A monopoly firm faces market demand P =120 – 2Q. This monopoly firm’s marginal cost

Busn 379 Week 5 Risk And Return Homework Es 1 Tco 8 Over The college essay help service

BUSN 379 Week 5 : Risk and Return – Homework ES

Homework ES

1. (TCO 8) Over the period of 1955-2006: (Points : 3)

long-term government bonds underperformed large corporate stocks.

small-company stocks underperformed large-company stocks.

inflation exceeded the rate of return on U.S. Treasury bills.

U.S. Treasury bills outperformed long-term government bonds.

2. (TCO 8) Which of the following is true regarding the efficient market hypothesis? (Points : 3)

It argues that efficient markets are not volatile throughout a trading day.

It suggests that an efficient market can only consider historical information when determining current security prices.

It proves that market inefficiencies do not exist in either the short-run or the long-run.

It implies that all investments in an efficient market have a net present value of zero.

3. (TCO 8) Which of the following factors will affect the expected rate of return on a security? Select all that apply: (Points : 4)

multiple states of the economy

probability of occurrence for any one economic state

market rate of return given a particular economic state

security beta

4. (TCO 8) Assume a project that has the following returns for years 1 to 5: 15%, 4%, -13%, 34%, and 17%. What is the approximate expected return of this investment? (Points : 3)

11%

17%

16.60%

10%

5. (TCO 8) Assume you are considering investing in two stocks, A & B. Stock A has an expected return of 16% and Stock B has an expected return of 9.5%. Your goal is to create a two-security portfolio that will have an expected return of 12%. If you have $250,000 to invest today, approximately how much would you invest in Stock A? (Points : 3)

$96,000

$150,000

$75,000

More than $200,000

6. (TCO 8) For this exercise, use the information provided for Problem 30 of Chapter 11 (page 375 of your textbook). Assume that the probability of the state of the economy has changed as follows:

The probability of a recession has increased to 30% and the probability for a normal state of economy is now 40%. The market risk premium has increased by 1% as well. What is the beta of Stock I and II respectively? (Points : 3)

0.6 and 1.2

1.2 and 0.6

1.2 and 0.4

Cannot be determined with the information given

7. (TCO 8) For this exercise, use the information provided for Problem 30 of Chapter 11 (page 375 of your textbook). Assume that the probability of the state of the economy has changed as follows:

The probability of a recession has increased to 30% and the probability for a normal state of economy is now 40%. The market risk premium has increased by 1% as well. Which statement is true? Select all that apply: (Points : 4)

Stock II has more risk than Stock I

Stock II has less systematic risk than Stock I

Stock I has a lower risk premium than Stock II

Stock I has a lower expected return than Stock II

8. (TCO 8) Which statements are false regarding risk? Select all that apply: (Points : 4)

The expected return is always the same as the actual return

A key to assessing risk is determining how much risk an investment adds to a portfolio

Risks can always be diversified

The higher the risk, the higher the return investors require for the investment

9. (TCO 8) What is systematic risk? Provide two or three examples. How can you diversify it? (Points : 3)

Busn 319 Marketing Plan Outline Executive Summary Simmonds Healthcare college essay help service

A monopoly firm faces market demand P =120 – 2Q. This monopoly firm’s marginal cost

BUSN 319 MARKETING PLAN OUTLINE

Executive Summary

Simmonds Healthcare Services offers a combination of premier assisted living facility and community based adult daycare center in Decatur, Georgia. Research indicates that in the Decatur area there is a significant need for quality assisted living facility and adult daycare center and I believe with employees that are competent and a staff that is well educated, I will be able to provide them with a management staff that is responsive as well as organized, we can become the assisted living facility and adult daycare center of choice in Decatur, Georgia and some of the surrounding area.

Simmonds Healthcare Services is a sole proprietorship based in Dekalb County and owned by its principal investor. The office will initially be established on Main Street in the heart of Decatur, Georgia. Decatur is also the home to numerous hospitals and rehabilitation centers, which will serve as a referral bases for our facility.

Busn319 Marketing Plan Outline 10 Pages Executive Summary Simmonds Healthcare Services Offers A Combination Of Premier Assisted college essay help service

That business i came up with for this class which is a school uniform supplying company. i will be offering high-quality, durable, fashionable, school uniforms, at a premium prices. I believe that every student should be able to afford school uniforms, that school uniforms unite students and brings them to an equal level. My uniforms will have the logo of the schools and the schools can chose the colors and design they wants for their uniforms, and i will be importing these uniforms from a great manufacturer in Europe.

