Question 1

In a marketing plan, which of the following would not be included in the Promotion area?
A) Advertising.
B) Packaging.
C) Personal selling.
D) Sales promotion.
E) Publicity.

Accepted Answer

Packaging is not a typical area of promotion in a marketing plan. Promotion typically includes advertising, personal selling, sales promotion, publicity, and other promotional activities designed to communicate with and persuade customers to purchase a product or service. However, packaging could be considered a part of the product strategy, which also includes decisions related to product design, branding, and packaging.

Question 2

Which of the following statements DOES NOT indicate that a marketing manager is about to make a serious mistake?
A) "When it comes to my marketing strategy, if it ain't broke, don't fix it."
B) "International competition is just a fad. We can ignore it."
C) "I leave marketing applications of technology to the information technology staff. There's no need for me to learn about them."
D) "I try to place myself in the position of the consumer and do unto others as I would have them do unto me."
E) "My job is to sell products. If they happen to damage the environment because a consumer doesn't dispose of them properly, that's not my problem."

Accepted Answer

The statement indicates that the marketing manager is considering the perspective of the consumer, which is a positive trait in marketing. The other statements demonstrate a lack of understanding or consideration for important aspects of marketing.

Question 3

A marketing plan that included sections on transportation requirements, inventory product-handling requirements, and facility requirements would include those sections under the area of ___________.
A) Promotion
B) Price
C) Place
D) Product
E) Personnel

Accepted Answer

The sections on transportation requirements, inventory product-handling requirements, and facility requirements are all related to the distribution channels and logistics of getting the product to the customer. This is a part of the "Place" element of the marketing mix, which deals with selecting the appropriate channels and strategies for delivering the product to the right market segment.

Question 4

The future poses many challenges for marketing managers because:
A) international competition makes it even harder to gain a competitive advantage.
B) consumers' rights of privacy are harder to protect.
C) long-run consumer welfare is becoming more important.
D) environmental damage is no longer a hidden cost.
E) All of these are good reasons why the future poses many challenges.

Accepted Answer

All of the options listed are valid reasons why the future poses many challenges for marketing managers. International competition is increasing, making it harder to compete and gain a competitive advantage. Consumers are becoming more aware of their rights and privacy concerns. Long-term consumer welfare is gaining importance, which means companies will need to redefine their definitions of success beyond short-term profits. Additionally, environmental damage is no longer an invisible cost, and companies will need to align their strategies with environmental sustainability to comply with societal expectations.

Question 5

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?
A) Packaging
B) Customer analysis
C) Differentiation and positioning
D) Implementation and control
E) Place

Accepted Answer

The section on Differentiation and positioning is directly related to how the target market perceives the new product compared to competitive products. This section outlines the unique selling proposition and positioning strategy for the product in order to differentiate it from competitors and create a distinct brand image in the minds of the target market.

Question 6

Pioneer has developed a really new consumer electronics item-a heterogeneous shopping product with unique patented features. It probably should use a marketing mix of:
A) exclusive distribution, price cutting, reminder advertising, and a "push" policy.
B) exclusive distribution, penetration pricing, informative and persuasive advertising, and a "pull" policy.
C) selective distribution, skimming pricing, pioneering advertising, and a "push" policy.
D) selective distribution, penetration pricing, persuasive advertising, and a "pull" policy.
E) intensive distribution, persuasive advertising, price dealing, and a "push" policy.

Accepted Answer

For a new, unique, and patented consumer electronics item, a company like Pioneer would likely use selective distribution to carefully choose retailers that align with the product's premium image. Skimming pricing would be appropriate to initially set high prices to recover development costs and target early adopters. Pioneering advertising is needed to inform and educate the market about the new product. A "push" policy would involve promoting the product to retailers and distributors to push the product through the channel to the end consumers.

Question 7

A marketing plan will:
A) explain what marketing mix the firm will use for its target market.
B) include time-related details for the marketing strategy.
C) change with the marketing strategy as the product moves through its life cycle.
D) All of these alternatives are correct.

Accepted Answer

A marketing plan includes all of these components, such as determining the target market and selecting the appropriate marketing mix, setting timelines and benchmarks for the marketing strategy, and adjusting the plan as the product moves through its life cycle.

