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2004, In Giorgio Armani, the Italian fashion group, announced plans to launch a $1 billion international luxury hotel chain containing ten hotels and four resorts before the end of 2015. This _____ will take advantage of an international trend toward luxury lifestyle consumerism and allow the company to achieve its growth objectives. Skoda is a carmaker in the Czech Republic. The auto manufacturer is launching a marketing drive designed to ultimately sell one million Skoda vehicles a year. It has identified the main growth markets for automobiles as China, Russia, and India and has plans to build production plants in each of those countries. Skoda's _____ will be well into the implementation stage when the plant in Shanghai starts producing cars in 2007. A) tactical objectifying B) contingency plan C) strategic planning D) marketing implementation E) horizon planning A C A) tactical objectifying B) contingency plan C) strategic planning D) market integration E) horizon planning A C Which of the following statements about a A) Marketing plans can exist as oral traditions. marketing plan is true? B) The marketing plan should be viewed as a series of sequential steps. C) All marketing plans have basically the same content. D) A marketing plan is created so an organization can meet its marketing objectives. E) All of the statements about a marketing plan are true. Thermo Electron Corporation, the biggest maker of measurement instruments for medical laboratories, agreed to buy the radiationmonitoring products unit of Compagnie de Saint-Gobain for $30 million to gain European customers. Saint-Gobain (of France) is Europe's number one distributor of building materials, and its radiation monitoring unit did not support the company's mission statement. This means that: Copan Italia is a distributor of laboratory products and manufacturer of laboratory commodities, including transfer pipettes and flexible hematology cups used on a variety of automatic instruments to count blood corpuscle elements. Copan's _____ says that the company n business is to continually work to improve the quality of the collection and preservation of the microbiological sample in the n re-analytical phase, as the demand for better protection of the specimen is growing day by day. A D A) Thermo Electron does not have a mission statement A B) the radiation monitoring unit was a cash cow C) Saint-Gobain's mission dealt with providing building materials to its customers, not radiation measuring equipment D) Thermo Electron's mission statement was incomplete E) Saint-Gobain's mission statement was too broad C A) market synergy B) product entropy C) marketing mix strategy D) mission statement E) qualified objective A D The acronym SBU refers to: A) stock in business units B) strategic business unit C) standard business utilization D) strategic barter units E) samples by units Tyler Dunoki works for Star Creek, a new start-up Australian wine producing company. He has been asked to submit recommendations for marketing objectives for the upcoming strategic planning period. Which of the following marketing objectives would be most appropriate for the company? A) Star Creek wants 30 percent of the market for Australian wines within 24 months of the launching of its new advertising campaign. This effort will be supported by a $20 million commitment from the company's owner and president. B) Star Creek seeks to sell more bottles of wine than its competitors during the next strategic planning period. C) Star Creek needs to develop some new wines to help it gain market share. D) Star Creek wants to be number one in the marketplace for all Australian wines within one year. E) Star Creek wants to be recognized as an international winery. A B A A The SWOT acronym refers to a firm n A) sales, width of product mix, observations, and technology A C analysis of its: B) situations, wealth, organizational strengths, and target markets C) strengths, weaknesses, opportunities, and threats D) service levels, willingness to spend, organizational culture, and total revenues E) strategies, willingness to change, objectives, and trends _____ is defined as the collection and interpretation of information about forces, events, and relationships that may affect the organization. A) Market sampling B) An internal audit C) Opportunity analysis D) Environmental scanning E) Stakeholder analysis A D Which of the following is NOT a common A) unrealistic marketing objectives reason why companies fail to achieve a B) poor implementation marketing objective? C) lack of capital D) inappropriate marketing strategy E) changes in the environment after the objective was specified and the strategy implemented Which of the following statements about A) Marketing audits only need to be performed once. marketing audits is true? B) The main purpose of the marketing audit is to develop a full profile of a company's marketing effort. C) Marketing audits should only be performed after a major crisis. D) Marketing audits simply examine the external environment in which a company operates. E) The marketing audit should only be performed by outside accounting firms. All the following are environmental forces a Washington State fruit grower with both orchards and a packaging/shipping facility might consider when making marketing decisions. What factor is LEAST likely to impact its marketing decisions? A C A B A) working mothers who rely on their teenagers to do the family A grocery shopping B) the increase in foreign shipments to the United States of a similar product C) changes in the state laws concerning pollution control, waste disposal, and use of pesticides D) inflation and interest rates E) the number of employees of a Florida fruit grower A) profit-enhanced advantage B) competitive advantage C) quality objectivity D) strategic strength E) tactical opportunity A E Each labor and delivery room at Dekalb County's new Medical Center has hardwood floors, soft lighting, and mission-style furniture. The facility also features a stone fireplace in the lobby, a bistro-style restaurant, and VIP suites for discerning mothers-to-be. This unique design and furnishings give the Medical Center a: Arizona Tea is marketed by Vultaggio & Sons. Vultaggio & Sons took a basic drink and put it into unusual bottles with elaborate designs. The wide-mouthed, long-necked bottles are now considered to be trendsetters in the new age beverage industry, and customers often buy the tea just for the bottle. The success of Arizona Tea is based on: Bentley automobiles are extremely expensive and are designed to appeal to consumers who equate value and quality with price. The manufacturer of Bentley automobiles has created a _____ competitive advantage. B A) supply-demand curves B) reengineering C) a product differentiation competitive advantage D) a cost competitive advantage E) a heterogeneous marketing strategy A C A) value-enhanced B) mass-marketing C) functional D) niche E) social class-oriented A D Which of the following is a type of strategic A) vertical integration alternative that matches products and markets? B) product penetration C) divestment D) horizontal integration E) market penetration Knorr, a manufacturer of soup, dip, and gravy mixes, printed on-package recipes, gave out coupons to existing customers, and created a recipe booklet that could be ordered with three UPC codes from three different Knorr A) diversification B) product development C) market development D) market penetration E) product penetration A E A D products. All of these activities would be representative of a _____ strategy. _____ is a strategy that attracts new customers A) Product development to existing products. B) Market development C) Market penetration D) Product penetration E) Diversification _____ is the strategy of increasing sales by A) Product penetration introducing new products into new markets. B) Product development C) Market penetration D) Market development E) Diversification The Hallmark Company was inspired by the popularity of Jan Karon's best-selling novels about Mitford, a fictional town in the mountains of North Carolina, to develop a new line of products for Hallmark Gold Crown Stores nationwide. Hallmark created hundreds of Mitford-inspired products that authentically bring "the little town with the big heart" into tangible reality. The products include greeting cards, partyware and gift wrap, mugs, and puzzles for Hallmark's existing customers. Hallmark used a _____ strategy. For most American consumers, the brand name Benetton brings to mind a retail clothing store that carries many products that bear the Benetton brand. But the Benetton Group also owns a chain of restaurants, several toll roads in Italy, and a telecommunications company. The list of the company's holdings indicates that the company's managers believe in growth through: A) market development B) market penetration C) product penetration D) product development E) diversification A B A E A D A) market integration B) diversification C) market development D) product penetration E) market penetration A B Market penetration occurs when: A) a supermarket chains adds another brand of ice cream to its A inventory B) a U.S.-based company begins to sell its products in South America C) a French company develops a new cement for orthopedic surgery D) a Mexican distillery offers rebates to its current customers E) a hosiery manufacturer begins manufacturing wigs D The _____ answers the question, "What A) mission business are we in, and where are we going?" B) financial C) situation D) market E) strategic plan Copan Italia is a distributor of laboratory products and manufacturer of laboratory commodities, including transfer pipettes and flexible hematology cups used on a variety of automatic instruments to count blood corpuscle elements. Copan's _____ says that the companyn business is to continually work to improve the quality of the collection and preservation of the microbiological sample in the n re-analytical phase, as the demand for better protection of the specimen is growing day by day. One of the divisions of Procter & Gamble (P&G) manufactures and markets health and beauty aids. It handles products like Olay lotions and Old Spice fragrances. This part of A) market B) product C) marketing D) mission E) qualified objective statement statement analysis strategy synergy entropy strategy statement AA AD mix A) B) C) D) product market diversified heterogeneous strategic niche division element alliance AE the business has its own accounting, E) strategic business unit engineering, manufacturing, and marketing departments, separate from the rest of the organization. This division also has its own mission statement, target markets, and planning committees. This segment of P&G would be termed a: Coca-Cola drink vending machines are found all over the world. The newest machines have an interactive screen that runs advertisements and allows users to obtain free photos of themselves and ringtones after they have bought a drink. The reason for the introduction of this new style vending machine is to "allow the company to interact more directly with its customers." According to a SWOT analysis, the technology used by these machines and the need to interact with customers are both examples of: Tyler Dunoki works for Star Creek, a new start-up Australian wine producing company. He has been asked to submit recommendations for marketing objectives for the upcoming strategic planning period. Which of the following marketing objectives would be most appropriate for the company? A) strengths because they are part of Coken external environment A D B) advantages because they are part of Coken marketing environment C) weaknesses because Coke cannot control technology or consumer behavior D) opportunities because they are part of Coke n external environment E) benefits because Coke has the resources to make use of the new technology and the changing consumer behavior A) Star Creek wants 30 percent of the market for Australian wines A A within 24 months of the launching of its new advertising campaign. This effort will be supported by a $20 million commitment from the company's owner and president. B) Star Creek seeks to sell more bottles of wine than its competitors during the next strategic planning period. C) Star Creek needs to develop some new wines to help it gain market share. D) Star Creek wants to be number one in the marketplace for all Australian wines within one year. E) Star Creek wants to be recognized as an international winery. AA A _____ is a formal study conducted by an A) situation analysis organization to ascertain its current status and B) marketing audit capabilities and its future expectations. C) trend analysis D) strategic alternative selection E) competitive advantage audit Hustler Turf Equipment is a southeastern company that makes landscaping equipment. The company is looking at customer trends, its competitors, and the economy to see if there are any threats or opportunities on the horizon. It has also examined its production policies and sales histories to determine its strengths and weaknesses. Hustler Turf Equipment is conducting a(n): Coca-Cola drink vending machines are found all over the world. The newest machines have an interactive screen that runs advertisements and allows users to obtain free photos of themselves and ringtones after they have bought a drink. Critics of these new vending machines are concerned that entertaining technology is being used to market sugary products. In terms of a SWOT analysis, this concern would be an example of a(n): An international company that needs to develop a way to compare its actual marketing results with planned results would need to engage in: A marketing audit is a(n): A) environmental B) market C) trend D) situation E) competitive advantage search test audit analysis analysis AD A) B) C) D) E) threat weakness strength advantage opportunity AE A) B) C) D) E) control external market research implementation comparative analyses planning AE A) thorough, systematic, periodic evaluation of the objectives, A A strategies, structure, and performance of the marketing organization B) financial examination of the firm's marketing performance C) financial examination of the firm's accounting records performed by outside consultants D) evaluation of the effectiveness of advertising E) evaluation of pricing strategies across all the relevant competitors in an industry Aldi is a no-frills grocery chain. It sells grocery staples right out of crates and boxes with emphasis on low-priced, private-label brands. Aldi stores are typically about onethird the size of the traditional supermarket. By controlling expenses, Aldi enables its customers to save 30 to 50 percent compared to Kroger customers. The chain targets bargain hunters who are willing to rent a cart and bag their own groceries. Aldi uses _____ to create its competitive advantage. PPR, the French retail and luxury goods group, announced plans to sell its Printemps department store chain. PPR will create a _____ advantage by restructuring and selling