Strategic Marketing Principles: Concepts, Strategies, and Evaluation

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Running head:MULTIPLE QUESTIONS1Strategic Marketing Principles: Concepts, Strategies, and EvaluationMULTIPLE QUESTIONSStudent’s nameProfessor’s name,Course titleDate(TCO 4) Three commonly used methods of evaluating marketing programs are marketing metrics,marketing dashboards and (Points : 5)marginal analysis.marketing audits.marketing ROI.marginal analysis.marketing control boards.2. (TCO 1) Ideally, in effective marketing planning, goals should be __________ in terms of what is to beaccomplished and when. (Points : 5)loose and vagueas general as possibleflexible or elasticquantified and measurable

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MULTIPLE QUESTIONS2none of the above3. (TCO 3) Which marketing strategy focuses its efforts on a single product line and market segment?(Points : 5)full coveragemarket specializationproduct specializationselective specializationmarket-product concentration4. (TCO 1) Based on relative competitive scope (broad target to narrow target) and source ofcompetitive advantage (lower cost to differentiation), Porter’s four generic business strategies aredifferentiation, cost focus, differentiation focus, and (Points : 5)exclusivityelectronic-focus.quality focus.cost leadership.service leadership.5. (TCO 2) Which of the following pieces of information is used in the implementation phase of thestrategic marketing process? (Points : 5)corporate return on investmentmarketing research reports

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MULTIPLE QUESTIONS3revenues associated with each point of market sharetrends in past and current revenues for industry and competitors in total and by segmentpossible cannibalization effects on other products in the line6. (TCO 6) Which of the following pieces of information is used in a SWOT analysis, the first step of theplanning phase of the strategic marketing process? (Points : 5)corporate return on investmentmarket share for the productrevenues associated with each point of market shareprojection of future sales, expenses, and profitspossible cannibalization effects on other products in the line7. (TCO 3) When developing the advertising program, which step helps advertisers with other choices inthe process such as selecting media and evaluating a campaign? (Points : 5)identify the target audiencespecify the advertising objectivesdesign the advertisingpretest the advertisingschedule the advertising program8. (TCO 2) The proper blend of elements in the promotional mix depends on the type of product. Thethree specific characteristics to be considered are __________, risk, and ancillary services. (Points : 5)Complexity

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MULTIPLE QUESTIONS4SizeDurabilityAccessibilityAcceptability9. (TCO 4) The promotional objective of the decline stage of the product life cycle is to (Points : 5)informpersuadecomparereminddo none of the above.10. (TCO 2) The __________ can be used to inform prospective buyers about the benefits of theproduct. (Points : 5)promotion channelcommunication chainmarketing matrixpromotional mixmedia mix11. (TCO 8) Which of the following statements about the terms used for marketing intermediaries istrue? (Points : 5)The least precise terms used to describe marketing intermediaries are dealer and distributor.

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MULTIPLE QUESTIONS5A 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) Price fixing is (Points : 5)an arrangement a manufacturer makes with a reseller to handle only its products and not those of acompetitor.the practice of charging a very low price for a product with the intent of driving competitors out ofbusiness.the practice of charging different prices to different buyers for goods of like grade and quality.a conspiracy among firms to set prices for a product.a seller’s requirement that the purchaser of one product also buy another product in the line.13. (TCO 2) Pricing objectives may change depending on (Points : 5)the financial position of the company as a whole.the success of company products.the segments in which the company is doing business.where the company is doing business by country.all of the above.14. (TCO 3) The ratio of perceived benefits to price is called (Points : 5)the price-quality relationship.

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MULTIPLE QUESTIONS6prestige pricing.value-added pricing.valuevalue analysis.15. (TCO 6) Market segmentation involves aggregating prospective buyers into groups that havecommon needs and will (Points : 5)pay attention to marketing messages.respond similarly to a marketing action.be responsive to marketing research.use the same payment methods.go shopping on a regular basis.16. (TCO 5) Which of the following statements about environmental scanning is true? (Points : 5)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 statements about environmental scanning are true.17. (TCO 1) A key role of the marketing department is to (Points : 5)allocate financial resources across business units.set the overall mission of the company.

