Question 1

What is a business portfolio? What are the steps involved in business portfolio planning?

Accepted Answer

A business portfolio is the collection o

Question 2

How does strategic planning benefit companies?

Accepted Answer

Strategic planning sets the st

Question 3

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 4

Mission statements should be ________.

Accepted Answer

A)  meaningful and specific yet motivating 
B)  technology oriented 
C)  written solely for public relations purposes 
D)  focused on increasing sales or profits 
E)  strictly product oriented 
A)  meaningful and specific yet motivating 
B)  technology oriented 
C)  written solely for public relations purposes 
D)  focused on increasing sales or profits 
E)  strictly product oriented

Question 5

A marketing plan begins with a(n) ________, which presents a brief summary of the main goals and recommendations of the plan for management review.

Accepted Answer

A)  budget 
B)  opportunity analysis 
C)  threat analysis 
D)  executive summary 
E)  action program 
A)  budget 
B)  opportunity analysis 
C)  threat analysis 
D)  executive summary 
E)  action program

Question 6

Company growth through diversification involves offering modified or new products to the company's current markets.

Accepted Answer

A) True 
 B)False

Question 7

What are stars according to the BCG growth-share matrix?

Accepted Answer

Stars are high-growth, high-sh

Question 8

Ron and Gail plan to lower Fun-Spot's prices in an effort to encourage customers to stay longer, visit more often, and spend more money during each visit. What type of strategy are Ron and Gail planning?

Accepted Answer

A)  market penetration 
B)  market development 
C)  product development 
D)  product adaptation 
E)  diversification 
A)  market penetration 
B)  market development 
C)  product development 
D)  product adaptation 
E)  diversification

Question 9

Each company must divide up the total market, choose the best segments, and design strategies for profitably serving chosen segments. This process involves market segmentation, ________, differentiation, and positioning.

Accepted Answer

A)  market targeting 
B)  marketing implementation 
C)  supply-chain analysis 
D)  price discrimination 
E)  market diversification 
A)  market targeting 
B)  marketing implementation 
C)  supply-chain analysis 
D)  price discrimination 
E)  market diversification

Question 10

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

Question 11

On the BCG matrix, "question marks" are high-growth, high-share businesses or products.

Accepted Answer

A) True 
 B)False

Question 12

The collection of businesses and products that make up a company is called its ________.

Accepted Answer

A)  strategic business unit 
B)  supply chain 
C)  strategic plan 
D)  business portfolio 
E)  internal value chain 
A)  strategic business unit 
B)  supply chain 
C)  strategic plan 
D)  business portfolio 
E)  internal value chain

Question 13

Which of the following is NOT an example of product-oriented mission statements?

Accepted Answer

A)  "We are an online library." 
B)  "We run theme parks." 
C)  "We sell athletic shoes." 
D)  "We sell memorable experiences." 
E)  "We rent hotel rooms." 
A)  "We are an online library." 
B)  "We run theme parks." 
C)  "We sell athletic shoes." 
D)  "We sell memorable experiences." 
E)  "We rent hotel rooms."

Question 14

A company can ________ an SBU by selling it or phasing it out and using the resources elsewhere.

Accepted Answer

A)  divest 
B)  promote 
C)  expand 
D)  harvest 
E)  hold 
A)  divest 
B)  promote 
C)  expand 
D)  harvest 
E)  hold

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is the first step of business portfolio planning?

Accepted Answer

A)  shaping the future portfolio by developing strategies for growth and downsizing 
B)  determining which businesses should receive more, less, or no investment 
C)  identifying internal strengths and weaknesses 
D)  identifying future opportunities 
E)  determining short-term goals 
A)  shaping the future portfolio by developing strategies for growth and downsizing 
B)  determining which businesses should receive more, less, or no investment 
C)  identifying internal strengths and weaknesses 
D)  identifying future opportunities 
E)  determining short-term goals

Question 17

Which of the following is NOT an element of the marketing mix?

Accepted Answer

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

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

What are the components of a company's marketing mix?

Accepted Answer

A company designs an integrate

Question 20

Mission statements should be market oriented and defined in terms of satisfying basic customer needs.

Accepted Answer

A) True 
 B)False

What is a business portfolio? What are the steps involved in business portfolio planning?

How does strategic planning benefit companies?

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

Mission statements should be ________.

A marketing plan begins with a(n) ________, which presents a brief summary of the main goals and recommendations of the plan for management review.

Company growth through diversification involves offering modified or new products to the company's current markets.

What are stars according to the BCG growth-share matrix?

Ron and Gail plan to lower Fun-Spot's prices in an effort to encourage customers to stay longer, visit more often, and spend more money during each visit. What type of strategy are Ron and Gail planning?

Each company must divide up the total market, choose the best segments, and design strategies for profitably serving chosen segments. This process involves market segmentation, ________, differentiation, and positioning.

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

On the BCG matrix, "question marks" are high-growth, high-share businesses or products.

The collection of businesses and products that make up a company is called its ________.

Which of the following is NOT an example of product-oriented mission statements?

A company can ________ an SBU by selling it or phasing it out and using the resources elsewhere.

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

Which of the following is the first step of business portfolio planning?

Which of the following is NOT an element of the marketing mix?

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

What are the components of a company's marketing mix?

Mission statements should be market oriented and defined in terms of satisfying basic customer needs.

Marketing: Creating Customer Value and Engagement

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and 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

Engaging Customers and Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

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

What is a business portfolio? What are the steps involved in business portfolio planning?

How does strategic planning benefit companies?

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

Mission statements should be ________.

A marketing plan begins with a(n) ________, which presents a brief summary of the main goals and recommendations of the plan for management review.

Company growth through diversification involves offering modified or new products to the company's current markets.

What are stars according to the BCG growth-share matrix?

Ron and Gail plan to lower Fun-Spot's prices in an effort to encourage customers to stay longer, visit more often, and spend more money during each visit. What type of strategy are Ron and Gail planning?

Each company must divide up the total market, choose the best segments, and design strategies for profitably serving chosen segments. This process involves market segmentation, ________, differentiation, and positioning.

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

On the BCG matrix, "question marks" are high-growth, high-share businesses or products.

The collection of businesses and products that make up a company is called its ________.

Which of the following is NOT an example of product-oriented mission statements?

A company can ________ an SBU by selling it or phasing it out and using the resources elsewhere.

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

Which of the following is the first step of business portfolio planning?

Which of the following is NOT an element of the marketing mix?

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

What are the components of a company's marketing mix?

Mission statements should be market oriented and defined in terms of satisfying basic customer needs.

Marketing: Creating Customer Value and Engagement

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and 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

Engaging Customers and Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters