MKT 421 (new) Inspiring Minds/uophelp.com - Page 16 - For more course tutorials visit www.uophelp.com This Tutorial contains 2 Different Sets of Papers for all Assignments MKT 421 Week 1 Individual Assignment Favorite Brand Paper (2 Papers) MKT 421 Week 1 Discussion Question 1 MKT 421 Week 1 Discussion 5 In which quadrant of the SWOT analysis tool does the following fit? A firm is in a fast-growing industry. Opportunities Strengths Threats Weaknesses 6 The phrase "big data" refers to: the top five firms in the marketing research industry. the massive amount of data being collected and processed by today's organizations. marketing research data taken from Internet sources. the use of marketing research in big marketing decisions. 7 Genetech Corp. has invested heavily to develop a patented new product. Genetech wants to achieve a rapid return on its investment. It probably should set a ______________ pricing objective. Status quo Target return Profit maximization Sales-oriented 8 From the perspective of macro-marketing, e-commerce specialists CarFax (which provides vehicle history reports) and Cars.com (a website offering auto comparison shopping) have emerged within the auto industry because: The role of the automotive sales person is becoming obsolete. The market needs competitive rivals to auto dealerships. Auto manufacturers need to sell direct to consumers. The information they provide makes the exchange process between producers and consumers more efficient and effective. 9 According to the concept of social responsibility, a firm has a duty to: Conduct business in a way that is good for society as a whole, both now and for the future. Communicate regularly with the public. Place customer satisfaction above all other considerations. Place profit above all other considerations. 10 The main difference between the "marketing department era" and the "marketing company era" is: Whether the whole company is customer-oriented. More emphasis on selling and advertising in the marketing department era. Whether the president of the firm has a background in marketing. More emphasis on short-run planning in the marketing company era. 11 In the 1990s, DVDs replaced audiocassettes and floppy disks as the storage media of choice for music and computers. At which stage of the product life cycle is the DVD today? Sales decline Market extinction Market immaturity Market introduction 12 The three basic sales tasks are: Order-taking, missionary selling, and order-getting. Order-taking, order-managing, and order-getting. Order-closing, order-opening, and sales-promoting. Order-taking, supporting, and order-getting. 13 Clearwater Office Supply sells frequently purchased office supplies to businesses in a metropolitan area. It is a well-established company with a large share of the market. Its promotion should probably focus on: Informing. Innovators. Reminding. Stimulating primary demand. 14 A producer might use a "pulling policy" rather than a "pushing policy" if: It is offering a very "high-tech" product to a small product-market. It has a very limited promotion budget. Its sales force has been very successful getting wholesalers and retailers to handle its product. Intermediaries are reluctant to handle a new product. 15 The main difference between a "marketing strategy" and a "marketing plan" is that: A marketing plan includes several marketing strategies. A marketing strategy omits pricing plans. A marketing strategy provides more detail. Time-related details are included in a marketing plan. 16 In the American Marketing Association's Statement of Ethics, which ethical value stresses a firm's attempts to balance the needs of its buyers with the interests of sellers? Honesty Fairness Responsibility Citizenship 17 A useful tool for organizing the competitor analysis is: The competitive summary. A competitor matrix. Rivals chart. The oligopoly chart. 18 Which of the following is true of direct distribution? It reduces a producer's need for working capital. Direct distribution always serves customer needs better and at a lower cost. It requires a significant investment in facilities. Most firms selling consumer products rely on direct distribution.
MKT 421 (new) Inspiring Minds/uophelp.com - Page 16
MKT 421 (new) Inspiring Minds/uophelp.com - Page 17