Question 1

To develop a successful marketing plan for a soft drink,the process of ________ would most likely be used to group consumers on the basis of whether they prefer sugar-free and caffeine-free soda,caffeine-free sugared soda,or regular soda with sugar and caffeine.

Accepted Answer

A)  market aggregation
B)  product segmentation
C)  customer grouping
D)  mass marketing
E)  market segmentationF) B) and E)
G) B) and D)

Question 2

Which of the following statements about strategy is most accurate?

Accepted Answer

A)  An organization can be all things to all people because it has access to all the resources it needs to discover and satisfy the needs and wants of its target markets.
B)  The marketing department helps to both set an organization's direction and move it there.
C)  The American Marketing Association (AM
A)  recently has established the definition of strategy.
D)  Strategy is an organization's short-term course of action designed to deliver a specific customer experience while achieving its internal standards.
E)  Only start-up organizations must develop strategies to help them raise capital as well as focus and direct their efforts to accomplish their goals.F) A) and B)
G) All of the above

Question 3

Identify and describe the three steps of the planning phase of the strategic marketing process.

Accepted Answer

Step 1: situation (SWOT)analysis is an o...

Question 4

An effective summary tool for an organization's situation analysis is referred to as

Accepted Answer

A)  SWOT analysis.
B)  strategic management planning.
C)  environmental scanning.
D)  market-product grid analysis.
E)  marginal analysis.F) B) and D)
G) A) and C)

Question 5

The Boston Consulting Group (BCG) business portfolio analysis requires an organization to locate the position for each of its strategic business units (SBUs) on a growth-share matrix.In a growth-share matrix,the vertical axis of the matrix indicates

Accepted Answer

A)  the annual rate of growth of the firm's largest competitor.
B)  the relative dollar market share of the largest competitor.
C)  the annual rate of growth of the SBU's industry.
D)  the relative unit market share of the largest competitor.
E)  the annual rate of growth of the firm itself.F) A) and D)
G) B) and E)

Question 6

What are the three steps involved in the planning phase of the strategic marketing process?

Accepted Answer

A)  Step 1: situation (SWOT) analysis;Step 2: market-product focus and goal setting;and Step 3: the marketing program
B)  Step 1: analysis;Step 2: planning;and Step 3: implementation
C)  Step 1: set market and product goals;Step 2: select target markets and find points of difference;and Step 3: position the product
D)  Step 1: identify industry trends;Step 2: analyze competitors;and Step 3: assess own organization
E)  Step 1: Why do we exist?;Step 2: What will we do?;and Step 3: How will we do it?F) A) and E)
G) A) and D)

Question 7

Ben & Jerry's mission-driven approach led the company to successfully implement many highly creative organizational and marketing strategies.One example includes

Accepted Answer

A)  ISO 9000,promoting the quality concept through its commitment to making the finest ice cream from the best ingredients.
B)  "linked prosperity," which encouraged the success of all constituents including employees.
C)  Regeneration Nation,generating enough revenue for the firm to be a completely nonprofit organization.
D)  Give and Go,donating 10 percent of its net profits to local charitable causes and an additional 5 percent to support producers that practice sustainable farming.
E)  PartnerShops,Ben & Jerry scoop shops that are independently owned and operated by community-based nonprofit organizations.F) A) and B)
G) A) and C)

Question 8

What is the purpose of the evaluation phase of the strategic marketing process? How is it accomplished?

Accepted Answer

The evaluation phase of the strategic ma...

Question 9

A key role of the marketing department is to "look outward." This is accomplished by

Accepted Answer

A)  allocating financial resources across strategic business units.
B)  communicating the vision of the marketing department forcefully enough to be incorporated into the overall mission of the company.
C)  forming cross-functional teams to help solve the organization's marketing problems.
D)  implementing new accounting regulations passed by legislators.
E)  listening to customers in order to inform decisions for developing and producing offerings.F) A) and E)
G) A) and D)

Question 10

Alcatel offers a simple cell phone with calling and an FM radio for use in most international markets.This an example of Alcatel's

Accepted Answer

A)  evaluation strategy.
B)  price strategy.
C)  place strategy.
D)  promotion strategy.
E)  product strategy.F) A) and E)
G) B) and D)

Question 11

All of the following are marketing actions that can be taken as a result of a SWOT analysis except which?

Accepted Answer

A)  Exploit an opportunity
B)  Collaborate with a competitor
C)  Avoid a disaster-laden threat
D)  Build on a strength
E)  Correct a weaknessF) D) and E)
G) C) and E)

Question 12

A marketing plan refers to

Accepted Answer

A)  the long-term decisions made to implement the marketing program and the monitoring of those decisions.
B)  a technique that marketing managers use to quantify performance measures and growth targets to analyze their firm's strategic business units (SBUs) as though they were a collection of separate investments.
C)  a road map for the marketing activities of an organization for a specified future time period,such as one year or five years.
D)  the detailed day-to-day operational decisions essential to the overall success of marketing strategies.
E)  a road map for the entire organization for a specified future period of time,such as one year or five years.F) A) and B)
G) A) and E)

Question 13

Weight Watchers is a weight-management company with operations in about 30 countries.Consumers buy almost $5 billion of Weight Watchers-branded products each year,and every week approximately 1.3 million people attend Weight Watchers meetings.The company's brand recognition and meeting infrastructure are difficult for competitors to match,providing a

Accepted Answer

A)  viable mission.
B)  competitive advantage.
C)  tactical innovation.
D)  core benefit.
E)  sales orientation.F) B) and E)
G) A) and E)

Question 14

An organization's foundation includes all of these except which?

Accepted Answer

A)  Organizational culture.
B)  Business definition.
C)  Vision.
D)  Core values.
E)  Mission.F) B) and D)
G) D) and E)

Question 15

Figure 2-4
 
-In Figure 2-4 shown above,SBUs found in quadrant B would be called

Accepted Answer

A)  cash cows.
B)  stars.
C)  question marks.
D)  dogs.
E)  hedgehogs.F) B) and E)
G) A) and B)

Question 16

A subsidiary,division,or unit of an organization that markets a set of related offerings to a clearly defined group of customers is referred to as a

Accepted Answer

A)  strategic business unit.
B)  strategic industry level.
C)  private corporation.
D)  product grouping.
E)  marketing department.F) None of the above
G) C) and D)

Question 17

At the functional level,the organization's strategic direction becomes

Accepted Answer

A)  much more manageable since its offerings have been finalized.
B)  the most specific and most focused in terms of implementing the company's goals.
C)  broader since for less complex firms,the corporate and functional levels may merge.
D)  more general to avoid the "not invented here syndrome" that could result in missed opportunities.
E)  the sole responsibility of the CEO.F) A) and C)
G) B) and D)

Question 18

A marketing strategy is the means by which a marketing goal is to be achieved.The two parts that usually characterize a marketing strategy are

Accepted Answer

A)  specific organizational goals and objectives.
B)  a detailed marketing plan and a marketing budget.
C)  marketing strategies and marketing tactics.
D)  a specified target market and a marketing program to reach it.
E)  marketing metrics and marketing dashboards to track effectiveness.F) A) and C)
G) All of the above

Question 19

Figure 2-1
 
-In Figure 2-1 above,B represents the ________,the highest of the three levels of strategy in an organization.

Accepted Answer

A)  functional level
B)  board of directors
C)  corporate level
D)  CEO
E)  strategic business unit levelF) A) and D)
G) A) and E)

Question 20

A situation analysis requires a firm to consider the external forces and trends that affect it.Some of these may be favorable to the organization while others may be unfavorable.Which of the following is an example of an external force?

Accepted Answer

A)  The firm buys its own fleet of trucks,so it no longer needs to hire a trucking company for distribution.
B)  A hiring freeze is put into place.Although no one is fired,no one can be hired.
C)  A goal is set to close the gap between production costs and profits.
D)  A city government bans cigarette smoking inside all restaurants and bars in the city limits.
E)  Shareholders are rewarded with a sizable dividend check.F) A) and B)
G) C) and D)

Exam 2: Developing Successful Organizational and Marketing Strategies

The Boston Consulting Group (BCG) business portfolio analysis requires an organization to locate the position for each of its strategic business units (SBUs) on a growth-share matrix.In a growth-share matrix,the vertical axis of the matrix indicates

Correct Answer
verified

What are the three steps involved in the planning phase of the strategic marketing process?

Correct Answer
verified

At the functional level,the organization's strategic direction becomes

Correct Answer
verified

A subsidiary,division,or unit of an organization that markets a set of related offerings to a clearly defined group of customers is referred to as a

Correct Answer
verified

All of the following are marketing actions that can be taken as a result of a SWOT analysis except which?

Correct Answer
verified

An organization's foundation includes all of these except which?

Correct Answer
verified

Which of the following statements about strategy is most accurate?

Correct Answer
verified

Figure 2-1 -In Figure 2-1 above,B represents the ________,the highest of the three levels of strategy in an organization.

Correct Answer
verified

A key role of the marketing department is to "look outward." This is accomplished by

Correct Answer
verified

A marketing plan refers to

Correct Answer
verified

Identify and describe the three steps of the planning phase of the strategic marketing process.

Correct Answer
verified
Step 1: situation (SWOT)analysis is an o...
View Answer

An effective summary tool for an organization's situation analysis is referred to as

Correct Answer
verified

What is the purpose of the evaluation phase of the strategic marketing process? How is it accomplished?

Correct Answer
verified
The evaluation phase of the strategic ma...
View Answer

Ben & Jerry's mission-driven approach led the company to successfully implement many highly creative organizational and marketing strategies.One example includes

Correct Answer
verified

A marketing strategy is the means by which a marketing goal is to be achieved.The two parts that usually characterize a marketing strategy are

Correct Answer
verified

A situation analysis requires a firm to consider the external forces and trends that affect it.Some of these may be favorable to the organization while others may be unfavorable.Which of the following is an example of an external force?

Correct Answer
verified

Alcatel offers a simple cell phone with calling and an FM radio for use in most international markets.This an example of Alcatel's

Correct Answer
verified

Correct Answer
verified

Figure 2-4 -In Figure 2-4 shown above,SBUs found in quadrant B would be called

Correct Answer
verified

To develop a successful marketing plan for a soft drink,the process of ________ would most likely be used to group consumers on the basis of whether they prefer sugar-free and caffeine-free soda,caffeine-free sugared soda,or regular soda with sugar and caffeine.

Correct Answer
verified

Exam 2: Developing Successful Organizational and Marketing Strategies

The Boston Consulting Group (BCG) business portfolio analysis requires an organization to locate the position for each of its strategic business units (SBUs) on a growth-share matrix.In a growth-share matrix,the vertical axis of the matrix indicates

Correct AnswerverifiedShow Answer

What are the three steps involved in the planning phase of the strategic marketing process?

Correct AnswerverifiedShow Answer

At the functional level,the organization's strategic direction becomes

Correct AnswerverifiedShow Answer

A subsidiary,division,or unit of an organization that markets a set of related offerings to a clearly defined group of customers is referred to as a

Correct AnswerverifiedShow Answer

All of the following are marketing actions that can be taken as a result of a SWOT analysis except which?

Correct AnswerverifiedShow Answer

An organization's foundation includes all of these except which?

Correct AnswerverifiedShow Answer

Which of the following statements about strategy is most accurate?

Correct AnswerverifiedShow Answer

Figure 2-1 -In Figure 2-1 above,B represents the ________,the highest of the three levels of strategy in an organization.

Correct AnswerverifiedShow Answer

A key role of the marketing department is to "look outward." This is accomplished by

Correct AnswerverifiedShow Answer

A marketing plan refers to

Correct AnswerverifiedShow Answer

Identify and describe the three steps of the planning phase of the strategic marketing process.

Correct AnswerverifiedStep 1: situation (SWOT)analysis is an o...View AnswerShow Answer

An effective summary tool for an organization's situation analysis is referred to as

Correct AnswerverifiedShow Answer

What is the purpose of the evaluation phase of the strategic marketing process? How is it accomplished?

Correct AnswerverifiedThe evaluation phase of the strategic ma...View AnswerShow Answer

Ben & Jerry's mission-driven approach led the company to successfully implement many highly creative organizational and marketing strategies.One example includes

Correct AnswerverifiedShow Answer

A marketing strategy is the means by which a marketing goal is to be achieved.The two parts that usually characterize a marketing strategy are

Correct AnswerverifiedShow Answer

A situation analysis requires a firm to consider the external forces and trends that affect it.Some of these may be favorable to the organization while others may be unfavorable.Which of the following is an example of an external force?

Correct AnswerverifiedShow Answer

Alcatel offers a simple cell phone with calling and an FM radio for use in most international markets.This an example of Alcatel's

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Figure 2-4 -In Figure 2-4 shown above,SBUs found in quadrant B would be called

Correct AnswerverifiedShow Answer

To develop a successful marketing plan for a soft drink,the process of ________ would most likely be used to group consumers on the basis of whether they prefer sugar-free and caffeine-free soda,caffeine-free sugared soda,or regular soda with sugar and caffeine.

Correct AnswerverifiedShow Answer

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Step 1: situation (SWOT)analysis is an o...
View Answer

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verified

Correct Answer
verified
The evaluation phase of the strategic ma...
View Answer

Correct Answer
verified

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