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University of Phoenix MKT 571 Week 6 Quiz

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Question;1Which of the following is true regarding a marketing audit?It focuses on a firm?s macromarketing environment.It focuses on analysis of those marketing activities that have failed to produce adequate results.It relies on feedback from company managers for data and opinions.It identifies the most-needed improvements and incorporates them into a corrective-action plan with short- and long-run steps.2Marketing effectiveness rating instruments and marketing audits are approaches toannual-plan controlstrategic controlprofitability controlefficiency control3______ is an obligation to act in a way expected of a reasonable person.DutyRelianceLitigationLiability4The marketing audit reviews six components of the overall marketing arena including the marketing environment, marketing strategy, marketing organization, marketing systems, marketing productivity andmarketing controlmarketing mixmarketing functionmarketing development5The purpose of strategic control is toexamine whether the company is pursuing its best opportunities with respect to markets, products, and channelsevaluate and improve the spending efficiency and impact of marketing expendituresexamine where the company is making and losing moneyunderstand the efficiency of the sales force, advertising, sales promotion, and distribution6A marketing audit is typically best conducted by a(n)internal departmentinternal marketing executiveoutside consultanta. self-audit7Which of the following refers to the ability to meet humanity's needs without harming future generations?GreenwashingSustainabilityScalabilityEcological footprinting8Rising customer expectations, evolving employee goals and ambitions, and tighter government legislation and pressure are driving companies topractice a higher level of corporate social responsibilitymanage shorter supply chainsoperate leaner manufacturing facilitiesoperate flatter organizations9A 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, orimagines illegal policy may occurcooperates to further illegal actionuncovers illegal actionunknowingly works with a corrupt agency10Your 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 advocatingstraight extensionproduct standardizationdual adaptationforward adaptation11________ is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments.Marketing controlTest marketingMarketing implementationMarket watch12Which of the following is an example of a communication metric used for measuring the performance of marketing plans?Sales growthTrial rateNew customer gainsResponse rate13Which of the following is an example of a distribution metric used for measuring the performance of marketing plans?Effective reachStock cover in daysMarket shareCustomer acquisition14A ________ 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 analysismarketing metricmarketing planmarketing audit15Which characteristic of a marketing audit is described by the methodical evaluation of the macro- and micromarketing environments, objectives and strategies, system, and activities?ComprehensiveSystematicPeriodicIndependent16Which of the following is likely to be an important trend in marketing in the future?Mass marketingMarketing intuitionManual marketingMarketing science17A 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)opportunity cost problemmarket pricing problemtactical pricing problemprice escalation problem18Straight extension of the product meansintroducing the product to the foreign market with major changes to the productintroducing a customized product to the foreign market with a new marketing strategyintroducing the product to the foreign market without any changes to the productintroducing a customized product to the foreign market with existing marketing strategy19Cadbury'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 resented being sold an inferior product on the back of a cause-marketing program.Consumers did not value the cause Cadbury was promoting.20The purpose of profitability control is toevaluate and improve the spending efficiency and impact of marketing expendituresexamine where the company is making and losing moneyexamine whether the company is pursuing its best opportunities with respect to markets, products, and channelsunderstand the efficiency of the sales force, advertising, sales promotion, and distribution21To protect a creative work from being published in any other manner, a company or author would ____________ the material.trademarkcopyrightfreelancepatent

 

Paper#46720 | Written in 18-Jul-2015

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