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) _____. (c; Moderate; p. 41) 3. At the corporate level, a company starts the strategic planning process by defining its overall purpose and _____. (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 _____. (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. (b; Moderate; 41) 8. _____ mission statements provide little real guidance or inspiration. (c; Easy; p. 44) 9. The company you work for is on the “right track” because its mission statement fits the _____ environment. (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 _____. (b; Challenging; p. 45) 25
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12. A strategic plan has this item or items following its marketing objectives. (d; Easy; p. 45) 13. What do we call the collection of businesses and products that make up the company? (c; Moderate; p. 45)
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