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Frage 1
Frage
Which of the following is not a factor primarily con- trolled by top management?
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Advertising strategy
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Line of business
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Role of marketing
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Overall objectives
Frage 2
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When it is considered important by a firm, marketing is
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equated with sales.
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given staff status.
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heavily involved in consumer research.
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controlled by a production vice-president.
Frage 3
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In selecting a target market, marketers usually
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engage in market segmentation.
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ignore competitors.
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control the marketing plan.
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determine the marketing mix.
Frage 4
Frage
Which of the following is not a form of marketing
organization?
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Coordinated
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Functional
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Product-oriented
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Market-oriented
Frage 5
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Product, price, promotion, and distribution decisions are components of the
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marketing philosophy.
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marketing protocol.
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marketing mix.
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marketing organization.
Frage 6
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Whether to sell via intermediaries or directly to con-
sumers, how many outlets to sell through, and wheth- er to control or cooperate with other channel members are examples of decisions marketers must make about
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selling.
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production.
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distribution.
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price.
Frage 7
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The most effective approach to the uncontrollable fac- tors in the marketing environment is
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constantly reorganizing the marketing organization.
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product innovation.
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insulating the marketing plan from them.
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continuous monitoring of their effects.
Frage 8
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In a monopoly, one firm
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finds that consumer demand is quite elastic.
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seeks to engage in price wars.
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has no control over price because merchandise is standardized.
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has a lot of control over the marketing plan.
Frage 9
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Where a few large firms comprise most of an industry’s sales, the competitive structure is best described as
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monopolistic competition.
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monopoly.
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oligopoly.
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competitive monopoly.
Frage 10
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A firm has the least control over its pricing strategy in
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monopolistic competition.
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pure competition.
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oligopoly.
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monopoly.
Frage 11
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Which of these statements is not correct?
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It is necessary to study the competitive strategies of other firms.
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There is now a trend toward larger firms.
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Pure competition occurs much less often than does monopolistic competition.
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Foreign competitors now play a declining role in many industries.
Frage 12
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When a firm defines its competition in generic terms,
it
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focuses on patent expiration dates.
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analyzes the competitive structure within a specific industry.
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looks at competition as broadly as possible.
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examines its existing channel partners.
Frage 13
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Which type of competition most closely resembles generic competition?
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Intermodal competition
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Bimodal competition
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Direct competition
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Indirect competition
Frage 14
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Which statement about technology is true?
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Small firms can control the technological advances that affect them.
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Technology cannot reduce the impact of resource shortages.
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Loss of patent protection decreases competition.
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Patents provide exclusive rights to sell new prod- ucts for virtually limited time periods.
Frage 15
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To attain its objectives, a firm is well advised to
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acquire feedback from the environment.
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maintain its existing strategies at all costs.
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ignore uncontrollable factors.
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bypass the independent media entirely.
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