Question 1

Marketing strategies should be established before marketing objectives are decided.

Accepted Answer

A) True 
 B)False

Question 2

Successful business organisations should take actions to convert internal weaknesses into __________ and external threats into __________.

Accepted Answer

A) opportunities; core competencies 
B) core competencies; strengths 
C) opportunities; strengths 
D) strengths; core competencies 
E) strengths; opportunities 
A) opportunities; core competencies 
B) core competencies; strengths 
C) opportunities; strengths 
D) strengths; core competencies 
E) strengths; opportunities

Question 3

The first step in the marketing control process is to:

Accepted Answer

A) take corrective action. 
B) reduce the difference between actual and desired standards. 
C) evaluate actual performance. 
D) compare actual performance and standards. 
E) establish performance standards. 
A) take corrective action. 
B) reduce the difference between actual and desired standards. 
C) evaluate actual performance. 
D) compare actual performance and standards. 
E) establish performance standards.

Question 4

When properly implemented, a good marketing strategy enables a company to achieve its business-unit and corporate objectives.

Accepted Answer

A) True 
 B)False

Question 5

The fact that university enrolments have been increasing at a fast rate over the past few years is an example of a(n) __________ that creates a __________ for Travel Bug.

Accepted Answer

A) environmental factor; market opportunity 
B) environmental factor; strategic door 
C) company strength; market opportunity 
D) company strength; competitive advantage 
E) marketing opportunity; competitive advantage 
A) environmental factor; market opportunity 
B) environmental factor; strategic door 
C) company strength; market opportunity 
D) company strength; competitive advantage 
E) marketing opportunity; competitive advantage

Question 6

The Boston Consulting Group's model serves as a diagnostic tool to spotlight strategic business units that have an opportunity to grow; it is not a guide for making strategy prescriptions.

Accepted Answer

A) True 
 B)False

Question 7

The managerial actions taken to make all members of an organisation understand and accept their respective roles in implementing the marketing strategy are referred to as:

Accepted Answer

A) internal management. 
B) extended marketing. 
C) intended marketing. 
D) external marketing. 
E) internal marketing. 
A) internal management. 
B) extended marketing. 
C) intended marketing. 
D) external marketing. 
E) internal marketing.

Question 8

A marketing strategy is a written document that specifies the activities to be performed to implement and control a firm's marketing activities.

Accepted Answer

A) True 
 B)False

Question 9

A firm's organisational goals should be derived from its opportunities.

Accepted Answer

A) True 
 B)False

Question 10

An example of a __________ might be Nintendo's Wii video game system.

Accepted Answer

A) problem child 
B) star 
C) cash cow 
D) dog 
E) question mark 
A) problem child 
B) star 
C) cash cow 
D) dog 
E) question mark

Question 11

Marketing implementation is the process of executing marketing strategies.

Accepted Answer

A) True 
 B)False

Question 12

The percentage of a market that actually buys a specific product from a specific company is referred to as that product's:

Accepted Answer

A) strategic segment. 
B) target market. 
C) market share. 
D) market cut. 
E) market position. 
A) strategic segment. 
B) target market. 
C) market share. 
D) market cut. 
E) market position.

Question 13

The marketing plan is:

Accepted Answer

A) a plan of all aspects of an organisation's business strategy. 
B) written differently for each SBU. 
C) a written document detailing activities to be performed to implement and control marketing actions. 
D) designed to specify not only marketing, but all other functional areas of business activities as well. 
E) updated only periodically. 
A) a plan of all aspects of an organisation's business strategy. 
B) written differently for each SBU. 
C) a written document detailing activities to be performed to implement and control marketing actions. 
D) designed to specify not only marketing, but all other functional areas of business activities as well. 
E) updated only periodically.

Question 14

A firm's unique symbols, personalities and philosophies comprise its:

Accepted Answer

A) corporate persona. 
B) corporate identity. 
C) corporate character. 
D) ethics. 
A) corporate persona. 
B) corporate identity. 
C) corporate character. 
D) ethics.

Question 15

A disadvantage of organising a firm's marketing unit by products is that:

Accepted Answer

A) product managers lack adequate control over marketing activities. 
B) large firms might experience coordination problems. 
C) it can be expensive. 
D) specialised marketing assistance is less readily available. 
E) marketing flexibility is limited. 
A) product managers lack adequate control over marketing activities. 
B) large firms might experience coordination problems. 
C) it can be expensive. 
D) specialised marketing assistance is less readily available. 
E) marketing flexibility is limited.

Question 16

When the right combination of circumstances occurs at the right time to allow an organisation to take action towards a target market, the firm is faced with a:

Accepted Answer

A) market objective. 
B) market requirement. 
C) strategic market plan. 
D) market opportunity. 
E) corporate objective. 
A) market objective. 
B) market requirement. 
C) strategic market plan. 
D) market opportunity. 
E) corporate objective.

Question 17

A firm's organisational mission should be derived from its goals.

Accepted Answer

A) True 
 B)False

Question 18

__________ focuses on using information about customers to create marketing strategies that develop and sustain desirable customer relationships.

Accepted Answer

A) Customer relationship management 
B) Electronic data interchange 
C) Business-to-consumer marketing 
D) The use of strategic partnerships 
E) The marketing concept 
A) Customer relationship management 
B) Electronic data interchange 
C) Business-to-consumer marketing 
D) The use of strategic partnerships 
E) The marketing concept

Question 19

Marketing strategies outline how a company will achieve its objectives and highlight:

Accepted Answer

A) planned strategy and realised strategy. 
B) target markets and the marketing mix. 
C) SWOT analysis. 
D) company objectives and the mission statement. 
A) planned strategy and realised strategy. 
B) target markets and the marketing mix. 
C) SWOT analysis. 
D) company objectives and the mission statement.

Question 20

A marketing unit can be organised according to functions, products, regions and:

Accepted Answer

A) sales. 
B) target markets. 
C) competitive units. 
D) types of customers. 
E) product features. 
A) sales. 
B) target markets. 
C) competitive units. 
D) types of customers. 
E) product features.

Marketing strategies should be established before marketing objectives are decided.

Successful business organisations should take actions to convert internal weaknesses into and external threats into .

The first step in the marketing control process is to:

When properly implemented, a good marketing strategy enables a company to achieve its business-unit and corporate objectives.

The fact that university enrolments have been increasing at a fast rate over the past few years is an example of a(n) that creates a for Travel Bug.

The Boston Consulting Group's model serves as a diagnostic tool to spotlight strategic business units that have an opportunity to grow; it is not a guide for making strategy prescriptions.

The managerial actions taken to make all members of an organisation understand and accept their respective roles in implementing the marketing strategy are referred to as:

A marketing strategy is a written document that specifies the activities to be performed to implement and control a firm's marketing activities.

A firm's organisational goals should be derived from its opportunities.

An example of a __________ might be Nintendo's Wii video game system.

Marketing implementation is the process of executing marketing strategies.

The percentage of a market that actually buys a specific product from a specific company is referred to as that product's:

The marketing plan is:

A firm's unique symbols, personalities and philosophies comprise its:

A disadvantage of organising a firm's marketing unit by products is that:

When the right combination of circumstances occurs at the right time to allow an organisation to take action towards a target market, the firm is faced with a:

A firm's organisational mission should be derived from its goals.

__________ focuses on using information about customers to create marketing strategies that develop and sustain desirable customer relationships.

Marketing strategies outline how a company will achieve its objectives and highlight:

A marketing unit can be organised according to functions, products, regions and:

Key Concepts in Marketing

Marketing Environment, Social Responsibility and Ethics

Marketing Research and Information Systems

Consumer and Business Behaviour

Segmentation, Target Markets and Positioning

Digital Marketing and Social Networking

The Power of Branding

Product Decisions

Pricing Decisions

Distribution Decisions

Integrating Marketing Communications

People, Physical Evidence, Processes and Partnerships

Filters

Exam 3: Planning, Implementing and Evaluating Marketing Strategy

Marketing strategies should be established before marketing objectives are decided.

Successful business organisations should take actions to convert internal weaknesses into __________ and external threats into __________.

The first step in the marketing control process is to:

When properly implemented, a good marketing strategy enables a company to achieve its business-unit and corporate objectives.

The fact that university enrolments have been increasing at a fast rate over the past few years is an example of a(n) __________ that creates a __________ for Travel Bug.

The Boston Consulting Group's model serves as a diagnostic tool to spotlight strategic business units that have an opportunity to grow; it is not a guide for making strategy prescriptions.

The managerial actions taken to make all members of an organisation understand and accept their respective roles in implementing the marketing strategy are referred to as:

A marketing strategy is a written document that specifies the activities to be performed to implement and control a firm's marketing activities.

A firm's organisational goals should be derived from its opportunities.

An example of a __________ might be Nintendo's Wii video game system.

Marketing implementation is the process of executing marketing strategies.

The percentage of a market that actually buys a specific product from a specific company is referred to as that product's:

The marketing plan is:

A firm's unique symbols, personalities and philosophies comprise its:

A disadvantage of organising a firm's marketing unit by products is that:

When the right combination of circumstances occurs at the right time to allow an organisation to take action towards a target market, the firm is faced with a:

A firm's organisational mission should be derived from its goals.

__________ focuses on using information about customers to create marketing strategies that develop and sustain desirable customer relationships.

Marketing strategies outline how a company will achieve its objectives and highlight:

A marketing unit can be organised according to functions, products, regions and:

Key Concepts in Marketing

Marketing Environment, Social Responsibility and Ethics

Marketing Research and Information Systems

Consumer and Business Behaviour

Segmentation, Target Markets and Positioning

Digital Marketing and Social Networking

The Power of Branding

Product Decisions

Pricing Decisions

Distribution Decisions

Integrating Marketing Communications

People, Physical Evidence, Processes and Partnerships

Filters

Successful business organisations should take actions to convert internal weaknesses into and external threats into .

The fact that university enrolments have been increasing at a fast rate over the past few years is an example of a(n) that creates a for Travel Bug.