off the department chain that does not complement its luxury product lines. Through reengineering the company hopes to increase its profit margins, improve inventory turnover, and make itself more attractive to investors. Yuengling is the oldest brewery in the United States. It was founded in 1827 in a time when small breweries dotted the nation. It has survived by severely limiting sales of the beer and creating a mystique about the brand. In areas where the beer is sold, its brand name is used the same as Kleenex is used by many to represent all types of tissues. Its competitors all wanted to expand their markets. Yuengling's strategy was "To do nothing." For over 170 years, this strategy has given the brewery a: There are many different kinds of cheese. According to its ads, only Jarlsberg Lite has 50 percent less fat, 60 percent less cholesterol, and 100 percent of the taste of other kinds of cheese. This advertising statement describes Jarlsberg Lite's: A) demand and supply curves B) reengineering C) production innovation D) no-frills goods and services E) efficient labor AD A) brand name B) niche competitive C) cost competitive D) marketing competitive E) synergistic competitive advantage strategy advantage advantage advantage AC A) brand name B) niche competitive C) price differentiation D) marketing competitive E) sustainable competitive advantage strategy advantage advantage advantage AB A) strategic B) competitive C) tactical D) marketing E) mission statement edge advantage strength mix AB Which of the following companies has a A) World Wrestling Entertainment (formerly the World Wrestling A E competitive advantage? Federation) holds the trademark on the names of the wrestlers that participate in the company's wrestling matches. B) Netcentives holds the patent on software that allows merchants to distribute loyalty points online. C) DeBeers diamonds controls 90 percent of the world's diamond mines. D) Mildred's Caf makes the world's best pecan pie. E) All of the choices have a competitive advantage. Bentley automobiles are extremely expensive and are designed to appeal to consumers who equate value and quality with price. The manufacturer of Bentley automobiles has created a _____ competitive advantage. A) B) C) D) E) social class-oriented value-enhanced mass-marketing functional niche AD Which of the following is a type of strategic A) vertical integration alternative that matches products and markets? B) product penetration C) divestment D) horizontal integration E) market penetration Clay Market began as a retailer of terra cotta pots and garden figures imported from Turkey and Mexico. It has since added Turkish rugs and fabrics, leather trimmed purses, and a line A) B) C) D) vertical market product integration penetration diversification development AE AD of women's clothes for its customers. This E) market development activity is indicative of a _____ strategy. _____ is a strategy that creates new products A) Product for present markets. B) Market C) Product D) Market E) Diversification Due to recent hurricanes, orange growers in Florida have lost millions of dollars. As a result, some growers have decided to bulldoze their orange groves and put in freshwater lakes for raising shrimp, a product that has a strong popularity and is more weather-resistant. Former orange growers who are now raising shrimp are pursuing a _____ strategy. For most American consumers, the brand name Benetton brings to mind a retail clothing store that carries many products that bear the Benetton brand. But the Benetton Group also owns a chain of restaurants, several toll roads in Italy, and a telecommunications company. The list of the company's holdings indicates that the company's managers believe in growth through: Shortly after the start of the new century, Wrigley, the largest chewing gum manufacturer in the world, bid $12 billion for Hershey, the chocolate company. Wrigley was unable to acquire Hershey, but its acquisition would have expanded Wrigley's product lines to include many forms of baking and eating chocolate. Since Wrigley did not produce any chocolate at the time of the takeover bid, this acquisition would have been an example of: A) market B) product C) D) market E) product penetration penetration penetration development development penetration development diversification development AC AC A) market integration B) diversification C) market development D) product penetration E) market penetration AB A) B) segment C) target D) E) directed growth divestment development marketing diversification AD _____ is the process of anticipating events and A) Planning determining strategies to achieve B) Portfolio evaluation organizational objectives. C) Forecasting D) Implementation E) Evaluation Obstetrics is a the most lucrative service provided by most hospitals. Area hospitals compete to make their delivery rooms the most profitable by designing marketing activities that will allow them to reach their growth objectives. To reach their objectives, hospitals must rely on: A) strategic activation B) resource realignment C) marketing planning D) a service-based mission statement E) trend analysis A A A C Marketing plans should be written to do all of A) compare actual and expected A the following EXCEPT: performance B) provide clearly stated activities C) create common goals for employees to work toward D) allow managers to enter the marketplace with an awareness of possibilities and problems E) control the elements of the external marketing environment By defining its business as "printing books" instead of "empowering imaginations," a childrenn book publishing company would more than likely experience: A) market synergy B) product entropy C) market harvesting D) nonspecific strategic planning E) marketing myopia A E E The acronym SBU refers to: A) stock in business units B) strategic business unit C) standard business utilization D) strategic barter units E) samples by units A) product market niche B) diversified division C) heterogeneous element D) strategic alliance E) strategic business unit A B One of the divisions of Procter & Gamble (P&G) manufactures and markets health and beauty aids. It handles products like Olay lotions and Old Spice fragrances. This part of the business has its own accounting, engineering, manufacturing, and marketing departments, separate from the rest of the organization. This division also has its own mission statement, target markets, and planning committees. This segment of P&G would be termed a: In 2004, Giorgio Armani, the Italian fashion group, announced plans to launch a $1 billion international luxury hotel chain containing ten hotels and four resorts before the end of 2015. One of the major reasons for opening a hotel chain was an international trend toward luxury lifestyle consumerism. In terms of Armanin situation analysis, the trend toward luxury lifestyle consumerism would be an example of a(n): Coca-Cola drink vending machines are found all over the world. The newest machines have an interactive screen that runs advertisements and allows users to obtain free photos of themselves and ringtones after they have bought a drink. The reason for the introduction of this new style vending machine is to "allow the company to interact more directly with its customers." According to a SWOT analysis, the technology used by these machines and the need to interact with customers are both examples of: A U.S. textile manufacturer concerned about its survival in the world marketplace has set as its goal, "To increase training and educational opportunities for its employees during the next twenty-four months." Why is this corporate objective ineffective? A E A) opportunity because it is part of A Armani's external environment B) strength because it is part of Armani's external environment C) weakness because Armani cannot control the growth of the trend D) advantage because it gives Armani growth opportunities E) benefit because Armani's internal resources can be designed to make its external environment A) strengths because they are part of A Coken external environment B) advantages because they are part of Coken marketing environment C) weaknesses because Coke cannot control technology or consumer behavior D) opportunities because they are part of Coken external environment E) benefits because Coke has the resources to make use of the new technology and the changing consumer behavior A) The objective is time-restrictive. A B) The objective is not quantifiable. C) The objective restricts the corporate priorities. D) The objective is not qualitative in nature. E) Nothing is wrong with this objective. A) thorough, systematic, periodic A evaluation of the objectives, strategies, structure, and performance of the marketing organization B) financial examination of the firm's marketing performance C) financial examination of the firm's accounting records performed by outside consultants D) evaluation of the effectiveness of advertising E) evaluation of pricing strategies across all the relevant competitors in an industry A D B A marketing audit is a(n): A Which of the following statements about A) Marketing audits only need to be A marketing audits is true? performed once. B) The main purpose of the marketing B audit is to develop a full profile of a company's marketing effort. C) Marketing audits should only be performed after a major crisis. D) Marketing audits simply examine the external environment in which a company operates. E) The marketing audit should only be performed by outside accounting firms. Arizona Tea is marketed by Vultaggio & Sons. Vultaggio & Sons took a basic drink and put it into unusual bottles with elaborate designs. The wide-mouthed, long-necked bottles are now considered to be trendsetters in the new age beverage industry, and customers often buy the tea just for the bottle. The success of Arizona Tea is based on: A) supply-demand curves A B) reengineering C) a product differentiation competitive advantage D) a cost competitive advantage E) a heterogeneous marketing strategy C _____ is a strategy of increasing market share A) Market penetration for present products in existing markets. B) Product development C) Market development D) Diversification E) Product penetration Knorr, a manufacturer of soup, dip, and gravy mixes, printed on-package recipes, gave out coupons to existing customers, and created a recipe booklet that could be ordered with three UPC codes from three different Knorr products. All of these activities would be representative of a _____ strategy. American Express offers a Cobaltcard, a preloaded credit card, to thirteen- to twenty-twoyear olds looking to make online purchases. While American Express had previously supplied credit cards only to many adults, this was a market that was not being served. The Cobaltcard program is an example of a _____ strategy. A) diversification B) product development C) market development D) market penetration E) product penetration A A A D A) market B) product C) market D) product E) divestment development development penetration penetration A A _____ is the strategy of increasing sales by A) Product introducing new products into new markets. B) Product C) Market D) Market E) Diversification U.S.-based Thermo Electron Corporation, the biggest maker of measurement instruments for medical laboratories, agreed to buy the radiation-monitoring products unit of Compagnie de Saint-Gobain for $30 million to gain European customers. Saint-Gobain of France is Europe's number one distributor of building materials, and its radiation monitoring unit did not support the company's mission statement. Thermo Electron engaged in a _____ strategy. The Hallmark Company was inspired by the popularity of Jan Karon's best-selling novels about Mitford, a fictional town in the mountains of North Carolina, to develop a new line of products for Hallmark Gold Crown Stores nationwide. Hallmark created hundreds of Mitford-inspired products that authentically bring "the little town with the big heart" into tangible reality. The products include greeting cards, partyware and gift wrap, mugs, and puzzles for Hallmark's existing customers. penetration development penetration development A E A) building B) divesting C) diversification D) penetration E) market development A E A) market B) market C) product D) product E) diversification development penetration penetration development A D Hallmark used a _____ strategy. To market its ice cream to Chinese consumers, Unilever entered into a joint venture with Sumstar, a state-owned Chinese investment company. Unilever provided the product know-how, and Sumstar helped Unilever gain all the approvals needed from a complex Chinese bureaucracy. Unilever used a _____ strategy to reach the Chinese market. Market penetration occurs when: A) market B) market C) product D) product E) diversification development penetration penetration development A A A) a supermarket chains adds another A brand of ice cream to its inventory B) a U.S.-based company begins to sell its products in South America C) a French company develops a new cement for orthopedic surgery D) a Mexican distillery offers rebates to its current customers E) a hosiery manufacturer begins manufacturing wigs A) diversification B) market development C) product development D) divestment E) product penetration A) market diversification analysis B) market audit C) social audit D) market opportunity analysis E) niche analysis A D In order to expand its sales into the U.S. market, BRL, an Australia-based winemaker, agreed to a merger with a U.S.