Download Concept: Crisis Management

Knowledge Check
MKT/571 Version 7
MKT 571 Knowledge Checks
Contents
Week 1: Marketing Strategies ....................................................................................................................... 2
Concept: Scope/Definition of Marketing .................................................................................................... 2
Concept: Environmental Scanning ............................................................................................................ 2
Concept: Marketing Research Process ..................................................................................................... 3
Concept: Strategic/Tactical Tools .............................................................................................................. 3
Concept: Using Secondary Data and Data Mining .................................................................................... 4
Concept: Forecasting Demand .................................................................................................................. 5
Week 2: Consumer Analysis ......................................................................................................................... 5
Concept: Buying Decision Process ........................................................................................................... 5
Concept: Psychographic and Behavioral Segmentation ........................................................................... 6
Concept: Positioning Strategies ................................................................................................................ 6
Concept: Changes in Sociocultural Environment ...................................................................................... 7
Concept: Selecting a Target Market .......................................................................................................... 7
Concept: Perceptual Maps ........................................................................................................................ 8
Concept: Value Proposition ....................................................................................................................... 8
Week 3: Product Mix ..................................................................................................................................... 9
Concept: Challenges of Product Development ......................................................................................... 9
Concept: Managing the PLC ..................................................................................................................... 9
Concept: Choosing the Correct Commercialization Method ................................................................... 10
Concept: Product Level and Customer Value ......................................................................................... 10
Concept: Methods of Differentiation ........................................................................................................ 11
Concept: Product Mix and Systems ........................................................................................................ 11
Concept: Service Mix ............................................................................................................................... 12
Week 4: Pricing and Distribution ................................................................................................................. 12
Concept: Setting the Price ....................................................................................................................... 12
Concept: Price Adaptation ....................................................................................................................... 13
Concept: Global Market Entry Methods .................................................................................................. 13
Concept: Push/Pull Strategies and Managing the Channel .................................................................... 14
Concept: Challenges of E-Commerce ..................................................................................................... 14
Concept: Channel Alternatives ................................................................................................................ 15
Concept: Channel Systems/Value Networks........................................................................................... 15
Week 5: Marketing Communication, Branding, and Customer Loyalty ...................................................... 16
Concept: Effective Media Selection ......................................................................................................... 16
Concept: Managing Company Image ...................................................................................................... 16
Concept: Crisis Management .................................................................................................................. 17
Concept: Creating Customer Value and Satisfaction .............................................................................. 17
Concept: Market Strategies for Leaders, Challengers, Followers, and Niches ....................................... 18
Concept: Optimum Marketing Communication Mix ................................................................................. 19
Concept: Relationship Marketing ............................................................................................................ 19
Week 6: Performance and Legal/Ethical Issues ......................................................................................... 20
Concept: Components of a Marketing Audit............................................................................................ 20
Concept: Marketing with Corporate Responsibility ................................................................................. 20
Concept: Ethical/Legal PR....................................................................................................................... 21
Concept: Selecting the Appropriate Metrics and Levels, Types, and Responsibilities of Marketing
Control ..................................................................................................................................................... 21
Concept: Challenges of Performing a Marketing Audit ........................................................................... 22
Concept: Marketing Control Tactics ........................................................................................................ 22
Concept: Determining the Global Marketing Mix ..................................................................................... 23
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Week 1: Marketing Strategies
Ch. 1 of Marketing Management, 14e
Ch. 3 of Marketing Management, 14e
Ch. 4 of Marketing Management, 14e
Ch. 5 of Marketing Management, 14e
Ch. 2 of Marketing Management, 14e
Concept: Scope/Definition of Marketing
Details
Marketing is considered both an art and a science. How do the 4 Ps, or marketing mix,
help us bridge the gap between art and science?
a. Marketing is involved with price as the major factor.
b. Marketing focuses on sales as the primary goal.
c. Marketing is about advertising.
d. Marketing balances the need for data with that of creativity.
