Fundamentals of Marketing Test Bank
Course Introduction
Fundamentals of Marketing introduces students to the key concepts, strategies, and practices that drive successful marketing in today's dynamic business environment. The course covers the basic principles of marketing, including market research, consumer behavior, segmentation, targeting, positioning, and the marketing mix (product, price, place, and promotion). Students will explore how organizations create value for customers and develop effective marketing plans, as well as examine the impact of digital technologies on modern marketing. Through case studies and practical applications, students gain a foundational understanding of how marketing contributes to business success and customer satisfaction.
Recommended Textbook
Marketing 13th Edition by Roger Kerin
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24 Chapters
6443 Verified Questions
6443 Flashcards
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Chapter 1: Creating Customer Relationships and Value
Through Marketing
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240 Verified Questions
240 Flashcards
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Sample Questions
Q1) ________________ is/are responsible for establishing the organization's mission and objectives.
A)Other organizations
B)Suppliers
C)Customers
D)Senior management
E)Shareholders
Answer: D
Q2) It is said that goods, services, and ideas are marketed. Define goods, services, and ideas and give at least one example of each.
Answer: Goods are physical objects, such as toothpaste, cameras, or computers that satisfy consumer needs. Services are intangible items such as airline trips, financial advice, or art museums. Ideas are intangibles involving thoughts about actions or causes such as donating to a charity or voting for a political candidate.
Q3) What are the three components of a person's ability to buy an offering?
Answer: The three components of a person's ability to buy an offering are authority, time, and money.
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Page 3
Chapter 2: Developing Successful Organizational and Marketing Strategies
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356 Verified Questions
356 Flashcards
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Sample Questions
Q1) In general, a visionary organization asks which three types of questions to specify its foundation, set a direction, and formulate strategies?
A)why, when, where
B)what, by whom, how
C)how, when, where
D)why, what, how
E)who, why, when
Answer: D
Q2) The __________ element of the marketing mix includes personal selling and sales promotion.
A)product
B)price
C)promotion
D)place
E)people
Answer: C
Q3) Explain the steps in the evaluation phase of the strategic marketing process.
Answer: The evaluation phase of the strategic marketing process seeks to keep the marketing program moving in the direction set for it (
Page 4
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Chapter 3: Scanning the Marketing Environment
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Sample Questions
Q1) Paul Avery is a salesperson at the only Ford automobile dealership in Wausau, Wisconsin. However, there are several other auto dealerships in town, offering both domestic and foreign cars and trucks. Paul works hard to keep his customers satisfied because he knows that if his customers are unhappy, they can simply buy a car from one of the several other comparable dealers in Wausau. This marketing environment is an example of A)pure competition.
B)monopolistic competition.
C)an oligopoly.
D)a monopoly.
E)marginal competition.
Answer: B
Q2) Which of the following currently affects baby boomers, and thus those that market to them, in a significant way?
A)They are beginning to have children.
B)They are getting their high school and college educations.
C)They are currently retiring or nearing retirement age.
D)They are just being born.
E)They are beginning their primary school educations. Answer: C
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Chapter 4: Ethical and Social Responsibility for Sustainable Marketing
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Sample Questions
Q1) The 3M company stopped production of a chemical it had made for more than 40 years when tests showed the chemical could be accumulated in human tissue, even though the products in which it was used had no known harmful health or environmental effect. The voluntary action by 3M is an example of A)individualism.
B)utilitarianism.
C)existentialism.
D)moral idealism.
E)socialism.
Q2) In 1962, President John
A)to have legal representation in a court of law
B)to exchange or return products within a reasonable period of time
C)to choose
D)to demand "rain checks" if advertised goods are out of stock
E)to be compensated for product defects
Q3) Describe the three major concepts of social responsibility.
Q4) Explain how Anheuser-Busch practices societal responsibility.
Q5) What is the difference between standard charitable contributions and cause marketing?
