Deck 4: Account Planning, Research, Developing Marketing and Advertising Plans

Question 1

IMC is not a marketing concern outside the United States.

Answer 1

False

Question 2

Define value.

Answer 2

The ratio of perceived benefits to the price of a product.

Question 3

According to the text, which of the following would be an example of a stakeholder?

A) Centers of influence
B) The press
C) Corporate CEO
D) Financial community
E) All of the above

Answer 3

All of the above

Question 4

Kotler and Armstrong have identified five levels of relationships that can be formed between a company and its various stakeholders. Roy Harold purchased a new washer/dryer for his apartment. Shortly after the appliances had been installed, a store representative called Harold and asked if he were satisfied with the washer/dryer and how they were installed. The store representative also asked Harold to call if he had any further needs for appliances. This is an example of which relationship level?

A) Reactive relationship
B) Basic transactional relationship
C) Accountable relationship
D) Proactive relationship
E) Partnership

Question 5

The SWOT analysis part of the marketing plan for a pharmacy would contain information about:

A) Lower margins on prescriptions
B) The opportunity to introduce sampling as a way to increase sales
C) The ability for consumers to get in and out quickly
D) The discount prescription initiatives by many mass marketers
E) All of the above

Question 6

There is no one method for pretesting broadcast advertising.

Question 7

What are the two main reasons that global advertising research is so difficult to conduct?

Question 8

What type of research is being used when the survey administrator asks, "What types of dogs eat Iams brand dog food?"

Question 9

Which of the following statements about the focus-group method of gathering marketing research is True?

A) Focus groups should not be used in conjunction with any other research technique
B) Focus groups are one of the most commonly used projective techniques for gathering marketing research
C) Focus groups represent a valid sample of the population
D) Focus groups are a new concept and have not yet been used by any major corporations to guide marketing
E) None of the above statements about the focus group method of gathering marketing research is True