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BUSN 319 Week 8 Final Exam

BUSN 319 Week 8 Final Exam

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1. (TCO 4) Three commonly used methods of evaluating marketing programs are (Points : 5)
sales analysis, marginal analysis, and cost analysis.

sales analysis, profitability analysis, and marketing audits.

marketing ROI, metrics, and dashboards.

sales audits, cost audits, and marketing audits.

internal audits, external audits, and 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, cost leadership, and (Points : 5)
xclusivity.

electronic-focus.

quality focus.

differentiation focus.

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 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

Question 7. 7. (TCO 3) The first decision in developing an advertising program is to (Points : 5)
set the budget.

state the mission of the advertising program.

identify the target audience.

select the appeal.

select the media.

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 _____, risk, and ancillary services.(Points : 5)
complexity

size

durability

accessibility

acceptability

Question 9. 9. (TCO 4) Reminding buyers of the product’s existence is the promotional objective during which stage of the product life cycle? (Points : 5)
Introduction

Growth

Maturity

Decline

All of the above


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