Chapter 1: Defining Marketing for the 21st Centuryecarter2/CSUB F17/MKTG4900.FinalExam... · Web...
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Marketing Planning Handbook (Wood) FINAL EXAM POOL ITEMS (Chapters 5 – 9) ** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) ** Chapter 5: Planning Direction, Objectives and Marketing Support 1. Which of the following is NOT a Marketing Plan direction “objective”? a. specific, time-defined, and measurable b. realistic yet convenient c. consistent with organization mission and goals d. absence of conflict with other objectives e. All of the above are on the “checklist” for Marketing Plan objectives 2. Which of the following sets of options are included in Marketing Plan “directions”? a. growth, marketing, resources b. goals, maintenance, resources c. goals, marketing, reinvention d. growth, maintenance, reinvention e. None of the above 3. The matrix for growth direction strategies include ____ a. two existing and two new categories b. one existing and three new categories c. three existing and one new categories d. four new categories e. All of the above 4. Growth direction strategies are based on which two variables? a. products and management b. products and marketing c. planning and management d. planning and marketing e. None of the above 5. Which planning direction is appropriate for situations of rising costs, slower sales and lower profit? a. market penetration b. maintenance c. reengineering d. retrenchment 1
Transcript of Chapter 1: Defining Marketing for the 21st Centuryecarter2/CSUB F17/MKTG4900.FinalExam... · Web...
Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
Chapter 5: Planning Direction, Objectives and Marketing Support
1. Which of the following is NOT a Marketing Plan direction “objective”?a. specific, time-defined, and measurableb. realistic yet convenientc. consistent with organization mission and goalsd. absence of conflict with other objectivese. All of the above are on the “checklist” for Marketing Plan objectives
2. Which of the following sets of options are included in Marketing Plan “directions”?a. growth, marketing, resourcesb. goals, maintenance, resourcesc. goals, marketing, reinventiond. growth, maintenance, reinventione. None of the above
3. The matrix for growth direction strategies include ____a. two existing and two new categoriesb. one existing and three new categoriesc. three existing and one new categoriesd. four new categoriese. All of the above
4. Growth direction strategies are based on which two variables?a. products and management b. products and marketingc. planning and managementd. planning and marketinge. None of the above
5. Which planning direction is appropriate for situations of rising costs, slower sales and lower profit?a. market penetrationb. maintenancec. reengineeringd. retrenchmente. None of the above
6. Which of the following is NOT one of the basic types of “marketing plan objectives”?a. marketingb. financialc. strategicd. societale. All of the above are types of marketing plan objectives
7. Which of the following is NOT example of a “marketing” direction plan objective?
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Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
a. customer recognitionb. channel relationshipsc. market shared. order fulfillmente. All of the above are “marketing” direction plan objectives
8. Which of the following is NOT example of a “financial” direction plan objective?a. sales revenueb. profitabilityc. resource investmentd. break-evene. All of the above are “marketing” direction plan objectives
9. Which of the following is NOT example of a “societal” direction plan objective?a. conservationb. reduce wealthc. issue awarenessd. community involvemente. All of the above are “marketing” direction plan objectives
10. What is the “planning marketing support” process for building managers and staff relationships?a. interactive marketingb. inclusive marketingc. intensive marketingd. interpersonal marketinge. None of the above
11. Which of the following statements is true about the role of “customer service” in marketing support?a. customer service influences customer perceptions but not actual purchase responsesb. customer service is regarded as a marketing factor that is separate from the product or brandc. customer service can enhance the brand’s image and allow price increasesd. customer service can make up for a bad product or spotty distributione. None of the above is true about customer service
12. The two basic categories of “planning marketing support” are ___a. internal marketing objectives and customer service objectivesb. strategic marketing objectives and service measurement objectivesc. internal monetary objectives and customer measurement objectivesd. internal marketing objectives and customer segmentation objectivese. None of the above
