1. The purpose of profitability control is to

understand the efficiency of the sales force, advertising, sales promotion, and distribution

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

2. ________ is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments.

Marketing implementation

Market watch

Marketing control

Test marketing

3. 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)

price escalation problem

market pricing problem

opportunity cost problem

tactical pricing problem

4. ______ is an obligation to act in a way expected of a reasonable person.

Liability

Duty

Litigation

Reliance

5. Which characteristic of a marketing audit is described by the methodical evaluation of the macro- and micromarketing environments, objectives and strategies, system, and activities?

Periodic

Systematic

Comprehensive

Independent

6. 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 control

marketing function

marketing development

marketing mix

7. Marketing effectiveness rating instruments and marketing audits are approaches to

efficiency control

annual-plan control

profitability control

strategic control

8. 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

forward adaptation

straight extension

product standardization

9. Which of the following is true regarding a marketing audit?

It identifies the most-needed improvements and incorporates them into a ive-action plan with short- and long-run steps.

It focuses on a firm’s macro marketing environment.

It focuses on analysis of those marketing activities that have failed to produce adequate results.

It relies on feedback from company managers for data and opinions.

10. To protect a creative work from being published in any other manner, a company or author would ____________ the material.

patent

copyright

trademark

freelance

11. 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

imagines illegal policy may occur

uncovers illegal action

unknowingly works with a corrupt agency

cooperates to further illegal action

12. Rising customer expectations, evolving employee goals and ambitions, and tighter government legislation and pressure are driving companies to

operate flatter organizations

manage shorter supply chains

operate leaner manufacturing facilities

practice a higher level of corporate social responsibility

13. Which of the following is an example of a distribution metric used for measuring the performance of marketing plans?

Stock cover in days

Customer acquisition

Effective reach

Market share

14. Which of the following is an example of a communication metric used for measuring the performance of marketing plans?

Response rate

Trial rate

Sales growth

New customer gains

15. 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

16. Straight extension of the product means

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

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

17. A marketing audit is typically best conducted by a(n)

internal marketing executive

internal department

a. self-audit

outside consultant

18. 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 resented being sold an inferior product on the back of a cause-marketing program.

Customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive.

Customers felt that the cause was not in sync with the company’s brand image.

Consumers did not value the cause Cadbury was promoting.

19. Which of the following refers to the ability to meet humanity’s needs without harming future generations?

Greenwashing

Ecological footprinting

Sustainability

Scalability

20. The purpose of strategic control is to

understand the efficiency of the sales force, advertising, sales promotion, and distribution

examine whether the company is pursuing its best opportunities with respect to markets, products, and channels

examine where the company is making and losing money

evaluate and improve the spending efficiency and impact of marketing expenditures

21. Which of the following is likely to be an important trend in marketing in the future?

Marketing science

Marketing intuition

Manual marketing

Mass marketing