64. In Figure 2-2 above, "A" represents the "why" element of visionary organization. This is referred to as
A. organizational tactics
B. organizational mission
C. organizational foundation
D. organizational direction
E. organizational strate
115.When Apple introduced the iPhone, it did so to great fanfare. Many corporate users, however, found that
it did not sync with their servers. As a result, many customers could not download content from their
company e-mail accounts nor immediately activ
191.Box "B" in Figure 2-5 above represents the marketing strategy of _.
A. market penetration
B. market reversal
C. market development
D. product development
192.Box "C" in Figure 2-5 above represents the marketing strategy of _.
180.If Ben & Jerry's starts selling their ice cream in Brazil for the first time, they will be using a _
A. product development
B. market development
D. market saturation
E. market penetration
181.The marketing strategy of sel
156.Solarcom is a 30-year-old information technology company that owns several subsidiaries. One of its
subsidiaries is Atlantix Global Systems, which is one of the leading wholesalers for refurbished computer
equipment, an industry that is growing worldw
173.Which of the following statements regarding diversification analysis is most accurate?
A Diversification analysis should only be used by companies that are well established; new companies
. that use this process run the risk of trying to do too much t
167.Although an organization has limited influence on market growth rate, its main alternative is to try to
change its relative market share. The most likely way for a company to turn a question mark into a star
rather than a dog is to
A. remove cash from
161.In Figure 2-4 shown above, SBUs found in quadrant "C" would be called _.
B. question marks
C. cash cows
162.In Figure 2-4 shown above, SBUs found in quadrant "D" would be called _.
B. question marks
C. cash cows
150.The Boston Consulting Group (BCG) uses business portfolio analysis to quantify performance measures
and growth targets to analyze its clients' strategic business units
A. as if each were a separate investment.
B. to establish their worth to shareholde
186.Consider Figure 2-5 above. A small family owns gelato business in the town's favorite place where
parents and children stop on their way home from work to relax or school to play. However, the business
owner is barely making ends meet. He experiments
198.What are the steps involved in the planning phase of the strategic marketing process?
A.Step 1: situation (SWOT) analysis; Step 2: market-product focus and goal setting; and Step 3:
marketing program development
B. Step 1: planning; Step 2: implementa
205.A situation analysis requires a firm to consider both internal and external factors. Which of the following
is an example of an external factor?
A. The firm buys its own fleet of trucks so it no longer needs to hire a trucking company for distribution
214.Consider Figure 2-6 above. A Florida-based flashlight company has been extremely successful due in part
to the number of hurricanes in Florida that resulted in power outages. The firm is thinking of expanding
its product offerings to include other eme
127.A road map for the marketing activities of an organization for a specified future time period, such as one
year or five years is referred to as a _.
A. business plan
B. marketing objective
C. marketing plan
D. marketing strategy
E. marketing program
218.Market segmentation refers to
A. identifying small groups of customers with dissimilar needs.
B. aggregating prospective buyers into groups and selecting only those whose needs cannot be met by
C.aggregating prospective buyers i
224.At which step of the planning stage of the strategic marketing process does a firm develop its marketing
A. situation analysis
B. goal setting
C. marketing program
D. sales forecasting
E. market segmentation
225.The _ element of the marketing mix
211.The consumer packaged goods industry is one with several large competitors, soaring raw materials
prices, and strong demands from powerful retailers for lower prices. As a result, Colgate-Palmolive Co.
and Unilever Group, the makers of products such a
231.The term marketing strategy is used to address both the _ and the _.
A. product characteristics; target market
B. target market; marketing program
C. subjective; objective
D. revenues generated; percentage of market share garnered
E. feasibility; time
238.The two major aspects of the evaluation phase of the strategic marketing process are
A. segmenting the market and selecting target markets.
B. establishing a business mission and designing measurable goals and objectives.
C. designing the marketing mi
144.Although now a part of Sears, Lands' End was primarily known as a catalog retailer. This means that
traditional department stores, mass merchandisers, specialty shops, and other catalog retailers are
considered to be
A. Lands' End's competition
132.According to Figure 2-3 above, the largest percent margin occurred during which year?
E. The margin was the same each year.
133.According to Figure 2-3 above, during which year was sales revenue the largest?
44. The strategic business unit level
A. works most directly with the targeted customers.
B. directs the overall strategy for the organization.
C. is most likely to change substantially over time.
D. provides more end-user analysis in order to design more
51. Which of the following statements would most likely be heard at the functional level of an organization?
A. "We need to be aware of what our competitors are doing."
B. "How much money can we allot to the marketing department?"
C. "Make sure we buy 15
31. In Figure 2-1 above, "A" represents the
A. functional-level strategy level.
B. board of directors.
C. corporate-level strategy level.
E. business-unit strategy level.
32. In Figure 2-1 above, "B" represents the
A. functional-level s
In keeping with its business mission, Ben & Jerry's has
Acreated a children's TV program with cat and mouse cartoon characters "Ben" and "Jerry" to teach
. about the importance of good nutrition and sustainable business practices.
B. offered to buy out
11. A(n) _ is a product, service, or idea that creates value for both the organization and its
customers by satisfying customer needs and wants.
B. business firm
12. In marketing, an offering refers to
18. A nongovernmental organization that serves its customers but does not have profit as an organizational
goal is referred to as a
A. business firm.
B. nonprofit organization.
C. subchapter S corporation.
E. social service agency.
37. The level in an organization where top management directs overall strategy for the entire organization is
referred to as the
A. corporate level.
B. functional level.
C. CMO level.
D. strategic level.
E. tactical level.
38. The corporate level refers t
25. The 3M Company's current goals are to improve energy efficiency per pound of product by 20 percent
while reducing waste by _ by 2010.
B. 12 %
26. Organizations that develop similar offerings, when grouped together, create a
57. When developing marketing programs for new offerings, marketing may provide staff to serve as part of
a(n) _ of specialists from all the functional units who are mutually accountable to a common
set of performance goals.
B. strategic bus