Question 1

When developing new offerings,marketing may provide staff to serve as part of ________,which consists of a small number of people from different departments who are mutually accountable to accomplish a task or a common set of performance goals.

Accepted Answer

A)  a cross-functional team
B)  a department
C)  a strategic business unit
D)  an organization
E)  a business consortiumF) A) and B)
G) A) and C)

Question 2

The highest-ranking person in an organization who oversees the organization's daily operations and spearheads its strategy planning efforts is often referred to as

Accepted Answer

A)  the corporate executive overseer.
B)  the chief executive officer.
C)  the corporate executive official.
D)  the chief marketing officer.
E)  the coordinating executive official.F) A) and B)
G) A) and C)

Question 3

Figure 2-5
 
-Quadrant B in Figure 2-5 above represents the marketing strategy of

Accepted Answer

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

Question 4

The Boston Consulting Group's business portfolio analysis model can be used to analyze a firm's strategic business units.How is it used and what can it tell you?

Accepted Answer

The BCG business portfolio ana...

Question 5

George Zimmer,the former CEO of Men's Wearhouse,was known to the public as the bearded company pitchman who sells suits and sport coats on TV declaring,"You'll like the way you look.I guarantee it!" He also said that to be successful,"You've got to have a company that starts with trust and fairness." Zimmer was attempting to establish ________ for Men's Wearhouse.

Accepted Answer

A)  a vision
B)  a mission statement
C)  a pathos
D)  a behavioral protocol
E)  an organizational cultureF) C) and D)
G) B) and E)

Question 6

An industry refers to

Accepted Answer

A)  organizations that develop similar offerings.
B)  organizations that manufacture identical products to meet ISO 9000 specifications.
C)  companies that are active in the production of materials used in finished products.
D)  a group of people or firms united through strategic alliances.
E)  the economic activity concerned with the selling of finished products to wholesalers and retailers.F) A) and B)
G) B) and E)

Question 7

Diversification refers to the marketing strategy of

Accepted Answer

A)  increasing sales of current products in current markets.
B)  selling current products to new markets.
C)  selling new products to new markets.
D)  selling new products to current markets.
E)  selling the same brands in both current and new markets.F) C) and D)
G) B) and D)

Question 8

Lands' End,an American apparel and outerwear firm,ships each order within 48 hours and its guarantee is said to be the best in the world,as exemplified by its tagline "Guaranteed Period." These marketing actions by Lands' End most likely reflect its ________ goals.

Accepted Answer

A)  profit
B)  market share
C)  employee welfare
D)  social responsibility
E)  customer satisfactionF) A) and E)
G) C) and E)

Question 9

The term used to identify an organization's long-term course of action designed to deliver a unique customer experience while achieving its goals is referred to as a

Accepted Answer

A)  marketing strategy.
B)  policy.
C)  strategy.
D)  plan.
E)  tactic.F) B) and E)
G) B) and D)

Question 10

Evergreen Air Center is the world's biggest parking lot for unwanted aircraft.Airlines pay a monthly fee from $750 to $5,000 to mothball their unneeded airplanes there.Its location is on 1,600 acres of Arizona desert near Tucson.The Southwest climate of dry,warm air serves as a cheap and effective airplane preservative against rust.Evergreen's location is

Accepted Answer

A)  a competency.
B)  a sustainable advantage.
C)  a competitive identity.
D)  a core benefit proposition.
E)  an innovative distinction.F) A) and D)
G) C) and D)

Question 11

Figure 2-3c
 
-According to Figure 2-3c above,which of the following states has the highest number of monthly website visits?

Accepted Answer

A)  Illinois
B)  Texas
C)  California
D)  Florida
E)  WashingtonF) A) and B)
G) C) and E)

Question 12

In which phase of the strategic marketing process does a firm obtain resources,design the marketing organization,develop schedules,and execute the marketing program?

Accepted Answer

A)  Planning phase
B)  Implementation phase
C)  Evaluation phase
D)  Strategic phase
E)  Tactics phaseF) B) and D)
G) A) and B)

Question 13

An organization's core values are most effective when communicated to and supported by

Accepted Answer

A)  competitors.
B)  top management and employees.
C)  suppliers.
D)  resellers.
E)  government regulators.F) A) and E)
G) C) and E)

Question 14

At the corporate level in an organization,

Accepted Answer

A)  the department heads direct overall strategy for the entire organization.
B)  groups of specialists actually create value for the organization.
C)  a small number of people from different departments are mutually accountable to accomplish a task or a common set of performance goals.
D)  a subsidiary,division,or unit of an organization markets a set of related offerings to a clearly defined group of customers.
E)  top management directs overall strategy for the entire organization.F) A) and B)
G) C) and D)

Question 15

The American railroad industry faced a serious decline in the 20th century.What business did rail executives believe they were in at that time? What business is a railroad company really in? Why is the difference important?

Accepted Answer

Theodore Levitt argues that senior manag...

Question 16

During Step 2 of the strategic marketing process,firms such as Ben & Jerry's engage in all of the following marketing activities except which?

Accepted Answer

A)  Position the product
B)  Set marketing and product goals
C)  Develop the marketing program
D)  Select target markets
E)  Find points of differenceF) All of the above
G) A) and B)

Question 17

Points of difference refer to

Accepted Answer

A)  the fundamental,passionate,and enduring principles of an organization that guide its conduct over time.
B)  the cluster of benefits that an organization promises customers to satisfy their needs.
C)  a unique strength relative to competitors that provides superior returns,often based on quality,time,cost,or innovation.
D)  those characteristics of a product that make it superior to competitive substitutes.
E)  the use of percentage points of market share to allocate marketing resources effectively for different product lines within the same firm.F) C) and D)
G) A) and D)

Question 18

The actions taken during the evaluation phase of the strategic marketing process include comparing results with plans to identify deviations and

Accepted Answer

A)  starting the planning process anew.
B)  executing the marketing program.
C)  tracking sales and revenues and comparing with competitors.
D)  developing the budget by estimating revenues,expenses,and profits.
E)  exploiting positive deviations and correcting negative ones.F) All of the above
G) A) and B)

Question 19

A board of directors of an organization

Accepted Answer

A)  represents the functional level.
B)  oversees the three levels of strategy.
C)  represents the corporate level.
D)  represents the CEO.
E)  represents the strategic business unit level.F) B) and E)
G) None of the above

Question 20

Which of the following statements regarding an organization's core values is most accurate?

Accepted Answer

A)  Core values are developed by cross-functional teams for all levels of an organization.
B)  Core values are important to the founders but rarely motivate a firm's stakeholders.
C)  Core values change as an organization's offerings change.
D)  Core values guide the organization's conduct.
E)  Core values cannot be separated from the financial realities of an organization.F) D) and E)
G) C) and E)

Exam 2: Developing Successful Organizational and Marketing Strategies

Correct Answer
verified

At the corporate level in an organization,

Correct Answer
verified

An organization's core values are most effective when communicated to and supported by

Correct Answer
verified

The American railroad industry faced a serious decline in the 20th century.What business did rail executives believe they were in at that time? What business is a railroad company really in? Why is the difference important?

Correct Answer
verified
Theodore Levitt argues that senior manag...
View Answer

Lands' End,an American apparel and outerwear firm,ships each order within 48 hours and its guarantee is said to be the best in the world,as exemplified by its tagline "Guaranteed Period." These marketing actions by Lands' End most likely reflect its ________ goals.

Correct Answer
verified

When developing new offerings,marketing may provide staff to serve as part of ________,which consists of a small number of people from different departments who are mutually accountable to accomplish a task or a common set of performance goals.

