Principles of Marketing Question Bank
Course Introduction
Principles of Marketing introduces students to the fundamental concepts and practices of modern marketing. The course covers topics such as the marketing mix (product, price, place, promotion), market research, segmentation, targeting, positioning, consumer behavior, and the role of marketing in organizations and society. Students will explore how marketers create value for customers and organizations, develop marketing strategies, analyze market opportunities, and understand the impact of technology and globalization on marketing practices. Through case studies, discussions, and practical assignments, students gain a comprehensive understanding of the core principles that drive successful marketing activities.
Recommended Textbook
Marketing The Core 6th Edition by Roger Kerin
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18 Chapters
5640 Verified Questions
5640 Flashcards
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Page 2
Chapter 1: Creating Customer Relationships and Value
Through Marketing
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244 Verified Questions
244 Flashcards
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Sample Questions
Q1) The entirely new food category Chobani launched in 2005 was
A)Italian-style ragù sauce.
B)Turkish-style cottage cheese.
C)French-style butter.
D)Greek-style yogurt.
E)Oriental-style teriyaki sauce.
Answer: D
Q2) To attend a winter concert presented by the community chorus, every person had to donate one unwrapped toy at the concert hall door. This statement is most closely related to the __________ element of the marketing mix.
A)product
B)philanthropy
C)price
D)place
E)promotion
Answer: C
Q3) What are the three components of a person's ability to buy an offering?
Answer: The three components of a person's ability to buy an offering are authority, time, and money.
Page 3
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Chapter 2: Developing Successful Organizational and Marketing Strategies
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341 Verified Questions
341 Flashcards
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Sample Questions
Q1) At which step of the planning stage of the strategic marketing process does a firm develop its marketing mix?
A)situation analysis
B)goal setting
C)marketing program
D)implementation
E)market segmentation
Answer: C
Q2) Which of the following statements regarding organizational culture is most accurate?
A)Organizational culture exists only at the corporate level of an organization.
B)Organizational culture involves communicating and connecting with all of the firm's stakeholders.
C)Organizational culture is best used only at the functional level for the most effective results.
D)Organizational culture cannot be learned or taught.
E)Organizational culture is a statement of the organization's function in society. Answer: B
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Chapter 3: Understanding the Marketing Environment,
Ethical Behavior, and Social Responsibility
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379 Verified Questions
379 Flashcards
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Sample Questions
Q1) Chrysler recycles thousands of tons of wooden pallets, cardboard, and paper annually. Chrysler cars are 75 percent recyclable. Chrysler's recycling programs are examples of
A)recycle marketing.
B)cause marketing.
C)green marketing.
D)environmental marketing.
E)triple-top line marketing.
Answer: C
Q2) Medication sensors have been developed that can dispense medicines by circulating within the arteries of the body and sensing when the medication is needed. This is an example of how __________ forces help improve or replace existing products and companies.
A)ecological
B)regulatory
C)legal
D)competitive
E)technological
Answer: E
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Chapter 4: Understanding Consumer Behavior
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380 Verified Questions
380 Flashcards
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Sample Questions
Q1) There are five stages in the consumer purchase decision process. The fourth stage is
A)information search
B)purchase decision
C)alternative evaluation
D)option testing
E)problem recognition
Q2) The actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions, are referred to as
A)purchase intentions.
B)market research.
C)consumer behavior.
D)consumer conduct.
E)purchase protocols.
Q3) Define consumer socialization.
Q4) What does lifestyle mean and why is it important to marketers?
Q5) Why is the family life cycle important to marketing?
Q6) How might Ford Motor Company apply the three methods of attitude change in its marketing activities?
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Chapter 5: Understanding Organizations As Customers
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249 Verified Questions
249 Flashcards
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Sample Questions
Q1) The term __________ is used to identify a group of people within an organization who participate in the buying process and share common goals, risks, and knowledge important to a purchase decision.
