Marketing Final Exam

Of gauging the extent to which marketing objectives

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Unformatted text preview: es have been achieved during the specified time period. a. Implementation b. Control c. Heuristic measurement d. Evaluation e. Mechanistic compliance ANS: D This is the definition of evaluation. PTS: 1 REF: 27 Thinking KEY: CB&E Model Marketing Plan OBJ: 02-9 TOP: AACSB Reflective MSC: BLOOMS Knowledge 105. _____ provides the mechanisms for evaluating marketing results in light of the plan’s objectives and for correcting actions that do not help the organization reach those objectives within the budget guidelines. a. Control b. Implementation c. Reengineering d. Planning e. Budgeting ANS: A This is the definition of control. PTS: 1 REF: 27 Thinking KEY: CB&E Model Marketing Plan OBJ: 02-9 TOP: AACSB Reflective MSC: BLOOMS Knowledge 106. An international company that needs to develop a way to compare its actual marketing results with planned results must engage in: a. external market research b. implementation c. comparative analyses d. planning e. control ANS: E Control involves the mechanism for evaluating results and correcting actions in the planning and implementation phases. PTS: 1 REF: 27 Thinking KEY: CB&E Model Marketing Plan OBJ: 02-9 TOP: AACSB Reflective MSC: BLOOMS Comprehension 107. All of the following are common reasons why companies fail to achieve a marketing objective EXCEPT: a. b. c. d. e. unrealistic marketing objectives poor implementation plan not formalized inappropriate marketing strategies changes in the environment after the objective was specified and the strategy was implemented ANS: C Even a formalized plan can fail. PTS: 1 REF: 27 Thinking KEY: CB&E Model Strategy 108. A marketing audit is a(n): a. b. c. d. e. OBJ: 02-9 TOP: AACSB Reflective MSC: BLOOMS Analysis thorough, systematic, periodic evaluation of the objectives, strategies, structure, and performance of the marketing organization financial examination of the firm’s marketing performance financial examination of the firm’s accounting records performed by outside consultants evaluation of the effectiveness of advertising evaluation of pricing strategies across all the relevant competitors in an industry ANS: A This is the definition of a marketing audit. PTS: 1 REF: 27 OBJ: 02-9 Thinking KEY: CB&E Model Strategy | CB&E Model Research TOP: AACSB Reflective MSC: BLOOMS Knowledge 109. Le Feast is a catering company that has developed a marketing plan designed to make it the largest caterer in the country within the next two decades. Which of the following will be useful to the company to evaluate how successful its efforts have been at the end of the first decade? a. SWOT analysis b. Environmental scan c. Competitive analysis d. Marketing audit e. Comprehension sales analysis ANS: D A market audit is a thorough, systematic, periodic evaluation of the objectives, strategies, structure, and performance of the marketing organization. PTS: 1 REF: 27 OBJ: 02-9 Thinking KEY: CB&E Model Strategy | CB&E Model Research TOP: AACSB Reflec...
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