Deck 5: Implementation

Question 1

According to Peter Drucker,marketing and lead to positive results for a firm.

A)budgetary forecasts
B)product innovation
C)modern technology
D)localized distribution

Answer 1

B

Question 2

A marketer who only promotes a product by advertising in national magazines is using a .

A)word- of- mouth network
B)marketing mix
C)pull strategy
D)push strategy

Answer 2

C

Question 3

What is the first step in the consultative selling process?

A)pursuing long- term customers
B)presenting product benefits to a customer
C)offering trial services to customers
D)determining the customer's problem

Answer 3

D

Question 4

Product,price,place,promotion,and people are known as the "five Ps" of the .

A)marketing mix
B)targeting method
C)strategic business model
D)balance sheet approach

Question 5

A marketer would most likely use the BCG Matrix or GE/McKinsey Portfolio Planning Grid to make decisions about .

A)new product ideas
B)resource allocations
C)distribution channels
D)media concepts

Question 6

Which term refers to the stage in sales growth when sales revenues are equal to expenses?

A)product position
B)consumer price point
C)short term margin
D)breakeven point

Question 7

Customer- oriented metrics would most likely be used to _ .

A)collect data on customer satisfaction
B)link customer needs with core competencies
C)direct marketing efforts towards global segments
D)identify customer needs and demands

Question 8

A marketer analyzing whether members of the target audience like the services offered by a firm is analyzing the element of the marketing mix.

A)price
B)place
C)product
D)promotion

Question 9

The primary goal of positioning is to _ .

A)choose the strongest marketing mix
B)determine customers' needs
C)shape customers' perceptions
D)communicate product attributes

Question 10

John,a marketer,has defined the market research objective. What should his next step be in the marketing research process?

A)write a research report
B)analyze market- oriented metrics
C)collect information
D)develop a research plan

Question 11

According to the BCG growth- market share matrix,are strategic business units with products that have low market shares in fast- growth markets.

A)question marks
B)dogs
C)cash cows
D)stars

Question 12

In the product hierarchy,which level would most likely generate positive word- of- mouth and customer loyalty?

A)core product
B)expected product
C)augmented product
D)potential product

Question 13

Marketers would most likely use to determine if a change in price is responsible for a change in sales.

A)causal research
B)exploratory research
C)predictive techniques
D)demographic studies

Question 14

Which of the following questions most closely involves analysis of the product element of the marketing mix?

A)Are there any foreseeable changes in the requirements of the target?
B)What is the target's level of awareness for each competitive brand?
C)What do competing firms charge for similar products?
D)Will wholesale,retail,or direct- to- consumer channels be used?

Question 15

Marketers would most likely use research to come up with ideas for new strategies and opportunities or to generate specific issues for future research.

A)experimental
B)causal
C)descriptive
D)exploratory

Question 16

During the new product development process,gathering consumer insights is LEAST important during the stage.

A)commercialization
B)testing
C)development
D)business evaluation

Question 17

is the process of collecting,analyzing,and interpreting data about customers,competitors,and the business environment to improve marketing effectiveness.

A)Strategic management
B)Marketing management
C)Marketing research
D)Internal marketing

Question 18

During the stage,a marketer implements a marketing strategy into specific brand- building marketing mix elements.

A)promoting
B)segmenting
C)targeting
D)positioning

Question 19

According to the BCG growth- market share matrix,are strategic business units with products that have a dominant market share in a high- growth market.

A)stars
B)question marks
C)cash cows
D)dogs

Question 20

Which term refers to a group of marketing variables a business controls with the intent of claiming a place in customers' minds?

A)product platform
B)segments
C)marketing mix
D)position statement

Question 21

Superior Auto Sales,a chain of high- end used car dealerships,wants to sum up its company positioning and value proposition in a formal statement to serve as a guide for marketing communication development. Superior's management would use a .

A)brand position statement
B)corporate statement
C)mission statement
D)vision statement

Question 22

To attract a target audience of 25- to 35- year- olds,Godiva began running advertisements that resembled fashion advertisements. Godiva also began purchasing ad space in Vogue and Vanity Fair. In doing so,Godiva altered the element of its marketing- mix strategy.

A)promotion
B)product
C)price
D)place

Question 23

The marketing research process is more productive and effective when marketers use broad research guidelines and collect as much data as possible.

Question 24

In which phase of the product life cycle would promotion needs be high and product distributions be limited?

A)growth
B)maturity
C)introduction
D)decline

Question 25

Detailed decisions about pricing and promoting a product occur during the positioning stage of marketing.

Question 26

Data that has been collected for some other purpose than to answer the question at hand is called .

A)primary data
B)demographic data
C)secondary data
D)quantitative data

Question 27

Based on the BCG Matrix,a product in a market position typically generates enough cash to fund other investments.

A)low share/high growth
B)low share/low growth
C)high share/low growth
D)high share/high growth

Question 28

Which of the following is a true statement about the marketing research process?

A)Data must be collected before the research plan can be designed.
B)A research plan should be determined before the problem is defined.
C)The last step is analyzing and interpreting the data.
D)The first step is specifying the research problem.

Question 29

occurs when a product's attributes that were once new become widespread among all products in a market.

A)Expansion
B)Protectionism
C)Commoditization
D)Exploitation

Question 30

A Customer Relationship Management system would most likely be used by a marketer to .

A)identify niche segments
B)customize product offerings
C)assess competitors' clients
D)pretest advertising campaigns

Question 31

A is a name,term,sign,symbol,design,or a combination of these,that identifies the maker or seller of a product or service.

A)segment
B)label
C)brand
D)package

Question 32

Cable television,video games,the Internet,and word- of- mouth referral networks are responsible for the decline of mass media advertising.

Question 33

Which of the following is a limitation of the BCG matrix?

A)It cannot be used by corporations with multiple SBUs.
B)It does not help managers determine which SBUs need investment to grow.
C)It does not tell managers the best ways to create growth.
D)It does not help managers determine which SBUs should be dropped from a portfolio.

Question 34

Cadillac's portfolio consists of sedans,a crossover,a sport utility vehicle,and a high- performance version of the sedan. The sedans are sold through the Cadillac dealer network,but the high- performance version is sold in limited volumes and is not available at all dealerships. This difference in availability is an example of how the products within the Cadillac portfolio are differentiated by the element of the marketing mix.

A)promotion
B)place
C)people
D)price

Question 35

A skimming strategy involves charging a high price for an innovative product early in the product life cycle.

Question 36

Which type of research design would most likely be used to characterize specific customers with regard to their behaviors and preferences?

A)causal research
B)exploratory research
C)experiential research
D)descriptive research

Question 37

Positioning statements are strategy statements that specify the needs of the target market and the marketing mix that will be implemented to develop brand awareness.

Question 38

A(n)_ _ strategy involves using a common technology for multiple products in a product line.

A)brand extension
B)product platform
C)augmented product
D)price lining

Question 39

The growth- market share matrix developed by the Boston Consulting Group (BCG)is a type of .

A)value chain
B)compatibility assessment
C)SWOT analysis
D)portfolio analysis

Question 40

Exploratory research is typically large scale,highly structured,and more expensive than other research techniques.

Question 41

How can a marketer avoid ineffective market research activities? What are the basic steps of the marketing research process?

Question 42

In what situations would marketing research most likely be a waste of time and money?

Question 43

How has technology affected the place and promotion elements of the marketing mix?