Marketing Planning Handbook (Wood)
FINAL EXAM POOL ITEMS
(Chapters 5 – 9)
MKTG 490 FINAL EXAM POOL ITEMS --- ONLY CHAPTERS 5 – 9
** Final Exam will NOT INCLUDE questions with numbers (#, %, $) or proper names (people, places, brands) **
Chapter 5: Planning Direction, Objectives and Marketing Support
1. Which of the following is NOT a Marketing Plan direction “objective”?
a. specific, time-defined, and measurable
b. realistic yet convenient
c. consistent with organization mission and goals
d. absence of conflict with other objectives
e. All of the above are on the “checklist” for Marketing Plan objectives
Answer: b
2. Which of the following sets of options are included in Marketing Plan “directions”?
a. growth, marketing, resources
b. goals, maintenance, resources
c. goals, marketing, reinvention
d. growth, maintenance, reinvention
e. None of the above
Answer: e
3. Growth direction strategies in clued ____
a. two existing and two new categories
b. one existing and three new categories
c. three existing and one new categories
d. four new categories
e. All of the above
Answer: b
4. Growth direction strategies are based on which two variables?
a. products and management
b. products and marketing
c. planning and management
d. planning and marketing
e. None of the above
Answer: e
5. Which planning direction is appropriate for situations of rising costs, slower sales and lower profit?
a. market penetration
b. maintenance
c. reengineering
d. retrenchment
e. None of the above
Answer: d
6. Which of the following is NOT one of the basic types of “marketing plan objectives”?
a. marketing
b. financial
c. strategic
d. societal
e. All of the above are types of marketing plan objectives
Answer: c
7. Which of the following is NOT example of a “marketing” direction plan objective?
a. customer recognition
b. channel relationships
c. market share
d. order fulfillment
e. All of the above are “marketing” direction plan objectives
Answer: a
8. Which of the following is NOT example of a “financial” direction plan objective?
a. sales revenue
b. profitability
c. resource investment
d. break-even
e. All of the above are “marketing” direction plan objectives
Answer: c
9. Which of the following is NOT example of a “societal” direction plan objective?
a. conservation
b. reduce wealth
c. issue awareness
d. community involvement
e. All of the above are “marketing” direction plan objectives
Answer: b
10. What is the “planning marketing support” process for building managers and staff relationships?
a. interactive marketing
b. inclusive marketing
c. intensive marketing
d. interpersonal marketing
e. None of the above
Answer: e
11. Which of the following statements is true about the role of “customer service” in marketing support?
a. customer service influences customer perceptions but not actual purchase responses
b. customer service is regarded as a marketing factor that is separate from the product or brand
c. customer service can enhance the brand’s image and allow price increases
d. customer service can make up for a bad product or spotty distribution
e. None of the above is true about customer service
Answer: c
12. The two basic categories of “planning marketing support” are ___
a. internal marketing objectives and customer service objectives
b. strategic marketing objectives and service measurement objectives
c. internal monetary objectives and customer measurement objectives
d. internal marketing objectives and customer segmentation objectives
e. None of the above
Answer: a
13. Which of the following is NOT a category of customer service needs based on the buying process?
a. for sale
b. before the sale
c. at the point of the sale
d. after the sale
e. All of the above
Answer: a
14. What are the three levels of the “strategy pyramid”?
a. strategy, timing, process
b. strategy, tactics, process
c. strategy, tactics, programs
d. strategy, timing, programs
e. None of the above
Answer: c
15. Which “strategy pyramid” level includes “online retailing”?
a. strategy
b. timing
c. programs
d. tactics
e. None of the above
Answer: c
Chapter 6:
Developing Product and Brand Strategy
1. Which of the following is an “element of product and brand strategy”?
a. financing and benefits
b. quantity and design
c. packaging and location
d. promotion development and management
e. None of the above
Answer: e
2. Which of the following does NOT constitute the product to be offered?
a. tangible goods
b. systems
c. places
d. ideas
e. All of the above can constitute the product to be offered
Answer: b
3. Which of the following categories is NOT included in “designing a service”?
a. people processing
b. money processing
c. mental processing
d. item processing
e. All of the above are included in “designing a service”
Answer: b
4. Which of the categories for “designing a service” address “parking”?
a. people processing
b. money processing
c. mental processing
d. item processing
e. All of the above are included in “designing a service”
Answer: d
5. Which of the categories for “designing a service” address “mass transit”?
a. people processing
b. money processing
c. mental processing
d. item processing
e. All of the above are included in “designing a service”
