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Marketing Final Exam

Will then be considered a of novartis a stock keeping

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Unformatted text preview: vartis. a. stock-keeping unit (SKU) b. portfolio element c. strategic business unit (SBU) d. market segment e. business segment ANS: C 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 Application 123. Refer to Novartis. Novartis assessed the opportunity presented by the growing potential markets in developing countries and determined it was consistent with its internal quality production processes and extensive research and development capabilities. The assessment process in which Novartis learned this about the environment is called a: a. market audit b. c. d. e. situation analysis primary analysis profit and loss assessment strategic window search ANS: B When a company pursues a study to ascertain its current status and capabilities and its future expectations, it is conducting a situation analysis. PTS: 1 REF: 18 Thinking KEY: CB&E Model Strategy OBJ: 02-3 TOP: AACSB Reflective MSC: BLOOMS Application 124. Refer to Novartis. By acquiring Tianyuan, Novartis will be offering vaccines, which is a product that it currently offers in its existing markets, to new markets for the company. This is an example of which strategic alternative? a. strategic window b. market penetration c. product development d. diversification e. market development ANS: E Market development entails marketing current products to new target markets. PTS: 1 REF: 22 Thinking KEY: CB&E Model Strategy OBJ: 02-6 TOP: AACSB Reflective MSC: BLOOMS Application 125. Refer to Novartis. Tianyuan has a relatively small market share of a high-growth market in China. How would this company be classified in the Novartis portfolio matrix? a. Problem child b. Star c. Cash cow d. Dog e. Emergent ANS: A A problem child, also called a question mark, has a low market share in a high-growth industry. PTS: 1 REF: 24 Thinking KEY: CB&E Model Strategy OBJ: 02-6 TOP: AACSB Reflective MSC: BLOOMS Application 126. Refer to Novartis. One thing Novartis plans to do is increase sales to governments and to the United Nations agencies since these are the typical buyers of vaccines to distribute in poor countries. Thus, the company is willing to give up short-term profits to increase market share for this company. In terms of the portfolio matrix, which basic strategy will Novartis be implementing? a. Hold b. c. d. e. Harvest Divest Build Divert ANS: D If an organization has a strategic business unit that it believes has the potential to be a star (probably a problem child at present), building would be an appropriate goal. PTS: 1 REF: 24 Communication KEY: CB&E Model Strategy OBJ: 02-6 TOP: AACSB MSC: BLOOMS Application Delta Faucet Company Masco is the name of a well-recognized company in the construction industry. It produces cabinetry, furniture, lighting, and plumbing fixtures for the upper-end homeowner and buil...
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