BUSN 319 Final Exam
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BUSN 319 Final Exam Marketing DeVry
(TCO 4) Which of the following are measures used by marketing executives? (Points : 5) Market share
Cost per lead
Retention rate
Cost per click
All of the above
(TCO 1) Marketing plans must enable results to be compared with planned targets, which allows _____, the flexibility to update original plans. (Points : 5)
Replanning
Contingency planning
Downsizing
Dynamic planning
Proactive change
(TCO 3) Which marketing strategy involves retaining focus on a single product line but marketing it to new markets? (Points : 5)
Full coverage
Market specialization
Product specialization
Selective specialization
Market-product concentration
(TCO 1) Based on relative competitive scope (broad target to narrow target) and source of competitive advantage (lower cost to differentiation), Porter’s four generic business strategies are cost leadership, cost focus, differentiation focus, and (Points : 5)
Service leadership
Diversification
Reaction.
Differentiation
Quality focus
(TCO 2) Which of the following pieces of information is used in the implementation phase of the strategic marketing process? (Points : 5)
Corporate return on investment
Gantt charts
Revenues associated with each point of market share
Trends in past and current revenues for industry and competitors in total and by segment
Possible cannibalization effects on other products in the line
(TCO 6) Which of the following pieces of information is used in a SWOT analysis, the first step of the planning phase of the strategic marketing process? (Points : 5)
Corporate return on investment Market share for the product
Revenues associated with each point of market share
Projection of future sales, expenses, and profits
Possible cannibalization effects on other products in the line
(TCO 3) All of the following steps are part of the planning...