Marketing Principles and Practices Practice
Exam
Course Introduction
Marketing Principles and Practices provides an introduction to the foundational concepts and strategies of marketing within contemporary organizations. The course covers the key elements of the marketing mix (product, price, place, promotion), market segmentation, consumer behavior, and the role of marketing research in decision-making. Students will explore how companies identify target markets, develop effective marketing strategies, and deliver value to customers in a competitive environment. Emphasis is placed on both traditional and digital marketing tools, ethical considerations in marketing, and real-world case studies to illustrate the practical application of marketing theories.
Recommended Textbook
Marketing 17th International Edition by Hult and Ferrell
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21 Chapters
3942 Verified Questions
3942 Flashcards
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Page 2
Chapter 1: An Overview of Strategic Marketing
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Sample Questions
Q1) Implementation of marketing plans requires motivating marketing personnel, coordinating their activities, and integrating their activities both with those in other areas of the company and with the marketing efforts of personnel in external organizations.
A)True
B)False
Answer: True
Q2) Ben is responsible for managing the customer satisfaction of Hampton Inn motel guests. Ben is currently analyzing the customer relationship management (CRM) program at Hampton Inn and is contemplating where he should begin making changes.
Which of the following would be the beginning of a CRM program, and therefore the area Ben should consider first?
A)communicating with current customers via Facebook.
B)offering new types of hotel rooms for frequent guests.
C)expanding the number and locations of Hampton Inns.
D)providing information to customers through the web, Facebook, or in person.
E)increasing the promotion budget with a new sweepstakes for frequent customers.
Answer: D
Q3) Why is marketing important to businesses and to the economy?
Answer: Answer not provided.
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Page 3
Chapter 2: Planning Implementing and Evaluating Marketing Strategies
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153 Verified Questions
153 Flashcards
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Sample Questions
Q1) A disadvantage of organizing a firm's marketing unit by products is that
A)product managers do not have adequate control over marketing activities.
B)large firms might experience coordination problems.
C)it can be rather expensive.
D)specialized marketing assistance is less readily available.
E)marketing flexibility is limited.
Answer: C
Q2) The process of putting marketing strategies into action is called
A)marketing implementation.
B)marketing control.
C)marketing action.
D)marketing auditing.
E)the marketing action plan.
Answer: A
Q3) When properly implemented, a good marketing strategy enables a company to achieve its business-unit and corporate objectives.
A)True
B)False
Answer: True
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Chapter 3: The Marketing Environment
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Sample Questions
Q1) In its advertisements for Bud Light beer, Anheuser-Busch has decided to include a statement saying "Know when to say when." This is an example of which one of the following types of regulatory forces affecting marketing efforts?
A)Federal regulation
B)State regulation
C)City regulation
D)Self-regulation
E)Social regulation
Answer: D
Q2) Price discrimination is prohibited by the ____ Act.
A)Sherman
B)Wheeler-Lee
C)Robinson-Patman
D)Celler-Kefauver
E)Consumer Goods Pricing
Answer: C
Q3) Describe several ways in which federal agencies influence marketing activities. Answer: Answer not provided.
Q4) Contrast recession and depression.
Answer: Answer not provided.
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Chapter 4: Social Responsibility and Ethics in Marketing
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181 Flashcards
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Sample Questions
Q1) Which of the following statements about social responsibility is correct?
A)Social responsibility dimensions do not include philanthropic concerns.
B)Social responsibility does not deal with the total effect of all marketing decisions on society.
C)Social responsibility refers to a company's obligation to maximize its positive impact and minimize its negative impact on society.
D)Social responsibility dimensions do not include economic concerns.
E)Social responsibility refers to principles and standards that define acceptable conduct in marketing as determined by various stakeholders.
Q2) In Europe, companies can voluntarily apply for a designation to indicate that their product is less harmful to the environment than competing products. This label is known as the
A)Green Marketing Stamp.
B)Eco-label.
C)Forest Stewardship Seal.
D)Better Product Project.
E)Good Housekeeping Seal.
Q3) Define green marketing, and explain why it is difficult to implement.
Q4) Define and describe the importance of social responsibility in marketing.
