Question 1

Kraft Foods recently increased its advertising and couponing to its present cheese customers.It appears that Kraft is pursuing what kind of opportunity?

Accepted Answer

A)  market penetration
B)  product development
C)  market development
D)  mass marketing
E)  diversificationF) A) and B)
G) A) and C)

Question 2

Marketing strategies

Accepted Answer

A)  enable marketing managers to be satisfied just planning present activities.
B)  ensure that every opportunity is good for every company.
C)  do not specify target markets and related marketing mixes.
D)  provide a limited picture of what a firm will do in some market.
E)  are not whole-company plans.F) B) and D)
G) C) and D)

Question 3

If customers in other countries are interested in the products a firm offers,or could offer,serving them may improve economies of scale.

Accepted Answer

A) True 
 B)False

Question 4

Marketing strategies

Accepted Answer

A)  are not whole-company plans.
B)  ensure that every opportunity is good for every company.
C)  do not specify target markets and related marketing mixes.
D)  ensure sales and profit for the company.
E)  provide a limited picture of what a firm will do in some market.F) B) and C)
G) C) and E)

Question 5

Pop Soda Co.wants to increase sales of its existing carbonated drinks by making them more convenient,so it's making the drinks available at more stores in its present areas.This is an example of

Accepted Answer

A)  market penetration.
B)  differentiation.
C)  product development.
D)  diversification.
E)  market development.F) A) and B)
G) C) and D)

Question 6

The retention rate is the amount it costs to attract a new customer compared to the amount it costs to retain customers.

Accepted Answer

A) True 
 B)False

Question 7

Lipton has increased sales by developing ads that encourage its current customers to drink Lipton tea instead of coffee at morning "coffee breaks." This effort focuses on

Accepted Answer

A)  diversification.
B)  market penetration.
C)  product development.
D)  mass marketing.
E)  market development.F) B) and C)
G) A) and B)

Question 8

Advances in e-commerce,transportation,and communications have had little impact on creating international opportunities.

Accepted Answer

A) True 
 B)False

Question 9

________ is the managerial process of developing and maintaining a match between an organization's resources and its market opportunities.

Accepted Answer

A)  Strategic (management) planning
B)  Target marketing
C)  Mass marketing
D)  Resource allocation
E)  Marketing controlF) A) and E)
G) C) and D)

Question 10

Marketing managers should view potential customers as

Accepted Answer

A)  all alike.
B)  all having the same needs.
C)  always wanting to meet needs in the same way.
D)  grouped into segments of similar consumers.
E)  being of different types,but all having the same characteristics.F) A) and B)
G) B) and E)

Question 11

A S.W.O.T.analysis identifies the "special weapons or tactics" used by the competitor in a product market that has the most profitable marketing mix.

Accepted Answer

A) True 
 B)False

Question 12

An office supplies producer sells a variety of office supplies to final consumers and businesses using its own mail order catalog.Here,

Accepted Answer

A)  there is no channel of distribution.
B)  there is no opportunity to apply target marketing.
C)  no promotion is involved.
D)  a production orientation is just as effective as a marketing orientation.
E)  None of these of these answers is correct.F) A) and D)
G) C) and D)

Question 13

When the manager of a Denny's Restaurant offers a customer a coupon for a free meal as compensation for slow service,the manager is focusing on

Accepted Answer

A)  differentiation.
B)  product development.
C)  short-term profits.
D)  a diversification strategy.
E)  customer lifetime value.F) None of the above
G) A) and C)

Question 14

The three basic tasks of all managers,according to the text,are

Accepted Answer

A)  planning,staffing,and evaluating.
B)  marketing,production,and finance.
C)  execution,feedback,and control.
D)  hiring,training,and compensating.
E)  planning,implementation,and control.F) A) and B)
G) A) and C)

Question 15

One way to increase customer equity is to find cost-effective ways to add new customers for the firm's products.

Accepted Answer

A) True 
 B)False

Exam 2: Marketing Strategy Planning

When the manager of a Denny's Restaurant offers a customer a coupon for a free meal as compensation for slow service,the manager is focusing on

Correct Answer
verified

The three basic tasks of all managers,according to the text,are

Correct Answer
verified

Advances in e-commerce,transportation,and communications have had little impact on creating international opportunities.

Correct Answer
verified

Marketing strategies

Correct Answer
verified

An office supplies producer sells a variety of office supplies to final consumers and businesses using its own mail order catalog.Here,

Correct Answer
verified

________ is the managerial process of developing and maintaining a match between an organization's resources and its market opportunities.

Correct Answer
verified

If customers in other countries are interested in the products a firm offers,or could offer,serving them may improve economies of scale.

Correct Answer
verified

Kraft Foods recently increased its advertising and couponing to its present cheese customers.It appears that Kraft is pursuing what kind of opportunity?

Correct Answer
verified

Marketing managers should view potential customers as

Correct Answer
verified

Lipton has increased sales by developing ads that encourage its current customers to drink Lipton tea instead of coffee at morning "coffee breaks." This effort focuses on

Correct Answer
verified

One way to increase customer equity is to find cost-effective ways to add new customers for the firm's products.

Correct Answer
verified

A S.W.O.T.analysis identifies the "special weapons or tactics" used by the competitor in a product market that has the most profitable marketing mix.

Correct Answer
verified

Pop Soda Co.wants to increase sales of its existing carbonated drinks by making them more convenient,so it's making the drinks available at more stores in its present areas.This is an example of

Correct Answer
verified

Marketing strategies

Correct Answer
verified

The retention rate is the amount it costs to attract a new customer compared to the amount it costs to retain customers.

Correct Answer
verified

Exam 2: Marketing Strategy Planning

When the manager of a Denny's Restaurant offers a customer a coupon for a free meal as compensation for slow service,the manager is focusing on

Correct AnswerverifiedShow Answer

The three basic tasks of all managers,according to the text,are

Correct AnswerverifiedShow Answer

Advances in e-commerce,transportation,and communications have had little impact on creating international opportunities.

Correct AnswerverifiedShow Answer

Marketing strategies

Correct AnswerverifiedShow Answer

An office supplies producer sells a variety of office supplies to final consumers and businesses using its own mail order catalog.Here,

Correct AnswerverifiedShow Answer

________ is the managerial process of developing and maintaining a match between an organization's resources and its market opportunities.

Correct AnswerverifiedShow Answer

If customers in other countries are interested in the products a firm offers,or could offer,serving them may improve economies of scale.

Correct AnswerverifiedShow Answer

Kraft Foods recently increased its advertising and couponing to its present cheese customers.It appears that Kraft is pursuing what kind of opportunity?

Correct AnswerverifiedShow Answer

Marketing managers should view potential customers as

Correct AnswerverifiedShow Answer

Lipton has increased sales by developing ads that encourage its current customers to drink Lipton tea instead of coffee at morning "coffee breaks." This effort focuses on

Correct AnswerverifiedShow Answer

One way to increase customer equity is to find cost-effective ways to add new customers for the firm's products.

Correct AnswerverifiedShow Answer

A S.W.O.T.analysis identifies the "special weapons or tactics" used by the competitor in a product market that has the most profitable marketing mix.

Correct AnswerverifiedShow Answer

Pop Soda Co.wants to increase sales of its existing carbonated drinks by making them more convenient,so it's making the drinks available at more stores in its present areas.This is an example of

Correct AnswerverifiedShow Answer

Marketing strategies

Correct AnswerverifiedShow Answer

The retention rate is the amount it costs to attract a new customer compared to the amount it costs to retain customers.

Correct AnswerverifiedShow Answer

Correct Answer
verified

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