Question 1

As Europe's leading distributor of building materials in the high-growth building industry, Cie de Saint-Gobain of France is an example of a cash cow.

Accepted Answer

A) True 
 B)False  False

Question 2

One objective of a small regional marketer of office supplies is to enter new markets. Which of the following most accurately identifies a weakness of this objective?

Accepted Answer

A)  It is not sustainable. 
B)  It is not attainable. 
C)  It is not realistic. 
D)  It is not specific. 
E)  It is not aspirational. 
A)  It is not sustainable. 
B)  It is not attainable. 
C)  It is not realistic. 
D)  It is not specific. 
E)  It is not aspirational. D

Question 3

Jay Minkoff at First Flavor may use the Boston Consulting Group (BCG) matrix to help him make decisions for his firm. What does he need to understand about the purpose of the matrix and the four categories of the BCG growth-market share matrix?

Accepted Answer

The BCG model focuses on determining the potential of a firm's existing SBUs to generate cash that the firm can then use to invest in other businesses. By categorizing SBUs as stars, cash cows, questions marks, or dogs, the matrix helps managers make good decisions about how the firm should grow. Stars are SBUs with products that have a dominant market share in high-growth markets. Cash cows have a dominant market share in a low-growth potential market. Question marks, also called problem children, are SBUs with low market shares in fast-growth markets. Dogs are SBUs with low market share in low-growth markets.

Question 4

Which of the following quantifies how an investment in marketing impacts the firm's success, financially and otherwise?

Accepted Answer

A)  return on marketing investment 
B)  a Gantt chart 
C)  a SWOT analysis 
D)  portfolio analysis 
E)  a PERT chart 
A)  return on marketing investment 
B)  a Gantt chart 
C)  a SWOT analysis 
D)  portfolio analysis 
E)  a PERT chart

Question 5

Kimball Gardens is a company that operates as two distinct businesses: one that sells lawn and garden products and one that markets booklets. Each business is called a ________.

Accepted Answer

A)  separate entity 
B)  strategic business unit (SBU) 
C)  cash cow 
D)  star 
E)  business portfolio 
A)  separate entity 
B)  strategic business unit (SBU) 
C)  cash cow 
D)  star 
E)  business portfolio

Question 6

Which of the following best describes the components of the marketing mix?

Accepted Answer

A)  all aspects of the marketing environment 
B)  everything considered during functional planning 
C)  product, price, place, and promotion 
D)  production, price, distribution, and people 
E)  people, product, price, and placement 
A)  all aspects of the marketing environment 
B)  everything considered during functional planning 
C)  product, price, place, and promotion 
D)  production, price, distribution, and people 
E)  people, product, price, and placement

Question 7

Planning means that an organization develops objectives while in the process of taking action.

Accepted Answer

A) True 
 B)False

Question 8

A lagging indicator is a marketing metric used to analyze why a brand is losing market share to a competitor.

Accepted Answer

A) True 
 B)False

Question 9

The ________ for PepsiCo is "to be the world's premier consumer products company focused on convenient foods and beverages."

Accepted Answer

A)  operational plan 
B)  mission statement 
C)  portfolio analysis 
D)  market penetration strategy 
E)  diversification strategy 
A)  operational plan 
B)  mission statement 
C)  portfolio analysis 
D)  market penetration strategy 
E)  diversification strategy

Question 10

When General Mills urged consumers to lower their cholesterol by eating Cheerios twice a day over the course of six weeks, the aim was to increase usage among current customers. General Mills used 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 11

Typically, each element of an action plan is linked to a budget item.

Accepted Answer

A) True 
 B)False

Question 12

Assignment of responsibilities, time lines, budgets, and measurement and control processes are documented in a(n) ________.

Accepted Answer

A)  price strategy 
B)  promotion strategy 
C)  action plan 
D)  strategic plan 
E)  marketing mix 
A)  price strategy 
B)  promotion strategy 
C)  action plan 
D)  strategic plan 
E)  marketing mix

Question 13

Managers using the Boston Consulting Group growth-market share matrix are assessing the potential of a firm's existing SBUs to generate cash needed to invest in other businesses.

Accepted Answer

A) True 
 B)False

Question 14

A donut shop chain opened its first store outside of North America with the opening of a shop in Australia. The donut company used a ________ strategy.

Accepted Answer

A)  market development 
B)  product penetration 
C)  market penetration 
D)  cash cow 
E)  product development 
A)  market development 
B)  product penetration 
C)  market penetration 
D)  cash cow 
E)  product development

Question 15

Business planning is a process of making decisions that guide the firm in both the short and the long term.

Accepted Answer

A) True 
 B)False

Question 16

To ensure attainability, marketers increasingly try to state objectives in general terms.

Accepted Answer

A) True 
 B)False

Question 17

PaperBackSwap.com needs to conduct a SWOT analysis. Explain the purpose of a SWOT analysis.

Accepted Answer

SWOT stands for strengths, weaknesses, o

Question 18

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 19

The BCG matrix is a useful approach to evaluate current businesses. Describe a tool that you could use at a firm to decide how to make growth happen.

