Question 1

The purpose of business portfolio analysis is to

Accepted Answer

A) add or delete product line and brand extensions. 
B) search for growth opportunities from among current and new markets as well as current and new products. 
C) alter a product's characteristic, such as its quality, performance, or appearance, to increase its value to customers and increase sales. 
D) determine the appeal of each SBU or offering and then determine the amount of cash each should receive. 
E) seek opportunities by finding the optimum balance between marketing efficiencies versus R&D-manufacturing efficiencies. 
A) add or delete product line and brand extensions. 
B) search for growth opportunities from among current and new markets as well as current and new products. 
C) alter a product's characteristic, such as its quality, performance, or appearance, to increase its value to customers and increase sales. 
D) determine the appeal of each SBU or offering and then determine the amount of cash each should receive. 
E) seek opportunities by finding the optimum balance between marketing efficiencies versus R&D-manufacturing efficiencies.

Question 2

The organizational __________ answers the question, "What will we do?"

Accepted Answer

A) foundation 
B) direction 
C) culture 
D) strategy 
E) mission 
A) foundation 
B) direction 
C) culture 
D) strategy 
E) mission

Question 3

An organization's foundation includes all of the following EXCEPT:

Accepted Answer

A) organizational culture. 
B) business definition. 
C) vision. 
D) core values. 
E) mission. 
A) organizational culture. 
B) business definition. 
C) vision. 
D) core values. 
E) mission.

Question 4

The initial step in the strategic marketing process is to begin planning by conducting a

Accepted Answer

A) business portfolio analysis. 
B) market-product analysis and setting goals. 
C) marketing program. 
D) situation (SWOT) analysis. 
E) diversification analysis. 
A) business portfolio analysis. 
B) market-product analysis and setting goals. 
C) marketing program. 
D) situation (SWOT) analysis. 
E) diversification analysis.

Question 5

The BCG has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization. Question marks are located in which quadrant of the BCG growth-share matrix?

Accepted Answer

A) upper left quadrant 
B) upper right quadrant 
C) center of the four quadrants 
D) lower right quadrant 
E) lower left quadrant 
A) upper left quadrant 
B) upper right quadrant 
C) center of the four quadrants 
D) lower right quadrant 
E) lower left quadrant

Question 6

Product development refers to the marketing strategy of

Accepted Answer

A) increasing sales of current products in current markets. 
B) selling current products to new markets. 
C) selling new products to new markets. 
D) selling new products to current markets. 
E) selling the same brands in both current and new markets. 
A) increasing sales of current products in current markets. 
B) selling current products to new markets. 
C) selling new products to new markets. 
D) selling new products to current markets. 
E) selling the same brands in both current and new markets.

Question 7

A business model

Accepted Answer

A) is a road map for the marketing activities of an organization for a specified future time period. 
B) consists of the strategies an organization develops to provide value to the customers it serves. 
C) is a measure of the quantitative value or trend of a marketing activity or result. 
D) consists of the detailed day-to-day operational decisions for an organization. 
E) is the means by which organizational goals are to be measured and documented. 
A) is a road map for the marketing activities of an organization for a specified future time period. 
B) consists of the strategies an organization develops to provide value to the customers it serves. 
C) is a measure of the quantitative value or trend of a marketing activity or result. 
D) consists of the detailed day-to-day operational decisions for an organization. 
E) is the means by which organizational goals are to be measured and documented.

Question 8

The BCG has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization. Dogs are located in which quadrant of the BCG growth-share matrix?

Accepted Answer

A) upper left quadrant 
B) upper right quadrant 
C) center of the four quadrants 
D) lower right quadrant 
E) lower left quadrant 
A) upper left quadrant 
B) upper right quadrant 
C) center of the four quadrants 
D) lower right quadrant 
E) lower left quadrant

Question 9

The __________ for American Red Cross is "to prevent and alleviate human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors."

Accepted Answer

A) core benefit proposition 
B) business definition 
C) sustainability doctrine 
D) mission statement 
E) customer value proposition 
A) core benefit proposition 
B) business definition 
C) sustainability doctrine 
D) mission statement 
E) customer value proposition

Question 10

-The question mark (?) represented by the wedge DBC in Figure 2-11 above is the __________.

Accepted Answer

A) contribution margin 
B) marginal trend 
C) breakeven point 
D) planning gap 
E) sales differential 
A) contribution margin 
B) marginal trend 
C) breakeven point 
D) planning gap 
E) sales differential

Question 11

Which of the following statements regarding a marketing dashboard is most accurate?

