Question 1

Market-penetration,product-development,and market-development strategies would all be examples of ________ strategies.

Accepted Answer

A) concentric 
B) conglomerate 
C) horizontal 
D) intensive growth 
E) integrative growth 
A) concentric 
B) conglomerate 
C) horizontal 
D) intensive growth 
E) integrative growth

Question 2

The collaborator's ________ involves horizontal partnerships,where companies choose partners based on their ability to exploit related market opportunities,and vertical partnerships,where companies choose partners based on their ability to serve their value creation.

Accepted Answer

A) resource space 
B) competency space 
C) cognitive space 
D) rational space 
E) service space 
A) resource space 
B) competency space 
C) cognitive space 
D) rational space 
E) service space

Question 3

Traditionally,most businesses focused on stockholders.Today,the focus is on what are called ________.

Accepted Answer

A) stakeholders 
B) partners 
C) regulators 
D) consumer triads 
E) supply chain relationships 
A) stakeholders 
B) partners 
C) regulators 
D) consumer triads 
E) supply chain relationships

Question 4

Business realignment may be necessary to maximize core competencies.Which of the following would be one of the steps in this realignment process?

Accepted Answer

A) reviewing all macro relationships 
B) reviewing global outreach projections 
C) redefining the business concept (the "big idea") 
D) reviewing successes from e-commerce (if any) 
E) revamping the ethics statement 
A) reviewing all macro relationships 
B) reviewing global outreach projections 
C) redefining the business concept (the "big idea") 
D) reviewing successes from e-commerce (if any) 
E) revamping the ethics statement

Question 5

To respond effectively and provide value delivery,the company requires ________ to integrate major business processes within a single family of software modules.

Accepted Answer

A) human resource management 
B) internal auditing management 
C) internal resource management 
D) strategic management 
E) marketing management 
A) human resource management 
B) internal auditing management 
C) internal resource management 
D) strategic management 
E) marketing management

Question 6

Hot Topic,a chain that sells rock-band-inspired clothes for teens,recently launched Torrid to give plus-size teens the same fashion options.Identify the three parts of the value delivery process and their function for Hot Topic.

Accepted Answer

The first phase,choosing the value,repre

Question 7

The ________ is the number of channel levels,from raw materials to final product and distribution,in which a company will participate.

Accepted Answer

A) industry sphere 
B) vertical sphere 
C) product/application sphere 
D) competence sphere 
E) market segment sphere 
A) industry sphere 
B) vertical sphere 
C) product/application sphere 
D) competence sphere 
E) market segment sphere

Question 8

Mission statements are at their best when they reflect a ________.

Accepted Answer

A) market 
B) strength 
C) competency 
D) vision 
E) value 
A) market 
B) strength 
C) competency 
D) vision 
E) value

Question 9

Gymboree is a 530-store chain that sells children's clothing to upscale parents.Because there are not enough parents making more than $65,000 year to support more stores,Gymboree has created Janie and Jack,a chain selling upscale baby gifts.Which intensive growth strategy is Gymboree employing?

Accepted Answer

Gymboree is pursuing a product

Question 10

Sony's former president,Akio Morita,wanted everyone to have access to "personal portable sound," so his company created the Walkman and portable CD player.This vision was reflected in the company's ________.

Accepted Answer

A) mission statement 
B) SWOT analysis 
C) consumer intelligence 
D) database 
E) vertical 
A) mission statement 
B) SWOT analysis 
C) consumer intelligence 
D) database 
E) vertical

Question 11

A strategy is a game plan for achieving what the business unit wants to achieve.

Accepted Answer

A) True 
 B)False

Question 12

An intensive growth strategy involving marketing current products to new markets is a market-development strategy.

Accepted Answer

A) True 
 B)False

Question 13

One of the four major categories of strategic alliance involves sharing personnel (e.g. ,human resource alliance)to staff alliance member marketing departments.

Accepted Answer

A) True 
 B)False

Question 14

As Kodak addresses the digital revolution taking over the photographic industry,it wants customers to see it as a leader in digital photography and is moving away from its connection to print-only photography.This would be an example of which of the following value creation steps?

