BUS 330 Week 4 Quiz

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BUS 330 Week 4 Quiz

1. Which of the following terms represents the budget allocation method that involves planning marketing actions, followed by estimating costs associated with those actions?

2. Why is it recommended that the Stars and Cash Cows of the BCG Matrix receive more marketing support than the Question Marks and Dogs?

3. Which answer BEST describes the concept illustrated by the example of Pulling Down the Moon?

4. Which of the following terms was NOT included in the discussion of components that create a company’s organizational culture?

5. Which of the following statements represents a concern about the IMC approach expressed in Chapter 9?

6. What type of information was described as MOST suitable for monitoring marketing performance?

7. Which terms describe the market-product strategy in the following example? The manufacturer of Zukes™ all-natural dog-training treats brings to market a clicker device for training dogs.

8. What measure of campaign performance does the following example represent? Calluniverse sends a text message to its high-usage segment of customers, offering a free phone upgrade on contract renewal. The call to action is “Reply *mynewphone to agree to this offer.”

9. Why should marketers emphasize consistency of marketing communications across all message channels?

10. What is missing from the following media goal statement? “Advertising in printing trade journals will create increased awareness of PrinTower’s variable data printing equipment.”