Question 1

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

Accepted Answer

A)   The more text (words)  that is displayed, the better it is for a marketing manager to identify trends, interpret the data, and take corrective actions.
B)   A marketing dashboard very often includes 20 or more marketing metrics on the same dashboard computer 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 societal well-being.
E)   Marketing dashboards provide graphic displays of a product category's performance, such as sales, website traffic, etc.F) B) and C)
G) A) and D)

Question 2

2008,Kodak's ink-jet printer could be considered a "question mark" because the market dramatically changed as consumers shifted from single-purpose to multifunction machines designed to print photos,make copies,scan images,and send faxes.Today,Kodak now offers only multifunction printers.If Kodak can double or triple unit sales soon,this SBU "question mark" could become a "__________;" if online printing and sharing steal market share,this SBU could become a "__________."

Accepted Answer

A)   cash cow; star
B)   cash cow; dog
C)   star; dog
D)   star; hedgehog
E)   in either scenario, the inkjet printer will remain a question markF) A) and E)
G) B) and E)

Question 3

measure of the quantitative value or trend of a marketing activity or result is referred to as

Accepted Answer

A)   trend analysis.
B)   a marketing measurement.
C)   a marketing dashboard.
D)   a marketing metric.
E)   value analysis.F) B) and C)
G) A) and E)

Question 4

Compared to marketing strategies,marketing tactics generally involve actions that

Accepted Answer

A)   are detailed day-to-day operational decisions.
B)   are long-term rather than short-term.
C)   involve upper levels of management rather than front-line managers.
D)   are general rather than specific in nature.
E)   have been successfully implemented in the past.F) A) and D)
G) B) and E)

Question 5

Figure 2-7
-Consider Figure 2-7 above.A Florida-based flashlight company has been extremely successful due in part to the number of hurricanes in Florida that result in power outages.The firm is thinking of expanding its product offerings to include other emergency supplies such as generators and survival kits (consisting of food bars,a water filtration system,first aid supplies,etc.) .Before going ahead with this decision,there were several factors that had to be taken into consideration: (1) The firm has a great reputation with its flashlights and does not want to ruin it.(2) Its physical plant could be refitted relatively easily to make small generators,but it would be rather costly.(3) It would have to rely on another firm to manufacture and package the survival kits.(4) Although there are nine named hurricanes scheduled for the upcoming year,no one really can predict what will happen.The company's reputation would fall in which quadrant(s) of the SWOT analysis grid?

Accepted Answer

A)   "A"
B)   "B"
C)   "C"
D)   "D"
E)   "A" and "D"F) A) and B)
G) A) and C)

Question 6

Marketing tactics refer to the

Accepted Answer

A)   long-term decisions made to implement the marketing program and the monitoring of those decisions.
B)   detailed day-to-day operational decisions essential to the overall success of marketing strategies.
C)   steps taken to develop an effective marketing plan.
D)   development of marketing strategies to achieve the organization's marketing objectives.
E)   refinement of the organization's mission based on the results obtained from a marketing audit.F) C) and D)
G) A) and C)

Question 7

Figure 2-1
-Figure 2-1 above,"C" represents the

Accepted Answer

A)   strategic business unit level.
B)   board of directors.
C)   corporate level.
D)   functional level.
E)   CMO.F) B) and C)
G) B) and D)

Question 8

marketing metric refers to

Accepted Answer

A)   a measure of the quantitative value or trend of a marketing activity or result.
B)   a form of linear trend analysis used to project future profits based on existing marketing plans.
C)   one of a series of mathematical formulas used to calculate potential profits based upon different environmental forces.
D)   information about an organization's core values and code of ethics so marketers can quickly (1)  spot deviations and (2)  take corrective actions.
E)   the value of a product in terms of market share or growth rate relative to its competitors.F) None of the above
G) D) and E)

Question 9

marketing strategy of selling new products to current markets is referred to as __________.

Accepted Answer

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

Question 10

term that links the employees,shareholders,board of directors,suppliers,distributors,creditors,unions,government,local communities,and customers is

Accepted Answer

A)   stakeholders.
B)   stockholders.
C)   competitors.
D)   target audience.
E)   organizational society.F) D) and E)
G) None of the above

Question 11

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 at this site.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 a(n)

Accepted Answer

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

Question 12

Diversification analysis refers to

Accepted Answer

A)   a technique that seeks opportunities by finding the optimum balance between marketing efficiencies versus R&D-manufacturing efficiencies.
B)   a framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization.
C)   a technique that helps a firm search for growth opportunities from among current and new markets as well as current and new products.
D)   a technique used to determine the appeal of each SBU or offering and then the amount of cash, if any, each should receive.
E)   a framework that identifies four "generic" strategies to achieve a competitive advantage.F) C) and D)
G) None of the above

Question 13

strategic business unit level

Accepted Answer

A)   works most directly with the organization's target customers.
B)   directs the overall strategy for the organization.
C)   is most likely to change substantially over time.
D)   provides more end-user analysis in order to design more customer-directed products.
E)   is the level at which managers set a more specific strategic direction for their businesses to exploit value-creating opportunities.F) A) and B)
G) B) and E)

