Marketing Management
Final Exam Questions
Course Introduction
Marketing Management focuses on the strategic and operational aspects of marketing within organizations. This course explores key principles such as market analysis, consumer behavior, segmentation, targeting, and positioning, along with the development and implementation of marketing strategies. Students will learn how to design effective marketing plans, manage product and brand portfolios, price products, and understand distribution and promotional channels. Through case studies and real-world applications, the course also addresses current trends and challenges in marketing, preparing students to make informed decisions that drive business growth and customer engagement.
Recommended Textbook
Marketing Management 4th Edition by Russ Winer
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15 Chapters
1500 Verified Questions
1500 Flashcards
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Page 2
Chapter 1: Marketing and the Job of the Marketing Manager
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Identify the question that is least significant in determining whether your organization is customer-oriented.
A)Are you easy to do business with?
B)Do you keep your promises?
C)Do you use frequent advertisement?
D)Do you meet the standards you set?
Answer: C
Q2) Ubiquitous marketing department concept gives people who are not in marketing the sense that they are also responsible for performing marketing activities.
A)True
B)False
Answer: False
Q3) Which of the following is an example of external change?
A)an automation decision
B)employee strike
C)change in customer preferences
D)change in employees' attitude
Answer: C
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3
Chapter 2: A Strategic Marketing Framework
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Sample Questions
Q1) A firm's objective is the criteria by which the success or failure of a strategy is measured.
A)True
B)False
Answer: True
Q2) A ________ strategy targets customers who have not yet purchased the product or service.
A)market formation
B)market penetration
C)market modification
D)market development
Answer: D
Q3) Which of the following statements is true regarding the product life cycle (PLC)?
A)A product/service is in the same stage of the PLC in all the countries at the same time.
B)PLC cannot be rejuvenated by marketing.
C)PLC is a conceptual framework.
D)It sketches the profit margin history of the product category over time.
Answer: C
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4
Chapter 3: Marketing Research
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Sample Questions
Q1) Transaction information stored in accounting records is a good secondary source of research information.
A)True
B)False
Answer: True
Q2) One of the major functions of marketing research is monitoring current marketing programs.
A)True
B)False
Answer: True
Q3) Which of the following types of qualitative research explores the reasoning behind customer purchase behavior?
A)phenomenological research
B)exploratory research
C)clinical research
D)behavioral research
Answer: C
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Page 5
Chapter 4: Analyzing Consumer Behavior
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Sample Questions
Q1) Which of the following is one of the three sets of options that result from using internal and external information sources when seeking purchase alternatives?
A)prioritized set
B)alternative set
C)recognition set
D)consideration set
Q2) Which of the following types of variables characterizes the differences between people in terms of income,age,occupation,education,and race?
A)geographic
B)demographic
C)psychographic
D)behavioral
Q3) For frequently purchased products,________ is critical to success because there are not enough new,untapped buyers to sustain a low-priced product for long.
A)test marketing
B)volume discounts
C)repeat buying
D)market penetration
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6
Chapter 5: Organizational Buying Behavior
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Sample Questions
Q1) Vertical marketing occurs across industries,particularly where the needs and uses are similar.
A)True
B)False
Q2) In this stage of the buying process,needs are translated into specific product features and characteristics.
A)determine the characteristics
B)establish specifications
C)search for and qualify potential suppliers
D)request proposals
Q3) Which of the following variables are operating variables used for industrial marketing segmentation?
A)delivery speed of the product
B)order size
C)technologies used by the customer
D)number of employees
Q4) Most industrial markets are mass markets.
A)True
B)False
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Chapter 6: Market Structure and Competitor Analysis
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Sample Questions
Q1) Which of the following types of industries tend to be good application areas for game theory and strategic thinking?
A)industries subject to strong competition
B)monopolies
C)industries whose costs are largely variable
D)industries which are highly regulated by the government
Q2) Which of the following is a good example of an industry?
A)housewares
B)water purifiers
C)percolators
D)drip coffee makers
Q3) ________ is the percentage change in one product's sales due to a percentage change in a marketing variable (such as price)for another product.
A)Reverse-elasticity
B)Demand-elasticity
C)Cross-elasticity
D)Supply-elasticity
Q4) List and briefly describe the main parts of a competitor analysis.
Q5) Explain Nash equilibrium.
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Chapter 7: Product Decisions
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101 Flashcards
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Sample Questions
Q1) With reference to global marketing,identify the example that best explains the term "cultural convergence."
A)Teenagers in Tokyo,London,and San Francisco dress and talk similarly and buy the same kinds of products.
B)Population growth rates have stabilized and the population over age 65 is increasing.
C)Aging populations,falling birth rates,and increased female employment are common in industrialized countries.
D)The increasing numbers of women working outside the home has led to more nontraditional meals and increased need for convenience.
Q2) Which of the following is most likely to be the reason due to which the Logitech brand transferred well from mice to trackballs?
A)simplicity of the product
B)transferability of the symbol
C)transferability of the associations
D)high level of brand awareness
Q3) Discuss how you would build strong brands over time.
Q4) Discuss briefly why customers value brands.
