14 Aug 1. Which of the following is an example of a distribution metric used for measur

1. Which of the following is an example
of a distribution metric used for measuring the performance of marketing plans?
Stock cover in days
Customer acquisition
Effective reach
Market share
2. To protect a creative work from being
published in any other manner, a company or author would ____________ the
material.
trademark
patent
copyright
freelance
3. 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 metric
marketing audit
4. ______ is an obligation to act
in a way expected of a reasonable person.
Liability
Reliance
Duty
Litigation
5. Which characteristic of a
marketing audit is described by the methodical evaluation of the macro- and
micromarketing environments, objectives and strategies, system, and activities?
Systematic
Comprehensive
Periodic
Independent
6. Marketing effectiveness rating
instruments and marketing audits are approaches to
annual-plan control
strategic control
profitability control
efficiency control
7. 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)
market pricing problem
opportunity cost problem
price escalation problem
tactical pricing problem
8. Rising customer expectations,
evolving employee goals and ambitions, and tighter government legislation and
pressure are driving companies to
manage shorter supply chains
operate leaner manufacturing facilities
operate flatter organizations
practice a higher level of corporate
social responsibility
9. Which of the following is true
regarding a marketing audit?
It focuses on a firms macromarketing
environment.
It relies on feedback from company
managers for data and opinions.
It focuses on analysis of those
marketing activities that have failed to produce adequate results.
It identifies the most-needed
improvements and incorporates them into a corrective-action plan with short-
and long-run steps.
10. 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 control
marketing development
marketing mix
marketing function
11. 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
imagines illegal policy may occur
cooperates to further illegal action
unknowingly works with a corrupt agency
uncovers illegal action
12. Which of the following is
likely to be an important trend in marketing in the future?
Mass marketing
Marketing intuition
Manual marketing
Marketing science
13. Which of the following is an
example of a communication metric used for measuring the performance of
marketing plans?
Response rate
New customer gains
Trial rate
Sales growth
14. ________ is the process by
which firms assess the effects of their marketing activities and programs and
make necessary changes and adjustments.
Marketing control
Marketing implementation
Market watch
Test marketing
15. Which of the following refers
to the ability to meet humanity’s needs without harming future generations?
Scalability
Greenwashing
Sustainability
Ecological footprinting
16. Straight extension of the
product means
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 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
17. The purpose of profitability
control is to
examine where the company is making and
losing money
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
understand the efficiency of the sales
force, advertising, sales promotion, and distribution
18. 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
19. 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
straight extension
forward adaptation
product standardization
dual adaptation
20. 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 felt that the cause was not in
sync with the companys brand image.
Consumers did not value the cause
Cadbury was promoting.
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.
21. A marketing audit is typically
best conducted by a(n)
internal marketing executive
internal department
self-audit
outside consultant

1. Which of the following is an example
of a distribution metric used for measuring the performance of marketing plans?Stock cover in daysCustomer acquisitionEffective reachMarket share2. To protect a creative work from being
published in any other manner, a company or author would ____________ the
material.trademarkpatentcopyrightfreelance 3. 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 planmarket-based scorecard analysismarketing metricmarketing audit 4. ______ is an obligation to act
in a way expected of a reasonable person.LiabilityRelianceDutyLitigation 5. Which characteristic of a
marketing audit is described by the methodical evaluation of the macro- and
micromarketing environments, objectives and strategies, system, and activities?SystematicComprehensivePeriodicIndependent 6. Marketing effectiveness rating
instruments and marketing audits are approaches toannual-plan controlstrategic controlprofitability controlefficiency control 7. 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)market pricing problemopportunity cost problemprice escalation problemtactical pricing problem 8. Rising customer expectations,
evolving employee goals and ambitions, and tighter government legislation and
pressure are driving companies tomanage shorter supply chainsoperate leaner manufacturing facilitiesoperate flatter organizationspractice a higher level of corporate
social responsibility 9. Which of the following is true
regarding a marketing audit?It focuses on a firms macromarketing
environment.It relies on feedback from company
managers for data and opinions.It focuses on analysis of those
marketing activities that have failed to produce adequate results.It identifies the most-needed
improvements and incorporates them into a corrective-action plan with short-
and long-run steps. 10. The marketing audit reviews
six components of the overall marketing arena including the marketing
environment, marketing strategy, marketing organization, marketing systems,
marketing productivity andmarketing controlmarketing developmentmarketing mixmarketing function 11. 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, orimagines illegal policy may occurcooperates to further illegal actionunknowingly works with a corrupt agencyuncovers illegal action 12. Which of the following is
likely to be an important trend in marketing in the future?Mass marketingMarketing intuitionManual marketingMarketing science 13. Which of the following is an
example of a communication metric used for measuring the performance of
marketing plans?Response rateNew customer gainsTrial rateSales growth 14. ________ is the process by
which firms assess the effects of their marketing activities and programs and
make necessary changes and adjustments.Marketing controlMarketing implementationMarket watchTest marketing 15. Which of the following refers
to the ability to meet humanity’s needs without harming future generations?ScalabilityGreenwashingSustainabilityEcological footprinting 16. Straight extension of the
product meansintroducing a customized product to the
foreign market with existing marketing strategyintroducing the product to the foreign
market with major changes to the productintroducing the product to the foreign
market without any changes to the productintroducing a customized product to the
foreign market with a new marketing strategy 17. The purpose of profitability
control is toexamine where the company is making and
losing moneyexamine whether the company is pursuing
its best opportunities with respect to markets, products, and channelsevaluate and improve the spending
efficiency and impact of marketing expendituresunderstand the efficiency of the sales
force, advertising, sales promotion, and distribution 18. The purpose of strategic
control is toexamine whether the company is pursuing
its best opportunities with respect to markets, products, and channelsunderstand the efficiency of the sales
force, advertising, sales promotion, and distributionevaluate and improve the spending
efficiency and impact of marketing expendituresexamine where the company is making and
losing money 19. 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 advocatingstraight extensionforward adaptationproduct standardizationdual adaptation 20. 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 felt that the cause was not in
sync with the companys brand image.Consumers did not value the cause
Cadbury was promoting.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. 21. A marketing audit is typically
best conducted by a(n)internal marketing executiveinternal departmentself-auditoutside consultant

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