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Chapter 5: Marketing Research and Information Systems
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190 Flashcards
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Sample Questions
Q1) Bart's Appliance Center owner Ron Bart feels that his organization has access to a great deal of information generated both inside and outside the firm, but much of this information is presently going to waste. Apparently, Bart needs to develop a A)marketing research focus.
B)marketing knowledge bank.
C)marketing information system.
D)marketing strategy.
E)data-gathering system.
Q2) Data that are observed or collected directly from respondents are called A)direct samples.
B)secondary data.
C)stratified data.
D)primary data.
E)firsthand information.
Q3) Survey and observation are considered secondary data collection techniques.
A)True
B)False
Q4) Discuss the role of the marketing information system in helping marketing managers make better decisions.
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Chapter 6: Target Markets: Segmentation and Evaluation
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204 Verified Questions
204 Flashcards
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Sample Questions
Q1) What is the main problem with using a market test as a forecasting tool?
A)Difficult to interpret
B)Expensive
C)Inaccurate
D)Unacceptable to consumers
E)Overused
Q2) The sum of firms' marketing efforts equals industry marketing efforts.
A)True
B)False
Q3) Systems such as PRIZM and Acorn provide companies with lifestyle and demographic information about neighborhoods throughout the United States. This information is used to aid
A)behavioristic segmentation.
B)geodemographic segmentation.
C)market density analysis.
D)demographic segmentation.
E)geographic segmentation.
Q4) Would a person's political views be an effective variable with which to segment a market? Why or why not?
Q5) What variables are used to segment business markets?
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Chapter 7: Consumer Buying Behavior
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219 Verified Questions
219 Flashcards
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Sample Questions
Q1) Which of the following statements about how a consumer organizes inputs that reach awareness is most accurate?
A)Inputs are organized by individuals to produce meaning, and this organizational process is usually a slow one.
B)Organization of information inputs is not always needed to produce meaning.
C)Inputs that reach awareness are organized and interpreted in much the same way by all consumers.
D)Because a person interprets information in terms of what is familiar, only one interpretation of organized inputs is possible.
E)Inputs that reach awareness are organized to produce meaning, and this meaning is interpreted in light of what is familiar to the individual.
Q2) If a person's interest in the product category is ongoing and long term, it is referred to as situational involvement.
A)True
B)False
Q3) The phenomenon of selective exposure is associated with perception.
A)True
B)False
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9
Chapter 8: Business Markets and Buying Behavior
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Sample Questions
Q1) The fact that business customers purchase products to be used directly or indirectly in the production of goods and services to satisfy customers' needs means that demand for business products is A)joint.
B)economically stable.
C)derived.
D)inelastic.
E)more fluctuating.
Q2) Refer to Scenario 8.2. When Precision Brake's sales team calls on tractor manufacturing companies, the meetings typically include the engineers who design the tractors. In this situation, the engineers would most likely be considered to be ____, part of the buying center.
A)gatekeepers
B)influencers
C)users
D)buyers
E)controllers
Q3) Raw materials are especially affected by joint demand.
A)True
B)False
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Chapter 9: Reaching Global Markets
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Sample Questions
Q1) When the makers of Red Bull, an energy drink, decided to go international with their marketing effort, a global approach was adopted. With which of the following factors did Red Bull most likely experience difficulty as the firm applied a global strategy for marketing?
A)Branding
B)Product characteristics
C)Packaging
D)Labeling
E)Advertising
Q2) Firms with internationally integrated structures are the least likely to engage in direct ownership activities internationally.
A)True
B)False
Q3) The country with the highest GDP is
A)Japan.
B)the United Kingdom.
C)Brazil.
D)the United States.
E)China.
Q4) In what ways can a nation restrict the flow of imported goods?
Page 11
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Chapter 10: Digital Marketing and Social Networking
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181 Flashcards
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Sample Questions
Q1) Telluride Ski Resort in Telluride, Colorado is a world-class ski destination. Taylor is a newly-hired manager of digital media and electronic marketing for Telluride. Taylor remembers reading about a new trend in video marketing, using _________ to engage and create a community of customers.
A)blogs
B)amateur filmmakers
C)Twitter announcements
D)advertising firms to develop videos
E)virtual realities
Q2) The most popular video-sharing website is
A)Flickr.
B)Facebook.
C)YouTube.
D)Wikis.
E)QQ.
