Survey of Marketing Exam Practice Tests
Course Introduction
Survey of Marketing provides an overview of the fundamental concepts, principles, and practices within the field of marketing. The course introduces students to essential topics such as market segmentation, targeting, positioning, consumer behavior, product development, pricing strategies, promotion, and distribution channels. Emphasizing both the theoretical framework and practical application, students learn how marketing strategies are developed and implemented in various organizational settings. Real-world examples and contemporary marketing challenges are incorporated to foster critical thinking and prepare students for more advanced coursework or careers in business and related fields.
Recommended Textbook
Marketing The Core 6th Edition by Roger Kerin
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18 Chapters
5640 Verified Questions
5640 Flashcards
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Page 2
Chapter 1: Creating Customer Relationships and Value
Through Marketing
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244 Verified Questions
244 Flashcards
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Sample Questions
Q1) Robert was running low on cash and could not buy his Marketing textbook by the first day of class if the bookstore did not accept his credit card. Luckily, the bookstore accepted his VISA card, so the bookstore created __________ utility for Robert.
A)form
B)time
C)price
D)possession
E)place
Answer: D
Q2) One or more specific groups of potential consumers toward which an organization directs its marketing program is referred to as a
A)mass market.
B)tangential market.
C)potential market.
D)target market.
E)promotional market.
Answer: D
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Page 3
Chapter 2: Developing Successful Organizational and Marketing Strategies
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341 Verified Questions
341 Flashcards
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Sample Questions
Q1) Solarcom is a 30-year-old information technology company that owns several subsidiaries. One of its subsidiaries is Atlantix Global Systems, which is one of the leading wholesalers for refurbished computer equipment that has a large share of an industry that is growing worldwide. According to the BCG business portfolio analysis framework, Atlantix Global would most likely be classified as a __________.
A)dog
B)cash cow
C)question mark
D)hedgehog
E)star
Answer: E
Q2) The key steps of planning, implementation, and evaluation are part of (the) A)gap analysis.
B)strategic marketing process.
C)situational analysis.
D)synergy analysis.
E)diversification analysis.
Answer: B
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Chapter 3: Understanding the Marketing Environment,
Ethical Behavior, and Social Responsibility
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379 Verified Questions
379 Flashcards
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Sample Questions
Q1) The Prudential ad shown above is targeted at which generational cohort?
A)echo-boomers
B)Generation Xers
C)Generation Yers
D)baby boomers
E)baby busters
Answer: D
Q2) Profit responsibility, societal responsibility, and stakeholder responsibility are three concepts of
A)cause marketing.
B)moral idealism.
C)social responsibility.
D)utilitarianism.
E)green marketing.
Answer: C
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Page 5
Chapter 4: Understanding Consumer Behavior
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380 Verified Questions
380 Flashcards
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Sample Questions
Q1) The five roles of individual family members in the consumer purchase decision process are
A)associative group, aspiration group, opinion leader, decision maker, and user.
B)sustainer, experiential, belonger, emulator, and achiever.
C)opinion leader, influencer, decision maker, purchaser, and user.
D)information gatherer, influencer, decision maker, purchaser, and user.
E)need driven, inner directed, outer directed, opinion leader, and decision maker.
Q2) The initial stage in the consumer purchase decision process involves perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. What is this stage called?
A)postpurchase behavior
B)alternative evaluation
C)purchase decision
D)problem recognition
E)information search
Q3) Define motivation and personality and how they impact marketing.
Q4) Would you agree or disagree with the following statement? "It's a lot cheaper and easier to keep existing customers than to try to find new ones." Explain your answer.
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Page 6
Chapter 5: Understanding Organizations As Customers
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249 Verified Questions
249 Flashcards
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Sample Questions
Q1) Which of the following statements about the North American Industry Classification System (NAICS) is most accurate?
A)After being used for more than 50 years, the NAICS was replaced by the Standard Industrial Classification (SIC) system.
B)The NAICS permits comparability across countries but does not accurately measure new or emerging industries.
C)One drawback to the NAICS is that its industry classifications are inconsistent with the International Standards Organization (ISO).
D)The NAICS groups economic activity to permit studies of market share, demand for goods and services, import competition in domestic markets, and similar studies.
E)The NAICS is a five-digit code that allows comparison of industries even when information is limited.
Q2) Figure 5-5 above summarizes how buy classes affect buying center tendencies in different ways. Identify the buy-class situations A, B, and C.Column A is a new buy situation; B is a straight rebut situation; and C is a modified rebuy situation.
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Chapter 6: Understanding and Reaching Global
Consumers and Markets
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239 Verified Questions
239 Flashcards
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Sample Questions
Q1) By skillfully using __________, global marketers can tie positive meanings to their products, services, and brands to enhance their attractiveness to consumers.
A)cultural symbols
B)visual icons
C)trademarks
D)brand names
E)ethnic emblems
Q2) Fran Wilson Creative Cosmetics attributes its success to a top-quality product, effective advertising, and a novel __________ strategy.
A)joint venture
B)licensing
C)franchising
D)indirect export
E)direct investment
Q3) Define licensing, cite its advantages and disadvantages, and explain what franchising is.
