A Preface to Marketing Management 15th Edition Paul Peter James
Donnelly Test Bank Final Study Guide Questions with Correct
Answers (Grade A+)
Question 1: Sum of the tangible and intangible benefits and costs to them. Marketers can increase
value of a customer offering by reducing price or increasing quality
Answer: Value
Question 2: Apple, Nike, Geico, Budweiser, FedEx, Southwest
Answer: Great
Marketing Companies
Question 3: Product, Price, Place, Promotion
Answer: Marketing Mix
Question 4: Consumers dislike the product and may even pay to avoid it (Demand)
Answer: Negative
Question 5: Consumers may be unaware of or uninterested in the product (Demand)
Answer: Nonexistent
Question 6: Consumers may share a strong need that cannot be satisfied by an existing product
(Demand)
Answer: Latent
Question 7: Consumers being to buy the product less frequently or not at all (Demand)
Answer: Declining
Question 8: Consumer purchases vary on a seasonal, monthly, weekly, daily or even hourly basis
(Demand)
Answer: Irregular
Question 9: Consumers are adequately buying all products put into the marketplace (Demand)
Answer: Full
Page 1
,Question 10: More consumers would like to buy the product than can be satisfied (Demand)
Answer: Overfull
Question 11: Global Markets, Consumer Market, Business Markets, Government Market
Answer: Key Customer Markets
Question 12: Fewer, larger buyers Close supplier-customer relationship Professional purchasing
Multiple buying influences Derived demand Inelastic demand Fluctuating demand Geographically
concentrated buyers Direct purchasing
Answer: Characteristics of Business Markets
Question 13: Physical (Market)
Answer: Market-places
Question 14: Digital (Market)
Answer: Market-spaces
Question 15: Cluster of complimentary products and services closely related in the minds of
consumers, but spread across a diverse set of industries
Answer: Metamarkets
Question 16: Basic human requirements such as air, food, water, clothing, shelter
Answer: Needs
Question 17: When needs are directed to specific objects that might satisfy the need
Answer: Wants
Question 18: Wants for specific products backed by the ability to pay. People who want a Mercedes,
but only those that are willing and able to buy it
Answer: Demand
Page 2
, Question 19: A marketing strategy that involves dividing a broad target market into subsets of
consumers, businesses, or countries who have common needs and priorities, and then designing and
implementing strategies to target them
Answer: Segmentation
Question 20: A particular group of consumers at which a product or service is aimed. Segments that
present the greatest opportunity to a firm
Answer: Target Markets
Question 21: Promote (a product, service, or business) within a particular sector of a market, or as the
fulfillment of that sector's specific requirements
Answer: Positioning
Question 22: Producer > Wholesaler > Retailer > Consumer
Answer: Marketing
Channels
Question 23: Production, Product, Selling, Marketing, Holistic
Answer: Marketing
Concepts
Question 24: Consumers will favor products that are available and affordable (Marketing Concept)
Answer: Production Concept
Question 25: Consumers will favor products that offer the most in quality, performance, and
innovative features (Marketing Concept)
Answer: Product Concept
Question 26: Consumers will not buy enough without a large scale selling and promotion effort
(Marketing Concept)
Answer: Selling Concept
Question 27: Focus on satisfying the needs and wants of target markets (Marketing Concept)
Answer: Marketing Concept
Page 3
Donnelly Test Bank Final Study Guide Questions with Correct
Answers (Grade A+)
Question 1: Sum of the tangible and intangible benefits and costs to them. Marketers can increase
value of a customer offering by reducing price or increasing quality
Answer: Value
Question 2: Apple, Nike, Geico, Budweiser, FedEx, Southwest
Answer: Great
Marketing Companies
Question 3: Product, Price, Place, Promotion
Answer: Marketing Mix
Question 4: Consumers dislike the product and may even pay to avoid it (Demand)
Answer: Negative
Question 5: Consumers may be unaware of or uninterested in the product (Demand)
Answer: Nonexistent
Question 6: Consumers may share a strong need that cannot be satisfied by an existing product
(Demand)
Answer: Latent
Question 7: Consumers being to buy the product less frequently or not at all (Demand)
Answer: Declining
Question 8: Consumer purchases vary on a seasonal, monthly, weekly, daily or even hourly basis
(Demand)
Answer: Irregular
Question 9: Consumers are adequately buying all products put into the marketplace (Demand)
Answer: Full
Page 1
,Question 10: More consumers would like to buy the product than can be satisfied (Demand)
Answer: Overfull
Question 11: Global Markets, Consumer Market, Business Markets, Government Market
Answer: Key Customer Markets
Question 12: Fewer, larger buyers Close supplier-customer relationship Professional purchasing
Multiple buying influences Derived demand Inelastic demand Fluctuating demand Geographically
concentrated buyers Direct purchasing
Answer: Characteristics of Business Markets
Question 13: Physical (Market)
Answer: Market-places
Question 14: Digital (Market)
Answer: Market-spaces
Question 15: Cluster of complimentary products and services closely related in the minds of
consumers, but spread across a diverse set of industries
Answer: Metamarkets
Question 16: Basic human requirements such as air, food, water, clothing, shelter
Answer: Needs
Question 17: When needs are directed to specific objects that might satisfy the need
Answer: Wants
Question 18: Wants for specific products backed by the ability to pay. People who want a Mercedes,
but only those that are willing and able to buy it
Answer: Demand
Page 2
, Question 19: A marketing strategy that involves dividing a broad target market into subsets of
consumers, businesses, or countries who have common needs and priorities, and then designing and
implementing strategies to target them
Answer: Segmentation
Question 20: A particular group of consumers at which a product or service is aimed. Segments that
present the greatest opportunity to a firm
Answer: Target Markets
Question 21: Promote (a product, service, or business) within a particular sector of a market, or as the
fulfillment of that sector's specific requirements
Answer: Positioning
Question 22: Producer > Wholesaler > Retailer > Consumer
Answer: Marketing
Channels
Question 23: Production, Product, Selling, Marketing, Holistic
Answer: Marketing
Concepts
Question 24: Consumers will favor products that are available and affordable (Marketing Concept)
Answer: Production Concept
Question 25: Consumers will favor products that offer the most in quality, performance, and
innovative features (Marketing Concept)
Answer: Product Concept
Question 26: Consumers will not buy enough without a large scale selling and promotion effort
(Marketing Concept)
Answer: Selling Concept
Question 27: Focus on satisfying the needs and wants of target markets (Marketing Concept)
Answer: Marketing Concept
Page 3
