Principles of Marketing Pre-Test Questions
Course Introduction
Principles of Marketing introduces students to the core concepts and strategies fundamental to the field of marketing. The course covers topics such as market research, consumer behavior, segmentation, targeting, positioning, and the marketing mix product, price, place, and promotion. Students learn how organizations identify and satisfy customer needs in dynamic environments, adapt to changing market conditions, and create value for both customers and the business. Real-world case studies and practical applications help illustrate the importance of ethical decision-making, brand management, and digital marketing tools in today's competitive landscape.
Recommended Textbook
Marketing The Core 6th Edition by Roger Kerin
Available Study Resources on Quizplus
18 Chapters
5640 Verified Questions
5640 Flashcards
Source URL: https://quizplus.com/study-set/3186
Page 2
Chapter 1: Creating Customer Relationships and Value
Through Marketing
Available Study Resources on Quizplus for this Chatper
244 Verified Questions
244 Flashcards
Source URL: https://quizplus.com/quiz/63098
Sample Questions
Q1) The element of the marketing mix that describes a means of getting the product to the consumer is known as
A)a product.
B)the price.
C)promotion.
D)the place.
E)the process.
Answer: D
Q2) The purpose of the introduction of 3M Post-it Flag Highlighters was to A)stay ahead of trends and focus its marketing program on only one segment.
B)stay ahead of trends and focus its marketing program on two mutually inclusive segments.
C)increase production economies of scale by reducing manufacturing and marketing costs for Post-it Flags and Post-it Notes.
D)preempt a competitive move by Sanford's Sharpie to introduce a similar product.
E)help college students with their studying.
Answer: E
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: Developing Successful Organizational and Marketing Strategies
Available Study Resources on Quizplus for this Chatper
341 Verified Questions
341 Flashcards
Source URL: https://quizplus.com/quiz/63097
Sample Questions
Q1) In the 1980s, a lapse in production quality and an increase in Japanese imports drove the Harley-Davidson motorcycle company to the brink of bankruptcy. The company's share of the U.S. super heavy-weight market segment - motorcycles with engine capacity of 850 cubic centimeters or more - shrunk from over 40 percent in the mid 1970s to 23 percent in 1983. But by 1989, Harley-Davidson controlled some 65 percent of this market segment. From a marketing perspective, what was the most likely first step in Harley-Davidson's resurgence?
A)developing a new mission statement
B)repositioning its products in the minds of super heavy-weight motorcycle buyers
C)performing a SWOT analysis to assess the firm's internal and external environments.
D)selling new models of super heavy-weight motorcycles in both the U.S. (current) and foreign (new) markets
E)improving the quality of its products and communicating this to motorcycle buyers
Answer: C
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 3: Understanding the Marketing Environment,
Ethical Behavior, and Social Responsibility
Available Study Resources on Quizplus for this Chatper
379 Verified Questions
379 Flashcards
Source URL: https://quizplus.com/quiz/63096
Sample Questions
Q1) Culture serves as a socializing force that dictates what is morally right and just, which means that moral standards
A)are relative to particular societies.
B)must be universal in order for cross-cultural marketing to be effective.
C)are fluid and very easy to change.
D)are cyclical so it is important to change with the times.
E)are concrete; something is either right or wrong.
Answer: A
Q2) Buying a book at www.amazon.com to give as a birthday present is an example of a(n) __________ transaction.
A)i-market
B)intranet
C)electronic commerce
D)extranet
E)marketplace
Answer: C
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: Understanding Consumer Behavior
Available Study Resources on Quizplus for this Chatper
380 Verified Questions
380 Flashcards
Source URL: https://quizplus.com/quiz/63095
Sample
Questions
Q1) An ad for Conesco's life insurance asks the question, "How do you plan on supporting your family after you pass away?" The ad shows a tombstone with a sign that offers the face of the stone as ad space. The ad is intended to appeal to which of the Maslow hierarchy of needs?
A)physiological needs
B)safety needs
C)social needs
D)personal needs
E)self-actualization needs
Q2) NetJets is a company that offers 1/16 or more ownership in a jet plane for a price beginning at $325,000. It gives purchasers privacy, convenience, and flexibility as well as saves them time since the plane is available within four hours unless it's booked by one of the other shareholders. This is most likely an example of
A)a medium-involvement purchase that involves limited problem solving.
B)a high-involvement purchase that involves routine problem solving.
C)a high-involvement purchase that involves extended problem solving.
D)a low-involvement purchase that involves limited problem solving.
E)a low-involvement purchase that involves extended problem solving.
Q3) Why is the family life cycle important to marketing?