Question 14

primary purpose of a marketing metric is to

Accepted Answer

A)   assign qualitative values to quantitative data.
B)   allow the sharing of information across product lines.
C)   measure the quantitative value of a marketing activity.
D)   forecast potential product/service opportunities over a period of five years.
E)   provide a numerically precise measurement of management judgment for an industry's growth.F) B) and C)
G) A) and B)

Question 15

__________ element of the marketing mix includes channels and coverage.

Accepted Answer

A)   product
B)   price
C)   promotion
D)   place
E)   peopleF) C) and D)
G) A) and B)

Question 16

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

Accepted Answer

A)   An organizational foundation specifies its goals.
B)   An organizational foundation defines the business that it is in.
C)   An organization's foundation empowers stakeholders to have a voice in the strategic marketing process.
D)   An organization's foundation is its philosophical reason for being-why it exists.
E)   An organization's foundation is the company, its product, and its customers.F) A) and B)
G) A) and C)

Question 17

key steps of planning,implementation,and evaluation are part of (the)

Accepted Answer

A)   gap analysis.
B)   strategic marketing process.
C)   situational analysis.
D)   synergy analysis.
E)   diversification analysis.F) B) and D)
G) A) and E)

Question 18

Business firms pursue several different types of goals.When a firm recognizes the critical importance of its employees,this is an __________ goal.

Accepted Answer

A)   employee satisfaction
B)   employee responsibility
C)   employee compensation
D)   employee core value
E)   employee welfareF) B) and D)
G) B) and C)

Question 19

Product development 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) A) and C)
G) B) and C)

Question 20

recent Congressional initiative mandated that the U.S.Department of Transportation (USDOT) establish a national traffic information collection system.The marketing manager of a company that provided traffic reports for local radio stations would most likely incorporate this knowledge into its SWOT analysis as

Accepted Answer

A)   a weakness if the company has an existing working relationship with the USDOT.
B)   an opportunity if the USDOT will give this information directly to all radio stations.
C)   a weakness if the company that provides local traffic information has no employees who are technologically capable of using the USDOT system.
D)   a threat if the USDOT is creating a network of local traffic-information providers to address the mandate.
E)   part of a marketing plan; this information would not be part of a SWOT analysis.F) A) and C)
G) B) and C)

Exam 2: Developing Successful Organizational and Marketing Strategies

Correct Answer
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marketing strategy of selling new products to current markets is referred to as __________.

Correct Answer
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Which of the following statements regarding organizational foundation is most accurate?

Correct Answer
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Correct Answer
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primary purpose of a marketing metric is to

Correct Answer
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key steps of planning,implementation,and evaluation are part of (the)

Correct Answer
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Compared to marketing strategies,marketing tactics generally involve actions that

Correct Answer
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term that links the employees,shareholders,board of directors,suppliers,distributors,creditors,unions,government,local communities,and customers is

Correct Answer
verified

__________ element of the marketing mix includes channels and coverage.

Correct Answer
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Correct Answer
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Figure 2-1 -Figure 2-1 above,"C" represents the

Correct Answer
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marketing metric refers to

Correct Answer
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measure of the quantitative value or trend of a marketing activity or result is referred to as

Correct Answer
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Product development refers to the marketing strategy of

Correct Answer
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Diversification analysis refers to

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

Correct Answer
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Business firms pursue several different types of goals.When a firm recognizes the critical importance of its employees,this is an __________ goal.

Correct Answer
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Marketing tactics refer to the

Correct Answer
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Correct Answer
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strategic business unit level

Correct Answer
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Exam 2: Developing Successful Organizational and Marketing Strategies

Correct AnswerverifiedShow Answer

marketing strategy of selling new products to current markets is referred to as __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

primary purpose of a marketing metric is to

Correct AnswerverifiedShow Answer

key steps of planning,implementation,and evaluation are part of (the)

Correct AnswerverifiedShow Answer

Compared to marketing strategies,marketing tactics generally involve actions that

Correct AnswerverifiedShow Answer

term that links the employees,shareholders,board of directors,suppliers,distributors,creditors,unions,government,local communities,and customers is

Correct AnswerverifiedShow Answer

__________ element of the marketing mix includes channels and coverage.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Figure 2-1 -Figure 2-1 above,"C" represents the

Correct AnswerverifiedShow Answer

marketing metric refers to

Correct AnswerverifiedShow Answer

measure of the quantitative value or trend of a marketing activity or result is referred to as

Correct AnswerverifiedShow Answer

Product development refers to the marketing strategy of

Correct AnswerverifiedShow Answer

Diversification analysis refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Business firms pursue several different types of goals.When a firm recognizes the critical importance of its employees,this is an __________ goal.

Correct AnswerverifiedShow Answer

Marketing tactics refer to the

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

strategic business unit level

Correct AnswerverifiedShow Answer

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