BL-BAMM-6102-LEC-1933T Select one:

MARKETING MANAGEMENT a. None of the above

Quiz 1 (Score 17/20) b. they are first in the market.
1. Marketing is a management process that
includes 4 elements, namely: c. an excellent product.
Select one: d. a superior customer experience.
a. people, price, product, promotion.
7. Humanize your communication means
b. promotion, place, price, people. Select one:
c. price, place, promotion, product. a. empathizing and emoting with customers.
d. product, price, promotion, service. b. using face to face when interacting with
customers.
2. _____ is the reason customers buy from you
and not the competition. c. All of the above
Select one: d. making sure to use your customers’ names.
a. Undying Sales Promotion
8. _____ are the major factors of customer
b. Unified Service Promotion commitment.
c. Unique Sales Business Select one:
d. Unique Sales Proposition a. Product excellence and service
b. Customer satisfaction and trust
3. Knowing your customers can be done by
Select one: c. All of the above

a. identifying decision-makers who are buying d. Open communication and integrity

your product or service.
9. Inbound marketing is also known as
b. studying future changes in your customers’ Select one:
markets and lives to anticipate needs.
a. All of the above
c. asking random questions to feel their pulse.
b. strategic marketing
d. All of the above
c. push marketing
4. _____ is the most basic concept for d. pull marketing
marketing.
Select one: 10. Traditional outbound marketing uses
a. Human needs Select one:

b. Imagination a. email blasts

c. None of the above b. T.V. ads, billboards

d. Desire c. magazines, catalogues, brochures

d. All of the above
5. What we want is largely influenced by 11. Marketing is positioning the right product in
Select one: the right place, at the right price, when there
a. mass media. is any opportunity.
Select one:
b. culture and individual personality.
True
c. pressure from society.
False
d. our family and friends.
12. No matter how good your product or service
6. A study showed that 80% of U.S. consumers is, the reality is that no-one will buy it if
say they would spend more money just to they don't see it.
ascertain Select one:
 20. The surge of information accessible on the
True
internet has caused a radical shift in
False consumer purchasing behavior.
Select one:
13. At the center of every successful business is
True
knowing and understanding customer needs.
Select one: False
True
False
Quiz 2 (Score 15/15)
14. Your Unique Sales Proposition is permanent
1. Strategic marketing planning is an one-time
even if the market changes.
on-going process that the management and
Select one:
operations staff of a company goes through
True to develop and execute effective marketing
False strategies.
Select one:
15. It is not proper to monitor what your True
competition is doing because of business
False 
ethics.
Select one:
2. The strategic marketing planning process
True includes developing a strategic viewpoint
False for the company to work on and how to
implement the strategy; identifying
16. If you engage in direct selling to individuals, promotional opportunities and assessing the
find out your customers' demographics like marketing opportunities; researching,
age, gender, occupation, marital status and analyzing and identifying the target markets;
interests. preparation and execution of the marketing
Select one: plan; and measuring and assessing the
results of the marketing efforts of the
True company.
False Select one:
True 
17. Increase in customer base happens when you
are nice to them. False
Select one:
3. A strategic marketing plan is used as rules
True and regulations a guide in conducting the
False company’s daily business as well as making
short-term and long-term plans.
18. Negative feedback and customer complaints Select one:
are stumbling blocks to a business’ success. True
Select one:
False 
True
False 4. The main benefit of a strategic marketing
plan is that it will guarantee revenue and
19. Inbound marketing costs 62% less per lead profit for the company it presents an
than outbound marketing. organized, written guide for a business to
Select one: follow to attain its objectives and goals.
Select one:
True
True
False
False 
 results of marketing programs. It is done by
5. Knowing who the target market is, what appointing all the value to the first or last
they do, how old they are, where they live, program that touched the deal.
how they think and feel, what their hobbies Select one:
are and more are not important major
True
considerations in crafting a strategic
marketing plan. False 
Select one:
12. The Attribute across Multiple Programs and
True
People is the approach that projects several
False  touches from several people to close a deal
and tries to measure the contribution of each
6. Factors such as customers, people, process individual touch.
to create the product or service, as well as Select one:
the presentation of the product are some of
True 
the added areas of the 4Ps of marketing.
Select one: False

True 
13. The Multi-Touch Attribution is best done
False with a complex simple even distribution.
Select one:
7. Research and monitoring your competition
True
is a minor major component of developing
an effective marketing strategy. False 
Select one:
14. A great way to assess the real impact of a
True
specific marketing program is to examine its
False  effectiveness against an organized control
group by comparing the results of both
8. You cannot can combine both mix and groups.
strategy because it will make your business Select one:
weak strong.
True 
Select one:
False
True
False  15. Regression is a statistical technique that
shows how outcomes of sales volume rely
9. To attain the company’s objectives in the on a range of independent marketing touches
target markets, you need to plan, analyze, and other non-marketing elements.
control, and implement pray. Select one:
Select one:
True 
True
False
False 

