Question 1

A competitive advantage exists when a

Accepted Answer

A) firm matches a core competency to opportunities it has discovered in the marketplace. 
B) firm does marketing better than its competitors. 
C) combination of circumstances and timing allow a firm to reach an attractive target market. 
D) firm observes a fit between the key requirements of a market and its own capabilities. 
E) firm has a strong marketing plan. 
A) firm matches a core competency to opportunities it has discovered in the marketplace. 
B) firm does marketing better than its competitors. 
C) combination of circumstances and timing allow a firm to reach an attractive target market. 
D) firm observes a fit between the key requirements of a market and its own capabilities. 
E) firm has a strong marketing plan.

Question 2

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 3

Resource deployment and coordination of functional areas of business are determined by

Accepted Answer

A) the mission statement. 
B) corporate strategy. 
C) business-unit strategy. 
D) marketing strategy. 
E) the marketing mix. 
A) the mission statement. 
B) corporate strategy. 
C) business-unit strategy. 
D) marketing strategy. 
E) the marketing mix.

Question 4

Describe the process of strategic planning. How does this process help marketing managers?

Accepted Answer

Through the process of strategic plannin

Question 5

​Marketers understand that the best marketing strategy in the world is doomed to fail if it is not properly implemented. With that in mind, an effective implementation strategy

Accepted Answer

A) begins with identifying the activities to be performed, and ends with assigning responsibility for each activity to one or more team members. 
B) begins with identifying team members, and ends with assigning activities to each team member. 
C) has an open-ended timetable to allow for unexpected delays. 
D) organizes all activities in sequential order even if they can be performed simultaneously. 
E) organizes tasks in order according to their level of complexity. 
A) begins with identifying the activities to be performed, and ends with assigning responsibility for each activity to one or more team members. 
B) begins with identifying team members, and ends with assigning activities to each team member. 
C) has an open-ended timetable to allow for unexpected delays. 
D) organizes all activities in sequential order even if they can be performed simultaneously. 
E) organizes tasks in order according to their level of complexity.

Question 6

Stars are profitable products that usually generate more cash than is required to maintain share.

Accepted Answer

A) True 
 B)False

Question 7

John Deere's strong name recognition and solid customer demand for its farm and garden equipment are two elements of the firm's

Accepted Answer

A) strengths. 
B) opportunities. 
C) weaknesses. 
D) threats. 
E) strategies. 
A) strengths. 
B) opportunities. 
C) weaknesses. 
D) threats. 
E) strategies.

Question 8

​The following passage is an often-expressed critique of one of the two types of decision-making structures: ​
Another disadvantage of this structure is that the organization may become fragmented. Business units may lose their sense of team spirit and cooperation. Some business units may put their own interests ahead of those of the company as a whole. Innovative ideas that once spread through the company quickly may now remain within individual business units.Which one of the following decision-making structures is this critique referring to?

Accepted Answer

A) Centralized organizational structure 
B) Remote organizational structure 
C) Functional organizational structure 
D) Process organizational structure 
E) Decentralized organizational structure 
A) Centralized organizational structure 
B) Remote organizational structure 
C) Functional organizational structure 
D) Process organizational structure 
E) Decentralized organizational structure

Question 9

An expected level of performance against which actual performance can be compared is a

Accepted Answer

A) standard performance. 
B) standard of excellence. 
C) step in sales analysis. 
D) performance standard. 
E) corrective standard. 
A) standard performance. 
B) standard of excellence. 
C) step in sales analysis. 
D) performance standard. 
E) corrective standard.

Question 10

Cash cows are market leaders that are growing fast, with substantial reported profits.

Accepted Answer

A) True 
 B)False

Question 11

​The ___________________ section of the marketing plan supplies information about the company's current situation with respect to the ________________, the target market, and the firm's current objectives and performance.

Accepted Answer

A) executive summary; marketing concept 
B) marketing implementation; marketing environment 
C) SWOT analysis; marketing concept 
D) environmental analysis; marketing environment 
E) marketing objectives; marketing concept 
A) executive summary; marketing concept 
B) marketing implementation; marketing environment 
C) SWOT analysis; marketing concept 
D) environmental analysis; marketing environment 
E) marketing objectives; marketing concept

Question 12

A competitive advantage is created when a company matches its core competency to the opportunities it has discovered in the market.

Accepted Answer

A) True 
 B)False

Question 13

Discuss the different ways of organizing the marketing unit.

Accepted Answer

The structure and relationships of a mar

Question 14

Corporate strategy determines the means for utilizing resources in the functional areas of business to reach the organization's goals.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following statements is incorrect?

Accepted Answer

A) Of the three levels of planning, corporate strategy is the broadest. 
B) Business-unit strategy should be consistent with the corporate strategy. 
C) Marketing strategy should be consistent with both the business-unit and corporate strategies. 
D) Strategic planning begins at the marketing level and proceeds through business-unit and corporate levels. 
E) Strategic planning begins at the corporate level and proceeds through business-unit and marketing levels. 
A) Of the three levels of planning, corporate strategy is the broadest. 
B) Business-unit strategy should be consistent with the corporate strategy. 
C) Marketing strategy should be consistent with both the business-unit and corporate strategies. 
D) Strategic planning begins at the marketing level and proceeds through business-unit and corporate levels. 
E) Strategic planning begins at the corporate level and proceeds through business-unit and marketing levels.