-based wine distribution company. According to Ansoff's Strategic Opportunity Matrix, BRL would be implementing a _____ strategy. Skoda is a carmaker in the Czech Republic. The auto manufacturer wants to ultimately sell one million Skoda vehicles a year. Skoda could have used a _____ to identify the fact that China, Russia, and India have growing middle classes who are most likely to be new car buyers. As a result, Skoda is building production plants in each of the countries. B A D Questions correct Questions incorrect Your score on Your high score over all Chapter2 Quizzes is 27 % = = this Quiz = 6 16 27% E Which of the following is one of the elements of the marketing A) a business mission A plan? statement B) a situation analysis C) a target market strategy D) the marketing mix E) all of the choices The _____ answers the question, "What business are we in, and A) mission statement where are we going?" B) financial statement C) situation analysis D) market strategy E) strategic plan Thermo Electron Corporation, the biggest maker of measurement instruments for medical laboratories, agreed to buy the radiationmonitoring products unit of Compagnie de Saint-Gobain for $30 million to gain European customers. Saint-Gobain (of France) is Europe's number one distributor of building materials, and its radiation monitoring unit did not support the company's mission statement. This means that: A A A) Thermo Electron does A not have a mission statement B) the radiation monitoring unit was a cash cow C) Saint-Gobain's mission dealt with providing building materials to its customers, not radiation measuring equipment D) Thermo Electron's mission statement was incomplete E) Saint-Gobain's mission statement was too broad C The acronym SBU refers to: A) stock in business units A B) strategic business unit C) standard business utilization D) strategic barter units E) samples by units B When an organization creates a mission statement that is too A) marketing synergy A narrow, _____ results. B) marketing myopia C) directional marketing D) an internal threat E) sustainable competitive advantage In 2004, Giorgio Armani, the Italian fashion group, announced plans to launch a $1 billion international luxury hotel chain containing ten hotels and four resorts before the end of 2015. One of the major reasons for opening a hotel chain was an international trend toward luxury lifestyle consumerism. In terms of Armanin situation analysis, the trend toward luxury lifestyle consumerism would be an example of a(n): A) opportunity because it is A part of Armani's external environment B) strength because it is part of Armani's external environment C) weakness because Armani cannot control the growth of the trend D) advantage because it gives Armani growth opportunities E) benefit because Armani's internal resources can be designed to make its external environment A) sales, width of product A mix, observations, and technology B) situations, wealth, organizational strengths, and target markets C) strengths, weaknesses, opportunities, and threats D) service levels, willingness to spend, organizational culture, and total revenues E) strategies, willingness to change, objectives, and trends A) SWOT analysis A B) environmental scan C) competitive analysis D) marketing audit E) comprehensive sales analysis A) marketing audit A B) contingency plan C) service audit D) market share analysis E) series of tactical evaluations B A The SWOT acronym refers to a firmn analysis of its: C Compass is the name of a United Kingdom-based catering company that has developed a marketing plan designed to make it the largest caterer in China within the next two decades. To evaluate how successful its efforts have been at the end of the first decade, Compass could use a(n): A planning manager visiting a company's health and beauty aids division discovers the division has no effective method for allocating resources, nor for evaluating actual results against planned results. He suggests the division should prepare a: D A All the following are environmental forces a Washington State A) working mothers who A fruit grower with both orchards and a packaging/shipping facility rely on their teenagers to do might consider when making marketing decisions. What factor is the family grocery shopping LEAST likely to impact its marketing decisions? B) the increase in foreign shipments to the United States of a similar product C) changes in the state laws concerning pollution control, waste disposal, and E use of pesticides D) inflation and interest rates E) the number of employees of a Florida fruit grower There are many different kinds of cheese. According to its ads, only Jarlsberg Lite has 50 percent less fat, 60 percent less cholesterol, and 100 percent of the taste of other kinds of cheese. This advertising statement describes Jarlsberg Lite's: A) strategic edge B) competitive advantage C) tactical strength D) marketing mix E) mission statement A B _____ show costs declining at a predictable rate as experience A) Liquidity growth curves with a product increases. B) EOQ graphs C) Breakeven analyses D) Experience curves E) Supply/demand curves Twenty years ago wine journalists marveled at the innovative product technology the Australian wine industry used to make wine of the highest quality. The determination of the Australian wine industry to exercise control over the winemaking process was perceived as revolutionary. The Australian wine industry's continuing relentless quest for quality improvement established Australian wine as a market leader. This unique quest for superior quality that began two decades ago gives Australian wine a(n): A D A) targeted market position A B) sustainable competitive advantage C) strategic focus D) situational strength E) opportunistic privilege B _____ is a strategy of increasing market share for present A) Market penetration products in existing markets. B) Product development C) Market development D) Diversification E) Product penetration Knorr, a manufacturer of soup, dip, and gravy mixes, printed onpackage recipes, gave out coupons to existing customers, and created a recipe booklet that could be ordered with three UPC codes from three different Knorr products. All of these activities would be representative of a _____ strategy. Clay Market began as a retailer of terra cotta pots and garden figures imported from Turkey and Mexico. It has since added Turkish rugs and fabrics, leather trimmed purses, and a line of women's clothes for its customers. This activity is indicative of a _____ strategy. Juniper Group, which operates film distribution, health care, and Internet businesses, purchased shoemaker Tags Golf (Tags makes Bobby Jones brand golf shoes) to create its sports division. Juniper Group used a _____ strategy. Market penetration occurs when: A) diversification B) product development C) market development D) market penetration E) product penetration A) vertical integration B) market penetration C) diversification D) product development E) market development A) market development B) market penetration C) product penetration D) product development E) diversification A A A D A D A E A) a supermarket chains A adds another brand of ice cream to its inventory B) a U.S.-based company begins to sell its products in South America C) a French company develops a new cement for orthopedic surgery D) a Mexican distillery offers rebates to its current customers E) a hosiery manufacturer begins manufacturing wigs A) diversification B) market development C) product development D) divestment E) product penetration A D Anbac Financial Group, Inc. is the second-largest insurer of municipal bonds in the world. Anbac is expanding its insurance services from governmental accounts to include private developers of sports stadiums and similar large multi-use facilities. According to Ansoff's Strategic Opportunity Matrix, B Anbac would be implementing a _____ strategy. In 2004, Giorgio Armani, the Italian fashion group, announced plans to launch a $1 billion international luxury hotel chain containing ten hotels and four resorts before the end of 2015. Since this was Armani's first venture into the hotel industry, it would be an example of: In 2004, Giorgio Armani, the Italian fashion group, announced plans to launch a $1 billion international luxury hotel chain containing ten hotels and four resorts before the end of 2015. Through conducting a _____, Armani identified a large and growing segment of the market that wanted a luxury lifestyle. A) diversification B) market development C) product development D) divestment E) product penetration A A A) market diversification A analysis B) market audit C) social audit D) market opportunity analysis E) niche analysis A) environmental audit A B) statement of purpose C) market development strategy D) target market strategy E) environmental mission statement D Fit, a health and fitness magazine, describes its readers as being female, 18 to 25 years of age, single, high school graduates, and earners of above-average income. The magazine's _____ would have identified this market segment. D In 2004, Giorgio Armani, the Italian fashion group, announced plans to launch a $1 billion international luxury hotel chain containing ten hotels and four resorts before the end of 2015. One of the major reasons for opening a hotel chain was an international trend toward luxury lifestyle consumerism. In terms of Armanin situation analysis, the trend toward luxury lifestyle consumerism would be an example of a(n): A) opportunity because it is part of A Armani's external environment B) strength because it is part of Armani's external environment C) weakness because Armani cannot control the growth of the trend D) advantage because it gives Armani growth opportunities E) benefit because Armani's internal resources can be designed to make its external environment A A A _____ is a formal study conducted by an organization to A) situation analysis ascertain its current status and capabilities and its future B) marketing audit expectations. C) trend analysis D) strategic alternative selection E) competitive advantage audit A planning manager visiting a company's health and beauty aids division discovers the division has no effective method for allocating resources, nor for evaluating actual results against planned results. He suggests the division should prepare a: As a customer entered the Hornady store, which sells muzzle loading rifles, a salesperson approached her and said, "Hornady lead round balls are the musket balls you ought to buy. They are the most uniform in size and shape, and they are made of pure lead. Our shot is used by the Muzzle Loading World Champion." The salesperson was describing Hornady's: Aldi is a no-frills grocery chain. It sells grocery staples right out of crates and boxes with emphasis on low-priced, private-label brands. Aldi stores are typically about onethird the size of the traditional supermarket. By controlling expenses, Aldi enables its customers to save 30 to 50 percent compared to Kroger customers. The chain targets bargain hunters who are willing to rent a cart and bag their own groceries. Aldi has a(n) PPR, the French retail and luxury goods group, announced plans to sell its Printemps department store chain. PPR will create a _____ advantage by restructuring and selling off the department chain that does not complement its luxury product lines. Through reengineering the company hopes to A) marketing audit B) contingency plan C) service audit D) market share analysis E) series of tactical evaluations A) competitive advantage B) strategic strength C) tactical opportunity D) opportunity mission E) quality objective A A A A A A) market-homogeneous focus A B) cost competitive advantage C) product aggregation strategy D) revenue-based competitive advantage E) profit-enhanced advantage B A) brand name strategy B) niche competitive advantage C) cost competitive advantage D) marketing competitive advantage E) synergistic competitive advantage A C increase its profit margins, improve inventory turnover, and make itself more attractive to investors. There are many different kinds of cheese. According to its ads, only Jarlsberg Lite has 50 percent less fat, 60 percent less cholesterol, and 100 percent of the taste of other kinds of cheese. This advertising statement describes Jarlsberg Lite's: A) strategic edge B) competitive advantage C) tactical strength D) marketing mix E) mission statement A B Which of the following is NOT a source of a cost A) reengineering competitive advantage? B) experience curves C) break-even analyses D) efficient labor E) production innovation Bentley automobiles are extremely expensive and are designed to appeal to consumers who equate value and quality with price. The manufacturer of Bentley automobiles has created a _____ competitive advantage. A) value-enhanced B) mass-marketing C) functional D) niche E) social class-oriented A C A D _____ is the strategy of increasing sales by introducing A) Product penetration new products into new markets. B) Product development C) Market penetration D) Market development E) Diversification The television network HBO produces the drama The Sopranos about a New Jersey mob family. It is publishing The Sopranos Family Cookbook: As Compiled by Artie Bucco, a collection of southern Italian-style recipes. Bucco is the name of a fictional restaurateur in the show. The creation of the cookbook to appeal to fans of the show is an example of a _____ strategy. U.S.-based Thermo Electron Corporation, the biggest maker of measurement instruments for medical laboratories, agreed to buy the radiation-monitoring products unit of Compagnie de Saint-Gobain for $30 million to gain European customers. Saint-Gobain of France is Europe's number one distributor of building materials, and its radiation monitoring unit did not support the company's mission statement. Thermo Electron engaged in a _____ strategy. To market its ice cream to Chinese consumers, Unilever entered into a joint venture with Sumstar, a state-owned Chinese investment company. Unilever provided the product know-how, and Sumstar helped Unilever gain all the approvals needed from a complex Chinese bureaucracy. Unilever used a _____ strategy to reach the Chinese market. Anbac Financial Group, Inc. is the second-largest insurer of municipal bonds in the world. Anbac is expanding its insurance services from governmental accounts to include private developers of sports stadiums and similar large multi-use facilities. According to Ansoff's Strategic Opportunity Matrix, Anbac would be implementing a _____ strategy. John R. Harland Company is best known for printing checks. Its Financial Solutions division develops software for mortgage companies. This division is currently producing much less than the desired level of profitability in what has been identified as a high-growth industry. According to the portfolio matrix, Harland would label its Financial Solutions division as a(n): A) market development B) market penetration C) product penetration D) product development E) diversification A E A D A) building B) divesting C) diversification D) penetration E) market development A E A) market development B) market penetration C) product penetration D) product development E) diversification A A A) diversification B) market development C) product development D) divestment E) product penetration A B A) widow B) exclamation point C) problem child D) star E) dog A C John R. Harland Company is best known for printing A) checks. Its Financial Solutions division develops software B) for mortgage companies, a growing industry. This division C) harvesting diversification divesting A E is currently not producing at the desired level of D) profitability, but Harland plans to turn the division into a E) building success by acquiring other companies that develop similar software. Harland would be engaging in a _____ strategy. holding A(n) _____ describes and estimates the size and sales A) marketing orientation potential of market segments of interest to the firm and B) environmental scan assesses key competitors in these market segments. C) marketing mix audit D) target market strategy E) market opportunity analysis Solitude Nurseries is a retailer that helps homeowners create backyard sanctuaries for pondering the wonders of nature. Its owner believes he maintains the loyalty of the store's customers by stocking only the highest quality merchandise and offering a customer satisfaction guarantee. With which element of the marketing mix is the manager most concerned? A) price B) distribution C) personalization D) promotion E) product A E A E The promotion strategy of the marketing mix deals A) personal selling and