Question 1

Operational plans focus on the long-term execution of the marketing plan performed by top-level management.

Accepted Answer

A) True 
 B)False

Question 2

The three levels of business planning are ________.

Accepted Answer

A)  managerial, operational, and promotional 
B)  strategic, functional, and operational 
C)  portfolio, strategic, and functional 
D)  SWOT, strategic, and tactical 
E)  operational, functional, and tactical 
A)  managerial, operational, and promotional 
B)  strategic, functional, and operational 
C)  portfolio, strategic, and functional 
D)  SWOT, strategic, and tactical 
E)  operational, functional, and tactical

Question 3

Which of the following is a common objection to relying exclusively on ROMI for measuring marketing success?

Accepted Answer

A)  In a company's accounting statements, marketing expenditures tend to appear as investments rather than costs. 
B)  Calculating ROMI requires knowing what would have happened if the marketing expenditures had never taken place. 
C)  ROMI tends to lead managers toward a more long-term perspective on decision making. 
D)  ROMI focuses on a firm's sustainability commitments to the detriment of its short-term performance. 
E)  ROMI calculates profit by deducting expenditures rather than dividing by expenditures. 
A)  In a company's accounting statements, marketing expenditures tend to appear as investments rather than costs. 
B)  Calculating ROMI requires knowing what would have happened if the marketing expenditures had never taken place. 
C)  ROMI tends to lead managers toward a more long-term perspective on decision making. 
D)  ROMI focuses on a firm's sustainability commitments to the detriment of its short-term performance. 
E)  ROMI calculates profit by deducting expenditures rather than dividing by expenditures.

Question 4

Compare and contrast strategic planning and operational planning.

Accepted Answer

Strategic planning is the managerial dec

Question 5

After marketing strategies are developed, the next step in market planning is ________.

Accepted Answer

A)  development of marketing objectives 
B)  strategic planning 
C)  implementation 
D)  situation analysis 
E)  pricing development 
A)  development of marketing objectives 
B)  strategic planning 
C)  implementation 
D)  situation analysis 
E)  pricing development

Question 6

The distribution strategy is the place component of the marketing mix.

Accepted Answer

A) True 
 B)False

Question 7

A firm's ________ determines how much a firm charges for a product.

Accepted Answer

A)  Gantt chart analysis 
B)  PERT chart analysis 
C)  pricing strategy 
D)  product strategy 
E)  return on marketing investment 
A)  Gantt chart analysis 
B)  PERT chart analysis 
C)  pricing strategy 
D)  product strategy 
E)  return on marketing investment

Question 8

Which of the following is a tool that marketers often use to portray an action plan's time line?

Accepted Answer

A)  a Gantt chart 
B)  a SWOT analysis 
C)  an SBU analysis 
D)  a BCG matrix 
E)  a marketing metric 
A)  a Gantt chart 
B)  a SWOT analysis 
C)  an SBU analysis 
D)  a BCG matrix 
E)  a marketing metric

Question 9

In the ________ stage of market planning, marketers must determine how they want consumers to think of their product in comparison to competing products.

Accepted Answer

A)  develop a mission statement 
B)  perform a situation analysis 
C)  develop marketing strategies 
D)  develop distribution strategies 
E)  implement the plan 
A)  develop a mission statement 
B)  perform a situation analysis 
C)  develop marketing strategies 
D)  develop distribution strategies 
E)  implement the plan

Question 10

________ is the first, or "big picture," level of planning.

Accepted Answer

A)  Strategic planning 
B)  Functional planning 
C)  Operational planning 
D)  Product development 
E)  Business planning 
A)  Strategic planning 
B)  Functional planning 
C)  Operational planning 
D)  Product development 
E)  Business planning

Question 11

________ decisions identify how marketing will accomplish its objectives in the target markets by using product, price, promotion, and place.

Accepted Answer

A)  Marketing metrics 
B)  Strategic business unit 
C)  Return on marketing investment 
D)  Marketing mix 
E)  Strategic planning 
A)  Marketing metrics 
B)  Strategic business unit 
C)  Return on marketing investment 
D)  Marketing mix 
E)  Strategic planning

Question 12

The ________ is the most fundamental part of the marketing mix.

Accepted Answer

A)  product 
B)  distribution 
C)  price 
D)  production 
E)  profit 
A)  product 
B)  distribution 
C)  price 
D)  production 
E)  profit

Question 13

Briefly describe the purpose of a portfolio analysis.

Accepted Answer

The portfolio analysis is a tool managem

Question 14

Briefly describe the four qualities SBU objectives should have. Why are these qualities important?

Accepted Answer

SBU objectives should be specific, measu

Question 15

Which of the following involves using data and analytics in real time to continuously source promising opportunities or solutions to problems?

Accepted Answer

A)  leading indicators 
B)  lagging indicators 
C)  agile marketing 
D)  return on marketing investment 
E)  control 
A)  leading indicators 
B)  lagging indicators 
C)  agile marketing 
D)  return on marketing investment 
E)  control

Question 16

According to the BCG growth-market share matrix, ________ are strategic business units with products that have a dominant market share in a high-growth market.

Accepted Answer

A)  problem children 
B)  exclamation points 
C)  cash cows 
D)  stars 
E)  question marks 
A)  problem children 
B)  exclamation points 
C)  cash cows 
D)  stars 
E)  question marks

Question 17

Biopure is a company that manufactured and marketed oxygen therapeutics. Its products were Hemopure for human use and Oxyglobin for animal use. Both were developed as alternatives to red blood cell transfusions. Which of the following was part of Biopure's internal environment?

