Question 1

When Potash Corp. of Saskatchewan demands it suppliers adhere to strict human rights standards, it is practicing ___________.

Accepted Answer

A)  sustainable development
B)  ISO 9000 standards
C)  ethical and profitable business practices
D)  green marketingE) B) and D)
F) None of the above

Question 2

Which of the following is an example of a staff position for Bush Refrigeration Company, a company that sells refrigeration units on a lease-to-buy plan to small flower shops, delis, and restaurants?

Accepted Answer

A)  the company's Vice President of finance
B)  the company's legal advisor
C)  the CEO of the company
D)  the men who deliver and install the refrigeration unitsE) A) and B)
F) B) and C)

Question 3

Which of the following is an advantage inherent in the use of market-product grids?

Accepted Answer

A)  A market-product grid identifies potential advertising appeals.
B)  A market-product grid highlights potential synergies.
C)  A market-product grid identifies potential supply-chain opportunities.
D)  A market-product grid shows potential revenue losses caused by cannibalism.E) All of the above
F) B) and C)

Question 4

If a firm wants to increase profits, it can attempt to (a)increase revenues, (b)decrease expenses or
(c)do both. What profit enhancement option strategies could be used by a local bank to increase revenues?

Accepted Answer

The answer of If a firm wants to increase profits,...

Question 5

Which of the following statements about what happened at General Electric (GE) during the last decade is true?

Accepted Answer

A)  GE adopted a market niche strategy, which allowed it to accept the fact that it was not #1 or #2 in each industry in which it was involved.
B)  GE added 15,000 employees and added several marketing manager positions.
C)  Jack Welch was focused on delayering the company, as it had too many managers.
D)  GE vowed to be loyal to its employees and do whatever it could to maintain job security.E) B) and C)
F) A) and D)

Question 6

New Balance has no celebrity endorsers and does minimal advertising, yet the athletic shoe brand has 11 percent of the market. This 11 percent can be referred to as New Balance's:

Accepted Answer

A)  sales response function.
B)  product line breadth.
C)  product line depth.
D)  share points.E) All of the above
F) B) and C)

Question 7

Which marketing strategy involves retaining focus on a single product line but marketing it to new markets?

Accepted Answer

A)  market specialization
B)  selective specialization
C)  product specialization
D)  full coverageE) C) and D)
F) B) and C)

Question 8

Reference: 19-04
Figure 19-6
 
-In Figure 19-6, the box labeled "C" illustrates which of the following market-product strategies?

Accepted Answer

A)  Selective specialization
B)  Market specialization
C)  Product specialization
D)  Full coverageE) A) and B)
F) None of the above

Question 9

When concerns for ethics, integrity, employee health and safety, and environmental safeguards are incorporated with more common corporate values, such as growth, profitability, and quality, the company is engaging in a:

Accepted Answer

A)  Value-based plan
B)  Value analysis
C)  Market audit
D)  Value-driven strategyE) B) and C)
F) A) and C)

Question 10

Which of the following pieces of information is used in the implementation phase of the strategic marketing process?

Accepted Answer

A)  Revenues associated with each point of market share
B)  Marketing research reports
C)  Corporate return on investment
D)  Trends in past and current revenues for industry and competitors in total and by segmentE) A) and B)
F) A) and C)

Question 11

Walmart uses which type of generic business strategy?

Accepted Answer

A)  differentiation
B)  cost leadership
C)  cost focus
D)  differentiation focusE) B) and C)
F) A) and D)

Question 12

Each of the following phases is a basic strategic marketing practice that is fundamental to business success EXCEPT:

Accepted Answer

A)  flexibility.
B)  evaluation.
C)  planning.
D)  implementation.E) A) and B)
F) A) and C)

Question 13

Which two aspects of the following statement make it an effective goal? "Increase market share from 18 to 22 percent by December 31, 2015."

Accepted Answer

A)  flexible or elastic
B)  quantified and measurable
C)  as general as possible
D)  loose and vagueE) A) and B)
F) B) and C)

Question 14

Sales response functions relate the:

Accepted Answer

A)  market share of firm to market share of primary or nearest competitor.
B)  incremental costs to market share.
C)  expense of marketing effort to marketing results obtained.
D)  expense of marketing effort to primary competitors' spending.E) A) and B)
F) A) and C)

Question 15

A common theme among managers who succeed repeatedly in program implementation is communication. Why is this so important?

Accepted Answer

The answer of A common theme among managers who succeed...

Question 16

A category manager:

Accepted Answer

A)  attempts to maximize each individual brand's successes, even at the expense of another, to maximize the overall profitability of the product line.
B)  has profit-and-loss responsibility for an entire product line.
C)  does not have any profit responsibility.
D)  is a position that is only found in industrial products firms.E) A) and B)
F) A) and C)

Question 17

The three columns of an action item list contain information about the:

Accepted Answer

A)  procedure, its deadline, and its budget.
B)  budget, the person responsible, and the evaluation process.
C)  task, the person responsible, and the deadline.
D)  task, the procedure, and the budget.E) A) and B)
F) A) and C)

Question 18

The actions taken during the implementation phase of the strategic marketing process include: 1) obtain resources, 2) design marketing organization, 3) develop schedules, 4) _________.

