BAMM- MARKETING MANAGEMENT

By: Grace Carticiano

Business purchases often involve __________________at many levels of the buyer’s

organization.

Select one:
a. interactions among people
b. All of the above
c. complex technical and economic considerations
d. large sums of money
Systematic development of networks of supplier-partners to ensure an appropriate and
dependable supply of products and materials for use in making products or reselling them
to others

Select one:
a. Reseller development
b. Consumer development
c. Business development
d. Supplier development

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The major difference/s of business and consumer markets is/are the

Select one:
a. types of decisions made
b. All of the above
c. decision process
d. nature of the buying unit

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A business buying situation in which the buyer routinely reorders something without any
modifications.

Select one:
a. New task
b. Systems selling
c. Straight rebuy
d. Modified rebuy

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A business buying situation in which the buyer wants to modify product specifications,
prices, terms, or suppliers.

Select one:
a. Straight rebuy
b. Modified rebuy
c. Systems selling
d. New task

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A business buying situation in which the buyer purchases a product or service for the first
time.

Select one:
a. Straight rebuy
b. Systems selling
c. Modified rebuy
d. New task

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Buying a packaged solution to a problem from a single seller, thus avoiding all the separate
decisions involved in a complex buying situation.

Select one:
a. Systems selling
b. Straight rebuy
c. New task
d. Modified rebuy

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The decision-making unit of a buying organization is called its

Select one:
a. None of the above
b. buying center
c. marketing unit
d. finance department

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The buying center includes

Select one:
a. gatekeepers
b. influencers
c. deciders
d. All of the above

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Members of the buying organization who will actually use the purchased product or service.

Select one:
a. Users
b. None of the above
c. Buyers
d. Influencers

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People in an organization’s buying center who affect the buying decision; they often help
define specifications and also provide information for evaluating alternatives.

Select one:
a. Users
b. Influencers
c. Buyers
d. None of the above

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People in an organization’s buying center who control the flow of information to others.

Select one:
a. Deciders
b. Gatekeepers
c. Influencers
d. None of the above

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Business buying decisions are affected by a complex combination of the following factor/s:

Select one:
a. interpersonal
b. environmental
c. organizational
d. individual
e. All of the above

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The first 4 stages of the business buying process are

Select one:
a. proposal solicitation, supplier selection, order-routine specification, performance review
b. problem recognition, general need description, product specification, supplier search
c. problem recognition, general need description, product specification, proposal
solicitation
d. performance review, order-routine specification, supplier selection, proposal solicitation

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The last 4 stages of the business buying process are

Select one:
a. performance review, order-routine specification, supplier selection, proposal solicitation
b. proposal solicitation, supplier selection, order-routine specification, performance review
c. problem recognition, general need description, product specification, supplier search
d. problem recognition, general need description, product specification, proposal
solicitation

Government markets include

Select one:
a. governmental units
b. All of the above
c. federal, state, local
d. units that purchase or rent goods/services for carrying out the main functions of
government

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Purchasing through electronic connections between buyers and sellers – usually online.

Select one:
a. Online procurement
b. WWW procurement
c. Online purchase
d. E-procurement

Institutional markets include

Select one or more:

a. prisons
b. schools
c. All of the above
d. hospitals (or all of the above lang) or yung 3 lang basta tama naman lahat pero minali
ng oed
The buying behavior of organizations that buy goods and services for use in the production
of other products and services that are sold, rented, or supplied to others.

Select one:

a. Business buying process

b. Consumer buying process

c. Business buyer behavior

d. Consumer buyer behavior

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Business demand that ultimately comes from the demand for consumer goods.
Select one:

a. Derived demand

b. Buyer’s demand

c. Market demand

d. Real demand

Marketing is a management process that includes 4 elements, namely:

Ans: b. price, place, promotion, product.

_____ is the reason customers buy from you and not the competition.

Ans: Unique Sales Proposition

Knowing your customers can be done by

Ans: All of the above

_____ is the most basic concept for marketing.

Ans: Human needs

What we want is largely influenced by

Ans: culture and individual personality.

A study showed that 80% of U.S. consumers say they would spend more money just to ascertain

a. a superior customer experience.

Humanize your communication means

b. All of the above

_____ are the major factors of customer commitment.

a. Customer satisfaction and trust

Inbound marketing is also known as

a. pull marketing
Traditional outbound marketing uses

c. All of the above

Marketing is positioning the right product in the right place, at the right price, when there is any
opportunity.

False

No matter how good your product or service is, the reality is that no-one will buy it if they don't see it.

False

At the center of every successful business is knowing and understanding customer needs.

True

Your Unique Sales Proposition is permanent even if the market changes.

False

It is not proper to monitor what your competition is doing because of business ethics.

False

If you engage in direct selling to individuals, find out your customers' demographics like age, gender,
occupation, marital status and interests.

True

Increase in customer base happens when you are nice to them.

False

Negative feedback and customer complaints are stumbling blocks to a business’ success.

False

Inbound marketing costs 62% less per lead than outbound marketing.

True

The surge of information accessible on the internet has caused a radical shift in consumer purchasing
behavior.

True
Strategic marketing planning is an one-time on-going process that the management and operations staff
of a company goes through to develop and execute effective marketing strategies.

False

The strategic marketing planning process includes developing a strategic viewpoint for the company to
work on and how to implement the strategy; identifying promotional opportunities and assessing the
marketing opportunities; researching, analyzing and identifying the target markets; preparation and
execution of the marketing plan; and measuring and assessing the results of the marketing efforts of the
company.

True

A strategic marketing plan is used as rules and regulations a guide in conducting the company’s daily
business as well as making short-term and long-term plans.

False

The main benefit of a strategic marketing plan is that it will guarantee revenue and profit for the
company it presents an organized, written guide for a business to follow to attain its objectives and
goals.

False

Knowing who the target market is, what they do, how old they are, where they live, how they think and
feel, what their hobbies are and more are not important major considerations in crafting a strategic
marketing plan.

False

Factors such as customers, people, process to create the product or service, as well as the presentation
of the product are some of the added areas of the 4Ps of marketing.

True

Research and monitoring your competition is a minor major component of developing an effective
marketing strategy.

False

You cannot can combine both mix and strategy because it will make your business weak strong.

False

To attain the company’s objectives in the target markets, you need to plan, analyze, control, and
implement pray.

False
A SWOT analysis is a detailed analysis of the company’s situation.

True

The Single Attribution method is used by appending revenue cycle projections to a first touch single
attribution the most popular methodology for monitoring the results of marketing programs. It is done
by appointing all the value to the first or last program that touched the deal.

False

The Attribute across Multiple Programs and People is the approach that projects several touches from
several people to close a deal and tries to measure the contribution of each individual touch.

True

The Multi-Touch Attribution is best done with a complex simple even distribution.

False

A great way to assess the real impact of a specific marketing program is to examine its effectiveness
against an organized control group by comparing the results of both groups.

True

Regression is a statistical technique that shows how outcomes of sales volume rely on a range of
independent marketing touches and other non-marketing elements.

True

A marketing department operates in a sales environment influenced by local or foreign

micro-environmental or macro-environmental forces.

Select one:
True
False
Micro-environmental Macro-environmental forces include demographics, economics,
cultural and social factors, political and legal factors, technology and the natural
environment while macro-environmental micro-environmental forces are distinct and
unique, such as customers, marketing intermediaries, producers, public entities and the
company itself.

Select one:
True
False
Events involving a producer or vendor can potentially affect customer satisfaction, whether
those events impact the availability of materials, product quality or supply chain costs.

Select one:
True
False

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Publics are places that provide venues for marketing activities groups that make a major
impact on marketing activities created to contribute to customers’ satisfaction with a
product and an organization.

Select one:
True
False

Satisfied customers are a public that add to a marketing initiative through positive word-of-
mouth.

Select one:
True
The demographic environment is a major force that can shape opportunities and pose
threats in a company’s macro-environment.

Select one:
True
A demographic trend that is most visible is emerging markets like China that is attracting
more attention from global markets the changing age structure of the population.

