Exam 21: Marketing Implementation and Evaluation

Coca-Cola still produces Tab, a diet drink, for a small group of very brand loyal customers. If a sales volume analysis shows the product to be unprofitable, why would Coke keep producing Tab?

The commission and travel expenses for a sales person in the health care division of 3M are an example of an indirect cost incurred by that division.

GDS Seating Inc. makes seats for football, basketball, and soccer stadiums throughout the world. Which of the following is an example of a direct cost for this manufacturer?

Which of the following statements about marketing audits is True?

Direct costs used in marketing cost analysis are also called:

Which sales force deployment approach is most consistent with the underlying philosophy of the marketing concept?

Krista laughed when she read the notice on the side of her new lawn mower that advised her not to stick her hands under the mower when the blades were in motion. Krista read a(n) _____, which was necessitated by the growing number of product liability claims.

Blue Bird Corporation manufactures bodies for school buses, the Q-Bus shuttle, and the Wanderlodge luxury recreational vehicle. Which form of organization would be best for Blue Bird's sales force?

The Grand Casino in Tunica uses hosts to make sure patrons it has identified as high rollers are provided with extra amenities so they will continue to patronize the Grand Casino. To determine how satisfied the high rollers are with the service provided by the hosts, the high rollers are randomly surveyed. This represents the _____ stage of the management process.

When a marketing cost analysis by territories shows a given territory is not profitable, which of the following actions should be taken as a last resort?

If the health care division at 3M wanted to compare how its new bandage strips were doing in relation to its competition, it would need to conduct a(n):

If a middle-level manager from the 1950s visited a large manufacturing company today, he would most likely be surprised to find:

The iceberg principle is an analogy that can be used to explain:

In marketing cost analysis, sales force salaries, office supplies, media space, property taxes, and travel expenses are called:

A marketing cost analysis:

_____ expenses include property tax, license fees, commissions, and media space.

The strategic plan devised by Makro, the Dutch retailer, focuses on a market development strategy. The _____ stage of its plan would include the opening of 30 new stores in mainland China before 2010.

The iceberg principle explains why some customers are easier to sell to than others.

A market-share analysis requires detailed information about the industry. Which of the following are the most plausible sources for this type of information?

Which of the following is the greatest obstacle to the performance of a market-share analysis?