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1. (TCO 4) Three commonly used methods of evaluating marketing programs are marketing metrics, marketing dashboards and (Points : 5) marginal analysis.
marketing audits.
marketing ROI.
marginal analysis.
marketing control boards.
0 1318882246 MultipleChoice 1
2. (TCO 1) Ideally, in effective marketing planning, goals should be __________ in terms of what is to be accomplished and when. (Points : 5) loose and vague as general as possible flexible or elastic

quantified and measurable none of the above
0 1318882248 MultipleChoice 6
3. (TCO 3) Which marketing strategy focuses its efforts on a single product line and market segment? (Points : 5) full coverage market specialization product specialization selective specialization market-product concentration
0 1318882250 MultipleChoice 8
4. (TCO 1) Based on relative competitive scope (broad target to narrow target) and source of competitive advantage (lower cost to differentiation), Porter's four generic business strategies are differentiation, cost focus, differentiation focus, and (Points : 5) exclusivity electronic-focus.
quality focus.
cost leadership.
service leadership.
0 1318882252 MultipleChoice 12
5. (TCO 2) Which of the following pieces of information is used in the implementation phase of the strategic marketing process?
(Points : 5) corporate return on investment marketing research reports revenues associated with each point of market share trends in past and current revenues for industry and competitors in total and by segment possible cannibalization effects on other products in the line
0 1318882254 MultipleChoice 13
6. (TCO 6) Which of the following pieces of information is used in a SWOT analysis, the first step of the planning phase of the strategic marketing process?
(Points : 5) corporate return on investment market share for the product

revenues associated with each point of market share projection of future sales, expenses, and profits possible cannibalization effects on other products in the line
0 1318882256 MultipleChoice 18
7. (TCO 3) When developing the advertising program, which step helps advertisers with other choices in the process such as selecting media and evaluating a campaign? (Points : 5) identify the target audience specify the advertising objectives design the advertising pretest the advertising schedule the advertising program
0 1318882257 MultipleChoice 19
8. (TCO 2) The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are __________, risk, and ancillary services.
(Points : 5)
Complexity
Size
Durability
Accessibility
Acceptability
0 1318882258 MultipleChoice 24
9. (TCO 4) The promotional objective of the decline stage of the product life cycle is to
(Points : 5) inform persuade compare remind do none of the above.
0 1318882259 MultipleChoice 26
10. (TCO 2) The __________ can be used to inform prospective buyers about the benefits of the product.
(Points : 5) promotion channel

communication chain marketing matrix promotional mix media mix
0 1318882261 MultipleChoice 28
11. (TCO 8) Which of the following statements about the terms used for marketing intermediaries is true? (Points : 5)
The least precise terms used to describe marketing intermediaries are dealer and distributor.
A retailer sells to business markets.
An agent has no legal authority to act on behalf of a manufacturer.
A wholesaler is an intermediary who sells to consumers.
A broker is a synonym for a dealer.
1318882265 MultipleChoice 0
12. (TCO 7) Price fixing is (Points : 5)
32 an arrangement a manufacturer makes with a reseller to handle only its products and not those of a competitor.
the practice of charging a very low price for a product with the intent of driving competitors out of business.
the practice of charging different prices to different buyers for goods of like grade and quality.
a conspiracy among firms to set prices for a product.
a seller's requirement that the purchaser of one product also buy another product in the line.
0 1318882267 MultipleChoice 34
13. (TCO 2) Pricing objectives may change depending on (Points : 5) the financial position of the company as a whole.
the success of company products.
the segments in which the company is doing business.
where the company is doing business by country.
all of the above.
0 1318882272 MultipleChoice 38
14. (TCO 3) The ratio of perceived benefits to price is called (Points : 5)

the price-quality relationship.
prestige pricing.
value-added pricing.
value value analysis.
0 1318882273 MultipleChoice 42
15. (TCO 6) Market segmentation involves aggregating prospective buyers into groups that have common needs and will (Points : 5) pay attention to marketing messages.
respond similarly to a marketing action.
be responsive to marketing research.
use the same payment methods.
go shopping on a regular basis.
0 1318882274 MultipleChoice 44
16. (TCO 5) Which of the following statements about environmental scanning is true? (Points
: 5)
Environmental scanning changes the marketing environment.
Environmental scanning identifies and interprets potential trends.
Environmental scanning is an annual event.
Environmental scanning focuses primarily on geographical factors.
All of the above statements about environmental scanning are true.
0 1318882277 MultipleChoice 46
17. (TCO 1) A key role of the marketing department is to (Points : 5) allocate financial resources across business units.
set the overall mission of the company.
provide talent management services.
look outward.
assess global political situations.
0 1318882278 MultipleChoice 50
18. (TCO 1) Which of the following acts as a barrier to the development of relationship marketing? (Points : 5) the large number of one-to-one relationships customers are asked to sustain

