Question 1

________ can be a company division,a product line within a division or sometimes a single product or brand.

Accepted Answer

A)  A market
B)  The BCG
C)  An SBU
D)  A PLC
E)  A value delivery network

Question 2

________ should be market oriented and defined in terms of ________.

Accepted Answer

A)  Strategic plans;company needs
B)  Annual plans;product needs
C)  Mission statements;customer needs
D)  Objectives;customer needs
E)  Marketing plans;profitability

Question 3

The first step in strategic planning is to ________.

Accepted Answer

A)  set objectives and goals
B)  develop the business portfolio
C)  define the company mission
D)  plan marketing strategies
E)  identify a problem

Question 4

From the consumer's viewpoint,in this age of customer value and relationships,the various Ps might be better described in terms of Cs,such as these four: ________,________,________ and ________.

Accepted Answer

customer solution;cu...

Question 5

A company's value chain is only as strong as its strongest link,or most effective department.

Accepted Answer

A) True 
 B)False

Question 6

A major resources firm has just developed a formal statement of its purpose.This firm has put together a mission statement.

Accepted Answer

A) True 
 B)False

Question 7

Marketing strategy consists of specific strategies for ________ markets,marketing mix and marketing expenditure level.

Accepted Answer

The answer of Marketing strategy consists of specific strategies for...

Question 8

In the marketing mix,the element of promotion refers solely to advertising.

Accepted Answer

A) True 
 B)False

Question 9

A marketing organisation's mission should NOT be stated as making more ________ and / or ________.

Accepted Answer

The answer of A marketing organisation's mission should NOT be...

Question 10

The process of customer value driven marketing involves ________,________,________ and ________.

Accepted Answer

A)  product;price;promotion;adaptation
B)  market segmentation;market targeting;differentiation;positioning
C)  marketing analysis;planning;implementation;feedback
D)  analysis;targeting;implementation;control
E)  problem identification;information search;decision;implementation

Question 11

The text suggests that instead of thinking of selling products,marketers would be wise to take the customer's view and think of ________.

Accepted Answer

A)  providing convenience
B)  offering solutions to problems
C)  initiating two-way communication
D)  offering discounts
E)  connecting services and products

Question 12

When the makers of a ballpoint pen state they are in the communication equipment business,they are defining their mission too ________.

Accepted Answer

A)  narrowly
B)  realistically
C)  specifically
D)  broadly
E)  numerically

Question 13

A marketing director is looking at whether her company's strategies are well matched to its opportunities.She is utilising ________.

Accepted Answer

A)  marketing control
B)  operating control
C)  strategic control
D)  SWOT analysis
E)  marketing auditing

Question 14

When designing business portfolios,most companies are well advised to add a broad range of products and businesses to their organisation.

Accepted Answer

A) True 
 B)False

Question 15

Mission statements should both fit the market environment and be motivating.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is a tool for monitoring strategic marketing performance?

Accepted Answer

A)  a marketing plan
B)  a marketing dashboard
C)  a customer management organisation
D)  a product differentiation
E)  a value-delivery network

Question 17

In SWOT analysis,strengths and weaknesses refer to a firm's internal environment,while opportunities and threats refer to the external environment.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following provides a CORRECT ANSWER to these questions: What is our business? Who are our customers? What do our customers value? What should our business be?

Accepted Answer

A)  objectives and goals
B)  mission statement
C)  business portfolio
D)  marketing and functional strategies
E)  operational strategies

Question 19

A mission statement is a statement of the organisation's ________,that is,what it wants to accomplish in the wider operating environment.

Accepted Answer

The answer of A mission statement is a statement of...

Question 20

Business portfolio planning involves two steps: ________ and ________.

Accepted Answer

A)  identifying SBUs;assessing the attractiveness of SBUs
B)  analysing the current business portfolio;shaping the future business portfolio
C)  identifying internal strengths;identifying external opportunities
D)  conducting a SWOT analysis;establishing marketing controls
E)  identifying growth opportunities;evaluating growth opportunities

Exam 2: Company and Marketing Strategy: Partnering to Build Customer Engagement, value and Relationships

From the consumer's viewpoint,in this age of customer value and relationships,the various Ps might be better described in terms of Cs,such as these four: ________,________,________ and ________.

Correct Answerverifiedcustomer solution;cu...View AnswerShow Answer

The text suggests that instead of thinking of selling products,marketers would be wise to take the customer's view and think of ________.

Correct AnswerverifiedShow Answer

Marketing strategy consists of specific strategies for ________ markets,marketing mix and marketing expenditure level.

Correct AnswerverifiedShow Answer

________ should be market oriented and defined in terms of ________.

Correct AnswerverifiedShow Answer

In SWOT analysis,strengths and weaknesses refer to a firm's internal environment,while opportunities and threats refer to the external environment.

Correct AnswerverifiedShow Answer

A marketing director is looking at whether her company's strategies are well matched to its opportunities.She is utilising ________.

Correct AnswerverifiedShow Answer

Mission statements should both fit the market environment and be motivating.

Correct AnswerverifiedShow Answer

The process of customer value driven marketing involves ________,________,________ and ________.

Correct AnswerverifiedShow Answer

A company's value chain is only as strong as its strongest link,or most effective department.

Correct AnswerverifiedShow Answer

When designing business portfolios,most companies are well advised to add a broad range of products and businesses to their organisation.

Correct AnswerverifiedShow Answer

A mission statement is a statement of the organisation's ________,that is,what it wants to accomplish in the wider operating environment.

Correct AnswerverifiedShow Answer

Which of the following provides a CORRECT ANSWER to these questions: What is our business? Who are our customers? What do our customers value? What should our business be?

Correct AnswerverifiedShow Answer

________ can be a company division,a product line within a division or sometimes a single product or brand.

Correct AnswerverifiedShow Answer

Business portfolio planning involves two steps: ________ and ________.

Correct AnswerverifiedShow Answer

In the marketing mix,the element of promotion refers solely to advertising.

Correct AnswerverifiedShow Answer

The first step in strategic planning is to ________.

Correct AnswerverifiedShow Answer

Which of the following is a tool for monitoring strategic marketing performance?

Correct AnswerverifiedShow Answer

When the makers of a ballpoint pen state they are in the communication equipment business,they are defining their mission too ________.

Correct AnswerverifiedShow Answer

A major resources firm has just developed a formal statement of its purpose.This firm has put together a mission statement.

Correct AnswerverifiedShow Answer

A marketing organisation's mission should NOT be stated as making more ________ and / or ________.

Correct AnswerverifiedShow Answer

From the consumer's viewpoint,in this age of customer value and relationships,the various Ps might be better described in terms of Cs,such as these four: ,, and .

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customer solution;cu...
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The process of customer value driven marketing involves ,, and .

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Business portfolio planning involves two steps: and .

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A marketing organisation's mission should NOT be stated as making more and / or .

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