Question 1

A Product strategy decision includes consideration of all the following EXCEPT

Accepted Answer

According to Exhibit 19-3,a Product strategy decision includes consideration of the physical good,service,features,benefits,quality level,installation,instructions,warranty,product lines,packaging,and branding.Exposure is an aspect of Place strategy decisions.

Question 2

Which section of a formal marketing plan for a new product is most directly related to deciding how you want the target market to think about your product compared to competitive products?

Accepted Answer

According to Exhibit 19-4,"How will marketing mix be differentiated from the competition?" would come under the Differentiation and Positioning section of a marketing plan.

Question 3

When developing a marketing plan for a new product that is about to enter the market introduction stage of its product life cycle,a marketing manager should

Accepted Answer

When the market situation changes,the original reasons may no longer apply; therefore a marketing plan needs to be routinely checked and updated.

Question 4

Which section of a formal marketing plan for a new product is most directly related to deciding the markup chain in the channel of distribution for a new product?

Accepted Answer

According to Exhibit 19-4,the "markup chain in channel" would come under the Price section of a marketing plan.

Question 5

In a marketing plan,which of the following would NOT be included in the Promotion area?

Accepted Answer

According to Exhibit 19-4,advertising,personal selling,publicity,sales promotion,and interactive media would all come under the Promotion section of a marketing plan.Packaging would come under the Product section.

Question 6

Which of the following statements about putting together an innovative marketing plan is true?

Accepted Answer

The marketing plan blends the Four Ps of the marketing mix; forecasts the size of the target market and potential sales; includes implementation plans; and spells out some time period.

Question 7

While developing a new marketing plan,Taco Bell is analyzing whether a collaborator like Major League Baseball would be a good sponsor.This analysis should appear in the ________ section of the marketing plan.

Accepted Answer

Collaborators are evaluated in the Company section of the marketing plan.

Question 8

A marketing plan that included material on transportation requirements,inventory product-handling requirements,and facility requirements would include it in the ________ section.

Accepted Answer

According to Exhibit 19-4,transportation requirements,inventory product-handling requirements,and facilities requirements would come under the Place section of a marketing plan.

Question 9

Which of the Four Ps in the marketing mix is most directly related to discounts and allowances of purchased products in a B2B transaction?

Accepted Answer

As shown in Exhibit 19-3,discounts and allowances of purchased products in a B2B transaction would come under Price.

Question 10

Flexibility,geographic terms,and allowances are all related to

Accepted Answer

According to Exhibit 19-3,a Price strategy decision includes consideration of objectives,flexibility,level over product life cycle,geographic terms,discounts,and allowances.

Question 11

Which of the following areas does NOT relate to Place in the Four Ps?

Accepted Answer

According to Exhibit 19-3,a Place strategy decision includes consideration of objectives,market exposure,kinds and locations of stores,how to handle transporting and storing,recruiting intermediaries,and managing channels.Branding comes under Product strategy decisions.

Question 12

A marketing plan will

Accepted Answer

A marketing plan includes the time-related details; lays out the details of the target market and the marketing mix strategy decisions; and changes with the marketing strategy as the product moves through its life cycle.

Question 13

As consumers shift their support to firms that prove to meet their needs,

Accepted Answer

As consumers shift their support to firms that prove to meet their needs,laggard businesses are forced to either improve or get out of the way.

Question 14

Regarding timing,a marketing plan

Accepted Answer

A marketing plan simply spells out time period and the time-related details implemented over a reasonable length of time.

Question 15

In the development of a marketing plan,blending the marketing mix would NOT generally involve

Accepted Answer

The Four Ps (Product,Place,Promotion,and Price)must be creatively blended so that the firm develops the best mix for its target market.Once the manager has selected the target market,decided on the (integrated)marketing mix to meet the target market's needs,and developed estimates of the costs and revenues for that strategy,it's time to put it all together in the marketing plan.Predicting future behavior is not part of the process.

Question 16

A S.W.O.T.analysis

Accepted Answer

A S.W.O.T.analysis identifies and lists the firm's strengths,weaknesses,opportunities and threats.Refer to Exhibit 19-4.

Question 17

Which of the following is a demographic pattern that affects marketing strategy planning?

Accepted Answer

According to Exhibit 19-5,slower real income growth in the United States is a demographic pattern that affects marketing strategy planning.Other demographic patterns include explosion in senior and ethnic submarkets and population growth slowdown in United States.

Question 18

Which of the following might be a section in a marketing plan?

Accepted Answer

Situation Analysis,Customer Analysis,Competitor Analysis,and Marketing Strategy are just some of the different sections in a marketing plan.Refer to Exhibit 19-4.

Question 19

A marketing plan

Accepted Answer

A marketing plan simply spells out time period and the time-related details to implement a strategy.

Question 20

Which section of a formal marketing plan for a new product is most directly related to deciding which segmenting dimensions are most important in choosing a target market?

Accepted Answer

According to Exhibit 19-4,the possible segmenting dimensions (customer needs,other characteristics)would come under the Customer Analysis section of a marketing plan.

Quiz 19: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges