MKT571 WEEK 6 QUIZ / MKT571 WEEK 6 QUIZ

1. The purpose of profitability control is tounderstand the efficiency of the sales force, advertising, sales promotion, and distributionevaluate and improve the spending efficiency and impact of marketing expendituresexamine where the company is making and losing moneyexamine whether the company is pursuing its best opportunities with respect to markets, products, and channels2. ________ is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments.Marketing implementationMarket watchMarketing controlTest marketing3. 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)price escalation problemmarket pricing problemopportunity cost problemtactical pricing problem4. ______ is an obligation to act in a way expected of a reasonable person.LiabilityDutyLitigationReliance5. Which characteristic of a marketing audit is described by the methodical evaluation of the macro- and micromarketing environments, objectives and strategies, system, and activities?PeriodicSystematicComprehensiveIndependent6. The marketing audit reviews six components of the overall marketing arena including the marketing environment, marketing strategy, marketing organization, marketing systems, marketing productivity andmarketing controlmarketing functionmarketing developmentmarketing mix7. Marketing effectiveness rating instruments and marketing audits are approaches toefficiency controlannual-plan controlprofitability controlstrategic control8. 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 advocatingdual adaptationforward adaptationstraight extensionproduct standardization9. Which of the following is true regarding a marketing audit?It identifies the most-needed improvements and incorporates them into a ive-action plan with short- and long-run steps.It focuses on a firm’s macro marketing environment.It focuses on analysis of those marketing activities that have failed to produce adequate results.It relies on feedback from company managers for data and opinions.10. To protect a creative work from being published in any other manner, a company or author would ____________ the material.patentcopyrighttrademarkfreelance11. 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, orimagines illegal policy may occuruncovers illegal actionunknowingly works with a corrupt agencycooperates to further illegal action12. Rising customer expectations, evolving employee goals and ambitions, and tighter government legislation and pressure are driving companies tooperate flatter organizationsmanage shorter supply chainsoperate leaner manufacturing facilitiespractice a higher level of corporate social responsibility13. Which of the following is an example of a distribution metric used for measuring the performance of marketing plans?Stock cover in daysCustomer acquisitionEffective reachMarket share14. Which of the following is an example of a communication metric used for measuring the performance of marketing plans?Response rateTrial rateSales growthNew customer gains15. 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 auditmarketing metricmarketing planmarket-based scorecard analysis16. Straight extension of the product meansintroducing a customized product to the foreign market with existing marketing strategyintroducing the product to the foreign market with major changes to the productintroducing a customized product to the foreign market with a new marketing strategyintroducing the product to the foreign market without any changes to the product17. A marketing audit is typically best conducted by a(n)internal marketing executiveinternal departmenta. self-auditoutside consultant18. 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?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.Customers felt that the cause was not in sync with the company’s brand image.Consumers did not value the cause Cadbury was promoting.19. Which of the following refers to the ability to meet humanity’s needs without harming future generations?GreenwashingEcological footprintingSustainabilityScalability20. The purpose of strategic control is tounderstand the efficiency of the sales force, advertising, sales promotion, and distributionexamine whether the company is pursuing its best opportunities with respect to markets, products, and channelsexamine where the company is making and losing moneyevaluate and improve the spending efficiency and impact of marketing expenditures21. Which of the following is likely to be an important trend in marketing in the future?Marketing scienceMarketing intuitionManual marketingMass marketing

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