Question 1

An organization's goals focus on the ends or results that the firm seeks.

Accepted Answer

A) True 
 B)False

Question 2

Suppose a customer calls Ann's office at Frito-Lay in Atlanta.The customer has a friend in Seattle who was just telling her about a new snack Frito-Lay has introduced that is selling rapidly.Ann's office does not market this product,and at the present knows very little about it.Based on this information,this firm is most likely organized according to which of the following?

Accepted Answer

A)  Function 
B)  Product 
C)  Region 
D)  Customer 
E)  Market 
A)  Function 
B)  Product 
C)  Region 
D)  Customer 
E)  Market

Question 3

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 these 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 these products. 
E)  the percentage of a group of customers that actually buys a specific product from a specific company.

Question 4

Internal marketing may involve market segmentation,product development,research,distribution,public relations,and sales promotion.

Accepted Answer

A) True 
 B)False

Question 5

According to the Boston Consulting Group,marketers may classify their products as all of the following except

Accepted Answer

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

Question 6

Strategic planning is the process of ____________________.

Accepted Answer

establishing an organizational

Question 7

Safeway Food Stores is involved in identifying and analyzing a target market.The firm then develops a marketing mix to satisfy individuals in that market to gain long-term competitive advantages.Based on this example,Safeway is creating a

Accepted Answer

A)  corporate strategy. 
B)  target design. 
C)  mix strategy. 
D)  marketing strategy. 
E)  marketing tactic. 
A)  corporate strategy. 
B)  target design. 
C)  mix strategy. 
D)  marketing strategy. 
E)  marketing tactic.

Question 8

Performance standards are established as part of the marketing control process.

Accepted Answer

A) True 
 B)False

Question 9

A ____ is something that an organization does extremely well and may give a company an advantage over its competition.

Accepted Answer

A)  benchmark 
B)  sustainable competitive advantage 
C)  core competency 
D)  strategic vision 
E)  marketing opportunity 
A)  benchmark 
B)  sustainable competitive advantage 
C)  core competency 
D)  strategic vision 
E)  marketing opportunity

Question 10

A firm that markets diverse products would most likely base the organization of its marketing department on

Accepted Answer

A)  products. 
B)  regions. 
C)  functions. 
D)  types of customers. 
E)  marketing objectives. 
A)  products. 
B)  regions. 
C)  functions. 
D)  types of customers. 
E)  marketing objectives.

Question 11

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.Southwest's low fares,dependability,and its on-time flights represent its

Accepted Answer

A)  competitive advantage 
B)  marketing opportunity 
C)  marketing plan 
D)  marketing objectives 
E)  total quality management 
A)  competitive advantage 
B)  marketing opportunity 
C)  marketing plan 
D)  marketing objectives 
E)  total quality management

Question 12

Within a business organization,a profit center that is self-supporting in terms of sales,markets,production,and other resources is known as a

Accepted Answer

A)  profit entity. 
B)  strategic business unit. 
C)  marketing program. 
D)  small business. 
E)  diversified corporation. 
A)  profit entity. 
B)  strategic business unit. 
C)  marketing program. 
D)  small business. 
E)  diversified corporation.

Question 13

According to the Boston Consulting Group,question marks are characterized as products

Accepted Answer

A)  having a small share of a growing market and requiring large amounts of cash to build market share. 
B)  generating more cash than is required to maintain share. 
C)  encompassing the greatest number of products. 
D)  existing at a cost disadvantage and revealing few opportunities for growth at a reasonable cost. 
E)  having substantial reported profits but needing a lot of cash to finance the rate of growth. 
A)  having a small share of a growing market and requiring large amounts of cash to build market share. 
B)  generating more cash than is required to maintain share. 
C)  encompassing the greatest number of products. 
D)  existing at a cost disadvantage and revealing few opportunities for growth at a reasonable cost. 
E)  having substantial reported profits but needing a lot of cash to finance the rate of growth.

Question 14

What focuses on using information about customers to create marketing strategies that develop and sustain desirable customer relationships?

Accepted Answer

A)  Customer relationship management 
B)  Electronic data interchange 
C)  Business-to-consumer marketing 
D)  Strategic partnerships 
E)  The marketing concept 
A)  Customer relationship management 
B)  Electronic data interchange 
C)  Business-to-consumer marketing 
D)  Strategic partnerships 
E)  The marketing concept

Question 15

Internal management refers to the coordination of internal exchanges between the organization and its employees to achieve successful external exchanges between the organization and its customers.

Accepted Answer

A) True 
 B)False

Question 16

Marketing plans may be developed for strategic business units,product lines,individual products or brands,or specific markets.

Accepted Answer

A) True 
 B)False

Question 17

Using information about customers to create marketing strategies that develop and sustain desirable long-term customer relationships is known as

Accepted Answer

A)  computer resource management. 
B)  customer resource management. 
C)  customer relationship management. 
D)  customer research management. 
E)  e-marketing. 
A)  computer resource management. 
B)  customer resource management. 
C)  customer relationship management. 
D)  customer research management. 
E)  e-marketing.

Question 18

In a traditional organization,marketing decisions are generally centralized at the top levels of the organization.

Accepted Answer

A) True 
 B)False

Question 19

Product organization is appropriate for a firm that produces and markets a diverse set of products.

Accepted Answer

A) True 
 B)False

Question 20

____ strategy determines the means for utilizing resources in the functional areas of marketing,production,finance,research and development,and human resources to achieve the organization's goals.

Accepted Answer

A)  Corporate 
B)  Business-unit 
C)  Marketing 
D)  Mission statement 
E)  Marketing mix 
A)  Corporate 
B)  Business-unit 
C)  Marketing 
D)  Mission statement 
E)  Marketing mix

Exam 2: Developing and Implementing Marketing Strategies

An organization's goals focus on the ends or results that the firm seeks.

According to the text,a market is defined as

Internal marketing may involve market segmentation,product development,research,distribution,public relations,and sales promotion.

According to the Boston Consulting Group,marketers may classify their products as all of the following except

Strategic planning is the process of ____________________.

Safeway Food Stores is involved in identifying and analyzing a target market.The firm then develops a marketing mix to satisfy individuals in that market to gain long-term competitive advantages.Based on this example,Safeway is creating a

Performance standards are established as part of the marketing control process.

A ____ is something that an organization does extremely well and may give a company an advantage over its competition.

A firm that markets diverse products would most likely base the organization of its marketing department on

Within a business organization,a profit center that is self-supporting in terms of sales,markets,production,and other resources is known as a

According to the Boston Consulting Group,question marks are characterized as products

What focuses on using information about customers to create marketing strategies that develop and sustain desirable customer relationships?

Internal management refers to the coordination of internal exchanges between the organization and its employees to achieve successful external exchanges between the organization and its customers.

Marketing plans may be developed for strategic business units,product lines,individual products or brands,or specific markets.

Using information about customers to create marketing strategies that develop and sustain desirable long-term customer relationships is known as

In a traditional organization,marketing decisions are generally centralized at the top levels of the organization.

Product organization is appropriate for a firm that produces and markets a diverse set of products.

____ strategy determines the means for utilizing resources in the functional areas of marketing,production,finance,research and development,and human resources to achieve the organization's goals.

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