Question 1

In the BCG approach,the most likely candidate for divestment decisions is a ________.

Accepted Answer

A)  star
B)  dog
C)  question mark
D)  cash cow
E)  cat

Question 2

Disney is identifying and developing new market segments for its theme parks.Disney is exploring possibilities for ________.

Accepted Answer

A)  market penetration
B)  market development
C)  downsizing
D)  diversification
E)  product development

Question 3

Though companies need to grow to compete effectively and satisfy their stakeholders,growth itself should not be a company's objective.

Accepted Answer

A) True 
 B)False

Question 4

A market segment consists of consumers who respond in different ways to a given set of marketing efforts.

Accepted Answer

A) True 
 B)False

Question 5

A company with limited resources would probably decide to serve all segments of a market.

Accepted Answer

A) True 
 B)False

Question 6

All of the following are examples of product-oriented mission statements,EXCEPT which one?

Accepted Answer

A)  'At Google we provide online services'.
B)  'At Disney we run theme parks'.
C)  'At Nike we sell shoes'.
D)  'At Revlon we sell lifestyle and self-expression;success and status;memories,hopes,and dreams'.
E)  'At Hilton Hotels we rent rooms'.

Question 7

The growth strategy of diversification involves offering modified or new products to current markets.

Accepted Answer

A) True 
 B)False

Question 8

When QANTAS airlines launched its low-cost carrier,Jetstar,it soon found that Jetstar's budget prices appealed to a new market segment made up of first-time travellers who had previously been locked-out of air travel due to perceptions of high price.Jetstar's ability to reach first-time travellers is an example of ________ by QANTAS.

Accepted Answer

A)  market segmentation
B)  market penetration
C)  diversification
D)  market development
E)  product development

Question 9

Lynx,a popular brand of male toiletries,defines itself as being in the business of assisting men in the 'mating game'.This is an example of ________.

Accepted Answer

A)  market-oriented mission statement
B)  product-oriented mission statement
C)  technology-oriented mission statement
D)  environment-oriented mission statement
E)  a promotional tag line

Question 10

Under the ________ organisational format of marketing departments,different marketing activities are headed by a specialist such as a sales manager,advertising manager,marketing research manager,or customer-service manager.

Accepted Answer

A)  geographic
B)  product management
C)  market management
D)  customer-centred
E)  functional

Question 11

Which of the following is NOT a market-oriented business definition?

Accepted Answer

A)  'To provide a global trading platform where practically anyone can trade practically anything'.
B)  'To sell tools and home repair and improvement items'.
C)  'To deliver low prices every day'.
D)  'To be the guardian of our customers' financial dreams'.
E)  'To bring inspiration and innovation to every athlete in the world'.

Question 12

Effective positioning begins with ________ the company's marketing offer in order to give consumers more perceived value.

Accepted Answer

A)  pricing
B)  aligning
C)  differentiating
D)  promoting
E)  placing

Question 13

Return on marketing investment (or marketing ROI) is best defined as a measure of ________.

Accepted Answer

A)  the profits generated by investments in marketing activities
B)  the profits generated by investments in all business activities
C)  the sales growth generated by advertising and promotional activities
D)  profits generated by increased market share
E)  profits generated by sales growth

Question 14

The four possible strategies that can be pursued for each SBU are building,holding,________ and ________.

Accepted Answer

A)  harvesting;divesting
B)  promoting;selling
C)  downsizing;expanding
D)  diversifying;penetrating
E)  developing;growing

Question 15

In spite of its many obvious benefits,not all companies use strategic planning.

Accepted Answer

A) True 
 B)False

Question 16

Current or emerging external environmental or competitive factors that challenge a company's performance are known as ________.

Accepted Answer

A)  strengths
B)  strategies
C)  weaknesses
D)  opportunities
E)  threats

Question 17

Multinationals like L'Oreal have designed programs to work closely with their suppliers to help them reduce their costs and improve quality.This illustrates the importance of an efficient ________.

Accepted Answer

A)  business model
B)  low-cost operator
C)  product mix
D)  value-delivery network
E)  problem-solver

Question 18

When a company positions its product,it must first identify possible customer value within a market segment that could be the basis of a competitive advantage for the product.

Accepted Answer

A) True 
 B)False

Question 19

The BCG growth-share matrix classifies four types of SBUs.They are ________,________,________,and ________.

Accepted Answer

A)  stars;moons;planets;galaxies
B)  sales generating;profitable profits;resource-intensive;asset rich
C)  stars;cash cows;question marks;dogs
D)  growth;mature;declining;divestment
E)  market penetration;market development;product development;diversification

Question 20

Which of the following most accurately identifies a difference between a weakness and a threat in SWOT analysis?

Accepted Answer

A)  A company is more able to change a threat than a weakness.
B)  A company is more able to change a weakness than a threat.
C)  A company can be more negatively affected by a weakness than by a threat.
D)  A company can be more negatively affected by a threat than by a weakness.
E)  A company can more easily identify threats than weaknesses.

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

Correct Answer
verified

Under the ________ organisational format of marketing departments,different marketing activities are headed by a specialist such as a sales manager,advertising manager,marketing research manager,or customer-service manager.

Correct Answer
verified

In spite of its many obvious benefits,not all companies use strategic planning.

Correct Answer
verified

Which of the following most accurately identifies a difference between a weakness and a threat in SWOT analysis?

Correct Answer
verified

Current or emerging external environmental or competitive factors that challenge a company's performance are known as ________.

Correct Answer
verified

The BCG growth-share matrix classifies four types of SBUs.They are ,,,and .

Correct Answer
verified

In the BCG approach,the most likely candidate for divestment decisions is a ________.

Correct Answer
verified

Though companies need to grow to compete effectively and satisfy their stakeholders,growth itself should not be a company's objective.

Correct Answer
verified

Disney is identifying and developing new market segments for its theme parks.Disney is exploring possibilities for ________.

Correct Answer
verified

Effective positioning begins with ________ the company's marketing offer in order to give consumers more perceived value.

Correct Answer
verified

A company with limited resources would probably decide to serve all segments of a market.

Correct Answer
verified

The growth strategy of diversification involves offering modified or new products to current markets.

Correct Answer
verified

When a company positions its product,it must first identify possible customer value within a market segment that could be the basis of a competitive advantage for the product.

Correct Answer
verified

Return on marketing investment (or marketing ROI) is best defined as a measure of ________.

Correct Answer
verified

Multinationals like L'Oreal have designed programs to work closely with their suppliers to help them reduce their costs and improve quality.This illustrates the importance of an efficient ________.

Correct Answer
verified

A market segment consists of consumers who respond in different ways to a given set of marketing efforts.

Correct Answer
verified

Which of the following is NOT a market-oriented business definition?

Correct Answer
verified

All of the following are examples of product-oriented mission statements,EXCEPT which one?

Correct Answer
verified

Lynx,a popular brand of male toiletries,defines itself as being in the business of assisting men in the 'mating game'.This is an example of ________.

Correct Answer
verified

The four possible strategies that can be pursued for each SBU are building,holding, and .

Correct Answer
verified

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

Correct AnswerverifiedShow Answer

Under the ________ organisational format of marketing departments,different marketing activities are headed by a specialist such as a sales manager,advertising manager,marketing research manager,or customer-service manager.

Correct AnswerverifiedShow Answer

In spite of its many obvious benefits,not all companies use strategic planning.

Correct AnswerverifiedShow Answer

Which of the following most accurately identifies a difference between a weakness and a threat in SWOT analysis?

Correct AnswerverifiedShow Answer

Current or emerging external environmental or competitive factors that challenge a company's performance are known as ________.

Correct AnswerverifiedShow Answer

The BCG growth-share matrix classifies four types of SBUs.They are ________,________,________,and ________.

Correct AnswerverifiedShow Answer

In the BCG approach,the most likely candidate for divestment decisions is a ________.

Correct AnswerverifiedShow Answer

Though companies need to grow to compete effectively and satisfy their stakeholders,growth itself should not be a company's objective.

Correct AnswerverifiedShow Answer

Disney is identifying and developing new market segments for its theme parks.Disney is exploring possibilities for ________.

Correct AnswerverifiedShow Answer

Effective positioning begins with ________ the company's marketing offer in order to give consumers more perceived value.

Correct AnswerverifiedShow Answer

A company with limited resources would probably decide to serve all segments of a market.

Correct AnswerverifiedShow Answer

The growth strategy of diversification involves offering modified or new products to current markets.

Correct AnswerverifiedShow Answer

When a company positions its product,it must first identify possible customer value within a market segment that could be the basis of a competitive advantage for the product.

Correct AnswerverifiedShow Answer

Return on marketing investment (or marketing ROI) is best defined as a measure of ________.

Correct AnswerverifiedShow Answer

Multinationals like L'Oreal have designed programs to work closely with their suppliers to help them reduce their costs and improve quality.This illustrates the importance of an efficient ________.

Correct AnswerverifiedShow Answer

A market segment consists of consumers who respond in different ways to a given set of marketing efforts.

Correct AnswerverifiedShow Answer

Which of the following is NOT a market-oriented business definition?

Correct AnswerverifiedShow Answer

All of the following are examples of product-oriented mission statements,EXCEPT which one?

Correct AnswerverifiedShow Answer

Lynx,a popular brand of male toiletries,defines itself as being in the business of assisting men in the 'mating game'.This is an example of ________.

Correct AnswerverifiedShow Answer

The four possible strategies that can be pursued for each SBU are building,holding,________ and ________.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

The BCG growth-share matrix classifies four types of SBUs.They are ,,,and .

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

The four possible strategies that can be pursued for each SBU are building,holding, and .

Correct Answer
verified