Principles of Marketing Exam Practice Tests
Course Introduction
Principles of Marketing introduces students to the fundamental concepts and strategies involved in the marketing process. The course explores key topics such as market research, consumer behavior, product development, pricing strategies, promotion, and distribution channels. Students will learn how organizations identify target markets, create value for customers, and build lasting customer relationships in competitive environments. Through case studies and practical examples, the course emphasizes the role of marketing in driving business success and provides a foundation for more advanced marketing studies.
Recommended Textbook
Marketing Management 3rd Edition by Greg Marshall
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14 Chapters
1339 Verified Questions
1339 Flashcards
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Chapter 1: Marketing in Today's Business Milieu
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92 Verified Questions
92 Flashcards
Source URL: https://quizplus.com/quiz/2497
Sample Questions
Q1) ________ is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
A) Accounting
B) Marketing
C) Manufacturing
D) Finance
E) Economics
Answer: B
Q2) Millennials represent roughly ________ of the population, and ________ in annual buying power.
A) 10 percent; $100 billion
B) 25 percent; $200 billion
C) 35 percent; $1 trillion
D) 60 percent; $1 trillion
E) 75 percent; $1 trillion
Answer: B
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Chapter 2: Marketing Foundations: Global, Ethical, Sustainable
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Latosha was thrilled when she found a low-cost airfare to Moscow, but she was not happy when she bought the tickets and realized there were hundreds of dollars in added fees. Which element of the marketing mix was impacted?
A) product
B) price
C) distribution
D) marketing communications
E) promotion
Answer: B
Q2) Jason went to an automobile dealership to buy a car, and he spent two hours talking to an employee about options. This element of marketing communications is called ________.
A) advertising
B) personal selling
C) promotion
D) public relations
E) direct marketing
Answer: B
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Chapter 3: Elements of Marketing Strategy, Planning, and Competition
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) The best place in a SWOT analysis to list a highly-competent workforce is
A) external opportunities
B) external threats
C) internal opportunities
D) internal strengths
E) internal weaknesses
Answer: D
Q2) When Sunshine Inc., a cosmetics manufacturer, introduced an additional line of perfumes, the response from its existing customers was good. According to Igor Ansoff's Product-Market Matrix, this is an example of the ________ strategy.
A) market diversification
B) product differentiation
C) market penetration
D) product development
E) market development
Answer: D
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Chapter 4: Market Research Essentials
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93 Verified Questions
93 Flashcards
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Sample Questions
Q1) Brand Electronics' marketing manager would like to know about the typical consumer who purchases handheld computers. He begins by searching online and in databases for this information, but soon discovers that a product is too new for the sources to be of help. In this instance he will need ________ data to solve his research problem.
A) secondary
B) governmental
C) experimental
D) primary
E) subjective
Q2) Not tracking and responding to demographic changes is a management failure because the data are easy to obtain and major changes occur slowly.
A)True
B)False
Q3) Managers are typically aware of all the information in their own company.
A)True
B)False
Q4) A major problem for most managers today is having too little information.
A)True
B)False
Page 6
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Chapter 5: CRM, Big Data, and Marketing Analytics
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) Jeremiah wants to find out if the new advertising campaign is positively impacting sales. He is likely to use diagnostic analytics.
A)True
B)False
Q2) Positioning customer relationship management (CRM) as a comprehensive business model provides the impetus for top management to properly support it over the long run.
A)True
B)False
Q3) Kalea works for a large global corporation. Her job is to conduct market analyses and manage the computational costs associated with them. Kalea is MOST likely a(n)
A) marketing manager
B) high-level executive
C) marketing analyst
D) financial manager
E) economist
Q4) Compare and contrast the four key types of marketing analytics: descriptive, diagnostic, predictive, and prescriptive.
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Chapter 6: Understand Consumer and Business Markets
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) Internal factors affecting consumer choices include personal characteristics and psychological attributes.
A)True
B)False
Q2) Josh notices the low-fuel light is on as he is driving home. Without any additional information, he stops at the local station on the way home to fill up. This is an example of a(n) ________.
A) high involvement purchase
B) end-user purchase
C) extensive information search
D) minimal information search
E) external information search
Q3) Marketers can affect learning by providing information using a message, format, and delivery that will encourage customers to retain the information.
A)True
B)False
Q4) Family is a societal factor that impacts consumer choices.
A)True
B)False
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Chapter 7: Segmentation, Target Marketing, and Positioning
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Marketers use geographic segmentation when ________.
A) certain geographic regions have more diverse populations
B) geography determines one's likes and dislikes
C) there is evidence that consumers respond differently to marketing strategies and programs based on where they live
D) there is a strong demand for the products and services of the company in some geographic regions
E) people in some regions are richer than people in other regions
Q2) Business market segmentation is less straightforward than segmentation of consumer markets.
A)True
B)False
Q3) Approaches to geographic segmentation include all of these EXCEPT ________.
A) region
B) density of population
C) size of population
D) gender of population
E) climate
Q4) Describe the VALS framework.
