Arab Academy for Science and Technology & Maritime Transport

Course Title: Marketing Management

Lecturer: Dr. Eman Mohamed Abdelsalam
Name:
Registration #:

Answer the Following Questions

Question One: Choose the right answer for the following questions
1. Which of the following statements about marketing is true?
A. It is of little importance when products are standardized.
B. It can help create jobs in the economy by increasing demand for goods and services.
C. It helps to build a loyal customer base but has no impact on a firm's intangible assets.
D. It is more important for bigger organizations than smaller ones.
E. It is seldom used by non-profit organizations.

2. ________ is the art and science of choosing target markets and getting, keeping, and growing
customers through creating, delivering, and communicating superior customer value
A. Marketing management
B. Knowledge management
C. Operations management
D. Strategic management
E. Distribution management.
3. When companies measure the number of people who are willing and able to buy their products,
they are measuring _______
A. Demand
B. price elasticity
C. real needs
D. standard of living
E. disposable income
4. The most formal definition of marketing is _______
A. The activity set of institutions, and processes for creating, communicating, and
delivering value to customers and for managing customer relationships in ways that
benefit the organization and its stakeholders.
B. Identifying and meeting human and social needs.
C. Meeting needs profitably.
D. The four Ps (product, price, place, promotion).
E. Improving the quality of life for consumers.

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5. The process of obtaining a desired product from someone by offering something in return is
______
A. Barter
B. Marketing
C. Exchange
D. Sale
E. Promotion
6. ________ takes place when at least one party to a potential exchange thinks about the means of
achieving desired responses from other parties________ takes place when at least one party to a
potential exchange thinks about the means of achieving desired responses from other parties.
A. Targeting
B. Forecasting
C. Segmentation
D. Marketing management
E. Distribution
7. In ________, consumers dislike the product and may even pay a price to avoid it.
A. Negative demand
B. Irregular demand
C. Non-existent demand
D. Declining demand
E. Overfull demand
8. ________ are basic human requirements; ________ are the ways in which we satisfy those
requirements, and they are shaped by our society
A. Demands; needs
B. Demands; wants
C. Wants; needs
D. Needs; wants
E. Needs; demands

9. ________ reflects a customer's judgment of a product's performance in relation to his or her

expectations
A. Value
B. Loyalty
C. Comparison shopping.
D. Satisfaction.
E. Expectations
10. Value reflects _______
A. The price consumers are charged for a product.
B. The sum of the perceived tangible and intangible benefits and costs to customers.
C. The cost of manufacturing a product.
D. The degree to which consumer demand for the product is positive.
E. All of the above
11. Which of the following statements about market segmentation is true?
A. It involves changing the identity of a product, relative to the identity of competing
products, in the collective minds of the target market.

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 B. It is a process of evaluating each segment's attractiveness and selecting one or more
to enter.
C. It is a process of creating an image or identity of the product in the minds of the
target market.
D. It is a process of identifying and profiling distinct groups of buyers who differ in
their needs and wants.
E. It is the quality of how marketers go to market with the goal of optimizing their
spending to achieve good results.
12. Establishing and communicating the distinctive benefit(s) of the company's market offering, for
each target segment is called ______
A. Market research
B. Market positioning
C. Marketing effectiveness
D. Market segmentation
E. Market dominance

13. The process of selecting one or more market segments to enter is called _______
A. Market targeting
B. Market research
C. Market positioning
D. Marketing effectiveness
E. Market segmentation
F. Market dominance
14. A ________ consists of a group of customers who share a similar set of needs and wants.
A. Vertical marketing system
B. Market basket
C. Market share
D. Market segment
E. Market level

15. Hilton Hotels customizes rooms and lobbies according to location. North-eastern hotels are
sleeker and more cosmopolitan. South-western hotels are more rustic. This is an example of
________ segmentation
A. Demographic
B. Behavioural
C. Psychographic
D. Geographic
E. Cultural

16. If a marketer decides to segment a market based on neighborhoods, the marketer will have
chosen the ________ method of segmentation
A. Demographic
B. Behavioural
C. Psychographic
D. Geographic

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 E. Cultural
17. In ________ marketing, the firm ignores segment differences and goes after the whole market
with one offer
A. Niche
B. Mass
C. Guerrilla
D. Segmented
E. Differentiated
18. If a marketing manager observes that his or her market shows no natural segments and
consumers seem to have roughly the same preferences, the marketing manager will most likely
be faced with a ________ preferences pattern:
A. Homogeneous
B. Heterogeneous
C. Diffused
D. Clustered
E. Scattered
19. In ________ marketing, the firm operates in several market segments and designs different
products for each segment.
A. Individual
B. Undifferentiated
C. Differentiated
D. Concentrated
E. Niche
20. Marketers usually identify niches by _______
A. Dividing a segment into sub-segments
B. Allowing consumers to gravitate toward product brands
C. Examining the demographics section of the handbook of marketing
D. Producing products that can be used in a variety of ways
21. The most basic concept underlying marketing is that of _____.
A. profits
B. products
C. human needs
D. services
22. Which of the following is not likely to be involved in price setting
A. Top management.
B. Product-line managers.
C. Pricing department.
D. Accounting department.
E. All of the above may be involved in price setting.
23. Use of mail, telephone, and other non-personal contact tools to communicate with or solicit a
response from specific customers and prospects is called:
A. Advertising.
B. Direct marketing.
C. Sales promotion.
D. Public relations and publicity.

