Question 1

Which of the following is true with regard to cash cows?

Accepted Answer

A)  They are high-growth, high-share businesses or products. 
B)  They can be used to help finance the company's question marks and stars. 
C)  They require significant cash to maintain market share. 
D)  They are low-share businesses and products. 
E)  They do not promise to be large sources of cash. 
A)  They are high-growth, high-share businesses or products. 
B)  They can be used to help finance the company's question marks and stars. 
C)  They require significant cash to maintain market share. 
D)  They are low-share businesses and products. 
E)  They do not promise to be large sources of cash.

Question 2

The marketing mix consists of people, property, planning, and position.

Accepted Answer

A) True 
 B)False

Question 3

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

Question 4

Product means the goods-and-services combination the company offers to the target market.

Accepted Answer

A) True 
 B)False

Question 5

The four Cs concept adopts the buyer's view of the market.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following companies has a market-oriented business definition?

Accepted Answer

A)  An electronics company, whose business definition is: "We produce microchips." 
B)  A hotel, whose business definition is: "We rent rooms." 
C)  An apparel company, whose business definition is: "We make and sell women's clothing." 
D)  A cosmetic company, whose business definition is: "We sell hope and self-esteem." 
E)  A pizzeria, whose business definition is: "We sell the world's most delicious thin-crust pizzas." 
A)  An electronics company, whose business definition is: "We produce microchips." 
B)  A hotel, whose business definition is: "We rent rooms." 
C)  An apparel company, whose business definition is: "We make and sell women's clothing." 
D)  A cosmetic company, whose business definition is: "We sell hope and self-esteem." 
E)  A pizzeria, whose business definition is: "We sell the world's most delicious thin-crust pizzas."

Question 7

Lark Inc., an American electronics company, is currently reviewing new geographical markets to sell its highly popular LED televisions. By 2020, it plans to open new stores across all the major South Asian cities. Lark is most likely following a ________ strategy.

Accepted Answer

A)  local marketing 
B)  market development 
C)  diversification 
D)  product adaptation 
E)  product development 
A)  local marketing 
B)  market development 
C)  diversification 
D)  product adaptation 
E)  product development

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

Paul Robinson has identified a group of potential customers who seem to respond in a similar way to a series of magazine and radio advertisements for his company's product. Paul has identified a(n) ________.

Accepted Answer

A)  target market 
B)  market segment 
C)  niche market 
D)  product attribute 
E)  product design 
A)  target market 
B)  market segment 
C)  niche market 
D)  product attribute 
E)  product design

Question 10

More and more companies are shifting their brand management focus toward ________.

Accepted Answer

A)  technology management 
B)  product management 
C)  customer management 
D)  functional management 
E)  geographic management 
A)  technology management 
B)  product management 
C)  customer management 
D)  functional management 
E)  geographic management

Question 11

What factors determine the success of a company's value chain?

Accepted Answer

A company's value chain is only as stron

Question 12

The main section of the marketing plan most likely presents a detailed ________ analysis of the current marketing situation.

Accepted Answer

A)  breakeven 
B)  SBU 
C)  SWOT 
D)  regression 
E)  cluster 
A)  breakeven 
B)  SBU 
C)  SWOT 
D)  regression 
E)  cluster

Question 13

The network made up of the company, its suppliers, its distributors, and, ultimately, its customers who partner with each other to improve the performance of the entire system is known as the ________.

Accepted Answer

A)  business portfolio 
B)  supply chain 
C)  marketing mix 
D)  value delivery network 
E)  internal value chain 
A)  business portfolio 
B)  supply chain 
C)  marketing mix 
D)  value delivery network 
E)  internal value chain

Question 14

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. 
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 15

Marketing control involves ________ steps.

Accepted Answer

A)  two 
B)  seven 
C)  nine 
D)  four 
E)  eight 
A)  two 
B)  seven 
C)  nine 
D)  four 
E)  eight

Question 16

What is a value delivery network?

Accepted Answer

Value delivery network refers to the net

Question 17

What does market targeting involve?

Accepted Answer

Market targeting involves eval

Question 18

The four marketing management functions are analysis, planning, implementation, and control.

Accepted Answer

A) True 
 B)False

Question 19

Ravenshaw Corp. assigns its sales and marketing people to specific countries, regions, and districts. Ravenshaw Corp. is most likely an example of a ________.

Accepted Answer

A)  geographic organization 
B)  product organization 
C)  functional organization 
D)  niche marketer 
E)  mass marketer 
A)  geographic organization 
B)  product organization 
C)  functional organization 
D)  niche marketer 
E)  mass marketer

Question 20

Phoenix, a popular coffee shop chain in North America, recently opened 400 stores to cater to its rapidly increasing number of patrons. This exemplifies ________.

Accepted Answer

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

Which of the following is true with regard to cash cows?

The marketing mix consists of people, property, planning, and position.

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

Product means the goods-and-services combination the company offers to the target market.

The four Cs concept adopts the buyer's view of the market.

Which of the following companies has a market-oriented business definition?

Lark Inc., an American electronics company, is currently reviewing new geographical markets to sell its highly popular LED televisions. By 2020, it plans to open new stores across all the major South Asian cities. Lark is most likely following a ________ strategy.

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

Paul Robinson has identified a group of potential customers who seem to respond in a similar way to a series of magazine and radio advertisements for his company's product. Paul has identified a(n) ________.

More and more companies are shifting their brand management focus toward ________.

What factors determine the success of a company's value chain?

The main section of the marketing plan most likely presents a detailed ________ analysis of the current marketing situation.

The network made up of the company, its suppliers, its distributors, and, ultimately, its customers who partner with each other to improve the performance of the entire system is known as the ________.

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

Marketing control involves ________ steps.

What is a value delivery network?

What does market targeting involve?

The four marketing management functions are analysis, planning, implementation, and control.

Ravenshaw Corp. assigns its sales and marketing people to specific countries, regions, and districts. Ravenshaw Corp. is most likely an example of a ________.

Phoenix, a popular coffee shop chain in North America, recently opened 400 stores to cater to its rapidly increasing number of patrons. This exemplifies ________.

Marketing: Creating and Capturing Customer Value

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New-Product Development and Product Life Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

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

Which of the following is true with regard to cash cows?

The marketing mix consists of people, property, planning, and position.

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

Product means the goods-and-services combination the company offers to the target market.

The four Cs concept adopts the buyer's view of the market.

Which of the following companies has a market-oriented business definition?

Lark Inc., an American electronics company, is currently reviewing new geographical markets to sell its highly popular LED televisions. By 2020, it plans to open new stores across all the major South Asian cities. Lark is most likely following a ________ strategy.

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

Paul Robinson has identified a group of potential customers who seem to respond in a similar way to a series of magazine and radio advertisements for his company's product. Paul has identified a(n) ________.

More and more companies are shifting their brand management focus toward ________.

What factors determine the success of a company's value chain?

The main section of the marketing plan most likely presents a detailed ________ analysis of the current marketing situation.

The network made up of the company, its suppliers, its distributors, and, ultimately, its customers who partner with each other to improve the performance of the entire system is known as the ________.

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

Marketing control involves ________ steps.

What is a value delivery network?

What does market targeting involve?

The four marketing management functions are analysis, planning, implementation, and control.

Ravenshaw Corp. assigns its sales and marketing people to specific countries, regions, and districts. Ravenshaw Corp. is most likely an example of a ________.

Phoenix, a popular coffee shop chain in North America, recently opened 400 stores to cater to its rapidly increasing number of patrons. This exemplifies ________.

Marketing: Creating and Capturing Customer Value

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New-Product Development and Product Life Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters