Unit 3 Practice Test

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

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.

• 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.

Which of the following is an important characteristic of marketing tactics: A. The tactics should support the marketing mix. B. The tactics should line up with marketing strategies. C. The tactics should focus on customers. D. The tactics should bring in enough money.

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

• 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

• Determine the final deadline

• Set aside the needed funds

• Apply the marketing concept