advertising A exclusively with: B) advertising and public relations C) personal selling, advertising, sales promotion, and public relations D) advertising, publicity, and pricing E) personal selling and purchased mass media time or space Compass is the name of a United Kingdom-based catering company that has developed a marketing plan designed to make it the largest caterer in China within the next two decades. As part of its marketing _____, it has already begun serving meals on trains that run between Shanghai and Beijing. ConAgra Foods, Inc. has decided to sell all of its meatprocessing plants and get totally out of its meat-processing business in order to raise the company's net profits. Which of the following statements describes how the sale of the processing plants will affect ConAgra's marketing mix? A) policy B) implementation C) evaluation D) control E) strategy A C B A) It will only affect the product A element of ConAgra's marketing mix. B) It will only affect ConAgra's four Ps--not its marketing mix. C) It will affect all of ConAgra's marketing mix elements, either directly or indirectly. D) It will not affect the promotion or distribution elements of the ConAgra marketing mix. E) It will have no affect on ConAgra's marketing mix. A) the planner to challenge existing A company assumptions B) no management involvement C) a designated single time frame during the year D) a tactical mission statement E) a stringent and narrow mission statement for the creation of effective guidelines C Effective strategic planning requires: A Carefully specified marketing should NOT be used as a: objectives A) method to appeal to all market segments A B) method for developing standards to gauge performance C) motivational tool for those charged with achieving the objectives D) way to force executives to sharpen their critical thinking skills E) method of developing, implementing, and evaluating a consistent marketing plan A A A U.S. soft drink company conducting a A) religious differences that could led to terroristic SWOT analysis of market potential in India acts E should be aware that all the following are B) strict governmental regulation of foreign potential threats EXCEPT: businesses C) a low gross domestic product D) fierce competition dominated by Thums Up brand soft drink E) a high demand for U.S.-made products Beverly Morgan started her home-based business, Kitz 4-U Inc. in Hamilton, Ontario, by selling First Aid Kits to fundraising organizations. She has also developed three other affordable "Everything You Need In A Pinch" kits, the Bowling Kit, the Golf Kit, and the Travel Kit. She owns the only company in Canada that creates kits for fundraisers. Kitz 4-U Inc. has a: A) brand name strategy B) niche competitive advantage C) cost competitive advantage D) market advantage E) sustainable competitive advantage A) aggregated positioning strategy B) demarketing focus C) heterogeneous target marketing D) cost competitive advantage E) niche competitive advantage A B Technol Medical Products makes specialty face masks to shield healthcare workers from infection. Because it focuses on this narrow market, it is able to outsell its primary competitors--3M and Johnson & Johnson. Technol Medical Products has a(n): A E Patents on allergy relief medications like Allegra and Claritin give the A) targeted market position pharmaceutical companies that own the patents a(n) _____ for 17 years B) sustainable competitive until the patent expires. advantage C) strategic focus D) situational strength E) opportunistic privilege Clay Market began as a retailer of terra cotta pots and garden figures imported from Turkey and Mexico. It has since added Turkish rugs and fabrics, leather trimmed purses, and a line of women's clothes for its customers. This activity is indicative of a _____ strategy. Research has shown that people below the age of fifteen do not use the familiar red ketchup. To capture this market, Heinz markets blue-, purple- and green-colored ketchup. The ketchups have an exotic look, which Heinz hopes will appeal to this market. It still tastes like the old red variety. Since this is not really a new product, just an attempt to reach a new target market, it exemplifies a _____ strategy. U.S.-based Thermo Electron Corporation, the biggest maker of measurement instruments for medical laboratories, agreed to buy the radiation-monitoring products unit of Compagnie de Saint-Gobain for $30 million to gain European customers. Saint-Gobain of France is Europe's number one distributor of building materials, and its radiation monitoring unit did not support the company's mission statement. Thermo Electron engaged in a _____ strategy. Compaq Computer's decision to charge customers for phone technical support to defray the high cost of phone support and encourage customers to read documentation was a failure because consumers like the human touch. Customer rebellion forced Compaq to rethink this policy. As a result, Compaq decided to focus its resources on reaching the inexpensive home computer market segment through enhanced customer service. This company engaged in: _____ is the managerial process of creating and maintaining a fit between the organization's objectives and resources and evolving market opportunities. A) vertical integration B) market penetration C) diversification D) product development E) market development A) market development B) product development C) market penetration D) diversification E) product expansion A) building B) divesting C) diversification D) penetration E) market development D B E D A A B E A) benchmarking B) tactical resource realignment C) alternative selection D) portfolio evaluation E) strategic planning A E A) Tactical management B) The market audit C) Functional planning D) Environmental scanning E) Strategic planning A E In 2004, Giorgio Armani, the Italian fashion A) tactical objectifying A C group, announced plans to launch a $1 billion international luxury hotel chain containing ten hotels and four resorts before the end of 2015. This _____ will take advantage of an international trend toward luxury lifestyle consumerism and allow the company to achieve its growth objectives. B) contingency plan C) strategic planning D) marketing implementation E) horizon planning Which of the following is one of the elements of A) a business mission statement the marketing plan? B) a situation analysis C) a target market strategy D) the marketing mix E) all of the choices Coca-Cola drink vending machines are found all over the world. The newest machines have an interactive screen that runs advertisements and allows users to obtain free photos of themselves and ringtones after they have bought a drink. The reason for the introduction of this new style vending machine is to "allow the company to interact more directly with its customers." According to a SWOT analysis, the technology used by these machines and the need to interact with customers are both examples of: A) strengths because they are part of Coke n external environment B) advantages because they are part of Coke n marketing environment C) weaknesses because Coke cannot control technology or consumer behavior D) opportunities because they are part of Coke n external environment E) benefits because Coke has the resources to make use of the new technology and the changing consumer behavior A E A D Carefully specified marketing objectives should A) method to appeal to all market segments NOT be used as a: B) method for developing standards to gauge performance C) motivational tool for those charged with achieving the objectives D) way to force executives to sharpen their critical thinking skills E) method of developing, implementing, and evaluating a consistent marketing plan A U.S. textile manufacturer concerned about its survival in the world marketplace has set as its goal, "To increase training and educational opportunities for its employees during the next twenty-four months." Why is this corporate objective ineffective? Tyler Dunoki works for Star Creek, a new start-up Australian wine producing company. He has been asked to submit recommendations for marketing objectives for the upcoming strategic planning period. Which of the following marketing objectives would be most appropriate for the company? A) The objective is time-restrictive. B) The objective is not quantifiable. C) The objective restricts the corporate priorities. D) The objective is not qualitative in nature. E) Nothing is wrong with this objective. A) Star Creek wants 30 percent of the market for Australian wines within 24 months of the launching of its new advertising campaign. This effort will be supported by a $20 million commitment from the company's owner and president. B) Star Creek seeks to sell more bottles of wine than its competitors during the next strategic planning period. C) Star Creek needs to develop some new wines to help it gain market share. D) Star Creek wants to be number one in the marketplace for all Australian wines within one year. E) Star Creek wants to be recognized as an international winery. A A A B A A The SWOT acronym refers to a firm n analysis A) sales, width of product mix, observations, and of its: technology B) situations, wealth, organizational strengths, and target markets C) strengths, weaknesses, opportunities, and threats D) service levels, willingness to spend, organizational culture, and total revenues E) strategies, willingness to change, objectives, and trends A U.S. soft drink company conducting a SWOT A) religious differences that could led to terroristic acts analysis of market potential in India should be aware that all the following are potential threats B) strict governmental regulation of foreign businesses A C A E EXCEPT: C) a low gross domestic product D) fierce competition dominated by Thums Up brand soft drink E) a high demand for U.S.-made products _____ is defined as the collection and A) Market sampling interpretation of information about forces, events, B) An internal audit and relationships that may affect the organization. C) Opportunity analysis D) Environmental scanning E) Stakeholder analysis The marketing audit: A) should only be performed by an outside accounting firm B) only looks at potential threats the organization has identified C) is a rather restricted, specialized tool for marketing managers D) is a good tool with which to implement marketing plans E) is an excellent way to raise the level of marketing consciousness within an organization Yuengling is the oldest brewery in the United States. It was founded in 1827 in a time when small breweries dotted the nation. It has survived by severely limiting sales of the beer and creating a mystique about the brand. In areas where the beer is sold, its brand name is used the same as Kleenex is used by many to represent all types of tissues. Its competitors all wanted to expand their markets. Yuengling's strategy was "To do nothing." For over 170 years, this strategy has given the brewery a: Technol Medical Products makes specialty face masks to shield health-care workers from infection. Because it focuses on this narrow market, it is able to outsell its primary competitors--3M and Johnson & Johnson. Technol Medical Products has a(n): A) brand name strategy B) niche competitive advantage C) price differentiation advantage D) marketing competitive advantage E) sustainable competitive advantage A D A E A B A) aggregated positioning strategy B) demarketing focus C) heterogeneous target marketing D) cost competitive advantage E) niche competitive advantage A E _____ is a strategy of increasing market share for A) Market penetration present products in existing markets. B) Product development C) Market development D) Diversification E) Product penetration Procter & Gamble has a Web site, www.pg.com, that is designed to help customers with product questions. While at the Web site, you can request free samples of Olay Radiance, Pert Plus, and Folgers Latte, all new P&G products. It also offers "More Than a Card," a feature that allows customers to buy an assortment hamper of new P&G products for less than $25. This is an example of how a company can implement a _____ strategy. Clay Market began as a retailer of terra cotta pots and garden figures imported from Turkey and Mexico. It has since added Turkish rugs and fabrics, leather trimmed purses, and a line of women's clothes for its customers. This activity is indicative of a _____ strategy. Due to recent hurricanes, orange growers in Florida have lost millions of dollars. As a result, some growers have decided to bulldoze their orange groves and put in freshwater lakes for raising shrimp, a product that has a strong popularity and is more weather-resistant. Former A) market development B) product development C) market penetration D) product penetration E) diversification A A A B A) vertical integration B) market penetration C) diversification D) product development E) market development A) market penetration B) product development C) diversification D) market development E) product penetration A D A C orange growers who are now raising shrimp are pursuing a _____ strategy. The Hallmark Company was inspired by the popularity of Jan Karon's best-selling novels about Mitford, a fictional town in the mountains of North Carolina, to develop a new line of products for Hallmark Gold Crown Stores nationwide. Hallmark created hundreds of Mitford-inspired products that authentically bring "the little town with the big heart" into tangible reality. The products include greeting cards, partyware and gift wrap, mugs, and puzzles for Hallmark's existing customers. Hallmark used a _____ strategy. Juniper Group, which operates film distribution, health care, and Internet businesses, purchased shoemaker Tags Golf (Tags makes Bobby Jones brand golf shoes) to create its sports division. Juniper Group used a _____ strategy. Shortly after the start of the new century, Wrigley, the largest chewing gum manufacturer in the world, bid $12 billion for Hershey, the chocolate company. Wrigley was unable to acquire Hershey, but its acquisition would have expanded Wrigley's product lines to include many forms of baking and eating chocolate. Since Wrigley did not produce any chocolate at the time of the takeover bid, this acquisition would have been an example of: A) market development B) market penetration C) product penetration D) product development E) diversification A D A) market development B) market penetration C) product penetration D) product development E) diversification A) divestment B) segment development C) target marketing D) diversification E) directed growth A E A D Thermo Electron Corporation, the biggest maker A) building of measurement instruments for medical B) divesting laboratories, agreed to buy the radiation- C) diversification monitoring products unit of Cie de Saint-Gobain D) integration for $30 million to gain European customers. E) penetration Saint-Gobain of France is Europe n number one distributor of building materials, and its radiation monitoring unit did not support the company n mission statement. Saint-Gobain engaged a in _____ strategy. Questions