Question 1

Because of its highly efficient and low-cost distribution system,Walmart has a ____ advantage over Kmart.
A)nonsustainable competitive
B)sustainable marketing
C)sustainable control
D)sustainable implementation
E)sustainable competitive

Accepted Answer

The phrase "highly efficient and low-cost distribution system" suggests that Walmart has a sustainable competitive advantage over Kmart, meaning that it can maintain its edge in the long run. This is in contrast to a nonsustainable competitive advantage, which might be temporary or easily replicable by competitors. The other choices - sustainable marketing, control, and implementation - do not fit the context of the sentence or the concept of competitive advantage.

Question 2

A marketing plan document usually begins with a(n)
A)executive summary.
B)introduction to the company's marketing objectives.
C)summary of current performance as compared with past performance.
D)situation analysis.
E)opportunity and threat analysis.

Accepted Answer

The executive summary is typically the first section of a marketing plan document, summarizing the key points of the plan for readers.

Question 3

Which of the following is not a component of a marketing plan?
A)Environmental analysis
B)Marketing strategies
C)Product
D)Executive summary
E)Marketing implementation

Accepted Answer

Product is not a component of a marketing plan, but rather the object or service being marketed. The components of a marketing plan typically include an environmental analysis, marketing strategies, an executive summary, and marketing implementation.

Question 4

The Texas Pitt Barbecue Corporation has conducted a SWOT analysis of its competition,and sees a marketing opportunity for its new Texas Pit Barbecue restaurant.It has developed its marketing plan to include the type of products it will sell,the location for the restaurant,and the pricing it will use.Their plan includes a marketing objective to make a profit of 5% the first year of operation.So far,the owners of the restaurant have eliminated a key piece of the marketing plan,which is ____.
A)specifying how they will achieve their marketing objective
B)how they will address the competition's prices
C)coming up with a quantitative measure for their objective
D)developing a qualitative measure for their objective
E)assessing their weaknesses

Accepted Answer

The owners have set a marketing objective to make a profit of 5% the first year of operation, but they have not specified how they will achieve this objective. This is an important piece of the marketing plan that needs to be included to ensure that the objective is achievable and realistic.

Question 5

Which of the following is not a purpose of the marketing plan?
A)Communicate internally with employees
B)Assign tasks and responsibilities for implementation
C)Specify the allocation of resources
D)Monitor the performance of a marketing strategy
E)Serve as a contract with the customer

Accepted Answer

The marketing plan is not meant to serve as a contract with the customer. Its purpose is mainly to provide a roadmap for achieving marketing goals and objectives, allocate resources, assign responsibilities, monitor performance, and communicate internally with employees.

Question 6

Zingerman's Deli operates seven retail stores throughout the city.It plans to develop a new marketing plan to extend its number of stores and operating hours.In developing this marketing plan,it has asked its employees for feedback on the changes it plan to makes.In this case,the employees are Zingerman's ____ customers.
A)external
B)extended
C)intended
D)internal
E)domestic

Accepted Answer

The employees of Zingerman's Deli are internal customers as they are a part of the organization and are familiar with its operations. External customers refer to individuals who purchase goods or services from the organization, whereas intended customers refer to the target market or audience towards which the marketing plan is directed. Extended customers and domestic customers are not relevant in this context.

Question 7

A marketing plan
A)is characteristic of production-oriented firms and other mass producers.
B)provides a framework for implementing and controlling marketing activities.
C)always increases the marketing manager's operating costs.
D)produces plans that are short term in orientation.
E)restricts the marketing manager's future options.

Accepted Answer

A marketing plan provides a framework for implementing and controlling marketing activities, which helps in achieving marketing objectives and targets. It does not restrict the marketing manager's future options but instead guides them towards achieving success. The plan can be long-term or short-term in orientation, depending on the organization's overall strategic goals. A marketing plan is not characteristic of only production-oriented firms or other mass producers and does not necessarily increase the marketing manager's operating costs.

Question 8

Megan knows that whether she decides to interact with her customers in person,by phone,online,Facebook,Twitter,or by fax,that ____ should ultimately drive the marketing strategy.
A)marketing research
B)polite responsiveness
C)her customers
D)product availability
E)company goals

Accepted Answer

Megan should ultimately prioritize her customers in her marketing strategy, regardless of the channel or method of interaction chosen. She needs to take into consideration their needs, wants, preferences, and feedback to tailor her approach and provide a satisfying experience that builds loyalty and trust. The other choices may also be important factors, but they should be secondary to customer-centricity.

Question 9

Sayed's employer is currently developing a new marketing strategy.The top managers have developed the marketing strategy and have given it to Sayed so that he can now develop an implementation plan.Sayed's company will most likely end up with which type of strategy?
A)Decentralized
B)Centralized
C)Rigid
D)Intended
E)Realized

Accepted Answer

The fact that top managers developed the marketing strategy and then passed it on to Sayed to develop an implementation plan suggests a centralized strategy, where decision-making power is concentrated at the top level of the organization.

Question 10

J.C.Penney is presently involved in a process of assessing marketing opportunities and resources,determining marketing objectives,re-defining marketing strategies,and developing guidelines for implementation and control.Thus,J.C.Penney is involved in
A)strategic analysis.
B)marketing planning.
C)marketing management.
D)marketing.
E)market organization.

Accepted Answer

J.C.Penney is going through the stages of marketing planning, which involves analyzing opportunities, resources, determining objectives and strategies, and developing guidelines for implementation and control.

Question 11

Harley-Davidson's Harley Owner's Group (HOG)helps to foster strong relationships between riders and their motorcycles,giving it a(n)____ over other motorcycle manufacturers.
A)controllable advantage
B)uncontrollable competitive advantage
C)sustainable marketing advantage
D)effective competitive advantage
E)sustainable competitive advantage

Accepted Answer

Harley-Davidson's Harley Owner's Group (HOG) is a sustainable competitive advantage because it is a unique resource that is difficult for competitors to imitate or replicate. The strong relationships between riders and their motorcycles, fostered by HOG, create a loyal customer base and brand advocates. This type of advantage is sustainable because it is not easily replicated by competitors and can lead to long-term success for the company.

Question 12

L.L.Bean uses technology to help them identify specific customers,establish interactive dialogues with them to learn about their needs,and combine this information with their purchase histories to customize products to meet those needs.L.L.Bean is using the ____ approach.
A)target market positioning
B)SWOT analysis
C)customer relationship management
D)total quality management
E)internal marketing

Accepted Answer

L.L.Bean is using customer relationship management (CRM) approach, which involves identifying specific customers, interacting with them, and customizing products to meet their needs. The use of technology implies that L.L.Bean is managing customer relationships through a systematic approach that relies on technology and data analysis. Unlike target market positioning, SWOT analysis, total quality management, or internal marketing, CRM is focused on building customer loyalty and satisfaction through personalized interactions and tailored products.

Question 13

Electronic marketing has greatly improved the ability of marketers to target individual customers.As a result,many feel that marketing's emphasis is shifting from share of market to share of
A)budget.
B)consumer online time.
C)customer.
D)awareness.
E)commitment.

Accepted Answer

Electronic marketing has enabled marketers to collect and analyze customer data, allowing them to tailor their marketing efforts to individual customers. This shift in focus from targeting a broad market to targeting individual customers means that marketing's emphasis is now more on capturing a share of the customer, rather than just a share of the market. This is why "customer" is the best answer choice.

Question 14

Hallaway's Corp.'s new shampoo,VS2,is faltering badly in the market.Hallaway's marketing personnel are unsure who is responsible for various marketing tasks,when these tasks are to be completed,or what resources have been allocated.Hallaway Marketing Director Carolyn Willis said that the problem is that VS2 has the most poorly written ____ she has ever seen.
A)marketing plan
B)competitive plan
C)implementation plan
D)media schedule
E)product specification sheet

Accepted Answer

The sentence indicates that the problem with the faltering of VS2 shampoo lies in the poorly written plan which is responsible for the confusion in the allocation of resources and completion of marketing tasks. Therefore, the best choice is marketing plan (Option A).

Question 15

The process of putting marketing strategies into action is called
A)marketing implementation.
B)marketing control.
C)marketing action.
D)marketing auditing.
E)the marketing action plan.

Accepted Answer

Marketing implementation refers to the process of putting marketing strategies and plans into action. It involves the execution of marketing tactics, as well as the monitoring and adjusting of these tactics in order to achieve marketing objectives. Marketing implementation is a crucial step in the marketing process, as it is where the marketing plan is put into practice and its effectiveness is evaluated.

Question 16

If Ford Motor Company measured and evaluated the quality of its goods,services,and processes as compared with those of the best-performing companies in the automobile industry,it would be employing
A)uniform commitment to quality marketing.
B)internal marketing.
C)external marketing.
D)quality marketing.
E)benchmarking.

