Deck 19: The Marketing Mix

Question 1

In the 1950s concept of the 12 categories of a marketing mix, ________ included decisions about which products to offer and where to sell them.

A) servicing
B) product planning
C) promotions
D) channels of distribution
E) fact finding and analysis

Answer 1

B

Question 2

A company's marketing-mix strategies should be reevaluated ________.

A) every two years
B) every year
C) every six months
D) every other month
E) constantly

Answer 2

E

Question 3

Competition and consumer interest are both examples of ________ factors.

A) internal
B) transactional
C) relational
D) market
E) attitudinal

Answer 3

D

Question 4

In the 1950s concept of the 12 categories of a marketing mix, ________ involved decisions about how to move a product from manufacturer to consumer.

A) channels of distribution
B) product planning
C) physical handling
D) servicing
E) packaging

Question 5

The marketing team of a company that has acquired a new brand should be most concerned with which of the following?

A) changing the new brand's positioning
B) determining whether any brands in the portfolio should be repositioned
C) maintaining the new brand's current positioning
D) maintaining the positioning of brands in the portfolio
E) ensuring that the new brand's target market does not overlap with any of the existing brands' target markets

Question 6

Once a marketing-mix decision is made, the marketing team should ________.

A) keep the strategy in place despite internal changes
B) keep the strategy in place despite market changes
C) monitor market performance and the target market
D) reduce the amount of customer data that is collected
E) wait at least six months before changing an element of the marketing mix

Question 7

Fiskar's "Fiskateers," a program for the company's most loyal customers that has increased online interaction and sales, is an example of ________.

A) social network marketing
B) sponsorship
C) transactional marketing
D) broadcasting
E) advertising

Question 8

Each of the following is one of the 4 Ps EXCEPT ________.

A) price
B) product
C) promotion
D) place
E) planning

Question 9

Your text suggests that business acquisition of a new brand is most common in the ________ industry.

A) real estate
B) luxury services
C) packaged goods
D) retail
E) hotel

Question 10

Which of the following 4 Ps was NOT one of the 12 categories of marketing variables in the 1950s concept of a marketing mix?

A) price
B) package
C) promotion
D) place
E) planning

Question 11

For a marketing-mix strategy to be effective, it is LEAST important for marketers to consider which of the following factors?

A) How will each marketing mix element interact with the other elements?
B) How consistent is the marketing mix with the company's mission and vision?
C) Does the marketing mix have the ability to achieve business objectives?
D) What is the level of risk and exposure the business will take with the marketing mix?
E) How will customer data be collected?

Question 12

A marketing ________ is defined as a group of marketing variables a business controls with the intent of implementing a marketing strategy directed at a specific target market.

A) plan
B) model
C) mix
D) target
E) optimization

Question 13

Viral marketing, online videos, and blogs are most closely associated with which type of promotional tool?

A) personal selling
B) word-of-mouth marketing
C) transactional marketing
D) broadcasting
E) advertising

Question 14

It is most useful to think of the 4 Ps from a(n) ________ perspective.

A) relational
B) customer
C) managerial
D) employee
E) shareholder

Question 15

In the 1950s concept of the 12 categories of a marketing mix, ________ included determining whether any intellectual property would be involved in the marketing plan.

A) branding
B) product planning
C) promotions
D) channels of distribution
E) fact finding and analysis

Question 16

A ________ is the logic that guides the selection of a particular marketing mix to achieve marketing objectives.

A) promotional strategy
B) media strategy
C) marketing-mix strategy
D) media plan
E) media-mix model

Question 17

Today, the most common classification of the components of a marketing mix is the ________.

A) 4 Cs
B) 4 Ps
C) 7 Ps
D) 7 Cs
E) 12 variables

Question 18

The emergence of a new trend or the evolution of a new technology should cause a marketer to ________.

A) change the company's marketing-mix strategy
B) reevaluate the company's marketing-mix strategy
C) identify a new target market for the company's products
D) increase support for the current marketing-mix strategy
E) adopt new methods of measuring the success of the current marketing-mix strategy

Question 19

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 dealers. This difference in availability is an example of how the products within the Cadillac portfolio are differentiated by the ________ element of the marketing mix.

A) pricing
B) promotion
C) place
D) process
E) product

Question 20

In the 1950s concept of the 12 categories of a marketing mix, ________ included warehousing, inventory control, and transportation.

