Marketing Strategy 6th Edition

In terms of marketing structure, what type of structure coordinates and manages all marketing activities and decisions from the top of the marketing hierarchy? a. a regulated marketing structure b. a dynamic marketing structure c. a centralized marketing structure Answer: C Answer: C Answer: C Which sales force compensation system is best suited to situations where salespeople

Only the largest firms can execute __________, which involves the development of multiple marketing programs to serve all customer segments simultaneously. a. single segment targeting b. market specialization c. selective targeting Answer: E Answer: E Answer: E __________ is/are the primary reason why the consumer buying process varies across customers, products, and situations. a. Individual influences b. Situational influences c.

Although a market segment can meet all criteria for viability, a firm may choose to not pursue the segment. Which of the following is a reason why this might occur? a. A competitor has already targeted the segment. b. Targeting the segment could lead to antitrust concerns. c. The segment has no synergy

In 2005, the American Marketing Association changed the definition of marketing that had stood for 20 years. The major changes in the definition included a shift from delivering the 4 Ps (product, price, place, promotion) to delivering __________ and a shift from creating exchanges to creating __________. a. satisfaction; customer relationships b.

In terms of setting goals and objectives, what is considered to be one of the major benefits gained from applying for the Malcolm Baldrige National Quality Award? a. It promotes the development of discontinuous objectives. b. It helps the firm to set objectives that are difficult for competitors to copy. c. It helps

Chapter 1 Marketing in Today's Economy MULTIPLE CHOICE 1. Among the fundamental changes to marketing and business practice in todays economy is the dramatic increase in the availability of information. This increase in information has created a shift in the balance of power in the supply chain.

Chapter 10 Developing and Maintaining Long-Term Customer Relationships MULTIPLE CHOICE 1. In times past, developing and implementing the right marketing strategy was all about __________. In todays economy, however, that emphasis has shifted to developing strategies that attract and retain customers over the long term. a. aggressive

Chapter 2 Strategic Marketing Planning MULTIPLE CHOICE 1. Which of the following statements best describes the nature of a marketing plan? a. It clearly outlines the organizations mission and vision. b. It outlines how the organization will raise capital to finance growth. c. It focuses solely on

Chapter 3 Collecting and Analyzing Marketing Information MULTIPLE CHOICE 1. With respect to conducting a situation analysis, which of the following IS NOT one of the four important issues to keep in mind? a. Analysis alone is not a solution. b. Data are not the same as

Chapter 4 Developing Competitive Advantage and Strategic Focus MULTIPLE CHOICE 1. All of the following are benefits of SWOT analysis EXCEPT: a. It is simple to use. b. Its structured nature ensures that data and information are correctly categorized. c. It promotes managerial collaboration. d. It can

Chapter 5 Customers, Segmentation, and Target Marketing MULTIPLE CHOICE 1. The consumer buying process begins when: a. marketing research discovers a new, untapped market segment. b. consumers recognize that they have unsatisfied needs. c. merchants offer goods and services for sale. d. a manufacturer develops a new

Chapter 6 The Marketing Program MULTIPLE CHOICE 1. __________ refers to the strategic combination of the four basic marketing mix elements. a. The marketing plan d. The strategic mix b. The marketing program e. Implementation c. Strategic control ANS: B PTS: 1 DIF: Difficulty: Easy

ESSAY 1. Discuss the four types of consumer products and explain how marketing strategy changes across these product types. Be sure to use examples. ANS: The four types of consumer products are: Convenience ProductsInexpensive, routinely purchases products that consumers spend little time and effort acquiring. Examples

Chapter 7 Branding and Positioning MULTIPLE CHOICE 1. Which of the following is the best example of a brand mark? a. Honda d. BMW b. Nikes swoosh e. 7-Eleven c. WD-40 ANS: B DIF: Difficulty: Easy NAT: BUSPROG: Analytic STA: DISC: Strategy TOP: A-Head: Introduction KEY: Bloom's:

Chapter 8 Ethics and Social Responsibility in Marketing Strategy MULTIPLE CHOICE 1. __________ is a broad concept that relates to an organizations obligation to maximize its positive impact on society while minimizing its negative impact. a. Marketing ethics d. Strategic philanthropy b. Corporate philanthropy e. Social engineering

Chapter 9 Marketing Implementation and Control MULTIPLE CHOICE 1. Marketing implementation is critical to the success of any firm. Simply put, implementation refers to: a. how the marketing plan will be put into action. b. how the marketing plan will be approved by top management. c. the

Which of the following IS NOT a function or potential function of packaging? a. protection b. storage c. convenience Answer: D Answer: D Answer: D As a form of __________ competition, bicycles can solve the same basic need as automobiles, albeit with a very different product. a. regular b. generic c. brand Answer: B Answer: B Answer: B The PTL Corporation provides long-distance telephone

Although mass media audiences are becoming increasingly fragmented, media fragmentation does have a major advantage. What is this advantage? a. It now costs less to reach a mass audience. b. It is much easier to measure feedback from mass media audiences. c. It is now easier to reach small, highly targeted audiences. d. Consumers

Despite conventional thinking, __________ accounts for the bulk of promotional spending in many firms. This is especially true for firms selling consumer products in grocery stores and mass-merchandise retailers. a. personal selling b. advertising c. public relations Answer: D Answer: D Answer: D What is the primary disadvantage associated with using financial incentives as a means of

The link between marketing ethics/social responsibility and firm performance has been documented repeatedly over time. This link is most evident in firms that have a strong __________. a. market orientation b. stakeholder orientation c. sense of customer loyalty Answer: D Answer: D Answer: D The failure to understand the difference between internal and external issues is one

Which of the following is one of the five basic questions that a good mission statement should answer? a. Who are our competitors? b. What is our market position? c. What is our operating philosophy? Answer: C Answer: C Answer: C Which of the following IS NOT a situation that can cause customers to be less sensitive to

Why is the demand for most services'such as popular restaurants'extremely time-and-place dependent? a. Because popular services typically lack sufficient capacity. b. Because services cannot be stored for future use. c. Because customers must be present for service to be delivered. d. Because service customers are typically unsure of their needs. e. Because competing services force

The phrase 'Unused service capacity is lost forever' refers to which major challenge associated with the marketing of services? a. client-based relationships b. limited standardization c. simultaneous production and consumption d. perishability e. heterogeneity Answer: D Answer: D Answer: D Many large firms, such as Walmart, Home Depot, Lowe's, and Barnes & Noble, have been accused of predatory pricing