Correct Answer
verified

Figure 2-5 -Quadrant B in Figure 2-5 above represents the marketing strategy of

Correct Answer
verified

Points of difference refer to

Correct Answer
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The highest-ranking person in an organization who oversees the organization's daily operations and spearheads its strategy planning efforts is often referred to as

Correct Answer
verified

A board of directors of an organization

Correct Answer
verified

The Boston Consulting Group's business portfolio analysis model can be used to analyze a firm's strategic business units.How is it used and what can it tell you?

Correct Answer
verified
The BCG business portfolio ana...
View Answer

The actions taken during the evaluation phase of the strategic marketing process include comparing results with plans to identify deviations and

Correct Answer
verified

During Step 2 of the strategic marketing process,firms such as Ben & Jerry's engage in all of the following marketing activities except which?

Correct Answer
verified

Which of the following statements regarding an organization's core values is most accurate?

Correct Answer
verified

Figure 2-3c -According to Figure 2-3c above,which of the following states has the highest number of monthly website visits?

Correct Answer
verified

Diversification refers to the marketing strategy of

Correct Answer
verified

The term used to identify an organization's long-term course of action designed to deliver a unique customer experience while achieving its goals is referred to as a

Correct Answer
verified

An industry refers to

Correct Answer
verified

In which phase of the strategic marketing process does a firm obtain resources,design the marketing organization,develop schedules,and execute the marketing program?

Correct Answer
verified

Correct Answer
verified

Exam 2: Developing Successful Organizational and Marketing Strategies

Correct AnswerverifiedShow Answer

At the corporate level in an organization,

Correct AnswerverifiedShow Answer

An organization's core values are most effective when communicated to and supported by

Correct AnswerverifiedShow Answer

The American railroad industry faced a serious decline in the 20th century.What business did rail executives believe they were in at that time? What business is a railroad company really in? Why is the difference important?

Correct AnswerverifiedTheodore Levitt argues that senior manag...View AnswerShow Answer

Lands' End,an American apparel and outerwear firm,ships each order within 48 hours and its guarantee is said to be the best in the world,as exemplified by its tagline "Guaranteed Period." These marketing actions by Lands' End most likely reflect its ________ goals.

Correct AnswerverifiedShow Answer

When developing new offerings,marketing may provide staff to serve as part of ________,which consists of a small number of people from different departments who are mutually accountable to accomplish a task or a common set of performance goals.

Correct AnswerverifiedShow Answer

Figure 2-5 -Quadrant B in Figure 2-5 above represents the marketing strategy of

Correct AnswerverifiedShow Answer

Points of difference refer to

Correct AnswerverifiedShow Answer

The highest-ranking person in an organization who oversees the organization's daily operations and spearheads its strategy planning efforts is often referred to as

Correct AnswerverifiedShow Answer

A board of directors of an organization

Correct AnswerverifiedShow Answer

The Boston Consulting Group's business portfolio analysis model can be used to analyze a firm's strategic business units.How is it used and what can it tell you?

Correct AnswerverifiedThe BCG business portfolio ana...View AnswerShow Answer

The actions taken during the evaluation phase of the strategic marketing process include comparing results with plans to identify deviations and

Correct AnswerverifiedShow Answer

During Step 2 of the strategic marketing process,firms such as Ben & Jerry's engage in all of the following marketing activities except which?

Correct AnswerverifiedShow Answer

Which of the following statements regarding an organization's core values is most accurate?

Correct AnswerverifiedShow Answer

Figure 2-3c -According to Figure 2-3c above,which of the following states has the highest number of monthly website visits?

Correct AnswerverifiedShow Answer

Diversification refers to the marketing strategy of

Correct AnswerverifiedShow Answer

The term used to identify an organization's long-term course of action designed to deliver a unique customer experience while achieving its goals is referred to as a

Correct AnswerverifiedShow Answer

An industry refers to

Correct AnswerverifiedShow Answer

In which phase of the strategic marketing process does a firm obtain resources,design the marketing organization,develop schedules,and execute the marketing program?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
verified
Theodore Levitt argues that senior manag...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The BCG business portfolio ana...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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