13. Which of the following is NOT a category of customer service needs based on the buying process?
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Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
a. for saleb. before the sale c. at the point of the saled. after the sale e. All of the above
14. What are the three levels of the “strategy pyramid”?a. strategy, timing, process b. strategy, tactics, processc. strategy, tactics, programsd. strategy, timing, programse. None of the above
15. Which “strategy pyramid” level includes “online retailing”?a. strategyb. timingc. programsd. tacticse. None of the above
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Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
Chapter 6:Developing Product and Brand Strategy
1. Which of the following is an “element of product and brand strategy”?a. financing and benefitsb. quantity and designc. packaging and locationd. promotion development and managemente. None of the above
2. Which of the following does NOT constitute the product to be offered? a. tangible goodsb. systemsc. places d. idease. All of the above can constitute the product to be offered
3. Which of the following categories is NOT included in “designing a service”? a. people processingb. money processingc. mental processingd. item processinge. All of the above are included in “designing a service”
4. Which of the categories for “designing a service” address “parking”? a. people processingb. money processingc. mental processingd. item processinge. All of the above are included in “designing a service”
5. Which of the categories for “designing a service” address “mass transit”? a. people processingb. money processingc. mental processingd. item processinge. All of the above are included in “designing a service”
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Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
6. Which of the product element factors includes “course websites” for the college student target segment? a. productb. needc. featured. benefite. None of the above
7. Which of the product element factors includes “transportation” for the car buyer target segment? a. productb. needc. featured. benefite. None of the above
8. Which of the product element factors includes “convenience” for the fast food target segment? a. productb. needc. featured. benefite. None of the above
9. Which of the product element factors includes “touch screen” for the PC user target segment? a. productb. needc. featured. benefite. None of the above
10. Which “product strategy” creates products on a large scale with tailored features?a. brand identityb. mass commercializationc. target marketingd. online customization e. None of the above
11. What is the product element factor that can deliver “valued benefits”? a. technology systemsb. price discountingc. supplemental servicesd. product displayse. None of the above
12.Which of the following product factors is defined as “how well the product satisfies customers”?
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Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
a. featuresb. functionsc. quality d. salese. None of the above
13.Which of the following product factors accounts for “customer churn”? a. featuresb. functionsc. quality d. salese. None of the above
14.Which of the following attributes is NOT an advantage contributed by “packaging and labeling””? a. keeps tangible product safeb. conveys information about productc. communicates brand image d. differentiates from competing brandse. All of the above are packaging and labeling advantages
15. Which of the following Product Life Cycle (PLC) stages includes “add brand or line extensions”? a. introductionb. growthc. maturityd. declinee. None of the above
16. Which of the following Product Life Cycle (PLC) stages includes “enhance product”? a. introductionb. growthc. maturityd. declinee. None of the above
17. Which of the following New Product Development stages includes “test prototype functionality”? a. idea generationb. business analysis c. market testingd. commercializatione. None of the above
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Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
18. Which of the following New Product Development stages includes “plan targeting”? a. idea generationb. business analysis c. market testingd. commercializatione. None of the above
19. Which of the following is NOT a “marketing advantage of strong brands”? a. improved perceptions of product performanceb. larger marginsc. greater trade cooperation and supportd. possible licensing opportunitiese. All of the above are marketing advantages of strong brands
20. Which of the following is NOT a category of the “brand equity pyramid”? a. supportb. imagery c. feelingsd. resonancee. All of the above are brand equity pyramid categories
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Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
Chapter 8:Developing Channel and Logistics Strategy
1. The processes required to “get the right product to the right markets and customers” are included in the ___a. value serviceb. value positionc. value chaind. value imagee. None of the above
2. The value chain link associated with raw material processing is ____a. suppliersb. producersc. channelsd. customerse. None of the above
3. The value chain link associated with packaged product processing is ____a. suppliersb. producersc. channelsd. customerse. None of the above
4. Which “value chain flow” accounts for electronic logistics information?a. moneyb. marketingc. outboundd. productse. None of the above
5. Which of the following is NOT a marketing channel function?a. matching volumeb. providing informationc. developing brand imaged. transporting productse. All of the above are marketing channel functions
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Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
6. Which of the following is an example of marketing channel levels?a. producer, consumerb. producer, retailer consumerc. producer, distributor, dealer, businessd. producer, businesse. All of the above are examples of marketing channel levels
7. Which of the marketing channel distribution strategies aims for maximum market coverage?a. intensiveb. selectivec. exclusived. expansivee. None of the above
8. Which of the following are “internal considerations” for channel strategy?a. directorsb. resourcesc. mediad. marketse. None of the above
9. Which of the following are “external considerations” for channel strategy?a. directorsb. resourcesc. mediad. marketse. None of the above
10. Which of the following “logistics decisions” includes setting the numbers of products available?a. storageb. inventoryc. order processing and fulfillmentd. transportatione. None of the above
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Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
Chapter 9:Developing Integrated Marketing Communication Strategy
1. Integrated marketing communication strategy entails ___a. encouraging customer dialogues through messages and mediab. coordinating message content and deliveryc. ensuring message consistencyd. supporting positioning strategy e. All of the above
2. Which of the following factors are typical in a “push” IMC strategy?a. one-way influence flowb. brand identityc. consumer targeted mediad. product delivery to retailerse. None of the above
3. Which of the following factors are typical in a “pull” IMC strategy?a. one-way influence flowb. brand identityc. consumer targeted mediad. product delivery to retailerse. None of the above
4. Which “model for audience response to IMC” target the ordered sequence of “beliefs, feelings, behavior”?a. low involvement modelb. medium involvement modelc. high involvement modeld. experiential modele. None of the above
5. Which “model for audience response to IMC” target the ordered sequence of “feelings, behavior, beliefs”?a. low involvement modelb. medium involvement modelc. high involvement modeld. experiential modele. None of the above
6. Which stage of “planning IMC strategy” addresses “ethical communications”?a. audience analysisb. objectives and budgetc. issuesd. researche. None of the above
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Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
7. Which IMC tool can “effectively get messages to large audience”?a. advertisingb. sales promotionc. public relationsd. direct marketinge. personal selling
8. Which IMC tool can “build positive image, strengthen ties with stakeholders”?a. advertisingb. sales promotionc. public relationsd. direct marketinge. personal selling
9. Which IMC tool can “reach targeted audiences”?a. advertisingb. sales promotionc. public relationsd. direct marketinge. personal selling
10. Which message appeal is most common for business-to-business (B2B) ads?a. rationalb. emotionalc. financiald. partnershipe. None of the above
11. What are the “two key decisions in planning media choices”?a. cost and customersb. message and meaningc. tone and timingd. reason and flexibilitye. None of the above
12. Which “sales promotion technique” is used to reduce the perceived price?a. samplingb. couponingc. allowances and incentivesd. point-of-purchase materialse. None of the above
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Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
13. Which “sales promotion technique” is used for in-store promotion?a. samplingb. couponingc. allowances and incentivesd. point-of-purchase materialse. None of the above
14. Which PR objective aims to “correct public misperceptions”?a. understanding stakeholders’ perceptionsb. manage imagec. communicating views and informationd. building brand and product awarenesse. None of the above
15. Which “decisions about structuring the sales process” informs the approach that a salesperson plans in contacting prospects?a. identifying and qualifying prospectsb. planning the presales approachc. making sales contactd. addressing objectionse. closing the sale
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Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
Chapter 7:Developing Pricing Strategy
1. The two basic approaches towards “pricing strategy” are ___a. new and existing pricingb. product and service pricingc. strategic and tactical pricingd. functional and descriptive pricinge. None of the above
2. The use of pricing strategy to communicate value to customers requires balancing ____a. customer benefits and competitor pricesb. product price and service pricec. price awareness and actual priced. product costs and product customerse. None of the above
3. The relationship between price and customer demand is addressed by _____ a. expensesb. elasticityc. elaborationd. exportinge. None of the above
4. Which approach towards pricing strategy starts with “research about customers’ perceptions”?a. value-based pricingb. customer-based pricingc. product-based pricingd. cost-based pricinge. None of the above
5. Which “pricing objective” aims for higher market share?a. financialb. marketingc. strategic d. societale. None of the above
6. Which “pricing objective” aims for resource conservation?a. financialb. marketingc. strategic d. societale. None of the above
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Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
7. Which of the following categories is NOT an “external pricing influence”? a. customersb. competitorsc. channel membersd. legal and ethical concernse. All of the above are external pricing influences
