Question 1

Figure 2-7
-Quadrant "A" in Figure 2-7 above represents a(n)__________ in a SWOT analysis.

Accepted Answer

A)  Threat 
B)  Weakness 
C)  Strength 
D)  Opportunity 
E)  Market segment 
A)  Threat 
B)  Weakness 
C)  Strength 
D)  Opportunity 
E)  Market segment

Question 2

Market share is the ratio of sales revenue of the firm to the total sales revenue of all __________,including the firm itself.

Accepted Answer

A)  firms in the industry 
B)  firms in the competitive set 
C)  firms in the WTO. 
D)  product groupings 
E)  domestic firms in a country 
A)  firms in the industry 
B)  firms in the competitive set 
C)  firms in the WTO. 
D)  product groupings 
E)  domestic firms in a country

Question 3

a marketing context,goal setting involves setting measurable __________ to be achieved.

Accepted Answer

A)  marketing metrics 
B)  marketing objectives 
C)  marketing tactics 
D)  marketing plans 
E)  protocols 
A)  marketing metrics 
B)  marketing objectives 
C)  marketing tactics 
D)  marketing plans 
E)  protocols

Question 4

mission statement includes all of the following elements EXCEPT:

Accepted Answer

A)  short-term. 
B)  inspirational. 
C)  clear. 
D)  meaningful. 
E)  concise. 
A)  short-term. 
B)  inspirational. 
C)  clear. 
D)  meaningful. 
E)  concise.

Question 5

is the difference between marketing strategies and marketing tactics?

Accepted Answer

A marketing strategy is the means by whi

Question 6

Ben & Jerry's sold more of its Bonnaroo Buzz Fair Trade-sourced super premium ice cream to U.S.consumers,it would be using a __________ strategy.

Accepted Answer

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

Question 7

example of a nonprofit organization is

Accepted Answer

A)  the Food and Drug Administration. 
B)  CVS Pharmacies. 
C)  the University of Kentucky School of Medicine. 
D)  the manufacturer of Bayer Aspirin. 
E)  the American Red Cross. 
A)  the Food and Drug Administration. 
B)  CVS Pharmacies. 
C)  the University of Kentucky School of Medicine. 
D)  the manufacturer of Bayer Aspirin. 
E)  the American Red Cross.

Question 8

Figure 2-4
-Figure 2-4 shown above,SBUs found in quadrant "C" would be called __________.

Accepted Answer

A)  cash cows 
B)  stars 
C)  question marks 
D)  dogs 
E)  hedgehogs 
A)  cash cows 
B)  stars 
C)  question marks 
D)  dogs 
E)  hedgehogs

Question 9

profits are acceptable,a firm that has set sales as its goal may elect to __________,even though profitability may not be maximized.

Accepted Answer

A)  advertise 
B)  reduce its sales force 
C)  maintain or increase its sales 
D)  decrease its sustainability efforts 
E)  maximize customer satisfaction 
A)  advertise 
B)  reduce its sales force 
C)  maintain or increase its sales 
D)  decrease its sustainability efforts 
E)  maximize customer satisfaction

Question 10

develop a successful marketing plan for a soft drink soda,the process of __________ would most likely be used to group consumers on the basis of whether they wanted sugar-free and caffeine-free soda,caffeine-free sugared soda,or regular soda with sugar and caffeine.

Accepted Answer

A)  market aggregation 
B)  product segmentation 
C)  customer grouping 
D)  mass marketing 
E)  market segmentation 
A)  market aggregation 
B)  product segmentation 
C)  customer grouping 
D)  mass marketing 
E)  market segmentation

Question 11

Large organizations are extremely complex.They usually consist of __________ organizational levels whose strategies are linked to marketing.

Accepted Answer

A)  three 
B)  five 
C)  ten 
D)  fifteen 
E)  twenty to thirty 
A)  three 
B)  five 
C)  ten 
D)  fifteen 
E)  twenty to thirty

Question 12

Figure 2-7
-Consider Figure 2-7 above.A Florida-based flashlight company has been extremely successful due in part to the number of hurricanes in Florida that result in power outages.The firm is thinking of expanding its product offerings to include other emergency supplies such as generators and survival kits (consisting of food bars,a water filtration system,first aid supplies,etc.).Before going ahead with this decision,there were several factors that had to be taken into consideration: (1)The firm has a great reputation with its flashlights and does not want to ruin it.(2)Its physical plant could be refitted relatively easily to make small generators,but it would be rather costly.(3)It would have to rely on another firm to manufacture and package the survival kits.(4)Although there are nine named hurricanes forecasted for the upcoming year,no one really can predict what will happen.The projected number of hurricanes would fall in which quadrant(s)of the SWOT analysis grid?