Q6) Identify and describe the two types of personal moral philosophy. Page 6
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Page 7
Chapter 5: Understanding Consumer Behavior
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Sample Questions
Q1) Julie is an avid mystery reader and her babysitter Tina has been borrowing some of her books over the summer. When Tina's birthday approaches, Julie wants to buy her a good mystery. When Julie was trying to recall her favorite mystery authors, she was engaged in
A)problem recognition.
B)an internal search.
C)an external search.
D)a purchase task.
E)the precognition of an antecedent state.
Q2) When strolling through the grocery store, a toddler tells her mother, "Yuck, I don't like peas." Her mother puts down the peas and chooses green beans instead. The role of the little girl in this purchase was that of
A)information gatherer.
B)influencer.
C)purchaser.
D)decision maker.
E)user.
Q3) How might Ford Motor Co. apply the three methods of attitude change in its marketing activities?
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Page 8
Chapter 6: Understanding Organizations As Customers
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Sample
Questions
Q1) At which stage of the organizational buying decision process would purchasing and engineering personnel visit potential suppliers to assess their production capacity?
A)problem recognition
B)information search
C)purchase decision
D)alternative evaluation
E)post-purchase behavior
Q2) ______________ in some way reprocess a product or service they buy before selling it again to the next buyer.
A)Transactional markets
B)Corporate markets
C)Government marketers
D)Reseller marketers
E)Industrial firms
Q3) What is a buying center? In what type of business would a buying center most likely be found?
Q4) Identify and describe the five roles an individual can play in a buying center.
Q5) Explain the differences between independent e-marketplaces and private exchanges.
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Chapter 7: Understanding and Reaching Global
Consumers and Markets
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Sample Questions
Q1) Before Apple's iPhone 5 was officially for sale in China, it was being sold there. These phones were purchased in the United States and Australia and then resold by unauthorized vendors in China for between $1,700 and $2,000. These products are considered to be part of
A)under-the-counter sales.
B)over-the-counter sales.
C)the gray market.
D)integrated global channels.
E)breaking the distribution monopoly.
Q2) Once a company has decided to enter the global marketplace, it must select a means of market entry. Four general options exist: (1) __________, (2) licensing, (3) joint venture, and (4) direct investment.
A)exporting
B)accreditation
C)countertrading
D)cooperative
E)franchising
Q3) Play devil's advocate. Select any American industry and argue persuasively why protectionism is not only patriotic, it is absolutely essential for survival.
Page 10
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Chapter 8: Marketing Research: From Customer Insights to Actions
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Sample Questions
Q1) Part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers seeks details about personal and household demographic characteristics. Such questions help Wendy's to
A)know if children eat at its restaurants.
B)understand the needs and wants of potential customers.
C)segment the fast-food market.
D)know how much people earn so it knows whether it should take credit cards for purchases.
E)send these respondents coupons for the products that would appeal to them most.
Q2) In which step of the marketing research process must the researcher take into consideration the relevance of primary and secondary data?
A)Define the problem.
B)Collect relevant information.
C)Develop the research plan.
D)Develop findings.
E)Take marketing actions.
Q3) What is the difference between a semantic differential scale and a Likert scale?
Q4) What is neuromarketing? What does it do? Why is it important to marketers?
Page 11
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Chapter 9: Market Segmentation Targeting and Positioning
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Sample Questions
Q1) Which of the following is a criterion used in forming market segments?
A)similarity of segments to competitors' segments
B)differences between potential suppliers or distributors
C)differences of needs of buyers within a segment
D)market size of the segment
E)simplicity and cost-effectiveness of assigning potential buyers to segments
Q2) Which of the following statements regarding segmentation bases is most accurate?
A)The identification of demographic variables is more objective than the identification of psychographic variables, which is more subjective.
B)Marketers should use segmentation bases in this order to reduce potential costs: behavioral, demographic, psychographic, and geographic.
C)The identification of psychographic variables is more objective than the identification of demographic variables, which is more subjective.
D)Behavioral segmentation is based primarily on personality.
