Deck 2: Developing Marketing Strategies and a Marketing Plan

Question 1

STP refers to segmentation,testing,and promotion.

Answer 1

False

Question 2

A mission statement describes the specific actions a firm will take to achieve its goals.

Answer 2

False

Question 3

When Ramona,the keynote speaker at a major business leaders' conference,arrived in the middle of the night at the Ritz-Carlton,she was exhausted and her suit was wrinkled from her 10-hour plane trip.The night clerk found someone to dry clean Ramona's suit and have it ready for her morning presentation.She has been a loyal Ritz-Carlton customer ever since.In this example,Ritz-Carlton demonstrated the macro strategy of

A) customer excellence.
B) operational excellence.
C) product excellence.
D) promotional excellence.
E) global excellence.

Answer 3

A

Question 4

Relative market share is an example of a marketing metric.

Question 5

The "implement marketing mix" step of the strategic marketing planning process is part of the control phase.

Question 6

It is not always necessary to go through all the steps in the marketing planning process.

Question 7

To build a sustainable competitive advantage,companies should focus on a single strategy.

Question 8

iTunes software is often credited with the success of the Apple iPod MP3 player,because it made the iPod easier to use than competing players and was difficult for competitors to duplicate.This is an example of a sustainable competitive advantage.

Question 9

The components of a SWOT analysis are strengths,weaknesses,opportunities,and tactics.

Question 10

Geraldo manages the electrical turbine engine division of General Electric Corporation.He makes most decisions independently,without consulting headquarters.Geraldo manages a strategic business unit.

Question 11

The strategic planning process always proceeds sequentially through the five steps.

Question 12

Product penetration is one of the four major growth strategies.

Question 13

Price should be based on the value that the customer perceives.

Question 14

SanDisk's MP3 player product line (called the Sansa)has a low relative market share.The MP3 player market is expected to decline over the next few years.In the Boston Consulting Group (BCG)portfolio analysis,the Sansa would be considered a dog.

Question 15

Which of the following is not one of the four overarching strategies to create and deliver value and to develop sustainable competitive advantages?

A) locational excellence
B) customer excellence
C) operational excellence
D) product excellence
E) planning excellence

Question 16

If a firm wants to develop a sustainable competitive advantage,it should

A) begin an aggressive campaign to buy up competitors.
B) copy the innovative features of other firms that are attractive to customers.
C) examine its operations and customer relations to identify significant things competitors cannot easily copy.
D) increase its marketing budget so that it outspends its competitors.
E) arrange to meet with competitors to discuss how to avoid direct competition.

Question 17

Strong supplier relations and efficient supply chains help firms such as Walmart achieve operational excellence.

Question 18

Isaac is looking for ways to offer new goods and services to his existing customers.He is pursuing a market development strategy.

Question 19

Firms are typically more successful when they focus on opportunities that build on their strengths relative to those of their competition.

Question 20

Duke's is a surfer-themed restaurant chain in Hawaii.Most of its customers are tourists.In a SWOT analysis for Duke's,the possibility that the recession might cut back on tourism in Hawaii would be considered a weakness.

Question 21

Marketers want their firms to develop excellent supply chain management and strong supplier relations so they can

A) persuade stores to refuse to carry competitors' products.
B) use their power within the supply chain to force weaker firms to accept less favorable pricing.
C) control prices and lock in margins.
D) create a sustainable competitive advantage.
E) justify charging higher prices than their competitors.

Question 22

Even when large discount retailers enter a market,a few small,local retailers survive and prosper.These small retailers have probably developed a(n)________ that allows them to survive.

A) advertising campaign
B) plan to evaluate results
C) sustainable competitive advantage
D) set of performance metrics
E) SWOT analysis

Question 23

Firms achieve ___________ through efficient procedures and excellent supply chain management.

A) customer excellence
B) locational excellence
C) customer loyalty
D) value-based pricing
E) operational excellence

Question 24

In 2006,Ford Motor Company announced it would severely cut back its automobile production.For parts companies supplying Ford its parts,this represented a(n)

A) weakness.
B) opportunity.
C) strength.
D) threat.
E) asset.

Question 25

The automobile manufacturing industry closely watches annual consumer satisfaction surveys.For years,Japanese car companies consistently had the highest levels of customer satisfaction,creating a(n)________ for these companies.

A) strategic marketing plan
B) clear mission statement
C) operational advantage
D) sustainable competitive advantage
E) diversification strategy

Question 26

Taking steps to encourage customer loyalty is the focus of developing the macro strategy of _______ excellence.

A) operational
B) locational
C) customer
D) product
E) service

Question 27

For many years,Southwest Airlines distinguished itself as the low-cost airline.Now,many other low-cost competitors have entered the market.Similarly,Southwest was one of the first airlines to offer online ticketing.Now,all airlines have online ticketing.These examples suggest that

A) no single strategy is likely to be sufficient to build a sustainable competitive advantage.
B) a situation analysis does not accurately predict a firm's strengths.
C) customer excellence cannot be achieved.
D) product excellence is the only true source of a sustainable competitive advantage.
E) innovation is pointless because competitors will develop copycat offerings.

Question 28

As part of her company's SWOT analysis,Valerie is assessing the company's internal environment,including

A) competition.
B) the economy.
C) strengths and weaknesses.
D) demographics.
E) opportunities and threats.

Question 29

Manufacturers that use just-in-time manufacturing systems coordinate closely with suppliers to ensure that materials and supplies arrive just before they are needed in the manufacturing process.While just-in-time systems can offer major advantages in terms of inventory costs,they must be carefully managed.If a firm found that its just-in-time system was badly managed,leading to frequent manufacturing delays due to missing parts,this would represent a(n)__________ in a SWOT analysis.

A) weakness
B) opportunity
C) threat
D) strength
E) metric

Question 30

Lionel is asked to conduct an STP analysis for his firm.The first step he should perform in this analysis is to

A) develop a business mission statement.
B) choose the best target markets.
C) reposition existing segments.
D) divide the marketplace into subgroups.
E) conduct a SWOT analysis.

Question 31

When conducting a SWOT analysis,in what phase of the strategic marketing process is an organization presently engaged?

A) planning
B) implementation
C) control
D) segmentation
E) metrics

Question 32

For U.S.businesses with strong export capabilities,expansion of U.S.trade agreements with other countries creates

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

Question 33

Some banks have begun offering special accounts designed to attract junior high school students.These kids save in such small amounts that the accounts cost banks more to maintain than they are worth.But bankers know that consumers are creatures of habit and hope that the young people they serve now will become adult customers.These banks recognize

A) that operational excellence is an important macro strategy.
B) the lifetime value of customers.
C) that product excellence leads to loyal customers.
D) the importance of making decisions based on short-term results.
E) that as long as customers bring in some revenue,costs do not matter.

Question 34

Which of the following is least likely to provide a sustainable competitive advantage?

A) lowering prices
B) having a well-known brand name
C) achieving high levels of customer satisfaction
D) using patented technology
E) creating an efficient supply chain

Question 35

Carla has been directed by her regional marketing manager to cut prices on seasonal items,place an ad in the local paper,and tell distributors to reduce deliveries for the next month.Which step of the strategic marketing planning process is Carla engaged in?

A) evaluate performance
B) define the business mission
C) perform situation analysis
D) implement marketing mix and resources
E) identify and evaluate opportunities

Question 36

Nordstrom,an upscale department store,has a well-known reputation for going the extra mile to serve its customers.This reputation for excellent customer service will most likely result in

A) product design excellence.
B) mission statement satisfaction.
C) sustainable price decreases.
D) a sustainable competitive advantage.
E) producer excellence.

Question 37

For years,when considering new products,marketers at Celestial Seasonings asked themselves,"What would Stacy think?" Stacy was a fictional character representing 25- to 50-year-old educated,upper-income women who rarely watched television but did a lot of reading."Stacy" represented Celestial's primary

A) mission statement.
B) positioning.
C) SBU.
D) target market segment.
E) sustainable competitive advantage.