Q4) What is meant by the term economic infrastructure and how can this affect a firm's plans to enter a global market?
Page 8
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Chapter 7: Marketing Research: From Customer Insights to Actions
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287 Verified Questions
287 Flashcards
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Sample Questions
Q1) After defining the problem and developing the research plan, the next step in the five-step marketing research approach is to
A)collect relevant information.
B)develop findings and recommendations.
C)take marketing actions.
D)plan the research budget.
E)identify the constraints on the process.
Q2) Set during the marketing research process, __________ are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.
A)measures of success
B)research constraints
C)marketing research plans
D)hypothetical scenarios
E)research objectives
Q3) Explain why measures of success are important to effective decision makers and give an example of one.
Q4) Why can't a marketing manager's decision-making process stop when he or she has chosen the best alternative to solving a problem?
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Chapter 8: Market Segmentation, Targeting, and Positioning
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232 Verified Questions
232 Flashcards
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Sample Questions
Q1) The third step in segmenting and targeting markets that link customer needs to marketing actions is to __________.
A)group potential buyers into segments
B)group products to be sold into categories
C)select target markets
D)develop a market-product grid and estimate size of markets
E)take marketing actions to reach target markets
Q2) Usage rate refers to
A)the percentage of total possible users divided by the total number of consumers who actually use a product or service.
B)the number of times a customer uses or recommends a product or service annually.
C)quantity consumed or patronage (store visits) during a specific period.
D)the maximum number of times a customer has used a product or service historically.
E)the profits a firm earns from customers who consume a particular product or service
Q3) Explain the 80/20 rule.
Q4) What is market segmentation and why is it important?
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Page 10
Chapter 9: Developing New Products and Services
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388 Verified Questions
388 Flashcards
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Sample Questions
Q1) All of the different product lines offered by an organization are collectively referred to as a
A)product class.
B)product mix.
C)product SKUs.
D)marketing mix.
E)target mix.
Q2) Among business products, drafting tables would be best considered which type of support products?
A)installations
B)accessory equipment
C)supplies
D)industrial services
E)raw materials
Q3) Define derived demand and provide an example NOT included in the text.
Q4) Describe the three ways services can be classified.
Q5) Describe the different ways to define a product as new.
Q6) Explain what an unsought product is and give some examples.
Q7) What are the eight marketing reasons for new-product failures?
Q8) What is the difference between intangibility and inseparability of services?
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Chapter 10: Managing Successful Products, Services, and Brands
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408 Verified Questions
408 Flashcards
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Sample Questions
Q1) Which of the following is a characteristic of the growth stage of the product life cycle?
A)advertising emphasis switches to primary demand
B)a growing proportion of initial purchasers to repeat purchasers
C)addition of new or modified product features
D)profit margins increase as sales increase
E)there are a limited number of retail outlets for greater quality control
Q2) Which of the following is an example of a product in the growth stage of the product life cycle?
A)tablet devices
B)electric cars
C)fax machines
D)soft drinks
E)analog TVs
Q3) Which of the following products would have a fad product life cycle curve?
A)women's hosiery
B)car tattoos
C)electric cars
D)convection ovens
E)sport drinks
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Chapter 11: Pricing Products and Services
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407 Verified Questions
407 Flashcards
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Sample Questions
Q1) A penetration pricing policy is most likely to be effective when
A)lowering the price has only a minor effect on increasing the sales volume and reducing the unit cost.
B)the high initial price will not attract competitors.
C)a low initial price discourages competitors from entering the market.
D)customers interpret the high price as signifying high quality.
E)enough prospective customers are willing to buy immediately at the high initial price to make these sales profitable
Q2) Price fixing refers to
A)an arrangement a manufacturer makes with a reseller to handle only its products and not those of a competitor.
B)the practice of charging a very low price for a product with the intent of driving competitors out of business.
C)the practice of charging different prices to different buyers for goods of like grade and quality.
D)a conspiracy among firms to set prices for a product.
E)a seller's requirement that the purchaser of one product also buy another product in the line
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13
Chapter 12: Managing Marketing Channels and Supply Chains
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324 Verified Questions
324 Flashcards
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Sample Questions
Q1) Which of the following statements regarding supply chains is most accurate?
A)The most common form of supply chain is the collaborative-response efficiency strategy.
B)For an effective supply chain, key decisions should be made by a third-party logistics provider.
C)The longer the supply chain, the greater the economies of scale and the better the profit margin.
D)Supply chains should consider the needs of suppliers, provided those needs are consistent with marketing strategies.
E)Supply chain managers often need to make trade-offs between efficiency and responsiveness.
Q2) The choice of a supply chain follows from a clearly defined marketing strategy and involves three steps: (1) __________; (2) understand the supply chain; and (3) harmonize the supply chain with the marketing strategy.
A)understand the environment
B)consider the legal consequences of partnering
C)understand the marketing strategy
D)understand the customer
E)understand the company's goals
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Chapter 13: Retailing and Wholesaling
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347 Verified Questions
347 Flashcards
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Sample Questions
Q1) Loehmann's is an upscale, off-price specialty retailer that sells name-brand designer fashions. A few salespeople are around to help in select places, but customers are basically on their own to find what they need and bring it to checkout. Loehmann's provides its consumers with A)full-service.
B)limited service.
C)self-service.
D)restricted service.
E)functional service
Q2) Impressions of the corporation that operates the store, the category or type of store, the product categories in the store, the brands in each category, merchandise and service quality, and the marketing activities of the store all contribute to the store's A)prices.
B)image.
C)emotional feelings.
D)name.
E)psychological attributes.
Q3) Identify and describe the functions of agents and brokers.
Q4) Explain the relationship between a franchisee and a franchisor.
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Chapter 14: Integrated Marketing Communications and Direct Marketing
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302 Verified Questions
302 Flashcards
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Sample Questions
Q1) All of the following guidelines help ensure the success of mobile marketing EXCEPT:
A)match product characteristics to their needs, preferences, and lifestyles.
B)should facilitate multitasking.
C)create a mobile-ready app that is flashy and fun.
D)mobile apps should help shoppers make price comparisons.
E)communication must use extensive text and images to explain the purpose and value of the brand.
Q2) The design of the promotion will play a primary role in determining the message that is communicated to the audience. Successful designs are often the result of
A)accurately estimating costs of tasks.
B)identifying appropriate objectives.
C)accurately estimating what task will accomplish each objective.
D)obtaining insights regarding consumers' interests and behavior.
E)obtaining insights regarding task performance
Q3) Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.
Q4) Explain what the hierarchy of effects is. List and explain the five stages.
Q5) What value does direct marketing provide customers?
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Chapter 15: Advertising, Sales Promotion, and Public Relations
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369 Verified Questions
369 Flashcards
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Sample Questions
Q1) A pioneering (or informational) ad
A)reinforces previous knowledge of a product.
B)assures current users they made the right choice.
C)promotes a specific brand's features and benefits.
D)tells people what a product is, what it can do, and where it can be found.
E)shows one brand's strengths relative to those of competitors.
Q2) All of the following are difficulties associated with creating an actual advertising message EXCEPT:
A)compensating actors is very expensive.
B)shooting commercials in several locations for global campaigns has increased.
C)replacing actors with computer-generated animation is ineffective since they are better able to translate a copywriter's message into ads with a fear, sex, or humorous appeal.
D)designing quality artwork, layout, and production for advertisements is time consuming.
E)translating the copywriter's ideas into an actual advertisement is a complex process.
Q3) What is the difference between a coupon and a deal?
Q4) Identify the three different approaches used to schedule advertising.
Q5) What is a point of purchase display? Discuss two reasons why firms use them.
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Chapter 16: Using Social Media to Connect With Consumers
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180 Verified Questions
180 Flashcards
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Sample Questions
Q1) Which social network has found a niche in helping small business networks reach potential customers, as well as filling its traditional role of connecting job seekers and jobs?
A)Twitter.
B)Pinterest.
C)YouTube.
D)Facebook.
E)LinkedIn.
Q2) A single social media site with millions of users interacting with each other, like Facebook, Twitter, LinkedIn, and YouTube, is referred to as a(n)
A)social network.
B)gaming website.
C)electronic media.
D)social media.
E)feedback media.
Q3) Discuss the differences between traditional print media and social media with regard to audience reach, expense and access, training, delivery, permanence, credibility, and social authority.
Q4) Describe the two factors that are used to classify social media.
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Chapter 17: Personal Selling and Sales Management
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302 Verified Questions
302 Flashcards
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Sample Questions
Q1) Applied to recruiting and selecting salespeople, a __________ explains to whom a salesperson reports and how a salesperson interacts with other company personnel.
A)job description
B)sales plan
C)job analysis
D)sales performance audit
E)personal performance plan
Q2) Moore Chemical created a marketing dashboard for each of its sales representatives. These dashboards included seven measures - sales revenue, gross margin, selling expense, profit, average order size, new customers, and customer satisfaction. Each metric was gauged to show actual salesperson performance
A)in terms of company rank.
B)relative to the rest of the sales team.
C)relative to target goals.
D)plus expectations for the next two years.
E)based upon previous years of experiences.
Q3) Explain the difference between relationship selling and partnership selling.
Q4) What assumption does the stimulus-response presentation format make?
Q5) Explain the difference between order takers and order getters.
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Chapter 18: Implementing Interactive and Multichannel Marketing
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262 Verified Questions
262 Flashcards
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Sample Questions
Q1) The ability of a website to modify itself to, or be modified by, each individual user is referred to as __________.
A)connection
B)communication
C)site actualization
D)customization
E)customerization
Q2) When you view a selection at Amazon.com and see "Customers who bought this (item) also bought .", you are seeing the application of __________.
A)real-time e-commerce
B)connectivity
C)interactive marketing
D)personalization
E)collaborative filtering
Q3) What two unique capabilities of Internet technology promote and sustain customer relationships?
Q4) How do online consumers differ from the general population? What three characteristics of online consumers make them an attractive market?
Page 20
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