Question 1

By harvesting its SBU, a company would most likely be ________.

Accepted Answer

A)  milking the SBU's short-term cash flow regardless of the long-term effect 
B)  selling the SBU or phasing it out and using the resources elsewhere 
C)  investing just enough to hold the SBU's current market share 
D)  investing more in the business unit to build its share 
E)  diversifying the company's product line 
A)  milking the SBU's short-term cash flow regardless of the long-term effect 
B)  selling the SBU or phasing it out and using the resources elsewhere 
C)  investing just enough to hold the SBU's current market share 
D)  investing more in the business unit to build its share 
E)  diversifying the company's product line

Question 2

The marketing logic by which a company hopes to create customer value and achieve profitable customer relationships is referred to as the ________.

Accepted Answer

A)  price 
B)  marketing implementation 
C)  value chain 
D)  marketing strategy 
E)  downsizing 
A)  price 
B)  marketing implementation 
C)  value chain 
D)  marketing strategy 
E)  downsizing

Question 3

Sunny Brews is a coffeehouse chain based in Boston. It recently introduced Eva, a mild roast, which became immensely popular. This exemplifies ________.

Accepted Answer

A)  benchmarking 
B)  diversification 
C)  mass customization 
D)  product development 
E)  downsizing 
A)  benchmarking 
B)  diversification 
C)  mass customization 
D)  product development 
E)  downsizing

Question 4

Distinguish between market segmentation and market targeting.

Accepted Answer

The process of dividing a market into di

Question 5

________ refers to measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that the objectives are achieved.

Accepted Answer

A)  Marketing control 
B)  Marketing implementation 
C)  Satisficing 
D)  Prospecting 
E)  Benchmarking 
A)  Marketing control 
B)  Marketing implementation 
C)  Satisficing 
D)  Prospecting 
E)  Benchmarking

Question 6

Benchmarking refers to the process that turns marketing plans into marketing actions to accomplish strategic marketing objectives.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A company's value chain is only as stron

Question 8

Elmo Corp., a manufacturer of personal computers and printers, recently established an office furniture exporting business. This is an example of ________.

Accepted Answer

A)  niche marketing 
B)  local marketing 
C)  diversification 
D)  product adaptation 
E)  downsizing 
A)  niche marketing 
B)  local marketing 
C)  diversification 
D)  product adaptation 
E)  downsizing

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

________ refer(s) to meaningful sets of marketing performance measures in a single display used to monitor strategic marketing performance.

Accepted Answer

A)  Field automation systems 
B)  Market segments 
C)  Market share 
D)  Marketing dashboards 
E)  Line extensions 
A)  Field automation systems 
B)  Market segments 
C)  Market share 
D)  Marketing dashboards 
E)  Line extensions

Question 11

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

Accepted Answer

A business portfolio is the collection o

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

Effective positioning begins with ________.

Accepted Answer

A)  pricing 
B)  diversification 
C)  differentiation 
D)  promotion 
E)  segmentation 
A)  pricing 
B)  diversification 
C)  differentiation 
D)  promotion 
E)  segmentation

Question 14

Which of the following functions is NOT part of managing the marketing process?

Accepted Answer

A)  planning 
B)  control 
C)  budgeting 
D)  implementation 
E)  organization 
A)  planning 
B)  control 
C)  budgeting 
D)  implementation 
E)  organization

Question 15

A product's position is the place it occupies relative to competitors' products in consumers' minds.

Accepted Answer

A) True 
 B)False

Question 16

Ron and Gail, owners of Fun-Spot, strive to provide new offerings and entertainment options for their visitors. This type of strategy can be best described as ________.

Accepted Answer

A)  market penetration 
B)  market development 
C)  product development 
D)  niche marketing 
E)  diversification 
A)  market penetration 
B)  market development 
C)  product development 
D)  niche marketing 
E)  diversification

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

What is the difference between marketing planning and marketing implementation?

Accepted Answer

Whereas marketing planning add

Question 19

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

Accepted Answer

A company designs an integrate

Question 20

FencePro, a local company, has developed an entirely new mounting system for chain link fences. After acquiring a distributor, FencePro now has the ability to market its products nationwide. FencePro is most likely following a ________ strategy.

Accepted Answer

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

By harvesting its SBU, a company would most likely be ________.

The marketing logic by which a company hopes to create customer value and achieve profitable customer relationships is referred to as the ________.

Sunny Brews is a coffeehouse chain based in Boston. It recently introduced Eva, a mild roast, which became immensely popular. This exemplifies ________.

Distinguish between market segmentation and market targeting.

________ refers to measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that the objectives are achieved.

Benchmarking refers to the process that turns marketing plans into marketing actions to accomplish strategic marketing objectives.

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

Elmo Corp., a manufacturer of personal computers and printers, recently established an office furniture exporting business. This is an example of ________.

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

________ refer(s) to meaningful sets of marketing performance measures in a single display used to monitor strategic marketing performance.

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

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

Effective positioning begins with ________.

Which of the following functions is NOT part of managing the marketing process?

A product's position is the place it occupies relative to competitors' products in consumers' minds.

Ron and Gail, owners of Fun-Spot, strive to provide new offerings and entertainment options for their visitors. This type of strategy can be best described as ________.

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

What is the difference between marketing planning and marketing implementation?

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

FencePro, a local company, has developed an entirely new mounting system for chain link fences. After acquiring a distributor, FencePro now has the ability to market its products nationwide. FencePro is most likely following a ________ strategy.

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 Value-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers 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 Engagement, Value, and Relationships

By harvesting its SBU, a company would most likely be ________.

The marketing logic by which a company hopes to create customer value and achieve profitable customer relationships is referred to as the ________.

Sunny Brews is a coffeehouse chain based in Boston. It recently introduced Eva, a mild roast, which became immensely popular. This exemplifies ________.

Distinguish between market segmentation and market targeting.

________ refers to measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that the objectives are achieved.

Benchmarking refers to the process that turns marketing plans into marketing actions to accomplish strategic marketing objectives.

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

Elmo Corp., a manufacturer of personal computers and printers, recently established an office furniture exporting business. This is an example of ________.

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

________ refer(s) to meaningful sets of marketing performance measures in a single display used to monitor strategic marketing performance.

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

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

Effective positioning begins with ________.

Which of the following functions is NOT part of managing the marketing process?

A product's position is the place it occupies relative to competitors' products in consumers' minds.

Ron and Gail, owners of Fun-Spot, strive to provide new offerings and entertainment options for their visitors. This type of strategy can be best described as ________.

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

What is the difference between marketing planning and marketing implementation?

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

FencePro, a local company, has developed an entirely new mounting system for chain link fences. After acquiring a distributor, FencePro now has the ability to market its products nationwide. FencePro is most likely following a ________ strategy.

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 Value-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers 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