Question 1

An entrepreneur has researched new markets and has decided which segments to enter.Next she should decide what ________ her company should occupy in those segments.

Accepted Answer

A) position 
B) place 
C) rank 
D) rating 
E) percentage of space

Question 2

Which of the following does NOT accurately reflect a problem with the BCG matrix approach?

Accepted Answer

A) It focuses on future planning. 
B) It can be costly to conduct. 
C) It can be time consuming to implement. 
D) It is difficult to define SBUs and measure market share and growth. 
E) It focuses on classifying current businesses.

Question 3

Which of the following is NOT a step in the strategic planning process?

Accepted Answer

A) defining the company mission 
B) setting company objectives and goals 
C) designing the business portfolio 
D) planning marketing and other functional strategies 
E) identifying the company's culture

Question 4

The marketing control process entails the following steps in order: setting goals,________,evaluating performance and ________.

Accepted Answer

A) evaluating goals;measuring performance 
B) achieving goals;measuring performance 
C) taking corrective action;measuring performance 
D) measuring performance;taking corrective action 
E) taking corrective action;following up

Question 5

A(n)________ can be a company division,a product line within a division or a single product or brand.

Accepted Answer

The answer of A(n)________ can be a company division,a product...

Question 6

The collection of businesses and products that make up a company is called its ________.

Accepted Answer

A) strategic business unit 
B) mission statement 
C) strategic plan 
D) business portfolio 
E) operational factors

Question 7

'Doing the right things' (strategy)is more important than 'doing things right' (implementation).

Accepted Answer

A) True 
 B)False

Question 8

Effective positioning begins with ________ the company's marketing offer in order to give consumers more perceived value.

Accepted Answer

A) pricing 
B) aligning 
C) differentiating 
D) promoting 
E) placing

Question 9

A marketing organisation's mission should NOT be stated as making more ________ and\or ________.

Accepted Answer

The answer of A marketing organisation's mission should NOT be...

Question 10

If a maker of exercise shirts and shorts considered introducing a line of fitness equipment,the company would be considering ________.

Accepted Answer

A) marketing controls 
B) market development 
C) diversification 
D) market penetration 
E) product adaptation

Question 11

The annual and long-range plans deal with the company's ________ businesses and how to keep them going.In contrast,the strategic plan involves adapting the firm to take advantage of ________ in its constantly changing environment.

Accepted Answer

The answer of The annual and long-range plans deal with...

Question 12

A marketing manager is evaluating each market segment's attractiveness and is in the process of selecting one or more segments for his firm's product to enter.What is he doing?

Accepted Answer

A) market targeting 
B) market segmenting 
C) marketing 
D) market positioning 
E) market penetrating

Question 13

In 1982,the manufacturer of carbonated drinks,the Coca Cola Group,acquired the feature film maker,Columbia Pictures,and retained control over it for almost a decade.This stage of the Coca Cola Group's history is an example of ________.

Accepted Answer

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

Question 14

A company operates as two distinct businesses - one that sells lawn and garden products,and one that markets booklets.Each business is called a ________.

Accepted Answer

A) separate entity 
B) strategic business unit (SBU) 
C) matrix 
D) division 
E) business portfolio

Question 15

When QANTAS airlines launched its low-cost carrier,Jetstar,it soon found that Jetstar's budget prices appealed to a new market segment made up of first-time travellers who had previously been locked-out of air travel due to perceptions of high price.Jetstar's ability to reach first-time travellers is an example of ________ by QANTAS.

Accepted Answer

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

Question 16

Which of the following is NOT a customer-centred measure of marketing impact?

Accepted Answer

A) customer management 
B) customer acquisition 
C) customer equity 
D) customer retention 
E) customer lifetime value

Exam 2: Company and Marketing Strategy: Partnering to Build Customer Relationships