Correct Answer Feedback: d
The four Ps, also known as the marketing mix, help people working in marketing to
modulate the balance between data and creativity. A product’s pricing, for example,
might be problematic when a product is not selling despite excellent advertising. A
marketing person needs to be able to sift through data and make any changes,
including those that affect creativity, to change how the product or service plays in the
marketplace.
Reading:
Ch.1 of Marketing Management
“The Scope of Marketing” pp. 5–9
“The Importance of Marketing” pp. 3–12,
“Updating The Four Ps” pp. 25–27
Concept: Environmental Scanning
Details
Which of the following elements of sociocultural environment can be associated with the
growing demand for social surrogates like social networking sites, television, and so
on?
a. Views of ourselves
b. Views of organizations
c. Views of others
d. Views of nature
Textbook/edition: Marketing Management (14th ed.)
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Correct Answer Feedback: c
How we perceive others and how others perceive us can be influenced by what we see
on television, YouTube, and other social networking sites.
Reading:
Ch. 3 of Marketing Management
“The Sociocultural Environment, pp. 78–80
“The Economic Environment” pp. 77–78
Concept: Marketing Research Process
Details
Wabash Bank would like to understand if there is a relationship between the advertising
or promotion it does and the number of new customers the bank gets each quarter.
What type of research is this an example of?
a. Causal
b. Secondary
c. Exploratory
d. Qualitative
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: a
Causal research means that something has an effect or a cause on something else. In
this case, the marketing manager would want to know if advertising caused the number
of new bank accounts to increase.
Reading:
Ch. 4 of Marketing Management
“Step 1: Define the Problem, the Decision Alternatives, and the Research Objectives”
pp. 99–100
“The Marketing Research Process” pp. 99–114
Concept: Strategic/Tactical Tools
Details
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Costco is able to keep its inventory expenditure relatively low through its management
technology and cutting-edge point-of-sale inventory management technology. As a
result, Costco is able to pass these savings on to consumers in the form of low prices.
This strategy is best described as
a. integrative growth
b. overall cost leadership
c. differentiation
d. market development
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: b
By offering products more efficiently at a lower cost, organizations are practicing the
strategy of low-cost leadership. These costs result in savings for consumers.
Reading:
Ch. 2 of Marketing Management
“External Environment (Opportunity and Threat) Analysis” pp. 48–49
“Business Unit Strategic Planning” pp. 47–54
Concept: Using Secondary Data and Data Mining
Details
During the holidays, companies often provide gifts to customers. The more a client
spends, the larger the gift, usually. To segment customers in this way, for what purpose
is this data being mined?
a. To decide which customers should receive a new sales offer
b. To avoid serious customer mistakes
c. To deepen customer loyalty
d. To beat the competition to a sale
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: c
To build relationships with customers, especially their best customers, businesses often
reward them with gifts at the holidays. This not only indicates appreciation for the
business, but helps build customer loyalty as well.
Reading:
Ch. 5 of Marketing Management
“Customer Databases and Database Marketing” pp. 143–146
“Consumer Databases and Database Marketing” pp. 143–146
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Concept: Forecasting Demand
Details
Which market do customers who have purchased and are driving Audi automobiles
represent?
a. Available market
b. Potential market
c. Penetrated market
d. Target market
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: c
Those who have already bought or are using a product, are considered to be part of the
penetrated market.
Reading:
Ch. 3 of Marketing Management
“The Measures of Market Demand” pp. 85–86
“Forecasting and Demand Measurement” pp. 85–91
Week 2: Consumer Analysis
Ch. 8 of Marketing Management, 14e, Objective 2.1, 2.2, 2.3
Ch. 6 of Marketing Management, 14e, Objective 2.1
Ch. 10 of Marketing Management, 14e, Objective 2.4
Concept: Buying Decision Process
Details
What is the second stage of the consumer buying process?
a. Evaluation of alternatives
b. Purchase decision
c. Buyer satisfaction
d. Information search
Correct Answer Feedback: d
This is the second step of the consumer buying process. Consumers gather information
about available products or services.
