Question 1

Figure 22-3
-In the generic business strategies shown in Figure 22-3 above, Box D refers to a ________ strategy.

Accepted Answer

A)   cost leadership
B)   quality focus
C)   differentiation focus
D)   cost focus
E)   differentiationF) B) and E)
G) A) and E)

Question 2

Figure 22-3
-In the generic business strategies shown in Figure 22-3 above, which box represents a differentiation focus strategy?

Accepted Answer

A)   Box A
B)   Box B
C)   Box C
D)   Box D
E)   This is not one of the generic business strategies.F) A) and C)
G) A) and B)

Question 3

Which of these types of test marketing techniques was primarily used in market research for General Mills Warm Delights?

Accepted Answer

A)   free coupons
B)   product sampling
C)   continuity programs
D)   double back product refunds
E)   test marketing on the shelves of actual supermarketsF) A) and B)
G) D) and E)

Question 4

The most senior executive responsible for a firm's marketing activities is called the

Accepted Answer

A)   brand manager.
B)   product manager.
C)   chief marketing officer (CMO) .
D)   director of sales.
E)   marketing director.F) A) and D)
G) D) and E)

Question 5

What is a sales response function?

Accepted Answer

A sales response function relates the ex...

Question 6

What is the assumed shape of the graph of the sales response function?

Accepted Answer

A)   U-shaped
B)   S-shaped
C)   a straight, downward-sloping line, starting in the upper left and extending to the lower right of the graph
D)   a straight, upward-sloping line, starting in the lower left and extending to the upper right of the graph
E)   W-shapedF) D) and E)
G) A) and B)

Question 7

The launch of a new cereal typically costs up to $30 million and usually involves

Accepted Answer

A)   replacing one of more than 300 competing breakfast cereals already on store shelves.
B)   a minimum of three attempts before it is successfully launched.
C)   a tie-in promotion with a major motion picture or toy.
D)   steps to counteract the promotional efforts of a competitor's new cereal.
E)   obtaining FDA approval for its convenience claims.F) A) and E)
G) A) and B)

Question 8

Toyota is generally acknowledged as the best in the world in revolutionizing the design and manufacture of autos. Toyota managers created the doctrine of kaizen, or

Accepted Answer

A)   continuous improvement.
B)   multilevel input.
C)   make haste, not waste.
D)   continuous production.
E)   continuous communication.F) B) and C)
G) A) and B)

Question 9

Long-range marketing plans originate at the CMO level in companies, are directed at other senior-level executives, and give direction and a context for

Accepted Answer

A)   a generic business strategy.
B)   an annual marketing plan.
C)   a long-range marketing plan.
D)   a marketing action program.
E)   a BCG model.F) All of the above
G) C) and E)

Question 10

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

Accepted Answer

Evaluation, the final phase of the strat...

Question 11

The four generic business strategies include all of these except which?

Accepted Answer

A)   cost leadership
B)   quality focus
C)   differentiation focus
D)   cost focus
E)   differentiationF) A) and B)
G) C) and E)

Question 12

The information needed for the implementation phase of the strategic marketing process includes

Accepted Answer

A)   positioning studies.
B)   market-product grids with target segments and product groupings.
C)   organizational charts and marketing research reports.
D)   detailed plans to execute the marketing program.
E)   projected future sales, expenses, and profits.F) A) and B)
G) C) and D)

Question 13

________ place a heavy emphasis on segmentation, targeting, and positioning, elements of the marketing mix, and revenue and expense projections.

Accepted Answer

A)   Generic business strategies
B)   Annual marketing plans
C)   Long-range marketing plans
D)   Marketing action programs
E)   BCG modelsF) C) and D)
G) A) and B)

Question 14

What three things have become critical to the role of CMO?

Accepted Answer

The senior executive responsible for a f...

Question 15

Four basic business and management practices are what matter-"what really works," to use the phrase of the researchers who studied more than 200 management tools and techniques. Which of these is one of these?

