Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Meredith knows that whether she decides to interact with her customers in person,on the telephone,online,or by fax,that ____ should ultimately drive the marketing strategy.

Accepted Answer

A)  marketing research 
B)  polite responsiveness 
C)  her customers 
D)  product availability 
E)  company goals 
A)  marketing research 
B)  polite responsiveness 
C)  her customers 
D)  product availability 
E)  company goals

Question 3

Customer relationship management is facilitated by gathering useful data from

Accepted Answer

A)  telephone interactions with customers. 
B)  personal interactions with customers. 
C)  online interactions with customers. 
D)  all customer-contact points. 
E)  all exchange transactions. 
A)  telephone interactions with customers. 
B)  personal interactions with customers. 
C)  online interactions with customers. 
D)  all customer-contact points. 
E)  all exchange transactions.

Question 4

Marketing objectives should be stated in such a way that the degree of accomplishment can be measured accurately.

Accepted Answer

A) True 
 B)False

Question 5

Based on the work by the Boston Consulting Group,products with a dominant share of the market and good prospects for growth are

Accepted Answer

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

Question 6

A sustainable competitive advantage is one that cannot be copied by a firm's competitors.

Accepted Answer

A) True 
 B)False

Question 7

Marketing managers can classify a firm's products into four basic types: stars,cash cows,dogs,and question marks.

Accepted Answer

A) True 
 B)False

Question 8

Organization by types of customers can work well for a firm that has several groups of customers with different needs and problems.

Accepted Answer

A) True 
 B)False

Question 9

Harley-Davidson's Harley Owner's Group (HOG)helps to foster strong relationships between riders and their motorcycles,giving it a(n)____ over other motorcycle manufacturers.

Accepted Answer

A)  controllable advantage 
B)  uncontrollable competitive advantage 
C)  sustainable marketing advantage 
D)  effective competitive advantage 
E)  sustainable competitive advantage 
A)  controllable advantage 
B)  uncontrollable competitive advantage 
C)  sustainable marketing advantage 
D)  effective competitive advantage 
E)  sustainable competitive advantage

Question 10

In a traditional organization,marketing decisions are likely to be

Accepted Answer

A)  very decentralized. 
B)  centralized at the top levels of the organization. 
C)  made by frontline employees. 
D)  made by frontline managers. 
E)  made only by the CEO. 
A)  very decentralized. 
B)  centralized at the top levels of the organization. 
C)  made by frontline employees. 
D)  made by frontline managers. 
E)  made only by the CEO.

Question 11

The marketing control process does not monitor the activities of external sources of marketing assistance.

Accepted Answer

A) True 
 B)False

Question 12

Borders Books uses technology to help them identify specific customers,establish interactive dialogues with them to learn about their needs,and combine this information with their purchase histories to customize products to meet those needs.Borders Books is using the ____ approach.

Accepted Answer

A)  target market positioning 
B)  SWOT analysis 
C)  customer relationship management 
D)  total quality management 
E)  internal marketing 
A)  target market positioning 
B)  SWOT analysis 
C)  customer relationship management 
D)  total quality management 
E)  internal marketing

Question 13

One way that Saturn evaluates its product and service level is by how well it ranks on the J.D.Power & Associates Sales Satisfaction Survey.In doing so,Saturn is

Accepted Answer

A)  controlling marketing activities. 
B)  taking corrective action. 
C)  empowering its employees. 
D)  evaluating actual performance. 
E)  setting performance standards. 
A)  controlling marketing activities. 
B)  taking corrective action. 
C)  empowering its employees. 
D)  evaluating actual performance. 
E)  setting performance standards.

Question 14

The Boston Consulting Group's model serves as a diagnostic tool to spotlight strategic business units that have an opportunity to grow rather than as a guide for making strategy prescriptions.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

The answer of Describe the process of strategic planning.How does...

Question 16

Starbucks provides training and support to its employees,including health care benefits.Through these ____ efforts Starbucks is better able to deliver quality products and service to its customers.

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 17

Marketing planning and implementation are inextricably linked in successful businesses.

Accepted Answer

A) True 
 B)False

Question 18

Firms that truly adopt the marketing concept develop a distinct organizational culture based on a shared set of beliefs that makes customers' needs the pivotal point of the firm's decisions about strategy and operations.

Accepted Answer

A) True 
 B)False

Question 19

Describe the two major components of marketing strategy.What should marketing managers consider when developing marketing strategy?

Accepted Answer

The answer of Describe the two major components of marketing...

Question 20

Which of the following is the most specific and detailed type of business strategy?

Accepted Answer

A)  business-unit 
B)  marketing 
C)  corporate 
D)  customer service 
E)  tactical 
A)  business-unit 
B)  marketing 
C)  corporate 
D)  customer service 
E)  tactical

Exam 2: Developing and Implementing Marketing Strategies

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

Meredith knows that whether she decides to interact with her customers in person,on the telephone,online,or by fax,that ____ should ultimately drive the marketing strategy.

Customer relationship management is facilitated by gathering useful data from

Marketing objectives should be stated in such a way that the degree of accomplishment can be measured accurately.

Based on the work by the Boston Consulting Group,products with a dominant share of the market and good prospects for growth are

A sustainable competitive advantage is one that cannot be copied by a firm's competitors.

Marketing managers can classify a firm's products into four basic types: stars,cash cows,dogs,and question marks.

Organization by types of customers can work well for a firm that has several groups of customers with different needs and problems.

Harley-Davidson's Harley Owner's Group (HOG)helps to foster strong relationships between riders and their motorcycles,giving it a(n)____ over other motorcycle manufacturers.

In a traditional organization,marketing decisions are likely to be

The marketing control process does not monitor the activities of external sources of marketing assistance.

Borders Books uses technology to help them identify specific customers,establish interactive dialogues with them to learn about their needs,and combine this information with their purchase histories to customize products to meet those needs.Borders Books is using the ____ approach.

One way that Saturn evaluates its product and service level is by how well it ranks on the J.D.Power & Associates Sales Satisfaction Survey.In doing so,Saturn is

The Boston Consulting Group's model serves as a diagnostic tool to spotlight strategic business units that have an opportunity to grow rather than as a guide for making strategy prescriptions.

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

Starbucks provides training and support to its employees,including health care benefits.Through these ____ efforts Starbucks is better able to deliver quality products and service to its customers.

Marketing planning and implementation are inextricably linked in successful businesses.

Firms that truly adopt the marketing concept develop a distinct organizational culture based on a shared set of beliefs that makes customers' needs the pivotal point of the firm's decisions about strategy and operations.

Describe the two major components of marketing strategy.What should marketing managers consider when developing marketing strategy?

Which of the following is the most specific and detailed type of business strategy?

Strategic Marketing Management

The Global Marketing Environment

Information for Marketing Decisions

Selecting Target Markets

Consumer Behavior

Business Buying Behavior

International Marketing

Digital Marketing and Social Media

Product Decisions

Strategic Product Management

Services Marketing

Strategic Management of Branding and Packaging

A Supply Chain Management and Marketing Channels

B Supply Chain Management and Marketing Channels

A Retailing,wholesaling and Direct Marketing

B Retailing,wholesaling and Direct Marketing

Integrated Marketing Communications

Advertising and Publicrelations

Personal Selling and Sales Promotion

Strategic Pricing Management

Pricingdecisions

Global Issues,social Responsibility and Marketing

Filters