MKG 300 CH. 19 REVIEW

A complete marketing plan includes background data pertaining to the customers, competitors' strategies, and aspects of the marketing environment. This information helps to clarify the ______ of the marketing mix decisions.

"WHY"

Critics claim that the macro-marketing system ______.

- Causes an unfair distribution of income - Leads to a poor use of resources

Which of the following are methods for measuring customer satisfaction?

- Comment cards - Market test results - Attitude research

Referring to Exhibit 19-4, which of the following are sections of a complete marketing plan?

- Implementation and control - Differentiation and positioning - Situation analysis - Specific plan objectives

Which of the following are responsibilities of the marketing manager?

- Integrating the ideas of specialists - Blending the four Ps

Which of the following are reasons for marketing inefficiencies?

- Lack of understanding of the sometimes fickle customer - Improper blending of the four Ps

Apple wards off competitors by offering new versions of its products before the older versions become obsolete. Apple believes which of the following statements?

- Marketers should look for ways to improve a strategy even before there's reason to believe that something needs to be fixed. - If customers move on and profits disappear, it may be too late. - Marketing managers should take the lead in finding innovative new products.

Which of the following are most likely to be included in the situation analysis portion of a marketing plan?

- Marketing collaborators - Company resources - Major constraints

Quality of life can be measured in terms of ______.

- Satisfying higher-level needs - Quantities of material goods

The evaluation of the macro-marketing systems of different countries should take which of the following objectives into account?

- Social - Economic

Which of the following statements about the Internet and consumer power are true?

- The Internet has empowered customers to make better choices about products and services. - There are some fake, and thus misleading, reviews and information on the Internet.

What is improved significantly when marketing managers really take marketing efforts seriously?

- The effectiveness of the marketing campaign - The value of the marketing campaign

In the United States, the macro-marketing system receives criticism because it does not help solve which of the following problems?

- Uneducated populace - Elderly poor - Discrimination - Homelessness

In the marketing strategy planning process, the decisions concerning the marketing mix variables should primarily be driven by the _____.

Target Market

Power

The Internet is a good source for customers to find information about products. Some of this information is gained from marketer-controlled sources and some is not. This vast amount of information gives the customer more ______.

American Customer Satisfaction Index

Using data from interviews with customers, researchers at the University of Michigan created the ______, a measure of overall consumer satisfaction.

In a market-directed economy, innovators create monopolistic market conditions. This leads to rising profits and encourages ______.

innovation by competitors

On many occasions, companies have depended on sexually-influenced messages as an attention-getter. This generates criticism from some people; however, marketers defend the practice because, in the short-run, marketing ______.

reflects existing social values

When marketing managers just briefly refresh long-existing marketing plans, they run the risk of doing all the following except ______.

routinely checking and updating the marketing mix based on market analysis and logic

The marketing performance of individual firms, as measured by the effectiveness and value of marketing efforts, is greatly improved when ______.

the marketing strategy planning process is applied

The major purpose of a ______ economic system is to meet consumer needs.

Market-Directed

Customer Satisfaction

Comment cards and email response features measure ______.

When using the marketing strategy planning process, what part of the process should be implemented last?

Marketing Mix

Which of the following statements about customers is true?

Companies cannot assume they can convince customers to purchase whatever they make.

Time Period

A marketing plan defines the ______ and the time-related details.

Every marketing manager must understand that the goal is not only to satisfy consumer wants today but also in the future, because consumer needs and wants ______.

Change constantly

The United States has a market-directed economic system that has endeavored to provide _______.

Customer Satisfaction

Consumer needs and wants ______.

Evolve

Customer satisfaction is closely linked to the customer's level of ______.

Expectation

Objectives

For his marketing class, Paul is comparing the effectiveness of the macro-marketing systems of the United States and Saudi Arabia. He is finding this a challenging assignment. Paul must understand it is difficult to compare the effectiveness of systems for different nations that have different ______.

Macro-Marketing

How the whole marketing system works

Value

If a firm has no information on what customers think or say, it will not be able to create ______.

Critics of the macro-marketing system claim that it causes an ______ use of resources.

Inefficient

It is often stated that the quantity of material possessions cannot define a person's quality of ( ).

Life

Since advertising can increase the demand for a product, this can lead to economies of scale in manufacturing which means that advertising can help ______ prices to the consumer.

Lower

When companies are overly focused on production and are inefficient, ______-marketing frequently costs too much.

Micro

Firms that operate in a market-directed economy attempt to develop ______ markets for themselves and their new products.

Monopolistic

The level of customer aspiration ______ with continued success and ______ with failure.

Rises; Falls

The American Customer ( ) Index is used to measure the degree to which U.S. consumers believe that the market meets their needs.

Satisfaction

A marketing plan spells out a reasonable length of ( ) for the schedule.

Time

True

True or false: A breakdown in any one decision area may doom the whole strategy to failure.

False

True or false: Research has demonstrated that the majority of customer complaints are reported in a timely manner.

Advertising

______ is criticized more than any other micro-marketing activities.

Micro-Marketing

______-marketing concerns the marketing activities of an individual firm.