14 Aug Chapters 19-22. 100 multiple choice Questions. 2 hours (120 minutes). (all 100 q

Chapters 19-22. 100 multiple choice Questions. 2 hours (120 minutes). (all 100 questions are attached)Question 1
1.

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Figure 20-4 above depicts the sales management process that involves three
interrelated functions. “B” refers to __________.
Answer

sales
plan implementation

salesforce
compensation

salesforce
size determination

salesforce
communication

salesforce
training

1 points

Question 2
1.

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In a recent survey, responding firms reported that on average they used eight
metrics to measure their innovation. Figure 22-3 above shows that among firms
that use more than three different innovation metrics, they use two different
kindsoutput metrics and input metrics. Which of the following is an input
metric?
Answer

number
of ideas or concepts in the pipeline

number
of new products or services launched

return
on assets (ROA) in the pipeline

customer
satisfaction with new products or services

revenue
growth due to new products or services

1 points

Question 3
1.

Those in
staff positions have the authority and responsibility to advise people in line
positions
Answer

and
can recommend salary and benefit adjustments for them.

and
serve the board of directors.

and
must clear all such communication with the human resources department.

but
cannot serve on team projects with them.

but
cannot issue direct orders to them.

1 points

Question 4
1.

On the
Coca-Cola-hosted MyCoke.com, people congregate online and exchange views on
topics of common interest. This website is an example of __________.
Answer

spam

a
shopping bot

a
web community

a
blog

a
web caf

1 points

Question 5
1.

.gif” “_117318983_1″””=”” alt=”Picture”>

Consider the “stickiness” marketing dashboard above for an automobile
dealership. To gauge the “stickiness” of its website, the firm
monitors the average time spent per unique monthly visitor (in minutes) on its
website (the third metric above in the dashboard). This is done by tracking the
average visits per unique monthly visitor (the first metric above) and the
average time spent per visit, in minutes, (the second metric above) that is
displayed on its marketing dashboard. For 2010 or “A,” what was the
average time spent per unique monthly visitor (in minutes) on the automobile
dealership’s website?
Answer

4.0
minutes

4.5
minutes

7.5
minutes

9.0
minutes

cannot
be determined

1 points

Question 6
1.

Within
DuPont’s textile fiber department, there is a separate product manager for
rayon, acetate, orlon, nylon, and Dacron. The product manager for DuPont nylon
would be responsible for
Answer

making
long-range plans for nylon.

maintaining
the divisional mission statement.

modifying
DuPont’s organizational structure.

creating
static marketing objectives.

implementing
short-term actions for all fibers.

1 points

Question 7
1.

Which of
the following statements about transactional websites is NOT true?
Answer

Transactional
websites are most common among store and catalog retailers and direct selling
companies.

Transactional
websites can create channel conflict.

Transactional
websites may cannibalize sales from stores, catalogs, and sales
representatives.

Transactional
websites often engage visitors with interactive experiences that involve
games, contests, and quizzes.

Transactional
websites are used less frequently by manufacturers of consumer products.

1 points

Question 8
1.

The
practice of using information provided by cookies for directing online
advertising from marketers to those online shoppers whose behavioral profiles
suggest they would be interested in such advertising is referred to as
Answer

viral
marketing

buzz

data
mining

behavioral
targeting

spyware

1 points

Question 9
1.

Account
management policies refer to policies that __________.
Answer

specify
how salespeople will be compensated and how sales performance will be
evaluated

specify
which products or services will be offered to consumers, through which
outlets, and at what price

specify
the organizational structure of the salesforce and set the sales goals for
both individual sales representatives and the salesforce as a whole

specify
whom salespeople should contact, what kinds of selling and customer service
activities should be engaged in, and how these activities should be carried
out

determine
the sales quotas for the upcoming year based upon past sales performance and
current forecasting

1 points

Question 10
1.

In a
__________ presentation, the salesperson tries one appeal after another, hoping
to “hit the right button.”
Answer

formula
selling

persuasive
sales

stimulus-satisfaction

stimulus-response

stimulus-selling

1 points

Question 11
1.

When a
salesperson in the computer store asks, “Will that be charge or
cash?”, he has executed the _____ stage of the personal selling process.
Answer

closing

approach

presentation

handling
objections

follow-up

1 points

Question 12
1.

What is a
reason users have “unliked” a brand’s Facebook Page?
Answer

The
brand ceases to be popular and users move on to a new brand’s Facebook Page.

The
brand posts too frequently on trivial or controversial topics.

Users
tire of not being able to contribute to the conversation.

Users
want to protest the presence of advertisements on Facebook.

The
Page isn’t updated and users lose interest.

1 points

Question 13
1.

Functional
groupings refer to organizational groupings
Answer

that
group specific customer segments.

in
which sales territories are subdivided according to geographic location.

that
represent the different departments or business activities within a firm.

in
which a unit is responsible for specific product offerings.

that
combine both market-based groupings with product groupings.

1 points

Question 14
1.

Loving
Care Pets manufactures food for dogs, cats, rabbits, and gerbils specifically
created for pets under three months of age. In terms of the market-product grid
framework, adding a line of pet food for mature dogs, cats, rabbits, and
gerbils will result in a __________ strategy that will provide Loving Care Pets
with increased marketing efficiencies.
Answer

market
specialization

market
product concentration

product
specialization

selective
specialization

full
coverage

1 points

Question 15
1.

When
using share points to make marketing resource allocation decisions, marketing
managers must estimate: (1) the market share for the product, (2) __________,
(3) the contribution to overhead and profit (or gross margin) of each share
point, and (4) possible cannibalization effects on other products in the line.
Answer

total
production costs

number
of market segments

stage
of the product in its product life cycle

the
total financial resources available for a sustained marketing effort

the
revenues associated with each point of market share

1 points

Question 16
1.

The top
reasons cross-channel shoppers research items online before buying in stores
include: (1) the desire to compare products among different retailers; (2) the
need for more information than is available in stores; and (3) the ease of
_________.
Answer

reducing
geographical barriers

finding
products that are restricted in their area

finding
products that are more customized to their needs

finding
products that are out of season

comparing
their options without having to trek to multiple retail locations

1 points

Question 17
1.

A company
that uses an organizational structure based on its snowboards, skiing
equipment, and ice skates would most likely be using a ____________ grouping.
Answer

functional

reseller

product
line

geographical

market-based

1 points

Question 18
1.

What is
the challenge presented to brand managers by social media advertising?
Answer

Brand
managers need to convince social networks to post their ads free of charge.

Brand
managers need to connect the cost of new social network promotions to the
sales they generate.

Brand
managers need to create “universally appealing” ads as they cannot
target specific demographics on social networks.

Brand
managers need to estimate how many users have clicked on their ads, leading
to difficulties in assessing an ad’s effectiveness.

Brand
managers need to deal with having only a limited selection of social
networking platforms to advertise on.

1 points

Question 19
1.

Many
large, packaged goods marketers like Procter & Gamble, Kraft, and Pillsbury
have used the product manager (or brand manager) system of marketing
organization and implementation. Which of the following is the key advantage of
this system?
Answer

Product
managers have relatively little authority.

Product
managers are short-term in their orientation.

Product
managers have direct responsibility for research and development of new
products.

Product
managers assume profit-and-loss responsibility for the performance of the
product line.

Product
managers have line responsibility over sales managers.

1 points

Question 20
1.

The
principal difference between the two major types of websites is that
promotional websites are designed to __________ while transactional websites
are designed to __________.
Answer

create
portals; act as bots

convert
online browsers into online buyers; promote a company’s products and services

provide
information about a company; move consumers closer to a purchase

move
consumers closer to a purchase; provide information about a company

promote
a company’s products and services; convert online browsers into online buyers

1 points

Question 21
1.

According
to the eight-second rule,
Answer

it
only takes eight seconds for someone to learn how to navigate an Internet
website.

any
online purchase should take no more than eight seconds to complete.

hunter-gatherers
will not wait longer than eight seconds for a response in a chat room.

more
than 50 percent of online consumers will spend less than eight seconds at a
portal.

customers
will abandon a website if download time exceeds eight seconds.

1 points

Question 22
1.

What is a
main difference between advertising in traditional print media and advertising
on Facebook?
Answer

Brand
managers compose the title, the copy, and the images or photos of the ad.

Demographics
are not taken into account when placing ads on Facebook.

Brand
managers do not keep an expense budget for Facebook ads.

Brand
managers cannot control the content of their Facebook adsthe advertising
agency does.

Brand
managers do not select the placement of where the ads are seen on Facebook.

1 points

Question 23
1.

T-Mobile’s
2010 holiday TV ad featuring Chuck Norris unexpectedly surpassed expectations
of success by becoming popular not only in the Czech network but in neighboring
Poland and Slovakia as well. While this started as a __________ marketing
strategy targeted as a single country, it crossed country boundaries and became
a global marketing strategy.
Answer

intracultural

multidomestic

intercultural

convergence

social
network

1 points

Question 24
1.

In
conference selling, __________.
Answer

buyers
and sellers meet through a technology-based forum (telephone or video
conference call such as WebEx, etc.) because person-to-person meetings are
too expensive due to the cost of air travel

the
sale has already been finalized but the buyer and seller meet to discuss
delivery details

a
salesperson and other company resource people meet with buyers to discuss
problems and opportunities

a
company team conducts an educational program for a customer’s technical
staff, describing state-of-the-art developments

a
form of mass selling occurs via electronic marketplaces such as eBay,
Facebook, and Salesforce.com

1 points

Question 25
1.

Where a
social network following comes fromwith fans coming from a friend being more
valuable than those coming from an adis referred to as a
Answer

friendster.

friend
visitor.

fan
source.

fan
base.

friend
source.

1 points

Question 26
1.

Marketers
can use one of two strategies: the first strategy uses Groupon and Living
Social Deals, and the second strategy uses ads in newspapers, magazines, and on
TV. The difference between these two types of marketing strategies is that the
first one targets consumers who are __________ and the second one targets
consumers who are __________.
Answer

“passive
receivers”; “active receivers”

an
older demographic; a younger demographic

wealthy;
disadvantaged

“active
receivers”; “passive receivers”

disadvantaged;
wealthy

1 points

Question 27
1.

Mark
wanted to make some extra money, so he went door-to-door in his neighborhood
asking residents if they had any small jobs that they could hire him to
perform. Mark had no idea of whether anyone had any jobs for him, so he picked
the houses randomly and knocked on the doors to see if anyone was home and
perhaps interested in his services. In terms of the personal selling process,
Mark was engaged in __________ when he knocked on a door.
Answer

stimulus-response
selling

“handshaking”

cold
canvassing

closing

traffic
generation

1 points

Question 28
1.

The final
stage in the personal selling process is referred to as __________.
Answer

presentation

assumptive
close

trial
close

urgency
close

follow-up

1 points

Question 29
1.

Consumers
deftly use Internet technology to seek information, evaluate alternatives, and
make purchase decisions on their own time, terms, and conditions. This is an
example of the sixth reason why consumers buy and shop online.
Answer

convenience

choice

customization

control

communication

1 points

Question 30
1.

Facebook
came under fire in December 2009 when it made significant changes to the
privacy settings of users. These changes to privacy settings resulted in
Answer

releasing
user’s personal information, such as name, picture, gender, and a list of
friends, “by default.”

wall
posts being lost.

friends
being lost.

additional
privacy and security for its users who provided a detailed Facebook Page,
sent automatically to the company.

products
being “unliked.”

1 points

Question 31
1.

Key
problems that emerge in a firm’s strategic marketing process include: (1) bad
news is filtered out as information goes up the line to give top management a
very rosy picture; (2) plans are based on very poor assumptions about
environmental forces; (3) __________; (4) too much time and effort may be spent
on data collection and writing plans that are too complex to implement; and (5)
line operating managers often feel no sense of ownership in implementing the
plans.
Answer

there
is poor communication between the firm and its stakeholders

there
is a lack of leadership

although
management says they are behind the plans, they do not allocate resources to
the degree necessary for success

planners
and their plans may have lost sight of their customers’ needs

plans
can be thwarted by disgruntled employees, other departments, or competitors

1 points

Question 32
1.

The
popularity of multichannel marketing is apparent in its growing impact on
online retail sales. Multichannel marketers are expected to register about
__________ of U.S. online retail sales in 2012.
Answer

40
percent

50
percent

60
percent

70
percent

90
percent

1 points

Question 33
1.

A fan
source is
Answer

where
a social network following comes fromwith every source being of equal value.

where
a social network following comes fromwith fans coming from a friend being
more valuable than those coming from an ad.

the
source of all Facebook fans in the target demographic for a particular brand.

the
number of fans who interact with a Facebook Page.

the
number of fans who are evangelists for a brand.

1 points

Question 34
1.

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In Porter’s generic business strategies shown in Figure 22-4 above,
“B” refers to a __________ strategy.
Answer

quality
focus

cost
leadership

differentiation

cost
focus

differentiation
focus

1 points

Question 35
1.

The
information needed in a situation (SWOT) analysis or Step 1 of the planning
phase includes: (1) trends for industry and competitors and (2) __________.
Answer

projected
future sales, expenses, and profits

market
potential studies

positioning
studies

market-product
grids with target segments and product groupings

marketing
mix actions

1 points

Question 36
1.

.gif” alt=”Picture”>

Consider Figure 22-A above. Effective managers track the progress of their
marketing plans to identify problems that need to be corrected. Sometimes, the
problems are with the marketing plan and its strategies; at other times, they
may be due to their implementation; and at still other times, they may be due
to both. Recall that research on what really works shows that successful firms
have excellence on both the planning and strategy side and the implementation
or execution side. As Figure 22-A shows, marketers can develop and implement
strategies that have four possible results. For “C,” identify the
likely result of the planning and implementation of the marketing plan and its
strategies for a product or service.
Answer

Trouble:
The solution is to recognize that only implementation is at fault and to
correct it.

Success:
The marketing program achieves its objectives.

Failure:
The marketing program flounders and fails to achieve its objectives.

Trouble:
The solution is to recognize that only the strategy is at fault and to
correct it.

Cannot
be determined with the information provided.

1 points

Question 37
1.

The
information needed for the evaluation phase of the strategic marketing process
includes: (1) __________ and (2) action memos to correct problems and exploit
opportunities.
Answer

positioning
studies

market-product
grids with target segments and product groupings

detailed
plans to execute the marketing program

tracking
reports to measure results

projected
future sales, expenses, and profits

Question 11.
.gif” alt=”Picture”>

Figure 20-4 above depicts the sales management process that involves three
interrelated functions. “B” refers to __________.Answersales
plan implementationsalesforce
compensationsalesforce
size determinationsalesforce
communicationsalesforce
training1 points
Question 21.
.gif” alt=”Picture”>

In a recent survey, responding firms reported that on average they used eight
metrics to measure their innovation. Figure 22-3 above shows that among firms
that use more than three different innovation metrics, they use two different
kindsoutput metrics and input metrics. Which of the following is an input
metric?Answernumber
of ideas or concepts in the pipelinenumber
of new products or services launchedreturn
on assets (ROA) in the pipelinecustomer
satisfaction with new products or servicesrevenue
growth due to new products or services1 points
Question 31.
Those in
staff positions have the authority and responsibility to advise people in line
positionsAnswerand
can recommend salary and benefit adjustments for them.and
serve the board of directors.and
must clear all such communication with the human resources department.but
cannot serve on team projects with them.but
cannot issue direct orders to them.1 points
Question 41.
On the
Coca-Cola-hosted MyCoke.com, people congregate online and exchange views on
topics of common interest. This website is an example of __________.Answerspama
shopping bota
web communitya
bloga
web caf1 points
Question 51.
.gif” “_117318983_1″””=”” alt=”Picture”>

Consider the “stickiness” marketing dashboard above for an automobile
dealership. To gauge the “stickiness” of its website, the firm
monitors the average time spent per unique monthly visitor (in minutes) on its
website (the third metric above in the dashboard). This is done by tracking the
average visits per unique monthly visitor (the first metric above) and the
average time spent per visit, in minutes, (the second metric above) that is
displayed on its marketing dashboard. For 2010 or “A,” what was the
average time spent per unique monthly visitor (in minutes) on the automobile
dealership’s website?Answer4.0
minutes4.5
minutes7.5
minutes9.0
minutescannot
be determined1 points
Question 61.
Within
DuPont’s textile fiber department, there is a separate product manager for
rayon, acetate, orlon, nylon, and Dacron. The product manager for DuPont nylon
would be responsible forAnswermaking
long-range plans for nylon.maintaining
the divisional mission statement.modifying
DuPont’s organizational structure.creating
static marketing objectives.implementing
short-term actions for all fibers.1 points
Question 71.
Which of
the following statements about transactional websites is NOT true?AnswerTransactional
websites are most common among store and catalog retailers and direct selling
companies.Transactional
websites can create channel conflict.Transactional
websites may cannibalize sales from stores, catalogs, and sales
representatives.Transactional
websites often engage visitors with interactive experiences that involve
games, contests, and quizzes.Transactional
websites are used less frequently by manufacturers of consumer products.1 points
Question 81.
The
practice of using information provided by cookies for directing online
advertising from marketers to those online shoppers whose behavioral profiles
suggest they would be interested in such advertising is referred to asAnswerviral
marketingbuzzdata
miningbehavioral
targetingspyware1 points
Question 91.
Account
management policies refer to policies that __________.Answerspecify
how salespeople will be compensated and how sales performance will be
evaluatedspecify
which products or services will be offered to consumers, through which
outlets, and at what pricespecify
the organizational structure of the salesforce and set the sales goals for
both individual sales representatives and the salesforce as a wholespecify
whom salespeople should contact, what kinds of selling and customer service
activities should be engaged in, and how these activities should be carried
outdetermine
the sales quotas for the upcoming year based upon past sales performance and
current forecasting1 points
Question 101.
In a
__________ presentation, the salesperson tries one appeal after another, hoping
to “hit the right button.”Answerformula
sellingpersuasive
salesstimulus-satisfactionstimulus-responsestimulus-selling1 points
Question 111.
When a
salesperson in the computer store asks, “Will that be charge or
cash?”, he has executed the _____ stage of the personal selling process.Answerclosingapproachpresentationhandling
objectionsfollow-up1 points
Question 121.
What is a
reason users have “unliked” a brand’s Facebook Page?AnswerThe
brand ceases to be popular and users move on to a new brand’s Facebook Page.The
brand posts too frequently on trivial or controversial topics.Users
tire of not being able to contribute to the conversation.Users
want to protest the presence of advertisements on Facebook.The
Page isn’t updated and users lose interest.1 points
Question 131.
Functional
groupings refer to organizational groupingsAnswerthat
group specific customer segments.in
which sales territories are subdivided according to geographic location.that
represent the different departments or business activities within a firm.in
which a unit is responsible for specific product offerings.that
combine both market-based groupings with product groupings.1 points
Question 141.
Loving
Care Pets manufactures food for dogs, cats, rabbits, and gerbils specifically
created for pets under three months of age. In terms of the market-product grid
framework, adding a line of pet food for mature dogs, cats, rabbits, and
gerbils will result in a __________ strategy that will provide Loving Care Pets
with increased marketing efficiencies.Answermarket
specializationmarket
product concentrationproduct
specializationselective
specializationfull
coverage1 points
Question 151.
When
using share points to make marketing resource allocation decisions, marketing
managers must estimate: (1) the market share for the product, (2) __________,
(3) the contribution to overhead and profit (or gross margin) of each share
point, and (4) possible cannibalization effects on other products in the line.Answertotal
production costsnumber
of market segmentsstage
of the product in its product life cyclethe
total financial resources available for a sustained marketing effortthe
revenues associated with each point of market share1 points
Question 161.
The top
reasons cross-channel shoppers research items online before buying in stores
include: (1) the desire to compare products among different retailers; (2) the
need for more information than is available in stores; and (3) the ease of
_________.Answerreducing
geographical barriersfinding
products that are restricted in their areafinding
products that are more customized to their needsfinding
products that are out of seasoncomparing
their options without having to trek to multiple retail locations1 points
Question 171.
A company
that uses an organizational structure based on its snowboards, skiing
equipment, and ice skates would most likely be using a ____________ grouping.Answerfunctionalresellerproduct
linegeographicalmarket-based1 points
Question 181.
What is
the challenge presented to brand managers by social media advertising?AnswerBrand
managers need to convince social networks to post their ads free of charge.Brand
managers need to connect the cost of new social network promotions to the
sales they generate.Brand
managers need to create “universally appealing” ads as they cannot
target specific demographics on social networks.Brand
managers need to estimate how many users have clicked on their ads, leading
to difficulties in assessing an ad’s effectiveness.Brand
managers need to deal with having only a limited selection of social
networking platforms to advertise on.1 points
Question 191.
Many
large, packaged goods marketers like Procter & Gamble, Kraft, and Pillsbury
have used the product manager (or brand manager) system of marketing
organization and implementation. Which of the following is the key advantage of
this system?AnswerProduct
managers have relatively little authority.Product
managers are short-term in their orientation.Product
managers have direct responsibility for research and development of new
products.Product
managers assume profit-and-loss responsibility for the performance of the
product line.Product
managers have line responsibility over sales managers.1 points
Question 201.
The
principal difference between the two major types of websites is that
promotional websites are designed to __________ while transactional websites
are designed to __________.Answercreate
portals; act as botsconvert
online browsers into online buyers; promote a company’s products and servicesprovide
information about a company; move consumers closer to a purchasemove
consumers closer to a purchase; provide information about a companypromote
a company’s products and services; convert online browsers into online buyers1 points
Question 211.
According
to the eight-second rule,Answerit
only takes eight seconds for someone to learn how to navigate an Internet
website.any
online purchase should take no more than eight seconds to complete.hunter-gatherers
will not wait longer than eight seconds for a response in a chat room.more
than 50 percent of online consumers will spend less than eight seconds at a
portal.customers
will abandon a website if download time exceeds eight seconds.1 points
Question 221.
What is a
main difference between advertising in traditional print media and advertising
on Facebook?AnswerBrand
managers compose the title, the copy, and the images or photos of the ad.Demographics
are not taken into account when placing ads on Facebook.Brand
managers do not keep an expense budget for Facebook ads.Brand
managers cannot control the content of their Facebook adsthe advertising
agency does.Brand
managers do not select the placement of where the ads are seen on Facebook.1 points
Question 231.
T-Mobile’s
2010 holiday TV ad featuring Chuck Norris unexpectedly surpassed expectations
of success by becoming popular not only in the Czech network but in neighboring
Poland and Slovakia as well. While this started as a __________ marketing
strategy targeted as a single country, it crossed country boundaries and became
a global marketing strategy.Answerintraculturalmultidomesticinterculturalconvergencesocial
network1 points
Question 241.
In
conference selling, __________.Answerbuyers
and sellers meet through a technology-based forum (telephone or video
conference call such as WebEx, etc.) because person-to-person meetings are
too expensive due to the cost of air travelthe
sale has already been finalized but the buyer and seller meet to discuss
delivery detailsa
salesperson and other company resource people meet with buyers to discuss
problems and opportunitiesa
company team conducts an educational program for a customer’s technical
staff, describing state-of-the-art developmentsa
form of mass selling occurs via electronic marketplaces such as eBay,
Facebook, and Salesforce.com1 points
Question 251.
Where a
social network following comes fromwith fans coming from a friend being more
valuable than those coming from an adis referred to as aAnswerfriendster.friend
visitor.fan
source.fan
base.friend
source.1 points
Question 261.
Marketers
can use one of two strategies: the first strategy uses Groupon and Living
Social Deals, and the second strategy uses ads in newspapers, magazines, and on
TV. The difference between these two types of marketing strategies is that the
first one targets consumers who are __________ and the second one targets
consumers who are __________.Answer”passive
receivers”; “active receivers”an
older demographic; a younger demographicwealthy;
disadvantaged”active
receivers”; “passive receivers”disadvantaged;
wealthy1 points
Question 271.
Mark
wanted to make some extra money, so he went door-to-door in his neighborhood
asking residents if they had any small jobs that they could hire him to
perform. Mark had no idea of whether anyone had any jobs for him, so he picked
the houses randomly and knocked on the doors to see if anyone was home and
perhaps interested in his services. In terms of the personal selling process,
Mark was engaged in __________ when he knocked on a door.Answerstimulus-response
selling”handshaking”cold
canvassingclosingtraffic
generation1 points
Question 281.
The final
stage in the personal selling process is referred to as __________.Answerpresentationassumptive
closetrial
closeurgency
closefollow-up1 points
Question 291.
Consumers
deftly use Internet technology to seek information, evaluate alternatives, and
make purchase decisions on their own time, terms, and conditions. This is an
example of the sixth reason why consumers buy and shop online.Answerconveniencechoicecustomizationcontrolcommunication1 points
Question 301.
Facebook
came under fire in December 2009 when it made significant changes to the
privacy settings of users. These changes to privacy settings resulted inAnswerreleasing
user’s personal information, such as name, picture, gender, and a list of
friends, “by default.”wall
posts being lost.friends
being lost.additional
privacy and security for its users who provided a detailed Facebook Page,
sent automatically to the company.products
being “unliked.”1 points
Question 311.
Key
problems that emerge in a firm’s strategic marketing process include: (1) bad
news is filtered out as information goes up the line to give top management a
very rosy picture; (2) plans are based on very poor assumptions about
environmental forces; (3) __________; (4) too much time and effort may be spent
on data collection and writing plans that are too complex to implement; and (5)
line operating managers often feel no sense of ownership in implementing the
plans.Answerthere
is poor communication between the firm and its stakeholdersthere
is a lack of leadershipalthough
management says they are behind the plans, they do not allocate resources to
the degree necessary for successplanners
and their plans may have lost sight of their customers’ needsplans
can be thwarted by disgruntled employees, other departments, or competitors1 points
Question 321.
The
popularity of multichannel marketing is apparent in its growing impact on
online retail sales. Multichannel marketers are expected to register about
__________ of U.S. online retail sales in 2012.Answer40
percent50
percent60
percent70
percent90
percent1 points
Question 331.
A fan
source isAnswerwhere
a social network following comes fromwith every source being of equal value.where
a social network following comes fromwith fans coming from a friend being
more valuable than those coming from an ad.the
source of all Facebook fans in the target demographic for a particular brand.the
number of fans who interact with a Facebook Page.the
number of fans who are evangelists for a brand.1 points
Question 341.
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In Porter’s generic business strategies shown in Figure 22-4 above,
“B” refers to a __________ strategy.Answerquality
focuscost
leadershipdifferentiationcost
focusdifferentiation
focus1 points
Question 351.
The
information needed in a situation (SWOT) analysis or Step 1 of the planning
phase includes: (1) trends for industry and competitors and (2) __________.Answerprojected
future sales, expenses, and profitsmarket
potential studiespositioning
studiesmarket-product
grids with target segments and product groupingsmarketing
mix actions1 points
Question 361.
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Consider Figure 22-A above. Effective managers track the progress of their
marketing plans to identify problems that need to be corrected. Sometimes, the
problems are with the marketing plan and its strategies; at other times, they
may be due to their implementation; and at still other times, they may be due
to both. Recall that research on what really works shows that successful firms
have excellence on both the planning and strategy side and the implementation
or execution side. As Figure 22-A shows, marketers can develop and implement
strategies that have four possible results. For “C,” identify the
likely result of the planning and implementation of the marketing plan and its
strategies for a product or service.AnswerTrouble:
The solution is to recognize that only implementation is at fault and to
correct it.Success:
The marketing program achieves its objectives.Failure:
The marketing program flounders and fails to achieve its objectives.Trouble:
The solution is to recognize that only the strategy is at fault and to
correct it.Cannot
be determined with the information provided.1 points
Question 371.
The
information needed for the evaluation phase of the strategic marketing process
includes: (1) __________ and (2) action memos to correct problems and exploit
opportunities.Answerpositioning
studiesmarket-product
grids with target segments and product groupingsdetailed
plans to execute the marketing programtracking
reports to measure resultsprojected
future sales, expenses, and profits

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