Busn 319 Quiz Week 4 100 All Answers Instructor S Explanations college essay help service

BUSN 319 Quiz week 4

100% All correct answers + Instructor’s explanations

1. Question : (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 Canadian retailers had been replaced by Wal-Marts. 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

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

dilemma

quandary

decision

paradox

predicament

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

4. Question : (TCO 1) An interview is an example of which type of marketing research?

descriptive

explanatory

exploratory

causal

concrete

5. Question : (TCO 1) One test of whether marketing research should be done is

whether different outcomes will lead to different marketing actions.

whether different outcomes will lead to the unrelated marketing actions.

using a jury of executive opinion to interpret the data.

agreeing to take action only if the decision is unanimous.

if top management has the final say on actions taken after research is completed.

6. Question : (TCO 3) In the world of marketing, __________ are ideas about products or services.

concepts

notions

perceptions

impressions

theories

7. Question : (TCO 1) Facts and figures that are newly collected for a project at hand are called

: internal secondary data.

external secondary data.

primary data.

observational data.

tertiary data.

8. Question : (TCO 3) The process of segmenting a market and selecting specific segments as targets is the link between __________ and the organization’s marketing program.

self-regulatory industry standards

government regulations

top-level management

market needs

controllable environmental factors

9. Question : (TCO 3) 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

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

create product groupings

develop a market-product grid

estimate size of market

take marketing actions to reach that target market

form prospective buyers into market segments

11. Question : (TCO 6) Which of the following is NOT a criterion used in forming segments?

potential for increased profit

similarity of needs of potential buyers within a segment

competitive position

potential of marketing action to reach a segment

simplicity and cost of assigning potential buyers to segments

12. Question : (TCO 3, 5 & 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 closest competitor.

13. Question : (TCO 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

compatibility with the organization s objectives and resources

14. Question : (TCO 3, 5 & 6) Changing the place an offering occupies in consumers’ minds relative to competitive products is called

perceptual mapping.

product positioning.

product differentiation.

repositioning

psychographics

15. Question : (TCO 3, 5 & 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

ratings of an ideal product s or brand s 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.

16. Question : (TCO 1, 3, 5 & 6) A product is a good, service, or idea consisting of a __________ that satisfies consumers and is received in exchange for money or some other unit of value.

warranty from the seller

bundle of tangible and intangible attributes

bundle of tangible attributes

a tangible received in exchange for a person’s time and

bundle of intangible attributes

17. Question : (TCO 1, 3, 5 & 6) Which of the following is NOT an attribute of a new product?

The product is less than 6 months old.

The product requires a significant degree of new learning by consumers.

The product is new in legal terms.

The product is new from a competitor’s perspective.

The product is new from the organization’s perspective.

18. Question : (TCO 1, 3, 5 & 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

19. Question : (TCO 1, 3, 5 & 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.

20. Question : (TCO 3 & 6) When audiences are allowed to preview actual movies such as Pretty Woman and National Treasure: Book of Secrets before they are released to the general public, it is a part of the __________ stage of the new-product process.

market testing

business analysis

commercialization

screening and evaluation

concept testing

21. Question : (TCO 1, 3, 5 & 6) Lack of profit in the introductory stage of the product life cycle is very often the result of

insufficient allocation of resources to the marketing mix.

poor selection of distribution channels.

high taxes.

large investment costs in product development.

ineffective execution of the marketing program.

22. Question : (TCO 1, 3, 5 & 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

23. Question :

(TCO 1, 3, 5 & 6) The stage in the product life cycle labeled A in above Figure is called

introduction

maturity

growth

diversification

decline

24. Question : (TCO 1, 3, 5 & 6) Which of the following is a characteristic of the growth stage of the product life cycle?

advertising emphasis switches to primary demand

growing proportion of repeat purchasers to initial purchasers

product features remain unchanged

profit margins increase as sales increase

All of the above are characteristics of the growth stage of the product life cycle.

25. Question : (TCO 1, 3, 5 & 6) The apple that appears on every Apple computer product is an example of a

copyright

trade name

service mark

brand name

generic brand

Devry Busn319 Week 4 Quiz Prefect Question 1 Tco The Broad Goal college essay help service

DEVRY BUSN319 WEEK 4 QUIZ (PREFECT ANSWER)

Question 1.1.(TCO 1) The broad goal of _____ is to identify and define both marketing problems and opportunities and to generate and improve marketing actions. (Points : 3)

advertising

sales promotion

publicity

marketing research

tactical support

Question 2.2.(TCO 1) The act of consciously choosing from alternatives is called (Points : 3)

a dilemma

a quandary

decision making

a paradox

a predicament

Question 3.3.(TCO 1) During the marketing research process, _____ are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.(Points : 3)

measures of success

research objectives

marketing research plans

decisions

definitions

Question 4.4.(TCO 1) A test market is an example of which type of marketing research? (Points : 3)

Descriptive

Explanatory

Exploratory

Causal

Concrete

Question 5.5.(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) (Points : 3)

objective.

constraint.

assumption.

measure of success.

barrier to entry.

