Question 1

In an integrated marketing plan, all of that plan's parts are

Accepted Answer

A)  unified, consistent, and coordinated. 
B)  overseen by marketing personnel. 
C)  based on comprehensive short-term goals. 
D)  based on comprehensive long-term goals. 
A)  unified, consistent, and coordinated. 
B)  overseen by marketing personnel. 
C)  based on comprehensive short-term goals. 
D)  based on comprehensive long-term goals.

Question 2

When a company engages in sales analysis by product line on a regular, comprehensive, systematic, and independent basis, that sales analysis is a form of marketing audit.

Accepted Answer

A) True 
 B)False

Question 3

When 7-Eleven learns (through sales analysis) that its best-selling products are such items as gasoline, beverages, and groceries, 7-Eleven is avoiding the iceberg principle.

Accepted Answer

A) True 
 B)False

Question 4

Because a company needs to precisely define its target market before devising a marketing mix, differentiated marketing should be avoided.

Accepted Answer

A) True 
 B)False

Question 5

When Kohl's says that it is "a family-oriented, value-oriented, specialty department store offering moderately-priced, national-brand apparel, shoes, accessories, and home products," it is referring to its

Accepted Answer

A)  long-term competitive advantages. 
B)  compatible long-, moderate-, and short-term subplans. 
C)  organizational mission. 
D)  SBU strategy. 
A)  long-term competitive advantages. 
B)  compatible long-, moderate-, and short-term subplans. 
C)  organizational mission. 
D)  SBU strategy.

Question 6

Which of these is the most important difficulty in allocating functional expenses by marketing classification?

Accepted Answer

A)  Some sales credited to salespeople may really be due to advertising expenditures in these markets. 
B)  Sales invoices may not specify geographic areas. 
C)  Functional accounts may be improperly considered as natural accounts. 
D)  The allocation of some costs may be arbitrary. 
A)  Some sales credited to salespeople may really be due to advertising expenditures in these markets. 
B)  Sales invoices may not specify geographic areas. 
C)  Functional accounts may be improperly considered as natural accounts. 
D)  The allocation of some costs may be arbitrary.

Question 7

A company should reassess its organizational mission if

Accepted Answer

A)  a new competitor enters the marketplace. 
B)  there are mergers/acquisitions in the industry. 
C)  the inflation rate exceeds 2 percent. 
D)  its industry undergoes rapid changes. 
A)  a new competitor enters the marketplace. 
B)  there are mergers/acquisitions in the industry. 
C)  the inflation rate exceeds 2 percent. 
D)  its industry undergoes rapid changes.

Question 8

Marketing plan analysis involves

Accepted Answer

A)  analyzing changes in target market characteristics. 
B)  comparing actual performance with planned or expected performance for a specified period of time. 
C)  coordinating SBU strategies and measuring their success. 
D)  being responsive to the tactics used by competitors. 
A)  analyzing changes in target market characteristics. 
B)  comparing actual performance with planned or expected performance for a specified period of time. 
C)  coordinating SBU strategies and measuring their success. 
D)  being responsive to the tactics used by competitors.

Question 9

The main source of sales analysis data is the

Accepted Answer

A)  profit-and-loss statement. 
B)  sales invoice. 
C)  marketing audit. 
D)  control unit. 
A)  profit-and-loss statement. 
B)  sales invoice. 
C)  marketing audit. 
D)  control unit.

Question 10

For marketing cost analysis to work properly, a company needs continuous and accurate

Accepted Answer

A)  sales forecasts. 
B)  consumer surveys. 
C)  marketing audits. 
D)  accounting data. 
A)  sales forecasts. 
B)  consumer surveys. 
C)  marketing audits. 
D)  accounting data.

Question 11

When sales analysis focuses on situations where sales goals have not been met or sales opportunities are present, it is known as

Accepted Answer

A)  a horizontal marketing audit. 
B)  a vertical marketing audit. 
C)  sales exception reporting. 
D)  the 80-20 principle. 
A)  a horizontal marketing audit. 
B)  a vertical marketing audit. 
C)  sales exception reporting. 
D)  the 80-20 principle.

Question 12

Long-range marketing plans must take into account both the external variables facing a firm and

Accepted Answer

A)  the impact of government actions. 
B)  the firm's capacity for change. 
C)  economic forces. 
D)  competitors' actions. 
A)  the impact of government actions. 
B)  the firm's capacity for change. 
C)  economic forces. 
D)  competitors' actions.

Question 13

What stage of marketing cost analysis is involved when a firm evaluates such costs as salaries, rent, insurance, and interest?