Select one:
True
False
The middle age group has Baby Boomers have created a massive “bulge” in our
population’s age distribution.

Select one:
True
False
The Gen-X are the generation that is always-connected have been influenced by a wide
range of political and cultural shifts, perhaps most notably the development of various
technologies.

Select one:
True
False
The distinct characteristic of a Millennial is their absolute fluency and comfort with
computer, digital, and internet technology.

Select one:
True
False

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Factors that influence consumer purchasing power and spending patterns are included in
the natural economic environment.

Select one:
True
False

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The areas of concern in the natural environment are the shortage of raw materials, increased
pollution, government involvement in natural resources management, among others.

Select one:
True
False

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The technological environment accounts for forces that develop new technologies,
developing new product and market opportunities.

Select one:
True
False

The political cultural environment is composed of traditions and other factors that influence
society’s basic values, perceptions, preferences, and behaviors.

Select one:
True
False

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Reactive Proactive marketing takes on the environmental management perspective using
psychological, political, economic and public relations skills to manage environmental forces
to the company’s benefits while proactive reactive marketing considers marketing
environmental forces as absolutely uncontrollable and tough to predict.

Select one:
True
False

There is no need to know the needs and wants of your customers for as long as you go with
the market trends.

Select one:
True
False
Knowing your customers involves interacting and being with them.

Select one:
True
False
The company needs sound information to produce superior value and satisfaction for its
customers.

Select one:
True
False
Customer insight should never be used for marketing strategy and policy.

Select one:
True
False
You can assess and evaluate information needs through an effective management
interactive system or MIS.
Select one:
True
False
The MIS caters only to the company’s marketing and other managers.

Select one:
True
False

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An effective MIS balances what data users would like to own against what they really need
and what is viable to offer.

Select one:
True
False

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The world is monitored by the MIS so that decision-makers know how to make policy
decisions.

Select one:
True
False
Question 9
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Information alone has no worth its value comes from its use.

Select one:
True
False

The systematic gathering and analysis of publicly available information about markets is
known as competent marketing intelligence.

Select one:
True
False

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The systematic design, collection, analysis, and reporting of data relevant to a specific
marketing situation facing an organization is called market exploration.

Select one:
True
False

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The marketing research process starts with (1) defining the problem and research objective;
(2) developing the research plan for collecting information; (3) interpreting and reporting
the findings; and (4) implementing the research plan – collecting and analyzing the data

Select one:
True
False

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Primary data consists of information that already exists somewhere, having been collected
for another purpose while secondary data consists of information collected for the specific
purpose at hand.

Select one:
True
False

Online marketing research includes internet surveys, online panels, experiments, and online
focus groups and brand communities.

Select one:
True
False

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Managing general information about individual customers and carefully managing customer
touch points to maximize customer loyalty is called customer loyalty points.

Select one:
True
False

A consumer market consists of all the individuals and households that buy or acquire goods
and services for personal consumption.

Select one:
True
False

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The 4 major factors that influence consumer buyer behavior are psychological, physical,
emotional and spiritual cultural, social, and personal.

Select one:
True
False

Pottery Barn sells more than just home furnishings. It sells upscale yet casual, family- and
friend-focused lifestyle is an example of a social personal factor affecting consumer buyer
behavior.

Select one:
True
 False

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Subculture Culture is a set of basic values, perceptions, wants, and behaviors learned by a
member of society from family and other important institutions while culture subculture is a
group of people with shared value systems based on common life experiences and
situations.

Select one:
True
False

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A caste system social class is a relatively permanent and ordered division in a society whose
members share similar values, interests, and behaviors.

Select one:
True
False

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Word-of-mouth influence is the impact of the personal words and recommendations of
trusted friends, associates, and other consumers on buying behavior same as while buzz
marketing is creating opinion leaders to serve as “brand ambassadors” who spread the word
about a company’s products.

Select one:
True
False

You are an opinion leader if you possess special skills, knowledge, personality, or other
characteristics to exert social influence over others.