Question 6.6.(TCO 3) A picture or verbal description of a product or service a firm might offer for sale is known as a(n) (Points : 3)

hypothesis.

proposition.

new-product concept.

alternative

opportunity.

Question 7.7.(TCO 1) Facts and figures that are newly collected for a project at hand are called (Points : 3)

internal secondary data

external secondary data

primary data

observational data

tertiary data

Question 8.8.(TCO 3) Market segmentation stresses _____ and relating needs and benefits to specific marketing actions. (Points : 3)

grouping people randomly in a market

market sectioning

grouping people according to similar needs

splitting people randomly between markets

product-based market development

Question 9.9.(TCO 3) To create a _____ strategy, nikeid.com allows customers to visit its website and design a sneaker to their personal specifications. (Points : 3)

product sampling

product extrapolation

mass customization

usage segmentation

psychographic segmentation

Question 10.10.(TCO 6) The first step in segmenting and targeting markets is to (Points : 3)

recognize a need.

group potential buyers into segments.

create product groupings.

estimate size of the overall market.

develop a market-product grid.

Question 11.11.(TCO 6) Which of the following is not a criterion used in forming segments? (Points : 3)

Potential for increased profit

Similarity of needs of potential buyers within a segment

Competitive position

Potential of marketing action to reach a segment

Simplicity and cost of assigning potential buyers to segments

Question 12.12.(TCOs 3, 5, and 6) A market-product grid is a framework to relate (Points : 3)

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

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

Question 13.13.(TCO 6) Which of the following is a criterion used for selecting a target segment? (Points ?

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

Competitive position

Question 14.14.(TCOs 3, 5, and 6) Changing the place an offering occupies in consumers’ minds relative to competitive products is called (Points : 3)

perceptual mapping.

product positioning.

product differentiation.

repositioning.

psychographics.

Question 15.15.(TCOs 3, 5, and 6) Which of the following data are collected from consumers to develop a perceptual map for a particular product? (Points : 3)

A listing of all prospective brands and products

Managerial judgments about how consumers perceive products

Identification of the important attributes for a product class

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

All of the above

Question 16.16.(TCOs 1, 3, 5, and 6) A _____ is the marketing term for a good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers and is received in exchange for money or some other unit of value. (Points : 3)

Product

market decision.

market factor

utility bundle

process

Question 17.17.(TCOs 1, 3, 5, and 6) The Federal Trade Commission considers a product new only (Points: 3)

for a period of 6 months after it enters regular distribution

for a period of 1 year after it enters regular distribution

until a similar product is introduced by a competitor

until a newer version of the same product is produced

for a period of 17 years, at which time patent rights are returned to the public domain

Question 18.18.(TCOs 1, 3, 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? (Points : 3)

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 19.19.(TCOs 1, 3, 5, and 6) A company defines the role for new products in terms of the firm’s overall corporate objectives in the _____ stage of the new-product process.(Points : 3)

idea generation

distinctive competency

new-product strategy development

business mission

strategic management process

Question 20.20.(TCOs 3 and 6) Breyers introduced a new line of ice cream flavors for sale in elegant black containers. This was done on a limited scale to determine consumer reactions before national distribution of the product. Breyers new product was in the _____ stage of the new-product process. (Points : 3)

commercialization

screening and evaluation

business analysis

development

market testing

Question 21.21.(TCOs 1, 3, 5, and 6) A product in the introduction stage of the product life cycle should have which of the following marketing objectives? (Points : 3)

Gain awareness and stimulate trial.

Stress differentiation.

Maintain brand loyalty.

Gain as much distribution as possible.

Reveal a marketing niche

Question 22.22.(TCOs 1, 3, 5, and 6) When the National Cattlemen’s Beef Association advertises “Beef, It’s What’s for Dinner,” it is trying to stimulate _____ demand. (Points : 3)

selective

primary

derived

generic

secondary

Question 23.23.(TCOs 1, 3, 5, and 6) The stage in the product life cycle labeled C in the below figure is called

(Points : 3)

introduction.

maturity.

growth.

diversification.

decline.

Question 24.24.(TCOs 1, 3, 5, and 6) At which stage in the product life cycle do industry profits usually peak? (Points : 3)

Introduction

Growth

Maturity

Decline

Commercialization

Question 25.25.(TCOs 1, 3, 5, and 6) The swoosh that appears on every Nike product is an example of a (Points : 3)

copyright.

trade name.

service mark.

brand name.

generic brand.

Devry Busn319 Week 2 Quiz Latest 2016 Question 1 Tco 3m Inventor college essay help service

Devry BUSN319 Week 2 Quiz Latest 2016

Question

Question 1. Question :

(TCO 1) 3M inventor David Windorski’s challenge was to design new products for college students. The first step in solving this challenge was to

satisfy students’ studying needs.

advertise the new products he had invented.

use word of mouth to tell college students about his ideas.

discover students’ studying needs.

ask 3M to support him while he pursued his new ideas.

