Question 1

ToyTrain is a toy company that sells its products in most regions of the U.S.that produces a variety of toys for children of every age group,from toddlers to preteens.Suggest ways in which the company may organize its marketing function.Give reasons for your choice.

Accepted Answer

The answer of ToyTrain is a toy company that sells...

Question 2

In the BCG matrix,________ refer to low-growth,high share businesses or products.They generate a lot of cash that the firm uses to pay its bills and support other SBUs that need investment.

Accepted Answer

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

Question 3

When viewing the market from a buyer's point of view,"convenience" corresponds to ________ in the four Ps according to the seller's point of view.

Accepted Answer

A) product 
B) price 
C) promotion 
D) place 
E) people

Question 4

Holiday Inn has divided the total customer market into smaller segments and selected the most promising segments.Deciding what position it wants to occupy in these segments is called targeting.

Accepted Answer

A) True 
 B)False

Question 5

Arranging for a product to occupy a clear,distinctive,and desirable place relative to competing products in the minds of target consumers is known as ________.

Accepted Answer

A) product placement 
B) positioning 
C) divesting 
D) market penetration 
E) diversification

Question 6

Ainsworth's is a toy manufacturer based in Australia.Which of the following indicates that the company is following a diversification strategy?

Accepted Answer

A) Ainsworth's introduces a line of children's clothing in Australia. 
B) Ainsworth's licenses toy rights for a popular cartoon character in order to boost its sales. 
C) Ainsworth's introduces its toys in the Indian and South-East Asian markets. 
D) Ainsworth's enters the U.S. market with a line of children's clothing. 
E) Ainsworth's develops a range of educational toys and school supplies in its current market.

Question 7

When using a harvesting strategy for a particular strategic business unit,a company ________.

Accepted Answer

A) focuses on gaining short-term cash flow regardless of long-term concerns 
B) invests more in the business unit to build its market share 
C) sells off the strategic business unit and invests its resources elsewhere 
D) invests just enough in the strategic business unit to keep its market share at the current level 
E) gradually increases investment in the strategic business unit over time, to maximize profits

Question 8

Which of the following measures the profits generated by investments in marketing activities?

Accepted Answer

A) SWOT analysis 
B) the BCG matrix 
C) the growth/share matrix 
D) marketing ROI 
E) the product/market expansion grid

Question 9

Nathan is conducting a portfolio analysis for his company.Which of the following activities would this involve?

Accepted Answer

A) studying the products and strategies of competitors in order to improve the company's own products 
B) collecting consumer feedback in order to better position the company's products in the minds of consumers 
C) evaluating the attractiveness of an SBU's market and the strength of its position in the market 
D) segmenting the company's markets to effectively reach the target consumers 
E) conducting marketing research to estimate the efficiency and effectiveness of the company's marketing strategy

Question 10

A company's increasing its sales in a particular market without modifying its products is referred to as ________.

Accepted Answer

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

Question 11

With the help of an example,explain how a company's value chain works.

Accepted Answer

The answer of With the help of an example,explain how...

Question 12

Which of the following is true of strategic planning in a firm?

Accepted Answer

A) Strategic planning deals with maintaining the company's current business ventures. 
B) Strategic planning focuses on the firm's internal environment rather than the external environment. 
C) Strategic planning occurs at the business-unit, product, and market levels rather than a company-wide level. 
D) Strategic planning deals with adapting the firm to take advantage of opportunities in its changing environment. 
E) Strategic planning involves the formulation of supporting objectives for business units based on the company's mission statement.

Question 13

Define marketing planning.DragonWorks,a media company,is setting its marketing plan for the year.Briefly outline what the company should cover in its marketing plan.

Accepted Answer

The answer of Define marketing planning.DragonWorks,a media company,is setting its...

Question 14

An SBU can be a company division or a product line within a division,but not a single product or brand.

Accepted Answer

A) True 
 B)False

Question 15

Raintree Developers has been using the marketing ROI method to assess its marketing performance for the past few years.Explain why this method may not accurately reflect the company's performance and what Raintree can use to better estimate its performance.

Accepted Answer

The answer of Raintree Developers has been using the marketing...

Question 16

In a SWOT analysis,which of the following would be considered a strength for a company?

Accepted Answer

A) a favorable economic climate that encourages consumption 
B) the exit of a competitor from the market 
C) inflation, which leads to higher prices of the company's products 
D) increasing consumer interest in its products 
E) the company developing improved production technology

Question 17

What is business portfolio planning? Discuss how a company might use the Boston Consulting Group's product portfolio analysis method.

Accepted Answer

The answer of What is business portfolio planning? Discuss how...

Question 18

In the BCG matrix,question marks are low-growth,low-share businesses and products that generate enough cash to maintain themselves but do not promise to be large sources of cash.

Accepted Answer

A) True 
 B)False

Question 19

Channels,inventory,logistics,and transportation are included in the ________ component of the marketing mix.

Accepted Answer

A) people 
B) price 
C) product 
D) place 
E) promotion

Question 20

The purpose of operational control is to ensure that the company achieves the sales,profits,and other goals set out in its annual plan.

Accepted Answer

A) True 
 B)False

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

ToyTrain is a toy company that sells its products in most regions of the U.S.that produces a variety of toys for children of every age group,from toddlers to preteens.Suggest ways in which the company may organize its marketing function.Give reasons for your choice.

In the BCG matrix,________ refer to low-growth,high share businesses or products.They generate a lot of cash that the firm uses to pay its bills and support other SBUs that need investment.

When viewing the market from a buyer's point of view,"convenience" corresponds to ________ in the four Ps according to the seller's point of view.

Holiday Inn has divided the total customer market into smaller segments and selected the most promising segments.Deciding what position it wants to occupy in these segments is called targeting.

Arranging for a product to occupy a clear,distinctive,and desirable place relative to competing products in the minds of target consumers is known as ________.

Ainsworth's is a toy manufacturer based in Australia.Which of the following indicates that the company is following a diversification strategy?

When using a harvesting strategy for a particular strategic business unit,a company ________.

Which of the following measures the profits generated by investments in marketing activities?

Nathan is conducting a portfolio analysis for his company.Which of the following activities would this involve?

A company's increasing its sales in a particular market without modifying its products is referred to as ________.

With the help of an example,explain how a company's value chain works.

Which of the following is true of strategic planning in a firm?

Define marketing planning.DragonWorks,a media company,is setting its marketing plan for the year.Briefly outline what the company should cover in its marketing plan.

An SBU can be a company division or a product line within a division,but not a single product or brand.

Raintree Developers has been using the marketing ROI method to assess its marketing performance for the past few years.Explain why this method may not accurately reflect the company's performance and what Raintree can use to better estimate its performance.

In a SWOT analysis,which of the following would be considered a strength for a company?

What is business portfolio planning? Discuss how a company might use the Boston Consulting Group's product portfolio analysis method.

In the BCG matrix,question marks are low-growth,low-share businesses and products that generate enough cash to maintain themselves but do not promise to be large sources of cash.

Channels,inventory,logistics,and transportation are included in the ________ component of the marketing mix.

The purpose of operational control is to ensure that the company achieves the sales,profits,and other goals set out in its annual plan.