A) pricing
B) product planning
C) physical handling
D) servicing
E) fact finding and analysis

Question 21

A marketer analyzing whether members of the target audience like the product or service offered is analyzing the ________ element of the marketing mix.

A) product
B) promotion
C) place
D) physical evidence
E) price

Question 22

Booms and Bitner added 3 Ps to the traditional 4 Ps primarily in response to the growth of ________.

A) technological innovations
B) service businesses
C) luxury marketing
D) not-for-profit, place, and event marketing
E) interactive media

Question 23

In comparison to the manufacturing economy of the 1960s, today's market involves a greater focus on all of the following EXCEPT which one?

A) market segmentation
B) relationship marketing
C) mass marketing
D) targeting
E) positioning

Question 24

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

A) What do competitors charge for their products?
B) What is the target's level of awareness for each competitive brand?
C) What type of media is most appropriate to communicate the desired message to the target?
D) Are there any foreseeable changes in the requirements of the target?
E) Will wholesale, retail, or direct-to-consumer channels be used?

Question 25

To attract a target audience of 25- to 35-year-olds, Godiva began running advertisements that resembled fashion advertisements. Godiva also began purchasing ad space in Vogue and Vanity Fair. In doing so, Godiva altered the ________ element of its marketing-mix strategy.

A) product
B) promotion
C) place
D) physical evidence
E) price

Question 26

The ________ were developed in the manufacturing economy of the 1960s when large consumer goods were serving mass markets.

A) 4 Ps
B) 7 Ps
C) 12 variables
D) 4 Cs
E) 7 Cs

Question 27

Which of the following is NOT among Kotler's 4 Cs?

A) customer value
B) cost
C) credit
D) communication
E) convenience

Question 28

Axe, a brand of male grooming products targeted at males aged 18-24, focused its marketing mix on creating a Web presence before launching a more traditional advertising campaign that included television advertising. The decision to focus on the Web at first was based on ________.

A) the reach of the Internet among the general population
B) the hope of securing more easily measurable data from viral marketing
C) the target's level of familiarity with the media
D) the high CPM of network advertising
E) the ineffectiveness of using broadcast to reach mass markets

Question 29

A marketer analyzing a company's manufacturing costs and the level of sales volume needed to cover those costs is analyzing the ________ element of the marketing mix.

A) product
B) promotion
C) place
D) physical evidence
E) price

Question 30

A marketer analyzing the types of media viewed and used by members of a target market is analyzing the ________ element of the marketing mix.

A) product
B) promotion
C) place
D) physical evidence
E) people

Question 31

In Booms and Bitner's 7 Ps of the marketing mix, process refers to which of the following?

A) how the product is moved through the supply chain
B) packaging and design
C) the environment in which the service is delivered
D) the way in which the customer uses the product or service
E) the way the service is delivered

Question 32

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

A) What do competitors charge for their products?
B) What is the target's level of awareness for each competitive brand?
C) How profitable are the products being sold to the target?
D) Are there any foreseeable changes in the requirements of the target?
E) Will wholesale, retail, or direct-to-consumer channels be used?

Question 33

For a marketer repositioning an established brand for a new target audience, understanding of which of the following is LEAST important?

A) the wants of the new targets
B) the needs of the new targets
C) the substitute products that are important to the new targets
D) the budgeting methods of leaders in the product category
E) the products the new targets are currently purchasing

Question 34

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

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

Question 35

Kotler's 4 Cs translate the traditional 4 Ps from the ________ perspective into the ________ perspective.

A) seller's; buyer's
B) buyer's; seller's
C) producer's; channel member's
D) channel member's; producer's
E) customer's; channel member's

Question 36

Advertising, direct marketing, personal selling, and public relations are all tools within the ________ element of the marketing mix.

A) product
B) promotion
C) publicity
D) people
E) process

Question 37

In Booms and Bitner's 7 Ps of the marketing mix, physical evidence refers to which of the following?

A) the product image
B) packaging and design
C) the environment in which the service is delivered
D) the way in which the customer uses the product or service
E) the way the service is delivered

Question 38

Today the 4 Ps are compared to Kotler's 4 Cs. Product and place are called ________ and ________, respectively.

A) convenience; customer value
B) cost; convenience
C) communication; customer value
D) customer value; convenience
E) communication; convenience

Question 39

In Kotler's 4 Cs model, ________ takes the place of promotion in the 4 Ps.

