Question 1

All of the following are goals of the marketing ROI concept except:

Accepted Answer

A) understand marketing spending 
B) quantify marketing spending 
C) optimize marketing spending 
D) reduce marketing spending 
A) understand marketing spending 
B) quantify marketing spending 
C) optimize marketing spending 
D) reduce marketing spending D

Question 2

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

Accepted Answer

Answers will vary

Question 3

Within DuPont's textile fibre department,there is a separate product manager for rayon,acetate,Orlon,nylon,and Dacron.Each product manager is responsible for selling to the various markets in which the textile could be used such as clothing,furniture,or floor coverings.Its other product divisions have similar structures.DuPont uses _____ to organize the company.

Accepted Answer

A) product line grouping 
B) geographical grouping 
C) functional grouping 
D) matrix organization 
A) product line grouping 
B) geographical grouping 
C) functional grouping 
D) matrix organization D

Question 4

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

Accepted Answer

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

Question 5

The more a marketing plan is based on _____,rather than guesses,the less uncertainty and fewer risks are associated with executing it.

Accepted Answer

A) industry forecasts and sales predictions 
B) intuitions and forecasts 
C) past historical data 
D) facts and valid assumptions 
A) industry forecasts and sales predictions 
B) intuitions and forecasts 
C) past historical data 
D) facts and valid assumptions

Question 6

When Home Depot opens new stores in Mexico,it is using a ______ strategy,one of the profit enhancement options.

Accepted Answer

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

Question 7

List five guidelines for developing effective plans and planning.

Accepted Answer

The answer of List five guidelines for developing effective plans...

Question 8

Figure: 19-1  
-According to Figure 19-1,the result of spending an additional $1 million,from $3 million to $4 million,resulted in increased revenues of __________.

Accepted Answer

A) $20 million 
B) $40 million 
C) $50 million 
D) $70 million 
A) $20 million 
B) $40 million 
C) $50 million 
D) $70 million

Question 9

If a firm wants to increase profits,it can attempt to (a)increase revenues,(b)decrease expenses or (c)do both.What profit enhancement option strategies could be used by a local bank to increase revenues?

Accepted Answer

The answer of If a firm wants to increase profits,it...

Question 10

Each of the following is a basic business practice that is fundamental to business success EXCEPT:

Accepted Answer

A) flexibility. 
B) strategy. 
C) execution. 
D) culture. 
A) flexibility. 
B) strategy. 
C) execution. 
D) culture.

Question 11

All of the following are typical objectives for value-based planning,except:

Accepted Answer

A) return of investment (ROI) 
B) division market share 
C) profit 
D) shareholder wealth 
A) return of investment (ROI) 
B) division market share 
C) profit 
D) shareholder wealth

Question 12

The application of modern measurement technologies to understand,quantify,and optimize marketing spending is known as:

Accepted Answer

A) Profitability analysis 
B) Sales analysis 
C) Marketing component analysis 
D) Marketing ROI 
A) Profitability analysis 
B) Sales analysis 
C) Marketing component analysis 
D) Marketing ROI

Question 13

Which of the following pieces of information is used in the evaluation phase of the strategic marketing process?

Accepted Answer

A) Marketing metrics and marketing dashboards 
B) Memos assigning responsibilities for actions and deadlines 
C) Revenues associated with each point of market share 
D) Trends in past and current revenues for industry and competitors in total and by segment 
A) Marketing metrics and marketing dashboards 
B) Memos assigning responsibilities for actions and deadlines 
C) Revenues associated with each point of market share 
D) Trends in past and current revenues for industry and competitors in total and by segment

Question 14

Figure: 19-4  
-In Porter's generic business strategy shown in Figure 19-4,quadrant "C" refers to a __________ strategy.

Accepted Answer

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

Question 15

As the marketing manager for gizmos at Acme Products Inc.,you notice sales have been below expectations.Based on the results of a customer satisfaction survey recently conducted,you discover consumers want Acme gizmos to have more features,which will make them a better value relative to comparable offerings by competitors.However,on the positive side,customers stated Acme gizmos were (1)widely available in sufficient quantities,(2)made with high quality materials,(3)sold by knowledgeable salespeople at the appropriate retail outlets where they would shop for gizmos,and (4)the average response time for the toll-free telephone hotline for customer questions and complaints was significantly less than expected.Based on this information,you should conclude Acme used:

Accepted Answer

A) an appropriate marketing strategy and effective implementation. 
B) an inappropriate marketing strategy but effective implementation. 
C) an appropriate marketing strategy but ineffective implementation. 
D) an inappropriate marketing strategy and ineffective implementation. 
A) an appropriate marketing strategy and effective implementation. 
B) an inappropriate marketing strategy but effective implementation. 
C) an appropriate marketing strategy but ineffective implementation. 
D) an inappropriate marketing strategy and ineffective implementation.

Question 16

Define synergy and describe how Loblaw's purchasing Shoppers Drug Mart will create synergies for Loblaw.

Accepted Answer

Synergy refers to the concept where the

Question 17

When Jack Welch took over at General Electric,he adopted a plan in which he:

Accepted Answer

A) increased the number of hierarchical levels in the company. 
B) downsized and delayered. 
C) created more middle-level marketing manager positions. 
D) focused on market diversification strategies. 
A) increased the number of hierarchical levels in the company. 
B) downsized and delayered. 
C) created more middle-level marketing manager positions. 
D) focused on market diversification strategies.

Question 18

WestJet has quite the presence on social media,for example,their YouTube videos have ________ views.

Accepted Answer

A) 500,000 
B) 1 million 
C) 2 million 
D) 3 million 
A) 500,000 
B) 1 million 
C) 2 million 
D) 3 million

Question 19

Whirlpool uses an organizational structure with the following headings: Small Appliance,Large Appliance,Outdoor Equipment,and Electronics.What format of organizational structure is Whirlpool based on?

Accepted Answer

A) product offerings 
B) areas such as marketing, finance, and R&D 
C) areas of geographic location 
D) method of distribution 
A) product offerings 
B) areas such as marketing, finance, and R&D 
C) areas of geographic location 
D) method of distribution

Question 20

Which of the following pieces of information is used in the third step of the planning phase of the strategic marketing process?

Accepted Answer

A) Corporate return on investment 
B) Characteristics and timing of marketing mix actions 
C) Revenues associated with each point of market share 
D) Trends in past and current revenues for industry and competitors in total and by segment 
A) Corporate return on investment 
B) Characteristics and timing of marketing mix actions 
C) Revenues associated with each point of market share 
D) Trends in past and current revenues for industry and competitors in total and by segment

All of the following are goals of the marketing ROI concept except:

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

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

The more a marketing plan is based on _____,rather than guesses,the less uncertainty and fewer risks are associated with executing it.

When Home Depot opens new stores in Mexico,it is using a ______ strategy,one of the profit enhancement options.

List five guidelines for developing effective plans and planning.

Figure: 19-1 -According to Figure 19-1,the result of spending an additional $1 million,from $3 million to $4 million,resulted in increased revenues of __________.

If a firm wants to increase profits,it can attempt to (a)increase revenues,(b)decrease expenses or (c)do both.What profit enhancement option strategies could be used by a local bank to increase revenues?

Each of the following is a basic business practice that is fundamental to business success EXCEPT:

All of the following are typical objectives for value-based planning,except:

The application of modern measurement technologies to understand,quantify,and optimize marketing spending is known as:

Which of the following pieces of information is used in the evaluation phase of the strategic marketing process?

Figure: 19-4 -In Porter's generic business strategy shown in Figure 19-4,quadrant "C" refers to a __________ strategy.

Define synergy and describe how Loblaw's purchasing Shoppers Drug Mart will create synergies for Loblaw.

When Jack Welch took over at General Electric,he adopted a plan in which he:

WestJet has quite the presence on social media,for example,their YouTube videos have ________ views.

Whirlpool uses an organizational structure with the following headings: Small Appliance,Large Appliance,Outdoor Equipment,and Electronics.What format of organizational structure is Whirlpool based on?

Which of the following pieces of information is used in the third step of the planning phase of the strategic marketing process?

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

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 to Connect With Consumers

Filters

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

All of the following are goals of the marketing ROI concept except:

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

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

The more a marketing plan is based on _____,rather than guesses,the less uncertainty and fewer risks are associated with executing it.

When Home Depot opens new stores in Mexico,it is using a ______ strategy,one of the profit enhancement options.

List five guidelines for developing effective plans and planning.

Figure: 19-1 -According to Figure 19-1,the result of spending an additional $1 million,from $3 million to $4 million,resulted in increased revenues of __________.

If a firm wants to increase profits,it can attempt to (a)increase revenues,(b)decrease expenses or (c)do both.What profit enhancement option strategies could be used by a local bank to increase revenues?

Each of the following is a basic business practice that is fundamental to business success EXCEPT:

All of the following are typical objectives for value-based planning,except:

The application of modern measurement technologies to understand,quantify,and optimize marketing spending is known as:

Which of the following pieces of information is used in the evaluation phase of the strategic marketing process?

Figure: 19-4 -In Porter's generic business strategy shown in Figure 19-4,quadrant "C" refers to a __________ strategy.

Define synergy and describe how Loblaw's purchasing Shoppers Drug Mart will create synergies for Loblaw.

When Jack Welch took over at General Electric,he adopted a plan in which he:

WestJet has quite the presence on social media,for example,their YouTube videos have ________ views.

Whirlpool uses an organizational structure with the following headings: Small Appliance,Large Appliance,Outdoor Equipment,and Electronics.What format of organizational structure is Whirlpool based on?

Which of the following pieces of information is used in the third step of the planning phase of the strategic marketing process?

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

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 to Connect With Consumers

Filters