Marketing Concepts
Exam Bank
Course Introduction
Marketing Concepts provides a comprehensive introduction to the foundational principles and practices of marketing in contemporary business environments. The course explores core topics such as market research, consumer behavior, segmentation, targeting, positioning, and the marketing mix (product, price, place, promotion). Students will analyze real-world case studies to understand the strategic role of marketing in driving organizational success and creating value for customers. Emphasis is placed on the application of marketing theories to practical scenarios, ethical considerations, and the impact of digital transformation on marketing strategies. By the end of the course, students will have developed essential analytical and decision-making skills for effective marketing management.
Recommended Textbook
Marketing 2nd Edition by Shane Hunt Associate
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Page 2
Chapter 1: Why Marketing Matters to You
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Sample Questions
Q1) The activity of buyers and sellers trading things of value so that each is better off as a result is referred to as
A)a marketing interchange.
B)bartering.
C)personal selling.
D)merchandising.
E)an exchangE.
Answer: E
Q2) Since they are not in the business of generating revenue or making profits,nonprofit organizations do not need to rely on marketing efforts to be successful.
A)True
B)False
Answer: False
Q3) The four Ps are elements that make up the _____ _____.
Answer: marketing mix
Q4) The ethical decision-making framework will be valuable only if you clearly understand the ______ that needs to be addressed.
Answer: issue problem
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Chapter 2: Strategic Planning
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Sample Questions
Q1) Arm & Hammer baking soda is best known for its use in baking.The company,however,would like to increase its market share to include household and personal care products.By taking the original product and creating new products that it can sell to its existing markets,the company is using a _____ _____ strategy.
Answer: product development
Q2) The three basic characteristics of a quality marketing objective is that it be
A)vague,simplistic,and easy to understand.
B)broad,detailed,and measurable.
C)specific,tailored,and recognizable.
D)specific,measurable,and realistic.
E)far reaching,thorough,and measurablE.
Answer: D
Q3) Janie thinks that Kleenex is the best brand of facial tissue on the market and refuses to buy any other brand.For Janie,Kleenex has established a competitive advantage over the competing products.
A)True
B)False
Answer: True
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Chapter 3: The Global Environment
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Sample Questions
Q1) Created in 1945,the WTO is governed by and accountable to the 188 countries that make up its near-global membership.
A)True
B)False
Answer: False
Q2) When a hospital's front lobby displays a digital recognition system listing financial donors of all amounts in order to foster pride and enthusiasm in donors about how their efforts improve the lives of others,it is most likely attempting to overcome which type of external marketing factor?
A)political
B)legal
C)economic
D)sociocultural
E)demographic
Answer: C
Q3) A recession and contraction of the economy tends to reduce consumer confidence.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Consumer Behavior
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Sample Questions
Q1) The perception process begins when a consumer
A)modifies his or her behavior due to a change in attitudes.
B)recognizes that he or she has an unmet need.
C)is exposed to either an internal or external stimulus.
D)is motivated by an inward drive.
Q2) The sale of goods or merchandise to retailers;industrial,commercial,institutional,or other professional business users;or wholesalers is referred to as A)supplying.
B)vending.
C)retailing.
D)marketing.
E)wholesaling.
Q3) The study of individuals,groups,or organizations and the processes they use to select,secure,use,and dispose of products,services,experiences,or ideas to satisfy needs is referred to as _____ _____.
Q4) Positive or negative evaluations that exist below the level of consciousness are referred to as _____ attitudes.
Q5) Explain the three types of reference groups and their implications for marketers.
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Chapter 5: Marketing Research
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Sample Questions
Q1) Dr.Paul Ekman developed a taxonomy of muscle movements known as _____ ,which allows trained experts to reliably identify real-time changes of emotions in face-to-face settings.
Q2) Primary data are collected specifically for the research problem at hand.
A)True
B)False
Q3) The organizational activity that links the consumer,customer,and public to the marketer through information is known as
A)the scientific method.
B)market analysis.
C)marketing research.
D)integrative marketing.
E)marketing evaluation.
Q4) If companies demonstrate ethical behavior,it will be unnecessary for the government to increase regulation of marketing research practices.
A)True
B)False
Q5) fMRI,EEG,eye tracking,and automatic facial coding are all ______ techniques.
Q6) What is "big data" and how is it affected by volume,velocity,and variety?
