Marketing for Non-Business Majors
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Course Introduction
This course introduces non-business majors to the fundamental concepts and practices of marketing, emphasizing its relevance across various fields beyond traditional business environments. Students will explore key marketing principles such as understanding customer needs, market segmentation, product positioning, branding, and the use of digital and social media tools. Through practical projects, case studies, and real-world examples, the course demonstrates how marketing skills can enhance communication, project management, and organizational success in disciplines like the arts, sciences, non-profit, and public sectors. No prior business coursework is required, making this an accessible entry point for students interested in leveraging marketing strategies in diverse career paths.
Recommended Textbook
Marketing An Introduction 12th Edition by Gary Armstrong
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1600 Flashcards
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Chapter 1: Marketing: Creating and Capturing Customer Value
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Sample Questions
Q1) Sally purchased a newly introduced moisturizing lotion.By attempting to find out if the lotion's perceived performance matched her expectations,Sally was measuring her level of customer ________.
A) loyalty
B) satisfaction
C) equity
D) engagement
E) lifetime value
Answer: B
Q2) Customer evangelists are those who ________.
A) use personal selling methods to market products and services
B) tell others about their good experiences with a brand or product
C) use their expertise to influence people about specific products
D) work with quality-assurance teams to improve product safety
E) evaluate newly launched products in the marketplace
Answer: B
Q3) A market is a segment of potential consumers who share a common need or want.
A)True
B)False
Answer: True
Page 3
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Chapter 2: Company and Marketing Strategy: Partnering to
Build Customer Relationships
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100 Flashcards
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Sample Questions
Q1) In the BCG matrix,________ refer to low-growth,high-share businesses or products.
A) stars
B) cash cows
C) question marks
D) dogs
E) heroes
Answer: B
Q2) Which component of the marketing mix refers to the goods-and-services combination a company offers to its target market?
A) promotion
B) product
C) price
D) place
E) position
Answer: B
Q3) "At Dodson,we sell shoes" is a market-oriented business definition.
A)True
B)False
Answer: False
Page 4
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Chapter 3: Analyzing the Marketing Environment
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Sample Questions
Q1) The purchasing power of a population is part of the technological environment of a company's macroenvironment.
A)True
B)False
Answer: False
Q2) Ursa Martin,a book publisher,has decided to work with Hope in Children,a charity foundation that helps feed and educate children in poor countries.Ursa Martin has decided that a percentage of revenue from every book it sells will go to the charity.The books are marketed by conveying this message to customers.Which of the following marketing techniques describes Ursa Martin's association with Hope in Children?
A) joint venture marketing
B) cause-related marketing
C) niche marketing
D) green marketing
E) test marketing
Answer: B
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Chapter 4: Managing Marketing Information to Gain Customer Insights
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Sample Questions
Q1) A market researcher wants to find the cause-and-effect relationship between using organic ingredients in food and the subsequent consumption by customers.He invites ten respondents to his research firm and asks them to taste two identical dishes.The dishes were prepared in a similar manner,but one has natural herbs for flavoring,and the other has artificial flavors.This is an example of ________.
A) descriptive research
B) ethnographic research
C) experimental research
D) online research
E) exploratory research
Q2) The objective of exploratory research is to test hypotheses about cause-and-effect relationships.
A)True
B)False
Q3) Marketers can obtain needed information from internal data,marketing intelligence,and marketing research.Describe some common sources of each of these.
Q4) Briefly compare the three different types of research approaches used for gathering primary data.
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Chapter 5: Understanding Consumer and Business Buyer Behavior
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Sample Questions
Q1) ________ are minor stimuli that influence where,when,and how a person responds to an idea.
A) Cues
B) Drives
C) Motives
D) Needs
E) Attitudes
Q2) According to Sigmund Freud's theory,a person's buying decisions are ________.
A) easily revealed through online marketing surveys and questionnaires
B) affected by motives that the person is completely aware of
C) always driven by the need for status and independence
D) motivated by needs that are arranged in a hierarchy
E) affected by subconscious, hidden motivations
Q3) A company buying a product with modified specifications faces a new-task situation.
A)True
B)False
Q4) Describe the steps of the buyer decision process.
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Q5) Explain how the decision process in the business market and consumer market differ.
