Homework answers / question archive / Harran University - Yeniehir Campus MGT 201 Chapter 19 The Marketing Mix 1)A marketing_is defined as a group of marketing variables a business controls with the intent of implementing a marketing strategy directed at a specific target market

Harran University - Yeniehir Campus MGT 201 Chapter 19 The Marketing Mix 1)A marketing_is defined as a group of marketing variables a business controls with the intent of implementing a marketing strategy directed at a specific target market

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Harran University - Yeniehir Campus

MGT 201

Chapter 19 The Marketing Mix

1)A marketing_is defined as a group of marketing variables a business controls with the intent of implementing a marketing strategy directed at a specific target market.

A)           plan

B)            model C) mix

D)           target

E)            optimization

 

2)            In the 1950s concept of the 12 categories of a marketing mix,     included decisions about which products to offer and where to sell them.

A)           servicing

B)            product planning

C)            promotions

D)           channels of distribution

E)            fact finding and analysis

 

3)            In the 1950s concept of the 12 categories of a marketing mix,     included determining whether any intellectual property would be involved in the marketing plan.

A)           branding

B)            product planning

C)            promotions

D)           channels of distribution

E)            fact finding and analysis

 

4)            In the 1950s concept of the 12 categories of a marketing mix,     included warehousing, inventory control, and transportation.

A)           pricing

B)            product planning C) physical handling

D)           servicing

E)            fact finding and analysis

 

5)            In the 1950s concept of the 12 categories of a marketing mix,     involved decisions about how to move a product from manufacturer to consumer.

A)           channels of distribution

B)            product planning

C)            physical handling

D)           servicing

E)            packaging

 

6)            Which of the following 4 Ps was NOT one of the 12 categories of marketing variables in the 1950s concept of a marketing mix?

A)           price

B)            package

C)            promotion D) place

E) planning

 

7)            Each of the following is one of the 4 Ps EXCEPT  .

 

A)           price

B)            product

C)            promotion

D)           place E) planning

 

8)            Today, the most common classification of the components of a marketing mix is the       .

A)           4 Cs B) 4 Ps

C)            7 Ps

D)           7 Cs

E)            12 variables

 

9)            It is most useful to think of the 4 Ps from a(n)     perspective.

A)           relational

B)            customer C) managerial

D)           employee

E)            shareholder

 

10)          A             is the logic that guides the selection of a particular marketing mix to achieve marketing objectives.

A)           promotional strategy

B)            media strategy

C)            marketing-mix strategy

D)           media plan

E)            media-mix model

 

11)          For a marketing-mix strategy to be effective, it is LEAST important for marketers to consider which of the following factors?

A)           How will each marketing mix element interact with the other elements?

B)            How consistent is the marketing mix with the company's mission and vision?

C)            Does the marketing mix have the ability to achieve business objectives?

D)           What is the level of risk and exposure the business will take with the marketing mix? E) How will customer data be collected?

 

 

12)          Once a marketing-mix decision is made, the marketing team should        .

A)           keep the strategy in place despite internal changes

B)            keep the strategy in place despite market changes C) monitor market performance and the target market

D)           reduce the amount of customer data that is collected

E)            wait at least six months before changing an element of the marketing mix

 

13)          Competition and consumer interest are both examples of           factors.

A)           internal

B)            transactional

C)            relational D) market

E) attitudinal

 

14)          The emergence of a new trend or the evolution of a new technology should cause a marketer to             .

A)           change the company's marketing-mix strategy B) reevaluate the company's marketing-mix strategy

C)            identify a new target market for the company's products

D)           increase support for the current marketing-mix strategy

E)            adopt new methods of measuring the success of the current marketing-mix strategy

 

15)          A company's marketing-mix strategies should be reevaluated    .

A)           every two years

B)            every year

C)            every six months

D)           every other month E) constantly

 

16)          Your text suggests that business acquisition of a new brand is most common in the         industry.

A)           real estate

B)            luxury services C) packaged goods

D)           retail

E)            hotel

 

17)          The marketing team of a company that has acquired a new brand should be most concerned with which of the following?

