Marketing Planning
Midterm Exam
Course Introduction
Marketing Planning explores the systematic process of analyzing market opportunities, setting objectives, and developing strategies to achieve organizational goals. This course covers essential concepts such as situation analysis, market segmentation, targeting, positioning, and the integration of the marketing mix (product, price, place, and promotion). Students will learn how to create comprehensive marketing plans based on market research, competitive analysis, and consumer insights. Practical case studies and projects help build skills in strategic decision-making, budgeting, and performance measurement, preparing students to contribute effectively to the development and implementation of marketing strategies in diverse business environments.
Recommended Textbook
Framework for Marketing Management 6th Edition by Philip T. Kotler
Available Study Resources on Quizplus
18 Chapters
1440 Verified Questions
1440 Flashcards
Source URL: https://quizplus.com/study-set/1490
Page 2
Chapter 1: Defining Marketing for the New Realities
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/29574
Sample Questions
Q1) The success of online purchasing resulted in ________ in the delivery of products and services by intervening in the traditional flow of goods through distribution channels.
A) disintermediation
B) diversification
C) reduced competition
D) deregulation
E) privatization
Answer: A
Q2) The customer value triad consists of a combination of quality, durability, and price.
A)True
B)False
Answer: False
Q3) Relationship marketing aims to build mutually satisfying long-term relationships with key parties.
A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above.
Page 3
Chapter 2: Developing and Implementing Marketing Strategies and Plans
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/29584
Sample Questions
Q1) Good marketing is the art of finding, developing, and profiting from marketing opportunities. What are the three primary methods for uncovering possible product or service improvements?
Answer: Methods for uncovering possible product or service improvements include: 1. the problem detection method, which asks consumers for their suggestions 2. the ideal method, which asks consumers to imagine an ideal version of the product or service
3. the consumption chain method, which asks consumers to chart their steps in acquiring, using, and disposing of a product
Q2) Briefly explain the concept of annual-plan control.
Answer: Annual-plan control ensures the company achieves the sales, profits, and other goals established in its annual plan. First, management sets monthly or quarterly goals. Second, it monitors performance in the marketplace. Third, management determines the causes of serious performance deviations. Fourth, it takes corrective action to close gaps between goals and performance.
Q3) The annual plan control process begins with measuring performance.
A)True
B)False
Answer: False
Page 4
To view all questions and flashcards with answers, click on the resource link above.
Chapter 3: Capturing Marketing Insights and Forecasting
Demand
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/29585
Sample Questions
Q1) A marketing research firm has instructed its research associates to collect primary data by stopping people at a shopping mall or busy street corner and request an interview on the spot. What are the drawbacks of using this method?
Answer: This method is subject to interviewer bias. It also is relatively expensive and requires more planning and supervision.
Q2) PlanetFeedback.com is a website where consumers can post complaints and compliments about products and services. This is an example of a government-related public resource, which is one of the main ways marketers can research competitors' product strengths and weaknesses online.
A)True
B)False
Answer: False
Q3) Which of the following is True about trends in worldwide population growth?
A) Birthrates are on the rise in developed countries.
B) Overall, the world population growth is declining.
C) Birthrates are on the rise in developing countries.
D) Death rates are rising in developing countries.
E) Population growth is highest in developing countries.
Answer: E
Page 5
To view all questions and flashcards with answers, click on the resource link above.
Chapter 4: Creating Long-Term Loyalty Relationships
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/29586
Sample Questions
Q1) Berry's is a chain of shoe stores. The marketing team suggested that the company use permission marketing. How can this benefit the company?
Q2) The management of Keiko has learned that the company risks losing a long-time customer, LZT, to a competitor. What basic measures can Keiko take to build loyalty with LZT?
Q3) The bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing of a market offering is called the ________.
A) activity-based cost
B) customer profitability analysis
C) total customer cost
D) product life-cycle cost
E) direct product profitability
Q4) Another term for high customer ________ is customer churn.
A) retention
B) defection
C) value
D) perception
E) belief
Q5) Explain permission marketing.
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Analyzing Consumer and Business Markets
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/29587
Sample Questions
Q1) Value Central has a partnership of high trust and commitment with certain suppliers and gives them access to its sophisticated and detailed daily, individual store-based sales data. In exchange, those suppliers are responsible for managing Value Central's inventory of their products. This relationship is best described as ________.
A) basic buying and selling
B) contractual transaction
C) collaborative
D) customer supply
E) customer is king
Q2) In a ________ purchasing situation, the buyer wants to make some change to existing product specifications, prices, delivery requirements, or other terms.
A) new rebuy
B) regular buy
C) straight rebuy
D) modified rebuy
E) new task
Q3) Describe the practices of systems buying and systems contracting.
Q4) Explain the differences between a belief and an attitude.
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Identifying Market Segments and Targets
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/29588
Sample Questions
Q1) In the ________ step of the market segmentation process, the marketer evaluates the segment using criteria such as market growth and market access.
