Escolar Documentos
Profissional Documentos
Cultura Documentos
Due Dec 3 at 11:59pm Points 35 Questions 35 Available Nov 15 at 11:59pm Dec 3 at 11:59pm 18 days Time Limit None
Allowed Attempts 2
Instructions
This is the second part of the the two part marketing plan project. The first part was completed at the beginning of the marketing simulation. There were 20 questions, but question
15 had multiple subquestions and still was worth 1 point. That means that Part 1 was worth 15 points. This part 2 has 35 questions for a total of 50 points for both parts. Part 1 and 2
are added together and divided by 50 to get your percentage. Work on this individually.
Take the Quiz Again
Correct answers will be available Dec 4 at 12:01am Dec 25 at 12:01am.
Score for this attempt: 34 out of 35
Submitted Nov 20 at 9:21pm
This attempt took 18 minutes.
Question 1 1 / 1 pts
Notice in the marketing simulation with regard to cost of production, as the number produced (sold) increases the cost per unit decreases
at an increasing rate. What is not a factor?
economies of scale
experience/learning curve
volume discounts
selective distribution
Sales
Question 2 1 / 1 pts
Selecting the type of keyboard falls under what marketing strategy decision?
Price
Product
Place
Promotion
None are correct
Question 3 1 / 1 pts
Selecting the cities falls under what marketing strategy decision?
Price
Product
Place
Promotion
None are correct
Question 4 1 / 1 pts
After performing an STP analysis, marketers implement ____________ for each target market.
pricing strategies
promotion strategies
place strategies
product strategies
all of these
Question 5 1 / 1 pts
In the process of making each of the six quarterly decisions, we would develop and/or review what?
Specific plans for each of the four Ps.
Marketing objectives.
Opportunities for the firm.
Perceived weaknesses of the firm.
All of these.
Question 6 1 / 1 pts
Where would you place performing a SWOT in the marketing planning process?
planning
implementation
control
strategizing
all of these answers are correct
none of these answers are correct
Question 7 1 / 1 pts
One of the challenges of the marketing simulation is even after you have created a successful marketing strategy for a quarter, the next
quarter it could be a failure. Which marketing concepts are possibly affected?
Point of parity
Sustainable competitive advantage
Point of difference
Marketing strategy
all of these answers are correct
none of these answers are correct
Question 8 1 / 1 pts
Your company specializes in selling laptops to travellers. In a hypothetical quarter 7 the results of a situation analysis found that the
government has passed a law that laptop computers can no longer be screened at airport security, so laptops have to be either mailed to
the destination or packed in a suitcase that has to be checked. This represents a(n)_______in SWOT?
Strength
Weakness
Threat
Opportunity
None are correct
All are correct
Question 9 1 / 1 pts
Your company specializes in selling computers. In a hypothetical quarter 7 the results of a situation analysis found an increase in
consumer demand for computers represents. This represents a(n)_______in SWOT?
Strength
Weakness
Threat
Opportunity
None are correct
All are correct
Question 10 1 / 1 pts
When choosing the advertising design, the most effective and efficient design depends on?
The customers
The value created
The message
Cost of ad development and placement
All are correct
None are correct
Question 11 1 / 1 pts
If you are trying to sell to Mercedes, which would be the best feature to NOT include?
Low price
Easy to use
Can link with other computers
Aftersale service and support
Fast and powerful
Portability
Fun to use
Easy on eyes
Able to store a lot of data
Can work on multiple complex tasks
Question 12 1 / 1 pts
Using the marketing simulation research and the marketing simulation's instructions, select the two segments which would be the best
option if you were attempting to design to a low to moderately priced computer that could potentially be attractive/valuable to two of the
segments?
Mercedes and traveler
Workhorse and traveler
Mercedes and Workhorse
all of these answers are correct
none of these answers are correct
Question 13 1 / 1 pts
In the previous question you selected the best two segments to attempt to market with one computer. Which product feature represents
the greatest threat to that marketing effort?
Service
Portability
Engineering software
Manufacturing software
Office
All are threats
None are threats
You were attempting to design a product to satisfy both the workhorse and the traveler segments and marketing research shows that your
current product is perceived as too expensive. How could you best drop the price while minimizing loss of value to consumers in terms of
removing applications?
Office
Presentation
Database
Bookkeeping
Engineering
Manufacturing
Games
Question 15 1 / 1 pts
If you were attempting to design a product to satisfy both the workhorse and the traveler segments, which is the best application to
include?
Office
Presentation
Database
Bookkeepting
Engineering
Manufacturing
Games
Question 16 1 / 1 pts
Which is the third step in the strategic marketing planning process?
Define the business mission
Identify and evaluate opportunities
Implement marketing mix and allocate resources
Situation analysis
None are correct
Question 17 1 / 1 pts
What is considered the benchmark for a very good brand judgment?
50
70
80
90
None of the above are correct
Question 18 1 / 1 pts
What is considered the minimum acceptable benchmark for brand judgment?
50
70
80
90
100
None are correct
Question 19 1 / 1 pts
What is considered the minimum benchmark for price judgment?