Q5) Define the terms market segmentation, target marketing, and positioning.
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Chapter 8: Product Strategy and New Product Development
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) Among the five groups of adopters, laggards are people who ________.
A) enjoy being the first to try and master a new product
B) put off purchasing until there is no other option
C) are price-sensitive and look for simplified products
D) seek out new products consistent with their personal self-image
E) are willing to pay the premium price for a product
Q2) Customers view new products much differently than companies view them.
Customers care only if a product is ________.
A) new to their retail store
B) new to them
C) offered through a new outlet
D) offered online instead of at a brick-and-mortar store
E) repositioned to target new markets
Q3) The primary function of marketing and the entire organization, in a broader context, is to ________.
A) increase employee turnover
B) offer highly customized products
C) deliver value to the customer
D) focus on short-term benefits
E) eliminate barriers to market entry
Page 10
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Chapter 9: Build the Brand
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) All of these are package objectives EXCEPT ________.
A) to protect
B) to communicate
C) to promote usage
D) to provide a layer of security and verification
E) to entertain
Q2) Even though a national brand pain reliever and a store brand pain reliever both contain the same amount of ibuprofen per capsule and are both gel coated, Cho chooses to purchase the national brand because she thinks it will work better based on the brand name alone. Which dimension of brand equity does this example illustrate?
A) perceived quality
B) brand strategy
C) brand connections
D) perceived value
E) brand loyalty
Q3) A trademark for a product is a brand asset.
A)True
B)False
Q4) Describe the difference between a general warranty and a specific warranty.
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Chapter 10: Service as the Core Offering
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) Explain the three basic axioms that support the concept of service-dominant logic.
Q2) In a service blueprint, activities are divided between those above and those below the line of ________ to a customer.
A) motivation
B) demarcation
C) visibility
D) distinction
E) threshold
Q3) As noted in the text, Caesars Entertainment has found that its ROI for customers in the "Zone of Defection" is considerably higher than in the other zones.
A)True
B)False
Q4) There is a debate about whether students in business education are "customers" or products that need to be branded.
A)True
B)False
Q5) What is a service-profit chain? Explain how external service quality affects the chain.
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Chapter 11: Manage Pricing Decisions
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) With prestige pricing, some of the traditional price/demand curves cannot properly predict sales or market response because it violates the common assumption that increasing price decreases volume.
A)True
B)False
Q2) When formulating a response to a competitor's price reduction, firms should consider their offering from the perspective of its overall value proposition to customers.
A)True
B)False
Q3) To better take into account the differential impact of fixed and variable costs, marketing managers can use ________ pricing.
A) cost-plus
B) psychological
C) odd/even
D) average-cost
E) target return
Q4) Explain the tactic of product line pricing and provide three examples of this strategy in the marketplace today.
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Chapter 12: Manage Marketing Channels, Logistics, and Supply Chain
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107 Verified Questions
107 Flashcards
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Sample Questions
Q1) A manufacturer employing a(n) ________ strategy focuses much of its promotional investment on the end-user consumer.
A) selective distribution
B) exclusive distribution
C) push
D) pull
E) limited distribution
Q2) ________ power can take the form of sharing important product knowledge.
A) Coercive
B) Reward
C) Expert
D) Referent
E) Legitimate
Q3) A manufacturer employing a pull strategy would engage in ________.
A) offering discounts to wholesalers
B) Investing in intermediaries
C) paying slotting allowances
D) offering shelf fee to intermediaries
E) advertising in mass media
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Q4) Define disintermediation, and explain why it's common in the electronic channel.
Chapter 13: Promotion Essentials: Digital and Social Media Marketing
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) A recent study found that about 70 percent of Americans consult either a user review site or an independent review site before ________.
A) posting product information on social media
B) making a purchase
C) beginning the shopping process
D) believing advertising
E) using a product
Q2) Consumers make a purchase during the action stage of the AIDA model.
A)True
B)False
Q3) Name the seven major elements of the marketing manager's role in managing promotion.
Q4) Which form of promotion is based on unpaid communication?
A) personal selling
B) advertising
C) sales promotion
D) digital marketing
E) public relations
Page 15
Q5) What are paid media, owned media, and earned media? Give an example of each.
Q6) Describe the seven Cs that define the customer website interface.
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Page 16
Chapter 14: Promotion Essentials: Legacy Approaches
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) A trade show is an industry- or company-sponsored event in which booths are set up for the dissemination of information about offerings to members of a channel.
A)True
B)False
Q2) What is one of the three core functions of public relations that are most closely aligned with the role of a marketing manager?
A) developing new products for new market segments
B) serving as organizational spokesperson
C) handling investor relations
D) attaining funds for marketing campaigns
E) gaining product publicity and buzz
Q3) There are two major types of advertising: product advertising and service advertising.
A)True
B)False
Q4) A commission is a fixed sum of money paid at regular intervals.
A)True
B)False
Q5) What are the six stages of the personal selling process?
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