Question 1

How is management by exception used in the control phase of the strategic marketing process?

Accepted Answer

The answer of How is management by exception used in...

Question 2

At the end of the first six months of the year, a marketing manager realizes that they are tracking 2-3 percentage points lower than expected. As a result, the marketing manager will engage in__________ to update the original plan.

Accepted Answer

A) replanning 
B) contingency planning 
C) dynamic planning 
D) downsizing 
A) replanning 
B) contingency planning 
C) dynamic planning 
D) downsizing

Question 3

The information needed in situation (SWOT)analysis, Step 1 of the planning phase, includes: 1)trends for industry and competitors and 2)________

Accepted Answer

A) market potential studies. 
B) positioning studies. 
C) projections of future sales, expenses, and profits. 
D) market-product grids with targets. 
A) market potential studies. 
B) positioning studies. 
C) projections of future sales, expenses, and profits. 
D) market-product grids with targets.

Question 4

Many people are concerned about eating healthy, yet many of these same people still grab lunch at fast-food restaurants because the restaurants are convenient, and they like beef. Burger King has created a veggie burger that "tastes like the real thing without all the fat." Burger King is using a _________ encompasses many different segments.
Strategy to attract this large market that

Accepted Answer

A) cost leadership strategy 
B) differentiation strategy 
C) cost focus strategy 
D) differentiation focus strategy 
A) cost leadership strategy 
B) differentiation strategy 
C) cost focus strategy 
D) differentiation focus strategy

Question 5

The information needed for the marketing program, Step 3 of the planning phase, includes: 1)marketing mix actions and 2)_________.

Accepted Answer

A) market-product grids with targets 
B) positioning studies 
C) detailed plans to execute the marketing program 
D) projections for future sales, expenses, and profits 
A) market-product grids with targets 
B) positioning studies 
C) detailed plans to execute the marketing program 
D) projections for future sales, expenses, and profits

Question 6

Reference: 19-04
Figure 19-6
  
-In Figure 19-6, the box labeled "E" illustrates which of the following market-product strategies?

Accepted Answer

A) Product specialization 
B) Market specialization 
C) Selective specialization 
D) Full coverage 
A) Product specialization 
B) Market specialization 
C) Selective specialization 
D) Full coverage

Question 7

All of the following are a potential problems that could occur in the planning phase of a firm's strategic marketing process, except:

Accepted Answer

A) Too much time and effort may have been spent on analysis of data. 
B) Planners and their plans may have lost sight of their customers' needs. 
C) Responsibility for planning and strategy development may be assigned to planners so that line operating managers feel no sense of ownership in implementing plans. 
D) Plans are based on great assumptions. 
A) Too much time and effort may have been spent on analysis of data. 
B) Planners and their plans may have lost sight of their customers' needs. 
C) Responsibility for planning and strategy development may be assigned to planners so that line operating managers feel no sense of ownership in implementing plans. 
D) Plans are based on great assumptions.

Question 8

The actions taken during the implementation phase of the strategic marketing process include: 1)obtain resources, 2)________, 3)develop schedules, 4)and execute the marketing program.

Accepted Answer

A) design marketing organization 
B) find points of difference 
C) select target markets 
D) position the product 
A) design marketing organization 
B) find points of difference 
C) select target markets 
D) position the product

Question 9

The key to all scheduling techniques is to:

Accepted Answer

A) distinguish tasks that must be done sequentially from those which can be done concurrently. 
B) avoid tasks that must be done sequentially. 
C) make sure to allow a 20 percent delay factor to account for contingencies. 
D) avoid scheduling tasks that can be done concurrently. 
A) distinguish tasks that must be done sequentially from those which can be done concurrently. 
B) avoid tasks that must be done sequentially. 
C) make sure to allow a 20 percent delay factor to account for contingencies. 
D) avoid scheduling tasks that can be done concurrently.

