Question 1

The key role of marketing includes

Accepted Answer

A)   supporting the board of directors.
B)   operating at the corporate level.
C)   looking outward by listening to customers.
D)   managing executives.
E)   delivering strategic business decisions.

Question 2

The primary purpose of a marketing metric is to

Accepted Answer

A)   assign qualitative values to quantitative data.
B)   allow the sharing of information across product lines.
C)   measure the quantitative value of a marketing activity.
D)   forecast potential product/service opportunities over a period of five years.
E)   provide a numerically precise measurement of management judgment for an industry's growth.

Question 3

Figure 2-4 
-In Figure 2-4,SBUs found in quadrant D would be called

Accepted Answer

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

Question 4

Which of the following is not an example of an industry?

Accepted Answer

A)   the computer industry
B)   the automobile industry
C)   the landscaping industry
D)   the government industry
E)   the cable television industry

Question 5

Alex has just completed measuring the results of her firm's product performance.Her next step will be to

Accepted Answer

A)   do a profitability analysis.
B)   take necessary corrective actions.
C)   bring these to the marketing auditor.
D)   proceed regardless of deviations from original plans.
E)   compare the results against the goals specified in the marketing plan.

Question 6

To move an SBU from its current position on a BCG business portfolio analysis,a manager should concentrate mostly on

Accepted Answer

A)   influencing the relative market share.
B)   enhancing employee motivation to move a low-valued SBU to a higher one.
C)   adding a variety of new SBUs that will force out older ones.
D)   influencing the market growth rate.
E)   simplifying its offerings by removing features.

Question 7

Several years ago,Black & Decker purchased General Electric's small appliances product line.Black & Decker purchased the line because it needed the cash generated from a product line that had a dominant market share in the slow-growth small appliance industry.GE's small appliances product line is most likely a __________ for Black & Decker.

Accepted Answer

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

Question 8

In the context of organizational direction,the term business refers to

Accepted Answer

A)   the daily operational decisions that must be implemented for an organization to remain viable.
B)   exchange transactions between seller and buyer in order for the seller to make sales and earn profits.
C)   the clear, broad, underlying industry or market sector of an organization's offering.
D)   an organization that develops an offering.
E)   the objectives of a firm and the strategies and tactics that will allow it to achieve them.

Question 9

What is a cross-functional team and how is it used?

Accepted Answer

When developing marketing programs for n...

Question 10

The marketing strategy to sell current products to new markets is referred to as

Accepted Answer

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

Question 11

The organizational foundation sets the __________ of organizations,the organization direction sets the __________,and organizational strategies are concerned with the __________.

Accepted Answer

A)   when; why; what
B)   why; what; how
C)   what; how; why
D)   what; where; how
E)   how; where; what

Question 12

What is an organization's mission?
 What are some elements of a well-written mission statement?

Accepted Answer

By understanding its core values,an orga...

Question 13

An organization uses the strategic marketing process to answer all of the following questions except which?

Accepted Answer

A)   "How do our results compare with our plans?"
B)   "How do we allocate our resources to get where we want to go?"
C)   "Where do we want to go?"
D)   "Do deviations require new plans?"
E)   "How do we convert our plans into actions?"

Question 14

One of the most recognized approaches to business portfolio analysis is the Boston Consulting Group's growth-share matrix.Describe this tool and the four quadrants of the matrix.

Accepted Answer

The BCG business portfolio analysis requ...

Question 15

In 25 words or less,write a mission statement for a local community college.

Accepted Answer

By understanding its core values,an orga...

Question 16

Regarding goals and objectives,which of the following statements would be most accurate?

Accepted Answer

A)   Objectives convert an organization's mission and business into long- and short-term performance targets.
B)   Goals and objectives are actually the detailed day-to-day activities necessary to implement a marketing program.
C)   A company's goals and objectives are often worthy in intent, but unrealistic in practice because they are never accomplished during the specified time period.
D)   Goal-setting only applies to business firms; nonprofit organizations typically do not set goals because they don't earn a profit.
E)   The terms goal and objective should not be used interchangeably. Goals are philosophical while objectives are performance-based.

Question 17

Figure 2-10 
-Figure 2-10 is known as a ________,which is helpful for scheduling activities when some must be completed before others can begin.

Accepted Answer

A)   market-product grid
B)   project schedule
C)   Plan-A-Gram
D)   Gantt chart
E)   sales response function

Question 18

An organization's employees,shareholders,board of directors,suppliers,distributors,creditors,unions,government,local communities,and customers are referred to as its

Accepted Answer

A)   stakeholders.
B)   stockholders.
C)   competitors.
D)   target audience.
E)   organizational community.

Question 19

Figure 2-3b 
-According to Figure 2-3b,which of the following SBUs has the YTD revenue compared to its target?

Accepted Answer

A)   Hardware
B)   Electronics
C)   Software
D)   Peripherals
E)   Grand Total

Question 20

Market share is the ratio of sales revenue of the firm to the total sales revenue of all __________,including the firm itself.

