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 firmâs macromarketing 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
companyâs 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
