Question 1

Marketing strategy decisions concerning Promotion include decisions about

Accepted Answer

A)   packaging and branding.
B)   the kinds of intermediaries to use.
C)   training for salespeople.
D)   transporting and storing.
E)   discounts and allowances.

Question 2

Coca-Cola runs an advertising campaign on morning radio shows encouraging current customers to "have a Coke in the morning" instead of their morning coffee. This is an example of:

Accepted Answer

A)   Market development.
B)   Product development.
C)   Diversification.
D)   Market penetration.
E)   Mass marketing.

Question 3

Coca-Cola is taking advantage of the new willingness of Chinese leaders to engage in international trade by marketing its soft drinks in China. What type of opportunity is Coke pursuing?

Accepted Answer

A)   Market development
B)   Diversification
C)   Product development
D)   Market penetration

Question 4

Differentiation refers to the ______________ of the firm's marketing mix to meet the needs of the target market.

Accepted Answer

A)   similarity
B)   uniqueness
C)   unsuitability
D)   willingness

Question 5

In general, no single element of the "four Ps" is more important than the others.

Accepted Answer

A) True 
 B)False

Question 6

The marketing management process consists of (1) planning marketing activities, (2) directing the implementation of the plans, and (3) controlling these plans.

Accepted Answer

A) True 
 B)False

Question 7

Marketing opportunities that involve moving into totally different lines of business are "diversification" opportunities.

Accepted Answer

A) True 
 B)False

Question 8

A firm's decisions regarding channel type, market exposure and kinds of intermediaries would fall under the marketing mix variable of

Accepted Answer

A)   Product.
B)   Place.
C)   Promotion.
D)   Price.
E)   People.

Question 9

Attractive opportunities for a particular firm are those that the firm has some chance of doing something about--given its resources and objectives.

Accepted Answer

A) True 
 B)False

Question 10

Wendy's continues to come out with new offerings like stuffed pitas. This suggests that Wendy's is pursuing ______________.

Accepted Answer

A)   marketing myopia
B)   mass marketing
C)   product development
D)   market development
E)   diversification

Question 11

Identify the incorrect statement regarding target marketing.

Accepted Answer

A)   Target marketing is not mass marketing.
B)   Mass marketers cannot do target marketing.
C)   Target marketing can mean big markets and profits.
D)   Marketing-oriented managers practice "target marketing."
E)   It aims at a marketing mix that is tailored to fit specific target customers.

Question 12

A marketing strategy specifies:

Accepted Answer

A)   a marketing mix.
B)   a target market and a related marketing mix.
C)   a target market.
D)   the resources needed to implement a marketing mix.

Question 13

"Price":

Accepted Answer

A)   is affected by the kind of competition in the target market.
B)   includes markups and discounts, but not allowances and freight charges.
C)   is not affected by customer reactions.
D)   is the most important part of a marketing mix.

Question 14

"Product" is concerned with:

Accepted Answer

A)   services.
B)   developing products which will satisfy some customers' needs.
C)   designing, packaging, and branding new products.
D)   physical goods.
E)   All of these might be involved with Product.

Question 15

When Cadillac added a new sports utility vehicle called Escalade to the "luxury-oriented" selection at its existing dealers, it was seeking "market development" opportunities.

Accepted Answer

A) True 
 B)False

Question 16

According to the text, Promotion is the most important of the "four Ps."

Accepted Answer

A) True 
 B)False

Question 17

Sales promotion refers to those promotion activities--other than advertising, publicity, and personal selling--that stimulate interest, trial, or purchase by final customers or others in the channel.

Accepted Answer

A) True 
 B)False

Question 18

The marketing mix

Accepted Answer

A)   includes four variables -- People, Place, Promotion, and Price.
B)   includes the target market.
C)   helps to organize the marketing strategy decision areas.
D)   includes four variables -- advertising, personal selling, customer service, and sales promotion.
E)   does not focus on target customers.

Question 19

The "four Ps" of the marketing mix are Product, Position, Promotion, and Price.

Accepted Answer

A) True 
 B)False

Question 20

The Place decisions are concerned with getting the right product to the target market at the right time.

Accepted Answer

A) True 
 B)False

Exam 2: Marketing Strategy Planning

The Place decisions are concerned with getting the right product to the target market at the right time.

Correct AnswerverifiedShow Answer

The marketing mix

Correct AnswerverifiedShow Answer

Identify the incorrect statement regarding target marketing.

Correct AnswerverifiedShow Answer

Differentiation refers to the ______________ of the firm's marketing mix to meet the needs of the target market.

Correct AnswerverifiedShow Answer

A marketing strategy specifies:

Correct AnswerverifiedShow Answer

The marketing management process consists of (1) planning marketing activities, (2) directing the implementation of the plans, and (3) controlling these plans.

Correct AnswerverifiedShow Answer

Attractive opportunities for a particular firm are those that the firm has some chance of doing something about--given its resources and objectives.

Correct AnswerverifiedShow Answer

The "four Ps" of the marketing mix are Product, Position, Promotion, and Price.

Correct AnswerverifiedShow Answer

When Cadillac added a new sports utility vehicle called Escalade to the "luxury-oriented" selection at its existing dealers, it was seeking "market development" opportunities.

Correct AnswerverifiedShow Answer

A firm's decisions regarding channel type, market exposure and kinds of intermediaries would fall under the marketing mix variable of

Correct AnswerverifiedShow Answer

"Price":

Correct AnswerverifiedShow Answer

Marketing opportunities that involve moving into totally different lines of business are "diversification" opportunities.

Correct AnswerverifiedShow Answer

According to the text, Promotion is the most important of the "four Ps."

Correct AnswerverifiedShow Answer

Wendy's continues to come out with new offerings like stuffed pitas. This suggests that Wendy's is pursuing ______________.

Correct AnswerverifiedShow Answer

Marketing strategy decisions concerning Promotion include decisions about

Correct AnswerverifiedShow Answer

"Product" is concerned with:

Correct AnswerverifiedShow Answer

Sales promotion refers to those promotion activities--other than advertising, publicity, and personal selling--that stimulate interest, trial, or purchase by final customers or others in the channel.

Correct AnswerverifiedShow Answer

Coca-Cola is taking advantage of the new willingness of Chinese leaders to engage in international trade by marketing its soft drinks in China. What type of opportunity is Coke pursuing?

Correct AnswerverifiedShow Answer

Coca-Cola runs an advertising campaign on morning radio shows encouraging current customers to "have a Coke in the morning" instead of their morning coffee. This is an example of:

Correct AnswerverifiedShow Answer

In general, no single element of the "four Ps" is more important than the others.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified