devry busn319 full course latest 2015 august [ all discussions all quizes you decide and course project and final

Strategic Marketing Process? (graded)

How do the goals set for the marketing program in the planning phase relate to the evaluation phase of the strategic marketing process? What would you do with the results of the evaluation if: a) you exceeded your goals? b) you fell short of your goals?

Environmental Scanning (graded)

Environmental scanning is critical to acquire information on events occurring outside of the organization. For example, in 2009, the U.S. economy faltered and the unemployment rate rose. As a result, dollar (type) stores flourished. The poor economic trend actually became a huge opportunity for an entire retail segment. Select one of the five environmental forces (social, economic, technological, competitive, and regulatory), discuss an actual trend that fits into that particular environmental force, and provide an accompanying marketing opportunity

week 2

Consumer Behavior (graded)

The purchase decision process can vary greatly in terms of the time required from the moment a need is perceived until the actual purchaseevent. Provide an example of an item that may require a long time, and another that may progress relatively quickly through the purchase decision process. What may be some common characteristics among items that have a longer time frame?

Understanding the Market (graded)

Visit the U.S. Census website. What information can you find on this site that will help you to estimate size of market for your marketing plan topic? By using the Internet to also research articles written by trade journals and industry experts, what other relevant information can you find about your industry to help you estimate your market size and market potential?

week 3

week 3

Understanding Consumers Using Research (graded)

Companies want to make the best marketing decisions possible regarding which customers to pursue, which products or services to introduce or promote, where to sell their products or services, and at what price. Although not perfect, the use of market research reduces some risk. Suppose you want to open a bow tie shop in Washington, D.C. What information would you want to know before funding such a project? How would you find that information?

STP: Segmentation, Targeting, and Positioning (graded)

Occasionally, a student will suggest that his or her product or service is universally needed, such as providing a haircut. Therefore, they plan to target everyone. Why is this not a good idea? What criteria should be used to determine which market segment(s) to target?

week 4

Product Lifecycle (graded)

Products, like people, are viewed as having a life cycle. Product life stage cycles include (a) Introduction, (b) Growth, (c) Maturity, and (d) Decline.

What Life stage would you say the following items reside?

Canon digital cameras

Hand-held manual can openers

HP tablet computers

What marketing strategies would you suggest to these companies?

diss 2

Branding (graded)

Some have said that a brand is a promise. What does that mean and why is having a strong brand an advantage to a company and to the consumer?

week 5

Pricing Decisions (graded)

Pricing is a critical decision made by a marketing executive because price has a direct effect on a firm’s profits. Note the six major steps in the process organizations go through in setting prices on pages 322–323. Step one involves identifying pricing objectives and constraints. Give an example of a pricing strategy and describe how specifics constraints may prevent the fulfillment of reaching that pricing objective.

Pricing Adjustments (graded)

There are times when pricing adjustments are made. List three specific types of price adjustments and explain the rationale for making such an adjustment.

week 6

Integrated Marketing Communications (IMC) (graded)

Marketing communications has evolved significantly in the past some years. There are so many different ways to communicate from PR to Lead Generation, Advertising to Direct Mail. At times, the types of communications to end users, leveraging various approaches were executed off as separate activities. There was no continuity, no specific overall strategic plan. Thanks to improvements in technology, drive for ROI, the concept, and approach of integrated marketing communications has become a huge focus.

In fact, clients and employers are asking for measurable results. No longer is the phrase uttered by John Wanamaker, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” acceptable.

What is Integrated Marketing Communications and why is it so important in the 21st century for marketers to embrace this?

diss 2

Social Media and Marketing (graded)

As marketers, we have less control over our brand messaging because of social media, correct? Think about it. All of our customers have unlimited online access to praise, or smear, our brand. That is a lot of power? How do marketers deal with this reality?

We listen. If we don’t, we are rendered useless to respond. Check out this article and give me your thoughts.

https://medium.com/on-management/125283bc4100

week 7

Distribution – Delivering the Goods (graded)

Amazon: Delivering the Goods... Millions of Times a Day. Read the Amazon case on pages 400 and 401. You may watch the video at the publisher’s website if you choose.

1. How do Amazon.com’s logistics and supply chain management activities help the company create value for its customers?
2. What systems did Amazon develop to improve the flow of products from suppliers to Amazon distribution centers?
3. What systems improved the flow of orders from the distribution centers to customers?

diss 2

The Four Ps (graded)

For your final discussion topic, I’d like to hear your opinion. We can all agree that each of the four Ps are critical marketing considerations. That said, which one (product, price, promotion, or placement) is the most important and why? Make a strong case for your decision.

quizes

(TCO 1) To serve both buyers and sellers, marketing seeks to _____ and satisfy the needs and wants of prospective customers.

change

create

manipulate

discover

weigh

Question 2. Question :

(TCO 1) An economics student would like to buy a mini-scooter but shace cannot afford one. Which of the following reasons explain why marketing fails to occur here?

There are not two or more parties with unsatisfied needs.

A desire to satisfy a need is missing.

No assessments of consumer wants and needs have been made.

There is no way for the parties involved to communicate.

The ability to satisfy a need is missing.

Question 3. Question :

(TCO 1) The first objective in marketing is to discover consumer

diversity.

ability to pay.

objectives.

needs.

synergy.

Question 4. Question :

(TCO 6) Kraft produces Lunchables, a prepackaged meal usually consisting of several crackers, small slices of meat, and small slices of cheese. Some versions contain Capri Sun drinks. Others are called Cracker Stackers and Fun Fuel. The box is bright yellow and the quantity of food contained within is small. The target market for Kraft Lunchables is most likely

moms of school-age children.

business people looking for a quick snack.

business travelers.

teenagers.

seniors.

3 of 3

Comments:

Question 5. Question :

(TCO 6) Which of the following would a marketer use as a synonym for controllable marketing mix factors?

The five external environmental forces

Macromarketing forces

The five Cs

The four Ps

Price, product, production, and promotion

Question 6. Question :

(TCO 1) _____ is the money left over after a business firm's total expenses are subtracted from its total revenues.

Shareholders' equity

Profit

Inventory turnover

Contribution margin

Asset leverage

:

Question 7. Question :

(TCO 1) The corporate level in an organization is where

the department heads direct overall strategy for the entire organization.

groups of specialists actually create value for the organization.

a small number of people from different departments are mutually accountable to accomplish a task or a common set of performance goals.

a subsidiary, division, or unit of an organization markets a set of related offerings to a clearly defined group of customers.

top management directs overall strategy for the entire organization.

Question 8. Question :

(TCO 1) At the strategic business unit level, the marketing department provides leadership activities in

talent management.

fiscal restraint.

look outward, keeping the organization focused on creating value both for it and for customers.

creating the corporate culture.

sustaining the means-end chain.

Question 9. Question :

(TCO 1) The _____ for American Red Cross is The American Red Cross, a humanitarian organization led by volunteers and guided by its Congressional Charter and the Fundamental Principles of the International Red Cross Movement. It will provide relief to victims of disasters and help people prevent, prepare for, and respond to emergencies.

benefit statement

business portfolio

functional philosophy

mission

corporate code

Question 10. Question :

(TCO 1) Market share is the ratio of sales revenue of the firm to the total sales revenue of all _____, including the firm itself.

firms in the industry

firms in alternative industries

firms surveyed by the U.S. government

firms sharing in marketing principles

domestic firms

Question 11. Question :

(TCO 1) Step 2 in the planning phase of the strategic marketing process is

the situation analysis.

the market-product focus and goal setting.

the marketing program.

implementation.

obtaining resources.

Question 12. Question :

(TCO 1) A recent Congressional initiative mandated that the U.S. Department of Transportation (USDOT) establish a national traffic information collection system. The marketing manager of a company that provided traffic reports for local radio stations would most likely incorporate this knowledge into its SWOT analysis as

a strength if the company has an existing working relationship with the USDOT.

a threat if the USDOT will give this information directly to the radio stations.

a weakness if the company that provides local traffic information has no employees technologically capable of using the USDOT system.

an opportunity if the USDOT is creating a network of local traffic-information providers to address the mandate.

All of the above

Question 13. Question :

(TCO 1) To provide quick access to topics, a well-organized marketing plan should begin with

an executive summary.

the strategic focus.

a table of contents.

a situation analysis.

the market-product focus.

Question 14. Question :

(TCO 5) A company engaged in environmental scanning is

taking into account the effect its marketing activities can have on plants and animals in our environment.

continually acquiring information on events occurring outside the organization to identify and interpret potential trends.

maintaining a time constant horizon in its strategic planning process.

maintaining retail customer databases.

requiring all employees to spend time outside the office to avoid the "ivory tower" syndrome.

I

Question 15. Question :

(TCO 5) Social forces

include demographics and values.

usually have little impact on marketing strategy.

include reduced emphasis on trade regulation.

empower workers to improve their performance.

encourage international trade.

Question 16. Question :

(TCO 5) Studies of the _____ characteristics of the U.S. population suggest several important trends. Generally, the population is becoming larger, older, and more diverse. Marketers are developing products that will appeal to these target markets.

competitive

regulatory

geographic

demographic

economic

Question 17. Question :

(TCO 6) The concern for obtaining the best quality, features, and performance of a product or service for a given price is called

changing values.

multidimensional consumption.

buyer excellence.

purchasing excellence.

value consciousness.

Question 18. Question :

(TCO 5) In an inflationary economy, the cost to produce and buy products and services _____ as prices _____.

escalates; increase

escalates; decrease

decreases; increase

decreases; decrease

does not change; increase

Question 19. Question :

(TCO 5) One reason some people don't like to buy clothing from Internet retailers is the inability to know if the clothes will fit once they have arrived. ImageTwin has developed a scanning system with which it has gathered the measurements of individuals of all different sizes. All of the information has been fed into a database. Now, when you buy something at LandsEnd.com, you can see a 3-D image of what the item should look like on your body. This is an example of _____ forces in the marketing environment.

economic

regulatory

competitive

social

technological

:

Question 20. Question :

(TCO 5) The form of competition in which many sellers compete with their products on a substitutable basis is called

pure competition.

cross-market competition.

oligopoly.

monopolistic competition.

panopoly.

Question 21. Question :

(TCO 6) Which stage in the consumer purchase decision process suggests criteria to use for the purchase, yields brand names that might meet the criteria, and develops consumer value perceptions?

Problem recognition

Information search

Alternative evaluation

Purchase decision

Postpurchase evaluation

Question 22. Question :

(TCO 6) Putting a dollar value on what a satisfied, loyal, repeat customer spends on a firm's products during a year or a lifetime reveals that

focusing on customer retention is not very profitable.

the calculation is flawed and not practical.

companies that have focused on customer retention have not yet seen results.

focusing on customer retention can be very profitable.

companies are generally more profitable if they try to attract new customers rather than focus on customer retention.

Question 23. Question :

(TCO 6) Organizational buyers include all the buyers in a nation, except

retailers.

government.

manufacturers.

wholesalers.

ultimate consumers.

(TCO 6) Which of the following is characteristic of the organizational buying process?

Multiple parties participate in purchase decisions.

Negotiation between buyers and sellers is commonplace.

Online buying over the Internet is widespread.

Buying objectives and criteria are typically spelled out.

All of the above

Question 25. Question :

(TCO 6) Seven of the most commonly used organizational buying criteria are (1) _____, (2) ability to meet the quality specifications required for the item, (3) ability to meet required delivery schedules, (4) technical capability, (5) warranties and claim policies in the event of poor performance, (6) past performance on previous contracts, and (7) production facilities and capacity.

taste of the buyer

personal friendship with sales representative

price

current mood of the buyer

opinion of the firm's senior management

week 4

(TCO 1) The Book Promoters Association of Canada members recently questioned what could be done to rejuvenate the Canadian book publishing industry. Some members claimed the problem was that Canadian retailers had been replaced by Walmarts. Others said the problem was with stodgy promotions. Still others said the problem was caused by too little money being budgeted to fund marketing programs. It was time that Canadian book publishers used _____ to save the industry.

advertising

sales promotion

publicity

marketing research

tactical support

Question 2. Question :

(TCO 1) A conscious choice made from among two or more alternatives is called a

dilemma.

quandary.

decision.

paradox.

predicament.

Question 3. Question :

(TCO 1) During the marketing research process, _____ are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.

measures of success

research objectives

marketing research plans

decisions

definitions

Question 4. Question :

(TCO 1) Obtaining data on the number of households that buy a particular product is an example of which type of marketing research?

Descriptive

Explanatory

Exploratory

Causal

Concrete

Question 5. Question :

(TCO 1) When Home Depot entered the Quebec market, 2% of the population was aware of the retail chain. To determine how effective its advertising was in the first 18 months of its presence in the Canadian province, it conducted awareness research for a second time. Prior to conducting the research, it was decided that if at least 50% of the population was aware of the Home Depot brand, it would continue its present advertising program. This is an example of a(n)

objective.

constraint.

assumption.

measure of success.

barrier to entry.

Question 6. Question :

(TCOs 3 and 4) A picture or verbal description of a product or service a firm might offer for sale is known as a(n)

hypothesis.

proposition.

new-product concept.

alternative.

opportunity.

Question 7. Question :

(TCO 1) Secondary data are the

facts and figures that are newly collected for the project at hand.

facts and figures obtained by watching people mechanically rather than in person.

facts and figures obtained by asking people questions.

facts and figures that have already been recorded before the project.

conclusions developed from information obtained from a representative sample of a population.

Question 8. Question :

(TCO 3) Aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action is referred to as

consumer differentiation.

psychographics.

market segmentation.

market delineation.

aggregation marketing.

Question 9. Question :

(TCOs 3 and 4) Lands’ End will custom fit the Marinac jacket and make it with additional features, such as thumb loops, underarm ventilation slits, and a key clip, when you order from LandsEnd.com. This is an example of

mass customization.

synergy.

target marketing.

how the 80/20 rule is implemented.

repositioning.

