1. Kix cereal is aimed at mothers with children under age twelve. These mothers represent Kix�s
target market.
consumer advocates
marketing strategy
marketing mix
marketing tactic
2. The XKL company wants to adopt the marketing concept as a
business philosophy. To be consistent with this decision, it should
adopt which of the following philosophies?
The customer is always right.
Making money is our business.
Sell, sell, sell.
Keep prices low.
Focus on today.
3. A marketing orientation is an organizationwide effort that includes
all of the following activities except
researching customers� needs.
focusing on the marketing department only.
generating marketing intelligence for use in the organization.
being responsive to customers� ever-changing wants and
needs.
disseminating marketing intelligence across departments
within the organization.
4. A junior marketing executive at MegaGrain Cereals suggests
increasing the package size and price of its best-selling brand
without increasing the amount of cereal inside the box. Her superior
warns that this might be a bad idea because MegaGrain�s long-term
survival, like most companies, depends on
cost-cutting measures.
continually selling to new customers and markets.
creating and maintaining satisfying exchange relationships.
high-volume, low-margin sales.
increasing shelf space for their brands.
5. Smith�s Food Stores is involved in identifying and analyzing a target
market. The firm then develops a marketing mix to satisfy individuals
in that market to gain long-term competitive advantages. Based on this
example, Smith�s is creating a
corporate strategy.
target design.
mix strategy.
marketing strategy.
marketing tactic.
6. Jones, Inc., is preparing a written document specifying the activities to
be performed to implement and control its marketing activities. This
document is called the
profit plan.
marketing program.
strategic market program.
strategic business plan.
marketing plan.
7. Microsoft�s marketing, technical skills, and continuing investment in
improving its Windows operating system give it a(n) ___________
because it makes computers easier to use.
organizational opportunity advantage
strategic window
market requirement
market opportunity
competitive advantage
8. Business decisions made in creating a marketing mix
are made before a target market is identified.
are unchangeable once they are agreed upon by management.
are only as good as the organization�s understanding of the needs of the target market.
usually take place when a strategic window is open.
must always be consistent with the firm�s opportunities.
9. Which of the following is not a purpose of the marketing plan?
Communicate internally with employees
Assign tasks and responsibilities for implementation
Specify the allocation of resources
Monitor the performance of a marketing strategy
e. an intuitive process for Serve as a contract with the customer
10. Hallaway�s Corp.�s new shampoo, VS, is faltering badly in the market. Hallaway�s marketing personnel are unsure who is responsible for various marketing tasks, when these tasks are to be completed, or what resources have been allocated. Hallaway Marketing Director Carolyn Willis said that the problem is that VS has the most poorly written ___________ she has ever
marketing plan
competitive plan
implementation plan
media schedule
product specification sheet