correct = 3 Questions incorrect = 19 Your score on this Quiz = 14% Railroads often offer their customers a trucking service for local delivery or trailers for piggybacking loads to their final destination. Which of the following statements justifies the addition of these services to their strategic plans? A B A) Their mission statements reflect their belief that A they are transportation companies, not just railroads. B) Local delivery has high market attractiveness. C) Diversification is needed to survive. D) New business units are needed to continue growth. E) Owning trucks is probably cheaper and easier than using a local carrier. A) competes with the same companies as the other A SBUs in the parent organization B) shares the same mission with all the other SBUs in the parent organization C) controls its business independent of other SBUs in the organization D) usually benefits from the combined corporate raw materials purchases E) still has strategic planning performed back at corporate headquarters A A An SBU: C A U.S. textile manufacturer concerned about its survival A) The objective is time-restrictive. in the world marketplace has set as its goal, "To B) The objective is not quantifiable. increase training and educational opportunities for its C) The objective restricts the corporate priorities. B employees during the next twenty-four months." Why is D) The objective is not qualitative in nature. this corporate objective ineffective? E) Nothing is wrong with this objective. Tyler Dunoki works for Star Creek, a new start-up Australian wine producing company. He has been asked to submit recommendations for marketing objectives for the upcoming strategic planning period. Which of the following marketing objectives would be most appropriate for the company? A) Star Creek wants 30 percent of the market for A Australian wines within 24 months of the launching of its new advertising campaign. This effort will be supported by a $20 million commitment from the company's owner and president. B) Star Creek seeks to sell more bottles of wine than its competitors during the next strategic planning period. C) Star Creek needs to develop some new wines to help it gain market share. D) Star Creek wants to be number one in the marketplace for all Australian wines within one year. E) Star Creek wants to be recognized as an international winery. A A A _____ is a formal study conducted by an organization A) situation analysis to ascertain its current status and capabilities and its B) marketing audit future expectations. C) trend analysis D) strategic alternative selection E) competitive advantage audit _____ is defined as the collection and interpretation of A) Market sampling information about forces, events, and relationships that B) An internal audit may affect the organization. C) Opportunity analysis D) Environmental scanning E) Stakeholder analysis An international company that needs to develop a way A) external market research to compare its actual marketing results with planned B) implementation results would need to engage in: C) comparative analyses D) planning E) control A A D A E Which of the following statements about marketing A) Marketing audits only need to be performed A audits is true? once. B) The main purpose of the marketing audit is to develop a full profile of a company's marketing effort. C) Marketing audits should only be performed after a major crisis. D) Marketing audits simply examine the external environment in which a company operates. E) The marketing audit should only be performed by outside accounting firms. The marketing audit: A) should only be performed by an outside A accounting firm B) only looks at potential threats the organization has identified C) is a rather restricted, specialized tool for marketing managers D) is a good tool with which to implement marketing plans E) is an excellent way to raise the level of marketing consciousness within an organization B E Which of the following companies has a competitive A) World Wrestling Entertainment (formerly the A advantage? World Wrestling Federation) holds the trademark on the names of the wrestlers that participate in the company's wrestling matches. B) Netcentives holds the patent on software that allows merchants to distribute loyalty points online. C) DeBeers diamonds controls 90 percent of the world's diamond mines. D) Mildred's Caf makes the world's best pecan pie. E E) All of the choices have a competitive advantage. Which of the following is a type of strategic alternative A) vertical integration that matches products and markets? B) product penetration C) divestment D) horizontal integration E) market penetration _____ is a strategy of increasing market share for A) Market penetration present products in existing markets. B) Product development C) Market development D) Diversification E) Product penetration _____ is a strategy that attracts new customers to A) Product existing products. B) Market C) Market D) Product E) Diversification American Express offers a Cobaltcard, a pre-loaded credit card, to thirteen- to twenty-two-year olds looking to make online purchases. While American Express had previously supplied credit cards only to many adults, this was a market that was not being served. The Cobaltcard program is an example of a _____ strategy. A) market B) product C) market D) product E) divestment development development penetration penetration development development penetration penetration A E A A A B A A _____ is the strategy of increasing sales by introducing A) Product new products into new markets. B) Product C) Market D) Market E) Diversification The Hallmark Company was inspired by the popularity of Jan Karon's best-selling novels about Mitford, a fictional town in the mountains of North Carolina, to develop a new line of products for Hallmark Gold Crown Stores nationwide. Hallmark created hundreds of Mitford-inspired products that authentically bring "the little town with the big heart" into tangible reality. The products include greeting cards, partyware and gift wrap, mugs, and puzzles for Hallmark's existing customers. Hallmark used a _____ strategy. For most American consumers, the brand name Benetton brings to mind a retail clothing store that carries many products that bear the Benetton brand. But the Benetton Group also owns a chain of restaurants, several toll roads in Italy, and a telecommunications company. The list of the company's holdings indicates that the company's managers believe in growth through: A) market B) market C) product D) product E) diversification penetration development penetration development development penetration penetration development A E A D A) market integration B) diversification C) market development D) product penetration E) market penetration A B PPR, the French retail and luxury goods group, announced plans to sell its Printemps department store chain. PPR will continue to hold onto to its other _____, including Gucci, Yves St. Laurent, Balenciaga, Conforma, its furniture store chain, FAAC, its books and music chain, and La Redoute, a catalog retailer. (All of PPRn divisions are operated as independent businesses.) A) strategic business units B) strategic alliances C) transactional units D) synergistic divisions E) action programs A A A _____ is defined as a statement of what is to be A) mission accomplished through marketing activities. B) business C) marketing D) goal-driven E) marketing criteria General Electric has a security division that builds equipment A) for screening passenger luggage checked in at airports. This B) division is composed of InVision Technologies which C) statement plan objective directive level unit A C organizational SWOT secure business A E manufactures CT scanners, and Ion Track, which measures D) business sales luggage for trace elements of drugs and explosives. GE's E) strategic business unit security division is an example of a(n): unit When an organization creates a mission statement that is too A) marketing synergy narrow, _____ results. B) marketing myopia C) directional marketing D) an internal threat E) sustainable competitive advantage Coca-Cola drink vending machines are found all over the world. The newest machines have an interactive screen that runs advertisements and allows users to obtain free photos of themselves and ringtones after they have bought a drink. The reason for the introduction of this new style vending machine is to "allow the company to interact more directly with its customers." According to a SWOT analysis, the technology used by these machines and the need to interact with customers are both examples of: A B A) strengths because they are part of Coken A external environment B) advantages because they are part of Coken marketing environment C) weaknesses because Coke cannot control technology or consumer behavior D) opportunities because they are part of Coke n external environment E) benefits because Coke has the resources to make use of the new technology and the changing consumer behavior A) B) C) D) E) threat weakness strength advantage opportunity A D Coca-Cola drink vending machines are found all over the world. The newest machines have an interactive screen that runs advertisements and allows users to obtain free photos of themselves and ringtones after they have bought a drink. Critics of these new vending machines are concerned that entertaining technology is being used to market sugary products. In terms of a SWOT analysis, this concern would be an example of a(n): E An international company that needs to develop a way to A) external market research compare its actual marketing results with planned results B) implementation would need to engage in: C) comparative analyses D) planning E) control Compass is the name of a United Kingdom-based catering company that has developed a marketing plan designed to make it the largest caterer in China within the next two decades. To evaluate how successful its efforts have been at the end of the first decade, Compass could use a(n): A) SWOT analysis B) environmental scan C) competitive analysis D) marketing audit E) comprehensive sales analysis A E A D Which of the following statements about marketing audits is A) Marketing audits only need to be performed A true? once. B) The main purpose of the marketing audit is to develop a full profile of a company's marketing effort. C) Marketing audits should only be performed after a major crisis. D) Marketing audits simply examine the external environment in which a company operates. E) The marketing audit should only be performed by outside accounting firms. Each labor and delivery room at Dekalb County's new Medical Center has hardwood floors, soft lighting, and mission-style furniture. The facility also features a stone fireplace in the lobby, a bistro-style restaurant, and VIP suites for discerning mothers-to-be. This unique design and furnishings give the Medical Center a: Beverly Morgan started her home-based business, Kitz 4-U Inc. in Hamilton, Ontario, by selling First Aid Kits to fundraising organizations. She has also developed three other affordable "Everything You Need In A Pinch" kits, the Bowling Kit, the Golf Kit, and the Travel Kit. She owns the only company in Canada that creates kits for fundraisers. Kitz 4-U Inc. has a: A) profit-enhanced B) competitive C) quality D) strategic E) tactical opportunity advantage advantage objectivity strength A B B A) brand name strategy B) niche competitive advantage C) cost competitive advantage D) market advantage E) sustainable competitive advantage A B Everyone knows the brand name Kleenex. Kleenex is what A) a product differentiation competitive A A many consumers think of when they think of tissues. This advantage widely recognized brand name is a source of: B) a cost advantage C) market augmentation D) a niche competitive advantage E) none of these things Bentley automobiles are extremely expensive and are designed to appeal to consumers who equate value and quality with price. The manufacturer of Bentley automobiles has created a _____ competitive advantage. Twenty years ago wine journalists marveled at the innovative product technology the Australian wine industry used to make wine of the highest quality. The determination of the Australian wine industry to exercise control over the winemaking process was perceived as revolutionary. The Australian wine industry's continuing relentless quest for quality improvement established Australian wine as a market leader. This unique quest for superior quality that began two decades ago gives Australian wine a(n): Skoda is a carmaker in the Czech Republic. The auto manufacturer is launching a marketing drive designed to ultimately sell one million Skoda vehicles a year. Skoda has identified the main growth markets for automobiles as China, Russia, and India and has plans to market Skoda brand automobiles in each of those countries. This would be an example of a _____ strategy. A) value-enhanced B) mass-marketing C) functional D) niche E) social class-oriented A) targeted market position B) sustainable competitive advantage C) strategic focus D) situational strength E) opportunistic privilege A D A B A) market penetration B) horizontal integration C) product development D) diversification E) market development A E _____ is the strategy of increasing sales by introducing new A) Product products into new markets. B) Product C) Market D) Market E) Diversification Research has shown that people below the age of fifteen do not use the familiar red ketchup. To capture this market, Heinz markets blue-, purple- and green-colored ketchup. The ketchups have an exotic look, which Heinz hopes will appeal to this market. It still tastes like the old red variety. Since this is not really a new product, just an attempt to reach a new target market, it exemplifies a _____ strategy. Juniper Group, which operates film distribution, health care, and Internet businesses, purchased shoemaker Tags Golf (Tags makes Bobby Jones brand golf shoes) to create its sports division. Juniper Group used a _____ strategy. To market its ice cream to Chinese consumers, Unilever entered into a joint venture with Sumstar, a state-owned Chinese investment company. Unilever provided the product know-how, and Sumstar helped Unilever gain all the approvals needed from a complex Chinese bureaucracy. Unilever used a _____ strategy to reach the Chinese market. John R. Harland Company is best known for printing checks. Its Financial Solutions division develops software for mortgage companies. This division is currently producing much less than the desired level of profitability in what has been identified as a high-growth industry. According to the portfolio matrix, Harland would label its Financial Solutions division as a(n): Questions correct Questions incorrect Your score on Your high score over all Chapter2 Quizzes is 73 % Strategic plans require: A) B) penetration development penetration development A E A) market development B) product development C) market penetration D) diversification E) product expansion A A A) market B) market C) product D) product E) diversification A) market B) market C) product D) product E) diversification A) B) C) D) E) dog development penetration penetration development development penetration penetration development A E A A widow exclamation problem star A point child C = = this long-term change Quiz = A 6 16 27% A a in resource commitments organizational structure C) the addition of D) new product E) changes in prices Skoda is a carmaker in the Czech Republic. The auto manufacturer is launching a marketing drive designed to ultimately sell one million Skoda vehicles a year. It has identified the main growth markets for automobiles as China, Russia, and India and has plans to build production plants in each of those countries. Skoda's _____ will be well into the implementation stage when the plant in Shanghai starts producing cars in 2007. A) tactical B) contingency C) strategic D) market E) horizon planning new personnel development objectifying plan planning integration C C Marketing plans should be written to do all of the A) compare actual and expected performance E following EXCEPT: B) provide clearly stated activities C) create common goals for employees to work toward D) allow managers to enter the marketplace with an awareness of possibilities and problems E) control the elements of the external marketing environment Physicians, nurses, and hospital administrators at Northside Hospital have recently attended a special meeting where they listened to discussions on establishing marketing objectives for the hospital and creating a new target market strategy for the hospital. There was also discussion of changing the hospitaln pricing strategies and offering new-to-the-area services. Northside Hospital is apparently engaged in: A) reengineering B) hierarchical restructuring C) a financial analysis D) the development of a marketing plan E) strategic contingency planning A E D _____ occurs when a business is defined in terms of A) A circle goods and services rather than by the benefits B) A market barrier customers seek from it. C) A reactive D) Unempowerment E) Marketing myopia The acronym SBU refers to: trap entry focus A E A) stock in business units B) strategic business unit C) standard business utilization D) strategic barter units E) samples by units A B An SBU: A) competes with the same companies as the other SBUs A in the parent organization B) shares the same mission with all the other SBUs in the parent organization C) controls its business independent of other SBUs in the organization D) usually benefits from the combined corporate raw materials purchases E) still has strategic planning performed back at corporate headquarters A) product market niche B) diversified division C) heterogeneous element D) strategic alliance E) strategic business unit A C One of the divisions of Procter & Gamble (P&G) manufactures and markets health and beauty aids. It handles products like Olay lotions and Old Spice fragrances. This part of the business has its own accounting, engineering, manufacturing, and marketing departments, separate from the rest of the organization. This division also has its own mission statement, target markets, and planning committees. This segment of P&G would be termed a: E After management agrees on a mission statement, it A) must set objectives. Which of the following is NOT a B) characteristic of a good objective? C) D) E) consistent profitable realistic measurable time-specific A A Tyler Dunoki works for Star Creek, a new start-up A) Star Creek wants 30 percent of the market for A A Australian wine producing company. He has been asked to submit recommendations for marketing objectives for the upcoming strategic planning period. Which of the following marketing objectives would be most appropriate for the company? Australian wines within 24 months of the launching of its new advertising campaign. This effort will be supported by a $20 million commitment from the company's owner and president. B) Star Creek seeks to sell more bottles of wine than its competitors during the next strategic planning period. C) Star Creek needs to develop some new wines to help it gain market share. D) Star Creek wants to be number one in the marketplace for all Australian wines within one year. E) Star Creek wants to be recognized as an international winery. A) B) C) D) E) threat weakness strength advantage opportunity A E Coca-Cola drink vending machines are found all over the world. The newest machines have an interactive screen that runs advertisements and allows users to obtain free photos of themselves and ringtones after they have bought a drink. Critics of these new vending machines are concerned that entertaining technology is being used to market sugary products. In terms of a SWOT analysis, this concern would be an example of a(n): Skoda is a carmaker in the Czech Republic. The auto manufacturer is launching a marketing drive designed to ultimately sell one million Skoda vehicles a year. Through the use of _____, Skoda has identified the main growth markets for automobiles as China, Russia, and India and has plans to build production plants in each of those countries. A planning manager visiting a company's health and beauty aids division discovers the division has no effective method for allocating resources, nor for evaluating actual results against planned results. He suggests the division should prepare a: Fujisawa is Japan's seventh-largest pharmaceutical company. It sells drugs taken by organ transplant patients to increase the probability the new organ will operate efficiently and not be rejected. Currently, the only products Fujisawa makes are these organ transplant drugs, which it sells worldwide. Its patents protect it from competitors. Fujisawa has a: A) market B) an internal C) opportunity D) environmental E) stakeholder analysis sampling audit analysis scanning A D A) marketing B) contingency C) service D) market share E) series of tactical evaluations A) brand name B) niche competitive C) cost competitive D) marketing competitive E) sustainable competitive advantage audit plan audit analysis strategy advantage advantage advantage A A A B Which of the following is NOT a source of a cost A) reengineering competitive advantage? B) experience curves C) break-even analyses D) efficient labor E) production innovation Skoda is a carmaker in the Czech Republic. The auto manufacturer is launching a marketing drive designed to ultimately sell one million Skoda vehicles a year. Skoda has identified the main growth markets for automobiles as China, Russia, and India and has plans to market Skoda brand automobiles in each of those countries. This would be an example of a _____ strategy. A) market penetration B) horizontal integration C) product development D) diversification E) market development A C A E _____ is the strategy of increasing sales by A) Product introducing new products into new markets. B) Product C) Market D) Market E) Diversification Research has shown that people below the age of fifteen do not use the familiar red ketchup. To capture this market, Heinz markets blue-, purple- and green-colored ketchup. The ketchups have an exotic look, which Heinz hopes will appeal to this market. penetration development penetration development A E A) market development B) product development C) market penetration D) diversification E) product expansion A A It still tastes like the old red variety. Since this is not really a new product, just an attempt to reach a new target market, it exemplifies a _____ strategy. To market its ice cream to Chinese consumers, Unilever entered into a joint venture with Sumstar, a state-owned Chinese investment company. Unilever provided the product know-how, and Sumstar helped Unilever gain all the approvals needed from a complex Chinese bureaucracy. Unilever used a _____ strategy to reach the Chinese market. A) market B) market C) product D) product E) diversification development penetration penetration development A A The _____ is a tool for allocating resources among A) market audit products or strategic business units on the basis of B) portfolio matrix relative market share and market growth rate. C) experience matrix D) market development analysis E) market opportunity analysis A(n) _____ describes and estimates the size and sales potential of market segments of interest to the firm and assesses key competitors in these market segments. Solitude Nurseries is a retailer that helps homeowners create backyard sanctuaries for pondering the wonders of nature. Its owner believes he maintains the loyalty of the store's customers by stocking only the highest quality merchandise and offering a customer satisfaction guarantee. With which element of the marketing mix is the manager most concerned? Questions correct Questions incorrect Your score on Your high score over all Chapter2 Quizzes is 73 % A) marketing orientation B) environmental scan C) marketing mix audit D) target market strategy E) market opportunity analysis A) B) C) D) E) product price distribution personalization promotion A B A E A E = = this Quiz = 8 14 36% C In its stockholders' report, PepsiCo has a _____ that states "our business is to increase the value of our shareholder's investment. We do this through sales growth, cost controls and wise investment of resources. We believe our commercial success depends upon offering quality and value to our consumers and customers; providing products that are safe, wholesome, economically efficient and environmentally sound; and providing a fair return to our investors while adhering to the highest standards of integrity." A) marketing mix strategy A B) quantifiable goal C) mission statement D) statement of economic potential E) market segmentation strategy A Through the use of environmental scanning, Flexcar, a company that rents cars A) learn why it needed to use a by the hour, could: team management structure B) determine why the market for short-term car rentals is growing C) benefit from experience curves D) periodically divest itself of low-margin vehicles E) do none of these things Russell Athleticwear was a market leader in the sports apparel industry, an industry that is growing rapidly. With Berkshire Hathaway, Inc.n recent purchase of Russell Corporation, it becomes an SBU, but it is still an example of a(n) _____ according to the portfolio matrix. Compass is the name of a United Kingdom-based catering company that has developed a marketing plan designed to make it the largest caterer in China within the next two decades. As part of its marketing _____, it has already begun serving meals on trains that run between Shanghai and Beijing. A) star B) question mark C) problem child D) exclamation point E) widow A) policy B) implementation C) evaluation D) control E) strategy B A A D B _____ is the process of gauging the extent to which marketing objectives have A) Implementation been achieved during a specified time period. B) Control C) Heuristic measurement D) Evaluation A D E) Mechanistic compliance Which of the following statements about strategic planning is true? A) It is a real time-saver for marketing managers because once it has been completed, the plan can be left unchanged for years. B) Effective strategic planning creates plans that are unaffected by environmental changes. C) Top-management participation in and commitment to strategic planning should be limited to hiring the right subordinates. D) It allows a firm to replace creativity with careful analysis. E) None of these statements about strategic planning are true. Flexcar is a car rental service found in many metropolitan areas. It targets people who take mass transit or carpool to work but who occasionally need to run errands, visit the doctor, or check on a sick child. Flexcar is the only company currently providing cars that can be rented by the hour. Flexcar has created a(n) _____ advantage. Baths From the Past is a small company that sells reproduction sinks, bathtubs, toilets, and faucets for people who are trying to make their bathroom more stylish. The company's management is currently conducting a formal study of its current strengths and weaknesses by looking at the company's profit and sales histories and searching for opportunities and threats by studying consumer trends. Baths From the Past is conducting a(n): A) reengineering B) experience curve C) service differentiation competitive D) niche market E) sustainable competitive A) marketing audit B) SWOT analysis C) environmental scan D) market differentiation scan E) strategic window search A E D C B B _____isthemanagerialprocessofcreatingand A)Tacticalmanagement maintainingafitbetweentheorganization'sobjectives B)Themarketaudit andresourcesandevolvingmarketopportunities. C)Functionalplanning D)Environmental scanning E)Strategicplanning _____istheprocessofanticipatingeventsand A)Planning determiningstrategiestoachieveorganizational B)Portfolio objectives. evaluation C)Forecasting D)Implementation E)Evaluation E E A A ThermoElectronCorporation,thebiggestmakerof A)ThermoElectrondoes C measurementinstrumentsformedicallaboratories, nothaveamission agreedtobuytheradiationmonitoringproductsunitof statement CompagniedeSaintGobainfor$30milliontogain B)theradiation Europeancustomers.SaintGobain(ofFrance)is monitoringunitwasa Europe'snumberonedistributorofbuildingmaterials, cashcow anditsradiationmonitoringunitdidnotsupportthe C)SaintGobain's company'smissionstatement.Thismeansthat missiondealtwith : providingbuilding materialstoits customers,not radiationmeasuring equipment D)ThermoElectron's missionstatementwas incomplete E)SaintGobain's missionstatementwas C toobroad Initsstockholders'report,PepsiCohasa_____that A)marketingmix states"ourbusinessistoincreasethevalueofour strategy shareholder'sinvestment.Wedothisthroughsales B)quantifiablegoal growth,costcontrolsandwiseinvestmentofresources. C)missionstatement Webelieveourcommercialsuccessdependsuponoffering D)statementof qualityandvaluetoourconsumersandcustomers; economicpotential providingproductsthataresafe,wholesome, E)marketsegmentation economicallyefficientandenvironmentallysound;and strategy providingafairreturntoourinvestorswhileadhering tothehigheststandardsofintegrity ." Bydefiningitsbusinessas"printingbooks"insteadof A)marketsynergy "empoweringimaginations,"achildren bookpublishing B)productentropy companywouldmorethanlikelyexperience: C)marketharvesting D)nonspecific strategicplanning E)marketingmyopia Railroadsoftenoffertheircustomersatrucking A)Theirmission serviceforlocaldeliveryortrailersforpiggybacking statementsreflect loadstotheirfinaldestination.Whichofthe theirbeliefthatthey followingstatementsjustifiestheadditionofthese aretransportation servicestotheirstrategicplans? companies,notjust railroads. B)Localdeliveryhas highmarket attractiveness. C)Diversificationis neededtosurvive. D)Newbusinessunits areneededtocontinue growth. E)Owningtrucksis probablycheaperand easierthanusinga localcarrier . C C E E A A AnSBU: A)competeswiththe C samecompaniesasthe otherSBUsinthe parentorganization B)sharesthesame missionwithallthe otherSBUsinthe parentorganization C)controlsits businessindependentof otherSBUsinthe organization D)usuallybenefitsfrom thecombinedcorporate rawmaterials