A) need-based segmentation
B) segment identification
C) segment attractiveness
D) segment profitability
E) segment "acid test"
Q2) All of the following are benefits of following the ________ approach to target market selection: a strong knowledge of the segment's needs, a strong market presence, operating economies through specializing in production, distribution, and promotion.
A) single-segment concentration
B) selective specialization
C) product specialization
D) market specialization
E) full market coverage
Q3) What are some examples of situational factors that can be used to segment business markets?
Q4) Explain the concept of mass marketing.
To view all questions and flashcards with answers, click on the resource link above.
8
Chapter 7: Crafting the Brand Positioning and Competing
Effectively
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/29589
Sample Questions
Q1) Explain three variables a firm should consider when analyzing potential threats posed by competitors.
Q2) Philip Morris bought Miller brewing and launched low-calorie beer, at a time when consumers had the impression that low-calorie beer does not taste as good as normal beer. What did the company try to build when they conveyed the fact that the beer contained one third less calories and hence it is less filling?
A) points-of-difference
B) points-of-conflict
C) points-of-parity
D) points-of-presence
E) points-of-inflection
Q3) Sally's is a boutique bakery that specializes in cupcakes. Identify one method by which Sally's can conduct low-cost marketing research.
Q4) Associations that make up points-of-difference are based exclusively on product features.
A)True
B)False
Q5) What are the requirements for deciding on a positioning strategy?
Q6) How can a small business create a loyal brand community?
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Creating Brand Equity and Driving Growth
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/29590
Sample Questions
Q1) Brand equity can be built by linking the brand to sources, such as channels of distribution, as well as to other brands.
A)True
B)False
Q2) The American Marketing Association defines a ________ as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors."
A) copyright
B) trademark
C) slogan
D) brand
E) logo
Q3) Identify the three main strategies for growing a company's core, as noted by UK marketing guru David Taylor, and provide an example for each.
Q4) Consumers may evaluate identical products differently depending on how they are branded.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
Page 10
Chapter 9: Setting Product Strategy and Introducing New Offerings
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/29591
Sample Questions
Q1) A business analysis is performed mainly to identify if a company has a technically and commercially sound product.
A)True
B)False
Q2) A group of products within a product class that are closely related because they perform a similar function, are sold to the same customer groups, are marketed through the same outlets or channels, or fall within given price ranges is known as a ________.
A) product type
B) product class
C) need family
D) product variant
E) product line
Q3) A ________ is the set of all products and items a particular seller offers for sale.
A) product line
B) product mix
C) product extension
D) product system
E) product class
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Designing and Managing Services
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/29575
Sample Questions
Q1) The Caesar Park Hotel generally caters to business customers during the week, so weekends are relatively quiet. The hotel has decided to promote mini-vacation weekends for non-business customers as well. What is the Caesar Park Hotel trying to do?
A) It is implementing premium pricing.
B) It is trying to cultivate nonpeak demand.
C) It is promoting complementary services.
D) It is putting reservation systems in place.
E) It is implementing differential pricing.
Q2) Although Brenda previously used the US Postal Service because it offered better prices on package shipping, she now uses only FedEx, because it gives her the facility of shipping from any FedEx location 24 hours a day. Which of the following factors led to Brenda's customer switching behavior?
A) inconvenience
B) pricing
C) response to service failure
D) ethical problems
E) involuntary switching
Q3) List and briefly explain the four distinctive characteristics of services.
Q4) Define customer failures and list four methods to tackle them.
Page 12
To view all questions and flashcards with answers, click on the resource link above.
Chapter 11: Developing Pricing Strategies and Programs
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/29576
Sample Questions
Q1) Briefly describe the different types of pricing objectives.
Q2) Which of the following is a possible trap of a price-cutting strategy?
A) Low prices usually achieve increases in both market share and market loyalty when customers switch.
B) The company might need additional business because it has excess plant capacity.
C) The company can initiate price cuts to dominate the market through lower costs.
D) Consumers might not demand price concessions in the future.
E) Competitors that match low prices might have longer staying power because of deep cash reserves.
Q3) A company must consider the product's stage in the life cycle and its importance in the company's portfolio before responding to a competitor's price cut.
A)True
B)False
Q4) Value pricing requires a company to reengineer its operations to become a low-cost producer.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
13
Chapter 12: Designing and Managing Integrated Marketing
Channels
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/29577
Sample Questions
Q1) XM Consulting collects information on various industrial products. When faced with buying decisions, businesses can visit XM's website to purchase detailed information on the various options available to them. XM Consulting can be called a(n) ________.
A) infomediary
B) market maker
C) customer community
D) third party arbitrator
E) informant
Q2) Eureka Forbes, an Asian consumer appliances company, sells its vacuum cleaners through door-to door sales. Comment on the length of the channel in the case of Eureka Forbes' vacuum cleaners.
Q3) Exclusive dealing arrangements are mainly used by companies looking for an edge in markets increasingly driven by ________.
