22. Company X’s principal strength is its inbound and outbound logistics system; its relative weakness, however, is after-sales service. Its competitor, Company Y, however is often plagued with lagging shipments and an inflexible distribution setup. Company Y remains successful because it maintains a fully staffed service department and, as a result, the company is known for its dependable service. This type of analysis allows them to identify ways to build on relative strengths and avoid dependence on capabilities at which the other firm excels.
Disaggregating
Past performance comparison
Benchmarking
Industry comparison
23. The ability to meet humanity’s needs without harming future generations is now a top priority in most corporate agenda
rules
righteousness
ethics
sustainability
24.Which component of a marketing audit includes major developments in income, prices, savings, and credit that affect the company?
Cultural
Political
Technological
Economic
25.Prestige LLC, a small company that manufactures specialty cereals and energy bars, wants to launch a “green marketing” program in response to heightened consumer awareness about environmental issues. What should the company do to maximize the program’s chances of being successful?
Explain the rules and regulations laid out by governmental agencies to protect the environment.
Demonstrate that the products will benefit both customers and the society in the long-term.
Emphasize benefits to the consumer rather than environmental benefits.
Focus on the efforts and costs incurred by the company to bring these “green” products to consumers.
26.The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place?
Step 1 – defining the problem
Step 4 – analyzing the information
Step 2 – developing the research plan
Step 5 – drafting the report
27.New-to-the-world products are ________.
low-cost products designed to obtain an edge in highly competitive markets
existing products that are targeted to new geographical markets
new product enhancements that supplement established products
new products that create an entirely new market
28.A set of ideas on organizational control based on the belief that the separation of the ownership from management creates the potential for the wishes of owners to be ignored refers to
the moral hazard problem
ethical responsibilities
Adam’s theory
agency theory
29.Which control should periodically reassess its approach to the marketplace with a good marketing audit?
Marketing control
Strategic control
Ethical control
Performance control
30. BMW’s “The ultimate driving machine,” American Express’ “Don’t leave home without it,” New York Times’ “All the news that’s fit to print,” and AT&T’s “Reach out and touch someone” are all examples of ________.
brand slogan
brand mission
brand vision
brand personality
