A Preface to Marketing Management Quiz Questions and Answers Solved Correctly
The purpose of the marketing concept is to rivet the attention of marketing managers on _____. -
Answers customer orientation
Which of the following statements is true about marketing?
A) It encourages customers to do what suits the interests of the firm as its principal task.
B) It allocates marketing functions to an independent marketing team that minimizes interaction with
other stakeholders like clients and customers.
C) It takes into account members of the producing organization, resellers of goods and services, and
customers or clients.
D) It encourages production orientation as the end goal of the concerned organization, rather than
customer orientation. - Answers C) It takes into account members of the producing organization,
resellers of goods and services, and customers or clients.
Marketing designed to create exchanges for intangible products is known as: - Answers service
marketing
An electoral campaign or a political campaign that focuses on candidates for head of state or head of
government is an example of _____. - Answers person marketing
When organizations expand into new products, markets or industries, their original purpose may
become irrelevant. Such organizations can be defined as _____. - Answers drifting organizations
When a mission statement provides guidance to employees and managers working in geographically
dispersed units on independent tasks and provides a shared sense of purpose, it is said to be of _____
benefit to the organization. - Answers motivational
In developing an organization's strategic plan, once an organization has formulated its mission and
developed its objectives, the next task is to develop _____. - Answers organizational strategies
Which of the following organizational strategies focuses primarily on increasing the sale of present
products to present customers?
A) Market development
B) Product development
C) Diversification
D) Market penetration - Answers D) Market penetration
An organization seeking to find new customers for its present products without creating any new
products would most likely implement the _____ strategy. - Answers market development
,With the _____ strategy, new products are directed primarily at present customers as the target group. -
Answers product development
Which of the following strategies can lead an organization into entirely new and even unrelated
businesses focused on customers who are not currently being served?
A) Diversification
B) Customer retention
C) Decentralization
D) Market penetration - Answers A) Diversification
If a firm chooses to employ a cost leadership strategy, it implies that the firm's organizational strategy is
primarily based on: - Answers competitive advantage
A cost leadership strategy is best characterized by:
A) premium prices being charged for goods and services.
B) an emphasis on differentiation and uniqueness.
C) efficiencies in production, product design, manufacturing, distribution, and technology.
D) the allocation of resources to R&D to create and maintain a stronghold in a particular dimension that
makes the product unique. - Answers C) efficiencies in production, product design, manufacturing,
distribution, and technology.
Which of the following is an essential characteristic of strategic business units (SBUs)?
A) They can be created in manufacturing industries but not in service industries.
B) They have their own competitors and a distinct mission.
C) They cannot be a collection of related businesses.
D) They must be based on other businesses of the organization. - Answers B) They have their own
competitors and a distinct mission.
Which of the following is an aspect of the competitive environment of a company?
A) Acquisition of competing firms
B) Subdepartments and employees of the marketing department
C) High inflation and unemployment levels
D) Federal, state, and local legislations - Answers A) Acquisition of competing firms
, Factors such as high inflation and unemployment levels that can limit the size of the market purchasing
a firm's top-of-the-line product come under the _____ of the firm. - Answers economic environment
In the context of marketing planning, _____ is the first step. - Answers establishing marketing objectives
Olde Westport Spice & Trading Company sells 14 seasoning mixes for everything from spicy chili, to
curry rice, to dip for chips and vegetables. A 5.5 ounce bottle of one of its seasoning mixes costs
between $3.95 and $5.95 depending on its contents. The owners of the company market the product by
attending 135 craft fairs annually, giving out free samples of food made with the various seasonings and
making sure each person who tries a sample leaves with a brochure and mail order form. People learn
about the product from attending the fair, reading cooking magazines, and obtaining information from
word of mouth. This example best describes Olde Westport's _____. - Answers marketing mix
Throughout the marketing management process, current, reliable, and valid information is needed to
make effective marketing decisions. Providing this information is the task of the: - Answers marketing
information system and marketing research.
Ray is the marketing manager at a large consumer goods company. Prior to taking over as marketing
manager, marketing plans were viewed as an isolated task performed by his department independently.
However, Ray felt that such an approach was not ideal and he constituted a team of representatives
from each department, like finance and production. He encouraged the representatives to hold
meetings whenever a new marketing plan was required. This approach helped streamline the marketing
process and enabled the different departments to understand their unique strengths and limitations.
Which of the following statements is true of Ray's approach to making marketing decisions in this
scenario?
A) Ray encouraged the marketing division to make autonomous decisions about new marketing plans.
B) Ray followed the traditional model of marketing at the marketing division of the company.
C) Ray viewed marketing management as the f - Answers D) Ray adopted a new approach to marketing
using cross-functional teams to create plans to serve customers efficiently.
Once managers have processed research data, they should _____. - Answers prepare the research
report
Green Diamond Inc. designs fashion accessories. It has an in-house design team that creates the designs
for its various product lines. The marketing manager, Aisha, is given the task of identifying the most
profitable product lines and bestselling designs to implement a pay-for-performance reward system for
designers. To accomplish this task, Aisha is most likely to use information from a _____. - Answers
secondary data source
Fresh-For-You, a retail chain, undertakes a research study that involves watching and tabulating the
average number of items of merchandise customers examine before making a final selection along with
the average time they spend in different sections of the store. Fresh-For-You believes that the results of
The purpose of the marketing concept is to rivet the attention of marketing managers on _____. -
Answers customer orientation
Which of the following statements is true about marketing?
