1. In value-based marketing, promotion communicates the
A. company’s operational excellence.
B. value proposition.
C. relative market value.
D. targeted creative solution.
3. Assessing a company’s external environment as part of a SWOT analysis involves studying the company’s
A. opportunities.
B. strengths and weaknesses.
C. strengths.
D. opportunities and threats.
. In most companies, marketing resource allocation decisions are made at the SBU or _______ level of the firm.
A. accounting
B. customer care
C. product line
D. corporate
7. The first step in conducting an STP analysis is
A. targeting potential segments.
B. dividing the marketplace into subgroups.
C. generating a sum of segments.
D. repositioning existing segments.
8. The many demands on consumers today have made it more difficult for marketers to
A. decide what to offer.
B. deliver products just-in-time.
C. differentiate between the needs of Tweens and Baby Boomers.
D. grab consumers’ attention.
9. The use of single sources of supply is often a potential _______ for a company.
A. threat
B. weakness
C. liability
D. legal problem
13. Laws that prohibit the formation of monopolies or alliances that would damage a competitive marketplace benefit consumers through
A. lower interest rates.
B. fair debt collection practices.
C. increased choices.
D. higher prices.
Question 14 of 25 : Select the best answer for the question.
Mark for review (Will be highlighted on the review page)
14. The centerpiece of the marketing environment analysis framework is
A. green marketing.
B. corporate partners.
C. consumers.
D. competitive intelligenc
Mark for review (Will be highlighted on the review page)
16. After _______, marketers implement pricing, promotion, place, and product strategies for each target market.
A. releasing annual financial reports
B. reviewing internal ethics
C. producing preliminary reports from control systems
D. performing an STP analysis
8. The many demands on consumers today have made it more difficult for marketers to
A. decide what to offer.
B. deliver products just-in-time.
C. differentiate between the needs of Tweens and Baby Boomers.
D. grab consumers’ attention.
