Question 1

According to the text,identifying customer insights is the first step in .

Accepted Answer

A) maintaining economies of scale 
B) branding products 
C) discovering new markets 
D) implementing the marketing mix 
A) maintaining economies of scale 
B) branding products 
C) discovering new markets 
D) implementing the marketing mix

Question 2

A broad,subjective search for trends across media and other environments is known as .

Accepted Answer

A) positioning 
B) data mining 
C) coolhunting 
D) targeting 
A) positioning 
B) data mining 
C) coolhunting 
D) targeting

Question 3

In the marketing process,which of the following is NOT one of the four Cs considered essential during a situation assessment?

Accepted Answer

A) conversions 
B) context 
C) competition 
D) customers 
A) conversions 
B) context 
C) competition 
D) customers

Question 4

Which term best describes the effect that occurs when production volume increases and unit costs decline?

Accepted Answer

A) experience curve 
B) competitive advantage 
C) virtuous circles 
D) single sourcing 
A) experience curve 
B) competitive advantage 
C) virtuous circles 
D) single sourcing

Question 5

Findings about customers discovered through techniques often lead to marketing opportunities.

Accepted Answer

A) value networking 
B) data mining 
C) data warehousing 
D) product branding 
A) value networking 
B) data mining 
C) data warehousing 
D) product branding

Question 6

Which of the following would most likely be used by a marketer gathering customer insights about unmet and unrecognized customer needs?

Accepted Answer

A) data mining 
B) loyalty surveys 
C) in- depth interviews 
D) trendspotting 
A) data mining 
B) loyalty surveys 
C) in- depth interviews 
D) trendspotting

Question 7

Major strategic gains and losses will most likely occur at which stage of the product life cycle?

Accepted Answer

A) maturity 
B) growth 
C) decline 
D) introduction 
A) maturity 
B) growth 
C) decline 
D) introduction

Question 8

How do marketers benefit from understanding where a product and an industry are in the product life cycle?

Accepted Answer

Markets behave differently at different

Question 9

Which of the following would most likely lower unit costs while increasing reliability and conformance quality?

Accepted Answer

A) learning curve effects 
B) network effects 
C) diseconomies of scale 
D) economies of scope 
A) learning curve effects 
B) network effects 
C) diseconomies of scale 
D) economies of scope

Question 10

Which of the following would most likely occur during an assessment of the external marketing environment?

Accepted Answer

A) contacting financial resources 
B) evaluating core competencies 
C) analyzing the specific industry 
D) establishing strategic moves 
A) contacting financial resources 
B) evaluating core competencies 
C) analyzing the specific industry 
D) establishing strategic moves

Question 11

Marketers should be aware of tax codes,operating rules,and guidelines that affect business and industry in a given society. This is the context.

Accepted Answer

A) social 
B) political 
C) physical 
D) economic 
A) social 
B) political 
C) physical 
D) economic

Question 12

Which of the following best describes a situation in which more people are buying a product,more retailers are wanting to stock the product,and sales of the product are increasing?

Accepted Answer

A) virtuous circles 
B) learning curve effects 
C) economies of scope 
D) synergy 
A) virtuous circles 
B) learning curve effects 
C) economies of scope 
D) synergy

Question 13

What is the primary goal of customer assessment?

Accepted Answer

A) predicting future patterns of customer needs 
B) analyzing historical consumer trends 
C) attracting interest among new customers 
D) customizing product offerings to consumers 
A) predicting future patterns of customer needs 
B) analyzing historical consumer trends 
C) attracting interest among new customers 
D) customizing product offerings to consumers

Question 14

The product life cycle,scale effects,and market share effects are generalizations in strategic marketing that cannot be changed.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is NOT one of the forces that drive industry analysis?

Accepted Answer

A) threat of new entrants 
B) competitive rivalry 
C) product- market evolution 
D) bargaining power of buyers 
A) threat of new entrants 
B) competitive rivalry 
C) product- market evolution 
D) bargaining power of buyers

Question 16

Demographics,norms,and lifestyles are factors in the context that marketers must always consider.

Accepted Answer

A) regulatory 
B) social 
C) physical 
D) political 
A) regulatory 
B) social 
C) physical 
D) political

Question 17

Which of the following is most likely to result from higher market share?

Accepted Answer

A) higher profits 
B) lower volume 
C) higher unit costs 
D) lower reliability 
A) higher profits 
B) lower volume 
C) higher unit costs 
D) lower reliability

Question 18

In a concentric market,which of the following is the core?

Accepted Answer

A) product category 
B) budget competition 
C) generic competition 
D) product form 
A) product category 
B) budget competition 
C) generic competition 
D) product form

According to the text,identifying customer insights is the first step in .

A broad,subjective search for trends across media and other environments is known as .

In the marketing process,which of the following is NOT one of the four Cs considered essential during a situation assessment?

Which term best describes the effect that occurs when production volume increases and unit costs decline?

Findings about customers discovered through techniques often lead to marketing opportunities.

Which of the following would most likely be used by a marketer gathering customer insights about unmet and unrecognized customer needs?

Major strategic gains and losses will most likely occur at which stage of the product life cycle?

How do marketers benefit from understanding where a product and an industry are in the product life cycle?

Which of the following would most likely lower unit costs while increasing reliability and conformance quality?

Which of the following would most likely occur during an assessment of the external marketing environment?

Marketers should be aware of tax codes,operating rules,and guidelines that affect business and industry in a given society. This is the context.

Which of the following best describes a situation in which more people are buying a product,more retailers are wanting to stock the product,and sales of the product are increasing?

What is the primary goal of customer assessment?

The product life cycle,scale effects,and market share effects are generalizations in strategic marketing that cannot be changed.

Which of the following is NOT one of the forces that drive industry analysis?

Demographics,norms,and lifestyles are factors in the context that marketers must always consider.

Which of the following is most likely to result from higher market share?

In a concentric market,which of the following is the core?

Overview of Marketing Strategy and the Strategic Marketing Process

Situation Assessment: the Company

Strategy Formation

Implementation

Planning,assessment and Adjustment

Filters

Exam 2: Situation Assessment: the External Environment

According to the text,identifying customer insights is the first step in .

A broad,subjective search for trends across media and other environments is known as .

In the marketing process,which of the following is NOT one of the four Cs considered essential during a situation assessment?

Which term best describes the effect that occurs when production volume increases and unit costs decline?

Findings about customers discovered through techniques often lead to marketing opportunities.

Which of the following would most likely be used by a marketer gathering customer insights about unmet and unrecognized customer needs?

Major strategic gains and losses will most likely occur at which stage of the product life cycle?

How do marketers benefit from understanding where a product and an industry are in the product life cycle?

Which of the following would most likely lower unit costs while increasing reliability and conformance quality?

Which of the following would most likely occur during an assessment of the external marketing environment?

Marketers should be aware of tax codes,operating rules,and guidelines that affect business and industry in a given society. This is the context.

Which of the following best describes a situation in which more people are buying a product,more retailers are wanting to stock the product,and sales of the product are increasing?

What is the primary goal of customer assessment?

The product life cycle,scale effects,and market share effects are generalizations in strategic marketing that cannot be changed.

Which of the following is NOT one of the forces that drive industry analysis?

Demographics,norms,and lifestyles are factors in the context that marketers must always consider.

Which of the following is most likely to result from higher market share?

In a concentric market,which of the following is the core?

Overview of Marketing Strategy and the Strategic Marketing Process

Situation Assessment: the Company

Strategy Formation

Implementation

Planning,assessment and Adjustment

Filters