Introduction to Marketing Mock
Exam
Course Introduction
Introduction to Marketing provides students with a foundational understanding of marketing principles and practices. The course explores key concepts such as market research, consumer behavior, segmentation, targeting, positioning, and the marketing mix (product, price, place, promotion). Students will learn how organizations develop and implement marketing strategies to create value for customers, drive brand awareness, and achieve business objectives. Through case studies and real-world examples, students gain insights into contemporary marketing challenges in both domestic and global contexts, preparing them for further study or entry-level roles in the marketing field.
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MKTG 4th Canadian Edition by Hair
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2839 Verified Questions
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Page 2
Chapter 1: An Introduction to Marketing
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165 Verified Questions
165 Flashcards
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Sample Questions
Q1) The ultimate goal of most market-oriented firms is profitability, which results from satisfying the wants and needs of its consumers.
A)True
B)False
Answer: True
Q2) Which of the following factors would you use if you wanted to develop a full marketing strategy?
A)production orientation
B)marketing mix 4Ps
C)customer value strategy
D)sales orientation
Answer: B
Q3) Which of the following is a defining characteristic of exchange?
A)a customer giving up one thing to get a more desired thing
B)a customer receiving one thing while not giving anything
C)a customer giving up one thing to get an expensive thing
D)a customer receiving one thing to get an inexpensive thing
Answer: A
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3
Chapter 2: The Marketing Environment, Social Responsibility, and Ethics
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157 Verified Questions
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Sample Questions
Q1) Which of the following statements best describes ethics?
A)Ethics are the moral principles or values that generally govern the conduct of an individual.
B)Ethics are the standard of behaviour upon which legal actions will be made.
C)Ethics are unrelated to social behaviour.
D)Ethics and values are situation-specific.
Answer: A
Q2) While a single firm cannot control the elements in the external environment, a firm can sometimes influence that environment.
A)True
B)False
Answer: True
Q3) Champion Lyte is a sugar-free sports drink designed to replenish electrolytes lost during activity or illness. The product was designed primarily for diabetics and the healthcare professionals who treat diabetics. Both would be the product's primary target market.
A)True
B)False
Answer: False
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Chapter 3: Strategic Planning for Competitive Advantage
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161 Flashcards
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Sample Questions
Q1) What is a strategic plan?
A)a marketing plan
B)market scanning
C)functional planning
D)a managerial process to set objectives
Answer: D
Q2) Coca-Cola drink vending machines are found all over the world. The newest machines have an interactive screen that runs advertisements. The reason for the introduction of this new-style vending machine is to "allow the company to interact more directly with its customers." According to a SWOT analysis, what is the technology used by these machines examples of?
A)strengths because they are part of Coke's external opportunities
B)advantages because they are part of Coke's marketing environment
C)weaknesses because Coke cannot control technology or consumer behaviour
D)opportunities because they are part of Coke's external environment
Answer: D
Q3) A situation analysis is a small part of the more all-encompassing SWOT analysis.
A)True
B)False
Answer: False
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Chapter 4: Developing a Global Vision
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Sample Questions
Q1) While some countries have elements of both capitalism and socialism, most nations are at one political extreme or the other.
A)True
B)False
Q2) According to an article in the Financial Times, bringing Coca-Cola to the Chinese market presented a special challenge to the soft-drink manufacturer. This challenge most likely had to do with which element of the marketing mix?
A)production
B)direct marketing
C)distribution
D)pricing
Q3) Maybelline formulated cosmetics that were designed to complement the complexions of women with various skin types around the world. Which of the marketing mix strategies did Maybelline use?
A)countertrading
B)product adaptation
C)global market standardization
D)product licensing
Q4) Describe a multinational corporation (MNC). Name two MNCs you are familiar with.
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Chapter 5: Marketing Research
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Sample Questions
Q1) Coca-Cola has come up with a new formula. They want to know if the product is going to be a success. What is the first step in answering this question?
A)specify the sampling plan
B)collect the data
C)identify and formulate the problem/opportunity to be studied
D)plan the research design
Q2) Five hundred women were surveyed about their feelings about female physicians. The majority responded that they felt more relaxed with a female physician. Because it used local hospital patients as survey participants, which type of sample was the survey an example of?
A)random
B)representational
C)probability
D)convenience
Q3) Marketing research has three functional roles. What are they?
A)normative, descriptive, and explanatory
B)predictive, normative, and persuasive
C)descriptive, diagnostic, and predictive
D)flexible, interactive, and discovery oriented
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Chapter 6: Consumer Decision Making
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Sample Questions
Q1) Daniel and Miriam both live in Uganda, one of the poorest countries in the world. Which needs would they be most concerned with fulfilling?
A)safety
B)physiological
C)economic
D)esteem
Q2) What is the term for a composite of psychological makeup and environmental forces that provides consistency to an individual's reactions to situations?
A)acculturation
B)socialization
C)personality
D)autonomy
Q3) Jane needed a new cell-phone after her old one broke. She must now do research, compare several models and only then will Jane be able to replace her phone. What is this process part of?
A)psychographics
B)business buying behaviour
C)consumerism
D)consumer behaviour
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Page 8
Chapter 7: Business Marketing
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153 Flashcards
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Sample Questions
Q1) Refer to the scenario. Companies that make bicycle racks for bike safekeeping in public places receive the railing as 9-metre lengths of pipe. For these companies, how is Etruscan railing classified?
A)as supplies
B)as raw material
C)as an installation
D)as a component part or material
Q2) What is the best definition of a sales approach?
A)sales and selling to companies
B)focus on generating leads
C)persuasion techniques
D)understanding the problems of a customer
Q3) Which of the following are trends in B2B online marketing?
A)growth in mobile, content marketing, social media
B)LinkedIn, social media, sales
C)connectivity, Internet, content marketing
D)connectivity, sales, content marketing
Q4) Briefly define and describe each of the categories of business goods and services. Give two specific examples of goods or services that fit into each category.
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Chapter 8: Segmenting, Targeting, and Positioning
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Sample Questions
Q1) Serving the specific needs of a segment must be commercially viable, even if the number of potential customers is small. A selected segment must be large enough to warrant developing and maintaining a special marketing mix according to the criterion of which of the following?
A)causality
B)accountability
C)responsiveness
D)substantiality
Q2) After the market segmentation process, the marketing manager's next task is to select one or more target markets. There are three general strategies for selecting target markets. Name and briefly define each of the three strategies. For each strategy, name one advantage and one disadvantage of using the strategy.
Q3) One of the trends that will lead to the continued growth of one-to-one marketing is the perception by consumers that they have more things to do and less time in which to do them.
A)True
B)False
Q4) Discuss why market segmentation is important to the well-being of most companies.
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Chapter 9: Customer Relationship Management CRM
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133 Verified Questions
133 Flashcards
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Sample Questions
Q1) Refer to the scenario. Which of the following provides the most likely reason that Hudson's Bay Company implemented this reward program?
A)to acquire more information about its customers
B)to make sure the 80/20 principle is not influencing its activities
C)to retain loyal customers
D)to increase the importance of customer service
Q2) BMW automobiles has launched an online effort to market its new styles. It hopes to use its database capabilities to capture valuable data on car buyers.BMW plans on cross-referencing new owners with the database generated from this online campaign to see how many names are duplicated. BMW will use these data to forecast which campaigns have the greatest probability of success. Which of the following methods will BMW most likely use to analyze these data?
A)lifetime value analysis
B)future value assessment modelling
C)recency-frequency-monetary analysis
D)predictive modelling
Q3) Explain the importance of interactions in a customer relationship management system. Most colleges and universities have some form of CRM system. Describe an interaction that occurs at your institution.
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Page 11
Chapter 10: Product Concepts
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141 Flashcards
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Sample Questions
Q1) Product modification occurs when changes are made in how the product functions, its quality, or some aesthetic characteristic of the product.
A)True
B)False
Q2) V8 juice has for years advertised itself as a refreshing and nutritious drink that contains eight different vegetables, and that is what the brand name V8 means to most consumers. What type of strategy was used when the manufacturer of V8 juice introduced V8 Orange and Mango juice?
