Decisions about packaging and branding

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Reference no: EM131044201

1. Which of the following components of the marketing mix concerns decisions about packaging and branding?

  • Promotion
  • Price
  • Product
  • Place
  • Profit

2. Which of the following concerns how the whole marketing system works?

  • Micro-marketing
  • Functional-level strategy
  • Business-level strategy
  • Strategic planning
  • Macro-marketing

3. One of the advantages of a market-directed economic system is that it:

  • results in monopolistic markets.
  • operates automatically.
  • can be controlled by marketers.
  • leads to social inequality.
  • operates according to government regulations.

4. In a marketing plan, the nature of demand and marginal analysis are a part of the _____ component of the marketing mix.

  • product
  • production
  • place
  • price
  • promotion

5. By developing and implementing more effective marketing strategies, a marketing manager can:

  • All of these alternatives are correct.
  • provide more consumer satisfaction.
  • reduce the costs of wasted effort by a firm.
  • improve the profits of a firm.
  • contribute to the effectiveness of the macro-marketing system.

6. Which of the following should NOT be included in a marketing plan?

  • All of these should be included in a marketing plan.
  • Product class.
  • Marketing plan objectives.
  • A company analysis section.
  • Reasons for the marketing strategy decisions.

7. Which of the following statements about marketing accurately reflects the text's point of view?

  • Micro-marketing never costs too much.
  • Macro-marketing does not cost too much.
  • Marketing is not needed in all modern economies.
  • Macro-marketing does cost too much.
  • Micro-marketing always costs too much

8. In which of the following types of economies will the forces of competition help speed the diffusion of marketing advances to consumers everywhere?

  • Cost-directed economy
  • Production-oriented economy
  • Command economy
  • Market-directed economy
  • Internally-oriented economy

9. Which of the following is NOT an indicator that macro-marketing does not cost too much?

  • Products improve the quality of life.
  • Advertising wastes resources.
  • Micro-marketing efforts help to grow the economy.
  • Marketing reflects our values.
  • Companies fail to adapt to changing customer needs.

10. Denton Corp. spent millions of dollars manufacturing, advertising, and campaigning for their new brand of cranberry-flavored soft drink. However, consumers did not like the drink and sales quickly plummeted. Finally, the product was declared a failure and discontinued. This illustrates that:

  • micro-marketing often does cost too much.
  • a macro-marketing system leads to monopolistic markets.
  • a micro-marketing system encourages fair trade.
  • advertising can lower the price of a product.
  • macro-marketing often does cost too much.

 

11. The future poses many challenges for marketing managers because:

  • it marketing managers who have full responsibility to preserve our macro-marketing system.
  • ultimately it is marketing managers who must determine which products are in the best interests of consumers.
  • the marketing concept has become obsolete.
  • social responsibility applies only to firms-not to consumers.
  • new technologies are making it easier to abuse consumers' rights to privacy.

12. Consumer satisfaction:

  • is totally unrelated to company profits.
  • is hard to define.
  • is the basic objective of all economic systems.
  • depends on one's own expectations and aspirations.
  • is easier to measure at the macro-level than at the micro-level.

13. The text concludes that:

  • marketing makes people buy things they don't need.
  • advertising is a poor use of resources.
  • marketing's job is just to satisfy the consumer wants which exist at any point in time.
  • marketing makes people materialistic.
  • advertising can actually result in lower prices to the consumer.

14. Micro-marketing may cost too much because:

  • prices are frequently set on a cost-plus basis.
  • firms fail to identify new target markets.
  • All of these are reasons why micro-marketing may cost too much.
  • promotion is sometimes seen as a substitute for product quality.
  • firms frequently develop "me-too" products.

15. An objective of our macro-marketing system should be to:

  • continually seek more satisfying solutions to consumer problems.
  • eliminate materialism.
  • eliminate monopolistic competition.
  • eliminate advertising, which will lower prices.
  • satisfy only the minimum material requirements of life.

16. Which of the following concern(s) the marketing activities of an individual firm?

  • Macro-marketing
  • Collectivist cultures
  • Command economic systems
  • Micro-marketing
  • Production-oriented marketing

17. A software company develops a software product that customers like, but high prices and inadequate distribution cause the product to fail. This is an example of which of the following causes of marketing inefficiency.

  • Emphasis on innovative thinking.
  • Improper blending of the four Ps.
  • Preference for a market-orientation rather than a production-orientation.
  • Lack of interest in or understanding of the fickle customer.
  • Inability of firms to identify new target markets and new opportunities.

18. Among the challenges facing marketing, which of the following reflects advice offered by the textbook?

  • International competition can generally be ignored.
  • The government and not companies should be concerned about the environment.
  • Recognize that most markets change very slowly.
  • Short-run consumer welfare should be the focus.
  • Marketing managers frequently evaluate and adapt marketing strategies.

19. Developing a "marketing plan:"

  • involves nothing more than assembling the four Ps better than your competitors.
  • includes no time-related details because the plan is frequently changing.
  • Provides a blueprint for implementation.
  • means selecting a target market and developing a marketing mix.
  • is easy-and profits are virtually guaranteed-provided that a firm fully understands the needs and attitudes of its target market.

 

20. Which of the following sections of the marketing plan includes a description of how the four Ps fit together?

  • Customer analysis
  • Marketing plan objectives
  • Analysis of the market context
  • Overview of the marketing strategy
  • Competitor analysis

Reference no: EM131044201

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