Question 1

The process of customer-driven marketing involves ________,________,________ and ________.

Accepted Answer

A) product;price;promotion;adaptation 
B) market segmentation;market targeting;differentiation;positioning 
C) marketing analysis;planning;implementation;feedback 
D) analysis;targeting;implementation;control 
E) problem identification;information search;decision;implementation 
A) product;price;promotion;adaptation 
B) market segmentation;market targeting;differentiation;positioning 
C) marketing analysis;planning;implementation;feedback 
D) analysis;targeting;implementation;control 
E) problem identification;information search;decision;implementation

Question 2

More and more companies involve only upper-level management teams in strategic planning.

Accepted Answer

A) True 
 B)False

Question 3

A market segment consists of consumers who respond in different ways to a given set of marketing efforts.

Accepted Answer

A) True 
 B)False

Question 4

The primary activity in strategic planning is goal setting.

Accepted Answer

A) True 
 B)False

Question 5

The primary activity in strategic planning is goal setting.

Accepted Answer

A) True 
 B)False

Question 6

In the Boston Consulting Group approach,________ serve(s)as a measure of company strength in the market.

Accepted Answer

A) relative market share 
B) annual sales or profits 
C) resource utilisation 
D) market growth rate 
E) capital investment 
A) relative market share 
B) annual sales or profits 
C) resource utilisation 
D) market growth rate 
E) capital investment

Question 7

A(n)________ can be a company division,a product line within a division or a single product or brand.

Accepted Answer

The answer of A(n)________ can be a company division,a product...

Question 8

Which of the following is a tool for monitoring strategic marketing performance?

Accepted Answer

A) a marketing plan 
B) a marketing dashboard 
C) a customer management organisation 
D) a product differentiation 
E) a value-delivery network 
A) a marketing plan 
B) a marketing dashboard 
C) a customer management organisation 
D) a product differentiation 
E) a value-delivery network

Question 9

Which of the following is NOT a market-oriented business definition?

Accepted Answer

A) 'To provide a global trading platform where practically anyone can trade practically anything'. 
B) 'To sell tools and home repair and improvement items'. 
C) 'To deliver low prices every day'. 
D) 'To be the guardian of our customers' financial dreams'. 
E) 'To bring inspiration and innovation to every athlete in the world'. 
A) 'To provide a global trading platform where practically anyone can trade practically anything'. 
B) 'To sell tools and home repair and improvement items'. 
C) 'To deliver low prices every day'. 
D) 'To be the guardian of our customers' financial dreams'. 
E) 'To bring inspiration and innovation to every athlete in the world'.

Question 10

Starbucks has introduced a debit card that lets customers prepay for coffee and snacks.This effort by Starbucks management is an example of ________.

Accepted Answer

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

Question 11

Internal limitations that hinder a company's ability to achieve its objectives are known as ________.

Accepted Answer

A) strengths 
B) strategies 
C) weaknesses 
D) opportunities 
E) competitive pressures 
A) strengths 
B) strategies 
C) weaknesses 
D) opportunities 
E) competitive pressures

Question 12

Business portfolio planning involves two steps: ________ and ________.

Accepted Answer

A) identifying SBUs;assessing the attractiveness of SBUs 
B) analysing the current business portfolio;shaping the future business portfolio 
C) identifying internal strengths;identifying external opportunities 
D) conducting a SWOT analysis;establishing marketing controls 
E) identifying growth opportunities;evaluating growth opportunities 
A) identifying SBUs;assessing the attractiveness of SBUs 
B) analysing the current business portfolio;shaping the future business portfolio 
C) identifying internal strengths;identifying external opportunities 
D) conducting a SWOT analysis;establishing marketing controls 
E) identifying growth opportunities;evaluating growth opportunities

Question 13

After management has identified the key businesses making up its company,what is the next step?

Accepted Answer

A) Identify businesses in which to invest. 
B) Assess the attractiveness of its SBUs. 
C) Decide whether to harvest any businesses. 
D) Complete short-range planning. 
E) Identify the SBUs. 
A) Identify businesses in which to invest. 
B) Assess the attractiveness of its SBUs. 
C) Decide whether to harvest any businesses. 
D) Complete short-range planning. 
E) Identify the SBUs.

Question 14

Which of the following is a useful tool for identifying growth opportunities?

Accepted Answer

A) the BCG matrix 
B) the business portfolio 
C) the product\market expansion grid 
D) the value chain 
E) the value delivery network 
A) the BCG matrix 
B) the business portfolio 
C) the product\market expansion grid 
D) the value chain 
E) the value delivery network

Question 15

The marketing concept is best thought of as which of the following?

Accepted Answer

A) a guiding philosophy for the company's marketing strategy 
B) a specific approach to building relationships with customers,vendors and suppliers 
C) the overall purpose of the company 
D) the position the company's product holds in customers' minds 
E) the organisation of the company's marketing department 
A) a guiding philosophy for the company's marketing strategy 
B) a specific approach to building relationships with customers,vendors and suppliers 
C) the overall purpose of the company 
D) the position the company's product holds in customers' minds 
E) the organisation of the company's marketing department

Question 16

Acme Innovations Pty Ltd has modified the production processes of its widgets and gadgets in order to tap into the developing Eastern European market.It is likely following a ________ strategy.

