Question 1

Social entrepreneurs are usually structured as __________.

Accepted Answer

A)  business firms 
B)  subchapter S corporations 
C)  nonprofit organizations 
D)  governmental agencies 
E)  501 (c) 3 for profit organizations 
A)  business firms 
B)  subchapter S corporations 
C)  nonprofit organizations 
D)  governmental agencies 
E)  501 (c) 3 for profit organizations

Question 2

Organizations that develop similar offerings,when grouped together,create a(n)

Accepted Answer

A)  conglomerate. 
B)  merger. 
C)  industry. 
D)  sector. 
E)  monopoly. 
A)  conglomerate. 
B)  merger. 
C)  industry. 
D)  sector. 
E)  monopoly.

Question 3

Which of the following statements regarding Ben & Jerry's is most accurate?

Accepted Answer

A)  Ben & Jerry's is owned by Unilever, the market leader in the global ice cream industry. 
B)  Ben & Jerry's is a privately owned ice cream producer. 
C)  Ben & Jerry's prides itself on offering more ice cream flavors than its competitors. 
D)  Ben and Jerry are not real people; the names were a clever reference to Tom and Jerry cartoon characters in order to capitalize on childhood nostalgia. 
E)  Ben & Jerry's has only been in business for twenty years and is already the industry leader in premium ice cream. 
A)  Ben & Jerry's is owned by Unilever, the market leader in the global ice cream industry. 
B)  Ben & Jerry's is a privately owned ice cream producer. 
C)  Ben & Jerry's prides itself on offering more ice cream flavors than its competitors. 
D)  Ben and Jerry are not real people; the names were a clever reference to Tom and Jerry cartoon characters in order to capitalize on childhood nostalgia. 
E)  Ben & Jerry's has only been in business for twenty years and is already the industry leader in premium ice cream.

Question 4

Figure 2-3b
-According to Figure 2-3b above,which of the following SBUs has the LOWEST YTD revenue compared to its target?

Accepted Answer

A)  Hardware 
B)  Electronics 
C)  Software 
D)  Peripherals 
E)  Grand Total 
A)  Hardware 
B)  Electronics 
C)  Software 
D)  Peripherals 
E)  Grand Total

Question 5

Figure 2-2
-Figure 2-2 above,"A" represents the "why" element of visionary organization.This is referred to as __________.

Accepted Answer

A)  organizational foundation 
B)  organizational tactics 
C)  organizational mission 
D)  organizational direction 
E)  organizational strategies 
A)  organizational foundation 
B)  organizational tactics 
C)  organizational mission 
D)  organizational direction 
E)  organizational strategies

Question 6

Diversification refers to the marketing strategy of

Accepted Answer

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

Question 7

Figure 2-1
-Figure 2-1 above,"B" represents the

Accepted Answer

A)  functional level. 
B)  board of directors. 
C)  corporate level. 
D)  department level. 
E)  strategic business unit level. 
A)  functional level. 
B)  board of directors. 
C)  corporate level. 
D)  department level. 
E)  strategic business unit level.

Question 8

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 a loss of power.The firm is thinking of expanding its product offerings to include other emergency supplies such as generators and survival kits.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 doesn't 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 scheduled for the upcoming year,no one really can predict what will happen.The need to rely on another company to supply the survival kits 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 9

2 in the planning phase of the strategic marketing process consists of

Accepted Answer

A)  the situation (SWOT) analysis. 
B)  market-product focus and goal setting. 
C)  the marketing program. 
D)  business portfolio analysis. 
E)  diversification analysis. 
A)  the situation (SWOT) analysis. 
B)  market-product focus and goal setting. 
C)  the marketing program. 
D)  business portfolio analysis. 
E)  diversification analysis.

Question 10

Figure 2-3b
-According to Figure 2-3b above,which of the following SBUs has EXCEEDED its YTD (Year to Date)revenue target?

Accepted Answer

A)  Peripherals 
B)  Hardware 
C)  Circuitry 
D)  Software 
E)  Grand Total 
A)  Peripherals 
B)  Hardware 
C)  Circuitry 
D)  Software 
E)  Grand Total

Question 11

Figure 2-7
-Quadrant "D" 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 12

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."Dogs" 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 13

Figure 2-3a
-According to Figure 2-3a above,which of the following is the largest "Website Traffic Source?"

Accepted Answer

A)  YouTube 
B)  Direct traffic 
C)  Google 
D)  Facebook 
E)  Twitter 
A)  YouTube 
B)  Direct traffic 
C)  Google 
D)  Facebook 
E)  Twitter

Question 14

of the weaknesses inherent in the use of the BCG business portfolio analysis is that it

Accepted Answer

A)  causes dissension between different divisions when one is labeled a "star" and another a "dog." 
B)  reduces employee motivation to move a low valued SBU to a higher one. 
C)  considers too many SBU factors beyond market growth rate and relative market share. 
D)  does not require sales forecasts in order to be implemented. 
E)  is often difficult to obtain the needed information to place SBUs in the matrix correctly. 
A)  causes dissension between different divisions when one is labeled a "star" and another a "dog." 
B)  reduces employee motivation to move a low valued SBU to a higher one. 
C)  considers too many SBU factors beyond market growth rate and relative market share. 
D)  does not require sales forecasts in order to be implemented. 
E)  is often difficult to obtain the needed information to place SBUs in the matrix correctly.

Question 15

organization's __________ are the fundamental,passionate,and enduring principles that guide its conduct over time.

Accepted Answer

A)  goals 
B)  culture 
C)  strategies 
D)  core values 
E)  mission statements 
A)  goals 
B)  culture 
C)  strategies 
D)  core values 
E)  mission statements

Question 16

of the following are marketing actions that can be taken as a result of a SWOT analysis EXCEPT:

Accepted Answer

A)  exploit an opportunity. 
B)  correct a weakness. 
C)  avoid a disaster-laden threat. 
D)  build on a strength. 
E)  secure the necessary resources (financial, human, technological) to fund new SBUs. 
A)  exploit an opportunity. 
B)  correct a weakness. 
C)  avoid a disaster-laden threat. 
D)  build on a strength. 
E)  secure the necessary resources (financial, human, technological) to fund new SBUs.

Question 17

Boston Consulting Group (BCG)uses __________ to quantify performance measures and growth targets to analyze its clients' SBUs as though they were a collection of separate investments.

Accepted Answer

A)  target marketing 
B)  business portfolio analysis 
C)  synergy analysis 
D)  market-product grids 
E)  diversification analysis 
A)  target marketing 
B)  business portfolio analysis 
C)  synergy analysis 
D)  market-product grids 
E)  diversification analysis

Question 18

marketing,the philosophical reason for a firm's existence is referred to as its organizational __________.

Accepted Answer

A)  strategy 
B)  direction 
C)  foundation 
D)  goal 
E)  business 
A)  strategy 
B)  direction 
C)  foundation 
D)  goal 
E)  business

Question 19

business model

Accepted Answer

A)  is a road map for the marketing activities of an organization for a specified future time period. 
B)  consists of the strategies an organization develops to provide value to the customers it serves. 
C)  is a measure of the quantitative value or trend of a marketing activity or result. 
D)  consists of the detailed day-to-day operational decisions for an organization. 
E)  is the means by which organizational goal are to be achieved. 
A)  is a road map for the marketing activities of an organization for a specified future time period. 
B)  consists of the strategies an organization develops to provide value to the customers it serves. 
C)  is a measure of the quantitative value or trend of a marketing activity or result. 
D)  consists of the detailed day-to-day operational decisions for an organization. 
E)  is the means by which organizational goal are to be achieved.

Question 20

Figure 2-1
-Figure 2-1 above,"D" represents the

Accepted Answer

A)  strategic business unit level. 
B)  functional level. 
C)  corporate level. 
D)  board of directors. 
E)  CMO. 
A)  strategic business unit level. 
B)  functional level. 
C)  corporate level. 
D)  board of directors. 
E)  CMO.

Exam 2: Developing Successful Organizational and Marketing Strategies

Social entrepreneurs are usually structured as __________.

Organizations that develop similar offerings,when grouped together,create a(n)

Which of the following statements regarding Ben & Jerry's is most accurate?

Figure 2-3b -According to Figure 2-3b above,which of the following SBUs has the LOWEST YTD revenue compared to its target?

Figure 2-2 -Figure 2-2 above,"A" represents the "why" element of visionary organization.This is referred to as __________.

Diversification refers to the marketing strategy of

Figure 2-1 -Figure 2-1 above,"B" represents the

2 in the planning phase of the strategic marketing process consists of

Figure 2-3b -According to Figure 2-3b above,which of the following SBUs has EXCEEDED its YTD (Year to Date)revenue target?

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

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."Dogs" are SBUs that are classified as having

Figure 2-3a -According to Figure 2-3a above,which of the following is the largest "Website Traffic Source?"

of the weaknesses inherent in the use of the BCG business portfolio analysis is that it

organization's __________ are the fundamental,passionate,and enduring principles that guide its conduct over time.

of the following are marketing actions that can be taken as a result of a SWOT analysis EXCEPT:

Boston Consulting Group (BCG)uses __________ to quantify performance measures and growth targets to analyze its clients' SBUs as though they were a collection of separate investments.

marketing,the philosophical reason for a firm's existence is referred to as its organizational __________.

business model

Figure 2-1 -Figure 2-1 above,"D" represents the

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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