50
70
80
90
100
None are correct
Question 20 1 / 1 pts
Which price judgment would you prefer?
75
80
95
100
105
Question 21 1 / 1 pts
What is considered the minimum benchmark for a good ad judgment?
50
70
80
90
100
None are correct
Question 22 1 / 1 pts
With regard to brand judgment, what number of points results in a potential crossover of the consumer to the higher rated brand?
1 point
3 points
5 points
8 points
10 points
Question 23 1 / 1 pts
What is considered the minimum benchmark for a good market share?
50
70
75
80
90
100
None are correct
Question 24 1 / 1 pts
What is considered the benchmark for a good marketing effectiveness score?
50
70
75
80
90
100
None are correct
Question 25 1 / 1 pts
Use the information below to answer the question. Which is the best overall team?
Balanced Scorecard:
TEAM1 TEAM 2 TEAM 3 TEAM 4 TEAM 5
Total Performance 17.216 74.98 31.269 66.02 50.47
Financial Performance .397 29.44 1.308 40.322 14.741
Market Performance 8 119 26 83 64
Market Effectiveness 43.25 76.5 66.5 74.75 72
Team01
Team02
Team03
Team04
Team05
Question 26 1 / 1 pts
Use the information below to answer the question, which has a "good" effectiveness score?
TEAM1 TEAM 2 TEAM 3 TEAM 4 TEAM 5
Total Performance 17.216 74.98 31.269 66.02 50.47
Financial Performance .397 29.44 1.308 40.322 14.741
Market Performance 8 119 26 83 64
Market Effectiveness 43.25 76.5 66.5 74.75 72
Team 01
Team 02
Team 03
Team 04
Team 05
None are correct
Question 27 1 / 1 pts
Given the information below which strategy does not seem to be a good one?
Gross Profit =$ 100,000.00
Total Expenses = $ 200,000.00
Other Income =$ 10,000.00
Other Expenses =$ 10,000.00
Market Share (1st seg)=15.00
Market Share (2nd seg)=25.00
Highest Brand Judgement (1st seg) =50
Highest Brand Judgement (2nd seg) =75
Highest Ad Judgement (1st seg) =50
Highest Ad Judgement (2nd seg) =55
Switch second segment
Cut expenses
Keep first segment
Redesign ads
Increase advertising expense
Question 28 1 / 1 pts
The customer union warning refers to what issue?
Bad price
Deceptive advertising
Brand does not meet target markets standards
Inadequate sales support
Insufficient advertising
Question 29 1 / 1 pts
In quarter six your group decided to upgrade to the ultrafast processor and include the office upgrade, what ___________ strategy are
you pursuing?
Market development
Market penetration
Operational excellence
Customer excellence
Product development
Question 30 1 / 1 pts
In a hypothetical quarter 7, you have the ability to install a customer retention program. Such programs are based on what concept?
Customer excellence is the easiest macro strategy to follow.
Customer relationships should be viewed from a lifetime value perspective.
Importance of maximizing profits the first few months of a customer relationship
Segmentation, targeting and positioning analysis should not be rushed.
Firms must spend large amounts of money to retain customers.
Question 31 1 / 1 pts
You had other firms that competed with you, if two of the firms in quarter 5 dominate with large volumes, promote heavily, and significantly
larger sales staffs in two of the cities, what is true about these firms?
identical marketing mixes.
Excellent price judgments
a sustainable competitive advantage.
achieved product excellence.
violated laws governing competition.
Question 32 1 / 1 pts
When your group engaged in the following activities such as; have analyzed the current business situation, and then identified target
markets for his firm's products. Finally, your group develops the products, prices, distribution and promotion that should appeal to each of
those target markets. In doing so,you believe you have created a value difference the other competitors don't possess. Your team has
been developing:
a business mission statement
a strategic vision
teambuilding exercises
a marketing strategy
competitive assessments
Question 33 1 / 1 pts
Once after you established one higher priced desktop computer that is well received by Mercedes, in later quarters you add a laptop to
the same location that seems to be selling to travelers, a segment you have not had luck selling to previously, it would be pursuing a
______ growth strategy(hint: use book as reference).
product development
market development
market penetration
diversification
product proliferation
Question 34 1 / 1 pts
In the hypothetical quarter 7 there was an option where your team could have a website. One of the options you could purchase was a
"Share it!" button on the website. This button encourages a customer to post a link to a product page (perhaps showing a new style of
jeans) on Facebook or Twitter. Your team's goal would be that the customer's friends (who are probably very much like current
customers) will click the link, visit the page, and make purchases. This is an example of a ______ growth strategy(hint: use book as
reference).
product proliferation
market development
market penetration
diversification
product development
Question 35 1 / 1 pts
An advertising option in the marketing simulation was that you could include a picture of an engineer and also include ad copy
communicating that your computer came with engineering software. This ad campaign is part of your:
mission statement.
market segmentation plan.
product strategy.
customer excellence strategy.
positioning strategy.
Quiz Score: 34 out of 35