\n1. The purpose of profitability control is to<\/p>\n
understand the efficiency of the sales force, advertising, sales promotion, and distribution
\nevaluate and improve the spending efficiency and impact of marketing expenditures
\nexamine where the company is making and losing money
\nexamine whether the company is pursuing its best opportunities with respect to markets, products, and channels<\/p>\n
2. ________ is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments.<\/p>\n
Marketing implementation
\nMarket watch
\nMarketing control
\nTest marketing<\/p>\n
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)<\/p>\n
price escalation problem
\nmarket pricing problem
\nopportunity cost problem
\ntactical pricing problem<\/p>\n
4. ______ is an obligation to act in a way expected of a reasonable person.<\/p>\n
Liability
\nDuty
\nLitigation
\nReliance<\/p>\n
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?<\/p>\n
Periodic
\nSystematic
\nComprehensive
\nIndependent<\/p>\n
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<\/p>\n
marketing control
\nmarketing function
\nmarketing development
\nmarketing mix<\/p>\n
7. Marketing effectiveness rating instruments and marketing audits are approaches to<\/p>\n
efficiency control
\nannual-plan control
\nprofitability control
\nstrategic control<\/p>\n
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<\/p>\n
dual adaptation
\nforward adaptation
\nstraight extension
\nproduct standardization<\/p>\n
9. Which of the following is true regarding a marketing audit?<\/p>\n
It identifies the most-needed improvements and incorporates them into a ive-action plan with short- and long-run steps.
\nIt focuses on a firm’s macro marketing environment.
\nIt focuses on analysis of those marketing activities that have failed to produce adequate results.
\nIt relies on feedback from company managers for data and opinions.<\/p>\n
10. To protect a creative work from being published in any other manner, a company or author would ____________ the material.<\/p>\n
patent
\ncopyright
\ntrademark
\nfreelance<\/p>\n
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<\/p>\n
imagines illegal policy may occur
\nuncovers illegal action
\nunknowingly works with a corrupt agency
\ncooperates to further illegal action<\/p>\n
12. Rising customer expectations, evolving employee goals and ambitions, and tighter government legislation and pressure are driving companies to<\/p>\n
operate flatter organizations
\nmanage shorter supply chains
\noperate leaner manufacturing facilities
\npractice a higher level of corporate social responsibility<\/p>\n
13. Which of the following is an example of a distribution metric used for measuring the performance of marketing plans?<\/p>\n
Stock cover in days
\nCustomer acquisition
\nEffective reach
\nMarket share<\/p>\n
14. Which of the following is an example of a communication metric used for measuring the performance of marketing plans?<\/p>\n
Response rate
\nTrial rate
\nSales growth
\nNew customer gains<\/p>\n
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.<\/p>\n
marketing audit
\nmarketing metric
\nmarketing plan
\nmarket-based scorecard analysis<\/p>\n
16. Straight extension of the product means<\/p>\n
introducing a customized product to the foreign market with existing marketing strategy
\nintroducing the product to the foreign market with major changes to the product
\nintroducing a customized product to the foreign market with a new marketing strategy
\nintroducing the product to the foreign market without any changes to the product<\/p>\n
17. A marketing audit is typically best conducted by a(n)<\/p>\n
internal marketing executive
\ninternal department
\na. self-audit
\noutside consultant<\/p>\n
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?<\/p>\n
Consumers resented being sold an inferior product on the back of a cause-marketing program.
\nCustomers questioned the link between the product and the cause and saw the firm as self-serving and exploitive.
\nCustomers felt that the cause was not in sync with the company’s brand image.
\nConsumers did not value the cause Cadbury was promoting.<\/p>\n
19. Which of the following refers to the ability to meet humanity’s needs without harming future generations?<\/p>\n
Greenwashing
\nEcological footprinting
\nSustainability
\nScalability<\/p>\n
20. The purpose of strategic control is to<\/p>\n
understand the efficiency of the sales force, advertising, sales promotion, and distribution
\nexamine whether the company is pursuing its best opportunities with respect to markets, products, and channels
\nexamine where the company is making and losing money
\nevaluate and improve the spending efficiency and impact of marketing expenditures<\/p>\n
21. Which of the following is likely to be an important trend in marketing in the future?<\/p>\n
Marketing science
\nMarketing intuition
\nManual marketing
\nMass marketing<\/p>\n","protected":false},"excerpt":{"rendered":"
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