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Chapter 8: New Product Development
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Sample Questions
Q1) Companies discovering that customers are the best source of new-product ideas is called the "democratizing" of innovation.
A)True
B)False
Q2) In this stage of the product life cycle,product development should focus on product enhancements and line extensions that focus on the segments still purchasing the category.
A)introduction
B)growth
C)maturity
D)decline
Q3) Conjoint analysis is a marketing research method that enables you to determine how customers value different levels of product attributes from theoretical profiles or concepts.
A)True
B)False
Q4) Screening tests are used to refine the concept statements.
A)True
B)False
Q5) Discuss the three different approaches to new product development.
Page 10
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Chapter 9: Pricing
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Sample Questions
Q1) More competition implies greater divergence on a standard price.
A)True
B)False
Q2) Which of the following pricing objectives describes a situation where the marketer attempts to price the product at the market average or match a particular brand's price?
A)penetration pricing
B)pricing for stability
C)return on investment pricing
D)competitive pricing
Q3) Reservation price is the most someone is willing to pay for a product.
A)True
B)False
Q4) This method is an alternative to survey-based methods and takes place in a real environment.It tries to obtain actual market data after manipulating price in different markets.Identify this method.
A)dollarmetric method
B)conjoint analysis
C)field experimental method
D)delphi method
Page 11
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Chapter 10: Communications and Advertising Strategy
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Sample Questions
Q1) Which of the following tests is a real-world measure?
A)readability test
B)theatre test
C)inquiry test
D)consumer jury
Q2) The two major participants in a marketing communication process are the customers and the competitors.
A)True
B)False
Q3) Which of the following tests is most likely to be used for pretesting television commercials?
A)readability test
B)theater test
C)inquiry test
D)recognition test
Q4) Sales promotion involves communication activities that provide extra incentives to customers or the sales force to achieve a short-term objective.
A)True
B)False
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Chapter 11: Sales Promotion
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Sample Questions
Q1) Which of the following is the largest part of the advertising/promotion budget?
A)trade promotions
B)consumer-oriented price promotions
C)retailer promotions
D)consumer-oriented product promotions
Q2) The money a company spends to help the channel members sell its products is called market development funding.
A)True
B)False
Q3) The largest distribution channel for coupons is by far free-standing inserts (FSIs).
A)True
B)False
Q4) Which of the following explains market development funding?
A)offering money to subsidiaries
B)offering below-market interest rates
C)offering discounts on products that are on the introduction stage of the product life cycle
D)offering money to help the channel members sell its products
Q5) Write a short note on trade promotions.
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Chapter 12: Channels of Distribution
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Sample Questions
Q1) Some channel members seek out and interact with customers.Independent agents and wholesalers develop retail accounts for products.This channel function is known as:
A)contact.
B)communications.
C)negotiation.
D)risk taking.
Q2) Which of the following best describes retailers' scarce resources?
A)employees
B)selling space
C)available product
D)technology
Q3) In supermarket retailing there is an increased need to control costs and operate efficiently to compete with category killers.This need to be efficient has created:
A)mass marketing.
B)market segmentation.
C)efficient consumer response.
D)a hybrid system.
Q4) List and briefly describe the major channel functions.
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Chapter 13: Direct Channels of Distribution: Personal Selling and
Direct Marketing
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Sample Questions
Q1) The reengineering of sales in the 1990s,especially the impact of sales force automation and the salesperson's educated use of technological tools in working with prospective customers in a highly efficient way is referred to as:
A)reverse engineering.
B)virtual selling.
C)direct marketing.
D)mass marketing.
Q2) A salesperson's performance is positively correlated with:
A)job satisfaction.
B)marital status.
C)educational background.
D)personality type.
Q3) The salesperson's ________ is a basic force behind how much effort he or she devotes to the job and how he or she responds to different kinds of incentives.
A)motivation
B)technical knowledge
C)honesty
D)marketing skills
Q4) List and briefly describe any three different kinds of sales quotas.
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Chapter 14: Customer Relationship Management
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Sample Questions
Q1) The incremental costs involved in obtaining any new customer is known as acquisition cost.
A)True
B)False
Q2) Customer satisfaction data is used by various companies for calculating senior executive bonuses.
A)True
B)False
Q3) ________ is a new process where a company takes a product or service that is widely marketed and offered in many different configurations and develops a system for customizing it to each customer's specification.
A)Direct marketing
B)Mass customization
C)Niche marketing
D)Differential marketing
Q4) Which of the following is most likely to be a part of customer service?
A)obtaining feedback from the customers about the quality of the product
B)distributing free samples of product
C)repairing a product
D)providing discounts on the product
Page 16
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Chapter 15: Special Topic: Strategies for Service Markets
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Sample Questions
Q1) List and briefly describe the five dimensions of service quality.
Q2) The large advantage of company- owned stores is that the financial risk involved is limited.
A)True
B)False
Q3) Which of the following best describes the high level of attention given to customers?
A)reliability
B)responsiveness
C)assurance
D)empathy
Q4) Which of the following is an example of a services business?
A)airlines
B)FMCG
C)confectionaries
D)office furniture
Q5) Positive gaps in perceived service quality are essential for obtaining long-term sustainability.
A)True
B)False
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