Chapter 6: Customer-Driven Marketing Strategy: Creating
Value for Target Customers
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Sample Questions
Q1) Stores offering low-quality alternatives to luxury products at low prices most likely follow a ________ positioning strategy.
A) more-for-the-same
B) more-for-less
C) same-for-less
D) less-for-much-less
E) more-for-more
Q2) While designing a customer-driven marketing strategy,marketers are likely to divide the market into smaller segments.
A)True
B)False
Q3) New communications technologies are likely to eliminate the need for markets to be geographically segmented as clusters of countries.
A)True
B)False
Q4) How do businesses segment their markets?
Q5) Describe how marketers use multiple-segmenting bases to their advantage.
8
Q6) Why do international markets need to be segmented?
Q7) Explain the concept of positioning for competitive advantage.
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Chapter 7: Products,Services,and Brands: Building
Customer Value
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Sample Questions
Q1) Total quality management is an approach in which all of the company's people are involved in constantly improving the quality of products,services,and business processes.
A)True
B)False
Q2) Service perishability means that ________.
A) service evaluation is highly subjective
B) the quality of services depends on the provider
C) services cannot be stored for later sale or use
D) services cannot be seen, tasted, felt, heard, or smelled before they are bought
E) services cannot be separated from their providers in most cases
Q3) A laundry detergent that consumers purchase frequently,with minimum comparisons,is an example of a(n)________ product.
A) unsought
B) shopping
C) convenience
D) specialty
E) industrial
Q4) What is a product mix? What are the four dimensions of a product mix?
Page 9
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Chapter 8: New Product Development and Product Life Cycle Strategies
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Sample Questions
Q1) Some companies are now appointing ________,whose job is to protect consumers from harm and the company from liability by proactively ferreting out potential product problems.
A) intradepartmental teams
B) idea generation teams
C) product audit committees
D) product stewards
E) listening officers
Q2) Team-based new product development encourages employees of all departments to work within the roles and boundaries of their individual departments before combining the results of their efforts at the commercialization stage.
A)True
B)False
Q3) A company launching a new product must first decide ________.
A) where to launch the product
B) the sample size of the market
C) when to launch the product
D) the viability of a global launch
E) the budget for print advertising
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Q4) What is crowdsourcing? How is crowdsourcing useful in new product development?
Chapter 9: Pricing: Understanding and Capturing Customer Value
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Sample Questions
Q1) Everyday low pricing is a cost-based pricing strategy.
A)True
B)False
Q2) Penny Bank,a discount store,is highly competitive.When entering a new market,Penny Bank often cuts prices so deeply that it sells below costs,effectively pushing smaller retail stores with less purchasing power out of the market.In this case,Penny Bank is using ________.
A) market skimming
B) psychological pricing
C) predatory pricing
D) deceptive pricing
E) cost-plus pricing
Q3) Glow,a gift card store,offers a price reduction to customers who buy Christmas cards the week after Christmas.In this case,the store offers a ________.
A) functional discount
B) seasonal discount
C) promotional allowance
D) trade-in allowance
E) quantity discount
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Chapter 10: Marketing Channels: Delivering Customer Value
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Sample Questions
Q1) What criteria should a firm consider before choosing a channel alternative?
Q2) Mintel Agro provides raw materials in the form of agricultural products to Kiltmark Food Company.Kiltmark produces flour-based edible products,which it distributes to a wholesale company called Yellowstar Trading.Yellowstar Trading then sells Kiltmark products to the discount retailer,Stroos.Stroos sells the products to consumers.Which of the following is considered a marketing intermediary in these transactions?
A) only Kiltmark
B) only Stroos
C) only Yellowstar Trading
D) both Yellowstar Trading and Stroos
E) both Stroos and Mintel Agro
Q3) A channel arrangement in which two or more companies at one level join together to follow a new marketing opportunity is referred to as a(n)________.
A) corporate vertical marketing system
B) contractual vertical marketing system
C) direct marketing system
D) horizontal marketing system
E) administered vertical marketing system
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Chapter 11: Retailing and Wholesaling
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Sample Questions
Q1) ________ represent buyers or sellers on a more permanent basis than brokers.
A) Distributors
B) Franchisees
C) Agents
D) Retailers
E) Manufacturers
Q2) The suppliers who are not adding value based on cost and quality are more in demand than their competitors.
A)True
B)False
Q3) Differentiate between power centers and lifestyle centers.