E)Psychographic segmentation is based primarily on product features.
Q3) What are the three types of data needed from consumers to develop a perceptual map?
Q4) Explain the difference between mass customization and build-to-order.
Page 12
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Chapter 10: Developing New Products and Services
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Sample Questions
Q1) Business products are also referred to as A)commodities.
B)industrial products.
C)wares.
D)resale products.
E)merchandise.
Q2) There are seven stages of the new-product development process. Stage 4 is the __________ stage.
A)idea generation
B)screening and evaluation
C)business analysis
D)new-product strategy development
E)market testing
Q3) A newly invented apple peeling and coring machine for the consumer market would be considered
A)a shopping product.
B)a convenience product.
C)a specialty product.
D)an unsought product.
E)a discretionary product.
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Chapter 11: Managing Successful Products Services and Brands
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Sample Questions
Q1) The "Mean Stinks" ignition was designed to primarily reach which segment of prospective customers?
A)baby boomer women
B)teen girls
C)Gen X girls
D)Gen Y boys
E)teen boys
Q2) The desire for a product class rather than for a specific brand is called __________ demand.
A)selective
B)primary
C)derived
D)generic
E)secondary
Q3) The Coca-Cola Co. is the __________ of that firm.
A)logo
B)brand name
C)trade name
D)brand identity
E)trademark
Page 14
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Chapter 12: Services Marketing
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Sample
Questions
Q1) Sterile Feral, Inc., is a nonprofit organization that catches wild or stray cats, and then neuters, vaccinates, and releases them. Veterinarians are particularly impressed with how effectively and safely the organization performs its service each and every time. With which service quality dimension are veterinarians most impressed?
A)assurance
B)tangibility
C)reliability
D)credibility
E)empathy
Q2) Which service listed below has the lowest inventory carrying cost?
A)restaurant
B)automobile repair
C)amusement park
D)employment agency
E)animal hospital
Q3) What is internal marketing? Why is it important in services marketing?
Q4) List and define the five dimensions of service quality described in the textbook.
Q5) What role does price play in the managing of services?
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Chapter 13: Building the Price Foundation
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Sample Questions
Q1) Attorneys' fees, entrance fees, train fares, and organization dues are all examples of A)premiums.
B)barter.
C)profit.
D)price.
E)outlays.
Q2) Three different objectives relate to a firm's profit, which is often measured in terms of return on investment. One objective, known as _________, occurs when a firm sets a profit goal, usually determined by its board of directors.
A)maximizing current profit
B)managing for long-run profits
C)target return
D)break-even strategy
E)minimizing risk
Q3) In the process of setting price, a marketer must first identify pricing objectives and constraints. Next, in Step 2, three specific estimates are necessary. What are they?
Q4) Distinguish between elastic demand and inelastic demand.
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Chapter 14: Arriving at the Final Price
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Sample Questions
Q1) Determining cost, volume, and profit relationships occurs during __________ of the price-setting process.
A)Step 2
B)Step 3
C)Step 4
D)Step 5
E)Step 6
Q2) When Kroger, a national supermarket chain, uses a special promotion to price a six-pack of soda at $2.09 (which is below its customary price level of $4.29), it is attempting to
A)drive its competition out of business.
B)attract customers in hopes they will buy other products as well.
C)fill its parking lot so its store will look successful.
D)work with the local bottler to move products that are close to their expiration dates.
E)help stimulate the local economy and generate good will with its customers.
Q3) List four of the eight demand-oriented approaches to selecting an approximate price level and define what they are.
Q4) What is standard markup pricing and when would it be used?
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Page 17
Chapter 15: Managing Marketing Channels and Supply Chains
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Sample Questions
Q1) When producers and ultimate consumers deal with each other one-on-one, it is referred to as
A)a strategic channel alliance.
B)a horizontal marketing exchange.
C)a direct channel.
D)an indirect channel.
E)a dual distribution channel.