7
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Chapter 6: Product Development
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Sample
Questions
Q1) _______ are typically older and less educated than other types of adopters,tend to be tied to tradition,and are not easily motivated by promotional strategies.
Q2) A local ice cream shop has introduced a new signature treat that none of its competitors presently offer.Based on the tenets of the product life cycle,what pricing strategies should this business use for this new treat through the various stages of the PLC?
Q3) There are four classifications of products: new-to-the-market products,new-category entries,product line extensions,and _______ products.
Q4) The combination of all the products a company sells is referred to as its product line. A)True B)False
Q5) The new-product development path that utilizes a progressive sequence in which functional areas consecutively complete their development tasks is referred to as a chronological new-product development path. A)True
B)False
Q6) Why are most consumers characterized as early or late majority adopters?
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Page 8
Chapter 7: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) Clif Bar & Company,makers of energy and nutrition bars,expanded their product line to include Clif Kid Z Bars.These bars are specifically designed to provide the right kind of nutrition for growing children.For this product,Clif Bar & Company is segmenting the market based on
A)lifestyle.
B)customer convenience.
C)gender.
D)age.
E)motivation.
Q2) According to the VALS framework,why different consumer groups exhibit different behaviors or why different consumer groups exhibit the same behaviors for different reasons is based on
A)lifestyle and income.
B)motivation and desire.
C)opinion and resources.
D)motivation and resources.
E)opinion and interests.
Q3) _______ segmentation is used when the firm can identify a group of consumers with common needs and wants that spans the entire globe.
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Chapter 8: Promotional Strategies
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Sample Questions
Q1) One advantage to using magazines as an advertising medium is
A)the relatively short timeframe necessary to place an ad.
B)its ability to target specific audiences.
C)the control marketers have over ad placement.
D)its use as a primary information source.
E)the quick turnaround between ad creation and ad placement.
Q2) Mars,Inc. ,makers of Snickers candy bars launched its You're Not You When You're Hungry promotion campaign.The company's television commercials portrayed regular people disguised as celebrities behaving badly because they were hungry.Along with the commercials,print ads were released featuring inversion illusions showing the difference between someone whose hunger is satisfied and someone whose hunger is clearly not.In addition,the print ads included a coupon for a Snickers candy bar.This type of promotional strategy is referred to as
A)an integrated promotion mix.
B)an integrated advertising mix.
C)an integrated marketing concept.
D)integrated marketing communications.
E)integrated promotion communications.
Q3) The biggest disadvantage to radio advertising is that radio ads are _______-only.
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Page 10
Chapter 9: Supply Chain and Logistics Management
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Sample Questions
Q1) Cyclical inventory is inventory a firm needs to meet average demand.
A)True
B)False
Q2) Dividing the inventory on hand by the average daily usage or sales is the calculation for
A)inventory supply.
B)days of supply.
C)stockout.
D)days of stock.
E)inventory turns.
Q3) Compare the various modes of transportation.Which one has a low cost and very high capacity,but is slow in delivery?
A)rail transportation
B)motor transportation via trucks
C)air transportation
D)water transportation
E)cyberspace
Q4) In a closed-loop supply chain,products that end up back at the manufacturer or distribution center are called ______ goods.
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Chapter 10: Pricing
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Sample Questions
Q1) Cost-plus pricing is not a very effective strategy for maximizing profits.
A)True
B)False
Q2) The international pricing strategy of any U.S.firm must take into account the taxes on imports and exports that foreign countries might place on its goods,otherwise known as _______.
Q3) In November,the appliance store priced its front-loading washing machines at $899.00 and sold 50 units.In December they reduced the price to $799.00 and sold 53 units.Which of the following statements is accurate regarding this situation?
A)Demand is elastic and total revenue fell from November to December.
B)Demand is inelastic and total revenue fell from November to December.
C)Demand is elastic and total revenue rose from November to December.
D)Demand is inelastic and total revenue rose from November to December.
E)Demand is neither elastic nor inelastic,but revenue rose from November to December.
Q4) Through the use of the Internet and mobile price comparison applications,________ has helped to shift the balance of power from companies to customers.
Q5) The first step in setting price is to clearly define the pricing _______.
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Chapter 11: Retailing
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Sample Questions
Q1) When the economy takes a downward shift,such as during a recession,what factor drives retailers to reduce costs by improving operational efficiency?
