Question 1

Product,price,place,promotion,and people are known as the "five Ps" of the ________.

Accepted Answer

A)  marketing mix 
B)  targeting method 
C)  balance sheet approach 
D)  strategic business model 
A)  marketing mix 
B)  targeting method 
C)  balance sheet approach 
D)  strategic business model A

Question 2

Which term refers to a group of marketing variables a business controls with the intent of claiming a place in customers' minds?

Accepted Answer

A)  segments 
B)  marketing mix 
C)  product platform 
D)  position statement 
A)  segments 
B)  marketing mix 
C)  product platform 
D)  position statement B

Question 3

John,a marketer,has defined the market research objective.What should his next step be in the marketing research process?

Accepted Answer

A)  analyze market-oriented metrics 
B)  develop a research plan 
C)  write a research report 
D)  collect information 
A)  analyze market-oriented metrics 
B)  develop a research plan 
C)  write a research report 
D)  collect information B

Question 4

Exploratory research is typically large scale,highly structured,and more expensive than other research techniques.

Accepted Answer

A) True 
 B)False

Question 5

According to the BCG growth-market share matrix,________ are strategic business units with products that have low market shares in fast-growth markets.

Accepted Answer

A)  question marks 
B)  cash cows 
C)  dogs 
D)  stars 
A)  question marks 
B)  cash cows 
C)  dogs 
D)  stars

Question 6

During the new product development process,gathering consumer insights is LEAST important during the ________ stage.

Accepted Answer

A)  testing 
B)  development 
C)  commercialization 
D)  business evaluation 
A)  testing 
B)  development 
C)  commercialization 
D)  business evaluation

Question 7

A Customer Relationship Management system would most likely be used by a marketer to ________.

Accepted Answer

A)  assess competitors' clients 
B)  pretest advertising campaigns 
C)  identify niche segments 
D)  customize product offerings 
A)  assess competitors' clients 
B)  pretest advertising campaigns 
C)  identify niche segments 
D)  customize product offerings

Question 8

________ occurs when a product's attributes that were once new become widespread among all products in a market.

Accepted Answer

A)  Commoditization 
B)  Protectionism 
C)  Exploitation 
D)  Expansion 
A)  Commoditization 
B)  Protectionism 
C)  Exploitation 
D)  Expansion

Question 9

How can a marketer avoid ineffective market research activities? What are the basic steps of the marketing research process?

Accepted Answer

To avoid unfocused and ineffective resea

Question 10

Cable television,video games,the Internet,and word-of-mouth referral networks are responsible for the decline of mass media advertising.

Accepted Answer

A) True 
 B)False

Question 11

In which phase of the product life cycle would promotion needs be high and product distributions be limited?

Accepted Answer

A)  decline 
B)  growth 
C)  maturity 
D)  introduction 
A)  decline 
B)  growth 
C)  maturity 
D)  introduction

Question 12

Detailed decisions about pricing and promoting a product occur during the positioning stage of marketing.

Accepted Answer

A) True 
 B)False

Question 13

The marketing research process is more productive and effective when marketers use broad research guidelines and collect as much data as possible.

Accepted Answer

A) True 
 B)False

Question 14

A ________ is a name,term,sign,symbol,design,or a combination of these,that identifies the maker or seller of a product or service.

Accepted Answer

A)  brand 
B)  segment 
C)  label 
D)  package 
A)  brand 
B)  segment 
C)  label 
D)  package

Question 15

Cadillac's portfolio consists of sedans,a crossover,a sport utility vehicle,and a high-performance version of the sedan.The sedans are sold through the Cadillac dealer network,but the high-performance version is sold in limited volumes and is not available at all dealerships.This difference in availability is an example of how the products within the Cadillac portfolio are differentiated by the ________ element of the marketing mix.

Accepted Answer

A)  price 
B)  place 
C)  people 
D)  promotion 
A)  price 
B)  place 
C)  people 
D)  promotion

Question 16

A marketer who only promotes a product by advertising in national magazines is using a ________.

Accepted Answer

A)  word-of-mouth network 
B)  marketing mix 
C)  push strategy 
D)  pull strategy 
A)  word-of-mouth network 
B)  marketing mix 
C)  push strategy 
D)  pull strategy

Question 17

What is the first step in the consultative selling process?

Accepted Answer

A)  presenting product benefits to a customer 
B)  determining the customer's problem 
C)  offering trial services to customers 
D)  pursuing long-term customers 
A)  presenting product benefits to a customer 
B)  determining the customer's problem 
C)  offering trial services to customers 
D)  pursuing long-term customers

Question 18

Which of the following questions most closely involves analysis of the product element of the marketing mix?

