Marketing Final Exam

Understands well ans b a mission statement should

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Unformatted text preview: nderstands well ANS: B A mission statement should focus on the market or markets the organization is attempting to serve rather than on the good or service offered. The choice of the market to serve determines the product and technology decisions. PTS: 1 REF: 17 Thinking KEY: CB&E Model Strategy OBJ: 02-2 TOP: AACSB Reflective MSC: BLOOMS Evaluation 15. _____ occurs when a business is defined in terms of goods and services rather than in terms of the benefits customers seek. a. Synergy b. Tunnel vision c. Narrowcasting d. Unempowerment e. Marketing myopia ANS: E This is the definition of marketing myopia. PTS: 1 REF: 18 Thinking KEY: CB&E Model Product OBJ: 02-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 16. By defining its business as “printing books” instead of “empowering imaginations,” a children’s book publishing company would more than likely experience: a. market synergy b. product entropy c. market harvesting d. nonspecific strategic planning e. marketing myopia ANS: E Publishing books focuses on one product rather than a broad range of opportunities as found in “empowering imaginations.” PTS: 1 REF: 18 Thinking KEY: CB&E Model Strategy OBJ: 02-2 TOP: AACSB Reflective MSC: BLOOMS Application 17. Subgroups of a single business or collection of related businesses within a larger organization are referred to as: a. strategic marketing organizations b. strategic subgroups c. market segments d. business segments e. strategic business units ANS: E A strategic business unit (SBU) is a subgroup of a single business or collection of related businesses within the larger organization. PTS: 1 REF: 18 Thinking KEY: CB&E Model Strategy OBJ: 02-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 18. A popular technique for managing a large organization with different technologies and markets is to divide it into: a. strategic business units b. c. d. e. different technologies strategic target markets design matrices tactical segments ANS: A A strategic business unit (SBU) is a subgroup of a single business or collection of related businesses within the larger organization. PTS: 1 REF: 18 Thinking KEY: CB&E Model Strategy 19. The SBU acronym refers to: a. b. c. d. e. OBJ: 02-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension stock in business units strategic business unit standard business utilization strategic barter units samples by units ANS: B SBU refers to strategic business unit, which is a subgroup of a single business or collection of related businesses within the larger organization. PTS: 1 REF: 18 Thinking KEY: CB&E Model Strategy 20. A strategic business unit (SBU): a. b. c. d. e. OBJ: 02-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge competes with the same companies as the other SBUs in the parent organization shares the same mission with all the other SBUs in the parent organization controls its business independent of other SBUs in the organization usually benefits from the combined corporate raw materials purch...
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This document was uploaded on 09/29/2013.

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