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Which of the following pieces of informa...
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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
Marketing  1.docx

(TCO2)Whichofthefollowingpiecesofinformationisusedintheimplementationphaseofthestrategic
marketingprocess? (Points: 5)
corporatereturnoninvestment
marketingresearchreports
revenuesassociatedwitheachpointofmarketshare
trendsinpastandcurrentrevenuesforindustryandcompetitorsintotalandbysegment
possiblecannibalizationeffectsonotherproductsintheline

6. (TCO6)WhichofthefollowingpiecesofinformationisusedinaSWOTanalysis,thefirststepofthe
planningphaseofthestrategicmarketingprocess? (Points: 5)
corporatereturnoninvestment
marketsharefortheproduct
revenuesassociatedwitheachpointofmarketshare
trendsinpastandcurrentrevenuesforindustryandcompetitors
possiblecannibalizationeffectsonotherproductsintheline

7. (TCO3)Thefirstdecisionindevelopinganadvertisingprogramisto(Points: 5)
setthebudget.
statethemissionoftheadvertisingprogram.
identifythetargetaudience.
selecttheappeal.
selectthemedia.

8. (TCO2)Theproperblendofelementsinthepromotionalmixdependsonthetypeofproduct. The
threespecificcharacteristicstobeconsideredare__________,risk,andancillaryservices. (Points: 5)
Complexity
Size
Durability
Accessibility
Acceptability

9. (TCO4)Thepromotionalobjectiveofthedeclinestageoftheproductlifecycle isto (Points: 5)
inform
persuade
compare
remind

dononeoftheabove.

10. (TCO2)The__________includesadvertising,personalselling,salespromotion,publicrelationsand
directmarketing.(Points: 5)
promotionchannel
communicationchain
marketingmatrix
promotionalmix
mediamix

11. (TCO8)Whichofthefollowingstatementsaboutthetermsusedformarketingintermediariesistrue?
(Points: 5)
Themostprecisetermsusedtodescribemarketingintermediariesaredealeranddistributor.
Aretailersellstobusinessmarkets.
Anagenthasnolegalauthoritytoactonbehalfofamanufacturer.
Awholesalerisanintermediarywhosellstootherintermediaries.
Abrokerisasynonymforadealer.

12. (TCO7)Pricefixingis(Points: 5)

anarrangementamanufacturermakeswitharesellertohandleonlyitsproductsandnotthoseofa
competitor.
thepracticeofchargingaverylowpriceforaproductwiththeintentofdrivingcompetitorsoutof
business.
thepracticeofchargingdifferentpricestodifferentbuyersforgoodsoflikegradeandquality.
aconspiracyamongfirmstosetpricesforaproduct.
aseller'srequirementthatthepurchaserofoneproductalsobuyanotherproductintheline.

13. (TCO2)__________involve(s)specifyingtheroleofpriceinanorganizationsmarketingand
strategicplans. (Points: 5)
Abusinessmission
Pricingconstraints
Pricingobjectives
Apricingplan
Thelistorquotedprice

14. (TCO3)Theratioof__________topriceiscalledvalue. (Points: 5)
perceivedbenefits
prestigevalue
valueaddedpricing
perceivedrevenue
perceivedcosts

15. (TCO6)Aggregatingprospectivebuyersintogroupsthathavecommonneedsandwillrespond
similarlytoamarketingactioniscalled(Points: 5)
consumerdifferentiation.
psychographics
marketsegmentation.
marketdelineation.
aggregationmarketing.

16. (TCO5)Acompanyengagedinenvironmentalscanningis(Points: 5)

takingintoaccounttheeffectitsmarketingactivitiescanhaveonplantsandanimalsinour
environment.
continuallyacquiringinformationoneventsoccurringoutsidetheorganizationtoidentifyandinterpret
potentialtrends.
maintainingatimeconstanthorizoninitsstrategicplanningprocess.
maintainingretailcustomerdatabases.
requiringallemployeestospendtimeoutsidetheofficetoavoidthe ivorytowersyndrome.

17. (TCO1)Atthestrategicbusinessunitlevel,themarketingdepartmentprovidesleadershipactivitiesin
(Points: 5)
talentmanagement.
fiscalrestraint.
lookoutward,keepingtheorganizationfocusedoncreatingvaluebothforitandforcustomers.
creatingthecorporateculture.
sustainingthemeansendchain.

18. (TCO1)Whichofthefollowingactsasabarriertothedevelopmentofrelationshipmarketing?
(Points: 5)
thelargenumberofonetoonerelationshipscustomersareaskedtosustain

thelargenumberofproductsonthemarket
theincreasingnumberofretailstoresthatareclosing
thechangingregulatoryenvironment
dilutedculturaldiversity

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