MARKETING MANAGEMENT QUIZ

Name :
Student Id. Nr.:
Time : 1 – 3 pm

1) ________ is the art and science of choosing target markets and getting, keeping, and
growing customers through creating, delivering, and communicating superior customer value.
A) Marketing management
B) Knowledge management
C) Operations management
D) Strategic management
E) Distribution management

2) The World Cup is promoted aggressively to both companies and fans. This is an example
of marketing a(n) ________.
A) idea
B) place
C) luxury item
D) event
E) service

3) The "Malaysia, Truly Asia" ad campaign that showcased Malaysia's beautiful landscape
and its multicultural society in order to attract tourists is an example of ________ marketing.
A) event
B) property
C) service
D) place
E) idea

4) In Tokyo Disneyland, customers can visit a fairy kingdom, a pirate ship, or even a haunted
house. Disney is marketing a(n) ________.
A) experience
B) service
C) event
D) organization
E) good

5) When consumers share a strong need that cannot be satisfied by an existing product, it is
called ________.
A) negative demand
B) latent demand
C) declining demand
D) irregular demand
E) nonexistent demand

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6) In the case of ________, consumers dislike the product and may even pay a price to avoid
it.
A) nonexistent demand
B) overfull demand
C) irregular demand
D) negative demand
E) declining demand
7) ________ are basic human requirements, while ________ are wants for specific products
backed by an ability to pay.
A) Wants; needs
B) Demands; wants
C) Needs; wants
D) Needs; demands
E) Demands; needs

8) When companies measure the number of people who are willing and able to buy their
products, they are measuring ________.
A) demand
B) price elasticity
C) real needs
D) standard of living
E) disposable income

9) When Volvo runs ads suggesting that its cars are the safest that money can buy, it is trying
to ________.
A) segment the market
B) provide a service
C) enter new a new market
D) develop brand loyalty
E) position its product

10) If a marketer uses warehouses, transportation companies, banks, and insurance companies
to facilitate transactions with potential buyers, the marketer is using a ________.
A) service channel
B) distribution channel
C) communication channel
D) relationship channel
E) standardized channel

11) The ________ is the channel stretching from raw materials to components to final
products that are carried to final buyers.
A) communication channel
B) distribution channel
C) supply chain
D) service chain
E) marketing chain

12) Industry boundaries are blurring rapidly as companies identify new opportunities at the

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intersection of two or more industries. This is called ________.
A) globalization
B) customization
C) industry convergence
D) disintermediation
E) privatization

13) Which of the following holds that consumers prefer products that are widely available
and inexpensive?
A) the product concept
B) the production concept
C) the selling concept
D) the performance concept
E) the marketing concept

14) Managers of ________ businesses concentrate on achieving high manufacturing

efficiency, low costs, and mass distribution.
A) selling-oriented
B) product-oriented
C) production-oriented
D) marketing-oriented
E) consumer-oriented

15) The ________ concept holds that consumers will favor offerings with the best quality,
performance, or innovative features.
A) product
B) marketing
C) production
D) selling
E) holistic marketing

16) ________ makes sense in developing countries such as China where the largest PC
manufacturer, Lenovo, and domestic appliances giant, Haier, take advantage of the country’s
huge inexpensive labor pool to dominate the market.
A) selling orientation
B) production orientation
C) product orientation
D) marketing orientation
E) social orientation

17) The marketing concept holds that ________.

A) a firm should find the right products for its customers, and not the right customers for its
products
B) customers who are coaxed into buying a product will most likely buy it again
C) a new product will not be successful unless it is priced, distributed, and sold properly
D) consumers and businesses, if left alone, won't buy enough of the organization's products
E) a better product will by itself lead people to buy it without much effort from the sellers

18) ________ is based on the development, design, and implementation of marketing

programs, processes, and activities that recognize their breadth and interdependencies.

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A) Niche marketing
B) Holistic marketing
C) Relationship marketing
D) Supply chain marketing
E) Demand-centered marketing

19) What are the four broad themes of holistic marketing?

A) relationship, internal, position, and performance marketing
B) integrated, internal, position, and performance marketing
C) relationship, integrated, internal, and performance marketing
D) integrated, relationship, social responsibility, and position marketing
E) relationship, social responsibility, internal, and performance marketing

20) Which of the following is true for the modern company organization chart?
A) Frontline employees are less important than top management.
B) Customers are at the top of the pyramid.
C) Top management is at the top of the pyramid.
D) Customers are less important than middle management.
E) Frontline employees are at the top of the pyramid

21) ________ is the perceived monetary value of the bundle of economic, functional, and
psychological benefits customers expect from a given market offering.
A) Total customer cost
B) Total customer benefit
C) Total benefits of ownership
D) Value proposition
E) Value delivery system

22) The bundle of costs customers expect to incur in evaluating, obtaining, using, and
disposing of the given market offering is called the ________.
A) activity-based cost
B) customer profitability analysis
C) total customer cost
D) product life-cycle cost
E) direct product profitability

23) ________ is the study of how individuals, groups, and organizations select, buy, use, and
dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
A) Target marketing
B) Mind mapping
C) Consumer activism
D) Consumer behavior
E) Product differentiation

24) A person's ________ consist(s) of all the groups that have a direct (face-to-face) or
indirect influence on his/her attitudes or behavior.
A) subculture
B) family
C) social class
D) reference groups

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E) social networks

25) IKEA has achieved global recognition by offering consumers leading-edge Scandinavian
furniture at affordable prices. IKEA is delivering value to consumers who are ________.
A) money constrained
B) time constrained
C) brand constrained
D) value constrained
E) self-concept constrained
26) At the top of Maslow's hierarchy of needs (shown as a pyramid in the text) are ________
needs.
A) esteem
B) self-actualization
C) social
D) safety
E) physiological

27) ________ is the process by which we select, organize, and interpret information inputs to
create a meaningful picture of the world.
A) Consumption
B) Perception
C) Acculturation
D) Assimilation
E) Cognitive dissonance

28) The ___________ normally deals with far fewer, much larger buyers than the consumer
marketer does.
A) savvy marketer
B) retail marketer
C) business marketer
D) global marketer
E) regional marketer

29) Which of the following is true for business marketers?

A) They deal with more and larger buyers than consumer marketers.
B) They deal with more and smaller buyers than consumer marketers.
C) They deal with fewer and larger buyers than consumer marketers.
D) They deal with fewer and smaller buyers than consumer marketers.
E) They deal with the same kind of buyers as consumer marketers.

30) The demand for business goods is ultimately derived from the demand for ________.
A) raw materials
B) consumer goods
C) services
D) business solutions
E) e-commerce

31) Sometimes a rise of only 10% in consumer demand can cause as much as a 200% rise in
business demand for products for the next period. This is an example of ________.
A) inelastic demand

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B) direct purchasing
C) fluctuating demand
D) derived demand
E) a straight rebuy

32) Shoe manufacturers are not going to buy much more leather if the price of leather falls,
nor will they buy much less leather if the price rises, unless they can find satisfactory
substitutes. This is an example of ________.
A) inelastic demand
B) direct purchasing
C) the acceleration effect
D) a modified rebuy
E) a straight rebuy

33) In a ________ purchasing situation, the buyer wants to make some change to existing
product specifications, prices, delivery requirements, or other terms.
A) new rebuy
B) regular buy
C) straight rebuy
D) modified rebuy
E) new task

34) The business buyer has to make the fewest decisions when involved in a ________.
A) modified rebuy
B) regular buy
C) straight rebuy
D) new rebuy
E) new task

35) In the purchasing decision process, the ________ are those who request that something
be purchased. They may be users or others in the organization.
A) users
B) initiators
C) influencers
D) deciders
E) approvers

36) In the purchasing decision process, the ________ are those who have the power to
prevent sellers or information from reaching members of the buying center.
A) approvers
B) buyers
C) initiators
D) gatekeepers
E) deciders

37) The task of any business is to ________.

