POM Q4 Module 5 & 6

When is personal selling useful?

• When a company is big or has sufficient funds.

• When the market is diffused

• When it requires demonstration.

• When a salesman is needed because of a lack of information.

Which of the following is NOT a definition of Public Relations?

• Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.

• Public relations can also be defined as the practice of managing communication between an organization and its public.

• PR is also about ensuring that influence groups have positive feelings about the company so that the firm can survive potentially hostile political environments.

• The four PR processes according to Marston are Reserve, Active, Commit and Evaluate.

What is the process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that marketing objectives are attained?

• Market analysis

• Market implementation

• Market planning

• Market control

What marketing process turns marketing plans into marketing actions to accomplish strategic marketing objectives?

• Market analysis

• Market implementation

• Market planning

• Market control

What marketing process involves deciding on marketing strategies that will help the company attain its overall strategic objectives?

• Market analysis

• Market planning

• Market implementation

• Market control

In the SWOT analysis, what is identified as the favorable factors/trends in the external environment that the company may be able to exploit to its advantage?

• Strengths

• Opportunities

• Weaknesses

• Threats

Which of the following is NOT a fundamental component of a comprehensive and systematic marketing audit?

• Environmental audit

• Strategic audit

• Organizational audit

• Competitor retaliation

In the SWOT analysis, what is identified as the unfavorable external factors/trends that may present challenges to its performance?

• Strengths

• Opportunities

• Weaknesses

• Threats

In the SWOT analysis, what is identified as the internal capabilities, resources & positive situational factors that may help the company serve its customers?

• Strengths

• Opportunities

• Weaknesses

• Threats

Louis Vuitton is a worldwide fashion brand that caters to the needs of luxury and premium customers. What marketing concept do they apply?

• Production concept

• Product concept

• Selling concept

• Marketing concept