Question 5

Generally speaking, which of the following is NOT a characteristic of a good marketing objective?

A. It focuses primarily on profit.

B. It is clearly tied to specific groups of customers.

C. It details something possible for the firm to achieve.

D. It is neither too broad nor too narrow.

Question 6

Consider the example in your text of Toro selling to Home Depot and think about similar situations you've encountered. With this in mind, what can you safely say about many B2B marketers?

A. B2B markets are more important to them than B2C markets.

B.They're active in both B2C and B2B markets.

C. Negative consumer word of mouth is relatively unimportant in B2B markets.

D. Inventory management is more important in B2B markets than B2C markets.

Question 7

The ________ is commonly used for tracking current marketing performance.

A. marketing plan

B. marketing dashboard

C. marketing audit

D. mission statement

Question 12

To uncover the root causes of a marketing problem, a marketing manager will use a

A. marketing dashboard.

B. marketing compliance report.

C. marketing audit.

D. marketing implantation plan.