Q2) In a supply chain setting, replenishment time refers to lead time for an item, which means the time between the ordering of an item and when it is
A)billed to the customer.
B)acknowledged by the customer.
C)billed and paid for by the customer.
D)promised for delivery.
E)received and ready for use or sale.
Q3) Another name for quick response systems is
A)order replenishment systems.
B)customer logistics factors.
C)minimum-inventory systems.
D)web-based response systems.
E)efficient consumer response systems.
Page 18
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Chapter 16: Retailing and Wholesaling
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Sample Questions
Q1) Consumers benefit in dealing with retail corporate chains because
A)corporate chains have more experience than other forms of retailers.
B)they can own stock in the same company where they shop since corporate chain stock must be publicly traded.
C)they can establish a credit history more easily than with other forms of retailers.
D)there are multiple outlets with similar merchandise and consistent management policies.
E)they have less stress in making decisions since merchandise is arranged and displayed by professional designers.
Q2) What is off-price retailing? Identify and give an example of the three variations of off-price retailing.
Q3) As a business-format franchisor, McDonald's provides step-by-step procedures for most aspects of the business and
A)provides an accounting system to pay the franchisee bills promptly.
B)shops for the best food values.
C)maintains the property.
D)guidelines for the most likely decisions a franchisee will face.
E)disciplines dishonest employees.
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Chapter 17: Integrated Marketing Communications and Direct Marketing
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Sample Questions
Q1) Which of the following statements about advertising is most accurate?
A)Advertising has limited control as to when and where an advertisement will be used.
B)Advertising allows a firm to reach a mass market.
C)A key advantage of advertising is its ability to use customized interactions.
D)Advertising can be a very effective attention-getter, especially for new products, but has little impact for repeat buys.
E)Advertising is one of the least costly forms of promotion because it reaches a pretested market.
Q2) Which stage of the product life cycle is usually a period of phase-out for the product, when little money is spent in the promotional mix?
A)introduction
B)growth
C)maturity
D)decline
E)termination
Q3) What are the strengths/advantages and weaknesses/disadvantages of using sales promotion in the promotional mix?
Q4) List and briefly describe the key elements of the communication process.
Page 20
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Chapter 18: Advertising Sales Promotion and Public Relations
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Sample Questions
Q1) Which of the following is an important guideline when using a fear appeal?
A)Make sure the advertisement is still appropriate for viewing by children.
B)Make the appeal so strong that it appears humorous.
C)Don't make the appeal so strong that consumers will want to "tune out" the advertisement.
D)Avoid any reference to death or dying.
E)Make sure to emphasize that the outcome rests in the viewers' hands.
Q2) An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as
A)a full-service agency.
B)an in-house agency.
C)a modified-service agency.
D)a limited-service agency.
E)a sales promotion firm.
Q3) One advantage of using newspapers as an advertising medium is
A)their ability to cover local markets.
B)the long lead time for placing an ad.
C)the long life span.
D)the relatively high cost.
E)competition for reader attention with other features in the newspaper.
Page 21
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Chapter 19: Using Social Media and Mobile Marketing to
Connect With Consumers
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Sample Questions
Q1) As the content of a blog or messages posted on social media sites moves from impersonal to highly personal, the level of self-disclosure
A)decreases.
B)is not affected.
C)undermines the credibility of the site.
D)increases.
E)increases the credibility of the site.
Q2) Online content that shows a significant degree of creative effort, and thus is more than simply posting a newspaper or magazine article on a personal blog, is a criterion of A)online advertisements.
B)blogs.
C)user-generated content (UGC).
D)wikis.
E)YouTube.
Q3) What is the role of a brand manager in advertising on social media like Facebook?
Q4) Describe the two factors that are used to classify social media.
Q5) What are the four guidelines to engage fans on Facebook?
Page 22
Q6) Describe the communications process of both traditional media and social media.