Question 2. Question :

(TCO 1) A student would like to buy a sports car from the local dealer, but she cannot afford one. Marketing does not occur in this situation because

two or more parties have unsatisfied needs.

there is no desire on the part of either party to satisfy its needs.

one of the involved parties does not have the ability to satisfy its needs.

there is no way for each party to communicate with one another.

there has been no assessment of consumer wants and needs.

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.

Question 5. Question :

(TCO 6) The four Ps are commonly known as

the environmental or uncontrollable factors.

the environmental or controllable factors.

the marketing mix or controllable factors.

the marketing mix or uncontrollable factors.

product, price, promotion, and process.

Question 6. Question :

(TCO 1) Profit is

the point at which company assets equal company liabilities.

the reward to a business firm for the risk it undertakes in marketing its offerings.

the goodwill earned from implementing the societal marketing concept.

the money earned when the economic order quantity is maintained.

accurately described by all of the above.

Question 7. Question :

(TCO 1) Which of the following statements about the strategic business unit level is most true?

It is the level that works most directly with the targeted customers.

The overall strategy for the organization is directed at the strategic business unit level.

In more complex organizations, the corporate level and the strategic business unit level may merge.

More end-user analysis is provided at the strategic business unit level than at the functional level.

The strategic direction is more specific at the strategic business unit level than at the corporate level.

Question 8. Question :

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

listening to customers.

developing offerings.

producing offerings.

implementing marketing program activities.

All of the above

Question 9. Question :

(TCO 1) Often used interchangeably with vision, a(n) _____ statement frequently has an inspirational theme.

point of difference

mission

business map

internal situation analysis

CEO’s annual

Question 10. Question :

(TCO 1) The ratio of sales revenue of the firm to the total sales revenue of all firms in the industry, including the firm itself, is called

sales quality.

market share.

industry potential.

contribution margin.

marginal revenue.

Question 11. Question :

(TCO 1) What are the three steps involved in the planning phase of the strategic marketing process?

Situation (SWOT) analysis, market-product focus and goal setting, and marketing program development

Planning, implementation, and control

Set market and product goals, select target markets, find points of difference, and position the product

Identify industry trends, analyze competitors, assess own company, and research customer

Identify where we have been, where we are headed, and where we are now

Question 12. Question :

(TCO 1) In the 1980s, poor quality and Japanese imports drove the Harley-Davidson motorcycle company to the brink of bankruptcy. The company’s share of the U.S. super-heavy-weight market motorcycles with engine capacity of 850 cubic centimeters or more collapsed from more than 40% in the mid-1970s to 23% in 1983. However, by 1989, Harley-Davidson controlled some 65% of the U.S. market, and both in the United States and overseas markets, the company won’t be able to meet demand for years. From a marketing perspective, what was most likely the first step in Harley-Davidson’s resurgence?

Development of a new mission statement and subsequent marketing strategy

Repositioning its product in the minds of motorcycle buyers

Performing a SWOT analysis

Seeking new markets for motorcycles both in the United States and in foreign markets

Improving the quality of its product and communicating this to motorcycle buyers

Question 13. Question :

(TCO 1) There are no magic, one-size-fits-all guidelines for writing successful marketing and business plans. Nevertheless, all of the following generally apply, except

use a direct, professional writing style.

be positive and specific to convey potential success.

use bullet points for succinctness and emphasis.

save the most important points for the conclusion.

strive to develop a plan 15–35 pages in length, not including financial projections and appendices.

Question 14. Question :

(TCO 5) The process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends is called

environmental trending.

organizational scanning.

environmental scanning.

a SWOT analysis.

acquisition scanning.

Question 15. Question :

(TCO 5) The social forces of the environment include the demographic characteristics of the population and its _____. Changes in these forces can have a dramatic impact on marketing strategy.

living standards

social class

values

dialect

culture

Question 16. Question :

(TCO 5) Generally, the U.S. population is becoming

smaller, younger, and more diverse.

smaller, older, and more diverse.

larger, older, and less diverse.

larger, younger, and more diverse.

larger, older, and more diverse.

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) _____ is a time of slow economic activity when businesses decrease production, unemployment rises, and many consumers have less money to spend.

A panic

Inflation

An escalation

A recession

A depression

Question 19. Question :

(TCO 5) Medication sensors have been developed that can dispense medicines by circulating within the arteries of the body and sensing when the medication is needed. This is an example of how _____ help(s) to improve or replace existing products and companies.

technology

medicine

legal forces

ecology

competitive forces

Question 20. Question :

(TCO 5) _____ is the form of competition in which just a few companies control the majority of industry sales.

Pure competition

Cross-market competition

Oligopoly

Monopolistic competition

Monopoly

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) Sophisticated firms have learned the marketing lesson that

it is a lot easier to find new customers than to keep existing ones.

the buying experience, customer satisfaction, and retention can increase firm profits.

it is not clear whether it is easier to find new customers or to keep existing ones.

existing customers do not usually spend as much as new customers.

their focus should be on the four Ps and not the customer.

Question 23. Question :

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

retailers.

government.

manufacturers.

wholesalers.

ultimate consumers.

Question 24. Question :

(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) price, (2) _____, (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

ability to meet the quality specifications

current mood of the buyer

opinion of the firm’s senior management

Devry Busn319 Final Exam August 2015 Question 1 Tco 4 Three Commonly college essay help service

Devry BUSN319 final exam august 2015 (Perfect Answer)

Question

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) Direct Protect 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 Direct Protect. 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)

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Question 1. Question :

(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 she 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.

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

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Question

Question 1. Question :

(TCO 1) The broad goal of _____ is to identify and define both marketing problems and opportunities and to generate and improve marketing actions.

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) Which is the marketing research term for the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research?

Research risks

Research objectives

Research uncertainties

Research decisions

Research definitions

Question 4. Question :

(TCO 1) A test market is an example of which type of marketing research?

Descriptive

Explanatory

Exploratory

Causal

Concrete

Question 5. Question :

(TCO 1) One test of whether marketing research should be done is

whether different outcomes will lead to different marketing actions.

whether different outcomes will lead to the unrelated marketing actions.

using a jury of executive opinion to interpret the data.

agreeing to take action only if the decision is unanimous.

if top management has the final say on actions taken after research is completed.

Question 6. Question :

(TCOs 3 and 4) In the world of marketing, _____ are ideas about products or services.

concepts

notions

perceptions

impressions

theories

Question 7. Question :

(TCO 1) Facts and figures that are newly collected for a project at hand are called

internal secondary data.

external secondary data.

primary data.

observational data.

tertiary data.

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) MyTwinn makes dolls that look like young girls. For $119, it will make a doll that looks just like a photograph. So, if you send in the money and a photo of your young niece, she could have a doll that is her twin! This is an example of

mass customization.

synergy.

target marketing.

how the 80/20 rule is implemented.

repositioning.

Question 10. Question :

(TCO 6) The first step in segmenting and targeting markets is to

recognize a need.

group potential buyers into segments.

create product groupings.

estimate size of the overall market.

develop a market-product grid.

Question 11. Question :

(TCO 6) Which of the following is not a criterion used in forming segments?

Potential for increased profit

Similarity of needs of potential buyers within a segment

Competitive position

Potential of marketing action to reach a segment

Simplicity and cost of assigning potential buyers to segments

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

Competitive position

Question 14. Question :

(TCOs 3, 5, and 6) What does the term product positioning refer to?

A careful analysis of cross tabulations

Shelf locations in major chain, grocery, and department stores

Geographic segmentation, often within major metropolitan areas

The place a product offering occupies in consumers’ minds on important attributes

An old and outdated concept no longer worthy of consideration in marketing planning

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

Identification of the important attributes for a product class

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

All of the above

Question 16. Question :

(TCOs 1, 3, 5, and 6) A product is a good, service, or idea consisting of a _____ that satisfies consumers and is received in exchange for money or some other unit of value.

warranty from the seller

bundle of tangible and intangible attributes

bundle of tangible attributes

a tangible received in exchange for a person’s time

bundle of intangible attributes

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 first stage in the new-product process is

idea generation.

screening and evaluation.

business analysis.

new-product strategy development.

concept testing.

Question 20. Question :

(TCOs 3, 4 and 6) Breyers introduced a new line of ice cream flavors for sale in elegant black containers. This was done on a limited scale to determine consumer reactions before national distribution of the product. Breyers new product was in the _____ stage of the new-product process.

commercialization

screening and evaluation

business analysis

development

market testing

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 C 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 apple that appears on every Apple computer product is an example of a

copyright.

trade name.

service mark.

brand name.

generic brand.

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Question 1. Question

(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.

Busn 319 Quiz Week 2 100 All Answers Or Money Back 1 Question college essay help service

BUSN 319 Quiz week 2

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1. Question : (TCO 1) 3M inventor David Windorski’s challenge was to design new products for college students. The first step in solving this challenge was to

satisfy students studying needs.

advertise the new products he had invented.

use word-of-mouth to tell college students about his ideas.

discover students studying needs. (Windorski had to first discover students studying needs. He did this by working with college students and observing how they studied.)

ask 3M to support him while he pursued his new ideas.

