Question 1

Recently, General Mills launched all of the following products exceptwhich?

Accepted Answer

A)   Epic Performance Bars
B)   YQ by Yoplait
C)   Betty Crocker Mug Treats
D)   Fiber One Gluten-free Bars.
E)   Fruity Lucky CharmsF) B) and E)
G) A) and C)

Question 2

Which of these pieces of information is used in market-product focus and goal setting, the second step of the planning phase of the strategic marketing process?

Accepted Answer

A)   marketing return on investment
B)   perceptual maps and positioning statements
C)   revenues associated with each point of market share
D)   possible cannibalization effects on other products in the line
E)   trends for industry and competitorsF) B) and D)
G) A) and B)

Question 3

Ingram Micro is the biggest computer wholesaler in the world. It has two divisions. One provides supplies for companies that manufacture computer products, such as IBM and Microsoft. To them it sells motherboards, monitors, etc. The other has been developed to serve the needs of the resellers and retailers that sell computers to businesses and individual customers. To them, it sells user-ready computers. In this example, Ingram Micro most likely would use which type of organizational structure for marketing?

Accepted Answer

A)   product line grouping
B)   geographical grouping
C)   functional grouping
D)   matrix organization
E)   market-based groupingF) A) and D)
G) A) and B)

Question 4

________ consider what products and services to keep, add, and delete in the future using a portfolio analysis, present new marketing initiatives, and address marketing organization topics.

Accepted Answer

A)   Marketing tactics
B)   Marketing strategies
C)   Generic marketing strategies
D)   Short-term marketing plans
E)   Long-range marketing plansF) B) and E)
G) A) and B)

Question 5

To enhance its innovation and product-development capabilities, firms use two different kinds of metrics, output and input. Which of these is an output metric?

Accepted Answer

A)   number of ideas or concepts in the pipeline
B)   R&D spending as a percentage of sales
C)   return on assets (RO
A)   for existing products or services
D)   revenue growth due to new products
E)   number of R&D projectsF) A) and E)
G) A) and D)

Question 6

The essence of marketing evaluation is comparing results with planned goals to identify deviations and

Accepted Answer

A)   taking corrective actions.
B)   devising a new budget.
C)   revising the goals that fell short of expectations.
D)   investigating the causes of deviations.
E)   updating the marketing plan.F) A) and B)
G) A) and C)

Question 7

List four problems that occur in the planning phase of a firm's strategic marketing process.

Accepted Answer

(1) Plans may be based on very poor assu...

Question 8

People who have the authority and responsibility to advise people in line positions but cannot issue direct orders to them hold

Accepted Answer

A)   staff positions.
B)   line positions.
C)   positions on the board of directors.
D)   stakeholder positions.
E)   program champion positions.F) B) and E)
G) All of the above

Question 9

Volkswagen achieved spectacular success in the late 1990s by targeting the "nostalgia" segment, 35- to 54-year-old baby boomers, with its technology-laden New Beetle. Which of the generic business strategies did Volkswagen most likely use to launch the New Beetle?

Accepted Answer

A)   differentiation focus
B)   cost leadership
C)   differentiation
D)   cost focus
E)   marketing focusF) A) and E)
G) A) and D)

Question 10

Economists recommend that marketing managers allocate the firm's marketing resources to the markets and products where

Accepted Answer

A)   the firm has its greatest sales.
B)   an SBU is considered a cash cow.
C)   there is the greatest current market share and the fastest industry growth rate.
D)   the excess of incremental revenues over incremental costs is greatest.
E)   total revenue equals total cost.F) B) and D)
G) B) and C)

Question 11

The information needed for the marketing program, Step 3 of the planning phase, includes

Accepted Answer

A)   positioning studies.
B)   market-product grids with targets.
C)   detailed plans to execute the marketing program.
D)   projected future sales, expenses, and profits.
E)   trends for industry and competitors.F) A) and B)
G) B) and E)

Question 12

Amy Smith has just completed measuring the results of her firm's product performance. Her next step will be to

Accepted Answer

A)   do a profitability analysis.
B)   take necessary corrective actions.
C)   bring these to the marketing auditor.
D)   proceed regardless of deviations from original plans.
E)   compare the results against the goals specified in the marketing plan.F) B) and E)
G) None of the above

Question 13

Hyundai Motor America (HMA)  became the first automaker to offer consumers an Internet parts ordering system. The system was targeted only to current Hyundai owners and gave Hyundai the ability to collect a vast amount of customer data about people who buy its cars. Which of the generic business strategies did Hyundai most likely use when it launched its Internet parts website?

Accepted Answer

A)   cost leadership
B)   differentiation focus
C)   differentiation
D)   cost focus
E)   marketing focusF) B) and C)
G) C) and E)

Question 14

A person who is willing and able to "cut the red tape" to move a program forward is referred to as a

Accepted Answer

A)   channel captain.
B)   marketing mediator.
C)   program director.
D)   program champion.
E)   program facilitator.F) None of the above
G) A) and E)

Question 15

Share points are

Accepted Answer

A)   the ratio of sales revenue of the firm to the total sales costs.
B)   the percentage points of market share used as the common basis of comparison.
C)   the sales revenue generated by different products within the firm expressed as a percentage.
D)   a measure of the quantitative value or trend of a marketing activity or result divided by the total marketing effort of the firm.
E)   the total number of a product sold in one year compared to the cumulative total sold since its introduction, expressed as a percentage.F) A) and E)
G) A) and C)

Question 16

The actions taken during the evaluation phase of the strategic marketing process include

Accepted Answer

A)   finding points of difference.
B)   executing the marketing program.
C)   comparing results with plans to identify deviations.
D)   tracking sales and revenues and compare with competitors.
E)   developing the budget by estimating revenues, expenses, and profits.F) A) and B)
G) A) and E)

Question 17

Those in staff positions have the authority and responsibility to advise people in line positions

Accepted Answer

A)   and can recommend salary and benefit adjustments for them.
B)   and serve the board of directors.
C)   and must clear all such communication with the human resources department.
D)   but cannot serve on team projects with them.
E)   but cannot issue direct orders to them.F) A) and C)
G) A) and B)

Question 18

Annual ________ are documents that deal with the marketing goals and strategies for a product, product line, or entire firm for a single year.

Accepted Answer

A)   production estimates
B)   sales forecasts
C)   budget projections
D)   marketing plans
E)   tactical forecastsF) All of the above
G) C) and D)

Question 19

During the planning phase of the strategic marketing process, the marketing manager will

Accepted Answer

A)   design the marketing organization.
B)   obtain resources.
C)   develop marketing schedules.
D)   construct managerial bonus plans.
E)   set market and product goals.F) A) and B)
G) A) and C)

Question 20

All of these are ways a marketing manager can improve the implementation of a marketing program except which?

Accepted Answer

A)   reward successful implementation
B)   communicate goals and the means to achieve them
C)   surface problems with open communications
D)   avoid paralysis by analysis
E)   punish failures in implementationF) C) and D)
G) A) and E)

Exam 22: Pulling It All Together: the Strategic Marketing Proces

List four problems that occur in the planning phase of a firm's strategic marketing process.

Correct Answer
verified
(1) Plans may be based on very poor assu...
View Answer

A person who is willing and able to "cut the red tape" to move a program forward is referred to as a

Correct Answer
verified

Economists recommend that marketing managers allocate the firm's marketing resources to the markets and products where

Correct Answer
verified

The information needed for the marketing program, Step 3 of the planning phase, includes

Correct Answer
verified

Which of these pieces of information is used in market-product focus and goal setting, the second step of the planning phase of the strategic marketing process?

Correct Answer
verified

The essence of marketing evaluation is comparing results with planned goals to identify deviations and

Correct Answer
verified

Correct Answer
verified

People who have the authority and responsibility to advise people in line positions but cannot issue direct orders to them hold

Correct Answer
verified

To enhance its innovation and product-development capabilities, firms use two different kinds of metrics, output and input. Which of these is an output metric?

Correct Answer
verified

All of these are ways a marketing manager can improve the implementation of a marketing program except which?

Correct Answer
verified

Annual ________ are documents that deal with the marketing goals and strategies for a product, product line, or entire firm for a single year.

Correct Answer
verified

During the planning phase of the strategic marketing process, the marketing manager will

Correct Answer
verified

________ consider what products and services to keep, add, and delete in the future using a portfolio analysis, present new marketing initiatives, and address marketing organization topics.

Correct Answer
verified

Correct Answer
verified

Recently, General Mills launched all of the following products exceptwhich?

Correct Answer
verified

Share points are

Correct Answer
verified

Those in staff positions have the authority and responsibility to advise people in line positions

Correct Answer
verified

The actions taken during the evaluation phase of the strategic marketing process include

Correct Answer
verified

Volkswagen achieved spectacular success in the late 1990s by targeting the "nostalgia" segment, 35- to 54-year-old baby boomers, with its technology-laden New Beetle. Which of the generic business strategies did Volkswagen most likely use to launch the New Beetle?

Correct Answer
verified

Amy Smith has just completed measuring the results of her firm's product performance. Her next step will be to

Correct Answer
verified

Exam 22: Pulling It All Together: the Strategic Marketing Proces

List four problems that occur in the planning phase of a firm's strategic marketing process.

Correct Answerverified(1) Plans may be based on very poor assu...View AnswerShow Answer

A person who is willing and able to "cut the red tape" to move a program forward is referred to as a

Correct AnswerverifiedShow Answer

Economists recommend that marketing managers allocate the firm's marketing resources to the markets and products where

Correct AnswerverifiedShow Answer

The information needed for the marketing program, Step 3 of the planning phase, includes

Correct AnswerverifiedShow Answer

Which of these pieces of information is used in market-product focus and goal setting, the second step of the planning phase of the strategic marketing process?

Correct AnswerverifiedShow Answer

The essence of marketing evaluation is comparing results with planned goals to identify deviations and

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

People who have the authority and responsibility to advise people in line positions but cannot issue direct orders to them hold

Correct AnswerverifiedShow Answer

To enhance its innovation and product-development capabilities, firms use two different kinds of metrics, output and input. Which of these is an output metric?

Correct AnswerverifiedShow Answer

All of these are ways a marketing manager can improve the implementation of a marketing program except which?

Correct AnswerverifiedShow Answer

Annual ________ are documents that deal with the marketing goals and strategies for a product, product line, or entire firm for a single year.

Correct AnswerverifiedShow Answer

During the planning phase of the strategic marketing process, the marketing manager will

Correct AnswerverifiedShow Answer

________ consider what products and services to keep, add, and delete in the future using a portfolio analysis, present new marketing initiatives, and address marketing organization topics.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Recently, General Mills launched all of the following products exceptwhich?

Correct AnswerverifiedShow Answer

Share points are

Correct AnswerverifiedShow Answer

Those in staff positions have the authority and responsibility to advise people in line positions

Correct AnswerverifiedShow Answer

The actions taken during the evaluation phase of the strategic marketing process include

Correct AnswerverifiedShow Answer

Volkswagen achieved spectacular success in the late 1990s by targeting the "nostalgia" segment, 35- to 54-year-old baby boomers, with its technology-laden New Beetle. Which of the generic business strategies did Volkswagen most likely use to launch the New Beetle?

Correct AnswerverifiedShow Answer

Amy Smith has just completed measuring the results of her firm's product performance. Her next step will be to

Correct AnswerverifiedShow Answer

Correct Answer
verified
(1) Plans may be based on very poor assu...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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