Question 1

__________ is the visual computer display of the essential information related to achieving a marketing objective.

Accepted Answer

A)  marketing metric 
B)  output report 
C)  marketing dashboard 
D)  information screen 
E)  corporate dashboard 
A)  marketing metric 
B)  output report 
C)  marketing dashboard 
D)  information screen 
E)  corporate dashboard

Question 2

BCG has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization."Cash cows" are SBUs that are classified as having

Accepted Answer

A)  high market growth rates and high relative market shares. 
B)  low market growth rates but high relative market shares. 
C)  low market growth rates and low relative market shares. 
D)  high market growth rates but low relative market shares. 
E)  medium market growth rates and medium relative market shares. 
A)  high market growth rates and high relative market shares. 
B)  low market growth rates but high relative market shares. 
C)  low market growth rates and low relative market shares. 
D)  high market growth rates but low relative market shares. 
E)  medium market growth rates and medium relative market shares.

Question 3

is the marketing term for aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action?

Accepted Answer

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

Question 4

Explain what a planning gap is and what is used to close it.

Accepted Answer

A planning gap is the difference between

Question 5

is an organization's mission? What are some elements of a well-written mission statement?

Accepted Answer

By understanding its core values,an orga

Question 6

reward to a business firm for the risk it undertakes in marketing its offerings is referred to as

Accepted Answer

A)  shareholders' equity. 
B)  profit. 
C)  assets. 
D)  contribution margin. 
E)  goodwill. 
A)  shareholders' equity. 
B)  profit. 
C)  assets. 
D)  contribution margin. 
E)  goodwill.

Question 7

marketing strategy to increase sales of current products in current markets is referred to as

Accepted Answer

A)  market penetration. 
B)  market development. 
C)  product development. 
D)  diversification. 
E)  marketing synergy. 
A)  market penetration. 
B)  market development. 
C)  product development. 
D)  diversification. 
E)  marketing synergy.

Question 8

Competencies include all of the following EXCEPT:

Accepted Answer

A)  profit. 
B)  customer service. 
C)  technologies. 
D)  resources. 
E)  employee skills. 
A)  profit. 
B)  customer service. 
C)  technologies. 
D)  resources. 
E)  employee skills.

Question 9

Profit refers to

Accepted Answer

A)  the point at which a company's assets equal its liabilities plus shareholder equity. 
B)  the difference between the list and final price of a product or service. 
C)  the money earned when the economic order quantity is minimized. 
D)  the money left over after a business firm's total expenses are subtracted from its total revenues. 
E)  the total amount of revenue accrued through product sales or service distribution. 
A)  the point at which a company's assets equal its liabilities plus shareholder equity. 
B)  the difference between the list and final price of a product or service. 
C)  the money earned when the economic order quantity is minimized. 
D)  the money left over after a business firm's total expenses are subtracted from its total revenues. 
E)  the total amount of revenue accrued through product sales or service distribution.

Question 10

understanding its business,an organization can take steps to define its __________,a statement of the organization's functions in society that identifies its customers,markets,products,and technologies.

Accepted Answer

A)  core benefit proposition 
B)  doctrine 
C)  philosophy 
D)  mission 
E)  code of ethics 
A)  core benefit proposition 
B)  doctrine 
C)  philosophy 
D)  mission 
E)  code of ethics

Question 11

potential stakeholders for the college or university that you attend.

Accepted Answer

Students' answers will vary,but each ans

Question 12

Market share refers to

Accepted Answer

A)  the ratio of the profit of the firm to the total profits of all firms in the industry, excluding the firm itself. 
B)  the ratio of the profit of the firm to the total profits of all firms in the industry, including the firm itself. 
C)  the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry, excluding the firm itself. 
D)  the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry, including the firm itself. 
E)  the ratio of the profits of all firms in an industry to the profits of the firm. 
A)  the ratio of the profit of the firm to the total profits of all firms in the industry, excluding the firm itself. 
B)  the ratio of the profit of the firm to the total profits of all firms in the industry, including the firm itself. 
C)  the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry, excluding the firm itself. 
D)  the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry, including the firm itself. 
E)  the ratio of the profits of all firms in an industry to the profits of the firm.

Question 13

Market penetration refers to the marketing strategy of

Accepted Answer

A)  selling current products to new markets. 
B)  selling new products to new markets. 
C)  selling new products to current markets. 
D)  selling the same brands in both current and new markets. 
E)  increasing sales of current products in current markets. 
A)  selling current products to new markets. 
B)  selling new products to new markets. 
C)  selling new products to current markets. 
D)  selling the same brands in both current and new markets. 
E)  increasing sales of current products in current markets.

Question 14

of the most recognized approaches to business portfolio analysis is the Boston Consulting Group's growth-share matrix.Describe this tool and the four quadrants of the matrix.

Accepted Answer

The BCG business portfolio analysis requ

Question 15

nongovernmental organization that serves its customers but does not have profit as an organizational goal is referred to as a

Accepted Answer

A)  business firm. 
B)  nonprofit organization. 
C)  subchapter S corporation. 
D)  cooperative. 
E)  social service agency. 
A)  business firm. 
B)  nonprofit organization. 
C)  subchapter S corporation. 
D)  cooperative. 
E)  social service agency.

Question 16

strategic business unit (SBU)refers to

Accepted Answer

A)  a single product or service identification code used to identify items for strategic marketing planning purposes. 
B)  a small number of people from different departments in an organization who are mutually accountable to accomplish a task or common set of performance goals. 
C)  a strategic product that has a unique brand, size, or price. 
D)  a privately owned franchise under the auspices of a larger group or organization bearing the same name. 
E)  a subsidiary, division, or unit of an organization that markets a set of related offerings to a clearly defined group of customers. 
A)  a single product or service identification code used to identify items for strategic marketing planning purposes. 
B)  a small number of people from different departments in an organization who are mutually accountable to accomplish a task or common set of performance goals. 
C)  a strategic product that has a unique brand, size, or price. 
D)  a privately owned franchise under the auspices of a larger group or organization bearing the same name. 
E)  a subsidiary, division, or unit of an organization that markets a set of related offerings to a clearly defined group of customers.

Question 17

corporate level refers to the level in an organization where top management

Accepted Answer

A)  develops marketing strategies and tactics for the marketing department to implement. 
B)  directs overall strategy for the entire organization. 
C)  executes all marketing program actions to ensure consistency of performance. 
D)  develops overall sales projections not only for the short term but also for a period of at least two to five years. 
E)  supervises the hiring, firing, and training of all marketing department personnel. 
A)  develops marketing strategies and tactics for the marketing department to implement. 
B)  directs overall strategy for the entire organization. 
C)  executes all marketing program actions to ensure consistency of performance. 
D)  develops overall sales projections not only for the short term but also for a period of at least two to five years. 
E)  supervises the hiring, firing, and training of all marketing department personnel.

Question 18

difference between the projection of the path to reach a new goal and the projection of the path of the results of a plan already in place is referred to as the __________.

Accepted Answer

A)  planning gap 
B)  contribution margin 
C)  points of difference 
D)  breakeven point 
E)  sales response function 
A)  planning gap 
B)  contribution margin 
C)  points of difference 
D)  breakeven point 
E)  sales response function

Question 19

George Zimmer,the CEO of Men's Wearhouse,is known to the public as the bearded company pitchman who sells suits and sport coats on TV declaring,"You'll like the way you look,I guarantee it!" He also says that to be successful,"You've got to have a company that starts with trust and fairness." He aims to keep his employees happy and loyal.Zimmer is attempting to establish a(n)___________ for Men's Wearhouse.

Accepted Answer

A)  ethos 
B)  mission statement 
C)  organizational culture 
D)  pathos 
E)  behavioral protocol 
A)  ethos 
B)  mission statement 
C)  organizational culture 
D)  pathos 
E)  behavioral protocol

Question 20

universities and other educational institutions provide retirement benefits by doubling the percentage an employee pays into the account up to a certain percentage of his or her pay.This provides a wonderful benefit to those who are full-time employees.This is an example of a(n)__________ goal.

Accepted Answer

A)  satisfaction 
B)  sales revenue 
C)  market share 
D)  quality 
E)  employee welfare 
A)  satisfaction 
B)  sales revenue 
C)  market share 
D)  quality 
E)  employee welfare

Exam 2: Developing Successful Organizational and Marketing Strategies

__________ is the visual computer display of the essential information related to achieving a marketing objective.

BCG has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization."Cash cows" are SBUs that are classified as having

is the marketing term for aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action?

Explain what a planning gap is and what is used to close it.

is an organization's mission? What are some elements of a well-written mission statement?

reward to a business firm for the risk it undertakes in marketing its offerings is referred to as

marketing strategy to increase sales of current products in current markets is referred to as

Competencies include all of the following EXCEPT:

Profit refers to

understanding its business,an organization can take steps to define its __________,a statement of the organization's functions in society that identifies its customers,markets,products,and technologies.

potential stakeholders for the college or university that you attend.

Market share refers to

Market penetration refers to the marketing strategy of

of the most recognized approaches to business portfolio analysis is the Boston Consulting Group's growth-share matrix.Describe this tool and the four quadrants of the matrix.

nongovernmental organization that serves its customers but does not have profit as an organizational goal is referred to as a

strategic business unit (SBU)refers to

corporate level refers to the level in an organization where top management

difference between the projection of the path to reach a new goal and the projection of the path of the results of a plan already in place is referred to as the __________.

universities and other educational institutions provide retirement benefits by doubling the percentage an employee pays into the account up to a certain percentage of his or her pay.This provides a wonderful benefit to those who are full-time employees.This is an example of a(n)__________ goal.

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

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