Reaching Global
Consumers and Markets
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Sample Questions
Q1) variations on licensing are
A) contract manufacturing and direct investment.
B) contract manufacturing and joint ventures.
C) foreign assembly and franchising.
D) contract manufacturing and contract assembly.
E) foreign assembly and joint ventures.
Q2) __________ firm views the world as one market and emphasizes cultural similarities across countries or universal consumer needs and wants more than differences.
A) transcontinental
B) multidomestic
C) international
D) multinational
E) transnational
Q3) Which of the following is an advantage inherent in the use of licensing?
A) The foreign country gains employment.
B) There is an exemption from domestic trade regulations.
C) There is an increase in potential profit gains.
D) The licensee retains control of its product.
Page 9
E) The licensee is protected from creating a potential competitor.
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Chapter 8: Marketing Research: From Customer Insights to Actions
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Sample Questions
Q1) Facts and figures that are newly collected for a project at hand are referred to as A) statistical data.
B) empirical data.
C) secondary data.
D) primary data.
E) inferential data.
Q2) Surveys,testing of marketing campaigns,sneak previews,and tracking studies are all examples of market research techniques.Collectively,they are used in the movie industry to
A) estimate a production company's potential market share.
B) identify prospective nominees for industry awards such as the Oscars.
C) create an advance market for the movie's DVD release regardless of whether it is successful in its theater release or not.
D) identify possible story lines and/or plots for future movie ventures.
E) reduce uncertainty and improve marketing decisions.
Q3) Figure 8-6D above shows average annual unit sales per household,by age of children in household for Tony's Pizza.Analyze this chart.What findings would you present to a supervisor?
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Chapter 9: Market Segmentation,Targeting,and Positioning
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Sample Questions
Q1) Figure 9-11 above is a depiction of a _________ for beverages in the minds of adults.
A) hierarchy of needs
B) perceptual map
C) marketing matrix
D) growth-share matrix
E) perception matrix
Q2) is not recommended that a firm select a target segment that
A) is incompatible with its company's goals or objectives.
B) requires more than one marketing action.
C) has few competitors that target this same segment.
D) would require entry in a global marketplace.
E) has a growth potential that would require increasing the current workforce.
Q3) fourth step in segmenting and targeting markets that link customer needs to marketing actions is to __________.
A) group potential buyers into segments
B) select target markets
C) group products to be sold into categories
D) develop a market-product grid and estimate size of the overall market
E) take marketing actions to reach target markets
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Chapter 10: Developing New Products and Services
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Sample Questions
Q1) Products that are purchased by the ultimate consumer are referred to as __________.
A) generic goods
B) end user goods
C) personal items
D) merchandise
E) consumer products
Q2) emphasis of a marketing strategy for a continuous innovation concentrates on
A) obtaining widespread distribution.
B) setting a low price.
C) using advertising to generate awareness.
D) using reminder advertising.
E) using personal selling.
Q3) Accessories are support products that include items such as
A) stationery, paper clips, and brooms.
B) tools and office equipment.
C) buildings and fixed equipment.
D) raw materials and component parts.
E) maintenance, repair, and legal services.
Q4) are the eight marketing reasons for new-product failures?
Page 12
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Chapter 11: Managing Successful Products,Services,and Brands
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Sample Questions
Q1) Products that experience rapid sales on introduction and then an equally rapid decline are called __________ products.
A) high-learning
B) low-learning
C) fashion
D) fad
E) primary
Q2) Which of the following statements about product line extensions is most accurate?
A) A product line extension strategy typically leads to increased advertising costs.
B) There are no risks associated with a product line extension strategy.
C) When the Clorox Company joins with Kroger supermarkets to advertise Clorox products in a local newspaper, it is engaged in a product line extension.
D) A product line extension is used with multiproduct branding.
E) A product line extension is used with multibranding.
Q3) Describe the decline stage of the product life cycle.Explain the two strategies a company might employ if its product were in the decline stage of its product life cycle.
