Deck 5: Implementation

Question 1

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

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

Answer 1

B

Question 2

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) causal
B) exploratory
C) descriptive
D) experimental

Answer 2

B

Question 3

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

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

Answer 3

B

Question 4

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

Question 5

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

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

Question 6

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) price
B) place
C) people
D) promotion

Question 7

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) place
B) price
C) product
D) promotion

Question 8

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

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

Question 9

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

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

Question 10

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

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

Question 11

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

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

Question 12

The primary goal of positioning is to ________.

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

Question 13

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

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

Question 14

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

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

Question 15

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

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

Question 16

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) place
B) price
C) product
D) promotion

Question 17

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) descriptive research
D) experiential research

Question 18

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

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

Question 19

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) brand
B) segment
C) label
D) package

Question 20

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

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

Question 21

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

Question 22

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

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

Question 23

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

Question 24

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 25

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

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

Question 26

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

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

Question 27

What is the first step in the consultative selling process?

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

Question 28

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

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

Question 29

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

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

Question 30

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

Question 31

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

Question 32

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

A) It does not help managers determine which SBUs should be dropped from a portfolio.
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 cannot be used by corporations with multiple SBUs.

Question 33

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

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

Question 34

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

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

Question 35

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) cash cows
C) dogs
D) stars

Question 36

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

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

Question 37

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

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

Question 38

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

Question 39

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) dogs
C) cash cows
D) question marks

Question 40

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

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

Question 41

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

Question 42

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

Question 43

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