1. Three commonly used methods of evaluating marketing programs are marketing me
ID: 1180477 • Letter: 1
Question
1. Three commonly used methods of evaluating marketing programs are marketing metrics, marketing dashboards, and
marginal analysis.
marketing audits.
marketing ROI.
marginal analysis.
marketing control boards.
Question 2.The more a marketing plan is based on _____ rather than guesses, the less uncertainty and fewer risks are associated with executing it.
industry forecasts and sales predictions
intuitions and forecasts
past historical data
facts and valid assumptions
contingencie
Question 3 Which marketing strategy focuses its efforts on a single product line and market segment?
Full coverage
Market specialization
Product specialization
Selective specialization
Market-product concentration
Question 4. Based on relative competitive scope (broad target to narrow target) and source of competitive advantage (lower cost to differentiation), Porter's four generic business strategies are differentiation, cost focus, differentiation focus, and
exclusivity.
electronic-focus.
quality focus.
cost leadership.
service leadership.
Question 5. Which of the following pieces of information is used in the implementation phase of the strategic marketing process?
Corporate return on investment
Organizational charts and job descriptions
Revenues associated with each point of market share
Trends in past and current revenues for industry and competitors in total and by segment
Possible cannibalization effects on other products in the line
Question 6. Which of the following pieces of information is used in a SWOT analysis, the first step of the planning phase of the strategic marketing process?
Corporate return on investment
Market share for the product
Revenues associated with each point of market share
Trends in past and current revenues for industry and competitors
Possible cannibalization effects on other products in the line
Question 7. When developing the advertising program, which step helps advertisers with other choices in the process, such as selecting media and evaluating a campaign?
Identify the target audience
Specify the advertising objectives
Design the advertising
Pretest the advertising
Schedule the advertising program
Question 8. The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are complexity, risk, and _____.
ancillary services.
size
durability
accessibility
acceptability
Question 9. 9. The promotional objective of the decline stage of the product life cycle is to
inform.
persuade.
compare.
remind.
None of the above
Question 10.The _____ includes advertising, personal selling, sales promotion, public relations, and direct marketing.
promotion channel
communication chain
marketing matrix
promotional mix
media mix
Question 11. Which of the following statements about the terms used for marketing intermediaries is true?
The most precise terms used to describe marketing intermediaries are dealer and distributor.
A retailer sells to business markets.
An agent has no legal authority to act on behalf of a manufacturer.
A wholesaler is an intermediary who sells to other intermediaries.
Broker is a synonym for a dealer.
Question 12. Conspiracy between firms to set prices for a product is called
price discrimination.
price fixing.
predatory pricing.
tying arrangements.
exclusive dealing.
Question 13. Which of the following is NOT one of the six major pricing objectives?
Profit
Unit volume
Breakeven
Survival
Market share
Question 14. The ratio of perceived benefits to _____ is called value.
price
prestige value
value-added pricing
value analysis
perceived costs
Question 15. Market segmentation involves aggregating prospective buyers into groups that will respond similarly to a marketing action and
will pay attention to marketing messages.
have common needs.
be responsive to marketing research.
use the same payment methods.
go shopping on a regular basis.
Question 16. Which of the following statements about environmental scanning is true?
Environmental scanning changes the marketing environment.
Environmental scanning identifies and interprets potential trends.
Environmental scanning is an annual event.
Environmental scanning focuses primarily on geographical factors.
All of the above
Question 17. At the strategic business unit level, the marketing department provides leadership activities in
talent management.
fiscal restraint.
looking outward, keeping the organization focused on creating value both for it and for customers.
creating the corporate culture.
sustaining the means-end chain.
Question 18.Which of the following acts as a barrier to the development of relationship marketing?
The large number of one-to-one relationships that customers are asked to sustain
The large number of products on the market
The increasing number of retail stores that are closing
The changing regulatory environment
Diluted cultural diversity
Question 19.The Daniels College of Business at the University of Denver offers an outstanding business school education. Cali pays the tuition to attend Daniels and earns her MBA with a concentration in supply chain management. Upon graduating, she is offered a high-paying, fulfilling position. Was this a marketing exchange?
No, because the university is a private one
Yes, because the university is profitable
Yes, because paying tuition was exchanged for knowledge that directly led to Cali's fulfilling, new job
No, because money was exchanged
No, because the school did not provide Cali with a product
Question 20.Which of the following is the BEST description of the target market for the latest Disney animated movie?
Everyone who can afford to buy a movie ticket
Everyone who likes movies
Professionals who are parents of children between the ages of 6 and 12
People who collect movie memorabilia
People who live near a movie theater
Question 21. Which element of the marketing mix is demonstrated when the Mars Company has a sale on M&M
Explanation / Answer
1)marketing ROI.
2)intuitions and forecasts
3)Market-product concentration
4)electronic-focus.
5)Trends in past and current revenues for industry and competitors in total and by segment
6)Revenues associated with each point of market share
7)Specify the advertising objectives
8)accessibility
9)compare.
10)communication chain
11)The most precise terms used to describe marketing intermediaries are dealer and distributor.
12)tying arrangements.
13)Unit volume
14)value-added pricing
15)be responsive to marketing research.
16)Environmental scanning focuses primarily on geographical factors.
17)looking outward, keeping the organization focused on creating value both for it and for customers.
18)The large number of one-to-one relationships that customers are asked to sustain
19)No, because the school did not provide Cali with a product
20)Professionals who are parents of children between the ages of 6 and 12
21)Promotion
22)competitive
23)Protecting consumers from one another
24)psychographic
25)Collect relevant information.
26)questionnaire
27)screening and evaluation
28)diversification
29)intermediate channel of distribution.
30)its strategy includes using all types of promotional activities that deliver a consistent message.
31)Invite members of the group to speak to local schoolchildren.
32)market penetration
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