Question 1

Evaluation measures occur at all stages of the marketing cycle.

Accepted Answer

A) True 
 B)False

Question 2

At the completion of their 'end of financial year' marketing campaign, the marketing team at Ford Australia evaluate their efforts in order to:

Accepted Answer

A)  understand the impact, if any, of their marketing campaigns. 
B)  make adjustments to their marketing program if necessary. 
C)  better understand and respond to changes in the market. 
D)  improve future performance. 
E)  All of the options listed.

Question 3

Companies operating in markets utilising the latest technologies often employ an emergent approach to marketing. Technology companies using an emergent approach will:

Accepted Answer

A)  develop an implementable marketing plan with specific actions, schedules and goals. 
B)  plan marketing activities for unforeseen or uncertain events. 
C)  develop marketing strategy in response to changing market conditions. 
D)  enable employees to make marketing decisions. 
E)  manage to ensure the availability of marketing resources.

Question 4

Marketing inertia could be best described as:

Accepted Answer

A)  the failure of an organisation to adapt to changing market conditions, in response to changing customers and competitors. 
B)  the resistance to change. 
C)  the lack of care by employees. 
D)  Option a and b.

Question 5

Which of the following could be a reason why an organisation fails to achieve its objectives?

Accepted Answer

A)  The objectives are overly ambitious. 
B)  There are flaws in the planning of its corporate strategy. 
C)  There are flaws in the implementation of one or more of its business-unit strategies. 
D)  There are changing or unforeseen environmental conditions. 
E)  All of the options listed are potential reasons.

Question 6

Which of the following is the first step in the marketing cycle?

Accepted Answer

A)  Creating the product. 
B)  Understanding the market. 
C)  Writing a marketing plan. 
D)  Developing a marketing mix. 
E)  None of the options listed.

Question 7

The Marketing Cycle emphasises the importance of understanding the customer, resulting in the ability to create, communicate and deliver:

Accepted Answer

A)  advantages. 
B)  value. 
C)  benefit. 
D)  goods.

Question 8

When a corporation acts in the interests of the society in which it operates, for example by protecting the environment, it is demonstrating:

Accepted Answer

A)  the SMART model. 
B)  societal marketing. 
C)  philanthropic responsibility. 
D)  corporate social responsibility.

Question 9

Strategies for the various business areas within an organisation to guide their contribution to achieving the overall corporate objectives are defined in a(n):

Accepted Answer

A)  mission statement. 
B)  executive summary. 
C)  business unit strategy. 
D)  corporate strategy.

Question 10

A marketing action plan should include:

Accepted Answer

A)  goals. 
B)  schedules. 
C)  specific actions. 
D)  All of the options listed. 
E)  Both a and c.

Question 11

When Sarah is deciding to purchase a new mobile phone she visits the Good Guys to inquire specifically about Apple and Samsung devices. Sarah's awareness and interest of these two mobile phone brands is known as ___________.

Accepted Answer

A)  preference. 
B)  willingness to search. 
C)  top of mind awareness. 
D)  retention rate. 
E)  recall.

Exam 15: Marketing Planning, Implementation and Evaluation