3.01 Pick the Mix

Marketers plan where they need to go and how to get there efficiently to

• lay out their strategies

• measure their success

• agree upon a goal

• achieve satisfying connections

For the strategy of conducting customer surveys, with tactics including contacting customers and tabulating survey results, which of the following

• 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

Which of the following 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

• success

• progress

• benefit

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

• reasonable

• straight

• easy

• efficient

Which of the following is an important characteristic of marketing tactics:

• The tactics should support the marketing mix

• The tactics should line up with marketing strategies

• The tactics should focus on customers

• The tactics should bring in enough money

A firm's strategy is important because it shows

• how it goal will be reached

• how its tactics will be organized

• how its prices will be lowered

• how is 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

Franklin is a marketer who has selected what he thinks is the best strategy. What should he do next?

• List the available resources

• Set aside the needed funds

• Determine the final deadline

• Apply the marketing concept