Accepted Answer

A)  Natural account analysis 
B)  Functional account analysis 
C)  Profit center analysis 
D)  Factor analysis 
A)  Natural account analysis 
B)  Functional account analysis 
C)  Profit center analysis 
D)  Factor analysis

Question 14

Benchmarking can be either competitive or best practice in orientation.

Accepted Answer

A) True 
 B)False

Question 15

Too rapid a change in marketing plans can lead to

Accepted Answer

A)  high integration among product, distribution, promotion, and pricing plans. 
B)  a long-term orientation. 
C)  a blurred image among consumers and a lack of focus for executives. 
D)  an excellent allocation of resources. 
A)  high integration among product, distribution, promotion, and pricing plans. 
B)  a long-term orientation. 
C)  a blurred image among consumers and a lack of focus for executives. 
D)  an excellent allocation of resources.

Question 16

A firm should reappraise its organizational mission if

Accepted Answer

A)  its industry undergoes rapid change. 
B)  customer loyalty is stable. 
C)  new brands are introduced. 
D)  competitors lower prices. 
A)  its industry undergoes rapid change. 
B)  customer loyalty is stable. 
C)  new brands are introduced. 
D)  competitors lower prices.

Question 17

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.
-After learning that a new competitor is entering the market, the firm decides to slash prices by 50 percent and leave the rest of its strategy alone. The firm now has

Accepted Answer

A)  a clear organizational mission. 
B)  a poorly coordinated marketing mix. 
C)  focused long-run objectives. 
D)  focused short-run objectives. 
A)  a clear organizational mission. 
B)  a poorly coordinated marketing mix. 
C)  focused long-run objectives. 
D)  focused short-run objectives.

Question 18

Over time, a marketing plan should be

Accepted Answer

A)  relatively stable. 
B)  unstable (to respond to the environment). 
C)  inflexible. 
D)  flexible in the long run, but not in the short run. 
A)  relatively stable. 
B)  unstable (to respond to the environment). 
C)  inflexible. 
D)  flexible in the long run, but not in the short run.

Question 19

Marketing cost analysis can provide information for use in substantiating compliance with the

Accepted Answer

A)  Sherman Act. 
B)  Robinson-Patman Act. 
C)  Clayton Act. 
D)  FTC Improvement Act. 
A)  Sherman Act. 
B)  Robinson-Patman Act. 
C)  Clayton Act. 
D)  FTC Improvement Act.

Question 20

An example of a separable expense for a product is

Accepted Answer

A)  a salesperson's commission. . 
B)  institutional advertising. 
C)  a salesperson's salary 
D)  marketing overhead. 
A)  a salesperson's commission. . 
B)  institutional advertising. 
C)  a salesperson's salary 
D)  marketing overhead.

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

In an integrated marketing plan, all of that plan's parts are

When a company engages in sales analysis by product line on a regular, comprehensive, systematic, and independent basis, that sales analysis is a form of marketing audit.

When 7-Eleven learns (through sales analysis) that its best-selling products are such items as gasoline, beverages, and groceries, 7-Eleven is avoiding the iceberg principle.

Because a company needs to precisely define its target market before devising a marketing mix, differentiated marketing should be avoided.

When Kohl's says that it is "a family-oriented, value-oriented, specialty department store offering moderately-priced, national-brand apparel, shoes, accessories, and home products," it is referring to its

Which of these is the most important difficulty in allocating functional expenses by marketing classification?

A company should reassess its organizational mission if

Marketing plan analysis involves

The main source of sales analysis data is the

For marketing cost analysis to work properly, a company needs continuous and accurate

When sales analysis focuses on situations where sales goals have not been met or sales opportunities are present, it is known as

Long-range marketing plans must take into account both the external variables facing a firm and

What stage of marketing cost analysis is involved when a firm evaluates such costs as salaries, rent, insurance, and interest?

Benchmarking can be either competitive or best practice in orientation.

Too rapid a change in marketing plans can lead to

A firm should reappraise its organizational mission if

Over time, a marketing plan should be

Marketing cost analysis can provide information for use in substantiating compliance with the

An example of a separable expense for a product is

Marketing Today

The Environment in Which Marketing Operates

Developing and Enacting Strategic Marketing Plans

Information for Marketing Decisions

Societal, Ethical, and Consumer Issues

Global Aspects of Marketing

Marketing and the Internet

Final Consumers

Organizational Consumers

Developing a Target Market Strategy

Basic Concepts in Product Planning

Goods Versus Services Marketing

Conceiving, Developing, and Managing Products

Value Chain Management and Logistics

Wholesaling

Retailing

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Considerations in Price Planning

Developing and Applying a Pricing Strategy

Filters