10. A SWOT analysis is a detailed analysis of

the company’s situation. Quiz 3 (Score 15/15)
Select one: 1. A marketing department operates in a sales
True  environment influenced by local or foreign
micro-environmental or macro-
False
environmental forces.
Select one:
11. The Single Attribution method is used by
appending revenue cycle projections to a True
first touch single attribution the most False 
popular methodology for monitoring the
 markets the changing age structure of the
2. Micro-environmental Macro-environmental population.
forces include demographics, economics, Select one:
cultural and social factors, political and legal
True 
factors, technology and the natural
environment while macro-environmental False
micro-environmental forces are distinct and
unique, such as customers, marketing 8. The middle age group has Baby Boomers
intermediaries, producers, public entities and have created a massive “bulge” in our
the company itself. population’s age distribution.
Select one: Select one:

True True 

False  False

3. Events involving a producer or vendor can 9. The Gen-X are the generation that is always-
potentially affect customer satisfaction, connected have been influenced by a wide
whether those events impact the availability range of political and cultural shifts, perhaps
of materials, product quality or supply chain most notably the development of various
costs. technologies.
Select one: Select one:

True  True 

False False

4. Publics are places that provide venues for 10. The distinct characteristic of a Millennial is
marketing activities groups that make a their absolute fluency and comfort with
major impact on marketing activities created computer, digital, and internet technology.
to contribute to customers’ satisfaction with Select one:
a product and an organization. True 
Select one:
False
True 
False 11. Factors that influence consumer purchasing
power and spending patterns are included in
5. Satisfied customers are a public that add to a the natural economic environment.
marketing initiative through positive word- Select one:
of-mouth. True 
Select one:
False
True 
False 12. The areas of concern in the natural
environment are the shortage of raw
6. The demographic environment is a major materials, increased pollution, government
force that can shape opportunities and pose involvement in natural resources
threats in a company’s macro-environment. management, among others.
Select one: Select one:

True  True 

False False

7. A demographic trend that is most visible is 13. The technological environment accounts for
emerging markets like China that is forces that develop new technologies,
attracting more attention from global developing new product and market
opportunities.
Select one:
 Select one:
True 
True 
False
False
14. The political cultural environment is
composed of traditions and other factors that 5. You can assess and evaluate information
influence society’s basic values, perceptions, needs through an effective management
preferences, and behaviors. interactive system or MIS.
Select one: Select one:
True  True 
False False
6. The MIS caters only to the company’s
15. Reactive Proactive marketing takes on the marketing and other managers.
environmental management perspective Select one:
using psychological, political, economic and
True 
public relations skills to manage
environmental forces to the company’s False
benefits while proactive reactive marketing
considers marketing environmental forces as 7. An effective MIS balances what data users
absolutely uncontrollable and tough to would like to own against what they really
predict. need and what is viable to offer.
Select one: Select one:

True  True 

False False

8. The world is monitored by the MIS so that

decision-makers know how to make policy
decisions.
Quiz 4 (Score /15) Select one:
1. There is no need to know the needs and
True 
wants of your customers for as long as you
go with the market trends. False
Select one:
9. Information alone has no worth its value
True 
comes from its use.
False Select one:
True 
2. Knowing your customers involves
interacting and being with them. False
Select one:
10. The systematic gathering and analysis of
True 
publicly available information about markets
False is known as competent marketing
intelligence.
3. The company needs sound information to Select one:
produce superior value and satisfaction for
True 
its customers.
Select one: False

True 
11. The systematic design, collection, analysis,
False and reporting of data relevant to a specific
marketing situation facing an organization is
4. Customer insight should never be used for called market exploration.
marketing strategy and policy. Select one:
 True 
2. The 4 major factors that influence consumer
False buyer behavior are psychological, physical,
emotional and spiritual cultural, social, and
12. The marketing research process starts with personal.
(1) defining the problem and research Select one:
objective; (2) developing the research plan
True
for collecting information; (3) interpreting
and reporting the findings; and (4) False 
implementing the research plan – collecting
and analyzing the data 3. Pottery Barn sells more than just home
Select one: furnishings. It sells upscale yet casual,
family- and friend-focused lifestyle is an
True 
example of a social personal factor affecting
False consumer buyer behavior.
Select one:
13. Primary data consists of information that
True
already exists somewhere, having been
collected for another purpose while False 
secondary data consists of information
collected for the specific purpose at hand. 4. Subculture Culture is a set of basic values,
Select one: perceptions, wants, and behaviors learned by
a member of society from family and other
True 
important institutions while culture
False subculture is a group of people with shared
value systems based on common life
14. Online marketing research includes internet experiences and situations.
surveys, online panels, experiments, and Select one:
online focus groups and brand communities.
True
Select one:
False 
True 
False 5. A caste system social class is a relatively
permanent and ordered division in a society
15. Managing general information about whose members share similar values,
individual customers and carefully interests, and behaviors.
managing customer touch points to Select one:
maximize customer loyalty is called
True
customer loyalty points.
Select one: False 
True 
6. Word-of-mouth influence is the impact of
False the personal words and recommendations of
trusted friends, associates, and other
consumers on buying behavior same as
while buzz marketing is creating opinion
Quiz 5 (Score 15/15) leaders to serve as “brand ambassadors”
1. A consumer market consists of all the who spread the word about a company’s
individuals and households that buy or products.
acquire goods and services for personal Select one:
consumption.
True
Select one:
False 
True 
False
 7. You are an opinion leader if you possess situations characterized by high consumer
special skills, knowledge, personality, or involvement in a purchase and significant
other characteristics to exert social influence perceived differences among brands.
over others. Select one:
Select one:
True
True 
False 
False
14. Variety-seeking Habitual buying behavior is
8. Marketers are NOT intimidated by the onset when consumers do not search extensively
of online social networks. They are working for information about the brands, evaluate
to harness the power of these new social brand characteristics, and make weighty
networks and others to promote their decisions about which brands to buy.
products and build closer customer Select one:
relationships. They hope to use the internet
True
and social networks to interact with
consumers and become a part of their False 
conversations and lives.
Select one: 15. The buyer decision process involves need
recognition, information search, evaluation
True
of alternatives, purchase decision, and post-
False  purchase behavior.
Select one:
9. A schedule lifestyle is a person’s pattern of
True 
living as expressed in his or her activities,
interests, and opinions. False
Select one:
True
False  Prelim Exam (Score 17/20)
1. Name and describe the types of buying
10. A behavior personality is the unique decision behavior and describe a personal
psychological characteristics that distinguish example for each.
a person or group.  The four types of buying decision behaviors
Select one: are complex buying behavior,
True dissonance reducing buying behavior,
habitual buying behavior, and variety
False 
seeking buying behavior. In complex buying
behavior consumers show a high level of
11. A brand personality is the specific mix of
involvement while purchase and observe
human traits that may be attributed to a
considerable differences among
particular brand.
brands. Dissonance reducing has
Select one:
consumer involvement very high due to the
True  high prices and infrequent
False purchases. Habitual buying behavior
consumer involvement is low. Variety
12. People can form different perceptions of the seeking buying behavior situation consumer
same stimulus because of selective retention, involvement is extremely low.
selective attention, and selective distortion. 2. Video Case: Domino’s
Select one: http://pizzaturnaround.com/ -- As a delivery
company, no one delivers better than
True  Domino’s. Its reputation for hot pizza in 30
False minutes or less is ingrained in customers’
13. Dissonance-reducing Complex buying minds. But not long ago, Domino’s began
behavior is consumer buying behavior in
 hearing its customers talking about how its How many parts go into Apple’s iPhone? Of course
pizza was horrible. there are the case, screen, camera, processor, and
 As a company that has long focused on battery, but have you ever considered all the other
solid marketing intelligence to make parts, such as screws and switches?
decisions, Domino’s went to work on how it  There are 40 to 50 screws alone in an
could change consumer perceptions about its iPhone, and each of the parts—including the
pizza. Through marketing research screws—must be sourced from suppliers.
techniques, Domino’s soon realized that it Apple’s list of primary contractors includes
had to take a very risky step and completely more than 20 companies scattered around
re-create the pizza that it had been selling the globe. Apple’s current CEO, Tim Cook,
for over 40 years. This video illustrates how was brought on by Apple co-founder, the
research not only enabled Domino’s to come late Steve Jobs, to streamline Apple’s supply
up with a winning recipe, but led to a chain. Cook cut component suppliers from
successful promotional campaign that has 100 to 24 and shut down 19 Apple
made fans of Domino’s pizza in addition to warehouses, resulting in a reduction of parts
its delivery service. After viewing the video inventory from one month to just six days.
featuring Domino’s, answer the following Most of this is possible through technology,
questions: and as a result, Apple’s supply chain has
been ranked number one in the world three
Explain the role that marketing research played in years in a row by Gartner’s and Apple is
the creation and launch of Domino’s new pizza. achieving record-setting profits.
 Marketing research played a key role in
Domino's release of a new pizza. Marketing 5. Go to www.gartner.com/DisplayDocument,
was the beginning and the end of the deal. select another company on Gartner’s Supply
Marketing started off by assessing all the Chain Top 25, and describe that company’s
bad publicity that had been shared and supply chain. Discuss the role technology
created about Domino's. They worked with plays in that company’s purchasing.
other departments in the company to create a  Technology in business allows organizations
strategy and new plan for what the new to improve both the performance and overall
pizza would be like. The creation and launch effectiveness of products, systems and
also ended with the marketing team by services, which, in turn, enables businesses
creating new advertisement for the pizza to expand quickly and efficiently.
and to get people excited to try it.
6. Discuss possible negative consequences of
3. Are there more effective ways that using technology to gain competitive
Domino’s could have gone about its advantage through purchasing and vendor
research process? relationship activities.
 I believe that Domino's did handle this  Furthermore, the increased instability of the
situation effectively, and I’m not sure of a exchange rate environment in the last
more effective way. They accessed the issue several years has also led to increased
at hand and worked to find a probable difficulties in managing globally scattered
solution. operations that were once fashionable in the
1980s-90s under the rubric of global
4. Why did it take so long for Domino’s to strategy. In this article, the authors explore
realize that customers didn’t like its pizza? potential limitations and negative
Was it an accident that it made this consequences of outsourcing strategy on a
realization? global scale.
 As a delivery company, no one delivers
better than Domino’s. Its reputation for hot 7. The buying behavior of organizations that
pizza in 30 minutes or less is ingrained in buy goods and services for use in the
customers’ minds. But not long ago, production of other products and services
Domino’s began hearing its customers that are sold, rented, or supplied to others.
talking about how its pizza was horrible.  Select one:
a. Consumer buyer behavior
 b. Consumer buying process a. New task
c. Business buying process b. Systems selling
d. Business buyer behavior c. Straight rebuy 
 