8. Which “external pricing influence” category addresses the “alternatives available to customers”? a. customersb. competitorsc. channel membersd. legal and ethical concernse. All of the above are external pricing influences
9. Which “external pricing influence” category addresses “predatory pricing”? a. customersb. competitorsc. channel membersd. legal and ethical concernse. All of the above are external pricing influences
10. Which of the following categories is NOT an “internal pricing influence”? a. costs and break-evenb. targeting and positioningc. product strategyd. other marketing decisionse. All of the above are internal pricing influences
11. Which “internal pricing influence” category addresses the impact of overhead and sales volume? a. costs and break-evenb. targeting and positioningc. product strategyd. other marketing decisionse. All of the above are external pricing influences
12. Which “internal pricing influence” category addresses “skimming and penetration pricing”? a. costs and break-evenb. targeting and positioningc. product strategyd. other marketing decisionse. All of the above are external pricing influences
13. Price “skimming” strategy is based on ____a. high volumeb. competing brandsc. top quality
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Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
d. credit card paymente. None of the above
14. Price “penetration” strategy is based on ____a. high volumeb. competing brandsc. top qualityd. credit card paymente. None of the above
15. Adapting prices can be done using all of the following EXCEPT ____a. discountsb. allowancesc. bundling or unbundlingd. product enhancemente. All of the above are used to adapt prices
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Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
*** REMAINING ITEMS ARE FROM PRIOR ACTUAL MIDTERM/QUIZ QUESTIONS – NOT SORTED BY CHAPTER ***
1 Which of the following categories is NOT included in “designing a service”? a. people processingb. item processingc. market processingd. information processinge. All of the above are included in “designing a service”
2 Which “strategy pyramid” level includes “online retailing”?a. strategyb. timingc. processd. tacticse. None of the above
3 Which “pricing objective” aims for higher market share?a. financialb. managingc. skimming d. marketinge. None of the above
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Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
4 Which “pricing objective” aims for resource conservation?a. financialb. marketingc. servicing d. sourcinge. None of the above
5 Which of the following are “external considerations” for channel strategy?a. directorsb. environmentc. mediad. marketing mixe. None of the above
6 Which of the following is NOT a marketing channel function?a. contacting and negotiating b. transporting products c. matching valued. providing informatione. All of the above are marketing channel functions
7 The two basic categories of “planning marketing support” are ___a. internal marketing objectives and customer satisfaction objectivesb. strategic marketing objectives and service measurement objectivesc. internal monetary objectives and customer measurement objectivesd. internal marketing objectives and customer segmentation objectivese. None of the above
8 Which of the product element factors includes “touch screen” for the PC user target segment? a. productb. needc. functiond. benefite. None of the above
9 Which “model for audience response to IMC” target the ordered sequence of “beliefs, feelings, behavior”?a. high investment modelb. medium investment modelc. low investment modeld. experiential model
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Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
e. None of the above
10 Which of the marketing channel distribution strategies aims for maximum market coverage?a. extensiveb. selectivec. inclusived. immersivee. None of the above
11 Which IMC tool can “build positive image, strengthen ties with stakeholders”?a. advertisingb. sales promotionc. public relationsd. direct marketinge. personal selling
12 What are the “two key decisions in planning media choices”?a. cost and customersb. message and meaningc. tone and timingd. reach and frequencye. None of the above
18
Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
1 The two basic categories of “planning marketing support” are ___a. external marketing objectives and customer service objectivesb. strategic marketing objectives and service measurement objectivesc. internal monetary objectives and customer measurement objectivesd. internal marketing objectives and customer segmentation objectivese. None of the above
2 Price “penetration” strategy is based on ____a. low volumeb. wide market accessc. top qualityd. credit card paymente. none of the above
3 Which “value chain flow” accounts for electronic logistics information?a. datab. moneyc. technologyd. processe. none of the above
4 Which “decisions about structuring the sales process” informs the approach that a salesperson plans in contacting prospects?a. sales process structureb. addressing objectionsc. making sales contactd. planning the presales approache. none of the above
5 Which of the following New Product Development stages includes “test prototype functionality”? a. idea generationb. design protoplasmc. market testingd. commercializatione. None of the above
6 Which “pricing objective” aims for higher market share?a. financialb. marketingc. strategic d. societale. none of the above
7 Which of the following is an “element of product and brand strategy”?a. futures and benefitsb. quality and decisionsc. packaging and labelingd. brand reputation pyramide. none of the above
8 Growth direction strategies are based on which two variables?a. products and management b. products and marketsc. planning and managementd. planning and marketinge. none of the above