0 the large number of products on the market the increasing number of retail stores that are closing the changing regulatory environment diluted cultural diversity
1318882281 MultipleChoice 54
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There are 15 multiple choice questions worth 8 points each designed to test your ability to analyze and apply the marketing concepts you have learned in this couse. Take your time and consider your answers carefully.
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1. (TCO 1) Your neighbor is tired of conventional soft drinks and wants something different.

Coincidentally, Cadbury Beverages, Inc. has begun distributing Country Time lemonade through the supermarket at a price comparable to that of soft drinks. Which of the conditions needed for marketing to occur is described in this situation? (Points : 8)
The creation of unrealized needs
Two parties with unsatisfied needs
One-way communication
A physical location for an exchange to take place
Time and place utility
0 1318882288 MultipleChoice 3
2. (TCO 6) Kraft produces Lunchables, a prepackaged meal usually consisting of several crackers, small slices of meat and, small slices of cheese. Some versions contain Capri Sun drinks. Others are called Cracker Stackers and Fun Fuel. The box is bright yellow and the quantity of food contained within is small. The target market for Kraft Lunchables is most likely
(Points : 8)
Moms of school-age children
Business people looking for a quick snack
Business travelers
Teenagers
Seniors
0 1318882289 MultipleChoice 4
3. (TCO 3) The owners of Old School Brand Authentic Antique Foods researched Civil War records to come up with recipes used in the old-fashioned cookies the company produces and markets. This statement deals with which part of the marketing mix?
(Points : 8)
Product
Process
Price
Place
Promotion
0 1318882290 MultipleChoice 7
4. (TCO 5) Google's myspace.com
is a social network that is targeted primarily to people under the age of 25. Increasing use of myspace.com
as a networking tool for this target market is an example of how __________ forces impact the marketing (Points : 8)
Economic
Competitive

Social
Regulatory
0 1318882291 MultipleChoice 12
5. (TCO 7) A car collector, Mr. F. Hansen, who said his 1975 Chevrolet Corvette was certified as the last Corvette convertible to be produced, sued General Motors to stop it from manufacturing any more of the convertible sports cars. The suit also requested $1.5 million in damages. Hansen claimed he bought the car for its collector's value. It came with a letter from GM dated August 25, 1975, that said the car was "the last Corvette convertible that General Motors Corp. would ever manufacture". Hansen said the value of his car has been decreasing ever since GM resumed manufacturing Corvette convertibles in
1985. If the court ruled in favor of Mr. Hansen, what general type of regulation would such a ruling represent?
(Points : 8)
Protecting companies from one another
Protecting consumers from unfair trade practices
Protecting the future interests of society from dangerous business practices
Protecting consumers from one another
Protecting businesses from unfair consumer practices
0 1318882294 MultipleChoice 14
6. (TCO 6) Graham-Field Health Products makes hospital beds and wheelchairs from component parts and materials it buys. It sells its products to hospitals, nursing homes and retailers of health care products. Graham-Field Health Products operates in a(n)
__________ market.
(Points : 8)
Consumer
Government
Industrial
Reseller
Demographic
0 1318882296 MultipleChoice 18
7. (TCO 1) The Book Promoters Association of Canada members recently questioned what could be done to rejuvenate the Canadian book publishing industry. Some members claimed the problem was Canadian retailers had been replaced by Wal-Marts. Others said the problem was with stodgy promotions. Still others said the problem was caused by too little money being budgeted to fund marketing programs. It was time that Canadian book publishers used __________ to save the industry. (Points : 8)
Advertising
Sales promotion

