Question 1

will respond similarly to a marketing action is referred to as _________.

Accepted Answer

A)  aggregation marketing
B)  market segmentation
C)  market clustering
D)  customer profiling
E)  mass marketingF) A) and B)
G) C) and E)

Question 2

Functional level refers to the

Accepted Answer

A)  level in an organization where groups of specialists actually create value for the organization.
B)  level in an organization where employees perform assigned tasks without actually having input into the decision making.
C)  level in an organization where all company financial outlay and liability decisions are made.
D)  level in an organization that is responsible for all company hiring and firing.
E)  level in the marketing department where decisions are made regarding which product benefits will be promoted during an advertising campaign.F) A) and E)
G) B) and C)

Question 3

Classic economic theory assumes a firm seeks to maximize its long-run _________, achieving as high a financial return on its investments (ROI)  as possible.

Accepted Answer

A)  profit goals
B)  quality
C)  market share
D)  employee welfare
E)  return on investmentF) B) and E)
G) D) and E)

Question 4

What is the marketing term for aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action?

Accepted Answer

A)  aggregation marketing
B)  market segmentation
C)  market clustering
D)  profiling
E)  mass marketingF) B) and E)
G) A) and E)

Question 5

FIGURE 2-2 
-In Figure 2-2 above, section "B" represents the "what" element of visionary organization.This is referred to as

Accepted Answer

A)  organizational tactics.
B)  organizational mission.
C)  organizational foundation.
D)  organizational direction.
E)  organizational strategies.F) B) and D)
G) C) and E)

Question 6

Several years ago the Honda Motor Company unveiled the hybrid version of the Honda Civic.While the hybrid vehicles are very fuel efficient, they are also very expensive to purchase.Hybrid vehicles sales have increased over 570 percent with a compound annual growth rate of 88.6%.Sales of the Civic eventually overtook those of the Toyota Prius, making it the number one hybrid car in the U.S.For years, Honda has experienced tremendous success with their Accords-in fact, Honda cars are repeatedly the top selling automobiles in the U.S.Where would the Honda Civic (hybrid version)  and the Honda Accord fall in the BCG product portfolio matrix?

Accepted Answer

A)  The hybrid Civic would be a classified as a star, and the Accord would be classified a cash cow.
B)  The hybrid Civic would be considered a cash cow, and the Accord would be classified as a star.
C)  Due to the overwhelming success of Honda cars, both the Accords, and the hybrid Civics would be classified as cash cows.
D)  The Civic would be a problem child, and the Accord would be a cash cow.
E)  The Civic would be considered a dog, and the Accord would be classified as a star.F) C) and D)
G) B) and E)

Question 7

The level in an organization where top management directs overall strategy for the entire organization is referred to as the

Accepted Answer

A)  corporate level.
B)  functional level.
C)  directors' level.
D)  strategic level.
E)  tactical level.F) All of the above
G) A) and E)

Question 8

Bill McDermott is President and CEO of SAP Americas and Asia Pacific Japan.SAP is a company that sells extremely expensive enterprise resource planning software to large and mid-sized companies.McDermott operates at the _________ level of his organization.

Accepted Answer

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

Question 9

SBUs that use large amounts of cash and are leaders in the business so they should also generate large amounts of cash are called

Accepted Answer

A)  question marks.
B)  dogs.
C)  cash cows.
D)  problem children.
E)  stars.F) A) and E)
G) B) and C)

Question 10

VideoAdvantage.net is a small company that rents DVD movies by mail using the Web.It jumped into an industry where there were no firm leaders but many competitors.It established a loyal clientele by seizing the opportunity to provide a service that was not available through other companies that rented movies over the Internet-reliable overnight shipment.Its delivery system created its

Accepted Answer

A)  viable mission.
B)  competitive advantage.
C)  tactical innovation.
D)  benchmarking focus.
E)  sales orientation.F) None of the above
G) A) and E)

Question 11

FIGURE 2-3 
-According to Figure 2-3 above, the largest margin occurred during which year?

Accepted Answer

A)  1998
B)  1999
C)  2000
D)  2001
E)  The margin was the same each year.F) A) and D)
G) A) and E)

Question 12

List potential stakeholders for the college or university that you attend.

Accepted Answer

Students' answers will vary, but each an...

Question 13

The terms "goal" and "objective" are often used interchangeably; however, in both cases, which of the following statements would be most accurate?

Accepted Answer

A)  All lower-level goals must contribute to achieving goals at the next, higher level.
B)  Goals and objectives are actually the detailed day to day activities necessary to get a job done.
C)  A company's goals and objectives are often laudable (worthy)  in intent, but unrealistic in practice.
D)  Few companies or firms find it necessary to communicate upper level goals to lower level workers.
E)  The terms goal and objective are not used interchangeably.Goals are philosophical and objectives are performance based.F) B) and C)
G) B) and D)

Question 14

Those characteristics of a product that make it superior to competitive substitutes are referred to as

Accepted Answer

A)  consumer standards.
B)  perceptual segments.
C)  marketing selectives.
D)  points of difference.
E)  product stereotypes.F) A) and B)
G) B) and D)

Question 15

The marketing strategy of selling new products to existing markets is referred to as _________.

Accepted Answer

A)  product penetration
B)  product development
C)  market development
D)  diversification
E)  market penetrationF) B) and E)
G) All of the above

Question 16

SBUs found in quadrant "C" (Figure 2-6 above)  would be called

Accepted Answer

A)  stars.
B)  question marks.
C)  cash cows.
D)  dogs.
E)  donkeys.F) A) and E)
G) B) and E)

Question 17

If profits are acceptable, a firm may elect to maintain or increase its __________ even though profits may not be maximized.

Accepted Answer

A)  green marketing
B)  sales force
C)  sales
D)  social responsibility
E)  customer satisfactionF) C) and D)
G) B) and D)

Question 18

Explain the difference between "competencies" and "competitive advantage" in an organizational setting.

Accepted Answer

An organization's core competencies are ...

Question 19

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

Accepted Answer

A)  product characteristics; target market selected
B)  target market; marketing program
C)  subjective; objective (evaluation of the program and its goals) 
D)  revenue generated; percentage of market share
E)  feasibility; time required to implementF) None of the above
G) A) and B)

Question 20

Which of the following statements regarding a marketing dashboard is most accurate?

Accepted Answer

A)  The more detail that is displayed the better it is for the manager.
B)  A simple marketing dashboard very often includes 20 or more marketing metrics on the same dashboard screen.
C)  For accuracy, the marketing dashboard should be updated weekly.
D)  Marketing dashboards often show key measures such as HR turnover, strategy success, and goals.
E)  Marketing dashboards provide graphic displays of a product category's performance, such as sales, cost of sales, and percent margin.F) All of the above
G) A) and B)

Exam 2: Developing Successful Marketing and Organizational Strategies

What is the marketing term for aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action?

Correct Answer
verified

FIGURE 2-2 -In Figure 2-2 above, section "B" represents the "what" element of visionary organization.This is referred to as

Correct Answer
verified

If profits are acceptable, a firm may elect to maintain or increase its __________ even though profits may not be maximized.

Correct Answer
verified

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

Correct Answer
verified

Those characteristics of a product that make it superior to competitive substitutes are referred to as

Correct Answer
verified

Classic economic theory assumes a firm seeks to maximize its long-run _________, achieving as high a financial return on its investments (ROI) as possible.

Correct Answer
verified

SBUs that use large amounts of cash and are leaders in the business so they should also generate large amounts of cash are called

Correct Answer
verified

The level in an organization where top management directs overall strategy for the entire organization is referred to as the

Correct Answer
verified

Bill McDermott is President and CEO of SAP Americas and Asia Pacific Japan.SAP is a company that sells extremely expensive enterprise resource planning software to large and mid-sized companies.McDermott operates at the _________ level of his organization.

Correct Answer
verified

Correct Answer
verified

The marketing strategy of selling new products to existing markets is referred to as _________.

Correct Answer
verified

Functional level refers to the

Correct Answer
verified

SBUs found in quadrant "C" (Figure 2-6 above) would be called

Correct Answer
verified

Explain the difference between "competencies" and "competitive advantage" in an organizational setting.

Correct Answer
verified
An organization's core competencies are ...
View Answer

The terms "goal" and "objective" are often used interchangeably; however, in both cases, which of the following statements would be most accurate?

Correct Answer
verified

will respond similarly to a marketing action is referred to as _________.

Correct Answer
verified

FIGURE 2-3 -According to Figure 2-3 above, the largest margin occurred during which year?

Correct Answer
verified

Correct Answer
verified

Which of the following statements regarding a marketing dashboard is most accurate?

Correct Answer
verified

List potential stakeholders for the college or university that you attend.

Correct Answer
verified
Students' answers will vary, but each an...
View Answer

Exam 2: Developing Successful Marketing and Organizational Strategies

What is the marketing term for aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action?

Correct AnswerverifiedShow Answer

FIGURE 2-2 -In Figure 2-2 above, section "B" represents the "what" element of visionary organization.This is referred to as

Correct AnswerverifiedShow Answer

If profits are acceptable, a firm may elect to maintain or increase its __________ even though profits may not be maximized.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Those characteristics of a product that make it superior to competitive substitutes are referred to as

Correct AnswerverifiedShow Answer

Classic economic theory assumes a firm seeks to maximize its long-run _________, achieving as high a financial return on its investments (ROI) as possible.

Correct AnswerverifiedShow Answer

SBUs that use large amounts of cash and are leaders in the business so they should also generate large amounts of cash are called

Correct AnswerverifiedShow Answer

The level in an organization where top management directs overall strategy for the entire organization is referred to as the

Correct AnswerverifiedShow Answer

Bill McDermott is President and CEO of SAP Americas and Asia Pacific Japan.SAP is a company that sells extremely expensive enterprise resource planning software to large and mid-sized companies.McDermott operates at the _________ level of his organization.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The marketing strategy of selling new products to existing markets is referred to as _________.

Correct AnswerverifiedShow Answer

Functional level refers to the

Correct AnswerverifiedShow Answer

SBUs found in quadrant "C" (Figure 2-6 above) would be called

Correct AnswerverifiedShow Answer

Explain the difference between "competencies" and "competitive advantage" in an organizational setting.

Correct AnswerverifiedAn organization's core competencies are ...View AnswerShow Answer

The terms "goal" and "objective" are often used interchangeably; however, in both cases, which of the following statements would be most accurate?

Correct AnswerverifiedShow Answer

will respond similarly to a marketing action is referred to as _________.

Correct AnswerverifiedShow Answer

FIGURE 2-3 -According to Figure 2-3 above, the largest margin occurred during which year?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements regarding a marketing dashboard is most accurate?

Correct AnswerverifiedShow Answer

List potential stakeholders for the college or university that you attend.

Correct AnswerverifiedStudents' answers will vary, but each an...View AnswerShow Answer

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 _.

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
An organization's core competencies are ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
verified
Students' answers will vary, but each an...
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