Question 1

In a traditional organization, marketing decisions are likely to be
A)very decentralized.
B)centralized at the top levels of the organization.
C)made by frontline employees.
D)made by frontline managers.
E)made only by the CEO.

Accepted Answer

In a traditional organization, marketing decisions are likely to be centralized at the top levels of the organization. This is because traditional organizations tend to have a more hierarchical structure, with decision-making power concentrated at the top. Senior executives and top-level managers are typically responsible for setting marketing goals and strategies, and for allocating resources to marketing initiatives. The role of frontline employees and managers in marketing is usually more limited, focused on executing marketing plans rather than developing them.

Question 2

Which of the following is not a component of a marketing plan?
A)Environmental analysis
B)Marketing strategies
C)Product
D)Executive summary
E)Marketing implementation

Accepted Answer

All components listed are part of a marketing plan, including environmental analysis, marketing strategies, executive summary, and marketing implementation. The product is not listed as a component because it is typically already established and is being marketed through the plan.

Question 3

J.C. Penney is presently involved in a process of assessing marketing opportunities and resources, determining marketing objectives, re-defining marketing strategies, and developing guidelines for implementation and control. Thus, J.C. Penney is involved in
A)strategic analysis.
B)marketing planning.
C)marketing management.
D)marketing.
E)market organization.

Accepted Answer

J.C. Penney is going through a process of assessing marketing opportunities and resources, determining marketing objectives, re-defining marketing strategies, and developing guidelines for implementation and control, which are all part of the marketing planning process.

Question 4

If Ford Motor Company measured and evaluated the quality of its goods, services, and processes as compared with those of the best-performing companies in the automobile industry, it would be employing
A)uniform commitment to quality marketing.
B)internal marketing.
C)external marketing.
D)quality marketing.
E)benchmarking.

Accepted Answer

Benchmarking is the process of measuring and evaluating an organization's performance against the best practices and performance standards of other companies in the same industry. By employing benchmarking, Ford Motor Company can identify areas where it can improve its quality and competitiveness by comparing its practices with those of the best-performing companies in the automobile industry.

Question 5

Alex has been analyzing information from his company's database about customer purchasing habits, since he is responsible for the managing the growth of the industrial supply division of his company. Alex plans to use the information from his analysis to create new marketing strategies that will develop and sustain relationships with those customers who are more profitable for the company. What type of concept is Alex using?
A)Customer relationship management
B)Electronic data interchange
C)Business-to-consumer marketing
D)Strategic partnerships
E)The marketing concept

Accepted Answer

Alex is using Customer relationship management (CRM) which involves analyzing customer data to develop strategies to retain profitable customers and improve overall customer satisfaction.

Question 6

L.L. Bean uses technology to help them identify specific customers, establish interactive dialogues with them to learn about their needs, and combine this information with their purchase histories to customize products to meet those needs. L.L. Bean is using the ____ approach.
A)target market positioning
B)SWOT analysis
C)customer relationship management
D)total quality management
E)internal marketing

Accepted Answer

L.L. Bean is using customer relationship management (CRM) to identify specific customers, establish interactive dialogues with them, and customize products to meet their needs. CRM is a business approach that helps companies build and maintain strong relationships with their customers by using technology and data analysis to understand their preferences and behaviors.

Question 7

Megan knows that whether she decides to interact with her customers in person, by phone, online, Facebook, Twitter, or by fax, that ____ should ultimately drive the marketing strategy.
A)marketing research
B)polite responsiveness
C)her customers
D)product availability
E)company goals

Accepted Answer

The sentence specifically mentions "her customers" as the driving force behind the marketing strategy. Therefore, the best choice is C. While marketing research, polite responsiveness, product availability, and company goals are all important factors in marketing strategy, they are not specifically mentioned in the sentence as the driving force behind it.

Question 8

A marketing plan
A)is characteristic of production-oriented firms and other mass producers.
B)provides a framework for implementing and controlling marketing activities.
C)always increases the marketing manager's operating costs.
D)produces plans that are short term in orientation.
E)restricts the marketing manager's future options.

Accepted Answer

A marketing plan provides a framework for implementing and controlling marketing activities. It is an essential tool for the marketing manager to effectively promote and sell products or services. The plan outlines the strategies and tactics to be used to achieve the marketing objectives, and it also provides a way to monitor and measure the success of these activities. While a marketing plan may increase operating costs initially, it is essential for the long-term success and growth of the business. A marketing plan can be both short term or long term depending on the organization's goals and objectives. A well-designed marketing plan should not restrict the marketing manager's future options, but rather provide a roadmap for achieving the goals of the organization.