Accepted Answer

A)   firms in the industry
B)   firms in the competitive set
C)   firms in the WTO
D)   product groupings
E)   domestic firms in a country

Exam 2: Developing Successful Organizational and Marketing Strategies

Figure 2-4 -In Figure 2-4,SBUs found in quadrant D would be called

Correct Answer
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What is an organization's mission? What are some elements of a well-written mission statement?

Correct Answer
verified
By understanding its core values,an orga...
View Answer

The key role of marketing includes

Correct Answer
verified

To move an SBU from its current position on a BCG business portfolio analysis,a manager should concentrate mostly on

Correct Answer
verified

What is a cross-functional team and how is it used?

Correct Answer
verified
When developing marketing programs for n...
View Answer

Correct Answer
verified

Regarding goals and objectives,which of the following statements would be most accurate?

Correct Answer
verified

Alex has just completed measuring the results of her firm's product performance.Her next step will be to

Correct Answer
verified

In the context of organizational direction,the term business refers to

Correct Answer
verified

The primary purpose of a marketing metric is to

Correct Answer
verified

Figure 2-3b -According to Figure 2-3b,which of the following SBUs has the YTD revenue compared to its target?

Correct Answer
verified

An organization's employees,shareholders,board of directors,suppliers,distributors,creditors,unions,government,local communities,and customers are referred to as its

Correct Answer
verified

One of the most recognized approaches to business portfolio analysis is the Boston Consulting Group's growth-share matrix.Describe this tool and the four quadrants of the matrix.

Correct Answer
verified
The BCG business portfolio analysis requ...
View Answer

Which of the following is not an example of an industry?

Correct Answer
verified

The organizational foundation sets the of organizations,the organization direction sets the ,and organizational strategies are concerned with the __.

Correct Answer
verified

In 25 words or less,write a mission statement for a local community college.

Correct Answer
verified
By understanding its core values,an orga...
View Answer

An organization uses the strategic marketing process to answer all of the following questions except which?

Correct Answer
verified

Market share is the ratio of sales revenue of the firm to the total sales revenue of all __________,including the firm itself.

Correct Answer
verified

The marketing strategy to sell current products to new markets is referred to as

Correct Answer
verified

Figure 2-10 -Figure 2-10 is known as a ________,which is helpful for scheduling activities when some must be completed before others can begin.

Correct Answer
verified

Exam 2: Developing Successful Organizational and Marketing Strategies

Figure 2-4 -In Figure 2-4,SBUs found in quadrant D would be called

Correct AnswerverifiedShow Answer

What is an organization's mission? What are some elements of a well-written mission statement?

Correct AnswerverifiedBy understanding its core values,an orga...View AnswerShow Answer

The key role of marketing includes

Correct AnswerverifiedShow Answer

To move an SBU from its current position on a BCG business portfolio analysis,a manager should concentrate mostly on

Correct AnswerverifiedShow Answer

What is a cross-functional team and how is it used?

Correct AnswerverifiedWhen developing marketing programs for n...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Regarding goals and objectives,which of the following statements would be most accurate?

Correct AnswerverifiedShow Answer

Alex has just completed measuring the results of her firm's product performance.Her next step will be to

Correct AnswerverifiedShow Answer

In the context of organizational direction,the term business refers to

Correct AnswerverifiedShow Answer

The primary purpose of a marketing metric is to

Correct AnswerverifiedShow Answer

Figure 2-3b -According to Figure 2-3b,which of the following SBUs has the YTD revenue compared to its target?

Correct AnswerverifiedShow Answer

An organization's employees,shareholders,board of directors,suppliers,distributors,creditors,unions,government,local communities,and customers are referred to as its

Correct AnswerverifiedShow Answer

One of the most recognized approaches to business portfolio analysis is the Boston Consulting Group's growth-share matrix.Describe this tool and the four quadrants of the matrix.

Correct AnswerverifiedThe BCG business portfolio analysis requ...View AnswerShow Answer

Which of the following is not an example of an industry?

Correct AnswerverifiedShow Answer

The organizational foundation sets the __________ of organizations,the organization direction sets the __________,and organizational strategies are concerned with the __________.

Correct AnswerverifiedShow Answer

In 25 words or less,write a mission statement for a local community college.

Correct AnswerverifiedBy understanding its core values,an orga...View AnswerShow Answer

An organization uses the strategic marketing process to answer all of the following questions except which?

Correct AnswerverifiedShow Answer

Market share is the ratio of sales revenue of the firm to the total sales revenue of all __________,including the firm itself.

Correct AnswerverifiedShow Answer

The marketing strategy to sell current products to new markets is referred to as

Correct AnswerverifiedShow Answer

Figure 2-10 -Figure 2-10 is known as a ________,which is helpful for scheduling activities when some must be completed before others can begin.

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
verified
By understanding its core values,an orga...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
When developing marketing programs for n...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The BCG business portfolio analysis requ...
View Answer

Correct Answer
verified

The organizational foundation sets the of organizations,the organization direction sets the ,and organizational strategies are concerned with the __.

Correct Answer
verified

Correct Answer
verified
By understanding its core values,an orga...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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