Question 16

Scenario 2.1 Use the following to answer the questions.Southwest Airlines has a history of being able to retain its employees due to the atmosphere and culture of the company. Employees have been known to dress up in costume on an airplane, engage in "games" with the passengers, and generally provide a fun atmosphere for traveling. While other airlines have low rates of customer satisfaction, Southwest tends to maintain a high rating with its customers. Recent gas price hikes have caused most airlines to charge for checked luggage and to fill every flight to its maximum, adding to the negative experience of airline travel. Southwest keeps its costs low through several methods, one being that they do not serve meals on flights, or provide pre-boarding passes. The typical flight is two hours or less and occurs between several selected cities rather than flying to practically anywhere in the country. Southwest is known for its low fares, its dependability, and its on-time flights.
-Refer to Scenario 2.1. Maintaining the current culture of "fun" for Southwest Airlines' employees is most likely a(n)

Accepted Answer

A) marketing strategy. 
B) marketing objective. 
C) organization resource. 
D) environmental force. 
E) overall organizational objective. 
A) marketing strategy. 
B) marketing objective. 
C) organization resource. 
D) environmental force. 
E) overall organizational objective.

Question 17

The marketing plan is

Accepted Answer

A) a plan of all aspects of an organization'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 organization'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 18

According to the text, a market is defined as

Accepted Answer

A) a place to buy products. 
B) the buyers of the products that a company develops, promotes, prices, and distributes. 
C) the specific group of customers on whom an organization focuses its marketing efforts. 
D) a group of individuals and/or organizations that have needs for products in a product class and have the ability, willingness, and authority to purchase those products. 
E) the percentage of a group of customers that actually buys a specific product from a specific company. 
A) a place to buy products. 
B) the buyers of the products that a company develops, promotes, prices, and distributes. 
C) the specific group of customers on whom an organization focuses its marketing efforts. 
D) a group of individuals and/or organizations that have needs for products in a product class and have the ability, willingness, and authority to purchase those products. 
E) the percentage of a group of customers that actually buys a specific product from a specific company.

Question 19

Compare and contrast corporate strategy and marketing strategy.

Accepted Answer

Corporate strategy determines the means

Question 20

When Disney World wants to have at least 90 percent of its customers indicating they had a memorable and satisfying experience at the park hotels, this is an example of

Accepted Answer

A) implementing the marketing mix 
B) maintaining their corporate identity 
C) a marketing objective 
D) a strategic plan 
E) a mission statement 
A) implementing the marketing mix 
B) maintaining their corporate identity 
C) a marketing objective 
D) a strategic plan 
E) a mission statement

A competitive advantage exists when a

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

Resource deployment and coordination of functional areas of business are determined by

Describe the process of strategic planning. How does this process help marketing managers?

Marketers understand that the best marketing strategy in the world is doomed to fail if it is not properly implemented. With that in mind, an effective implementation strategy

Stars are profitable products that usually generate more cash than is required to maintain share.

John Deere's strong name recognition and solid customer demand for its farm and garden equipment are two elements of the firm's

An expected level of performance against which actual performance can be compared is a

Cash cows are market leaders that are growing fast, with substantial reported profits.

The ___ section of the marketing plan supplies information about the company's current situation with respect to the , the target market, and the firm's current objectives and performance.

A competitive advantage is created when a company matches its core competency to the opportunities it has discovered in the market.

Discuss the different ways of organizing the marketing unit.

Corporate strategy determines the means for utilizing resources in the functional areas of business to reach the organization's goals.

Which of the following statements is incorrect?

The marketing plan is

According to the text, a market is defined as

Compare and contrast corporate strategy and marketing strategy.

When Disney World wants to have at least 90 percent of its customers indicating they had a memorable and satisfying experience at the park hotels, this is an example of

An Overview of Strategic Marketing

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 2: Planning, Implementing, and Evaluating Marketing Strategies

A competitive advantage exists when a

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

Resource deployment and coordination of functional areas of business are determined by

Describe the process of strategic planning. How does this process help marketing managers?

​Marketers understand that the best marketing strategy in the world is doomed to fail if it is not properly implemented. With that in mind, an effective implementation strategy

Stars are profitable products that usually generate more cash than is required to maintain share.

John Deere's strong name recognition and solid customer demand for its farm and garden equipment are two elements of the firm's

An expected level of performance against which actual performance can be compared is a

Cash cows are market leaders that are growing fast, with substantial reported profits.

​The ___________________ section of the marketing plan supplies information about the company's current situation with respect to the ________________, the target market, and the firm's current objectives and performance.

A competitive advantage is created when a company matches its core competency to the opportunities it has discovered in the market.

Discuss the different ways of organizing the marketing unit.

Corporate strategy determines the means for utilizing resources in the functional areas of business to reach the organization's goals.

Which of the following statements is incorrect?

The marketing plan is

According to the text, a market is defined as

Compare and contrast corporate strategy and marketing strategy.

When Disney World wants to have at least 90 percent of its customers indicating they had a memorable and satisfying experience at the park hotels, this is an example of

An Overview of Strategic Marketing

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Marketers understand that the best marketing strategy in the world is doomed to fail if it is not properly implemented. With that in mind, an effective implementation strategy

The ___ section of the marketing plan supplies information about the company's current situation with respect to the , the target market, and the firm's current objectives and performance.