Question 1

Identify an important difference between strategic planning and marketing planning.

Accepted Answer

Though the process is similar,

Question 2

When McDonald's purchased Donato's Pizza and a controlling interest in Chipotle Mexican Grills,the company was pursuing a ________ strategy.

Accepted Answer

A) market development 
B) product penetration 
C) market penetration 
D) diversification 
E) product development 
A) market development 
B) product penetration 
C) market penetration 
D) diversification 
E) product development

Question 3

Briefly discuss how marketers measure return on marketing investment.Explain why this figure may not be sufficient to judge marketing's effectiveness.

Accepted Answer

Return on marketing investment (ROMI)is

Question 4

According to the BCG growth-market share matrix,________ are strategic business units with products that have a dominant market share in a high-growth market.

Accepted Answer

A) problem children 
B) exclamation points 
C) cash cows 
D) stars 
E) question marks 
A) problem children 
B) exclamation points 
C) cash cows 
D) stars 
E) question marks

Question 5

On the BCG growth-market share matrix,question marks are also referred to as problem children.

Accepted Answer

A) True 
 B)False

Question 6

A manager's decision to run a quarter-page ad in the business section of the local newspaper to promote goodwill toward his company is part of an operational plan.

Accepted Answer

A) True 
 B)False

Question 7

The promotional strategy identifies how,when,and where the firm will make the product available to targeted customers.

Accepted Answer

A) True 
 B)False

Question 8

The ________ is the most fundamental part of the marketing mix.

Accepted Answer

A) product 
B) distribution 
C) price 
D) production 
E) profit 
A) product 
B) distribution 
C) price 
D) production 
E) profit

Question 9

Which of the following is a limitation of the BCG matrix?

Accepted Answer

A) It doesn't help managers determine which SBUs need investment to grow. 
B) It doesn't help managers determine which SBUs should be dropped from the portfolio. 
C) It focuses on the future of the market rather than current conditions. 
D) It doesn't tell managers the best ways to make growth happen. 
E) It can't be used by corporations with multiple SBUs. 
A) It doesn't help managers determine which SBUs need investment to grow. 
B) It doesn't help managers determine which SBUs should be dropped from the portfolio. 
C) It focuses on the future of the market rather than current conditions. 
D) It doesn't tell managers the best ways to make growth happen. 
E) It can't be used by corporations with multiple SBUs.

Question 10

Opportunities and threats come from a company's internal environment.

Accepted Answer

A) True 
 B)False

Identify an important difference between strategic planning and marketing planning.

When McDonald's purchased Donato's Pizza and a controlling interest in Chipotle Mexican Grills,the company was pursuing a ________ strategy.

Briefly discuss how marketers measure return on marketing investment.Explain why this figure may not be sufficient to judge marketing's effectiveness.

According to the BCG growth-market share matrix,________ are strategic business units with products that have a dominant market share in a high-growth market.

On the BCG growth-market share matrix,question marks are also referred to as problem children.

A manager's decision to run a quarter-page ad in the business section of the local newspaper to promote goodwill toward his company is part of an operational plan.

The promotional strategy identifies how,when,and where the firm will make the product available to targeted customers.

The ________ is the most fundamental part of the marketing mix.

Which of the following is a limitation of the BCG matrix?

Opportunities and threats come from a company's internal environment.

Welcome to the World of Marketing: Create and Deliver Value

Thrive in the Marketing Environment: the World Is Flat

Marketing Research: Gather, analyze, and Use Information

Consumer Behavior: How and Why We Buy

Business-To-Business Markets: How and Why Organizations Buy

Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management

Create the Product

Manage the Product

Services and Other Intangibles: Marketing the Product That Isnt There

Price the Product

Old and New Media: From One-To-Many to Many-To-Many

One to Many: Advertising, public Relations, and Consumer Sales Promotions

Many to Many: Trade Promotion, direct Marketing, and Personal Selling

Deliver Value Through Supply Chain Management, channels of Distribution, and Logistics

Retailing: Bricks and Clicks

Filters

Exam 2: Strategic Market Planning: Take the Big Picture

Identify an important difference between strategic planning and marketing planning.

When McDonald's purchased Donato's Pizza and a controlling interest in Chipotle Mexican Grills,the company was pursuing a ________ strategy.

Briefly discuss how marketers measure return on marketing investment.Explain why this figure may not be sufficient to judge marketing's effectiveness.

According to the BCG growth-market share matrix,________ are strategic business units with products that have a dominant market share in a high-growth market.

On the BCG growth-market share matrix,question marks are also referred to as problem children.

A manager's decision to run a quarter-page ad in the business section of the local newspaper to promote goodwill toward his company is part of an operational plan.

The promotional strategy identifies how,when,and where the firm will make the product available to targeted customers.

The ________ is the most fundamental part of the marketing mix.

Which of the following is a limitation of the BCG matrix?

Opportunities and threats come from a company's internal environment.

Welcome to the World of Marketing: Create and Deliver Value

Thrive in the Marketing Environment: the World Is Flat

Marketing Research: Gather, analyze, and Use Information

Consumer Behavior: How and Why We Buy

Business-To-Business Markets: How and Why Organizations Buy

Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management

Create the Product

Manage the Product

Services and Other Intangibles: Marketing the Product That Isnt There

Price the Product

Old and New Media: From One-To-Many to Many-To-Many

One to Many: Advertising, public Relations, and Consumer Sales Promotions

Many to Many: Trade Promotion, direct Marketing, and Personal Selling

Deliver Value Through Supply Chain Management, channels of Distribution, and Logistics

Retailing: Bricks and Clicks

Filters