Question 10. Question :

(TCO 6) There are five steps involved in segmenting and targeting a market. Which should a marketer do once he or she has selected a target market?

Create product groupings.

Develop a market-product grid.

Estimate the size of the market.

Take marketing actions to reach that target market.

Form prospective buyers into market segments.

Question 11. Question :

(TCO 6) Potential buyers within a segment should be

difficult to reach to prevent competitors from reaching them first.

similar to buyers among different segments.

similar in terms of a marketing action.

high cost to assign to segments.

interested in direct mail services.

Question 12. Question :

(TCOs 3, 5, and 6) A market-product grid is a framework to relate

estimated expenses for products sold to various market segments.

total anticipated revenue for each product to market segments.

total anticipated profit for each product to segments.

the market segments of potential buyers to products offered or potential marketing actions by an organization.

the market segments of potential buyers to relative market share compared to the closest competitor.

Question 13. Question :

(TCOs 2 and 6) Which of the following is a criterion used for selecting a target segment?

Potential for increased profit

Similarity of needs of potential buyers within a segment

Difference of needs of buyers among segments

Potential of a marketing action to reach a segment

Cost of reaching the segment

Question 14. Question :

(TCOs 3, 5, and 6) The place an offering occupies in consumers' minds on important attributes relative to competitive products is called

product perception.

relative positioning.

competitive positioning.

product positioning.

selective perception.

Question 15. Question :

(TCOs 3, 5, and 6) Which of the following data are collected from consumers to develop a perceptual map for a particular product?

A listing of all prospective brands and products

Managerial judgments about how consumers perceive products

Judgments of existing products or brands with respect to important attributes

Rank order of the ratings of an existing brand's preference relative to its competitors

All of the above data are collected from consumers.

Question 16. Question :

(TCOs 1, 3, 5, and 6) A _____ is a group of products that are closely related because they satisfy a class of needs, are used together, are sold to the same customer group, are distributed through the same types of outlets, or fall within a given price range.

product class

product mix

product line

marketing category

product category

Question 17. Question :

(TCOs 1, 3, 4, 5, and 6) New chewing gum flavors like lemon-lime, crystal mint, and mint mojito helped Wrigley’s add to its sales. These new flavors are which type of innovation?

Continuous innovation

Dynamically continuous innovation

Discontinuous innovation

Insignificant innovation

Disruptive innovation

Question 18. Question :

(TCOs 1, 2, 3, 4, 5, and 6) When General Foods introduced Post Cereals with freeze-dried fruits, people found that by the time the fruit had absorbed enough milk, the flakes were soggy. Why did this product fail?

Poor product quality

Insignificant point of difference compared to competitive offerings

Too little market attractiveness

Poor execution of the marketing mix

No economical access to buyers

Question 19. Question :

(TCOs 1, 2, 3, 4, 5, and 6) The stages a firm goes through to identify business opportunities and convert them into salable goods or services are called the

situation analysis.

new-product process.

strategic management process.

SWOT analysis.

idea generation process.

Question 20. Question :

(TCOs 3, 4 and 6) The market testing stage of the new-product process often involves test markets or purchase laboratories in which the dependent variable is

consumer attitudes.

price.

advertising.

product attributes.

sales.

Question 21. Question :

(TCOs 1, 3, 4, 5, and 6) The marketing objective for a product in the _____ stage of the product life cycle is to create consumer awareness and gain trial.

introduction

growth

maturity

decline

harvest

Question 22. Question :

(TCOs 1, 3, 5, and 6) When the Floral Council advertises giving flowers as a thoughtful and appreciated gift for any occasion, it is trying to stimulate _____ demand.

selective

primary

derived

generic

secondary

Question 23. Question :

(TCOs 1, 3, 5, and 6) The stage in the product life cycle labeled B in the below figure is called

introduction.

maturity.

growth.

diversification.

decline.

Question 24. Question :

(TCOs 1, 3, 5, and 6) Which of the following is a characteristic of the growth stage of the product life cycle?

Advertising emphasis switches to primary demand.

There is a growing proportion of repeat purchasers to initial purchasers.

Product features remain unchanged.

Profit margins increase as sales increase.

All of the above

Question 25. Question :

(TCOs 1, 3, 5, and 6) The stylized blue and white waves in an oval shape that appear on every package of Ocean Spray brand products is an example of a

copyright.

trade name.

service mark.

brand name.

generic brand.

final

Question 1.1. (TCO 4) Three commonly used methods of evaluating marketing programs are marketing metrics, marketing dashboards, and (Points : 5)

marginal analysis.

marketing audits.

marketing ROI.

marginal analysis.

marketing control boards.

