Chapter2 exercise for multiple choice and ture or false

Chapter2 exercise for multiple choice and ture or false -...

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Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships Multiple Choice 1. Disney has been successful in selecting an overall company strategy for long-run survival and growth called _____. a. tactical planning b. strategic planning c. futuristic planning d.relationship marketing (b; Easy) 2. At the corporate level, a company starts the strategic planning process by defining its overall purpose and _____. a. mission b. values c. vision d. strengths (a; Easy) 3. Your text pointed out that mission statements should be both _____ and specific. a. long-term b. realistic c. short-term d. value-laden (b; Moderate) 4. What do we call the collection of businesses and products that make up the company? a. investment diversity b. needs inventory c. business portfolio d. none of the above (c; Moderate) 5. Kimball Gardens is a company that operates as two distinctive businesses – one that sells lawn and garden products and one that markets booklets. Each business is called a _____. a. separate entity b. strategic business unit (SBU) c. profit center
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d. division (b; Challenging) 6. Which of the following does business portfolio planning entail? a. analyzing the current portfolio b. deciding which units should receive more or less investment c. deciding which units should receive no further investment d. all of the above (d; Challenging) 7. Finding ways in which a company can best use its strengths to take advantage of attractive opportunities in the environment describes _____. a.
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Chapter2 exercise for multiple choice and ture or false -...

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