Select one:
True
False

Marketers are NOT intimidated by the onset of online social networks. They are working to
harness the power of these new social networks and others to promote their products and
build closer customer relationships. They hope to use the internet and social networks to
interact with consumers and become a part of their conversations and lives.

Select one:
True
False

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A schedule lifestyle is a person’s pattern of living as expressed in his or her activities,
interests, and opinions.
Select one:
True
False

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A behavior personality is the unique psychological characteristics that distinguish a person
or group.

Select one:
True
False

A brand personality is the specific mix of human traits that may be attributed to a particular
brand.

Select one:
True
False

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People can form different perceptions of the same stimulus because of selective retention,
selective attention, and selective distortion.

Select one:
True
 False

Dissonance-reducing Complex buying behavior is consumer buying behavior in situations

characterized by high consumer involvement in a purchase and significant perceived
differences among brands.

Select one:
True
False

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Variety-seeking Habitual buying behavior is when consumers do not search extensively for
information about the brands, evaluate brand characteristics, and make weighty decisions
about which brands to buy.

Select one:
True
False

The buyer decision process involves need recognition, information search, evaluation of
alternatives, purchase decision, and post-purchase behavior.

Select one:
True
False
The major steps in designing a customer-driven marketing strategy are market
segmentation, targeting, differentiation and positioning.

Select one:
True
False

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Positioning is evaluating each market segment’s attractiveness and selecting one or more
market segments to enter.

Select one:
True
False

Differentiation is arranging for a market offering to occupy a clear, distinctive, and desirable
place relative to competing products in the minds of target consumers.

Select one:
True
False

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Market targeting involves dividing a market into smaller segments of buyers with distinct
needs, characteristics, or behaviors that might require separate marketing strategies or
mixes.

Select one:
True
False

There are several ways to segment a market.

Select one:
True
 False

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The following variables are used in segmenting business markets: geographic, demographic,
psychographic, and behavioral.

Select one:
True
False

“Kraft promotes Jell-O to children as a fun snack. For adults, it’s a tasty, guilt-free indulgence
– the most sweet-tooth satisfaction 10 calories can hold.” – is an example of behavioral
segmentation.

Select one:
True
False

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“Mountain Dew projects a youthful, rebellious, adventurous, go-your-own-way people.
Coca-Cola Zero appears to target more mature, practical, and cerebral but good-humored
people.” – is an example of demographic segmentation.

Select one:
True
False
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“M&M’s runs ads throughout the year but prepares special ads and packaging for holidays
and events such as Christmas, Easter, and the Super Bowl.” – is an example of benefit
segmentation

Select one:
True
False
Market segments must be measurable, accessible, substantial, differentiable and actionable.
Select one:
True
False

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Undifferentiated marketing strategy is targeting different market segments with one offer.
Select one:
True
False

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Differentiated marketing is targeting several market segments and designs separate offers for
each.
Select one:
True

Global marketing is the practice of tailoring products and marketing programs to suit the
tastes of specific individuals and locations.

Select one:
True
False

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The full positioning of a brand is called the brand’s project proposal.

Select one:
True
False

The positioning statement summarizes company or brand positioning using: To (target

segment and need) our (brand) is (concept) that (point of difference).

Select one:
True
False

Co-branding is one of the brand elements which aids consumers to recognize and
distinguish one product from the other.
Select one:
True
False
Service marketing requires more than just the usual external marketing.

Select one:
True
False

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Product line filling occurs when more items are added within the current range of the line.

Select one:
True
False

Shopping products are products that the buyer purchases frequently, immediately, with little
planning, and with a minimum number of comparison and buying effort since it is widely
distributed and is mass produced.

Select one:
True
False

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Total quantity management is a manner where the company’s employees participate in
constantly making the quality of products, services, and business process even better.

Select one:
True
False

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Packaging is the information that is printed on or with the package.

Select one:
True
False

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Interactive marketing promotes ideas for the purpose of improving an individual’s well-
being or the well-being of society.

Select one:
True
False

Interactive marketing means that the quality of service depends primarily on the quality of
the consumer-seller interaction at the moment the service is provided.