d. Modified rebuy
8. Business demand that ultimately comes
from the demand for consumer goods.
13. A business buying situation in which the
Select one:
buyer wants to modify product
a. Derived demand  specifications, prices, terms, or suppliers.
Select one:
b. Real demand
a. Modified rebuy 
c. Buyer’s demand
b. Straight rebuy
d. Market demand
c. New task
9. Business purchases often involve
d. Systems selling
__________________at many levels of the
buyer’s organization.
14. A business buying situation in which the
Select one:
buyer purchases a product or service for the
a. interactions among people first time.
Select one:
b. large sums of money
a. Modified rebuy
c. All of the above 
b. Straight rebuy
d. complex technical and economic
considerations c. New task 
d. Systems selling
10. Systematic development of networks of
supplier-partners to ensure an appropriate
15. Buying a packaged solution to a problem
and dependable supply of products and
from a single seller, thus avoiding all the
materials for use in making products or
separate decisions involved in a complex
reselling them to others
buying situation.
Select one:
Select one:
a. Business development
a. Systems selling 
b. Consumer development
b. Modified rebuy
c. Supplier development 
c. Straight rebuy
d. Reseller development
d. New task

11. The major difference/s of business and

16. The decision-making unit of a buying
consumer markets is/are the
organization is called its
Select one:
Select one:
a. nature of the buying unit
a. None of the above
b. All of the above 
b. buying center 
c. types of decisions made
c. marketing unit
d. decision process
d. finance department

12. A business buying situation in which the

17. The buying center includes
buyer routinely reorders something without
Select one:
any modifications.
Select one: a. influencers
b. deciders
 c. gatekeepers a. proposal solicitation, supplier selection,
order-routine specification, performance review
d. All of the above 
b. problem recognition, general need
18. Members of the buying organization who description, product specification, supplier search 
will actually use the purchased product or
c. performance review, order-routine
service.
specification, supplier selection, proposal
Select one:
solicitation
a. Users 
d. problem recognition, general need
b. None of the above description, product specification, proposal
solicitation
c. Buyers
d. Influencers 23. The last 4 stages of the business buying
process are
19. People in an organization’s buying center Select one:
who affect the buying decision; they often
a. problem recognition, general need
help define specifications and also provide
description, product specification, supplier search
information for evaluating alternatives.
Select one: b. performance review, order-routine
specification, supplier selection, proposal
a. Users
solicitation 
b. None of the above
c. proposal solicitation, supplier selection,
c. Buyers order-routine specification, performance review
d. Influencers  d. problem recognition, general need
description, product specification, proposal
20. People in an organization’s buying center solicitation
who control the flow of information to
others. 24. Institutional markets include
Select one: Select one or more:
a. None of the above a. prisons
b. Influencers b. hospitals
c. Deciders c. All of the above 
d. Gatekeepers  d. schools
25. Government markets include
21. Business buying decisions are affected by a Select one:
complex combination of the following a. All of the above
factor/s:
Select one: b. units that purchase or rent goods/services for
carrying out the main functions of government
a. environmental
c. federal, state, local 
b. organizational
d. governmental units
c. All of the above 
d. interpersonal 26. Purchasing through electronic connections
between buyers and sellers – usually online.
e. individual Select one:

22. The first 4 stages of the business buying a. WWW procurement

process are b. Online purchase
Select one:
c. Online procurement
d. E-procurement