Question 1

What is the primary disadvantage of employing a full coverage strategy?

Accepted Answer

A) Gaining market distribution will be costly. 
B) The organization may be spread too thin because of the resource requirements needed to reach all market-product combinations. 
C) The organization achieves neither marketing nor manufacturing synergies. 
D) R&D-manufacturing has the difficulty of producing multiple new lines. 
E) The organization cannot take advantage of marketing or manufacturing synergies available to it through market or product specialization. 
A) Gaining market distribution will be costly. 
B) The organization may be spread too thin because of the resource requirements needed to reach all market-product combinations. 
C) The organization achieves neither marketing nor manufacturing synergies. 
D) R&D-manufacturing has the difficulty of producing multiple new lines. 
E) The organization cannot take advantage of marketing or manufacturing synergies available to it through market or product specialization.

Question 2

Marketing plans must enable results to be compared with planned targets,which allows ________,the flexibility to update original plans based on recent results.

Accepted Answer

A) replanning 
B) contingency planning 
C) recursive planning 
D) dynamic planning 
E) proactive change 
A) replanning 
B) contingency planning 
C) recursive planning 
D) dynamic planning 
E) proactive change

Question 3

Figure 22-4
  
-In Figure 22-4 above,the market-product grid labeled D illustrates which of the following market-product strategies?

Accepted Answer

A) market specialization 
B) selective specialization 
C) market-product concentration 
D) full coverage 
E) product specialization 
A) market specialization 
B) selective specialization 
C) market-product concentration 
D) full coverage 
E) product specialization

Question 4

The actions taken during the evaluation phase of the strategic marketing process include

Accepted Answer

A) finding points of difference. 
B) executing the marketing program. 
C) comparing results with plans to identify deviations. 
D) tracking sales and revenues and compare with competitors. 
E) developing the budget by estimating revenues,expenses,and profits. 
A) finding points of difference. 
B) executing the marketing program. 
C) comparing results with plans to identify deviations. 
D) tracking sales and revenues and compare with competitors. 
E) developing the budget by estimating revenues,expenses,and profits.

Question 5

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

Accepted Answer

(1)Planning is the first phase.Its outpu

Question 6

Edwin H.Land,former CEO of Polaroid,took personal responsibility for technological innovation at Polaroid.On the other hand,Lewis Platt,CEO of Hewlett-Packard,believed senior management's role was to create an environment that encourages all managers to take risks and create new growth opportunities.Which of the following statements describes the actions of these men?

Accepted Answer

A) Both Land and Platt were program champions. 
B) Platt was a program champion and Land was not. 
C) Land was a program champion and Platt was not. 
D) Neither Platt nor Land was a program champion. 
E) Land believed in encouraging others to act as program champions and Platt did not. 
A) Both Land and Platt were program champions. 
B) Platt was a program champion and Land was not. 
C) Land was a program champion and Platt was not. 
D) Neither Platt nor Land was a program champion. 
E) Land believed in encouraging others to act as program champions and Platt did not.

Question 7

A recent survey showed that firms used two different kinds of metrics when measuring results and measuring efforts that go into new-product development.These consist of output and input metrics.Which of the following is an input metric?

Accepted Answer

A) number of ideas or concepts in the new-product pipeline 
B) number of new products or services launched 
C) return on assets (RO
A) for existing products or services 
D) customer satisfaction with new products or services 
E) revenue growth due to new products or services 
A) number of ideas or concepts in the new-product pipeline 
B) number of new products or services launched 
C) return on assets (RO
A) for existing products or services 
D) customer satisfaction with new products or services 
E) revenue growth due to new products or services

Question 8

The actions taken in the development of the marketing program,Step 3 of the planning phase,include

Accepted Answer

A) selecting target markets. 
B) identifying industry trends. 
C) positioning the product. 
D) finding points of difference. 
E) developing the budget by estimating revenues,expenses,and profits. 
A) selecting target markets. 
B) identifying industry trends. 
C) positioning the product. 
D) finding points of difference. 
E) developing the budget by estimating revenues,expenses,and profits.

Question 9

An aid to implementing a marketing plan and consisting of four columns-the task,the person responsible for completing the task,the date to finish the task,and what is to be delivered-is referred to as

Accepted Answer

A) an output report. 
B) a Gantt chart. 
C) a marketing plan. 
D) an action item list. 
E) a marketing action memo. 
A) an output report. 
B) a Gantt chart. 
C) a marketing plan. 
D) an action item list. 
E) a marketing action memo.

What is the primary disadvantage of employing a full coverage strategy?

Marketing plans must enable results to be compared with planned targets,which allows ________,the flexibility to update original plans based on recent results.

Figure 22-4 -In Figure 22-4 above,the market-product grid labeled D illustrates which of the following market-product strategies?

The actions taken during the evaluation phase of the strategic marketing process include

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

A recent survey showed that firms used two different kinds of metrics when measuring results and measuring efforts that go into new-product development.These consist of output and input metrics.Which of the following is an input metric?

The actions taken in the development of the marketing program,Step 3 of the planning phase,include

An aid to implementing a marketing plan and consisting of four columns-the task,the person responsible for completing the task,the date to finish the task,and what is to be delivered-is referred to as

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 Multichannel Marketing

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

Filters

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

What is the primary disadvantage of employing a full coverage strategy?

Marketing plans must enable results to be compared with planned targets,which allows ________,the flexibility to update original plans based on recent results.

Figure 22-4 -In Figure 22-4 above,the market-product grid labeled D illustrates which of the following market-product strategies?

The actions taken during the evaluation phase of the strategic marketing process include

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

A recent survey showed that firms used two different kinds of metrics when measuring results and measuring efforts that go into new-product development.These consist of output and input metrics.Which of the following is an input metric?

The actions taken in the development of the marketing program,Step 3 of the planning phase,include

An aid to implementing a marketing plan and consisting of four columns-the task,the person responsible for completing the task,the date to finish the task,and what is to be delivered-is referred to as

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 Multichannel Marketing

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

Filters