9 Which of the following are “external considerations” for channel strategy?
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Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
a. directorsb. marketingc. intermediariesd. mediae. none of the above
10 The value chain link associated with raw material processing is ____a. servicersb. superiorsc. supportersd. surveyorse. none of the above
11 Which of the following are “internal considerations” for channel strategy?a. controlb. mediac. directorsd. reinforcemente. none of the above
12 Which of the following New Product Development stages includes “plan targeting”? a. compensationb. business analysis c. market testingd. combinatione. none of the above
13 Which PR objective aims to “correct public misperceptions”?a. communicating values and informationb. manage imagec. conflict resolutiond. community collaboratione. none of the above
14 What are the three levels of the “strategy pyramid”?a. strategy, theory, programs b. strategy, technology, processc. strategy, tactics, progressd. strategy, transactions, programse. none of the above
15 Which of the following factors are typical in a “pull” IMC strategy?a. one way influence flowb. brand involvementc. company targeted mediad. brand appeal in storese. none of the above
16 Which of the following sets of options are included in Marketing Plan “directions”?a. growth, marketing, resourcesb. goals, maintenance, resourcesc. goals, marketing, reinventiond. growth, maintenance, retrenchmente. none of the above
17 Which of the following statements is true about the role of “customer service” in marketing support?a. customer service cannot make up for a bad product or spotty distribution b. customer service is regarded as a marketing factor that is separate from the product or brandc. customer service influences customer perceptions but not actual purchase responsesd. customer service reduces the price value of a product or servicee. none of the above are true about customer service
18 Which “product strategy” creates products on a large scale with tailored features?a. brand identity
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Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
b. mass commercializationc. target marketingd. mass customization e. none of the above
19 Which of the following product factors accounts for “customer churn”? a. quantityb. brand imagec. featuresd. labelinge. none of the above
20 The use of pricing strategy to communicate value to customers requires balancing ____a. customer benefits and company pricesb. product price and service pricec. price awareness and actual priced. product costs and product customerse. none of the above
21 Which “internal pricing influence” category addresses the impact of overhead and sales volume? a. cuts and break-evenb. targeting and positioningc. product strategyd. other marketing decisionse. none of the above
22 Which of the following are “external considerations” for channel strategy?a. directorsb. intermediariesc. resourcesd. pricese. none of the above
23 Which of the following “logistics decisions” includes setting the numbers of products available?a. storageb. inventionc. order processing and fulfillmentd. transportatione. none of the above
24 Which of the following factors are typical in a “pull” IMC strategy?a. two way influence flowb. brand identityc. channel targeted mediad. product delivery to retailerse. none of the above
25 Which “sales promotion technique” is used for in-store promotion?a. allowances and incentivesb. training and support c. sampling d. couponinge. none of the above
21
Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
1 What is the “planning marketing support” process for building managers and staff relationships?a. interactive marketingb. inclusive marketingc. internal marketingd. interpersonal marketinge. None of the above
2 The value chain link associated with packaged product processing is ____a. suppliersb. producersc. choicesd. customerse. None of the above
3 11. Which of the following statements is true about the role of “customer service” in marketing support?a. customer service influences customer perceptions but not actual purchase responsesb. customer service is regarded as a marketing factor that is separate from the product or brandc. customer service cannot enhance the brand’s image and allow price increasesd. customer service can make up for a bad product or spotty distributione. None of the above is true about customer service
4 Which of the following is NOT an example of marketing channel levels?a. producer, consumerb. producer, dealer, consumerc. producer, distributor, dealer, businessd. producer, businesse. All of the above are examples of marketing channel levels
22
Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
5 Which “strategy pyramid” level includes “online retailing”?a. strategyb. timingc. processd. tacticse. None of the above
6 Which “model for audience response to IMC” target the ordered sequence of “beliefs, feelings, behavior”?a. high investment modelb. medium investment modelc. low investment modeld. experiential modele. None of the above
7 Which of the marketing channel distribution strategies aims for maximum market coverage?a. extensiveb. selectivec. inclusived. immersivee. None of the above
8 Which of the following is NOT a marketing channel function?a. contacting and negotiating b. transporting products c. matching valued. providing informatione. All of the above are marketing channel functions
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Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
9 Which of the product element factors includes “touch screen” for the PC user target segment? a. productb. needc. functiond. benefite. None of the above
10 What are the “two key decisions in planning media choices”?a. cost and customersb. message and meaningc. tone and timingd. reach and frequencye. None of the above
11 Which message appeal is most common for business-to-business (B2B) ads?a. relationalb. emotionalc. financiald. partnershipe. None of the above
12 Price “skimming” strategy is based on ____a. high valueb. competing brandsc. top quantityd. credit card paymente. None of the above
24
Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
13 Which IMC tool can “build positive image, strengthen ties with stakeholders”?a. advertisingb. sales promotionc. public relationsd. direct marketinge. personal selling
14 Which of the following product factors accounts for “customer churn”? a. designb. functionsc. quantity d. salese. None of the above
15 Which of the following categories is NOT included in “designing a service”? a. people processingb. item processingc. market processingd. information processinge. All of the above are included in “designing a service”
16 The two basic categories of “planning marketing support” are ___a. internal marketing objectives and customer satisfaction objectivesb. strategic marketing objectives and service measurement objectivesc. internal monetary objectives and customer measurement objectivesd. internal marketing objectives and customer segmentation objectivese. None of the above
25
Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
17 Which of the following are “external considerations” for channel strategy?a. directorsb. environmentc. mediad. marketing mixe. None of the above
18 Which “pricing objective” aims for resource conservation?a. financialb. marketingc. servicing d. sourcinge. None of the above
19 Which “decisions about structuring the sales process” informs the approach that a salesperson plans in contacting prospects?a. identifying and qualifying prospectsb. closing the salec. making sales contactd. planning the postsales approache. none of the above
20 Which “pricing objective” aims for higher market share?a. financialb. managingc. skimming d. marketinge. None of the above
26
Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
1 Which of the following is NOT a Marketing Plan direction “objective”?a. specific, time-defined, and manageableb. realistic but challengingc. consistent with organization mission and goalsd. absence of conflict with other objectivese. All of the above are on the “checklist” for Marketing Plan objectives
2 Growth direction strategies are based on which two variables?a. products and management b. products and marketsc. planning and managementd. planning and marketinge. None of the above
3 What are the three levels of the “strategy pyramid”?a. strategy, theory, programs b. strategy, technology, processc. strategy, tactics, progressd. strategy, transactions, programse. None of the above
4 Which of the following is an “element of product and brand strategy”?a. futures and benefitsb. quality and decisionsc. packaging and labelingd. brand reputation pyramide. none of the above
5 Which of the following New Product Development stages includes “plan targeting”? a. compensationb. business analysis c. market testingd. combinatione. none of the above
6 Which of the following is NOT a “marketing advantage of strong brands”? a. improved perceptions of product performanceb. leaner marginsc. greater trade cooperation and supportd. boosts customer lifetime valuee. All of the above are marketing advantages of strong brands
7 Which of the following categories is NOT an “internal pricing influence”? a. costs and break-evenb. targeting and positioningc. product strategyd. other marketing decisionse. All of the above are internal pricing influences
8 Adapting prices can be done using all of the following EXCEPT ____
