Contemporary Marketing Practice Questions
Course Introduction
Contemporary Marketing explores the dynamic and evolving landscape of marketing in todays global and digital-driven environment. This course examines modern marketing principles, strategies, and practices, emphasizing consumer behavior, market research, product development, branding, digital marketing, and social media engagement. Students will analyze real-world case studies, learn how organizations respond to changing consumer expectations, and apply innovative marketing tools to build competitive advantage. The course also addresses ethical considerations and the impact of technology on marketing strategies, preparing students to effectively navigate and lead in the contemporary marketing sector.
Recommended Textbook
MKTG 9 9th Edition by Charles W. Lamb
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Page 2
Chapter 1: An Overview of Marketing
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Q1) A market-oriented firm:
A)defines its mission in terms of the benefits its customers seek.
B)targets the average customer.
C)is highly centralized.
D)defines its business in terms of the goods and services it produces.
Answer: A
Q2) Which of the following statements is true of customer relationship management?
A)It involves targeting the average customer or everybody.
B)It involves establishing and tracking customer interactions with the company.
C)It considers all the customers of the firm as one large group that should be targeted with a single promotional strategy.
D)It is used by sales-oriented firms to convince customers to buy their products.
Answer: B
Q3) A market-oriented organization targets its products at "everybody" or "the average customer."
A)True
B)False
Answer: False
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3
Chapter 2: Strategic Planning for Competitive Advantage
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Sample Questions
Q1) Turner Electronics is a ten-year-old company.In the past decade,the company hasn't created any innovative products that have helped set it apart from the rest of its competitors.However,when any of its products need to be repaired or fine-tuned,it offers its customers top-notch product checks.As a result,the company has managed to retain its wide customer base.Which of the following strategies is Turner Electronics using in this scenario?
A)Product development
B)Diversification
C)Market penetration
D)Service differentiation
Answer: D
Q2) Discuss the marketing strategy.
Answer: Marketing strategy involves the activities of selecting and describing one or more target markets,and developing and maintaining a marketing mix that will produce mutually satisfying exchanges with target markets.
Q3) In the portfolio matrix,a__________is in a low-growth market,but the product has a dominant market share;it is an SBU that generates more money than it needs to maintain its market share.
Answer: cash cow
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Page 4
Chapter 3: Ethics and Social Responsibility
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Sample Questions
Q1) Marketers are most likely to recognize an action as unethical when:
A)there is a greater degree of agreement among managerial peers that the action is harmful.
B)there is a long time gap between the action and the onset of negative consequences.
C)fewer individuals in the organizations are likely to get affected by the action.
D)top managers exercise little control over the organizational culture.
Answer: A
Q2) Which of the statements is true in the context of preconventional morality?
A)At this level,people focus on the long-term results of their actions.
B)At this level,people tend to have an egocentric orientation.
C)At this level,people tend to focus on adhering to social norms and laws.
D)At this level,people tend judge themselves and their actions.
Answer: B
Q3) No large companies have used cause-related marketing so far.
A)True
B)False
Answer: False
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Chapter 4: The Marketing Environment
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Sample Questions
Q1) Teens patronize big box retailers leaving little room for retailers in between.
A)True
B)False
Q2) Companies can effectively market to teens by:
A)making products that are complex to use.
B)distributing products online rather than in stores.
C)using radio as the primary promotional tool.
D)using interactive contests and voting challenges.
Q3) Stephen can file a complaint against an electronics retailer for incessantly sending him e-mails promoting their company's products under the__________.
Q4) Which of the following statements is true of the Great Recession?
A)It was the largest economic downturn since the Great Depression.
B)Its impact was limited to the United States.
C)It began in 1993.
D)The economy recovered from the Great Recession in 2007.
Q5) Social Media is an effective tool used to increase brand awareness.
A)True
B)False
Q6) Who are the baby boomers and why are they important to marketers?
Q7) Discuss the relationship between businesses and the government.
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Chapter 5: Developing a Global Vision
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Q1) In the context of global marketing,when a domestic firm buys part of a foreign company or joins with a foreign company to create a new entity,it is known as a _____.
A)countertrade
B)franchise
C)joint venture
D)common trade alliance
Q2) Franchising is a form of exporting.
A)True
B)False
Q3) Many people fear world trade because it:
A)closes the access to advanced technology for less developed countries.
B)slows down the rate at which people's living standards increase.
C)causes some people to lose their jobs due to production shifts abroad.
D)empowers governments to abuse the freedom and property of their citizens.
Q4) Vimonland Theme Park sells the necessary rights to an investment company to run a Vimonland theme park in a foreign country.The investment company gains most of the profits from the enterprise while paying Vimonland Theme Park a percentage as royalties.This is an example of__________.
Q5) A(n)__________is an intermediary who brings a buyer and a seller together.
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Chapter 6: Consumer Decision Making
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Q1) Which of the following is a similarity between the psychological factors motivation and learning?
A)They can be explained by Maslow's hierarchy of needs.
B)They are social factors that have an impact on the consumer decision-making process.
C)They can be affected by a person's environment because they are applied on specific occasions.
D)They are influenced by personal characteristics,such as gender and age.
Q2) The product preferences of Hispanics in the United States may be similar to the overall culture,but the community may have its own values and beliefs which may differ.This may result in considerable variation in how and where these people buy goods and services.Which of the following is most likely the reason for such variations?
A)Consumer involvement
B)Cultural differences
C)Cognitive dissonance
D)Gender demographics
Q3) __________is the most complex type of consumer buying decision and is associated with high involvement on the part of the consumer.
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Chapter 7: Business Marketing
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Sample Questions
Q1) Items such as sheet metal,treated lumber,corn syrup,and plastics are examples of__________.
Q2) How is marketing done via the Internet?
Q3) Which of the following is true of business marketing?
A)It refers to the sale of goods and services for the purpose of personal consumption.
B)It deals with products that are used to facilitate an organization's operations.
C)It sells goods and services only to organizations.
D)It depends largely on social media for increased profits.
Q4) In the context of measuring online success,the__________is important because big spenders can be the most profitable customers for a business.
Q5) The segment of the business market that seeks to achieve goals other than the standard business goals of profit,market share,and return on investmentconsists of
A)institutions
B)resellers
C)producers
D)manufacturers
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9
Chapter 8: Segmenting and Targeting Markets
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Sample Questions
Q1) Promotion is one of the components that form a marketing mix.
A)True
B)False
Q2) The purpose of market segmentation is to enable a marketer to tailor marketing mixes to meet the needs of specific segments.
A)True
B)False
Q3) Sheera Jewelry sends birthday greeting cards to each of its customers as a token of appreciation for shopping at its store.This exemplifies the customer relationship management (CRM)trend of__________.
Q4) Tennot Designs Inc.manufactures and sells clothes and shoes to people who are over 6'6" tall - a rather small target market.Given this information,Tennot Designs Inc.uses a(n)_____ targeting strategy.
A)multisegment
B)undifferentiated
C)concentrated
D)one-to-one
Q5) How is market segmentation useful to marketers?
Q6) Write a note on the final step of the market segmentation process.
Page 10
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Chapter 9: Marketing Research
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Sample Questions
Q1) Which of the following is an advantage of primary data?
A)It incurs less cost than secondary data to collect relevant information.
B)It answers specific research questions that secondary data cannot answer.
C)It consists of data that is easily available to any interested party.
D)It helps avoid interviewer biases in the process of collecting necessary data.
Q2) Explain some of the program attributes included in the Maritz Marketing Research Loyalty Report.How are these attributes used by managers who design customer loyalty programs?
Q3) Competitive intelligence specifies how and when data will be gathered,what data is relevant,and how the data will be analyzed to solve a marketing research problem.
A)True
B)False
Q4) The research design for solving a particular problem contains instructions on how the results of the marketing research should be implemented and verified for effectiveness.
A)True
B)False
Q5) How is competitive intelligence useful to organizations?
Q6) How does marketing research help managers make decisions?
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Chapter 10: Product Concepts
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Sample
Questions
Q1) Elsem Foods is a manufacturer of food and beverages.It manufactures several varieties of foods like potato chips,cupcakes,candies,crackers,fruit juices,and carbonated drinks.It introduced a new line of baked potato chips in different flavors.It receives its largest profit from its newly introduced line of hundred percent fruit juices that are available in different flavors,such as orange,apple,litchi,cranberry,and so on.Which of the following is a product item of Elsem Foods?
A)Baked potato chips
B)Cupcakes
C)Hundred percent orange juice
D)Beverages
Q2) Trademark protection and rights only last for five years.
A)True
B)False
Q3) A(n)__________strategy is not possible when the brand name has a negative or vulgar connotation in the local language.
Q4) Ecstasy Inc.is a Canada-based food and beverage company.The company has decided to market and sell its products in all European countries under the same brand name.In this scenario,Ecstasy Inc.has decided to use the__________.
