Marketing Management Test Questions
Course Introduction
Marketing Management is a comprehensive course that explores the principles, strategies, and practices essential for effective marketing in todays dynamic business environment. Students will examine core concepts such as market segmentation, targeting, positioning, product development, pricing strategies, distribution channels, and promotional tactics. The course also addresses the importance of understanding consumer behavior, conducting marketing research, and developing integrated marketing plans. Emphasis is placed on the application of analytical tools and decision-making frameworks to solve real-world marketing problems and capitalize on market opportunities, preparing students to contribute strategically to organizational success.
Recommended Textbook
Marketing Strategy 6th Edition by
O.C Ferrell
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10 Chapters
297 Verified Questions
297 Flashcards
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Page 2
Chapter 1: Marketing in Today's Economy
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Sample Questions
Q1) Discuss the different views or interpretations of marketing as a function of business. including the AMA's 2007 change in the definition of marketing. Why do you think the AMA changed the definition?
Answer: Many people, especially those not employed in marketing, see marketing as a function of business. As a business function, the goal of marketing is to connect the organization to its customers. Other individuals, particularly those working in marketing jobs, tend to see marketing as a process of managing the flow of products from the point of conception to the point of consumption. A final way to think about marketing relates to meeting human and social needs. This broad view links marketing with our standard of living, not only in terms of enhanced consumption and prosperity but also in terms of society's well-being. The AMA changed the definition of marketing to better reflect the realities of competing in today's marketplace. The new definition stresses two critical success factors in marketing today: value and customer relationships. Whereas the former definition of marketing had a decidedly transactional focus, the new definition emphasizes long-term relationships that provide value for both customers and the firm.
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Chapter 2: Strategic Marketing Planning
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Sample Questions
Q1) Defend or contradict this statement: "The most important aspect of strategic market planning is marketing implementation. Without good implementation. nothing gets accomplished and customers do not receive desired benefits."
Answer: It is difficult to contradict this statement. However, students must realize that implementation occurs on two fronts: externally with markets and customers and internally with employees. It is obvious that external implementation is vital to the success of the strategy-even if the strategy is flawed. In Chapter 1, the text describes how there are very few rules in marketing. Hence, a bad strategy could prove to be correct by the time it is implemented. However, poor implementation is always a key reason for marketing failure.
Internally, good implementation is essential for getting things done. All marketing plans, when executed, have repercussions both inside and outside the firm. Even seemingly disconnected events in finance or human resources can have an effect on the firm's ultimate customers-the individuals and businesses that buy the firm's products. The short answer is that the firm must rely on its people to implement the strategy. Hence, good implementation will always consider the effects of the strategy on employees.
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Page 4
Chapter 3: Collecting and Analyzing Marketing Information
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Sample Questions
Q1) Identify and discuss at least five reasons why potential customers do not purchase a firm's goods or services. For each reason. discuss ways that the firm can overcome the resistance of noncustomers.
Answer: There are many potential reasons why customers might not purchase a firm's products. The reasons given in the text are:
Noncustomers have a basic need that the firm's product does not fulfill.
Noncustomers perceive that they have better or lower-priced alternatives such as competing substitute products.
Competing products actually have better features or benefits than the firm's product. The firm's product does not match noncustomers' budgets or lifestyles.
Noncustomers have high switching costs.
Noncustomers do not know that the firm's product exists. Noncustomers have misconceptions about the firm's product (weak or poor image).
Poor distribution makes the firm's product difficult to find.
Student responses will vary greatly as to the reasons for nonpurchase, as well as how the firm might overcome the resistance of noncustomers.
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Chapter 4: Developing Competitive Advantage and Strategic Focus
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Sample Questions
Q1) The failure to understand the difference between internal and external issues is one of the major reasons for a poorly conducted SWOT analysis. This happens because managers:
A) see opportunities and threats as being the same thing.
B) confuse weaknesses with threats.
C) see strengths as the only meaningful issue in a SWOT analysis.
D) confuse strengths with opportunities.
E) list their marketing options or strategies as opportunities.
Q2) As a tool of Blue Ocean Strategy. the strategy canvas provides a way to visualize the firm's strategy relative to other firms in the industry. The central portion of the strategy canvas is the __________. or the graphic representation of the firm's relative performance across its industry's factors.
A) value curve
B) strategy line
C) strategic focus
D) divergence curve
E) action diagram
Q3) Identify and explain the major characteristics of marketing goals.
Q4) Identify and explain the major characteristics of marketing objectives.