Question 2.2. (TCO 1) Ideally in effective marketing planning, goals should be _____ in terms of what is to be accomplished and when. (Points : 5)

loose and vague

as general as possible

flexible or elastic

quantified and measurable

None of the above

Question 3.3. (TCO 3) Which marketing strategy focuses on a single market segment but adds additional product lines? (Points : 5)

Full coverage

Market specialization

Product specialization

Selective specialization

Market-product concentration

Question 4.4. (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 differentiation, cost focus, differentiation focus, and (Points : 5)

exclusivity.

electronic-focus.

quality focus.

cost leadership.

service leadership.

Question 5.5. (TCO 1) Step 3 in the planning phase of the strategic marketing process is (Points : 5)

the situation analysis.

the market-product focus and goal setting.

the marketing program.

implementation.

obtaining resources.

Question 6.6. (TCO 1) The consumer products industry is one with several large competitors, soaring raw materials prices, and strong demands from powerful retailers for lower prices. As a result, Colgate-Palmolive Co. and Unilever Group, the makers of products such as Colgate toothpaste and Ben & Jerry’s ice cream, both reduced their earnings forecasts. Yet Procter & Gamble, another consumer products company, did not. At P & G, innovation is a key attribute, allowing the company to update all 200 of its brands and to invent products, such as Crest Whitestrips, that consumers crave. P & G has also used its marketing know-how to develop unique product placements on television shows that highlight its brands. A SWOT analysis of this information for P & G would indicate that the overall industry situation is a _____, whereas the invention taking place at P & G is a _____. (Points : 5)

strength; weakness

weakness; threat

threat; strength

opportunity; threat

opportunity; strength

Question 7.7. (TCO 3) All of the following steps are part of the planning process used to develop an organization's advertising program, except (Points : 5)

identify the target audience.

specify the advertising objectives.

write the advertising copy.

calculate the marketing ROI.

schedule the advertising program.

Question 8.8. (TCO 2) The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are complexity, _____, and ancillary services. (Points : 5)

risk

size

durability

accessibility

acceptability

Question 9.9. (TCO 4) At which stage in the product life cycle would your promotional objective be to persuade the consumer to buy the product rather than substitutes? (Points : 5)

Introduction

Growth

Incubation

Decline

Maturity

Question 10.10. (TCO 2) The _____ can be used to inform prospective buyers about the benefits of the product. (Points : 5)

SWOT analysis

maturity stage

marketing matrix

promotional mix

target audience

Question 11.11. (TCO 7) Which of the following statements about the terms used for marketing intermediaries is true? (Points : 5)

The most precise terms used to describe marketing intermediaries are dealer and distributor.

A retailer sells to consumers.

An agent has no legal authority to act on behalf of a manufacturer.

A wholesaler is an intermediary who sells to consumers.

Broker is a synonym for a dealer.

Question 12.12. (TCO 7) Which of the following statements about the legal and regulatory aspect of pricing is true? (Points : 5)

The Robinson-Patman Act deals with predatory pricing.

The Consumer Goods Pricing Act is the only federal legislation that deals directly with pricing issues.

The Sherman Act deals only with vertical price fixing.

The Federal Trade Commission Act deals with predatory pricing, deceptive pricing, and geographical pricing issues.

The Consumer Goods Pricing Act and the Robinson-Patman Act deal with price discrimination.

Question 13.13. (TCO 2) Which of the following is not one of the six major pricing objectives? (Points : 5)

Profit

Unit volume

Monopoly

Survival

Market share

Question 14.14. (TCO 3) The ratio of _____ to price is called value. (Points : 5)

perceived benefits

prestige value

value-added pricing

perceived revenue

perceived costs

Question 15.15. (TCO 6) Market segmentation involves aggregating prospective buyers into groups that will respond similarly to a marketing action and (Points : 5)

will pay attention to marketing messages.

have common needs.

be responsive to marketing research.

use the same payment methods.

go shopping on a regular basis.

Question 16.16. (TCO 5) Which of the following statements about environmental scanning is true? (Points : 5)

Environmental scanning changes the marketing environment.

Environmental scanning identifies and interprets potential trends.

Environmental scanning is an annual event.

Environmental scanning focuses primarily on geographical factors.

All of the above

Question 17.17. (TCO 1) The marketing department helps keep the organization focused on creating value both for it and for customers. This is accomplished by (Points : 5)

listening to customers.

developing offerings.

producing offerings.

implementing marketing program activities.

All of the above

Question 18.18. (TCO 1) Which of the following acts as a barrier to the development of relationship marketing? (Points : 5)

The large number of one-to-one relationships that customers are asked to sustain

The large number of products on the market

The increasing number of retail stores that are closing

The changing regulatory environment

Diluted cultural diversity

Question 19.19. (TCO 1) A local university in Lynchburg, VA offers an outstanding business school education. Cali pays the tuition to attend Daniels and earns her MBA with a concentration in supply chain management. Upon graduating, she is offered a high-paying, fulfilling position. Was this a marketing exchange? (Points : 5)

No, because the university is a private one.

Yes, because the university is profitable.

Yes, because paying tuition was exchanged for knowledge that directly led to Cali's fulfilling new job.

No, because money was exchanged.

No, because the school did not provide Cali with a product.

Question 20.20. (TCO 6) Which of the following is the best description of the target market for the latest Disney animated movie? (Points : 5)

Everyone who can afford to buy a movie ticket

Everyone who likes movies

Professionals who are parents of children between the ages of 6 and 12

People who collect movie memorabilia

People who live near a movie theater

Question 21.21. (TCO 3) The owners of Old School Brand Authentic Antique Foods researched Civil War records to come up with recipes for the old-fashioned products it markets. Concern about the _____ element of the marketing mix would make it eager to be featured in an upcoming edition of Taste of Home magazine. (Points : 5)

product

price

promotion

place

production

Question 22.22. (TCO 5) The Lemon Tree is a high-fashion boutique selling top-of-the-line women's clothing and accessories. The keys to its success include knowing the customers' changing tastes and providing something different from other retailers. In addition, because of the high value of the merchandise, The Lemon Tree's management is exploring the use of computerized inventory controls and sales order processing. From this description, one can infer that the environmental category of least importance to The Lemon Tree is (Points : 5)

economic.

regulatory.

technological.

social.

competitive.

Question 23.23. (TCO 7) Recently, a federal appeals court rendered a unanimous decision that Microsoft Corp. does not have an automatic right to put whatever features it wants into its Windows operating system; rather, each new feature needs to be evaluated separately. Many of these features are also made by much smaller companies. This ruling grew out of the power that Microsoft holds in the software market, because it owns a major share of the marketplace. What purpose did this ruling have? (Points : 5)

Protecting companies from one another

Protecting consumers from unfair trade practices

Protecting the future interests of society from dangerous business practices

Protecting consumers from one another

Protecting businesses from unfair consumer practices

Question 24.24. (TCO 6) Archer Daniels Midland (ADM) Co. is the world's largest cocoa bean processor. It buys cocoa beans and converts the beans into cocoa powder and cocoa butter, which it sells to companies that manufacture consumer products that contain chocolate. The cocoa bean processor is operating in a(n) _____ market. (Points : 5)

reseller

government

psychographic

product-intensive

industrial

Question 25.25. (TCO 1) Several years ago, SwissAir made some unwise investments to pay for a planned expansion. As a result, the company had to make some cost-cutting moves that alienated its customers. Eventually the company declared bankruptcy, regrouped, and found itself able to resume business. Its board of directors recently announced that the company would like to resume flying. Before resuming flying, SwissAir needed to determine what percentage of its former customers it could expect to return to the airline. If not enough former customers were willing to use SwissAir again, the resumption of flights would not be profitable. The determination of the percentage of returning patrons that would be needed to resume operation is an example of a (Points : 5)

research risk.

research objective.

research uncertainty.

research decision.

research definition.

Question 26.26. (TCO 3) DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims. It wants to introduce its product into new markets, but before it does so, it wants to have a prediction of how successful its sales efforts will be. One of the first things researchers did was to invite a group of eight people with insurance to talk about home and auto insurance with a moderator. One of the purposes of this exploratory research was to gather information about the group members' attitudes toward insurance and their awareness of DirectProtect. Although additional research still needs to be done, the marketing researchers were able to use a focus group to gather _____ data. (Points : 5)

hypothetical

generative

questionnaire

evaluative

experiential

Question 27.27. (TCO 4) Sara Burns is the owner of a company called Spice and was looking for a new product to go with her company's line of food condiments when a customer suggested combining spices with tea. This is an example of (Points : 5)

accidental invention.

idea generation.

bootlegging ideas.

serendipitous management.

serendipitous innovation.

Question 28.28. (TCO 4) In the 1960s, television westerns were extremely popular. The shows were adventure shows with settings and costumes that were very unlike what really existed. There were Bonanza, Wagon Train, The Virginian, Laramie, and so on. When viewers gradually stopped watching this category of programs, production companies found that the networks no longer wanted to televise such shows. The television western as a product category entered the _____ stage. (Points : 5)

decay

diversification

decline

maturity

harvesting

Question 29.29. (TCO 7) When an Avon representative sells cosmetics door-to-door, it is an example of which type of marketing channel? (Points : 5)

Direct channel

Indirect channel

Strategic channel alliances

Marketing channel

Dual distributive channel

Question 30.30. (TCO 2) Disney is using an integrated marketing communications program (IMC) to promote group travel to its theme parks, because (Points : 5)

its strategy includes using all types of promotional activities that deliver a consistent message.

it does not want to reach any member of its target audience more than once.

