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Unformatted text preview: 9-1-11Chapter 2 Quiz Questions1.)Which of the following is not part of the three levels of planning that takes place in larger businesses?a.Strategic Planningb.Operational Planningc.Marketing Planningd.Functional Planning2.)Which of the following is not included in the 5 steps of strategic planning?a.Define the missionb.Establish the business portfolioc.Evaluate the internal and external environmentd.Develop day-to-day activities3.) An organizations strategic, functional, and operational plans must work toa.Please the CEOb.To benefit the company as a wholec.Yield the greatest Return on Investment (ROI)d.Solely satisfy the customer4.) Which of the following is a characteristic of a good mission statement?a.It is broadb.It is shortsightedc.It is narrowd.It is definite5.)To use ROI properly an organization must:a.Identify the most appropriate and consistent measurement to applyb.Combine review of ROMI with other critical marketing metricsc.Fully consider the potential long-term impact of the actions ROMI drivesd.All of the above6.) Operational plans include:a. Detailed directions for the specific activities to be carried outb. Who will be responsible for themb....
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- Fall '11