___________________ is a reason for Coke to invest in promotion.
A. To maintain brand loyalty
B. To reduce the tendency to switch to other brands
C. To maintain corporate identity
D. To encourage brand switching from competitors’ customers
E. All of these are good reasons for Coke to promote
Apex Jerseys, a manufacturer of sports apparel and sporting equipment, has
experienced a sharp drop in sales over the last quarter. The marketing manager is asking
the research department to investigate this alarming development. The first step taken
by the researchers in their investigation should be to ________.
A. Design a questionnaire to gather pertinent data
B. Decide which statistical procedure to use
C. Determine sources of internal secondary data
D. Identify the sample of customers to survey
E. Formulate a specific research problem
When customers quickly and easily become bored with any given advertising
campaign, this is considered __________.
A. Positioning
B. Advertising response function
C. Guarantee of desire
D. Advertising wearout
E. Maximum reach
Situational factors include all except ____________.
A. Marketplace volatility
B. The time horizon
C. Information accessibility
D. Number of people required to accomplish the forecasting
E. Expertise of the forecaster
Rather than having only one goal or even several goals and objectives for a marketing
plan, it is recommended that _____________.
A. Goals are quantified with real numbers
B. Each and every action plan be measured in some way
C. Goals be simple and to the point
D. Goals be realistic
E. None of these
The nature of business-to-business markets requires _____________.
A. A more personal relationship between the buyer and seller
B. Investment of more resources to foster and maintain personal contact
C. Businesses to invest in their suppliers to strengthen the relationship
D. All of these
E. None of these
_______ is a planned, coordinated approach for disseminating information during times
of emergency and for handling the effects of unfavorable publicity.
A. Direct marketing
B. Advertising
C. Interactive marketing
D. Public relations
E. Crisis management
Time to market is a term that means _________.
A. This is the best time to market this new product
B. It is time that the company had an entry into a particular market segment
C. How long it will take to develop and get the product to market
D. How long it will take to get the product through the introduction stage to the growth
stage
E. None of these
When Ford Motor Co. introduced the Nova model in Mexico, it faced certain ridicule
because “No va” in Spanish means “It doesn’t go.” Oops! This illustrates a problem with
__________________.
A. Brand strategy
B. Country-of-origin effect
C. Quality
D. Fitting the product to the culture
E. Manufacturing
___________ is a strength of direct marketing and interactive marketing in the
promotion mix.
A. Great creative flexibility
B. Ability to stimulate purchase directly through incentive to buy
C. Unpaid communication seen as more credible than paid forms
D. Message customization without high costs of personal selling
E. All of these
Marketing plan controls involve _______________.
A. The marketing and sales departments
B. The marketing, sales, and customer service departments
C. The accounting and IT departments
D. The entire organization
E. The marketing and production departments
The best place in a SWOT analysis to identify rising interest rates and availability of
credit for a firm seeking to expand through new construction of real estate is ________.
A. External opportunities
B. External threats
C. Internal opportunities
D. Internal strengths
E. Internal weaknesses
While many firms “talk the talk” about marketing as an investment and not
_____________, marketing expenditures are not treated as an investment in a
company’s accounting system.
A. A variable
B. A total investment
C. An expense item
D. A lost cause
E. None of these
_____ are principles shared by a society that assert positive ideals. These principles are
often viewed on a continuum.
A. Values
B. Beliefs
C. Cultural beliefs
D. Cultural values
E. Moral beliefs
Once a purchase decision is made, the sales process continues and is called
_____________.
A. Cognitive dissonance
B. Purchase evaluation process
C. Post mortem analysis
D. Post-purchase evaluation
E. None of these
Pricing objectives very frequently are designed for profit maximization, which
necessitates a ________________________ pricing strategy.
A. Penetration
B. Price skimming
C. Target ROI
D. Competitor-based
E. Value
Most marketing plan budgets are created and maintained by the use of
______________ that provide formulaic capabilities to perform scenario analysis on a
variety of contingencies and see the impact on the budget.
A. Custom software
B. CRM software
C. Excel spreadsheets
D. All of these
E. None of these
Many countries base their court systems on those of former rulers or colonizers. For
example, the Spanish ruled many South American countries for many years so the court
system there is based on code or civil law. This would be identified in the _______
section of a global research report.
A. Economic
B. Cultural, societal
C. Business environment
D. Political, legal
E. History, geography
China would be classified as being in the __________ stage of development.
A. Traditional society
B. Preconditions for take-off
C. Take-off
D. Maturity
E. High mass consumption