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