A) customer value
B) channel
C) credit
D) communication
E) convenience

Question 40

Which of the following is one of the additional Ps that Booms and Bitner added to the 4 Ps to create the 7 Ps classification?

A) packaging
B) price
C) people
D) practice
E) promise

Question 41

Red Bull entered the U.S. soft drinks market with a niche product: a carbonated energy drink retailing at about twice what you would pay for a Coke or Pepsi. Red Bull was sold in unconventional outlets not dominated by the market leaders. In doing so, Red Bull was using the ________ element of the marketing mix against the market leaders.

A) price
B) place
C) physical handling
D) packaging
E) promotions

Question 42

7-Eleven has recently begun to redesign and restock its stores to offer a more upscale environment and products, such as house wines and fresh foods. According to the 7 Ps classification of the elements of the marketing mix, 7-Eleven has changed its ________.

A) physical evidence
B) price
C) promotion
D) process
E) people

Question 43

Costco's surprise offerings of seconds, overstocks, and closeouts occasionally including diamonds are an example of ________ under the 4 Cs model of the marketing-mix.

A) customer value
B) cost
C) credit
D) channel
E) communication

Question 44

Companies in the ________ sector were the first to adopt marketing-mix models.

A) health services
B) luxury services
C) restaurant
D) retail clothing and accessories
E) consumer packaged-goods

Question 45

In a marketing-mix model, ________ are developed from historical information to predict what sales performance might occur without any changes in marketing activity.

A) baseline data
B) sales-lift models
C) buy-in data
D) implementation models
E) scanner data

Question 46

Marketing-mix models came into popular use as a result of the ________.

A) switch to the 4 Cs view of the marketing mix
B) switch to the 7 Ps view of the marketing mix
C) widespread availability of scanner data
D) increased use of digital marketing
E) increased use of one-to-one marketing

Question 47

Ski Free, a manufacturer of skis and skiing accessories, offers several different types of skis in its product portfolio marketed to different target groups of skiers. The skis vary in terms of design, style, and price. In marketing the different types of skis, it is most important for management to ________.

A) ensure that each ski has a distinct and separate target audience
B) ensure that each type of ski has a separate promotion plan that does not overlap with the promotion plans of other skis in the portfolio
C) understand how each ski type contributes to portfolio performance
D) position each ski in comparison to other skis in the portfolio
E) ensure that the pricing for each type of ski is within a tight range accepted by the majority of amateur skiers

Question 48

Fence Patrol has developed an entirely new mounting system for chain link fences. Although it is a local company, through the acquisition of a distributor Fence Patrol now has the ability to market its products nationwide. Which of the following is a promotion question that managers at Fence Patrol should address as they create a marketing mix for new international markets?

A) What is the average local price for chain link fences?
B) How does the target audience feel about the quality of chain link fences currently on the market?
C) What message about Fence Patrol's chain link fences is most likely to connect with the target?
D) Will wholesalers or retailers be the primary sources for Fence Patrol products in new markets?
E) What will the target in each country be willing to pay for Fence Patrol products?

Question 49

Which of the following most accurately identifies the purpose of a marketing-mix model?

A) to identify the most appropriate target audience for a new product
B) to evaluate the contribution that each component of a marketing program makes to market performance
C) to identify the most effective media strategies to use to reach a target audience
D) to evaluate the effect of supply and price on level of customer demand
E) to select the most efficient marketing channels for a given product

Question 50

In a marketing-mix model, ________ are based on those things that contribute to incremental sales, such as new promotions or increased public relations efforts.

A) baseline models
B) sales-lift models
C) buy-in data
D) implementation models
E) scanner data

Question 51

In the battle for "share of stomachs," some supermarkets are moving upscale, providing higher-quality food offerings and more personalized service, such as home delivery. This strategy represents a shift in the ________ element of the marketing mix.

A) place
B) packaging
C) product
D) promotion
E) price

Question 52

________ involves assigning portions of the marketing budget to each marketing-mix element so as to maximize revenues or profits.

A) Marketing-mix modeling
B) Marketing-mix theory
C) Marketing-mix optimization
D) Return on investment
E) Return on marketing initiatives

Question 53

Macy's department stores carry a wide range of product lines, including clothing, jewelry, kitchenware, and home furnishings. Macy's typically charges a relatively high markup, but also holds frequent sales, in particular offering discounts to customers who use a Macy's credit card. These are examples of Macy's adjusting the ________ element of the 4 Cs of the marketing mix.