Accepted Answer

A) The more text (words) that is displayed, the better it is for a marketing manager to identify trends, interpret the data, and take corrective actions. 
B) A marketing dashboard very often includes 20 or more marketing metrics on the computer screen. 
C) Marketing dashboards provide graphic displays of a product's performance, such as sales, website traffic, etc. 
D) For accuracy, the marketing dashboard should be updated weekly. 
E) Marketing dashboards often show key measures such as human resource turnover, strategy success, and societal well-being. 
A) The more text (words) that is displayed, the better it is for a marketing manager to identify trends, interpret the data, and take corrective actions. 
B) A marketing dashboard very often includes 20 or more marketing metrics on the computer screen. 
C) Marketing dashboards provide graphic displays of a product's performance, such as sales, website traffic, etc. 
D) For accuracy, the marketing dashboard should be updated weekly. 
E) Marketing dashboards often show key measures such as human resource turnover, strategy success, and societal well-being.

Question 12

Which of the following statements regarding an organization's core values is most accurate?

Accepted Answer

A) Core values are developed by cross-functional teams for all levels of an organization. 
B) Core values are important to the founders but rarely motivate a firm's stakeholders. 
C) Core values change as an organization's offerings change. 
D) Core values guide the organization's conduct. 
E) Core values cannot be separated from the financial realities of an organization. 
A) Core values are developed by cross-functional teams for all levels of an organization. 
B) Core values are important to the founders but rarely motivate a firm's stakeholders. 
C) Core values change as an organization's offerings change. 
D) Core values guide the organization's conduct. 
E) Core values cannot be separated from the financial realities of an organization.

Question 13

Which statement best describes the most significant difference between a for-profit organization or a business firm and a nonprofit organization?

Accepted Answer

A) Business firms operate with larger budgets than nonprofits. 
B) Nonprofit organizations do not carry on economic activities while business firms do. 
C) Nonprofit organizations are concerned with social issues and business firms are not. 
D) Both serve customers, but business firms seek a profit while nonprofit organizations do not. 
E) Nonprofit organizations are publicly owned and business firms are privately owned. 
A) Business firms operate with larger budgets than nonprofits. 
B) Nonprofit organizations do not carry on economic activities while business firms do. 
C) Nonprofit organizations are concerned with social issues and business firms are not. 
D) Both serve customers, but business firms seek a profit while nonprofit organizations do not. 
E) Nonprofit organizations are publicly owned and business firms are privately owned.

Question 14

Some universities provide retirement benefits by matching the percentage an employee pays into a retirement account up to a certain percentage. This encourages a larger percentage of employees to participate in retirement planning. This is an example of a(n) __________ goal.

Accepted Answer

A) satisfaction 
B) sales revenue 
C) market share 
D) quality 
E) employee welfare 
A) satisfaction 
B) sales revenue 
C) market share 
D) quality 
E) employee welfare

Question 15

Teach for America works to solve which societal problem?

Accepted Answer

A) It provides new college graduates as teachers in urban and rural public schools in the U.S. 
B) It works to end corneal blindness worldwide by finding cornea donors and creating tissue banks. 
C) It provides education and small business loans to women in impoverished areas so that they can help themselves. 
D) It offers free rehabilitation services for injured U.S. veterans returning from overseas conflict. 
E) It offers tax credits to small businesses to employ at-risk youth in their communities. 
A) It provides new college graduates as teachers in urban and rural public schools in the U.S. 
B) It works to end corneal blindness worldwide by finding cornea donors and creating tissue banks. 
C) It provides education and small business loans to women in impoverished areas so that they can help themselves. 
D) It offers free rehabilitation services for injured U.S. veterans returning from overseas conflict. 
E) It offers tax credits to small businesses to employ at-risk youth in their communities.

Question 16

All of the following are names the BCG has given to describe the four quadrants in its growth-share matrix EXCEPT:

Accepted Answer

A) dogs. 
B) stars. 
C) question marks. 
D) cash cows. 
E) hedgehogs. 
A) dogs. 
B) stars. 
C) question marks. 
D) cash cows. 
E) hedgehogs.

Question 17

In general, a visionary organization asks which three types of questions to specify its foundation, set a direction, and formulate strategies?