Accepted Answer

A)  select target markets
B)  find points of difference
C)  execute the marketing program
D)  position the productE) All of the above
F) None of the above

Question 19

Management experts call for a "bias for action." How can this attitude be important in marketing program implementation?

Accepted Answer

The answer of Management experts call for a "bias for...

Exam 19: Pulling It All Together: the Strategic Marketing Process

The three columns of an action item list contain information about the:

Correct Answer
verified

New Balance has no celebrity endorsers and does minimal advertising, yet the athletic shoe brand has 11 percent of the market. This 11 percent can be referred to as New Balance's:

Correct Answer
verified

The actions taken during the implementation phase of the strategic marketing process include: 1) obtain resources, 2) design marketing organization, 3) develop schedules, 4) _________.

Correct Answer
verified

If a firm wants to increase profits, it can attempt to (a)increase revenues, (b)decrease expenses or (c)do both. What profit enhancement option strategies could be used by a local bank to increase revenues?

Correct Answer
verified

Each of the following phases is a basic strategic marketing practice that is fundamental to business success EXCEPT:

Correct Answer
verified

Which of the following is an example of a staff position for Bush Refrigeration Company, a company that sells refrigeration units on a lease-to-buy plan to small flower shops, delis, and restaurants?

Correct Answer
verified

When concerns for ethics, integrity, employee health and safety, and environmental safeguards are incorporated with more common corporate values, such as growth, profitability, and quality, the company is engaging in a:

Correct Answer
verified

Which of the following is an advantage inherent in the use of market-product grids?

Correct Answer
verified

Walmart uses which type of generic business strategy?

Correct Answer
verified

Management experts call for a "bias for action." How can this attitude be important in marketing program implementation?

Correct Answer
verified

Which two aspects of the following statement make it an effective goal? "Increase market share from 18 to 22 percent by December 31, 2015."

Correct Answer
verified

Sales response functions relate the:

Correct Answer
verified

A common theme among managers who succeed repeatedly in program implementation is communication. Why is this so important?

Correct Answer
verified

Which of the following pieces of information is used in the implementation phase of the strategic marketing process?

Correct Answer
verified

Which of the following statements about what happened at General Electric (GE) during the last decade is true?

Correct Answer
verified

Reference: 19-04 Figure 19-6 -In Figure 19-6, the box labeled "C" illustrates which of the following market-product strategies?

Correct Answer
verified

When Potash Corp. of Saskatchewan demands it suppliers adhere to strict human rights standards, it is practicing ___________.

Correct Answer
verified

A category manager:

Correct Answer
verified

Which marketing strategy involves retaining focus on a single product line but marketing it to new markets?

Correct Answer
verified

Exam 19: Pulling It All Together: the Strategic Marketing Process

The three columns of an action item list contain information about the:

Correct AnswerverifiedShow Answer

New Balance has no celebrity endorsers and does minimal advertising, yet the athletic shoe brand has 11 percent of the market. This 11 percent can be referred to as New Balance's:

Correct AnswerverifiedShow Answer

The actions taken during the implementation phase of the strategic marketing process include: 1) obtain resources, 2) design marketing organization, 3) develop schedules, 4) _________.

Correct AnswerverifiedShow Answer

If a firm wants to increase profits, it can attempt to (a)increase revenues, (b)decrease expenses or (c)do both. What profit enhancement option strategies could be used by a local bank to increase revenues?

Correct AnswerverifiedShow Answer

Each of the following phases is a basic strategic marketing practice that is fundamental to business success EXCEPT:

Correct AnswerverifiedShow Answer

Which of the following is an example of a staff position for Bush Refrigeration Company, a company that sells refrigeration units on a lease-to-buy plan to small flower shops, delis, and restaurants?

Correct AnswerverifiedShow Answer

When concerns for ethics, integrity, employee health and safety, and environmental safeguards are incorporated with more common corporate values, such as growth, profitability, and quality, the company is engaging in a:

Correct AnswerverifiedShow Answer

Which of the following is an advantage inherent in the use of market-product grids?

Correct AnswerverifiedShow Answer

Walmart uses which type of generic business strategy?

Correct AnswerverifiedShow Answer

Management experts call for a "bias for action." How can this attitude be important in marketing program implementation?

Correct AnswerverifiedShow Answer

Which two aspects of the following statement make it an effective goal? "Increase market share from 18 to 22 percent by December 31, 2015."

Correct AnswerverifiedShow Answer

Sales response functions relate the:

Correct AnswerverifiedShow Answer

A common theme among managers who succeed repeatedly in program implementation is communication. Why is this so important?

Correct AnswerverifiedShow Answer

Which of the following pieces of information is used in the implementation phase of the strategic marketing process?

Correct AnswerverifiedShow Answer

Which of the following statements about what happened at General Electric (GE) during the last decade is true?

Correct AnswerverifiedShow Answer

Reference: 19-04 Figure 19-6 -In Figure 19-6, the box labeled "C" illustrates which of the following market-product strategies?

Correct AnswerverifiedShow Answer

When Potash Corp. of Saskatchewan demands it suppliers adhere to strict human rights standards, it is practicing ___________.

Correct AnswerverifiedShow Answer

A category manager:

Correct AnswerverifiedShow Answer

Which marketing strategy involves retaining focus on a single product line but marketing it to new markets?

Correct AnswerverifiedShow Answer

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