Marketing Management Self-Assessment
Instructions:  Write the letter of the answer that best fits in the box at right.	Answer
1. A good promotion is characterized by: a.  A benefit for the customer if he or she buys b. Tight parameters around the time and place the promotion is available c.  Benefits for the business, such as moving old inventory, in return for concession to customers d. Ability of the promotion to excite the sales people of the business e.  All of the above
2. I can best judge that the cost of marketing and promotion is justified when: a.  I personally witness an increase in sales volume, and only then b. We figure the return on investment of marketing, even though such calculations are just estimates c.  Sales are already on the upswing, because during a downturn, marketing is usually a waste d. The provider of marketing and promotions, such as Yellow Pages, measures the responses e.  b and d
3. Concerning discount pricing: a.  Making it available at the same level at all times is to be avoided b. Making it available at the same level at all times is a great idea c.  Making it available in any way is a bad idea, since it cheapens the product or service
4. The wording of a print or radio promotion should: a.  Contain catchy or trendy words such as “Special” or “Hurry” or “Limited time only” or “While supplies last,” even though a lot of business promotions use these words b. Contain dignified words that appeal to the high intelligence of the buyer c.  Contain neutral words that just stick to the features and benefits of the product or service d. b and c e. Any of the above, depending on the characteristics of the audience being addressed
5. Printed advertising and promotions sent to customers and prospects by mail: a.  Are a bad idea, since the image of “junk mail” could tarnish the image of my company b.  Are a great idea because the cost of mailing is cheap compared to other forms of communications c.  Are a great idea only if the response rate is greater than about 10% d.  Are a great idea only when the return on investment can be tracked and demonstrated quantitatively