Q3) Digital marketing can be viewed as a new distribution channel that helps businesses increase efficiency.
A)True
B)False
Q4) Describe the six segments included in the Social Technographics Profile.
Page 12
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Chapter 11: Product Concepts
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Sample Questions
Q1) A business can justify keeping a product as long as it contributes to profits or enhances the effectiveness of a product mix.
A)True
B)False
Q2) A distributor of plumbing supplies purchases a desktop computer to aid in inventory control. This computer is an example of which type of business product?
A)Raw material
B)Installations
C)Accessory equipment
D)Component part
E)Process material
Q3) Process materials are used directly in the production of products.
A)True
B)False
Q4) Intense price wars are likely to occur during the growth stage of the product life cycle as competitors attempt to gain market share.
A)True
B)False
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Page 13
Chapter 12: Developing and Managing Products
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Sample Questions
Q1) What is the primary distinction between a line extension and a product modification?
A)A product modification results in a completely new product while a line extension is simply changing an old product.
B)In both cases an existing product is altered, but the alteration is more dramatic with a product modification than it is with a line extension.
C)Line extensions are designed to better meet the needs of the existing market segment while product modifications target entirely new segments of the market.
D)With product modifications, the original product is replaced in the product line while both the old and the new products remain in the case of line extension.
E)Line extensions are strictly aesthetic changes to an existing product whereas product modifications consist of changes in quality and functionality.
Q2) During the commercialization phase of new-product development, plans for full-scale manufacturing and marketing are refined and settled.
A)True
B)False
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14
Chapter 13: Services Marketing
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202 Flashcards
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Sample Questions
Q1) Pinpointing a target market should be done only after the selection of a marketing mix.
A)True
B)False
Q2) Which of the following is similar for both for-profit and nonprofit marketing?
A)Emphasis on profit as a motive
B)Ability to use effective marketing activities
C)Concern for the entry of competitors into the field
D)Complexity of the typical distribution channels
E)Definition of target markets
Q3) A first class airline ticket offers a ____ service of transportation as well as ____ services of drink and food service, special boarding rights, and extra customer service.
A)primary; secondary
B)core; supplementary
C)bundled; extra
D)complementary; main
E)major; minor
Q4) Select a familiar nonprofit organization, and describe its target market and marketing mix.
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Chapter 14: Branding and Packaging
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Sample Questions
Q1) The part of a brand that can be spoken including letters, numbers, and words is the A)brand.
B)brand mark.
C)brand name.
D)trade name.
E)trademark.
Q2) Refer to Scenario 14.1. If Hanes, a manufacturer of t-shirts, were to begin producing a t-shirt with the trade character Pillsbury Doughboy on the front, this would be an example of
A)a brand-extension.
B)co-branding.
C)brand licensing.
D)individual branding.
E)fanciful branding.
Q3) A package can be used to attract customers' attention.
A)True
B)False
Q4) What is brand equity, and what are the major elements that underlie brand equity?
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Page 16
Chapter 15: Marketing Channels and Supply Chain Management
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Sample Questions
Q1) Del Monte markets ketchup for household use to supermarkets through grocery wholesalers. It markets ketchup for institutional use through industrial distributors and food brokers. Del Monte is using
A)dual distribution.
B)industrial distribution.
C)strategic channel alliance.
D)supply chain management.
E)an unethical marketing channel.
Q2) Caruthers Paint Manufacturing Company buys the chemicals it needs for producing its products from a chemical producer, Roth Chemicals. In this instance, the chemicals are being distributed to Caruthers through which of the following types of channels?
A)Industrial distributor
B)Direct distribution
C)Retail
D)Wholesaler-sponsored
E)Producer
Q3) What are the key tasks in supply chain management? How does each of these facilitate supply chain management?
Q4) Analyze the total-cost approach to physical distribution.
Page 17
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Chapter 16: Retailing, Direct Marketing, and Wholesaling
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Sample Questions
Q1) With respect to retailing, what is the "party plan"?
A)A sales representative has a party at her home to demonstrate products to a group of friends and associates.
B)A party is set up that demonstrates a product and provides free samples of the product to all in attendance.
C)An individual is asked to tell two friends about a product, who are in turn each asked to tell two friends, etc.until a sufficient number of people are reached.
