Devry BUSN319 Final Exam August 2015
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 forecasts. Yet Procter &
Gamble, another consumer products company, did not. At P & G, innovation is a key attribute,
allowing the company to update all 200 of its brands and to invent products, such as Crest
Whitestrips, that consumers crave. P & G has also used its marketing know-how to develop
unique product placements on television shows that highlight its brands. A SWOT analysis of
this information for P & G would indicate that the overall industry situation is a _____, whereas
the invention taking place at P & G is a _____. (Points : 5)
strength; weakness
weakness; threat
threat; strength
opportunity; threat
opportunity; strength
Question 7.7. (TCO 3) All of the following steps are part of the planning process used to develop
an organization's advertising program, except (Points : 5)
identify the target audience.
specify the advertising objectives.
write the advertising copy.
calculate the marketing ROI.
schedule the advertising program.
Question 8.8. (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, _____, and
ancillary services. (Points : 5)
risk
size
durability
accessibility
acceptability
Question 9.9. (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? (Points : 5)
Introduction

Growth
Incubation
Decline
Maturity
Question 10.10. (TCO 2) The _____ can be used to inform prospective buyers about the benefits
of the product. (Points : 5)
SWOT analysis
maturity stage
marketing matrix
promotional mix
target audience
Question 11.11. (TCO 7) 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.
Broker is a synonym for a dealer.
Question 12.12. (TCO 7) Which of the following statements about the legal and regulatory
aspect of pricing is true? (Points : 5)
The Robinson-Patman Act deals with predatory pricing.
The Consumer Goods Pricing Act is the only federal legislation that deals directly with pricing
issues.
The Sherman Act deals only with vertical price fixing.
The Federal Trade Commission Act deals with predatory pricing, deceptive pricing, and
geographical pricing issues.
The Consumer Goods Pricing Act and the Robinson-Patman Act deal with price discrimination.
Question 13.13. (TCO 2) Which of the following is not one of the six major pricing objectives?
(Points : 5)
Profit
Unit volume
Monopoly
Survival
Market share
Question 14.14. (TCO 3) The ratio of _____ to price is called value. (Points : 5)
perceived benefits

prestige value
value-added pricing
perceived revenue
perceived costs
Question 15.15. (TCO 6) Market segmentation involves aggregating prospective buyers into
groups that will respond similarly to a marketing action and (Points : 5)
will pay attention to marketing messages.
have common needs.
be responsive to marketing research.
use the same payment methods.
go shopping on a regular basis.
Question 16.16. (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
Question 17.17. (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.
All of the above
Question 18.18. (TCO 1) Which of the following acts as a barrier to the development of
relationship marketing? (Points : 5)
The large number of one-to-one relationships that customers are asked to sustain
The large number of products on the market
The increasing number of retail stores that are closing
The changing regulatory environment
Diluted cultural diversity
Question 19.19. (TCO 1) A local university in Lynchburg, VA offers an outstanding business
school education. Cali pays the tuition to attend Daniels and earns her MBA with a concentration
in supply chain management. Upon graduating, she is offered a high-paying, fulfilling position.
Was this a marketing exchange? (Points : 5)

Devry BUSN319 Final Exam August 2015

Study Now!

Document Details

Related Documents

Week 8 BUSN460 Senior Project CanGo Analysis & Recommendations

BUSN-278 Papa Geo�s � Restaurant DeVry University

BUSN-278 Papa Geo�s � Restaurant DeVry University

BUSN-278 Papa Geo�s � Restaurant DeVry University

BUSN-278 Papa Geo�s � Restaurant DeVry University

Implementing a Strategic Plan

BOLC 2015 Final Exam

Strategic Management, Task1

Final Case Study and Strategic Plan

Management Functions In Apple

Company

Explore

Study Tools