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Chapter 11: Developing and Managing Products
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Q1) Why do most firms consider test marketing essential for new products?
A)The high price of failure simply prohibits the widespread introduction of new products without testing.
B)The speed,safeness,and reliability of test marketing is higher than that of simulated market testing.
C)The ability of test marketing to evaluate consumer preference for a new product prior to developing a prototype increases its importance.
D)The decision to test a product sets several tasks in motion,such as ordering product materials,starting production,building inventories,and advertising to potential customers.
Q2) During the__________stage of the new-product development process,production starts,inventories are built up,the product is shipped to distribution points,the sales force is trained,and advertising and promotion begin.
Q3) An organized effort to generate many ideas from various sources is important for any firm that wishes to produce a continuing flow of new products.
A)True
B)False
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Chapter 12: Services and Nonprofit Organization Marketing
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Q1) Goods tend to be less standardized and uniform than services because they have greater heterogeneity.
A)True
B)False
Q2) There are four promotional strategies for dealing with the unique features of services.Name these strategies and give examples of each,using American Airlines (or another air carrier you are familiar with)as your example.
Q3) Business Essentials is a support group that consists mostly of young women who offer tips on budgeting and debt relief.Their goal is to help women break financial ceilings.Business Essentials is providing a(n)__________that is helpful to women who want to be financially savvy.
Q4) Car Bar allows its customer to rent a car at $10 per day on weekdays,at $15 per day on weekends,and at $20 per day exclusively during the holiday season.This pricing strategy helps the company match the supply and demand for its cars.This is an example of _____.
A)operations-oriented pricing
B)revenue-oriented pricing
C)patronage-oriented pricing
D)quality-oriented pricing
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Chapter 13: Supply Chain Management
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Q1) Brewdom,a leading multinational beverage corporation,has teamed up with Wealth from Waste to develop a plan to improve the reverse logistics of used beverage bottles for recycle and reuse.Together,Brewdom and Wealth from Waste have plans to deploy thousands of "Recycle Machines" in both permanent and temporary locations that will take empty bottles and provide rewards to consumers who participate.These companies are practicing _____.
A)sustainable supply chain management
B)flexible manufacturing
C)contract manufacturing
D)just-in-time inventory management
Q2) Which of the following is true of supplier relationship management?
A)The supplier relationship management process has no impact on any supply chain member's bottom-line financial performance.
B)It helps suppliers and business units to operate with limited or no interactions.
C)It supports manufacturing flow by identifying and maintaining relationships with highly valued suppliers.
D)The supplier relationship management process has nothing in common with the customer relationship management process.
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Chapter 14: Marketing Channels
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Sample Questions
Q1) Mezjo Inc.is a video store that sells DVDs and also sells popcorn,candy,soft drinks,and entertainment publications.It stores all of these products in separate warehouses and uses different modes of transportation to deliver them.Which of the following functions is described in this scenario?
A)Transactional functions
B)Research functions
C)Logistical functions
D)Financing functions
Q2) __________occurs when a firm refuses to meet specific obligations or fails to change when new situations arise.
Q3) Phoenix Automated Retail Servicesspecializes in DVD rentals via automated retail kiosks.If consumers want a particular DVD,they can rent it from Phoenix instead of searching for itinvariousproduction studios.Phoenixtherefore provides _____ for both consumers and the production studios.
A)contact efficiency
B)reciprocity
C)synergy
D)forward integration
Q4) Why have many companies begun employing multichannel marketing strategies?
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Chapter 15: Retailing
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Q1) _____ means persuading customers to buy a higher-priced item than they originally intend to purchase.
A)Suggestion selling
B)Trading up
C)Brand cannibalization
D)Microtargeting
Q2) _____ is an emerging trend that employs market data to best serve customers as they prepare to make a purchase.
A)Retail channel omnification
B)Click-and-collect
C)Shopper marketing
D)Mass customization
Q3) To manage service capacity,service firms must turn down some prospective customers if they do not have the capacity to meet demands.
A)True
B)False
Q4) What is brand cannibalization? Why is it dangerous to the retailer?
Q5) __________is an emerging trend that employs market data to best serve customers as they prepare to make a purchase.
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Chapter 16: Marketing Communications
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Q1) The advertisements for ground coffee sold by Khokho's Inc.state,"The highest quality coffee doesn't have to be expensive." This is an example of how a product communicates its _____.
A)marketing mix
B)comparative differentiation
C)competitive advantage
D)researchable objective
Q2) Social media are non-ubiquitous.
A)True
B)False
Q3) Communication via telephone is not considered personal selling because it does not occur face-to-face.