2. Question : (TCO 1) A church has put advertisements in its weekly bulletins to encourage members of the church to participate in the services by reading. Jack volunteered and read during a service. He felt satisfied and felt he was contributing to his church. Was this a marketing exchange?

no, because the church is non-profit organization.

yes, because the church ran an advertisement.

yes, because reading at the service was exchanged for a feeling of satisfaction. (Marketers seek to discover and satisfy the needs and wants of customers. The key to achieving these objectives is exchange the trade of things of value between buyer and seller so that each benefits from the exchange. In this instance, Jack is the customer and the church is the marketer. An exchange occurs: Jack exchanges his reading at the service for a feeling of satisfaction; the church receives a person to read at the service and continues its weekly services.)

no, because no money was exchanged.

no, because the church did not provide Jack with a product.

3. Question : (TCO 1) The first objective in marketing is to discover consumer

diversity

ability to pay.

objectives

needs (: Marketing seeks to (1) discover the needs of prospective customers, and (2) satisfy those needs.)

synergy

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 (A target market is a specific group of potential consumers toward which an organization directs its marketing program. In this case Lunchables is targeted toward moms of school-age children to be used for the children s lunch.)

business people looking for a quick snack

business travelers.

teenagers

seniors

5. Question : (TCO 6) The four Ps are commonly known as

the environmental or uncontrollable factors.

the environmental or controllable factors.

the marketing mix or controllable factors. (Key term definition marketing mix)

the marketing mix or uncontrollable factors.

product, price, promotion, and process

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 (Key term definition profit)

Inventory turnover

Contribution margin

Asset leverage

7. Question : (TCO 1) Which of the following statements about strategy is most true?

By following the best strategy an organization can be all things to all people.

Once an organization is focused and has developed goals, it can then develop its strategies.

Strategic direction must be explicit to be set by organizations.

Strategy is an organization s long-term course of action designed to deliver a unique customer experience while achieving its goals. (An organization has limited human, financial, technological, and other resources available to produce and market its offerings it can t be all things to all people! Every organization must develop strategies to help focus and direct its efforts to accomplish its goals. Strategy is an organization s long-term course of action designed to deliver a unique customer experience while achieving its goals.)

All of the above are true of good strategy.

8. Question : (TCO 1) A key role of the marketing department is to

allocate financial resources across business units.

set the overall mission of the company.

provide talent management services.

look outward. (A key role of the marketing department is to look outward, keeping the organization focused on creating value both for it and for customers. This is accomplished by listening to customers, developing and producing offerings, and implementing marketing program activities.)

assess global political situations.

9. Question : (TCO 1) Often used interchangeably with vision a(n) __________ statement frequently has an inspirational theme.

point of difference

mission (Key term definition mission)

business map

internal situation analysis

CEO s annual

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 (Key term definition market share)

firms in alternative industries

firms surveyed by the U.S. Government

firms sharing in marketing principles

domestic firms

11. Question : (TCO 1) Step two in the planning phase of the strategic marketing process is

the situation analysis.

the market-product focus and goal setting. (The planning phase of the strategic marketing process has 3 steps. Step 1 is the situation analysis. Step 2 is market-product focus and goal setting. Step 3 is the marketing program. The Implementation phase is when resources are obtained.)

the marketing program.

implementation

obtaining resources.

12. Question : (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 Proctor & Gamble, another consumer products company did not. At P & G innovation is a key attribute, allowing the company to update all 200 of their 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 for P & G of this information would indicate that the overall industry situation is a __________ while the invention taking place at P & G is a __________.

strength; weakness

weakness; threat

threat; strength (A threat is an external factor such as soaring raw materials prices and strong demands from powerful retailers for lower prices; a strength is an internal attribute such as innovation and marketing know how that can be used to improve the company.)

opportunity; threat

opportunity; strength

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. (The table of contents provides quick access to the topics in the plan, usually organized by section and subsection headings.)

a situation analysis.

the market-product focus.

14. Question : (TCO 5) The process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends is called

environmental trending.

organizational scanning.

environmental scanning. (Key term definition environmental scanning)

a SWOT analysis.

acquisition scanning.

15. Question : (TCO 5) The social forces of the environment include the demographic characteristics of the population and its __________. Changes in these forces can have a dramatic impact on marketing strategy.

living standards

social class

values (Key term definition social forces)

dialect

culture

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 (Demographic variables include those such as age, gender, ethnicity, income, and occupation that describe a population)

economic

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.

multi-dimensional consumption.

buyer excellence.

purchasing excellence.

value consciousness. (Key term definition value consciousness )

18. Question : (TCO 5) In a(n) __________ economy, the cost to produce and buy products and services escalates as prices increase.

deflationary

inflationary (In an inflationary economy, the cost to produce and buy products and services escalates as prices increase.)

escalated

recessionary

depressive

19. Question : (TCO 5) Very recently ink has been developed that will conduct electricity. The application for this ink is to print circuitry that can be read electronically. This may help to drive down the cost of identification tags called RFID tags that are currently used in industry. This is an example of how __________ is applied to industry.