Publicity
Marketing research
Tactical support
0 1318882297 MultipleChoice 19
8. (TCO 3) The Belsen interview is a means of pretesting media surveys. It gathers facts and figures by asking people about their attitudes, beliefs and awareness of various media.
With this technique, the respondent is interviewed twice—first by an interviewer using the proposed survey and then by a different interviewer, who asks questions about the survey itself. The Belsen interview uses __________ data.
(Points : 8)
Observational
Secondary
Intercept
Questionnaire
Synergistic
0 1318882298 MultipleChoice 23
9. (TCO 4) A 3M researcher worked with university students to develop the Post-it Flag
Highlighter. His team evaluated the technical feasibility of the proposed design and whether the idea met the new-product objectives. In which stage of the new-product process was this product? (Points : 8)
Idea generation
Screening and evaluation
Business analysis
New-product strategy development
Concept testing
0 1318882299 MultipleChoice 26
10. (TCO 4) A few years ago Who Wants to Be a Millionaire premiered as the first nighttime game show in several decades. The marketing for the show was intent on making television viewers aware of its existence and excited enough about the show that we would watch the first episode. Based on this description, in which stage of the product life cycle would this show be?
(Points : 8)
Introduction
Growth
Maturity
Decline

Harvest
0 1318882300 MultipleChoice 28
11. (TCO 8) In an episode of the Andy Griffith television series, two local farmers were selling the produce they grew on their farms from the back of their pickup trucks to local people that drove by on the road. The farmers selling their products without wholesalers or retailers were an example of a
(Points : 8)
Roadside channel of distribution
Traveling channel of distribution
Intermediate channel of distribution
Informal channel of distribution
Direct channel of distribution
0 1318882301 MultipleChoice 33
12. (TCO 2) Disney is using an integrated marketing communications program (IMC) to promote group travel to its theme parks because (Points : 8)
Its strategy includes using all types of promotional activities that deliver a consistent message
It does not want to reach any member of its target audience more than once
IMC is less expensive than other forms of promotion such as public service announcements
If it didn't, Disney would have to use indirect personal selling
It is more concerned about frequency than reach
0 1318882302 MultipleChoice 35
13. (TCO 2) When a news story covers a terrible disaster and viewers are asked to send donations to the American Red Cross, the American Red Cross is receiving (Points : 8)
Publicity
Advertising
Direct marketing
Personal selling
A public service announcement
0 1318882303 MultipleChoice 38
14. (TCO 8) Recently American Express, Visa and MasterCard have been pushing hard into the small-ticket end of the credit card market. The purchase of items such as fast food meals, movie popcorn and candy have been targeted as growth areas for credit card usage. This is an example of a __________ strategy on the part of the credit card companies.

(Points : 8)
Market penetration
Market development
Product development
Diversification
Product dissemination
0 1318882304 MultipleChoice 42
15. (TCO 5) In a survey conducted immediately after the World Trade Center attack, 47 percent of the women who responded to the survey said they would not treat themselves to small luxuries like manicures and 54 percent said they would not buy any expensive clothes. The results of this survey most directly relate to __________ forces within the environmental scan.
(Points : 8)
Economic
Regulatory
Cost
0
Competitive
Legal
1318882305 MultipleChoice 44
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In this section of the exam, you will answer 3 essay questions worth 30 points each. Take time to think through your answer and organize your response. Remember to save your work before preceeding to the next question.
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1. (TCO 3)
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Imagine you are creating a marketing plan for a company that will sell bikes. As you consider the marketing program, what types of strategy should you consider including in the plan? Propose one specific example of each type of strategy that you are considering and present your rationale (reasoning) for your strategy selections.
(Points : 30)
0 1318882307 Essay 3
2. (TCO 1) Imagine you are the marketing manager responsible for developing marketing strategy for a bicycle company. Propose the strategic marketing process you will use being sure the name the stages, the activities included in the stages and stage specific examples related to marketing bicycles.
(Points : 30)

0 1318882308 Essay 5
3. (TCO 4) Imagine you are the product manager for a new electric car similar to the
Chevrolet Volt. Using all your knowledge of the new product life cycle, speculate on the stages of the life cycle your electric car will pass through being sure to discuss the marketing objectives in each stage giving specific examples of the objectives along with your reasoning for creating the objective. (Points : 30)
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1318882311 Essay 7

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