Question 1

The Bank of Ontario bought Pershing, an off-shore investment firm with operations in India, from Credit Suisse First Boston. The Bank of Ontario is pursuing a ________.

Accepted Answer

A) product development strategy 
B) downsizing strategy 
C) diversification strategy 
D) market penetration strategy 
E) product adaptation

Question 2

Which of the following is a useful tool for identifying future 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

Question 3

More and more companies involve only centralized upper-level management teams in strategic planning.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following may be required in the marketing control process?

Accepted Answer

A) setting long term goals 
B) assigning profit 
C) changing the action programs 
D) defining the mission 
E) discounting the causes of gaps in performance

Question 5

In the BCG matrix, income from ________ can be used to help finance the company's question marks and stars.

Accepted Answer

A) dogs 
B) SBUs 
C) cash cows 
D) sales revenue 
E) overseas operations

Question 6

Mission statements should be realistic and general in nature.

Accepted Answer

A) True 
 B)False

Question 7

________ involves evaluating each market segment's attractiveness and selecting one or more segments to enter.

Accepted Answer

A) Market segmentation 
B) Product differentiation 
C) Market targeting 
D) Market mixing 
E) Positioning

Question 8

Harris, the marketing manager at a small sports retail chain, has conducted a marketing analysis. He has investigated the company's internal resources and situational factors, as well as factors and trends in the competitive sports retail chain market. Which of the following has Harris completed?

Accepted Answer

A) SWOT analysis 
B) business portfolio analysis 
C) executive summary 
D) marketing plan 
E) marketing mix

Question 9

Jill Reno has researched new markets and has decided which segments to enter. Next she should decide what ________ her company's offerings should occupy in those segments.

Accepted Answer

A) position 
B) place 
C) rank 
D) rating 
E) percentage of space

Question 10

The BCG is a useful approach to evaluate current businesses. Describe a device that a firm could use to identify future growth opportunities.

Accepted Answer

The answer of The BCG is a useful approach to...

Question 11

The pharmaceuticals division of Omni Healthcare holds low market share in a high-growth market. In order to increase market share, managers may decide to ________.

Accepted Answer

A) hold the pharmaceuticals division's share 
B) implement a harvest strategy 
C) use money from a cash cow to promote the pharmaceuticals division 
D) divest the SBU 
E) diversify the pharmaceutical division

Question 12

Michelin is in the process of doing a SWOT Analysis. Which of the following most accurately identifies a difference between a weakness and a threat in SWOT analysis?

Accepted Answer

A) Michelin is more able to change a threat than a weakness. 
B) Michelin is more able to change a weakness than a threat. 
C) Michelin can be more negatively affected by a weakness than by a threat. 
D) Michelin can be more negatively affected by a threat than by a weakness. 
E) Michelin can more easily identify threats than weaknesses.

Question 13

Which of the following is a customer-centered measure of marketing impact?

Accepted Answer

A) customer management 
B) company acquisitions 
C) customer equity 
D) customer retention of promotions 
E) producer lifetime value

Question 14

A market segment consists of consumers who respond in different ways to a given set of marketing efforts.

Accepted Answer

A) True 
 B)False

Question 15

According to the product/market expansion grid, what strategy is a company following when it attempts to increase sales of current products to current customers?

Accepted Answer

The answer of According to the product/market expansion grid, what...

Question 16

Marketing planning is the task of selecting marketing strategies for each business, product, or brand in a company with the goal of helping the company attain its overall objectives.

Accepted Answer

A) True 
 B)False

Question 17

Walmart relies on sound relationships with its low-cost suppliers in order to pass low prices on to consumers. Thus, forming a ________ is crucial to Walmart's success.

Accepted Answer

A) value delivery network 
B) growth-share matrix 
C) customer relationship management policy 
D) market concept philosophy 
E) diversification strategy

Question 18

Why is marketing implementation often difficult to carry out?

Accepted Answer

The answer of Why is marketing implementation often difficult to...

Question 19

Paul Pendergraff has identified a group of potential customers who seem to respond in a similar way to a series of magazine and radio advertisements for his company's product. Paul has identified a(n)________.

Accepted Answer

A) target market 
B) market segment 
C) market 
D) market position 
E) undefined niche

Question 20

What role does the marketing mix play in positioning?

Accepted Answer

The answer of What role does the marketing mix play...

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

The Bank of Ontario bought Pershing, an off-shore investment firm with operations in India, from Credit Suisse First Boston. The Bank of Ontario is pursuing a ________.

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

More and more companies involve only centralized upper-level management teams in strategic planning.

Which of the following may be required in the marketing control process?

In the BCG matrix, income from ________ can be used to help finance the company's question marks and stars.

Mission statements should be realistic and general in nature.

________ involves evaluating each market segment's attractiveness and selecting one or more segments to enter.

Harris, the marketing manager at a small sports retail chain, has conducted a marketing analysis. He has investigated the company's internal resources and situational factors, as well as factors and trends in the competitive sports retail chain market. Which of the following has Harris completed?

Jill Reno has researched new markets and has decided which segments to enter. Next she should decide what ________ her company's offerings should occupy in those segments.

The BCG is a useful approach to evaluate current businesses. Describe a device that a firm could use to identify future growth opportunities.

The pharmaceuticals division of Omni Healthcare holds low market share in a high-growth market. In order to increase market share, managers may decide to ________.

Michelin is in the process of doing a SWOT Analysis. Which of the following most accurately identifies a difference between a weakness and a threat in SWOT analysis?

Which of the following is a customer-centered measure of marketing impact?

A market segment consists of consumers who respond in different ways to a given set of marketing efforts.

According to the product/market expansion grid, what strategy is a company following when it attempts to increase sales of current products to current customers?

Marketing planning is the task of selecting marketing strategies for each business, product, or brand in a company with the goal of helping the company attain its overall objectives.

Walmart relies on sound relationships with its low-cost suppliers in order to pass low prices on to consumers. Thus, forming a ________ is crucial to Walmart's success.

Why is marketing implementation often difficult to carry out?

Paul Pendergraff has identified a group of potential customers who seem to respond in a similar way to a series of magazine and radio advertisements for his company's product. Paul has identified a(n) ________.

What role does the marketing mix play in positioning?