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MKT 421 FINAL EXAM 2016 VERSION

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1. A __________ is a road map for the marketing activities of an organization for a specified future time period such as one year or five years. marketing dashboard marketing plan operation plan mission statement 2. What is meant by “accelerating the process?” Increase advertising costs during product launch Speed up new product time to market Identify major competitors early Create a new market space 3. The product life cycle refers to __________. a concept that describes the stages a new product goes through from product concept to commercialization the average life span of a product a concept that describes the stages a product goes through in the marketplace—early growth, accelerated development, maturity, and decline a concept that describes the stages a product goes through in the marketplace—introduction, growth, maturity, and decline 4. Jay stops at the shopping mall to purchase a new pair of jeans from the Diesel store. He is the ultimate consumer in a pipeline from the producer through intermediaries including the clothing store. This pipeline is actually a _______. marketing channel marketing tunnel consumer market distribution matrix 5. What is the marketing objective for the growth stage of the product life cycle? maintain brand loyalty minimize promotion increase market share stress differentiation 6. In the nonprofit world of the performing arts box office technology has essentially remained the same since the 1980s. A company called Tessitura is trying to change that. Tessitura is able to track every transaction with its patrons in one database. The information collected includes ticket purchases, fund-raising, volunteering, and gift shop purchases that will help symphonies, operas, and theaters develop customer profiles in order to tailor their sales messages to specific individuals. In other words, Tessitura will allow arts groups to engage in: mainstream marketing societal marketing relationship marketing market aggregation 7. Marketing refers to: the production of products or services that will generate the highest return on investment. the activity for creating, communicating, delivering, and exchanging offerings that benefit its customers, the organization, its stakeholders, and society at large. the activity involved in getting a product or service from the manufacturer to ultimate consumers and organizational buyers. the process of identifying target market segments for a product or service. 8. Variables such as location the North American Industry Classification System (NAICS) code and type of buy are all examples of ways to: promote NAFTA. segment an organizational market. forecast sales to a consumer market. differentiate products. 9. While pricing objectives frequently reflect corporate goals pricing constraints often relate to: stockholder demands. conditions existing in the marketplace. an organization’s code of ethics. the financial realities within the organization itself. 10. In personal branding the “price” component of the marketing mix refers to: The number of hours you spend job searching The annual cost of maintaining online profiles (such as LinkedIn) The expense associated with job-hunting The salary range and job benefits you hope to receive 11. At Mattel Barbie is child-tested to be sure the doll cannot be broken apart and accidentally choke a child. This type of consumer or safety test occurs during the __________ stage of the new-product process. new-product strategy development market testing development screening and evaluation 12. Customer value refers to: the cluster of benefits that an organization promises customers to satisfy their needs. the need of a customer to receive the highest quality product at the lowest possible price. a statement that, before product development begins, identifies (1) a well-defined target market; (2) specific customers’ needs, wants, and pr

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