Marketing Principles Exam Bank
Course Introduction
Marketing Principles introduces students to the foundational concepts and strategies of marketing within both local and global contexts. The course explores the core elements of the marketing mix product, price, place, and promotion while emphasizing market research, consumer behavior, segmentation, targeting, and positioning. Students examine the ethical, technological, and social factors influencing modern marketing practices, and learn how to develop marketing plans that align with organizational objectives. Through case studies and practical assignments, learners gain the skills required to analyze markets, identify customer needs, and formulate effective marketing tactics for a variety of industries.
Recommended Textbook
MKTG6 6th Edition by Charles W. Lamb
Available Study Resources on Quizplus
22 Chapters
3901 Verified Questions
3901 Flashcards
Source URL: https://quizplus.com/study-set/1083
Page 2
Chapter 1: An Overview of Marketing
Available Study Resources on Quizplus for this Chatper
180 Verified Questions
180 Flashcards
Source URL: https://quizplus.com/quiz/21383
Sample Questions
Q1) Jacques Torres Chocolate is a factory and retail store in Brooklyn.Its owner is willing to try to produce new products when his customers suggest them--such as chili-pepper-laced chocolate candy.His only condition is that when he adds new products,his customers have the final say on whether the product is of any value.According to Torres,"If something doesn't move,that's the last time you see it." By focusing on customer' wants,the chocolate company exhibits a(n)_____ orientation.
A)exchange
B)product
C)production
D)sales
E)market
Answer: E
Q2) If Nestlé's supply-chain and/or marketing managers had performed a SWOT analysis of its supply sources for palm oil,it could have foreseen that Greenpeace might have taken the action it did.
A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: Strategic Planning for Competitive Advantage
Available Study Resources on Quizplus for this Chatper
216 Verified Questions
216 Flashcards
Source URL: https://quizplus.com/quiz/21384
Sample Questions
Q1) Environmental scanning entails the collection and analysis of information about factors that may affect the organization as well as the identification of market opportunities and threats.
A)True
B)False
Answer: True
Q2) The development of a target market strategy begins with a marketing audit.
A)True
B)False
Answer: False
Q3) Niche competitive advantages are difficult to develop and consequently are quite rare.
A)True
B)False
Answer: False
Q4) As marketers gain more experience in marketing a product,costs tend to decrease,which is an example of the maturity effect.
A)True
B)False
Answer: False
Page 4
To view all questions and flashcards with answers, click on the resource link above.
Chapter 3: Ethics and Social Responsibility
Available Study Resources on Quizplus for this Chatper
95 Verified Questions
95 Flashcards
Source URL: https://quizplus.com/quiz/21385
Sample Questions
Q1) In the future,electrical power may come from quantum nucleonics,a form of nuclear power that produces no residual radiation.The ability to use this form of power will require equipment adaptations,but it will solve the world's need for clean and efficient power.Companies that replace inefficient sources of power with quantum nucleonics only after they are required to by the Environmental Protection Agency are operating at a(n)_____ responsibility level.
A)Legal
B)philanthropic
C)ethical
D)economic
E)cultural Answer: A
Q2) Bono and Bobby Shriver advocated the idea of sustainability when they founded Product (RED),insisting that it would only be profitable for The Global Fund if it was profitable for the companies partnering with it as well.
A)True
B)False Answer: True
To view all questions and flashcards with answers, click on the resource link above.
Page 5
Chapter 4: The Marketing Environment
Available Study Resources on Quizplus for this Chatper
163 Verified Questions
163 Flashcards
Source URL: https://quizplus.com/quiz/21386
Sample Questions
Q1) Students who work for Vector Marketing are a form of selective distribution.
A)True
B)False
Q2) The _____ is the federal government agency charged with enforcing regulations against selling and distributing adulterated,misbranded,or hazardous food and drug products of a specific type.
A)Federal Trade Commission
B)Consumer Product Protection Commission
C)U.S.Justice Department
D)Food and Drug Administration
E)American Safety League
Q3) Marketing managers cannot control _____,but they can sometimes influence it.
A)where advertising is placed
B)the external environment
C)the sales force
D)the distribution strategy
E)product pricing
Q4) What is environmental scanning? Give an example of an opportunity and a threat that environmental scanning might identify for a suntan lotion company.
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Developing a Global Vision
Available Study Resources on Quizplus for this Chatper
189 Verified Questions
189 Flashcards
Source URL: https://quizplus.com/quiz/21387
Sample Questions
Q1) The Victorinox Swiss Army Knife is found all over the world.It is manufactured and marketed similarly to all consumers.Victorinox uses a(n):
A)ethnocentric strategy.
B)global marketing standardization approach.
C)synergistic approach to globalization.
D)cultural marketing strategy.
E)traditional approach to marketing.
Q2) Global marketing standardization presumes that the markets throughout the world are becoming more alike.
A)True
B)False
Q3) Which of the following is an important cultural factor that should be considered by global marketers?
A)Competitive synergy
B)Language
C)Natural resources
D)Technology sensitivity
E)Level of economic development
Q4) Why is developing a global vision important for firms in the United States?
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Consumer Decision Making
Available Study Resources on Quizplus for this Chatper
220 Verified Questions
220 Flashcards
Source URL: https://quizplus.com/quiz/21388
Sample Questions
Q1) A product information source that originates with marketers promoting the product is referred to as a:
A)manipulative information source
B)primary information source
C)secondary information source
D)marketing-controlled information source
E)biased information source
Q2) A value or attitude deemed acceptable by a group is called a(n):
A)expectation
B)reference
C)aspiration
D)opinion
E)norm
Q3) What is the difference between culture and subculture? Why do marketing managers need to understand culture and subculture?
Q4) The idea that "it's too good to be true" did not stop people from buying.Consumers will always choose the lowest price.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Business Marketing
Available Study Resources on Quizplus for this Chatper
227 Verified Questions
227 Flashcards
Source URL: https://quizplus.com/quiz/21389
Sample Questions
Q1) At an accounting firm,the secretary orders printer cartridges,cases of paper,paper clips,and other small items.These items would be classified as:
A)replacement parts.
B)provisions.
C)OEM parts.
D)accessory equipment.
E)supplies.
Q2) Which of the following is becoming increasingly more important in business marketing strategies?
A)Customer service
B)Price collusion
C)Ethnocentrism
D)The divider effect
E)Competitive advertising
Q3) While consumer and business markets differ in many ways,the volatility of demand for products is about the same for each type of market.
A)True
B)False
Q4) What is a strategic alliance? How is it linked to relationship marketing?
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Segmenting and Targeting Markets
Available Study Resources on Quizplus for this Chatper
217 Verified Questions
217 Flashcards
Source URL: https://quizplus.com/quiz/21390
Sample Questions
Q1) Marketers are rediscovering that the "one-size-fits-all" approach to marketing is still relevant.
A)True
B)False
Q2) Candace Popwell makes and markets Festive Holiday Truffles candy.The confectionary company owner views the world as one big market with no individual segments and tries to reach it with only one marketing mix.Her essentially mass-market philosophy indicates she probably uses a(n)_____ strategy.
A)multisegment targeting
B)universal product
C)concentrated targeting
D)undifferentiated targeting
E)product differentiation
Q3) What is the first step in segmenting a market?
A)Set the segmentation goals
B)Choose a basis or bases for segmenting the market
C)Select a market or product category for study
D)Profile and analyze segments
E)Select target markets
Q4) List,in correct order,the steps in segmenting a market.
Page 10
To view all questions and flashcards with answers, click on the resource link above.
Chapter 9: Decision Support Systems and Marketing Research
Available Study Resources on Quizplus for this Chatper
189 Verified Questions
189 Flashcards
Source URL: https://quizplus.com/quiz/21391
Sample Questions
Q1) What kind of data can Marriott gather by the users of its Blackberry and iPhone booking apps?
A)secondary
B)computer-assisted self-interviewing
C)survey results
D)primary
E)behavioral targeting
Q2) Representatives of the Tourism Board of Arkansas visited state welcome centers and asked visitors to the state,"What is your reason for coming to Arkansas?" This would be an example of a(n)_____ question.
A)scaled-response
B)Likert scale
C)open-ended
D)dichotomous
E)multiple choice
Q3) List in order the seven steps of the marketing research process.
Q4) What is a marketing research aggregator? Discuss the role of aggregator firms in marketing research.
To view all questions and flashcards with answers, click on the resource link above. Page 11
Q5) What is the marketing research problem? What is the marketing research objective?
Chapter 10: Product Concepts
Available Study Resources on Quizplus for this Chatper
195 Verified Questions
195 Flashcards
Source URL: https://quizplus.com/quiz/21392
Sample
Questions
Q1) You are the U.S.brand manager of the Fluffit family of products.The products include a wide variety of synthetic and natural stuffing materials for furniture cushions,sleeping bags,quilts,and winter coats.The brand is a favorite among home repair enthusiasts and hobbyists of various kinds.Your firm would like to enter several foreign markets.Name and describe the three major alternative brand name choices for this global strategy.Discuss the viability of each alternative for Fluffit.
Q2) Sherwin-Williams' Dutch Boy paint has packaging that is getting rave reviews.The new Twist & Pour paint is packaged in an all-plastic gallon container with an easy twist-off lid,comfortable side handle,and even a pouring spout.There's no other paint product like it on the market.This innovative packaging was most likely designed for which of the following functions?
A)To facilitate product use and convenience
B)To contain and protect the product
C)To reduce environmental damage
D)To facilitate recycling
E)To promote the product
Q3) Kellogg's,Hanes,and General Electric are examples of a manufacturer's brand.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
Page 12
Chapter 11: Developing and Managing Products
Available Study Resources on Quizplus for this Chatper
173 Verified Questions
173 Flashcards
Source URL: https://quizplus.com/quiz/21393
Sample Questions
Q1) Refer to Fitbit.The process by which the adoption of this innovative product spreads is called the:
A)diffusion process
B)product life cycle
C)consumption process
D)viral process
E)two-stage process
Q2) Messages directed directly from marketers toward early adopters should normally use different appeals than messages directed toward the early majority,the late majority,or the laggards.
A)True
B)False
Q3) A biological metaphor that traces the stages of a product's acceptance,from its introduction (birth)to its decline (death)is called the:
A)product diffusion process
B)product phase
C)product adoption stages
D)product evolution cycle
E)product life cycle
To view all questions and flashcards with answers, click on the resource link above.
Page 13
Chapter 12: Services and Nonprofit Organization Marketing
Available Study Resources on Quizplus for this Chatper
182 Verified Questions
182 Flashcards
Source URL: https://quizplus.com/quiz/21394
Sample Questions
Q1) Refer to Got Milk? One important aspect of Manhattan Milk's service is the ability to deliver the milk within 48 hours of being milked from the cow.This service quality component of the ability to perform the service dependably,accurately,and consistently is referred to as:
A)assurance
B)empathy
C)reliability
D)tangibles
E)consistency
Q2) One of the reasons consumers can purchase cheap flights or hotel rooms on Web sites such as Expedia.com and Hotels.com is due to the fact that airlines cannot sell the seat on a specific flight after the plane takes off and hotels cannot recoup the revenue from that room for that night once the night passes.Which unique characteristic of services does this illustrate?
A)Intangibility
B)Inseparability
C)Perishability
D)Simultaneous production and consumption
E)Variability
To view all questions and flashcards with answers, click on the resource link above.
14
Chapter 13: Marketing Channels
Available Study Resources on Quizplus for this Chatper
157 Verified Questions
157 Flashcards
Source URL: https://quizplus.com/quiz/21395
Sample Questions
Q1) Which level of distribution intensity is the most restrictive and entails establishing only one or a few dealers within a given geographic area?
A)Selective
B)Intensive
C)Exclusive
D)Dual
E)Premium
Q2) Johns Manville is the only manufacturer to offer a complete line of formaldehyde-free fiberglass building insulation,which offers superior energy efficiency in hard-to-reach cathedral ceilings and flat roof cavities;plus it is an excellent sound control for interior floors.As the only manufacturer and patent holder of this revolutionary insulation,Johns Manville has great power over its dealers.It is an example of a:
A)channel authority.
B)channel regulator.
C)channel captain.
D)channel gatekeeper.
E)power broker.
Q3) Describe how information technology is impacting contact efficiency.
To view all questions and flashcards with answers, click on the resource link above.
15
Chapter 14: Supply Chain Management
Available Study Resources on Quizplus for this Chatper
122 Verified Questions
122 Flashcards
Source URL: https://quizplus.com/quiz/21396
Sample Questions
Q1) Companies that use supply chain management techniques typically also use a push promotional strategy.
