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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