Accepted Answer

The product-market growth matrix is a us

Question 20

The ROMI of a campaign is an example of a(n) ________.

Accepted Answer

A)  promotion 
B)  marketing metric 
C)  action plan 
D)  situation analysis 
E)  promotional strategy 
A)  promotion 
B)  marketing metric 
C)  action plan 
D)  situation analysis 
E)  promotional strategy

As Europe's leading distributor of building materials in the high-growth building industry, Cie de Saint-Gobain of France is an example of a cash cow.

One objective of a small regional marketer of office supplies is to enter new markets. Which of the following most accurately identifies a weakness of this objective?

Jay Minkoff at First Flavor may use the Boston Consulting Group (BCG) matrix to help him make decisions for his firm. What does he need to understand about the purpose of the matrix and the four categories of the BCG growth-market share matrix?

Which of the following quantifies how an investment in marketing impacts the firm's success, financially and otherwise?

Kimball Gardens is a company that operates as two distinct businesses: one that sells lawn and garden products and one that markets booklets. Each business is called a ________.

Which of the following best describes the components of the marketing mix?

Planning means that an organization develops objectives while in the process of taking action.

A lagging indicator is a marketing metric used to analyze why a brand is losing market share to a competitor.

The ________ for PepsiCo is "to be the world's premier consumer products company focused on convenient foods and beverages."

When General Mills urged consumers to lower their cholesterol by eating Cheerios twice a day over the course of six weeks, the aim was to increase usage among current customers. General Mills used a ________ strategy.

Typically, each element of an action plan is linked to a budget item.

Assignment of responsibilities, time lines, budgets, and measurement and control processes are documented in a(n) ________.

Managers using the Boston Consulting Group growth-market share matrix are assessing the potential of a firm's existing SBUs to generate cash needed to invest in other businesses.

A donut shop chain opened its first store outside of North America with the opening of a shop in Australia. The donut company used a ________ strategy.

Business planning is a process of making decisions that guide the firm in both the short and the long term.

To ensure attainability, marketers increasingly try to state objectives in general terms.

PaperBackSwap.com needs to conduct a SWOT analysis. Explain the purpose of a SWOT analysis.

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

The BCG matrix is a useful approach to evaluate current businesses. Describe a tool that you could use at a firm to decide how to make growth happen.

The ROMI of a campaign is an example of a(n) ________.

Welcome to the World of Marketing: Create and Deliver Value

Global, Ethical, and Sustainable Marketing

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product I: Innovation and New Product Development

Product Ii: Product Strategy, Branding, and Product Management

Price: What Is the Value Proposition Worth

Deliver the Goods: Determine the Distribution Strategy

Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

Promotion I: Advertising: One to Many Marketing Communications

Promotion II: Social Media Marketing and Other Communication Tools

Filters

Exam 3: Strategic Market Planning

As Europe's leading distributor of building materials in the high-growth building industry, Cie de Saint-Gobain of France is an example of a cash cow.

One objective of a small regional marketer of office supplies is to enter new markets. Which of the following most accurately identifies a weakness of this objective?

Jay Minkoff at First Flavor may use the Boston Consulting Group (BCG) matrix to help him make decisions for his firm. What does he need to understand about the purpose of the matrix and the four categories of the BCG growth-market share matrix?

Which of the following quantifies how an investment in marketing impacts the firm's success, financially and otherwise?

Kimball Gardens is a company that operates as two distinct businesses: one that sells lawn and garden products and one that markets booklets. Each business is called a ________.

Which of the following best describes the components of the marketing mix?

Planning means that an organization develops objectives while in the process of taking action.

A lagging indicator is a marketing metric used to analyze why a brand is losing market share to a competitor.

The ________ for PepsiCo is "to be the world's premier consumer products company focused on convenient foods and beverages."

When General Mills urged consumers to lower their cholesterol by eating Cheerios twice a day over the course of six weeks, the aim was to increase usage among current customers. General Mills used a ________ strategy.

Typically, each element of an action plan is linked to a budget item.

Assignment of responsibilities, time lines, budgets, and measurement and control processes are documented in a(n) ________.

Managers using the Boston Consulting Group growth-market share matrix are assessing the potential of a firm's existing SBUs to generate cash needed to invest in other businesses.

A donut shop chain opened its first store outside of North America with the opening of a shop in Australia. The donut company used a ________ strategy.

Business planning is a process of making decisions that guide the firm in both the short and the long term.

To ensure attainability, marketers increasingly try to state objectives in general terms.

PaperBackSwap.com needs to conduct a SWOT analysis. Explain the purpose of a SWOT analysis.

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

The BCG matrix is a useful approach to evaluate current businesses. Describe a tool that you could use at a firm to decide how to make growth happen.

The ROMI of a campaign is an example of a(n) ________.

Welcome to the World of Marketing: Create and Deliver Value

Global, Ethical, and Sustainable Marketing

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product I: Innovation and New Product Development

Product Ii: Product Strategy, Branding, and Product Management

Price: What Is the Value Proposition Worth

Deliver the Goods: Determine the Distribution Strategy

Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

Promotion I: Advertising: One to Many Marketing Communications

Promotion II: Social Media Marketing and Other Communication Tools

Filters