Accepted Answer

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

Question 17

The four marketing management functions are analysis,planning,implementation and control.

Accepted Answer

A) True 
 B)False

Question 18

A strategy focused on generating more sales from existing customers without changing a firm's products is ________.

Accepted Answer

A) market development 
B) market growth 
C) market penetration 
D) product development 
E) market attractiveness 
A) market development 
B) market growth 
C) market penetration 
D) product development 
E) market attractiveness

Question 19

A simple measure of return on marketing investment (or marketing ROI)is ________.

Accepted Answer

A) the net return from a marketing investment divided by the costs of the marketing investment 
B) the net return from all business activities divided by the cost of business investments 
C) the net return from sales increase attributable to advertising and promotion 
D) the net return from improvements in customer retention and loyalty 
E) None of the above-marketing ROI cannot be measured accurately. 
A) the net return from a marketing investment divided by the costs of the marketing investment 
B) the net return from all business activities divided by the cost of business investments 
C) the net return from sales increase attributable to advertising and promotion 
D) the net return from improvements in customer retention and loyalty 
E) None of the above-marketing ROI cannot be measured accurately.

Question 20

Monsanto operates in many businesses,including pharmaceuticals and food products.The company defines its ________ as creating 'abundant food and a healthy environment'.

Accepted Answer

A) strategy 
B) market development 
C) business portfolio 
D) mission 
E) value-delivery network 
A) strategy 
B) market development 
C) business portfolio 
D) mission 
E) value-delivery network

The process of customer-driven marketing involves ,, and .

More and more companies involve only upper-level management teams in strategic planning.

A market segment consists of consumers who respond in different ways to a given set of marketing efforts.

The primary activity in strategic planning is goal setting.

The primary activity in strategic planning is goal setting.

In the Boston Consulting Group approach,________ serve(s)as a measure of company strength in the market.

A(n)________ can be a company division,a product line within a division or a single product or brand.

Which of the following is a tool for monitoring strategic marketing performance?

Which of the following is NOT a market-oriented business definition?

Starbucks has introduced a debit card that lets customers prepay for coffee and snacks.This effort by Starbucks management is an example of ________.

Internal limitations that hinder a company's ability to achieve its objectives are known as ________.

Business portfolio planning involves two steps: and .

After management has identified the key businesses making up its company,what is the next step?

Which of the following is a useful tool for identifying growth opportunities?

The marketing concept is best thought of as which of the following?

Acme Innovations Pty Ltd has modified the production processes of its widgets and gadgets in order to tap into the developing Eastern European market.It is likely following a ________ strategy.

The four marketing management functions are analysis,planning,implementation and control.

A strategy focused on generating more sales from existing customers without changing a firm's products is ________.

A simple measure of return on marketing investment (or marketing ROI)is ________.

Monsanto operates in many businesses,including pharmaceuticals and food products.The company defines its ________ as creating 'abundant food and a healthy environment'.

Marketing: Creating and Capturing Customer Value

Analysing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services and Brands: Building Customer Value

Developing New Products and Managing the Product

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Filters

Exam 2: Company and Marketing Strategy: Partnering to Build Customer Relationships

The process of customer-driven marketing involves ________,________,________ and ________.

More and more companies involve only upper-level management teams in strategic planning.

A market segment consists of consumers who respond in different ways to a given set of marketing efforts.

The primary activity in strategic planning is goal setting.

The primary activity in strategic planning is goal setting.

In the Boston Consulting Group approach,________ serve(s)as a measure of company strength in the market.

A(n)________ can be a company division,a product line within a division or a single product or brand.

Which of the following is a tool for monitoring strategic marketing performance?

Which of the following is NOT a market-oriented business definition?

Starbucks has introduced a debit card that lets customers prepay for coffee and snacks.This effort by Starbucks management is an example of ________.

Internal limitations that hinder a company's ability to achieve its objectives are known as ________.

Business portfolio planning involves two steps: ________ and ________.

After management has identified the key businesses making up its company,what is the next step?

Which of the following is a useful tool for identifying growth opportunities?

The marketing concept is best thought of as which of the following?

Acme Innovations Pty Ltd has modified the production processes of its widgets and gadgets in order to tap into the developing Eastern European market.It is likely following a ________ strategy.

The four marketing management functions are analysis,planning,implementation and control.

A strategy focused on generating more sales from existing customers without changing a firm's products is ________.

A simple measure of return on marketing investment (or marketing ROI)is ________.

Monsanto operates in many businesses,including pharmaceuticals and food products.The company defines its ________ as creating 'abundant food and a healthy environment'.

Marketing: Creating and Capturing Customer Value

Analysing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services and Brands: Building Customer Value

Developing New Products and Managing the Product

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Filters

The process of customer-driven marketing involves ,, and .

Business portfolio planning involves two steps: and .