MKTG 1199 SIM Campus MCQ Sample Questions Week 1 Overview of Marketing Multiple Choice 1. Marketing seeks to create and manage profitable customer relationships by delivering _____ to

customers. a. competitive prices b. superior value c. superior service d. superior promotion

(b) 2. The marketing manager at Sunshine Car Washes is holding a training session for new

employees. She stresses that perhaps the most important concept of modern marketing is _____. a. customer relationship management b. e-mail advertising c. a quality Web site d. properly trained sales people

(a) 3. You have learned at work that today’s successful companies at all levels have one thing in

common: they are strongly customer focused and heavily committed to _____. a. obtaining the best CEOs b. increasing wealth to stockholders c. marketing d. employee motivation

(c) 4. _____ is managing profitable customer relationships.

a. Management b. Control c. Marketing d. Human Resources

(c) 5. The twofold goal of marketing is to attract new customers by promising superior

value and to _____. a. keep and grow current customers by delivering satisfaction b. keep and grow current customers by delivering competitive pricing c. keep and grow current customers by delivering friendly service d. all of the above

(a) 6. Marketing is more than _____ and advertising.

a. distribution b. promotion c. selling d. customer service

(c) 7. Today, marketing must be understood in terms of making a sale and _____.

a. satisfying customer needs b. understanding customer value c. customers’ self images d. brilliant advertising

(a)

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8. Marketing is not only an exchange and managerial process, it is a _____.

a. numbers game b. social process c. cultural process d. subcultural process

(b) 9. You have learned from experience as well as from this course that the most basic

concept underlying marketing is that of _____. a. selling and advertising b. customer satisfaction c. retaining customers d. human needs

(d) 10. As a new assistant marketing manager trainee, you learn in an orientation meeting

that _____ are the form human needs take as they are shaped by culture and individual personality. a. wants b. demands c. self concepts d. desires

(a)

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Week 2 Marketing Planning Multiple Choice 1. Disney has been successful in selecting an overall company strategy for long-run survival and

growth called _____. a. tactical planning b. strategic planning c. futuristic planning d. relationship marketing

(b) 2. When your firm practices developing and maintaining a strategic fit between your organization’s

goals and capabilities, it is forming a (an) _____. a. mission statement b. values statement c. strategic plan d. operating plan

(c) 3. At the corporate level, a company starts the strategic planning process by defining its overall

purpose and _____. a. mission b. values c. vision d. strengths

(a) 4. A strategic plan has this item or items following its marketing objectives.

a. budgetary requirements b. target market selection c. research plans d. marketing strategies

(d) 5. What do we call the collection of businesses and products that make up the company?

a. investment diversity b. needs inventory c. business portfolio d. none of the above

(c) 6. Which of the following does business portfolio planning entail?

a. analyzing the current portfolio b. deciding which units should receive more or less investment c. deciding which units should receive no further investment d. all of the above

(d) 7. The firm you work for has decided to use the Boston Consulting Group’s approach to classify its

business units. Upon what is the approach based? a. most profitable units b. growth-share matrix c. customer retention d. cost-benefits

(b)

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8. The BCG market growth rate provides a measure of _____. a. company strength in the market b. decline of competitors c. market attractiveness d. the unit stock value

(c) 9. A common practice among marketers is to increase sales to current customers without changing

their products. What is this practice called? a. market skimming b. market penetration c. market development d. product extension

(b) 10. A common practice among marketers is to identify and develop new markets for their existing

products. This practice is called _____. a. market development b. product development c. market penetration d. market skimming

(a)

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Week 2 The Marketing Environment Multiple Choice 1. The current marketing environment has a tendency to turn back the clock to simpler times.

What has this yearning produced? a. massive nostalgia wave b. massive nutrition wave c. massive exercise wave d. massive music wave

(a) 2. You are directed to study the factors that are close to the company that affect its ability to serve

its customers – the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying? a. the macroenvironment b. the microenvironment c. the marketing environment d. the global environment

(b) 3. You are directed to study the factors that are larger societal forces that affect your company –

demographic, economic, natural, technological, political, and cultural. What are you studying? a. the macroenvironment b. the microenvironment c. the marketing environment d. the global environment

(a) 4. All of the groups within a company are called the _____.

a. culture b. diversity c. internal environment d. climate

(c) 5. Currently, you are employed by a firm that conducts marketing research and creates ads for

other companies that help them target and promote their products to the right markets. For whom are you employed? a. financial intermediary b. physical distribution firm c. marketing service firm d. reseller

