Davidson Industries has hired a consultant to help with the overall marketing approach of its or-ganization. It decides to hire a recent business graduate, and immediately this consultant suggests that the company go through a systematic evaluation of the marketing objectives, strategies, and plans from the firm in the past five years. What activity is this consultant suggesting that Davidson Industries undergo?

a. marketing performance review

b. marketing plan review

c. marketing audit

d. evaluation of marketing goals

Which of the following factors does NOT relate to price in such a way as to provide a cost com-petitive advantage to a firm?

a. experience curve

b. re-engineering

c. product differentiation

d. product design

Which of the following forces is NOT one of the macro environmental factors that could be used in developing a SWOT analysis?

a. economic

b. social

c. competitive

d. political

According to Ansoff's strategic opportunity matrix, which term refers to a strategy of increasing sales by introducing new products into new markets?

a. diversification

b. market penetration

c. product development

d. market development

Which statement best describes an international target market?

a. It can be appealed with a marketing mix similar to the local culture.

b. Psychographics of the target market need not be assessed.

c. Political structures affecting the market plan should be described.

d. The marketing mix should be independent of cultural influences.

Which statement most accurately describes a marketing mix?

a. The marketing mix cannot be changed once it is created.

b. Variations in marketing mixes do not occur by chance.

c. The effectiveness of the marketing mix is unaffected by its weakest component.

d. Weak components of the marketing mix do not affect the overall impact of the marketing mix.

Which term refers to a number of very different businesses that are managed by one large com-pany?

a. focus groups

b. business clusters

c. strategic business units

d. strategic business alliances

Peshler Electricals manufactures and sells only high-end shortwave radios and products for seri-ous radio enthusiasts. In this case, which competitive advantage does Peshler Electricals have?

a. niche

b. cost

c. product differentiation

d. price differentiation