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Which of the following pieces of information is used in a SWOT analysis, the first step of the planning phase of the strategic marketing process?

corporate return on investment

market share for the product

revenues associated with each point of market share

trends in past and current revenues for industry and competitors

possible cannibalization effects on other products in the line
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(TCO 2) Which of the following pieces of information is used in the implementation phase of the strategic
marketing process? (Points: 5)
corporate return on investment
marketing research reports
revenues associated with each point of market share
trends in past and current revenues for industry and competitors in total and by segment
possible cannibalization effects on other products in the line

6. (TCO 6) Which of the following pieces of information is used in a SWOT analysis, the first step of the
planning phase of the strategic marketing process? (Points: 5)
corporate return on investment
market share for the product
revenues associated with each point of market share
trends in past and current revenues for industry and competitors
possible cannibalization effects on other products in the line

7. (TCO 3) The first decision in developing an advertising program is to (Points: 5)
set the budget.
state the mission of the advertising program.
identify the target audience.
select the appeal.
select the media.

8. (TCO 2) The proper blend of elements in the promotional mix depends on the type of product. The
three specific characteristics to be considered are __________, risk, and ancillary services. (Points: 5)
Complexity
Size
Durability
Accessibility
Acceptability

9. (TCO 4) The promotional objective of the decline stage of the product life cycle is to (Points: 5)
inform
persuade
compare
remind

do none of the above.

10. (TCO 2) The __________ includes advertising, personal selling, sales promotion, public relations and
direct marketing. (Points: 5)
promotion channel
communication chain
marketing matrix
promotional mix
media mix

11. (TCO 8) Which of the following statements about the terms used for marketing intermediaries is true?
(Points: 5)
The most precise terms used to describe marketing intermediaries are dealer and distributor.
A retailer sells to business markets.
An agent has no legal authority to act on behalf of a manufacturer.
A wholesaler is an intermediary who sells to other intermediaries.
A broker is a synonym for a dealer.

12. (TCO 7) Price fixing is (Points: 5)

an arrangement a manufacturer makes with a reseller to handle only its products and not those of a
competitor.
the practice of charging a very low price for a product with the intent of driving competitors out of
business.
the practice of charging different prices to different buyers for goods of like grade and quality.
a conspiracy among firms to set prices for a product.
a seller's requirement that the purchaser of one product also buy another product in the line.

13. (TCO 2) __________ involve(s) specifying the role of price in an organization s marketing and
strategic plans. (Points: 5)
A business mission
Pricing constraints
Pricing objectives
A pricing plan
The list or quoted price

14. (TCO 3) The ratio of __________to price is called value. (Points: 5)
perceived benefits
prestige value
value­added pricing
perceived revenue
perceived costs

15. (TCO 6) Aggregating prospective buyers into groups that have common needs and will respond
similarly to a marketing action is called (Points: 5)
consumer differentiation.
psychographics
market segmentation.
market delineation.
aggregation marketing.

16. (TCO 5) A company engaged in environmental scanning is (Points: 5)

taking into account the effect its marketing activities can have on plants and animals in our
environment.
continually acquiring information on events occurring outside the organization to identify and interpret
potential trends.
maintaining a time constant horizon in its strategic planning process.
maintaining retail customer databases.
requiring all employees to spend time outside the office to avoid the ivory tower syndrome.

17. (TCO 1) At the strategic business unit level, the marketing department provides leadership activities in
(Points: 5)
talent management.
fiscal restraint.
look outward, keeping the organization focused on creating value both for it and for customers.
creating the corporate culture.
sustaining the means­end chain.

18. (TCO 1) Which of the following acts as a barrier to the development of relationship marketing?
(Points: 5)
the large number of one­to­one relationships customers are asked to sustain

the large number of products on the market
the increasing number of retail stores that are closing
the changing regulatory environment
diluted cultural diversity

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