ENT 3.01

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.

For 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 year’s customer satisfaction by 7% over last year’s ratings

• Improving this year’s telemarketing skills by 7% over last year’s skills

• Improving this year’s proposal-writing by 7% over last year’s writing

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

• Printing the web address on company business cards

• Including the web address in advertising

• Letting people know the web address

• Putting the web address on company vehicles

Which of the following is a tactic for the strategy of training customer-service staff to reach the goal of improving this year’s customer service by 15% over last year’s:

• Scheduling 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.

• progress.

• success.

• benefit.

Sawyer is a marketer who is planning his strategy. He most likely wants to choose a route that is

• reasonable.

• easy.

• straight.

• efficient.

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.

Which of the following is the best description of the marketing mix:

• A combination of the four elements of marketing

• An element of marketing that puts a product in the right place at the right time

• A method of determining what a marketer wants to achieve

• A strategy that serves as a guide

Which of the following questions might marketers ask when they are working on the product element of marketing:

• How much should the product cost?

• Where should the product be sold?

• What level of quality should be produced?

• What media should be used to promote the product?