MARKETING PLANNING FUNDAMENTALS EXAM POOL ITEMS

MARKETING PLANNING FUNDAMENTALS EXAM POOL ITEMS

*** ACTUAL EXAM = 100 ITEMS @ 20 ITEMS/EACH CHAPTER ***

Chapter 1: Defining Marketing for the 21st Century

GENERAL CONCEPT QUESTIONS

Multiple Choice

1. Good marketing is no accident, but a result of careful planning and ________.
a. execution
b. selling
c. strategies
d. tactics
e. research
Answer: a Page: 4 Level of difficulty: Medium

2. Marketing is both an “art” and a “science”—there is constant tension between the formulated side of
marketing and the ________ side.
a. creative
b. selling
c. management
d. forecasting
e. behavior
Answer: a Page: 4 Level of difficulty: Easy

3. The most formal definition of marketing is ________.
a. meeting needs profitably
b. identifying and meeting human and social needs
c. the 4Ps (Product, Price, Place, Promotion)
d. an organizational function and a set of processes for creating, communicating, and delivering,
value to customers, and for managing customer relationships in ways that benefit the organization
and its stake holders.
e. improving the quality of life for consumers
Answer: d Page: 6 Level of difficulty: Medium

4. Marketing management is ________.
a. managing the marketing process
b. monitoring the profitability of the companies products and services
c. selecting target markets
d. developing marketing strategies to move the company forward
e. the art and science of choosing target markets and getting, keeping, and growing customers
through creating, delivering, and communicating superior customer value
Answer: e Page: 6 Level of difficulty: Easy




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, MARKETING PLANNING FUNDAMENTALS EXAM POOL ITEMS

*** ACTUAL EXAM = 100 ITEMS @ 20 ITEMS/EACH CHAPTER ***
5. A transaction involves ________.
a. at least two parties
b. each party has something that might be of value to the other party
c. each party is capable of communication and delivery
d. each party is free to accept or reject the exchange offer
e. all of the above
Answer: e Pages: 6–7 Level of difficulty: Medium

6. ________ goods constitute the bulk of most countries’ production and marketing efforts.
a. Durable
b. Impulse
c. Physical
d. Service
e. Event
Answer: c Page: 8 Level of difficulty: Medium

7. ________ can be produced and marketed as a product.
a. Information
b. Celebrities
c. Durable goods
d. Organizations
e. Properties
Answer: a Page: 9 Level of difficulty: Medium

8. Charles Revson of Revlon observed: “In the factory, we make cosmetics; in the store, ________.”
a. we make profits
b. we challenge competitors
c. we implement ads
d. we sell hope
e. we sell quality
Answer: d Page: 9 Level of difficulty: Easy

9. A ________ is someone seeking a response (attention, a purchase, a vote, a donation) from another
party, called the ________.
a. salesperson, customer
b. fund raiser, contributor
c. politician, voter
d. marketer, prospect
e. celebrity, audience
Answer: d Page: 10 Level of difficulty: Hard




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, MARKETING PLANNING FUNDAMENTALS EXAM POOL ITEMS

*** ACTUAL EXAM = 100 ITEMS @ 20 ITEMS/EACH CHAPTER ***
10. In ________—consumers may share a strong need that cannot be satisfied by an existing product.
a. negative demand
b. latent demand
c. declining demand
d. irregular demand
e. non-existent demand
Answer: b Page: 10 Level of difficulty: Medium

11. In ________—more customers would like to buy the product than can be satisfied.
a. latent demand
b. irregular demand
c. overfull demand
d. excessive
e. negative demand
Answer: c Page: 10 Level of difficulty: Medium

12. Marketers often use the term ________ to cover various groupings of customers.
a. people
b. buying power
c. demographic segment
d. social class position
e. market
Answer: e Page: 10 Level of difficulty: Hard

13. Companies selling mass consumer goods and services such as soft drinks, cosmetics, air travel, and
athletic shoes and equipment spend a great deal of time trying to establish a superior brand image in
markets called ________.
a. business markets
b. global markets
c. consumer markets
d. nonprofit and governmental markets
e. service markets
Answer: c Page: 11 Level of difficulty: Medium

14. In business markets, advertising can play a role, but a stronger role may be played by the sales force,
________, and the company’s reputation for reliability and quality.
a. brand image
b. distribution
c. promotion
d. price
e. performance
Answer: d Page: 11 Level of difficulty: Hard




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, MARKETING PLANNING FUNDAMENTALS EXAM POOL ITEMS

*** ACTUAL EXAM = 100 ITEMS @ 20 ITEMS/EACH CHAPTER ***
15. Global marketers must decide ________.
a. which countries to enter
b. how to enter each country (as an exporter, licenser, joint venture partner, contract manufacturer, or
solo manufacturer)
c. how to adapt their product and service features to each country
d. how to price their products in different countries
e. all of the above
Answer: e Pages: 11–12 Level of difficulty: Medium

16. Mohan Sawhney has proposed the concept of ________ to describe a cluster of complementary
products and services that are closely related in the minds of consumers but are spread across a diverse
set of industries.
a. metamarket
b. vertical integration
c. horizontal integration
d. betamarket
e. synchronized marketing
Answer: a Page: 12 Level of difficulty: Hard

17. The ________ promises to lead to more accurate levels of production, more targeted communications,
and more relevant pricing.
a. Age of Globalization
b. Age of Deregulation
c. Industrial Age
d. Information Age
e. Production Age
Answer: d Page: 13 Level of difficulty: Medium

18. Many countries have ________ industries to create greater competition and growth opportunities.
a. open-market
b. deregulated
c. regulated
d. scientifically segmented
e. created mass market
Answer: b Page: 13 Level of difficulty: Medium

19. Customers are showing greater price sensitivity in their search for ________.
a. the right product
b. the right service
c. the right store
d. value
e. relationships
Answer: d Page: 14 Level of difficulty: Medium




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