Question 1

Which of the following measures the profits generated by investments in marketing activities?

Accepted Answer

A) 	SWOT analysis 
B) 	A marketing audit 
C) 	An executive summary 
D) 	Marketing ROI 
E) 	A budget 
A) 	SWOT analysis 
B) 	A marketing audit 
C) 	An executive summary 
D) 	Marketing ROI 
E) 	A budget

Question 2

McDonald's new mission says "being our customers' favorite place and way to eat." To be successful,McDonald's needs to now turn this mission into detailed ________.

Accepted Answer

supporting

Question 3

The purpose of strategic planning is to find ways in which your company can best use its strengths to take advantage of attractive opportunities in the environment.

Accepted Answer

A) True 
 B)False

Question 4

The image of a product in the minds of consumers is called market segmentation.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following entails reducing the business portfolio by eliminating products that no longer fit the company's overall strategy?

Accepted Answer

A) 	Market segmentation 
B) 	The BCG approach 
C) 	Product-line extension 
D) 	Downsizing 
E) 	Market redesign 
A) 	Market segmentation 
B) 	The BCG approach 
C) 	Product-line extension 
D) 	Downsizing 
E) 	Market redesign

Question 6

The four Ps concept takes the seller's view of the market.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is a useful tool for identifying growth opportunities?

Accepted Answer

A) 	The BCG matrix 
B) 	The business portfolio 
C) 	The product/market expansion grid 
D) 	The value chain 
E) 	The value-delivery network 
A) 	The BCG matrix 
B) 	The business portfolio 
C) 	The product/market expansion grid 
D) 	The value chain 
E) 	The value-delivery network

Question 8

A company can divest a strategic business unit (SBU)by selling it or phasing it out and using the resources elsewhere.

Accepted Answer

A) True 
 B)False

Question 9

A common practice among marketers is to identify and develop new markets for their existing products.This practice is called ________.

Accepted Answer

The answer of A common practice among marketers is to...

Question 10

Explain market targeting and the guidelines marketers should use when choosing what markets to enter.

Accepted Answer

Market targeting involves evaluating eac

Question 11

Why is marketing analysis such an important part of marketing management?

Accepted Answer

This function allows the marketer to ana

Question 12

What is the role of a company's chief marketing officer (CMO)?

Accepted Answer

The CMO heads up the company's entire ma

Question 13

A company's mission statement should be ________ and defined in terms of satisfying basic customer needs

Accepted Answer

The answer of A company's mission statement should be ________...

Question 14

What is meant by a "marketing dashboard"?

Accepted Answer

A company can assess return on marketing

Question 15

Saturn is "a different kind of company,different kind of a car"; the Hummer is "like nothing else." These statements reflect a firm's ________.

Accepted Answer

The answer of Saturn is "a different kind of company,different...

Question 16

A company's mission statement serves as a statement of ________.

Accepted Answer

The answer of A company's mission statement serves as a...

Question 17

The ________ organizational system's main advantage is that the company is organized around the needs of specific market segments.

Accepted Answer

The answer of The ________ organizational system's main advantage is...

Question 18

What does the term value-delivery network mean? Explain.

Accepted Answer

For decades,marketers have traditionally

Question 19

Disney is identifying and developing new markets for its theme parks.Disney is exploring possibilities for ________.

Accepted Answer

The answer of Disney is identifying and developing new markets...

Question 20

A marketing plan begins with an executive summary,which quickly overviews goals and ________.

Accepted Answer

The answer of A marketing plan begins with an executive...

Which of the following measures the profits generated by investments in marketing activities?

McDonald's new mission says "being our customers' favorite place and way to eat." To be successful,McDonald's needs to now turn this mission into detailed ________.

The purpose of strategic planning is to find ways in which your company can best use its strengths to take advantage of attractive opportunities in the environment.

The image of a product in the minds of consumers is called market segmentation.

Which of the following entails reducing the business portfolio by eliminating products that no longer fit the company's overall strategy?

The four Ps concept takes the seller's view of the market.

Which of the following is a useful tool for identifying growth opportunities?

A company can divest a strategic business unit (SBU)by selling it or phasing it out and using the resources elsewhere.

A common practice among marketers is to identify and develop new markets for their existing products.This practice is called ________.

Explain market targeting and the guidelines marketers should use when choosing what markets to enter.

Why is marketing analysis such an important part of marketing management?

What is the role of a company's chief marketing officer (CMO)?

A company's mission statement should be ________ and defined in terms of satisfying basic customer needs

What is meant by a "marketing dashboard"?

Saturn is "a different kind of company,different kind of a car"; the Hummer is "like nothing else." These statements reflect a firm's ________.

A company's mission statement serves as a statement of ________.

The ________ organizational system's main advantage is that the company is organized around the needs of specific market segments.

What does the term value-delivery network mean? Explain.

Disney is identifying and developing new markets for its theme parks.Disney is exploring possibilities for ________.

A marketing plan begins with an executive summary,which quickly overviews goals and ________.

Marketing: Creating and Capturing Customer Value

Analyzing the Marketing Environment

Sustainable Marketing: Social Responsibility and Ethics

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products,services,and Brands: Building Customer Value

New-Product Development and Product Life-Cycle Strategies

Pricing

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Filters

Exam 2: Company and Marketing Strategy: Partnering to Build Customer Relationships

Which of the following measures the profits generated by investments in marketing activities?

McDonald's new mission says "being our customers' favorite place and way to eat." To be successful,McDonald's needs to now turn this mission into detailed ________.

The purpose of strategic planning is to find ways in which your company can best use its strengths to take advantage of attractive opportunities in the environment.

The image of a product in the minds of consumers is called market segmentation.

Which of the following entails reducing the business portfolio by eliminating products that no longer fit the company's overall strategy?

The four Ps concept takes the seller's view of the market.

Which of the following is a useful tool for identifying growth opportunities?

A company can divest a strategic business unit (SBU)by selling it or phasing it out and using the resources elsewhere.

A common practice among marketers is to identify and develop new markets for their existing products.This practice is called ________.

Explain market targeting and the guidelines marketers should use when choosing what markets to enter.

Why is marketing analysis such an important part of marketing management?

What is the role of a company's chief marketing officer (CMO)?

A company's mission statement should be ________ and defined in terms of satisfying basic customer needs

What is meant by a "marketing dashboard"?

Saturn is "a different kind of company,different kind of a car"; the Hummer is "like nothing else." These statements reflect a firm's ________.

A company's mission statement serves as a statement of ________.

The ________ organizational system's main advantage is that the company is organized around the needs of specific market segments.

What does the term value-delivery network mean? Explain.

Disney is identifying and developing new markets for its theme parks.Disney is exploring possibilities for ________.

A marketing plan begins with an executive summary,which quickly overviews goals and ________.

Marketing: Creating and Capturing Customer Value

Analyzing the Marketing Environment

Sustainable Marketing: Social Responsibility and Ethics

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products,services,and Brands: Building Customer Value

New-Product Development and Product Life-Cycle Strategies

Pricing

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Filters