Select one:
 True
False
Branding strategy points to a value premium that an organization creates from a product
with a distinct and recognizable name especially when compared to a generic equivalent.

Select one:
True
False

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The most defining characteristic of a service and is the feature that distinguishes it from a
product is service inseparability.

Select one:
True
False

Product mix depth refers to the number of versions offered of each product in the line.

Select one:
True
False

Marketers decide on product and services at three levels: individual product decisions,
product quality decisions, and product mix decisions.

Select one:
True
False
Service firms can differentiate their image by using symbols and branding.

Select one:
 True
False

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A private brand is also known as a store brand or distributor brand.

Select one:
True
False

Brand extensions happen when a company extends existing brand names to new forms,
colors, sizes, ingredients, or flavors of an existing product category.

Select one:
True
False
New-product development starts with the generation of new concept development and
testing.

Select one:
True
False
Customers are important sources of new-product ideas.

Select one:
True
False
The purpose of idea screening is to create a large number of ideas.

Select one:
True
False
Question 4
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A general version of the new-product idea stated in generic consumer terms is called a
product concept.

Select one:
True
False

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Businesses do not typically test new-product concepts with consumers before turning them
into actual new products.

Select one:
True
False

Marketing strategy development entails designing an initial marketing strategy for a new
product based on the product concept.

Select one:
True
False

Once management has decided on its product concept and marketing strategy, it can now
launch the new product.
Select one:
True
False

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Business analysis means developing the product concept into a physical product to ensure
that the product idea can be turned into a workable market offering.

Select one:
True
False

Starbucks tested its VIA instant coffee extensively before launching the new product
nationally is an example of test marketing.

Select one:
True
False

New-product development that centers on finding new ways to solve customer problems
and create more customer-satisfying experiences is called systematic new-product
development.

Select one:
True
False

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Team-based new-product development is a holistic and systematic approach to the new-
product development process.

Select one:
True
False

The course of a product’s sales and profits over its lifetime is called the product life-cycle.

Select one:
True
False

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While in the maturity life-cycle of a product, the marketing objective is to maximize profit by
phasing out weak items.

Select one:
True
False

When a product is on a decline some marketing strategies are to diversify brand and
models, price to match or beat competitors, build more intensive distribution, advertise
brand differences and benefits, and increase sales promotion to encourage brand switching.

Select one:
True
 False

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Samsung has become the world’s leading consumer electronics company through
customer-focused innovation and new products that enrich customers’ lives.

Select one:
True
False

Value-added pricing implicates presenting lesser expensive variants of successful brands.

Select one:
True
False

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Cost-plus or target profit pricing is commonly used in retailing, wherein the retailer wishes
to know with some certainty what the gross profit margin of each sale will be.

Select one:
True
False

Pure competition is the market type where the market is made up of many buyers and
sellers trading in a uniform commodity.
Select one:
True
False

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Demand and price are normally inversely related.

Select one:
True
False

If a small change in price is followed by a large change in quantity demanded, the good is
known to be inelastic or responsive to price changes.

Select one:
True
False
Competition-based pricing entails setting prices on the basis of the competitor’s strategies,
costs, prices, and market offerings.

Select one:
True
False

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Price Elasticity of Demand = % Change in Quantity Demanded / % Change in Price

Select one:
True
False

Oligopolistic competition is where the market is comprised of many buyers and sellers who
trade within a range of prices rather than a single market price.

Select one:
True
False
Customer value-based pricing is customer driven and cost-based pricing is product driven.

Select one:
True
False

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External factors that affect price decisions involve the nature of the market and demand and
other environmental factors.

Select one:
True
False

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Market costing reverses the conventional process of first designing a brand new product,
setting its cost, and then marketing it.

Select one:
True
False

Break-even volume = price - variable cost/fixed costs

Select one:
True
False

The only aspect in the marketing mix that draws in revenue is price; all other factors
represent costs.

Select one:
True
False

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Each seller is vigilant and responsive to their rivals’ pricing strategies and marketing moves
in a monopolistic competition.