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Reading:
Ch. 6 of Marketing Management
“Stages in the Buying Process” pp. 166–167
“Figure 6.4” p. 166,
“The Buying Decision Process: The Five-Stage Model” pp. 166–167,
“Information Search” p. 167,
“Summary” p. 177
Concept: Psychographic and Behavioral Segmentation
Details
How many primary groups does VALS classify U.S. adults into based on personality
traits and key demographics?
a. Seven
b. Two
c. Eight
d. Nine
Correct Answer Feedback: c
Strategic Business Insight developed the classification based on consumer buying
habits. This is an eight-section classification system.
Reading:
Ch. 8 of Marketing Management
“Psychographic Segmentation” pp. 225–227
“Psychographic Segmentation” pp. 225–229,
“Figure 8.1 The VALS Segmentation System: An Eight-Part Typology” p. 226
Concept: Positioning Strategies
Details
Which other criteria helps make up the three criteria for a successful brand mantra:
inspire, simplify, and :
a. inflate
b create
c. infuse
d. communicate
Correct Answer Feedback: d
“A brand manta is internal to the organization. It must be communicated within the
organization to all employees” (Kotler & Keller, 212, p. 287).
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Reading:
Ch. 10 of Marketing Management
“Constructing a Brand Positioning Bull’s-eye” p. 287
Concept: Changes in Sociocultural Environment
Details
Which term describes the diverse needs of many ethnic market segments?
a. Mass marketing
b. Multicultural marketing
c. Multifaceted marketing
d. Multidiversity marketing
Correct Answer Feedback: b
Marketers often concentrate their efforts on ethnic groups that have specific needs and
wants from the general mass market. The marketers target these groups with products
such as foods or personal care products.
Reading:
Ch. 8 of Marketing Management
“Race and Culture” p. 222
“Race and Culture” pp. 222–224,
“Table 8.4: Multicultural Market Reference” p. 223
Concept: Selecting a Target Market
Details
What other dimension helps market segments be measurable, substantial, accessible,
and differentiable?
a. Actionable
b. Obtainable
c. Functional
d. Reasonable
Correct Answer Feedback: a
“Segments must be actionable. This means they must be reachable by the marketer.
They are able to develop programs which meet the needs of the segment” (Kotler &
Keller, 2012).
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Reading:
Ch. 8 of Marketing Management
“Effective Segmentation Criteria” p. 231
“Table 8.6: Steps in the Segmentation Process” p. 231
Concept: Perceptual Maps
Details
Which of the following would consumers associate closely with a brand?
a. Points of reference
b. Brand attitudes
c. Customer focuses
d. Points-of-difference
Correct Answer Feedback: d
Points-of-difference are attributes that consumers associate with a brand. They are often
not able to find these same attributes in another brand (Kotler & Keller, 2012, p. 280).
Reading:
Ch. 10 of Marketing Management
“Points-of-Difference” p. 280
“Marketing Insight: High Growth Through Value Innovation” p. 278
Concept: Value Proposition
Details
Which other factor does an organization’s marketing strategy focus on: segmentation,
targeting, and:
a. perceptual mapping
b. positive marketing
c. positioning
d. possession
Correct Answer Feedback: c
The acronym STP stands for strategy, targeting, and positioning. These are the
cornerstones of marketing today.
Reading:
Ch. 10 of Marketing Management
“Developing and Establishing a Brand Positioning” pp. 275–277,
“Entertainment Weekly” p. 276
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Week 3: Product Mix
Ch. 20 of
Ch. 11 of
Ch. 12 of
Ch. 13 of
Marketing Management, 14e, Objective 3.1
Marketing Management, 14e, Objective 3.2
Marketing Management, 14e, Objective 3.3
Marketing Management, 14e, Objective 3.3
Concept: Challenges of Product Development
Details
Which of the following is most closely related with the organic growth of an organization?
a. Acquiring a product or service brand
b. Increasing the operational profitability
c. Increasing productivity of employees
d. Developing new products from within
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: d
There are a number of ways for a company to offer a new product or service. Organic
growth refers to bringing a new product to market that was developed or created
internally.