(c) 6. Defining people by their birth date may be less effective than segmenting them by their _____ or

____. a. income; occupation b. lifestyle; occupation c. lifestyle; life stage d. occupation; life stage

(d)

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7. The _____ environment consists of factors that affect consumer purchasing power and spending patterns. a. social-cultural b. political-legal c. technological d. economic

(d) 8. One of the major concerns for marketers about the natural environment is the _____.

a. number of protestors against misuse b. shortages of raw materials c. increases in recycling d. none of the above

(b) 9. Marketers are aware of laws, government agencies, and pressure groups that influence or limit

various organizations and individuals in a given society. We call this the _____ environment. a. social-legal b. legal-cultural c. political d. legal-technological

(c) 10. A society’s basic values, perceptions, preferences, and behaviors are found in its _____

environment. a. social b. cultural c. social-cultural d. cultural-economic

(b)

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Week 3 Managing Marketing Information Multiple Choice 1. An MIS consists of people, equipment, and procedures to gather, sort, _____, evaluate, and

distribute information to marketing decision makers. a. test b. test market c. analyze d. critique

(c) 2. Your firm has just developed its first successful MIS. It interacts with information users to

assess information needs, develop needed information, _____ the marketing information, and help managers use it in their decision making. a. distribute b. collect c. retrieve d. store

(a) 3. Marketers must weigh carefully the costs of additional information against the _____ resulting

from it. a. uses b. benefits c. knowledge d. rewards

(b) 4. Your marketing department is attempting to improve strategic decision making, assess and track

competitors’ actions, and provide early warning of opportunities and threats. Your department would do well to use _____. a. internal databases b. external databases c. marketing intelligence d. the Internet

(c) 5. Harvard University is using a systematic design, collection, analysis, and reporting of data

relevant to marketing its programs to minority students. What do we call this? a. promotion b. self-study c. marketing research d. cost-benefit analysis

(c) 6. The objective of _____ research is to gather preliminary information that will help define the

problem and suggest hypotheses. a. descriptive b. exploratory c. causal d. current

(b)

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7. You are to the point of testing hypotheses about decreasing sales in certain markets and their causes. You are involved in what type of research? a. exploratory b. descriptive c. causal d. market

(c) 8. The way to begin marketing research is to gather secondary data, which consists of information

_____. a. that already exists somewhere b. that does not currently exist in an organized form c. that already exists somewhere, having been collected for another purpose d. used by competition.

(c) 9. Primary data must be relevant, current, unbiased, and _____.

a. complete b. accurate c. inexpensive d. collected before secondary data

(b) 10. This method of research can obtain information that people are unwilling or unable to provide.

a. observation b. focus groups c. personal interviews d. fax surveys

(a)

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Week 4 Consumer Markets and Consumer Buyer Behavior Multiple Choice 1. _____ is never simple, yet understanding it is the essential task of marketing management.

a. Brand personality b. Consumption pioneer c. Early adopter d. Consumer buyer behavior

(d) 2. Most large companies research _____ buying decisions to find out what they buy, where they

buy, how and how much they buy, when they buy, and why they buy. a. market b. permanent c. consumer d. social

(c) 3. Marketing stimuli consist of the four Ps. Which is not one of these Ps?

a. product b. political c. price d. promotion

(b) 4. Which is not a part of the buyer’s black box?

a. observable buyer responses b. product choice c. need recognition d. dealer choice

(c) 5. _____ is the most basic cause of a person’s wants and behavior.

a. Culture b. Brand personality c. Cognitive dissonance d. New product

(a) 6. _____ are society’s relatively permanent and ordered divisions whose members share similar

values, interests, and behaviors. a. Social classes b. Purchase decisions c. Perceptions d. Attitudes

(a)

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7. _____ are ones to which the individual wishes to belong, as when a teenage basketball player hopes to play someday for the Los Angeles Lakers. a. Membership groups b. Aspirational groups c. Reference groups d. Leisure groups

(b) 8. The _____ is the most important consumer buying organization in society. Marketers are

interested in the roles and influence of the husband, wife, and children on the purchase of different products and services. a. family b. social class c. opinion leader d. information search

(a) 9. A _____ consists of the activities people are expected to perform according to the persons

around them. a. motive b. role c. lifestyle d. perception

(b) 10. A buyer’s decisions also are influenced by _____ such as the buyer’s age and life-cycle stage,

occupation, economic situation, lifestyle, and personality and self-concept. a. personal characteristics b. learning c. habitual buying behavior d. variety-seeking buying behavior

(a)

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Week 4 Business Markets and Business Buyer Behavior Multiple Choice 1. Business buyers tend to be more rational and _____ than consumer buyers.

a. orderly b. objective c. subjective d. team-oriented

(b) 2. As a purchasing agent, Benni Lopez buys goods and services for use in the production of other

products and services that are sold and supplied to others. Benni is involved in _____. a. consumer buying behavior b. corporate buying behavior c. reseller buying behavior d. business buying behavior

(d) 3. What can we say about the size of the business market compared to consumer markets?

a. It is approximately the same. b. It is smaller. c. It is huge. d. There is no need to compare them.

(c) 4. You have just realized after talking to a marketing analyst that many sets of _____ purchases

were made for only one set of _____ purchases. a. consumer; business b. inexpensive; business c. expensive; consumer d. business; consumer

(d) 5. What can we say about business purchasers compared to the consumer purchasers?

a. They deal with far fewer but far larger buyers. b. They are paid and the consumer is not paid for buying. c. Business buyers almost always work in committees. d. None of the above

(a) 6. You now understand that business demand is ultimately derived from the demand for consumer

goods and is therefore called _____. a. elastic demand b. fluctuating demand c. derived demand d. joint demand

(c) 7. It is because of _____ demand that many business goods and services tend to change more –

and more quickly – than the demand for consumer goods and services. a. fluctuating b. derived c. inelastic d. elastic

(a)

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8. What generally causes several people to become involved in a business purchase decision? It

is when the purchase is more _____. a. expensive b. time consuming c. complex d. frequent

(c) 9. Large business purchasers usually call for detailed product specifications, written purchase

orders, careful supplier searches, and formal approval. Because of this, we say the business buying process is more _____. a. formalized b. professional c. strategic d. time consuming

(a) 10. In a typical organization, buying activity consists of two major parts: the buying _____ and the

buying _____. a. committee; time b. time; reorder point c. economic order quantity; reorder point d. center; decision process

(d)

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Week 5 Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers Multiple Choice 1. When a company identifies the parts of the market it can serve best and most

profitably, it is practicing _____. a. concentrated marketing b. mass marketing c. targeted marketing d. segmenting

(d) 2. Even though several options are available at any one time, there is _____ to segment

a market. a. one single best way b. no single way c. the most effective way d. the least-cost way

(b) 3. Your firm has decided to localize its products and services to meet local market

demands. A good approach to use would be _____ segmentation. a. geographic b. benefit c. end use d. customer

(a) 4. When Burger King targets different groups—from children and teens to adults and

seniors—with different ads and media, it is practicing _____ segmentation. a. demographic b. age and life-cycle c. psychographic d. behavioral

(b) 5. As a business consultant, what type of segmentation would you suggest to

marketers who cater to people of certain social classes, lifestyles, and personality characteristics? a. behavioral b. gender c. psychographic d. age and life-cycle

(c) 6. Kathleen O’Toole divides buyers into groups based on their knowledge, attitudes,

uses, or responses to a product. Kathleen is obviously using _____ segmentation. a. behavioral b. psychographic c. age and life-cycle d. demographic

(a)

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7. This type of segmentation centers on the use of the word “when,” such as when

consumers get the idea to buy; when they actually make their purchase; or when they use the purchased item. What do marketers call this? a. behavioral b. psychographic c. occasion d. impulse

(c) 8. Your current assignment at York Foods is to find the major benefits people look

for in product classes; the kinds of people who look for each benefit; and the major brands that deliver each benefit. What is this segmentation method called? a. benefit b. behavioral c. age and life-cycle d. psychographic

(a) 9. Shampoo marketers rate buyers as light, medium, or heavy products users. This is _____.

a. user status b. usage rate c. benefit d. behavioral

(b) 10. Many firms are making an effort to identify smaller, better-defined target groups by using _____.

a. user rates b. loyalty segmentation c. multiple segmentation bases d. positioning

(c)

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Week 6 Product, Services, and Branding Strategies

Multiple Choice 1. _____ are a form of product that consists of activities, benefits, or satisfactions offered for sale

that are essentially intangible and do not result in the ownership of anything. a. Line extensions b. Services c. Brands d. Consumer products

(b) 2. Product is a key element in _____. At one extreme, it may consist of pure tangible goods or at

the other extreme pure services. a. market offering b. brand equity c. brand extension d. co-branding

