Ch 2 Quiz - Chapter Two Marketing Quiz 1. What is the third...

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Chapter Two Marketing Quiz 1. What is the third step in Scenario planning? A. Assess the current situation by examining the firm’s strengths and weaknesses. B. Assess what could impact the firm by examining the firm’s opportunities and threats. C. Identify different scenarios. D. Apply the marketing mix to the different scenarios. 2. The Horizontal Line in the 2 X 2 Portfolio matrix represents __________ A. Relative Market Share B. Market Growth Rate C. Strategic Business unit D. The Product Line 3. All of the following are Macro strategies except: A. Locational excellence B. Price excellence C. Operational excellence D. Customer excellence 4. After a firm has identified a market segment, evaluated its attractiveness, and decides to pursue it is a process called___________ A. Market positioning B. Target marketing C. Market segmentation D. Marketing plan 5. _______________ is achieved when a firm develops value-based strategies for retaining loyal customers. A Operational excellence B Product excellence C Customer excellence D Locational excellence 6. _______________ strategy is when the firm first determines the perceived value of the
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This note was uploaded on 01/11/2011 for the course MKT 101 taught by Professor Johnson during the Spring '10 term at University of Central Florida.

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Ch 2 Quiz - Chapter Two Marketing Quiz 1. What is the third...

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