Question 1

__________ the reward to a business firm for the risk it undertakes in marketing its offerings.

Accepted Answer

A)   Shareholders' equity is
B)   Profit is
C)   Assets are
D)   Contribution margin is
E)   Goodwill isF) None of the above
G) A) and D)

Question 2

An action item list refers to an aid to implement a marketing plan that consists of four columns,including which of these?

Accepted Answer

A)   the deadline to complete a task
B)   the budget
C)   the product or service
D)   the points of difference
E)   the promotional messageF) A) and B)
G) C) and D) A

Question 3

The third and final phase of the strategic marketing process is the

Accepted Answer

A)   tactics phase.
B)   strategic phase.
C)   planning phase.
D)   implementation phase.
E)   evaluation phase.F) A) and E)
G) B) and E) E

Question 4

Each strategic business unit has marketing and other specialized activities (e.g.,finance,manufacturing,or research and development) at the __________ level,where groups of specialists actually create value for the organization.

Accepted Answer

A)   strategic
B)   corporate
C)   functional
D)   business unit
E)   compartmentalF) A) and B)
G) A) and C)

Question 5

Medtronic,a company that makes heart pacemakers,introduced a new product at medical conventions across Asia to demonstrate its many beneficial features.The convention presentations are an example of its

Accepted Answer

A)   market segmentation and targeting strategy.
B)   price strategy.
C)   place strategy.
D)   promotion strategy.
E)   product strategy.F) C) and E)
G) A) and B)

Question 6

A(n) __________ is the visual computer display of the essential information related to achieving a marketing objective.

Accepted Answer

A)   marketing metric
B)   output report
C)   marketing dashboard
D)   information monitor
E)   data interfaceF) D) and E)
G) A) and C)

Question 7

Customers' perceptions are of vital importance to an organization.Customer __________ can be measured with surveys or by the number of customer complaints an organization receives.

Accepted Answer

A)   satisfaction
B)   welfare
C)   lifetime benefit
D)   value
E)   responsibilityF) A) and B)
G) B) and E)

Question 8

What are the marketing mix elements that make up a cohesive marketing program?

Accepted Answer

Figure 2-8 in the textbook illustrates t...

Question 9

A marketing __________ is defined as the means by which a marketing goal is to be achieved,usually characterized by a specified target market and a marketing program to reach it.

Accepted Answer

A)   plan
B)   tactic
C)   strategy
D)   concept
E)   actionF) A) and E)
G) All of the above

Question 10

A road map for the marketing activities of an organization for a specified future time period,such as one year or five years,is referred to as a

Accepted Answer

A)   business plan.
B)   marketing objective.
C)   marketing plan.
D)   marketing strategy.
E)   marketing program.F) C) and E)
G) C) and D)

Question 11

SIRUM (Supporting Initiatives to Redistribute Unused Medicine) is an organization that works with health care systems to distribute unused prescription drugs (that would otherwise be destroyed) to patients who can't afford to pay for the drugs.SIRUM is an example of

Accepted Answer

A)   a cooperative.
B)   an industry.
C)   a nonprofit organization.
D)   a business firm.
E)   a government agency.F) A) and B)
G) All of the above

Question 12

An organization's __________ are the fundamental,passionate,and enduring principles that guide its conduct over time.

Accepted Answer

A)   goals
B)   cultures
C)   strategies
D)   core values
E)   mission statementsF) D) and E)
G) C) and E)

Question 13

Strategy refers to

Accepted Answer

A)   an organization's long-term course of action designed to deliver a unique customer experience while achieving its goals.
B)   an organization's corporate tactical or action plan.
C)   statement of an accomplishment of a task to be achieved by a certain time.
D)   a statement of the organization's function in society, often identifying its customers, markets, product, and technologies.
E)   a road map for the entire organization for a specified future period of time, such as one or five years.F) A) and C)
G) B) and E)

Question 14

A key role of the marketing department is to "look outward." This is accomplished by

Accepted Answer

A)   allocating financial resources across strategic business units.
B)   communicating the vision of the marketing department forcefully enough to be incorporated into the overall mission of the company.
C)   forming cross-functional teams to help solve the organization's marketing problems.
D)   implementing new accounting regulations passed by legislators.
E)   listening to customers in order to inform decisions for developing and producing offerings.F) None of the above
G) C) and E)

Question 15

If Ben & Jerry's sold a line of new "Get the Dough Out of Politics" T-shirts targeted to college students in the United States,it would be using a __________ strategy.