Accepted Answer

A)  "A" 
B)  "B" 
C)  "C" 
D)  "D" 
E)  "C" and "D" 
A)  "A" 
B)  "B" 
C)  "C" 
D)  "D" 
E)  "C" and "D"

Question 13

set of values,ideas,attitudes,and norms of behavior that is learned and shared among the members of an organization is referred to as its ___________.

Accepted Answer

A)  mission statement 
B)  core value proposition 
C)  corporate philosophy 
D)  core benefit proposition 
E)  organizational culture 
A)  mission statement 
B)  core value proposition 
C)  corporate philosophy 
D)  core benefit proposition 
E)  organizational culture

Question 14

of the following were strategic opportunities identified in IBM's 2015 Road Map EXCEPT:

Accepted Answer

A)  the connected, "smarter planet." 
B)  cloud and smarter computing. 
C)  a shift from software and services to PCs and hard disk drives. 
D)  business analytics and optimization. 
E)  growth markets such as China, India, Brazil, and Africa. 
A)  the connected, "smarter planet." 
B)  cloud and smarter computing. 
C)  a shift from software and services to PCs and hard disk drives. 
D)  business analytics and optimization. 
E)  growth markets such as China, India, Brazil, and Africa.

Question 15

Organizational culture refers to

Accepted Answer

A)  the personal moral and ethical codes of ethics of its top management. 
B)  a written mission statement expressing its goals and objectives. 
C)  the fundamental, passionate, and enduring principles that guide its conduct over time. 
D)  the ethos of an organization including the core values of its management. 
E)  a set of values, ideas, attitudes, and norms of behavior that is learned and shared among the members of an organization. 
A)  the personal moral and ethical codes of ethics of its top management. 
B)  a written mission statement expressing its goals and objectives. 
C)  the fundamental, passionate, and enduring principles that guide its conduct over time. 
D)  the ethos of an organization including the core values of its management. 
E)  a set of values, ideas, attitudes, and norms of behavior that is learned and shared among the members of an organization.

Question 16

Apple,a multimarket,multiproduct firm,manufactures and markets iMacs,iPods,iPhones,and iPads as a portfolio of businesses.At what organizational level does Apple set the strategic direction for these businesses to create customer value?

Accepted Answer

The iMacs,iPods,iPhones,and iPads,which

Question 17

Rhone-Poulenc is an international French company that produces and markets a variety of chemicals and pharmaceuticals.Due to the resources it makes available to its scientists and researchers,the company has a number of Nobel Prize winners working in its laboratories.This ability to employ some of the finest minds in the world is an example of a

Accepted Answer

A)  point of difference. 
B)  competency. 
C)  sustainable advantage. 
D)  product development strategy. 
E)  human resource strategy. 
A)  point of difference. 
B)  competency. 
C)  sustainable advantage. 
D)  product development strategy. 
E)  human resource strategy.

Question 18

competitive advantage refers to

Accepted Answer

A)  the cluster of benefits that an organization promises customers to satisfy their needs. 
B)  those characteristics of a product that make it superior to competitive substitutes. 
C)  a unique strength relative to competitors that provides superior returns, often based on quality, time, cost, or innovation. 
D)  actions taken by a firm with the sole intent of putting a competitor out of business. 
E)  the cluster of benefits that an organization promises customers to satisfy their needs 
A)  the cluster of benefits that an organization promises customers to satisfy their needs. 
B)  those characteristics of a product that make it superior to competitive substitutes. 
C)  a unique strength relative to competitors that provides superior returns, often based on quality, time, cost, or innovation. 
D)  actions taken by a firm with the sole intent of putting a competitor out of business. 
E)  the cluster of benefits that an organization promises customers to satisfy their needs

Question 19

Within the strategic marketing process,the__________ is the result of the planning phase that proceeds to the implementation phase where it is carried out.

Accepted Answer

A)  marketing tactics 
B)  business plan 
C)  product protocol 
D)  marketing plan 
E)  marketing strategy 
A)  marketing tactics 
B)  business plan 
C)  product protocol 
D)  marketing plan 
E)  marketing strategy

Question 20

keeping with its business mission,Ben & Jerry's

Accepted Answer

A)  created a children's TV program with cat and mouse cartoon characters "Ben" and "Jerry" to teach about the importance of good nutrition and Fair Trade sustainable business practices. 
B)  offered to buy out any failing family-owned ice cream parlor and turn it into a ScoopShop franchise. 
C)  invested in research to create genetically engineered cows that will produce more hypoallergenic milk. 
D)  committed to buying its milk and cream from one dairy cooperative whose members guarantee the supplies are bovine growth hormone free. 
E)  donated free ice cream coupons to all children who get good grades in school. 
A)  created a children's TV program with cat and mouse cartoon characters "Ben" and "Jerry" to teach about the importance of good nutrition and Fair Trade sustainable business practices. 
B)  offered to buy out any failing family-owned ice cream parlor and turn it into a ScoopShop franchise. 
C)  invested in research to create genetically engineered cows that will produce more hypoallergenic milk. 
D)  committed to buying its milk and cream from one dairy cooperative whose members guarantee the supplies are bovine growth hormone free. 
E)  donated free ice cream coupons to all children who get good grades in school.

Figure 2-7 -Quadrant "A" in Figure 2-7 above represents a(n)__________ in a SWOT analysis.

Market share is the ratio of sales revenue of the firm to the total sales revenue of all __________,including the firm itself.

a marketing context,goal setting involves setting measurable __________ to be achieved.

mission statement includes all of the following elements EXCEPT:

is the difference between marketing strategies and marketing tactics?

Ben & Jerry's sold more of its Bonnaroo Buzz Fair Trade-sourced super premium ice cream to U.S.consumers,it would be using a __________ strategy.

example of a nonprofit organization is

Figure 2-4 -Figure 2-4 shown above,SBUs found in quadrant "C" would be called __________.

profits are acceptable,a firm that has set sales as its goal may elect to __________,even though profitability may not be maximized.

develop a successful marketing plan for a soft drink soda,the process of __________ would most likely be used to group consumers on the basis of whether they wanted sugar-free and caffeine-free soda,caffeine-free sugared soda,or regular soda with sugar and caffeine.

Large organizations are extremely complex.They usually consist of __________ organizational levels whose strategies are linked to marketing.

set of values,ideas,attitudes,and norms of behavior that is learned and shared among the members of an organization is referred to as its ___________.

of the following were strategic opportunities identified in IBM's 2015 Road Map EXCEPT:

Organizational culture refers to

Apple,a multimarket,multiproduct firm,manufactures and markets iMacs,iPods,iPhones,and iPads as a portfolio of businesses.At what organizational level does Apple set the strategic direction for these businesses to create customer value?

competitive advantage refers to

Within the strategic marketing process,the__________ is the result of the planning phase that proceeds to the implementation phase where it is carried out.

keeping with its business mission,Ben & Jerry's

Creating Customer Relationships and Value Through Marketing

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

Pulling It All Together: The Strategic Marketing Process

Filters

Exam 2: Developing Successful Organizational and Marketing Strategies

Figure 2-7 -Quadrant "A" in Figure 2-7 above represents a(n)__________ in a SWOT analysis.

Market share is the ratio of sales revenue of the firm to the total sales revenue of all __________,including the firm itself.

a marketing context,goal setting involves setting measurable __________ to be achieved.

mission statement includes all of the following elements EXCEPT:

is the difference between marketing strategies and marketing tactics?

Ben & Jerry's sold more of its Bonnaroo Buzz Fair Trade-sourced super premium ice cream to U.S.consumers,it would be using a __________ strategy.

example of a nonprofit organization is

Figure 2-4 -Figure 2-4 shown above,SBUs found in quadrant "C" would be called __________.

profits are acceptable,a firm that has set sales as its goal may elect to __________,even though profitability may not be maximized.

develop a successful marketing plan for a soft drink soda,the process of __________ would most likely be used to group consumers on the basis of whether they wanted sugar-free and caffeine-free soda,caffeine-free sugared soda,or regular soda with sugar and caffeine.

Large organizations are extremely complex.They usually consist of __________ organizational levels whose strategies are linked to marketing.

set of values,ideas,attitudes,and norms of behavior that is learned and shared among the members of an organization is referred to as its ___________.

of the following were strategic opportunities identified in IBM's 2015 Road Map EXCEPT:

Organizational culture refers to

Apple,a multimarket,multiproduct firm,manufactures and markets iMacs,iPods,iPhones,and iPads as a portfolio of businesses.At what organizational level does Apple set the strategic direction for these businesses to create customer value?

competitive advantage refers to

Within the strategic marketing process,the__________ is the result of the planning phase that proceeds to the implementation phase where it is carried out.

keeping with its business mission,Ben & Jerry's

Creating Customer Relationships and Value Through Marketing

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

Pulling It All Together: The Strategic Marketing Process

Filters