Busn 319 Final Exam

BUSN 319 Final Exam

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BUSN 319 Final Exam Marketing DeVry

(TCO 4) Which of the following are measures used by marketing executives? (Points : 5) Market share

Cost per lead

Retention rate

Cost per click

All of the above

(TCO 1) Marketing plans must enable results to be compared with planned targets, which allows _____, the flexibility to update original plans. (Points : 5)

Replanning

Contingency planning

Downsizing

Dynamic planning

Proactive change

(TCO 3) Which marketing strategy involves retaining focus on a single product line but marketing it to new markets? (Points : 5)

Full coverage

Market specialization

Product specialization

Selective specialization

Market-product concentration

(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 (Points : 5)

Service leadership

Diversification

Reaction.

Differentiation

Quality focus

(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

Gantt charts

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

(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

(TCO 3) All of the following steps are part of the planning...