Question 38

In 2006,Walmart announced that it would begin selling organic food products.In doing so,Walmart was most likely trying to

A) gain government subsidies.
B) attract a different market segment.
C) reduce its costs.
D) save the environment.
E) offset cost-based pricing pressure.

Question 39

Samantha is charged with assessing her company's external environment as part of a SWOT analysis.Samantha will study her company's

A) strengths and weaknesses.
B) sales history.
C) pension plan.
D) product specifications.
E) opportunities and threats.

Question 40

"Effective marketing doesn't just happen." It is

A) promoted through STP analysis.
B) possible only for seasoned marketing executives to achieve.
C) carefully planned.
D) the sole result of customer input.
E) the result of competitor's failures.

Question 41

In value-based marketing,the promotion element of the four Ps communicates the ________ to customers through a variety of media.

A) mission statement
B) operational excellence strategy
C) value proposition
D) relative market value
E) target market definition

Question 42

When positioning products relative to competitors' offerings,firms typically are most successful when they focus on opportunities

A) that build on their strengths relative to those of their competitors.
B) for diversification.
C) in international markets.
D) where value-based pricing can be ignored.
E) where customer excellence can be substituted for product excellence.

Question 43

In most companies,portfolio management is typically done at the SBU or ___________ level of the firm.

A) corporate
B) product line
C) customer care
D) sales representative
E) accounting

Question 44

As it pertains to the marketing plan,understanding the causes of performance,regardless of whether that performance exceeded,met,or fell below the firm's goals

A) enables firms to make appropriate adjustments.
B) allows managers to demonstrate their effectiveness.
C) offers insights into crafting an appropriate mission statement.
D) should always be followed by eliminating underperforming SBUs.
E) allows firms to better assess customer loyalty.

Question 45

A(n)___________ is a group of products that consumers may use together or perceive as similar in some way.

A) business matrix
B) STP
C) product line
D) market segment
E) promotional service

Question 46

Many small businesses whose competitors are national franchises advertise "we are locally owned" or "we have been here since 1951." This is part of these firms'

A) business mission.
B) market segmentation strategy.
C) positioning strategy.
D) customer excellence strategy.
E) target market.

Question 47

When marketers use a variety of communication disciplines-advertising,personal selling,sales promotion,public relations,direct marketing,and online marketing-in combination to communicate a value proposition to the customer,it is referred to as

A) integrated marketing communications.
B) multimedia marketing.
C) diverse marketing communications.
D) comprehensive promotion.
E) managed marketing communications.

Question 48

Lamar owns four dry cleaning stores in the suburbs of Orlando,Florida.He recently updated his STP analysis,and has just finished adjusting his marketing mix based on the STP results.His next strategic marketing decision will most likely involve determining

A) how Disney World crowds will impact his business.
B) which employees to promote or fire.
C) how to allocate resources among his four stores.
D) what new government regulations might create opportunities or threats.
E) when to shift from a customer excellence to an operational excellence strategy.

Question 49

Google and other search engines allow marketers to bid to have their ads shown when consumers search on keywords related to the firm's products.These marketers are attempting to create value through

A) product.
B) price.
C) promotion.
D) place.
E) cost-based measures.

Question 50

The first objective in the evaluate performance phase of the marketing planning process is to

A) determine whether to raise or lower prices.
B) adjust advertising allocations.
C) find ways to cut costs.
D) review implementation programs and results using metrics.
E) consider changing the target market.

Question 51

__________ involves the process of defining the marketing mix variables so that target customers have a clear,distinctive understanding of what a product does or represents in comparison with competing products.

A) Targeting
B) Market segmentation
C) A sustainable competitive advantage
D) Positioning
E) A customer excellence strategy

Question 52

Suppose your university made a sizable investment in its career services-additional counselors,increased efforts to bring in recruiters,and other services aimed at helping students find jobs.This investment would enhance the university's _____________ in an attempt to create value for students and recent graduates.

A) segmentation strategy
B) place strategy
C) locational excellence strategy
D) diversification strategy
E) product value

Question 53

After conducting STP analysis for her custom auto parts store and developing strategies for each of the four Ps,Monique now has to make _____________ decisions.

A) competitive response
B) resource allocation
C) market growth
D) product line
E) mission statement

Question 54

When discussing the marketing planning process,STP stands for

A) strategies,tactics,and plans.
B) strategize,target,and promote.
C) segmentation,targeting,and positioning.
D) situation analysis,trend spotting,and planning.
E) sustaining,trending,and positioning.

Question 55

A regional manager at GNC,a chain of retail stores selling nutritional supplements,is reviewing sales data after a recent in-store promotion.The data show success in some stores and limited response in others.To understand the differences between stores,the manager will probably next review the company's

A) financial statements,to investigate current and past profits.
B) brand awareness study,to assess national levels of awareness.
C) implementation programs,to see if the promotion was handled consistently in the different stores.
D) mission statement,to see if it needs adjusting.
E) analysis of national trends in vitamins and herbal supplements,to help predict future sales.

Question 56

LeBron James,Alex Rodriguez,and other athletes are paid huge sums of money by companies for celebrity endorsements.If endorsements by these athletes create a clear understanding among consumers of the companies' products in comparison to competing products,they can help with the firm's __________ strategy.

A) product excellence
B) targeting
C) positioning
D) segmentation
E) customer excellence

Question 57

E-books,in addition to being an alternative product form,provide __________ value creation since they can be downloaded via the Internet immediately when and where they are needed.

A) product
B) place
C) promotion
D) price
E) primary

Question 58

Craig sees that his company's quarterly sales and profits are significantly above projections and says,"That's great.Let's keep doing what we've been doing." Craig is ignoring the __________ step of the marketing planning process.

A) evaluate performance
B) define the business mission
C) perform situation analysis
D) implement marketing mix and resources
E) identify and evaluate opportunities

Question 59

After identifying various market segments that her company could pursue,Lisa evaluated each segment's attractiveness based on size,income,and accessibility.Lisa was involved in

A) target marketing.
B) situation analysis.
C) diversification.
D) positioning.
E) market penetration estimation.

Question 60

The idea of value-based marketing requires firms to charge a price that

A) covers costs and generates a modest profit.
B) includes the value of the effort the firm put into the product or service.
C) captures the value customers perceive that they are receiving.
D) prioritizes customer excellence above operational excellence.
E) matches competitors' prices.

Question 61

Introducing newly developed products or services to a market segment the company is not currently serving is called

A) product development.
B) market development.
C) market penetration.
D) diversification.
E) product proliferation.

Question 62

Which of the following is not one of the four major growth strategies marketers typically utilize?

A) market penetration
B) market development
C) segment development
D) diversification
E) product development

Question 63

Fourteenth National Bank prides itself on offering better service than any of its competitors.If this is accurate,and if customers recognize and value Fourteenth National's superior service,the bank creates and delivers value through

A) promotional excellence.
B) product excellence.
C) operational excellence.
D) global excellence.
E) customer excellence.

Question 64

Adrienne decides to add new sales representatives and increase advertising to increase sales in her existing market for her current line of security systems.Adrienne is pursuing a __________ growth strategy.

A) segment development
B) market development
C) market penetration
D) diversification
E) product development

Question 65

To determine how attractive a particular market is using the BCG portfolio analysis,__________ is(are)established as the vertical axis.

A) competitive intensity
B) sales dollars
C) market size
D) market growth rate
E) market profit potential

Question 66

Quitman Enterprises sells its business language dictionary to college students throughout the United States.Joseph Quitman,the owner,wants to start selling the book to international students abroad.Quitman wants to pursue a __________________ growth strategy.

A) product proliferation
B) market development
C) market penetration
D) diversification
E) product development

Question 67

H&R is a small,local heating and air conditioning business.The area military base is a potential source of growth,and H&R already installs and services the type of equipment the military would require,but it is difficult to get established as a certified government contractor.H&R is considering a ____________ growth strategy.

A) product proliferation
B) market development
C) market penetration
D) diversification
E) product development

Question 68

Marketers who design and offer new products and services to their existing customers are pursuing a _________ growth strategy.

A) product proliferation
B) market development
C) market penetration
D) diversification
E) product development

Question 69

Most banks now have customer relationship software that,when a customer contacts the bank,tells the service representative what types of accounts,loans,and credit cards the customer currently has.Service representatives use this information to sell some of the other services the bank currently offers to these customers.This is a ___________________ growth strategy.

A) product proliferation
B) market development
C) market penetration
D) diversification
E) product development

Question 70

A __________ growth strategy employs the existing marketing offering to reach new market segments.

A) product proliferation
B) market development
C) market penetration
D) diversification
E) product development

Question 71

Fernando was thrilled to find out that his company had just decided to invest a great deal of money in the product he was managing.He knows that even with its recent high rate of growth and the fact that it dominates its market,he would need more money to establish it firmly.Using the BCG portfolio analysis,his product would be classified as a(n)

A) star.
B) cash cow.
C) question mark.
D) dog.
E) anchor.

Question 72

When pursuing a market development strategy,expanding into international markets is generally

A) riskier than expansion in domestic markets.
B) impossible due to negative attitudes about American products.
C) executed with the help of international trade subsidies.
D) simplified by creating new products for export markets.
E) the only option offering substantial opportunities for growth.

Question 73

Using the BCG portfolio analysis,a "dog" should be phased out unless

A) its marketing manager is a champion of the product.
B) additional resources could increase its relative market share slightly.
C) it complements or boosts the sales of another product.
D) the market has a small chance of rebounding.
E) none of these.Dogs should be phased out.

Question 74

Many states create licensing requirements for a variety of professionals (such as lawyers and accountants)designed to restrict entry into their market by professionals from other states.This strategy limits ____________ growth strategies.

A) product proliferation
B) market development
C) market penetration
D) diversification
E) product development

Question 75

The strategic marketing planning process

A) is a five-step process that should always be completed in order.
B) is frequently used in reverse.
C) begins with establishing specific,measurable outcomes.
D) is not always sequential.
E) forces marketing managers to think rationally.

Question 76

In BCG portfolio analysis,products in low-growth markets that have received heavy investment and now have excess funds available to support other products are called

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

Question 77

Maryam phoned her auto insurance agent to renew her policy.The agent told her about new types of insurance now available-to cover her apartment,or even the engagement ring she just got from her fiancé.The agent was pursuing a ___________ growth strategy.

A) product development
B) market development
C) market penetration
D) diversification
E) product proliferation

Question 78

Heather has been assessing a number of her firm's products using the Boston Consulting Group (BCG)approach to portfolio analysis.She has been trying to assess the strength in a particular market and is looking at the sales of the product and the overall market as well as the sales of competitors.Heather is trying to determine

A) the product's relative market share.
B) the market growth rate.
C) a source of competitive advantage.
D) the impact of population shifts on future demand.
E) cash equivalent values for each product.

Question 79

Anita has gone to the same hair salon for the past 10 years.She believes that her stylist,the salon owner,does a better job of cutting and styling her hair than anyone else could.Other salons have opened closer to Anita's home,some offering more plush facilities or lower prices,but she isn't tempted to switch.Anita's attitude toward the salon is an example of

A) a sustainable competitive advantage.
B) a customer retention program.
C) an opportunity,in SWOT analysis.
D) customer loyalty.
E) the benefits of a locational excellence strategy.

Question 80

Zara is a women's clothing retailer headquartered in Spain,with stores located in many countries.Zara has developed a "quick response" system that allows store merchandise to be adjusted rapidly to fit changing customer preferences.Every aspect of Zara's operation is optimized for this system,making it difficult for competitors like The Gap to duplicate.Zara has established

A) customer loyalty.
B) locational excellence.
C) a diversification growth strategy.
D) a sustainable competitive advantage.
E) a related diversification opportunity.