Exam 2: Developing Successful Organizational and Marketing Strategies

Apple, a multimarket, multiproduct firm, manufactures and markets iMacs, iPods, iPhones, and iPads as a portfolio of businesses. At what organizational level does Apple set the strategic direction for these businesses to create customer value?

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Question 1

Correct Answer:

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The iMacs, iPods, iPhones, and iPads, which in effect comprise a portfolio of businesses, operate as a strategic business unit (SBU) of Apple. At the strategic business unit level, Apple marketing managers set the strategic direction for these products to clearly defined groups of customers.

Which of the following statements regarding organizational foundation is most accurate?

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Question 2

Correct Answer:

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If Ben & Jerry's sold a line of new "Get the Dough Out of Politics" T-shirts targeted to college students in the U.S., it would be using a __________ strategy.

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(Multiple Choice)

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Question 3

Correct Answer:

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The detailed day-to-day operational decisions essential to the overall success of marketing strategies are referred to as __________.

(Multiple Choice)

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Question 4

-Which of the following tasks shown in Figure 2-10 above can be done sequentially?

(Multiple Choice)

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Question 5

A new company projects that its sales will exceed its expenses within the first year of operation. This is an example of which type of goal?

(Multiple Choice)

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Question 6

Aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action is referred to as __________.

(Multiple Choice)

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Question 7

The goal of a SWOT analysis is to

(Multiple Choice)

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Question 8

The second phase of the strategic marketing process is the __________.

(Multiple Choice)

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Question 9

Alex has just completed measuring the results of her firm's product performance. Her next step will be to

(Multiple Choice)

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Question 10

Identify and describe the three phases of the strategic marketing process.

(Essay)

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Question 11

-Cree markets LED (light-emitting diode) light bulbs (see the photo above) that replaces the traditional incandescent bulb. The Cree LED 60w bulb is 84 percent more energy efficient, lasts for 25,000 hours, and initially sold for about $12 at Home Depot. Cree is an example of a(n) __________.

(Multiple Choice)

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Question 12

An organization's mission refers to

(Multiple Choice)

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Question 13

What is a cross-functional team and how is it used?

(Essay)

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Question 14

Apple launched the iPad in 2010, and unit sales reached an astonishing 40 percent market share in the tablet industry by 2013, leading both Samsung's Galaxy (18 percent) and Amazon's Kindle (4 percent). Global tablet unit sales are expected to more than double by 2016 as consumers continue to switch from desktops and laptop PCs. Currently, Apple's iPad SBU appears to be a __________.

(Multiple Choice)

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Question 15

Suppose L.L. Bean, a catalog retailer, has set a goal to reduce merchandise returns by 20 percent for the holiday season. The firm would most likely have set a(n) __________ goal.

(Multiple Choice)

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Question 16

List potential stakeholders for the college or university that you attend.

(Essay)

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Question 17

Ben & Jerry's social entrepreneurship effort is known as

(Multiple Choice)

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Question 18

-In Figure 2-1 above, B represents the

(Multiple Choice)

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Question 19

The American railroad industry faced a serious decline in the 20^th century. What business did rail executives believe they were in at that time? What business is a railroad company really in? Why is the difference important?

(Essay)

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Question 20

Showing 1 - 20 of 341

Apple, a multimarket, multiproduct firm, manufactures and markets iMacs, iPods, iPhones, and iPads as a portfolio of businesses. At what organizational level does Apple set the strategic direction for these businesses to create customer value?

Which of the following statements regarding organizational foundation is most accurate?

If Ben & Jerry's sold a line of new "Get the Dough Out of Politics" T-shirts targeted to college students in the U.S., it would be using a __________ strategy.

The detailed day-to-day operational decisions essential to the overall success of marketing strategies are referred to as __________.

-Which of the following tasks shown in Figure 2-10 above can be done sequentially?

A new company projects that its sales will exceed its expenses within the first year of operation. This is an example of which type of goal?

Aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action is referred to as __________.

The goal of a SWOT analysis is to

The second phase of the strategic marketing process is the __________.

Alex has just completed measuring the results of her firm's product performance. Her next step will be to

Identify and describe the three phases of the strategic marketing process.

-Cree markets LED (light-emitting diode) light bulbs (see the photo above) that replaces the traditional incandescent bulb. The Cree LED 60w bulb is 84 percent more energy efficient, lasts for 25,000 hours, and initially sold for about $12 at Home Depot. Cree is an example of a(n) __________.

An organization's mission refers to

What is a cross-functional team and how is it used?

Suppose L.L. Bean, a catalog retailer, has set a goal to reduce merchandise returns by 20 percent for the holiday season. The firm would most likely have set a(n) __________ goal.

List potential stakeholders for the college or university that you attend.

Ben & Jerry's social entrepreneurship effort is known as

-In Figure 2-1 above, B represents the

The American railroad industry faced a serious decline in the 20^th century. What business did rail executives believe they were in at that time? What business is a railroad company really in? Why is the difference important?

Creating Customer Relationships and Value Through Marketing

Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Filters

Exam 2: Developing Successful Organizational and Marketing Strategies

Apple, a multimarket, multiproduct firm, manufactures and markets iMacs, iPods, iPhones, and iPads as a portfolio of businesses. At what organizational level does Apple set the strategic direction for these businesses to create customer value?

Which of the following statements regarding organizational foundation is most accurate?

If Ben & Jerry's sold a line of new "Get the Dough Out of Politics" T-shirts targeted to college students in the U.S., it would be using a __________ strategy.

The detailed day-to-day operational decisions essential to the overall success of marketing strategies are referred to as __________.

-Which of the following tasks shown in Figure 2-10 above can be done sequentially?

A new company projects that its sales will exceed its expenses within the first year of operation. This is an example of which type of goal?

Aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action is referred to as __________.

The goal of a SWOT analysis is to

The second phase of the strategic marketing process is the __________.

Alex has just completed measuring the results of her firm's product performance. Her next step will be to

Identify and describe the three phases of the strategic marketing process.

-Cree markets LED (light-emitting diode) light bulbs (see the photo above) that replaces the traditional incandescent bulb. The Cree LED 60w bulb is 84 percent more energy efficient, lasts for 25,000 hours, and initially sold for about $12 at Home Depot. Cree is an example of a(n) __________.

An organization's mission refers to

What is a cross-functional team and how is it used?

Suppose L.L. Bean, a catalog retailer, has set a goal to reduce merchandise returns by 20 percent for the holiday season. The firm would most likely have set a(n) __________ goal.

List potential stakeholders for the college or university that you attend.

Ben & Jerry's social entrepreneurship effort is known as

-In Figure 2-1 above, B represents the

The American railroad industry faced a serious decline in the 20th century. What business did rail executives believe they were in at that time? What business is a railroad company really in? Why is the difference important?

Creating Customer Relationships and Value Through Marketing

Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Filters

The American railroad industry faced a serious decline in the 20^th century. What business did rail executives believe they were in at that time? What business is a railroad company really in? Why is the difference important?