Exam 22: Pulling It All Together: Integrating and Analyzing the Marketing Plan

The Following Questions are linked to this scenario: A firm markets innovative products at above-average prices, distributes these products through upscale stores, and emphasizes personal selling rather than advertising. -This firm has

An example of a natural account expense is

What type of information could a company receive by analyzing natural account expenses?

Which type of marketing audit studies the overall marketing performance of a firm with particular emphasis on the interrelationship of marketing-mix variables and their relative importance?

Compliance with the Robinson-Patman Act can be verified through marketing cost analysis.

A firm wants to study the efficiency of its various distribution channels (in terms of computing gross profit as a percentage of revenues). What technique should it use?

Whatever their long-term competitive advantages, small firms should try to match the prices of their larger competitors.

In marketing cost analysis, what type of expense is directly associated with a particular classification category and can be eliminated if that category is discontinued?

Short-term marketing subplans are the most general and set a broad framework for moderate-term ones.

a. Differentiate among long-, moderate-, and short-term marketing subplans. b. Present long-, moderate-, and short-term marketing subplans for a new restaurant appealing to college students.

The largest ongoing research project on customer satisfaction is

According to which of these concepts are superficial data insufficient to make sound evaluations?

Natural account expenses are reported by

Prior to product screening, a firm should determine if an idea for a major innovation

Which statement concerning the competitive advantages of a small firm is NOT correct?

If a firm now has an annual sales growth of 5 percent, a long-term plan could specify that growth would rise to 9 percent within five to seven years and a short-term plan could specify that sales growth would increase to 6 percent during the first year.

With functional account analysis, a firm could determine the total costs incurred in salaries, insurance, and interest.

To effectively implement a customer satisfaction program, it is important to tie an employee's compensation and performance review to customer satisfaction scores.

The major purpose of a marketing audit is to uncover and resolve short-term marketing-mix problems.

Marketing cost analysis involves a systematic, critical, and unbiased review and appraisal of the basic objectives and policies of the marketing function.