“(TCO 4) Three commonly used methods of evaluating marketing programs are marketing metrics, marketing dashboards and (Points: 5)marginal analysis. marketing audits. marketing ROI. marginal analysis. marketing control boards. 2. (TCO 1) Ideally, in effective marketing planning, goals should be __________ in terms of what is to be accomplished and when. (Points: 5)loose and vague as general as possible flexible or elastic quantified and measurable none of the above 3. (TCO 3) Which marketing strategy focuses on a single market segment but adds additional product lines? (Points: 5)full coverage market specialization product specialization selective specialization market-product concentration 4. (TCO 1) Based on relative competitive scope (broad target to narrow target) and source of competitive advantage (lower cost to differentiation), Porter’s four generic business strategies are differentiation, cost focus, cost leadership, and (Points: 5)exclusivity electronic-focus. quality focus. differentiation focus. service leadership. 5. (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 organizational charts and job descriptions 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 projection of future sales, expenses, and profits 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 complexity, risk, and__________. (Points: 5)Ancillary services. 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 __________ can be used to inform prospective buyers about the benefits of the product. (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 consumers. An agent has no legal authority to act on behalf of a manufacturer. A wholesaler is an intermediary who sells to consumers. A broker is a synonym for a dealer. 12. (TCO 7) Conspiracy among firms to set prices for a product is called (Points: 5)price discrimination. price fixing. predatory pricing. tying arrangements. exclusive dealing. 13. (TCO 2) Which of the following is NOT one of the six major pricing objectives? (Points: 5)profit unit volume break-even survival market share 14. (TCO 3) The ratio of __________to price is called value. (Points: 5)perceived benefits prestige value value-added 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) Which of the following statements about environmental scanning is true? (Points: 5)Environmental scanning changes the marketing environment. Environmental scanning identifies and interprets potential trends. Environmental scanning is an annual event. Environmental scanning focuses primarily on geographical factors. All of the above statements about environmental scanning are true. 17. (TCO 1) The marketing department helps keep the organization focused on creating value both for it and for customers. This is accomplished by (Points: 5)listening to customers. developing offerings. producing offerings. implementing marketing program activities. doing all of the above.18. (TCO 1) Which of the following statements about relationship marketing is most true? (Points: 5)Relationship marketing has a short-term focus on increasing profits. Relationship marketing is easy to implement. Relationship marketing is more effective when there is a personal, ongoing relationship between individuals in the selling and buying organizations. Very few companies today are engaged in relationship marketing. The Internet is an ideal forum for relationship marketing. ” – Sent to Business Expert Tutor on 6/23/2011 at 6:48pm
Methods of evaluating marketing programs
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