1.04 MP-002 Pick the Mix

Marketers plan where they need to go and how to get there efficiently, in order to:

• lay out their strategies
• agree upon a goal
• measure their success
• achieve satisfying connections

With the strategy of conducting customer surveys, with tactics including contacting customers and tabulating survey results, which of the following is the goal?

• improving this year's sales training results by 7% over last year's results
• improving this years customer satisfaction by 7% over last year's ratings.

Of the following, which is a strategy for the goal of increasing this year's website sales by 9% over last year's sales?

• Letting people know the web address
• putting the web address on company vehicles
• printing the web address on company business cards
• including the web address in advertising

Which of the following is a tactic for the strategy of training customer-service staff to reach the goal of improving this years customer service(by 15%over last years achievement)?

• scheduling the customer service training dates
• improving the customer waiting area
• increasing customer benefits
• offering customers a payment plan

A goal can be evaluated to determine its

• advantage
• success
• benefit
• progress

To reach their goal, marketers plan the route they believe to be:

• reasonable
• straight
• easy
• efficient

when marketers determine their tactics, they make sure their tactics:

• support the marketing mix
• focus on their customers
• line up with their strategies
• bring in enough money

A firm's strategy is important because it shows

• how its goal will be reached
• how its prices will be lowered
• how its tactics will be organized
• how its marketing mix will be blended

to select the best strategy available to them, marketers should consider-

• how to get their product into more customers hands
• how the marketing concept applies to their situation
• resources needed to research and develop their product
• when they want promotional messages delivered to customers

What do marketers do once they select what they think is the best strategy?

• set aside the needed funds
• apply the marketing concept
• list the available resources
• determine the final deadline