Select one:
True
False

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Value-based pricing is setting prices on the basis of the costs for producing, distributing,
and selling the good and a fair rate of return for its effort and risk.

Select one:
True
False

In making and marketing just one of its many models, Honda Insight hybrid, Honda
manages a value delivery network in and outside of the company who work together to give
final customers an innovative car.

Select one:
True
False

Question 2
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A value delivery network is a set of interdependent organizations that help make a product
or service available for use or consumption by the consumer or business user.

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True
False

A distribution channel is a network composed of the company, suppliers, distributors, and,

ultimately, customers who partner with each other to improve the performance of the entire
system in delivering customer value.

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 True
False

Question 4
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A channel level is a marketing channel containing one or more intermediary levels.

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True
False

Amway sells directly to consumers is called direct marketing channel.

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True
False

Question 6
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Using indirect channels, the company uses one or more levels of intermediaries to help
bring its products to final buyers.

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True
False
Toyota dealers in Metro Manila might complain that other dealers in the metropolis steal
sales from them by pricing too low or advertising outside their assigned territories is an
example of a vertical conflict.

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True
False
KFC and its franchises came into conflict over the company’s decision to emphasize grilled
chicken and sandwiches over the brand’s traditional fried chicken is an example of a
horizontal conflict.

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True
False

A conventional distribution channel is when one channel member owns the others, has
contracts with them, or has so much power that they all cooperate.

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True
False

Question 10
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A vertical marketing system is a channel consisting of one or more independent producers,
wholesalers, and retailers, each a separate business seeking to maximize its own profits,
even at the expense of profits for the system as a whole.

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True
False

McDonald’s places “express” versions of its restaurants in Walmart stores and benefits from
Walmart’s heavy store traffic is an example of a horizontal marketing system.
Select one:
True
False

A distribution system in which a single firm sets up two or more marketing channels to
reach one or more customer segments is called a one-channel distribution system.

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True
False
Barnes & Noble, the giant that helped put so many independent booksellers out of
business, now faces disintermediation at the hands of online booksellers and digital e-book
downloads.

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True
False

Question 14
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Creating a marketing channel design is done by analyzing customer needs, setting channel
objectives, identifying major channel alternatives, and evaluating those alternatives.

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True
False

Supply chain management means planning, implementing, and controlling the physical flow
of materials, final goods, and related information from points of origin to points of
consumption to meet customer requirements at a profit.

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True
 False
Direct marketing entails personal interaction between two or more people, so each
individual can monitor the other’s needs and traits and then carry out quick modifications.

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True
False

Question 2
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The method that takes the budget to be allotted for promotion equal to what competitors
spend is called the affordable method.

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True
False

The use of eye-catching pictures and colors, creating a popping headline, message size, etc.
for print ads is part of the message content.

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True
False

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Pull strategy: The producer promotes the product to wholesalers, the wholesalers promote
to retailers, and the retailers promote to customers.

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True
False

Examples of non-personal communication channels are newspapers, magazines, radio,

television, etc.

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True
False

Question 6
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Message content means the message must use an appeal or theme that will bring out the
desired response from the target audience.

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True
False

An example of direct marketing is the use of discount coupons with expiration dates.

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True
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Question 8
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Personal selling is an effective promotional tool because it is very believable.

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True
False

There are six buyer-readiness stages: awareness, knowledge, liking, preference, conviction,
and purchase.

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True
False

Question 10
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Direct marketing techniques include: mobile messaging, catalogs, kiosks, and interactive
consumer websites.

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True
False

Question 11
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Buzz marketing entails establishing opinion leaders and getting them to disseminate
information about a product or a service to others.

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True
False

Question 12
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Bait-and-switch advertising is persuading consumers to come to the store seeking for a
product that is falsely promoted and making them swap to another one, a more expensive
and appreciated one.

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True
False

Personal selling is a promotion method which makes use of third-party sources to provide
favorable publicity, building a good corporate image, and taking control of rumors and
events.

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True
False

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Rational appeals point to an audience's sense of what is right and proper.

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True
False

The four distinct characteristics of direct marketing are: Less public, immediate, customized,
and interactive.

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True
False