Accepted Answer

A) redefining the big idea 
B) reshaping the business scope 
C) repositioning the company's brand identity 
D) redoing its corporate logo 
E) researching its competitors 
A) redefining the big idea 
B) reshaping the business scope 
C) repositioning the company's brand identity 
D) redoing its corporate logo 
E) researching its competitors

Question 15

Which of the following is one of the four planning activities undertaken by all corporate headquarters?

Accepted Answer

A) defining the corporate mission 
B) establishing strategic business units 
C) assigning resources to each SBU 
D) assessing growth opportunities 
E) all of the above 
A) defining the corporate mission 
B) establishing strategic business units 
C) assigning resources to each SBU 
D) assessing growth opportunities 
E) all of the above

Question 16

Identify the elements of a tactical marketing plan for a new kind of cola.

Accepted Answer

The tactical marketing plan specifies th

Question 17

Such areas as sales forecasts,expense forecasts,and break-even analysis are usually found in the financial projections section of the marketing plan.

Accepted Answer

A) True 
 B)False

Question 18

If you were the CEO of a company that was looking to implement strategies to fill a perceived strategic-planning gap,you would most likely explore ________ growth first because it is easier to improve an existing business than to build a new one.

Accepted Answer

A) intensive 
B) integrative 
C) diversification 
D) conglomerate 
E) concentric 
A) intensive 
B) integrative 
C) diversification 
D) conglomerate 
E) concentric

Question 19

Return on investment (ROI)shows how many units must be sold monthly to offset the monthly fixed costs and average per-unit variable costs.

Accepted Answer

A) True 
 B)False

Question 20

Within the marketing strategy section of the marketing plan,goals and budgets are spelled out for each month or quarter so management can review each period's results and take corrective action as needed.

Accepted Answer

A) True 
 B)False

Exam 2: Developing Marketing Strategies and Plans

Market-penetration,product-development,and market-development strategies would all be examples of ________ strategies.

The collaborator's ________ involves horizontal partnerships,where companies choose partners based on their ability to exploit related market opportunities,and vertical partnerships,where companies choose partners based on their ability to serve their value creation.

Traditionally,most businesses focused on stockholders.Today,the focus is on what are called ________.

Business realignment may be necessary to maximize core competencies.Which of the following would be one of the steps in this realignment process?

To respond effectively and provide value delivery,the company requires ________ to integrate major business processes within a single family of software modules.

Hot Topic,a chain that sells rock-band-inspired clothes for teens,recently launched Torrid to give plus-size teens the same fashion options.Identify the three parts of the value delivery process and their function for Hot Topic.

The ________ is the number of channel levels,from raw materials to final product and distribution,in which a company will participate.

Mission statements are at their best when they reflect a ________.

Gymboree is a 530-store chain that sells children's clothing to upscale parents.Because there are not enough parents making more than $65,000 year to support more stores,Gymboree has created Janie and Jack,a chain selling upscale baby gifts.Which intensive growth strategy is Gymboree employing?

Sony's former president,Akio Morita,wanted everyone to have access to "personal portable sound," so his company created the Walkman and portable CD player.This vision was reflected in the company's ________.

A strategy is a game plan for achieving what the business unit wants to achieve.

An intensive growth strategy involving marketing current products to new markets is a market-development strategy.

One of the four major categories of strategic alliance involves sharing personnel (e.g. ,human resource alliance)to staff alliance member marketing departments.

As Kodak addresses the digital revolution taking over the photographic industry,it wants customers to see it as a leader in digital photography and is moving away from its connection to print-only photography.This would be an example of which of the following value creation steps?

Which of the following is one of the four planning activities undertaken by all corporate headquarters?

Identify the elements of a tactical marketing plan for a new kind of cola.

Such areas as sales forecasts,expense forecasts,and break-even analysis are usually found in the financial projections section of the marketing plan.

If you were the CEO of a company that was looking to implement strategies to fill a perceived strategic-planning gap,you would most likely explore ________ growth first because it is easier to improve an existing business than to build a new one.

Return on investment (ROI)shows how many units must be sold monthly to offset the monthly fixed costs and average per-unit variable costs.

Within the marketing strategy section of the marketing plan,goals and budgets are spelled out for each month or quarter so management can review each period's results and take corrective action as needed.

Defining Marketing for the 21st Century

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing With Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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