Principles of Marketing Test Preparation
Course Introduction
Principles of Marketing introduces students to the fundamental concepts and strategies essential to marketing in todays dynamic business environment. The course covers key topics such as market research, consumer behavior, segmentation, targeting and positioning, product development, pricing, distribution, and promotion. Students will learn how organizations create value for customers and build strong customer relationships through effective marketing practices while considering the impact of technological advancements, global trends, and ethical considerations. Through case studies and practical applications, students will gain a foundational understanding of marketings role in achieving organizational objectives and responding to market opportunities.
Recommended Textbook
Marketing Management 3rd Edition by
Greg Marshall
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14 Chapters
1339 Verified Questions
1339 Flashcards
Source URL: https://quizplus.com/study-set/179
Page 2
Chapter 1: Marketing in Today's Business Milieu
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92 Verified Questions
92 Flashcards
Source URL: https://quizplus.com/quiz/2497
Sample Questions
Q1) From a customer's perspective, what is defined as a ratio of the bundle of benefits a customer receives from an offering, compared to the costs incurred by the customer in acquiring that bundle of benefits?
A) Exchange
B) Strategy
C) Sustainability
D) Value
E) Power
Answer: D
Q2) Henry Ford is well known to business students for creating the assembly line that enabled mass production of the Model T. This is an example of the ________ orientation.
A) production
B) selling
C) marketing
D) customer
E) relationship
Answer: A
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Chapter 2: Marketing Foundations: Global, Ethical, Sustainable
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90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/2498
Sample Questions
Q1) ________ is the most common method for entering foreign markets.
A) Direct foreign investment
B) Licensing
C) Franchising
D) Exporting
E) Joint ventures
Answer: D
Q2) The primary organizational patterns employed by organizations around the world are ________.
A) highly decentralized, decentralized, and centralized
B) highly centralized, centralized, and decentralized
C) regionalized, highly regionalized, and centralized
D) decentralized, centralized, and regionalized
E) regionalized, moderately decentralized, and centralized
Answer: D
Q3) Engaging in ethical business practices generally has little impact on marketing strategy and implementation.
A)True
B)False
Answer: FALSE
Page 4
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Chapter 3: Elements of Marketing Strategy, Planning, and Competition
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91 Verified Questions
91 Flashcards
Source URL: https://quizplus.com/quiz/2499
Sample Questions
Q1) Starbucks is known to have shops located in close proximity to enable customers to shop conveniently. It appears that the coffee shop chain is offering place utility.
A)True
B)False
Answer: TRUE
Q2) Green Scene Co., a struggling start-up firm that needs a huge cash injection, has an environmentally friendly pesticide that is approved for use by commercial organic farmers. The pesticide is made from all-natural ingredients and has great potential. A small investment firm has injected cash in Green Scene. In the context of the BCG matrix, Green Scene is most likely considered a ________.
A) star
B) cash cow
C) dog
D) question mark
E) top gun
Answer: D
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Chapter 4: Market Research Essentials
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93 Verified Questions
93 Flashcards
Source URL: https://quizplus.com/quiz/2500
Sample Questions
Q1) Conducting an online (virtual) focus group is an appropriate alternative to a traditional focus group format, and it offers cost-efficiency and convenience.
A)True
B)False
Q2) The owners of Tyrell's Tattoo Shop are interested in determining the nature of the relationship between their clients' professional occupation and the number of tattoos that individuals have. In this case, which research will result in the most appropriate way to explain the nature of this relationship?
A) descriptive
B) exploratory
C) longitudinal
D) clinical
E) random
Q3) Reasons for conducting exploratory research include ________.
A) discovering the cause and effect between variables
B) discovering differences across demographic characteristics
C) identifying characteristics of the target market
D) assessing competitors' actions in the marketplace
E) answering the research question
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Page 6
Chapter 5: CRM, Big Data, and Marketing Analytics
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91 Verified Questions
91 Flashcards
Source URL: https://quizplus.com/quiz/2501
Sample Questions
Q1) Data mining helps in segmenting customers in order to target key markets.
A)True
B)False
Q2) One potential pitfall of using a dashboard approach to marketing metrics is not insuring that senior management believe in and understand the dashboard.
A)True
B)False
Q3) An approach using ________ analytics involves determining the optimal level of marketing-relevant factors for a specific context by considering how adjusting their levels in varying ways will impact different marketing outcomes.
A) descriptive
B) predictive
C) prescriptive
D) diagnostic
E) determinant
Q4) Cross-promotional opportunities are a benefit of collecting data from mobile apps.
A)True
B)False
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Chapter 6: Understand Consumer and Business Markets
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120 Verified Questions
120 Flashcards
Source URL: https://quizplus.com/quiz/2502
Sample Questions
Q1) Attitudes are learned or at least influenced by ________.
A) new information
B) customer touch points
C) behavioral segmentation
D) motivation
E) formalization
Q2) Explain the business market purchase decision process by taking a fictional company through the six stages of the process.
Q3) The nature of B2B markets requires ________.
A) impersonal communication at regular intervals through mediums such as direct mail
B) investment of more resources primarily on service sectors
C) organizations to invest more on consumers than suppliers to maintain their business
D) a more personal relationship between the buyer and seller than in B2C markets
E) companies to focus primarily on selling products that end up as components for finished goods
Q4) The process of business purchasing online is known as the e-chain.
A)True
B)False
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Chapter 7: Segmentation, Target Marketing, and Positioning
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90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/2503
Sample Questions
Q1) Everything else being equal, ________ segmentation might lead a firm to offer its products based on some anticipated future payoff from the consumer.
A) income
B) occupational
C) educational
D) lifestyle
E) gender
Q2) Organizations communicate one or more sources of value to customers in a way that the customer can easily make the connection between his or her needs and wants and what the product has to offer. Execution of this approach is referred to as a firm's ________ strategy.
