14 Aug 1. The purpose of profitability control is to understand the efficiency of the s

1. The
purpose of profitability control is to
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
examine
whether the company is pursuing its best opportunities with respect to markets,
products, and channels
2. ________
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
3. 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
market
pricing problem
opportunity
cost problem
tactical
pricing problem
4. ______
is an obligation to act in a way expected of a reasonable person.
Liability
Duty
Litigation
Reliance
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?
Periodic
Systematic
Comprehensive
Independent
6. 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
function
marketing
development
marketing
mix
7. Marketing
effectiveness rating instruments and marketing audits are approaches to
efficiency
control
annual-plan
control
profitability
control
strategic
control
8. 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
forward
adaptation
straight
extension
product
standardization
9. Which
of the following is true regarding a marketing audit?
It
identifies the most-needed improvements and incorporates them into a ive-action
plan with short- and long-run steps.
It
focuses on a firms macro marketing environment.
It
focuses on analysis of those marketing activities that have failed to produce
adequate results.
It
relies on feedback from company managers for data and opinions.
10.
To protect a creative work from being published in any other manner, a company
or author would ____________ the material.
patent
copyright
trademark
freelance
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
uncovers
illegal action
unknowingly
works with a corrupt agency
cooperates
to further illegal action
12.
Rising customer expectations, evolving employee goals and ambitions, and
tighter government legislation and pressure are driving companies to
operate
flatter organizations
manage
shorter supply chains
operate
leaner manufacturing facilities
practice
a higher level of corporate social responsibility
13.
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
14.
Which of the following is an example of a communication metric used for
measuring the performance of marketing plans?
Response
rate
Trial
rate
Sales
growth
New
customer gains
15.
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
audit
marketing
metric
marketing
plan
market-based
scorecard analysis
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
a customized product to the foreign market with a new marketing strategy
introducing
the product to the foreign market without any changes to the product
17.
A marketing audit is typically best conducted by a(n)
internal
marketing executive
internal
department
a.
self-audit
outside
consultant
18.
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
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.
Customers
felt that the cause was not in sync with the companys brand image.
Consumers
did not value the cause Cadbury was promoting.
19.
Which of the following refers to the ability to meet humanity’s needs without
harming future generations?
Greenwashing
Ecological
footprinting
Sustainability
Scalability
20.
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
examine
where the company is making and losing money
evaluate
and improve the spending efficiency and impact of marketing expenditures
21.
Which of the following is likely to be an important trend in marketing in the
future?
Marketing
science
Marketing
intuition
Manual
marketing
Mass
marketing
1. The
purpose of profitability control is tounderstand
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 moneyexamine
whether the company is pursuing its best opportunities with respect to markets,
products, and channels2. ________
is the process by which firms assess the effects of their marketing activities
and programs and make necessary changes and adjustments.Marketing
implementationMarket
watchMarketing
controlTest
marketing3. 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 problemmarket
pricing problemopportunity
cost problemtactical
pricing problem4. ______
is an obligation to act in a way expected of a reasonable person.LiabilityDutyLitigationReliance5. Which
characteristic of a marketing audit is described by the methodical evaluation
of the macro- and micromarketing environments, objectives and strategies,
system, and activities?PeriodicSystematicComprehensiveIndependent6. 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
functionmarketing
developmentmarketing
mix7. Marketing
effectiveness rating instruments and marketing audits are approaches toefficiency
controlannual-plan
controlprofitability
controlstrategic
control8. 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 advocatingdual
adaptationforward
adaptationstraight
extensionproduct
standardization9. Which
of the following is true regarding a marketing audit?It
identifies the most-needed improvements and incorporates them into a ive-action
plan with short- and long-run steps.It
focuses on a firms macro marketing environment.It
focuses on analysis of those marketing activities that have failed to produce
adequate results.It
relies on feedback from company managers for data and opinions.10.
To protect a creative work from being published in any other manner, a company
or author would ____________ the material.patentcopyrighttrademarkfreelance11.
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 occuruncovers
illegal actionunknowingly
works with a corrupt agencycooperates
to further illegal action12.
Rising customer expectations, evolving employee goals and ambitions, and
tighter government legislation and pressure are driving companies tooperate
flatter organizationsmanage
shorter supply chainsoperate
leaner manufacturing facilitiespractice
a higher level of corporate social responsibility13.
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
share14.
Which of the following is an example of a communication metric used for
measuring the performance of marketing plans?Response
rateTrial
rateSales
growthNew
customer gains15.
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
auditmarketing
metricmarketing
planmarket-based
scorecard analysis16.
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
a customized product to the foreign market with a new marketing strategyintroducing
the product to the foreign market without any changes to the product17.
A marketing audit is typically best conducted by a(n)internal
marketing executiveinternal
departmenta.
self-auditoutside
consultant18.
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
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.Customers
felt that the cause was not in sync with the companys brand image.Consumers
did not value the cause Cadbury was promoting.19.
Which of the following refers to the ability to meet humanity’s needs without
harming future generations?GreenwashingEcological
footprintingSustainabilityScalability20.
The purpose of strategic control is tounderstand
the efficiency of the sales force, advertising, sales promotion, and
distributionexamine
whether the company is pursuing its best opportunities with respect to markets,
products, and channelsexamine
where the company is making and losing moneyevaluate
and improve the spending efficiency and impact of marketing expenditures21.
Which of the following is likely to be an important trend in marketing in the
future?Marketing
scienceMarketing
intuitionManual
marketingMass
marketing

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