Final Exam

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

• measure their success
• achieve satisfying connect

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

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

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

A goal can be evaluated to determine its

• success
• Benefit

Balancing value and satisfaction for the customer is part of which element of marketing?

• Price
• Place

Diana is deciding how much of a product to order and which firms to involve in the process. She is working on the __________ element of the marketing mix.

• Place
• Promotion

Which element of marketing refers to the various types of communication that marketers use to inform, persuade, or remind customers of their products?

• Promotion
• Price

Which of the following is often included in a marketing plan’s situation analysis:

• A SWOT analysis chart
• Performance standards for implementing the plan

An example of an internal source of marketing research data is

• Financial Statements
• Census Figures