A) price
B) efficiency
C) product variety
D) add-on services
E) spatial convenience
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Managing Retailing, Wholesaling, and Logistics
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/29578
Sample Questions
Q1) Skincare company E&OE has realized that its customers are very loyal to the brand and play a large part in popularizing it by word of mouth. E&OE wants to leverage this customer loyalty by using it to generate sales outside its store format. What retailing options are available for doing this?
Q2) The growth of "house brands" has skyrocketed in recent years. What benefits do intermediaries receive from sponsoring their own brands?
Q3) Retailers are increasingly likely to reach their customers by using a single channel. A)True
B)False
Q4) A factory outlet is an example of a(n) ________ retailer.
A) off-price
B) specialty
C) discount
D) department
E) catalog
Q5) What should manufacturers do to compete against or collaborate with private labels?
Q6) Differentiate between brokers and agents.
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Designing and Managing Integrated Marketing Communications
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/29579
Sample Questions
Q1) Briefly describe approaches to measuring the results of marketing communications.
Q2) Personal influence in marketing communications carries great weight when the product being marketed ________.
A) is a convenience item
B) is considered to be safe and risk-free
C) suggests something about the user's status or taste
D) is purchased on a frequent basis
E) is used without being recommended by others
Q3) If a small Iowa college builds awareness among applicants from Nebraska, increases the target audience's knowledge about its offerings, communicates in a way that makes the target audience like it and prefer it to other colleges, builds intent to apply, and gets the target audience to attend, it is applying a do-feel-learn sequence.
A)True
B)False
Q4) Describe the elements of the marketing communications mix.
Q5) What is integrated marketing communications? What is its significance in the current marketing environment?
Page 16
Q6) Identify three different types of personal communication channels.
To view all questions and flashcards with answers, click on the resource link above.
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/29580
Sample Questions
Q1) Rolex calls itself the "Official Timekeeper" of the Wimbledon and Australian Open lawn tennis championships, by virtue of its sponsorships of the marquee events. What is the most likely objective for Rolex's sponsorship deal with these events?
A) to permit merchandising or promotional opportunities
B) to express commitment to the community or on social issues
C) to create experiences and evoke feelings
D) to identify with a particular target market or lifestyle
E) to increase salience of company or product name
Q2) Which of the following types of advertising timing patterns calls for spending all advertising dollars in a single period?
A) frequency capping
B) flighting
C) concentration
D) pulsing
E) continuity
Q3) What are the four types of advertising timing patterns available to marketers when launching a new product?
Q4) Explain the classification of advertising objectives.
Q5) What objectives do marketers have for using trade promotions? Page 17
To view all questions and flashcards with answers, click on the resource link above.
Page 18
Chapter 16: Managing Digital Communications: Online, Social Media, and Mobile
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/29581
Sample Questions
Q1) Which of the following extrinsic factors is most likely to sway a consumer's decision about whether to contribute to social media?
A) whether they are having fun
B) whether they are learning
C) whether it affects their self-image
D) whether the brand is novel
E) whether their family is having fun
Q2) A social network which focuses on career-minded professionals is ________.
A) Facebook
B) LinkedIn
C) MySpace
D) Twitter
E) Gawker
Q3) A recent Nielsen survey found that online customer reviews were the most trusted source of brand information.
A)True
B)False
Q4) What are the two most trusted sources of brand information?
Page 19
Q5) What makes mobile devices important as a communication tool for marketers?
Q6) What is paid search advertising, and how do marketers use it?
To view all questions and flashcards with answers, click on the resource link above.
Page 20
Chapter 17: Managing Personal Communications: Direct and Database Marketing and Personal Selling
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/29582
Sample Questions
Q1) Kate is coaching members of her field sales team to help them understand how they spend their time and how they might increase their productivity. A tool that would help her provide feedback for this is ________.
A) time-and-duty analysis
B) a sales quota
C) a feed-forward approach
D) an expense allowance
E) a norm for prospect calls
Q2) Direct marketing has not been growing as fast as U.S. retail sales.
A)True
B)False
Q3) Greta is marketing a product that is technologically advanced and requires a great deal of explanation. Which direct response tool should she use?
A) direct mail
B) e-mail
C) infomercial
D) inbound telemarketing
E) outbound telemarketing
Q4) Why do companies use infomercials?
To view all questions and flashcards with answers, click on the resource link above. Page 21
Chapter 18: Tapping Into Global Markets
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/29583
Sample Questions
Q1) Services account for nearly ________ percent of global trade.
A) 10
B) 33
C) 20
D) 67
E) 90
Q2) Indirect exports have two advantages for a firm: less investment and less
A) paperwork
B) intrusion by the government
C) risk
D) competition
E) customer suits
Q3) What are the choices available to companies when setting prices to avoid price escalation problems?
Q4) Explain the country-of-origin effect.
Q5) How can firms promote ethical behavior among their employees?
Q6) Name the three choices that companies have for setting prices in different countries.
Q7) What is a market-management organization?
To view all questions and flashcards with answers, click on the resource link above. Page 22