MKT 571 week 6 Quiz

    1

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 a new marketing strategy
        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
    2

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

        copyright
        patent
        freelance
        trademark
    3

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

        Manual marketing
        Marketing intuition
        Mass marketing
        Marketing science
    4

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

        internal department
        a. self-audit
        outside consultant
        internal marketing executive
    5

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

        manage shorter supply chains
        operate flatter organizations
        operate leaner manufacturing facilities
        practice a higher level of corporate social responsibility
    6

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
    7

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

        Scalability
        Sustainability
        Ecological footprinting
        Greenwashing
    8

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

        cooperates to further illegal action
        uncovers illegal action
        imagines illegal policy may occur
        unknowingly works with a corrupt agency
    9

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

        Effective reach
        Customer acquisition
        Stock cover in days
        Market share
    10

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)

        price escalation problem
        opportunity cost problem
        market pricing problem
        tactical pricing problem
    11

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
        Systematic
        Periodic
        Comprehensive
    12

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 development
        marketing function
        marketing mix
        marketing control
    13

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
    14

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

        Litigation
        Reliance
        Duty
        Liability
    15

Marketing effectiveness rating instruments and marketing audits are approaches to

        strategic control
        annual-plan control
        efficiency control
        profitability control
    16

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.
    17

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?

        Customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive.
        Consumers resented being sold an inferior product on the back of a cause-marketing program.
        Consumers did not value the cause Cadbury was promoting.
        Customers felt that the cause was not in sync with the company’s brand image.
    18

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

        Market watch
        Marketing control
        Marketing implementation
        Test marketing
    19

The purpose of strategic control is to

        understand the efficiency of the sales force, advertising, sales promotion, and distribution
        examine whether the company is pursuing its best opportunities with respect to markets, products, and channels
        evaluate and improve the spending efficiency and impact of marketing expenditures
        examine where the company is making and losing money
    20

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

        New customer gains
        Response rate
        Trial rate
        Sales growth
    21

The purpose of profitability control is to

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