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Marketing (MKT3151.E1)

Marketing Strategy and Planning, Assignment 8

NAME: Type your name here

DIRECTIONS

· Respond to each of the 20 questions below.

· Please “Save As” this file and include your name in place of “worksheet” before you upload to Moodle (file should be named: MKT3151_Assignment8_LastNameFirstName.doc)

Question 1

___________________ represents the vision of the organization.

(Place an “X” in the field to the left of your answer)

Corporate Strategy

Mission Statement

Marketing Plan

Marketing Strategy

Question 2

Bunnings, who had great success with their retail hardware chain stores in Australia did not have the same success when they set up stores in the UK because they primarily failed to___________.

(Place an “X” in the field to the left of your answer)

Provide enough advertising

Locate their stores in high-density areas

X

Shift their target audience

Provide quality products

Question 3

___________________ is about how a business should communicate about the product.

(Place an “X” in the field to the left of your answer)

Product Strategy

Pricing Strategy

Distribution Strategy

Promotion Strategy

Question 4

___________________ reflects the details of a marketing strategy.

(Place an “X” in the field to the left of your answer)

Corporate Strategy

Mission Statement

Marketing Plan

Business Unit Strategy

Question 5

Tesla Motors selected the upper end segment of the electric vehicle market. Their car prices were set for a price point they knew the upper end would pay. They decided to distribute the car directly from the manufacturer and their advertising resonates with this audience.

This is an example of identifying a _________.

(Place an “X” in the field to the left of your answer)

Corporate strategy

Marketing mix

Promotion strategy

Pricing strategy

Question 6

A ___________________ is a compilation of characteristics about a specific target audience segment.

(Place an “X” in the field to the left of your answer)

Customer persona

Customer attributes

Customer qualities

Customer description

Question 7

Walmart has the ability to bring in inventory at a high efficiency and at a low cost.

This is an example of a strong _________.

(Place an “X” in the field to the left of your answer)

Product Strategy

Pricing Strategy

Distribution Strategy

Promotion Strategy

Question 8

DISH Network is using ____________ to improve its conversion rate of selling TV packages.

(Place an “X” in the field to the left of your answer)

bundling

attribution analytics

penetration pricing

conversational analytics

Question 9

Depending on the organization, a marketing strategy may or may not include a _______________.

(Place an “X” in the field to the left of your answer)

Corporate Strategy

Mission Statement

Business Unit Strategy

All of the above

Question 10

___________________ is about identifying the best channels where customers can buy the product.

(Place an “X” in the field to the left of your answer)

Product Strategy

Pricing Strategy

Distribution Strategy

Promotion Strategy

Question 11

Kraft foods discovered through research that more men are involved in grocery shopping compared to years past, so they decided to put more men in their commercials.

This is an example of Kraft adjusting their _________.

(Place an “X” in the field to the left of your answer)

Product Strategy

Pricing Strategy

Distribution Strategy

Promotion Strategy

Question 12

Campbell’s also noticed the increase in male shoppers, so they introduced a new soup called Beer-n-Cheese with Beef & Bacon flavor.

This is an example of Kraft adjusting their _________.

(Place an “X” in the field to the left of your answer)

Product Strategy

Pricing Strategy

Distribution Strategy

Promotion Strategy

Question 13

When the first gaming console companies entered the market, they charged high prices for their product; however, as the market became saturated with a lot of competition, they lowered their prices. What type of pricing strategy is this?

(Place an “X” in the field to the left of your answer)

Bundling

Match competition

Skimming

Penetration

Question 14

A product strategy will include details about __________.

(Place an “X” in the field to the left of your answer)

Product channels

Product coupons

Product inventory

Product lifecycle

Question 15

A typical corporate strategy would include ___________________.

(Place an “X” in the field to the left of your answer)

Competitive advantage

Marketing plan

Advertising budget

Measurable marketing objectives

Question 16

Which one of the following marketing objectives would be considered measurable?

(Place an “X” in the field to the left of your answer)

Reduce call center calls by 25% by end of year.

Reduce the average response time on social media.

Acquire 25 email signups.

Increase sales by end of first quarter.

Question 17

The budgeting section in a marketing plan will sometimes include a _____________.

(Place an “X” in the field to the left of your answer)

Projected return on investment

SWOT analysis

Competitive pricing

Description of product positioning

Question 18

Which of the following is not part of a typical marketing plan?

(Place an “X” in the field to the left of your answer)

Customer personas

Brand report

Marketing objectives

Description of marketing channels

Question 19

A SWOT analysis typically addresses ______________.

(Place an “X” in the field to the left of your answer)

Factors that have potential to harm an organization

What the company excels at

Favorable conditions in the marketing environment

All of the above

Question 20

What type of pricing strategy is it when a company enters a competitive market charging low prices for their product to quickly gain market share?

(Place an “X” in the field to the left of your answer)

Bundling

Match competition

Skimming

Penetration

Please make sure to include your name on this document (at the top of the page) and also in the file name.