Accepted Answer

A)   ethics
B)   charismatic leadership
C)   quality
D)   execution
E)   sustainabilityF) All of the above
G) D) and E)

Question 16

Organizational groupings that represent the different departments or business activities within a firm are referred to as

Accepted Answer

A)   reseller groupings.
B)   functional groupings.
C)   geographical groupings.
D)   product line groupings.
E)   market-based groupings.F) A) and E)
G) A) and D)

Question 17

The mathematical function that relates the expense of marketing effort to the marketing results obtained is referred to as

Accepted Answer

A)   marketing ROI.
B)   market share profitability.
C)   share point analysis.
D)   synergy analysis.
E)   a sales response function.F) B) and E)
G) B) and C)

Question 18

One of the generic business strategies that requires a product to have significant points of difference to charge a higher price while targeting a broad array of market segments is referred to as a

Accepted Answer

A)   differentiation focus strategy.
B)   cost focus strategy.
C)   cost-leadership strategy.
D)   differentiation strategy.
E)   supply focus strategy.F) A) and D)
G) A) and C)

Question 19

Managers who have the authority and responsibility to issue orders to people who report to them are referred to as

Accepted Answer

A)   executive marketing officers.
B)   staff positions.
C)   stakeholders.
D)   line positions.
E)   program champions.F) B) and E)
G) B) and D)

Question 20

List and explain two types of marketing plans.

Accepted Answer

Long-range marketing plans cover marketi...

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

One of the generic business strategies that requires a product to have significant points of difference to charge a higher price while targeting a broad array of market segments is referred to as a

Correct AnswerverifiedShow Answer

Toyota is generally acknowledged as the best in the world in revolutionizing the design and manufacture of autos. Toyota managers created the doctrine of kaizen, or

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedEvaluation, the final phase of the strat...View AnswerShow Answer

List and explain two types of marketing plans.

Correct AnswerverifiedLong-range marketing plans cover marketi...View AnswerShow Answer

Four basic business and management practices are what matter-"what really works," to use the phrase of the researchers who studied more than 200 management tools and techniques. Which of these is one of these?

Correct AnswerverifiedShow Answer

What three things have become critical to the role of CMO?

Correct AnswerverifiedThe senior executive responsible for a f...View AnswerShow Answer

What is the assumed shape of the graph of the sales response function?

Correct AnswerverifiedShow Answer

________ place a heavy emphasis on segmentation, targeting, and positioning, elements of the marketing mix, and revenue and expense projections.

Correct AnswerverifiedShow Answer

Which of these types of test marketing techniques was primarily used in market research for General Mills Warm Delights?

Correct AnswerverifiedShow Answer

Long-range marketing plans originate at the CMO level in companies, are directed at other senior-level executives, and give direction and a context for

Correct AnswerverifiedShow Answer

Organizational groupings that represent the different departments or business activities within a firm are referred to as

Correct AnswerverifiedShow Answer

Figure 22-3 -In the generic business strategies shown in Figure 22-3 above, which box represents a differentiation focus strategy?

Correct AnswerverifiedShow Answer

Managers who have the authority and responsibility to issue orders to people who report to them are referred to as

Correct AnswerverifiedShow Answer

The four generic business strategies include all of these except which?

Correct AnswerverifiedShow Answer

The most senior executive responsible for a firm's marketing activities is called the

Correct AnswerverifiedShow Answer

What is a sales response function?

Correct AnswerverifiedA sales response function relates the ex...View AnswerShow Answer

The information needed for the implementation phase of the strategic marketing process includes

Correct AnswerverifiedShow Answer

The mathematical function that relates the expense of marketing effort to the marketing results obtained is referred to as

Correct AnswerverifiedShow Answer

The launch of a new cereal typically costs up to $30 million and usually involves

Correct AnswerverifiedShow Answer

Figure 22-3 -In the generic business strategies shown in Figure 22-3 above, Box D refers to a ________ strategy.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Evaluation, the final phase of the strat...
View Answer

Correct Answer
verified
Long-range marketing plans cover marketi...
View Answer

Correct Answer
verified

Correct Answer
verified
The senior executive responsible for a f...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A sales response function relates the ex...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified