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A new company projects that its sales will be greater than its expenses within the first year of operation.This is an example of which type of goal?


A) profit
B) sales revenue
C) market share
D) unit sales
E) quality

F) B) and D)
G) A) and D)

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Situation analysis refers to


A) taking stock of where the firm or product has been recently, where it is now, and where it is headed in terms of the organization's marketing plans and the external forces and trends affecting it.
B) an appraisal of an organization's internal and external strengths and weaknesses and its internal and external opportunities and threats.
C) a regularly scheduled internal audit that takes place during a specified promotional campaign to ensure that marketing actions are successfully taking place.
D) a careful comparison of a company's performance relative to its closest competitors in terms of both profits and market share.
E) an in-depth analysis of how a specific department is spending its money relative to the incremental revenues those actions are generating.

F) A) and B)
G) A) and C)

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The term used to identify an organization's long-term course of action designed to deliver a unique customer experience while achieving its goals is referred to as (n)


A) organizational manifest.
B) company policy.
C) strategy.
D) corporate action plan.
E) tactical plan.

F) B) and D)
G) C) and D)

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According to Figure 2-9 above, what is the area represented by BDC (the "?" called)?

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This wedge-shaped gap is called the plan...

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Competitive advantage refers to


A) legal, yet not necessarily ethical relationships between manufacturers and retailers.
B) preferential treatment by distributors and suppliers based on long-term relationships with a manufacturer.
C) a unique strength relative to competitors that provides superior returns, often based on quality, time, cost, or innovation.
D) actions taken by a firm with the sole intent of putting a competitor out of business.
E) benefits obtained through graft, nepotism, or collusion to gain an edge in the marketplace.

F) C) and D)
G) None of the above

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FIGURE 2-3 FIGURE 2-3 -According to Figure 2-3 above, in what time increments does the dashboard represent the % difference in sales and margins? A) every day B) every week C) every month D) every two months E) four times a year -According to Figure 2-3 above, in what time increments does the dashboard represent the % difference in sales and margins?


A) every day
B) every week
C) every month
D) every two months
E) four times a year

F) C) and D)
G) A) and C)

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FIGURE 2-1 FIGURE 2-1 -In Figure 2-1 above, E represents A) board of directors. B) corporate-level strategy level. C) departments. D) functional-level strategy level. E) business-unit strategy level. -In Figure 2-1 above, "E" represents


A) board of directors.
B) corporate-level strategy level.
C) departments.
D) functional-level strategy level.
E) business-unit strategy level.

F) B) and E)
G) All of the above

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FIGURE 2-9 FIGURE 2-9 -The question mark in Figure 2-9 above represents A) the contribution margin. B) the marginal space. C) the breakeven point. D) the planning gap. E) differential location. -The question mark in Figure 2-9 above represents


A) the contribution margin.
B) the marginal space.
C) the breakeven point.
D) the planning gap.
E) differential location.

F) A) and E)
G) C) and D)

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A catalog retailer who set its qualitative goal to reduce merchandise returns by 20 percent would have set __________ goals.


A) profit
B) market share
C) employee welfare
D) customer satisfaction
E) social responsibility

F) A) and E)
G) A) and B)

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FIGURE 2-15 FIGURE 2-15 -According to Figure 2-8, a marketer uses SWOT analysis to appraise its internal and external marketing environment.Identify what the acronym SWOT means and explain each element of the marketing matrix. -According to Figure 2-8, a marketer uses SWOT analysis to appraise its internal and external marketing environment.Identify what the acronym "SWOT" means and explain each element of the marketing matrix.

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The acronym "SWOT" stands for: Strengths...

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Evergreen Air Center is the world's biggest parking lot for unwanted aircraft.Airlines pay a monthly fee from $750 to $5,000 to mothball airplanes at this site.Its location is on 1,600 acres of Arizona desert.The Southwest climate serves as a cheap and effective airplane preservative.Evergreen's location is its


A) sustainable advantage.
B) competency.
C) competitive identity.
D) benchmark differentiation.
E) innovative vision.

F) None of the above
G) A) and B)

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One of the strengths inherent in the use of the BCG business portfolio analysis is the fact that it


A) is easy to place an SBU on the BCG matrix since it is based solely on company perception rather than actual data.
B) considers all factors that might impact an SBU's value to an organization.
C) acts as a strong motivational tool for employees in SBUs that have been labeled dogs or problem children.
D) forces firms to assess their SBUs in terms of relative market share and industry growth rate.
E) provide specific guidelines on how to solve SBU shortcomings.

F) All of the above
G) None of the above

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Evergreen Air Center is the world's largest parking lot for unwanted commercial aircraft.Airlines pay from $750 to $5,000 monthly for the storage services provided by Evergreen.Prior to September 2001, the company had 140 discarded airplanes at its Arizona facilities and was growing at a rate of about six planes monthly with about two a month sold for parts and/or scrap metal.After calamity struck the airline industry in September 2001, the airlines have retired over a thousand planes-many of which found their way to Evergreen.Now the actual number of planes stored at Evergreen differs significantly from the prediction based on previous behavior.This difference is referred to as


A) the contribution margin.
B) the marginal space.
C) the breakeven point.
D) the planning gap.
E) differential location.

F) A) and D)
G) D) and E)

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


A) aggregation marketing
B) market segmentation
C) market clustering
D) profiling
E) mass marketing

F) A) and B)
G) None of the above

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FIGURE 2-5 FIGURE 2-5 -A marketing manager for Ben and Jerry's, has been provided with a dashboard display showing business activity.In Figure 2-5 above, notice that dollar market share for 2010 was 18.4 percent and in 2011 it is 20%.What simple formula was used to calculate the dollar market share percentages for each of these years? A) Dollar market share (%) = Ben and Jerry's sales ($) divided by total industry sales ($) . B) Dollar market share (%) = Total industry sales ($) divided by Ben and Jerry's sales ($) . C) Dollar market share (%) = Total industry sales ($) divided by Ben and Jerry's gross profit ($) . D) Dollar market share (%) = Total industry sales ($) divided by Ben and Jerry's net profit ($) . E) Dollar market share (%) = Ben and Jerry's sales ($) divided by gross domestic product ($) . -A marketing manager for Ben and Jerry's, has been provided with a dashboard display showing business activity.In Figure 2-5 above, notice that dollar market share for 2010 was 18.4 percent and in 2011 it is 20%.What simple formula was used to calculate the dollar market share percentages for each of these years?


A) Dollar market share (%) = Ben and Jerry's sales ($) divided by total industry sales ($) .
B) Dollar market share (%) = Total industry sales ($) divided by Ben and Jerry's sales ($) .
C) Dollar market share (%) = Total industry sales ($) divided by Ben and Jerry's gross profit ($) .
D) Dollar market share (%) = Total industry sales ($) divided by Ben and Jerry's net profit ($) .
E) Dollar market share (%) = Ben and Jerry's sales ($) divided by gross domestic product ($) .

F) B) and D)
G) A) and D)

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In marketing, an organization refers to


A) a legal entity of people who share a common mission.
B) a group of people or firms united through contractual or corporate ownership.
C) a legal entity of people engaged in business activities solely with the intent of making a profit.
D) a legal entity of people engaged in business activities solely with the intent of serving a population but without the intent of making a profit.
E) a highly stylized protocol of productivity with a clear division of roles and responsibilities.

F) D) and E)
G) None of the above

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Objectives refer to


A) the means by which a marketing goal is to be achieved, usually characterized by a specified target market and a marketing program to reach it.
B) the long-term decisions made to implement the marketing program and the monitoring of those decisions.
C) statements of an accomplishment of a task to be achieved, often by a specific time.
D) a road map for the marketing activities of an organization for a specified future time period, such as one year or five years.
E) the detailed day-to-day operational decisions essential to the overall success of marketing strategies.

F) A) and D)
G) A) and E)

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A marketing __________ is defined as the means by which a marketing goal is to be achieved.It is characterized by a specified target market and the marketing program to reach it.


A) plan
B) tactic
C) strategy
D) concept
E) action program

F) C) and E)
G) B) and E)

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A road map for the marketing activities of an organization for a specified future time period, such as one year or five years is referred to as a _________.


A) marketing tactic
B) marketing objective
C) marketing plan
D) marketing strategy
E) marketing program

F) B) and C)
G) None of the above

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Placing products in the BCG matrix results in 4 categories in a portfolio of a company.Question marks would be classified as having


A) high growth, high market share.
B) low growth, high market share.
C) low growth, low market share.
D) high growth, low market share.
E) low growth, medium market share.

F) D) and E)
G) A) and C)

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Showing 201 - 220 of 296

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