A)procurement committee
B)purchasing department
C)buying center
D)gatekeepers
E)acquisition office
Q2) In a __________ situation, users, influencers, or deciders in the buying center want to change product specifications, price, delivery schedule, or suppliers, though the product is largely the same.
A)derived buy
B)straight rebuy
C)make-buy
D)rebuy class
E)modified rebuy
Q3) What are the five stages of the organizational buying process? Describe at least three differences from the consumer buying process.
Q4) List seven organizational buying criteria.
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Chapter 6: Understanding and Reaching Global
Consumers and Markets
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239 Verified Questions
239 Flashcards
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Sample Questions
Q1) Which of the following statements concerning currency exchange rates is most accurate?
A)Fluctuations in exchange rates among the world's currencies are of critical importance in global marketing.
B)Fluctuations in exchange rates among the world's currencies occur, but multinational companies are insulated from the affects because of direct investment.
C)Exchange rate fluctuations are relatively rare, but when they occur, their effects are minimal.
D)Exchange rate fluctuations are now almost nonexistent due in great part to the stability of the euro.
E)Exchange rate fluctuations may affect the financial sector but rarely reach the consumer.
Q2) What are the product and promotion strategies available to a company seeking to enter the global marketplace? How do they relate to each other in terms of the same or adapted product and promotion?
Q3) Give at least one argument for and one argument against protectionism.
Q4) What is meant by the term economic infrastructure and how can this affect a firm's plans to enter a global market?
Page 8
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Chapter 7: Marketing Research: From Customer Insights to Actions
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287 Verified Questions
287 Flashcards
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Sample Questions
Q1) A(n) __________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.
A)Likert
B)attitudinal
C)dichotomous
D)open-ended
E)semantic differential
Q2) Martin Lindstrom merged __________ and marketing and presented his controversial findings in his breakthrough book Buy-ology.
A)genealogy
B)neuroscience
C)astrology
D)biochemistry
E)numerology
Q3) What is neuromarketing? What does it do? Why is it important to marketers?
Q4) Once the data has been collected and analyzed, it must be presented in a clear concise form. Explain how marketing dashboards can help in this process.
Q5) What are the five steps in the marketing research approach?
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Chapter 8: Market Segmentation, Targeting, and Positioning
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232 Verified Questions
232 Flashcards
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Sample Questions
Q1) A relatively homogenous group of prospective buyers that results from the market segmentation process is referred to as a(n) __________.
A)market segment
B)target market
C)customer base
D)ultimate consumer
E)preferred customer
Q2) In the sneaker business, Heelys practiced __________ positioning when it introduced a line of Heelys sneakers that came with an imbedded, detachable wheel in the shoe's heel marketed to young teens.
A)head-to-head
B)parallel market
C)lateral
D)repositioning
E)differentiation
Q3) Explain the 80/20 rule.
Q4) Explain the difference between marketing synergies and product synergies.
Q5) Why would an organization produce a single product or service and then attempt to sell it to two or more market segments?
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Chapter 9: Developing New Products and Services
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388 Verified Questions
388 Flashcards
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Sample Questions
Q1) Customer experience management (CEM) is
A)the integration of the service component of the marketing mix with efforts to influence consumer demand.
B)the unique combination of benefits received by targeted buyers that include quality, convenience, on-time delivery, and both before-sale and after-sale service at a specific price.
C)the process of managing the entire customer experience within the company.
D)a cluster of benefits that an organization promises customers to satisfy their needs.
E)the ability of logistics management to satisfy users in terms of time, dependability, communication, and convenience
Q2) With respect to price, which of the following type of consumer product would usually be very expensive?
A)convenience product
B)shopping product
C)discretionary product
D)specialty product
E)unsought product
Q3) Describe the three ways services can be classified.
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Chapter 10: Managing Successful Products, Services, and Brands
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408 Verified Questions
408 Flashcards
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Sample Questions
Q1) The challenges of packaging and labeling are often global. Two of the particular types of challenges facing global manufacturers are health and safety concerns and
A)making packaging a very inexpensive part of the marketing strategy
B)creating larger size packages to be sold at warehouse stores
C)ensuring total quality management across national boundaries
D)creating packaging sensitive to cultural diversity
E)addressing ongoing environmental concerns
Q2) Apple introduced the iPhone and iPad with multitouch screens, as well as the Magic Trackpad, also a multitouch device. These devices require consumers to use gestures (touch, swipe, tap, etc.) to perform various functions. This could make the mouse, a device Apple invented in 1977 for its Apple II, obsolete. With the emergence of multitouch technologies, the mouse most likely is now in the __________ stage of its product life cycle.
A)introduction
B)decline
C)maturity
D)deletion
E)harvesting
Q3) Describe a brand name and explain how it is related to a logo.
Page 12
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Chapter 11: Pricing Products and Services
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407 Verified Questions
407 Flashcards
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Sample Questions
Q1) Most consumers realize that the quality of diamonds varies, and most believe the higher the price of a diamond, the higher its quality. This is an example of price influencing the perception of overall quality, and therefore __________ to consumers.
A)acceptable cost
B)perceptual investment
C)barter potential
D)return on investment
E)value
Q2) Odd-even pricing refers to
A)setting prices one way for product lines and another way for individual brands.
B)setting prices of luxury items at even price points and setting the price of necessities at odd price points.
C)setting prices a few dollars or cents under an odd number.
D)adding a fixed percentage to the cost of all items in a specific product class.
E)setting prices a few dollars or cents under an even number.
Q3) What is the difference between fixed costs and variable costs?
Q4) What are the three major steps involved in setting prices?
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Chapter 12: Managing Marketing Channels and Supply Chains
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324 Flashcards
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Sample Questions
Q1) Which of the following is an element of total logistics cost?
A)new product development
B)inventory
C)advertising
D)personal selling
E)market research
Q2) Figure 12-9 above indicates that supply chain managers must balance total logistics cost factors against customer service factors. The six total logistics cost factors (A, B, C, D, E, and F) include all of the following EXCEPT:
A)order processing.
B)materials handling and warehousing.
C)time.
D)inventory.
E)transportation.
Q3) What are the utilities created by marketing intermediaries? Describe each one.
Q4) What are some specific cost trade-offs that can be made in a logistics system?
Q5) Outside of the United States, you may see a Cheerios box that carries the Nestlé name rather than the familiar General Mills brand name. Explain the channel that is being used and the importance of Cereal Partners Worldwide (CPW).
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Chapter 13: Retailing and Wholesaling
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347 Verified Questions
347 Flashcards
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Sample Questions
Q1) Your local Hallmark retailer carries thousands of greeting cards. You can find cards for a twins birthday, from my cat to yours, and many other unique occasions. This is an example of the __________ that the Hallmark retailer carries.
A)depth of product line
B)variance of product line
C)breadth of product line
D)coverage of product line
E)scope of product line
Q2) Godiva Chocolatier invites consumers to stop by one of its stores for an unforgettable experience, including delectable chocolates, decorative gift collections, and unrivaled customer care. What type of retail service is Godiva offering?
A)full-service
B)exclusive-service
C)limited-service
D)self-service
E)specialty-service
Q3) Explain the difference between a markup, an original markup, and a maintained markup.
Q4) What is category management and when is it used?
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Chapter 14: Integrated Marketing Communications and Direct Marketing
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302 Verified Questions
302 Flashcards
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Sample Questions
Q1) A field of experience refers to
A)the unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e. the medical profession, legal profession, etc.).
B)the designation given to different elements in the communications channel based upon their specific area of expertise (i.e. advertising, publicity, etc.).
C)a similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign so there is no incorrect decoding of the sender's message.
D)a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign so there is no incorrect encoding of the sender's message.