Page 6
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Chapter 5: Customers Segmentation and Target Marketing
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Sample Questions
Q1) One of the most successful and well-known tools of __________ segmentation is VALS developed by Strategic Business Insights.
A) psychographic
B) geographic
C) demographic
D) geoclustering
E) emotional
Q2) If a researcher were to ask consumers to quickly name the top 3 brands of computers they might consider purchasing. the most common brands in the __________ would most likely be Dell. Apple. and HP.
A) brand set
B) purchase set
C) evoked set
D) target group
E) shopping list
Q3) Describe how the business buying process differs from the consumer buying process. Include an explanation of the unique characteristics of business markets.
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Chapter 6: The Marketing Program
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Sample Questions
Q1) Overall. what is the major disadvantage associated with the use of public relations and publicity?
A) It is normally very expensive.
B) The amount of negative publicity always outweighs the good.
C) Few, if any, customers pay attention to public relations messages.
D) Most people find it to be less credible than advertising.
E) The firm has limited control over how the message will be delivered or interpreted.
Q2) Which of the following statements about integrated marketing communications (IMC) is FALSE?
A) IMC refers to the strategic, coordinated use of promotion to create one consistent message.
B) IMC takes a 360-degree view of the customer.
C) The role of mass television advertising is growing more important to IMC strategy.
D) IMC reduces costs and increases efficiency because it can reduce or eliminate redundancies and waste.
E) The key to IMC is consistency and uniformity of message across all elements of promotion.
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Page 8
Chapter 7: Branding and Positioning
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Sample Questions
Q1) Branding strategy involves much more than developing a clever brand name or brand mark. To be truly effective. a brand should succinctly capture the total offering in a way that:
A) clearly distinguishes it from competiting offerings.
B) utilizes at least 5 brand attributes.
C) answers a question in the customer's mind.
D) clearly ties the brand name together with the brand mark.
E) associates the brand with a customer emotion such as happiness or love.
Q2) With respect to product descriptors. the product's __________ communicate(s) how the product behaves. hopefully in a fashion that is distinctive and appealing to customers.
A) features
B) benefits
C) image
D) position
E) advantages
Q3) Explain the importance of corporate branding. How is it tied to product-related branding? Give examples of how a firm's corporate brand is tied to its reputation and its success in the marketplace.
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Page 9
Chapter 8: Ethics and Social Responsibility in Marketing Strategy
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Sample Questions
Q1) Each of the following is a potential product-related ethical issue \(\bold{EXCEPT:}\)
A) Failure to disclose potential hazards or defects
B) Misleading warranties
C) Invasion of privacy
D) Counterfeit goods
E) Quality/Design issues
Q2) To ensure that ethics and social responsibility are thoroughly incorporated into the firm's strategic planning process. the firm's __________ should never be silent about ethical requirements and social responsibility.
A) marketing plan
B) code of conduct
C) leadership team
D) culture
E) training materials
Q3) What is the relationship among marketing ethics. strategic planning. and organizational performance? How is this related to having a stakeholder orientation?
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Chapter 9: Marketing Implementation and Control
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Sample Questions
Q1) Identify and discuss the four approaches to marketing implementation and explain the various advantages and disadvantages of each approach.
Q2) One of the links between strategic planning and marketing implementation is interdependency. which refers to the fact that:
A) strategy and implementation both result from trial and error.
B) top executives often don't understand how a strategy is to be implemented.
C) the marketing plan affects how it will be implemented, and implementation affects the marketing plan.
D) both strategy and implementation must constantly evolve.
E) both strategy and implementation must adapt to environmental changes.
Q3) Which of the following firms is most likely to adopt a decentralized marketing structure in order to promote creativity and flexibility?
A) Walmart
B) Dell
C) Southwest Airlines
D) Microsoft
E) Ritz-Carlton
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Chapter 10: Developing and Maintaining Long-Term Customer Relationships
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Sample Questions
Q1) Which of the following relationship strategies is most likely to be used by a health club as it tries to create social bonds with its clientele?
A) membership programs
B) coupons
C) personalized training
D) customer reminder notifications
E) family discount programs
Q2) Which of the following statements about value is \(\bold{FALSE}\)?
A) Value includes the concept of quality, but it is broader in scope.
B) Value takes into account every marketing program element.
C) Value, unlike quality, means the same thing to all customers.
D) Value is critical to maintaining long-term customer relationships.
E) Value allows for the necessary balance among the five types of utility.
Q3) Discuss the strategies that can be used to enhance and maintain customer relationships. Identify the key advantages and disadvantages of each strategy. as well as examples of the marketing tactics that my be used.
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