question

Which of the following activities is associated with the strategic framework stage of the marketing planning process? positioning S.W.O.T. target market analysis marketing mix plan marketing control process

answer

positioning

question

Match the following elements of the information foundation with the basic strategic questions that they address.

answer

target market analysis-is organization on code situation analysis & SWOT-is organization on course competitor & SWOT-can organization compete

question

Which of the following elements of a typical marketing information system tends to deal with the analysis and presentation of information as opposed to the collection and analysis of information? A) knowledge management. B) marketing research. C) marketing or competitive intelligence. D) Decision support systems.

answer

decision support systems

question

Which of the analysis procedures below (that are part of the marketing information foundation) provide insights for potential customers and the market at large? situation analysis target market analysis S.W.O.T. analysis competitor analysis marketing audit

answer

target market analysis

question

Sectors of society are to macro marketing as which of the following is to micro marketing.

answer

organizations and customers

question

Which of the following statements defines relationship marketing?

answer

Linking the organization to the individual customers, employees, suppliers, and other partners for their mutual long-term benefits.

question

Which of the following is a step in executing a situation analysis A) Segmentation Analysis B) Analyze Macro-market C) Environmental Scanning D) Establish a Competitor's Profile

answer

environmental scanning

question

A company's long-term plan for using resources to pursue goals and objectives in competitive arenas is called:

answer

strategy

question

Which of the following steps in a strategic marketing plan is part of the information foundation? Positioning Pricing Plan Control Process S.W.O.T. Analysis

answer

SWOT analysis

question

Which of the following is an element of a Business Portfolio model? A) Market Development B) Penetration C) Cash Cow D) Positioning

answer

cash cow

question

Marketing performs its most essential role at three broad levels macro, micro, and personal. At the macro level marketing serves as which of the following? A) social mechanism. B) business function. C) profit center. D) strategic business unit.

answer

social mechanism

question

What is the last step in an Environmental Scan?

answer

project trends

question

Which of the following statements defines marketing (or managerial marketing)?

answer

The activity for creating and delivering offerings that benefit the organization, its stakeholders, and society.

question

Which of the following statements defines a market? (select all that are correct)

answer

A collection of individuals or organizations with a common need, and the desire and ability (in terms of accessibility or affordability) to satisfy that need. A location (physical or virtual) where buyers encounter sellers for the purpose of viewing and/or selling their goods or services.

question

Profiling and naming a group of consumers with similar demographic and psychographic characteristics is the _________ step in an _______________ analysis.

answer

2nd; segmentation

question

One part of the statement defining the essence of marketing refers to the formation of community, connections, and relationships. Which of the following terms involves the marketing activities directed at achieving these objectives? A) market creation. B) market penetration. C) commercialization. D) relationship marketing.

answer

market creation

question

How does marketing perform its most essential role at the macro level?

answer

the universal marketing functions

question

Which of the following refers to a group of individuals, groups, or organizations that are integrated within a dynamic network of environmental cause and effect activities that share purpose and proximity? A) connections. B) community. C) channels. D) markets.

answer

community

question

A management information system is the process of defining a marketing problem and/or opportunity, then systematically collecting and analyzing information, and recommending actions.

answer

false

question

Which of the statements below defines a S,W.O.T. Analysis A) An analysis process that acquires information on organization's environment and capabilities B) Competitive strategy. C) General marketing Strategy. D) Positioning

answer

An analysis process that acquires information on organization's environment and capabilities

question

Which of the following is NOT a step of the marketing strategy process? target marketing licensing situational analysis marketing mix decisions positioning

answer

licensing

question

Satisfaction is exclusively a function of the product's performance and quality.

answer

false

question

Which of the following is correct with regards to needs and wants? A) Wants produce needs. B) Demand produces wants and needs. C) Wants satisfy needs. D) None of the above.

answer

wants satisfy needs

question

In most cases the Target Market Analysis process should end (its last step) with which of the following? A) Segmentation Analysis B) Psychographic factors C) Positioning D) Consumer Analysis

answer

segmentation analysis

question

The role or purpose of Marketing in a firm is defined by which of the following? Consumer Orientation. Marketing Mix. Marketing Concept. Strategic Plan.