Accepted Answer

A)  What do competing firms charge for similar products? 
B)  Will wholesale, retail, or direct-to-consumer channels be used? 
C)  What is the target's level of awareness for each competitive brand? 
D)  Are there any foreseeable changes in the requirements of the target? 
A)  What do competing firms charge for similar products? 
B)  Will wholesale, retail, or direct-to-consumer channels be used? 
C)  What is the target's level of awareness for each competitive brand? 
D)  Are there any foreseeable changes in the requirements of the target?

Question 19

The primary goal of positioning is to ________.

Accepted Answer

A)  choose the strongest marketing mix 
B)  communicate product attributes 
C)  shape customers' perceptions 
D)  determine customers' needs 
A)  choose the strongest marketing mix 
B)  communicate product attributes 
C)  shape customers' perceptions 
D)  determine customers' needs

Question 20

Which of the following is a true statement about the marketing research process?

Accepted Answer

A)  A research plan should be determined before the problem is defined. 
B)  Data must be collected before the research plan can be designed. 
C)  The last step is analyzing and interpreting the data. 
D)  The first step is specifying the research problem. 
A)  A research plan should be determined before the problem is defined. 
B)  Data must be collected before the research plan can be designed. 
C)  The last step is analyzing and interpreting the data. 
D)  The first step is specifying the research problem.

Exam 5: Implementation

Product,price,place,promotion,and people are known as the "five Ps" of the ________.

Which term refers to a group of marketing variables a business controls with the intent of claiming a place in customers' minds?

John,a marketer,has defined the market research objective.What should his next step be in the marketing research process?

Exploratory research is typically large scale,highly structured,and more expensive than other research techniques.

According to the BCG growth-market share matrix,________ are strategic business units with products that have low market shares in fast-growth markets.

During the new product development process,gathering consumer insights is LEAST important during the ________ stage.

A Customer Relationship Management system would most likely be used by a marketer to ________.

________ occurs when a product's attributes that were once new become widespread among all products in a market.

How can a marketer avoid ineffective market research activities? What are the basic steps of the marketing research process?

Cable television,video games,the Internet,and word-of-mouth referral networks are responsible for the decline of mass media advertising.

In which phase of the product life cycle would promotion needs be high and product distributions be limited?

Detailed decisions about pricing and promoting a product occur during the positioning stage of marketing.

The marketing research process is more productive and effective when marketers use broad research guidelines and collect as much data as possible.

A ________ is a name,term,sign,symbol,design,or a combination of these,that identifies the maker or seller of a product or service.

A marketer who only promotes a product by advertising in national magazines is using a ________.

What is the first step in the consultative selling process?

Which of the following questions most closely involves analysis of the product element of the marketing mix?

The primary goal of positioning is to ________.

Which of the following is a true statement about the marketing research process?

Overview of Marketing Strategy the Strategic Marketing Process

Situation Assessment - the External Environment

Situation Assessment - the Company

Strategy Formation

Planning,assessment,and Adjustment

Note : Market Definition

Note : Context: Pest Analysis

Note : Customer Assessment - Trends and Insights

Note : Consumer and Organizational Buyer Behavior

Note : Competitor Analysis - Competitive Intelligence

Note : Company Assessment - Missions and Visions

Note : Company Assessment - the Value Chain

Note : Industry Analysis

Note : the Product Life Cycle

Note : Experience Curve Effects on Cost Reduction

Note : Economies and Diseconomies of Scale

Note : Economies of Scope-Synergies and Virtuous Circles

Note : Market-Share Effects

Note : Scenario Analysis

Note : the Marketing Concept

Note : What Is a Marketing Strategy

Note : Generic Strategies - Advantage and Scope

Note : Generic Strategies - the Value Map

Note : Generic Strategies - Product-Market Growth Strategies

Note : Specific Marketing Strategies

Note : Market Segmentation

Note : Loyalty-Based Marketing,customer Acquisition,and Customer Retention

Note : Customer Lifetime Value

Note : Competitive Advantages

Note : Swot Analysis

Note : Targeting

Note : Positioning

Note : Customer-Oriented Market Research

Note : Brands and Branding

Note : Products - New Product Development

Note : Products - Innovations

Note : Products - Product Portfolios

Note : Pricing Strategies

Note : Promotion and People - Integrated Marketing Communications

Note : Place - Distribution

Note : Budgets,forecasts,and Objectives

Note : Staircase Analysis

Note : Assessment and Adjustment

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