Question 1

A ________ of a business focuses on selling a product or service to an existing market.

Accepted Answer

A)  target market definition 
B)  strategic market definition 
C)  mass-market definition 
D)  differentiated market definition 
E)  integrated market definition 
A)  target market definition 
B)  strategic market definition 
C)  mass-market definition 
D)  differentiated market definition 
E)  integrated market definition

Question 2

Briefly summarize the two views of the value delivery process that may be followed by organizations seeking to gain business from consumers.

Accepted Answer

The traditional view of marketing is tha

Question 3

As the marketing manager for a small regional toy manufacturer,what three strategic marketing processes would you use to choose the value of your offer

Accepted Answer

The three processes would be (

Question 4

Over the past 10 years,Cisco Systems has drastically reduced its number of suppliers and aligned itself more closely with its remaining suppliers for each of its product-based teams.How might this have helped Cisco improve its new-offering realization process

Accepted Answer

By reducing the number of suppliers it u

Question 5

With respect to core business processes,the ________ includes all the activities involved in gathering market intelligence,disseminating it within the organization,and acting on the information.

Accepted Answer

A)  market-sensing process 
B)  market research process 
C)  target marketing process 
D)  market pulse process 
E)  deployment process 
A)  market-sensing process 
B)  market research process 
C)  target marketing process 
D)  market pulse process 
E)  deployment process

Question 6

Critics of Nike often complain that its shoes cost almost nothing to make,yet cost the consumer so much.Identify the elements of providing and communicating value that add to Nike's cost structure and result in the high price of Nike's shoes.

Accepted Answer

Although the raw materials and manufactu

Question 7

The ________ is the number of channel levels,from raw materials to final product and distribution,in which a company will participate.

Accepted Answer

A)  industry sphere 
B)  vertical sphere 
C)  product/application sphere 
D)  competence sphere 
E)  market segment sphere 
A)  industry sphere 
B)  vertical sphere 
C)  product/application sphere 
D)  competence sphere 
E)  market segment sphere

Question 8

When it was first launched,Google's paid search platform represented a new strategy for revenue generation on the Internet.This is an example of innovation along which of the following dimensions

Accepted Answer

A)  process 
B)  supply chain 
C)  value capture 
D)  presence 
E)  brand 
A)  process 
B)  supply chain 
C)  value capture 
D)  presence 
E)  brand

Question 9

Another way to describe a value delivery network (partnering with specific suppliers and distributors)is to call it a ________.

Accepted Answer

A)  teamwork group 
B)  cabal 
C)  domestic power center 
D)  link to relationships 
E)  supply chain 
A)  teamwork group 
B)  cabal 
C)  domestic power center 
D)  link to relationships 
E)  supply chain

Question 10

Business realignment may be necessary to maximize core competencies.Which of the following would be one of the steps in this realignment process

Accepted Answer

A)  reviewing all macro relationships 
B)  reviewing global outreach projections 
C)  redefining the business concept (the "big idea") 
D)  reviewing successes from e-commerce (if any) 
E)  revamping the ethics statement 
A)  reviewing all macro relationships 
B)  reviewing global outreach projections 
C)  redefining the business concept (the "big idea") 
D)  reviewing successes from e-commerce (if any) 
E)  revamping the ethics statement

Question 11

McDonald's has often teamed up with Disney to offer products related to current Disney films as part of its meals for children.The best description of this form of alliance would a ________.

Accepted Answer

A)  product alliance 
B)  logistics alliance 
C)  pricing collaboration 
D)  network alliance 
E)  promotional alliance 
A)  product alliance 
B)  logistics alliance 
C)  pricing collaboration 
D)  network alliance 
E)  promotional alliance

Question 12

The traditional view of marketing is that the firm makes something and then sells it.

Accepted Answer

A) True 
 B)False

Question 13

Which of the three key areas of strategic planning deals specifically with devising a long-term game plan for achieving long-run objectives

Accepted Answer

A)  creating a viable business opportunity 
B)  producing a strategic fit 
C)  developing an investment portfolio 
D)  expanding core competencies 
E)  establishing a strategy 
A)  creating a viable business opportunity 
B)  producing a strategic fit 
C)  developing an investment portfolio 
D)  expanding core competencies 
E)  establishing a strategy

Question 14

Identify the elements of a tactical marketing plan for a new kind of cola.

Accepted Answer

The tactical marketing plan specifies th

Question 15

A principle of the value chain is that every firm is a synthesis of activities performed to design,produce,market,deliver,and support its product.

Accepted Answer

A) True 
 B)False

Question 16

An environmental threat is a challenge posed by an unfavorable trend or development that would lead,in the absence of defensive marketing action,to lower sales or profit.

Accepted Answer

A) True 
 B)False

Question 17

Once a SWOT analysis has been completed,the strategic planner is ready to proceed to the goal formulation stage of the strategic-planning process model.

Accepted Answer

A) True 
 B)False

Question 18

Partner relationship management (PRM)can be thought of as a corporation's development of structures that support strategic alliances and treat the formation and management of partnerships as a core skill.

Accepted Answer

A) True 
 B)False

Question 19

In the online air travel industry,Travelocity is pursuing a(n)________ strategy by offering the most comprehensive range of services to the traveler.

Accepted Answer

A)  overall cost leadership 
B)  focus 
C)  differentiation 
D)  logistics 
E)  promotional 
A)  overall cost leadership 
B)  focus 
C)  differentiation 
D)  logistics 
E)  promotional

Question 20

The ________ is a tool for identifying ways to create more customer value.

Accepted Answer

A)  value chain 
B)  customer survey 
C)  brand loyalty index 
D)  promotion channel 
E)  supplier database 
A)  value chain 
B)  customer survey 
C)  brand loyalty index 
D)  promotion channel 
E)  supplier database

Exam 2: Developing Marketing Strategies and Plans

A ________ of a business focuses on selling a product or service to an existing market.

Briefly summarize the two views of the value delivery process that may be followed by organizations seeking to gain business from consumers.

As the marketing manager for a small regional toy manufacturer,what three strategic marketing processes would you use to choose the value of your offer

Over the past 10 years,Cisco Systems has drastically reduced its number of suppliers and aligned itself more closely with its remaining suppliers for each of its product-based teams.How might this have helped Cisco improve its new-offering realization process

With respect to core business processes,the ________ includes all the activities involved in gathering market intelligence,disseminating it within the organization,and acting on the information.

Critics of Nike often complain that its shoes cost almost nothing to make,yet cost the consumer so much.Identify the elements of providing and communicating value that add to Nike's cost structure and result in the high price of Nike's shoes.

The ________ is the number of channel levels,from raw materials to final product and distribution,in which a company will participate.

When it was first launched,Google's paid search platform represented a new strategy for revenue generation on the Internet.This is an example of innovation along which of the following dimensions

Another way to describe a value delivery network (partnering with specific suppliers and distributors)is to call it a ________.

Business realignment may be necessary to maximize core competencies.Which of the following would be one of the steps in this realignment process

McDonald's has often teamed up with Disney to offer products related to current Disney films as part of its meals for children.The best description of this form of alliance would a ________.

The traditional view of marketing is that the firm makes something and then sells it.

Which of the three key areas of strategic planning deals specifically with devising a long-term game plan for achieving long-run objectives

Identify the elements of a tactical marketing plan for a new kind of cola.

A principle of the value chain is that every firm is a synthesis of activities performed to design,produce,market,deliver,and support its product.

An environmental threat is a challenge posed by an unfavorable trend or development that would lead,in the absence of defensive marketing action,to lower sales or profit.

Once a SWOT analysis has been completed,the strategic planner is ready to proceed to the goal formulation stage of the strategic-planning process model.

Partner relationship management (PRM)can be thought of as a corporation's development of structures that support strategic alliances and treat the formation and management of partnerships as a core skill.

In the online air travel industry,Travelocity is pursuing a(n)________ strategy by offering the most comprehensive range of services to the traveler.

The ________ is a tool for identifying ways to create more customer value.

Defining Marketing for the 21st Century

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing with Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

Filters