Marketing Planning
Test Bank
Course Introduction
Marketing Planning is a course that provides students with a comprehensive understanding of the strategic process involved in developing effective marketing plans for organizations. The course covers essential topics such as market analysis, segmentation, targeting, positioning, setting marketing objectives, crafting marketing strategies, and developing integrated marketing communications. Students learn how to use analytical tools to assess market opportunities and threats, allocate resources effectively, and measure the success of marketing initiatives. Through case studies, group projects, and practical exercises, the course equips students with the skills needed to create actionable marketing plans that align with organizational goals and respond to dynamic market environments.
Recommended Textbook
Marketing Management 1st Edition by Greg Marshall
Available Study Resources on Quizplus 19 Chapters
2209 Verified Questions
2209 Flashcards
Source URL: https://quizplus.com/study-set/3199
Page 2
Chapter 1: Marketing in Todays Business Milieu
Available Study Resources on Quizplus for this Chatper
89 Verified Questions
89 Flashcards
Source URL: https://quizplus.com/quiz/63350
Sample Questions
Q1) Companies that conduct research using focus groups, consumer surveys, and in-person interviews most likely have a ____________.
A) Production orientation
B) Selling orientation
C) Marketing orientation
D) Buzz marketing orientation
E) Business orientation
Answer: C
Q2) Fernandez Brothers, Inc.provides accounting services to small businesses.Before and after tax season, the partners meet with each client company.It sends a monthly newsletter to update clients with tax changes.The firm's business practices revolve around putting the customer at the center when developing services and practices.Smith Brothers has adopted a ________________ approach.
A) Market orientation
B) Mass customization orientation
C) Differentiation orientation
D) Relationship orientation
E) Product orientation
Answer: D
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: Elements of Marketing Strategy and Planning
Available Study Resources on Quizplus for this Chatper
122 Verified Questions
122 Flashcards
Source URL: https://quizplus.com/quiz/63349
Sample Questions
Q1) Jack attributes the success of his pre-owned automobile business to the clear low-key messages created by a small advertising agency.Lately a new media buyer at the agency has changed the key radio stations where Jack's Autos ads are played and his sales are slipping.The problem occurs in the ____________ activity of the value chain.
A) Inbound logistics
B) Operations
C) Outbound logistics
D) Marketing and sales
E) Service
Answer: D
Q2) Roberta, the marketing manager at New Home Builders Corp., is crafting a SWOT analysis.She should include the downturn in the U.S.economy and tightening of the credit markets in the ___________ section.
A) Strengths
B) Threats
C) Opportunities
D) Strategic
E) Weaknesses
Answer: B
To view all questions and flashcards with answers, click on the resource link above.
Page 4
Chapter 3: Understanding the Global Marketplace: Marketing Without Borders
Available Study Resources on Quizplus for this Chatper
111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/63348
Sample Questions
Q1) Tim, an international marketing manager, is shocked that his company's agent in Burma has suggested that Tim's company buy his daughter a baby grand piano.Tim has read in the ________ section of a global marketing research report that while illegal in the U.S.bribes are expected in other countries.
A) Economic
B) Cultural, societal
C) Business environment
D) Political, legal
E) History and geography
Answer: D
Q2) Jamie is preparing a report for Charlotte, her boss at Kharma Corp., a firm that sells yoga mats and videos, meditation CDs, and related items.Charlotte wants to enter the global market by creating websites in foreign languages.What advice should Jamie give about how Kharma might sell and distribute initially?
Answer: Utilize delivery companies like UPS, FedEx, or DHL to expand into the market and ship products from the home market.
Take credit cards or use another financial payment system like PayPal.
Minimize capital expenditure at the outset
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: Perspectives on Customer Relationship Management
Available Study Resources on Quizplus for this Chatper
120 Verified Questions
120 Flashcards
Source URL: https://quizplus.com/quiz/63347
Sample Questions
Q1) Retailers like Brookstone use loyalty programs to reward the best customers.Brookstone customers earn points for ____________.
A) Signing into the website
B) Purchasing online
C) Referring new customers
D) B and D
E) All of the above
Q2) _______________ is not an advantage of one-to-one marketing over traditional mass marketing.
A) Increased promotional costs
B) Improved targeting of specific customers
C) Increased product development cycles
D) More efficient customer interaction
E) Better ability to track a campaign
Q3) Companies that focus on lifetime value most likely practice _______.
A) Mass marketing
B) Target marketing
C) One-to-one marketing
D) Customer marketing
E) Consumer marketing
Page 6
To view all questions and flashcards with answers, click on the resource link above.
Chapter 5: Managing Marketing Information
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/63346
Sample Questions
Q1) The owner of Joe's Pool Hall found some secondary data online that measured consumer reactions to certain amenities in Bars and Nightclubs.However, Joe is concerned about how the data was collected and whom it was collected from.This represents the _________ concerns associated with secondary data.
A) Validity
B) Cost
C) Speed
D) Fit
E) Age
Q2) Joan Doe is a participant in an online focus group for a processed food company.However, during one of the sessions her children are acting up and, as a result, she does not give much thought to her responses.This is an example of the _________ problem that companies that use online focus groups face.
A) Access limitation
B) Identity verification
C) Environmental control
D) Family issue
E) Qualification
Q3) Define the approaches to sampling.When should each be used?
To view all questions and flashcards with answers, click on the resource link above.
Page 7
Chapter 6: Understanding Competitors: Analysis to Action
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/63345
Sample Questions
Q1) The primary sources of competitive information are __________________.
A) Company websites
B) Business publications
C) Government
D) Salespeople and customers
E) All of the above
Q2) When you know the goals and objectives of a competitor, you have a pretty good idea of the company's strategy.
A)True
B)False
Q3) When products in an oligopoly are different, it is possible to have _____________ price variability.
A) Unchanging
B) Sinking
C) Lower
D) Greater
E) Zero
Q4) Why is the senior management team a good place to begin evaluating a competitor's culture?
Q5) What two characteristics define the industry structure?
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Understanding Customers: Business to Consumer Markets
Available Study Resources on Quizplus for this Chatper
120 Verified Questions
120 Flashcards
Source URL: https://quizplus.com/quiz/63344
Sample Questions
Q1) Mark is seeking out ______ because he is unfamiliar with the new computer he wants to buy and needs reassurance from someone he can talk to about a product selection before purchasing it.
A) Advice
B) Consumer reports
C) Market research
D) Information on the Internet
E) An opinion leader
Q2) What are the marketing implications for Maslow's Hierarchy of Needs Theory, Herzberg's Two Factory Theory, Aldelfer's ERG Theory and McClelland's Achievement Motivation Theory?
Q3) _____ tends to reinforce existing attitudes and creates a real challenge for marketers trying to overcome negative beliefs and attitudes since people are less likely to be aware of or retain information to the contrary.
A) Selective awareness
B) Selective distortion
C) Selective memory
D) Selective retention
E) Selective hearing
Page 9
To view all questions and flashcards with answers, click on the resource link above.
Chapter 8: Understanding Customers: Business to Business Markets
Available Study Resources on Quizplus for this Chatper
120 Verified Questions
120 Flashcards
Source URL: https://quizplus.com/quiz/63343
Sample Questions
Q1) The buying process for B2B markets ___________ than B2C markets.
A) Is more complex
B) Is more circuitous
C) has fewer people involved
D) is more psychological in nature
E) all of the above
Q2) Kari is the CEO of an up-and-coming new fashion label.She has just received a big order and needs to obtain the necessary equipment and materials to be able to fulfill the order.She has hired you, a business consultant, to assist her in making her decision.How would you walk her through the business market consumer decision process?
Q3) Complex product choice (Did we make the best selection?)in the B2B market depends upon __________________.
A) Price, product, and distribution criteria
B) Financial, subjective and objective criteria
C) Objective, subliminal and price criteria
D) Financial, value and service criteria
E) None of the above
Q4) Why does technology play a critical role in connecting the buyer and the seller in the B2B market?
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Segmentation, Target Marketing, and Positioning
Available Study Resources on Quizplus for this Chatper
117 Verified Questions
117 Flashcards
Source URL: https://quizplus.com/quiz/63342
Sample Questions
Q1) In general, B2B segmentation is more straightforward than B2C segmentation.
A)True
B)False
Q2) Firms that develop such close relationships with customers that they seem to deliver customized goods and services, are engaged in ____________ marketing.
A) Concentrated target marketing.
B) One-to-one marketing.
C) Differentiated marketing.
D) Undifferentiated marketing.
E) Shotgun marketing.
Q3) Family life cycle segmentation factors include all but ____________.
A) Income.
B) Age.
C) Marital status.
D) Number of children.
E) Cohabitation.
Q4) How does a firm connect its value proposition to the target market?
Q5) Define perceptual maps.
Q6) Explain the concept of differentiation.