Accepted Answer

A)  approval by the U.S. Food and Drug Administration to allow veterinarians to use Oxyglobin 
B)  the global market for the raw materials needed to make Hemopure and Oxyglobin 
C)  the patented manufacturing process that Biopure uses to produce Hemopure and Oxyglobin 
D)  a competitor developing a similar product 
E)  changes in patent law 
A)  approval by the U.S. Food and Drug Administration to allow veterinarians to use Oxyglobin 
B)  the global market for the raw materials needed to make Hemopure and Oxyglobin 
C)  the patented manufacturing process that Biopure uses to produce Hemopure and Oxyglobin 
D)  a competitor developing a similar product 
E)  changes in patent law

Question 18

Advertising, sales promotion, public relations, publicity, direct marketing, and personal selling are all parts of the ________.

Accepted Answer

A)  target market strategy 
B)  pricing strategy 
C)  product strategy 
D)  promotional strategy 
E)  distribution strategy 
A)  target market strategy 
B)  pricing strategy 
C)  product strategy 
D)  promotional strategy 
E)  distribution strategy

Question 19

Effective objectives should be all of the following EXCEPT which one?

Accepted Answer

A)  aspirational 
B)  specific 
C)  attainable 
D)  sustainable 
E)  measurable 
A)  aspirational 
B)  specific 
C)  attainable 
D)  sustainable 
E)  measurable

Question 20

Making adjustments to the marketing plan is part of which stage of market planning?

Accepted Answer

A)  SWOT analysis 
B)  portfolio analysis 
C)  implementation and control of the marketing plan 
D)  situation analysis 
E)  development of marketing objectives 
A)  SWOT analysis 
B)  portfolio analysis 
C)  implementation and control of the marketing plan 
D)  situation analysis 
E)  development of marketing objectives

Operational plans focus on the long-term execution of the marketing plan performed by top-level management.

The three levels of business planning are ________.

Which of the following is a common objection to relying exclusively on ROMI for measuring marketing success?

Compare and contrast strategic planning and operational planning.

After marketing strategies are developed, the next step in market planning is ________.

The distribution strategy is the place component of the marketing mix.

A firm's ________ determines how much a firm charges for a product.

Which of the following is a tool that marketers often use to portray an action plan's time line?

In the ________ stage of market planning, marketers must determine how they want consumers to think of their product in comparison to competing products.

________ is the first, or "big picture," level of planning.

________ decisions identify how marketing will accomplish its objectives in the target markets by using product, price, promotion, and place.

The ________ is the most fundamental part of the marketing mix.

Briefly describe the purpose of a portfolio analysis.

Briefly describe the four qualities SBU objectives should have. Why are these qualities important?

Which of the following involves using data and analytics in real time to continuously source promising opportunities or solutions to problems?

According to the BCG growth-market share matrix, ________ are strategic business units with products that have a dominant market share in a high-growth market.

Biopure is a company that manufactured and marketed oxygen therapeutics. Its products were Hemopure for human use and Oxyglobin for animal use. Both were developed as alternatives to red blood cell transfusions. Which of the following was part of Biopure's internal environment?

Advertising, sales promotion, public relations, publicity, direct marketing, and personal selling are all parts of the ________.

Effective objectives should be all of the following EXCEPT which one?

Making adjustments to the marketing plan is part of which stage of market planning?

Welcome to the World of Marketing: Create and Deliver Value

Global, Ethical, and Sustainable Marketing

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product I: Innovation and New Product Development

Product Ii: Product Strategy, Branding, and Product Management

Price: What Is the Value Proposition Worth

Deliver the Goods: Determine the Distribution Strategy

Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

Promotion I: Advertising: One to Many Marketing Communications

Promotion II: Social Media Marketing and Other Communication Tools

Filters

Exam 3: Strategic Market Planning

Operational plans focus on the long-term execution of the marketing plan performed by top-level management.

The three levels of business planning are ________.

Which of the following is a common objection to relying exclusively on ROMI for measuring marketing success?

Compare and contrast strategic planning and operational planning.

After marketing strategies are developed, the next step in market planning is ________.

The distribution strategy is the place component of the marketing mix.

A firm's ________ determines how much a firm charges for a product.

Which of the following is a tool that marketers often use to portray an action plan's time line?

In the ________ stage of market planning, marketers must determine how they want consumers to think of their product in comparison to competing products.

________ is the first, or "big picture," level of planning.

________ decisions identify how marketing will accomplish its objectives in the target markets by using product, price, promotion, and place.

The ________ is the most fundamental part of the marketing mix.

Briefly describe the purpose of a portfolio analysis.

Briefly describe the four qualities SBU objectives should have. Why are these qualities important?

Which of the following involves using data and analytics in real time to continuously source promising opportunities or solutions to problems?

According to the BCG growth-market share matrix, ________ are strategic business units with products that have a dominant market share in a high-growth market.

Biopure is a company that manufactured and marketed oxygen therapeutics. Its products were Hemopure for human use and Oxyglobin for animal use. Both were developed as alternatives to red blood cell transfusions. Which of the following was part of Biopure's internal environment?

Advertising, sales promotion, public relations, publicity, direct marketing, and personal selling are all parts of the ________.

Effective objectives should be all of the following EXCEPT which one?

Making adjustments to the marketing plan is part of which stage of market planning?

Welcome to the World of Marketing: Create and Deliver Value

Global, Ethical, and Sustainable Marketing

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product I: Innovation and New Product Development

Product Ii: Product Strategy, Branding, and Product Management

Price: What Is the Value Proposition Worth

Deliver the Goods: Determine the Distribution Strategy

Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

Promotion I: Advertising: One to Many Marketing Communications

Promotion II: Social Media Marketing and Other Communication Tools

Filters