Reading:
Ch. 20 of Marketing Management
“Make or Buy” pp. 567–568
“Types of New Products” pp. 568–570
Concept: Managing the PLC
Details
Campbell Soups is a newly established company that specializes in preparing healthy
but tasty food for children under the age of 5. It is incurring huge production costs,
nonexistent profits, and slow sales growth. The company is in the ________ phase of its
life cycle.
a. growth
b. introduction
c. maturity
d. decline
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: b
The introduction period experiences a slow sales growth and nonexistent profit as a new
product is introduced to the market.
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Reading:
Ch. 11 of Marketing Management
“Product Life Cycles” p. 310
“Product Life-Cycle Marketing Strategies” pp. 310–317
Concept: Choosing the Correct Commercialization Method
Details
Poga International, a multinational beverage corporation, identifies that one of its
competitors is launching an apple flavored drink. The company decides to launch an
apple flavor brand along with its competitor. What timing strategy is used here?
a. First entry
b. Parallel entry
c. Late entry
d. Exchange entry
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: b
Parallel entry is the strategy of two companies launching similar products at the same
time.
Reading:
Ch. 20 of Marketing Management
“Commercialization” p. 588,
“When (Timing)” p. 588
Concept: Product Level and Customer Value
Details
The five product levels constitute a ________. At each level more customer value is
added.
a. business model
b. customer-value hierarchy
c. value grid
d. demand chain
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: b
The customer-value hierarchy, where value is added at each level value, includes the
core benefit, basic product, expected product, augmented product, and potential product.
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Reading:
Ch. 12 of Marketing Management
“Product Characteristics and Classifications” pp. 325–326
“Product Levels: The Customer-Value Hierarchy” pp. 326–327
Concept: Methods of Differentiation
Details
Which of the following is the level at which the product’s primary characteristics operate?
a. Design
b. Conformance quality
c. Durability
d. Performance quality
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: d
The performance quality is level that the product operates, which may be low, average,
high, or superior. This level should be aligned with the target audience considering the
competition and may not always be at the highest level.
Reading:
Ch. 12 of Marketing Management
“Product Differentiation” p. 329
“Product and Services Differentiation” pp. 328–332
Concept: Product Mix and Systems
Details
Happy Home Products produces detergents, toothpaste, bar soap, disposable diapers,
and paper products. This company has a product ________ of five lines.
a. type
b. length
c. class
d. width
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: d
The product width considers how many product lines the company offers.
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Reading:
Ch. 12 of Marketing Management
“Product Systems and Mixes” p. 336
“Product Systems and Mixes” pp.336–338
Concept: Service Mix
Details
Services high in ________ are those services that have characteristics the buyer
normally finds hard to evaluate even after consumption.
a. search qualities
b. experience qualities
c. trial qualities
d. credence qualities
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: d
Services that are high in credence qualities have characteristics that are difficult to
evaluate even after consumption.
Reading:
Ch. 13 of Marketing Management
“Service Industries Are Everywhere” pp. 356–359
“Categories of Service Mix” pp. 356–357
Week 4: Pricing and Distribution
Ch. 14 of Marketing Management, 14e
Ch. 15 of Marketing Management, 14e
Ch. 21 of Marketing Management, 14e
Concept: Setting the Price
Details
When companies estimate the demand and costs associated with alternative prices, they
will choose the price that produces:
a. lowest current profit
b. maximum current profit
c. break-even current profit
d. negative current profit
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Correct Answer Feedback: b
Many companies try to set a price that will maximize current profits by estimating the
demand while choosing a price that produces maximum current profit, cash flow, or rate
of return on investment. This strategy assumes that a firm knows its demands and cost
functions which could be difficult to estimate.
