Reference no: EM132439231

Part 1

Question 1: The Southwind Camper Co. has as its primary goal to sell 10,000 camper trailers each year. From this type of objective, you can conclude that the company:

A. has a marketing orientation.

B. does not adhere to the marketing concept.

C. has determined to satisfy existing customer needs.

D. wants to use a product development strategy.

Question 2: The implementation of the marketing concept in a company should produce company-wide managerial:

A. appreciation of the consumer's role as it is related to the firm's existence, growth, and stability.

B. effort based on participation and interaction of company officers in establishing corporate and departmental goals.

C. concern with the effect of new products on the firm's present and future profit position.

D. attentiveness to all of the above.

Question 3: Strategic planning:

A. includes all the activities that lead to the development of a clear organizational mission, organizational objectives, and appropriate strategies to achieve those objectives.

B. should emphasize current cash flows, market share gains, and earning trends.

C. cannot be used to prepare for inevitable changes in the market environment.

D. should be developed by and be the sole responsibility of the organization's top managers.

Question 4: During the 1940s, Odorono was a very popular, widely advertised antiperspirant. The product was manufactured by the Odorono Company in New York City. The product came in liquid and solid form and eliminated perspiration on hands, feet, forehead, and under arms. The most likely reason why this company no longer exists is:

A. its lack of customer orientation.

B. a poorly chosen name.

C. its failure to modify its strategy to reflect the changing environment.

D. a poor use of the promotional mix.

Question 5: Imagine a chain of steak restaurants that had as its mission statement to provide its customers with the world's best steaks. Changes in consumer tastes resulted in fewer customers for the steakhouses. In Rationale to decreased demand, the restaurant over a period of time added chicken, vegetarian lasagna, seafood, and pizzas to its menu. Now, the chain of restaurants can best be described as a(n):

A. organization that adheres to a production orientation.

B. organization without any strategy.

C. drifting organization.

D. organization that adheres to a selling orientation.

Question 6: Which of the following statements about a mission statement is true?

A. Even though no one denies the importance of the mission statement, it is the least used of all of the management tools.

B. An effective mission statement takes an internal organizational focus.

C. A generalized mission statement is more effective than one that is specific because it allows the organization to respond quickly to a changing environment.

D. It is not uncommon for an organization to spend one to two years developing a useful mission statement.

Question 7: Slatescape is a relatively new company that mines and crushes slate for use as mulch in gardens. In order to __________, the managers of the company reviewed the historical records of the mine from which it is getting the slate. Its managers also determined that slate is available in only a few areas of the world. In addition, the managers examined its acceptance within the community, federal regulations, which affect its operation, and its existing and potential competitors.

A. develop a mission statement

B. distinguish between primary and secondary objectives

C. develop an effective marketing mix

D. evaluate its marketing plan

Question 8: Belinda Nunez wants to open a gallery in which she will feature young Hispanic artists. She was unsure if the new business would succeed until she read in the local newspaper that 55 percent of the community in which she will be operating the gallery is Hispanic. Which of the following statements could describe this situation?

A. Nunez needs to realize that even the most carefully conducted research can be fraught with errors.

B. Nunez needs some primary marketing research before she invests her money and time in this project.

C. Nunez should make the decision to open the gallery based on her own experiences in the community-and not on marketing research alone.

D. All of the above statements can be used to describe this situation.

Question 9: Which of the following statements about marketing research is true?

A. Marketing research proves the old adage, "You get what you pay for."

B. Many marketing managers view marketing research as the final answer to their problems.

C. You don't need intuition or experience when you have marketing research.

D. Good marketing research considers all the factors that could influence the success of a marketing strategy.

Question 10: Reading of Toledo, Inc., makes a streaked griddle that produces char-broiled looking meat without the grease flare-ups, the smoke, or the wasted energy. Sales have been down recently for its streaked griddle. Its marketing manager wonders if the sales decrease is due to consumer health concerns that grilled meat causes cancer. The manager wants to do marketing research to see if the firm needs to modify the product or do more consumer advertising. The marketing manager:

A. is in the first stage of the market research process.

B. must realize this is a channel issue.

C. will have to rely solely on secondary data.

D. will next need to determine how the gathered data will be processed.