Question 1

Which of the following best describes product positioning?

Accepted Answer

A)   evaluating each market segment's attractiveness and selecting one or more segments to enter
B)   arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products
C)   identifying consumer needs and creating a product to meet those needs
D)   dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviours
E)   differentiating a market offering to create superior customer value

Question 2

The two dimensions the BCG approach uses to evaluate and manage SBUs are _ .

Accepted Answer

A)   market growth rate and market penetration
B)   market growth rate and relative market share
C)   market growth rate and market development
D)   relative market share and market penetration
E)   relative market share and product development

Question 3

According to the BCG matrix, products or businesses with a high market share in a high-growth market are classified as _ .

Accepted Answer

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

Question 4

Packaging is an element of the component of a company's marketing mix.

Accepted Answer

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

Question 5

When considering managing marketing strategies and the marketing mix, the core of this approach is all about creating customer value and profitable customer relationships. Which series of factors are immediately next to the customer (from middle of circle to the outside) ?

Accepted Answer

A)   Marketing: analysis, planning, implementation, control
B)   Market Penetration, Diversification, Market Growth, Product Growth
C)   Segmentation, Targeting, Differentiation, Positioning
D)   Suppliers, Marketing intermediaries, Competitors, Publics
E)   Place, Promotion, Price, Product C

Question 6

Operating control involves checking ongoing performance against the annual plan and taking corrective action when necessary.

Accepted Answer

A) True 
 B)False

Question 7

When Howard Schultz returned to assume leaderships at Starbucks in 2007, the company's average transactions per store fell and same-store growth slowed. This was happening despite continued strong growth in the industry. According to the BCG model, Starbucks was a _ .

Accepted Answer

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

Question 8

Toyota manufacturers and sells cars globally, including manufacturing and assembly plants in Cambridge and Woodstock Ontario. Once assembled at these plants, the cars are transported to Toyota dealerships to be sold. The process of shipping the cars from factory to dealership falls under which of the four P's?

Accepted Answer

A)   Passage
B)   Product
C)   Price
D)   Place
E)   Promotion D

Question 9

Vertigo is an electronics company. According to the BCG matrix, which of the following products of Vertigo would most likely classify as a question mark?

Accepted Answer

A)   Electra-a home entertainment system that has a strong market share in a market that is likely to expand in the future
B)   SoLo-a CD player that has a very low market share in a market that is shrinking rapidly
C)   Blue-a cell phone that is designed for music lovers and has a very low market share in a market that is growing steadily
D)   Kindle Fire-a children's iPad that has a high market share in a market that is not expected to grow significantly
E)   SpinDrive-a car audio system that has a high market share in a market that has been growing constantly

Question 10

Services, such as banking, airline, and retailing services, are products too. We call them service products.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following best describes market segmentation?

Accepted Answer

A)   arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers
B)   dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviours
C)   evaluating each market segment's attractiveness and selecting one or more segments to enter
D)   differentiating a market offering to create superior customer value
E)   identifying consumer needs and creating a product to meet those needs

Question 12

In the new four As framework, Accessibility replaces Price.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is true of marketing ROI?

Accepted Answer

A)   Marketing ROI measures the profits generated by investments in marketing activities.
B)   Marketing ROI uses only those marketing factors that can be measured in dollars.
C)   Marketing ROI ignores customer-centred measures of marketing impact, such as customer acquisition and retention.
D)   Marketing ROI cannot be assessed in terms of standard marketing performance measures, such as brand awareness, sales, or market share.
E)   Marketing ROI is easier to calculate than financial ROI.

Question 14

Ferrari sells only 2,200 of its very high-performance cars in North America each year at very high prices. The company is appealing to a specific _.

Accepted Answer

A)   business portfolio
B)   market position
C)   market segment
D)   value delivery network
E)   value chain

Question 15

Strategic planning defined: The process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marking opportunities.

Accepted Answer

A) True 
 B)False

Question 16

In a SWOT analysis, refer to favourable factors or trends in the external environment that a company may be able to exploit to its advantage.

Accepted Answer

A)   strategies
B)   controls
C)   strengths
D)   opportunities
E)   threats

Question 17

What is a business portfolio? How does a company typically conduct a portfolio analysis?

Accepted Answer

A business portfolio is the collection o...

Question 18

Companies must develop not only strategies for growing their business portfolios but also strategies for downsizing them.

Accepted Answer

A) True 
 B)False

Question 19

McDonalds is globally recognized as a restaurant chain offering a consistent experience and similar foods. Which of the following most likely indicates that McDonalds is following a diversification strategy?

Accepted Answer

A)   McDonalds increases its spending on advertising and promotion.
B)   McDonalds develops a new line of pizzas targeting its current market to be sold from its existing locations.
C)   McDonalds acquires another chain of fast-food restaurants.
D)   McDonalds opens a restaurant in the previously untapped Bora-Bora.
E)   McDonalds enters the U.S. market with a line of children's clothing. E

Question 20

When a company chooses to harvest a particular strategic business unit, it increases short-term cash flow despite the long-term effect.

Accepted Answer

A) True 
 B)False

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

Which of the following best describes product positioning?

Correct Answer
verified

The two dimensions the BCG approach uses to evaluate and manage SBUs are _ .

Correct Answer
verified

According to the BCG matrix, products or businesses with a high market share in a high-growth market are classified as _ .

Correct Answer
verified

Packaging is an element of the component of a company's marketing mix.

Correct Answer
verified

When considering managing marketing strategies and the marketing mix, the core of this approach is all about creating customer value and profitable customer relationships. Which series of factors are immediately next to the customer (from middle of circle to the outside) ?

Correct Answer
verified
C

Operating control involves checking ongoing performance against the annual plan and taking corrective action when necessary.

Correct Answer
verified

When Howard Schultz returned to assume leaderships at Starbucks in 2007, the company's average transactions per store fell and same-store growth slowed. This was happening despite continued strong growth in the industry. According to the BCG model, Starbucks was a _ .

Correct Answer
verified

Correct Answer
verified
D

Vertigo is an electronics company. According to the BCG matrix, which of the following products of Vertigo would most likely classify as a question mark?

Correct Answer
verified

Services, such as banking, airline, and retailing services, are products too. We call them service products.

Correct Answer
verified

Which of the following best describes market segmentation?

Correct Answer
verified

In the new four As framework, Accessibility replaces Price.

Correct Answer
verified

Which of the following is true of marketing ROI?

Correct Answer
verified

Ferrari sells only 2,200 of its very high-performance cars in North America each year at very high prices. The company is appealing to a specific _.

Correct Answer
verified

Strategic planning defined: The process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marking opportunities.

Correct Answer
verified

In a SWOT analysis, refer to favourable factors or trends in the external environment that a company may be able to exploit to its advantage.

Correct Answer
verified

What is a business portfolio? How does a company typically conduct a portfolio analysis?

Correct Answer
verified
A business portfolio is the collection o...
View Answer

Companies must develop not only strategies for growing their business portfolios but also strategies for downsizing them.

Correct Answer
verified

McDonalds is globally recognized as a restaurant chain offering a consistent experience and similar foods. Which of the following most likely indicates that McDonalds is following a diversification strategy?

Correct Answer
verified
E

When a company chooses to harvest a particular strategic business unit, it increases short-term cash flow despite the long-term effect.

Correct Answer
verified

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

Which of the following best describes product positioning?

Correct AnswerverifiedShow Answer

The two dimensions the BCG approach uses to evaluate and manage SBUs are _ .

Correct AnswerverifiedShow Answer

According to the BCG matrix, products or businesses with a high market share in a high-growth market are classified as _ .

Correct AnswerverifiedShow Answer

Packaging is an element of the component of a company's marketing mix.

Correct AnswerverifiedShow Answer

When considering managing marketing strategies and the marketing mix, the core of this approach is all about creating customer value and profitable customer relationships. Which series of factors are immediately next to the customer (from middle of circle to the outside) ?

Correct AnswerverifiedC

Operating control involves checking ongoing performance against the annual plan and taking corrective action when necessary.

Correct AnswerverifiedShow Answer

When Howard Schultz returned to assume leaderships at Starbucks in 2007, the company's average transactions per store fell and same-store growth slowed. This was happening despite continued strong growth in the industry. According to the BCG model, Starbucks was a _ .

Correct AnswerverifiedShow Answer

Correct AnswerverifiedD

Vertigo is an electronics company. According to the BCG matrix, which of the following products of Vertigo would most likely classify as a question mark?

Correct AnswerverifiedShow Answer

Services, such as banking, airline, and retailing services, are products too. We call them service products.

Correct AnswerverifiedShow Answer

Which of the following best describes market segmentation?

Correct AnswerverifiedShow Answer

In the new four As framework, Accessibility replaces Price.

Correct AnswerverifiedShow Answer

Which of the following is true of marketing ROI?

Correct AnswerverifiedShow Answer

Ferrari sells only 2,200 of its very high-performance cars in North America each year at very high prices. The company is appealing to a specific _.

Correct AnswerverifiedShow Answer

Strategic planning defined: The process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marking opportunities.

Correct AnswerverifiedShow Answer

In a SWOT analysis, refer to favourable factors or trends in the external environment that a company may be able to exploit to its advantage.

Correct AnswerverifiedShow Answer

What is a business portfolio? How does a company typically conduct a portfolio analysis?

Correct AnswerverifiedA business portfolio is the collection o...View AnswerShow Answer

Companies must develop not only strategies for growing their business portfolios but also strategies for downsizing them.

Correct AnswerverifiedShow Answer

McDonalds is globally recognized as a restaurant chain offering a consistent experience and similar foods. Which of the following most likely indicates that McDonalds is following a diversification strategy?

Correct AnswerverifiedE

When a company chooses to harvest a particular strategic business unit, it increases short-term cash flow despite the long-term effect.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
C

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
D

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A business portfolio is the collection o...
View Answer

Correct Answer
verified

Correct Answer
verified
E

Correct Answer
verified