Question 8

Which of the following might be sections in a marketing plan?
A) Competitor Analysis.
B) Customer Analysis.
C) Marketing Strategy.
D) Situation Analysis.
E) All of these sections could be included in a marketing plan.

Accepted Answer

All of these sections (Competitor Analysis, Customer Analysis, Marketing Strategy, Situation Analysis) could be included in a comprehensive marketing plan.

Question 9

Regarding the challenges facing marketers, the text suggests that:
A) government planners should play a major role in deciding what product choices consumers should have.
B) continued growth of GDP is one favorable change in our macro-marketing system that a marketing manager can count on.
C) there is likely to be much less regulation of marketing in the future, especially in regard to consumer privacy.
D) marketers should look for ways to improve a strategy even before there's reason to believe that something needs to be fixed.
E) All of these alternatives are correct.

Accepted Answer

The text suggests that marketers should proactively look for ways to improve their strategy, even if they do not believe that something is broken yet. The other options are not supported by the text.

Question 10

As a product moves from the early to the later stages of the product life cycle:
A) distribution moves toward being more intensive.
B) firms either cut prices or just meet competition.
C) promotion becomes frantically competitive.
D) products tend to become more similar.
E) All of these alternatives are correct.

Accepted Answer

As a product progresses through its life cycle, distribution typically becomes more intensive to reach a wider market, firms often cut prices or adjust them to meet competition, promotional efforts may increase to maintain or grow market share, and products tend to become more similar as competitors refine their offerings based on market feedback and successful features.

Question 11

Marie Callender has developed a new brand of frozen dinners to compete with the well-established brands. It probably should use a marketing mix of:
A) exclusive distribution, skimming pricing, and persuasive advertising.
B) intensive distribution, introductory price dealing, selective demand advertising, and a combined "push" and "pull" policy.
C) intensive distribution, price cutting, reminder advertising, and a "pull" policy.
D) selective distribution, penetration pricing, pioneering advertising, and a "push" policy.
E) selective distribution, skimming pricing, selective demand advertising, and a "push" policy.

Accepted Answer

Marie Callender's new brand of frozen dinners is competing with well-established brands, which means that it needs to focus on increasing its market share. Intensive distribution will help the brand reach more customers, and an introductory price dealing strategy will encourage trial and adoption of the new product. Selective demand advertising will help the brand differentiate itself from competitors and encourage customers to specifically seek out Marie Callender's frozen dinners. A combined "push" and "pull" policy will ensure that the brand is actively promoted to customers and encouraged by retailers to be stocked in stores.

Question 12

As consumers shift their support to firms that do meet their needs,
A) laggard businesses are forced to either improve or get out of the way.
B) firms should focus on domestic markets and ignore international ones.
C) firms must immediately adopt their competitors' strategies.
D) firms should adhere to the idea that "if it ain't broke, don't fix it."
E) firms should increase promotional expenditure.

Accepted Answer

As consumers shift their support to firms that meet their needs, the businesses that fail to adapt will eventually lose out to those that do. Therefore, laggard businesses are forced to either improve or get out of the way.

Question 13

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?
A) Packaging
B) Customer analysis
C) Price
D) Implementation and control
E) Place

Accepted Answer

Pricing strategy is directly related to deciding the markup chain in the channel of distribution. The price section of a formal marketing plan for a new product includes setting the initial price, determining discounts and promotions, and deciding on pricing tactics.

Question 14

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:
A) plan to change the marketing strategy every six months.
B) choose the best possible marketing strategy and stay with it throughout its product life cycle.
C) plan to sell the product until its whole life cycle is over.
D) plan to change the marketing strategy as the product moves through its life cycle.
E) change the marketing strategy only when the market environment changes.

Accepted Answer

When a product is entering the market introduction stage, it is important for the marketing manager to have a plan for how they will adjust their marketing strategy as the product moves through each stage of its life cycle. While it may not be necessary to change the strategy every six months, it is important to have a plan in place for when changes may be needed. This allows the marketing manager to stay ahead of the curve and make sure their strategy is always aligned with the needs of the market and the product's position in the life cycle.

Question 15

Many important changes are affecting marketing strategy planning. For example, the introduction and growing use of smart phones is illustrative of changes in the area of:
A) Channels and logistics.
B) Personal selling.
C) Demographic patterns.
D) Marketing research.
E) Communication technologies.

