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					1.   (TCO 4) Three commonly used methods of evaluating marketing programs are   (Points: 5)


         sales analysis, marginal analysis, and cost analysis.

         sales analysis, profitability analysis, and marketing audits.

         marketing ROI, metrics, and dashboards.

         sales audits, cost audits, and marketing audits.

         internal audits, external audits, and marketing control boards.


2.(TCO 1) The more a marketing plan is based on __________, rather than guesses, the
less uncertainty, and fewer risks are associated with executing it. (Points: 5)

         industry forecasts and sales predictions

         intuitions and forecasts

         past historical data

         facts and valid assumptions

         contingencies


3.(TCO 3) Which marketing strategy focuses on a single market segment but adds additional
product lines? (Points: 5)

         full coverage

         market specialization

         product specialization

         selective specialization

         market-product concentration


4.(TCO 1) 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, cost leadership, and (Points: 5)

         exclusivity

         electronic-focus.

         quality focus.

         differentiation focus.

         service leadership.
5.(TCO 2) Which of the following pieces of information is used in the implementation phase
of the strategic marketing process? (Points: 5)

          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


6.(TCO 6) Which of the following pieces of information is used in the second step of the
planning phase of the strategic marketing process? (Points: 5)

          corporate return on investment

          market potential studies

          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


7.   (TCO 3) The first decision in developing an advertising program is to   (Points: 5)


          set the budget.

          state the mission of the advertising program.

          identify the target audience.

          select the appeal.

          select the media.


8.(TCO 2) The proper blend of elements in the promotional mix depends on the type of
product. The three specific characteristics to be considered are __________, risk, and
ancillary services. (Points: 5)

          Complexity

          Size

          Durability

          Accessibility
 (TCO 4) At which stage in the product life cycle would your promotional objective be to
9.

persuade the consumer to buy the product rather than substitutes? (Points: 5)

          introduction

          growth

          incubation

          decline

          maturity


  (TCO 2) The promotional mix includes __________, personal selling, sales promotion,
10.

public relations, and direct marketing. (Points: 5)

          promotion channel

          communication chain

          marketing matrix

          advertising

          media mix


11.(TCO 8) Which of the following statements about the terms used for marketing
intermediaries is true? (Points: 5)

        The least 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 consumers.

          A broker is a synonym for a dealer.


12.   (TCO 7) Conspiracy among firms to set prices for a product is called   (Points: 5)


          price discrimination.

          price fixing.

          predatory pricing.

          tying arrangements.

          exclusive dealing.
  (TCO 2) __________ involve(s) specifying the role of price in an organization s marketing
13.

and strategic plans. (Points: 5)

          A business mission

          Pricing constraints

          Pricing objectives

          A pricing plan

          The list or quoted price


14.   (TCO 3) The ratio of perceived benefits to price is called   (Points: 5)


          the price-quality relationship.

          prestige pricing.

          value-added pricing.

          value

          value analysis.


15.(TCO 6) Market segmentation involves aggregating prospective buyers into groups that
will respond similarly to a marketing action and (Points: 5)

          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.


  (TCO 5) The process of continually acquiring information on events occurring outside the
16.

organization to identify and interpret potential trends is called (Points: 5)

          environmental trending.

          organizational scanning.

          environmental scanning.

          a SWOT analysis.

          acquisition scanning.
17.(TCO 1) At the strategic business unit level, the marketing department provides
leadership activities in (Points: 5)

              talent management.

              fiscal restraint.

      look outward, keeping the organization focused on creating value both for it and for
customers.

              creating the corporate culture.

              sustaining the means-end chain.


18.   (TCO 1) Which of the following statements about relationship marketing is most true?
(Points: 5)


              Relationship marketing has a short-term focus on increasing profits.

              Relationship marketing is easy to implement.

        Relationship marketing is more effective when there is a personal, ongoing
relationship between individuals in the selling and buying organizations.

              Very few companies today are engaged in relationship marketing.

              The Internet is an ideal forum for relationship marketing.


1. (TCO 1) Your neighbor is tired of conventional soft drinks and wants something different.
Coincidentally, Cadbury Beverages, Inc. has begun distributing Country Time lemonade through the
supermarket at a price comparable to that of soft drinks. Which of the conditions needed for marketing
to occur is described in this situation? (Points: 8)

              The creation of unrealized needs

              Two parties with unsatisfied needs

              One-way communication

              A physical location for an exchange to take place

              Time and place utility
2. (TCO 6) Which of the following would be the BEST the target market for tickets to the home games of
the Indianapolis Colts professional football team? (Points: 8)

        All people in the Indianapolis area

        All people in the U.S

        All men in the U.S

        People in the Indianapolis area with an interest in professional football

        All people in the U.S. with an interest in professional football



3. (TCO 3) Which element of the marketing mix is demonstrated when the Mars Company has a sale on
M&Ms® brand candies? (Points: 8)

        Product

        Price

        Promotion

        Place

        Production



4. (TCO 5) Google's myspace.com is a social network that is targeted primarily to people under the age
of 25. Increasing use of myspace.com as a networking tool for this target market is an example of how
__________ forces impact the marketing (Points: 8)

