Question 1

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 establishing ________ 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) A) and E)

Question 2

Figure 2-11
-Based on the sales revenue data shown in Figure 2-11, as a marketing manager for Apple, you would most likely conclude that

Accepted Answer

A)   the planning gap is narrowing.
B)   the actual sales results (line B
E)   are on track with the new plan (line B
D)  .
C)   the actual sales results (lines AB and B
E)   are on track with the 2005 plan (line B
C)  .
D)   sales are increasing significantly since 2005 (line B
D)  .
E)   another new plan has been needed since 2005, since the planning gap (wedge DB
C)   is widening each year thereafter.F) C) and D)
G) A) and D)

Question 3

Marketing professionals at IBM use which word to describe their marketing practices and methodologies?

Accepted Answer

A)   honest
B)   innovative
C)   customized
D)   relevant
E)   agileF) D) and E)
G) A) and C)

Question 4

________ argued that leadership 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) B) and C)
G) D) and E)

Question 5

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) C) and E)
G) None of the above

Question 6

The marketing manager looks for two kinds of deviations during the evaluation phase, each triggering a different kind of action: (1)  actual results fall short of goals and (2)

Accepted Answer

A)   deviations that result from major shifts in customer needs.
B)   actual results exceed goals.
C)   lack of deviations when there should be.
D)   deviations that result from executive mandates.
E)   deviations that are blamed on insufficient marketing support (personnel or funding) .F) A) and D)
G) None of the above

Question 7

Figure 2-7
-Consider Figure 2-7. 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, several factors had to be considered: (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 anticipated 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)   both A and CF) A) and E)
G) None of the above

Question 8

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) A) and D)

Question 9

Figure 2-4
-In Figure 2-4, a representation of the BCG business portfolio analysis, SBUs found in quadrant A would be called

Accepted Answer

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

Question 10

The ________ element of the marketing mix includes personal selling and advertising.

Accepted Answer

A)   product
B)   price
C)   promotion
D)   place
E)   peopleF) C) and D)
G) All of the above

Question 11

The Boston Consulting Group (BCG)  has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization. Stars are SBUs that are classified as having

Accepted Answer

A)   high market growth rates and high relative market shares.
B)   low market growth rates but high relative market shares.
C)   low market growth rates and low relative market shares.
D)   high market growth rates but low relative market shares.
E)   medium market growth rates and medium relative market shares.F) All of the above
G) B) and C)

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) C) and D)
G) A) and D)

Question 13

Which two marketing strategies would be used if a firm were not willing to find new markets?

Accepted Answer

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

Question 14

Name and briefly describe the seven types of organizational goals or objectives.

Accepted Answer

The seven types of organizational goals ...

Question 15

Figure 2-3b
-According to Figure 2-3b which of the following SBUs is currently exceeding its YTD (year-to-date)  revenue target?

Accepted Answer

A)   Peripherals
B)   Hardware
C)   Circuitry
D)   Software
E)   Grand TotalF) A) and E)
G) B) and E)

Question 16

The key role of marketing includes

Accepted Answer

A)   supporting the board of directors.
B)   operating at the corporate level.
C)   looking outward by listening to customers.
D)   managing executives.
E)   delivering strategic business decisions.F) A) and E)
G) All of the above

Question 17

A 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) A) and B)
G) C) and D)

Question 18

A marketing plan refers to

Accepted Answer

A)   the long-term decisions made to implement the marketing program and the monitoring of those decisions.
B)   a technique that marketing managers use to quantify performance measures and growth targets to analyze their firm's strategic business units (SBUs)  as though they were a collection of separate investments.
C)   a road map for the marketing activities of an organization for a specified future time period, such as one year or five years.
D)   the detailed day-to-day operational decisions essential to the overall success of marketing strategies.
E)   a road map for the entire organization for a specified future period of time, such as one year or five years.F) C) and D)
G) A) and D)

Question 19

If Dr. Pepper Snapple plans to grow its proportion of the flavors segment of the carbonated soft drink industry to 45 percent, it has set ________ goal.