Accepted Answer

A)   product development
B)   market development
C)   market penetration
D)   diversification
E)   market saturationF) B) and C)
G) A) and B)

Question 16

The organizational __________ answers the question,"What will we do? "

Accepted Answer

A)   foundation
B)   direction
C)   culture
D)   strategy
E)   missionF) B) and C)
G) B) and E)

Question 17

The clear,broad,underlying industry or market sector of an organization's offerings is referred to as its

Accepted Answer

A)   business.
B)   commerce.
C)   marketing.
D)   competitive set.
E)   product grouping.F) B) and C)
G) A) and E)

Question 18

Apple entered the music player market with its iPod in 2001 and by 2014 it had a 70 percent share of this market.However,global MP3 music player unit sales over the past few years have fallen dramatically and were expected to decline further.Apple announced it is discontinuing the iPod Classic (though it will continue to sell other iPod product lines) and will no longer report iPod sales separately in its financial documents.Currently,Apple's iPod SBU appears to be a

Accepted Answer

A)   question mark.
B)   star.
C)   hedgehog.
D)   cash cow.
E)   dog.F) B) and E)
G) A) and E)

Question 19

The term marketing strategy is used to address both the __________ and the __________.

Accepted Answer

A)   product groupings; target markets
B)   target market; marketing program
C)   subjective; objective
D)   revenues generated; market share achieved
E)   feasibility; time required to implementF) A) and B)
G) C) and E) B

Question 20

Which of the following statements regarding an organization's strategic business unit level is most accurate?

Accepted Answer

A)   The strategic business unit level is the level that works most directly with an organization's targeted customers.
B)   The overall strategy for the organization is directed at the strategic business unit level.
C)   In the most complex organizations, the corporate level and the strategic business unit level may merge.
D)   More end-user analysis is provided at the strategic business unit level than at the functional level.
E)   The strategic direction is more specific at the strategic business unit level than at the corporate level.F) C) and E)
G) None of the above

Exam 2: Developing Successful Organizational and Marketing Strategies

__________ the reward to a business firm for the risk it undertakes in marketing its offerings.

Correct Answer
verified

An action item list refers to an aid to implement a marketing plan that consists of four columns,including which of these?

Correct Answer
verified
A

The third and final phase of the strategic marketing process is the

Correct Answer
verified
E

Each strategic business unit has marketing and other specialized activities (e.g.,finance,manufacturing,or research and development) at the __________ level,where groups of specialists actually create value for the organization.

Correct Answer
verified

Medtronic,a company that makes heart pacemakers,introduced a new product at medical conventions across Asia to demonstrate its many beneficial features.The convention presentations are an example of its

Correct Answer
verified

A(n) __________ is the visual computer display of the essential information related to achieving a marketing objective.

Correct Answer
verified

Customers' perceptions are of vital importance to an organization.Customer __________ can be measured with surveys or by the number of customer complaints an organization receives.

Correct Answer
verified

What are the marketing mix elements that make up a cohesive marketing program?

Correct Answer
verified
Figure 2-8 in the textbook illustrates t...
View Answer

A marketing __________ is defined as the means by which a marketing goal is to be achieved,usually characterized by a specified target market and a marketing program to reach it.

