Deck 15: Marketing Planning, Implementation and Evaluation

Question 1

Which of the following is the first step in the marketing cycle?

A) Creating the product.
B) Understanding the market.
C) Writing a marketing plan.
D) Developing a marketing mix.
E) None of the options listed.

Answer 1

Understanding the market.

Question 2

The Marketing Cycle emphasises the importance of understanding the customer, resulting in the ability to create, communicate and deliver:

A) advantages.
B) value.
C) benefit.
D) goods.

Answer 2

value.

Question 3

Which of the following statements is correct?

A) Marketing is a linear process that begins with an idea, proceeds to a plan and ends with the successful implementation of the plan.
B) The marketing cycle is an ongoing and interrelated process of understanding the market, and creating, communicating and delivering value.
C) Ongoing evaluation of marketing performance helps to build further understanding and enable refinement of the marketing program.
D) Both a and b.
E) Both b and c.

Answer 3

Both b and c.

Question 4

Which of the following is NOT one of the main activities an organisation must undertake in relation to marketing?

A) Develop a detailed understanding of the market.
B) Plan how to achieve the organisation's goals.
C) Disregard the plan.
D) Continuously evaluate marketing performance.

Question 5

At the completion of their 'end of financial year' marketing campaign, the marketing team at Ford Australia evaluate their efforts in order to:

A) understand the impact, if any, of their marketing campaigns.
B) make adjustments to their marketing program if necessary.
C) better understand and respond to changes in the market.
D) improve future performance.
E) All of the options listed.

Question 6

Why should companies evaluate their marketing performance?

A) To build further understanding of the market.
B) To refine the marketing program.
C) To improve future performance.
D) All of the options listed.

Question 7

Which of the following activities could be useful in understanding a market?

A) Market research.
B) A knowledge of the marketing environment.
C) A knowledge of consumer decision-making processes for your organisation's product.
D) All of the options listed.
E) Both a and b.

Question 8

Evaluation measures occur at all stages of the marketing cycle.

Question 9

Organisations that operate with a marketing philosophy put __________at the centre of their thinking.

A) value
B) employees
C) profits
D) customers

Question 10

Organisations need to distinguish themselves from competition. As a starting point, they communicate to both internal stakeholders (e.g. employees) and external stakeholders (e.g. customers, investors and media) using a(n):

A) mission statement.
B) executive summary.
C) business unit strategy.
D) corporate strategy.

Question 11

Which of the following would not be a stakeholder in an organisation?

A) Shareholders.
B) Employees.
C) Customers.
D) Partners.
E) All of the options listed are stakeholders.

Question 12

A specific, but high-level plan to achieve objectives that reflect the overall mission of the organisation is known as a(n):

A) mission statement.
B) executive summary.
C) business unit strategy.
D) corporate strategy.

Question 13

Companies such as Apple, Coca-Cola and Toyota operate with a marketing philosophy. These organisations put _________ at the centre of their thinking.

A) mission statements
B) goals
C) customers
D) products
E) society

Question 14

Strategies for the various business areas within an organisation to guide their contribution to achieving the overall corporate objectives are defined in a(n):

A) mission statement.
B) executive summary.
C) business unit strategy.
D) corporate strategy.

Question 15

The following are example of marketing objectives:

A) monetary objectives like profit.
B) market share.
C) customer retention.
D) societal.
E) All of the above.

Question 16

Functional areas such as human resources, accounts, finance and marketing work together to meet common goals. These __________ area strategies are outlined at the __________ level.

A) corporate, business unit
B) business, corporate
C) functional, corporate
D) functional, business unit

Question 17

The Hungry Puffs campaign by Foodbank WA is an example of a/n _______ objective:

A) market share.
B) societal.
C) sales.
D) product.
E) profit.

Question 18

The processes and practices put in place to identify, track and use customer information and preferences to provide superior customer service and sustain long-term relationships is known as:

A) customer relationship management.
B) customer retention.
C) marketing objectives.
D) the mission statement.

Question 19

Which of the following could be a reason why an organisation fails to achieve its objectives?

A) The objectives are overly ambitious.
B) There are flaws in the planning of its corporate strategy.
C) There are flaws in the implementation of one or more of its business-unit strategies.
D) There are changing or unforeseen environmental conditions.
E) All of the options listed are potential reasons.

Question 20

According to the SMART model, objectives must be: Specific, __________, Actionable, __________, and Timetabled.

A) Monitored, Reasonable
B) Measurable, Reasonable
C) Measureable, Reliable
D) Manageable, Reproducible

Question 21

Which of the following functional areas of an organisation would a marketer potentially need to work with in order to understand the market, and create, communicate and deliver offerings of value?

A) Research and development.
B) Production and warehouse/logistics.
C) Human resources, finance/accounting, information systems.
D) Options a, b and c.
E) Both a and b.

Question 22

When a corporation acts in the interests of the society in which it operates, for example by protecting the environment, it is demonstrating:

A) the SMART model.
B) societal marketing.
C) philanthropic responsibility.
D) corporate social responsibility.

Question 23

The Australian Marketing Institute states that a minimum of four elements be included as part of an organisation's marketing metrics. These elements include:

A) Brand equity.
B) Customer satisfaction.
C) ROI, and market share.
D) All of the above.
E) None of the above.

Question 24

Specific measures of marketing performance are referred to as:

A) the SMART model.
B) marketing metrics.
C) profits.
D) market share numbers.

Question 25

'Cookies' used by websites to 'remember' the preferences or viewing habits of a visitor to their website could be best described as an example of:

A) automated customer relationship management.
B) market segmentation.
C) ambush marketing.
D) a 'push' strategy.
E) data mining.

Question 26

The department store chain Myer has an objective to 'increase revenue by 10 per cent while containing cost growth to only 4 per cent'. This objective allows managers to know what needs to be achieved and can best be described as:

A) specific.
B) unmeasurable.
C) actionable.
D) unreasonable.
E) timetabled.

Question 27

SleepMaster is a company that manufactures quilts, blankets and pillows. They have an objective to achieve 10 per cent sales growth over the financial year, with specific sales objectives in place for the cooler winter months and a plan to offer aggressive price discounts in spring as the temperatures increase. This tailored month by month objective with milestone dates can best be described as:

A) specific.
B) unmeasurable.
C) actionable.
D) unreasonable.
E) timetabled.

Question 28

The existence of so many competitive offerings in the marketplace that it becomes virtually impossible to differentiate an offering or create a competitive advantage is known as:

A) fragmentation.
B) flooding.
C) saturation.
D) diffusion.

Question 29

A plan that helps an organisation identify possible problems (and opportunities) and respond quickly and appropriately to them, is called a(n):

A) emergent approach.
B) contingency plan.
C) emergency plan.
D) marketing plan.

Question 30

Marketing inertia could be best described as:

A) the failure of an organisation to adapt to changing market conditions, in response to changing customers and competitors.
B) the resistance to change.
C) the lack of care by employees.
D) Option a and b.

Question 31

A car dealership has one marketing team for its business and fleet sales, and another for its public showroom. The marketing structure this business is using is an example of the:

A) customer structure.
B) product structure.
C) functional structure.
D) regional structure.

Question 32

Wesfarmers, which owns Coles, Kmart and Bunning's (amongst others) has a functional structure with separate units dedicated to particular products . The marketing structure this business is using is an example of the:

A) customer structure.
B) product structure.
C) functional structure.
D) regional structure.

Question 33

Tamara has recently changed jobs to join a new market research agency, as she has greater opportunity for development and involvement in projects and client management. Her new workplace also have healthcare benefits provided to all employees. Her desire for increased job satisfaction is best described as______.

A) motivation.
B) incentives.
C) career development.
D) Option a and b.
E) Option a only.

Question 34

IGA supermarkets across Australia allow their store managers to tailor their product ranges to better cater for their customers' needs, selling locally manufactured products for example. The marketing structure this business is using is an example of the:

A) customer structure.
B) product structure.
C) functional structure.
D) regional structure.

Question 35

A market comprised of a lot of small niche groups of customers, each with very specific needs, can best be described as a ____________ market.

A) segmented
B) saturated
C) fragmented
D) target
E) None of the options listed.

