Rationale: Key term definitionmarketing plan.
2-151 MARKETING PLAN
A road map for the marketing activities of an organization for a specified future time period, such
as one year or five y
If Ben & Jerrys starts selling childrens clothing in Brazil to try to capitalize on its brand name,
this would be an example of _.
a. product development.
b. product-market evolution.
c. market development.
d. market penetration.
d. marketing edge.
e. viable mission.
Rationale: Competitive advantage is a unique strength relative to competitors, often based on
quality, time, cost, or innovation. In this case, its store locations
upper left quadrant
upper right quadrant
lower right quadrant
lower left quadrant
Rationale: Cash cows are located in the lower left quadrant of the BCG growth-share
If Ben & Jerrys sold its Bonnaroo Buzz Fair Trade-sourced super premium ice cream to
Brazilian consumers, it would be using a _ strategy.
a. product development
b. market penetration
d. market development
e. market saturation
c. market penetration
e. market saturation
Rationale: Market penetration is a marketing strategy to increase sales of current products in
2-210 MARKET DEVELOPMENT
2-206 MARKET PENETRATION
Market penetration refers to the marketing strategy of
a. selling current products to new markets.
b. selling new products to new markets.
c. selling new products to current markets.
d. selling the same brands in both cu
e. market segmentation
Rationale: Key term definitiondiversification analysis. See Figure 2-5 in the textbook.
2-203 DIVERSIFICATION ANALYSIS
Diversification analysis refers to
a. a techniq
one hybrid car in the U.S. For years, Honda has experienced tremendous success with their
Accordsin fact, these Honda cars are the top-selling automobiles in the U.S. Where would the
Honda Civic (hybrid version) and the Honda Accord fall in the BCG busine
Rationale: Today, Kodak now offers only multifunction printers. Moreover, Kodaks highquality ink cartridges make photos at half the cost of Hewlett-Packards (HP) printers. The result:
In two short years, Kodak has sold over 1 million printers. Consumers b
d. forces a firm to place each of its SBUs in the growth-share matrix, which in turn suggests
which SBUs will be cash producers and cash users in the future.
e. identifies specific marketing strategies and marketing tactics on how to solve SBU
(U.S. college students). NOTE: Ben & Jerrys supports the Occupy movement as it seeks to, in
nonviolent fashion, engage in social change as part of its social mission. See
http:/www.benjerrys.com/activism/occupy-movement for more information.
Rationale: Market penetration is a marketing strategy to increase sales of current produ
drinks. Profits begin to rise. This is an example of a _ strategy that would be found in
a. market penetration; A
b. product development; B
c. market development; C
d. diversification; D
e. product-market addition; D
d. product development
Rationale: Diversification is a marketing strategy of developing new products and selling them
in new markets. See Figure 2-5 in the textbook.
require new plans? Questions such as Where are we now? and Where do we want to go?
are answered during the analysis (business portfolio and diversification) that occurs prior to
engaging in the strategic marketing process.
2-235 STRATEGIC MARKETING PROCES
c. describes an organizations appraisal of its internal strengths and weaknesses and its external
opportunities and threats.
d. is an approach whereby an organization allocates its marketing mix resources to reach its
e. seeks opportunitie
marketing program. The implementation and evaluation phases follow the planning phase of the
strategic marketing process. See Figure 2-6 in the textbook.
2-238 STRATEGIC MARKETING PROCESS
Step 1 in the strategic marketing process involves _.
2-241 SITUATION ANALYSIS
Taking stock of where the firm or product has been recently, where it is now, and where it is
headed in terms of the organizations marketing plans and the external forces and trends affecting
it, is referred to as _.
Rationale: Alternatives a, b, c, and e are all internal factors an organization considers.
Regulation from outside the organization would be an external force, part of the regulatory
environmental force that is analyzed during an environmental scan (see C
economic downturn, and increased competition. As a result, its new digital camera sales may
come mostly as replacement sales for existing, not new customers. Kodak expects this SBU may
become(may remain) a _ in the near future.
a. question mark
Rationale: SBUs with high growth rate and high relative market share are called stars. See
Figure 2-4 in the textbook.
2-191 BCG BUSINESS PORTFOLIO ANALYSIS
In Figure 2-4 shown above, SBUs found in quadrant B would be called _.
a. cash cows
Ben & Jerrys Marketing Dashboard (Dollar Sales)
2-148 MARKETING DASHBOARD
A marketing manager for Ben and Jerrys has been provided with a marketing dashboard display
shown above. She notices that dollar sales for 2011 were $240 million and in
2-146 MARKETING DASHBOARD
According to Figure 2-3b above, which of the following SBUs has the LOWEST YTD revenue
compared to its target?
e. Grand Total
2-144 MARKETING DASHBOARD
According to Figure 2-3a above, which of the following is the largest Website Traffic Source?
b. Direct traffic
Page(s): 28, 31
Rationale: The organizational foundation sets the why of organizations; the organization
direction sets the what; and organizational strategies are concerned with the how. See Figure
2-2 in the te
a. a measure of the quantitative value or trend of a marketing activity or result.
b. a form of linear trend analysis used to project future profits based on existing marketing plans.
c. one of a series of mathematical formulas used to calculate potential
2-137 MARKETING DASHBOARD
With a marketing dashboard, a marketing manager can glance at all of the following EXCEPT:
a. the time frame for which the data are presented.
b. a graph.
c. a table.
d. a printed report.
e. a map.
e. employee welfare
Rationale: A firm may recognize the critical importance of its employees by having an explicit
goal stating its commitment to good employment opportunities and working con
First Derivative Test
- The first derivative is used to calculate the when a function is increasing or
decreasing as well as the relative extrema, usually in conjunction with a
-If the first derivative is positive, then t