A)repositioning
B)product line extension
C)cannibalization
D)disintermediation
Q3) James bought a pair of winter boots. What kind of product would these boots be classified as?
A)as a consumer product
B)as a specialty product
C)as a shopping product
D)as an unsought product
Q4) Name and briefly describe six branding alternative strategies.
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Chapter 11: Developing and Managing Products
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148 Verified Questions
148 Flashcards
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Sample Questions
Q1) At what stage of the new-product development process are most new-product ideas rejected?
A)test marketing
B)business analysis
C)idea screening
D)idea generation
Q2) When choosing a test market, managers need to consider many criteria for a good test market city. List six criteria.
Q3) Which tests evaluate new-product ideas usually before any prototype has been created?
A)concept tests
B)simulated market tests
C)market tests
D)user tests
Q4) Which of the following statements best describes the product life cycle (PLC)?
A)The PLC concept encourages marketing managers to think reactively.
B)There are as many new buyers in the maturity stage of the PLC as in the growth stage.
C)The PLC is especially useful as a predicting tool.
D)Just as there are five adopter categories, there are five PLC stages.
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Chapter 12: Services and Nonprofit Organization Marketing
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160 Flashcards
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Sample Questions
Q1) What are the three evaluation qualities of goods or services that are used by consumers? Give an example of a service that exhibits each quality.
Q2) Nonprofit organizations include a wide variety of entities ranging from the government to private, not-for-profit churches. Although nonprofit organizations differ substantially in size and purposes and operate in quite different environments, most perform common marketing activities. List four of these common activities.
Q3) Has someone ever repeatedly asked for your phone number and refused to take "no" for an answer? Now when that individual asks for your phone number, you can give this bothersome person the number for the Rejection Hotline, which will explain that you are not interested. In terms of a product strategy, what is the Rejection Hotline's telephone message?
A)its intangible product
B)its core product
C)its relationship marketing tool
D)its promotion strategy
Q4) Name and briefly describe the three categories of pricing objectives for services.
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Page 14
Chapter 13: Setting the Right Price
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148 Flashcards
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Sample Questions
Q1) If your favourite mail-order catalogue lists freight charges according to the dollar amount of merchandise purchased, which type of pricing is it using?
A)quantity discount
B)freight absorption
C)uniform delivered
D)FOB origin
Q2) Distinguish between a cumulative and a noncumulative discount.
Q3) What is price?
A)what you pay
B)the combined financial value of all inputs
C)the image of value you receive when purchasing the product
D)revenue minus expenses
Q4) What is FOB an acronym for?
A)free on board
B)fee on buyer
C)first buyer
D)freight on board
Q5) Name five of the special pricing tactics. Give one advantage and one disadvantage associated with using each of the tactics you have named.
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Chapter 14: Marketing Channels and Supply Chain Management
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155 Verified Questions
155 Flashcards
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Sample Questions
Q1) When Delphi-Grundig, a manufacturer of state-of-the-art car radios, decided to expand its marketing efforts into countries in which its products are not currently available, it did not have the time or resources to spend on developing new channels of distribution. What should Delphi-Grundig consider using?
A)an industrial distributor
B)a franchising system
C)a strategic channel alliance
D)a channel cooperative
Q2) Intermediaries must perform three basic functions. Name these functions, and describe two activities involved in each function.
Q3) Horis Twild is the marketing manager for a small manufacturer of products to beautify, enhance, and maintain fish aquariums and terrariums. What was his decision NOT to move his manufacturing base overseas probably primarily based on?
A)lack of common languages and cultures among global customers
B)inability to support a multinational promotion strategy
C)legalities of producing in other countries
D)lack of global consumers
Q4) Describe some of the challenges that a business would face in going global.
Page 16
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Chapter 15: Retailing
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145 Flashcards
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Sample Questions
Q1) A specialty store is considering locating a retail store in a regional shopping mall. Which of the following is NOT a likely benefit associated with locating in a mall?