purchases E)stillhasstrategic planningperformedback atcorporate headquarters GeneralElectrichasasecuritydivisionthatbuilds A)organizational A C E equipmentforscreeningpassengerluggagecheckedinat level airports.ThisdivisioniscomposedofInVision B)SWOT TechnologieswhichmanufacturesCTscanners,andIon C)securebusiness Track,whichmeasuresluggagefortraceelementsof unit drugsandexplosives.GE'ssecuritydivisionisan D)businesssalesunit exampleofa(n): E)strategicbusiness unit Formarketingobjectivestoberealized,theymustmeet A)beconsistentwith allofthefollowingcriteriaEXCEPT organization : objectives B)bemeasurable C)beattainable D)bechallenging E)besetwithinaone yeartimeframe A E TylerDunokiworksforStarCreek,anewstartup A)StarCreekwants30 A Australianwineproducingcompany .Hehasbeenaskedto percentofthemarket submitrecommendationsformarketingobjectivesforthe forAustralianwines upcomingstrategicplanningperiod.Whichofthe within24monthsofthe followingmarketingobjectiveswouldbemostappropriate launchingofitsnew forthecompany? advertisingcampaign. Thiseffortwillbe supportedbya$20 millioncommitmentfrom thecompany'sownerand president. B)StarCreekseeksto sellmorebottlesof winethanits competitorsduringthe nextstrategicplanning period. C)StarCreekneedsto developsomenewwines tohelpitgainmarket share. D)StarCreekwantsto benumberoneinthe marketplaceforall Australianwineswithin oneyear . E)StarCreekwantsto berecognizedasan internationalwinery . Aninternationalcompanythatneedstodevelopawayto A)externalmarket compareitsactualmarketingresultswithplanned research resultswouldneedtoengagein: B)implementation C)comparative analyses D)planning E)control WhichofthefollowingisNOTacommonreasonwhy A)unrealistic companiesfailtoachieveamarketingobjective? marketingobjectives B)poorimplementation C)lackofcapital D)inappropriate A A E A C marketingstrategy E)changesinthe environmentafterthe objectivewasspecified andthestrategy implemented AllthefollowingareenvironmentalforcesaWashington A)workingmotherswho A Statefruitgrowerwithbothorchardsanda relyontheirteenagers packaging/shippingfacilitymightconsiderwhenmaking todothefamilygrocery marketingdecisions.WhatfactorisLEASTlikelyto shopping impactitsmarketingdecisions? B)theincreasein foreignshipmentsto theUnitedStatesofa similarproduct C)changesinthestate lawsconcerning pollutioncontrol, wastedisposal,anduse ofpesticides D)inflationand interestrates E)thenumberof employeesofaFlorida fruitgrower Throughtheuseof_____,Revlonidentifiedthefact A)marketingcontrol thatitsbrandnames(Revlon,AlmayandFlex)had B)environmental developedapoorimagewithbothitscustomersandits control retailers. C)environmental scanning D)socialaudit E)strategicanalysis ArizonaTeaismarketedbyVultaggio&Sons.Vultaggio& A)supplydemand Sonstookabasicdrinkandputitintounusualbottles curves withelaboratedesigns.Thewidemouthed,longnecked B)reengineering bottlesarenowconsideredtobetrendsettersinthe C)aproduct newagebeverageindustry ,andcustomersoftenbuythe differentiation teajustforthebottle.ThesuccessofArizonaTeais competitiveadvantage basedon: D)acostcompetitive advantage E)aheterogeneous marketingstrategy _____showcostsdecliningatapredictablerateas A)Liquiditygrowth experiencewithaproductincreases. curves B)EOQgraphs C)Breakevenanalyses D)Experiencecurves E)Supply/demandcurves Procter&GamblehasaWebsite,www .pg.com,thatis A)marketdevelopment designedtohelpcustomerswithproductquestions. B)productdevelopment WhileattheWebsite,youcanrequestfreesamplesof C)marketpenetration OlayRadiance,PertPlus,andFolgersLatte,allnew D)productpenetration P&Gproducts.Italsooffers"MoreThanaCard,"a E)diversification featurethatallowscustomerstobuyanassortment hamperofnewP&Gproductsforlessthan$25.Thisis anexampleofhowacompanycanimplementa_____ strategy . A E C A C A D A B ThetelevisionnetworkHBOproducesthedramaThe A)marketdevelopment SopranosaboutaNewJerseymobfamily .Itispublishing B)marketpenetration TheSopranosFamilyCookbook:AsCompiledbyArtie C)productpenetration Bucco,acollectionofsouthernItalianstylerecipes. D)productdevelopment Buccoisthenameofafictionalrestaurateurinthe E)diversification show .Thecreationofthecookbooktoappealtofansof theshowisanexampleofa_____strategy . FormostAmericanconsumers,thebrandnameBenetton A)marketintegration bringstomindaretailclothingstorethatcarriesmany B)diversification productsthatbeartheBenettonbrand.ButtheBenetton C)marketdevelopment Groupalsoownsachainofrestaurants,severaltoll D)productpenetration roadsinItaly ,andatelecommunicationscompany .The E)marketpenetration listofthecompany'sholdingsindicatesthatthe company'smanagersbelieveingrowththrough: A D A B Marketpenetrationoccurswhen: A)asupermarketchains A addsanotherbrandof icecreamtoits inventory B)aU .S.basedcompany beginstosellits productsinSouth America C)aFrenchcompany developsanewcement fororthopedicsurgery D)aMexicandistillery offersrebatestoits currentcustomers E)ahosiery manufacturerbegins manufacturingwigs AnbacFinancialGroup,Inc.isthesecondlargest A)diversification insurerofmunicipalbondsintheworld.Anbacis B)marketdevelopment expandingitsinsuranceservicesfromgovernmental C)productdevelopment accountstoincludeprivatedevelopersofsports D)divestment stadiumsandsimilarlargemultiusefacilities. E)productpenetration AccordingtoAnsoff'sStrategicOpportunityMatrix, Anbacwouldbeimplementinga_____strategy . The_____isatoolforallocatingresourcesamong A)marketaudit productsorstrategicbusinessunitsonthebasisof B)portfoliomatrix relativemarketshareandmarketgrowthrate. C)experiencematrix D)marketdevelopment analysis E)marketopportunity analysis SkodaisacarmakerintheCzechRepublic.Theauto A)marketsampling manufacturerislaunchingamarketingdrivedesignedto B)aninternalaudit ultimatelysellonemillionSkodavehiclesayear C)opportunity . Throughtheuseof_____,Skodahasidentifiedthemain analysis growthmarketsforautomobilesasChina,Russia,and D)environmental Indiaandhasplanstobuildproductionplantsineach scanning ofthosecountries. E)stakeholderanalysis Obstetricsisathemostlucrativeserviceprovidedby A)strategic mosthospitals.Areahospitalscompetetomaketheir activation deliveryroomsthemostprofitablebydesigning B)resource A D B A B E D C C marketingactivitiesthatwillallowthemtoreach realignment theirgrowthobjectives.Toreachtheirobjectives, C)marketingplanning hospitalsmustrelyon: D)aservicebased missionstatement E)trendanalysis CopanItaliaisadistributoroflaboratoryproducts A)marketsynergy andmanufactureroflaboratorycommodities,including B)productentropy transferpipettesandflexiblehematologycupsusedon C)marketingmix avarietyofautomaticinstrumentstocountblood strategy corpuscleelements.Copan's_____saysthatthecompany D)missionstatement businessistocontinuallyworktoimprovethe E)qualifiedobjective qualityofthecollectionandpreservationofthe microbiologicalsampleinthe reanalyticalphase, asthedemandforbetterprotectionofthespecimenis growingdaybyday . Thefocusofanorganization'smissionstatementshould A)theproductsit beon: wishestosell B)themarketitwishes toserve C)itssocial responsibilities D)thedesiresof governmentregulators E)technologiesit understandswell _____occurswhenabusinessisdefinedintermsof A)Acircletrap goodsandservicesratherthanbythebenefits B)Amarketbarrier customersseekfromit. entry C)Areactivefocus D)Unempowerment E)Marketingmyopia ThermoElectronCorporation,thebiggestmakerof A)strategicbusiness measurementinstrumentsformedicallaboratories, units(SBUs) agreedtobuytheradiationmonitoringproductsunitof B)strategicalliances CompagniedeSaintGobainfor$30milliontogain C)actionprograms Europeancustomers.SaintGobainofFranceisEurope's D)transactionalunits numberonedistributorofbuildingmaterials,andits E)synergistic radiationmonitoringunitdidnotsupportthecompany's divisions missionstatement.SaintGobainsoldoneofits: D D A B A E A A AU .S.textilemanufacturerconcernedaboutits A)Theobjectiveis A survivalintheworldmarketplacehassetasitsgoal, timerestrictive. "Toincreasetrainingandeducationalopportunitiesfor B)Theobjectiveisnot itsemployeesduringthenexttwentyfourmonths."Why quantifiable. isthiscorporateobjectiveineffective? C)Theobjective restrictsthecorporate priorities. D)Theobjectiveisnot qualitativeinnature. E)Nothingiswrong withthisobjective. TheSWOTacronymreferstoafirm analysisofits: A)sales,widthof productmix, observations,and technology B)situations,wealth, A B C organizational strengths,andtarget markets C)strengths, weaknesses, opportunities,and threats D)servicelevels, willingnesstospend, organizationalculture, andtotalrevenues E)strategies, willingnesstochange, objectives,andtrends AU .S.softdrinkcompanyconductingaSWOTanalysisof A)religious A marketpotentialinIndiashouldbeawarethatallthe differencesthatcould followingarepotentialthreatsEXCEPT ledtoterroristicacts : B)strictgovernmental regulationofforeign businesses C)alowgrossdomestic product D)fiercecompetition dominatedbyThumsUp brandsoftdrink E)ahighdemandfor U .S.madeproducts Aninternationalcompanythatneedstodevelopawayto A)externalmarket compareitsactualmarketingresultswithplanned research resultswouldneedtoengagein: B)implementation C)comparative analyses D)planning E)control A E E Themarketingaudit A)shouldonlybe : A performedbyanoutside accountingfirm B)onlylooksat potentialthreatsthe organizationhas identified C)isarather restricted,specialized toolformarketing managers D)isagoodtoolwith whichtoimplement marketingplans E)isanexcellentway toraisethelevelof marketingconsciousness withinanorganization AsacustomerenteredtheHornadystore,whichsells A)competitive muzzleloadingrifles,asalespersonapproachedherand advantage said,"Hornadyleadroundballsarethemusketballs B)strategicstrength yououghttobuy .Theyarethemostuniforminsizeand C)tactical A E A shape,andtheyaremadeofpurelead.Ourshotisused opportunity bytheMuzzleLoadingWorldChampion."Thesalesperson D)opportunitymission wasdescribingHornady's: E)qualityobjective _____isastrategyofincreasingmarketsharefor A)Marketpenetration presentproductsinexistingmarkets. B)Productdevelopment C)Marketdevelopment D)Diversification E)Productpenetration AmericanExpressoffersaCobaltcard,apreloaded A)marketdevelopment creditcard,tothirteentotwentytwoyearolds B)productdevelopment lookingtomakeonlinepurchases.WhileAmerican C)marketpenetration Expresshadpreviouslysuppliedcreditcardsonlyto D)productpenetration manyadults,thiswasamarketthatwasnotbeing E)divestment served.TheCobaltcardprogramisanexampleofa_____ strategy . _____isastrategythatcreatesnewproductsfor A)Productpenetration presentmarkets. B)Marketpenetration C)Productdevelopment D)Marketdevelopment E)Diversification _____isthestrategyofincreasingsalesby A)Productpenetration introducingnewproductsintonewmarkets. B)Productdevelopment C)Marketpenetration D)Marketdevelopment E)Diversification Researchhasshownthatpeoplebelowtheageoffifteen A)marketdevelopment donotusethefamiliarredketchup.Tocapturethis B)productdevelopment market,Heinzmarketsblue,purpleandgreencolored C)marketpenetration ketchup.Theketchupshaveanexoticlook,whichHeinz D)diversification hopeswillappealtothismarket.Itstilltasteslike E)productexpansion theoldredvariety .Sincethisisnotreallyanew product,justanattempttoreachanewtargetmarket, itexemplifiesa_____strategy . Duetorecenthurricanes,orangegrowersinFloridahave A)marketpenetration lostmillionsofdollars.Asaresult,somegrowers B)productdevelopment havedecidedtobulldozetheirorangegrovesandputin C)diversification freshwaterlakesforraisingshrimp,aproductthathas D)marketdevelopment astrongpopularityandismoreweatherresistant. E)productpenetration Formerorangegrowerswhoarenowraisingshrimpare pursuinga_____strategy . ThetelevisionnetworkHBOproducesthedramaThe A)marketdevelopment SopranosaboutaNewJerseymobfamily .Itispublishing B)marketpenetration TheSopranosFamilyCookbook:AsCompiledbyArtie C)productpenetration Bucco,acollectionofsouthernItalianstylerecipes. D)productdevelopment Buccoisthenameofafictionalrestaurateurinthe E)diversification show .Thecreationofthecookbooktoappealtofansof theshowisanexampleofa_____strategy . JuniperGroup,whichoperatesfilmdistribution,health A)marketdevelopment care,andInternetbusinesses,purchasedshoemakerTags B)marketpenetration Golf(TagsmakesBobbyJonesbrandgolfshoes)to C)productpenetration createitssportsdivision.JuniperGroupuseda_____ D)productdevelopment strategy E)diversification . TomarketitsicecreamtoChineseconsumers,Unilever A)marketdevelopment A A A A A C A E A A A C A D A E A A enteredintoajointventurewithSumstar ,astateowned B)marketpenetration Chineseinvestmentcompany .Unileverprovidedthe C)productpenetration productknowhow,andSumstarhelpedUnilevergainall D)productdevelopment theapprovalsneededfromacomplexChinesebureaucracy E)diversification . Unileveruseda_____strategytoreachtheChinese market. Shortlyafterthestartofthenewcentury ,Wrigley ,the A)divestment largestchewinggummanufacturerintheworld,bid$12 B)segmentdevelopment billionforHershey ,thechocolatecompany .Wrigleywas C)targetmarketing unabletoacquireHershey ,butitsacquisitionwould D)diversification haveexpandedWrigley'sproductlinestoincludemany E)directedgrowth formsofbakingandeatingchocolate.SinceWrigleydid notproduceanychocolateatthetimeofthetakeover bid,thisacquisitionwouldhavebeenanexampleof: A D Marketpenetrationoccurswhen: A)asupermarketchains A addsanotherbrandof icecreamtoits inventory B)aU .S.basedcompany beginstosellits productsinSouth America C)aFrenchcompany developsanewcement fororthopedicsurgery D)aMexicandistillery offersrebatestoits currentcustomers E)ahosiery manufacturerbegins manufacturingwigs _____istheprocessofanticipatingeventsand A)Planning determiningstrategiestoachieveorganizational B)Portfolio objectives. evaluation C)Forecasting D)Implementation E)Evaluation A D A Marketingplansshouldbewrittentodoallofthe A)compareactualand E followingEXCEPT expectedperformance : B)provideclearly statedactivities C)createcommongoals foremployeestowork toward D)allowmanagersto enterthemarketplace withanawarenessof possibilitiesand problems E)controltheelements oftheexternal marketingenvironment Whichofthefollowingisoneoftheelementsofthe A)abusinessmission marketingplan? statement B)asituation analysis E E E C)atargetmarket strategy D)themarketingmix E)allofthechoices CopanItaliaisadistributoroflaboratoryproducts A)marketsynergy andmanufactureroflaboratorycommodities,including B)productentropy transferpipettesandflexiblehematologycupsusedon C)marketingmix avarietyofautomaticinstrumentstocountblood strategy corpuscleelements.Copan's_____saysthatthecompany D)missionstatement businessistocontinuallyworktoimprovethe E)qualifiedobjective qualityofthecollectionandpreservationofthe microbiologicalsampleinthe reanalyticalphase, asthedemandforbetterprotectionofthespecimenis growingdaybyday . _____occurswhenabusinessisdefinedintermsof A)Acircletrap goodsandservicesratherthanbythebenefits B)Amarketbarrier customersseekfromit. entry C)Areactivefocus D)Unempowerment E)Marketingmyopia Apopulartechniqueformanagingalargeorganization A)strategicbusiness withdifferenttechnologiesandmarketsistodivideit units into: B)different technologies C)strategictarget markets D)designmatrices E)tacticalsegments GeneralElectrichasasecuritydivisionthatbuilds A)organizational equipmentforscreeningpassengerluggagecheckedinat level