Chap002 - Chapter 02 Developing Marketing Strategies and a...

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Unformatted text preview: Chapter 02 - Developing Marketing Strategies and a Marketing Plan Chapter 02 Developing Marketing Strategies and a Marketing Plan True / False Questions 1. Wal-Mart is an example of a firm that has achieved operational excellence. True False 2. To build a sustainable competitive advantage, most companies should focus on a single strategy. True False 3. It is not always necessary to go through all the steps in the marketing planning process. True False 4. A mission statement describes a firm's tactical mission. True False 5. By maintaining control of access to their operating system, Microsoft has maintained a sustainable competitive advantage. True False 6. STP refers to selection, trying, and planning. True False 7. Many online universities target older, middle-income adults. They are using demographic segmentation. True False 2-1 Chapter 02 - Developing Marketing Strategies and a Marketing Plan 8. Firms are typically more successful when they focus on opportunities that build on their competitor's strengths. True False 9. The manager of Brainpower Bookstore checks Amazon.com each week and matches the specials Amazon is offering on bestselling books. Brainpower is using a cost-based pricing strategy. True False 10. Price should be based on the value that the customer perceives. True False 11. Gerald manages the electrical turbine division of General Electric Corporation. He makes most decisions independently, without consulting headquarters. Gerald manages a strategic business unit. True False 12. The actual planning process always proceeds sequentially through the five steps. True False 13. Isaac is trying to offer more products and services to his existing customers. He is pursuing a market development strategy. True False 14. If Starbucks decided to open new outlets selling organic food to corporate eating facilities they would be pursuing a diversification strategy. True False 2-2 Chapter 02 - Developing Marketing Strategies and a Marketing Plan 15. Scenario planning is a special kind of strategic planning that replaces the traditional development of a marketing plan. True False Multiple Choice Questions 16. Dunkin' Donuts and Starbucks have transformed and lead the branded coffee market by: A. using fresher ingredients than competitors do. B. employing different but focused marketing strategies. C. relying on quick responses to each others' moves instead of working through detailed plans and strategies. D. locating exclusively near college campuses and high-density downtown offices. E. All of the above. 17. Over the last few months, John and his colleagues have been identifying the target markets for his firm's personal care products and then developing the products, prices, distribution and promotion that will appeal to each of those target markets. In doing so, he has also identified what he believes is an advantage his competitors cannot match. John has been working on: A. strategic planning B. vision developmentB....
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This note was uploaded on 06/30/2010 for the course MAR MAR3023 taught by Professor Massiah during the Spring '10 term at University of Central Florida.

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Chap002 - Chapter 02 Developing Marketing Strategies and a...

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