Marketing
Week 8 : Final Exam - Final Exam
Time Remaining:
Final Exam
Question 1. 1. (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
Question 2. 2. (TCO 1) The more a marketing plan is based on _____ rather than guesses, the less uncertainty and fewer risks are associated with executing it. (Points : 5) industry forecasts and sales predictions intuitions and forecasts past historical data facts and valid assumptions contingencies
Question 3. 3. (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
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 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 Marketing research reports 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
Question 6. 6. (TCO 6) Which of the following pieces of information is used in the second step of the planning phase of the strategic marketing
Time Remaining:
Final Exam
Question 1. 1. (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
Question 2. 2. (TCO 1) The more a marketing plan is based on _____ rather than guesses, the less uncertainty and fewer risks are associated with executing it. (Points : 5) industry forecasts and sales predictions intuitions and forecasts past historical data facts and valid assumptions contingencies
Question 3. 3. (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
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 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 Marketing research reports 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
Question 6. 6. (TCO 6) Which of the following pieces of information is used in the second step of the planning phase of the strategic marketing