A)consumers' desire for greater value
B)consumers' desire for more product choices
C)a desire to dominate the marketplace
D)a desire to import more goods
E)a desire to streamline the marketing mix
Q2) Retailers are the _____ stage in the distribution channel.
Q3) Retail outlets such as Best Buy or Home Depot that are able to gain high market share within their chosen category are sometimes referred to as
A)category killers.
B)specialty stores.
C)value outlets.
D)department stores.
E)high-margin retailers.
Q4) Direct selling is also known as direct ______.
Q5) A limitation of ______ retailing is that it does not provide the sensory elements of shopping in a store.
Q6) Describe the three different location types available to a retailer.
Page 13
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Chapter 12: Personal Selling
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Sample Questions
Q1) What is the term used to refer to how salespeople are using Web 2.0 tools and social media to sell more effectively?
A)FAB approach
B)Sales 2.0
C)customer advocacy
D)consultative selling
E)adaptive selling
Q2) Improper use of expense accounts or misreporting account information is considered _____ behavior.
Q3) The first step in the personal-selling process is prospecting and ______.
Q4) Personal selling is more effective when the good or service is
A)simplistic in nature.
B)frequently purchased.
C)not new to the market.
D)not a custom good or service.
E)viewed as risky.
Q5) How are organizations using data analytics to boost sales productivity? Give an example of an analytics-based application.
Q6) Delivery salespeople are also known as _____ salespeople.
Page 14
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Chapter 13: Digital Social Media Marketing
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Sample Questions
Q1) The most effective way to see what works and what doesn't with a firm's website is through the use of usability testing.
A)True
B)False
Q2) A concise yet authoritative report or guide that seeks to inform readers about a complex issue and presents the issuing body's philosophy on the matter is referred to as
A)an annual report.
B)a white paper.
C)branded content.
D)a web log.
E)a blog.
Q3) Research conducted by HubSpot on social media presence universally suggests that it is "a must" for firms to have a presence on which social media platform?
A)Pinterest
B)Instagram
C)Twitter
D)LinkedIn
E)Facebook
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Chapter 14: Customer Relationship Management
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Sample Questions
Q1) According to your text,which of the following is a major part of ease of doing business?
A)reliability
B)convenience
C)dependability
D)fairness
E)profitability
Q2) The fill rate measures the percentage of the total number of items on the order that the firm shipped on time.
A)True
B)False
Q3) How do customer relationship management (CRM)technologies assist marketers?
Q4) If a company's CRM efforts lead to an increase in the number of goods or services purchased by a consumer,then it has been successful in increasing its
A)lifetime value.
B)customer focus.
C)share of customer.
D)customer equity.
E)product equity.
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Chapter 15: Branding
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Sample Questions
Q1) A marketer for a hydrating sports drink asks customers to post pictures of themselves at sporting events using the product.By encouraging customers to post their pictures on Instagram and Facebook,the marketer is using _____ _____ as a way to help brand the product.
Q2) Watch manufacturer Festina designed a diving watch called the Profundo.The quality promised by Festina in making the Profundo is that this watch stays waterproof.To back up its claim,the watch is sold in a transparent bag filled with distilled water,convincing customers of the watch's high quality.This most likely is an example of how packaging
A)contributes to low brand equity.
B)can turn off a customer through gimmicks.
C)differs completely from advertising.
D)upstages the brand's image.
E)reinforces the brand's imagE.
Q3) What are the benefits to an organization of brand equity?
Q4) A _______ is a name,term,symbol,design,or any combination of these that identifies and differentiates a firm's products.
Q5) The four dimensions of the BrandAsset Valuator are differentiation,relevance,knowledge,and _______.
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Chapter 16: Social Responsibility and Sustainability
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Sample Questions
Q1) Which environmental marketing strategy involves showing customers that the company does more than the competition to implement an environmental strategy?
A)environmental cost leadership
B)eco-efficiency
C)beyond compliance leadership
D)eco-branding
E)sustainable value innovation
Q2) The moral standards expected by a society are referred to as _______.
Q3) Marketers seeking to reduce costs and the environmental impact of their activities typically pursue a strategy of
A)beyond compliance leadership.
B)sustainable value innovation.
C)eco-efficiency.
D)environmental cost leadership.
E)eco-branding.
Q4) Requiring a holistic approach that integrates and coordinates all of the firm's activities on environmental issues across every functional area,_____ _____ represents a fundamental shift in the way the firm markets its products.
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