Describe the business function of marketing management

Question 1: Why should marketers emphasize consistency of marketing communications across all message channels?
Because consumers assemble their own information from the media environment around them.

Because few marketers are well-equipped to function in the “push-and-pull” communication model

Because Integrated Marketing Communications requires a tightly-controlled outbound cross- functional marketing program.

Because media convergence has created an environment in which more marketing communications are blocked.

Question 2. Which answer BEST describes the concept illustrated by the example of Pulling Down the Moon?

Analysis reveals factors that help business planners make choices that lead toward profitable, sustainable growth.

Analysis helps a firm choose the value proposition to use in its branding, positioning, and marketing communications.

Analysis helps a firm negotiate with suppliers, customers, and other stakeholders by quantifying factors affecting decision-making.

Analysis can produce systematic information for decision-making but cannot forestall uncontrollable outcomes.

Question 3. Why is analysis important to the business function of marketing management?

Analysis helps a firm allocate resources appropriately to control its projects, people, and ideas.

Analysis helps define the role, mission, and objectives for which each department is responsible.

Analysis uncovers meaningful information that guides marketers toward strategies that leverage internal strengths and external market opportunities.

Analysis breaks relevant data into its component parts for examination and evaluation.

Question 4. Why is planning important to the business function of marketing management?

Planning helps companies overcome the weakness of analytic techniques like the BCG Matrix and Ansoff’s Matrix.

Planning helps firms choose market/product strategies and communicate value propositions.

Planning translates overall company profitability goals into marketing objectives that guide purposeful action.

Planning translates objectives into goals that are supported by tactical action plans.

Question 5. What strategic similarity exists between the Question Marks of the BCG Matrix and the Diversification strategy in Ansoff’s Matrix?

Both always require the most investment of the four strategies in their groups.

Both are likely to receive less marketing support due to their inherent risks.

Both represent an opportunity to leverage a company’s strengths in the marketplace.

Both carry the risk of drawing companies into areas in which they have little expertise.

Question 6.  What measure of campaign performance does the following example represent? Calluniverse sends a text message to its high-usage segment of customers, offering a free phone upgrade on contract renewal. The call to action is “Reply *mynewphone to agree to this offer.”

Sales effect

Communications effect

Value delivery

Sales and communications effect

Question 7. What media timing strategy does the following example represent? A new restaurant advertises on local radio with 40 spots per week for two weeks, followed by 20 spots per week every other week for the next twelve weeks. (Points : 1)

Continual

Pulse

Front-loaded

Seasonal

Question 8.Which of the following statements represents a concern about the IMC approach expressed?

IMC fails to break out investments in marketing and the sales or communication effect they achieve.

IMC gives little visibility into key performance indicators.

IMC requires redirecting organizational effort away from strategic planning toward implementation of this new approach.

IMC has not delivered an improvement upon the current flaws in methods that attempt to measure marketing effectiveness.

Question 9. Which of the following statements was NOT discussed as a success factor in implementation and control?

A company’s decision systems.

A company’s channel partners.

A company’s judgment of the performance of past tactics.

A company’s historical campaign performance.

Question 10. Which of the following was NOT identified as a factor to consider in the SWOT analysis?

Current positioning strategies

Past innovation history

Product/service quality

Customer base

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