A)           changing the new brand's positioning

B)            determining whether any brands in the portfolio should be repositioned

C)            maintaining the new brand's current positioning

D)           maintaining the positioning of brands in the portfolio

E)            ensuring that the new brand's target market does not overlap with any of the existing brands' target markets

 

18)          Cadillac's portfolio consists of sedans, a crossover, a sport utility vehicle, and a high-performance version of the sedan. The sedans are sold through the Cadillac dealer network, but the high-performance version is sold in limited volumes and is not available at all dealers. This difference in availability is an example of how the products within the Cadillac portfolio are differentiated by the     element of the marketing mix.

A)           pricing

B)            promotion C) place

D)           process

E)            product

 

19)          Viral marketing, online videos, and blogs are most closely associated with which type of promotional tool?

A)           personal selling

B)            word-of-mouth marketing

C)            transactional marketing

D)           broadcasting

E)            advertising

 

20)          Fiskar's "Fiskateers," a program for the company's most loyal customers that has increased online interaction and sales, is an example of          .

A)           social network marketing

B)            sponsorship

C)            transactional marketing

 

D)           broadcasting

E)            advertising

 

21)          Axe, a brand of male grooming products targeted at males aged 18-24, focused its marketing mix on creating a Web presence before launching a more traditional advertising campaign that included television advertising. The decision to focus on the Web at first was based on          .

A)           the reach of the Internet among the general population

B)            the hope of securing more easily measurable data from viral marketing C) the target's level of familiarity with the media

D)           the high CPM of network advertising

E)            the ineffectiveness of using broadcast to reach mass markets

 

22)          For a marketer repositioning an established brand for a new target audience, understanding of which of the following is LEAST important?

A)           the wants of the new targets

B)            the needs of the new targets

C)            the substitute products that are important to the new targets D) the budgeting methods of leaders in the product category

E) the products the new targets are currently purchasing

 

23)          To attract a target audience of 25- to 35-year-olds, Godiva began running advertisements that resembled fashion advertisements. Godiva also began purchasing ad space in Vogue and Vanity Fair. In doing so, Godiva altered the         element of its marketing-mix strategy.

A)           product B) promotion

C)            place

D)           physical evidence

E)            price

 

24)          A marketer analyzing whether members of the target audience like the product or service offered is analyzing the     element of the marketing mix.

A)           product

B)            promotion

C)            place

D)           physical evidence

E)            price

 

25)          Which of the following questions most closely involves analysis of the product element of the marketing mix?

A)           What do competitors charge for their products?

B)            What is the target's level of awareness for each competitive brand?

C)            What are the company's manufacturing costs?

D)           Are there any foreseeable changes in the requirements of the target?

E)            Will wholesale, retail, or direct-to-consumer channels be used?

 

26)          A marketer analyzing a company's manufacturing costs and the level of sales volume needed to cover those costs is analyzing the      element of the marketing mix.

A)           product

B)            promotion

C)            place

D)           physical evidence

 

E)            price

 

27)          Which of the following questions most closely involves analysis of the price element of the marketing mix? A) What do competitors charge for their products?

B)            What is the target's level of awareness for each competitive brand?

C)            What type of media is most appropriate to communicate the desired message to the target?

D)           Are there any foreseeable changes in the requirements of the target?

E)            Will wholesale, retail, or direct-to-consumer channels be used?

 

28)          Advertising, direct marketing, personal selling, and public relations are all tools within the           

element of the marketing mix.

A)           product B) promotion

C)            publicity

D)           people

E)            process

 

29)          A marketer analyzing the types of media viewed and used by members of a target market is analyzing the

                element of the marketing mix.

A)           product B) promotion

C)            place

D)           physical evidence

E)            people

 

30)          Which of the following questions most closely involves analysis of the promotion element of the marketing mix?

A)           What do competitors charge for their products?

B)            What is the target's level of awareness for each competitive brand?

C)            How profitable are the products being sold to the target?

D)           Are there any foreseeable changes in the requirements of the target?

E)            Will wholesale, retail, or direct-to-consumer channels be used?

 

31)          The        were developed in the manufacturing economy of the 1960s when large consumer goods were serving mass markets.

A)           4 Ps

B)            7 Ps

C)            12 variables

D)           4 Cs

E)            7 Cs

 

32)          In comparison to the manufacturing economy of the 1960s, today's market involves a greater focus on all of the following EXCEPT which one?

A)           market segmentation

B)            relationship marketing C) mass marketing

D)           targeting

E)            positioning

 

33)          Booms and Bitner added 3 Ps to the traditional 4 Ps primarily in response to the growth of           .