IMC is less expensive than other forms of promotion, such as public service announcements.

if it didn't, Disney would have to use indirect personal selling.

it is more concerned about frequency than reach.

Question 31.31. (TCO 2) When a news story covers a terrible disaster and viewers are asked to send donations to the American Red Cross, the American Red Cross is receiving (Points : 5)

publicity.

advertising.

direct marketing.

personal selling.

a public service announcement.

Question 32.32. (TCO 7) For several years, advertisements for Arm & Hammer Baking Soda have prompted consumers to place an opened box of the product in the refrigerator to lessen food odor and to replace that box monthly. The same ads advise customers to pour the used box down their kitchen sinks to freshen drains. Arm & Hammer employed a _____ strategy in its attempt to sell more baking soda. (Points : 5)

market penetration

market development

product development

diversification

product penetration

Page 2

Question 1. 1. (TCO 1) In China, many people are removing their money from the state banks and lending it out themselves. The interest rate earned in a state bank account is about one half the rate of inflation. On the other hand, loaning money to friends, relatives, and even unrelated entrepreneurs can often earn the investor double or more over the inflation rate. The gray market, an underground network of investors and private businesses, moves the cash from lenders to businesses. Judge whether marketing occurred in this situation, and justify your conclusions. Appraise the effectiveness of government regulation in controlling markets. (Points : 30)

Question 2. 2. (TCO 3) Imagine that you are creating a marketing plan for a company that will sell motor scooters. As you consider the marketing program, what types of strategy should you consider including in the plan? Propose one specific example of each type of strategy that you are considering, and present your rationale (reasoning) for your strategy selections. (Points : 30)

Question 3. 3. (TCO 4) You are the product manager responsible for a horrible product failure, but in your wisdom, you are evaluating why the product failed. What factors would you consider in your evaluation? What actions could you have taken to prevent the failure? Does product innovation need a willingness to accept failure? (Points : 30)

course project

Course Project: Creating the Marketing Plan

Objectives | Introduction | Guidelines | Milestones | Grading Rubrics

Objectives

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The Course Project gives students the opportunity to synthesize all of the concepts in the BUSN319 Marketing course by applying them to develop a comprehensive marketing plan for a new business, product, or service.

Introduction

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Product innovation and marketing are the only enduring competitive advantages that companies can use to survive and thrive in the marketplace. In the next seven weeks, you are going to participate in designing and writing a marketing plan for a business, product, or service of your choosing. Your active participation in this project is essential to building your understanding of marketing. Also, you can use a well-written marketing plan to show prospective employers a sample of your work or pitch your idea to investors who may be interested in your venture.

A marketing plan is a guide for the marketing activities of an organization for a specified period of time, typically about 5 years. The plan can be used internally to guide the marketing activities or it can be used to communicate with external audiences to raise capital. There are important questions to keep in mind as you design your plan.

1. Is the marketing idea valid?
2. What is unique or distinctive about the product or service that separates it from substitutes and competitors?
3. Does a viable market exist for the product or service?
4. Is the target market large enough, accessible, and capable of purchasing your product or service?
5. Are the financial projections sound?
6. Is the management team competent?
7. How will the investors get their money back with a return on their investments?

In order to help you answer these questions and many others, the course provides the following items.

• Building an Effective Marketing Plan in Appendix A on page 48 of your textbook (it includes an example of a marketing plan).
• Financial Aspects of Marketing in Appendix B on page 368 of your textbook.
• A marketing plan outline (see Week 4: Draft Marketing Plan in the Milestone section below).
• A grading rubric for the marketing plan.

Guidelines

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Your final marketing plan should be between 10–15 pages and must follow all APA guidelines.In Week 1, you will submit a two-page description of your business, product, or service for instructor approval of your topic. In Week 4, you will submit a substantial draft of your marketing plan for instructor feedback. Your completed marketing plan is due at the end of Week 7.

Milestones

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Week 1: Topic Proposal (20 points)

You will select a topic for the Week 1 assignment, and thereafter, all related assignments (the draft in Week 4 and the final marketing plan in Week 7) MUSTbe on the same topic. You may not change your marketing plan topic without approval from your instructor. Your topic should be for a business, product, or service that you would like to start (no multilevel marketing structures or non-profit organizations, please). Because this is an applied project and not a research paper, please do not select a corporation such as Starbucks or Coca-Cola as your topic.You are to apply the course concepts to this project. If you are interested in coffee restaurants, for example, you may wish to select your own cappuccino bar as your topic and then use information from companies like Starbucks or Seattle's Best Coffee for ideas and competitive research as you work on your project. If you have questions about your topic, don’t hesitate to post them in the Q & A Forum this week.