A) It encourages customers to do what suits the interests of the firm as its principal task.
B) It allocates marketing functions to an independent marketing team that minimizes interaction with
other stakeholders like clients and customers.
C) It takes into account members of the producing organization, resellers of goods and services, and
customers or clients.
D) It encourages production orientation as the end goal of the concerned organization, rather than
customer orientation. - Answers C) It takes into account members of the producing organization,
resellers of goods and services, and customers or clients.
Marketing designed to create exchanges for intangible products is known as: - Answers service
marketing
An electoral campaign or a political campaign that focuses on candidates for head of state or head of
government is an example of _____. - Answers person marketing
When organizations expand into new products, markets or industries, their original purpose may
become irrelevant. Such organizations can be defined as _____. - Answers drifting organizations
When a mission statement provides guidance to employees and managers working in geographically
dispersed units on independent tasks and provides a shared sense of purpose, it is said to be of _____
benefit to the organization. - Answers motivational
In developing an organization's strategic plan, once an organization has formulated its mission and
developed its objectives, the next task is to develop _____. - Answers organizational strategies
Which of the following organizational strategies focuses primarily on increasing the sale of present
products to present customers?
A) Market development
B) Product development
C) Diversification
D) Market penetration - Answers D) Market penetration
An organization seeking to find new customers for its present products without creating any new
products would most likely implement the _____ strategy. - Answers market development
,With the _____ strategy, new products are directed primarily at present customers as the target group. -
Answers product development
Which of the following strategies can lead an organization into entirely new and even unrelated
businesses focused on customers who are not currently being served?
A) Diversification
B) Customer retention
C) Decentralization
D) Market penetration - Answers A) Diversification
If a firm chooses to employ a cost leadership strategy, it implies that the firm's organizational strategy is
primarily based on: - Answers competitive advantage
A cost leadership strategy is best characterized by:
A) premium prices being charged for goods and services.
B) an emphasis on differentiation and uniqueness.
C) efficiencies in production, product design, manufacturing, distribution, and technology.
D) the allocation of resources to R&D to create and maintain a stronghold in a particular dimension that
makes the product unique. - Answers C) efficiencies in production, product design, manufacturing,
distribution, and technology.
Which of the following is an essential characteristic of strategic business units (SBUs)?
A) They can be created in manufacturing industries but not in service industries.
B) They have their own competitors and a distinct mission.
C) They cannot be a collection of related businesses.
D) They must be based on other businesses of the organization. - Answers B) They have their own
competitors and a distinct mission.
Which of the following is an aspect of the competitive environment of a company?
A) Acquisition of competing firms
B) Subdepartments and employees of the marketing department
C) High inflation and unemployment levels
D) Federal, state, and local legislations - Answers A) Acquisition of competing firms
, Factors such as high inflation and unemployment levels that can limit the size of the market purchasing
a firm's top-of-the-line product come under the _____ of the firm. - Answers economic environment
In the context of marketing planning, _____ is the first step. - Answers establishing marketing objectives
Olde Westport Spice & Trading Company sells 14 seasoning mixes for everything from spicy chili, to
curry rice, to dip for chips and vegetables. A 5.5 ounce bottle of one of its seasoning mixes costs
between $3.95 and $5.95 depending on its contents. The owners of the company market the product by
attending 135 craft fairs annually, giving out free samples of food made with the various seasonings and
making sure each person who tries a sample leaves with a brochure and mail order form. People learn
about the product from attending the fair, reading cooking magazines, and obtaining information from
word of mouth. This example best describes Olde Westport's _____. - Answers marketing mix
Throughout the marketing management process, current, reliable, and valid information is needed to
make effective marketing decisions. Providing this information is the task of the: - Answers marketing
information system and marketing research.
Ray is the marketing manager at a large consumer goods company. Prior to taking over as marketing
manager, marketing plans were viewed as an isolated task performed by his department independently.
However, Ray felt that such an approach was not ideal and he constituted a team of representatives
from each department, like finance and production. He encouraged the representatives to hold
meetings whenever a new marketing plan was required. This approach helped streamline the marketing
process and enabled the different departments to understand their unique strengths and limitations.
Which of the following statements is true of Ray's approach to making marketing decisions in this
scenario?
A) Ray encouraged the marketing division to make autonomous decisions about new marketing plans.
B) Ray followed the traditional model of marketing at the marketing division of the company.
C) Ray viewed marketing management as the f - Answers D) Ray adopted a new approach to marketing
using cross-functional teams to create plans to serve customers efficiently.
Once managers have processed research data, they should _____. - Answers prepare the research
report
Green Diamond Inc. designs fashion accessories. It has an in-house design team that creates the designs
for its various product lines. The marketing manager, Aisha, is given the task of identifying the most
profitable product lines and bestselling designs to implement a pay-for-performance reward system for
designers. To accomplish this task, Aisha is most likely to use information from a _____. - Answers
secondary data source
Fresh-For-You, a retail chain, undertakes a research study that involves watching and tabulating the
average number of items of merchandise customers examine before making a final selection along with
the average time they spend in different sections of the store. Fresh-For-You believes that the results of
