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MKT 571 Week 6 Quiz 100% Score

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Marketing

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Study Guide

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1. Which of the following is an example of a communication metric used for measuring the

performance of marketing plans

2. 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

3. ______ is an obligation to act in a way expected of a reasonable person

4. 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?

5. Marketing effectiveness rating instruments and marketing audits are approaches to

6. Which of the following is true regarding a marketing audit?

7. ________ is the process by which firms assess the effects of their marketing activities and

programs and make necessary changes and adjustments

8. 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

9. Which of the following is an example of a distribution metric used for measuring the

performance of marketing plans?

10. The purpose of profitability control is to

11. A marketing audit is typically best conducted by a(n)

12. Which of the following refers to the ability to meet humanity's needs without harming future

generations?

13. The purpose of strategic control is to

14. 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

15. Which of the following is likely to be an important trend in marketing in the future?

16. To protect a creative work from being published in any other manner, a company or author

would ____________ the material.

17. 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)

18. Which characteristic of a marketing audit is described by the methodical evaluation of the

macro- and micromarketing environments, objectives and strategies, system, and activities?

19. Straight extension of the product means

20. The marketing audit reviews six components of the overall marketing arena including the

marketing environment, marketing strategy, marketing organization, marketing systems,

marketing productivity and.

21. Rising customer expectations, evolving employee goals and ambitions, and tighter

government legislation and pressure are driving companies to

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1. Which of the following is an example of a communication metric used for measuring the

performance of marketing plans

Response rate

2. 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 audit

3. ______ is an obligation to act in a way expected of a reasonable person

Duty

4. 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 questioned the link between the product and the cause and saw the firm as

self-serving and exploitive

5. Marketing effectiveness rating instruments and marketing audits are approaches to

strategic control

6. Which of the following is true regarding a marketing audit?

It identifies the most-needed improvements and incorporates them into a corrective-

action plan with short- and long-run steps

7. ________ is the process by which firms assess the effects of their marketing activities and

programs and make necessary changes and adjustments

Marketing control

8. 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

cooperates to further illegal acon

9. Which of the following is an example of a distribution metric used for measuring the

performance of marketing plans?

Stock cover in days

10. The purpose of profitability control is to

examine where the company is making and losing money

11. A marketing audit is typically best conducted by a(n)

outside consultant

12. Which of the following refers to the ability to meet humanity's needs without harming future

generations?

Sustainability

13. The purpose of strategic control is to

examine whether the company is pursuing its best opportunies with respect to markets,

products, and channels

14. 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

dual adaptaon

15. Which of the following is likely to be an important trend in marketing in the future?

Markeng science

16. To protect a creative work from being published in any other manner, a company or author

would ____________ the material.

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1. Which of the following is an example of a communication metric used for measuring the performance of marketing plans 2. 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 3. ______ is an obligation to act in a way expected of a reasonable person 4. 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? 5. Marketing effectiveness rating instruments and marketing audits ar ...
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