(a) 3. Product planners need to think about products and services on three levels. Each level adds

more customer value. The most basic level is the _____, which addresses the question, “What is the buyer really buying?” a. actual product b. augmented product c. core benefit d. co-branding

(c) 4. Product planners need to think about products and services on three levels. The third level is

that the product planners must build on a(n) _____ around the core benefit and actual product by offering additional consumer services and benefits. a. augmented product b. brand equity c. brand extension d. industrial product

(a) 5. _____ are less frequently purchased consumer products and services that customers compare

carefully on suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making comparisons. a. Shopping products b. Brands c. Services d. Industrial Products

(a; Moderately) 6. _____ are consumer products and services with unique characteristics or brand identification for

which a significant group of buyers is willing to make a special purchase effort. a. Shopping products b. Unsought products c. Specialty products d. Industrial Products

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(c) 7. Developing a product or service involves defining the benefits that it will offer. These benefits

are communicated and delivered by _____ such as quality, features, and style and design. a. private brand b. product attributes c. consumer product d. product mix

(b; 8. You have just read an article on the latest research about product quality. You want to tell your

supervisor that product quality has two dimensions. What is one of these dimensions? a. consistency b. brand c. convenience product d. specialty product

(a) 9. The company periodically surveys buyers who have used a product and ask questions such as,

“Which specific features of the product do you like the most?” The company can then assess each feature’s _____ to customers versus its _____ to the company. a. cost; line extension b. cost; service c. value; cost d. service; line extension

(c) 10. _____ is more than skin deep—it goes to the very heart of the product. It contributes to a

product’s usefulness as well as to its looks. a. Style b. Design c. Packing d. Brand

(b)

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Week 7 New-Product Development and Product Life-Cycle Strategies 1. Every product seems to go through a life-cycle. Which of the following is not a major challenge presented by the PLC? a. All products eventually decline. b. A firm must be good at developing new products to replace aging ones. c. The firm must be good at adapting its marketing strategies. d. It is difficult to plot the stages as a product goes through the stages (d) 2. Every product seems to go through a life-cycle. Which of the following is not a major challenge presented by the PLC? a. All products eventually decline. b. A firm must be good at developing new products to replace aging ones. c. The firm must be good at adapting its marketing strategies. d. It is difficult to plot the stages as a product goes through the stages (d) 3. A firm can obtain new products through acquisition. One of the following is not a common way to accomplish this.

a. buy a whole company b. copy or modify a competitor’s products c. buy a patent d. buy a license to produce some else’s product

(b) 4. A company can obtain new products through new-product development. Which of the following

define(s) new products? a. original products b. product improvements c. product modification d. all of the above

(d) 5. New-product development starts with _____. a. idea generation b. idea screening c. concept development d. concept testing (a) 6. How could you use competitors as a choice of external new-product ideas? a. buy one of their products b. analyze their sales c. dismantle one of their products d. all of the above (d) 7. JoAnn Fabrics, Inc. has just created a new combination of colors and fabric types.

The firm wants to be sure of the way consumers perceive an actual or potential product called product _____. a. idea b. concept c. image d. proposal

(c)

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8. When developing new products, it is important for a firm to distinguish between a product concept, a product image, and a product _____.

a. idea b. proposal c. life-cycle d. none of the above

(a) 9. After concept testing, a firm would engage in this stage in developing and marketing a new product. a. idea screening b. marketing strategy development c. business analysis d. product development (b) 10. The second part of the marketing strategy statement outlines the product’s planned price, distribution, and _____ for the first year.

a. advertising b. promotion c. marketing budget d. positioning

(c)

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Week 8 Pricing Products 1. The price of an executive is a _____, the price of a salesperson is a _____, and the price of a

worker is a _____. a. commission; wage; salary b. wage; commission; salary c. salary; wage; commission d. salary; commission; wage

(d) 2. Little Roses’ Floral Design sells flowers at one set price to all buyers. What is this an example

of? a. total costs b. fixed costs c. variable costs d. dynamic pricing

(b) 3. Companies set _____ as their major objective if they are troubled by too much capacity, heavy

competition, or changing consumer wants. a. current profit maximization b. survival c. market share leadership d. product quality leadership

(b) 4. Firms set prices as low as possible in order to become the _____.

a. product quality leader b. market share leader c. customer quality leader d. profit maximization leader

(b) 5. Companies may set prices low for which of the following reasons?

a. to prevent competition from entering the market b. to stabilize the market c. to create excitement for a product d. all of the above

(d) 6. When Circuit Town Electronics sets their televisions at three price levels of

$699, $899, and $1099, it is using _____. a. price points b. tier-level pricing c. market-penetration pricing d. none of the above

(a) 7. When using price points, the seller must establish perceived ______ that support the

price differences. a. nonprice competition b. quality differences c. service levels associated with each d. all of the above

(b)

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8. When Kodak sets the general price range of its cameras low and its related film high it is practicing _____. a. market-penetration pricing b. market-skimming pricing c. product line pricing d. captive-product pricing

(d) 9. Latest Flicks offers weekly movie tickets for $15 and season tickets for $150. This theater is

offering _____ pricing. a. by-product b. captive-product c. product bundling d. discounted

(c) 10. What is a major advantage of product bundle pricing?

a. It can promote the sales of products consumers might not otherwise buy. b. It offers consumers more value for the money. c. It combines the benefits of the other pricing strategies. d. It provides a more complete product experience for consumers.

(a)

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Week 11 Marketing Channels 1. Which of the following is not a typical supply chain member?

a. reseller b. customer c. intermediary d. intermediary’s creditor

(d) 2. A better term for supply chain would be _____.

a. supply and demand chain b. demand chain c. channel of distribution d. distribution channel

(b) 3. With the advent of the Internet, most companies are forming _____ with other firms.

a. stronger relationships b. more numerous and stronger relationships c. more numerous and complex relationships d. more profitable relationships

(c) 4. Most producers today sell their goods to _____.

a. final users b. final users and marketing members c. intermediaries d. the government at various levels

(c) 5. A company’s channel decisions directly affect every other_____.

a. channel member b. marketing decision c. customer’s choices d. employee in the channel

(b) 6. Distribution channel decisions often involve _____ with other firms.

a. short-term commitments b. long-term commitments c. major problems d. financial losses

(b) 7. From the economic system’s point of view, the role of marketing intermediaries

is to transform the _____ made by producers into the _____ wanted by consumers. a. products; products b. assortment of products; products c. products; assortment of products d. assortment of products; assortment of products

(d)

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8. Producers benefit from using intermediaries because they _____.

a. offer greater efficiency in making goods available to target markets b. operate less expensively c. save a lot of work d. are generally backlogged with orders

(a) 9. Intermediaries play an important role in matching _____.

a. dealer with customer b. supply and demand c. product to region d. none of the above

(b) 10. One of the following is not a key function that intermediaries play in completing

transactions. Choose it. a. promotion b. information c. negotiation d. financing

(d)

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Week 9 - 10 Integrated Marketing Communication Strategy 1. A company’s total marketing communications mix consists of a special blend of advertising,

sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to pursue its advertising and marketing objectives. This is also called _____. a. direct marketing b. integrated marketing c. promotion mix d. competitive marketing

(c) 2. Short-term incentives to encourage the purchase or sale of a product or service is called_____.

a. direct marketing b. sales promotion c. personal selling d. public relations

(b) 3. Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an

identified sponsor is called _____. a. sales promotion b. advertising c. direct marketing d. personal selling

(b) 4. A brand’s advertising budget often depends on its _____. For example, new products typically

need large advertising budgets to build awareness and to gain consumer trial. a. patronage reward b. stage in the product life cycle. c. advertising agency d. advertising specialty

(b) 5. _____ consists of short-term incentives to encourage purchase or sales of a product or service.

This offers reasons to buy it now. a. A patronage reward b. A segment promotion c. Advertising d. Sales promotion

(d) 6. The growing use of sales promotion has resulted in _____.

a. advertising specialty b. promotion clutter c. promotion objective d. all of the above

(b)

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7. What is not an objective for trade promotions? a. to get retailers to carry new items and more inventory b. to get retailers to advertise the product c. to gain more shelf space d. to get salespeople to sign up new accounts

(d) 8. Manufacturers direct more sales promotion dollars toward _____ than to _____.

a. consumers; retailers b. customers; wholesalers c. retailers; consumers d. mature customers; teenagers

(c) 8. Manufactures may offer a(n) _____ in return for the retailer’s agreement to feature the manufacturer’s products in some way.

a. (POP) promotion b. allowance c. incentive promotion d. price pack

(b) 9. How does a company benefit if it picks up an interesting story?

a. Media may broadcast it. b. It may be embarrassing. c. Secrets may be revealed. d. None of the above.

(a) 10. _____ use several tools. Some of these are: the news, speeches, and special events.

a. Advertising agencies b. Advertising specialists c. Public relations professionals d. (POP) specialists

(c)

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