Question 1

In recent years,security regulations enacted through the Transportation Safety Administration have affected Southwest Airlines.These regulations are part of the ________ affecting this airline.

Accepted Answer

A) external environment 
B) internal environment 
C) competitive intelligence 
D) diversification strategies 
E) market development strategies

Question 2

A business plan ________.

Accepted Answer

A) is a document that outlines marketing strategies 
B) identifies how a company will measure and control specific marketing strategies 
C) is another name for a marketing plan 
D) includes the decisions that guide the entire organization or its business units 
E) is another name for a SWOT analysis

Question 3

A film company has a high market share in the children's film market.The children's film market has low growth potential.This business fits into the ________ category of the BCG growth-market share matrix.

Accepted Answer

A) problem child 
B) dog 
C) cash cow 
D) star 
E) question mark

Question 4

PaperBackSwap.com needs to conduct a SWOT analysis.Explain the purpose of a SWOT analysis.

Accepted Answer

The answer of PaperBackSwap.com needs to conduct a SWOT analysis.Explain...

Question 5

When General Mills urged consumers to lower their cholesterol by eating Cheerios twice a day over the course of six weeks,the aim was to increase usage among current customers.General Mills used a ________ strategy.

Accepted Answer

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

Question 6

A growth strategy that attracts users of competitive brands is called a ________ strategy.

Accepted Answer

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

Question 7

Which step in developing a marketing plan includes an analysis of the marketing environment?

Accepted Answer

A) situation analysis 
B) development of marketing objectives 
C) selection of a target market 
D) development of marketing strategies 
E) implementation of the marketing plan

Question 8

Questions such as "What business are we in?" and "What customers should we serve?" are typically addressed in the ________ stage.

Accepted Answer

A) operational planning 
B) strategic planning 
C) market targeting 
D) functional planning 
E) marketing planning

Question 9

If Xerox had continued to define its ________ in terms of just producing copy machines instead of providing "document solutions," the shift to electronic documents would have left the company in the dust.

Accepted Answer

A) return on marketing investment 
B) portfolio analysis 
C) SWOT analysis 
D) mission 
E) external environment

Question 10

The ________ for Mothers Against Drunk Driving (MADD)is "to stop drunk driving,support the victims of this violent crime,and prevent underage drinking."

Accepted Answer

A) operational plan 
B) mission statement 
C) portfolio analysis 
D) market penetration strategy 
E) diversification strategy

Question 11

After marketing strategies are developed,the next step in marketing planning is ________.

Accepted Answer

A) development of marketing objectives 
B) strategic planning 
C) implementation 
D) situation analysis 
E) pricing development

Question 12

Because Cie de Saint-Gobain of France is Europe's leading distributor of building materials in the high-growth building industry,it is an example of a cash cow.

Accepted Answer

A) True 
 B)False

Question 13

The CEO,president,and top executive officers are responsible for ________ in the strategic plan.

Accepted Answer

A) operational planning 
B) developing the details of the pricing strategy 
C) designing ad campaigns 
D) defining the firm's purpose 
E) employee benefits

Question 14

Business planning is a process of making decisions that guide the firm in both the short and the long term.

Accepted Answer

A) True 
 B)False

Question 15

Typically,each action plan carries a budget item.

Accepted Answer

A) True 
 B)False

Question 16

Unilever makes Rexona deodorant and antiperspirant,a leading brand of deodorant and antiperspirant.Because the worldwide market for deodorants and antiperspirants is growing rapidly,Rexona would be classified as a ________ on the BCG growth-market share matrix.

Accepted Answer

A) problem child 
B) dog 
C) cash cow 
D) star 
E) question mark

Question 17

The four Ps of marketing are people,placement,promotion,and pricing.

Accepted Answer

A) True 
 B)False

Question 18

Many airlines now encourage customers to purchase online "ticketless" flight reservations by charging a fee to those who purchase tickets at ticket counters.This is an example of a ________ strategy.

Accepted Answer

A) distribution 
B) return on marketing investment 
C) marketing control 
D) product 
E) promotion

Question 19

Archetype is a Unilever SBU that markets a number of different tea brands around the world.Each brand addresses the taste and emotions of local tea cultures.Which of the following would be part of Archetype's internal environment?

Accepted Answer

A) changes in the way people drink tea 
B) increased competition from a local tea producer 
C) government regulations of information on package labels 
D) marketing Archetype does to reach consumers and satisfy their cultural needs 
E) a shortage of tea leaves due to unusual weather conditions

Question 20

The BCG matrix is a useful approach to evaluate current businesses.Describe a device that a firm could use to decide how to make growth happen.

Accepted Answer

The answer of The BCG matrix is a useful approach...

Exam 2: Strategic Market Planning: Take the Big Picture

In recent years,security regulations enacted through the Transportation Safety Administration have affected Southwest Airlines.These regulations are part of the ________ affecting this airline.

A business plan ________.

A film company has a high market share in the children's film market.The children's film market has low growth potential.This business fits into the ________ category of the BCG growth-market share matrix.

PaperBackSwap.com needs to conduct a SWOT analysis.Explain the purpose of a SWOT analysis.

When General Mills urged consumers to lower their cholesterol by eating Cheerios twice a day over the course of six weeks,the aim was to increase usage among current customers.General Mills used a ________ strategy.

A growth strategy that attracts users of competitive brands is called a ________ strategy.

Which step in developing a marketing plan includes an analysis of the marketing environment?

Questions such as "What business are we in?" and "What customers should we serve?" are typically addressed in the ________ stage.

If Xerox had continued to define its ________ in terms of just producing copy machines instead of providing "document solutions," the shift to electronic documents would have left the company in the dust.

The ________ for Mothers Against Drunk Driving (MADD) is "to stop drunk driving,support the victims of this violent crime,and prevent underage drinking."

After marketing strategies are developed,the next step in marketing planning is ________.

Because Cie de Saint-Gobain of France is Europe's leading distributor of building materials in the high-growth building industry,it is an example of a cash cow.

The CEO,president,and top executive officers are responsible for ________ in the strategic plan.

Business planning is a process of making decisions that guide the firm in both the short and the long term.

Typically,each action plan carries a budget item.

Unilever makes Rexona deodorant and antiperspirant,a leading brand of deodorant and antiperspirant.Because the worldwide market for deodorants and antiperspirants is growing rapidly,Rexona would be classified as a ________ on the BCG growth-market share matrix.

The four Ps of marketing are people,placement,promotion,and pricing.

Many airlines now encourage customers to purchase online "ticketless" flight reservations by charging a fee to those who purchase tickets at ticket counters.This is an example of a ________ strategy.

Archetype is a Unilever SBU that markets a number of different tea brands around the world.Each brand addresses the taste and emotions of local tea cultures.Which of the following would be part of Archetype's internal environment?

The BCG matrix is a useful approach to evaluate current businesses.Describe a device that a firm could use to decide how to make growth happen.