Marketing Management

Topics in this chapter

• Marketing Concepts and Philosophies
• Marketing Functions and Information
• Product and Brand Management
• Pricing Decisions and Strategies
• Distribution Channels and Logistics
• Promotion and Marketing Communication

Cheat sheet

Practice questions

1. Question 1Q-D3CDA0

   A company first identifies the needs of its target customers, develops a suitable product, and then coordinates its marketing activities to satisfy those needs profitably. Which marketing management philosophy is reflected here?

   1. A.Production concept
   2. B.Product concept
   3. C.Selling concept
   4. D.Marketing concept
   See the answer and solution
2. Question 2Q-7F4A0E

   A manufacturer of premium handcrafted watches authorises only a few carefully selected luxury boutiques in each city to sell its products. Which type of distribution is being used?

   1. A.Intensive distribution
   2. B.Selective distribution
   3. C.Exclusive distribution
   4. D.Direct distribution
   See the answer and solution
3. Question 3Q-7D81B6

   A sales representative visits a factory, demonstrates how an industrial machine works, answers technical questions, negotiates the order, and contacts the buyer after installation. Which element of the promotion mix is primarily being used?

   1. A.Advertising
   2. B.Sales promotion
   3. C.Personal selling
   4. D.Public relations
   See the answer and solution
4. Question 4Q-BA4F67

   A company is launching a new herbal shampoo. Explain how branding, packaging, and labelling can each help the company market the product.

   See the answer and solution
5. Question 5Q-CE7E86

   A manufacturer wants its packaged food items to reach customers at the right place and at the right time. Which element of the marketing mix is primarily concerned with this decision?

   1. A.Product
   2. B.Price
   3. C.Place
   4. D.Promotion
   See the answer and solution