Marketing chapter 2

Marketing chapter 2 - Chapter 2 Company and Marketing...

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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; pp. 39-40) 2. When your firm practices developing and maintaining a strategic fit between your organization’s goals and capabilities, it is forming a (an) _____. a. mission statement b. values statement c. strategic plan d. operating plan (c; Moderate; p. 41) 3. 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; p. 41) 4. Marketing planning at your firm occurs at what levels? a. business unit; market b. business unit; product c. product; market d. business unit; product; market (d; Challenging: p. 41) 5. A clear mission statement acts as an invisible hand that guides people in the firm. It is a statement of _____. a. fact b. values c. purpose d. financial goals (c; Easy; p. 41) 24
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6. What does a market-oriented mission statement define about the business? a. satisfying basic customer needs b. satisfying basic supplier needs c. satisfying basic stockholder needs d. satisfying basic owner needs (a; Easy; p. 41) 7. 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; 41) 8. _____ mission statements provide little real guidance or inspiration. a. Trite b. Copy-cat c. Generic d. none of the above (c; Easy; p. 44) 9. The company you work for is on the “right track” because its mission statement fits the _____ environment. a. economic b. political-legal c. social-cultural d. market (d. Moderate; p. 44) 10. Successful organizations base their missions on their _____. a. distinctive competencies b. strategic plans c. long-term goals d. value statements (a; Moderate; p. 44) 11. The company’s mission needs to be turned into detailed supporting objectives for _____. a. success b. each level of management c. corporate needs d. stockholder wealth (b; Challenging; p. 45) 25
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12. A strategic plan has this item or items following its marketing objectives. a. budgetary requirements b. target market selection c. research plans d. marketing strategies (d; Easy; p. 45) 13. 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; p. 45) 14. Paul Pierce is busy working with other managers evaluating the products and businesses making up their company. Paul is engaged in _____. a.
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This note was uploaded on 01/29/2012 for the course MKTG 311 taught by Professor Dore,m during the Summer '08 term at Oregon.

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Marketing chapter 2 - Chapter 2 Company and Marketing...

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