answer

marketing concept

question

Which of the following is true with regard to channels? Channels are needed because of market discrepancies Distribution channels add to the price of goods, but they also provide value Distribution channels can be direct or reverse All of the above are true

answer

all are true

question

Which of the following is the best example of a homogeneous shopping good? A) Soft Drinks B) Restaurants C) Music D) Under garments

answer

under garments

question

______ is what happens when a company attempts to capture each of its targeting segments with a unique marketing strategy. A) Positioning B) Differentiation C) Sales orientation D) Segmentation

answer

differentiation

question

The coordination of advertising, sales promotion, personal selling, public relations, and sponsorship is part of which concept? Value Chain Promotion Integrated marketing communications Positioning

answer

integrated marketing communications

question

The Purpose of a Segmentation Analysis is to do which of the following? A) Discover customer wants and needs B) Insure marketing plan is competitive C) Insure marketing plan is on code D) None of the above

answer

none

question

Which of the following would not be part of the total price concept? Money Contractual Terms Effort Time Spent

answer

contractual terms

question

Which alternative below is a true statement regarding positioning, segmentation, and integrated marketing communications? A) These decisions are tactical in nature B) These are strategic framing decisions C) Alternatives A and B are both correct D) Alternatives A and B are both incorrect

answer

strategic framing decisions

question

Which of the following is NOT considered a classification of consumer products? operating unsought emergency convenience specialty

answer

operating

question

At what stage of the product life cycle do sales generally grow at a slow rate? Introduction Growth Maturity Decline None of these answers are correct

answer

Introduction

question

Which of the following is a role of pricing over and beyond the recovering of costs associated with a product or service? Establish Value Become a Competitive Advantage Achieve Positioning All of the above are pricing roles

answer

All

question

Which of the following would be a price orientation? Skimming Demand Marketing Cost

answer

marketing

question

Which of the following best describes what product classification is? A) defines how consumers purchase products and how they use those products. B) defines the role product oriented decisions play in the overall marketing strategy. C) defines the assets linked with the brand name and symbol of a product. D) None of the above.

answer

defines the role product oriented decisions play in the overall marketing strategy.

question

Which of the following pricing decisions specifies the overall impact the price of the product or service will have on the firm's strategic positioning? Objectives Strategies Tactics Orientation

answer

objectives

question

A company is considering which of several groups of with common needs to focus its marketing efforts on. Which of the strategic framing decisions is it executing? A) Segmentation B) Competitive strategy. C) General marketing Strategy. D) Positioning

answer

segmentation

question

A company is aggresively marketing a shopping product (could be homogeneous or heterogeneous). Which of the following should be the focus of its 'skeleton plan' in terms of promotional efforts? A) Awareness B) Trial C) Differentiation D) Uniqueness

answer

differentiation

question

Which of the following is not an aspect of demand? increase the number of buyers increase the desire of buyers increase the satisfaction level of buyers decrease the number of competitors in the market place constantly changing.

answer

decrease the number of competitors in the market place

question

All of the following are true regarding how Product Classification and Life Cycle help marketers EXCEPT for which one? They provide blueprints for marketing strategies They provide the key mechanisms for creating value. They help improve marketing efficiency They help define tactical actions for various situations

answer

they help improve marketing efficiency

question

Which of the following is true of a General Marketing Strategy it frames who will be targeted it frames the needs, wants and meanings to be marketed it frames the marketing mix actions to achieve desired position it frames the marketing mix actions to defend desired position

answer

it frames the marketing mix actions to achieve desired position

question

In which of the following stages of the buyer decision making process does the customer realize value? A) Problem Recognition B) Information Search C) Evaluation D) Post Purchase Decision

answer

Post Purchase Decision

question

Which of the following best defines the term 'customer perceive value', or just customer value? A) Buyer's benefits at a specified price B) A cluster of benefits that an organization promises to its customers C) The affordability and accessibilty of a specified product or service. D) The main underlying motivating factor underlying a customer's purchase decision

answer

Buyer's benefits at a specified price

question

Which of the following steps in a strategic marketing plan is part of the Tactical section? Positioning Integrating Marketing Mix Control Process S.W.O.T. Analysis

answer

Positioning, Control Process

question

Which of the analysis procedures below (that are part of the marketing information foundation) provide insights for the environment? situation analysis target market analysis S.W.O.T. analysis competitor analysis marketing audit

answer

situation analysis

question

The creation of value through satisfaction and loyalty helps marketing form connections at which level? A) Macro. B) Micro. C) Societal. D) None of the Above.

