Busn 319 Final Exam (Updated 2014) – Devry

BUSN 319 Final Exam (Updated 2014) – Devry

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1. (TCO 4) Three commonly used methods of evaluating marketing programs are marketing metrics, marketing dashboards and

2. (TCO 1) Marketing plans must enable results to be compared with planned targets which allows __________, the flexibility to update original plans.

3. (TCO 3) Which marketing strategy involves retaining focus on a single product line but marketing it to new markets?

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 cost leadership, cost focus, differentiation focus, and

5. (TCO 2) Which of the following pieces of information is used in the implementation phase of the strategic marketing process?

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?

7. (TCO 3) When developing the advertising program, which step helps advertisers with other choices in the process such as selecting media and evaluating a campaign?

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__________.

9. (TCO 4) At which stage in the product life cycle would your promotional objective be to persuade the consumer to buy the product rather than substitutes?

10. (TCO 2) The __________ includes advertising, personal selling, sales promotion, public relations and direct marketing

. 11. (TCO 8) Which of the following statements about the terms used for marketing intermediaries is true?

12. (TCO 7) Conspiracy among firms to set prices for a...