Ch.14 Developing An Integrated Marketing Mix Full Test Bank

Applied Marketing, 2e (Padgett)

Chapter 14 Developing an Integrated Marketing Mix

1) The GoPro product was certainly technology driven, and to communicate effectively with the range of customers who would want to know about the product, it went beyond social media to traditional media which one might not associate with a high-tech product.

Learning Objective: 14.1 Identify and describe the core linkages between the main producer and customer elements in the marketing mix.

Section Reference: Integrating the Core Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

2) GoPro was able to work from its side to encourage participation and customers understood and appreciated their connections needs in the many efforts GoPro made to get users to share experiences. The way customers responded demonstrates the importance and use of getting the participation and connection linkage correct.

Learning Objective: 14.1 Identify and describe the core linkages between the main producer and customer elements in the marketing mix.

Section Reference: Integrating the Core Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

3) The purpose of the detailed consideration of the 5 Ps and 5 Cs, and the linkages is to create a marketing mix that will increase the overall firm profitability and brand awareness.

Learning Objective: 14.1 Identify and describe the core linkages between the main producer and customer elements in the marketing mix.

Section Reference: Integrating the Core Marketing Mix Linkages

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

4) We think of product-communications linkages as positive for the firm, but the linkage can also have a negative effect on the firm.

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

5) When a company offers group discounts or referral discounts, this is an example of the price-customer benefits linkage?

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

6) If a company is making a product that would benefit from in-store support and education, the firm will use the place-communications linkage to help determine what kinds of retailers should be used for the product.

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

7) Product-connection linkages can provide customers opportunities to create relationships with other customers through use of the product.

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

8) One of the most difficult problems a marketer faces while implementing the marketing mix is managing each of the supporting linkages among all five Ps and five Cs.

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

9) While the place-communication linkage communicates potential quality, it does not do a good job of indicating the amount and kind of information the potential customer will receive.

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

10) The marketing of services and the marketing of products have similarities, but services marketing does not make use of the product-convenience or product-connections linkages.

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

11) As the marketers focus on the core linkages for the marketing mix of a product, the most effective approach will be to isolate each of the 5 Ps and determine the desired levels of the consumer side 5 Cs to maximize the perceived value for the customer.

Learning Objective: 14.3 Describe the steps to arriving at a final marketing mix solution.

Section Reference: Arriving at a Final Marketing Mix Solution

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

12) Elimination of supporting linkages and any other elements of the proposed marketing plan must be the result of discussions not simple rules.

Learning Objective: 14.3 Describe the steps to arriving at a final marketing mix solution.

Section Reference: Arriving at a Final Marketing Mix Solution

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

13) One reason to explore as many core and supporting linkages is to be able to construct the individual and specific marketing mixes for the target segments.

Learning Objective: 14.3 Describe the steps to arriving at a final marketing mix solution.

Section Reference: Arriving at a Final Marketing Mix Solution

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

14) The process of establishing the core marketing mix elements of the marketing plan begins with 5 Ps not the 5 Cs, as the 5 Ps are the elements marketing can develop and control.

Learning Objective: 14.3 Describe the steps to arriving at a final marketing mix solution.

Section Reference: Arriving at a Final Marketing Mix Solution

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

15) Once the core elements have been identified and the supporting linkage elements rank-ordered, the next step is to examine the package and determine fit and implementation.

Learning Objective: 14.3 Describe the steps to arriving at a final marketing mix solution.

Section Reference: Arriving at a Final Marketing Mix Solution

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

16) As a general rule of thumb, supporting linkages should be retained, regardless of alignment with core linkages.

Learning Objective: 14.3 Describe the steps to arriving at a final marketing mix solution.

Section Reference: Arriving at a Final Marketing Mix Solution

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

17) The chapter uses GoPro to demonstrate how a firm actually deals with the many aspects of customer needs, firm needs, creative realities, and the marketplace. As a "practice marketer" you have a chance to evaluate the firm's actions, but without access to marketing research and insights into the firm's management structures, it is not possible to come up with accurate assessments.