Question 9

Sayed's employer is currently developing a new marketing strategy. The top managers have developed the marketing strategy and have given it to Sayed so that he can now develop an implementation plan. Sayed's company will most likely end up with which type of strategy?
A)Decentralized
B)Centralized
C)Rigid
D)Intended
E)Realized

Accepted Answer

The fact that top managers developed the marketing strategy and then passed it on to Sayed to develop an implementation plan suggests a centralized strategy, where decision-making power is concentrated at the top level of the organization.

Question 10

The Texas Pitt Barbecue Corporation has conducted a SWOT analysis of its competition, and sees a marketing opportunity for its new Texas Pit Barbecue restaurant. It has developed its marketing plan to include the type of products it will sell, the location for the restaurant, and the pricing it will use. Their plan includes a marketing objective to make a profit of 5% the first year of operation. So far, the owners of the restaurant have eliminated a key piece of the marketing plan, which is ____.
A)specifying how they will achieve their marketing objective
B)how they will address the competition's prices
C)coming up with a quantitative measure for their objective
D)developing a qualitative measure for their objective
E)assessing their weaknesses

Accepted Answer

The owners have not specified how they will achieve their marketing objective of making a profit of 5% in the first year. Without a plan outlining specific actions and strategies to reach the objective, it will be difficult to determine if the objective is achievable or not.

Question 11

Which of the following is not a purpose of the marketing plan?
A)Communicate internally with employees
B)Assign tasks and responsibilities for implementation
C)Specify the allocation of resources
D)Monitor the performance of a marketing strategy
E)Serve as a contract with the customer

Accepted Answer

The purpose of a marketing plan is not to serve as a contract with the customer. Instead, it serves as a blueprint for the company's marketing strategy and implementation. The other options, including communicating internally with employees, assigning tasks and responsibilities, specifying the allocation of resources, and monitoring performance are all key purposes of a marketing plan.

Question 12

Zingerman's Deli operates seven retail stores throughout the city. It plans to develop a new marketing plan to extend its number of stores and operating hours. In developing this marketing plan, it has asked its employees for feedback on the changes it plan to makes. In this case, the employees are Zingerman's ____ customers.
A)external
B)extended
C)intended
D)internal
E)domestic

Accepted Answer

The employees of Zingerman's Deli are internal customers, as they are a part of the company and are employed by it. They are not external customers, who are the people who purchase products or services from the company.

Question 13

A marketing plan document usually begins with a(n)
A)executive summary.
B)introduction to the company's marketing objectives.
C)summary of current performance as compared with past performance.
D)situation analysis.
E)opportunity and threat analysis.

Accepted Answer

The executive summary is typically the first section of a marketing plan document, summarizing the key points of the plan for readers.

Question 14

Harley-Davidson's Harley Owner's Group (HOG) helps to foster strong relationships between riders and their motorcycles, giving it a(n) ____ over other motorcycle manufacturers.
A)controllable advantage
B)uncontrollable competitive advantage
C)sustainable marketing advantage
D)effective competitive advantage
E)sustainable competitive advantage

Accepted Answer

A sustainable competitive advantage is an advantage that is difficult to copy or replicate by competitors and is sustainable over a long period of time. Harley-Davidson's Harley Owner's Group (HOG) fosters strong relationships between riders and their motorcycles, which is an advantage that is difficult for competitors to replicate. Therefore, it gives Harley-Davidson a sustainable competitive advantage over other motorcycle manufacturers.

Question 15

The process of putting marketing strategies into action is called
A)marketing implementation.
B)marketing control.
C)marketing action.
D)marketing auditing.
E)the marketing action plan.

Accepted Answer

Marketing implementation refers to the process of putting marketing strategies into action. It involves executing the tactics outlined in the marketing plan, launching campaigns, and measuring performance. Marketing control, on the other hand, refers to the process of monitoring and adjusting marketing activities to ensure that they align with the overall strategic objectives, while marketing auditing involves evaluating the effectiveness and efficiency of the marketing activities. Marketing action and the marketing action plan are not commonly used terms in the field of marketing.