Accepted Answer

A)   a sales proportionality
B)   a company sales
C)   an industry potential
D)   a contribution margin
E)   a market shareF) B) and C)
G) B) and E)

Question 20

A road map for the marketing activities of an organization for a specified future time period, such as one year or five years, is referred to as a

Accepted Answer

A)   business plan.
B)   marketing objective.
C)   marketing plan.
D)   marketing strategy.
E)   marketing program.F) A) and C)
G) A) and E)

Exam 2: Developing Successful Organizational and Marketing Strategies

The marketing manager looks for two kinds of deviations during the evaluation phase, each triggering a different kind of action: (1) actual results fall short of goals and (2)

Correct Answer
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Figure 2-4 -In Figure 2-4, a representation of the BCG business portfolio analysis, SBUs found in quadrant A would be called

Correct Answer
verified

Which two marketing strategies would be used if a firm were not willing to find new markets?

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

________ argued that leadership 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

A road map for the marketing activities of an organization for a specified future time period, such as one year or five years, is referred to as a

Correct Answer
verified

The key role of marketing includes

Correct Answer
verified

Name and briefly describe the seven types of organizational goals or objectives.

Correct Answer
verified
The seven types of organizational goals ...
View Answer

The Boston Consulting Group (BCG) has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization. Stars are SBUs that are classified as having

Correct Answer
verified

The ________ element of the marketing mix includes personal selling and advertising.

Correct Answer
verified

Correct Answer
verified

Marketing professionals at IBM use which word to describe their marketing practices and methodologies?

Correct Answer
verified

Figure 2-3b -According to Figure 2-3b which of the following SBUs is currently exceeding its YTD (year-to-date) revenue target?

Correct Answer
verified

Figure 2-11 -Based on the sales revenue data shown in Figure 2-11, as a marketing manager for Apple, you would most likely conclude that

Correct Answer
verified

If Dr. Pepper Snapple plans to grow its proportion of the flavors segment of the carbonated soft drink industry to 45 percent, it has set ________ goal.

Correct Answer
verified

Correct Answer
verified

A marketing plan refers to

Correct Answer
verified

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

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

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

Exam 2: Developing Successful Organizational and Marketing Strategies

The marketing manager looks for two kinds of deviations during the evaluation phase, each triggering a different kind of action: (1) actual results fall short of goals and (2)

Correct AnswerverifiedShow Answer

Figure 2-4 -In Figure 2-4, a representation of the BCG business portfolio analysis, SBUs found in quadrant A would be called

Correct AnswerverifiedShow Answer

Which two marketing strategies would be used if a firm were not willing to find new markets?

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

________ argued that leadership 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

A road map for the marketing activities of an organization for a specified future time period, such as one year or five years, is referred to as a

Correct AnswerverifiedShow Answer

The key role of marketing includes

Correct AnswerverifiedShow Answer

Name and briefly describe the seven types of organizational goals or objectives.

Correct AnswerverifiedThe seven types of organizational goals ...View AnswerShow Answer

The Boston Consulting Group (BCG) has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization. Stars are SBUs that are classified as having

Correct AnswerverifiedShow Answer

The ________ element of the marketing mix includes personal selling and advertising.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Marketing professionals at IBM use which word to describe their marketing practices and methodologies?

Correct AnswerverifiedShow Answer

Figure 2-3b -According to Figure 2-3b which of the following SBUs is currently exceeding its YTD (year-to-date) revenue target?

Correct AnswerverifiedShow Answer

Figure 2-11 -Based on the sales revenue data shown in Figure 2-11, as a marketing manager for Apple, you would most likely conclude that

Correct AnswerverifiedShow Answer

If Dr. Pepper Snapple plans to grow its proportion of the flavors segment of the carbonated soft drink industry to 45 percent, it has set ________ goal.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A marketing plan refers to

Correct AnswerverifiedShow Answer

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

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

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

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The seven types of organizational goals ...
View Answer

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