 

A) technological innovations B) service businesses

C)            luxury marketing

D)           not-for-profit, place, and event marketing

E)            interactive media

 

34)          Which of the following is one of the additional Ps that Booms and Bitner added to the 4 Ps to create the 7 Ps classification?

A)           packaging

B)            price C) people

D)           practice

E)            promise

 

35)          In Booms and Bitner's 7 Ps of the marketing mix, physical evidence refers to which of the following?

A)           the product image

B)            packaging and design

C)            the environment in which the service is delivered

D)           the way in which the customer uses the product or service

E)            the way the service is delivered

 

36)          In Booms and Bitner's 7 Ps of the marketing mix, process refers to which of the following?

A)           how the product is moved through the supply chain

B)            packaging and design

C)            the environment in which the service is delivered

D)           the way in which the customer uses the product or service E) the way the service is delivered

 

 

37)          Kotler's 4 Cs translate the traditional 4 Ps from the           perspective into the       perspective. A) seller's; buyer's

B)            buyer's; seller's

C)            producer's; channel member's

D)           channel member's; producer's

E)            customer's; channel member's

 

38)          In Kotler's 4 Cs model,   takes the place of promotion in the 4 Ps.

A)           customer value

B)            channel

C)            credit

D)           communication

E)            convenience

 

39)          Which of the following is NOT among Kotler's 4 Cs?

A)           customer value

B)            cost C) credit

D)           communication

E)            convenience

 

40)          Today the 4 Ps are compared to Kotler's 4 Cs. Product and place are called            and        ,

 

respectively.

A)           convenience; customer value

B)            cost; convenience

C)            communication; customer value D) customer value; convenience

E) communication; convenience

 

41)          Kotler based his 4 Cs on the idea that     is more important than .

A)           channel communication; customer acquisition

B)            customer retention; channel efficiency

C)            customer acquisition; customer value

D)           channel communication; channel efficiency E) customer retention; customer acquisition

 

42)          The marketing-mix classifications of the 7 Ps and the 4 Cs both take         marketing perspectives.

A)           technological

B)            partnership

C)            transactional D) relational

E) traditional

 

43)          According to the text, current marketing practice is mainly           .

A)           technological

B)            partnership-based C) transactional

D)           relational

E)            logistical

 

44)          Which of the following most accurately identifies the purpose of a marketing-mix model?

A)           to identify the most appropriate target audience for a new product

B)            to evaluate the contribution that each component of a marketing program makes to market performance

C)            to identify the most effective media strategies to use to reach a target audience

D)           to evaluate the effect of supply and price on level of customer demand

E)            to select the most efficient marketing channels for a given product

 

45)          Marketing-mix models came into popular use as a result of the .

A)           switch to the 4 Cs view of the marketing mix

B)            switch to the 7 Ps view of the marketing mix C) widespread availability of scanner data

D)           increased use of digital marketing

E)            increased use of one-to-one marketing

 

46)          In a marketing-mix model,           are developed from historical information to predict what sales performance might occur without any changes in marketing activity.

A)           baseline data

B)            sales-lift models

C)            buy-in data

D)           implementation models

E)            scanner data

 

47)          In a marketing-mix model,           are based on those things that contribute to incremental sales, such as new promotions or increased public relations efforts.

A)           baseline models B) sales-lift models

C)            buy-in data

D)           implementation models

E)            scanner data

 

48)                         involves assigning portions of the marketing budget to each marketing-mix element so as to maximize revenues or profits.

A)           Marketing-mix modeling

B)            Marketing-mix theory

C)            Marketing-mix optimization

D)           Return on investment

E)            Return on marketing initiatives

 

49)          Companies in the             sector were the first to adopt marketing-mix models.

A)           health services

B)            luxury services

C)            restaurant

D)           retail clothing and accessories E) consumer packaged-goods

 

50)          When a company begins to use a marketing-mix model, marketing managers often have to move from making "gut" decisions to a more             approach to decision making.

A)           intuitive B) structured

C)            creative

D)           personal

E)            emotional

 

51)          Red Bull entered the U.S. soft drinks market with a niche product: a carbonated energy drink retailing at about twice what you would pay for a Coke or Pepsi. Red Bull was sold in unconventional outlets not dominated by the market leaders. In doing so, Red Bull was using the  element of the marketing mix against the market leaders.