Accepted Answer

The introduction and growing use of smartphones is related to changes in communication technologies. Smartphones have become an important tool for marketers to reach consumers through mobile advertising, mobile websites, and mobile apps. As a result, marketers need to adapt their marketing strategy to reach consumers effectively through this channel. This highlights the importance of understanding and leveraging new communication technologies in marketing strategy planning.

Question 16

Which of the following is a demographic pattern that affects marketing strategy planning?
A) Shrinking media budgets
B) Growth of interactive agencies
C) Slower real income growth in the United States
D) Major accounts specialization
E) Interactive bidding and proposal requests

Accepted Answer

Slower real income growth in the United States will affect purchasing power and consumer behavior, which in turn will impact the effectiveness of marketing strategies.

Question 17

The forces of competition in and among _____ helps speed the diffusion of marketing advances to consumers everywhere.
A) market-directed economies
B) command economies
C) production-oriented firms
D) collectivistic cultures
E) individualistic cultures

Accepted Answer

Market-directed economies are characterized by free competition where firms compete to offer better products and services at lower prices. This competition encourages firms to innovate and introduce new marketing advances, which ultimately benefit consumers everywhere. In contrast, command economies, production-oriented firms, collectivistic cultures, and individualistic cultures may not have the same level of competitive forces that encourage marketing advancements.

Question 18

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?
A) Packaging
B) Customer analysis
C) Price
D) Implementation and control
E) Place

Accepted Answer

Customer analysis is the section of a formal marketing plan that focuses on understanding potential customers and choosing the most important segmenting dimensions in selecting a target market. It involves identifying customer needs, preferences, and behavior patterns, as well as evaluating market size, growth potential, and competition. The other sections of the plan - packaging, price, implementation and control, and place - are more focused on specific tactical decisions related to product design, pricing strategy, sales execution, and performance measurement.

Question 19

As macro-marketing systems improve worldwide:
A) there will be greater monopolization.
B) poverty in industrialized nation will increase.
C) there will be fewer competitors worldwide.
D) the price of products will rise steeply.
E) more consumers will have income to buy products.

Accepted Answer

As macro-marketing systems improve worldwide, it is likely that more consumers will have access to income and resources to buy products. This will lead to greater economic participation and potentially lead to decreased poverty levels. However, it is not necessarily true that there will be greater monopolization or fewer competitors, and there is no reason to believe that the price of products will rise steeply.

Question 20

Which of the following statements about future trends in marketing is True?
A) Marketers should welcome international competition because it will speed the adoption of marketing innovations that improve people's lives.
B) Marketers need to recognize the power that technology gives consumers.
C) Marketers need to be aware of their responsibilities to the broader society.
D) Marketers must be sensitive to consumers' rights and privacy.
E) All of these statements about future trends in marketing are True.

Accepted Answer

All of the statements about future trends in marketing are true. As the world becomes increasingly connected, international competition is inevitable and can drive innovation. Technology has given consumers more power than ever before, and marketers need to adapt to this shift. Marketers have a responsibility to consider the impact of their actions on society and the environment. Finally, consumers' rights and privacy are becoming increasingly important concerns, and marketers must be sensitive to these issues to build trust with their customers.

Quiz 20: Ethical Marketing in a Consumer-Oriented World

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

Which of the following statements DOES NOT indicate that a marketing manager is about to make a serious mistake?

A marketing plan that included sections on transportation requirements, inventory product-handling requirements, and facility requirements would include those sections under the area of ___________.

The future poses many challenges for marketing managers because:

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?

Pioneer has developed a really new consumer electronics item-a heterogeneous shopping product with unique patented features. It probably should use a marketing mix of:

A marketing plan will:

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

Regarding the challenges facing marketers, the text suggests that:

As a product moves from the early to the later stages of the product life cycle:

Marie Callender has developed a new brand of frozen dinners to compete with the well-established brands. It probably should use a marketing mix of:

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

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?

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:

Many important changes are affecting marketing strategy planning. For example, the introduction and growing use of smart phones is illustrative of changes in the area of:

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

The forces of competition in and among _____ helps speed the diffusion of marketing advances to consumers everywhere.

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?

As macro-marketing systems improve worldwide:

Which of the following statements about future trends in marketing is True?