A) create customer needs
B) differentiate in terms of cost of production
C) deliver customer value at a profit
D) reduce competition

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E) communicate similar value as provided by competitors

38) What is the traditional view of marketing?

A) Firms should just focus on production because if the products are good then they will
automatically sell.
B) Firms should just focus on making something and then selling it.
C) Firms should have a proper marketing team that can increase consumers' awareness of
their products and rouse their interest in them.
D) Firms should price their products as low as possible so that marketing them becomes easy.
E) Firms should remember that promotion is the most important of the four Ps.

39) Value delivery process can be divided into three phases, out of which "choosing the
value" implies _______, which is the essence of strategic marketing.
A) segmentation, developing, and delivering
B) targeting, positioning, and communicating
C) targeting, positioning, and delivering
D) segmentation, targeting, and positioning
E) researching, developing, and delivering

40) The first phase of the value creation and delivery sequence is ________ that represents
the "homework" marketing must do before any product exists.
A) choosing the value
B) providing the value
C) communicating the value
D) considering the value
E) acquiring the value

41) The last step in the value creation and delivery sequence is ________ the value where the
sales force, sales promotion, advertising, and other communication tools announce and
promote the product.
A) developing
B) positioning
C) communicating
D) reversing
E) researching

42) In the cycle of complete strategic planning, taking corrective action is a part of ________.
A) planning
B) implementation
C) controlling
D) organizing
E) analyzing

43) The ________ in the value chain cover the sequence of bringing materials into the
business (inbound logistics), converting them into final products (operations), shipping out
final products (outbound logistics), marketing them (marketing and sales), and servicing them
(service).
A) operations processes
B) manufacturing processes
C) primary activities

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D) secondary activities
E) tertiary activities

44) Michael Porter's value chain would identify which of the following as a support activity?
A) shipping out final products
B) marketing products
C) procurement
D) servicing products
E) operations

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45) Which of the following can be considered a primary activity in the value chain process?
A) procurement
B) human resource management
C) technology development
D) inbound logistics
E) firm infrastructure

46) Core competencies tend to refer to areas of special technical and production expertise,
whereas ________ tend to describe excellence in broader business processes.
A) process benchmarks
B) distinctive capabilities
C) distributive capabilities
D) facultative benchmarks
E) concentric capabilities

47) Through its inventory management technology and highly efficient shipping practices,
IKEA is able to keep its inventory expenditure extremely low and to pass these savings on to
consumers in the form of low prices. IKEA's strategy is best described as ________.
A) a focused approach
B) integrative growth
C) differentiation
D) market development
E) overall cost leadership
Answer: E
Page Ref: 61-62
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate

48) When a firm aims to underprice competitors and win market share, it is using a(n)
________ strategy that requires relatively less marketing skills as compared to other
strategies.
A) product differentiation
B) overall cost leadership
C) focus
D) domestic customer relationship
E) price skimming

49) Unlike its competitors in the online air travel industry, Travel.com provides its customers
with a greater variety of services such as cruise reservations, package tours, hotel bookings,
and car rentals. This is an example of a(n) ________ strategy.
A) overall cost leadership
B) focus
C) differentiation
D) diversification
E) promotional

50) Which of the following statements is true of marketing plans?

A) They can be independently developed without worrying about other functional areas.
B) They provide direction and focus for a brand, product, or company.

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C) They are usually profit-oriented.
D) They are of limited use to non-profit organizations.
E) They are typically five-year plans and they lay out the strategies required to achieve
targets in those five years.