A)           price B) place

C)            physical handling

D)           packaging

E)            promotions

 

52)          Your current assignment at York Foods is to find the major benefits people look for in the packaged goods market , the kinds of people who look for each benefit, and the major brands that deliver each benefit. Your assignment involves an analysis of the   element of the marketing mix.

A)           product

B)            promotion

C)            people

D)           price

E)            place

 

53)          Ski Free, a manufacturer of skis and skiing accessories, offers several different types of skis in its product

 

portfolio marketed to different target groups of skiers. The skis vary in terms of design, style, and price. In marketing the different types of skis, it is most important for management to         .

A)           ensure that each ski has a distinct and separate target audience

B)            ensure that each type of ski has a separate promotion plan that does not overlap with the promotion plans of other skis in the portfolio

C)            understand how each ski type contributes to portfolio performance

D)           position each ski in comparison to other skis in the portfolio

E)            ensure that the pricing for each type of ski is within a tight range accepted by the majority of amateur skiers

 

54)          NutriSystem has typically targeted its weight loss programs toward women. Recently, however, it stepped up its efforts to attract male customers. As the company repositioned its brand for a different target audience, it was most important for NutriSystem to do which of the following?

A)           identify what competitors charge for their products B) understand the wants and needs of the new targets

C)            determine what type of sales force will be used

D)           identify which marketing channels will be used

E)            train salespeople in interacting with new targets

 

55)          Fence Patrol has developed an entirely new mounting system for chain link fences. Although it is a local company, through the acquisition of a distributor Fence Patrol now has the ability to market its products nationwide. Which of the following is a promotion question that managers at Fence Patrol should address as they create a marketing mix for new international markets?

A)           What is the average local price for chain link fences?

B)            How does the target audience feel about the quality of chain link fences currently on the market? C) What message about Fence Patrol's chain link fences is most likely to connect with the target?

D)           Will wholesalers or retailers be the primary sources for Fence Patrol products in new markets?

E)            What will the target in each country be willing to pay for Fence Patrol products?

 

56)          In the battle for "share of stomachs," some supermarkets are moving upscale, providing higher-quality food offerings and more personalized service, such as home delivery. This strategy represents a shift in the                   element of the marketing mix.

A)           place

B)            packaging C) product

D)           promotion

E)            price

 

57)          7-Eleven has recently begun to redesign and restock its stores to offer a more upscale environment and products, such as house wines and fresh foods. According to the 7 Ps classification of the elements of the marketing mix, 7-Eleven has changed its     .

A)           physical evidence

B)            price

C)            promotion

D)           process

E)            people

 

58)          Costco's surprise offerings of seconds, overstocks, and closeouts?occasionally including diamonds?are an example of         under the 4 Cs model of the marketing-mix.

A)           customer value

B)            cost

C)            credit

D)           channel

 

E)            communication

 

59)          Macy's department stores carry a wide range of product lines, including clothing, jewelry, kitchenware, and home furnishings. Macy's typically charges a relatively high markup, but also holds frequent sales, in particular offering discounts to customers who use a Macy's credit card. These are examples of Macy's adjusting the

                element of the 4 Cs of the marketing mix.

A)           customer value B) cost

C)            convenience

D)           channel

E)            credit

 

60)          FreshDirect, an online grocer with a customer-friendly Web site and a fleet of delivery trucks, calls itself "the new way to shop for food" and emphasizes that it brings quality foods "right to your door." This is an example of a company differentiating itself through the           element of the 4 Cs of the marketing mix.

A)           customer value

B)            cost

C)            convenience

D)           channel

E)            communication

 

61)          Bob and Phyllis Cords own two retail stores, one in Pottstown and one in Norristown. Though the towns are only 40 miles apart, the consumers at both stores are very different demographically. Bob and Phyllis alter the product offerings in both locations in an effort to cater to both demographic groups. Under the 4 Cs classification of the marketing-mix elements, the Cords have primarily adjusted               .

A)           customer value

B)            customers

C)            cost

D)           convenience

E)            communication

 

62)          Kirin works as part of the marketing team at a regional supermarket chain. To analyze data collected from the stores' scanner data in reference to marketing events such as the chain's radio advertisements and weekly newspaper inserts, Kirin will need to use a           .