airports.ThisdivisioniscomposedofInVision B)SWOT TechnologieswhichmanufacturesCTscanners,andIon C)securebusiness Track,whichmeasuresluggagefortraceelementsof unit drugsandexplosives.GE'ssecuritydivisionisan D)businesssalesunit exampleofa(n): E)strategicbusiness unit D D E E A A A E TheSWOTacronymreferstoafirm analysisofits: A)sales,widthof A productmix, observations,and technology B)situations,wealth, organizational strengths,andtarget markets C)strengths, weaknesses, opportunities,and threats D)servicelevels, willingnesstospend, organizationalculture, andtotalrevenues E)strategies, willingnesstochange, objectives,andtrends C HustlerTurfEquipmentisasoutheasterncompanythat A)environmentaltest makeslandscapingequipment.Thecompanyislookingat B)marketaudit customertrends,itscompetitors,andtheeconomyto C)trendanalysis seeifthereareanythreatsoropportunitiesonthe D)situationanalysis horizon.Ithasalsoexamineditsproductionpolicies E)competitive andsaleshistoriestodetermineitsstrengthsand advantagesearch weaknesses.HustlerTurfEquipmentisconductinga(n): CocaColadrinkvendingmachinesarefoundalloverthe A)weakness world.Thenewestmachineshaveaninteractivescreen B)strength thatrunsadvertisementsandallowsuserstoobtain C)advantage freephotosofthemselvesandringtonesaftertheyhave D)opportunity boughtadrink.Criticsofthesenewvendingmachines E)threat areconcernedthatentertainingtechnologyisbeing usedtomarketsugaryproducts.IntermsofaSWOT analysis,thisconcernwouldbeanexampleofa(n): _____isdefinedasthecollectionandinterpretation A)Marketsampling ofinformationaboutforces,events,andrelationships B)Aninternalaudit thatmayaffecttheorganization. C)Opportunity analysis D)Environmental scanning E)Stakeholderanalysis A D A E A D Amarketingauditisa(n): A)thorough, A systematic,periodic evaluationofthe objectives,strategies, structure,and performanceofthe marketingorganization B)financial examinationofthe firm'smarketing performance C)financial examinationofthe firm'saccounting recordsperformedby outsideconsultants D)evaluationofthe effectivenessof advertising E)evaluationof pricingstrategies acrossalltherelevant competitorsinan industry Whichofthefollowingcompanieshasacompetitive A)WorldWrestling advantage? Entertainment(formerly theWorldWrestling Federation)holdsthe trademarkonthenames ofthewrestlersthat participateinthe company'swrestling matches. B)Netcentivesholds A A E thepatentonsoftware thatallowsmerchants todistributeloyalty pointsonline. C)DeBeersdiamonds controls90percentof theworld'sdiamond mines. D)Mildred'sCaf makestheworld'sbest pecanpie. E)Allofthechoices haveacompetitive advantage. _____isastrategythatcreatesnewproductsfor A)Productpenetration presentmarkets. B)Marketpenetration C)Productdevelopment D)Marketdevelopment E)Diversification JuniperGroup,whichoperatesfilmdistribution,health A)marketdevelopment care,andInternetbusinesses,purchasedshoemakerTags B)marketpenetration Golf(TagsmakesBobbyJonesbrandgolfshoes)to C)productpenetration createitssportsdivision.JuniperGroupuseda_____ D)productdevelopment strategy E)diversification . Shortlyafterthestartofthenewcentury ,Wrigley ,the A)divestment largestchewinggummanufacturerintheworld,bid$12 B)segmentdevelopment billionforHershey ,thechocolatecompany .Wrigleywas C)targetmarketing unabletoacquireHershey ,butitsacquisitionwould D)diversification haveexpandedWrigley'sproductlinestoincludemany E)directedgrowth formsofbakingandeatingchocolate.SinceWrigleydid notproduceanychocolateatthetimeofthetakeover bid,thisacquisitionwouldhavebeenanexampleof: A C A E A D Marketpenetrationoccurswhen: A)asupermarketchains A addsanotherbrandof icecreamtoits inventory B)aU .S.basedcompany beginstosellits productsinSouth America C)aFrenchcompany developsanewcement fororthopedicsurgery D)aMexicandistillery offersrebatestoits currentcustomers E)ahosiery manufacturerbegins manufacturingwigs InordertoexpanditssalesintotheU .S.market,BRL, A)diversification anAustraliabasedwinemaker ,agreedtoamergerwitha B)marketdevelopment U .S.basedwinedistributioncompany .Accordingto C)productdevelopment Ansoff'sStrategicOpportunityMatrix,BRLwouldbe D)divestment implementinga_____strategy E)productpenetration . JohnR.HarlandCompanyisbestknownforprinting A)widow A D B A C checks.ItsFinancialSolutionsdivisiondevelops B)exclamationpoint softwareformortgagecompanies.Thisdivisionis C)problemchild currentlyproducingmuchlessthanthedesiredlevelof D)star profitabilityinwhathasbeenidentifiedasahigh E)dog growthindustry .Accordingtotheportfoliomatrix, HarlandwouldlabelitsFinancialSolutionsdivisionas a(n): RussellAthleticwearwasamarketleaderinthesports A)star apparelindustry ,anindustrythatisgrowingrapidly B)questionmark . WithBerkshireHathaway ,Inc. recentpurchaseof C)problemchild RussellCorporation,itbecomesanSBU,butitisstill D)exclamationpoint anexampleofa(n)_____accordingtotheportfolio E)widow matrix. CIceisacannedbeveragemadefromteaandcannabis A)targetmarket thatismarketedinEuropeasanutritionaldrinkthat B)marketingsample canboostauser'simmunesystem.The_____forCIce C)salesunit ispeoplewhowanttoimproveormaintaintheirhealth. D)strategicbusiness unit E)targetsample Fit,ahealthandfitnessmagazine,describesits A)environmentalaudit readersasbeingfemale,18to25yearsofage,single, B)statementof highschoolgraduates,andearnersofaboveaverage purpose income.Themagazine's_____wouldhaveidentifiedthis C)marketdevelopment marketsegment. strategy D)targetmarket strategy E)environmental missionstatement Withhospitalsnationwidefacingbudgetcutsand A)benchmarking slimmerprofitmargins,DekalbCounty'sMedicalCenter B)alternativeproblem decidedtocashinononeofthemostconsistently solving profitableservicesdeliveringbabies.Itinitiateda C)strategicplanning threeyearprojecttobuilda$55millionstateofthe D)portfolio artwomen'scenterwith18laboranddeliverysuites. evaluation Whenthehospitaldecidedtocommititsresourcesto E)tacticalcontrol obstetrics,itwasengagingin: A A A A A D A C Marketingplansshouldbewrittentodoallofthe A)compareactualand A followingEXCEPT expectedperformance : B)provideclearly statedactivities C)createcommongoals foremployeestowork toward D)allowmanagersto enterthemarketplace withanawarenessof possibilitiesand problems E)controltheelements oftheexternal marketingenvironment The_____answersthequestion,"Whatbusinessarewe A)missionstatement in,andwherearewegoing?" B)financialstatement C)situationanalysis D)marketstrategy A E A E)strategicplan ThermoElectronCorporation,thebiggestmakerof A)ThermoElectrondoes A measurementinstrumentsformedicallaboratories, nothaveamission agreedtobuytheradiationmonitoringproductsunitof statement CompagniedeSaintGobainfor$30milliontogain B)theradiation Europeancustomers.SaintGobain(ofFrance)is monitoringunitwasa Europe'snumberonedistributorofbuildingmaterials, cashcow anditsradiationmonitoringunitdidnotsupportthe C)SaintGobain's company'smissionstatement.Thismeansthat missiondealtwith : providingbuilding materialstoits customers,not radiationmeasuring equipment D)ThermoElectron's missionstatementwas incomplete E)SaintGobain's missionstatementwas toobroad Initsstockholders'report,PepsiCohasa_____that A)marketingmix states"ourbusinessistoincreasethevalueofour strategy shareholder'sinvestment.Wedothisthroughsales B)quantifiablegoal growth,costcontrolsandwiseinvestmentofresources. C)missionstatement Webelieveourcommercialsuccessdependsuponoffering D)statementof qualityandvaluetoourconsumersandcustomers; economicpotential providingproductsthataresafe,wholesome, E)marketsegmentation economicallyefficientandenvironmentallysound;and strategy providingafairreturntoourinvestorswhileadhering tothehigheststandardsofintegrity ." CopanItaliaisadistributoroflaboratoryproducts A)marketsynergy andmanufactureroflaboratorycommodities,including B)productentropy transferpipettesandflexiblehematologycupsusedon C)marketingmix avarietyofautomaticinstrumentstocountblood strategy corpuscleelements.Copan's_____saysthatthecompany D)missionstatement businessistocontinuallyworktoimprovethe E)qualifiedobjective qualityofthecollectionandpreservationofthe microbiologicalsampleinthe reanalyticalphase, asthedemandforbetterprotectionofthespecimenis growingdaybyday . Railroadsoftenoffertheircustomersatrucking A)Theirmission serviceforlocaldeliveryortrailersforpiggybacking statementsreflect loadstotheirfinaldestination.Whichofthe theirbeliefthatthey followingstatementsjustifiestheadditionofthese aretransportation servicestotheirstrategicplans? companies,notjust railroads. B)Localdeliveryhas highmarket attractiveness. C)Diversificationis neededtosurvive. D)Newbusinessunits areneededtocontinue growth. E)Owningtrucksis probablycheaperand A C C A D A A easierthanusinga localcarrier . TheacronymSBUrefersto: A)stockinbusiness units B)strategicbusiness unit C)standardbusiness utilization D)strategicbarter units E)samplesbyunits ThermoElectronCorporation,thebiggestmakerof A)strategicbusiness measurementinstrumentsformedicallaboratories, units(SBUs) agreedtobuytheradiationmonitoringproductsunitof B)strategicalliances CompagniedeSaintGobainfor$30milliontogain C)actionprograms Europeancustomers.SaintGobainofFranceisEurope's D)transactionalunits numberonedistributorofbuildingmaterials,andits E)synergistic radiationmonitoringunitdidnotsupportthecompany's divisions missionstatement.SaintGobainsoldoneofits: Whenanorganizationcreatesamissionstatementthat A)marketingsynergy istoonarrow,_____results. B)marketingmyopia C)directional marketing D)aninternalthreat E)sustainable competitiveadvantage A B A A A B AU .S.textilemanufacturerconcernedaboutits A)Theobjectiveis A survivalintheworldmarketplacehassetasitsgoal, timerestrictive. "Toincreasetrainingandeducationalopportunitiesfor B)Theobjectiveisnot itsemployeesduringthenexttwentyfourmonths."Why quantifiable. isthiscorporateobjectiveineffective? C)Theobjective restrictsthecorporate priorities. D)Theobjectiveisnot qualitativeinnature. E)Nothingiswrong withthisobjective. TylerDunokiworksforStarCreek,anewstartup A)StarCreekwants30 A Australianwineproducingcompany .Hehasbeenaskedto percentofthemarket submitrecommendationsformarketingobjectivesforthe forAustralianwines upcomingstrategicplanningperiod.Whichofthe within24monthsofthe followingmarketingobjectiveswouldbemostappropriate launchingofitsnew forthecompany? advertisingcampaign. Thiseffortwillbe supportedbya$20 millioncommitmentfrom thecompany'sownerand president. B)StarCreekseeksto sellmorebottlesof winethanits competitorsduringthe nextstrategicplanning period. C)StarCreekneedsto developsomenewwines B A tohelpitgainmarket share. D)StarCreekwantsto benumberoneinthe marketplaceforall Australianwineswithin oneyear . E)StarCreekwantsto berecognizedasan internationalwinery . Aplanningmanagervisitingacompany'shealthand A)marketingaudit beautyaidsdivisiondiscoversthedivisionhasno B)contingencyplan effectivemethodforallocatingresources,norfor C)serviceaudit evaluatingactualresultsagainstplannedresults.He D)marketshare suggeststhedivisionshouldpreparea: analysis E)seriesoftactical evaluations A A Whichofthefollowingstatementsaboutmarketing A)Marketingauditsonly A auditsistrue? needtobeperformed once. B)Themainpurposeof themarketingauditis todevelopafull profileofacompany's marketingeffort. C)Marketingaudits shouldonlybeperformed afteramajorcrisis. D)Marketingaudits simplyexaminethe externalenvironmentin whichacompany operates. E)Themarketingaudit shouldonlybeperformed byoutsideaccounting firms. AllthefollowingareenvironmentalforcesaWashington A)workingmotherswho A Statefruitgrowerwithbothorchardsanda relyontheirteenagers packaging/shippingfacilitymightconsiderwhenmaking todothefamilygrocery marketingdecisions.WhatfactorisLEASTlikelyto shopping impactitsmarketingdecisions? B)theincreasein foreignshipmentsto theUnitedStatesofa similarproduct C)changesinthestate lawsconcerning pollutioncontrol, wastedisposal,anduse ofpesticides D)inflationand interestrates E)thenumberof employeesofaFlorida fruitgrower EachlaboranddeliveryroomatDekalbCounty'snew A)profitenhanced A B E B MedicalCenterhashardwoodfloors,softlighting,and advantage missionstylefurniture.Thefacilityalsofeaturesa B)competitive stonefireplaceinthelobby ,abistrostylerestaurant, advantage andVIPsuitesfordiscerningmotherstobe.This C)qualityobjectivity uniquedesignandfurnishingsgivetheMedicalCenter D)strategicstrength a: E)tacticalopportunity Therearemanydifferentkindsofcheese.Accordingto A)strategicedge itsads,onlyJarlsbergLitehas50percentlessfat,60 B)competitive percentlesscholesterol,and100percentofthetaste advantage ofotherkindsofcheese.Thisadvertisingstatement C)tacticalstrength describesJarlsbergLite's: D)marketingmix E)missionstatement SkodaisacarmakerintheCzechRepublic.Theauto A)marketpenetration manufacturerislaunchingamarketingdrivedesignedto B)horizontal ultimatelysellonemillionSkodavehiclesayear .Skoda integration hasidentifiedthemaingrowthmarketsforautomobiles C)productdevelopment asChina,Russia,andIndiaandhasplanstomarket D)diversification Skodabrandautomobilesineachofthosecountries. E)marketdevelopment Thiswouldbeanexampleofa_____strategy . _____isastrategythatcreatesnewproductsfor A)Productpenetration presentmarkets. B)Marketpenetration C)Productdevelopment D)Marketdevelopment E)Diversification Duetorecenthurricanes,orangegrowersinFloridahave A)marketpenetration lostmillionsofdollars.Asaresult,somegrowers B)productdevelopment havedecidedtobulldozetheirorangegrovesandputin C)diversification freshwaterlakesforraisingshrimp,aproductthathas D)marketdevelopment astrongpopularityandismoreweatherresistant. E)productpenetration Formerorangegrowerswhoarenowraisingshrimpare pursuinga_____strategy . U .S.basedThermoElectronCorporation,thebiggest A)building makerofmeasurementinstrumentsformedical B)divesting laboratories,agreedtobuytheradiationmonitoring C)diversification productsunitofCompagniedeSaintGobainfor$30 D)penetration milliontogainEuropeancustomers.SaintGobainof E)marketdevelopment FranceisEurope'snumberonedistributorofbuilding materials,anditsradiationmonitoringunitdidnot supportthecompany'smissionstatement.Thermo Electronengagedina_____strategy . TomarketitsicecreamtoChineseconsumers,Unilever A)marketdevelopment enteredintoajointventurewithSumstar ,astateowned B)marketpenetration Chineseinvestmentcompany .Unileverprovidedthe C)productpenetration productknowhow,andSumstarhelpedUnilevergainall D)productdevelopment theapprovalsneededfromacomplexChinesebureaucracy E)diversification . Unileveruseda_____strategytoreachtheChinese market. n2004,GiorgioArmani,theItalianfashiongroup, A)market announcedplanstolauncha$1billioninternational diversification luxuryhotelchaincontainingtenhotelsandfour analysis resortsbeforetheendof2015.Throughconductinga B)marketaudit _____,Armaniidentifiedalargeandgrowingsegmentof C)socialaudit themarketthatwantedaluxurylifestyle. D)marketopportunity analysis A B A E A C A C A E A A D D E)nicheanalysis CIceisacannedbeveragemadefromteaandcannabis A)targetmarket thatismarketedinEuropeasanutritionaldrinkthat B)marketingsample canboostauser'simmunesystem.The_____forCIce C)salesunit ispeoplewhowanttoimproveormaintaintheirhealth. D)strategicbusiness unit E)targetsample A A ... View Full Document

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