Marketing Final Exam

Free photos of themselves and ringtones after they

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: os of themselves and ringtones after they have bought a drink. Critics of these new vending machines are concerned that entertaining technology is being used to market sugary products. In terms of a SWOT analysis, this concern would be an example of a(n): a. weakness b. strength c. advantage d. opportunity e. threat ANS: E A threat is an external condition that may lessen the success of the strategy. PTS: 1 REF: 18 Thinking KEY: CB&E Model Strategy OBJ: 02-3 TOP: AACSB Reflective MSC: BLOOMS Application 31. _____ is defined as the collection and interpretation of information about forces, events, and relationships that may affect the organization. a. Market sampling b. An internal audit c. Opportunity analysis d. Environmental scanning e. Stakeholder analysis ANS: D Environmental scanning helps identify market opportunities and threats and provides guidelines for the design of marketing strategy. PTS: 1 REF: 18 Thinking KEY: CB&E Model Research OBJ: 02-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 32. A _____ is defined as a statement of what is to be accomplished through marketing activities. a. mission statement b. business plan c. marketing objective d. goal-driven directive e. marketing criteria ANS: C This is the definition of a marketing objective. PTS: 1 REF: 19 Thinking KEY: CB&E Model Strategy OBJ: 02-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 33. All of the following are characteristics of a good objective EXCEPT: a. profitable b. realistic c. measurable d. time specific e. consistent ANS: A Good objectives are not necessarily stated in terms of profit. PTS: 1 REF: 19 Thinking KEY: CB&E Model Strategy OBJ: 02-4 TOP: AACSB Reflective MSC: BLOOMS Evaluation 34. Of the following, what is the most useful objective for Purina cat food? a. To increase sales of Purina brand cat food by 15 percent over 2010 sales of $300 million b. To increase sales of Purina brand cat food between January 1, 2010, and December 31, 2010 c. To increase sales of Purina brand cat food from $300 million to $345 million d. To increase sales of Purina brand cat food e. To increase sales of Purina pet food ANS: A Marketing objectives should be realistic, measurable, time specific, and compared to a benchmark. PTS: 1 REF: 19 Thinking KEY: CB&E Model Strategy OBJ: 02-4 TOP: AACSB Reflective MSC: BLOOMS Evaluation 35. All of the following are functions served by objectives EXCEPT: a. communicating philosophies and provide direction b. motivating employees c. clarifying executives’ thinking d. forming the basis for control e. guaranteeing market performance ANS: E Objectives serve four functions: communicating, motivating, clarifying, and aiding in the control function. PTS: 1 REF: 19 Thinking KEY: CB&E Model Strategy OBJ: 02-4 TOP: AACSB Reflective MSC: BLOOMS Analysis 36. The set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition is known as a(n): a. environmental advantage b....
View Full Document

Ask a homework question - tutors are online