Tutorial 17 / Week commencing 4 th of June 2012 : Chap. 19

Section A : MCQs

1. For a marketing-mix strategy to be effective, it is LEAST important for marketers to consider which of the following factors?A) How will each marketing mix element interact with the other elements?B) How consistent is the marketing mix with the company's mission and vision?C) Does the marketing mix have the ability to achieve business objectives?D) What is the level of risk and exposure the business will take with the marketing mix?E) How will customer data be collected?

2. The emergence of a new trend or the evolution of a new technology should cause a marketer to ________.A) change the company's marketing-mix strategyB) reevaluate the company's marketing-mix strategyC) identify a new target market for the company's productsD) increase support for the current marketing-mix strategyE) adopt new methods of measuring the success of the current marketing-mix strategy

3. The marketing team of a company that has acquired a new brand should be most concerned with which of the following?A) changing the new brand's positioningB) determining whether any brands in the portfolio should be repositionedC) maintaining the new brand's current positioningD) maintaining the positioning of brands in the portfolioE) ensuring that the new brand's target market does not overlap with any of the existing brands' target markets

4. Cadillac's portfolio consists of sedans, a crossover, a sport utility vehicle, and a high-performance version of the sedan. The sedans are sold through the Cadillac dealer network, but the high-performance version is sold in limited volumes and is not available at all dealers. This difference in availability is an example of how the products within the Cadillac portfolio are differentiated by the ________ element of the marketing mix.A) pricingB) promotionC) placeD) processE) product

5. For a marketer repositioning an established brand for a new target audience, understanding of which of the following is LEAST important?A) the wants of the new targetsB) the needs of the new targetsC) the substitute products that are important to the new targetsD) the budgeting methods of leaders in the product categoryE) the products the new targets are currently purchasing

6. To attract a target audience of 25- to 35-year-olds, Godiva began running advertisements that resembled fashion advertisements. Godiva also began purchasing ad space in Vogue and Vanity Fair. In doing so, Godiva altered the ________ element of its marketing-mix strategy.A) productB) promotionC) placeD) physical evidenceE) price

7. A marketer analyzing a company's manufacturing costs and the level of sales volume needed to cover those costs is analyzing the ________ element of the marketing mix.A) productB) promotionC) placeD) physical evidenceE) price

8. Which of the following questions most closely involves analysis of the promotion element of the marketing mix?A) What do competitors charge for their products?B) What is the target's level of awareness for each competitive brand?C) How profitable are the products being sold to the target?D) Are there any foreseeable changes in the requirements of the target?E) Will wholesale, retail, or direct-to-consumer channels be used?

9. Which of the following most accurately identifies the purpose of a marketing-mix model?A) to identify the most appropriate target audience for a new productB) to evaluate the contribution that each component of a marketing program makes to market performanceC) to identify the most effective media strategies to use to reach a target audienceD) to evaluate the effect of supply and price on level of customer demandE) to select the most efficient marketing channels for a given product

10. Red Bull entered the U.S. soft drinks market with a niche product: a carbonated energy drink retailing at about twice what you would pay for a Coke or Pepsi. Red Bull was sold in unconventional outlets not dominated by the market leaders. In doing so, Red Bull was using the ________ element of the marketing mix against the market leaders.A) priceB) placeC) physical handlingD) packagingE) promotions

11. NutriSystem has typically targeted its weight loss programs toward women. Recently, however, it stepped up its efforts to attract male customers. As the company repositioned its brand for a different target audience, it was most important for NutriSystem to do which of the following?A) identify what competitors charge for their productsB) understand the wants and needs of the new targetsC) determine what type of sales force will be usedD) identify which marketing channels will be usedE) train salespeople in interacting with new targets

12. In the battle for "share of stomachs," some supermarkets are moving upscale, providing higher-quality food offerings and more personalized service, such as home delivery. This strategy represents a shift in the ________ element of the marketing mix.A) placeB) packagingC) productD) promotionE) price

13. 7-Eleven has recently begun to redesign and restock its stores to offer a more upscale environment and products, such as house wines and fresh foods. According to the 7 Ps classification of the elements of the marketing mix, 7-Eleven has changed its ________.A) physical evidenceB) priceC) promotionD) processE) people

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