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Marketing Final Exam

Refer to dog spa tumlin is developing a strategic

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Unformatted text preview: first five years of the salon’s business. She must be sure to consider which of the following uncontrollable factors in her plan? a. Place or distribution factors b. Media buying factors c. Demographic factors d. Dining area layout factors e. Pricing for services ANS: C All but demographic factors are controllable marketing mix factors. PTS: 1 REF: 42 Thinking KEY: CB&E Model Marketing Plan OBJ: 04-3 TOP: AACSB Reflective MSC: BLOOMS Application 86. Refer to Dog Spa. What type of research did the marketing consultant perform for Tumlin? a. Basic b. Preliminary c. Applied d. Causal e. Factorial ANS: C Applied research attempts to develop new or improved products. The research conducted by the consultant provided information to Tumlin to better develop the service. PTS: 1 REF: 48 Thinking KEY: CB&E Model Research OBJ: 04-6 TOP: AACSB Reflective MSC: BLOOMS Application 87. Refer to Dog Spa. The uncontrollable environmental factors Tumlin faces in terms of zoning restrictions for the new dog salon represent _____ factors. a. economic b. political and legal c. research and development d. cultural e. demographic ANS: B Every aspect of the marketing mix is subject to laws and restrictions. The laws and regulations of various governments represent uncontrollable political and legal factors. PTS: 1 REF: 49 Thinking KEY: CB&E Model Strategy OBJ: 04-7 TOP: AACSB Reflective MSC: BLOOMS Application ESSAY 1. While managers can control the marketing mix, they cannot control the elements in the external environment that continually mold and reshape the target market. List six variables of the external environment that are not directly under the control of marketing managers. ANS: (1) Social change (2) Demographics(3) Economics (4) Technology (5) Political and legal factors (6) Competition PTS: 1 REF: 40 Communication KEY: CB&E Model Strategy OBJ: 04-1 TOP: AACSB MSC: BLOOMS Synthesis 2. What is environmental scanning? Give an example of an opportunity and a threat that environmental scanning might identify for a suntan lotion company. ANS: Environmental scanning occurs when a company creates a team of spets to continually collect and evaluate environmental information. This process allows marketing managers to understand the external environment so that plans for the future can be made. The objective of gathering environmental data is to identify future market opportunities and threats. Threats that might be identified for a suntan lotion company include fear of skin cancer by sunbathers, other health concerns, or lack of leisure time to spend in the sun. Opportunities might include the need for sunscreen, waterproof formulas, or children’s skin protection products. Another opportunity might be the status element associated with a tan. PTS: 1 REF: 40 Communication KEY: CB&E Model Strategy OBJ: 04-1 TOP: AACSB MSC: BLOOMS Synthesis 3. An organization is not completely at the mercy of the external environment. Explain environmental mana...
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