E)a similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process.
Q2) What are the strengths/advantages and weaknesses/disadvantages of using sales promotion in the promotional mix?
Q3) List the key elements of the promotional mix. Why are they used?
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Page 16
Chapter 15: Advertising, Sales Promotion, and Public Relations
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369 Verified Questions
369 Flashcards
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Sample Questions
Q1) A hardware store owner placed an advertisement for Sylvania LED light bulbs in the local newspaper. Sylvania provided the storeowner with several high-quality, camera-ready sample advertisements. In addition to supplying the advertising formats, Sylvania also paid 50 percent of the cost to place the ad in the paper. Sylvania was using __________ to promote its products.
A)strategic channel partnership
B)cooperative advertising
C)retail publicity
D)reseller consumer promotion
E)manufacturer incentive advertising
Q2) What is the difference between a coupon and a deal?
Q3) Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 8 states, "The need for information __________."
A)is the next frontier
B)is the power behind change
C)is insatiable
D)separates the winners from the losers
E)crosses all borders
Q4) Identify the three different approaches used to schedule advertising.
Page 17
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Chapter 16: Using Social Media to Connect With Consumers
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180 Verified Questions
180 Flashcards
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Sample Questions
Q1) What are apps and what significance do they have with respect to convergence of real and digital worlds?
Q2) What did Toyota do to reach World of Warcraft's U.S. game players?
A)Toyota sponsored an expansion pack of the game.
B)Toyota purchased the personal information of users from the game company to send e-mails.
C)Toyota used mechanics and pictures from the game in a commercial.
D)Toyota paid to have likenesses of their vehicles appear in the game as product placement.
E)Toyota paid to have ads placed on the game's website
Q3) Where a social network following comes from - with fans coming from a friend being more valuable than those coming from an ad - is referred to as a A)friendster.
B)friend visitor.
C)fan source.
D)fan base.
E)friend source
Q4) Describe the communications process of both traditional media and social media.
Q5) Describe the two factors that are used to classify social media.
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Chapter 17: Personal Selling and Sales Management
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Sample Questions
Q1) Doug Ames sells Mercedes Benz automobiles. During a sales presentation, a qualified prospect said, "Doug, I would really like to buy this car, but you know, the price is just too high." Ames responded, "Sir, you are correct. The price of a Mercedes Benz automobile is high, but look at what you're getting." Ames then proceeded to describe the quality of the materials, the high resale value, and the dependability and prestige associated with the Mercedes Benz brand. What technique did Ames use to handle the prospect's objection?
A)the postpone technique
B)the agree and neutralize technique
C)the denial technique
D)the accept the objection technique
E)the acknowledge and convert technique
Q2) The practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships is referred to as __________.
A)major account management
B)relationship marketing
C)relationship selling
D)customer account management
E)needs-satisfaction selling
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Chapter 18: Implementing Interactive and Multichannel Marketing
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262 Verified Questions
262 Flashcards
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Sample Questions
Q1) In terms of the online customer experience, content refers to A)a website's capabilities to enable commercial transactions.
B)all the digital information on a website - text, video, audio, and graphics.
C)the multiple ways the website enables user-to-user communication.
D)the dialogue that unfolds between the website and its users.
E)the information consumers provide to the firm through its websitE.Text term definitioncontent.
Q2) Consider the Stickiness Marketing Dashboard above for an automobile dealership.
To gauge the stickiness of its website, the firm monitors the average time spent per unique monthly visitor (in minutes) on its website. This is done by tracking the average visits per unique monthly visitor and the average time spent per visit, in minutes, that is displayed on its marketing dashboard. For 2014 where would Arrow B be shown, as the average time spent per unique monthly visitor (in minutes) on the automobile dealership's website?
A)4.0 minutes
B)6.0 minutes
C)10.0 minutes
D)16.0 minutes
E)cannot be determined
Q3) Define spam and viral marketing.
Page 20
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