Question 1

________ analysis is an overall evaluation of the company's strengths, weaknesses, opportunities, and threats.

Accepted Answer

A)   Porter's five forces
B)   A breakeven
C)   A regression
D)   A SWOT
E)   A cluster

Question 2

The marketing logic by which a company hopes to create customer value and achieve profitable customer relationships is referred to as the ________.

Accepted Answer

A)   price
B)   marketing implementation
C)   value chain
D)   marketing strategy
E)   downsizing

Question 3

Which of the following is true of the BCG matrix approach?

Accepted Answer

A)   It is inexpensive to implement.
B)   It does not have any limitations.
C)   It considers market growth rate to be a measure of market attractiveness.
D)   It describes consumer motivations and needs.
E)   It does not consider relative market share to be a measure of company strength in the market.

Question 4

What is the difference between marketing planning and marketing implementation?

Accepted Answer

Whereas marketing planning add...

Question 5

Arrow is "a different kind of company, manufacturing a different kind of a car"; the RoadPro is "like nothing else." Statements such as these reflect a firm's ________.

Accepted Answer

A)   portfolio
B)   marketing segment
C)   positioning
D)   marketing mix
E)   mission statement

Question 6

Which of the following is a market-oriented mission statement?

Accepted Answer

A)   "We empower customers to achieve their dreams."
B)   "We sell jumbo burgers."
C)   "We are an online library."
D)   "We are a low-cost airline."
E)   "We make porcelain figurines."

Question 7

Which of the following is a major advantage of the market organization?

Accepted Answer

A)   The company is organized around the needs of specific customer segments.
B)   The company exploits bleeding-edge technologies to keep ahead in the market.
C)   The company has a flat organizational structure.
D)   The company allows its salespeople to settle into a specific territory.
E)   The company caters to a single, small market segment.

Question 8

What is a marketing strategy? How do marketing strategies help firms?

Accepted Answer

Marketing strategy refers to the marketi...

Question 9

What are some of the problems associated with matrix approaches?

Accepted Answer

The BCG and other formal methods revolut...

Question 10

Market development involves company growth by identifying and developing new market segments for current company products.

Accepted Answer

A) True 
 B)False

Question 11

A clear mission statement acts as an "invisible hand" that guides people in the organization.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is NOT something a company must determine when analyzing its current business portfolio?

Accepted Answer

A)   which businesses should receive more investment
B)   which businesses should receive less investment
C)   which businesses should receive no investment
D)   which businesses should be sold or closed
E)   which businesses shape the future portfolio

Question 13

Mission statements should be market oriented.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is NOT a market-oriented business definition?

Accepted Answer

A)   "We empower customers to realize their dreams."
B)   "We make high-quality consumer food products."
C)   "We sell success and status."
D)   "We create the Hilton experience."
E)   "We bring innovation to every home."

Question 15

________ measures the profits generated by investments in marketing activities.

Accepted Answer

A)   A SWOT analysis
B)   A marketing audit
C)   Regression analysis
D)   Return on marketing investment
E)   Marketing budget evaluation

Question 16

Return on marketing investment refers to the net return from a marketing investment divided by the costs of the marketing investment.

Accepted Answer

A) True 
 B)False

Question 17

Berman Electronics, a chain of appliance stores in North America, caters to a wide range of customers. It has a marketing organization in which different operational specialists head different marketing activities. Berman Electronics is a(n)  ________.

Accepted Answer

A)   customer management organization
B)   niche marketer
C)   early adopter
D)   functional organization
E)   laggard

Question 18

Which of the following Ps in the marketing mix describes the goods-and-services combination the company offers to the target market?

Accepted Answer

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

Question 19

The major activity in strategic planning is ________, whereby management evaluates the products and businesses that make up the company.

Accepted Answer

A)   SWOT analysis
B)   benchmarking
C)   business portfolio analysis
D)   breakeven analysis
E)   prospecting

Question 20

________ are a type of SBU that often require heavy investments to finance their rapid growth.

Accepted Answer

A)   Cash cows
B)   Question marks
C)   Stars
D)   Dogs
E)   Bears

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

Which of the following is NOT something a company must determine when analyzing its current business portfolio?

Correct AnswerverifiedShow Answer

________ analysis is an overall evaluation of the company's strengths, weaknesses, opportunities, and threats.

Correct AnswerverifiedShow Answer

The marketing logic by which a company hopes to create customer value and achieve profitable customer relationships is referred to as the ________.

Correct AnswerverifiedShow Answer

Berman Electronics, a chain of appliance stores in North America, caters to a wide range of customers. It has a marketing organization in which different operational specialists head different marketing activities. Berman Electronics is a(n) ________.

Correct AnswerverifiedShow Answer

Which of the following is NOT a market-oriented business definition?

Correct AnswerverifiedShow Answer

What are some of the problems associated with matrix approaches?

Correct AnswerverifiedThe BCG and other formal methods revolut...View AnswerShow Answer

The major activity in strategic planning is ________, whereby management evaluates the products and businesses that make up the company.

Correct AnswerverifiedShow Answer

Market development involves company growth by identifying and developing new market segments for current company products.

Correct AnswerverifiedShow Answer

What is a marketing strategy? How do marketing strategies help firms?

Correct AnswerverifiedMarketing strategy refers to the marketi...View AnswerShow Answer

What is the difference between marketing planning and marketing implementation?

Correct AnswerverifiedWhereas marketing planning add...View AnswerShow Answer

Arrow is "a different kind of company, manufacturing a different kind of a car"; the RoadPro is "like nothing else." Statements such as these reflect a firm's ________.

Correct AnswerverifiedShow Answer

Return on marketing investment refers to the net return from a marketing investment divided by the costs of the marketing investment.

Correct AnswerverifiedShow Answer

Which of the following is true of the BCG matrix approach?

Correct AnswerverifiedShow Answer

________ are a type of SBU that often require heavy investments to finance their rapid growth.

Correct AnswerverifiedShow Answer

________ measures the profits generated by investments in marketing activities.

Correct AnswerverifiedShow Answer

Which of the following is a market-oriented mission statement?

Correct AnswerverifiedShow Answer

Which of the following Ps in the marketing mix describes the goods-and-services combination the company offers to the target market?

Correct AnswerverifiedShow Answer

Which of the following is a major advantage of the market organization?

Correct AnswerverifiedShow Answer

Mission statements should be market oriented.

Correct AnswerverifiedShow Answer

A clear mission statement acts as an "invisible hand" that guides people in the organization.

Correct AnswerverifiedShow Answer

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The BCG and other formal methods revolut...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Marketing strategy refers to the marketi...
View Answer

Correct Answer
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Whereas marketing planning add...
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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