A)anchors that attract customers
B)ample parking
C)unified image of mall
D)inexpensive leases
Q2) With Arby's, Jiffy Lube, Baskin-Robbins, and Sylvan Learning Centres, the franchisee buys the right to use the franchisor's approach to doing business. These are examples of which of the following?
A)trade name franchising
B)product franchising
C)business format franchising
D)franchise wholesaling
Q3) Petco has just purchased a sizable plot of land on which it will build a store building with a large parking lot. Across the street is a collection of specialty shops and a furniture store. Petco will be part of a strip shopping centre.
A)True
B)False
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Chapter 16: Marketing Communication
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Sample Questions
Q1) Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion or elicit a response.
A)True
B)False
Q2) Just as Grace was in sight of a billboard for the Riverbend Antique Mall, a police car drove by with its lights flashing. Grace was so concerned with watching where the police car went that she missed seeing the mall's billboard. In terms of the communication process, what did the police car act as?
A)implicit communication
B)static
C)explicit communication
D)noise
Q3) Refer to the scenario. What is the company rep engaged in?
A)telemarketing selling
B)interpersonal communication
C)mass communication
D)crowd selling
Q4) Several factors affect the choice of promotional mix. Name five of these factors.
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18
Chapter 17: Advertising, Public Relations, and Direct Response
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150 Flashcards
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Sample Questions
Q1) Ford Motor Company is allying itself with American Idol winner Kelly Clarkson's newest concert tour. Ford is gambling that its target market will react positively to its brand being associated with the tour. What would Ford's and Kelly Clarkson's relationship be categorized as?
A)product placement
B)publicity
C)crisis management
D)sponsorship
Q2) A newspaper article revealed that hazardous wastes buried in an on-site landfill at a paper manufacturer were leaking into the local water supply. Even though the company quickly stopped the leak and paid for an additional water purification system for the town, it still received some very negative publicity. What should the company have done?
A)begun a pulsing advertising campaign
B)implemented its crisis management plan
C)used an ad campaign based on a fear appeal
D)ignored the publicity and assumed it would go away
Q3) List and briefly describe four functions commonly performed by public relations departments.
Q4) Describe the two traditional print media vehicles.
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Chapter 18: Sales Promotion and Personal Selling
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145 Verified Questions
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Sample Questions
Q1) The Pillsbury Bake-Off requires people to submit a recipe using Pillsbury baking products. Finalists are brought to Pillsbury kitchens to bake their recipes so the winner of a cash prize can be chosen. What is this an example of?
A)a contest
B)a sales promotion game
C)a sweepstakes
D)a push money deal
Q2) What is one of the major advantages to using point-of-purchase promotion?
A)its low costs
B)its ability to create long-term relationships with customers
C)the fact it has a captive audience
D)the low monetary requirements
Q3) Which of the following best describes sales promotion?
A)It is a publicity tool.
B)It is directed only to the ultimate consumer market.
C)It is more difficult to measure than advertising.
D)It offers a short-term incentive to buy.
Q4) Compare and contrast relationship selling and traditional personal selling.
Q5) Discuss personal selling in a global marketplace.
Q6) What are the seven steps in the personal selling process?
Page 20
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Chapter 19: Social Media and Promotion
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123 Flashcards
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Sample Questions
Q1) Sunlight Bakery wants to determine the conversion rate of its Facebook friends. What should the bakery use to accomplish this?
A)social media monitoring
B)public relations measurement
C)a social CRM system
D)social media measurement
Q2) Johanna is a loyal customer of the Beanery, a regional coffee shop chain. Whenever Johanna is found to be within a geofenced area owned by the Beanery, she receives a text message on her smartphone offering her money off a coffee drink at a nearby store.
What does the Beanery appear to be using?
A)stealth marketing
B)viral marketing
C)micronetworking
D)Bluetooth marketing
Q3) List the six categories of social media users.
Q4) What is a blog?Show how Whole Foods would use a blog.
Q5) List the seven social media strategies and describe each strategy.
Q6) What are the six common mobile marketing tools?
Q7) What are the seven metrics that marketers should consider?
Page 21
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