Principles of Marketing
Textbook Exam Questions
Course Introduction
Principles of Marketing introduces students to the fundamental concepts and strategies used in modern marketing practices. The course explores the marketing mix (product, price, place, and promotion), market research, consumer behavior, segmentation, targeting, and positioning. Students gain insight into developing marketing strategies, understanding customer needs, and analyzing market environments in both domestic and international contexts. Through real-world examples and case studies, learners develop the skills necessary to create value for customers and drive organizational success in competitive markets.
Recommended Textbook
Marketing The Core 5th Edition Canadian by Roger A. Kerin
Available Study Resources on Quizplus
15 Chapters
1617 Verified Questions
1617 Flashcards
Source URL: https://quizplus.com/study-set/3094
Page 2
Chapter 1: Marketing Fundamentals
Available Study Resources on Quizplus for this Chatper
122 Verified Questions
122 Flashcards
Source URL: https://quizplus.com/quiz/61321
Sample Questions
Q1) The Whirlpool Corporation creates home appliances to make life easier and more enjoyable for people.This statement concerns the _____ element of the marketing mix.
A)product
B)process
C)price
D)place
Answer: A
Q2) Product design, pricing strategies, and service elements create _____.
A)customer value
B)sales orientation
C)a marketing concept
D)relationship marketing
Answer: A
Q3) Typical entry-level positions in marketing include: marketing coordinator, marketing assistant, marketing analyst, and sales representative.
A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: The Marketing Environment
Available Study Resources on Quizplus for this Chatper
136 Verified Questions
136 Flashcards
Source URL: https://quizplus.com/quiz/61320
Sample Questions
Q1) Which of the following is a valid observation of baby boomers?
A)Baby boomers are people born between 1975 and 1991.
B)They are increasingly using digital technology for communication.
C)Baby boomers are people born between 1965 and 1975.
D)They are also referred to as the echo boomers or millennials.
Answer: B
Q2) A consumer has $100,000 left for spending and savings after paying his taxes.This sum amounts to his disposable income.
A)True
B)False
Answer: True
Q3) Which of the following differentiates a firm's strengths from its opportunities?
A)Companies can create opportunities, whereas they cannot build strengths.
B)Strengths are positive attributes, whereas opportunities can be positive or negative.
C)Strengths are internal aspects, whereas opportunities are external aspects.
D)Strengths are situational variables, whereas opportunities are person variables.
Answer: C
To view all questions and flashcards with answers, click on the resource link above.
4
Chapter 3: Consumer Behaviour
Available Study Resources on Quizplus for this Chatper
111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/61319
Sample Questions
Q1) Amy is shopping by herself for a dress for an office holiday party.What is she influenced by as she makes her decision?
A)routine problem solving
B)Psychological influences
C)Social influences
D)Situational influences
Answer: B
Q2) The factors a consumer uses when considering a purchase are called
A)Evaluative criteria
B)Evoked set
C)Pre-qualified alternatives
D)Make-buy options
Answer: A
Q3) Hank is watching television and sees an advertisement for a new snack food that he decides to purchase.This is an example of recognizing a need.
A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: Market Research Metrics and Analytics
Available Study Resources on Quizplus for this Chatper
116 Verified Questions
116 Flashcards
Source URL: https://quizplus.com/quiz/61318
Sample Questions
Q1) Probability sampling involves the use of arbitrary judgment by the market researcher to select a sample so that the chance of selecting a particular element of the population is either unknown or zero.
A)True
B)False
Q2) In order for market research to be helpful, data must be
A)Compiled in a way that enables good decision-making
B)Old enough to be relevant to the situation
C)Reported using a standardized template
D)Compiled from both primary and secondary sources
Q3) _____ is formally defined as the process of planning, collecting, and analyzing information in order to recommend actions to improve marketing activities.
A)Marketing information system
B)Market research
C)Market watch
D)Market exploration
Q4) All companies use the same set of metrics to track business success.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: B2B Marketing
Available Study Resources on Quizplus for this Chatper
105 Verified Questions
105 Flashcards
Source URL: https://quizplus.com/quiz/61317
Sample Questions
Q1) A buying centre is a heterogeneous group consisting of individuals with different goals and knowledge related to purchase decisions.
A)True
B)False
Q2) The _____ is a group of persons within an organization who participate in the buying process and share common goals, risks, and knowledge important to purchase decisions.
A)status quo committee
B)purchasing agency
C)buying centre
D)gatekeeper group
Q3) Polyron Inc.reprocesses the products it purchases before selling it to the next buyer.Polyron Inc.is an industrial firm.
