The more a marketing plan is based on
_____ rather than guesses, the less uncertainty and fewer risks are associated
with executing it.
facts
and valid assumptions
(TCO 1) The Book
Promoters Association of Canada’s members recently questioned what could be
done to rejuvenate the Canadian book publishing industry. Some members claimed
the problem was that Canadian retailers had been replaced by Walmarts. Others
said the problem was with stodgy promotions. Still others said the problem was
caused by too little money being budgeted to fund marketing programs. It was
time that Canadian book publishers used _____ to save the industry.
a. advertising
b. sales promotion
c. publicity
d. marketing research
e. tactical support
(TCO
1) Your neighbor is tired of conventional soft drinks and wants something
different. Coincidentally, Cadbury Beverages Inc. has begun distributing
Country Time lemonade through the supermarket at a price comparable to that of
soft drinks. Which of the conditions needed for marketing to occur is described
in this situation?
a. The creation of unrealized
needs
b.Two
parties with unsatisfied needs
c. One-way communication
d. A physical location for an
exchange to take place
e. Time and place utility
(TCO 5)
The Lemon Tree is a high-fashion boutique selling top-of-the-line women’s
clothing and accessories. The keys to its success include knowing the
customers’ changing tastes and providing something different from other
retailers. In addition, because of the high value of the merchandise, The Lemon
Tree’s management is exploring the use of computerized inventory controls and
sales order processing. From this description, one can infer that the
environmental category of least importance to The Lemon Tree is
a.economic.
b.regulatory.
c.technological.
d.social.
e.competitive.
(TCO
2) To promote its theme parks to groups, Disney is using advertising, direct
marketing, Internet promotion, and partnerships with other companies. In other
words, Disney is using
a.implemented market codes
(IMC).
b.interactive media
convergence (IMC).
c.an infrastructure of market
customization (IMC).
d. integrated
marketing communications (IMC).
e. integrated media
convergence (IMC).
(TCO
7) Marketing channels help create value for consumers through all of these four
utilities except ____.
a.time
b.place
c.form
d.sales promotion
e. possession
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