Reading:
Ch. 14 of Marketing Management
“Step 1: Selecting the Pricing Objective” pp. 389–390
“Setting the Price” pp. 389–403
Concept: Price Adaptation
Details
What form describes a buyer and seller directly exchanging goods with no money and no
third party involved?
a. Sale
b. Barter
c. Offset
d. Auction
Correct Answer Feedback: b
In barters, the buyer and the seller directly exchange goods, with no money and no third
party involved while a seller receives some percentage of the payment in cash and the
rest in products from a compensation deal.
Reading:
Ch. 14 of Marketing Management
“Geographical Pricing (Cash, Countertrade, Barter)” p. 404
“Adapting the Price” pp. 403–407
Concept: Global Market Entry Methods
Details
What is a simple way to engage in international marketing?
a. Travel abroad
b. Licensing
c. Communications
d. Cultural attainment
Correct Answer Feedback: b
“Licensing is a simple way to engage in international marketing. The licensor issues a
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license to a foreign company to use a manufacturing process, trademark, patent, trade
secret, or item of value for a fee or royalty” (Kotler, 2012, p. 604).
Reading:
Ch. 21 of Marketing Management
“Licensing” p. 604
“Deciding How to Enter the Market” pp. 603–605
Concept: Push/Pull Strategies and Managing the Channel
Details
What type of system does a firm employ to decide about the most critical decisions
management faces?
a. Marketing channel system
b. Pulling system
c. Pushing system
d. Advertising strategic system
Correct Answer Feedback: a
A particular set of marketing channels that a firm employs—and decisions about it are
among the most critical ones management faces—is known as a marketing channel
system. They not only serve markets, but they make markets.
Reading:
Ch. 15 of Marketing Management
“The Importance of Channels” p. 416
“Marketing Channels and Value Networks” pp. 415–418
Concept: Challenges of E-Commerce
Details
What takes place when dealers purchase some or all of a product line?
a. Full-line forcing
b. Part-line forcing
c. Half-line forcing
d. Forcing by brand
Correct Answer Feedback: a
Full-line forcing is when producers of a strong brand sometimes sell it to dealers if they
take some or all of the rest of a product line.
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Reading:
Ch. 15 of Marketing Management
“Legal and Ethical Issues in Channel Relations” p. 438
“E-Commerce Marketing Practices” pp. 438–441
Concept: Channel Alternatives
Details
When the number of intermediaries are severely limited, this means an:
a. inclusive distribution
b. exclusive distribution
c. strategic distribution
d. marketing distribution
Correct Answer Feedback: b
Exclusive distribution means severely limiting the number of intermediaries. This is
appropriate when the producer wants to maintain control over the service level offered
by resellers and often includes exclusive dealing arrangements.
Reading:
Ch. 15 of Marketing Management
“Number of Intermediaries” pp. 424–425
“Identifying Major Channel Alternatives” pp. 424–426
Concept: Channel Systems/Value Networks
Details
What type of marketing system includes the producer, wholesaler(s), and retailer(s)
acting as a unified system?
a. Horizontal marketing system
b. Vertical marketing system
c. Triangular marketing system
d. Rectangular marketing system
Correct Answer Feedback: b
A vertical marketing system includes the producer, wholesaler(s), and retailer(s) acting
as a unified system, while a conventional marketing channel only consists of
independent producer, wholesaler(s), and retailer(s).
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Reading:
Ch. 15 of Marketing Management
“Channel Integration and Systems” pp. 431–436
“Channel Integration and Systems” pp. 431–435
Week 5: Marketing Communication, Branding, and Customer Loyalty
Week 5 Textbook Readings
Ch. 12 of Marketing Management, 14e,
Ch. 17 of Marketing Management, 14e,
Ch. 18 of Marketing Management, 14e,
Ch. 11 of Marketing Management, 14e,
Ch. 5 of Marketing Management, 14e,
Concept: Effective Media Selection
Details
________ is finding the most cost-effective media to deliver the desired number and type
of exposures to the target audience.
a. Media scheduling
b. Content analysis
c. Media selection
d. Copy testing
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: c
Media selection is the process of identifying the best approach to accomplish the
objectives including the number and type of exposures to those in the target market.