A)True
B)False
Q4) What are the five stages of the organizational buying process?
Q5) Differentiate between traditional and reverse auctions.
Q6) What is a buying centre and in what type of business would a person expect to find one operating?
Page 7
To view all questions and flashcards with answers, click on the resource link above.
Chapter 6: Segmentation Targeting and Positioning
Available Study Resources on Quizplus for this Chatper
97 Verified Questions
97 Flashcards
Source URL: https://quizplus.com/quiz/61316
Sample Questions
Q1) Calvin the Clubber is described as a male college student who loves hip-hop music and spends weekends out late at dance clubs.This is an example of
A)Demographic segmentation
B)persona
C)Niche marketing
D)stereotyping
Q2) A segmented approach cannot be followed by companies in the business-to-business market.
A)True
B)False
Q3) What is product differentiation?
Q4) What is repositioning? Give an example of a repositioning effort by a company.
Q5) Gordon & Brothers Ltd., a watch manufacturing company, decides that it wants to establish the impression of its new range of watches in consumers' minds as a classic must-have for any occasion.This is referred to as _____.
A)product positioning
B)niche marketing
C)positioning map
D)product repositioning
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Products and Brands
Available Study Resources on Quizplus for this Chatper
105 Verified Questions
105 Flashcards
Source URL: https://quizplus.com/quiz/61315
Sample Questions
Q1) Visitors to a nail salon may have difficulty distinguishing between the overall look of the salon and their perception of quality of the service they received.This demonstrates
A)intangibility of services
B)incongruity of services
C)inseparability of services from consumers
D)inflexibility of services
Q2) Specialty products are items for which the consumer comparison-shops, assessing the attributes and prices of different products and brands.
A)True
B)False
Q3) Life brand products are only sold at Shoppers Drug Mart stores.This exemplifies
A)Manufacturer's brand
B)Private label brand
C)Generic brand
D)Individual brand
Q4) Identify the four types of consumer goods.
Q5) Differentiate between product line and product mix.
Q6) Describe the four Is of services.
Q7) How are business goods classified?
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: New Product Development
Available Study Resources on Quizplus for this Chatper
107 Verified Questions
107 Flashcards
Source URL: https://quizplus.com/quiz/61314
Sample Questions
Q1) Which of the following is a marketer adopting if he is targeting new markets with current products?
A)market penetration
B)product development
C)diversification
D)market development
Q2) Klen, a cellphone manufacturer, realizes that one of its products is experiencing a consistent decline in sales and profits.The company, however, decides to keep the product, but reduces marketing support in an attempt to reap minor profits.This strategy is called _____.
A)line extension
B)radical innovation
C)harvesting
D)commercialization
Q3) The product life cycle for a fad product is cyclical.
A)True
B)False
Q4) The product life cycle is divided into four stages of equal length.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Pricing
Available Study Resources on Quizplus for this Chatper
108 Verified Questions
108 Flashcards
Source URL: https://quizplus.com/quiz/61313
Sample Questions
Q1) Uniform delivered pricing means the:
A)title of goods remains with the manufacturer until sold to the ultimate consumer.
B)pricing and title of goods passes to the buyer upon arrival at final destination.
C)title of the goods passes to the buyer at the point of shipment.
D)price the seller sets includes all transportation costs.
Q2) Which of the following statements about pricing objectives is true?
A)Market share and unit volume are synonymous.
B)Unit volume is not a type of pricing objective because it is a production strategy.
C)Firms that are interested in strategic planning set their objectives to maximize current profit.
D)Profit objectives are frequently measured in terms of return on investments.
Q3) Odd-even pricing is most closely related to:
A)retailers' perceptions of price.
B)customers' perceptions of price.
C)wholesalers' markups.
D)manufacturers' costs.
Q4) Explain why price elasticity is important to marketing managers.
To view all questions and flashcards with answers, click on the resource link above.
11
Chapter 10: Marketing Channels and Supply Chain
Available Study Resources on Quizplus for this Chatper
112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/61312
Sample Questions
Q1) Buybooks generates more sales volume from its website than its stores.This is an example of a promotional website.
A)True
B)False
Q2) A consumer who researches products online and then purchases them at a retail store is called a(n) _____.
A)cross-channel shopper
B)channel hopper
C)e-commerce consumer
D)dual consumer
Q3) Electronic data interchange is the computer-to-computer exchange of business documents from a retailer to a supplier and back.
A)True
B)False
Q4) A marketing channel includes the individuals and firms involved in making products and services available.