A)True
B)False
Q2) There are eight critical business processes on which supply chain managers must focus.Which of the following is one of those processes?
A)Returns management
B)Sales promotion activities
C)Distribution intensity
D)Public relations activities
E)Environmental assessments
Q3) _____ occurs when all the firms and business units participating in the supply chain appear as though they are reading from the same script.
A)Strategic channel operation
B)Supply chain integration
C)Strategic MRP
D)Demand management
E)Extensive distribution integration
Q4) Discuss the financial implications of the returns management process.
To view all questions and flashcards with answers, click on the resource link above. Page 16
Chapter 15: Retailing
Available Study Resources on Quizplus for this Chatper
172 Verified Questions
172 Flashcards
Source URL: https://quizplus.com/quiz/21397
Sample Questions
Q1) The merchandise mix:
A)is the term used for price-bundled merchandise.
B)is the term for the marketing communications used by retailers.
C)refers to the six levels in a buying organization.
D)describes the composition of a traditional shopping center.
E)is the retailer's product offering.
Q2) Texas-based Grape Vine Market is an 18,000-square-foot store offering highly collectible food and wine-along with some other culinary perks,including a cooking school-all in a setting crafted to make shoppers feel comfortable.It stocks more than 5,500 different kinds of wine.Grape Vine Market is best described as a:
A)hypermarket
B)convenience store
C)specialty store
D)department store
E)general store
Q3) Compare and contrast trading up and suggestive selling.
Q4) Define independent retailer,chain store,and franchise and give an example of each.
Q5) Define franchising and discuss its two basic forms.Give an example of each form.
Q6) Discuss the two recent developments in retailing.
Page 17
To view all questions and flashcards with answers, click on the resource link above.
Chapter 16: Integrated Marketing Communications
Available Study Resources on Quizplus for this Chatper
195 Verified Questions
195 Flashcards
Source URL: https://quizplus.com/quiz/21398
Sample Questions
Q1) NutriFoods is concerned that its advertising messages are not getting through to the target market as intended.Its radio ads contain music that its target market does not like,and its spokesperson has a very nasal voice that sounds as though he has a perpetual cold.These are examples of noise in the communications process.
A)True
B)False
Q2) Benedick and Taapo are arguing about newspaper publicity.Benedick says favorable publicity is free--hence the phrase,"free publicity." Taapo says that publicity is not free because costs were incurred in developing the public relations materials used by the newspapers.Benedick has a more accurate grasp of the definition of publicity.
A)True
B)False
Q3) Communication via telephone is not considered personal selling because it is not face-to-face.
A)True
B)False
Q4) What is promotion? Why is it a vital part of a company's marketing mix?
Q5) Several factors affect the choice of promotional mix.Name five of these factors.
To view all questions and flashcards with answers, click on the resource link above. Page 18
Chapter 17: Advertising and Public Relations
Available Study Resources on Quizplus for this Chatper
193 Verified Questions
193 Flashcards
Source URL: https://quizplus.com/quiz/21399
Sample Questions
Q1) Which form of advertising is designed to influence demand for a specific brand?
A)Institutional
B)Primary
C)Competitive
D)Direct
E)Growth
Q2) ReaLemon juice relies on the slogan,"Fresh Lemon Taste Made Easy." What kind of an advertising appeal is this ad using?
A)Mood or Image
B)Vanity and Egotism
C)Health
D)Convenience
E)Admiration
Q3) Publicity:
A)will never damage a company because it performs the information task of promotion.
B)is free communication.
C)is not persuasive with customers.
D)has to be purchased from the mass media.
E)has many internal costs to the company associated with it.
To view all questions and flashcards with answers, click on the resource link above.
Page 19
Chapter 18: Sales Promotion and Personal Selling
Available Study Resources on Quizplus for this Chatper
172 Verified Questions
172 Flashcards
Source URL: https://quizplus.com/quiz/21400
Sample Questions
Q1) Business-to-business marketers use many of the same sales promotion tools used in consumer promotions.There are several tools,however,that are unique to these marketers.Name and briefly describe five of these unique sales promotion tools.
