Devry Busn 319 Final Exam-2015 August

Devry BUSN 319 Final Exam-2015 August

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Question

Question 1.1. (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.

Question 2.2. (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

Question 3.3. (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

Question 4.4. (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, differentiation focus, and (Points : 5)

exclusivity.

electronic-focus.

quality focus.

cost leadership.

service leadership.

Question 5.5. (TCO 1) Step 3 in the planning phase of the strategic marketing process is (Points : 5)

the situation analysis.

the market-product focus and goal setting.

the marketing program.

implementation.

obtaining resources.

Question 6.6. (TCO 1) The consumer products industry is one with several large competitors, soaring raw materials prices, and strong demands from powerful retailers for lower prices. As a result, Colgate-Palmolive Co. and Unilever Group, the makers of products such as Colgate toothpaste and Ben & Jerry’s ice cream, both reduced their earnings...