A)           media-mix strategy

B)            marketing-mix strategy C) marketing-mix model

D)           marketing-mix optimization plan

E)            media optimization plan

 

Refer to the scenario below to answer the following questions. In the 1970s, Shipshewana was only a small town with a hardware store, a grain mill, a shoe store, a small restaurant, and a grocery store. Over the next two decades, the small town transformed into an international tourist attraction, attracting thousands of tourists who are intrigued with the lifestyle of Shipshewana's largest population?the Amish.

Ben and Mary Miller, having grown up within the Amish faith, decided to capitalize on their town's popularity and their woodworking skills. Their shop, Indiana Wood, began with a small display of handmade hickory rocking chairs, Ben Miller's specialty. But within a few months, the display at Indiana Wood included picnic tables, flower boxes, and small handmade novelty items. No other shop offers the same.

Mary Miller decorated the shop's display room with authentic Amish décor and eventually hired three Amish friends to sew and embroider napkins and other textiles per customer request. In addition, two women from the Amish community sought permission from the Millers to display home-baked pastries and jellies on Tuesdays and Wednesdays, the town's busiest tourist days, when Shipshewana attracts swarms of visitors to its

 

flea market on the south edge of town.

"Shipshewana is full of specialty shops," Mary Miller stated. "People don't come here to buy things made in China or Taiwan. They want real, Amish-made goods."

 

63)          Mary and Ben ask customers to fill out satisfaction surveys after purchasing items from the store. Customers who complete surveys are entered in a monthly raffle with the prize of a $100 gift certificate to the store. One of the questions on the survey asks customers what they had expected to pay for their purchases, and another asks what they would have been willing to pay for their purchases. Mary and Ben most likely asked these questions to help them evaluate the          element of their marketing-mix strategy.

A)           promotion

B)            positioning C) price

D)           process

E)            product

 

64)          Which of the following marketing-mix elements is currently MOST critical to Indiana Wood's success? A) place

B)            price

C)            channels of distribution

D)           branding

E)            physical evidence

 

65)          The Amish décor and shop workers give customers an authentic impression of the pride and skill built into the shop's products. Under the 7 Ps concept of the marketing mix, these aspects also contribute most directly to Indiana Wood's .

A)           product

B)            promotion

C)            physical evidence

D)           packaging

E)            positioning

 

66)          The concept of a marketing mix was originally discussed in the 1950s and included the 4 Ps as the classification of the marketing mix.

 

 

67)          Decisions made in each of the 4 Ps influence the other elements of the marketing mix.

 

68)          A company that does not respond to changes in the market has, by default, made a decision about its marketing-mix strategy.

 

 

69)          A business that practices a marketing orientation does not need to consider elements beyond the 4 Ps of the marketing mix.

 

 

70)          A change of business objectives should not lead to a reevaluation of the company's marketing-mix strategy.

 

71)          Introducing a new product to an established market segment through a unique positioning requires a thorough understanding of market competitors and their products.

 

 

72)          Alternative media such as viral marketing and social networking are rarely used to build emotional

 

connections with consumers.

 

73)          Marketing-mix elements should always be evaluated independently rather than in terms of how they work together.

 

 

74)          Serving the needs of two different target segments often requires different communications channels.

 

75)          As they were originally designed, the 4 Ps were intended to be both distinct and independent from the other aspects of a marketing mix.

 

 

76)          According to Kotler, the 4 Ps concept takes the seller's view of the market.

 

77)          The costs for specific marketing-mix elements are factored into a marketing-mix model.

 

78)          The creation of a marketing-mix model requires the use of a software package that maximizes marketing- mix elements with respect to particular financial outcomes.

 

 

79)          Marketing-mix models are used almost exclusively by retail businesses.

 

80)          A marketing department should strive to create a balance between creativity and a strict interpretation of output from a marketing-mix model.

 

 

81)          Clean-Eaze, a producer of home cleaning products, has designed a new label for its window cleaner. Under the original 12 categories of marketing variables, Clean-Eaze has adjusted its promotions.

 

 

82)          Tammi, a marketing manager of a line of women's facial cleansers, is trying to determine how to better track her target audience's wants and needs. Under the 4 Ps classification of the marketing-mix elements, Tammi is considering the product element.

 

 

83)          Scanner data collected during a one-day 20% off sale at a department store would be used to develop baseline data in a marketing-mix model.