Multiple choice questions:
1. Which of the following is an example of a distribution metric used for measuring the performance of marketing plans?
Stock cover in days
Customer acquisition
Effective reach
Market share
2. To protect a creative work from being published in any other manner, a company or author would ____________ the material.
trademark
patent
copyright
freelance
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.
marketing plan
market-based scorecard analysis
marketing metric
marketing audit
4. ______ is an obligation to act in a way expected of a reasonable person.
Liability
Reliance
Duty
Litigation
5. Which characteristic of a marketing audit is described by the methodical evaluation of the macro- and micromarketing environments, objectives and strategies, system, and activities?
Systematic
Comprehensive
Periodic
Independent
6. Marketing effectiveness rating instruments and marketing audits are approaches to
annual-plan control
strategic control
profitability control
efficiency control
7. 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)
market pricing problem
opportunity cost problem
price escalation problem
tactical pricing problem
8. Rising customer expectations, evolving employee goals and ambitions, and tighter government legislation and pressure are driving companies to
manage shorter supply chains
operate leaner manufacturing facilities
operate flatter organizations
practice a higher level of corporate social responsibility
9. Which of the following is true regarding a marketing audit?
It focuses on a firm's macromarketing environment.
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.
It identifies the most-needed improvements and incorporates them into a corrective-action plan with short- and long-run steps.
10. 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 control
marketing development
marketing mix
marketing function
11. 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
imagines illegal policy may occur
cooperates to further illegal action
unknowingly works with a corrupt agency
uncovers illegal action
12. Which of the following is likely to be an important trend in marketing in the future?
Mass marketing
Marketing intuition
Manual marketing
Marketing science
13. Which of the following is an example of a communication metric used for measuring the performance of marketing plans?
Response rate
New customer gains
Trial rate
Sales growth
14. ________ is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments.
Marketing control
Marketing implementation
Market watch
Test marketing
15. Which of the following refers to the ability to meet humanity's needs without harming future generations?
Scalability
Greenwashing
Sustainability
Ecological footprinting
16. Straight extension of the product means
introducing a customized product to the foreign market with existing marketing strategy
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 a new marketing strategy
17. The purpose of profitability control is to
examine where the company is making and losing money
examine whether the company is pursuing its best opportunities with respect to markets, products, and channels
evaluate and improve the spending efficiency and impact of marketing expenditures
understand the efficiency of the sales force, advertising, sales promotion, and distribution
18. 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
evaluate and improve the spending efficiency and impact of marketing expenditures
examine where the company is making and losing money
19. 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
forward adaptation
product standardization
dual adaptation
20. 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.
Consumers did not value the cause Cadbury was promoting.
Consumers resented being sold an inferior product on the back of a cause-marketing program.
Customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive.
21. A marketing audit is typically best conducted by a(n)
internal marketing executive
internal department
self-audit
outside consultant