Question 1

Office Depot would be found in which quadrant in Figure 19-4?

Accepted Answer

A)  quadrant A
B)  quadrant B
C)  quadrant C
D)  quadrant DE) A) and B)
F) A) and D)

Question 2

At the end of the first six months of the year, a marketing manager realizes that they are tracking 2-3 percentage points lower than expected. As a result, the marketing manager will engage in__________ to update the original plan.

Accepted Answer

A)  replanning
B)  contingency planning
C)  dynamic planning
D)  downsizingE) B) and D)
F) B) and C)

Question 3

Colgate moved from brand management (Colgate toothpaste) to category management (toothpaste product line) . Under Colgate's new system, a category manager would have:

Accepted Answer

A)  completely different duties from the brand manager.
B)  to use persuasion as opposed to direct authority to get any goals achieved.
C)  no authority over functions that affects toothpaste products except marketing.
D)  profit-and-loss responsibility for all toothpaste products.E) A) and B)
F) B) and C)

Question 4

What is marketing ROI? Why is it used?

Accepted Answer

The answer of What is marketing ROI? Why is it...

Question 5

The actions taken during the implementation phase of the strategic marketing process include: 1) obtain resources, 2) ________, 3) develop schedules, 4) and execute the marketing program.

Accepted Answer

A)  design marketing organization
B)  find points of difference
C)  select target markets
D)  position the productE) None of the above
F) C) and D)

Question 6

The information needed for the marketing program, Step 3 of the planning phase, includes: 1) marketing mix actions and 2) _________.

Accepted Answer

A)  market-product grids with targets
B)  positioning studies
C)  detailed plans to execute the marketing program
D)  projections for future sales, expenses, and profitsE) B) and D)
F) A) and D)

Question 7

Volkswagen is likely to have which generic business strategy?

Accepted Answer

A)  differentiation focus
B)  quality focus
C)  diversification
D)  price leadershipE) B) and C)
F) None of the above

Question 8

How is management by exception used in the control phase of the strategic marketing process?

Accepted Answer

The answer of How is management by exception used in...

Question 9

The information needed in situation (SWOT) analysis, Step 1 of the planning phase, includes: 1) trends for industry and competitors and 2) ________

Accepted Answer

A)  market potential studies.
B)  positioning studies.
C)  projections of future sales, expenses, and profits.
D)  market-product grids with targets.E) A) and D)
F) All of the above

Question 10

Which of the following is NOT traditionally a responsibility of a product or brand manager?

Accepted Answer

A)  working with advertising agencies to develop advertising campaigns
B)  finding ways to improve existing products and create new ones
C)  selecting and training the sales force
D)  preparing annual marketing plans, sales forecasts, and budgetsE) A) and C)
F) All of the above

Question 11

Many people are concerned about eating healthy, yet many of these same people still grab lunch at fast-food restaurants because the restaurants are convenient, and they like beef. Burger King has created a veggie burger that "tastes like the real thing without all the fat." Burger King is using a _________ encompasses many different segments.
Strategy to attract this large market that

Accepted Answer

A)  cost leadership strategy
B)  differentiation strategy
C)  cost focus strategy
D)  differentiation focus strategyE) A) and C)
F) None of the above

Question 12

All of the following are a potential problems that could occur in the planning phase of a firm's strategic marketing process, except:

Accepted Answer

A)  Too much time and effort may have been spent on analysis of data.
B)  Planners and their plans may have lost sight of their customers' needs.
C)  Responsibility for planning and strategy development may be assigned to planners so that line operating managers feel no sense of ownership in implementing plans.
D)  Plans are based on great assumptions.E) B) and C)
F) A) and D)

Question 13

The key to all scheduling techniques is to:

Accepted Answer

A)  distinguish tasks that must be done sequentially from those which can be done concurrently.
B)  avoid tasks that must be done sequentially.
C)  make sure to allow a 20 percent delay factor to account for contingencies.
D)  avoid scheduling tasks that can be done concurrently.E) A) and B)
F) A) and C)

Question 14

Reference: 19-04
Figure 19-6
 
-In Figure 19-6, the box labeled "E" illustrates which of the following market-product strategies?

Accepted Answer

A)  Product specialization
B)  Market specialization
C)  Selective specialization
D)  Full coverageE) A) and C)
F) B) and C)

Question 15

List the three phases of the strategic marketing process and the output report for each.

Accepted Answer

The answer of List the three phases of the strategic...

Question 16

The actions taken during the implementation phase of the strategic marketing process include: 1) ________, 2) design marketing organization, 3) develop schedules, 4) and execute the marketing program.

Accepted Answer

A)  find points of difference
B)  position the product
C)  obtain resources
D)  select target marketsE) A) and D)
F) B) and C)

Question 17

Which of the following output reports is used in the implementation phase of the strategic marketing process?

Accepted Answer

A)  Marketing plans that define goals
B)  Corrective action memos
C)  Projections of sales and expenses
D)  Action memos that tell who is to do what by whenE) A) and D)
F) All of the above

Question 18

Quaker took its Instant Oatmeal and added Dinosaur Eggs, which have colourful creatures that appear when boiling water is added. Research shows that children who would not eat plain oatmeal (defined as a new segment) are extremely attracted to the product, which Quaker views as basically the same as its standard Instant Oatmeal. From Quaker's viewpoint, this is a __________strategy.

Accepted Answer

A)  diversification
B)  market penetration
C)  market development
D)  product penetrationE) A) and B)
F) A) and C)

Question 19

Canada Goose's social media success has been all organic. One of the fundamental social media marketing strategies of Canada Goose is:

Accepted Answer

A)  offering discounts through social media purchases
B)  allowing customers to complain online
C)  content creation through story telling
D)  ad-based growthE) C) and D)
F) None of the above

Question 20

Biopure Corporation has developed an artificial hemoglobin that can be used in place of blood transfusions and holds the patent on this product. Therefore, Biopure has a(n) :

Accepted Answer

A)  competitive advantage.
B)  sustainable dominance.
C)  synergistic edge.
D)  distinctive parity.E) None of the above
F) B) and D)

Exam 19: Pulling It All Together: the Strategic Marketing Process

Correct Answer
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All of the following are a potential problems that could occur in the planning phase of a firm's strategic marketing process, except:

Correct Answer
verified

Volkswagen is likely to have which generic business strategy?

Correct Answer
verified

Which of the following is NOT traditionally a responsibility of a product or brand manager?

Correct Answer
verified

Canada Goose's social media success has been all organic. One of the fundamental social media marketing strategies of Canada Goose is:

Correct Answer
verified

At the end of the first six months of the year, a marketing manager realizes that they are tracking 2-3 percentage points lower than expected. As a result, the marketing manager will engage in__________ to update the original plan.

Correct Answer
verified

The key to all scheduling techniques is to:

Correct Answer
verified

What is marketing ROI? Why is it used?

Correct Answer
verified

Office Depot would be found in which quadrant in Figure 19-4?

Correct Answer
verified

List the three phases of the strategic marketing process and the output report for each.

Correct Answer
verified

The actions taken during the implementation phase of the strategic marketing process include: 1) ________, 2) design marketing organization, 3) develop schedules, 4) and execute the marketing program.

Correct Answer
verified

Reference: 19-04 Figure 19-6 -In Figure 19-6, the box labeled "E" illustrates which of the following market-product strategies?

Correct Answer
verified

How is management by exception used in the control phase of the strategic marketing process?

Correct Answer
verified

The information needed in situation (SWOT) analysis, Step 1 of the planning phase, includes: 1) trends for industry and competitors and 2) ________

Correct Answer
verified

Colgate moved from brand management (Colgate toothpaste) to category management (toothpaste product line) . Under Colgate's new system, a category manager would have:

Correct Answer
verified

Biopure Corporation has developed an artificial hemoglobin that can be used in place of blood transfusions and holds the patent on this product. Therefore, Biopure has a(n) :

Correct Answer
verified

The actions taken during the implementation phase of the strategic marketing process include: 1) obtain resources, 2) ________, 3) develop schedules, 4) and execute the marketing program.

Correct Answer
verified

The information needed for the marketing program, Step 3 of the planning phase, includes: 1) marketing mix actions and 2) _________.

Correct Answer
verified

Which of the following output reports is used in the implementation phase of the strategic marketing process?

Correct Answer
verified

Correct Answer
verified

Exam 19: Pulling It All Together: the Strategic Marketing Process

Correct AnswerverifiedShow Answer

All of the following are a potential problems that could occur in the planning phase of a firm's strategic marketing process, except:

Correct AnswerverifiedShow Answer

Volkswagen is likely to have which generic business strategy?

Correct AnswerverifiedShow Answer

Which of the following is NOT traditionally a responsibility of a product or brand manager?

Correct AnswerverifiedShow Answer

Canada Goose's social media success has been all organic. One of the fundamental social media marketing strategies of Canada Goose is:

Correct AnswerverifiedShow Answer

At the end of the first six months of the year, a marketing manager realizes that they are tracking 2-3 percentage points lower than expected. As a result, the marketing manager will engage in__________ to update the original plan.

Correct AnswerverifiedShow Answer

The key to all scheduling techniques is to:

Correct AnswerverifiedShow Answer

What is marketing ROI? Why is it used?

Correct AnswerverifiedShow Answer

Office Depot would be found in which quadrant in Figure 19-4?

Correct AnswerverifiedShow Answer

List the three phases of the strategic marketing process and the output report for each.

Correct AnswerverifiedShow Answer

The actions taken during the implementation phase of the strategic marketing process include: 1) ________, 2) design marketing organization, 3) develop schedules, 4) and execute the marketing program.

Correct AnswerverifiedShow Answer

Reference: 19-04 Figure 19-6 -In Figure 19-6, the box labeled "E" illustrates which of the following market-product strategies?

Correct AnswerverifiedShow Answer

How is management by exception used in the control phase of the strategic marketing process?

Correct AnswerverifiedShow Answer

The information needed in situation (SWOT) analysis, Step 1 of the planning phase, includes: 1) trends for industry and competitors and 2) ________

Correct AnswerverifiedShow Answer

Colgate moved from brand management (Colgate toothpaste) to category management (toothpaste product line) . Under Colgate's new system, a category manager would have:

Correct AnswerverifiedShow Answer

Biopure Corporation has developed an artificial hemoglobin that can be used in place of blood transfusions and holds the patent on this product. Therefore, Biopure has a(n) :

Correct AnswerverifiedShow Answer

The actions taken during the implementation phase of the strategic marketing process include: 1) obtain resources, 2) ________, 3) develop schedules, 4) and execute the marketing program.

Correct AnswerverifiedShow Answer

The information needed for the marketing program, Step 3 of the planning phase, includes: 1) marketing mix actions and 2) _________.

Correct AnswerverifiedShow Answer

Which of the following output reports is used in the implementation phase of the strategic marketing process?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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