Uno
Which should be included in the executive summary of a marketing plan?
A. A mission statement
D. A SWOT analysis
A. A mission statement
A business identifies a market that shares common characteristics on the basis of where people live and work. This is an example of market identification by which segmentation?
B. Geographic
C. Ethnicity
B. Geographic
When a business emphasizes the environmental friendliness of a product, it is positioning the product by focusing on which factor?
A. Price
C. Attributes
C. Attributes
When considering a new product for a company, Tom decided to introduce a product in only three states for a six-month period. Which action did he perform?
A. Product development
D. Test marketing
D. Test marketing
A benefit of channels of distribution is which feature?
B. Businesses can easily obtain products from all over the world.
C. Retailers must spend more money.
B. Businesses can easily obtain products from all over the world.
Which is an important advantage for the corporate form of business ownership?
B. Relatively little government regulation
C. Ability to raise large amounts of capital
C. Ability to raise large amounts of capital
Marketing strategies are designed and implemented for the overall purpose of which action?
C. Achieving planned goals
D. Increasing business profits immediately
C. Achieved planned goals
Due to the lackluster sales, the Elba Corporation has decided to eliminate several of its product lines, Elba's executives hope that by focusing on fewer product lines, they will see more profit. The Elba Corporation should plan to adjust which aspect of its product mix?
B. Length
C. Width
C. Width
Sandy opened a small business that carries a very wide variety of products of varying qualities at many different prices. Sandy is losing customers who are disappointed with the selection, quality, and quantity of items. What is lacking in Sandy's product mix?
A. Consistency
B. Breadth
A. Consistency
The Barker Company is determining which channel of distribution to use by considering the number of potential customers in various geographic regions. The company is focusing on which components?
A. Market factors
C. Product Benefits
A. Market factors
Which is a major advantage of a sole proprietorship?
B. Ease of start-up
D. Sharing of decision making
B. Ease of start-up
Which situation presents a business threat to a company?
A. A competitor obtains a bank loan for expansion.
B. A competitor recalls a defective product
A. A competitor obtains a bank loan for expansion.
During the distribution channel selection process, a producer should consider intermediary services and which other factors?
A. Policies
D. Scales
A. Policies
Marketers determine distribution intensity so they can achieve which outcome?
A. Ideal market exposure
C. Perfect market coverage
A. Ideal market exposure
A business is extending its operating hours to accommodate its customers. Which is a business cost associated with this service?
A. Higher payroll expenses
D. Increased customer satisfaction
A. Higher payroll expenses
When the Green Company selected its target market, it decided to ignore the segment differences and generate appeal with one offer. The company is using which marketing strategy?
A. Isolated
D. Mass
D. Mass
One way that a business can learn about the activities of competitors is to perform which action?
B. Evaluate intranet efficiencies
C. Review secondary data.
C. Review secondary data.
Certain product characteristics often require a business to select intermediaries that have which specific components?
B. Needs
D. Capabilities
D. Capabilities
Which are product factors that a business considers when selecting a channel of distribution?
B. Complexity, perishability, and unit value
C. Perishability, location, and order size
B. Complexity, perishability, and unit value
Managers used broad objectives that they develop for a business as the basis for setting which measurements?
A. Benefit Levels
B. Performance Target
B. Performance Target
Why do businesses with excessive dept often Chapter 7 bankruptcy?
A. To liquidate
C. To refinance
A. To liquidate
Which is often included in a situation analysis of a marketing plan?
A. A SWOT analysis chart
D. A list of the marketing objectives for a company
A. A SWOT analysis chart
The product mix that a business decides to offer customers help to project which factor about the business?
A. Display Themes
D. Unique Image
D. Unique Image
Which is the most effective mission statement?
B. "We create happiness by providing the finest entertainment for people for all ages, everywhere"
D. "We sell toys, clothing, jewlery, housewares, books, movies, and much, much more!"
B. "We create happiness by providing the finest entertainment for people for all ages, everywhere"
Which is a reason why managers develop company objectives?
A. To identify business purpose
D. To communicate with employees
A. To identify business purpose