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1 | |
The sales response function can be used to: |
| | A) | posttest an ad like a sales test. |
| | B) | relate the expense of marketing effort to the marketing results obtained. |
| | C) | evaluate how each environmental strength, opportunity, weakness, and threat will affect the company and its products. |
| | D) | assign responsibilities for actions and deadlines. |
| | E) | do all of the above. |
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2 | |
Biopure Corporation has developed an artificial hemoglobin that can be used in place of blood transfusions and holds the patent on this product. Therefore, Biopure has a(n): |
| | A) | distinctive parity. |
| | B) | sustainable dominance. |
| | C) | synergistic edge. |
| | D) | market dominance. |
| | E) | competitive advantage. |
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3 | |
During the _____ phase of the strategic marketing process, a manufacturer of soy milk would learn of a recent medical study that indicates soy may help alleviate infertility problems. |
| | A) | planning |
| | B) | implementation |
| | C) | control |
| | D) | evaluation |
| | E) | organizing |
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4 | |
Which of the following statements about marketing plans is true? |
| | A) | Marketing plans all have the same format. |
| | B) | The design of an effective marketing plan should not be affected by the length of the planning period. |
| | C) | Marketing plans have the same basic format no matter what the nature of the audience for which they are developed. |
| | D) | The business plan is the heart of the marketing plan. |
| | E) | Marketing plans set the direction for the marketing activities of an organization. |
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5 | |
A _____ business strategy is one that can be adopted by any firm, regardless of the product or industry involved, to achieve a competitive advantage. |
| | A) | variable |
| | B) | nonspecific |
| | C) | broad-spectrum |
| | D) | generic |
| | E) | flexible |
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6 | |
The manufacturer of Lee jeans has been extremely successful with its Lee Dungarees. With this brand, Lee has associated its jeans with an indestructible spirit using the image of Buddy Lee to create the ideal jeans-the jeans that make the wearer feel he or she could do anything. It has targeted these jeans to 17- to 22-year-olds. What type of generic business strategy did Lee use? |
| | A) | differentiation focus |
| | B) | cost focus |
| | C) | differentiation |
| | D) | revenue leadership |
| | E) | profit enhancement |
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7 | |
When Home Depot opens new stores in Canada and Mexico, it is using a ______ strategy, one of the profit enhancement options. |
| | A) | market penetration |
| | B) | product development |
| | C) | differentiation |
| | D) | diversification |
| | E) | market development |
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8 | |
Which marketing strategy would most likely offer the greatest economies of scale in research and development and production expenses? |
| | A) | market-product concentration |
| | B) | market specialization |
| | C) | product specialization |
| | D) | selective specialization |
| | E) | market specialization and market product concentration |
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9 | |
Which of the following is an appropriate guideline to use when developing marketing plans? |
| | A) | Design the plan to be inflexible; change will simply negate the organizational focus. |
| | B) | Utilize plans that consider every possible contingency. |
| | C) | Incorporate all the key marketing mix factors. |
| | D) | Set qualitative goals as well as quantifiable goals. |
| | E) | Do not use any assumptions-plans should be derived from facts. |
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10 | |
Quaker took its Instant Oatmeal and added Dinosaur eggs, which have colourful creatures that appear when boiling water is added. Research shows that children who would not eat plain oatmeal (defined as a new segment) are extremely attracted to the product, which Quaker views as basically the same as its standard Instant Oatmeal. From Quaker's viewpoint this is a ______ strategy. |
| | A) | market penetration |
| | B) | diversification |
| | C) | product penetration |
| | D) | market development |
| | E) | product development |
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11 | |
In 1998, PeopleSoft, a high-tech company that designed office-assistant software, earned $149 million. It lost $178 million in 1999 due primarily to a shift in corporate technology spending, but through it all Mike Demele believed the company had a great project with PeopleSoft 8, new Internet software intended to change how customers perform mundane back-office tasks-everything from 401(k) enrollment to product inventory management. When investors and employees bailed, Demele stayed with the company and supported the product, which reached all time high profits in October. Mike Demele is an example of a: |
| | A) | channel captain. |
| | B) | marketing mediator. |
| | C) | product entrepreneur. |
| | D) | product champion. |
| | E) | program ombudsmen. |
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12 | |
Which statement best reflects the advice given by management experts regarding the tendency to excessively analyze a problem? |
| | A) | Don't put a product on the market until it's perfect. |
| | B) | Try a "do it, fix it, try it," approach. |
| | C) | If a problem arises, assemble a committee of the appropriate people to solve it. |
| | D) | Better to ask forgiveness than permission. |
| | E) | Avoid the NIH syndrome. |
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13 | |
Which of the following activities is NOT part of scheduling an action program? |
| | A) | identifying the main tasks to be performed |
| | B) | arranging the activities to meet the deadlines |
| | C) | assigning responsibilities to complete each task |
| | D) | determining the budgetary needs for each task |
| | E) | determining the time required to complete each task |
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14 | |
Those in staff positions have the authority and responsibility to advise people in line positions: |
| | A) | and can recommend salary and benefit adjustments for them. |
| | B) | but cannot issue direct orders to them. |
| | C) | but must clear all such communication with their superiors. |
| | D) | and must clear all such communication with the corporate human resources department. |
| | E) | but cannot fraternize with them. |
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15 | |
Within DuPont's textile fiber department, there is a separate product manager for rayon, acetate, orlon, nylon, and Dacron. The product manager for DuPont nylon would be responsible for: |
| | A) | making long-range plans for nylon. |
| | B) | maintaining the divisional mission statement. |
| | C) | modifying DuPont's organizational structure. |
| | D) | creating static marketing objectives. |
| | E) | doing all of the above. |
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