MKT 501 –Marketing Management

1)   The _________ is the central instrument for directing and coordinating the

marketing effort

a.   Marketing plan

b.   Strategic marketing plan

c.   Tactical marketing plan

d.   Mission statement

2)   _____ refers to how well the product or service is brought to the customer.

a.   Service differentiation

b.   Design

c.   Delivery

d.   Performance quality

3)   Some products that require the use of other products are called _____

products.

a.   Coordinated

b.   Complementary

c.   Required

d.   Captive

4)   An SBU refers to _________.

a.   Strategic bidirectional unit

b.   Strategic business unit

c.   Statistical business unit

d.   Strategic bipartisan union

5)   SWOT analysis refers to an analysis of a company's _________.

a.   Strategic units; workers; opportunities; technology

b.   Strengths; weaknesses; opportunities; threats

c.   Strengths; weaknesses; opportunities; technology

d.   Systems; weaknesses; operations; threats

6)   The holistic marketing framework is designed to address which three key

management questions?

a.   Segmentation; targeting; positioning

b.   Value exploration; value creation; value delivery

c.   Customer; cost; competition

d.   Participation; stability; freedom

7)   _____ refers to how well the product or service is brought to the customer.

a.   Service differentiation

b.   Design

c.   Delivery

d.   Performance quality

8)   Some products that require the use of other products are called _____

products.

a.   Coordinated

b.   Complementary

c.   Required

d.   Captive

9)   The _____ identifies the product or brand.

a.   Container

b.   Label

c.   Advertisement

d.   Warranty

10) A(n) _____ product exceeds customer expectations.

a.   Strategic

b.   Superior

c.   Augmented

d.   Anticipated

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