Marketing Final Exam

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Unformatted text preview: ard is used to remind consumers of the product and its benefits. To which of the four Ps does this represent? a. Promotion b. Price c. Publicity d. Place e. Product ANS: A Promotion covers a wide range of communication vehicles. PTS: 1 REF: 26 Thinking KEY: CB&E Model Promotion OBJ: 02-8 TOP: AACSB Reflective MSC: BLOOMS Application 99. Which of the marketing mix elements is often the most flexible? a. Product b. Promotion c. Publicity d. Place e. Pricing ANS: E The only element that is often subject to quick and easy change is price. PTS: 1 REF: 26 Thinking KEY: CB&E Model Pricing OBJ: 02-8 TOP: AACSB Reflective MSC: BLOOMS Evaluation 100. There is an overabundance of apartments in Atlanta. Post Properties, the owner of many of the metropolitan area’s largest apartment complexes, has reduced its rent so it can fill vacant apartments. Which marketing mix element did Post change to create more demand for its apartments? a. Production b. Personnel c. Distribution d. Product e. Price ANS: E The firm tried to increase demand by altering its pricing strategies. This is often the only element of the marketing mix that is capable of quick and easy change. PTS: 1 Thinking REF: 26 OBJ: 02-8 TOP: AACSB Reflective KEY: CB&E Model Pricing MSC: BLOOMS Application 101. _____ is the process that turns a marketing plan into action assignments and ensures that these assignments are executed in a way that accomplishes the plan’s objectives. a. Mechanistic control b. Strategic analysis c. Implementation d. Strategic planning e. Strategic design ANS: C This is the definition of implementation. PTS: 1 REF: 27 Thinking KEY: CB&E Model Marketing Plan OBJ: 02-9 TOP: AACSB Reflective MSC: BLOOMS Knowledge 102. General Motors Corporation has a goal of launching an electric vehicle soon. The car has been in test-drives, and GM is in the process of working out any bugs that may occur. GM also is in the process of working toward mass production of the vehicle. The company is in which stage of the marketing plan? a. Product planning b. Mechanistic organization c. Synergistic control d. Strategic diversification e. Implementation ANS: E GM is turning its marketing plan into action, so the company is in the implementation stage. PTS: 1 REF: 27 Thinking KEY: CB&E Model Marketing Plan OBJ: 02-9 TOP: AACSB Reflective MSC: BLOOMS Application 103. Compass is a United Kingdom–based catering company that has developed a marketing plan designed to make it the largest caterer in China within the next two decades. As part of its marketing _____, it has already begun serving meals on trains that run between Shanghai and Beijing. a. policy b. implementation c. evaluation d. control e. strategy ANS: B Implementation is the process that turns marketing plans into action assignments. PTS: 1 REF: 27 Thinking KEY: CB&E Model Marketing Plan OBJ: 02-9 TOP: AACSB Reflective MSC: BLOOMS Application 104. _____ is the process of gauging the extent to which marketing objectiv...
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This document was uploaded on 09/29/2013.

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