Marketing Concepts
Chapter Exam Questions
Course Introduction
Marketing Concepts introduces students to the foundational principles and strategies that drive the marketing function within organizations. The course covers essential topics such as the marketing mix (product, price, place, and promotion), consumer behavior, market segmentation, targeting and positioning, branding, and marketing research. Through case studies, discussions, and practical examples, students will develop an understanding of how marketing plays a pivotal role in meeting customer needs, creating value, and achieving organizational goals in a dynamic business environment. This course provides the necessary groundwork for further study in specialized marketing fields.
Recommended Textbook
Marketing 2nd Edition by Shane Hunt Associate
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16 Chapters
2326 Verified Questions
2326 Flashcards
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Page 2
Chapter 1: Why Marketing Matters to You
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Sample Questions
Q1) What impact can a successful marketing campaign have on nonprofit organizations?
A)It can allow nonprofit organizations to receive tax breaks from the government.
B)It can help to increase revenue and profits for the firm.
C)It can help nonprofit organizations achieve a for-profit status.
D)It would have no impact since nonprofit organizations do not require marketing campaigns.
E)It can help nonprofit organizations attract members and raise much-needed funds.
Answer: E
Q2) Tony the Tiger and the slogan They're Great are elements that help to identify Kellogg's _______ from that of its competitors
A)trademark
B)patent
C)brand
D)logo
E)style
Answer: C
Q3) The four Ps are product,price,place,and _______.
Answer: promotion
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Page 3
Chapter 2: Strategic Planning
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Sample Questions
Q1) Organizations use _____ _____ _____ _____ to measure the firm's effectiveness in using the resources allocated to its marketing effort.
Answer: return on marketing investment
Q2) Which marketing strategy is being employed by a firm that is seeking to expand in foreign markets?
A)market penetration
B)positioning
C)market development
D)product development
E)diversification
Answer: C
Q3) Which of the following is not one of the five major strategic options for entering the international marketplace?
A)direct ownership
B)exporting
C)capital investment
D)licensing
E)franchising
Answer: C
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Page 4
Chapter 3: The Global Environment
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Sample Questions
Q1) Compare the following statements to determine which one accurately depicts how income is distributed across the U.S.population.
A)Over the past several decades,there has been a robust shift in the lowest wage earners moving upward to the middle class.
B)The top wage earners of the U.S.population are earning only a small percentage of the country's adjusted gross income.
C)Income for the middle class in the United States has consistently grown faster than any other wage-earning bracket.
D)Over the past several decades,income for the highest wage earners grew at a much quicker pace than for households in the bottom wage-earning bracket.
E)Over the past several decades,there has been little shift in any of the wage-earning brackets of the U.S.population.
Answer: D
Q2) Nonprofit organizations rely primarily on three sources of funding: special events,individual donations,and _______.
Answer: grants
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Chapter 4: Consumer Behavior
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Sample Questions
Q1) Devin and Claire are in the process of buying their first home.They told their realtor that the house they purchase must be close to the train station because that is how they commute back and forth to work.Being close to the train station is part of Devin and Claire's _____ _____.
Q2) Marketers can capitalize on consumer learning by designing marketing strategies that
A)stimulate problem recognition.
B)reduce ritual consumption.
C)complicate information searches.
D)encourage cognitive dissonance.
E)promote reinforcement.
Q3) A producer known as a(n)______ is a producer whose products are used as components or subsystems in another firm's products.
Q4) There are three classifications of B2B buying situations: new buy,continual buy,and a modified repurchase.
A)True
B)False
Q5) The formal or informal societal rules that specify or prohibit certain behaviors in specific situations are called ______.
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Chapter 5: Marketing Research
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Sample Questions
Q1) What allows researchers to see how people behave and record behaviors that are relevant to the research objective?
A)a survey
B)secondary research
C)observation research
D)an interview
E)a focus group
Q2) In _________ research,because there are no predetermined sets of responses (e.g. ,multiple choice answers),the participant can open up to the interviewer and cover things that the researcher may not have thought of previously.
Q3) Snowball sampling is probability sampling in that it is like throwing a snowball and choosing the person it hits.
A)True
B)False
Q4) Nonverbal coding is the categorization of facial expressions to reveal the emotional response of an individual while processing content.
A)True
B)False
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Chapter 6: Product Development
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Sample
Questions
Q1) Revamped products make up the smallest percentage of new products but carry the most risk for the company introducing them.
A)True
B)False
Q2) Compare the following to determine which is not a way that companies can reduce the risk of new product failures.
A)carefully listen to the customer for new product ideas
B)skip steps in the development process to market a product sooner
C)understand current market trends to anticipate demand
D)anticipate changes in the marketplace
E)be willing to fail on occasion
Q3) Sales and profits of the cleaning business that you own have been flat over the past two to three years.You want to offer some new services but have been having difficulty coming up with some new ideas.What are some of the sources of new service ideas that you can seek out?
Q4) A _______ test market is a procedure in which the firm builds a mock shopping experience for participants to observe their response to marketing stimuli.
Q5) Describe the potential ethical issues in the new-product development process.
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Chapter 7: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) Social media outlets like Facebook are not generally helpful in segmenting markets because of the wide variety of people who utilize this type of technology.
A)True
B)False
Q2) When a firm is reasonably certain that its marketing mix can inform consumers about the product,how it adds value to the consumer,and ultimately how to purchase it,then the firm rates favorably on which market segment criteria?
A)differentiable
B)actionable
C)substantial
D)accessible
E)measurable
Q3) The 2010 Census showed that the only southern state that lost seats in the House of Representatives was Louisiana.
A)True
B)False
Q4) The science of using psychology and demographics to segment consumers is called _______ segmentation.
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Chapter 8: Promotional Strategies
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Sample Questions
Q1) The goal of an integrated marketing communications strategy is to coordinate the various promotion mix elements to
A)discover the firm's strengths,weaknesses,opportunities and threats.
B)provide consumers with a clear and consistent message about the firm's products.
C)determine the target market for a firm's products.
D)find the least expensive alternative to promoting a firm's products.
E)identify which potential customers in the target market have the desire and ability to purchase the firm's products.
Q2) A measure of how often the audience is exposed to a promotional message during a specific time period is referred to as A)depth.
B)breadth.
C)duration.
D)reach.
E)frequency.
Q3) One of the major disadvantages of outdoor advertising is wasted coverage,meaning that the viewers of the advertisement may not be part of the _____ _____.
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10
Chapter 9: Supply Chain and Logistics Management
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Sample Questions
Q1) Pipeline inventory refers to
A)inventory that is produced or purchased to cover anticipated demand.
B)the inventory a firm needs to accommodate seasonal demand.
C)the inventory a firm needs in its pipeline to meet average demand.
D)inventory that is in transit between suppliers and customers.
E)inventory that has been over-ordered or that has expired.
Q2) The transportation mode for items that can be digitized and sent through the Internet is termed _______.
Q3) In a _____ strategy,customer orders drive(s)manufacturing and distribution operations.
Q4) Purchasing managers monitor ________ performance by measuring quality,on-time delivery,rapid response to problems,and accuracy of invoices.
Q5) Consumers wanting to buy products from companies that care about protecting the environment and the world's natural resources are interested in companies that practice sustainability.
A)True
B)False
Q6) _____ _____ is calculated by dividing the cost of goods sold by the company's average inventory level.
Page 11
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Chapter 10: Pricing
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Sample Questions
Q1) Joey set up a lawn-mowing business in his neighborhood.He currently has 7 customers that want their lawns mowed each week for which he charges them $25.00 each.Joey spends $10.00 a week in gas and another $17.00 in yard waste bags and stickers.What is Joey's weekly profit?
A)$158.00
B)$148.00
C)$88.00
D)$105.00
E)$175.00
Q2) Which of the following established the Federal Trade Commission,giving it the authority to enforce laws aimed at prohibiting unfair methods of competition?
A)the Wheeler-Lea Act
B)the Federal Trade Commission Act
C)the Robinson-Patman Act
D)the Sherman Antitrust Act
E)the Clayton Antitrust Act
Q3) Packaging two or more products together and charging a single price is referred to as price _______.
Q4) The objective of strategic pricing is _______.
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Chapter 11: Retailing
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Sample Questions
Q1) Which of the following is not a channel function of retailers?
A)completing transactions with end-consumers
B)facilitating functions that enhance the buying of goods
C)providing an assortment of goods
D)creating a competitive landscape
E)communicating with consumers
Q2) According to the wheel of retailing,new retailers entering the market typically price their products _____.