Accepted Answer

The scenario described is an example of benchmarking, which involves comparing one company's performance against that of the best-performing companies in its industry. This is a form of quality marketing, which is focused on improving the quality of products, services, and processes. However, the other answer choices do not accurately describe the situation described. Uniform commitment to quality marketing is a broad approach that emphasizes the importance of high quality across all aspects of a company's operations, while internal and external marketing are more focused on promoting a company's products, services, and culture to its employees and customers, respectively.

Question 17

Alex has been analyzing information from his company's database about customer purchasing habits,since he is responsible for the managing the growth of the industrial supply division of his company.Alex plans to use the information from his analysis to create new marketing strategies that will develop and sustain relationships with those customers who are more profitable for the company.What type of concept is Alex using?
A)Customer relationship management
B)Electronic data interchange
C)Business-to-consumer marketing
D)Strategic partnerships
E)The marketing concept

Accepted Answer

Alex is using customer data to develop and sustain relationships with more profitable customers, which is the fundamental idea behind customer relationship management (CRM). Thus, Alex is using the concept of customer relationship management.

Question 18

Starbucks provides training and support to its employees,including health care benefits.Through these ____ efforts Starbucks is better able to deliver quality products and service to its customers.
A)internal management
B)extended marketing
C)intended marketing
D)external marketing
E)internal marketing

Accepted Answer

Internal marketing refers to efforts made by a company to effectively train and support its employees, ensuring they are equipped with the knowledge and tools to deliver quality products and services to customers. This is exactly what Starbucks is doing by providing training and health care benefits to its employees.

Question 19

Emma is responsible for developing and implementing the marketing plan for a new type of walking shoe targeted toward older women.Her responsibility includes making sure that the production and deliveries to the retail stores are coordinated for this new product.In order for the marketing implementation to be successful,Emma should be sure the needs of ____ customers are met.
A)the external
B)the internal
C)both the internal and external
D)the planned
E)both the planned and realized

Accepted Answer

Emma's responsibility includes making sure that the production and deliveries to the retail stores are coordinated for this new product. This involves both external customers (the end consumer) and internal customers (the retail stores). Therefore, Emma should ensure that the needs of both internal and external customers are met for the marketing implementation to be successful.

Question 20

In a traditional organization,marketing decisions are likely to be
A)very decentralized.
B)centralized at the top levels of the organization.
C)made by frontline employees.
D)made by frontline managers.
E)made only by the CEO.

Accepted Answer

In a traditional organization, marketing decisions are likely to be centralized at the top levels of the organization, typically by senior executives or a specialized marketing department. This is because traditional organizations tend to have hierarchical structures with a clear chain of command and decision-making authority concentrated at the top. Frontline employees and managers may have input or feedback, but ultimately the final decisions are made by those who hold the most power and responsibility for the overall success of the organization.

Quiz 2: Planning, Implementing, and Evaluating Marketing Strategies

Because of its highly efficient and low-cost distribution system,Walmart has a ____ advantage over Kmart.

A marketing plan document usually begins with a(n)

Which of the following is not a component of a marketing plan?

Which of the following is not a purpose of the marketing plan?

A marketing plan

Megan knows that whether she decides to interact with her customers in person,by phone,online,Facebook,Twitter,or by fax,that ____ should ultimately drive the marketing strategy.

Sayed's employer is currently developing a new marketing strategy.The top managers have developed the marketing strategy and have given it to Sayed so that he can now develop an implementation plan.Sayed's company will most likely end up with which type of strategy?

J.C.Penney is presently involved in a process of assessing marketing opportunities and resources,determining marketing objectives,re-defining marketing strategies,and developing guidelines for implementation and control.Thus,J.C.Penney is involved in

Harley-Davidson's Harley Owner's Group (HOG) helps to foster strong relationships between riders and their motorcycles,giving it a(n) ____ over other motorcycle manufacturers.

L.L.Bean uses technology to help them identify specific customers,establish interactive dialogues with them to learn about their needs,and combine this information with their purchase histories to customize products to meet those needs.L.L.Bean is using the ____ approach.

Electronic marketing has greatly improved the ability of marketers to target individual customers.As a result,many feel that marketing's emphasis is shifting from share of market to share of

The process of putting marketing strategies into action is called

If Ford Motor Company measured and evaluated the quality of its goods,services,and processes as compared with those of the best-performing companies in the automobile industry,it would be employing

Starbucks provides training and support to its employees,including health care benefits.Through these ____ efforts Starbucks is better able to deliver quality products and service to its customers.

In a traditional organization,marketing decisions are likely to be