Question 1

Which of the following is a key trend affecting marketing strategy planning?

Accepted Answer

A)  Senior and ethnic submarkets are getting smaller. 
B)  Slower new-product development 
C)  Less use of technology in personal selling 
D)  Less international market development 
E)  Growth of marketing information systems 
A)  Senior and ethnic submarkets are getting smaller. 
B)  Slower new-product development 
C)  Less use of technology in personal selling 
D)  Less international market development 
E)  Growth of marketing information systems

Question 2

Which of the 4Ps in the marketing mix is most directly related to the publicity for a B2B campaign?

Accepted Answer

A)  Product 
B)  Place 
C)  Promotion 
D)  Price 
A)  Product 
B)  Place 
C)  Promotion 
D)  Price

Question 3

Given the U.S. economy's basic objective, the best measure of the effectiveness of the U.S. macro-marketing system is:

Accepted Answer

A)  GDP growth. 
B)  the equality of income distribution. 
C)  how efficiently resources are used. 
D)  how many new products are introduced. 
E)  the level of consumer satisfaction. 
A)  GDP growth. 
B)  the equality of income distribution. 
C)  how efficiently resources are used. 
D)  how many new products are introduced. 
E)  the level of consumer satisfaction.

Question 4

At the macro level, consumer satisfaction can easily and objectively be measured using practical economic methods.

Accepted Answer

A) True 
 B)False

Question 5

Regarding the laws that place limits on marketing activity:

Accepted Answer

A)  managers who ignore consumer attitudes may cause new laws to be enacted or existing laws to be modified. 
B)  some existing laws may need to be modified or enforced more carefully instead of adding new laws. 
C)  strict enforcement of existing laws and heavy penalties could have far-reaching effects on the macro-marketing system. 
D)  laws set the minimum standards for ethical behavior as defined in a society. 
E)  all of these alternatives are correct. 
A)  managers who ignore consumer attitudes may cause new laws to be enacted or existing laws to be modified. 
B)  some existing laws may need to be modified or enforced more carefully instead of adding new laws. 
C)  strict enforcement of existing laws and heavy penalties could have far-reaching effects on the macro-marketing system. 
D)  laws set the minimum standards for ethical behavior as defined in a society. 
E)  all of these alternatives are correct.

Question 6

A marketing plan should be developed for a:

Accepted Answer

A)  five-year period. 
B)  year. 
C)  quarter. 
D)  month. 
E)  Any of these-depending on the situation. 
A)  five-year period. 
B)  year. 
C)  quarter. 
D)  month. 
E)  Any of these-depending on the situation.

Question 7

Firms can manipulate consumers to buy anything the company chooses to produce.

Accepted Answer

A) True 
 B)False

Question 8

Use this information to answer the following question that refer to the CPI case. Conservo Products, Inc. (CPI), with annual sales of $200 million, is a well-known producer of a variety of paper products, almost all of which are made from recycled materials. Picnic plates account for about 70 percent of CPI's sales. The rest of the firm's sales come from custom-designed materials-such as box liners and spacers, small boxes, and disposable products-like trays, towels and napkins.
CPI's picnic plates are sold through "sales reps" to grocery wholesalers and retail grocery chains. The sales reps are paid a 5 percent commission on all sales in their assigned territories. They usually handle related-but noncompeting-lines for several other manufacturers. Along with their selling duties, the sales reps help CPI with local advertising and sales promotion efforts. Orders for the custom products are obtained by area managers who are paid a straight salary to call on business and institutional customers. The area managers are trained paper specialists and often help their customers design the products they order.
The picnic plates are priced to give CPI a 90 percent markup on the cost of producing the product-with the cost figured by taking the total factory cost for the previous year and dividing that total cost by the number of units produced and sold during that period. The firm's invoices read "F.O.B.-Delivered" and "1/10, net 30." Customers are allowed to deduct 3 percent from the face value of the invoice for buying plates in carload quantities, and another 2 percent for advertising them locally.
The custom products are sold "F.O.B. mill"-with CPI offering a price for each job. Competition is strong from many other manufacturers who are able to offer very similar products which meet the customers' specifications.
CPI forecasts that sales will increase to $250 million by 2012. However, much of this growth is tied to picnic plates-a market in which the firm has about a 7 percent market share and faces aggressive price competition from many smaller firms with greater brand familiarity. Further, CPI has been late with more than 50 percent of its plate orders due to scheduling conflicts with orders for custom products.
CPI uses:

Accepted Answer

A)  a direct-to-customer channel system for all its products. 
B)  dual distribution. 
C)  an indirect channel system for all its products. 
D)  a direct-to-customer channel system for the plates and an indirect channel system for the custom products. 
E)  an indirect channel system for the plates and a direct-to-customer channel system for the custom products. 
A)  a direct-to-customer channel system for all its products. 
B)  dual distribution. 
C)  an indirect channel system for all its products. 
D)  a direct-to-customer channel system for the plates and an indirect channel system for the custom products. 
E)  an indirect channel system for the plates and a direct-to-customer channel system for the custom products.