51) The most frequently cited shortcomings of current marketing plans, according to
marketing executives, are lack of realism, insufficient competitive analysis, and a ________
focus.
A) long-term
B) profit
C) short-run
D) product
E) price

52) The ________ is the last section of the marketing plan and spells out the goals and budget
for each month or quarter, so management can review each period's results and take action as
needed.
A) executive summary
B) situation analysis
C) marketing strategy
D) financial projections
E) implementation and controls

53) Pampers divides its market demographically on the basis of ________ into prenatal, new
baby, baby, toddler, and preschooler.
A) life stage
B) gender
C) age
D) income
E) social class

54) Behavioral segmentation variables include:

A) benefits, user status and income
B) benefits, user status and usage rate
C) benefits, user status and age
D) benefits, user status and occupation
E) benefits, user status and culture

55) __________ defines a person’s major concern, such as going through a divorce, going
into a second marriage, taking care of an older parent, deciding to cohabit with another
person, deciding to buy a new home, and so on.
A) Product stage
B) Age stage
C) Life stage
D) Income stage
E) Occupation stage

56) ________ is the science of using psychology and demographics to better understand
consumers.
A) Psychographics

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B) Interactionism
C) Clustering
D) Demographic transition
E) Customerization

57) Dennis requests his father to buy him a PlayStation® for his birthday. With respect to
consumer decision roles, which role is Dennis currently playing?
A) initiator
B) influencer
C) decider
D) buyer
E) gatekeeper

58) If a buyer is loyal to two or three different brands of soap, this buyer's loyalty status can
be described as being among the ________.
A) switchers
B) shifting loyals
C) split loyals
D) hard-core loyals
E) antiloyals

59) During which step of the segmentation process would the marketer group customers into
segments based on similar needs and benefits sought by the customer in solving a particular
consumption problem?
A) Step 2—segment identification
B) Step 3—segment attractiveness
C) Step 6—segment “acid test”
D) Step 1—needs-based segmentation
E) Step 7—marketing-mix strategy

60) If an organization's marketing department wished to create “segment storyboards” to test

the attractiveness of each segment's positioning strategy, this action would most likely occur
in the ________ step of the segmentation process.
A) needs-based segmentation
B) segment identification
C) segment profitability
D) segment "acid test"
E) marketing-mix strategy

61) In ________ marketing, the firm ignores segment differences and goes after the whole
market with one offer.
A) niche
B) mass
C) guerrilla
D) segmented
E) differentiated

62) A segment should be the largest possible ___________ group worth going after with a
tailored marketing program.
A) homogeneous

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B) heterogeneous
C) diffused
D) clustered
E) scattered

63) After analyzing their company's strengths and weaknesses, top managers at Asia Loans
decided to meet the needs of the DINK (dual income, no kids) market segment, Asia Loans
simplified its sales contract, restructured its advertising efforts to focus on Google ads, and
created a separate customer-service department. Asia Loans’ strategy is best described as a(n)
________ strategy.
A) overall cost leadership
B) focus
C) differentiation
D) diversification
E) promotional

64) The first step in the business unit strategic-planning process deals with which of the
following?
A) formulate goals
B) define business mission
C) implement strategies
D) execute programs
E) conduct SWOT analysis

65) A company’s organization consists of its structures, policies, and corporate culture, all of
which can become dysfunctional in a _______________ business environment.
A) competitive
B) global
C) rapidly changing
D) stagnant
E) local

66) If you were the CEO of a company that was looking to implement strategies to fill a
perceived strategic-planning gap, you would most likely explore ________ strategy first
because it is easier to improve an existing business than to build a new one.
A) market-penetration
B) market-development
C) diversification
D) product-development
E) exclusive

67) Which of the following is an example of integrative growth?

A) a company improves its market share with its current products in the current markets
B) a company enters a new market with current products
C) a company develops new products for its existing markets
D) a company improving sales by integrating backward
E) a company developing new products for new markets

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68) A company that seeks to increase its sales and profits through backward, forward, or
horizontal integration within the industry is said to be employing a(n) ________ strategy.
A) diversification growth
B) intensive growth
C) target growth
D) integrative growth
E) conglomerate growth

69) Market-penetration, product-development, and market-development strategies would all

be examples of ________ strategies.
A) concentric growth
B) conglomerate
C) horizontal
D) intensive growth
E) integrative growth

70) If married and unmarried women respond similarly to a sale on perfume, these
hypothetical segments fail the ________ criterion for useful market segments.
A) measurable
B) substantial
C) accessible
D) differentiable
E) actionable

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