A) customer value
B) cost
C) convenience
D) channel
E) credit

Question 54

NutriSystem has typically targeted its weight loss programs toward women. Recently, however, it stepped up its efforts to attract male customers. As the company repositioned its brand for a different target audience, it was most important for NutriSystem to do which of the following?

A) identify what competitors charge for their products
B) understand the wants and needs of the new targets
C) determine what type of sales force will be used
D) identify which marketing channels will be used
E) train salespeople in interacting with new targets

Question 55

FreshDirect, an online grocer with a customer-friendly Web site and a fleet of delivery trucks, calls itself "the new way to shop for food" and emphasizes that it brings quality foods "right to your door." This is an example of a company differentiating itself through the ________ element of the 4 Cs of the marketing mix.

A) customer value
B) cost
C) convenience
D) channel
E) communication

Question 56

According to the text, current marketing practice is mainly ________.

A) technological
B) partnership-based
C) transactional
D) relational
E) logistical

Question 57

When a company begins to use a marketing-mix model, marketing managers often have to move from making "gut" decisions to a more ________ approach to decision making.

A) intuitive
B) structured
C) creative
D) personal
E) emotional

Question 58

Your current assignment at York Foods is to find the major benefits people look for in the packaged goods market , the kinds of people who look for each benefit, and the major brands that deliver each benefit. Your assignment involves an analysis of the ________ element of the marketing mix.

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

Question 59

The marketing-mix classifications of the 7 Ps and the 4 Cs both take ________ marketing perspectives.

A) technological
B) partnership
C) transactional
D) relational
E) traditional

Question 60

Kotler based his 4 Cs on the idea that ________ is more important than ________.

A) channel communication; customer acquisition
B) customer retention; channel efficiency
C) customer acquisition; customer value
D) channel communication; channel efficiency
E) customer retention; customer acquisition

Question 61

Marketing-mix elements should always be evaluated independently rather than in terms of how they work together.

Question 62

Refer to the scenario below to answer the following questions. In the 1970s, Shipshewana was only a small town with a hardware store, a grain mill, a shoe store, a small restaurant, and a grocery store. Over the next two decades, the small town transformed into an international tourist attraction, attracting thousands of tourists who are intrigued with the lifestyle of Shipshewana's largest population the Amish.
Ben and Mary Miller, having grown up within the Amish faith, decided to capitalize on their town's popularity and their woodworking skills. Their shop, Indiana Wood, began with a small display of handmade hickory rocking chairs, Ben Miller's specialty. But within a few months, the display at Indiana Wood included picnic tables, flower boxes, and small handmade novelty items. No other shop offers the same.
Mary Miller decorated the shop's display room with authentic Amish décor and eventually hired three Amish friends to sew and embroider napkins and other textiles per customer request. In addition, two women from the Amish community sought permission from the Millers to display home-baked pastries and jellies on Tuesdays and Wednesdays, the town's busiest tourist days, when Shipshewana attracts swarms of visitors to its flea market on the south edge of town.
"Shipshewana is full of specialty shops," Mary Miller stated. "People don't come here to buy things made in China or Taiwan. They want real, Amish-made goods."
The Amish décor and shop workers give customers an authentic impression of the pride and skill built into the shop's products. Under the 7 Ps concept of the marketing mix, these aspects also contribute most directly to Indiana Wood's ________.

A) product
B) promotion
C) physical evidence
D) packaging
E) positioning

Question 63

Kirin works as part of the marketing team at a regional supermarket chain. To analyze data collected from the stores' scanner data in reference to marketing events such as the chain's radio advertisements and weekly newspaper inserts, Kirin will need to use a ________.

A) media-mix strategy
B) marketing-mix strategy
C) marketing-mix model
D) marketing-mix optimization plan
E) media optimization plan

Question 64

A marketing department should strive to create a balance between creativity and a strict interpretation of output from a marketing-mix model.

Question 65

Bob and Phyllis Cords own two retail stores, one in Pottstown and one in Norristown. Though the towns are only 40 miles apart, the consumers at both stores are very different demographically. Bob and Phyllis alter the product offerings in both locations in an effort to cater to both demographic groups. Under the 4 Cs classification of the marketing-mix elements, the Cords have primarily adjusted ________.

A) customer value
B) customers
C) cost
D) convenience
E) communication

Question 66

The concept of a marketing mix was originally discussed in the 1950s and included the 4 Ps as the classification of the marketing mix.

Question 67

A business that practices a marketing orientation does not need to consider elements beyond the 4 Ps of the marketing mix.

Question 68

Refer to the scenario below to answer the following questions. In the 1970s, Shipshewana was only a small town with a hardware store, a grain mill, a shoe store, a small restaurant, and a grocery store. Over the next two decades, the small town transformed into an international tourist attraction, attracting thousands of tourists who are intrigued with the lifestyle of Shipshewana's largest population the Amish.
Ben and Mary Miller, having grown up within the Amish faith, decided to capitalize on their town's popularity and their woodworking skills. Their shop, Indiana Wood, began with a small display of handmade hickory rocking chairs, Ben Miller's specialty. But within a few months, the display at Indiana Wood included picnic tables, flower boxes, and small handmade novelty items. No other shop offers the same.
Mary Miller decorated the shop's display room with authentic Amish décor and eventually hired three Amish friends to sew and embroider napkins and other textiles per customer request. In addition, two women from the Amish community sought permission from the Millers to display home-baked pastries and jellies on Tuesdays and Wednesdays, the town's busiest tourist days, when Shipshewana attracts swarms of visitors to its flea market on the south edge of town.
"Shipshewana is full of specialty shops," Mary Miller stated. "People don't come here to buy things made in China or Taiwan. They want real, Amish-made goods."
Mary and Ben ask customers to fill out satisfaction surveys after purchasing items from the store. Customers who complete surveys are entered in a monthly raffle with the prize of a $100 gift certificate to the store. One of the questions on the survey asks customers what they had expected to pay for their purchases, and another asks what they would have been willing to pay for their purchases. Mary and Ben most likely asked these questions to help them evaluate the ________ element of their marketing-mix strategy.

A) promotion
B) positioning
C) price
D) process
E) product

Question 69

Marketing-mix models are used almost exclusively by retail businesses.

Question 70

Refer to the scenario below to answer the following questions. In the 1970s, Shipshewana was only a small town with a hardware store, a grain mill, a shoe store, a small restaurant, and a grocery store. Over the next two decades, the small town transformed into an international tourist attraction, attracting thousands of tourists who are intrigued with the lifestyle of Shipshewana's largest population the Amish.
Ben and Mary Miller, having grown up within the Amish faith, decided to capitalize on their town's popularity and their woodworking skills. Their shop, Indiana Wood, began with a small display of handmade hickory rocking chairs, Ben Miller's specialty. But within a few months, the display at Indiana Wood included picnic tables, flower boxes, and small handmade novelty items. No other shop offers the same.
Mary Miller decorated the shop's display room with authentic Amish décor and eventually hired three Amish friends to sew and embroider napkins and other textiles per customer request. In addition, two women from the Amish community sought permission from the Millers to display home-baked pastries and jellies on Tuesdays and Wednesdays, the town's busiest tourist days, when Shipshewana attracts swarms of visitors to its flea market on the south edge of town.
"Shipshewana is full of specialty shops," Mary Miller stated. "People don't come here to buy things made in China or Taiwan. They want real, Amish-made goods."
Which of the following marketing-mix elements is currently MOST critical to Indiana Wood's success?

A) place
B) price
C) channels of distribution
D) branding
E) physical evidence

Question 71

Alternative media such as viral marketing and social networking are rarely used to build emotional connections with consumers.

Question 72

A company that does not respond to changes in the market has, by default, made a decision about its marketing-mix strategy.

Question 73

A change of business objectives should not lead to a reevaluation of the company's marketing-mix strategy.

Question 74

Serving the needs of two different target segments often requires different communications channels.

Question 75

The creation of a marketing-mix model requires the use of a software package that maximizes marketing-mix elements with respect to particular financial outcomes.

Question 76

Decisions made in each of the 4 Ps influence the other elements of the marketing mix.

Question 77

According to Kotler, the 4 Ps concept takes the seller's view of the market.

Question 78

The costs for specific marketing-mix elements are factored into a marketing-mix model.

Question 79

Introducing a new product to an established market segment through a unique positioning requires a thorough understanding of market competitors and their products.

Question 80

As they were originally designed, the 4 Ps were intended to be both distinct and independent from the other aspects of a marketing mix.