Multiple choice questions:
1) Which of the following is an example of a distribution metric used for measuring the performance of marketing plans?
• Customer acquisition
• Effective reach
• Market share
• Stock cover in days
2) Which of the following is likely to be an important trend in marketing in the future?
• Marketing intuition
• Marketing science
• Mass marketing
• Manual marketing
3) A ________ is a comprehensive, systematic, independent, and periodic examination of a company's or business unit's marketing environment, objectives, strategies, and activities, with a view to determining problem areas and opportunities and recommending a plan of action to improve the company's marketing performance.
• market-based scorecard analysis
• marketing metric
• marketing plan
• marketing audit
4) The purpose of strategic control is to
• examine whether the company is pursuing its best opportunities with respect to markets, products, and channels
• understand the efficiency of the sales force, advertising, sales promotion, and distribution
• examine where the company is making and losing money
• evaluate and improve the spending efficiency and impact of marketing expenditures
5) Straight extension of the product means
• introducing the product to the foreign market with major changes to the product
• introducing the product to the foreign market without any changes to the product
• introducing a customized product to the foreign market with existing marketing strategy
• introducing a customized product to the foreign market with a new marketing strategy
6) Cadbury's "Sports for Schools" promotion offered sports and fitness equipment for schools in exchange for vouchers. The problem was that the public and media saw a perverse incentive for children to eat more chocolate, a product associated with obesity. Which of the following best summarizes Cadbury's problem?
• Customers felt that the cause was not in sync with the company's brand image.
• Customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive.
• Consumers did not value the cause Cadbury was promoting.
• Consumers resented being sold an inferior product on the back of a cause-marketing program
7) Rising customer expectations, evolving employee goals and ambitions, and tighter government legislation and pressure are driving companies to
• manage shorter supply chains
• operate flatter organizations
• practice a higher level of corporate social responsibility
• operate leaner manufacturing facilities
8) ______ is an obligation to act in a way expected of a reasonable person.
• Litigation
• Reliance
• Liability
• Duty
9) ________ is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments.
• Market watch
• Marketing implementation
• Test marketing
• Marketing control
10) Which of the following refers to the ability to meet humanity's needs without harming future generations?
• Sustainability
• Greenwashing
• Scalability
• Ecological footprinting
11) Which characteristic of a marketing audit is described by the methodical evaluation of the macro- and micromarketing environments, objectives and strategies, system, and activities?
• Periodic
• Systematic
• Comprehensive
• Independent
12) Your firm has decided to enter the international market with your product called Trema, a combination of a pocket organizer and cell phone. Even though the product has been a huge success in the home country, market research suggests some changes may be required before it can be introduced in Europe. Your CMO is of the opinion that the product requires certain extra features and the product will also have to be marketed differently. Your CMO is advocating
• straight extension
• dual adaptation
• product standardization
• forward adaptation
13) A PR practitioner may be subject to conspiracy in these situations: when the practitioner participates in illegal action, counsels or guides the illegal policy, takes part in it, or
• cooperates to further illegal action
• uncovers illegal action
• imagines illegal policy may occur
• unknowingly works with a corrupt agency
14) To protect a creative work from being published in any other manner, a company or author would ____________ the material.
• patent
• freelance
• copyright
• trademark
15) Marketing effectiveness rating instruments and marketing audits are approaches to
• efficiency control
• profitability control
• annual-plan control
• strategic control
16) The purpose of profitability control is to
• examine whether the company is pursuing its best opportunities with respect to markets, products, and channels
• understand the efficiency of the sales force, advertising, sales promotion, and distribution
• examine where the company is making and losing money
• evaluate and improve the spending efficiency and impact of marketing expenditures
17) The marketing audit reviews six components of the overall marketing arena including the marketing environment, marketing strategy, marketing organization, marketing systems, marketing productivity and
• marketing mix
• marketing control
• marketing function
• marketing development
18) A marketing audit is typically best conducted by a(n)
• internal department
• internal marketing executive
• outside consultant
• a. self-audit
19) A Gucci bag sells for $120 in Italy and $240 in the United States due to the differences in the costs of distributing the product in the two countries. This phenomenon is called a(n)
• tactical pricing problem
• price escalation problem
• opportunity cost problem
• market pricing problem
20) Which of the following is an example of a communication metric used for measuring the performance of marketing plans?
• Response rate
• Trial rate
• Sales growth
• New customer gains
21) Which of the following is true regarding a marketing audit?
• It focuses on a firm's macromarketing environment
• It identifies the most-needed improvements and incorporates them into a corrective-action plan with short- and long-run steps.
• It relies on feedback from company managers for data and opinions.
• It focuses on analysis of those marketing activities that have failed to produce adequate results