MKT571 MKT/571 WEEK 6 QUIZ (SOLUTIION 21/21) - 77694

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anjis_devis

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1. Which of the following is an example of a distribution metric used for measuring the performance of marketing plans? Stock cover in days Customer acquisition Effective reach Market share 2. To protect a creative work from being published in any other manner, a company or author would ____________ the material. trademark patent copyright freelance 3. A ________ is a comprehensive, systematic, independent, and periodic examination of a company's or business unit's marketing environment, objectives, strategies, and activities, with a view to determining problem areas and opportunities and recommending a plan of action to improve the company's marketing performance. marketing plan market-based scorecard analysis marketing metric marketing audit 4. ______ is an obligation to act in a way expected of a reasonable person. Liability Reliance Duty Litigation 5. Which characteristic of a marketing audit is described by the methodical evaluation of the macro- and micromarketing environments, objectives and strategies, system, and activities? Systematic Comprehensive Periodic Independent 6. Marketing effectiveness rating instruments and marketing audits are approaches to annual-plan control strategic control profitability control efficiency control 7. A Gucci bag sells for $120 in Italy and $240 in the United States due to the differences in the costs of distributing the product in the two countries. This phenomenon is called a(n) market pricing problem opportunity cost problem price escalation problem tactical pricing problem 8. Rising customer expectations, evolving employee goals and ambitions, and tighter government legislation and pressure are driving companies to manage shorter supply chains operate leaner manufacturing facilities operate flatter organizations practice a higher level of corporate social responsibility 9. Which of the following is true regarding a marketing audit? It focuses on a firm’s macromarketing environment. It relies on feedback from company managers for data and opinions. It focuses on analysis of those marketing activities that have failed to produce adequate results. It identifies the most-needed improvements and incorporates them into a corrective-action plan with short- and long-run steps. 10. The marketing audit reviews six components of the overall marketing arena including the marketing environment, marketing strategy, marketing organization, marketing systems, marketing productivity and marketing control marketing development marketing mix marketing function 11. A PR practitioner may be subject to conspiracy in these situations: when the practitioner participates in illegal action, counsels or guides the illegal policy, takes part in it, or imagines illegal policy may occur cooperates to further illegal action unknowingly works with a corrupt agency uncovers illegal action 12. Which of the following is likely to be an important trend in marketing in the future? Mass marketing Marketing intuition Manual marketing Marketing science 13. Which of the following is an example of a communication metric used for measuring the performance of marketing plans? Response rate New customer gains Trial rate Sales growth 14. ________ is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments. Marketing control Marketing implementation Market watch Test marketing 15. Which of the following refers to the ability to meet humanity's needs without harming future generations? Scalability Greenwashing Sustainability Ecological footprinting 16. Straight extension of the product means introducing a customized product to the foreign market with existing marketing strategy introducing the product to the foreign market with major changes to the product introducing the product to the foreign market without any changes to the product introducing a customized product to the foreign market with a new marketing strategy 17. The purpose of profitability control is to examine where the company is making and losing money examine whether the company is pursuing its best opportunities with respect to markets, products, and channels evaluate and improve the spending efficiency and impact of marketing expenditures understand the efficiency of the sales force, advertising, sales promotion, and distribution 18. The purpose of strategic control is to examine whether the company is pursuing its best opportunities with respect to markets, products, and channels understand the efficiency of the sales force, advertising, sales promotion, and distribution evaluate and improve the spending efficiency and impact of marketing expenditures examine where the company is making and losing money 19. Your firm has decided to enter the international market with your product called Trema, a combination of a pocket organizer and cell phone. Even though the product has been a huge success in the home country, market research suggests some changes may be required before it can be introduced in Europe. Your CMO is of the opinion that the product requires certain extra features and the product will also have to be marketed differently. Your CMO is advocating straight extension forward adaptation product standardization dual adaptation 20. Cadbury's "Sports for Schools" promotion offered sports and fitness equipment for schools in exchange for vouchers. The problem was that the public and media saw a perverse incentive for children to eat more chocolate, a product associated with obesity. Which of the following best summarizes Cadbury's problem? Customers felt that the cause was not in sync with the company’s brand image. Consumers did not value the cause Cadbury was promoting. Consumers resented being sold an inferior product on the back of a cause-marketing program. Customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive. 21. A marketing audit is typically best conducted by a(n) internal marketing executive internal department self-audit outside consultant
Solution Description

1. Which of the following is an example of a distribution metric used for measuring the performance of marketing plans?

Stock cover in days

Customer acquisition

Effective reach

Market share

2. To protect a creative work from being published in any other manner, a company or author would ____________ the material.

trademark

patent

copyright

freelance

 3. A ________ is a comprehensive, systematic, independent, and periodic examination of a company's or business unit's marketing environment, objectives, strategies, and activities, with a view to determining problem areas and opportunities and recommending a plan of action to improve the company's marketing performance.

marketing plan

market-based scorecard analysis

marketing metric

marketing audit

 4. ______ is an obligation to act in a way expected of a reasonable person.

Liability

Reliance

Duty

Litigation

 5. Which characteristic of a marketing audit is described by the methodical evaluation of the macro- and micromarketing environments, objectives and strategies, system, and activities?

Systematic

Comprehensive

Periodic

Independent

 6. Marketing effectiveness rating instruments and marketing audits are approaches to

ann

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