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Multiple Choice Quiz
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1
The feedback process that tells the marketing manager how marketing plans are working and provides guidance about planning for the future is:
A)marginal analysis.
B)strategic planning.
C)marketing opportunity analysis.
D)marketing research.
E)control.
2
Which breakdown variable would not be used in a typical sales analysis:
A)geographic region
B)method of sale
C)order size
D)product category
E)fixed costs
3
Regarding sales analysis:
A)sales data should be broken down according to customer characteristics such as demographics, because those are the only relevant dimensions.
B)there is only one best way for analyzing sales data.
C)sales analysis is difficult and expensive because the data are difficult to obtain.
D)sales analysis can highlight important trends and help managers develop more accurate sales forecasts.
E)a detailed sales analysis is most effectively presented with tables containing rows and columns of numbers as opposed to charts and graphs.
4
A marketing audit:
A)should be done by the accounting department.
B)should be done by the personnel department.
C)examines the details of marketing implementation instead of the "big picture" of the business.
D)may be done by an outside organization.
E)none of the above.
5
Which of the following statements about a marketing audit is False?
A)A marketing audit takes a detailed looks at the firm's current marketing plans to see if they are still the best plans the firm can offer.
B)A marketing audit should be done on a regular basis.
C)The marketing strategy planning framework is useful in conducting a marketing audit.
D)A good audit is internal and is not concerned with gathering information from outside the firm.
E)Ideally, a marketing audit should not be necessary, but it often is.
6
Marketing cost analysis can:
A)determine if a change in the marketing mix will improve profit.
B)assign costs to product lines and customers.
C)prepare a profit and loss statement for each customer.
D)show which customers contribute the most to the firm's profitability.
E)all of the above.
7
Regarding marketing strategy planning:
A)managers usually know all they need to know about the needs and attitudes of their target markets.
B)competitors do not force a firm to shift its marketing mix.
C)changes in the dimensions of the marketing environment have no effect on a firm's marketing mix.
D)the lack of a complete understanding of the target market can make it difficult to combine the four Ps into a suitable marketing mix.
E)None of the above.
8
A forecast of target market potential:
A)is an estimate of the expected conditions in the national economy.
B)is an estimate of what an individual firm expects to sell to a market segment.
C)is an estimate of what a whole market segment might buy.
D)is an estimate of the expected conditions in an industry.
E)none of the above.
9
The marketing manager for an established retailer of men's clothing is developing a sales forecast for the coming year. The manager constructs a graph that shows the dollar sales for each of the previous ten years. He then draws a line on the graph that shows the general upward direction in which sales have moved over the ten-year period. He assumes that this general positive progression will continue into the next year, and uses that as the basis of his forecast. What method of sales forecasting does this manager seems to be using?
A)market potential.
B)sales potential.
C)trend extension.
D)factor method.
E)time series.
10
The factor method of sales forecasting:
A)tries to extend past experience into the future.
B)provides a historical record of the fluctuations in economic variables.
C)is based on a relationship between a company's sales and some other variable.
D)combines the opinions of many key executives in an industry.
E)none of the above.
11
A manager who wishes to forecast the future, taking into account the fluctuations in economic variables from year to year, should use:
A)time series analysis.
B)trend extension.
C)a survey.
D)a jury of executive opinion.
E)the factor method.
12
A research company was asked by a trade association to conduct a study that would forecast sales and other key trends in the office furniture industry for the next 10 years. The research company set up a series of interviews with key decision-makers who worked for office furniture producers, wholesalers, and retailers. The company combined the results of these interviews and tried to gain a consensus. The research firm was using:
A)time series analysis.
B)trend extension.
C)a survey.
D)a jury of executive opinion.
E)the factor method.
13
When salespeople engage in sales forecasting:
A)they usually have less knowledge of customers and competitors than managers have.
B)their estimates are less useful in business markets in which there are few customers.
C)they may not know much about their markets if they are relatively new salespeople.
D)they may make estimates that are too high if they think the sales manager will use the estimates to set sales quotas.
E)all of the above.
14
Which of the following might be sections in a marketing plan?
A)Analysis of the external market environment.
B)Customer analysis.
C)Marketing information requirements.
D)Control.
E)All of the above.
15
Regarding timing, a marketing plan:
A)could cover as short a time period as a few months.
B)is usually vague about time-related details.
C)could cover as long a time period as several years.
D)all of the above.
E)Both A and C.





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