D)A store has a special sale that resembles a party, and those who come are asked to buy the featured products.
E)A consumer acts as a host and invites friends to view merchandise in a group setting, where a salesperson demonstrates the products.
Q2) Specialty stores offer ____ than department stores.
A)greater varieties of product lines and higher prices
B)lower prices and higher quality
C)more product depth and less customer service
D)more sales expertise and better selections
E)more frequent price discounts and less selection
Q3) What should be considered when preparing a "party plan"?
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Chapter 17: Integrated Marketing Communications
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Sample Questions
Q1) The cost of ____ is usually substantially lower than the cost of ____.
A)stimulating primary demand; stimulating selective demand
B)identifying prospects; encouraging product trial
C)retaining existing customers; acquiring new customers
D)comparative advertising; pioneer promotion
E)personal selling; public relations
Q2) The Dyson Company, manufacturer of high-priced vacuum cleaners, has developed a promotional program with both push and pull policies. Dyson only sells its products through retailers who carry high-end household electronics items. For the push policy, Dyson will most likely use ____________; for the pull policy, Dyson will use
A)Personal selling done by the retailer; rebates to the customer.
B)A bonus to the retailer for every Dyson vacuum sold; personal selling done by the retailer's employees.
C)Advertising and personal selling; rebates to the customer.
D)Sales promotion; personal selling done by the retailer's employees.
E)Direct marketing; discounts to the retailer.
Q3) Measuring the effect of advertising on sales is difficult.
A)True
B)False
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Chapter 18: Advertising and Public Relations
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Sample Questions
Q1) The advertising platform is the foundation on which campaign messages are built.
A)True
B)False
Q2) Identify and describe four publicity-based public relations tools.
Q3) Radio copy should consist of short, familiar terms.
A)True
B)False
Q4) Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency. "We have the best customer service in town, and I feel that is what we should be hanging our hats on," he states. This statement is most appropriate for use in which of the following stages of campaign development?
A)Determining the appropriations
B)Creating the platform
C)Identifying the target
D)Defining objectives
E)Developing the media plan
Q5) What approaches can be used to evaluate the effectiveness of public relations programs?
Page 20
Q6) Describe the major types of advertising, and discuss how they differ.
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Chapter 19: Personal Selling and Sales Promotion
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Sample Questions
Q1) Closing the sale is not a part of the sales presentation in which hidden objections are discovered.
A)True
B)False
Q2) A salesperson finds and analyzes information about each prospect's specific product needs, current use of and feeling about brands, and personal characteristics during
A)prospecting.
B)the approach.
C)presentation preparation.
D)overcoming objections.
E)the preapproach.
Q3) The use of sampling is declining.
A)True
B)False
Q4) Current customers are sources of leads for finding prospective customers.
A)True
B)False
Q5) What are some limitations of using sales promotion?
Q6) Discuss why recruitment of salespeople should be a continuous activity.
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Chapter 20: Pricing Concepts
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Sample Questions
Q1) What a price means or what it communicates to customers is called
A)reference.
B)response.
C)interpretation.
D)internalization.
E)signaling.
Q2) Nonprice competition does not permit unique product features, higher product quality, and customer service.
A)True
B)False
Q3) Marketers should set prices consistent with marketing goals, not with the corporate mission.
A)True
B)False
Q4) Rent is usually a fixed cost.
A)True
B)False
Q5) Price is a major component of the profit equation.
A)True
B)False
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Chapter 21: Setting Prices
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Sample Questions
Q1) Some grocery stores collect data on competitive prices
A)by calling their competitors.
B)on a quarterly basis.
C)through stores' purchase data.
D)from their resellers.
E)by using full-time comparison shoppers.
Q2) Refer to Scenario 21.1. Ray-Ban has decided to promote the new sunglass line as an "affordable luxury" and plans significant promotional expenditures. With these objectives, which of the following should Ray-Ban use to price its product line?
A)competition-based pricing
B)cost-plus pricing
C)markup pricing
D)demand-based pricing
E)differential pricing
Q3) How can a marketer use product quality as a pricing objective to influence purchasing decisions?
Q4) Identify and describe the four types of product-line pricing.
Q5) Explain differential pricing and then describe the four major types.
Q6) Explain the difference between cost-plus and markup pricing.
Page 23
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