Answer: a
6. Which of the product element factors includes “course websites” for the college student target segment?
a. product
b. need
c. feature
d. benefit
e. None of the above
Answer: c
7. Which of the product element factors includes “transportation” for the car buyer target segment?
a. product
b. need
c. feature
d. benefit
e. None of the above
Answer: b
8. Which of the product element factors includes “convenience” for the fast food target segment?
a. product
b. need
c. feature
d. benefit
e. None of the above
Answer: d
9. Which of the product element factors includes “touch screen” for the PC user target segment?
a. product
b. need
c. feature
d. benefit
e. None of the above
Answer: c
10. Which “product strategy” creates products on a large scale with tailored features?
a. brand identity
b. mass commercialization
c. target marketing
d. online customization
e. None of the above
Answer: e
11. What is the product element factor that can deliver “valued benefits”?
a. technology systems
b. price discounting
c. supplemental services
d. product displays
e. None of the above
Answer: c
12. Which of the following product factors is defined as “how well the product satisfies customers”?
a. features
b. functions
c. quality
d. sales
e. None of the above
Answer: c
13. Which of the following product factors accounts for “customer churn”?
a. features
b. functions
c. quality
d. sales
e. None of the above
Answer: c
14. Which of the following attributes is NOT an advantage contributed by “packaging and labeling””?
a. keeps tangible product safe
b. conveys information about product
c. communicates brand image
d. differentiates from competing brands
e. All of the above are packaging and labeling advantages
Answer: e
15. Which of the following Product Life Cycle (PLC) stages includes “add brand or line extensions”?
a. introduction
b. growth
c. maturity
d. decline
e. None of the above
Answer: c
16. Which of the following Product Life Cycle (PLC) stages includes “enhance product”?
a. introduction
b. growth
c. maturity
d. decline
e. None of the above
Answer: b
17. Which of the following New Product Development stages includes “test prototype functionality”?
a. idea generation
b. business analysis
c. market testing
d. commercialization
e. None of the above
Answer: e
18. Which of the following New Product Development stages includes “plan targeting”?
a. idea generation
b. business analysis
c. market testing
d. commercialization
e. None of the above
Answer: d
19. Which of the following is NOT a “marketing advantage of strong brands”?
a. improved perceptions of product performance
b. larger margins
c. greater trade cooperation and support
d. possible licensing opportunities
e. All of the above are marketing advantages of strong brands
Answer: e
20. Which of the following is NOT a category of the “brand equity pyramid”?
a. support
b. imagery
c. feelings
d. resonance
e. All of the above are brand equity pyramid categories
Answer: a
Chapter 7:
Developing Pricing Strategy
1. The two basic approaches towards “pricing strategy” are ___
a. new and existing pricing
b. product and service pricing
c. strategic and tactical pricing
d. functional and descriptive pricing
e. None of the above
Answer: e
2. The use of pricing strategy to communicate value to customers requires balancing ____
a. customer benefits and competitor prices
b. product price and service price
c. price awareness and actual price
d. product costs and product customers
e. None of the above
Answer: e
3. The relationship between price and customer demand is addressed by _____
a. expenses
b. elasticity
c. elaboration
d. exporting
e. None of the above
Answer: b
4. Which approach towards pricing strategy starts with “research about customers’ perceptions”?
a. value-based pricing
b. customer-based pricing
c. product-based pricing
d. cost-based pricing
e. None of the above
Answer: a
5. Which “pricing objective” aims for higher market share?
a. financial
b. marketing
c. strategic
d. societal
e. None of the above
Answer: b
6. Which “pricing objective” aims for resource conservation?
a. financial
b. marketing
c. strategic
d. societal
e. None of the above
Answer: d
7. Which of the following categories is NOT an “external pricing influence”?
a. customers
b. competitors
c. channel members
d. legal and ethical concerns
e. All of the above are external pricing influences
Answer: e
8. Which “external pricing influence” category addresses the “alternatives available to customers”?
a. customers
b. competitors
c. channel members
d. legal and ethical concerns
e. All of the above are external pricing influences
Answer: b
9. Which “external pricing influence” category addresses “predatory pricing”?
a. customers
b. competitors
c. channel members
d. legal and ethical concerns
e. All of the above are external pricing influences
Answer: d
10. Which of the following categories is NOT an “internal pricing influence”?
a. costs and break-even
b. targeting and positioning
c. product strategy
d. other marketing decisions
e. All of the above are internal pricing influences
Answer: e
11. Which “internal pricing influence” category addresses the impact of overhead and sales volume?
a. costs and break-even
b. targeting and positioning
c. product strategy
d. other marketing decisions
e. All of the above are external pricing influences
Answer: a
12. Which “internal pricing influence” category addresses “skimming and penetration pricing”?
a. costs and break-even
b. targeting and positioning
c. product strategy
d. other marketing decisions
e. All of the above are external pricing influences
Answer: c
13. Price “skimming” strategy is based on ____
a. high volume
b. competing brands
c. top quality
d. credit card payment
e. None of the above
Answer: c
14. Price “penetration” strategy is based on ____
a. high volume
b. competing brands
c. top quality
d. credit card payment
e. None of the above
Answer: a
15. Adapting prices can be done using all of the following EXCEPT ____
a. discounts
b. allowances
c. bundling or unbundling
d. product enhancement
e. All of the above are used to adapt prices
Answer: e
Chapter 8:
Developing Channel and Logistics Strategy
1. The processes required to “get the right product to the right markets and customers” are included in the ___
a. value service
b. value position
c. value chain
d. value image
e. None of the above
Answer: c
2. The value chain link associated with raw material processing is ____
a. suppliers
b. producers
c. channels
d. customers
e. None of the above
Answer: a
3. The value chain link associated with packaged product processing is ____
a. suppliers
b. producers
c. channels
d. customers
e. None of the above
Answer: c
4. Which “value chain flow” accounts for electronic logistics information?
a. money
b. marketing
c. outbound
d. products
e. None of the above
Answer: e
5. Which of the following is NOT a marketing channel function?
a. matching volume
b. providing information
c. developing brand image
d. transporting products
e. All of the above are marketing channel functions
Answer: c
6. Which of the following is an example of marketing channel levels?
a. producer, consumer
b. producer, retailer consumer
c. producer, distributor, dealer, business
d. producer, business
e. All of the above are examples of marketing channel levels
Answer: e
7. Which of the marketing channel distribution strategies aims for maximum market coverage?
a. intensive
b. selective
c. exclusive
d. expansive
e. None of the above
Answer: a
8. Which of the following are “internal considerations” for channel strategy?
a. directors
b. resources
c. media
d. markets
e. None of the above
Answer: b
9. Which of the following are “external considerations” for channel strategy?
a. directors
b. resources
c. media
d. markets
e. None of the above
Answer: d
10. Which of the following “logistics decisions” includes setting the numbers of products available?
a. storage
b. inventory
c. order processing and fulfillment
d. transportation
e. None of the above
Answer: b
Chapter 9:
Developing Integrated Marketing Communication Strategy
1. Integrated marketing communication strategy entails ___
a. encouraging customer dialogues through messages and media
b. coordinating message content and delivery
c. ensuring message consistency
d. supporting positioning strategy
e. All of the above
Answer: e
2. Which of the following factors are typical in a “push” IMC strategy?
a. one way influence flow
b. brand identity
c. consumer targeted media
d. product delivery to retailers
e. None of the above
Answer: a
3. Which of the following factors are typical in a “pull” IMC strategy?
a. one way influence flow
b. brand identity
c. consumer targeted media
d. product delivery to retailers
e. None of the above
Answer: c
4. Which “model for audience response to IMC” target the ordered sequence of “beliefs, feelings, behavior”?
a. low involvement model
b. medium involvement model
c. high involvement model
d. experiential model
e. None of the above
Answer: c
5. Which “model for audience response to IMC” target the ordered sequence of “feelings, behavior, beliefs”?
a. low involvement model
b. medium involvement model
c. high involvement model
d. experiential model
e. None of the above
Answer: d
6. Which stage of “planning IMC strategy” addresses “ethical communications”?
a. audience analysis
b. objectives and budget
c. issues
d. research
e. None of the above
Answer: c
7. Which IMC tool can “effectively get messages to large audience”?
a. advertising
b. sales promotion
c. public relations
d. direct marketing
e. personal selling
Answer: a
8. Which IMC tool can “build positive image, strengthen ties with stakeholders”?
a. advertising
b. sales promotion
c. public relations
d. direct marketing
e. personal selling
Answer: c
9. Which IMC tool can “reach targeted audiences”?
a. advertising
b. sales promotion
c. public relations
d. direct marketing
e. personal selling
Answer: d
10. Which message appeal is most common for business-to-business (B2B) ads?
a. rational
b. emotional
c. financial
d. partnership
e. None of the above
Answer: a
11. What are the “two key decisions in planning media choices”?
a. cost and customers
b. message and meaning
c. tone and timing
d. reason and flexibility
e. None of the above
Answer: e
12. Which “sales promotion technique” is used to reduce the perceived price?
a. sampling
b. couponing
c. allowances and incentives
d. point-of-purchase materials
e. None of the above
Answer: b
13. Which “sales promotion technique” is used for in-store promotion?
a. sampling
b. couponing
c. allowances and incentives
d. point-of-purchase materials
e. None of the above
Answer: d
14. Which PR objective aims to “correct public misperceptions”?
a. understanding stakeholders’ perceptions
b. manage image
c. communicating views and information
d. building brand and product awareness
e. None of the above
Answer: c
15. Which “decisions about structuring the sales process” informs the approach that a salesperson plans in contacting prospects?
a. identifying and qualifying prospects
b. planning the presales approach
c. making sales contact
d. addressing objections
e. closing the sale
Answer: b
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