 |
| 1 | |
In _____, managers match an organization's resources with its marketing opportunities over the long run. |
| | A) | strategic planning |
| | B) | line management |
| | C) | tactical planning |
| | D) | operational planning |
| | E) | staff management |
|
|
|
| 2 | |
Seeds of Change is a company that specializes in the preparation of organically grown frozen meals. Its _____ reads, "At Seeds of Change, we're committed to making delicious foods that are healthy for you as well as the planet." |
| | A) | strategic plan |
| | B) | mission statement |
| | C) | organizational objective |
| | D) | tactical plan |
| | E) | situation assessment |
|
|
|
| 3 | |
In 2005, Callaway Golf experienced decreasing sales for its titanium drivers, one of its major products. To ensure this loss is only temporary, Callaway will likely engage in strategic marketing planning. In the first step in this process, Callaway will: |
| | A) | develop new differential advantages |
| | B) | engage in a market development strategy |
| | C) | raise its prices |
| | D) | closely examine its competitive environment |
| | E) | redesign its marketing mix |
|
|
|
| 4 | |
Starbucks has determined that McDonald's is testing a line of coffee houses called McCafé in a bid to take back customers lured away by coffee shops. In terms of a SWOT assessment, Starbucks would classify the McCafé concept as a potential: |
| | A) | strength |
| | B) | opportunity |
| | C) | threat |
| | D) | strategic vision |
| | E) | strategy |
|
|
|
| 5 | |
Even though many supermarket chains are adding foods to appeal to recent immigrants to the United States, many Africans are convinced the only store where they can find what they need to satisfy their ethnic taste buds is The Tropical Food Mart. This is a brief description of the _____ strategy used by The Tropical Food Mart. |
| | A) | positioning |
| | B) | status |
| | C) | marketing mix |
| | D) | equity |
| | E) | perceptual |
|
|
|
| 6 | |
Fresenius Medical Care is a medical equipment provider that only manufactures and markets dialysis products and services. While there are many companies that also sell dialysis equipment, the reputation is that Fresenius sells superior equipment and services because that is the company's specialty. With this reputation, Fresenius has created a(n): |
| | A) | cooperative edge |
| | B) | sales orientation |
| | C) | differential advantage |
| | D) | customer orientation |
| | E) | market orientation |
|
|
|
| 7 | |
The Tropical Food Mart is a chain of five stores that carry all the products that immigrants from Africa might want to eat, such as ehu seeds, canned eggplant, and spices called ogi and eruru. African immigrants is the _____ for The Tropical Food Mart. |
| | A) | consumer base |
| | B) | marketing mix |
| | C) | organizational audience |
| | D) | consumer mixes |
| | E) | target market |
|
|
|
| 8 | |
Which of the following would be most likely described as "a blueprint for a year's marketing activities?" |
| | A) | a marketing objectives chart |
| | B) | a marketing PERT chart |
| | C) | a promotional flow chart |
| | D) | an annual marketing plan |
| | E) | a situational plan |
|
|
|
| 9 | |
Greene, Tweed & Company makes cylinder sealing systems, pumps, valves, and compressor components at its six different divisions that are each operated as a separate entity. They are the Aerospace divisions, the Fluid Handling division, the Indus Trial Products division, the Semiconductor division, the Oilfield division, and the Advantec division. These distinct organizational units would be referred to as: |
| | A) | strategic business units |
| | B) | selective buying units |
| | C) | stand-alone business units |
| | D) | selling and buying units |
| | E) | derived demand units |
|
|
|
| 10 | |
UPS recently purchased all Mail Boxes Etc. (MBE) stores and is planning on renaming the stores currently under the MBE logo. MBE is a store that provides packaging and shipping services for consumers who are too busy to perform the tasks themselves. Since many of the MBE packages were shipped through UPS, it seemed like a logical acquisition for the delivery company. In terms of the product-market growth matrix, UPS has implemented a _____ strategy. |
| | A) | product penetration |
| | B) | divestment |
| | C) | loading |
| | D) | product diversification |
| | E) | market development |
|
|
|
| 11 | |
Wow Brands, Inc., the owner of the Planet Smoothie chain where consumers can enjoy fruit smoothies, is launching Mama Fu's, a quick casual dining concept that will specialize in noodle and stir fry dishes. What type of product-market growth strategy is Wow Brands using? |
| | A) | market penetration |
| | B) | divestment |
| | C) | milking |
| | D) | diversification |
| | E) | product development |
|
|
|
| 12 | |
ROG Communications LLC produced Leyes Cotidianas, a half-hour talk show targeted to Hispanics living in the United States. The company has recently begun production of six other Spanish-language shows targeted to the same market. In terms of the product-market growth strategy, ROG Communications is implementing a _____ strategy. |
| | A) | product development |
| | B) | divestment |
| | C) | market penetration |
| | D) | diversification |
| | E) | planting |
|
|
|
| 13 | |
Knut Sanford is a Burger King franchisee with two stores that were only about three miles apart. Burger King Corp. wanted him to add a third store midway between his original stores. Sanford believed the third store would cannibalize sales at his other stores. In other words, Sanford believed: |
| | A) | the three stores would draw more customers than could be efficiently handled |
| | B) | the new store would rob him of any economies of scale benefits |
| | C) | patrons would no longer eat at his other stores |
| | D) | Burger King was only interested in its own growth strategy |
| | E) | the new store would take revenue from his other stores |
|
|
|
| 14 | |
In terms of the BCG matrix, SBUs that are labeled cash cows: |
| | A) | have high markets in a high growth industry |
| | B) | have high market share and do business in a mature industry |
| | C) | are also called question marks |
| | D) | have low market share in a mature industry |
| | E) | have low market share in a low-growth industry |
|
|
|
| 15 | |
Which of the following is NOT an example of a strategy recommended by the GE business screen? |
| | A) | prospect |
| | B) | invest |
| | C) | protect |
| | D) | harvest |
| | E) | divest |
|
|
.