Question 10

Quaker took its Instant Oatmeal and added Dinosaur Eggs, which have colourful creatures that appear when boiling water is added. Research shows that children who would not eat plain oatmeal (defined as a new segment)are extremely attracted to the product, which Quaker views as basically the same as its standard Instant Oatmeal. From Quaker's viewpoint, this is a __________strategy.

Accepted Answer

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

Question 11

Which of the following output reports is used in the implementation phase of the strategic marketing process?

Accepted Answer

A) Marketing plans that define goals 
B) Corrective action memos 
C) Projections of sales and expenses 
D) Action memos that tell who is to do what by when 
A) Marketing plans that define goals 
B) Corrective action memos 
C) Projections of sales and expenses 
D) Action memos that tell who is to do what by when

Question 12

Biopure Corporation has developed an artificial hemoglobin that can be used in place of blood transfusions and holds the patent on this product. Therefore, Biopure has a(n):

Accepted Answer

A) competitive advantage. 
B) sustainable dominance. 
C) synergistic edge. 
D) distinctive parity. 
A) competitive advantage. 
B) sustainable dominance. 
C) synergistic edge. 
D) distinctive parity.

Question 13

Canada Goose's social media success has been all organic. One of the fundamental social media marketing strategies of Canada Goose is:

Accepted Answer

A) offering discounts through social media purchases 
B) allowing customers to complain online 
C) content creation through story telling 
D) ad-based growth 
A) offering discounts through social media purchases 
B) allowing customers to complain online 
C) content creation through story telling 
D) ad-based growth

Question 14

Volkswagen is likely to have which generic business strategy?

Accepted Answer

A) differentiation focus 
B) quality focus 
C) diversification 
D) price leadership 
A) differentiation focus 
B) quality focus 
C) diversification 
D) price leadership

Question 15

What is marketing ROI? Why is it used?

Accepted Answer

The answer of What is marketing ROI? Why is it...

Question 16

Office Depot would be found in which quadrant in Figure 19-4?

Accepted Answer

A) quadrant A 
B) quadrant B 
C) quadrant C 
D) quadrant D 
A) quadrant A 
B) quadrant B 
C) quadrant C 
D) quadrant D

Question 17

The actions taken during the implementation phase of the strategic marketing process include: 1)________, 2)design marketing organization, 3)develop schedules, 4)and execute the marketing program.

Accepted Answer

A) find points of difference 
B) position the product 
C) obtain resources 
D) select target markets 
A) find points of difference 
B) position the product 
C) obtain resources 
D) select target markets

Question 18

List the three phases of the strategic marketing process and the output report for each.

Accepted Answer

The answer of List the three phases of the strategic...

Question 19

Colgate moved from brand management (Colgate toothpaste)to category management (toothpaste product line). Under Colgate's new system, a category manager would have:

Accepted Answer

A) completely different duties from the brand manager. 
B) to use persuasion as opposed to direct authority to get any goals achieved. 
C) no authority over functions that affects toothpaste products except marketing. 
D) profit-and-loss responsibility for all toothpaste products. 
A) completely different duties from the brand manager. 
B) to use persuasion as opposed to direct authority to get any goals achieved. 
C) no authority over functions that affects toothpaste products except marketing. 
D) profit-and-loss responsibility for all toothpaste products.

Question 20

Which of the following is NOT traditionally a responsibility of a product or brand manager?

Accepted Answer

A) working with advertising agencies to develop advertising campaigns 
B) finding ways to improve existing products and create new ones 
C) selecting and training the sales force 
D) preparing annual marketing plans, sales forecasts, and budgets 
A) working with advertising agencies to develop advertising campaigns 
B) finding ways to improve existing products and create new ones 
C) selecting and training the sales force 
D) preparing annual marketing plans, sales forecasts, and budgets

How is management by exception used in the control phase of the strategic marketing process?

At the end of the first six months of the year, a marketing manager realizes that they are tracking 2-3 percentage points lower than expected. As a result, the marketing manager will engage in__________ to update the original plan.

The information needed in situation (SWOT)analysis, Step 1 of the planning phase, includes: 1)trends for industry and competitors and 2)________

The information needed for the marketing program, Step 3 of the planning phase, includes: 1)marketing mix actions and 2)_________.

Reference: 19-04 Figure 19-6 -In Figure 19-6, the box labeled "E" illustrates which of the following market-product strategies?

All of the following are a potential problems that could occur in the planning phase of a firm's strategic marketing process, except:

The actions taken during the implementation phase of the strategic marketing process include: 1)obtain resources, 2)________, 3)develop schedules, 4)and execute the marketing program.

The key to all scheduling techniques is to:

Which of the following output reports is used in the implementation phase of the strategic marketing process?

Biopure Corporation has developed an artificial hemoglobin that can be used in place of blood transfusions and holds the patent on this product. Therefore, Biopure has a(n):

Canada Goose's social media success has been all organic. One of the fundamental social media marketing strategies of Canada Goose is:

Volkswagen is likely to have which generic business strategy?

What is marketing ROI? Why is it used?

Office Depot would be found in which quadrant in Figure 19-4?

The actions taken during the implementation phase of the strategic marketing process include: 1)________, 2)design marketing organization, 3)develop schedules, 4)and execute the marketing program.

List the three phases of the strategic marketing process and the output report for each.

Colgate moved from brand management (Colgate toothpaste)to category management (toothpaste product line). Under Colgate's new system, a category manager would have:

Which of the following is NOT traditionally a responsibility of a product or brand manager?

Creating Customer Value, Relationships, and Experiences Through Marketing

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility for Sustainable Marketing

Consumer Behaviour

Understanding Organizations As Customers

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Using Social Media and Mobile Marketing to Connect With Consumers

Filters

Exam 19: Pulling It All Together: the Strategic Marketing Process

How is management by exception used in the control phase of the strategic marketing process?

At the end of the first six months of the year, a marketing manager realizes that they are tracking 2-3 percentage points lower than expected. As a result, the marketing manager will engage in__________ to update the original plan.

The information needed in situation (SWOT)analysis, Step 1 of the planning phase, includes: 1)trends for industry and competitors and 2)________

The information needed for the marketing program, Step 3 of the planning phase, includes: 1)marketing mix actions and 2)_________.

Reference: 19-04 Figure 19-6 -In Figure 19-6, the box labeled "E" illustrates which of the following market-product strategies?

All of the following are a potential problems that could occur in the planning phase of a firm's strategic marketing process, except:

The actions taken during the implementation phase of the strategic marketing process include: 1)obtain resources, 2)________, 3)develop schedules, 4)and execute the marketing program.

The key to all scheduling techniques is to:

Which of the following output reports is used in the implementation phase of the strategic marketing process?

Biopure Corporation has developed an artificial hemoglobin that can be used in place of blood transfusions and holds the patent on this product. Therefore, Biopure has a(n):

Canada Goose's social media success has been all organic. One of the fundamental social media marketing strategies of Canada Goose is:

Volkswagen is likely to have which generic business strategy?

What is marketing ROI? Why is it used?

Office Depot would be found in which quadrant in Figure 19-4?

The actions taken during the implementation phase of the strategic marketing process include: 1)________, 2)design marketing organization, 3)develop schedules, 4)and execute the marketing program.

List the three phases of the strategic marketing process and the output report for each.

Colgate moved from brand management (Colgate toothpaste)to category management (toothpaste product line). Under Colgate's new system, a category manager would have:

Which of the following is NOT traditionally a responsibility of a product or brand manager?

Creating Customer Value, Relationships, and Experiences Through Marketing

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility for Sustainable Marketing

Consumer Behaviour

Understanding Organizations As Customers

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Using Social Media and Mobile Marketing to Connect With Consumers

Filters