Question 1

Howard Schultz,the founder of the American coffee chain Starbucks,provides health care for all employees who work over 20 hours per week.He says,"The companies that are doing the right thing by covering their employees [with health care coverage] are paying for the companies who don't do the right thing." This is an example of one of Starbucks' __________ goals.

Accepted Answer

A)   profit
B)   market share
C)   employee welfare
D)   customer satisfaction
E)   salesF) B) and D)
G) All of the above

Question 2

A unique strength relative to competitors that provides superior returns,often based on quality,time,cost,or innovation,is referred to as a

Accepted Answer

A)   creative advantage.
B)   marketing edge.
C)   distinctive competency.
D)   competitive advantage.
E)   core benefit.F) A) and C)
G) A) and B)

Question 3

__________ argued that senior managers of 20th century American railroads defined their business too narrowly,thus failing to create strategies to compete with airlines,barges,pipelines,and trucks.

Accepted Answer

A)   Earl Bakken
B)   Mark Zuckerberg
C)   Reed Hastings
D)   Theodore Levitt
E)   Steve JobsF) C) and D)
G) None of the above

Question 4

Figure 2-3a 
-According to Figure 2-3a,which of the following is the largest Website Traffic Source?

Accepted Answer

A)   YouTube
B)   Direct traffic
C)   Google
D)   Facebook
E)   TwitterF) A) and E)
G) B) and E)

Question 5

Figure 2-11

-The question mark (? ) represented by the wedge DBC in Figure 2-11 is the

Accepted Answer

A)   contribution margin.
B)   marginal trend.
C)   breakeven point.
D)   planning gap.
E)   sales differential.F) B) and C)
G) C) and D)

Question 6

The goal of a SWOT analysis is to

Accepted Answer

A)   identify market research questions in order to develop new products for new market segments.
B)   determine how raises, bonuses, and dividends will be paid.
C)   reorganize the firm's marketing department.
D)   identify the critical strategy-related factors that can impact the firm.
E)   fairly allocate governmental resources and financial aid across the industry.F) B) and E)
G) A) and E)

Question 7

Alcatel offers a simple cell phone with calling and an FM radio for use in most international markets.This an example of Alcatel's

Accepted Answer

A)   evaluation strategy.
B)   price strategy.
C)   place strategy.
D)   promotion strategy.
E)   product strategy.F) A) and D)
G) A) and E)

Question 8

The terms __________ and a mission statement are often used interchangeably.

Accepted Answer

A)   idea
B)   objective
C)   vision
D)   goal
E)   protocolF) B) and E)
G) C) and E)

Question 9

Figure 2-3b 
-According to Figure 2-3b,which of the following SBUs 13-month sales trend has declined over the past few months?

Accepted Answer

A)   Grand Total
B)   Software
C)   Circuitry
D)   Electronics
E)   HardwareF) B) and E)
G) A) and B)

Question 10

Which of the following statements regarding stakeholders is most accurate?

Accepted Answer

A)   Employees are typically not classified as a stakeholder group because they are internal to the organization.
B)   There are only three types of stakeholders: customers, suppliers, and distributors.
C)   All stakeholders are external to the organization.
D)   Stakeholders are a varied group; all are in some way affected by how well a company performs.
E)   Stakeholders are only those that have an ownership stake in an organization.F) C) and D)
G) B) and C)

Question 11

Explain the steps in the evaluation phase of the strategic marketing process.

Accepted Answer

The evaluation phase of the st...

Question 12

All of the following are marketing actions that can be taken as a result of a SWOT analysis except which?

Accepted Answer

A)   exploit an opportunity
B)   collaborate with a competitor
C)   avoid a disaster-laden threat
D)   build on a strength
E)   correct a weaknessF) C) and D)
G) B) and E)

Question 13

Eileen Fisher is a leader in sustainable fashion.For two weekends in the summer of 2016,shoppers could visit a pop-up shop in Brooklyn,NY,to purchase upcycled fashion pieces created from damaged items donated to the company's Green Initiative.Use of a pop-up shop to sell these items is one of Eileen Fisher's marketing

Accepted Answer

A)   missions.
B)   visions.
C)   strategies.
D)   tactics.
E)   customer values.F) C) and E)
G) B) and D)

Question 14

Which of the following statements regarding organizational culture is most accurate?

Accepted Answer

A)   Organizational culture exists only at the corporate level of an organization.
B)   Organizational culture involves communicating and connecting with all of the firm's stakeholders.
C)   Organizational culture is best used only at the functional level for the most effective results.
D)   Organizational culture cannot be learned or taught.
E)   Organizational culture is a statement of the organization's function in society.F) B) and E)
G) D) and E)

Question 15

The key to all scheduling techniques is to

Accepted Answer

A)   avoid scheduling tasks that can be done concurrently.
B)   avoid tasks that must be done sequentially.
C)   make sure to allow a 20 percent delay factor to account for contingencies.
D)   assign responsibility for end results to the entire group rather than a single individual.
E)   distinguish tasks that must be done sequentially from those that can be done concurrently.F) A) and D)
G) B) and C)

Question 16

Taking stock of where the firm or product has been recently,where it is now,and where it is headed in terms of the organization's marketing plans and the external forces and trends affecting it is referred to as

Accepted Answer

A)   tactical planning.
B)   market planning.
C)   goal setting.
D)   environmental scanning.
E)   situation analysis.F) B) and D)
G) C) and D)

Question 17

Step 1 in the planning phase of the strategic marketing process involves

Accepted Answer

A)   establishing the budget.
B)   developing the marketing program.
C)   setting goals.
D)   auditing the marketing plan.
E)   conducting a situation (SWOT)  analysis.F) B) and C)
G) A) and E)

Question 18

Within the strategic marketing process,the __________ is the result of the planning phase that will be carried out in the implementation phase.

