According to the text, a study of supervisors in sales and marketing encountered a number
of surprises. Summarize the major difficulties they faced in mastering their new identities.
Supervisors were incorrect concerning their initial view of the m
When supervisors are performing tasks correctly, and they are concerned with the relationship
between inputs and outputs, this relationship is called
The interpersonal competence for a first-line manager would include the ability to:
A) Communicate well.
B) Motivate others.
C) Understand employees needs.
D) Work well with people.
E) all of the above.
The interpersonal competence for a f
The external environment:
a) can be controlled in much the same manner as the internal marketing mix.
b) does not change over time.
c) does not have an impact on Fortune 500 companies.
d) must be continually monitored by marketing managers.
In order for exchange to occur:
a) a complex societal system must be involved.
b) organized marketing activities must also occur.
c) a profit-oriented organization must be involved.
d) each party must have something of value to the other party.
A statement about what an organization wants to become, which sets out an organization's
future, is referred to as:
c) organisational goals.
A statement about what an organization wants to become, which se
This type of growth refers to concentrating activities on markets and/or products that are
This type of growth refers to concentrating activities on markets and/or
In marketing, the term product:
a) refers only to tangible items that can be seen, tasted, or touched.
b) is a broad concept that refers to anything that can be offered for use and consumption, in
exchange for money or some other form of value
Four competing philosophies strongly influence the role of marketing and marketing activities
within an organization. Which if the following is not a component of market orientation?
a) Customer orientation.
b) Profitability orientation.
The term 'marketing mix' describes:
a) a composite analysis of all environmental factors inside and outside the firm.
b) a series of business decisions that aid in selling a product.
c) the relationship between a firm's marketing strengths and it
Marketing managers cannot control _ but they can at times influence it.
a) where advertising is placed
b) how products or services are delivered
c) the external environment
d) how products are priced
Marketing managers cannot control _ but
SWOT is an acronym for:
a) strategy, working, opinion, tactical.
b) strengths, weaknesses, opportunities, threats.
c) strategy, work, openness, toughness.
d) strategy, weakness, opinions, tactics.
SWOT is an acronym for:
a) strategy, worki
Organizational values are important because they:
a) help shape mission statements.
b) help increase sales.
c) help guide behaviour and the recruitment and selection decisions.
d) help define market research.
Organizational values are impo
The _ process commences at corporate level. Here the organization sets out
its overall mission, purpose, and values.
b) strategic planning
The _ process commences at corporate level. Here the organ
A statement that sets out what the organization wishes to achieve in the long term is referred to
d) strategic context.
A statement that sets out what the organization wishes to achieve in the long ter
In SWOT analysis, situations where organizations are able to convert weaknesses into strengths
and threats into opportunities, are called:
a) strategic windows.
b) strategic leverage.
c) conversion strategies.
In SWOT ana
Which of the following firms has often followed a market challenger (second-mover) strategy?
a) Apple Computer.
Which of the following firms has often followed a market challenger (second-mover) stra
Large organizations create _, which assume the role of a separate company and
create their own strategies and plans in order to achieve their corporate goals and contribution to
the overall organization.
a) marketing objectives
b) strategic busin
Diversification is best described as which of the following?
a) Existing products in new markets.
b) Existing products in existing markets.
c) New products for new markets.
d) New products for existing markets.
Diversification is best desc
These products and brands can shape the nature of competition in the market, set out standards
relating to price, quality, speed of innovation, communications, as well as influencing the key
distribution channels. This market positioning is calle
_ are about organizations seeking gaps in broad market segments or finding gaps in
competitors' product ranges.
a) Market niche strategies
c) Cost leadership
d) Focus strategies
_ are about organizations seeking gaps in
_ are used in the positioning process to illustrate differing attributes of a
selection of brands.
a) Product features.
b) SIC code.
c) Perceptual maps.
d) Organizational characteristics.
_ are used in the positioning process to illustrate
These objectives are often the most suitable when firms operate in a market dominated by a
major competitor and where their financial resources are limited.
a) Niche objectives.
b) Hold objectives.
c) Harvest objectives.
d) Divest objectives.
Which of the following is not the condition necessary for the achievement of sustainable
competitive advantage (SCA)?
a) The perceived difference results from cheaper price.
b) The customer consistently perceives a positive difference between the
An organization can offer standard products at acceptable levels of quality, yet still generate
above-average profit margin by adopting _
b) focus strategy.
c) cost leadership.
d) market follower strategy.
_ is the process that helps managers understand the nature of the industry, the
way firms behave competitively within the industry, and how competition is generally
a) Market needs analysis
b) Portfolio analysis
c) Strategic market an
The _ consists of the physical good or delivered service that provides the expected
benefit. It consists of many factors, for example the features and capabilities, the durability,
design, packaging, and brand name.
a) core products
b) embodied p
These objectives are often employed in mature markets as firms/products enter a decline phase.
The goal is to maximize short-term profits and stimulate a positive cash flow.
a) Harvest objectives.
b) Divest objectives.
c) Hold objectives.
Key performance indicators, which companies set and measure their progress towards in order to
determine whether or not they have improved or maintained their performance over a given
period of time, are referred to as:
a) marketing implementatio
This is something that at some time in the future may destabilize and/or reduce the potential
performance of the organization.
This is something that at some time in the future may des