Learning Objective: 14.3 Describe the steps to arriving at a final marketing mix solution.

Section Reference: Arriving at a Final Marketing Mix Solution

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

18) The connections between the elements of the 5 Ps and the corresponding 5 Cs are known as

A) the marketing mix.

B) core linkages.

C) networks.

D) correlations.

Learning Objective: 14.1 Identify and describe the core linkages between the main producer and customer elements in the marketing mix.

Section Reference: Integrating the Core Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

19) The first criterion a marketer should consider when evaluating a marketing mix is

A) effectiveness.

B) profitability.

C) consistency.

D) cost.

Learning Objective: 14.1 Identify and describe the core linkages between the main producer and customer elements in the marketing mix.

Section Reference: Integrating the Core Marketing Mix Linkages

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

20) In the marketing mix, the term that describes how a marketer's decisions should affect customer perceptions of value is

A) positioning.

B) core linkages.

C) unique selling proposition.

D) core competency.

Learning Objective: 14.1 Identify and describe the core linkages between the main producer and customer elements in the marketing mix.

Section Reference: Integrating the Core Marketing Mix Linkages

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

21) When there is a clear customer need, a firm can be successful if it understands that need and can build a product to suit those needs. Three of the four following problems represented a failure of GoPro to get the product/customer benefit correct. Which of the following was NOT one of the customer benefit issues GoPro got wrong?

A) GoPro misunderstood the benefits the customers wanted in a relaunch.

B) GoPro misunderstood when the customer needed the product.

C) GoPro launched a defective product which had to be recalled.

D) GoPro created a product that did not benefit the customer.

Learning Objective: 14.1 Identify and describe the core linkages between the main producer and customer elements in the marketing mix.

Section Reference: Integrating the Core Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

22) Place and convenience are connected by a core linkage. While GoPro was able to get the product into places where the customer could find it, it made an error when production problems forced it to

A) ignore convenience stores in its distribution network.

B) deliver fewer cameras than were needed during a holiday season.

C) exert too much power in the distribution network.

D) miss the customer connection by emphasizing place over convenience.

Learning Objective: 14.1 Identify and describe the core linkages between the main producer and customer elements in the marketing mix.

Section Reference: Integrating the Core Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

23) GoPro had which promotion problem when the drone was postponed in the spring of 2016 and customers defected?

A) The company had promoted expectations to meet customers' communication needs, and these expectations were not met.

B) The company had promoted the product by the customers did not understand what was being communicated.

C) The company was promoting a product but failed to communicate what the customers needed to know.

D) The company promoted a product and unknowingly promoted competitors' products to the customers.

Learning Objective: 14.1 Identify and describe the core linkages between the main producer and customer elements in the marketing mix.

Section Reference: Integrating the Core Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

24) GoPro worked to establish a base price for HERO4 Session but had to adjust the price downward to about half the initial price. When viewed from the customer perspective of cost, these adjustments demonstrated

A) GoPro had not done enough analysis to set the base price.

B) the greatest value of setting the base price as in encouraging discounts.

C) customers did not see enough value in the product at the base price.

D) customer prefer skimming instead of penetration.

Learning Objective: 14.1 Identify and describe the core linkages between the main producer and customer elements in the marketing mix.

Section Reference: Integrating the Core Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

25) When launching any technology product, a firm such as GoPro must create a balance between what is technically possible—and innovative—and

A) whether the intended customer base is at the right level of technological sophistication.

B) the level of technological development of competitors.

C) whether the technology responds to customer needs and benefits.

D) how steep the marketers expect the product life cycle curve to be.

Learning Objective: 14.1 Identify and describe the core linkages between the main producer and customer elements in the marketing mix.

Section Reference: Integrating the Core Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

26) GoPro demonstrated a large number of positive linkages between the 5 Ps and the 5 Cs, especially from the company's perspective. The overall problems demonstrate

A) customers want it right from their perspectives every time.

B) not all of the 5 Ps or the 5 Cs are equally important to the customer.

C) if a firm can get the 5 Ps right, the corresponding 5 Cs will fall into place.

D) neither the 5 Ps nor the 5 Cs are sufficient to address the marketing challenges of high-tech companies.

Learning Objective: 14.1 Identify and describe the core linkages between the main producer and customer elements in the marketing mix.

Section Reference: Integrating the Core Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

27) Joel was discussing the launch of a new product with Lisa, and he knew it was going to have trouble meeting the launch date. He told Lisa, "We haven't got the place part of the marketing mix finished yet. Let's just roll with the rest of the plan and finish place after the launch." What's the problem with Joel's idea?

A) Place is more important than price, and they should focus more on place.

B) Joel needs to decide before launch whether to use online or brick-and-mortar outlets.

C) The firm could expect problems with retailers including channel conflict.

D) All five elements of the mix work together as a bundle.

Learning Objective: 14.1 Identify and describe the core linkages between the main producer and customer elements in the marketing mix.

Section Reference: Introduction

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

28) When evaluating the effectiveness of a marketing mix, one must first

A) determine whether the main decision areas of the mix are consistent.

B) study the mixes used by competitors for similar products.

C) gauge the product's momentum in its life cycle.

D) research the target market.

Learning Objective: 14.1 Identify and describe the core linkages between the main producer and customer elements in the marketing mix.

Section Reference: Integrating the Core Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

29) GoPro experienced financial losses due to delayed launches with both its HERO Session mountable camera and with its Karma drone. What is the most likely reason the company abandoned the drone market to focus on mountable cameras?

A) Drones were an existing product type, but customer benefits were unclear.

B) Mountable cameras were a discontinuous innovation and competition was negligible.

C) Drones had entered the maturity stage of the product life cycle.

D) Mountable cameras had been embraced by laggards.

Learning Objective: 14.1 Identify and describe the core linkages between the main producer and customer elements in the marketing mix.

Section Reference: Integrating the Core Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

30) In 2016, retailers refused to promote the HERO 5 because GoPro produced fewer cameras than expected. What is one lesson for marketers?

A) Retailer reach is important.

B) Retailer image can be tarnished easily.

C) Supply chain conflict and power struggles must be managed.

D) Marketing intermediaries should be eliminated, if possible.

Learning Objective: 14.1 Identify and describe the core linkages between the main producer and customer elements in the marketing mix.

Section Reference: Integrating the Core Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

31) Consumers can purchase GoPro Plus subscription service for $60 per year. The number of subscribers increased 70 percent in 2020. What conclusions can marketers draw from this?

A) GoPro may have made a bad pricing decision by charging too little.

B) GoPro looked at price from the customers' perspective but failed to consider the company's measure of relative value.

C) GoPro is using a skimming pricing strategy.

D) GoPro accurately assessed customers' value perceptions for the service.

Learning Objective: 14.1 Identify and describe the core linkages between the main producer and customer elements in the marketing mix.

Section Reference: Integrating the Core Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

32) Which of the following statements most accurately describes the integration of marketing mix core linkages?

A) Effective decisions made in one area of the mix do not affect customer perceptions across the mix.

B) Marketers tend to make decisions about mix elements independently.

C) Each marketing mix P affects customer perceptions of only one C.

D) Marketing plans are successful only if the bundle of mix decisions is consistently done well.

Learning Objective: 14.1 Identify and describe the core linkages between the main producer and customer elements in the marketing mix.

Section Reference: Integrating the Core Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

33) When GoPro launched, it sponsored a world-renowned wingsuit pilot who wore a GoPro and broadcast his stunt flight over the Great Wall of China. This tactic allowed potential consumers to "sample" the product before purchase—an example of

A) experiential marketing.

B) gamification.

C) mobile marketing.

D) social proof.