answer

micro

question

Which of the following is defined as the process of developing and maintaining a crucial fit between the organization's goals and capabilities and its changing marketing opportunities. Benchmarking SWOT analysis Market segmentation Strategic planning Diversification

answer

strategic planning

question

All of the managerial marketing tasks below are part of the market creation activities except for which one? Creating Physical connections delivering value Discovering needs and wants Creating Community

answer

delivering value

question

Which of the following is an analysis process that is part of a marketing plan's information foundation as opposed to a strategic framing decision? A) Buyer Behavior B) Positioning C) Segmentation Analysis D) Product Classification

answer

buyer behavior

question

Which of the statements below defines a strategic marketing plan or process? A) An organization's long-term course of action that delivers a unique customer experience while achieving its goals. B) A statement of an organization's function in society. C) An approach whereby an organization allocates its marketing mix resources to reach its target markets. D) A road map for the marketing activities of an organization for a specified future time period.

answer

An approach whereby an organization allocates its marketing mix resources to reach its target markets.

question

The marketing mix consists of four elements, commonly referred to as the "Four P's" They are: price, product, promotion and perspective. packaging, promotion, price and personnel. product, price, promotion and place. promotion, product, personnel, packaging. product, perspective, promotion, price.

answer

product, price, promotion and place.

question

Which of the following terms refers to the process by which a person selects the information they obtain, or retain? A) Culture B) Learning C) Information Processing D) Perception

answer

Perception

question

Which of the following is NOT an element of a marketing plan? situation analysis positioning target marketing integrating the marketing mix manufacturing

answer

manufacturing

question

Selling products and generating a profit is the essence of marketing. A) True B) False

answer

false

question

In the knowledge generation continuum information directly generate knowledge. A) True B) False

answer

false

question

Which of the analysis procedures below that are part of the marketing information foundation provide insights for whether organization is on course?(select all answers that apply) situation analysis target market analysis S.W.O.T. analysis competitor analysis marketing audit

answer

situation analysis, S.W.O.T. analysis

question

The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges defines which of the following? A) a marketing orientation. B) marketing management. C) Satisfaction. D) marketing effectiveness.

answer

marketing management.

question

Which of the following terms refers to the ability of the company to provide products that satisfy customer needs and wants? being on course having correct content being able to compete being on code being customer oriented

answer

being on code

question

Which of the following statement defines a tactical implementation plan? A writen document describing company marketing objectives and how to broadly achieve them in light of competitive activities. statement of an organizational operating philosophy A written document for a SBU providing guidelines for achieving desired strategic position and creating customers. a short-term plan for actions and reactions to specific market conditions for how each part of the controllable marketing variables will be used to achieve the stategic marketing plan goals

answer

a short-term plan for actions and reactions to specific market conditions for how each part of the controllable marketing variables will be used to achieve the stategic marketing plan goals

question

Which of the following is a component of satisfaction? A) Cognitive. B) Affective. C) Product Quality. D) Product Performance.

answer

product performance

question

Marketing performs its most essential role at three broad levels macro, micro, and personal. At the macro level marketing serves as which of the following? A) social mechanism. B) business function. C) profit center. D) strategic business unit.