Question 9

Consumer satisfaction:

Accepted Answer

A)  is a highly reliable standard for evaluating macro-marketing effectiveness. 
B)  is easy to measure because it is a highly personal concept. 
C)  is the objective of all macro-marketing systems. 
D)  depends on consumers' level of expectation. 
E)  None of these alternatives is correct. 
A)  is a highly reliable standard for evaluating macro-marketing effectiveness. 
B)  is easy to measure because it is a highly personal concept. 
C)  is the objective of all macro-marketing systems. 
D)  depends on consumers' level of expectation. 
E)  None of these alternatives is correct.

Question 10

According to a survey of workers, almost half of them have admitted to taking some type of unethical or illegal action in the recent past.

Accepted Answer

A) True 
 B)False

Question 11

Better performance of our market-directed MACRO-marketing system may require:

Accepted Answer

A)  newer and tougher laws-because the present laws don't do enough to protect competing firms from each other. 
B)  more consumer responsibility. 
C)  less emphasis on consumer privacy. 
D)  less business responsibility because consumers already determine whether a firm will succeed or fail. 
E)  None of these alternatives is correct. 
A)  newer and tougher laws-because the present laws don't do enough to protect competing firms from each other. 
B)  more consumer responsibility. 
C)  less emphasis on consumer privacy. 
D)  less business responsibility because consumers already determine whether a firm will succeed or fail. 
E)  None of these alternatives is correct.

Question 12

Which of the following is NOT a current trend that is affecting marketing strategy planning?

Accepted Answer

A)  more attention to targeted media 
B)  lower stock turns on higher margin items 
C)  slower real income growth in U.S. 
D)  growth of mass-merchandising 
E)  growth of larger, more powerful retail chains 
A)  more attention to targeted media 
B)  lower stock turns on higher margin items 
C)  slower real income growth in U.S. 
D)  growth of mass-merchandising 
E)  growth of larger, more powerful retail chains

Question 13

Comment cards are generally used to measure:

Accepted Answer

A)  customer satisfaction. 
B)  product perishability. 
C)  employee productivity. 
D)  advertisement TRPs. 
A)  customer satisfaction. 
B)  product perishability. 
C)  employee productivity. 
D)  advertisement TRPs.

Question 14

Which of the following might be sections in a marketing plan?

Accepted Answer

A)  Competitor Analysis 
B)  Customer Analysis 
C)  Marketing Strategy 
D)  Situation Analysis 
E)  All of these sections could be included in a marketing plan. 
A)  Competitor Analysis 
B)  Customer Analysis 
C)  Marketing Strategy 
D)  Situation Analysis 
E)  All of these sections could be included in a marketing plan.

Question 15

Many important changes are affecting marketing strategy planning. For example, product placements in movies and online games are illustrative of changes in the area of:

Accepted Answer

A)  Channel and logistics 
B)  Personal selling 
C)  Demographic patterns 
D)  Sales promotion 
E)  Communication technologies 
A)  Channel and logistics 
B)  Personal selling 
C)  Demographic patterns 
D)  Sales promotion 
E)  Communication technologies

Question 16

Making sure that the benefits a customer receives from a marketing mix exceed the customer's costs of obtaining those benefits is one way to gain a competitive advantage.

Accepted Answer

A) True 
 B)False

Question 17

A marketing plan that included sections on transportation requirements, inventory product-handling requirements, and facility requirements would include those sections under the area of ___________.

Accepted Answer

A)  Promotion 
B)  Price 
C)  Place 
D)  Product 
E)  Personnel 
A)  Promotion 
B)  Price 
C)  Place 
D)  Product 
E)  Personnel

Question 18

Suppose you were able to start new cities on a planet in outer space. Suppose also that these cities will be self-supporting. Further, they will be democratic-with the objective of maximizing consumer welfare-measured by the level of consumer satisfaction. The economic decisions will be made through the "market mechanism." Which of the following statements might be made by some of the settlers?

Accepted Answer

A)  "The price of food is too high." 
B)  "Intermediaries should be eliminated." 
C)  "Advertising expenditures are too high." 
D)  "Marketing costs too much." 
E)  All of these statements are likely to be made. 
A)  "The price of food is too high." 
B)  "Intermediaries should be eliminated." 
C)  "Advertising expenditures are too high." 
D)  "Marketing costs too much." 
E)  All of these statements are likely to be made.

Question 19

Consumers-as well as business firms-should behave in a more socially responsible manner to improve the performance of our macro-marketing system.

Accepted Answer

A) True 
 B)False

Question 20

As a product moves through its product life cycle stages:

Accepted Answer

A)  consumers are offered less product variety. 
B)  distribution tends to become more and more exclusive. 
C)  competition forces firms to skim instead of just meeting competition. 
D)  the promotion emphasis is on building selective demand. 
A)  consumers are offered less product variety. 
B)  distribution tends to become more and more exclusive. 
C)  competition forces firms to skim instead of just meeting competition. 
D)  the promotion emphasis is on building selective demand.

Which of the following is a key trend affecting marketing strategy planning?

Which of the 4Ps in the marketing mix is most directly related to the publicity for a B2B campaign?

Given the U.S. economy's basic objective, the best measure of the effectiveness of the U.S. macro-marketing system is:

At the macro level, consumer satisfaction can easily and objectively be measured using practical economic methods.

Regarding the laws that place limits on marketing activity:

A marketing plan should be developed for a:

Firms can manipulate consumers to buy anything the company chooses to produce.

Consumer satisfaction:

According to a survey of workers, almost half of them have admitted to taking some type of unethical or illegal action in the recent past.

Better performance of our market-directed MACRO-marketing system may require:

Which of the following is NOT a current trend that is affecting marketing strategy planning?

Comment cards are generally used to measure:

Which of the following might be sections in a marketing plan?

Many important changes are affecting marketing strategy planning. For example, product placements in movies and online games are illustrative of changes in the area of:

Making sure that the benefits a customer receives from a marketing mix exceed the customer's costs of obtaining those benefits is one way to gain a competitive advantage.

A marketing plan that included sections on transportation requirements, inventory product-handling requirements, and facility requirements would include those sections under the area of ___________.

Consumers-as well as business firms-should behave in a more socially responsible manner to improve the performance of our macro-marketing system.

As a product moves through its product life cycle stages:

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Market Environment

Focusing Marketing Strategy With Segmentation and Positioning

Final Consumers and Their Buying Behavior

Business and Organizational Customers and Their Buying Behavior

Improving Decisions With Marketing Information

Elements of Product Planning for Goods and Services

Product Management and New-Product Development

Place and Development of Channel Systems

Distribution Customer Service and Logistics

Retailers, Wholesalers, and Their Strategy Planning

Promotion-Introduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

Filters

Exam 18: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challe

Which of the following is a key trend affecting marketing strategy planning?

Which of the 4Ps in the marketing mix is most directly related to the publicity for a B2B campaign?

Given the U.S. economy's basic objective, the best measure of the effectiveness of the U.S. macro-marketing system is:

At the macro level, consumer satisfaction can easily and objectively be measured using practical economic methods.

Regarding the laws that place limits on marketing activity:

A marketing plan should be developed for a:

Firms can manipulate consumers to buy anything the company chooses to produce.

Consumer satisfaction:

According to a survey of workers, almost half of them have admitted to taking some type of unethical or illegal action in the recent past.

Better performance of our market-directed MACRO-marketing system may require:

Which of the following is NOT a current trend that is affecting marketing strategy planning?

Comment cards are generally used to measure:

Which of the following might be sections in a marketing plan?

Many important changes are affecting marketing strategy planning. For example, product placements in movies and online games are illustrative of changes in the area of:

Making sure that the benefits a customer receives from a marketing mix exceed the customer's costs of obtaining those benefits is one way to gain a competitive advantage.

A marketing plan that included sections on transportation requirements, inventory product-handling requirements, and facility requirements would include those sections under the area of ___________.

Consumers-as well as business firms-should behave in a more socially responsible manner to improve the performance of our macro-marketing system.

As a product moves through its product life cycle stages:

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Market Environment

Focusing Marketing Strategy With Segmentation and Positioning

Final Consumers and Their Buying Behavior

Business and Organizational Customers and Their Buying Behavior

Improving Decisions With Marketing Information

Elements of Product Planning for Goods and Services

Product Management and New-Product Development

Place and Development of Channel Systems

Distribution Customer Service and Logistics

Retailers, Wholesalers, and Their Strategy Planning

Promotion-Introduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

Filters