Correct Answer
verified

A road map for the marketing activities of an organization for a specified future time period,such as one year or five years,is referred to as a

Correct Answer
verified

SIRUM (Supporting Initiatives to Redistribute Unused Medicine) is an organization that works with health care systems to distribute unused prescription drugs (that would otherwise be destroyed) to patients who can't afford to pay for the drugs.SIRUM is an example of

Correct Answer
verified

An organization's __________ are the fundamental,passionate,and enduring principles that guide its conduct over time.

Correct Answer
verified

Strategy refers to

Correct Answer
verified

A key role of the marketing department is to "look outward." This is accomplished by

Correct Answer
verified

If Ben & Jerry's sold a line of new "Get the Dough Out of Politics" T-shirts targeted to college students in the United States,it would be using a __________ strategy.

Correct Answer
verified

The organizational __________ answers the question,"What will we do? "

Correct Answer
verified

The clear,broad,underlying industry or market sector of an organization's offerings is referred to as its

Correct Answer
verified

Correct Answer
verified

The term marketing strategy is used to address both the and the .

Correct Answer
verified
B

Which of the following statements regarding an organization's strategic business unit level is most accurate?

Correct Answer
verified

Exam 2: Developing Successful Organizational and Marketing Strategies

__________ the reward to a business firm for the risk it undertakes in marketing its offerings.

Correct AnswerverifiedShow Answer

An action item list refers to an aid to implement a marketing plan that consists of four columns,including which of these?

Correct AnswerverifiedA

The third and final phase of the strategic marketing process is the

Correct AnswerverifiedE

Each strategic business unit has marketing and other specialized activities (e.g.,finance,manufacturing,or research and development) at the __________ level,where groups of specialists actually create value for the organization.

Correct AnswerverifiedShow Answer

Medtronic,a company that makes heart pacemakers,introduced a new product at medical conventions across Asia to demonstrate its many beneficial features.The convention presentations are an example of its

Correct AnswerverifiedShow Answer

A(n) __________ is the visual computer display of the essential information related to achieving a marketing objective.

Correct AnswerverifiedShow Answer

Customers' perceptions are of vital importance to an organization.Customer __________ can be measured with surveys or by the number of customer complaints an organization receives.

Correct AnswerverifiedShow Answer

What are the marketing mix elements that make up a cohesive marketing program?

Correct AnswerverifiedFigure 2-8 in the textbook illustrates t...View AnswerShow Answer

A marketing __________ is defined as the means by which a marketing goal is to be achieved,usually characterized by a specified target market and a marketing program to reach it.

Correct AnswerverifiedShow Answer

A road map for the marketing activities of an organization for a specified future time period,such as one year or five years,is referred to as a

Correct AnswerverifiedShow Answer

SIRUM (Supporting Initiatives to Redistribute Unused Medicine) is an organization that works with health care systems to distribute unused prescription drugs (that would otherwise be destroyed) to patients who can't afford to pay for the drugs.SIRUM is an example of

Correct AnswerverifiedShow Answer

An organization's __________ are the fundamental,passionate,and enduring principles that guide its conduct over time.

Correct AnswerverifiedShow Answer

Strategy refers to

Correct AnswerverifiedShow Answer

A key role of the marketing department is to "look outward." This is accomplished by

Correct AnswerverifiedShow Answer

If Ben & Jerry's sold a line of new "Get the Dough Out of Politics" T-shirts targeted to college students in the United States,it would be using a __________ strategy.

Correct AnswerverifiedShow Answer

The organizational __________ answers the question,"What will we do? "

Correct AnswerverifiedShow Answer

The clear,broad,underlying industry or market sector of an organization's offerings is referred to as its

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The term marketing strategy is used to address both the __________ and the __________.

Correct AnswerverifiedB

Which of the following statements regarding an organization's strategic business unit level is most accurate?

Correct AnswerverifiedShow Answer

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A

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E

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Figure 2-8 in the textbook illustrates t...
View Answer

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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The term marketing strategy is used to address both the and the .

Correct Answer
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B

Correct Answer
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