1. Which of the following would a company probably have the least amount of influence over? a. A company would likely have equal influence over all of the above. b. A supplier raising prices c. The local government introducing new taxes d. A competitor lowering prices
1.
Which of the following would a company probably have the least amount of influence over?
a.
A company would likely have equal influence over all of the above.
b.
A supplier raising prices
c.
The local government introducing new taxes
d.
A competitor lowering prices
2.
Corporate-level strategy results in a mission statement that guides marketing strategy in which way?
a.
By tying higher level company goals to product-level marketing strategy
b.
By responding to customers’ needs and wants
c.
By clearly identifying a target market
d.
By avoiding marketing myopia and having a future vision
3.
You are working in the marketing area of a large firm, and the CEO has just expressed her anger at the
a.
The team could have gotten a better definition of what the CEO wanted to know before beginning the research
b.
The team could have hired an outside agency to do the research instead of doing it themselves.
c.
The team could have started at the end and worked backwards to the beginning.
d.
The team could have designed the research better in order to get better qualitative and quantitative information.
4.
Once a customer has evaluated alternatives and made a choice, three basic issues are left: where to buy, how to pay for it, and:
a.
how to lower risk.
b.
what options are available.
c.
what is the rationale for purchase.
d.
when to buy it.
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