MKTG SP15 Mini Test 12 – Flashcards
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BruceCo competes in the premium coffee market in the San Francisco area. The biggest competitor, Starbucks controls 48% of the market while BruceCo controls only 1% of the market. BruceCo is measuring _________?
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Market Share
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Which of these is NOT a measure generally used in advertising?
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All of these are measures commonly used in advertising
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When it comes to setting budgets, a bottom-up budget...?
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Is developed by the managers responsible for implementing the plan.
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Sales data is frequently used as a metric in marketing plans. Which of the following is NOT a commonly used sales measure?
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Advertising expenditures
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Which of these statements best describes the basic norm of business ethics?
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In general, people are honest
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_____________ is an ethical perspective that believes a decision is ethical if the benefits outweigh the cost?
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Utilitarianism
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Which of these is a reason consumers frequently give to justify unethical consumption?
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Everybody does it
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_____________ is an ethical perspective that believes the motive behind a behavior is more significant than the outcome of the behavior?
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Moral idealism
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___________ are society's values and standards that are enforceable in court?
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Laws
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According to a Harvard Business Review article by Nohria and colleagues, of more than 200 management practices, there are four basic business practices that really make a difference in a company's performance. For example successful companies have clearly stated and focused ____________?
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Strategies
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There are two things you need to know about a number if you are planning on using it as a metric. One of them is?
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What is the trend?
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According to a Harvard Business Review article by Nohria and colleagues, of more than 200 management practices, there are four basic business practices that really make a difference in a company's performance. For example successful companies tend to have flat and flexible ____________?
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Organizational structures
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Which of these is NOT a measure generally used in marketing?
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Share of budget
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When we say a measure is __________ we mean that results can be determined soon enough to use the feedback in improving performance?
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Timely
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Advertisers frequently engage in ___________ where they exaggerate the benefits of the product without actually making a false claim about the product?
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Puffery
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What was your instructor talking about when he suggested using the "Facebook" standard to determine whether or not a decision you made is ethical?
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If all of your Facebook friends, including your mother, will know what you did; what choice would you make?
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One of the problems in acting ethically in international business is that __________ and _________, the basis of what is right and wrong, can vary from country to country?
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Culture, religion
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Which of the following statements about the ethical legal framework is TRUE?
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Most business decisions are made in private
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The Foreign Corrupt Practices act of 1977 makes it illegal for U.S. businesses to __________ foreign government officials, even if it is the custom do to so that country?
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Bribe
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A diagnostic measure?
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A diagnostic measure is all of these things
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In order to execute a strategic marketing plan, long-range strategic objectives need to be broken down into short-range tactical objectives so that each unit of the organization understands?
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These are all things each unit of the organization needs to understand in order to execute a strategic plan.
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An organizational chart is a useful tool for understanding the structure of an organization. Specifically, the connections between the 'boxes' in an organizational chart show patterns of ____________ and ____________ within the organization.
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Communication, authority
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Bruce's Angels is a not-for-profit organization that makes the world a better place. Bruce learned that a member of his board of directors had decided to resign from the volunteer position so that he could pay more attention to his business. Later that day, Bruce learned that two of his key staff people were leaving because they had received a very attractive job offer from the former board member's company. It was clear that the board member had recruited these people for his company before he resigned from the board. According to the ethical legal framework, the behavior of this board member would be considered...?
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Unethical but legal
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One of the ethical issues in marketing is that data mining techniques where information from several databases is combined may be a violation of a customer's ___________?
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Privacy
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Which of the following is NOT a question suggested by ethical legal framework for evaluating marketing decisions?
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Can I make money doing it?
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Which of the following is NOT one of the 'rights' included in The Consumer Bill of Rights proposed in the 1960s?
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The right to cancel a purchase
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Information in a marketing dashboard is usually displayed graphically.
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True
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BruceCo planned to introduce a new line of herbal coffees in its coffee shops. Using the chain ratio method, they estimated they would have 300 people walk through the door every day and that 1/3 of these people would notice a sign advertising the new coffee and ask about it. If the price were the same as its regular coffee, they estimated half of the people would try the new blend. If the price were higher than the regular coffee, they estimated only one out of 10 would request the new blend. The goal was to sell 50 cups of the new blend each day. Which of the following would be an outcome measure associated with the plan?
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The number of cups of the new blend sold each day.
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There are two things you need to know about a number if you are planning on using it as a metric. One of them is?
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Is it good or bad?
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An outcome measure?
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Tells you whether or not you achieved your goal
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One of the difficulties in determining ethical behavior in marketing is that ____________; the clandestine collection of trade secrets or proprietary information is both illegal and unethical; while collecting marketing intelligence about your competition is necessary?
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Espionage
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One of the ethical issues in pricing is for retailers to require manufacturers to pay _________ to ensure placement of new products in a store. This practice is legal, but there is a question of whether it deprives customers of their right to choice under the Consumer Bill of rights?
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Slotting fees
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A(n) ___________ is a quantifiable measure used to track, monitor, and assess the success or failure of a business practice?
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Metric
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Which of these is something you need to consider when it comes time to develop the marketing budget?
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These are all things you need to have in mind when it is time to negotiate a budget.
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Two powerful influences on a company's ethical culture are its code of ethics and _____________?
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The behavior of people in the company