Q2) _____ involves determining which sales prospects have a recognized need,buying power,and receptivity and accessibility.
A)Prospect examination
B)Customerization
C)Lead reciprocity
D)Lead qualification
E)Bird-dogging
Q3) Refer to Butterball Turkey.If Butterball printed a certificate in a newspaper or magazine advertisement that allowed consumers to receive $2.00 off if they purchase a Butterball turkey,they would be using:
A)coupons.
B)price-offs.
C)premiums.
D)loyalty marketing.
E)sampling.
To view all questions and flashcards with answers, click on the resource link above.
20
Chapter 19: Pricing Concepts
Available Study Resources on Quizplus for this Chatper
191 Verified Questions
191 Flashcards
Source URL: https://quizplus.com/quiz/21401
Sample Questions
Q1) As long as the revenue of the last unit produced and sold is greater than the cost of the last unit produced and sold,a firm should:
A)continue manufacturing.
B)not use formula pricing.
C)continue using price equilibrium.
D)consider using sales maximization pricing.
E)reach its break-even point very shortly.
Q2) List five factors that affect elasticity of demand and briefly describe how each affects demand.
Q3) When Apple,Inc.originally introduced its iPhone,it was priced at what many believed to be about as high as the market would allow.Within weeks,Apple lowered the price of the iPhone.It appears that Apple entered the market with a _____ approach to pricing the iPhone.
A)market share pricing
B)profit maximization
C)demand-oriented
D)sales maximization
E)status quo pricing
Q4) How does price interact with the other three Ps of the marketing mix?
To view all questions and flashcards with answers, click on the resource link above. Page 21
Chapter 20: Setting the Right Price
Available Study Resources on Quizplus for this Chatper
189 Verified Questions
189 Flashcards
Source URL: https://quizplus.com/quiz/21402
Sample Questions
Q1) If a marketer decides to price goods at odd-numbered dollar amounts to denote bargains and at even-numbered amounts to denote quality,he or she is using:
A)two-part pricing.
B)price lining.
C)price bracketing.
D)decoy pricing.
E)psychological pricing.
Q2) All pricing objectives have trade-offs that managers must weigh.
A)True
B)False
Q3) Some pricing decisions are subject to government regulation.Name and define three pricing practices that are illegal.
Q4) All of the following contribute to profitability during Black Friday sales except __________.
A)low fixed costs
B)additional or more expensive purchases
C)high volume of sales
D)competitors don't undersell or offer alternatives
E)inelastic demand
To view all questions and flashcards with answers, click on the resource link above. Page 22
Chapter 21: Customer Relationship Management Crm
Available Study Resources on Quizplus for this Chatper
151 Verified Questions
151 Flashcards
Source URL: https://quizplus.com/quiz/21403
Sample Questions
Q1) Explain the importance of interactions in a customer relationship management (CRM)system.Most colleges and universities have some form of CRM system.Describe an interaction that occurs at your institution.
Q2) Once customer data are analyzed and transformed into usable information,the information must be:
A)implemented.
B)evaluated.
C)leveraged.
D)stored.
E)mined.
Q3) Refer to Blood Services.The organization developed a _____ list of donors to receive birthday cards.
A)compiled
B)benefit-based
C)response
D)feedback
E)proactive
Q4) Distinguish between a compiled list and a response list.Which is most valuable to marketers?
To view all questions and flashcards with answers, click on the resource link above. Page 23
Chapter 22: Social Media and Marketing
Available Study Resources on Quizplus for this Chatper
113 Verified Questions
113 Flashcards
Source URL: https://quizplus.com/quiz/21404
Sample Questions
Q1) Beyond using Twitter to track sentiment about the brand,Gatorade should also consider sharing links,announcing events,and following,retweeting,and responding to potential customers' tweets on the microblogging platform.
A)True
B)False
Q2) More and more companies are increasing their interactive marketing budgets.Most of this investment will be made in:
A)search marketing.
B)display advertising.
C)mobile marketing.
D)social media.
E)e-mail marketing.
Q3) For most people,social media is a marketing experience.
A)True
B)False
Q4) Social commerce combines social media with the basics of e-commerce.
A)True
B)False
Q5) Identify five reasons for the recent popularity of mobile marketing.
To view all questions and flashcards with answers, click on the resource link above. Page 24