Q3) Wholesale clubs are the same thing as membership warehouses.
A)True
B)False
Q4) An organization purchases products with the intention of selling them to the ultimate consumer for their personal,family,or household use.This organization is a A)wholesaler.
B)supplier.
C)producer.
D)distributor.
E)retailer.
Q5) Retailers are the _____ stage in the distribution channel.
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Chapter 12: Personal Selling
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Sample Questions
Q1) When a salesperson works with sales management and experts across the firm to support new-customer acquisition and ongoing customer relationship management,it is referred to as
A)customer advocacy.
B)Sales 2.0
C)team selling.
D)consultative selling.
E)adaptive selling.
Q2) Katie wants to be successful in her selling career,so she strives to improve her _____ knowledge by working on her sales abilities and understanding different selling techniques.
A)selling-related
B)market-related
C)customer-related
D)technical
E)industry
Q3) Delivery salespeople are also known as _____ salespeople.
Q4) In SPIN selling,_____ questions ask about the consequences or effects of the buyer's situation.
Q5) Nonquantitative forecasting methods are also known as _____ forecasts.
Page 14
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Chapter 13: Digital Social Media Marketing
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Sample Questions
Q1) Social listening allows companies to monitor what is being said about their brands in order to respond before complaints damage online reputations.
A)True
B)False
Q2) Social media monitoring is also known as _____ _____.
Q3) All of the following observations regarding search engine marketing are true except
A)the higher and more frequently a site appears in the search results list,the more visitors it will receive.
B)it is important to have a link show up on the first page of a Google results page.
C)click-through rates are not affected by a link's position on a results page.
D)marketers want their links to be part of the "golden triangle."
E)the vast majority of online experiences begin with a search enginE.
Q4) Recent neuromarketing research shows that animated videos are particularly effective in "hijacking" consumers' attention systems and help to make content more memorable.
A)True
B)False
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Chapter 14: Customer Relationship Management
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Sample Questions
Q1) The first step in the customer relationship management process is to
A)understand how customers interact.
B)store and analyze information.
C)identify current customers.
D)gather specific customer information.
E)utilize analysis to build customer relationships.
Q2) A customer's negative experiences with a company do not carry as much weight as the positive experiences.
A)True
B)False
Q3) According to your text,the ultimate goal of delivering superior customer service is to A)increase brand loyalty.
B)decrease product returns.
C)decrease customer complaints.
D)increase brand recognition.
E)increase the target market.
Q4) When it comes to customer focus,a company directs its personal selling efforts on those customers who are most _____.
Q5) How can organizations improve customer relationships?
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Chapter 15: Branding
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Sample Questions
Q1) Brand _______ is the value the firm derives from consumers' positive perception of its products.
Q2) A family traveling in their car is looking for a place to eat off the highway.One of the children in the car sees a sign up ahead with the face of Ronald McDonald on it and exclaims,"Let's go to McDonald's!" This is most likely an example of brand A)labeling.
B)preference.
C)recognition.
D)equity.
E)discrimination.
Q3) As a retailer,Target has developed its own line of products with the brand name up & up.These products are sold exclusively in Target stores and are an example of A)licensed brands.
B)manufacturer brands.
C)generic brands.
D)private label brands.
E)co-brands.
Q4) Marketers often appeal to local culture through product _______.
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Chapter 16: Social Responsibility and Sustainability
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Sample Questions
Q1) Which of the following is NOT part of a sustainability vision?
A)It should highlight the potential benefit for each stakeholder.
B)It should explain how the firm will be profitable by engaging in sustainability initiatives.
C)It should show how the firm's overall business strategy reflects its impact on society.
D)It should explain how the world is either enriched or diminished by the firm's goods or services.
E)It should address the firm's major impact on society.
Q2) A _____ _____ _____ strategy entails re-shaping the industry through the creation of differential value for consumers and through making contributions to society in the form of both reduced costs and reduced environmental impact.
Q3) What key elements can an organization use to develop a successful corporate social responsibility program?
Q4) _______ barriers,such as lack of will on the part of leaders to enact sustainability-focused legislation,can limit the availability of or increase prices on sustainable goods for consumers.
Q5) Describe the consumerism movement.
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