Question 16

Hallaway's Corp.'s new shampoo, VS2, is faltering badly in the market. Hallaway's marketing personnel are unsure who is responsible for various marketing tasks, when these tasks are to be completed, or what resources have been allocated. Hallaway Marketing Director Carolyn Willis said that the problem is that VS2 has the most poorly written ____ she has ever seen.
A)marketing plan
B)competitive plan
C)implementation plan
D)media schedule
E)product specification sheet

Accepted Answer

Hallaway's marketing personnel are unsure who is responsible for various marketing tasks, when these tasks are to be completed, or what resources have been allocated. This indicates a lack of clarity and organization in their marketing plan.

Question 17

Starbucks provides training and support to its employees, including health care benefits. Through these ____ efforts Starbucks is better able to deliver quality products and service to its customers.
A)internal management
B)extended marketing
C)intended marketing
D)external marketing
E)internal marketing

Accepted Answer

Internal marketing refers to the efforts a company makes to train and support its employees. By providing these resources, Starbucks is able to improve the quality of its products and service, ultimately benefiting its customers.

Question 18

Electronic marketing has greatly improved the ability of marketers to target individual customers. As a result, many feel that marketing's emphasis is shifting from share of market to share of
A)budget.
B)consumer online time.
C)customer.
D)awareness.
E)commitment.

Accepted Answer

The ability to target individual customers through electronic marketing has shifted the emphasis from share of market to share of customer, as marketers now focus on building relationships and loyalty with individual consumers rather than only gaining a larger market share in general.

Question 19

Emma is responsible for developing and implementing the marketing plan for a new type of walking shoe targeted toward older women. Her responsibility includes making sure that the production and deliveries to the retail stores are coordinated for this new product. In order for the marketing implementation to be successful, Emma should be sure the needs of ____ customers are met.
A)the external
B)the internal
C)both the internal and external
D)the planned
E)both the planned and realized

Accepted Answer

Emma needs to ensure that the needs of both internal and external customers are met. Internal customers include employees involved in production and delivery, whereas external customers are the end consumers who will be using the walking shoe product. Coordinating the production and delivery will require cooperation among various departments and suppliers to meet the expectations of both internal and external customers.

Question 20

Because of its highly efficient and low-cost distribution system, Walmart has a ____ advantage over Kmart.
A)nonsustainable competitive
B)sustainable marketing
C)sustainable control
D)sustainable implementation
E)sustainable competitive

Accepted Answer

Walmart's highly efficient and low-cost distribution system is a sustainable competitive advantage over Kmart, meaning that it is a long-term advantage that is difficult for competitors to replicate. This gives Walmart an ongoing edge in the marketplace.

Quiz 2: Planning Implementing and Evaluating Marketing Strategies

In a traditional organization, marketing decisions are likely to be

Which of the following is not a component of a marketing plan?

J.C. Penney is presently involved in a process of assessing marketing opportunities and resources, determining marketing objectives, re-defining marketing strategies, and developing guidelines for implementation and control. Thus, J.C. Penney is involved in

If Ford Motor Company measured and evaluated the quality of its goods, services, and processes as compared with those of the best-performing companies in the automobile industry, it would be employing

L.L. Bean uses technology to help them identify specific customers, establish interactive dialogues with them to learn about their needs, and combine this information with their purchase histories to customize products to meet those needs. L.L. Bean is using the ____ approach.

Megan knows that whether she decides to interact with her customers in person, by phone, online, Facebook, Twitter, or by fax, that ____ should ultimately drive the marketing strategy.

A marketing plan

Sayed's employer is currently developing a new marketing strategy. The top managers have developed the marketing strategy and have given it to Sayed so that he can now develop an implementation plan. Sayed's company will most likely end up with which type of strategy?

Which of the following is not a purpose of the marketing plan?

A marketing plan document usually begins with a(n)

Harley-Davidson's Harley Owner's Group (HOG) helps to foster strong relationships between riders and their motorcycles, giving it a(n) ____ over other motorcycle manufacturers.

The process of putting marketing strategies into action is called

Starbucks provides training and support to its employees, including health care benefits. Through these ____ efforts Starbucks is better able to deliver quality products and service to its customers.

Electronic marketing has greatly improved the ability of marketers to target individual customers. As a result, many feel that marketing's emphasis is shifting from share of market to share of

Because of its highly efficient and low-cost distribution system, Walmart has a ____ advantage over Kmart.