A Framework for Marketing Management, Global Edition
Exam study book A Framework for Marketing Management, Global Edition of Philip Kotler, Kevin Lane Keller - ISBN: 9781292093147, Edition: 6, Year of publication: - (Old exam questions)
1. A salesperson who relies on creative methods for selling a company’s tangible or
intangible offerings is called a(n)....
a. Order taker
b. Solution vendor
c. Demand creator
d. Deliverer
2. IKEA sends catalogs to consumers’ homes in hard copy or online. Catalog marketing
is an example of...
a. Advertising
b. Personal selling
c. Direct marketing
d. Sales promotion
3. Which of the following is the first step in the 6-step process of personal selling?
a. Prospecting and qualifying
b. Closing
c. Sales preapproach
d. Sales presentation and demonstration
4. Marketing managers write about the marketing activities that will be undertaken –
in terms of the product or service offering, pricing, distribution channels and
communication – in the .... section of the marketing plan.
a. Marketing tactics
b. Situation analysis
c. Marketing strategy
d. Financial projections
5. Most large companies consist of four organizational levels: the corporate level, the ...
level, the business unit level, and the product level.
a. Management team
b. Board of director
c. Division
d. Strategic
6. Fini’s bakery has decided to purchase Farina Mill, a specialty miller of organic flour,
to gain more control of its flour supply and improve its profits. Which form of
growth strategy has Fini’s Bakery employed?
a. Intensive growth
b. Diversification growth
c. Horizontal integration
d. Backward integration
7. Lab-grown meat competes with meat based on conventional livestock farming, which
functions as a close substitute. By using brand names like ‘mosa meat’, ‘super meat’
or ‘future meat’, lab-grown meat brands try to reassure consumers that their
products will deliver on the fundamental reasons for eating meat, thereby stressing
the products’. .....
, a. demand field
b. category membership
c. value membership
d. consumer profitability analysis
8. Nivea became the leader in the skin cream class on the “gentle”, “protective”, and
“caring” platform. In response to the Covid-19 pandemic Nivea has started
producing hand sanitizer, a 70% ethanol-based cleansing spray with an antibacterial
effect for hands. As long as consumers believe that Nivea’s hand sanitizer is strong
enough to effectively kill bacteria and germs, promoting hand sanitizer also as
‘caring’, ‘protecting’, and ‘hydrating’ is an example of stressing Nivea’s ...... within
the product class of hand sanitizers.
A. Category points-of-parity
B. Points-of-difference
C. Points-of-excellence
D. Correlational points-of-parity
9. A leading firm can use one of six defensive marketing strategies to protect its brand.
If the leader can no longer defend all its territory, and gives up weaker markets and
reassigns resources to stronger ones, the strategy is called.....
a. Position defense
b. Flank defense
c. Contraction defense
d. Mobile defense
10. Which of the following wholesales functions achieves savings for customers by
buying large carload lots and dividing larger quantities into smaller units?
a. Selling and promoting
b. Market information
c. Transportation
d. Bulk breaking
11. Retailers’ private-label brands pose a threat to manufactures’ brands.
Manufacturers are advised to fight against the private-label threat in which of the
following ways?
a. By investing in retailers’ store atmosphere
b. By ignoring private-label brands
c. By investing in strong ‘push’ marketing programs targeted at retailers
d. By investing in research and development to bring out new products or brands
12. A manufacturer that sells products through catalog marketing, online shopping and
telemarketing to final consumers directly makes use of...
a. Wholesaling
b. Franchising
c. Store retailing
d. Nonstore retailing
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