Accepted Answer

A) why, when, where 
B) what, by whom, how 
C) how, when, where 
D) why, what, how 
E) who, why, when 
A) why, when, where 
B) what, by whom, how 
C) how, when, where 
D) why, what, how 
E) who, why, when

Question 18

List the three steps of the planning phase of the strategic marketing process. Briefly describe what goes on during each of the three steps.

Accepted Answer

The planning phase of the strategic mark

Question 19

Which of the following statements regarding an organization's strategic business unit level is most accurate?

Accepted Answer

A) The strategic business unit level is the level that works most directly with an organization's targeted customers. 
B) The overall strategy for the organization is directed at the strategic business unit level. 
C) In the most complex organizations, the corporate level and the strategic business unit level may merge. 
D) More end-user analysis is provided at the strategic business unit level than at the functional level. 
E) The strategic direction is more specific at the strategic business unit level than at the corporate level. 
A) The strategic business unit level is the level that works most directly with an organization's targeted customers. 
B) The overall strategy for the organization is directed at the strategic business unit level. 
C) In the most complex organizations, the corporate level and the strategic business unit level may merge. 
D) More end-user analysis is provided at the strategic business unit level than at the functional level. 
E) The strategic direction is more specific at the strategic business unit level than at the corporate level.

Question 20

An example of a nonprofit organization is

Accepted Answer

A) the Food and Drug Administration. 
B) CVS Pharmacies. 
C) the medical technology company Medtronic, Inc. 
D) the pharmaceutical company Pfizer, Inc. 
E) the American Red Cross. 
A) the Food and Drug Administration. 
B) CVS Pharmacies. 
C) the medical technology company Medtronic, Inc. 
D) the pharmaceutical company Pfizer, Inc. 
E) the American Red Cross.

The purpose of business portfolio analysis is to

The organizational __________ answers the question, "What will we do?"

An organization's foundation includes all of the following EXCEPT:

The initial step in the strategic marketing process is to begin planning by conducting a

The BCG has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization. Question marks are located in which quadrant of the BCG growth-share matrix?

Product development refers to the marketing strategy of

A business model

The BCG has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization. Dogs are located in which quadrant of the BCG growth-share matrix?

The __________ for American Red Cross is "to prevent and alleviate human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors."

-The question mark (?) represented by the wedge DBC in Figure 2-11 above is the __________.

Which of the following statements regarding a marketing dashboard is most accurate?

Which of the following statements regarding an organization's core values is most accurate?

Which statement best describes the most significant difference between a for-profit organization or a business firm and a nonprofit organization?

Some universities provide retirement benefits by matching the percentage an employee pays into a retirement account up to a certain percentage. This encourages a larger percentage of employees to participate in retirement planning. This is an example of a(n) __________ goal.

Teach for America works to solve which societal problem?

All of the following are names the BCG has given to describe the four quadrants in its growth-share matrix EXCEPT:

In general, a visionary organization asks which three types of questions to specify its foundation, set a direction, and formulate strategies?

List the three steps of the planning phase of the strategic marketing process. Briefly describe what goes on during each of the three steps.

Which of the following statements regarding an organization's strategic business unit level is most accurate?

An example of a nonprofit organization is

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

The purpose of business portfolio analysis is to

The organizational __________ answers the question, "What will we do?"

An organization's foundation includes all of the following EXCEPT:

The initial step in the strategic marketing process is to begin planning by conducting a

The BCG has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization. Question marks are located in which quadrant of the BCG growth-share matrix?

Product development refers to the marketing strategy of

A business model

The BCG has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization. Dogs are located in which quadrant of the BCG growth-share matrix?

The __________ for American Red Cross is "to prevent and alleviate human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors."

-The question mark (?) represented by the wedge DBC in Figure 2-11 above is the __________.

Which of the following statements regarding a marketing dashboard is most accurate?

Which of the following statements regarding an organization's core values is most accurate?

Which statement best describes the most significant difference between a for-profit organization or a business firm and a nonprofit organization?

Some universities provide retirement benefits by matching the percentage an employee pays into a retirement account up to a certain percentage. This encourages a larger percentage of employees to participate in retirement planning. This is an example of a(n) __________ goal.

Teach for America works to solve which societal problem?

All of the following are names the BCG has given to describe the four quadrants in its growth-share matrix EXCEPT:

In general, a visionary organization asks which three types of questions to specify its foundation, set a direction, and formulate strategies?

List the three steps of the planning phase of the strategic marketing process. Briefly describe what goes on during each of the three steps.

Which of the following statements regarding an organization's strategic business unit level is most accurate?

An example of a nonprofit organization is

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