To view all questions and flashcards with answers, click on the resource link above.
Page 6
Chapter 5: Understanding Organizations As Customers
Available Study Resources on Quizplus for this Chatper
249 Verified Questions
249 Flashcards
Source URL: https://quizplus.com/quiz/63094
Sample Questions
Q1) What is the last stage of the organizational buying decision process?
A)information search
B)postpurchase behavior
C)alternative evaluation
D)purchase decision
E)purveyor review
Q2) A relationship that exists when a buyer and its supplier adopt mutually beneficial objectives, policies, and procedures for the purpose of lowering the cost or increasing the value of products and services delivered to the ultimate consumer is referred to as a
A)supply partnership
B)supplier development agreement
C)reciprocal arrangement
D)shareholder relationship
E)strategic alliance
Q3) Figure 5-5 above summarizes how buy classes affect buying center tendencies in different ways. Identify the buy-class situations A, B, and C.Column A is a new buy situation; B is a straight rebut situation; and C is a modified rebuy situation.
To view all questions and flashcards with answers, click on the resource link above.
Page 7
Chapter 6: Understanding and Reaching Global
Consumers and Markets
Available Study Resources on Quizplus for this Chatper
239 Verified Questions
239 Flashcards
Source URL: https://quizplus.com/quiz/63093
Sample Questions
Q1) The U.S. Rice Millers' Association claims that if the Japanese rice market were opened to imports by lowering __________, lower prices would save Japanese consumers $6 billion annually and the United States would gain a large share of the Japanese rice market.
A)boycotts
B)quotas
C)sanctions
D)tariffs
E)subsidies
Q2) The Foreign Corrupt Practices Act
A)makes it a crime for U.S. corporations to bribe an official of a foreign government or political party to obtain or retain business in a foreign country.
B)has different levels of punishment based upon the wealth of the host nation.
C)regulates only the behavior of U.S. businesses conducting business within the United States.
D)makes the theft of trade secrets by foreign entities a federal crime in the United States.
E)is a unilateral agreement the United States made with several developing nations.
To view all questions and flashcards with answers, click on the resource link above.
Page 8
Chapter 7: Marketing Research: From Customer Insights to Actions
Available Study Resources on Quizplus for this Chatper
287 Verified Questions
287 Flashcards
Source URL: https://quizplus.com/quiz/63092
Sample Questions
Q1) In Figure 7-7 above, the line identified as A indicates a(n)
A)causal analysis.
B)non-parametric regression.
C)curvilinear extrapolation.
D)linear trend extrapolation forecast.
E)sales regression.
Q2) Trend extrapolation involves
A)extending a pattern observed in past data into the future.
B)selecting specific points on a graph of sales or market share, multiplying by the cost of living index, and allowing for a variation of plus or minus 3%.
C)averaging the total sales or market share for the previous 5 years and multiplying that number by the expected GDP growth rate for the next year (say 1.5%) to arrive at the next year's forecast.
D)selecting a given percentage and using that number as a yearly predictive base regardless of changes in sales, revenue, or market share.
E)collecting projections from all regional sales managers and making the final projection.
Q3) What are the five steps in the marketing research approach?
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Market Segmentation, Targeting, and Positioning
Available Study Resources on Quizplus for this Chatper
232 Verified Questions
232 Flashcards
Source URL: https://quizplus.com/quiz/63091
Sample Questions
Q1) Kellogg's has several cereals targeted at different types of users. This is an example of multiple products aimed at multiple markets. Manufacturing these different cereals is clearly more expensive than producing only one but seems worthwhile if it adds to the manufacturer's sales revenues and profits, doesn't reduce quality or increase price, and
A)conforms to all FDA guidelines.
B)uses the same promotion and packaging for all segments.
C)decreases the cost of the physical plant.
D)stabilizes competition.
E)better serves customers' needs.
Q2) To the owner of a Wendy's fast food restaurant, the information in Figure 8-4 above suggests that Wendy's prospects are __________ of the total compared to __________ for McDonald's.
A)57.0 percent, 51.0 percent
B)15.2 percent, 40.5 percent
C)14.6 percent, 14.6 percent
D)15.2 percent, 19.0 percent
E)57.0 percent, 26.0 percent
Q3) Describe the four general bases that are used to segment consumer markets.
Q4) What are the four steps to positioning a product with a perceptual map?
Page 10
To view all questions and flashcards with answers, click on the resource link above.