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 E. Packaging.
24. Marketing is _____.
A. the same as advertising and sales
B. not used by small corporations
C. about satisfying customer needs
D. making a profit
25. A product could be any of the following except:
A. Something tangible.
B. Services.
C. Price.
D. Persons.
E. Place.
26. Marketing is _________.
A. part of manufacturing
B. part of the finance department
C. managing customer relationships
D. sales promotion
27. The most formal definition of marketing is _______
A. The activity set of institutions, and processes for creating, communicating, and delivering value
to customers and for managing customer relationships in ways that benefit the organization and
its stakeholders.
B. Identifying and meeting human and social needs.
C. Meeting needs profitably.
D. The four Ps (product, price, place, promotion).
E. Improving the quality of life for consumers.
28. Of the following, the one that is a common mistake in making pricing decisions is:
A. Pricing is too demand oriented.
B. Prices are revised too often.
C. Prices are too varied relative to different product lines.
D. Prices are set independently of the rest of the marketing mix.
E. All of the above.
29. Creating __________________ is at the very heart of modern marketing thinking and practice.
A. profit maximization
B. increased stock value
C. award winning products
D. customer value and satisfaction
30. The process of obtaining a desired product from someone by offering something in return is
______
A. Barter
B. Marketing
C. Exchange
D. Sale
E. Promotion
31. Marketing channels are used for:
A. Directing the flow of all products from producers to consumers.
B. Making goods and services available for use or consumption.
C. Physical distribution only.

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 D. Creating discrepancies of quantity and assortment.
E. All of the above.
32. All of the following are true about a product except:
A. It could be a good or service.
B. It provides need satisfaction.
C. It could be a person or an organization.
D. It could be anything marketable.
E. All of the above are true.
33. A pricing objective most likely to be followed only in the short run is:
A. Maximum current profit.
B. Survival.
C. Maximum current revenue.
D. Maximum sales growth.
E. Minimize costs.
34. Any paid form of non-personal promotion of ideas, goods, or services where the originator of
the promotion is known is called:
A. Advertising.
B. Sales promotion.
C. Packaging.
D. Personal selling.
E. Public relations and publicity.
35. The process of selecting one or more market segments to enter is called _______
A. Market targeting
B. Market research
C. Market positioning
D. Marketing effectiveness
E. Market segmentation
F. Market dominance
36. Middlemen are used because:
A. They are more efficient in making goods available.
B. They adjust discrepancies of quantity.
C. They adjust discrepancies of assortment.
D. They reduce the amount of work that must be done.
E. All of the above.
37. By the definition of a “product”, most “products” are:
A. Ideas.
B. Places.
C. Physical products.
D. Consumer services.
E. People.
38. Which of the following is a problem associated with maximum current profit as a pricing goal:
A. Assumes knowledge of demand and cost functions.
B. Emphasizes current financial performance.
C. Ignores effects of other marketing mix variables.
D. Ignores competitive reactions.
E. All of the above.

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Question two: Write 'T' if the statement is true and 'F' if the statement is false
and correct the false ones

1) A market segment consists of a group of consumers who share a similar set of

needs and wants ( ).

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2) Demographic variables are popular because they are often associated with
consumer needs and wants and they are easy to measure ( ).
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3) Income always predicts the best customers for a given product ().
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4) Psychographics is the science of using psychology and demographics to better

understand consumers ( ).
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5) People in the same demographic group generally exhibit similar psychographic

profiles ().
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6) Everyone who buys a given product wants the same benefits from it ().
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7) With respect to loyalty status, if a consumer is loyal to two or three brands, he or

she is called shifting loyal ().
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8) To be useful, market segments must be measurable ( ).

