Question 1

Pizza-Pizza updates their Twitter and Facebook daily,highlighting local specials and interesting tid-bits about their products,these daily actions are known as marketing:

Accepted Answer

The daily updates on Twitter and Facebook that highlight local specials and interesting tid-bits about their products are tactics used by Pizza-Pizza to promote their brand and products. Therefore, the correct choice is B. Marketing strategies refer to the overall approach or plan developed by a business to reach its target market, while social media presence and social media marketing are broader terms that encompass all activities a business engages in on social media platforms.

Question 2

At a recent executive meeting,the marketing manager said: "starting tomorrow,we will Tweet five times a day!" This decision is an example of a(n):

Accepted Answer

A marketing tactic is a specific action or approach aimed at achieving a particular marketing objective. In this case, tweeting five times a day is a specific action that falls under the tactic of social media marketing. It is not a comprehensive plan or long-term strategy, but rather a tactical decision aimed at increasing engagement on social media.

Question 3

McCain is the largest French Fries provider to the food service and institutional market segment.When McCain decides to branch out from the frozen foods category into the ready-to-serve beverage market,their growth strategy is:

Accepted Answer

Diversification is the best choice as McCain is entering into a completely new market segment (beverage market) which is not related to their current frozen foods category. Therefore, it can be identified as diversification.

Question 4

Xbox video game consoles were developed through a joint venture between Microsoft and the WWF (World Wrestling Federation).Plans were made to rush the product to market to counter new Playstation and Nintendo consoles that were also being released about the same time.Complaints about the video game began immediately after its introduction.These complaints ranged from missing parts to incorrect programming. In which phase of the strategic marketing process did the Xbox strategy fail?

Accepted Answer

The Xbox strategy failed in the implementation phase, as complaints about missing parts and incorrect programming were immediate after its introduction, indicating that the product did not meet its intended goals and specifications. This issue could have been addressed through more thorough testing and quality control during the implementation phase.

Question 5

At which step of the planning stage of the strategic marketing process does a firm develop the program's marketing mix?

Accepted Answer

Developing the marketing mix is part of the marketing program stage in the strategic marketing process. This is when the firm determines the specific tactics and activities to be implemented to achieve the marketing objectives. The marketing mix includes the 4 Ps (product, price, promotion, and place) that will be used to meet the needs and wants of the target market.

Question 6

There are many perfumes on the market,but only one that breaks down fragrances into elements so people can wear the particular scents with which they have emotional ties.The perfume's name is Demeter,and it makes over 150 different fragrances with names like Dirt,Lobster,Dandelion,Sugar Cookie,Brownie,Woodsmoke,Leather,and Turpentine.According to people who use Demeter perfume,its memorable scents would be what makes it superior to other perfumes.Which elements of the marketing program were being considered when the company's owner decided initially to market the perfume in 1-ounce coloured glass bottles that would not always be sold at list price?

Accepted Answer

The decision to market the perfume in 1-ounce coloured glass bottles relates to the product (packaging) and price (not always sold at list price). Therefore, the elements of the marketing program being considered were price and product. Place and promotion are not directly related to this decision.

Question 7

Mars Incorporated targets health-conscious females by advertising its 3 MUSKETEERS→ Bar which has "45 percent less fat than average of the leading chocolate brands." It uses clever television ads to promote this product benefit and is achieving good sales results using this strategy.Mars is ____________ in the implementation phase of the strategic marketing process.

Accepted Answer

Mars Incorporated is executing the marketing program by using clever television ads to promote the 3 MUSKETEERS→ Bar that targets health-conscious females.

Question 8

Apple's marketing department has specified a target market for the iPhone 5C,the subsequent actions undertaken to realize their goal of strong sales in this market is known as:

Accepted Answer

The subsequent actions undertaken to realize the goal of strong sales in a specific target market is known as a marketing strategy. Therefore, the best choice is C, strategy.

Question 9

McCain is the largest French Fries provider to the food service and institutional market segment.When McCain decides to have a presence in over 100 countries,even if they are not profitable,their growth strategy is:

Accepted Answer

Market development involves taking an existing product into new markets. By expanding into over 100 countries, even if not all of them are initially profitable, McCain is pursuing market development as a growth strategy.

Question 10

All of the following are critical components of a cohesive marketing program,except:

Accepted Answer

While advertising can be a component of a cohesive marketing program, it is not critical to its success. Other elements such as product, price, and promotion are essential components that cannot be overlooked.

Question 11

There are many perfumes on the market,but only one that breaks down fragrances into elements so people can wear the particular scents with which they have emotional ties.The perfume's name is Demeter,and it makes over 150 different fragrances with names like Dirt,Lobster,Dandelion,Sugar Cookie,Brownie,Woodsmoke,Leather,and Turpentine.According to people who use Demeter perfume,its memorable scents would be what makes it superior to other perfumes.What element of the marketing program is being considered when the company's owner decided initially to market the perfumes in a limited number of very exclusive specialty department stores?

