Marketing Management Test Bank
Course Introduction
Marketing Management explores the principles, strategies, and practices essential to effectively managing the marketing activities of organizations. The course covers foundational concepts such as market analysis, segmentation, targeting, positioning, consumer behavior, product development, pricing strategies, distribution channels, and integrated marketing communications. Emphasis is placed on decision-making tools and frameworks used by marketing managers to create value for customers and achieve organizational objectives in a dynamic marketplace. Students engage with real-world case studies, collaborative projects, and simulations to apply marketing concepts and develop strategic thinking skills critical to successful marketing leadership.
Recommended Textbook
Marketing Management 1st Edition by Greg
Marshall
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19 Chapters
2209 Verified Questions
2209 Flashcards
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Page 2
Chapter 1: Marketing in Todays Business Milieu
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89 Verified Questions
89 Flashcards
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Sample Questions
Q1) The Internet has made it easy for customers to access information, disinformation, post their opinions and read other people's opinions.From a marketer's point of view, this has caused _______.
A) A shift to product glut and customer shortage
B) A shift in generational values and preferences
C) A shift in power from marketers to consumers
D) A shift to demanding return on marketing investment
E) A shift to Marketing (Big M) and marketing (little m)
Answer: C
Q2) It took Nike ____ years to replace the greenhouse gas in the heels of Nike Air shoes.
A) 3
B) 6
C) 10
D) 14
E) 18
Answer: D
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Page 3
Chapter 2: Elements of Marketing Strategy and Planning
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) Call Company, has 12 call centers worldwide.The firm is considering the purchase of a software firm that serves the oil and gas industry.Most likely, this would be classified as __________ in Ansoff's Product-Market Matrix.
A) Market diversification
B) Marketing strategy development
C) Market penetration
D) Product development
E) Market development
Answer: A
Q2) Jane, marketing manager at Oh, Baby!, a professional preschool center, thinks the firm should start an after school program to retain its current clients when children get old enough to go to school.Most likely, this would be classified as __________ in Ansoff's Product-Market Matrix.
A) Market diversification
B) Marketing strategy development
C) Market penetration
D) Product development
E) Market development
Answer: D
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Chapter 3: Understanding the Global Marketplace: Marketing Without Borders
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Advantages to licensing as a market entry strategy do not include
A) Limited financial risk in the short run
B) Complete control of the patent or trademark
C) Services such as local distribution
D) Protection of trade secrets
E) Both b and d
Answer: E
Q2) When Ford Motor Co.introduced the Nova model in Mexico, it faced certain ridicule because "No va" in Spanish means "It doesn't go." Oops! This illustrates a problem with
A) Brand strategy
B) Country of origin effect
C) Quality
D) Fitting the product to the culture
E) Manufacturing
Answer: E
Q3) Give an example of a company that did not fit its product to the target country's culture.
Answer: Japan: Diet Coke or Mr.Coffee
Page 5
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Chapter 4: Perspectives on Customer Relationship Management
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) Really Big Corp.has a powerful Information Technology department, a commission-driven sales team, and an outside-the -box thinking marketing team that operate independently and are at odds with each other.This power struggle has led to a CRM failure that probably was caused by _____________.
A) Flavor of the month club
B) Poor training
C) Low level of employee buy-in
D) No allowances for organizational chance
E) Business unit silos
Q2) The cost of data protection with encryption, back-up files, is ____________.
A) Low
B) Very inexpensive
C) Relatively inexpensive
D) Moderately expensive
E) High
Q3) Define customer satisfaction.
Q4) Database marketing requires that the firm have a data warehouse and engage in data mining.
A)True
B)False
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Chapter 5: Managing Marketing Information
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) Causal research is useful for identifying characteristics of a target market or determining how customers use a product.
A)True
B)False
Q2) As the marketing manager of Big Wheel Motors, you notice an increased demand for "green" cars that use less fossil fuel and emit fewer pollutants.The key focus of the consumers that desire these cars is the ________.