Learning Objective: 14.1 Identify and describe the core linkages between the main producer and customer elements in the marketing mix.

Section Reference: Integrating the Core Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

34) Core linkages are those connections between each of the corresponding 5 Ps and 5 Cs, and the linkages among one of the 5 Ps (e.g., product), and the remaining four of the 5 Cs are known as ________ linkages.

A) subsidiary

B) secondary

C) supporting

D) sustaining

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

35) Supporting linkages are those that

A) amplify the value of specific core linkages.

B) are optional.

C) affect customer perceptions that are not core linkages.

D) override the core elements by supporting the marketing objectives.

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

36) Price bundling is an example of which linkage in the marketing mix?

A) Price-customer benefits

B) Price-convenience

C) Price-communications

D) Price-connections

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

37) Products affect customer costs in very basic ways–the development of the product and its technology, providing valuable software to operate the product, etc. How does the process work in reverse? Which of the following shows how price affects customer benefit?

A) Price bundling

B) Signaling premium status

C) Making communication inexpensive

D) Indicating the MSRP at the retailer

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

38) You probably have retailers where you feel comfortable, where you go to get advice, and where you go to see the people who work there. Unless it's a company store, the manufacturer of products has little direct influence on why you shop there. From the perspective of the manufacturer, the selection of a retailer will be place, but what is going on from the customer's point of view?

A) Convenience

B) Communication

C) Customer Benefit

D) Connections

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

39) Some companies develop how-to videos or information on how to purchase a product effectively, and while these reduce the risks that customers may perceive, this effort fits into the promotion-customer cost linkage by

A) reducing search costs which must be included in the total price customers pay.

B) explaining to customers the ways other have used the product at their own costs.

C) creating special price reductions if the customers use the materials.

D) using special one-time promotions to reduce customers' costs.

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

40) Jason is the junior member working with the rest of the marketing team to identify and develop detailed core, and then supporting, linkages for the new product the firm will be launching. It seems to Jason that it had taken a really long time to get to this stage with the research, segmenting, targeting, and positioning, and considering all the elements of marketing mix. He was proud of all the work he had done to build the comprehensive list, and he was disappointed when he heard what the team would do next. What is the team planning to do next that is disappointing to Jason?

A) Make the tough decision about whether to launch or not.

B) Go back to the new product development process to track out a substitute product.

C) Eliminate linkages that didn't seem strong enough to support a launch.

D) Retain an outside agency to recommend how to use the materials.

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Arriving at a Final Marketing Mix Solution

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

41) By carefully selecting the stores and outlets to carry a product, a marketer can add value to the customer purchase and usage experience. Within the marketing mix, marketers will address this element of value creation though which supporting linkage?

A) Place-customer benefits

B) Place-customer value

C) Place-connections

D) Place-convenience

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

42) Maureen was developing a marketing mix for the small household appliances her firm manufactures. She wants to get customers to buy more than one appliance from her line, and she is exploring the price-connections linkage to reach that goal. She has the option of offering free accessories or services, but that does not seem like a good fit. Which of the following would be another good way to address the linkage?

A) Work with retailers to set competitive prices.

B) Use price bundling to encourage purchases of more than one appliance at a time.

C) Encourage group purchases or group shopping.

D) Establish a dedicated page on the firm's website.

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

43) Which of the following is NOT one of the options a marketer would logically consider as part of the promotion-customer cost linkage?

A) Offer price reductions

B) Offer discounts

C) Offer information on how to purchase

D) Offer information on costs

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

44) What is the best similarity between core and supporting linkages?

A) Services have stronger reactions to linkages than products.

B) Products have stronger reactions to linkages than services.

C) Effective producer decisions increase customers' perceptions of value.

D) Customers' reactions to effective linkages are decreasing with technology advances.

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

45) Which of the following represents the difference between core and supporting linkages?