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Chapter 20: Personal Selling and Sales Management
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Sample Questions
Q1) A __________ explains: (1) to whom a salesperson reports, (2) how a salesperson interacts with other company personnel, (3) the customers to be called on, (4) the specific activities to be carried out, (5) the physical and mental demands of the job, and (6) the types of products and services to be sold.
A)sales plan
B)job analysis
C)sales performance audit
D)job description
E)personal performance plan
Q2) The two basic forms of team selling are
A)augmented selling and integrated selling.
B)enterprise selling and strategic alliance selling.
C)cross-functional teams and cross-tier teams.
D)conference selling and seminar selling.
E)network selling and matrix selling.
Q3) Explain the difference between relationship selling and partnership selling.
Q4) What are the three major roles of personal selling in a firm's overall marketing effort?
Q5) List the four things that research suggests will produce a motivated salesperson.
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Chapter 21: Implementing Interactive and Multichannel Marketing
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Sample Questions
Q1) Harley-Davidson is well known for the HOG or Harley Owners Group that it has developed. Harley-Davidson encourages owners to visit its website to find out about events, races, and membership chapters. The website visitor can play motorcycle-inspired games, plan motorcycle trips, and even investigate how to finance a bike. Visitors can view the entire line of bikes as well as find out where the closest dealer is located. You can contact Harley-Davidson by clicking on the "Contact Us" tab. The visitor can either create a wish list of Harley products and accessories or view another's list. Using the six reasons consumers shop and buy online, explain how Harley-Davidson uses the Internet to stay connected with its target market.
Q2) Pizza Hut's website customization is achieved in several ways, but the primary utility is to
A)speed up the delivery process.
B)offer the greatest selection.
C)offer the best value for the price.
D)create strong customer relationship.
E)simplify ordering.
Q3) Define spam and viral marketing.
Q4) What is the marketspace?
Q5) Describe two potential problems associated with transactional websites.
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Chapter 22: Pulling It All Together: the Strategic Marketing Process
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Q1) All of the following are key problems that emerge in a firm's strategic marketing process except
A)line operating managers often feel no sense of ownership in implementing the plans.
B)bad news is filtered out as information goes up the line to give top management a very rosy picture.
C)not enough time and effort is spent on data collection; therefore, the plans written are too simple to implement.
D)plans are based on very poor assumptions about environmental forces.
E)planners and their plans may have lost sight of their customers' needs.
Q2) The actions taken in a situation (SWOT) analysis or Step 1 of the planning phase include: (1) identify industry trends, (2) analyze competitors, (3) assess own company, and (4) __________.
A)set market and product goals
B)research customers
C)select target markets
D)find points of difference
E)position the product
Q3) What are the advantages and disadvantages of the product manager system?
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Chapter 23: Financial Aspects of Marketing
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Sample Questions
Q1) The inventory for Jane Westerlund's picture frame store would include
A)her molding, matting, and glass.
B)her skill in framing prints.
C)her equipment, chairs, tables.
D)her cost of goods sold.
E)her rent and utility expenses.
Q2) All of the following are operating ratios used to set a price for an offering except A)stock turns.
B)ROI.
C)market share.
D)markdown.
E)markup.
Q3) Which of the following is a sales element of an operating statement?
A)cost of goods sold
B)inventory
C)direct labor
D)returns
E)selling expenses
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26
Chapter 24: Building an Effective Marketing Plan
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Q1) Which of the following is one of the six questions most lenders and prospective investors expect to be answered in a marketing or business plan?
A)Does the prospective product meet all government safety standards?
B)Who is your competition and what are they doing?
C)Who will be your key suppliers?
D)What are your taxes?
E)Is there something unique or distinctive about the product or service that separates it from substitutes and competitors?
Q2) The company analysis section of a marketing plan provides details of the company's strengths and marketing strategies that will enable it to achieve its mission and goals. Paradise Kitchens lists a major strength as
A)a stable financial base.
B)strong connections to the Hispanic community.
C)co-ownership in a chain of small grocery stores.
D)the professional food industry experience of the co-founders.
E)national "chili cook-off" titles.
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