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MKT 571 Week 6 Quiz

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MKT 571 Week 6 Quiz -

1

Which of the following refers to the ability to meet humanity's needs without harming future generations?

  • Sustainability
  • Greenwashing
  • Ecological footprinting
  • Scalability

 

2

______ is an obligation to act in a way expected of a reasonable person.

  • Reliance
  • Liability
  • Litigation
  • Duty

 

3

Your firm has decided to enter the international market with your product called Trema, a combination of a pocket organizer and cell phone. Even though the product has been a huge success in the home country, market research suggests some changes may be required before it can be introduced in Europe. Your CMO is of the opinion that the product requires certain extra features and the product will also have to be marketed differently. Your CMO is advocating

  • dual adaptation
  • straight extension
  • forward adaptation
  • product standardization

 

4

Cadbury's "Sports for Schools" promotion offered sports and fitness equipment for schools in exchange for vouchers. The problem was that the public and media saw a perverse incentive for children to eat more chocolate, a product associated with obesity. Which of the following best summarizes Cadbury's problem?

  • Consumers did not value the cause Cadbury was promoting.
  • Customers felt that the cause was not in sync with the company’s brand image.
  • Consumers resented being sold an inferior product on the back of a cause-marketing program.
  • Customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive.

 

5

A Gucci bag sells for $120 in Italy and $240 in the United States due to the differences in the costs of distributing the product in the two countries. This phenomenon is called a(n)

  • opportunity cost problem
  • market pricing problem
  • tactical pricing problem
  • price escalation problem

 

6

Marketing effectiveness rating instruments and marketing audits are approaches to

  • annual-plan control
  • profitability control
  • efficiency control
  • strategic control

 

7

A ________ is a comprehensive, systematic, independent, and periodic examination of a company's or business unit's marketing environment, objectives, strategies, and activities, with a view to determining problem areas and opportunities and recommending a plan of action to improve the company's marketing performance.

  • marketing plan
  • market-based scorecard analysis
  • marketing audit
  • marketing metric

 

8

Which of the following is true regarding a marketing audit?

  • It focuses on analysis of those marketing activities that have failed to produce adequate results.
  • It focuses on a firm’s macromarketing environment.
  • It identifies the most-needed improvements and incorporates them into a corrective-action plan with short- and long-run steps.
  • It relies on feedback from company managers for data and opinions.

 

9

To protect a creative work from being published in any other manner, a company or author would ____________ the material.

  • copyright
  • patent
  • trademark
  • freelance

 

10

Which characteristic of a marketing audit is described by the methodical evaluation of the macro- and micromarketing environments, objectives and strategies, system, and activities?

  • Independent
  • Periodic
  • Comprehensive
  • Systematic

 

11

The marketing audit reviews six components of the overall marketing arena including the marketing environment, marketing strategy, marketing organization, marketing systems, marketing productivity and

  • marketing mix
  • marketing control
  • marketing function
  • marketing development

 

12

Which of the following is an example of a distribution metric used for measuring the performance of marketing plans?

  • Effective reach
  • Market share
  • Customer acquisition
  • Stock cover in days

 

13

The purpose of profitability control is to

  • evaluate and improve the spending efficiency and impact of marketing expenditures
  • examine whether the company is pursuing its best opportunities with respect to markets, products, and channels
  • understand the efficiency of the sales force, advertising, sales promotion, and distribution
  • examine where the company is making and losing money

 

14

A marketing audit is typically best conducted by a(n)

  • internal department
  • outside consultant
  • internal marketing executive
  • self-audit

 

15

________ is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments.

  • Marketing implementation
  • Market watch
  • Marketing control
  • Test marketing

 

16

Which of the following is likely to be an important trend in marketing in the future?

  • Marketing science
  • Manual marketing
  • Mass marketing
  • Marketing intuition

 

17

A PR practitioner may be subject to conspiracy in these situations: when the practitioner participates in illegal action, counsels or guides the illegal policy, takes part in it, or

  • uncovers illegal action
  • imagines illegal policy may occur
  • cooperates to further illegal action
  • unknowingly works with a corrupt agency

 

18

Which of the following is an example of a communication metric used for measuring the performance of marketing plans?

  • Trial rate
  • Sales growth
  • Response rate
  • New customer gains

 

19

Rising customer expectations, evolving employee goals and ambitions, and tighter government legislation and pressure are driving companies to

  • operate flatter organizations
  • practice a higher level of corporate social responsibility
  • operate leaner manufacturing facilities
  • manage shorter supply chains

 

20

The purpose of strategic control is to

  • examine whether the company is pursuing its best opportunities with respect to markets, products, and channels
  • understand the efficiency of the sales force, advertising, sales promotion, and distribution
  • evaluate and improve the spending efficiency and impact of marketing expenditures
  • examine where the company is making and losing money

 

21

Straight extension of the product means

  • introducing the product to the foreign market without any changes to the product
  • introducing a customized product to the foreign market with existing marketing strategy
  • introducing the product to the foreign market with major changes to the product
  • introducing a customized product to the foreign market with a new marketing strategy

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