Accepted Answer

The element of the marketing program being considered is "place", as the decision to market the perfumes in a limited number of very exclusive specialty department stores involves the selection of distribution channels that will best reach the target market.

Question 12

David and Cecilia Stanford,owners of Prairie Herb vinegars,decided to offer the product in 5-ounce and 13-ounce sizes as well as in a 16-ounce European glass bottle.They decided to sell the vinegar only through the mail and to price the smaller bottles at $4.45 and the largest bottles at $13.25.They were determining its:

Accepted Answer

Tactics are the specific actions that a company takes to achieve its objectives. In this case, David and Cecilia Stanford are deciding how to sell their vinegar, which is a tactical decision.

Question 13

Which of the following statements reflects both of the key elements in developing a marketing strategy for L.M.Schofield,Inc.,a company that produces specialized concrete surfaces for heavily trafficked areas such as retail outlets and amusement parks?

Accepted Answer

Developing a marketing strategy involves identifying the target market and communicating the unique value proposition to them. In this case, the company produces specialized concrete surfaces for heavily trafficked areas such as retail outlets and amusement parks. Hence, the key element is to communicate this proposition to contractors who are building riding and walking paths. Direct mail is a targeted approach that can effectively reach out to potential customers and provide them with detailed information about the product. The other options may not be as effective or relevant to the target market.

Question 14

Six months into a new marketing program,the Manager assesses the current metrics of the plan to the original forecasted results.When she realizes that sales are not on target and the plan must be adjusted,she is:

Accepted Answer

When the manager realizes that sales are not on target and the plan must be adjusted, she is identifying deviations in the marketing plan and needs to act on them. This process is essential for continuous improvement and reaching marketing goals. The other options, such as segmenting the market, establishing a business mission, designing the marketing mix, and setting the budget, are important steps in the marketing planning process, but not relevant to the current situation where adjustments need to be made to improve results.

Question 15

When BellSouth made plans to increase its presence in the lucrative Latin American market,some of its employees decided BellSouth needed to acquire the rest of Telefonia Cellular de Nicaragua,one of its subsidiaries in Latin America.To do so,they paid a substantial sum to the wife of a Nicaraguan legislator who was responsible for legal changes that were needed to allow Telefonia to become completely owned by BellSouth.This payment was in direct violation of U.S.law,and BellSouth had to pay a hefty fine and divest itself of its illegal acquisition.In which phase of the strategic marketing process did the BellSouth strategy fail?

Accepted Answer

The BellSouth strategy failed in the implementation phase because the employees took illegal actions to acquire the subsidiary, which violated U.S. law and resulted in a hefty fine and divestment.

Question 16

Two major elements of the implementation phase of the strategic marketing process are:

Accepted Answer

The answer of Two major elements of the implementation phase...

Question 17

Mars Incorporated targets health-conscious females by advertising its 3 MUSKETEERS→ Bar which has "45 percent less fat than average of the leading chocolate brands." It uses clever television ads to promote this product benefit and is achieving good sales results using this strategy.What phase of the Strategic Marketing Process is Mars at?

Accepted Answer

Mars is in the implementation phase, where they are executing their marketing strategy by advertising the product's benefits to achieve sales results.

Question 18

There are many perfumes on the market,but only one that breaks down fragrances into elements so people can wear the particular scents with which they have emotional ties.The perfume's name is Demeter,and it makes over 150 different fragrances with names like Dirt,Lobster,Dandelion,Sugar Cookie,Brownie,Woodsmoke,Leather,and Turpentine.According to people who use Demeter perfume,its memorable scents would be what makes it superior to other perfumes.Which element of the marketing program is being considered when the company's owner decides to add scents that evoke colors?

Accepted Answer

The addition of scents that evoke colors is a product development decision, as it involves creating new fragrances as part of the company's product line. It is not related to price (B), promotion (C), or place (D).

Question 19

Sheila Murray,brand director at Starbucks,had to determine how much to spend and then obtain funding to run a new national radio and print ad campaign.When it comes to implementing her plan,what component is Sheila paying attention to?

Accepted Answer

Sheila is focused on obtaining resources, as she needs to determine the budget and secure funding for the ad campaign.

Question 20

A marketing strategy is the means by which a marketing goal is to be achieved.Two factors that usually characterizing a marketing strategy are:

Accepted Answer

A marketing strategy typically includes identifying a specific target market and developing a marketing program to reach that market. While specific goals, organizational objectives, a detailed marketing plan, and a marketing budget may also be part of a marketing strategy, they do not necessarily characterize it. Marketing strategies are broader and more high-level than marketing tactics, which are the specific actions used to implement a marketing strategy.

Quiz 2: Developing Successful Marketing Strategies