A) External environment
B) Cost
C) Natural world
D) Competition
E) Mileage
Q3) How can political/legal trends influence marketing decisions? Give an example.
Q4) An in-depth interview is an unstructured conversation with an individual who was specifically selected, often because he or she has a specific demographic attribute.
A)True
B)False
Q5) Why do firms employ marketing research systems?
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Chapter 6: Understanding Competitors: Analysis to Action
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) Competitor analysis can only identify old opportunities and/or threats, and shows that it is not always possible to learn from competitors.
A)True
B)False
Q2) Why is the senior management team a good place to begin evaluating a competitor's culture?
Q3) Diego has compiled the results of his recent competitive analysis.Next he should use the results to create ________________, the primary reason for conducting the analysis in the first place.
A) Advertising
B) Action items
C) Strategic planning
D) Competitor analysis
E) None of the above
Q4) Lily's Lambs is a small, but successful boutique stuffed animal store that currently operates only in Omaha, Nebraska, but wants to expand.Recently a big name toy store has started to meet with Lily's Lambs.If you were a national toy store, how should you interpret the relationship between Lily's Lambs and the big name toy store? Why could this be a problem for you?
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Chapter 7: Understanding Customers: Business to Consumer Markets
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) Sabrina recently purchased a house and now she is fielding anxiety and doubts about her purchase.This is also known as _______.
A) Post-purchase dissonance
B) Remorse
C) Buyers dilemma
D) Post-purchase remorse
E) Post-purchase stress
Q2) Marketers can affect learning by providing information using a message, format, and delivery that will encourage customers to retain the information in memory.
A)True
B)False
Q3) How does age affect purchase behavior?
Q4) What are the different traits of brand personality?
Q5) What is culture? How has technology affected culture? Why should marketers be aware of culture?
Q6) How do consumers evaluate alternatives? Compare and contrast the three perspectives by which consumers make product choices.
Q7) What are cultural values? Provide examples of different cultural values.
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Chapter 8: Understanding Customers: Business to Business Markets
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) A straight rebuy is:
A) Re-order products that are rarely used
B) Put re-orders into a buying center to reconsider the supplier
C) Re-order products that are used on a consistent basis
D) Develop a list of suppliers to rank them by price
E) None of the above
Q2) Industrial sellers often include with the RFP a ________.
A) Strong financial analysis of the purchase
B) Strong request to be the sole source for the contract
C) Financial incentives to make the purchase in the form of discounts
D) Financial incentives to make the purchase in the form of free service
E) None of the above
Q3) Resellers are important to marketers because ______________.
A) They have their own buying centers that service customers
B) They buy equipment and supplies to run their own business
C) They serve as an early warning system to OEM's
D) All of the above
E) None of the above
Q4) Business markets are characterized by fewer, but larger customers, how does this affect customer retention?
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Chapter 9: Segmentation, Target Marketing, and Positioning
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117 Verified Questions
117 Flashcards
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Sample Questions
Q1) Generation "X" is often referred to as the ________.
A) Spoiled generation.
B) Non-consumption generation.
C) Millennial generation.
D) Baby bust generation.
E) None of the above.
Q2) Identify and describe the four types of positioning errors.
Q3) Why is the Benefits Sought method of segmentation a good place to start the segmentation process?
Q4) When the social networking site Facebook started, its primary members were in the young adult market of 18 to 24 year olds.Now the 35 and over age group has the largest membership.What kind of value does Facebook offer to different segments?
Q5) Apple Cora Anderson was born in 2001.She is a member of the __________ generation.
A) Baby boomer.
B) GI.
C) Silent.
D) Gen X.
E) Millennial.
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Chapter 10: The Product Experience: Product Strategy
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117 Verified Questions
117 Flashcards
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Sample Questions
Q1) In the introductory stage of the PLC ___________ stimulate primary demand, or demand for the product category rather than specific brand.
A) Market pioneers
B) Market mavens
C) Fast followers
D) Strong competitors
E) Dominant competitors
Q2) In the decline phase of the PLC, price is pressured as a result of _______.
A) Consumers forgetting about the brand
B) New companies forging ahead in the market and offering lower prices to gain market share
C) Suppliers give us price concessions but that does not help with the reduction in market size
D) Competitors dropping price and costs remain high due to lower sales volume
E) None of the above
Q3) Business goods can be placed on a continuum from low cost/frequent purchases to high cost/infrequent purchases.Give examples of those at either end of the spectrum.
Q4) At which stage of the PLC does the most dramatic growth in sales occur?
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Chapter 11: The Product Experience: Building the Brand
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) Doubletree Hotels has the smell of chocolate chip cookies infused into its lobby because it feels that the scent adds to the _____ experience.
A) Olfactory
B) Brand
C) Tangible
D) Intangible
E) Environmental
Q2) Diageo, a maker of premium spirits and other alcoholic drinks has created a virtual bar to reach _____, especially those in Generation Y who are most comfortable online and receive most of the information over the Internet.
A) Technophiles
B) Hackers
C) Digital Natives
D) Second Lifers
E) Net Addicts
Q3) Identify and explain the boundaries of branding.
Q4) Explain the protection objective of packaging and give examples of the considerations a firm must make regarding this objective.
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Page 13
Chapter 12: The Product Experience: New Product Development
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117 Flashcards
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Sample Questions
Q1) Many times customers provide ideas to salespeople, customer service representatives, and other direct customer contact people in the firm.These type of inside people and customers generally good at generating ideas that are ________.
A) Game changing products
B) Innovative leaps in design
C) Incremental changes to existing products
D) Challenging for R & D due to their aggressive nature
E) None of the above
Q2) Time to market is a term that means _________.
A) This is the best time to market this new product
B) It is time that the company had an entry into a particular market segment
C) How long will it take to develop and get the product to market
D) How long will it take to get the product through the introductory stage to the growth stage
E) None of the above
Q3) Why is the early success of a new product launch so important? Give an example.
Q4) Some computer makers are designing laptops that are encased in bamboo and have many recycled parts.Describe the external pressures that may drive this.
Q5) How have cell phones been repositioned since they were introduced?
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Chapter 13: Service As the Core Offering
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) The face-to-face time between customer and service provider is often called the ________.Most customer judgments take place at this time.
A) Goal line stand
B) Moment of truth
C) Moment of momentum
D) Service ROI
E) None of the above
Q2) When you check into Doubletree Hotels, you will find warm chocolate chip cookies in the lobby.This is a relatively inexpensive way conceived as _________ to make a memorable impact on weary travelers.
A) Tangible evidence
B) Surprised package
C) Event planning
D) Delightful surprises
E) None of the above
Q3) Keiley owns a catering service and uses students from the local art school to staff events.Since Keiley knows that most of the students are visual, she tends to draw them a picture of what service is expected and how to implement it.What concept is Keiley implementing?
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Page 15
Chapter 14: Managing Pricing Decisions
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) ______________ is a critical component that plays into a customer's assessment of the value afforded by a firm and its offerings.
A) Price
B) Cost
C) Value
D) Service
E) Quality
Q2) A company's core cost advantages translate directly to an edge over its competitors based on much more flexibility in its __________________ as well as its ability to translate some of the cost savings to the bottom line.
A) Pricing strategies
B) Cost leadership
C) Value ratio
D) Service
E) Quality
Q3) When is the logic of competitor-base pricing not a rational option?
Q4) Why were fair trade laws created? Who were they intended to protect?
Q5) What are some of the differences between auction pricing and reverse auction?
Q6) Give an example of when a value pricing strategy would be best used.
Page 16
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Chapter 15: Managing Marketing Channels and the Supply Chain
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) Jimmy is going to be taking over the family's manufacturing company.His father Riley is explaining why the family company does not have its own transportation and warehousing facilities.Why do you think Riley has made this decision?
Q2) ______________ involves an explicit or implicit threat that a channel captain will invoke negative consequences on a channel member if it does not comply with the leader's request or expectations.
A) Coercive power
B) Reward power
C) Expert power
D) Referent power
E) Legitimate power
Q3) ______________ also often arises because a significant personal selling effort is required with the consumer before product purchase.
A) Selective Distribution
B) Exclusive Distribution
C) Push Strategy
D) Pull Strategy
E) Shelf Fee
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Chapter 16: Point of Customer Interface: Bricks and Clicks
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119 Flashcards
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Sample Questions
Q1) _____________ is the number of different product items within a product category and is referred to as the depth of merchandise.
A) Assortment
B) Value Creation
C) Food Retailer
D) Non-store Retailer
E) Catalogue Retailer
Q2) Bethany works for a luggage retailer.She is establishing how the assortment of products affects her target markets.She knows that she has some competitors that may offer more brands, but not have the specialization that Bethany has.Within a particular product category, how can the variety and assortment of products carried by retailers be different?
Q3) The role of retailing is to _________________.
A) Offer variety to customers
B) Separate large product volume into consumer purchase quantities
C) Maintain inventory levels
D) Make additional services available
E) All of the above
Q4) What is the difference between variety and assortment?
Q5) What are the differences between non-store retailers and other retailers?
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Chapter 17: Integrated Marketing Communication:
Advertising, Sales Promotion, and Public Relations
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) A ____________ appeal centers on benefits an offering can provide to a customer.
A) Fantasy
B) Rational
C) Desire
D) Lifestyle
E) Slice of life
Q2) Verizon has a new version of PDA to introduce to the market; design an execution strategy for showing how the product works and explain which approach to advertising execution you will use?
Q3) Public Relations is a specialized field.
A)True
B)False
Q4) The vast majority of advertising is ___________.
A) Institutional
B) Product
C) Slice of life
D) Moral
E) Research based
Q6) List and define the three goals of promotion. Page 19
Q5) What is crisis management and do all companies need contingency planning?
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Page 20
Chapter 18: Integrated Marketing Communication: Selling,
Direct, and Interactive Marketing
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117 Verified Questions
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Sample Questions
Q1) Discuss the four factors involved in the decision to use independent agents or a company sales force.
Q2) Managing a customer's expectations is a good way to minimize ____________.
A) Value proposition
B) Objections
C) Trust
D) Price
E) Change conflict
Q3) Commissions tied to sales volume or profitability, or bonuses for meeting or exceeding specific performance targets are examples of ___________________________.
A) salary
B) benefits
C) intrinsic rewards
D) output measures
E) incentive pay
Q4) Define the elements of FAB is how they interact.
Q5) Describe the advantages of personal selling in the promotion mix.
Q6) What is the equation to calculate sales force size?
Q7) What are the differences between intrinsic and extrinsic rewards? Page 21
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Page 22
Chapter 19: The Marketing Dashboard: Metrics for Measuring
Marketing Performance
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Sample Questions
Q1) When your boss, Fernando, says that you have to have a ROMI of 5.0, he is describing the __________ for the marketing investment.
A) Risk factor
B) Suitability factor
C) Total rate
D) Hurdle rate
E) All of the above
Q2) Market share can defined in terms of either _____________.
A) Utilities and profits
B) Revenue and profits
C) Units or profits
D) Units or revenue
E) None of the above
Q3) You have finally finished your worst-case scenario contingency planning, but what about your best-case scenario? Do you need to plan for a best-case scenario? Why or why not?
Q4) Bumblebee Baby has just released a new line of environmentally baby products.It would like to determine how the new line is penetrating the market, how should managers go about doing this?
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