Reading:
Ch. 18 of Marketing Management
“Deciding on Reach, Frequency, and Impact” p. 511
“Deciding on Media and Measuring Effectiveness” pp. 510–519
Concept: Managing Company Image
Details
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Mountain Dew is a brand known for sponsorships of adventure events such as
snowboarding and skateboarding competitions. What is the most likely objective of
Mountain Dew's sponsorship of these events?
a. To enhance corporate image
b. To express commitment to the community or on social issues
c. To entertain key clients or reward key employees
d. To create perceptions of key brand image associations
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: d
Mountain Dew most likely is looking to create or reinforce customer perceptions about
their brand with the association of the event.
Reading:
Ch. 18 of Marketing Management
“Events Objectives” pp. 524–525
“Events and Experiences” pp. 524–527
Concept: Crisis Management
Details
An insider trading crisis for an organization is what type of public relations crisis?
a. Act of nature
b. Intentional event
c. Unintentional event
d. Act of upheaval
Textbook/edition: This is PR: The Realities of Public Relations (11th ed.)
Correct Answer Feedback: b
An act of insider trading is an example of a nonviolent, intentional public relations crisis
for an organization.
Reading:
Ch. 12 of This is PR: The Realities of Public Relations
“Anticipating a Crisis” pp. 314–315
Concept: Creating Customer Value and Satisfaction
Details
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When a consumer considers a product or service, he or she will choose whichever
product or service delivers the highest
a. customer-perceived value
b. customer-perceived cost
c. customer equity
d. customer lifetime value
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: a
Customers will choose to purchase a product that they believe will offer the highest
perceived value.
Reading:
Ch. 5 of Marketing Management (14th ed.)
“Building Customer Value, Satisfaction, and Loyalty” pp. 123–132
Concept: Market Strategies for Leaders, Challengers, Followers, and
Niches
Details
When Starbucks introduced its Tazo Tea line to bring in new customers who had never
gone to Starbucks because they don't drink coffee, Starbucks was employing a
________ strategy.
a. market-penetration
b. new-market segment
c. geographical-expansion
d. niche identification
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: b
New-market segment strategy looks for potential demand from customers who have not
used the product by overcoming objections such as price, lack of features, or are simply
unaware.
Reading:
Ch. 11 of Marketing Management
“Expanding Total Market Demand” pp. 301–302
“Competitive Strategies for Market Leaders” pp. 299–309
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Concept: Optimum Marketing Communication Mix
Details
Which of the following circumstances are best suited for the use of personal selling?
a. When the products used are simple and easy-to-use
b. When there is minimal risk involved in buying or using the products
c. When the market has fewer and larger sellers
d. When prospective customers are spread across a wide geographic area
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: c
Personal selling is used more in complex sales cycles with expensive products and in
markets with fewer and larger sellers.
Reading:
Ch. 17 of Marketing Management
“Type of Product Market” p. 492
“Deciding on the Marketing Communications Mix” pp. 490–494
Concept: Relationship Marketing
Details
Rachel and Josh are on vacation in Hawaii. When they arrived at the hotel, they were
offered chilled juice. Their check-in formalities were handled by the staff. When they
entered their room, they saw that chocolates had been placed on the pillows and a
flower arrangement on the table. The hotel's actions are an example of:
a. customer lifetime value
b. customer perceived value
c. customer value analysis
d. a customer touch point
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: d
The hotel actions are all examples of a customer touch point where the customer
encounters the brand in an effort to maximize loyalty.
Reading:
Ch. 5 of Marketing Management
“Customer Relationship Management” pp. 135–139
“Cultivating Customer Relationships” pp. 134–143
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Week 6: Performance and Legal/Ethical Issues
Week 6 Textbook Readings
Ch. 21 of Marketing Management, 14e,
Ch. 22 of Marketing Management, 14e,
Ch. 7 of This is PR: The Realities of Public Relations, 7e
Concept: Components of a Marketing Audit
Question #1
A ________ is a comprehensive, systematic, independent, and periodic examination of a
company's or business unit's marketing environment, objectives, strategies, and
activities, with a view to determining problem areas and opportunities and
recommending a plan of action to improve the company's marketing performance.
a. marketing plan
b. marketing audit
c. market-based scorecard analysis
d. marketing metric
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: b
A marketing audit is an examination and analysis of all marketing plans and initiatives
and can be beneficial for both companies in good health, as well as those experiencing
weakness.
Readings:
Ch. 22 of Marketing Management
“Table 22.10” pp. 644–645
“Strategic Control” p. 643
Concept: Marketing with Corporate Responsibility
Details
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Rising customer expectations, evolving employee goals and ambitions, and tighter
government legislation and pressure are driving companies to:
a. operate leaner manufacturing facilities
b. manage shorter supply chains
c. operate flatter organizations
d. practice a higher level of corporate social responsibility
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: d
These forces are driving companies to practice a higher level of corporate social
responsibility. Social responsibility considers the standards of business and marketing
conduct.
Reading:
Ch. 22 of Marketing Management
“Socially Responsible Marketing” pp. 629–640
“Socially Responsible Marketing” pp. 629–640
Concept: Ethical/Legal PR
Details
A PR practitioner may be subject to conspiracy in these situations: when the practitioner
participates in illegal action, counsels or guides the illegal policy, takes part in it, or
a. cooperates to further illegal action
b. uncovers illegal action
c. imagines illegal policy may occur
d. unknowingly works with a corrupt agency
Correct Answer Feedback: a
By cooperating to further illegal action, a PR practitioner may be subject to a conspiracy
charge.
Reading:
Ch. 7 of This is PR: The Realities of Public Relations
“Legal Problems: Civil and Criminal” p. 171
“The Liabilities of Practicing PR” pp. 170–175
Concept: Selecting the Appropriate Metrics and Levels, Types, and
Responsibilities of Marketing Control
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21
Knowledge Check
MKT/571 Version 7
Details
________ is the process by which firms assess the effects of their marketing activities
and programs and make necessary changes and adjustments.
a. Marketing control
b. Marketing implementation
c. Test marketing
d. Market watch
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: a
Marketing control is the process of examining and analyzing the impact of marketingrelated efforts as well as making adjustments.
Reading:
Ch. 22 of Marketing Management
“Marketing Implementation and Control” pp. 640–643
“Marketing Control” p. 641,
“Appendix” pp. 652–657
Concept: Challenges of Performing a Marketing Audit
Details
A marketing audit is typically best conducted by a(n)
a. self-audit
b. internal department
c. outside consultant
d. internal marketing executive
Correct Answer Feedback: c
An outside consultant will not only be unbiased, but also have familiarity in the industry
and the needed time to devote to conducting a thorough review.
Reading:
Ch. 22 of Marketing Management
“The Marketing Audit” p. 643
“The Marketing Audit” p. 643
Concept: Marketing Control Tactics
Details
Copyright © 2012 by University of Phoenix. All rights reserved.
22
Knowledge Check
MKT/571 Version 7
Marketing effectiveness rating instruments and marketing audits are approaches to:
a. annual-plan control
b. profitability control
c. efficiency control
d. strategic control
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: d
The marketing audit and marketing effectiveness rating instruments are used in the
strategic control. This area may also include marketing excellence review and social
responsibility review.
Reading:
Ch. 22 of Marketing Management
“Marketing Control” p. 641
Concept: Determining the Global Marketing Mix
Details
Straight extension of the product means
a. introducing the product to the foreign market without any changes to the
product
b. introducing the product to the foreign market with major changes to the product
c. introducing a customized product to the foreign market with a new marketing strategy
d. introducing a customized product to the foreign market with existing marketing
strategy
Textbook/edition: Marketing Management (14th ed.)
Correct Answer Feedback: a
A straight extension is when the product is introduced in a foreign market without any
changes to the product or communication strategy.
Reading:
Ch. 21 of Marketing Management
“Product Adaptation Strategies” pp. 608–609
Copyright © 2012 by University of Phoenix. All rights reserved.
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