regulations

technology (Technology refers to inventions or innovations from applied science or engineering research such as this type of ink.)

laws

social change

economics

20. Question : (TCO 5) __________ is a form of competition in which every company has a similar product.

Pure competition (Text term definition pure competition)

Cross-market competition

Oligopoly

Monopolistic competition

Monopoly

21. Question : (TCO 6) In which stage in the consumer purchase decision process would a consumer ask, “Is installation included in the price of this HDTV?”

problem recognition

information search (The information search stage clarifies the problem for the consumer by suggesting criteria to use for the purchase, yields brand names that might meet the criteria, and develops consumer value perceptions. In this stage the consumer is asking about installation costs.)

alternative evaluation

purchase decision

evaluation

22. Question : (TCO 6) Customer satisfaction is an important focus for marketers because

marketing research is an inexpensive process.

the financial value of a retained customer can be significant. (Research shows that a 5 percent improvement in customer retention can increase a company s profits by 70 to 80 percent.)

customer value is a non-quantifiable statistic.

attracting new customers is easier than keeping old ones.

a market development strategy is preferable to a market penetration strategy.

23. Question : (TCO 6) Organizational buyers include all the buyers in a nation EXCEPT

retailers

government

manufacturers

wholesalers

ultimate consumers. (Organizational buyers are those manufacturers, wholesalers, retailers, and government agencies that buy goods and services for their own use or for resale )

24. Question : (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 are characteristics of the organizational buying process. (Buying process characteristics include: technically qualified and professional buyers exist and follow established purchasing policies and procedures; buying objectives and criteria are typically spelled out, as are procedures for evaluating sellers and products (services); multiple buying influences exist, and multiple parties participate in purchase decisions; reciprocal arrangements exist, and negotiation between buyers and sellers is commonplace; online buying over the Internet is widespread. )

25. Question : (TCO 6) Seven of the most commonly used organizational buying criteria are (1) price, (2) __________, (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

ability to meet the quality specifications (Key term definition organizational buying criteria)

current mood of the buyer

opinion of the firm’s senior management

Creating The Marketing Plan Can Someone With My Course Project college essay help service

Creating the Marketing Plan

Can someone help me with my Course Project: Creating the Marketing Plan (BUSN319). I will attach the information below, also the name of my bakary shop I want to market, it will be in word documents. So it will be three documents attached. I am going to need the Week 4: Draft Marketing Plan, by end of next week and and the Week 7: Final Marketing Plan by March 26, 2014. And I attached the outline too.

Table of Contents

Pages

1- Cover Page

2- Table of Contents

3- Executive Summary & Company Description

4- Mission Statement & Goals

5- Competitive Advantage

6- SWOT Analysis

7- SWOT-Continued

8- Industry & Consumer Analysis

9- Key Influences & Market/ Product Strategies

10-Market- product Strategies- continued, including chart.

11- Financial Projections

12- Financial Projections Continued

13-References

BUSN319 MARKETING PLAN OUTLINE

Class, I want your marketing plan to tell me an in depth story about your company. See comments below.

A. Cover Page

1. Marketing Plan for Organization/Company name:

2. Proposed by:

3. Submitted to:

4. Date:

B. Table of Contents Pages

1… Executive Summary …………………………………………………………………………………………. 1.0

.. Give me an overview of your marketing plan (needed only in Week 7).

2… Company Description……………………………………………………………………………………….. 0.5

.. Tell me all about your company and exactly what you will be doing.

3… Strategic Focus and Plan…………………………………………………………………………………… 1.0

a. Mission/Vision Statements

b. Goals – Give me two sets of goals – Financial and non-financial (should have numbers).

c. Core Competency and Sustainable Competitive Advantage

4… Situation Analysis……………………………………………………………………………………………… 1.0

a. SWOT analysis

• Internal Strengths and Weaknesses: Management, Offerings, Marketing, Personnel, Finance, Manufacturing, and Research and Development (R & D)

Strengths – What makes your company strong?

Weaknesses – What could weaken your company?

• External Opportunities and Threats: Consumer/Social, Economic, Technological, Competitive, and Legal/Regulatory

Opportunities – What could make your company great?

Threats – Who are what could kill your company?

b. Industry Analysis How big is your industry? What are the high points?

c. Competitor Analysis Tell me about your competition. Who is your competition?

d. Company Analysis

e. Customer Analysis Who are your customers? What do they like?

5… Market-Product Focus……………………………………………………………………………………….. 2.0

a. Marketing and Product Objectives What are your marketing and product objectives?

b. Target Markets Who is your target? Where do they live? Who do they look like?

c. Points of Difference

d. Positioning How will you position your product in the market?

