Applied Marketing, 3e (Padgett)
Appendix Developing an Integrated Marketing Mix
1) The GoPro product was certainly technology driven, and to communicate effectively with the
range of customers who would want to know about the product, it went beyond social media to
traditional media which one might not associate with a high-tech product.
Answer: TRUE
Diff: 1
Learning Objective: 14.1 Outline the process for measuring marketing effectiveness.
Section Reference: Integrating the Core Marketing Mix Linkages
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
2) GoPro was able to work from its side to encourage participation and customers understood
and appreciated their connections needs in the many efforts GoPro made to get users to share
experiences. The way customers responded demonstrates the importance and use of getting the
participation and connection linkage correct.
Answer: TRUE
Diff: 1
Learning Objective: 14.1 Outline the process for measuring marketing effectiveness.
Section Reference: Integrating the Core Marketing Mix Linkages
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
3) The purpose of the detailed consideration of the 5Ps and 5Cs, and the linkages is to create a
marketing mix that will increase the overall firm profitability and brand awareness.
Answer: FALSE
Diff: 1
Learning Objective: 14.1 Outline the process for measuring marketing effectiveness.
Section Reference: Integrating the Core Marketing Mix Linkages
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
4) We think of product—communications linkages as positive for the firm, but the linkage can
also have a negative effect on the firm.
Answer: TRUE
Diff: 1
Learning Objective: 14.2 Describe the tools that are used to measure general tactical
performance.
Section Reference: Supporting Marketing Mix Linkages
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
1
,5) When a company offers group discounts or referral discounts, this is an example of the price-
customer benefits linkage?
Answer: FALSE
Diff: 1
Learning Objective: 14.2 Describe the tools that are used to measure general tactical
performance.
Section Reference: Supporting Marketing Mix Linkages
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
6) If a company is making a product that would benefit from in-store support and education, the
firm will use the place—communications linkage to help determine what kinds of retailers
should be used for the product.
Answer: TRUE
Diff: 1
Learning Objective: 14.2 Describe the tools that are used to measure general tactical
performance.
Section Reference: Supporting Marketing Mix Linkages
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
7) Product—connection linkages can provide customers opportunities to create relationships
with other customers through use of the product.
Answer: TRUE
Diff: 1
Learning Objective: 14.2 Describe the tools that are used to measure general tactical
performance.
Section Reference: Supporting Marketing Mix Linkages
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
8) One of the most difficult problems a marketer faces while implementing the marketing mix is
managing each of the supporting linkages among all 5Ps and 5Cs.
Answer: TRUE
Diff: 1
Learning Objective: 14.2 Describe the tools that are used to measure general tactical
performance.
Section Reference: Supporting Marketing Mix Linkages
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
2
,9) While the place—communication linkage communicates potential quality, it does not do a
good job of indicating the amount and kind of information the potential customer will receive.
Answer: FALSE
Diff: 1
Learning Objective: 14.2 Describe the tools that are used to measure general tactical
performance.
Section Reference: Supporting Marketing Mix Linkages
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
10) The marketing of services and the marketing of products have similarities, but services
marketing does not make use of the product—convenience or product—connections linkages.
Answer: FALSE
Diff: 2
Learning Objective: 14.2 Describe the tools that are used to measure general tactical
performance.
Section Reference: Supporting Marketing Mix Linkages
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
11) As the marketers focus on the core linkages for the marketing mix of a product, the most
effective approach will be to isolate each of the 5Ps and determine the desired levels of the
consumer side 5Cs to maximize the perceived value for the customer.
Answer: TRUE
Diff: 1
Learning Objective: 14.3 Explain and apply product-related metrics in marketing.
Section Reference: Arriving at a Final Marketing Mix Solution
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
12) Elimination of supporting linkages and any other elements of the proposed marketing plan
must be the result of discussions not simple rules.
Answer: TRUE
Diff: 1
Learning Objective: 14.3 Explain and apply product-related metrics in marketing.
Section Reference: Arriving at a Final Marketing Mix Solution
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
13) One reason to explore as many core and supporting linkages is to be able to construct the
individual and specific marketing mixes for the target segments.
Answer: TRUE
Diff: 1
Learning Objective: 14.3 Explain and apply product-related metrics in marketing.
Section Reference: Arriving at a Final Marketing Mix Solution
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
3
, 14) The process of establishing the core marketing mix elements of the marketing plan begins
with 5Ps not the 5Cs, as the 5Ps are the elements marketing can develop and control.
Answer: FALSE
Diff: 1
Learning Objective: 14.3 Explain and apply product-related metrics in marketing.
Section Reference: Arriving at a Final Marketing Mix Solution
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
15) Once the core elements have been identified and the supporting linkage elements rank-
ordered, the next step is to examine the package and determine fit and implementation.
Answer: TRUE
Diff: 1
Learning Objective: 14.3 Explain and apply product-related metrics in marketing.
Section Reference: Arriving at a Final Marketing Mix Solution
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
16) As a general rule of thumb, supporting linkages should be retained, regardless of alignment
with core linkages.
Answer: FALSE
Diff: 1
Learning Objective: 14.3 Explain and apply product-related metrics in marketing.
Section Reference: Arriving at a Final Marketing Mix Solution
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
17) The chapter uses GoPro to demonstrate how a firm actually deals with the many aspects of
customer needs, firm needs, creative realities, and the marketplace. As a "practice marketer" you
have a chance to evaluate the firm's actions, but without access to marketing research and
insights into the firm's management structures, it is not possible to come up with accurate
assessments.
Answer: TRUE
Diff: 2
Learning Objective: 14.3 Explain and apply product-related metrics in marketing.
Section Reference: Arriving at a Final Marketing Mix Solution
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
4
Appendix Developing an Integrated Marketing Mix
1) The GoPro product was certainly technology driven, and to communicate effectively with the
range of customers who would want to know about the product, it went beyond social media to
traditional media which one might not associate with a high-tech product.
Answer: TRUE
Diff: 1
Learning Objective: 14.1 Outline the process for measuring marketing effectiveness.
Section Reference: Integrating the Core Marketing Mix Linkages
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
2) GoPro was able to work from its side to encourage participation and customers understood
and appreciated their connections needs in the many efforts GoPro made to get users to share
experiences. The way customers responded demonstrates the importance and use of getting the
participation and connection linkage correct.
Answer: TRUE
Diff: 1
Learning Objective: 14.1 Outline the process for measuring marketing effectiveness.
Section Reference: Integrating the Core Marketing Mix Linkages
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
3) The purpose of the detailed consideration of the 5Ps and 5Cs, and the linkages is to create a
marketing mix that will increase the overall firm profitability and brand awareness.
Answer: FALSE
Diff: 1
Learning Objective: 14.1 Outline the process for measuring marketing effectiveness.
Section Reference: Integrating the Core Marketing Mix Linkages
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
4) We think of product—communications linkages as positive for the firm, but the linkage can
also have a negative effect on the firm.
Answer: TRUE
Diff: 1
Learning Objective: 14.2 Describe the tools that are used to measure general tactical
performance.
Section Reference: Supporting Marketing Mix Linkages
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
1
,5) When a company offers group discounts or referral discounts, this is an example of the price-
customer benefits linkage?
Answer: FALSE
Diff: 1
Learning Objective: 14.2 Describe the tools that are used to measure general tactical
performance.
Section Reference: Supporting Marketing Mix Linkages
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
6) If a company is making a product that would benefit from in-store support and education, the
firm will use the place—communications linkage to help determine what kinds of retailers
should be used for the product.
Answer: TRUE
Diff: 1
Learning Objective: 14.2 Describe the tools that are used to measure general tactical
performance.
Section Reference: Supporting Marketing Mix Linkages
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
7) Product—connection linkages can provide customers opportunities to create relationships
with other customers through use of the product.
Answer: TRUE
Diff: 1
Learning Objective: 14.2 Describe the tools that are used to measure general tactical
performance.
Section Reference: Supporting Marketing Mix Linkages
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
8) One of the most difficult problems a marketer faces while implementing the marketing mix is
managing each of the supporting linkages among all 5Ps and 5Cs.
Answer: TRUE
Diff: 1
Learning Objective: 14.2 Describe the tools that are used to measure general tactical
performance.
Section Reference: Supporting Marketing Mix Linkages
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
2
,9) While the place—communication linkage communicates potential quality, it does not do a
good job of indicating the amount and kind of information the potential customer will receive.
Answer: FALSE
Diff: 1
Learning Objective: 14.2 Describe the tools that are used to measure general tactical
performance.
Section Reference: Supporting Marketing Mix Linkages
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
10) The marketing of services and the marketing of products have similarities, but services
marketing does not make use of the product—convenience or product—connections linkages.
Answer: FALSE
Diff: 2
Learning Objective: 14.2 Describe the tools that are used to measure general tactical
performance.
Section Reference: Supporting Marketing Mix Linkages
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
11) As the marketers focus on the core linkages for the marketing mix of a product, the most
effective approach will be to isolate each of the 5Ps and determine the desired levels of the
consumer side 5Cs to maximize the perceived value for the customer.
Answer: TRUE
Diff: 1
Learning Objective: 14.3 Explain and apply product-related metrics in marketing.
Section Reference: Arriving at a Final Marketing Mix Solution
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
12) Elimination of supporting linkages and any other elements of the proposed marketing plan
must be the result of discussions not simple rules.
Answer: TRUE
Diff: 1
Learning Objective: 14.3 Explain and apply product-related metrics in marketing.
Section Reference: Arriving at a Final Marketing Mix Solution
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
13) One reason to explore as many core and supporting linkages is to be able to construct the
individual and specific marketing mixes for the target segments.
Answer: TRUE
Diff: 1
Learning Objective: 14.3 Explain and apply product-related metrics in marketing.
Section Reference: Arriving at a Final Marketing Mix Solution
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
3
, 14) The process of establishing the core marketing mix elements of the marketing plan begins
with 5Ps not the 5Cs, as the 5Ps are the elements marketing can develop and control.
Answer: FALSE
Diff: 1
Learning Objective: 14.3 Explain and apply product-related metrics in marketing.
Section Reference: Arriving at a Final Marketing Mix Solution
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
15) Once the core elements have been identified and the supporting linkage elements rank-
ordered, the next step is to examine the package and determine fit and implementation.
Answer: TRUE
Diff: 1
Learning Objective: 14.3 Explain and apply product-related metrics in marketing.
Section Reference: Arriving at a Final Marketing Mix Solution
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
16) As a general rule of thumb, supporting linkages should be retained, regardless of alignment
with core linkages.
Answer: FALSE
Diff: 1
Learning Objective: 14.3 Explain and apply product-related metrics in marketing.
Section Reference: Arriving at a Final Marketing Mix Solution
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
17) The chapter uses GoPro to demonstrate how a firm actually deals with the many aspects of
customer needs, firm needs, creative realities, and the marketplace. As a "practice marketer" you
have a chance to evaluate the firm's actions, but without access to marketing research and
insights into the firm's management structures, it is not possible to come up with accurate
assessments.
Answer: TRUE
Diff: 2
Learning Objective: 14.3 Explain and apply product-related metrics in marketing.
Section Reference: Arriving at a Final Marketing Mix Solution
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
4