Accepted Answer

A)   marketing tactics
B)   business plan
C)   product protocol
D)   marketing plan
E)   marketing strategyF) B) and E)
G) All of the above

Question 19

The Boston Consulting Group uses business portfolio analysis to quantify performance measures and growth targets to analyze its clients' strategic business units (SBUs) or offerings

Accepted Answer

A)   as if each were a separate investment.
B)   to establish their worth to society at large.
C)   to determine which would be suited for a SWOT analysis.
D)   to determine which units are candidates for diversification analysis.
E)   to determine which units can be divided into smaller, tactical business units.F) B) and C)
G) A) and E)

Question 20

If Ben & Jerry's starts selling Bonnaroo Buzz Fair Trade-sourced super premium ice cream in Brazil for the first time,it will be using a __________ strategy.

Accepted Answer

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

Exam 2: Developing Successful Organizational and Marketing Strategies

Alcatel offers a simple cell phone with calling and an FM radio for use in most international markets.This an example of Alcatel's

Correct Answer
verified

All of the following are marketing actions that can be taken as a result of a SWOT analysis except which?

Correct Answer
verified

Figure 2-11 -The question mark (? ) represented by the wedge DBC in Figure 2-11 is the

Correct Answer
verified

Within the strategic marketing process,the __________ is the result of the planning phase that will be carried out in the implementation phase.

Correct Answer
verified

Figure 2-3b -According to Figure 2-3b,which of the following SBUs 13-month sales trend has declined over the past few months?

Correct Answer
verified

If Ben & Jerry's starts selling Bonnaroo Buzz Fair Trade-sourced super premium ice cream in Brazil for the first time,it will be using a __________ strategy.

Correct Answer
verified

Figure 2-3a -According to Figure 2-3a,which of the following is the largest Website Traffic Source?

Correct Answer
verified

Which of the following statements regarding stakeholders is most accurate?

Correct Answer
verified

Taking stock of where the firm or product has been recently,where it is now,and where it is headed in terms of the organization's marketing plans and the external forces and trends affecting it is referred to as

Correct Answer
verified

The terms __________ and a mission statement are often used interchangeably.

Correct Answer
verified

Correct Answer
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__________ argued that senior managers of 20th century American railroads defined their business too narrowly,thus failing to create strategies to compete with airlines,barges,pipelines,and trucks.

Correct Answer
verified

Step 1 in the planning phase of the strategic marketing process involves

Correct Answer
verified

The goal of a SWOT analysis is to

Correct Answer
verified

The Boston Consulting Group uses business portfolio analysis to quantify performance measures and growth targets to analyze its clients' strategic business units (SBUs) or offerings

Correct Answer
verified

Correct Answer
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Explain the steps in the evaluation phase of the strategic marketing process.

Correct Answer
verified
The evaluation phase of the st...
View Answer

A unique strength relative to competitors that provides superior returns,often based on quality,time,cost,or innovation,is referred to as a

Correct Answer
verified

Which of the following statements regarding organizational culture is most accurate?

Correct Answer
verified

The key to all scheduling techniques is to

Correct Answer
verified

Exam 2: Developing Successful Organizational and Marketing Strategies

Alcatel offers a simple cell phone with calling and an FM radio for use in most international markets.This an example of Alcatel's

Correct AnswerverifiedShow Answer

All of the following are marketing actions that can be taken as a result of a SWOT analysis except which?

Correct AnswerverifiedShow Answer

Figure 2-11 -The question mark (? ) represented by the wedge DBC in Figure 2-11 is the

Correct AnswerverifiedShow Answer

Within the strategic marketing process,the __________ is the result of the planning phase that will be carried out in the implementation phase.

Correct AnswerverifiedShow Answer

Figure 2-3b -According to Figure 2-3b,which of the following SBUs 13-month sales trend has declined over the past few months?

Correct AnswerverifiedShow Answer

If Ben & Jerry's starts selling Bonnaroo Buzz Fair Trade-sourced super premium ice cream in Brazil for the first time,it will be using a __________ strategy.

Correct AnswerverifiedShow Answer

Figure 2-3a -According to Figure 2-3a,which of the following is the largest Website Traffic Source?

Correct AnswerverifiedShow Answer

Which of the following statements regarding stakeholders is most accurate?

Correct AnswerverifiedShow Answer

Taking stock of where the firm or product has been recently,where it is now,and where it is headed in terms of the organization's marketing plans and the external forces and trends affecting it is referred to as

Correct AnswerverifiedShow Answer

The terms __________ and a mission statement are often used interchangeably.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

__________ argued that senior managers of 20th century American railroads defined their business too narrowly,thus failing to create strategies to compete with airlines,barges,pipelines,and trucks.

Correct AnswerverifiedShow Answer

Step 1 in the planning phase of the strategic marketing process involves

Correct AnswerverifiedShow Answer

The goal of a SWOT analysis is to

Correct AnswerverifiedShow Answer

The Boston Consulting Group uses business portfolio analysis to quantify performance measures and growth targets to analyze its clients' strategic business units (SBUs) or offerings

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Explain the steps in the evaluation phase of the strategic marketing process.

Correct AnswerverifiedThe evaluation phase of the st...View AnswerShow Answer

A unique strength relative to competitors that provides superior returns,often based on quality,time,cost,or innovation,is referred to as a

Correct AnswerverifiedShow Answer

Which of the following statements regarding organizational culture is most accurate?

Correct AnswerverifiedShow Answer

The key to all scheduling techniques is to

Correct AnswerverifiedShow Answer

Correct Answer
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The evaluation phase of the st...
View Answer

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