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Basic Marketing, 10th Canadian Edition
Basic Marketing: A Global Managerial Approach, 10/e
Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University

Strategic Market Planning and the Evaluation of Marketing Opportunities

Quiz Questions



1

Finding attractive opportunities and developing profitable marketing strategies are the tasks included in the marketing manager's strategy planning job.
A)True
B)False
2

Target marketing limits an organization's profit potential.
A)True
B)False
3

Any series of firms or individuals from producer to final user or consumer is a channel of distribution
A)True
B)False
4

A "marketing program" blends all of a firms' marketing plans into one big plan.
A)True
B)False
5

Firms that excel at marketing achieve significantly higher volume and profitability.
A)True
B)False
6

A company has modified and enlarged its product line to meet the changing needs of its current customers. This is an example of:
A)market development.
B)market penetration.
C)diversification.
D)product development.
E)market share.
7

Which of the following is true about the marketing management process?
A)Marketing managers should plan to maintain the status quo.
B)Consumers' needs, competitors, and the environment keep changing.
C)After implementing the plans, the process is finished.
D)Planning is done by the marketing department in isolation.
E)None of the above.
8

The difference between target marketing and mass marketing is that target marketing:
A)is a shotgun approach, while mass marketing is a rifle approach.
B)focuses on specific customers, while mass marketing aims at an entire market.
C)focuses on short-run objectives, while mass marketing focuses on long-run objectives.
D)aims at increased sales, while mass marketing focuses on increased profits.
E)means concentrating on a small market.
9

Compared to mass marketing, target marketing:
A)offers greater efficiency.
B)is more expensive.
C)offers more potential customers.
D)is an older method of marketing.
E)doesn't use the 4 Ps.
10

Mass selling:
A)involves direct communication between sellers and potential customers.
B)is communicating with small numbers of customers.
C)has two major forms: advertising and publicity.
D)has a higher cost of reaching a target customer than personal selling.
E)uses a salesforce.
11

Sales promotion can involve all of the following EXCEPT:
A)point-of-purchase materials.
B)outdoor billboards.
C)samples.
D)catalogues.
E)coupons.
12

Selecting a target market and developing a marketing mix:
A)are not strategy jobs.
B)are decisions made by different departments in isolation from one another.
C)should be decided independently.
D)are decisions that should be made together.
E)cause managers to search for customers who dislike what they have to offer.
13

Product market screening criteria should:
A)be quantitative.
B)be qualitative.
C)be achievable.
D)summarize in one place what the firm wants to accomplish.
E)all of the above.
14

A firm's marketing mix would NOT include:
A)product.
B)price.
C)profit.
D)promotion.
E)place.
15

Unilever uses many intermediaries to reach its target markets; TD Bank uses none. Which of the marketing mix variables is being considered here?
A)promotion
B)product
C)place
D)price
E)penetration
16

The term "product" is NOT concerned with:
A)packaging.
B)branding.
C)quality level.
D)warranty.
E)selling.
17

_______________ involves direct communication between sellers and potential customers.
A)Advertising
B)Publicity
C)Sales promotion
D)Mass selling
E)Personal selling
18

Sales promotion:
A)is free.
B)tries to help the personal selling and mass selling people.
C)is the main form of advertising.
D)lets the salesperson adapt the marketing mix to each potential customer.
E)is designed to replace salespeople.
19

An appropriate marketing mix should be determined primarily by:
A)the budget available to spend.
B)the past experiences of the marketing manager.
C)the needs of the target market.
D)what has worked for the company in the past.
E)how well a firm can achieve economies of scale in producing a product.
20

A hotel restaurant offers an inexpensive Sunday brunch to get customers on the weekend. Normally during the week the restaurant serves business travellers. This effort to get new customers for the available facility is an example of:
A)market development.
B)diversification.
C)product development.
D)market penetration.
E)a production orientation.
21

Portfolio management:
A)treats products or SBUs as though they were stock investments.
B)may place too much emphasis on easy-to-compare quantitative criteria.
C)tends to emphasize short-run profitability and return on investment.
D)identifies which opportunities should be supported, "milked," or sold off.
E)All of the above are true.




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