Q4) Specialty stores are characterized by ________.
A) the sale of convenience and staple items
B) narrow product lines with deep assortments
C) a wide range of products and categories
D) low prices on a wide range of goods
E) routinely purchased food products and services
Q5) What is retailing? Explain the concept of shopper marketing.
A)True
B)False
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Chapter 12: Engaging Consumers and Communicating
Customer Value: Advertising and Public Relations
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Sample Questions
Q1) In the context of execution styles in advertising,using an animated character that represents a product in an advertisement is an example of an endorsement.
A)True
B)False
Q2) Which of the following is most likely a difference between advertising and sales promotions?
A) Advertising is a sales-directed form of communication, while sales promotions are endorsed as company news.
B) Advertising is an invitation to buy the product, while a sales promotion is an incentive to buy the product immediately.
C) Advertising can be used to dramatize product offers, but sales promotion cannot be used for this purpose.
D) Advertising can trigger quick sales, while sales promotions cannot.
E) Advertising is not as effective in building long-term brand preferences as sales promotions are.
Q3) What is a promotion mix? Define the major tools used in a promotion mix.
Q4) How has the new communications model changed the face of today's marketing communications?
Page 14
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Chapter 13: Personal Selling and Sales Promotion
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Sample Questions
Q1) Contests,premiums,and displays are tools solely used for trade promotions.
A)True
B)False
Q2) Easy Life manufactures a wide range of kitchen appliances,healthcare products,and cosmetics.Its salespeople are divided on the basis of their expertise in a product category.Again,within each category,they are divided into teams addressing large retail customers,convenience stores,and the general public.Which of the following sales-force structures has most likely been combined to form this complex sales-force structure?
A) territorial and market
B) product and market
C) product and territorial
D) geographical and product
E) market and customer
Q3) How do companies use the workload approach to set sales-force size?
Q4) The most common evaluation method of a sales promotion program is to compare sales before,during,and after a promotion.
A)True
B)False
Q5) What are the different ways of finding sales prospects?
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Chapter 14: Direct, Online, Social Media, and Mobile Marketing
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Sample Questions
Q1) Which of the following has been limited in recent years by the implementation of the National Do Not Call Registry?
A) calls by nonprofit groups
B) business-to-business telemarketing
C) unsolicited outbound telemarketing by businesses
D) inbound telephone marketing
E) "opt-in" calling systems
Q2) Unsolicited and unwanted commercial e-mail is referred to as ________.
A) an infomercial
B) an advertorial
C) viral marketing
D) social media
E) spam
Q3) How has the Internet most likely affected direct marketing?
A) The time taken by direct marketers to reach customer segments has increased.
B) The role of technology in direct marketing has become less intense.
C) The expenditures of marketers on direct marketing have increased.
D) The growth of digital sales has seen a significant downturn.
E) The number of mass marketing forms has expanded.
Q4) Describe spam and permission-based e-mail marketing.
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Chapter 15: The Global Marketplace
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Sample Questions
Q1) ________ is a method of entering a foreign market by associating with foreign companies to produce or market products or services.
A) Joint venturing
B) Indirect exporting
C) Direct investment
D) Importing
E) Direct exporting
Q2) When companies fully adapt their advertising messages to local markets,they follow a strategy of ________.
A) communication extension
B) product invention
C) communication adaptation
D) straight product extension
E) product adaptation
Q3) Strawberry Fizz is a renowned bottled juice manufacturer in the United States.It exports its products to Mexico,has a joint venture in Hong Kong,and owns a subsidiary in South Africa.The company has organized an export department to manage its international marketing activities.Do you think it has made the right decision? Justify your answer.
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Page 17
Chapter 16: Social Responsibility and Ethics
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Sample Questions
Q1) The ________ concept holds that a company's marketing should support the best long-run performance of the marketing system.
A) selling
B) global marketing
C) sustainable marketing
D) differential marketing
E) marketing
Q2) In advertising,puffery refers to ________.
A) broadcasting a straightforward promotional message
B) including innocent exaggeration for effect
C) creating emotional appeals for a brand
D) creating subliminal appeals for a brand
E) providing value-added promotions
Q3) Satisfying consumers' immediate needs and desires does not always serve the future best interests of either customers or the business.
A)True
B)False
Q4) Identify the major social criticisms of marketing.
Q5) What is a sustainability vision?
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