6… Marketing Program……………………………………………………………………………………………. 2.0

a. Product Strategy How will your product be placed in the market? Is it right for your market?

b. Price Strategy I want to know the price of your products. I want you to explain why you chose your prices. Are they realistic?

(i) Breakeven Analysis I want to see your breakeven numbers and formulas. I want you to choose three different prices. I would like to see graphs and charts.

c. Promotion Strategy How will you promote your company? T.V., direct mail, social media?

d. Place (Distribution) Strategy Where will you place your product in the market?

7… Financial Data and Projections…………………………………………………………………………… 1.0

a. Past Sales Revenues – You will have to create past sales revenues. There isn’t a wrong answer here.

b. Five-Year Projections – I want you to formulate five years of numbers. Revenues, costs minus expenses.

8… Organizational Structure……………………………………………………………………………………. 0.5

.. Who is going to run your business? I want to see your structure.

9… Implementation…………………………………………………………………………………………………. 1.0

.. How will you begin to start your business? What are the steps? Idea to reality.

10… Evaluation and Control……………………………………………………………………………………….0.5

.. How will you monitor your successes and failure? How will you change your company if you see it is going down the tube?

11. References

To be arranged in alphabetical order of authors’ last names and following the APA 6thedition format only.

Course Project: Creating the Marketing Plan

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 7 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, first, is essential to building your understanding of marketing; secondly, you can use a well-written marketing plan to show prospective employers a sample of your work.

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. Are the financial projections sound?

5. Is the management team competent?

6. 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” as Appendix A on page 48 of your textbook (it includes an example of a marketing plan)

• “Financial Aspects of Marketing” as Appendix B on page 368 of your textbook

• A marketing plan outline located in Doc Sharing

• A grading rubric for the marketing plan

Guidelines

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Your final marketing plan should be between 4,000 and 6,000 words 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. In Week 5, you will submit a breakeven analysis for your business, product, or service. Your completed marketing plan is due at the end of Week 7.

Milestones

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Week 1: Topic Proposal (10 points)

You will select a topic for the Week 1 assignment, and thereafter, all related assignments (the draft in Week 4, the breakeven analysis in Week 5, and the final marketing plan in Week 7) MUST be 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, 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 ownership and company structure. Describe the business, product, or service. Write your mission statement and include your marketing goals.

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 from Doc Sharing. It is recommended that you start work 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.

Week 5: Price Strategy/Breakeven Analysis (50 points)

One of the most challenging decisions faced by marketers is setting the price for their products and services. In order to select the right price, you need to ensure that you’ll be able to cover your costs and meet customers’ needs at a price that they are willing to pay. You will need to perform a breakeven analysis to determine the best price. Chapters 13 and 14 outline six steps that organizations follow to set price. Follow these six steps (as listed on page 322 in the text) to set prices for your product or service and perform a breakeven analysis. Submit your price strategy/breakeven analysis via the Week 5 Dropbox for grading and feedback. Be sure to incorporate any feedback provided by your instructor into your final Week 7 Course Project.

Week 7: Final Marketing Plan (230 points)

Submit your completed Marketing Plan. It should include all sections listed in the marketing plan outline, which is in Doc Sharing. It should include headings for the various sections of the marketing plan. APA format should be used, and a bibliography is 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, 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. So, if you are interested in coffee restaurants, for example, you may wish to select your own cappuccino bar as your topic (you can then use information from companies like Starbucks or Seattle’s Best Coffee for ideas and competitive research as you work on your course project in Weeks 2 through 7). Your proposal should be approximately two pages long.

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, proper citations, and a bibliography. Your final marketing plan should be between 4,000 and 6,000 words; your draft should be substantial—almost complete—and therefore approximately 3,000 to 5,000 words long. It must follow all APA guidelines.

Organization

and Cohesiveness 20% Quality work will use the marketing plan outline in Doc Sharing 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 in Doc Sharing. 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 5: Price Strategy/Breakeven Analysis will be evaluated as follows.

Category % Description

Documentation

and Formatting 5% Quality work will include a title page, proper citations, and a bibliography. Your final marketing plan should be between 4,000 and 6,000 words.

Organization

and Cohesiveness 20% Quality work will be clearly organized to show the six steps in your pricing process and your assumptions, fixed costs summary, variable costs summary, and calculations for three prices (high, medium, and low).

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 demonstrate an understanding of the breakeven analysis concept and will show correct calculations. Completed calculations will appear in a graph or table. Conclusions from the breakeven analysis should be summarized with your rationale for the prices selected. 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 bibliography in APA format.

Organization

and Cohesiveness 20% Quality work will use the marketing plan outline in Doc Sharing for its organization. The content will be properly subdivided into sections with headings and subheadings; it will include the breakeven analysis completed in Week 5 and 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 ends 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 in Doc Sharing. The content presented must demonstrate an understanding of the material.

Total 100% A quality submission will meet or exceed all of the above requirements.