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13
Chapter 12: Services Marketing
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Sample Questions
Q1) had a craving for sushi so he searched yellowpages.com for the name of a restaurant in his vicinity that serves this type of food.When he arrived at his destination,he was impressed with the menu posted outside the door and decided to go in.He was greeted with a smile by a hostess and then immediately seated at a well-appointed table where he was given a warm cloth for his hands.The food was beautifully presented,the rice was the perfect texture and temperature,and the fish was fresh and delicious.Halfway thought the meal,he excused himself to go to the restroom.It was clean,but unfortunately was out of paper towels.He returned to his table,finished his meal,and paid his check.The hostess said goodbye and asked him to return.The first point in his customer contact audit was __________.
A) searching yellowpages.com
B) reading the menu on the door
C) being greeted by the hostess
D) being seated at his table
E) receiving his meal
Q2) are the three properties of goods and services evaluated by consumers when they are making a purchase decision? Give an example of a product or service for each.
Q3) Describe the three ways services can be classified.
Q4) is the difference between intangibility and inseparability of services?
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Chapter 13: Building the Price Foundation
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Sample Questions
Q1) month,the owner of a carwash pays $2,500 in rent,$500 in utilities,$750 interest on the business loan,an insurance premium of $200,and $250 on advertising on local bus routes.A full-service carwash is priced at $10.50.Unit variable costs for the carwash are $7.50.At what level of revenue will the carwash break even?
A) $4,200
B) $10,500
C) $14,700
D) $30,000
E) $39,900
Q2) 1 of the price-setting process identifies pricing objectives and constraints.Describe the constraints a firm is likely to face.
Q3) ratio of __________to price is referred to as value.
A) prestige value
B) perceived benefits
C) costs
D) perceived quality
E) profits
Q4) Explain the three forms of price elasticity of demand.
Q5) Describe the types of competitive markets and give an example of each one.
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Chapter 14: Arriving at the Final Price
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Sample Questions
Q1) Demand-oriented approaches weigh factors that underlie expected __________ more heavily than such factors as cost,profit,and competition when selecting a price level.
A) total revenue
B) stakeholder concerns
C) prevailing prices
D) product substitutes
E) customer tastes
Q2) Which of the following is a cost-oriented approach to pricing?
A) skimming pricing
B) prestige pricing
C) loss-leader pricing
D) experience curve pricing
E) bundle pricing
Q3) Marketing two or more products in a single package price is referred to as
A) package pricing.
B) loss-leader pricing.
C) bundle pricing.
D) tie-in pricing.
E) multi-product pricing.
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Chapter 15: Managing Marketing Channels and Supply Chains
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Sample Questions
Q1) are the functions performed by intermediaries?
Q2) the following sources produce channel conflict EXCEPT:
A) when a manufacturer increases its distribution coverage in a geographical area.
B) a channel member bypasses another member and sells or buys products directly.
C) disagreements over how profit margins are distributed among channel members. D) manufacturers believe wholesalers or retailers are not giving their products adequate attention.
E) a channel member that coordinates, directs, and supports other channel members.
Q3) Creating product assortments from several sources to serve customers would be an example of a __________ function.
A) transactional
B) facilitating
C) selling
D) logistical
E) risk taking
Q4) respect to consumer product and service marketing channels,what are the key differences between a direct and an indirect channel?
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Chapter 16: Retailing and Wholesaling
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Sample Questions
Q1) Currently,the three largest television home shopping programs in the United States are
A) QVC, HSN, and ShopNBC.
B) Shop at Home, QVC, and HSN.
C) Direct shopper, Shop at Home, and ShopNBC.
D) Valuevision, Shop at Home, and QVC.
E) Shop America, Direct shopper, and J.S. Global.
Q2) markup refers to
A) the difference between the final selling price and how the customer values the product.
B) selling brand name merchandise at lower than regular prices.
C) the amount added to the cost the retailer paid for a product to reach the final selling price.
D) the difference between the retail cost and initial selling price.
E) the reduction in retail price, usually expressed as a percentage equal to the amount reduced, divided by the original price, and multiplied by 100.
Q3) are vending machine prices often higher than those in a retail store?
Q4) Describe the retail life cycle.
Q5) Explain how the wheel of retailing works.
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Chapter 17: Integrated Marketing Communications and Direct Marketing
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Sample Questions
Q1) the hierarchy of effects,trial refers to
A) the consumer's ability to recognize and remember the product or brand name.
B) the consumer's appraisal of the product or brand on important attributes.
C) the consumer's first actual purchase and use of the product or brand.
D) an increase in the consumer's desire to learn about some of the features of the product or brand.
E) a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand.
Q2) Pharmaceutical companies now spend more than $4 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.
A) consumer integrated
B) doctor cohort
C) informational DVD
D) direct-to-consumer
E) customized on-line
Q3) Identify and briefly describe each of the five promotional elements.
Q4) Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.
Page 19
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Chapter 18: Advertising, Sales Promotion, and Public Relations
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Sample Questions
Q1) insurance companies like Prudential attempt to appeal to a person's sense of "Don't wait until it's too late." The purpose of these ads is to convince an individual that his or her loved ones won't be able to provide for themselves once he/she is dead.Because of the consequences of dying without insurance are so grim,the insurance company urges viewers to act before it's too late. This is an example of a _________.
A) fear appeal
B) rhetorical appeal
C) life cycle appeal
D) humorous appeal
E) security appeal
Q2) advertising messages are made up of two elements,which are
A) expository and persuasional.
B) informational and persuasional.
C) informational and creative.
D) functional and persuasional.
E) creative and expository.
Q3) are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?
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Chapter 19: Using Social Media and Mobile Marketing to
Connect With Consumers
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Sample Questions
Q1) Through a network of businesspeople known as __________,members of LinkedIn gain an introduction to someone they wish to know through a mutual,trusted contact.
A) "followers"
B) "colleagues"
C) "contacts"
D) "connections"
E) "friends"
Q2) Negotiated (cost)is a measure in which
A) a fixed amount of money paid to the site for every visitor who clicks on this ad and goes from the website to the advertiser's site.
B) a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
C) a fixed amount paid to a site for posting an ad for a finite amount of time.
D) a fixed amount of money is paid for every 1,000 times an ad loads, up to $100 a month.
E) a fixed discount a visitor gets for clicking on the ad.
Q3) are the main ways brand managers can use Twitter?
Q4) are "apps," and what significance do they have with respect to convergence?
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Chapter 20: Personal Selling and Sales Management
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Sample Questions
Q1) Sales activities occurring before,during,and after the sale itself,consisting of six stages,are referred to as __________.
A) the new-product process
B) the strategic marketing process
C) the personal selling process
D) the consumer purchase decision process
E) relational selling
Q2) Discuss the ethics of salespeople asking their customers for information about such things as the pricing and promotion strategies of the salespeople's competitors.
Q3) trial close refers to __________.
A) asking the prospect to make a decision on some aspect of the purchase
B) allowing the prospect to use or lease the item on a limited temporary basis before making a final commitment of purchase
C) committing the prospect quickly by making references to the time limits of the purchase
D) making an exchange of money or other unit of value
E) asking the prospect to make choices concerning delivery, warranty, or financing terms
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22
Chapter 21: Implementing Interactive and Multi-Channel Marketing
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Sample Questions
Q1) Marketers produce a customer experience through seven website design elements: (1)context; (2)__________; (3)community; (4)customization; (5)communication; (6)connection; and (7)commerce.
A) content
B) creativity
C) consistency
D) collaboration
E) control
Q2) Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as a(n)__________.
A) extranet
B) intranet
C) marketplace
D) marketspace
E) web portal
Q3) Explain why marketers believe that the possibilities for customer value creation are greater in the digital marketspace than in the physical marketplace.
Q4) Explain the four ways the marketspace creates value for consumers.
Page 23
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Chapter 22: Pulling It All Together: The Strategic Marketing Process
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Sample Questions
Q1) Functional groupings refer to organizational groupings
A) that group specific customer segments.
B) in which sales territories are subdivided according to geographic location.
C) that represent the different departments or business activities within a firm.
D) in which a unit is responsible for specific product offerings.
E) that combine both market-based groupings with product groupings.
Q2) There are five alternative marketing strategies that can be identified by market-product grids: market-product concentration,__________,product specialization,selective specialization,and full coverage.
A) diversification
B) selective distribution
C) market specialization
D) product reorientation
E) new product specialization
Q3) and explain two types of marketing plans.
Q4) What is a sales response function?
Q5) a marketing plan fails,what should a marketer do in terms of looking for the source of the problem?
Q6) the six guidelines for improving implementation of marketing programs.
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