MKT 571 Week 6 Quiz/Uoptutorial

8. A--------------------is a comprehensive, systematic, independent, and periodic examination of a
company’s or buisness unit’s marketing environment, objectives, and activities, with a view to
determining problem areas and oppurtunities and recommending a plan of action to improve the
company’s marketing performance.
9. ------------------------is the process by which firms assess the effects of their marketing
activities and programs and make necessary changes and adjustments.
10. Your firm has decided to enter the international with your product called Trema, a combination
of a pocket organizer and cell phone. Even though the product has been a huge success in the
home country, market research suggests some changes amy be required before it can be
intruduced in Europe. Your CMO is of the opinion that the product requires certain extra features
and the product will also have to be marketed differntly. Your CMO is advocating
11. The purpose of strategic control is to
12. The purpose of profitability control is to
13. -------------------is an obligation to act in a way expected of a resonable person.
14. Rising customer expectaions, evolving employee goals and ambitions, and tighter government
legislation and pressure are driving companies to
15. A Cucci bag sells for $120 in italy and $240 in the United States due to the differnces in the
costs of distributing the product in the two countries. This phenomenon is called a(n)
16. Marketing effectiveness rating instruments and marketing audits are approches to