27
Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
a. discountsb. segment pricingc. bundling or unbundlingd. product enchantmente. All of the above are used to adapt prices
9 Which “value chain flow” accounts for electronic logistics information?a. datab. moneyc. technologyd. processe. none of the above
10 Which of the following is NOT a marketing channel function?a. transporting producersb. providing informationc. matching volumed. storing productse. All of the above are marketing channel functions
11 Which of the following are “internal considerations” for channel strategy?a. controlb. mediac. directorsd. reinforcemente. none of the above
12 Which of the following are “external considerations” for channel strategy?a. directorsb. marketingc. intermediariesd. mediae. none of the above
13 Which of the following factors are typical in a “pull” IMC strategy?a. one way influence flowb. brand involvementc. company targeted mediad. brand appeal in storese. none of the above
14 Which “decisions about structuring the sales process” informs the approach that a salesperson plans in contacting prospects?a. sales process structureb. addressing objectionsc. making sales contactd. planning the presales approache. none of the above
15. Which PR objective aims to “correct public misperceptions”?a. communicating values and informationb. manage imagec. conflict resolutiond. community collaboratione. none of the above
28
Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
1. Which of the following sets of options are included in Marketing Plan “directions”?a. growth, marketing, resourcesb. goals, maintenance, retrenchmentc. goals, marketing, reinventiond. growth, maintenance, reinventione. None of the above
2. Which of the following is NOT example of a “financial” direction plan objective?a. sales revenueb. profitabilityc. return on investmentd. break-evene. All of the above are “marketing” direction plan objectives
3. What is the “planning marketing support” process for building managers and staff relationships?
a. integral marketingb. inclusive marketingc. interval marketingd. interpersonal marketinge. None of the above
4. What are the three levels of the “strategy pyramid”?a. strategy, timing, process b. strategy, tactics, processc. strategy, tactics, procedured. strategy, timing, proceduree. None of the above
5. Which of the product element factors includes “transportation” for the car buyer target segment? a. futureb. benefitc. needd. factore. None of the above
29
Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
6. Which “product strategy” creates products on a large scale with tailored features?a. brand identityb. mass customizationc. target marketingd. online customization e. None of the above
7. Which of the following New Product Development stages includes “test prototype functionality”? a. idea generationb. business analysis c. design prototyped. commercializatione. None of the above
8. Which of the following is NOT a “marketing advantage of strong brands”? a. improved perceptions of product performanceb. greater loyaltyc. greater trade confrontation and supportd. more elastic customer responsee. All of the above are marketing advantages of strong brands
9. The use of pricing strategy to communicate value to customers requires balancing ____a. customer benefits and competitor pricesb. product price and service pricec. price awareness and actual priced. purchase price and product featurese. None of the above
10. Which of the following categories is NOT an “external pricing influence”? a. legal and ecological concernsb. customersc. channel membersd. competitorse. All of the above are external pricing influences
11. Price “skimming” strategy is based on ____a. top quantityb. unique valuec. high volumed. credit card payment
30
Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
e. None of the above
12. The value chain link associated with raw material processing is ____a. customersb. producersc. channelsd. supporterse. None of the above
13. Which of the following is NOT a marketing channel function?a. matching volumeb. negotiating c. providing informationd. transporting productse. All of the above are marketing channel functions
14. Which of the following are “external considerations” for channel strategy?a. directorsb. resourcesc. mediad. marginse. None of the above
15. Which of the following factors are typical in a “push” IMC strategy?a. two way influence flowb. brand identityc. consumer targeted mediad. product delivery to retailerse. None of the above
16. Which “model for audience response to IMC” target the ordered sequence of “beliefs, feelings, behavior”?a. low investment modelb. medium investment modelc. high investment modeld. experiential modele. None of the above
