The highest ranking person in an organization who oversees the organizations

The highest ranking person in an organization who

This preview shows page 80 - 85 out of 626 pages.

The highest-ranking person in an organization who oversees the organization's daily operations and spearheads its strategy planning efforts is often referred to as
Image of page 80
Answer Correct Answer: the chief executive officer. The American business period that strives to satisfy consumer needs while achieving an organization's goals is called the __________ era. Answer Correct Answer: marketing concept The five major environmental forces in a marketing decision are Answer Correct Answer: social, technological, economic, competitive, and regulatory Utility refers to Answer Correct Answer: the benefits or customer value received by users of the product. A business model Answer Correct Answer: consists of the strategies an organization develops to provide value to the customers it serves. Question 8 0 out of 10 points
Image of page 81
In Figure 1-5 above, letter "B" represents which era in U.S. business history? Answer Correct Answer: sales era Response Feedback: The sales era covers the period from the 1920s to the 1960s. See Figure 1-5 in the textbook. Question 9 0 out of 10 points The corporate level refers to the level in an organization where top management Answer Correct Answer: directs overall strategy for the entire organization.
Image of page 82
Response Feedback: Key term definition— corporate level. Question 10 0 out of 10 points In terms of an organization's business, railroads may have lost market share in the 20 th century because they Answer Correct Answer: defined their business too narrowly. In the future, 3M will make use of __________ to attract new customers. Answer Correct Answer: product extensions Question 2 10 out of 10 points In class, we heard about the only U.S. domestic automaker to gain market share in 2012. What company was that? Answer Selected Answer: Chrysl er Correct Answer: Chrysl er Response Feedback: The only domestic automaker to gain market share in 2012, Chrysler is betting it will need a new product blitz to keep its momentum going. Question 3 10 out of 10 points In class, we heard about a car company that is showcasing it Super Bowl ad in movie theaters before it premieres on TV during the game to generate "buzz." Which company is taking this approach?
Image of page 83
Answer Selected Answer: Kia Motors Correct Answer: Kia Motors Response Feedback: For the second year in a row, Kia Motors America is showcasing a Super Bowl ad in movie theaters before it premieres on TV during the game, the carmaker has confirmed. Question 5 10 out of 10 points Question 6 0 out of 10 points In 2008, Apple filed for and received approval from the U.S. Patent and Trademark Office to trademark the "App Store" name to describe a service that allows its iPhone and iPad customers to purchase and download applications, video games, and other software. Over the past few years, Apple has invested millions in advertising and publicity and customers have purchased millions of dollars of software from its "App Store." However, Amazon.com and Microsoft both claim that Apple does not have exclusive rights to the name because other firms use it to describe their online storefronts
Image of page 84
Image of page 85

You've reached the end of your free preview.

Want to read all 626 pages?

  • Fall '14
  • mr.johnson
  • Marketing, Time Warner

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture