Question 1

Figure 22-3
 
-In Porter's generic business strategies shown in Figure 22-3 above,Box A refers to a ________ strategy.

Accepted Answer

A)  cost leadership
B)  quality focus
C)  differentiation focus
D)  cost focus
E)  differentiationF) A) and D)
G) C) and E)

Question 2

The information needed for the implementation phase of the strategic marketing process includes

Accepted Answer

A)  positioning studies.
B)  market-product grids with target segments and product groupings.
C)  organizational charts and marketing research reports.
D)  detailed plans to execute the marketing program.
E)  projected future sales,expenses,and profits.F) B) and E)
G) A) and B)

Question 3

Figure 22-4
 
-In Figure 22-4 above,the market-product grid labeled E illustrates which of the following market-product strategies?

Accepted Answer

A)  market specialization
B)  selective specialization
C)  market-product concentration
D)  full coverage
E)  product specializationF) A) and C)
G) A) and E)

Question 4

People in ________ positions have the authority and responsibility to issue orders to people who report to them.

Accepted Answer

A)  staff
B)  executive marketing officer
C)  line
D)  stakeholder
E)  cross-functional teamF) C) and D)
G) B) and D)

Question 5

According to Porter's generic business strategy framework,there are two fundamental alternatives a firm can use to seek a competitive advantage.One of these is to

Accepted Answer

A)  become the high-cost producer within the markets in which it competes.
B)  adopt a "me too" strategy to achieve competitive parity.
C)  become the low-cost producer within the markets in which it competes.
D)  state its function in society to differentiate itself from competitors.
E)  differentiate itself from competitors by developing similar marketing programs.F) B) and D)
G) A) and B)

Question 6

The most senior executive responsible for a firm's marketing activities is called the

Accepted Answer

A)  brand manager.
B)  product manager.
C)  chief marketing officer (CMO) .
D)  director of sales.
E)  marketing director.F) A) and E)
G) B) and C)

Question 7

Managers who have the authority and responsibility to issue orders to people who report to them are referred to as

Accepted Answer

A)  executive marketing officers.
B)  staff positions.
C)  stakeholders.
D)  line positions.
E)  program champions.F) A) and C)
G) A) and E)

Question 8

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

Accepted Answer

A)  cost leadership strategy
B)  cost focus strategy
C)  differentiation strategy
D)  differentiation focus strategy
E)  service focus strategyF) A) and E)
G) B) and E)

Question 9

Long-range marketing plans cover marketing activities

Accepted Answer

A)  from one quarter to the next.
B)  from six months to one year.
C)  for a single year.
D)  two to five years into the future.
E)  5 to 10 years into the future.F) C) and D)
G) B) and D)

Question 10

Figure 22-1
 
-According to Figure 22-1 above,the result of spending an additional $1 million in annual marketing effort from $3 million to $4 million resulted in increased revenues of

Accepted Answer

A)  $20 million
B)  $40 million
C)  $50 million
D)  $70 million
E)  $80 millionF) C) and D)
G) A) and D)

Question 11

An action item list is an aid to implement a marketing plan that consists of four columns,including all of the following except which?

Accepted Answer

A)  the budget for the task
B)  what is to be delivered
C)  the task
D)  the date to finish the task
E)  the person responsible for completing the taskF) A) and C)
G) A) and E)

Question 12

The marketing manager looks for two kinds of deviations,each triggering a different kind of action: (1) ________ and (2) actual results fall short of goals.

Accepted Answer

A)  deviations that result from major shifts in customer needs
B)  actual results exceed goals
C)  there are no deviations but there should be
D)  deviations that result from executive mandates
E)  deviations that are blamed on insufficient marketing support (personnel or funding) F) All of the above
G) A) and E)

Question 13

Percentage points of market share used as the common basis of comparison in an analysis to allocate marketing resources effectively for different product lines within the same firm are referred to as

Accepted Answer

A)  market shares.
B)  ratings.
C)  marketing ROIs.
D)  S-curve points.
E)  share points.F) A) and C)
G) A) and D)

Question 14

Within DuPont's textile fiber department,there is a separate product manager for rayon,acetate,Orlon,nylon,and Dacron.The product manager for DuPont nylon would be responsible for

Accepted Answer

A)  making long-range plans for nylon.
B)  maintaining the divisional mission statement.
C)  modifying DuPont's organizational structure.
D)  creating static marketing objectives.
E)  implementing short-term actions for all fibers.F) A) and C)
G) C) and E)

Question 15

Figure 22-4
 
-In Figure 22-4 above,the market-product grid labeled A illustrates which of the following market-product strategies?

Accepted Answer

A)  market specialization
B)  selective specialization
C)  market-product concentration
D)  full coverage
E)  product specializationF) A) and C)
G) A) and B)

Question 16

Market-based groupings are organizational groupings

Accepted Answer

A)  that group specific customer segments.
B)  in which sales territories are subdivided according to geographic location.
C)  that represent the different departments or business activities within a firm.
D)  in which a unit is responsible for specific product offerings.
E)  that combine both functional groupings with product groupings.F) A) and D)
G) B) and D)

Question 17

List the three steps of the planning phase of the strategic marketing process.Briefly describe actions that make up each of the three steps.What information is collected in each step?

Accepted Answer

The planning phase of the strategic mark...

Question 18

Those in staff positions have the authority and responsibility to advise people in line positions

Accepted Answer

A)  and can recommend salary and benefit adjustments for them.
B)  and serve the board of directors.
C)  and must clear all such communication with the human resources department.
D)  but cannot serve on team projects with them.
E)  but cannot issue direct orders to them.F) D) and E)
G) B) and E)

Question 19

Which of the following types of test marketing techniques was primarily used in market research for General Mills Warm Delights?

Accepted Answer

A)  free coupons
B)  product sampling
C)  continuity programs
D)  double back product refunds
E)  test marketing on the shelves of actual supermarketsF) A) and D)
G) A) and B)

Question 20

List the seven guidelines for developing effective plans and planning.

Accepted Answer

Effective plans and planning guidelines:...

Exam 22: Pulling It All Together: the Strategic Marketing Process

Market-based groupings are organizational groupings

Correct Answer
verified

Within DuPont's textile fiber department,there is a separate product manager for rayon,acetate,Orlon,nylon,and Dacron.The product manager for DuPont nylon would be responsible for

Correct Answer
verified

Those in staff positions have the authority and responsibility to advise people in line positions

Correct Answer
verified

Managers who have the authority and responsibility to issue orders to people who report to them are referred to as

Correct Answer
verified

Figure 22-4 -In Figure 22-4 above,the market-product grid labeled A illustrates which of the following market-product strategies?

Correct Answer
verified

Correct Answer
verified

List the three steps of the planning phase of the strategic marketing process.Briefly describe actions that make up each of the three steps.What information is collected in each step?

Correct Answer
verified
The planning phase of the strategic mark...
View Answer

An action item list is an aid to implement a marketing plan that consists of four columns,including all of the following except which?

Correct Answer
verified

Figure 22-4 -In Figure 22-4 above,the market-product grid labeled E illustrates which of the following market-product strategies?

Correct Answer
verified

According to Porter's generic business strategy framework,there are two fundamental alternatives a firm can use to seek a competitive advantage.One of these is to

Correct Answer
verified

The information needed for the implementation phase of the strategic marketing process includes

Correct Answer
verified

Percentage points of market share used as the common basis of comparison in an analysis to allocate marketing resources effectively for different product lines within the same firm are referred to as

Correct Answer
verified

People in ________ positions have the authority and responsibility to issue orders to people who report to them.

Correct Answer
verified

Figure 22-1 -According to Figure 22-1 above,the result of spending an additional $1 million in annual marketing effort from $3 million to $4 million resulted in increased revenues of

Correct Answer
verified

List the seven guidelines for developing effective plans and planning.

Correct Answer
verified
Effective plans and planning guidelines:...
View Answer

The most senior executive responsible for a firm's marketing activities is called the

Correct Answer
verified

Figure 22-3 -In Porter's generic business strategies shown in Figure 22-3 above,Box A refers to a ________ strategy.

Correct Answer
verified

The marketing manager looks for two kinds of deviations,each triggering a different kind of action: (1) ________ and (2) actual results fall short of goals.

Correct Answer
verified

Which of the following types of test marketing techniques was primarily used in market research for General Mills Warm Delights?

Correct Answer
verified

Long-range marketing plans cover marketing activities

Correct Answer
verified

Exam 22: Pulling It All Together: the Strategic Marketing Process

Market-based groupings are organizational groupings

Correct AnswerverifiedShow Answer

Within DuPont's textile fiber department,there is a separate product manager for rayon,acetate,Orlon,nylon,and Dacron.The product manager for DuPont nylon would be responsible for

Correct AnswerverifiedShow Answer

Those in staff positions have the authority and responsibility to advise people in line positions

Correct AnswerverifiedShow Answer

Managers who have the authority and responsibility to issue orders to people who report to them are referred to as

Correct AnswerverifiedShow Answer

Figure 22-4 -In Figure 22-4 above,the market-product grid labeled A illustrates which of the following market-product strategies?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

List the three steps of the planning phase of the strategic marketing process.Briefly describe actions that make up each of the three steps.What information is collected in each step?

Correct AnswerverifiedThe planning phase of the strategic mark...View AnswerShow Answer

An action item list is an aid to implement a marketing plan that consists of four columns,including all of the following except which?

Correct AnswerverifiedShow Answer

Figure 22-4 -In Figure 22-4 above,the market-product grid labeled E illustrates which of the following market-product strategies?

Correct AnswerverifiedShow Answer

According to Porter's generic business strategy framework,there are two fundamental alternatives a firm can use to seek a competitive advantage.One of these is to

Correct AnswerverifiedShow Answer

The information needed for the implementation phase of the strategic marketing process includes

Correct AnswerverifiedShow Answer

Percentage points of market share used as the common basis of comparison in an analysis to allocate marketing resources effectively for different product lines within the same firm are referred to as

Correct AnswerverifiedShow Answer

People in ________ positions have the authority and responsibility to issue orders to people who report to them.

Correct AnswerverifiedShow Answer

Figure 22-1 -According to Figure 22-1 above,the result of spending an additional $1 million in annual marketing effort from $3 million to $4 million resulted in increased revenues of

Correct AnswerverifiedShow Answer

List the seven guidelines for developing effective plans and planning.

Correct AnswerverifiedEffective plans and planning guidelines:...View AnswerShow Answer

The most senior executive responsible for a firm's marketing activities is called the

Correct AnswerverifiedShow Answer

Figure 22-3 -In Porter's generic business strategies shown in Figure 22-3 above,Box A refers to a ________ strategy.

Correct AnswerverifiedShow Answer

The marketing manager looks for two kinds of deviations,each triggering a different kind of action: (1) ________ and (2) actual results fall short of goals.

Correct AnswerverifiedShow Answer

Which of the following types of test marketing techniques was primarily used in market research for General Mills Warm Delights?

Correct AnswerverifiedShow Answer

Long-range marketing plans cover marketing activities

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The planning phase of the strategic mark...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Effective plans and planning guidelines:...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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