Question 1

Organizational groupings that represent the different departments or business activities within a firm are referred to as

Accepted Answer

A)  reseller groupings. 
B)  functional groupings. 
C)  geographical groupings. 
D)  product line groupings. 
E)  market-based groupings. 
A)  reseller groupings. 
B)  functional groupings. 
C)  geographical groupings. 
D)  product line groupings. 
E)  market-based groupings.

Question 2

The mathematical function that relates the expense of marketing effort to the marketing results obtained is referred to as

Accepted Answer

A)  marketing ROI. 
B)  market share profitability. 
C)  share point analysis. 
D)  synergy analysis. 
E)  a sales response function. 
A)  marketing ROI. 
B)  market share profitability. 
C)  share point analysis. 
D)  synergy analysis. 
E)  a sales response function.

Question 3

What is the assumed shape of the graph of the sales response function?

Accepted Answer

A)  U-shaped 
B)  S-shaped 
C)  a straight, downward-sloping line, starting in the upper left and extending to the lower right of the graph 
D)  a straight, upward-sloping line, starting in the lower left and extending to the upper right of the graph 
E)  W-shaped 
A)  U-shaped 
B)  S-shaped 
C)  a straight, downward-sloping line, starting in the upper left and extending to the lower right of the graph 
D)  a straight, upward-sloping line, starting in the lower left and extending to the upper right of the graph 
E)  W-shaped

Question 4

Managers who have the authority and responsibility to issue orders to people who report to them are referred to as

Accepted Answer

A)  executive marketing officers. 
B)  staff positions. 
C)  stakeholders. 
D)  line positions. 
E)  program champions. 
A)  executive marketing officers. 
B)  staff positions. 
C)  stakeholders. 
D)  line positions. 
E)  program champions.

Question 5

Explain the steps in the evaluation phase of the strategic marketing process.

Accepted Answer

Evaluation, the final phase of the strat

Question 6

The launch of a new cereal typically costs up to $30 million and usually involves

Accepted Answer

A)  replacing one of more than 300 competing breakfast cereals already on store shelves. 
B)  a minimum of three attempts before it is successfully launched. 
C)  a tie-in promotion with a major motion picture or toy. 
D)  steps to counteract the promotional efforts of a competitor's new cereal. 
E)  obtaining FDA approval for its convenience claims. 
A)  replacing one of more than 300 competing breakfast cereals already on store shelves. 
B)  a minimum of three attempts before it is successfully launched. 
C)  a tie-in promotion with a major motion picture or toy. 
D)  steps to counteract the promotional efforts of a competitor's new cereal. 
E)  obtaining FDA approval for its convenience claims.

Question 7

________ place a heavy emphasis on segmentation, targeting, and positioning, elements of the marketing mix, and revenue and expense projections.

Accepted Answer

A)  Generic business strategies 
B)  Annual marketing plans 
C)  Long-range marketing plans 
D)  Marketing action programs 
E)  BCG models 
A)  Generic business strategies 
B)  Annual marketing plans 
C)  Long-range marketing plans 
D)  Marketing action programs 
E)  BCG models

Question 8

Toyota is generally acknowledged as the best in the world in revolutionizing the design and manufacture of autos. Toyota managers created the doctrine of kaizen, or

Accepted Answer

A)  continuous improvement. 
B)  multilevel input. 
C)  make haste, not waste. 
D)  continuous production. 
E)  continuous communication. 
A)  continuous improvement. 
B)  multilevel input. 
C)  make haste, not waste. 
D)  continuous production. 
E)  continuous communication.

Question 9

The information needed for the implementation phase of the strategic marketing process includes

Accepted Answer

A)  positioning studies. 
B)  market-product grids with target segments and product groupings. 
C)  organizational charts and marketing research reports. 
D)  detailed plans to execute the marketing program. 
E)  projected future sales, expenses, and profits. 
A)  positioning studies. 
B)  market-product grids with target segments and product groupings. 
C)  organizational charts and marketing research reports. 
D)  detailed plans to execute the marketing program. 
E)  projected future sales, expenses, and profits.

Question 10

Long-range marketing plans originate at the CMO level in companies, are directed at other senior-level executives, and give direction and a context for

Accepted Answer

A)  a generic business strategy. 
B)  an annual marketing plan. 
C)  a long-range marketing plan. 
D)  a marketing action program. 
E)  a BCG model. 
A)  a generic business strategy. 
B)  an annual marketing plan. 
C)  a long-range marketing plan. 
D)  a marketing action program. 
E)  a BCG model.

Question 11

The most senior executive responsible for a firm's marketing activities is called the

Accepted Answer

A)  brand manager. 
B)  product manager. 
C)  chief marketing officer (CMO). 
D)  director of sales. 
E)  marketing director. 
A)  brand manager. 
B)  product manager. 
C)  chief marketing officer (CMO). 
D)  director of sales. 
E)  marketing director.

Question 12

Figure 22-3
-In the generic business strategies shown in Figure 22-3 above, which box represents a differentiation focus strategy?

Accepted Answer

A)  Box A 
B)  Box B 
C)  Box C 
D)  Box D 
E)  This is not one of the generic business strategies. 
A)  Box A 
B)  Box B 
C)  Box C 
D)  Box D 
E)  This is not one of the generic business strategies.

Question 13

Four basic business and management practices are what matter-"what really works," to use the phrase of the researchers who studied more than 200 management tools and techniques. Which of these is one of these?

Accepted Answer

A)  ethics 
B)  charismatic leadership 
C)  quality 
D)  execution 
E)  sustainability 
A)  ethics 
B)  charismatic leadership 
C)  quality 
D)  execution 
E)  sustainability

Question 14

Figure 22-3
-In the generic business strategies shown in Figure 22-3 above, Box D refers to a ________ strategy.

Accepted Answer

A)  cost leadership 
B)  quality focus 
C)  differentiation focus 
D)  cost focus 
E)  differentiation 
A)  cost leadership 
B)  quality focus 
C)  differentiation focus 
D)  cost focus 
E)  differentiation

Question 15

What three things have become critical to the role of CMO?

Accepted Answer

The senior executive responsible for a f

Question 16

What is a sales response function?

Accepted Answer

A sales response function relates the ex

Question 17

The four generic business strategies include all of these except which?

Accepted Answer

A)  cost leadership 
B)  quality focus 
C)  differentiation focus 
D)  cost focus 
E)  differentiation 
A)  cost leadership 
B)  quality focus 
C)  differentiation focus 
D)  cost focus 
E)  differentiation

Question 18

One of the generic business strategies that requires a product to have significant points of difference to charge a higher price while targeting a broad array of market segments is referred to as a

Accepted Answer

A)  differentiation focus strategy. 
B)  cost focus strategy. 
C)  cost-leadership strategy. 
D)  differentiation strategy. 
E)  supply focus strategy. 
A)  differentiation focus strategy. 
B)  cost focus strategy. 
C)  cost-leadership strategy. 
D)  differentiation strategy. 
E)  supply focus strategy.

Question 19

Which of these types of test marketing techniques was primarily used in market research for General Mills Warm Delights?

Accepted Answer

A)  free coupons 
B)  product sampling 
C)  continuity programs 
D)  double back product refunds 
E)  test marketing on the shelves of actual supermarkets 
A)  free coupons 
B)  product sampling 
C)  continuity programs 
D)  double back product refunds 
E)  test marketing on the shelves of actual supermarkets

Question 20

List and explain two types of marketing plans.

Accepted Answer

Long-range marketing plans cover marketi

Exam 22: Pulling It All Together: the Strategic Marketing Proces

Organizational groupings that represent the different departments or business activities within a firm are referred to as

The mathematical function that relates the expense of marketing effort to the marketing results obtained is referred to as

What is the assumed shape of the graph of the sales response function?

Managers who have the authority and responsibility to issue orders to people who report to them are referred to as

Explain the steps in the evaluation phase of the strategic marketing process.

The launch of a new cereal typically costs up to $30 million and usually involves

________ place a heavy emphasis on segmentation, targeting, and positioning, elements of the marketing mix, and revenue and expense projections.

Toyota is generally acknowledged as the best in the world in revolutionizing the design and manufacture of autos. Toyota managers created the doctrine of kaizen, or

The information needed for the implementation phase of the strategic marketing process includes

Long-range marketing plans originate at the CMO level in companies, are directed at other senior-level executives, and give direction and a context for

The most senior executive responsible for a firm's marketing activities is called the

Figure 22-3 -In the generic business strategies shown in Figure 22-3 above, which box represents a differentiation focus strategy?

Four basic business and management practices are what matter-"what really works," to use the phrase of the researchers who studied more than 200 management tools and techniques. Which of these is one of these?

Figure 22-3 -In the generic business strategies shown in Figure 22-3 above, Box D refers to a ________ strategy.

What three things have become critical to the role of CMO?

What is a sales response function?

The four generic business strategies include all of these except which?

One of the generic business strategies that requires a product to have significant points of difference to charge a higher price while targeting a broad array of market segments is referred to as a

Which of these types of test marketing techniques was primarily used in market research for General Mills Warm Delights?

List and explain two types of marketing plans.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Building an Effective Marketing Plan

Financial Aspects of Marketing

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