answer

social mechanism

question

A company is competing in a somewhat profitable industry where sales over the last 3 years has been 12%, 18%, and 24%. Three firms entered the industry last year and three more are expected this year. This industry would be categorized in which stage of the product life cycle? A) Introduction B) Growth C) Maturity D) Decline

answer

growth

question

Which of the following decisions considers trade shows, display booths, and contests? Sales Promotion Personal Selling Advertising Public Relations

answer

sales promotion

question

Which section of the product life cycle is your product most likely in assuming that you are a brand manager for a Proctor and Gamble product, your product's sales are beginning to grow, and the product still has not earned a profit? Introduction Commercialization Maturity Decline

answer

introduction

question

Which of the following statements best defines the concept of demand management? Selecting which aspect of demand (the number of buyers, there desire to buy, their physical ability to buy, or their financial ability to buy) the firm should focus on. how a firm will allocate Its resources to protect its weaknesses and/or exploit its strengths a �bare bones� outline of the tactical portion of a detailed marketing plan. the number of people with the desire to satisfy a discovered need with particular want; and who also have the ability to satisfy that want.

answer

Selecting which aspect of demand (the number of buyers, there desire to buy, their physical ability to buy, or their financial ability to buy) the firm should focus on.

question

Reminder Advertising would be defined as which of the following? messages designed to call attention to specific characteristics of product experienced by the user messages designed to provide data that consumers can store for later use messages that keep product at the forefront of the consumer's mind messages designed to change consumers' attitudes and opinions

answer

messages that keep product at the forefront of the consumer's mind

question

A company using a leader-customer intimacy competitive strategy might be expected to invest in a customer relationship management system. True False

answer

true

question

Because it is difficult to successfully appeal to all market segments, companies often select certain segments for emphasis, this process is called which of the following terms? Positioning Focusing Target marketing Sales maximization

answer

target marketing

question

The purpose of Advertising is: Inform consumers with messages that provide information for later use. Persuade by changing consumers attitudes and opinions. Remind consumers about products. Reinforce to encourage repeat purchasing. All of these answers are correct.

answer

all of the above

question

All of the following are true regarding how Product Classification and Life Cycle help marketers except for which one? They provide blueprints for marketing strategies They provide the key mechanisms for creating value. They help improve marketing efficiency They help define tactical actions for various situations

answer

They help improve marketing efficiency

question

Competitive Intensity is an information need for a step in which of the following analyses? A) Competitor Analysis B) S.W.O.T. Analysis C) Environmental Scanning D) Segmentation Analysis

answer

environmental scanning

question

Which of the following stages in the product life cycle involves building the brand name, adding distributors and creating product extensions and options? Introduction Growth Maturity Decline None of these answers are correct

answer

growth

question

The product life cycle has four stages. Which of the following is NOT one of those stages? Shake out Introduction Growth Maturity Decline

answer

shake out

question

According to class lecture, which of the following is a condition of an attractive market segment? A) Segments are agreeable B) Segments are functional C) Segments are substantial D) All of the above

answer

segments are substantial

question

The number of locations, where a product or service is available in a given market is addressed by which of the following channel decisions? Channel Organization Channel Structure Channel Intensity None of the Above

answer

channel intensity

question

Which of the following characteristics best defines the difference between marketing intelligence and marketing research? Marketing intelligence depends on internal data Marketing research depends on external data Marketing research is primarily from secondary data Marketing intelligence continually collects information

answer

Marketing intelligence continually collects information

question

A shopping product is in the introduction stage of the life cycle and consumers are at the awareness stage. Which communication objective is usually most appropriate for this situation? A) Persuade B) Inform/Educate C) Differentiate D) Reinforce/Stabilize

answer

inform/educate

question

Which of the following statements best defines a general marketing strategy? A guiding framework for developing a skeleton marketing plan that identifies which aspect of demand the firm should focus on how a firm will allocate Its resources to protect its weaknesses and/or exploit its strengths a 'bare bones' outline of the tactical portion of a detailed marketing plan. the number of people with the desire to satisfy a discovered need with particular want; and who also have the ability to satisfy that want.

answer

A guiding framework for developing a skeleton marketing plan that identifies which aspect of demand the firm should focus on

question

Which of the following is one of the alternative positioning strategies? A) Undifferentiated B) Demand Focus C) Increase Ability to buy D) Nicher Strategy

answer

demand focus

question

A product line contains all of a company's product mixes. A) True B) False

answer

false

question

Measurable, substantial, and accessible are informational items for the first step in a segmentation analysis? A) True B) False

answer

false

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