FINAL TEST – MARKETING FUNDAMENTALS
FINAL TEST – MARKETING FUNDAMENTALS
Question 1
/ 5 pts
(TCO 3) Three commonly used methods of evaluating marketing programs are
sales analysis, marginal analysis, and cost analysis.
sales analysis, profitability analysis, and marketing audits.
Correct!
Marketing ROI, metrics, and dashboards.
sales audits, cost audits, and marketing audits.
internal audits, external audits, and marketing control boards.
UnansweredQuestion 2
/ 5 pts
(TCO 1) The more a marketing plan is based on _ rather than guesses, the less uncertainty and fewer risks are associated with executing it.
industry forecasts and sales predictions
intuitions and forecasts
past historical data
facts and valid assumptions
contingencies
UnansweredQuestion 3
/ 5 pts
(TCO 1) Which marketing strategy focuses on a single market segment, but adds additional product lines?
Full coverage
Market specialization
Product specialization
Selective specialization
Market-product concentration
UnansweredQuestion 4
/ 5 pts
(TCO 1) Based on relative competitive scope (broad target to narrow target) and source of competitive advantage (lower cost to differentiation), Porter’s four generic business strategies are differentiation, cost focus, differentiation focus, and
exclusivity.
electronic-focus.
quality focus.
cost leadership.
service leadership.
UnansweredQuestion 5
/ 5 pts
(TCO 1) Which of the following pieces of information is used in the implementation phase of the strategic marketing process?
Corporate return on investment
Gantt charts
Revenues associated with each point of market share
Trends in past and current revenues for industry and competitors in total and by segment
Possible cannibalization effects on other products in the line
UnansweredQuestion 6
/ 5 pts
(TCO 2) Which of the following pieces of information is used in a SWOT analysis, the first step of the planning phase of the strategic marketing process?
Corporate return on investment
Market share for the product
Revenues associated with each point of market share
Trends in past and current revenues for industry and competitors
Possible cannibalization effects on other products in the line
UnansweredQuestion 7
/ 5 pts
(TCO 6) The first decision in developing an advertising program is to
set the budget.
state the mission of the advertising program.
identify the target audience.
select the appeal.
select the media.
UnansweredQuestion 8
/ 5 pts
(TCO 6) The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are complexity, risk, and _.
ancillary services
size
durability
accessibility
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FINAL TEST – MARKETING FUNDAMENTALS was first posted on April 25, 2019 at 8:28 pm.
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