Question 1

In the cycle of complete strategic planning,taking corrective action is a part of ________.

Accepted Answer

A)  planning 
B)  implementation 
C)  controlling 
D)  organizing 
E)  analyzing 
A)  planning 
B)  implementation 
C)  controlling 
D)  organizing 
E)  analyzing

Question 2

Once a SWOT analysis has been completed,the strategic planner is ready to proceed to the goal formulation stage of the strategic-planning process model.

Accepted Answer

A) True 
 B)False

Question 3

Holistic marketing focuses on the integration of value exploration,value creation,and value delivery as a means to build long-term relationships with consumers.

Accepted Answer

A) True 
 B)False

Question 4

McDonald's has often teamed up with Disney to offer products related to current Disney films as part of its meals for children.The best description of this form of alliance would be a ________.

Accepted Answer

A)  product alliance 
B)  logistics alliance 
C)  pricing collaboration 
D)  network alliance 
E)  promotional alliance 
A)  product alliance 
B)  logistics alliance 
C)  pricing collaboration 
D)  network alliance 
E)  promotional alliance

Question 5

The marketing strategy section of the marketing plan spells out goals and budgets for each month or quarter so the management can review each period's results and take corrective action as needed.

Accepted Answer

A) True 
 B)False

Question 6

If you were the CEO of a company that was looking to implement strategies to fill a perceived strategic-planning gap,you would most likely explore a(n)________ strategy first because it is easier to improve an existing business than to build a new one.

Accepted Answer

A)  market-penetration 
B)  market-development 
C)  diversification 
D)  product-development 
E)  exclusive 
A)  market-penetration 
B)  market-development 
C)  diversification 
D)  product-development 
E)  exclusive

Question 7

A characteristic of a ________ is that it can be a single business or collection of related businesses that can be planned separately from the rest of the company."

Accepted Answer

A)  strategic business unit 
B)  subsidiary unit 
C)  merged unit 
D)  niche market unit 
E)  specialized business unit 
A)  strategic business unit 
B)  subsidiary unit 
C)  merged unit 
D)  niche market unit 
E)  specialized business unit

Question 8

Which of the following statements is true of marketing plans?

Accepted Answer

A)  They can be independently developed without worrying about other functional areas. 
B)  They provide direction and focus for a brand, product, or company. 
C)  They are usually profit-oriented. 
D)  They are of limited use to non-profit organizations. 
E)  They are typically five-year plans and they lay out the strategies required to achieve targets in those five years. 
A)  They can be independently developed without worrying about other functional areas. 
B)  They provide direction and focus for a brand, product, or company. 
C)  They are usually profit-oriented. 
D)  They are of limited use to non-profit organizations. 
E)  They are typically five-year plans and they lay out the strategies required to achieve targets in those five years.

Question 9

The task of any business is to ________.

Accepted Answer

A)  create customer needs 
B)  differentiate in terms of cost of production 
C)  deliver customer value at a profit 
D)  reduce competition 
E)  communicate similar value as provided by competitors 
A)  create customer needs 
B)  differentiate in terms of cost of production 
C)  deliver customer value at a profit 
D)  reduce competition 
E)  communicate similar value as provided by competitors

Question 10

What are hollow corporations?

Accepted Answer

A)  companies that market their products through franchisees 
B)  companies that have liabilities exceeding their assets 
C)  companies that outsource all production to suppliers 
D)  companies that do not have any physical presence and only operate online 
E)  companies that are horizontally integrated 
A)  companies that market their products through franchisees 
B)  companies that have liabilities exceeding their assets 
C)  companies that outsource all production to suppliers 
D)  companies that do not have any physical presence and only operate online 
E)  companies that are horizontally integrated

Question 11

Which of the following is NOT one of the four planning activities undertaken by all corporate headquarters?

Accepted Answer

A)  defining the corporate mission 
B)  establishing strategic business units 
C)  assigning resources to each SBU 
D)  assessing growth opportunities 
E)  deciding sales channels 
A)  defining the corporate mission 
B)  establishing strategic business units 
C)  assigning resources to each SBU 
D)  assessing growth opportunities 
E)  deciding sales channels

Question 12

To keep their strategic alliances thriving,corporations have begun to develop organizational structures to support them and have come to view the ability to form and manage strategic alliances as core skills.This is called ________.

Accepted Answer

A)  value managed partnership 
B)  decentralized partnership 
C)  centralized partnership 
D)  partner relationship management 
E)  intensive growth management 
A)  value managed partnership 
B)  decentralized partnership 
C)  centralized partnership 
D)  partner relationship management 
E)  intensive growth management

Question 13

Holistic marketers achieve profitable growth by expanding customer share,________,and capturing customer lifetime value.

Accepted Answer

A)  undermining competitive competencies 
B)  building customer loyalty 
C)  creating customer needs 
D)  renewing a customer base 
E)  cannibalizing products 
A)  undermining competitive competencies 
B)  building customer loyalty 
C)  creating customer needs 
D)  renewing a customer base 
E)  cannibalizing products

Question 14

A company seeking to expand the number of existing products sold to its current markets,would be using a "market-penetration strategy."

Accepted Answer

A) True 
 B)False

Question 15

Gerber primarily serves the baby food market.In choosing to focus on this market,Gerber is defining its competitive sphere on the basis of ________.

Accepted Answer

A)  vertical segmentation 
B)  backward integration 
C)  market segmentation 
D)  diversification 
E)  differentiation 
A)  vertical segmentation 
B)  backward integration 
C)  market segmentation 
D)  diversification 
E)  differentiation

Question 16

The ________ is the number of channel levels,from raw materials to final product and distribution,in which a company will participate.

Accepted Answer

A)  industry sphere 
B)  vertical sphere 
C)  product/application sphere 
D)  competence sphere 
E)  market segment sphere 
A)  industry sphere 
B)  vertical sphere 
C)  product/application sphere 
D)  competence sphere 
E)  market segment sphere

Question 17

When one company licenses another to produce its offerings,or two companies jointly market their complementary offerings,it is called a ________.

Accepted Answer

A)  pricing collaboration 
B)  product or service alliance 
C)  promotional alliance 
D)  logistics collaboration 
E)  total quality management 
A)  pricing collaboration 
B)  product or service alliance 
C)  promotional alliance 
D)  logistics collaboration 
E)  total quality management

Question 18

When a firm aims to underprice competitors and win market share,it is using a(n)________ strategy that requires relatively less marketing skills as compared to other strategies.

Accepted Answer

A)  product differentiation 
B)  overall cost leadership 
C)  focus 
D)  domestic customer relationship 
E)  price skimming 
A)  product differentiation 
B)  overall cost leadership 
C)  focus 
D)  domestic customer relationship 
E)  price skimming

Question 19

The fullfilment management process includes all the activities in ________.

Accepted Answer

A)  gathering and acting upon information about the market 
B)  researching, developing, and launching new high-quality offerings quickly and within budget standards 
C)  defining target markets and prospecting for new customers 
D)  building deeper understanding, relationships, and offerings to individual customers 
E)  receiving and approving orders, shipping the goods on time, and collecting payment 
A)  gathering and acting upon information about the market 
B)  researching, developing, and launching new high-quality offerings quickly and within budget standards 
C)  defining target markets and prospecting for new customers 
D)  building deeper understanding, relationships, and offerings to individual customers 
E)  receiving and approving orders, shipping the goods on time, and collecting payment

Question 20

Of the four organizational levels,the corporate level is likely to make which of the following decisions?

Accepted Answer

A)  entering a new market 
B)  resource allocation for each product 
C)  strategic plan for individual business units 
D)  choosing specific suppliers for each business unit 
E)  marketing plan for each product 
A)  entering a new market 
B)  resource allocation for each product 
C)  strategic plan for individual business units 
D)  choosing specific suppliers for each business unit 
E)  marketing plan for each product

In the cycle of complete strategic planning,taking corrective action is a part of ________.

Once a SWOT analysis has been completed,the strategic planner is ready to proceed to the goal formulation stage of the strategic-planning process model.

Holistic marketing focuses on the integration of value exploration,value creation,and value delivery as a means to build long-term relationships with consumers.

McDonald's has often teamed up with Disney to offer products related to current Disney films as part of its meals for children.The best description of this form of alliance would be a ________.

The marketing strategy section of the marketing plan spells out goals and budgets for each month or quarter so the management can review each period's results and take corrective action as needed.

If you were the CEO of a company that was looking to implement strategies to fill a perceived strategic-planning gap,you would most likely explore a(n)________ strategy first because it is easier to improve an existing business than to build a new one.

A characteristic of a ________ is that it can be a single business or collection of related businesses that can be planned separately from the rest of the company."

Which of the following statements is true of marketing plans?

The task of any business is to ________.

What are hollow corporations?

Which of the following is NOT one of the four planning activities undertaken by all corporate headquarters?

To keep their strategic alliances thriving,corporations have begun to develop organizational structures to support them and have come to view the ability to form and manage strategic alliances as core skills.This is called ________.

Holistic marketers achieve profitable growth by expanding customer share,________,and capturing customer lifetime value.

A company seeking to expand the number of existing products sold to its current markets,would be using a "market-penetration strategy."

Gerber primarily serves the baby food market.In choosing to focus on this market,Gerber is defining its competitive sphere on the basis of ________.

The ________ is the number of channel levels,from raw materials to final product and distribution,in which a company will participate.

When one company licenses another to produce its offerings,or two companies jointly market their complementary offerings,it is called a ________.

When a firm aims to underprice competitors and win market share,it is using a(n)________ strategy that requires relatively less marketing skills as compared to other strategies.

The fullfilment management process includes all the activities in ________.

Of the four organizational levels,the corporate level is likely to make which of the following decisions?

Defining Marketing for the 21st Century

Collecting Information and Forecasting Demand

Creating Long-term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning and Competing Effectively

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Managing Marketing in the Global Economy

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Exam 2: Developing Marketing Strategies and Plans

In the cycle of complete strategic planning,taking corrective action is a part of ________.

Once a SWOT analysis has been completed,the strategic planner is ready to proceed to the goal formulation stage of the strategic-planning process model.

Holistic marketing focuses on the integration of value exploration,value creation,and value delivery as a means to build long-term relationships with consumers.

McDonald's has often teamed up with Disney to offer products related to current Disney films as part of its meals for children.The best description of this form of alliance would be a ________.

The marketing strategy section of the marketing plan spells out goals and budgets for each month or quarter so the management can review each period's results and take corrective action as needed.

If you were the CEO of a company that was looking to implement strategies to fill a perceived strategic-planning gap,you would most likely explore a(n)________ strategy first because it is easier to improve an existing business than to build a new one.

A characteristic of a ________ is that it can be a single business or collection of related businesses that can be planned separately from the rest of the company."

Which of the following statements is true of marketing plans?

The task of any business is to ________.

What are hollow corporations?

Which of the following is NOT one of the four planning activities undertaken by all corporate headquarters?

To keep their strategic alliances thriving,corporations have begun to develop organizational structures to support them and have come to view the ability to form and manage strategic alliances as core skills.This is called ________.

Holistic marketers achieve profitable growth by expanding customer share,________,and capturing customer lifetime value.

A company seeking to expand the number of existing products sold to its current markets,would be using a "market-penetration strategy."

Gerber primarily serves the baby food market.In choosing to focus on this market,Gerber is defining its competitive sphere on the basis of ________.

The ________ is the number of channel levels,from raw materials to final product and distribution,in which a company will participate.

When one company licenses another to produce its offerings,or two companies jointly market their complementary offerings,it is called a ________.

When a firm aims to underprice competitors and win market share,it is using a(n)________ strategy that requires relatively less marketing skills as compared to other strategies.

The fullfilment management process includes all the activities in ________.

Of the four organizational levels,the corporate level is likely to make which of the following decisions?

Defining Marketing for the 21st Century

Collecting Information and Forecasting Demand

Creating Long-term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning and Competing Effectively

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Managing Marketing in the Global Economy

Filters