Q7) Identify and describe the four types of positioning errors. Page 11
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 10: The Product Experience: Product Strategy
Available Study Resources on Quizplus for this Chatper
117 Verified Questions
117 Flashcards
Source URL: https://quizplus.com/quiz/63341
Sample Questions
Q1) As models proliferate and market segmentation becomes more pronounced, companies seek __________ distribution for their products.
A) Limited
B) Selective
C) Broader
D) Maximum
E) None of the above
Q2) Haagen-Dazs introduces new ice cream, sorbet and frozen yogurt flavors every year.In terms of the marketing communications budget, should the firm spend more money on new flavors or support the most popular flavors like chocolate and vanilla?
Q3) Early in the maturity phase of the PLC, the product reaches its ________ distribution with respect to the variety of outlets targeted.
A) Minimum
B) Stable
C) Maximum
D) Selective
E) None of the above
Q4) What is the distribution strategy in each phase of the product life cycle?
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 11: The Product Experience: Building the Brand
Available Study Resources on Quizplus for this Chatper
120 Verified Questions
120 Flashcards
Source URL: https://quizplus.com/quiz/63340
Sample Questions
Q1) Starbucks has a relatively small advertising budget because it is so well known that it doesn't need to spend much money raising brand awareness.This is an example of the _______ benefit of brand equity for brand sponsors.
A) Perceived Quality
B) Brand Image
C) Brand Connections
D) Perceived Bonuses
E) Brand Loyalty
Q2) One of the drawbacks to a firm that benefits from brand loyal customers is that it suffers from an increased long-term marketing costs giving the brand sponsor less flexibility in the marketing budgets because the loyal customers expect certain marketing events to occur.
A)True
B)False
Q3) How does the American Marketing Association define a brand and why is a strong brand important?
Q4) Define brand equity according to David Aaker and list the corresponding dimensions.
Q5) Identify and explain the boundaries of branding.
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 12: The Product Experience: New Product Development
Available Study Resources on Quizplus for this Chatper
117 Verified Questions
117 Flashcards
Source URL: https://quizplus.com/quiz/63339
Sample Questions
Q1) For some start-up companies, the main reason for failure of new products is
A) Lack of technology
B) Lack of capital
C) Fuzzy logic
D) Access to distribution markets
E) None of the above
Q2) What are three major activities in new-product development?
Q3) Early buyers are critical in the success of a new product because _________.
A) They are ore likely to be discerning buyers
B) They are more likely to communicate their preferences and dislikes to others
C) They are less likely to be concerned about product performance
D) They are more motivated by being fashion than product quality driven
E) All of the above
Q4) The innovation diffusion process __________.
A) Is how long it takes a product to move from introduction to growth
B) Is how long it takes to move from awareness to interest
C) Is how long it takes to move from trial to adoption
D) Is how long it takes a product to move from first purchase to last purchase
E) None of the above
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 13: Service As the Core Offering
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/63338
Sample Questions
Q1) Reliability when referring to service quality means that _________.
A) The service is performed tight the first time and every time
B) The service is variable and has different outcomes due to employee variation
C) Each time a service is performed that the customer is asked about their perception of the service quality
D) The automobile service department should show you the broken parts when they fix your car
E) None of the above
Q2) There is an ethical debate on that doctors should send their patients to China for treatment because the cost is lower than is available in the United States.
A)True
B)False
Q3) Krista is the marketing manager at a national cellphone service company.Her company has always upheld high service standards, and has a loyal customer base, but Krista fears that something could happen in the future to affect this.What measurement tool can Krista use to find emerging problems in the service delivery system? Give Krista an example of the system.
Q4) How are service quality and the service encounter related?
To view all questions and flashcards with answers, click on the resource link above.
Page 16
Chapter 14: Managing Pricing Decisions
Available Study Resources on Quizplus for this Chatper
120 Verified Questions
120 Flashcards
Source URL: https://quizplus.com/quiz/63337
Sample Questions
Q1) Harvey has just been hired as a marketing manager for a start-up technology company.His bosses have asked him to look at the pricing of their products and determine if the pricing strategies are best.Harvey is nervous because he has never done that before.How would you walk him through the pricing decision-making process?
Q2) _____________ remit monies to purchasers after the fact.
A) Fixed costs
B) Variable costs
C) Total costs
D) Discounts
E) Allowances
Q3) Regardless of whether the setting is B2C or B2B, the vast majority of costs are associated with the purchase price.
A)True
B)False
Q4) What are the primary differences and uses of price, trade and quantity discounts?