        Economic

        Competitive

        Social

        Regulatory



5. (TCO 7) In 1998, F. Hoffman-LaRoche Ltd. And BASF AG, two international pharmaceutical companies,
were ordered to pay $725 million in fines for plotting to raise and fix prices of vitamins used in virtually
every home in the U.S. This is an example of how __________ forces affect the marketing environment.
(Points: 8)

        Economic

        Ecological
        Technological

        Social

        Regulatory



6. (TCO 6) Archer Daniels Midland (ADM) Co. is the world's largest cocoa-bean processor. It buys cocoa
beans and converts the beans into cocoa powder and cocoa butter, which it sells to companies that
manufacture consumer products that contain chocolate. The cocoa-bean processor is operating in a(n)
__________ market. (Points: 8)

        Reseller

        Government

        Psychographic

        Product-intensive

        Industrial



7. (TCO 1) The Book Promoters Association of Canada members recently questioned what could be done
to rejuvenate the Canadian book publishing industry. Some members claimed the problem was
Canadian retailers had been replaced by Wal-Marts. Others said the problem was with stodgy
promotions. Still others said the problem was caused by too little money being budgeted to fund
marketing programs. It was time that Canadian book publishers used __________ to save the industry.
(Points: 8)

        Advertising

        Sales promotion

        Publicity

        Marketing research

        Tactical support



8. (TCO 3) When Marine Midland Bank sent market researchers with surveys door-to-door in the
neighborhoods of their branch banks to ask people with savings accounts why they did not also have
checking accounts and credit cards with Marine Midland, they were gathering __________ data.
(Points: 8)

        Questionnaire
         Secondary

         Intercept

         Observational

         Nonprobability



9. (TCO 4) Sara Burns is the owner of a company called Spice and was looking for a new-product to go
with her company's line of food condiments when a customer suggested combining spices with tea. This
is an example of (Points: 8)

         Accidental invention

         Idea generation

         Bootlegging ideas

         Serendipitous management

         Serendipitous innovation



10. (TCO 4) In the 1960s, television westerns were extremely popular. The shows were adventure shows
with settings and costumes that were very unlike what really existed. There was Bonanza, Wagon Train,
The Virginian, Laramie, etc. When viewers gradually stopped watching this category of programs,
production companies found the networks no longer wanted to televise such shows. The television
western as a product category entered the __________ stage.

(Points: 8)

         Decay

         Diversification

         Decline

         Maturity

         Harvesting
11. (TCO 8) When the Avon representative sells cosmetics door-to-door, it is an example of which type
of marketing channel? (Points: 8)

        Direct channel

        Indirect channel

        Strategic channel alliances

        Marketing channel

        Dual distributive channel



12. (TCO 2) Disney is using an integrated marketing communications program (IMC) to promote group
travel to its theme parks because (Points: 8)

        Its strategy includes using all types of promotional activities that deliver a consistent message

        It does not want to reach any member of its target audience more than once



        IMC is less expensive than other forms of promotion such as public service announcements

        If it didn't, Disney would have to use indirect personal selling

        It is more concerned about frequency than reach



13. (TCO 2) When a news story covers a terrible disaster and viewers are asked to send donations to the
American Red Cross, the American Red Cross is receiving (Points: 8)

        Publicity

        Advertising

        Direct marketing

        Personal selling

        A public service announcement



14. (TCO 8) For several years, advertisements for Arm & Hammer baking soda have prompted
consumers to place an opened box of the product in the refrigerator to lessen food odor and to replace
that box monthly. The same ads advise customers to pour the used box down their kitchen sinks to
freshen drains. Arm & Hammer employed a __________ strategy in its attempt to sell more baking
soda. (Points: 8)

         Market penetration

         Market development

         Product development

         Diversification

         Product penetration




15. (TCO 5) Policy makers at the Fed believe it takes a far bigger swing in unemployment to affect
inflation than it did 25 years ago. Now, when inflation fluctuates, they are more likely to blame other
factors such as the price of oil. This is an example of a(n) __________ environmental force. (Points: 8)

         Social

         Legal

         Regulatory

         Competitive

         Economic

ESSAY QUESTIONS

    1.   (TCO 3) Imagine you are creating a marketing plan for a company that will sell kites.
         As you consider the marketing program, what types of strategy should you consider
         including in the plan? Propose one specific example of each type of strategy that you
         are considering and present your rationale (reasoning) for your strategy selections.
         (Points: 30)



    2.   (TCO 1) In China, many people are removing their money from the state banks and
         lending it out themselves. The interest rate earned in a state bank account is about
         one-half the rate of inflation. On the other hand, loaning money to friends, relatives
         and, even unrelated entrepreneurs can often earn the investor double or more over
         the inflation rate. The gray market, an underground network of investors and private
         businesses, moves the cash from lenders to businesses. Judge whether marketing
         occurred in this situation and justify your conclusions. Appraise the effectiveness of
         government regulation in controlling markets. (Points: 30)
    3.   (TCO 4) Managing the product through successive stages of the product life cycle is
         an important role for a product manager. Assess the three ways to manage a
product through its life cycle including examples to help clarify your assessment.
Indicate the reasoning why you would prefer one method over another in a given
situation. You can use any product in your examples. (Points: 30)

				
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