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9) The most attractive segment is one in which entry barriers are low and exit
barriers are high ().
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10) A short definition of marketing is "meeting needs profitably." ( ).
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 11) Companies selling goods and services in the global marketplace have the
advantage of being able to sell the goods and services in almost the same way as
they do in their domestic market ().
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12) Wants are basic human requirements such as food or air ().
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13) Demands are wants for specific products backed by an ability to pay ( ).
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14) The marketing concept is one of the oldest concepts in business ().
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15) The selling concept is based on the development, design, and implementation
of marketing programs, processes, and activities that recognizes their breadth and
interdependencies ().
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16) Relationship marketing aims to build mutually satisfying long-term

relationships with key parties ( ).
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17) Attracting a new customer may cost five times as much as doing a good
enough job to retain an existing one ( ).
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18) The societal marketing concept holds that the organization's task is to
determine the needs, wants, and interests of target markets and to deliver the
desired satisfactions more effectively and efficiently than competitors in a way
that preserves or enhances the consumer's and the society's well-being ( ).
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19) To understand what is happening inside and outside the company, the company
needs a reliable marketing information system ( ).
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20) A product in its broadest sense refers to anything that can be marketed ( ).
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21) Effective target marketing requires that marketers use market segmentation,
market targeting, and market positioning to achieve success in the marketplace
( ).
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22) A market segment consists of a group of consumers who share a similar set of
needs and wants ( ).
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23) Demographic variables are popular because they are often associated with
consumer needs and wants and they are easy to measure ( ).
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24) A computer manufacturer which offers packages consisting of a CPU, monitor,
printer, necessary cables, and initial software is utilizing the concept of “product
systems” ( ).
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25) Price is the only element in the marketing mix that produces revenue; all other
elements represent costs ( )
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26) Price has been the major factor affecting buyer choice( )
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27) Psychographics is the science of using psychology and demographics to better
understand consumers ( ).
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28) Pricing is the number-one problem facing many marketing executives, and
many companies do not handle pricing well. Some managers view pricing as a big
headache ( ).
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29) People in the same demographic group generally exhibit similar psychographic
profiles ( ).
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30) Managers treat pricing as a key strategic tool for creating and capturing
customer value and building customer relationships ( ).
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31) To be useful, market segments must be measurable ( ).
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32) The target of marketing communication could be people who already use the
company’s product ( ).
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33) An image is the set of beliefs, ideas, and impressions that a person holds of an
object ( ).
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34) Producing a product or service and making it available to buyers requires
building relationships not only with customers but also with key suppliers and
resellers in the company’s supply chain ( ).
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35) Sense-and-respond view of the market is better than make-and-sell view of the
business ( ).
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36) Marketing-channel decisions are critical because they involve relatively long-
term commitments ( ).
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37) Marketing functions can be shifted from one channel level to another but never
eliminated ( ).
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38) Outstanding marketing companies go to great lengths to learn about and
understand the customers’ needs, wants, and demands ( ).
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39) Customer relationship management (CRM) deals with all aspects of acquiring,
keeping, and growing customers ( ).
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Question Three: select the appropriate scientific term that matches with the statement
s Statement Scientific Term

1 Anything that can be offered to a market for attention,

acquisition, use, or consumption that might satisfy a want or
need.

2 Consumer products and services that customers usually buy

frequently, immediately, and with a minimum of comparison
and buying effort. Such as soft drinks, soaps, and newspapers

3 Less frequently purchased consumer products &

services that customers compare carefully on
suitability, quality, price, & style.
4 Activities of designing and producing the container for
a product.
5 Describes the appearance of the product.

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s Statement Scientific Term

6 The amount of money charged for a product or service

7 Costs that do not vary with production or sales level
such as Rent, Heat, Interest, and Executive salaries.
8 The market consists of one seller
9 The market consists of many buyers and sellers trading
in a uniform commodity, such as wheat, copper, or
financial securities.
10 The set of firms that supply the raw materials,
components, parts, information, finances, and expertise
needed to create a product or service.
11 The marketing channels (or distribution channels) that
look toward the customer. Such as wholesalers and
retailers, form a vital link between the firm and its
customers.
12 The producer directs its marketing activities (primarily
advertising and consumer promotion) toward final
consumers to induce them to buy the product
13 Building good relations with the company’s various
publics by obtaining favorable publicity, building up a
good corporate image, and handling or heading off
unfavorable rumors, stories, and events
14 Personal presentation by the firm’s sales force for the
purpose of making sales and building customer
relationships
15 Any paid form of non-personal presentation and
promotion of ideas, goods, or services by an identified
sponsor
16 The short-term incentive to encourage the purchase or
sale of a product or service.
17 The producer directs its marketing activities (primarily
personal selling and trade promotion) toward channel

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 members to induce them to carry the product and
promote it to final consumers

Question four:
Please refer to the Forbes list to choose the organization. You can find the 2022 list at the following
link:
https://www.forbes.com/powerful-brands/list/4

State and explain the five product levels. (5 Marks)

Match between consumer products and Alternatives of distribution

• Convenience products

• Shopping products

• Specialty products

• Unsought products

• Intensive distribution

• Exclusive distribution

• Selective distribution

☺Good Luck and Best Wishes

DR. Eman Mohamed Abd-El-Salam

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