Chapter 9: Developing New Products and Services
Available Study Resources on Quizplus for this Chatper
388 Verified Questions
388 Flashcards
Source URL: https://quizplus.com/quiz/63090
Sample Questions
Q1) Consider Figure 9-3 above. Services can be classified by their method of delivery. Box
A represents
A)government-delivered services.
B)people-delivered services.
C)fee-delivered services.
D)equipment-delivered services.
E)nonprofit-delivered services.
Q2) What does it mean when we say services are intangible. How do marketers of services overcome the problems associated with intangibility?
Q3) Ideally, before a new product or service is developed, a firm should have a precise __________, which is a statement defining the target market, specifying customers' needs, and defining what the product or service will be and do to satisfy consumers.
A)formula
B)contract
C)modus operandi
D)protocol
E)methodology
Q4) Define derived demand and provide an example NOT included in the text.
To view all questions and flashcards with answers, click on the resource link above.
Chapter 10: Managing Successful Products, Services, and Brands
Available Study Resources on Quizplus for this Chatper
408 Verified Questions
408 Flashcards
Source URL: https://quizplus.com/quiz/63089
Sample Questions
Q1) Which of the following statements about the introduction stage of the product life cycle is most accurate?
A)It is preferable stimulate selective demand rather than focus on primary demand.
B)During the introduction stage, it is best to avoid a skimming pricing strategy.
C)During the introduction stage, it is best to avoid a penetration pricing strategy.
D)A firm should introduce the identical product at several different price points in order to gauge customer price sensitivity.
E)Because of large initial investment costs, industry profits often are initially negative
Q2) The consumers represented by Segment A in Figure 10-4 above are called
A)early adopters
B)early majority
C)late majority
D)laggards
E)innovators
To view all questions and flashcards with answers, click on the resource link above.
Page 12
Chapter 11: Pricing Products and Services
Available Study Resources on Quizplus for this Chatper
407 Verified Questions
407 Flashcards
Source URL: https://quizplus.com/quiz/63088
Sample Questions
Q1) Which of the following would be an example of a fixed cost for a company that makes carbon monoxide monitoring systems for employees to wear that work in hazardous areas?
A)the lithium batteries that are used in each monitor
B)the chest harness used to wear the monitor
C)the insurance for the company's factory
D)the free training videos that are sent to each new customer
E)the stainless steel, water-resistant cases in which the monitors are contained
Q2) The Price Premium Marketing Dashboard above shows the dollar and unit market shares for selected energy drinks. What is the price premium for Monster in 2010?
A)-12.5%
B)-7.5%
C)-5.3%
D)0%
E)15.2%
Q3) Explain why odd-even pricing may be successful.
Q4) What are the four kinds of discounts that are especially important in marketing pricing strategy?
Q5) Distinguish between elastic demand and inelastic demand.
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Managing Marketing Channels and Supply Chains
Available Study Resources on Quizplus for this Chatper
324 Verified Questions
324 Flashcards
Source URL: https://quizplus.com/quiz/63087
Sample Questions
Q1) Because its customers desire rapid delivery and a wide variety of customizable products, Dell made a conscious decision to use a(n) __________ supply chain to meet these requirements.
A)integrated
B)efficient
C)harmonized
D)responsive
E)multi-tiered
Q2) Vertical conflict refers to conflict that occurs between
A)two members in the same level of a marketing channel.
B)two different levels in a marketing channel.
C)members of upper management who make the marketing channel decisions and lower management who must implement these decisions.
D)a firm's and its customers' goals.
E)two producers of the same product vying for the same distribution channel members.
Q3) There are three types of contractual vertical marketing systems. List the systems and provide a brief description of each.
Q4) What are the functions performed by intermediaries?
Page 14
To view all questions and flashcards with answers, click on the resource link above.
Chapter 13: Retailing and Wholesaling
Available Study Resources on Quizplus for this Chatper
347 Verified Questions
347 Flashcards
Source URL: https://quizplus.com/quiz/63086
Sample
Questions
Q1) Nordstrom Rack and the Gap Factory Store allow retailers to sell excess merchandise and still maintain an image of offering merchandise at full price in their primary stores. These are referred to as __________.
A)extreme value retailers
B)warehouse clubs
C)discount houses
D)outlet stores
E)community shopping centers
Q2) In the late 1950s, Pierre Martineau described __________ as "the way in which the store is defined in the shopper's mind."
A)size
B)location
C)product mix
D)image
E)anchor store
Q3) Explain the difference between a markup, an original markup, and a maintained markup.
Q4) Briefly describe the two general types of franchises. Give an example of each.
Q5) Why are vending machine prices often higher than those in a retail store?
