215.The marketing manager looks for two kinds of deviations, each triggering a different kind of action: (1)
actual results fall short of goals and (2) _.
A. deviations that result from major shifts in customer needs
B. actual results exceed goals
54. The actions taken in the development of the marketing program, Step 3 of the planning phase, include: (1)
develop the program's marketing mix actions and (2) _.
A. select target markets
B. identify industry trends
C. position the product
D. find point
156.A trend likely to influence the strategic marketing process in the future that combines marketing planning
ideas and financial planning techniques to assess how much a division or strategic business unit (SBU)
contributes to the price of a company's s
187.The key to all scheduling techniques is to
A. avoid scheduling tasks that can be done concurrently.
B. avoid tasks that must be done sequentially.
C. make sure to allow a 20 percent delay factor to account for contingencies.
D. distinguish tasks that
175.An action item list refers to
A. an aid to implement a marketing plan that consists of four columns.
B. a tool that shows the relationships through time of the various program tasks.
C. a graphical representation of a program schedule.
D. a systematic
168.A product champion refers to
A. a person who is able and willing to cut red tape and move a product or program forward.
B. the person within an organization who is assigned the responsibility of taking a product from
conception to deletion.
C. a perso
162.As the marketing manager for Acme Products Inc., you just became the new program leader for Baubles,
a product Acme introduced last year. Initial sales far exceeded expectations. In response, the previous
program leader decided to reduce the profit ma
151.Which of the following statements best reflects the guideline for working toward consensus-building?
A. "The decision has been made and we all have to deal with it whether we like it or not."
B. "Starting Wednesday, everyone on the team should wear bl
147.Which of the following statements best reflects the guideline for using a base of facts and valid
A "Statistics show that the green paint is the most popular color for scarves for men; it only stands to
. reason the women will feel the sa
141.In Figure 22-4 above, the market-product grid labeled "D" illustrates which of the following marketproduct strategies?
A. full coverage
B. market specialization
C. product specialization
D. selective specialization
E. market-product concentration
135.What is the primary disadvantage of employing a market specialization strategy?
A. Gaining market distribution will be costly.
B. The organization may be spread too thin.
C. The organization can achieve neither marketing nor manufacturing synergies.
194.Organizational groupings in which a unit is responsible for specific product offerings are referred to as
A. functional groupings
B. geographical groupings
C. reseller-based groupings
D. product line groupings
E. market-based groupings
208.Within DuPont's textile fiber department, there is a separate product manager for rayon, acetate, orlon,
nylon, and Dacron. The product manager for DuPont nylon would be responsible for
A. making long-range plans for nylon.
B. maintaining the division
226.The Betty Crocker marketing team that developed Warm Delights challenged the food scientists at
General Mills to make an indulgent, delicious, and goody dessert. So, they wanted which of these
characteristics in the dessert?
A. no cleanup
B. a single
232.Describe Porter's framework and the four resulting generic business strategies.
233.Explain what synergy analysis is and describe the five marketing strategies that result.
234.List the seven guidelines for developing effective plans and planning.
238.Management experts call for a "bias for action." How can this attitude be important in marketing program
239.Explain what a Gantt chart is and how it is used.
240.What is the difference between line and staff positions in a marketing o
182.Which of the following tasks shown in Figure 22-5 above can be done sequentially?
A. 1 and 2
B. 3 and 4
C. 5 and 7
D. 6 and 7
E. 2 and 3
183.According to Figure 22-5 above, which student has the greatest number of assigned tasks?
201.Geographical groupings refer to organizational groupings
A. that group specific customer segments.
B. in which sales territories are subdivided according to geographic location.
C. that represent the different departments or business activities within
221.As shown in Figure 22-6 above, the bar graph demonstrates
A. the total amount spent on Warm Delights (regular) by customers in November and December.
B. the preference of Warm Delights Minis over Warm Delights (regular).
C. the distributio
128.Loving Care Pets manufactures food for dogs, cats, rabbits, and gerbils specifically created for pets under
three months of age. In terms of the market-product grid framework, adding a line of pet food for mature
dogs, cats, rabbits, and gerbils will
122.There are five alternative marketing strategies that can be identified by market-product grids: marketproduct concentration, _, product specialization, selective specialization, and full coverage.
B. selective distribution
48. The actions taken during market product focus and goal setting, Step 2 of the planning phase, include: (1)
_; (2) select target markets; (3) find points of difference; and (4) position the product.
A. identify industry trends
B. set market and product
61. The actions taken during the implementation phase of the strategic marketing process include: (1) obtain
resources; (2) _; (3) develop schedules; and (4) execute the marketing program.
A. select target markets
B. design marketing organization
42. The marketing manager for Ocean Spray cranberry products is the team leader for each phase of the
company's strategic marketing process. During the previous year, sales of cranberries in the United States
did not meet expectations. Which of the follow
29. A share point refers to
A. the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry, including the
Bthe percentage point of market share used in analysis as the common basis of comparison to allocate
35. Which of the following pieces of information is used in a SWOT analysis, the first step of the planning
phase of the strategic marketing process?
A. marketing return on investment
B. market share for the product
C. revenues associated with each point
18. Toyota is generally acknowledged as the best in the world in revolutionizing the design and manufacture
of autos. Toyota managers created the doctrine of kaizen, or _. For example, by speeding up
decisions, Toyota reduced the time to get one model fro
11. Four basic business and management practices are what matter"what really works," to use the phrase of
the researchers who studied more than 200 management tools and techniques. These are: (1) strategy; (2)
execution; (3) _; and (4) structure.
During its marketing research, Callaway discovered that consumers liked to be able to see the chocolate
chips on the top of the cookies. Taking a risk, the company invested in new technology to make this
possible. The result was that
A although custome
68. Which of the following pieces of information is used in the evaluation phase of the strategic marketing
A. marketing return on investment
B. tracking reports to measure results
C. revenues associated with each point of market share