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

BlueBear is a shoe manufacturer based in the United States.Which of the following indicates that the company is following a market development strategy?

(Multiple Choice)

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Question 61

A company can assess marketing ROI in terms of standard marketing performance measures,such as brand awareness,sales,or market share.

(True/False)

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Question 62

How do organizations carry out marketing control?

(Essay)

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Question 63

In the BCG growth-share matrix,stars refer to products or businesses with a ________.

(Multiple Choice)

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Question 64

Which of the following best describes market segmentation?

(Multiple Choice)

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Question 65

A ________ is made up of a company,its suppliers,its distributors,and its customers who partner with each other to improve the performance of the entire system.

(Multiple Choice)

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Question 66

Which of the following marketing measures can best be translated into dollar returns?

(Multiple Choice)

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Question 67

Raintree Developers has been measuring its marketing return on investment (or marketing ROI)to assess its marketing performance for the past few years.Explain why this method may not accurately reflect the company's performance and what Raintree can use to better estimate its performance.

(Essay)

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Question 68

Marketing ROI is the net return from a marketing investment divided by the costs of the marketing investment.

(True/False)

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Question 69

In the marketing mix,place refers to activities that communicate the merits of a product and persuade target customers to buy it.

(True/False)

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Question 70

________ involves looking at whether a company's basic business models are well matched to its opportunities.

(Multiple Choice)

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Question 71

Which of the following is true of marketing ROI?

(Multiple Choice)

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Question 72

The position of a strategic business unit in the growth-share matrix typically remains constant over time.

(True/False)

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Question 73

The most common form of marketing organization is the product management organization.

(True/False)

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Question 74

A strategy for company growth that involves increasing sales to current market segments without changing the product is known as ________.

(Multiple Choice)

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Question 75

Cosmetics firm SatinSilk is revamping its mission statement and advertising strategy.The CEO stresses that the new mission statement should be market-oriented rather than product-oriented.Which of the following mission statements will best suit the company?

(Multiple Choice)

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Question 76

A company's customer value delivery network does not include members external to the organization.

(True/False)

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Question 77

Which of the following best describes product positioning?

(Multiple Choice)

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Question 78

A company's mission statement should most likely be ________.

(Multiple Choice)

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Question 79

Which of the following statements is true in the context of the BCG growth-share matrix?

(Multiple Choice)

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Question 80

Showing 61 - 80 of 100

BlueBear is a shoe manufacturer based in the United States.Which of the following indicates that the company is following a market development strategy?

A company can assess marketing ROI in terms of standard marketing performance measures,such as brand awareness,sales,or market share.

How do organizations carry out marketing control?

In the BCG growth-share matrix,stars refer to products or businesses with a ________.

Which of the following best describes market segmentation?

A ________ is made up of a company,its suppliers,its distributors,and its customers who partner with each other to improve the performance of the entire system.

Which of the following marketing measures can best be translated into dollar returns?

Raintree Developers has been measuring its marketing return on investment (or marketing ROI)to assess its marketing performance for the past few years.Explain why this method may not accurately reflect the company's performance and what Raintree can use to better estimate its performance.

Marketing ROI is the net return from a marketing investment divided by the costs of the marketing investment.

In the marketing mix,place refers to activities that communicate the merits of a product and persuade target customers to buy it.

________ involves looking at whether a company's basic business models are well matched to its opportunities.

Which of the following is true of marketing ROI?

The position of a strategic business unit in the growth-share matrix typically remains constant over time.

The most common form of marketing organization is the product management organization.

A strategy for company growth that involves increasing sales to current market segments without changing the product is known as ________.

Cosmetics firm SatinSilk is revamping its mission statement and advertising strategy.The CEO stresses that the new mission statement should be market-oriented rather than product-oriented.Which of the following mission statements will best suit the company?

A company's customer value delivery network does not include members external to the organization.

Which of the following best describes product positioning?

A company's mission statement should most likely be ________.

Which of the following statements is true in the context of the BCG growth-share matrix?

Marketing: Creating and Capturing Customer Value

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer 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

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Social Responsibility and Ethics

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