A)True
B)False
Q5) What functions do intermediaries perform?
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 11: Retailing and Wholesaling
Available Study Resources on Quizplus for this Chatper
110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/61311
Sample Questions
Q1) Stores that carry a large assortment of a related line of items and those that carry numerous items in one primary line of merchandise are often referred to as specialty outlets.
A)True
B)False
Q2) Which of the following is true about cash and carry wholesalers?
A)They furnish shelves that display merchandise in retail stores.
B)They sell only to buyers who call on them.
C)They are specialty merchandise wholesalers.
D)They handle perishable items that are sold on credit.
Q3) Which of the following would most likely use truck jobbers to distribute its products?
A)a clothing manufacturer
B)a manufacturer of electric generators
C)a leather goods importer
D)a small bakery
Q4) Describe the functions of agents and brokers.
Q5) Explain the concept of shopper marketing.
Q6) Discuss the rapid growth of direct mail and catalogue merchandising in recent years.
Page 13
To view all questions and flashcards with answers, click on the resource link above.
Chapter 12: Marketing Communications
Available Study Resources on Quizplus for this Chatper
93 Verified Questions
93 Flashcards
Source URL: https://quizplus.com/quiz/61310
Sample Questions
Q1) Which type of marketing does a company use to connect to its customers when they are interested in a product or service?
A)out-of-home marketing
B)inbound marketing
C)mobile marketing
D)event marketing
Q2) An owner operated restaurant is looking to improve their lunch business.Which advertising choice is most appropriate?
A)Radio
B)Television
C)Magazine
D)Public relations
Q3) A push strategy is when marketers focus communication efforts on ultimate consumers.
A)True
B)False
Q4) Explain the concepts of Paid, owned and earned media.
Q5) Describe the offline and online approaches of direct response marketing.
Q6) Explain outbound and inbound marketing.
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Digital Marketing Communications
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/61309
Sample Questions
Q1) Which statement best reflects the use of email marketing?
A)Email marketing is almost always SPAM and of little use
B)While legal, it is not effective to use email marketing
C)With increased regulation, email marketing has become more effective
D)Less than 10% of consumers are willing to receive emails from companies
Q2) Promotional websites focus on converting online searchers into online buyers.
A)True
B)False
Q3) Bluetooth technology refers to.
A)a smartphone
B)low-power radio waves that transfer text
C)QR codes
D)high-power micro waves
Q4) Social networks do not rely on users to share content that has been created by others.
A)True
B)False
Q5) What are some of the mobile marketing best practices? Give an example.
Q6) What is social media marketing?
Q7) Discuss showrooming and give an example?
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Customer Relationship Management
Available Study Resources on Quizplus for this Chatper
91 Verified Questions
91 Flashcards
Source URL: https://quizplus.com/quiz/61308
Sample Questions
Q1) Every employee at WestJet takes ownership in what they do, and they have a heightened sense of customer service responsibility.The management at WestJet is
A)plagued by employee turnover
B)hiring unmotivated employees
C)facing competition
D)walking the talk
Q2) A small number of customers account for a large percentage of a brand's sales and profits.This is referred to as _____.
A)Benford's Rule
B)Ninety-ninety rule
C)Murphy's law
D)Pareto's Rule
Q3) What are the factors that occur after a relationship has been established with a customer that lead to increased profitability associated with customer retention?
Q4) Explain how social media can be used as part of a CRM strategy.
Q5) Describe the concept of customer relationship management.
Q6) What is customer lifetime value?
Q7) Explain how consumers are increasingly using social media to contact an airline.
To view all questions and flashcards with answers, click on the resource link above. Page 16
Chapter 15: Marketing and Strategic Planning
Available Study Resources on Quizplus for this Chatper
104 Verified Questions
104 Flashcards
Source URL: https://quizplus.com/quiz/61307
Sample Questions
Q1) Organizations that do not have profit as a goal are normally called
A)Government agencies
B)Corporations
C)Post-profit firms
D)Non-profit organizations
Q2) Marketing tactics are the detailed decisions, such as writing ads or setting prices, required to successfully implement a marketing program.
A)True
B)False
Q3) Printmark Publishers engaged in a _____ strategy when it sold its famous weekly, You, in Canada for the first time.
A)market penetration
B)market development
C)product development
D)diversification
Q4) SBUs that are dogs must be dropped under all circumstances.
A)True
B)False
Q5) Describe the composition of the three levels within organizations.
To view all questions and flashcards with answers, click on the resource link above. Page 17