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What are the four characteristics of a marketing audit?
Comprehensive, systematic, independent, and periodic
Simple, unique, randomly, and exclusive
Dependent, non-comprehensive, quarterly, and unannounced
Announced, semi-annually, dependent, and perpetual
A social definition of marketing says ______.
marketing is the process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others
marketing is the process of extracting maximum value from consumers to facilitate corporate growth
effective marketing requires companies to remove intermediaries to achieve a closer connection with direct consumers
a company should focus exclusively on achieving high production efficiency, low costs, and mass distribution to facilitate the broadest possible access to the company’s products
3Which control should periodically reassess its approach to the marketplace with a good marketing audit?
Ethical control
Strategic control
Marketing control
Performance control
4. A firm must know where to position its product based on price and ________.
promotional efforts
communication
region
quality
5. Which of the following can induce a firm to expand into the international arena?
Cater to a domestic mass market
High income level of domestic consumers
A saturated domestic market
A saturated foreign market
6.A music school in Boyles Height, LA, specializes in teaching the guitar and the violin. After a spurt in growth and a few successful years, the school is experiencing a slowdown in sales and stability in its profits due to an increase in competition. The school is in the ________ stage of its life cycle.
maturity
decline
obsolescence
growth
7. What is the perceived monetary value of the bundle of economic, functional, and psychological benefits customers expect from a given market offering because of the product, service, people, and image?
Complete marketing benefit
Total customer benefit
Total management benefit
Ultimate service benefit
8
2Wheels conducts exhaustive customer surveys to discover customer preferences and attitudes towards the brand. Sally uses cluster analysis to classify the data and help the company determine the trends in the information. Sally is using the technique of ________.
data marketing
data mining
data governance
data accumulation
9. What type of control focuses on measuring a company’s products territories, customer groups, segments, trade channels, and order sizes to help expand or eliminate any products or marketing activities?
Efficiency
Activity
Solvency
Profitability
10
Prestige LLC, a small company that manufactures specialty cereals and energy bars, wants to launch a “green marketing” program in response to heightened consumer awareness about environmental issues. What should the company do to maximize the program’s chances of being successful?
Explain the rules and regulations laid out by governmental agencies to protect the environment.
Focus on the efforts and costs incurred by the company to bring these “green” products to consumers.
Demonstrate that the products will benefit both customers and the society in the long-term.
Emphasize benefits to the consumer rather than environmental benefits.
11
Which component of a marketing audit includes major developments in income, prices, savings, and credit that affect the company?
Political
Economic
Cultural
Technological
12
Which method identifies the effect sponsorship has on consumers brand knowledge?
Demand-side method
Pricing method
Supply-side method
Positioning method
13
The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place?
Step 2 – developing the research plan
Step 5 – drafting the report
Step 1 – defining the problem
Step 4 – analyzing the information
14
BMW’s “The ultimate driving machine,” American Express’ “Don’t leave home without it,” New York Times’ “All the news that’s fit to print,” and AT&T’s “Reach out and touch someone” are all examples of ________.
brand personality
brand slogan
brand vision
brand mission
15
_______ is an approach that considers different ethnic and cultural segments require targeted marketing campaigns and tactics.
Multicultural marketing
Diversity marketing
Ethnic-based marketing
Specialized marketing
16
A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can show the firm which brands are most competitive with its own.
switchers
split loyals
hard-core loyals
shifting loyals
17
New-to-the-world products are ________.
new product enhancements that supplement established products
low-cost products designed to obtain an edge in highly competitive markets
existing products that are targeted to new geographical markets
new products that create an entirely new market
18
With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group.
single-segment concentration
selective specialization
market specialization
product specialization
19. Marketers must see themselves as benefit providers. For example, when a shopper purchases new shoes, he or she expects the shoes to cover his or her feet and allow him or her to walk unobstructed. This is an example of what level in the consumer-value hierarchy?
Pure tangible product
Potential benefit
Basic product
Core benefit
20. The ability to meet humanity’s needs without harming future generations is now a top priority in most corporate agenda________.
sustainability
ethics
rules
righteousness
21. Which of the following is a strategy that uses the manufacturer’s sales force, trade promotion money, or other means to induce intermediaries to carry, promote, and sell the product to end users?
Lock strategy
Pull strategy
Push strategy
Strategic plan
22. ABC Technology is nearing completion on their product and market research has discovered a competitor is also close to launching a similar product. ABC has decided launch before their competition, this is called ________.
first entry
late entry
early entry
parallel entry
23
The effect of exposures on audience awareness depends on the following three factors:
height, length, and width
reach, frequency, and impact
space, communication, and advertisements
distance, timing, and focus
24
Marketers need to identify the hierarchy of attributes that guide consumer decision making in order to understand different competitive forces and how these various sets get formed. This process of identifying the hierarchy is called ________.
market valuation
market partitioning
brand association
market estimation
25
Through its cutting-edge point-of-sale inventory, management technology, and highly efficient shipping practices, Wal-Mart is able to keep its inventory expenditure extremely low and to pass these savings on to consumers in the form of low prices. Wal-Mart’s strategy is best described as ________.
integrative growth
market development
overall cost leadership
differentiation
26
What can enhance the value of Web-based shopping experiences to serve as personal shopping assistants or Web-site guides?
Avatars
Tablets
Smartphones
27
If the Ford GT is designed to accelerate to 50 miles per hour within 10 seconds, and every Ford GT coming off the assembly line does this, the model is said to have high ________.
interoperability
durability
compatibility
conformance quality
28
What type of strategy consists of geographical pricing, price discounts and allowances, promotional pricing, and differentiated pricing?
Altered pricing
Price adaptation
Regular prices
Fixed pricing
29
Another basis for decision-making is referred to as ________.
situational ethics
correct ethics
ethical practices
ethical dilemmas
30
The three guidelines for anticipating management reactions are (1) prior to the crisis during normal day-to day operations, (2) at the moment some event triggers the crisis, and (3) during the crisis situation that triggers the event. These guidelines are the stages for ________.
provoking solutions
decision making
problem-solving
crisis management