A) segmentation
B) positioning
C) production
D) sales
E) distribution
Q3) What are the four consumer market segmentation approaches? Give an example of when you might use each one.
Q4) Describe the four basic approaches to target marketing.
Page 9
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Chapter 8: Product Strategy and New Product Development
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91 Verified Questions
91 Flashcards
Source URL: https://quizplus.com/quiz/2504
Sample Questions
Q1) In the ________ phase of the product life cycle (PLC), sales continue to increase but at a decreasing rate.
A) maturity
B) growth
C) introduction
D) decline
E) initial
Q2) More than any other discriminator, style has the disadvantage of being difficult to copy.
A)True
B)False
Q3) Once a product has been developed and is on the market, the company can extend the product by ________.
A) creating additions to existing product lines
B) creating new names for the same products
C) developing persuasive advertisements
D) upgrading or modifying existing products
E) creating a fundamental change in the marketplace
Q4) When consumer product market tests are created, what four key decisions must be made, and why?
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Chapter 9: Build the Brand
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90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/2505
Sample Questions
Q1) When customers see the logo of McDougal's restaurant, they think of food served quickly in a clean, family-friendly environment. Which customer brand role does this exemplify?
A) providing competitors with a benchmark against which to compete
B) helping reassure the customer in the purchase decision
C) conveying information about a product
D) offering an effective and efficient methodology for categorizing products
E) offering legal protection for the product through a trademark
Q2) Explain and give examples of how packaging protects, communicates, and promotes usage.
Q3) The marketing manager of a store brand pain reliever is designing the package for its new gel-coated capsules. Her main concerns are to design a package that prevents tampering with its contents and keeps children from accessing the product without adult assistance. On which of the following objectives of packaging is the marketing manager focusing?
A) protection
B) aesthetics
C) communication
D) harmony
E) usage promotion
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Chapter 10: Service as the Core Offering
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91 Verified Questions
91 Flashcards
Source URL: https://quizplus.com/quiz/2506
Sample Questions
Q1) An organization's focus on internal service quality implies that employees ________.
A) are less likely to be satisfied
B) lack job security
C) are highly reward-oriented
D) hold a customer mind-set
E) need motivation to change
Q2) The percentage of jobs in the United States that are service-related is more than ________ of all jobs.
A) 20 percent
B) 40 percent
C) 60 percent
D) 80 percent
E) 100 percent
Q3) A service is a product in the sense that it represents a bundle of benefits that can satisfy customer wants and needs with physical form.
A)True
B)False
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Chapter 11: Manage Pricing Decisions
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99 Verified Questions
99 Flashcards
Source URL: https://quizplus.com/quiz/2507
Sample Questions
Q1) ________ is used by firms that rely on periodic heavy promotional pricing, primarily communicated through advertising and sales promotion, to build traffic and sales volume.
A) Psychological pricing
B) One-price strategy
C) Variable pricing
D) Everyday low pricing (EDLP)
E) High/low pricing
Q2) When Claire purchased her new cell phone, she was offered an opportunity to purchase a car charger and a cover together at a reduced price. The cell phone provider was using a ________ strategy.
A) product line pricing
B) captive pricing
C) price bundling
D) reference pricing
E) prestige pricing
Q3) Define the concept of cost leadership. Explain how a company might achieve cost leadership and the primary benefits to be gained.
Q4) Define the four types of channel discounts and provide an example of each.
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Chapter 12: Manage Marketing Channels, Logistics, and Supply Chain
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107 Verified Questions
107 Flashcards
Source URL: https://quizplus.com/quiz/2508
Sample Questions
Q1) The value chain portrays a mixture of primary and support activities utilized by an organization to design, produce, market, deliver, and support its products.
A)True
B)False
Q2) When a channel member is respected, admired, or revered based on one or more attributes, that member enjoys ________ power within the channel.
A) coercive
B) reward
C) expert
D) referent
E) legitimate
Q3) Exclusive dealing may be legal if the parties show exclusivity is essential for strategic reasons, such as to maintain product image.
A)True
B)False
Q4) A vertical marketing system (VMS) consists of vertically aligned networks behaving and performing as a unified system. Explain the three different ways they can be set up.
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Chapter 13: Promotion Essentials: Digital and Social Media Marketing
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91 Verified Questions
91 Flashcards
Source URL: https://quizplus.com/quiz/2509
Sample Questions
Q1) ________ was originally started as a site for college students to connect with each other.
A) Twitter
B) LinkedIn
C) Facebook
D) Google Plus
E) Snapchat
Q2) Customer website interfaces have many dimensions, one of which is correctness.
A)True
B)False
Q3) The AIDA acronym stands for attitude, interest, desire, and activity.
A)True
B)False
Q4) In a push strategy, the focus is on ________.
A) end users
B) members of the channel who are targeted for promotion
C) members who typically rely on advertising
D) end users who drive the distribution of the new product
E) stimulating demand for an offering directly from the end user
Q5) Describe the AIDA model of promotion. Include a description of each step.
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Chapter 14: Promotion Essentials: Legacy Approaches
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103 Verified Questions
103 Flashcards
Source URL: https://quizplus.com/quiz/2510
Sample Questions
Q1) The way an advertisement communicates the information and image is called advertising results.
A)True
B)False
Q2) Which of the following activities best describes a salesperson's job?
A) manage production of goods
B) devise marketing strategies
C) set prices
D) manage information
E) research on product development
Q3) ________, an approach to advertising execution, offers an imaginative look at how it might be if a customer purchases a product.
A) Fantasy creation
B) Endorser
C) Humor
D) Musical
E) Slice of life
Q4) Public relations is a specialized field.
A)True
B)False
Page 16
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