17. What are the “two key decisions in planning media choices”?
31
Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
a. cost and customersb. message and meaningc. tone and timingd. reach and frequencye. None of the above
18. Which PR objective aims to “correct public misperceptions”?a. understanding stakeholders’ perceptionsb. manage imagec. creating views and imaginationd. building brand and product awarenesse. None of the above
32
Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
1 What is the “planning marketing support” process for building managers and staff relationships?a. interactive marketingb. inclusive marketingc. internal marketingd. interpersonal marketinge. None of the above
2 The value chain link associated with packaged product processing is ____a. suppliersb. producersc. choicesd. customerse. None of the above
3 11. Which of the following statements is true about the role of “customer service” in marketing support?a. customer service influences customer perceptions but not actual purchase responsesb. customer service is regarded as a marketing factor that is separate from the product or brandc. customer service cannot enhance the brand’s image and allow price increasesd. customer service can make up for a bad product or spotty distributione. None of the above is true about customer service
4 Which of the following is NOT an example of marketing channel levels?a. producer, consumerb. producer, dealer, consumerc. producer, distributor, dealer, businessd. producer, businesse. All of the above are examples of marketing channel levels
33
Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
5 Which “strategy pyramid” level includes “online retailing”?a. strategyb. timingc. processd. tacticse. None of the above
6 Which “model for audience response to IMC” target the ordered sequence of “beliefs, feelings, behavior”?a. high investment modelb. medium investment modelc. low investment modeld. experiential modele. None of the above
7 Which of the marketing channel distribution strategies aims for maximum market coverage?a. extensiveb. selectivec. inclusived. immersivee. None of the above
8 Which of the following is NOT a marketing channel function?a. contacting and negotiating b. transporting products c. matching valued. providing informatione. All of the above are marketing channel functions
34
Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
9 Which of the product element factors includes “touch screen” for the PC user target segment? a. productb. needc. functiond. benefite. None of the above
10 What are the “two key decisions in planning media choices”?a. cost and customersb. message and meaningc. tone and timingd. reach and frequencye. None of the above
11 Which message appeal is most common for business-to-business (B2B) ads?a. relationalb. emotionalc. financiald. partnershipe. None of the above
12 Price “skimming” strategy is based on ____a. high valueb. competing brandsc. top quantityd. credit card paymente. None of the above
35
Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
13 Which IMC tool can “build positive image, strengthen ties with stakeholders”?a. advertisingb. sales promotionc. public relationsd. direct marketinge. personal selling
14 Which of the following product factors accounts for “customer churn”? a. designb. functionsc. quantity d. salese. None of the above
15 Which of the following categories is NOT included in “designing a service”? a. people processingb. item processingc. market processingd. information processinge. All of the above are included in “designing a service”
16 The two basic categories of “planning marketing support” are ___a. internal marketing objectives and customer satisfaction objectivesb. strategic marketing objectives and service measurement objectivesc. internal monetary objectives and customer measurement objectivesd. internal marketing objectives and customer segmentation objectivese. None of the above
36
Marketing Planning Handbook (Wood)FINAL EXAM POOL ITEMS
(Chapters 5 – 9)** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
17 Which of the following are “external considerations” for channel strategy?a. directorsb. environmentc. mediad. marketing mixe. None of the above
18 Which “pricing objective” aims for resource conservation?a. financialb. marketingc. servicing d. sourcinge. None of the above
19 Which “decisions about structuring the sales process” informs the approach that a salesperson plans in contacting prospects?a. identifying and qualifying prospectsb. closing the salec. making sales contactd. planning the post-sales approache. none of the above
20 Which “pricing objective” aims for higher market share?a. financialb. managingc. skimming d. marketinge. None of the above
37
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