A)True
B)False
Q4) _____ promotion is designed to stimulate a purchase or an action.
A)Connective
B)Reminder
C)Informative
D)Persuasive
Q5) A proper promotional mix is one that__________.
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Chapter 17: Advertising, public Relations, and Sales Promotion
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Q1) Kraft's marketing efforts for its Macaroni & Cheese include paid television commercials and magazine inserts.These are examples of activities associated with:
A)advertising.
B)franchising.
C)personal selling.
D)nonstore retailing.
Q2) A(n) _____ designates the channel to be used,the specific vehicles,and the insertion dates of advertising.
A)advertising response function
B)media schedule
C)AIDA plan
D)ad outline
Q3) Testing ad effectiveness can be done before and/or after the campaign.
A)True
B)False
Q4) A thirty-minute or longer advertisement that looks more like a television talk show than a sales pitch is known as a(n)__________.
Q5) Explain the importance of media planning in advertising.
Q6) __________is the cost of reaching one member of the target market.
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Chapter 18: Personal Selling and Sales Management
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Q1) Kay and Jenny's,a restaurant,has implemented a new system that identifies and gathers information about its regular customers.It rewards the regular customers by giving them gift coupons and cash prizes.This is most likely an example of a(n)__________system.
Q2) Salespeople ensure that delivery schedules are met,that the products or services perform as promised,and that buyers' employees are trained to use the products in the _____ step of the selling process.
A)preapproach
B)needs assessment
C)lead qualification
D)follow-up
Q3) A sales presentation should be explicitly tied to the expressed needs of a prospective customer.
A)True
B)False
Q4) __________involves developing product or service offerings customized for the appropriate customer segment and then pricing and communicating these offerings for the purpose of enhancing customer relationships.
Q5) What is automated e-mail follow-up marketing? How does it work?
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Chapter 19: Social Media and Marketing
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Q1) The first action a marketing team should take when initiating a social media campaign is:
A)establish a listening platform.
B)identify the medium for the campaign.
C)identify potential consumers.
D)decide which tools and platforms to use as part of its social media strategy.
Q2) Blogs allow marketers to create content in the form of posts,which ideally build trust and a sense of authenticity in customers.
A)True
B)False
Q3) Distinguish between owned media and earned media with examples.
Q4) __________is the process of identifying and assessing what is being said about a company,individual,product,or brand.
Q5) Which of the following actions is performed during the final stage of an effective social media plan?
A)Setting objectives that can be specifically accomplished through social media
B)Examining trends and best practices in the industry
C)Listening to customers and understanding their expectations
D)Making changes to a newly implemented campaign based on consumer response
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Chapter 20: Pricing Concepts
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Q1) At a price of $2,000,the demand for Ranger 60 mountain bikes from Cloyd's Inc.is 300,but only 191 bikes are being made.At a price of $2,300,the demand for the bikes is 250,and exactly 250 bikes are being made.If Cloyd's sells each one of the bikes at a price lower than $2,300,__________.
Q2) Why do manufacturers of products that are in the maturity stage of the product life cycle prefer to offer similar prices?
Q3) Pierre's Ice Cream Company produces ultra-rich ice cream,which it sells in Cleveland,Ohio,and other neighboring places.Last year,its actual return on investment exceeded its target return on investment (ROI)for that fiscal year.The following results were found on its financial statements: Gross revenues: $250,000 Total assets: $500,000
Gross profits: $100,000 Total liabilities: $200,000 Net profits after tax: $ 50,000 Owner's equity: $300,000 What was the actual ROI for Pierre's Ice Cream Company?
A)6.67 percent
B)10 percent
C)22 percent
D)28 percent
Q4) A cost that changes with the level of output is called a(n)__________cost.
Q5) __________costs do not change as output is increased or decreased.
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Chapter 21: Setting the Right Price
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Q1) Which of the following is a pricing policy whereby a firm charges a high introductory price,often coupled with heavy promotion?
A)Penetration pricing
B)Price skimming
C)Price discrimination
D)Status quo pricing
Q2) _____ are costs that are shared in the manufacturing and marketing of several products in a product line.
A)Overhead costs
B)Fixed costs
C)Joint costs
D)Opportunity costs
Q3) Acmell Lawnmowers Inc.sells its mowers to retailers at different prices depending on whether they are independent stores or members of a national chain.In this scenario,the company indulges in__________.
Q4) When executives from competing firms meet to decide which of them will submit the lowest bid on a contract,they are indulging in__________.
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