Multiple choice questions:
Part 1
1) Which of the following must be empirically tested?
A. Linkage
B. Theory
C. Theoretical framework
D. Models
2) To strategically connect one piece of the SMC plan to all others in the system and make decisions that can be tracked from the execution stage to corporate strategies, managers need to have which of the following within which to make decisions?
A. Model
B. Theory
C. Framework
D. Linkage
3) Which of the following is a set of procedures and methods for the regular, planned collection, analysis, and presentation of information for use in making marketing decisions?
A. System
B. Linkage
C. Framework
D. Model
4) Informative is a strategy on what level?
A. Marketing communications
B. Marketing
C. Systems
D. Corporate
5) The elements of a superordinate goal include all of the following except
A. Subordinate processes
B. Strategy
C. Strategic mix
D. Tactics
6) Saab's precarious position in the GM system is an example of which of the following?
A. Lower-order
B. Weaker-order
C. Higher-order
D. Stronger-order
7) Any strategy can be described as which of the following?
A. Aspiration
B. Tactic
C. Goal
D. Objective
8)Whose duty is it to ensure that tactics are carried out in such a way to effectively implement the strategies?
A. Top-level management
B. Lower-Level management
C. Corporate board
D. Middle-level management
9) Which of the following is not a key process of setting objectives?
A. Identifying the corporate strategy
B. Identifying measurement gauges
C. Identifying an objective
D. Identifying desired level and time frame
10) What is the goal of the third step of setting the objective?
A. Determine the desired deviation from the norm
B. Disregard the norm
C. Minimize the deviation from the norm
D. Maximize the deviation from the norm
11) Second-order level decisions pertain to which of the following?
A. Marketing level
B. Executive board
C. Corporate level
D. Marekting communications level
12) In which of the following budgeting methods does the decision maker allocates resources by starting at the top of the decision hierarchy and then tabulating the costs of all the tasks at the bottom of the hierarchy?
A. Proper hierarchy
B. Western hierarchy
C. Top down
D. Build up
13) Which of the following is an analysis that examines the future situation?
A. Feedback
B. Feedfuture
C. Feedforward
D. Feedupdate
14) Situation analysis involves all the following except
A. Self-analysis
B. Market analysis
C. Price analysis
D. Environment analysis
15) To set reasonable objectives, the manager needs information on all of the following except
A. The firm's past expenditures
B. The competition
C. The market changes
D. The firm's strength
16) A system is considered to be fully integrated if which of the following occurs:
A. Links in the systems components are all present
B. Links between the systems components are in sync
C. Links in the systems components are strong
D. Links between the systems components are balanced
17) Which of the following links is weakened if the manager monitors the system but no control is exerted?
A. Monitoring, control, planning
B. Monitoring, control, strategy
C. Monitoring, control
D. Monitoring, control,budget
Part 2
QUESTION 1
1. The systems model shows how the entire process of marketing communications can be planned to ensure which of the following?
a. strategic integration
b. strategic organization
c. strategic communications
d. strategic optimization
QUESTION 2
1. Which of the following is at the bottom of the systems model hierarchy?
a. corporate level
b. marketing level
c. marketing communications mix
d. marketing communications level
QUESTION 3
1. Which of the following is not part of the marketing communications mix?
a. public relations
b. advertising
c. brand awareness
d. sales promotion
QUESTION 4
1. What is the first step in applying the process hierarchy to marketing communications?
a. identify the objective
b. identify superordinate processes
c. identify the strategy
d. identify the subordinate processes
QUESTION 5
1. Which of the following strategies places emphasis on the working dynamics of R&D and engineering?
a. innovation
b. harvest
c. divestment
d. growth
QUESTION 6
1. Which of the following can be accomplished through positioning by relative price and low price?
a. strategic price focus
b. strategic product focus
c. strategic prospects focus
d. strategic promotions focus
QUESTION 7
1. Positioning by product attribute requires which of the following elements of the marketing mix?
a. product and marketing communications
b. product and place
c. product and price
d. price and marketing communications
QUESTION 8
1. Brand awareness is associated with which of the following strategic options:
a. self-satisfaction
b. habit forming
c. affective
d. informative
QUESTION 9
1. Which of the following strategies guides the corporate executive to set objectives in terms of maximizing profit?
a. harvest
b. innovate
c. divestment
d. growth
QUESTION 10
1. Brand trial is synonymous to which of the following?
a. brand unity
b. brand equity
c. brand awareness
d. brand purchase
QUESTION 11
1. All of the following can be used to advance a self-satisfaction strategy except
a. direct marketing
b. premiums
c. reseller support programs
d. outdoor advertising
QUESTION 12
1. Which of the following marketing communications goals describes a desirable situation in which target consumers recognize the firm's brand as preferable to competitor brands?
a. brand association
b. brand preference
c. brand unity
d. brand equity
QUESTION 13
1. The objectives of sales and market share pertain to which of the following corporate strategies?
a. harvest
b. maintain
c. grow
d. divest
QUESTION 14
1. At which level are objectives selected in direct correspondence with the selected positioning strategy?
a. corporate
b. marketing communications
c. marketing
d. executive
QUESTION 15
1. The informative (thinker) strategy entails which of the following sequences?
a. do, feel, learn
b. do, learn, feel
c. feel, learn, do
d. learn, feel, do
QUESTION 16
1. Which of the following is a marketing strategy that guides the manager to induce purchase or an overt behavioral response?
a. habit formation
b. informative
c. affective
d. self-satisfaction
QUESTION 17
1. Objectives must be selected to do which of the following in regards to the selected strategy and strategic mix?
a. parallel strategy and strategic mix
b. highlight strategy and strategic mix
c. closely match strategy and strategic mix
d. contradict with strategy and strategic mix
QUESTION 18
1. Negative deviations observed at any hierarchical level necessitate which of the following?
a. respondent action
b. mandated action
c. corrective action
d. reversal action
QUESTION 19
1. Which of the following is not a popular aspect of demographics used in media planning?
a. age
b. ethnicity
c. gender
d. psychographics
QUESTION 20
1. Which of the following refers to theoretical models used by marketers that view attitudes as being comprised of different dimensions upon which consumer build up to a total attitude?
a. multifactor attitude model
b. multiattribute attitude model
c. multiresponse behavior model
d. multivariate behavior model