1. 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
unknowingly works with a corrupt agency
imagines illegal policy may occur
uncovers illegal action
cooperates to further illegal action
2. A Gucci bag sells for $120 in Italy and $240 in the United States due to the differences in the costs of distributing the product in the two countries. This phenomenon is called a(n)
tactical pricing problem
price escalation problem
opportunity cost problem
market pricing problem
3. Marketing effectiveness rating instruments and marketing audits are approaches to
annual-plan control
efficiency control
profitability control
strategic control
4. Which of the following is likely to be an important trend in marketing in the future?
Mass marketing
Manual marketing
Marketing science
Marketing intuition
5. Which of the following is an example of a distribution metric used for measuring the performance of marketing plans?
Stock cover in days
Effective reach
Customer acquisition
Market share
6. To protect a creative work from being published in any other manner, a company or author would ____________ the material.
patent
freelance
trademark
copyright
7. The marketing audit reviews six components of the overall marketing arena including the marketing environment, marketing strategy, marketing organization, marketing systems, marketing productivity and
marketing function
marketing mix
marketing development
marketing control
8. Rising customer expectations, evolving employee goals and ambitions, and tighter government legislation and pressure are driving companies to
manage shorter supply chains
operate flatter organizations
operate leaner manufacturing facilities
practice a higher level of corporate social responsibility
9. The purpose of strategic control is to
evaluate and improve the spending efficiency and impact of marketing expenditures
examine where the company is making and losing money
examine whether the company is pursuing its best opportunities with respect to markets, products, and channels
understand the efficiency of the sales force, advertising, sales promotion, and distribution
10.Cadbury's "Sports for Schools" promotion offered sports and fitness equipment for schools in exchange for vouchers. The problem was that the public and media saw a perverse incentive for children to eat more chocolate, a product associated with obesity. Which of the following best summarizes Cadbury's problem?
Consumers did not value the cause Cadbury was promoting.
Customers felt that the cause was not in sync with the company's brand image.
Customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive.
Consumers resented being sold an inferior product on the back of a cause-marketing program.
11.Which of the following refers to the ability to meet humanity's needs without harming future generations?
Scalability
Sustainability
Greenwashing
Ecological footprinting
12.A marketing audit is typically best conducted by a(n)
internal department
outside consultant
self-audit
internal marketing executive
13.Which of the following is an example of a communication metric used for measuring the performance of marketing plans?
Response rate
Sales growth
Trial rate
New customer gains
14.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.
marketing audit
marketing metric
marketing plan
market-based scorecard analysis
15.Straight extension of the product means
introducing a customized product to the foreign market with a new marketing strategy
introducing the product to the foreign market without any changes to the product
introducing a customized product to the foreign market with existing marketing strategy
introducing the product to the foreign market with major changes to the product
16.Your firm has decided to enter the international market with your product called Trema, a combination of a pocket organizer and cell phone. Even though the product has been a huge success in the home country, market research suggests some changes may be required before it can be introduced in Europe. Your CMO is of the opinion that the product requires certain extra features and the product will also have to be marketed differently. Your CMO is advocating
dual adaptation
product standardization
straight extension
forward adaptation
17.The purpose of profitability control is to
evaluate and improve the spending efficiency and impact of marketing expenditures
examine whether the company is pursuing its best opportunities with respect to markets, products, and channels
understand the efficiency of the sales force, advertising, sales promotion, and distribution
examine where the company is making and losing money
18.Which characteristic of a marketing audit is described by the methodical evaluation of the macro- and micromarketing environments, objectives and strategies, system, and activities?
Independent
Systematic
Comprehensive
Periodic
19.______ is an obligation to act in a way expected of a reasonable person.
Liability
Reliance
Litigation
Duty
20.________ is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments.
Market watch
Marketing control
Test marketing
Marketing implementation
21.Which of the following is true regarding a marketing audit?
It relies on feedback from company managers for data and opinions.
It identifies the most-needed improvements and incorporates them into a corrective-action plan with short- and long-run steps.
It focuses on analysis of those marketing activities that have failed to produce adequate results.
It focuses on a firm's macromarketing environment.