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MULTIPLE QUESTIONS7provide talent management services.look outward.assess global political situations.18. (TCO 1) Which of the following acts as a barrier to the development of relationship marketing?(Points : 5)the large number of one-to-one relationships customers are asked to sustainthe large number of products on the marketthe increasing number of retail stores that are closingthe changing regulatory environmentdiluted cultural diversityPage: 1 2 3Time Remaining:Week 8 : Final Exam–Final ExamTime Remaining:Page: 1 2 3Analysis and Application of Marketing Concepts

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MULTIPLE QUESTIONS8There are 15 multiple choice questions worth 8 points each designed to test your ability to analyze andapply the marketing concepts you have learned in this couse. Take your time and consider your answerscarefully.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 thesupermarket at a price comparable to that of soft drinks. Which of the conditions needed for marketingto occur is described in this situation? (Points : 8)The creation of unrealized needsTwo parties with unsatisfied needsOne-way communicationA physical location for an exchange to take placeTime and place utility2. (TCO 6) Kraft produces Lunchables, a prepackaged meal usually consisting of several crackers, smallslices of meat and, small slices of cheese. Some versions contain Capri Sun drinks. Others are calledCracker Stackers and Fun Fuel. The box is bright yellow and the quantity of food contained within issmall. The target market for Kraft Lunchables is most likely(Points : 8)Moms of school-age childrenBusiness people looking for a quick snack

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MULTIPLE QUESTIONS9Business travelersTeenagersSeniors3. (TCO 3) The owners of Old School Brand Authentic Antique Foods researched Civil War records tocome up with recipes used in the old-fashioned cookies the company produces and markets. Thisstatement deals with which part of the marketing mix?(Points : 8)ProductProcessPricePlacePromotion4. (TCO 5) Google’s myspace.com is a social network that is targeted primarily to people under the ageof 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)EconomicCompetitiveSocialRegulatory

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MULTIPLE QUESTIONS105. (TCO 7) A car collector, Mr. F. Hansen, who said his 1975 Chevrolet Corvette was certified as the lastCorvette convertible to be produced, sued General Motors to stop it from manufacturing any more ofthe convertible sports cars. The suit also requested $1.5 million in damages. Hansen claimed he boughtthe car for its collector’s value. It came with a letter from GM dated August 25, 1975, that said the carwas “the last Corvette convertible that General Motors Corp. would ever manufacture”. Hansen said thevalue of his car has been decreasing ever since GM resumed manufacturing Corvette convertibles in1985. If the court ruled in favor of Mr. Hansen, what general type of regulation would such a rulingrepresent?(Points : 8)Protecting companies from one anotherProtecting consumers from unfair trade practicesProtecting the future interests of society from dangerous business practicesProtecting consumers from one anotherProtecting businesses from unfair consumer practices6. (TCO 6) Graham-Field Health Products makes hospital beds and wheelchairs from component partsand materials it buys. It sells its products to hospitals, nursing homes and retailers of health careproducts. Graham-Field Health Products operates in a(n) __________ market.(Points : 8)ConsumerGovernment

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MULTIPLE QUESTIONS11IndustrialResellerDemographic7. (TCO 1) The Book Promoters Association of Canada members recently questioned what could be doneto rejuvenate the Canadian book publishing industry. Some members claimed the problem wasCanadian retailers had been replaced by Wal-Marts. Others said the problem was with stodgypromotions. Still others said the problem was caused by too little money being budgeted to fundmarketing programs. It was time that Canadian book publishers used __________ to save the industry.(Points : 8)AdvertisingSales promotionPublicityMarketing researchTactical support8. (TCO 3) The Belsen interview is a means of pretesting media surveys. It gathers facts and figures byasking people about their attitudes, beliefs and awareness of various media. With this technique, therespondent is interviewed twice—first by an interviewer using the proposed survey and then by adifferent interviewer, who asks questions about the survey itself. The Belsen interview uses __________data.(Points : 8)

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