Question:
In a basic SWOT analysis, the "S" stands for ________.
A
Strengths
B
Solutions
C
Situation
D
Satisfactions
E
Strategies
Question:
________ are human needs as shaped by individual personality and culture.
A
Exchanges
B
Wants
C
Needs
D
Demands
E
Values
Question:
Business portfolio planning involves two steps: ________ and ________.
A
Identifying growth opportunities; evaluating growth opportunities
B
Analyzing the current business portfolio; shaping the future business portfolio
C
Conducting a SWOT analysis; establishing marketing controls
D
Identifying SBUs; assessing the attractiveness of SBUs
E
Identifying internal strengths; identifying external opportunities
Question:
The marketing control process entails the following steps in order: setting goals, ________, evaluating
performance, and ________.
A
Measuring performance; taking corrective action
B
Taking corrective action; following up
C
Achieving goals; measuring performance
D
Evaluating goals; measuring performance
E
Taking corrective action; measuring performance
Question:
Which of the following is a useful tool for identifying growth opportunities?
A
The value chain
B
The product/market expansion grid
C
The BCG matrix
D
The business portfolio
E
The value delivery network
Question:
Mountain Home Farms is now using the product/market expansion grid to develop strategies. The owners of
the company have most likely found the grid to be quite useful for identifying ________.
A
Key customers
B
Target markets
C
Growth opportunities
D
Suppliers
E
New products
Question:
Making more sales to current customers without changing a firm's products is ________.
A
Diversification
B
Market attractiveness
C
Market penetration
D
Market development
E
Product development
Question:
Which of the following has not contributed to the deeper, more interactive nature of today's customer
relationships?
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- Spring '11
- smith
- Marketing
-
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