A) The influence on customer perceptions

B) The intentions of producers toward affecting customer perceptions

C) The financial impact on the producer

D) The impact of the external marketing environment

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

46) In a supporting role, which of the following producer elements links most strongly to communication?

A) Price

B) Product

C) Place

D) Participation

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

47) Which of the following shows how GoPro's new subscription service affects customer cost?

A) Subscribers save time by uploading video directly from their devices.

B) Subscribers save money by interacting with like others who use the brand.

C) Subscribers enjoy unlimited cloud storage.

D) Subscribers receive signals about product quality.

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

48) An online image sharing company is known for its photography products. It offers current customers a free photo book for each new customer referral. The company is making pricing decisions. The customers are making decisions about

A) convenience.

B) connections.

C) benefits.

D) communication.

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

49) Crafters love to use smart cutting machines in their creations. Most companies offer current customers how-to videos on the making of specific craft items. The companies use these videos as promotional tools. How do customers use them to reduce costs?

A) By creating and connecting with a crafting community

B) By discovering basic product benefits

C) By increasing their knowledge, thereby reducing the risk of mistakes

D) By influencing brand loyalty

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

50) A snack food company holds an annual competition inviting customers to suggest new potato chip flavors. It then produces chips flavored with the top 10 ideas and asks customers to vote on their favorites. The company is encouraging participation; customers are

A) creating efficiency in sharing ideas.

B) affecting their cost perspectives with the prospect of winning money.

C) influencing convenience by creating tasty snack foods.

D) co-creating value and benefiting from fun.

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

51) You want a new set of wireless headphones. They are sold at a variety of locations, but you choose the location with the most generous return policy–in case you are displeased with your purchase. The headphone manufacturer made the place decisions. Your decision was based on

A) customer cost.

B) customer benefits.

C) communication.

D) connections.

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

52) Your washing machine is broken beyond repair, so you seek a replacement at a home improvement store. While the price on the washer is good, the price on the washer/dryer bundle is too good to pass up, so you purchase both. The company made its decisions regarding price. Your decision was based on

A) customer benefits.

B) convenience.

C) communication.

D) connections.

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

53) After you have assembled all the linkages that can be used, the next step is to eliminate those that are too difficult to do or those that

A) could be easily copied by the competition.

B) could be too innovative for the customer base.

C) don't fit with the positioning plan.

D) don't provide for the widest range of market attractiveness.

Learning Objective: 14.3 Describe the steps to arriving at a final marketing mix solution.

Section Reference: Arriving at a Final Marketing Mix Solution

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

54) Considering both core and supporting linkages can be overwhelming with the many linkages and many options with each of the linkages. What is the BEST way to select those that will become integral parts of the marketing mix?

A) Determine the strengths and weaknesses of the marketer(s) developing the mix

B) Determine the nature of the product

C) Determine the least expensive with the most possible effects

D) Determine what is important to the customer

Learning Objective: 14.3 Describe the steps to arriving at a final marketing mix solution.

Section Reference: Arriving at a Final Marketing Mix Solution

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

55) In the final stages of developing the marketing mix, the marketer must carefully examine each of the linkages one last time to ensure that

A) inconsistencies are identified and eliminated.

B) as many linkages as possible have been included.

C) the producer's focus is more significant than customers' perspectives as the producers have to do the work.

D) risks have been eliminated.

Learning Objective: 14.3 Describe the steps to arriving at a final marketing mix solution.

Section Reference: Arriving at a Final Marketing Mix Solution

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

56) Nick's marketing team has just spent several days brainstorming and exploring the core and supporting linkages for the new product they were launching. One of the junior members of the team asked, "How can we make sense of this? We can't focus on all of these." Nick replied that they needed to go back to the work done before the marketing mix considerations and begin with

A) analyzing how the competitors are making linkages.

B) focusing on the core linkages that best fit the target market.

C) comparing the linkages with other products in the firm's offerings.

D) determining which linkages would offer the greatest net profit.

Learning Objective: 14.3 Describe the steps to arriving at a final marketing mix solution.

Section Reference: Arriving at a Final Marketing Mix Solution

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

57) Once core elements of the marketing mix have been determined, marketers will focus on the supporting linkages by determining which of them will most enhance the core linkages and then

A) selecting no more than three per core linkage to keep the implementation manageable.

B) establishing a detailed budget to ensure implementation will succeed.

C) ranking the supporting linkages for each core linkage to create priorities.

D) conducting marketing research to determine target market size with as much precision as possible.

Learning Objective: 14.3 Describe the steps to arriving at a final marketing mix solution.

Section Reference: Arriving at a Final Marketing Mix Solution

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

58) Before beginning the three-step process of creating the final marketing mix solution, it is most critical that marketers fully understand

A) what targeted customers need, want, and value in an exchange.

B) the external marketing environment.

C) the mass market and competitive influences.

D) the company's overall marketing strategy.

Learning Objective: 14.3 Describe the steps to arriving at a final marketing mix solution.

Section Reference: Arriving at a Final Marketing Mix Solution

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

59) In creating your final marketing mix, you determine that two supporting linkages do not support the company's overall positioning strategy for the service. Which of the following represents the best next step?

A) Eliminate the ill-fitting linkages.

B) Evaluate the linkages to see if appropriate modifications are possible.

C) Reevaluate the company's positioning strategy.

D) Evaluate the perceived value of the service without that linkage.

Learning Objective: 14.3 Describe the steps to arriving at a final marketing mix solution.

Section Reference: Arriving at a Final Marketing Mix Solution

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

60) Which of the following questions might a marketer ask herself when finalizing a marketing mix?

A) Which of the five core elements should be included?

B) How does the external environment affect each linkage?

C) What combination of linkages maximizes profit?

D) Which linkages maximize value to both company and customer?

Learning Objective: 14.3 Describe the steps to arriving at a final marketing mix solution.

Section Reference: Arriving at a Final Marketing Mix Solution

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

61) Ji-woo and her marketing team are reviewing supporting marketing linkages to arrive at a final marketing mix. She senses that team members are becoming overwhelmed with all the information and potential linkages. What is the best way for Ji-woo to keep her team on task?

A) Remind them that their job at this step is to determine which supporting linkages support the core elements and rank them in order.

B) Remind them that supporting linkages are essentially unintended connections, which means they are less important than the core linkages already set in place.

C) Suggest that you begin by eliminating any supporting linkages that are causing issues with the team and then focus on those that make the most sense.

D) Suggest that struggling team members focus only on core linkages and remaining team members can power through supporting linkage review.

Learning Objective: 14.3 Describe the steps to arriving at a final marketing mix solution.

Section Reference: Arriving at a Final Marketing Mix Solution

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

62) If you have worked in a group for a project, you know what can happen in a group if one person isn't doing what he or she should be doing to support the group. In a similar way, all five elements of the marketing mix, must work together to achieve the marketing objective. Take the price/cost element and describe what could go wrong in place/convenience and promotion/communication if the product were priced too high or too low.

Learning Objective: 14.1 Identify and describe the core linkages between the main producer and customer elements in the marketing mix.

Section Reference: Integrating the Core Marketing Mix Linkages

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

63) Participation seems obvious in many high-tech products, especially when products have some sort of online interface, but as a part of the marketing mix, Participation applies to all products. Choose either a ladder or a chair and explore how Participation supports the other elements of the marketing mix.

Learning Objective: 14.2 Conduct a marketing mix analysis that identifies potential supporting linkages between producer and customer elements of the marketing mix.

Section Reference: Supporting Marketing Mix Linkages

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Synthesis

64) Deciding amongst the many possible approaches requires tradeoffs. Focus exclusively on the marketing mix development and discuss what is meant by tradeoffs.

Learning Objective: 14.3 Describe the steps to arriving at a final marketing mix solution.

Section Reference: Arriving at a Final Marketing Mix Solution

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

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