For Week 1, please write a two-page description of your company, product, or service. It should be a new business, product, or service.

Discuss:

1. Ownership and company structure.
2. Describe the business, product, or service.
3. Write your mission statement.
4. Provide your marketing goals.

   The marketing goals must be specific, measurable, actionable, realistic, and time bound.
   Examples…
   Company ABC plans to generate 25 leads per week as a result of our Facebook marketing campaign beginning Oct. 1, 2014.

   Company XYZ plans to sell 5,000 widgets for the next fiscal year.

5. Discuss who a typical customer might be.

Week 4: Draft Marketing Plan (100 points)

At the end of Week 4, you will submit a substantial draft to your instructor for grading and feedback. Read Appendix A in the text. Be sure to download the Marketing Plan outline. It must be used! It is recommended that you start working on your draft in Week 2 after your instructor has approved your topic. Use the Marketing Plan outline as a guide to the required content for your marketing plan. Complete as much as you are able in order to get a good start and an initial draft ready to submit at the end of Week 4. Remember, the more you complete on this initial draft the greater the input that the professor can provide. Also, please include your last name within the document title.

Week 7: Final Marketing Plan (220 points)

Submit your completed Marketing Plan. It should include all sections listed in the marketing plan outline. It should include headings for the various sections of the marketing plan. APA format should be used, and three references are required. Be sure to list all references that you consult (both print media and online).

See the Syllabus section “Due Dates for Assignments & Exams” for due date information.

Grading Rubrics

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Week 1: Topic Proposal will be evaluated as follows.

Category	%	Description
Documentation, Formatting, and Editing	10%	Quality work will include a title page, table of contents, proper citations, and a bibliography. Quality work will be free of any spelling, punctuation, or grammatical errors. Sentences and paragraphs will be clear, concise, and factually correct. It must follow APA guidelines.
Content	90%	Quality work will meet the following requirements. Your topic should be for a business, product, or service that you would like to start (no multilevel marketing structures or nonprofit organizations, please). Your proposal should be approximately two pages long and should contain the following. 1. Information about ownership and company structure. 2. A description of the business, product, or service. 3. A mission statement. 4. Marketing goals. 5. Who a typical customer might be.
Total	100%	A quality submission will meet or exceed all of the above requirements.

Week 4: Draft Marketing Plan will be evaluated as follows.

Category	%	Description
Documentation and Formatting	5%	Quality work will include a title page, abstract, table of contents, proper citations, and a reference page. Your final marketing plan should be between 10–15 pages; your draft should be substantial—about 75% complete. It must follow all APA guidelines.
Organization and Cohesiveness	20%	Quality work will use the marketing plan outline provide above for its organization. The content will be properly subdivided into sections with headings. The executive summary is not required in your draft because the executive summary is usually the last part of the plan that is written; it summarizes the entire plan.
Editing	5%	Quality work will be free of any spelling, punctuation, or grammatical errors. Sentences and paragraphs will be clear, concise, and factually correct.
Content	70%	Quality work will have significant scope and depth of research to support any statements. Relevant illustrations or examples are encouraged. Quality work will cover all the sections included in the marketing plan outline. The content presented must demonstrate an understanding of the material.
Total	100%	A quality submission will meet or exceed all of the above requirements.

Week 7: Final Marketing Plan will be evaluated as follows.

Category	%	Description
Documentation and Formatting	5%	Quality work will include a title page, table of contents, abstract, proper citations, and a reference page in APA format including at least three references.
Organization and Cohesiveness	20%	Quality work will use the marketing plan outline for its organization. The content will be properly subdivided into sections with headings and subheadings; it will incorporate feedback provided from your instructor on your Week 4 draft. You may choose to use some of the Building Your Marketing Plan exercises at the end of the chapters in the text to guide you to develop some sections of your plan. The executive summary will summarize your plan and include the reasoning you employed in your analysis, as well as any outstanding conclusions you can reach about the marketing plan for your chosen product or service.
Editing	5%	Quality work will be free of any spelling, punctuation, or grammatical errors. Sentences and paragraphs will be clear, concise, and factually correct.
Content	70%	Quality work will have significant scope and depth of research to support any statements. Relevant illustration or examples are encouraged. Quality work will cover all the sections included in the marketing plan outline. The content presented must demonstrate an understanding of the material.
Total	100%	A quality submission will meet or exceed all of the above requirements.