Question 36

A marketing action plan should include:

A) goals.
B) schedules.
C) specific actions.
D) All of the options listed.
E) Both a and c.

Question 37

Companies operating in markets utilising the latest technologies often employ an emergent approach to marketing. Technology companies using an emergent approach will:

A) develop an implementable marketing plan with specific actions, schedules and goals.
B) plan marketing activities for unforeseen or uncertain events.
C) develop marketing strategy in response to changing market conditions.
D) enable employees to make marketing decisions.
E) manage to ensure the availability of marketing resources.

Question 38

A car dealer has two separate marketing divisions, one that focuses on the business fleet car market and the other on individual consumer markets. This could be best described as a ___________ structure.

A) customer
B) functional
C) product
D) hybrid
E) None of the options listed.

Question 39

Organisational culture can best be described as:

A) an organisation's shared values.
B) an organisation's shared behaviours.
C) the degree of staff diversity in an organisation.
D) All of the options listed.
E) Both a and b.

Question 40

In order to evaluate how well objectives have been achieved, a marketing organisation must use:

A) measures.
B) methods.
C) metrics.
D) monitors.

Question 41

The degree to which the expectations of a consumer are fulfilled or surpassed by a product is known as:

A) customer lifetime value.
B) customer satisfaction.
C) purchase intention.
D) likeability.

Question 42

The dollar value of a customer relationship based on the present value of the projected future cash flows from the relationship is known as:

A) customer lifetime value.
B) customer satisfaction.
C) purchase intention.
D) likeability.

Question 43

Which of the following statements regarding marketing metrics is incorrect?

A) Marketing metrics are measures used to evaluate marketing performance against marketing objectives.
B) Marketing metrics can be used to demonstrate the contribution that a marketing department makes to an organisation.
C) Marketing metrics can be used as the basis for refining a marketing strategy.
D) There is a standard set of marketing metrics that all marketers in any industry can use to adequately measure and communicate performance.
E) Marketing metrics should be applied fairly and objectively.

Question 44

Woolworths measuring customer attrition rates or the percentage of customers it loses each year is an example of the marketing metric known as:

A) acquisition.
B) customer traffic.
C) churn.
D) click through rate.
E) conversion.

Question 45

When Sarah is deciding to purchase a new mobile phone she visits the Good Guys to inquire specifically about Apple and Samsung devices. Sarah's awareness and interest of these two mobile phone brands is known as ___________.

A) preference.
B) willingness to search.
C) top of mind awareness.
D) retention rate.
E) recall.

Question 46

Marketing should be regarded as:

A) a necessary expense.
B) an investment.
C) a measurable activity.
D) Both b and c.
E) Both a and b.

Question 47

Market share as a marketing metric refers to:

A) an organisation's marketing cost divided by the total units sold in a time period.
B) an organisation's sales as a percentage of total sales volume in a specific industry, market or product area.
C) an organisation's total sales in dollar terms in a specific industry, market or product area.
D) the number of purchasers in a product category as a percentage of the total target market.
E) sales volume expressed in unit quantities rather than dollars.

Question 48

The percentage of people that mention an advertisement or brand name when suitably prompted is a marketing metric known as:

A) reach.
B) recall.
C) conversion.
D) market penetration.
E) None of the options listed.

Question 49

A marketing manager of a company is interested in identifying the number of potential customers that a marketing campaign has identified for the organisation's sales force. The marketing metric that the marketing manager is interested in therefore could best be described as:

A) leads.
B) retention rate.
C) churn.
D) impressions.
E) None of the options listed.

Question 50

Which of the following would not potentially be useful as a marketing metric?

A) Sales volume in units.
B) Sales revenue.
C) Brand awareness.
D) All of the options listed could potentially be useful.
E) Both b and c.

Question 51

Which of the following statements regarding marketing metrics is correct?

A) Brand awareness measures the percentage of a total population that is aware of a product's advertising campaign.
B) 'Click through rates' measure user responses to online advertising.
C) Customer traffic measures the ease of access to a retail store.
D) Retention rate measures the proportion of customers who retain a potentially disposable product, such as plastic shopping bags.
E) None of the options listed.