What are the four characteristics of a marketing audit

Question

1.What can enhance the value of Web-based shopping experiences to serve as personal shopping assistants or Web-site guides?

1. E-mail
2. Avatars
3. Smartphones
4. Tablets

2.Prestige LLC, a small company that manufactures specialty cereals and energy bars, wants to launch a "green marketing" program in response to heightened consumer awareness about environmental issues. What should the company do to maximize the program's chances of being successful?

1. Focus on the efforts and costs incurred by the company to bring these "green" products to consumers.
2. Explain the rules and regulations laid out by governmental agencies to protect the environment.
3. Emphasize benefits to the consumer rather than environmental benefits.
4. Demonstrate that the products will benefit both customers and the society in the long-term.

3.A firm must know where to position its product based on price and ________.

1. quality
2. communication
3. promotional efforts
4. region

4._______ is an approach that considers different ethnic and cultural segments require targeted marketing campaigns and tactics.

1. Specialized marketing
2. Ethnic-based marketing
3. Multicultural marketing
4. Diversity marketing

5.Marketers need to identify the hierarchy of attributes that guide consumer decision making in order to understand different competitive forces and how these various sets get formed. This process of identifying the hierarchy is called ________.

1. market valuation
2. brand association
3. market partitioning
4. market estimation

6.Which method identifies the effect sponsorship has on consumers brand knowledge?

1. Supply-side method
2. Pricing method
3. Positioning method
4. Demand-side method

7.The three guidelines for anticipating management reactions are (1) prior to the crisis during normal day-to day operations, (2) at the moment some event triggers the crisis, and (3) during the crisis situation that triggers the event. These guidelines are the stages for ________.

1. decision making
2. provoking solutions
3. crisis management
4. problem-solving

8.What is the perceived monetary value of the bundle of economic, functional, and psychological benefits customers expect from a given market offering because of the product, service, people, and image?

1. Total customer benefit
2. Complete marketing benefit
3. Total management benefit
4. Ultimate service benefit

9.ABC Technology is nearing completion on their product and market research has discovered a competitor is also close to launching a similar product. ABC has decided launch before their competition, this is called ________.

1. First entry
2. parallel entry
3. late entry
4. early entry

10.What type of control focuses on measuring a company’s products territories, customer groups, segments, trade channels, and order sizes to help expand or eliminate any products or marketing activities?

1. Activity
2. Solvency
3. Efficiency
4. Profitability

11.A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can show the firm which brands are most competitive with its own.

1. hard-core loyals
2. switchers
3. split loyals
4. shifting loyals

12.Which control should periodically reassess its approach to the marketplace with a good marketing audit?

1. Marketing control
2. Performance control
3. Strategic control
4. Ethical control

13.Which of the following can induce a firm to expand into the international arena?

1. A saturated foreign market
2. A saturated domestic market
3. Cater to a domestic mass marketHigh income level of domestic consumers

14.With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group.

1. product specialization
2. selective specialization
3. market specialization
4. single-segment concentration

15.If the Ford GT is designed to accelerate to 50 miles per hour within 10 seconds, and every Ford GT coming off the assembly line does this, the model is said to have high ________.

1. interoperability
2. durability
3. compatibility
4. conformance quality

16Wheels conducts exhaustive customer surveys to discover customer preferences and attitudes towards the brand. Sally uses cluster analysis to classify the data and help the company determine the trends in the information. Sally is using the technique of ________.

1. data mining
2. data governance
3. data accumulation
4. data marketing

17.Another basis for decision-making is referred to as ________.(NOT SURE)

1. correct ethics
2. ethical dilemmas
3. situational ethics
4. ethical practices

 

18.The effect of exposures on audience awareness depends on the following three factors:

1. distance, timing, and focus
2. height, length, and width
3. reach, frequency, and impact
4. space, communication, and advertisements

 

19.Which of the following is a strategy that uses the manufacturer’s sales force, trade promotion money, or other means to induce intermediaries to carry, promote, and sell the product to end users?

1. Strategic plan
2. Pull strategy
3. Lock strategy
4. Push strategy

 

20.The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place?

1. Step 1 – defining the problem
2. Step 2 – developing the research plan
3. Step 5 – drafting the report
4. Step 4 – analyzing the information

 

21.Which component of a marketing audit includes major developments in income, prices, savings, and credit that affect the company?

1. Cultural
2. Economic
3. Technological
4. Political

 

22.Through its cutting-edge point-of-sale inventory, management technology, and highly efficient shipping practices, Wal-Mart is able to keep its inventory expenditure extremely low and to pass these savings on to consumers in the form of low prices. Wal-Mart's strategy is best described as ________.

1. market development
2. differentiation
3. integrative growth
4. overall cost leadership

23.Marketers must see themselves as benefit providers. For example, when a shopper purchases new shoes, he or she expects the shoes to cover his or her feet and allow him or her to walk unobstructed. This is an example of what level in the consumer-value hierarchy?

1. Basic product
2. Pure tangible product
3. Potential benefit
4. Core benefit

24.New-to-the-world products are ________.

1. new products that create an entirely new market
2. existing products that are targeted to new geographical markets
3. new product enhancements that supplement established products
4. low-cost products designed to obtain an edge in highly competitive markets

25.What are the four characteristics of a marketing audit?

1. Announced, semi-annually, dependent, and perpetual
2. Simple, unique, randomly, and exclusive
3. Comprehensive, systematic, independent, and periodic
4. Dependent, non-comprehensive, quarterly, and unannounced

 

26.What type of strategy consists of geographical pricing, price discounts and allowances, promotional pricing, and differentiated pricing?

1. Regular prices
2. Price adaptation
3. Fixed pricing
4. Altered pricing

27.The ability to meet humanity’s needs without harming future generations is now a top priority in most corporate agenda________.

1. righteousness
2. sustainability
3. rules
4. ethics

 

28.social definition of marketing says ______.

1. marketing is the process of extracting maximum value from consumers to facilitate corporate growth
2. effective marketing requires companies to remove intermediaries to achieve a closer connection with direct consumers
3. a company should focus exclusively on achieving high production efficiency, low costs, and mass distribution to facilitate the broadest possible access to the company’s products
4. marketing is the process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others

29.BMW's "The ultimate driving machine," American Express' "Don't leave home without it," New York Times' "All the news that's fit to print," and AT&T's "Reach out and touch someone" are all examples of ________.

1. brand vision
2. brand mission
3. brand slogan
4. brand personality

30.A music school in Boyles Height, LA, specializes in teaching the guitar and the violin. After a spurt in growth and a few successful years, the school is experiencing a slowdown in sales and stability in its profits due to an increase in competition. The school is in the ________ stage of its life cycle.

1. growth
2. obsolescence
3. maturity
4. decline