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Integrated Marketing Communications and Direct Marketing
Available Study Resources on Quizplus for this Chatper
302 Verified Questions
302 Flashcards
Source URL: https://quizplus.com/quiz/63085
Sample Questions
Q1) The promotional objective of the maturity stage of the product life cycle is to __________.
A)inform
B)persuade
C)remind
D)sway
E)convince
Q2) In the hierarchy of effects, the consumer's ability to recognize and remember the product or brand name is referred to as the __________ stage.
A)adoption
B)evaluation
C)awareness
D)interest
E)trial
Q3) The promotion decision process is divided into three steps. What are they? Briefly describe each one.
Q4) Identify and briefly describe each of the five promotional mix elements.
Q5) What are the strengths/advantages and weaknesses/disadvantages of using advertising in the promotional mix?
To view all questions and flashcards with answers, click on the resource link above. Page 16
Chapter 15: Advertising, Sales Promotion, and Public Relations
Available Study Resources on Quizplus for this Chatper
369 Verified Questions
369 Flashcards
Source URL: https://quizplus.com/quiz/63084
Sample Questions
Q1) Product advertisements refer to advertisements that focus on
A)a product class rather than on an individual brand.
B)building goodwill or an image for an organization.
C)counteracting negative opinions.
D)selling a product or service.
E)clarifying misconceptions.
Q2) According to the CPM Marketing Dashboard above, the CPM for U.S.A. Today would be approximately
A)$35.
B)$120.
C)$132.
D)$165.
E)$209.
Q3) The purpose of pioneering institutional advertisements is to
A)promote a specific brand's features and benefits.
B)inform people what a company is, what it can do, and where it is located.
C)state the position of a company on an issue.
D)reinforce previous knowledge of a product.
E)promote the advantages of one product class over another.
Q4) What is a product placement? Give an example.
To view all questions and flashcards with answers, click on the resource link above. Page 17
Chapter 16: Using Social Media to Connect With Consumers
Available Study Resources on Quizplus for this Chatper
180 Verified Questions
180 Flashcards
Source URL: https://quizplus.com/quiz/63083
Sample Questions
Q1) A website whose content is created and edited by the ongoing collaboration of end users is known as a(n)
A)wiki.
B)blog.
C)encyclomedia.
D)Facebook Page.
E)tweet.
Q2) The social network that is used solely for sharing videos is A)Google.
B)Facebook.
C)YouTube.
D)Twitter.
E)LinkedIn.
Q3) Describe the communications process of both traditional media and social media.
Q4) Another term sometimes used interchangeably with social media is __________. A)net platforms
B)Web redux
C)user generated content
D)Web 2.0
E)peer-to-peer networking
To view all questions and flashcards with answers, click on the resource link above. Page 18
Chapter 17: Personal Selling and Sales Management
Available Study Resources on Quizplus for this Chatper
302 Verified Questions
302 Flashcards
Source URL: https://quizplus.com/quiz/63082
Sample Questions
Q1) Consultative selling style is very prominent in
A)business-to-business marketing.
B)international marketing.
C)multichannel marketing.
D)consumer-to-consumer marketing.
E)business-to-consumer marketing.
Q2) The __________ format, which emphasizes problem solving and customer solutions, is the most consistent with the marketing concept and relationship building.
A)canned sales
B)formula selling
C)persuasive selling
D)need-satisfaction
E)stimulus-response
Q3) All of the following are output-related sales objectives EXCEPT:
A)unit sales
B)profit
C)number of new customers
D)number of sales calls
E)dollar sales
Q4) Explain the difference between order takers and order getters.
To view all questions and flashcards with answers, click on the resource link above. Page 19
Chapter 18: Implementing Interactive and Multichannel Marketing
Available Study Resources on Quizplus for this Chatper
262 Verified Questions
262 Flashcards
Source URL: https://quizplus.com/quiz/63081
Sample Questions
Q1) A significant threat arising from the introduction of an Internet channel and the potential harm to trade relationships with their retailing intermediaries is referred to as
A)channel conflict
B)channel clash
C)channel chaos
D)channel divergence
E)channel discord
Q2) Which of the following statements about transactional websites is NOT true?
A)Transactional websites are most common among store and catalog retailers and direct selling companies.
B)Transactional websites can create channel conflict.
C)Transactional websites may cannibalize sales from stores, catalogs, and sales representatives.
D)Transactional websites often engage visitors with interactive experiences that involve games, contests, and quizzes.
E)Transactional websites are used less frequently by manufacturers of consumer products.
Q3) Define and explain the importance of the eight-second rule.
Page 20
To view all questions and flashcards with answers, click on the resource link above.