Q5) Give an example of when a value pricing strategy would be best used.
Q6) Why were fair trade laws created? Who were they intended to protect?
Q7) What are some of the differences between auction pricing and reverse auction?
Page 17
To view all questions and flashcards with answers, click on the resource link above.
Chapter 15: Managing Marketing Channels and the Supply Chain
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/63336
Sample Questions
Q1) ____________ are appropriate for intensive distribution, as their sales rely on the consumer seeing the product, feeling an immediate want, and being able to purchase now.
A) High technology goods
B) Durable goods
C) Convenience goods
D) Impulse goods
E) Shopping goods
Q2) Unresolved channel conflict can result not only in an uncooperative and inefficient channel, but it can also ultimately impact end-user consumers through ________________.
A) Inferior products
B) Spotty inventory
C) Higher prices
D) A & B
E) A, B & C
Q3) You have always wanted to start a company selling golf clubs.You start to look at putting a business plan together and determining the best companies to use as manufacturers, transporters, retailers, etc.How could a channel of distribution help you?
Page 18
To view all questions and flashcards with answers, click on the resource link above.
Chapter 16: Point of Customer Interface: Bricks and Clicks
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/63351
Sample Questions
Q1) Variety is the number of product categories offered by a retailer and is referred to as
A) Retailing
B) Customer touchpoints
C) Variety
D) Breadth of merchandise
E) Depth of merchandise
Q2) ___________________ occur(s)in many ways-retail store, direct-mail piece, e-mail, company Web site, and even advertising.
A) Variety
B) Customer touch points
C) Breadth of merchandise
D) Retailing
E) Depth of merchandise
Q3) Test-driving a car, trying on a sweater or dress, and watching a TV in the showroom are all examples of the single greatest benefit of store retailing, the ability to see, touch, and test the product.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 19
Chapter 17: Integrated Marketing Communication:
Advertising, Sales Promotion, and Public Relations
Available Study Resources on Quizplus for this Chatper
112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/63335
Sample Questions
Q1) When two or more brands are reviewed side by side against each other on certain attributes this is considered _____________________________.
A) Pioneering advertising
B) Competitive advertising
C) Institutional advertising
D) Comparative advertising
E) Sales promotion
Q2) Showing exotic aliens blasting cavities in your mouth is an example of ______.
A) Fantasy appeal
B) Endorsement appeal
C) Humor appeal
D) Comparative advertising
E) Competitive advertising
Q3) Little kids and puppy dogs help execute a(n)_________________ appeal.
A) Fantasy
B) Rational
C) Emotional
D) Lifestyle
E) Slice of life
To view all questions and flashcards with answers, click on the resource link above. Page 20
Q4) What kinds of decisions are involved in developing and executing IMC strategy?
Chapter 18: Integrated Marketing Communication: Selling,
Direct, and Interactive Marketing
Available Study Resources on Quizplus for this Chatper
117 Verified Questions
117 Flashcards
Source URL: https://quizplus.com/quiz/63334
Sample Questions
Q1) While it is important to be a good listener, it is more important that salespeople are skillful communicators.
A)True
B)False
Q2) ___________________ is NOT one of the four basic selling activities that define the salesperson's job.
A) communicate
B) build customer relationships
C) manage information
D) set price
E) sell
Q3) _______________ is not a step in the personal selling process.
A) prospecting
B) handling objections
C) price fixing
D) Qualifying the prospect
E) Follow up
Q4) What are the three types of online advertising discussed in the book?
Q6) What are the 4 direct marketing communication channels? Page 21
Q5) What are the seven design elements of a website's customer interface?
To view all questions and flashcards with answers, click on the resource link above.
Page 22
Chapter 19: The Marketing Dashboard: Metrics for Measuring Marketing Performance
Available Study Resources on Quizplus for this Chatper
112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/63333
Sample Questions
Q1) Marketing plan controls involve _______________.
A) The marketing and sales departments
B) The marketing, sales, and customer service departments
C) The accounting and IT departments
D) The entire organization
E) The marketing and production departments
Q2) When someone says "competition is coming from all directions and that there are several low cost producers out there ready to take your customers", he or she is referring to the concept __________.
A) The world is close together
B) The world is a sphere
C) The world is round
D) The world is flat
E) All of the above
Q3) Setting exceedingly high goals and objectives will result in _____________.
A) Higher performance by the organization
B) 'Fudged' reports
C) Outright lies
D) Hiring of more personnel
E) B and possibly C
To view all questions and flashcards with answers, click on the resource link above. Page 23