Question 1

the functional level,the marketing department

Accepted Answer

A)   solicits talent from all levels of the organization for strategic corporate planning sessions.
B)   promotes its goals to the organization's stakeholders.
C)   looks outward, keeping the organization focused on creating value both for it and its customers.
D)   develops the corporate culture.
E)   defines the overall strategic direction of the organization.F) A) and D)
G) A) and C)

Question 2

marketing strategy refers to

Accepted Answer

A)   the means by which a marketing goal is to be achieved, usually characterized by a specified target market and a marketing program to reach it.
B)   the tactical decisions made to implement the marketing program.
C)   a technique to quantify performance measures and growth targets of a firm's strategic business units (SBUs) .
D)   a road map for the marketing activities of an organization for a specified future time period, such as one year or five years.
E)   the detailed day-to-day operational decisions.F) None of the above
G) A) and E)

Question 3

subsidiary,division,or unit of an organization that markets a set of related offerings to a clearly defined group of customers is referred to as a

Accepted Answer

A)   strategic business unit.
B)   strategic industry level.
C)   private corporation.
D)   product grouping.
E)   marketing department.F) A) and D)
G) A) and C)

Question 4

__________ is a product,service,or idea that creates value for both the organization and its customers by satisfying their needs and wants.

Accepted Answer

A)   organization
B)   business firm
C)   firm
D)   offering
E)   industryF) A) and D)
G) All of the above

Question 5

Figure 2-2
-Figure 2-2 above,"C" represents the "how" element of visionary organization.This is referred to as __________.

Accepted Answer

A)   organizational tactics
B)   organizational mission
C)   organizational foundation
D)   organizational direction
E)   organizational strategiesF) A) and B)
G) A) and C)

Question 6

visualization is

Accepted Answer

A)   the visual computer display of the essential information related to achieving a marketing objective.
B)   a road map for the marketing activities of an organization for a specified future time period.
C)   the process of (1)  continuously collecting information about customers' needs, (2)  sharing this information across departments, and (3)  using it to create marketing metrics.
D)   a measure of the quantitative value or trend of a marketing activity or result is the visual computer display of the essential information related to achieving a marketing objective.
E)   the information about an organization's marketing metrics graphically so marketers can quickly (1)  spot deviations from plans and (2)  take corrective actions.F) B) and D)
G) C) and E)

Question 7

Although an organization has limited influence on market growth rate,its main alternative is to try to change its relative market share.The most likely way for a company to turn a "question mark" into a "star" rather than a "dog" is to

Accepted Answer

A)   remove cash from it.
B)   reduce advertising for it.
C)   inject cash into it.
D)   reduce the feature set for it.
E)   decrease the market growth rate.F) C) and D)
G) B) and E)

Question 8

are the marketing mix elements that compose a cohesive marketing program?

Accepted Answer

Figure 2-8 in the textbook illustrates t...

Question 9

Organizational strategies vary in two ways,depending on

Accepted Answer

A)   (1)  the strategy's level in the organization and (2)  the offerings an organization provides to its customers.
B)   (1)  the corporate level and (2)  the SBU level in the organization.
C)   whether an offering is (1)  a product)  or (2)  a service.
D)   whether they are (1)  mission statements or (2)  core values.
E)   (1)  the organizational culture and (2)  its core values.F) None of the above
G) C) and E)

Question 10

marketing plan for IBM's "Smarter Planet" strategy included all of the following marketing tactics EXCEPT:

Accepted Answer

A)   handing out "Smarter Planet" t-shirts on selected college campuses through the world.
B)   television ads to describe the "Smarter Planet" strategy.
C)   a website that provided reports, video clips, and statistics.
D)   a message in an annual report from IBM's Chairman of the Board and CEO.
E)   an appearance of "Watson" on the TV game show Jeopardy!F) B) and E)
G) B) and C)

Question 11

firm may have a goal to offer its customers the highest _________,as Medtronic does with its implantable medical devices.

Accepted Answer

A)   innovation
B)   quality
C)   service
D)   value
E)   warrantyF) B) and C)
G) A) and B)

Question 12

founder of Starbucks,Howard Schultz,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) All of the above
G) A) and E)

Question 13

Motorola invented the Six Sigma program that sets as a goal no more than one defect in one million parts manufactured.This is an example of a(n) __________ goal.

Accepted Answer

A)   profit
B)   sales revenue
C)   quality
D)   market share
E)   employee welfareF) None of the above
G) B) and D)

Question 14

developing marketing programs for new offerings,marketing may provide staff to serve as part of a(n) __________,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)   cross-functional team
B)   department
C)   strategic business unit
D)   organization
E)   business consortiumF) A) and E)
G) B) and E)

Question 15

strategic business unit has marketing and other specialized activities (e.g.,finance,manufacturing,or research and development) at the __________ level,where groups of specialists actually create value for the organization.

Accepted Answer

A)   strategic
B)   corporate
C)   functional
D)   business unit
E)   compartmentalF) B) and D)
G) A) and B)

Question 16

values refer to

Accepted Answer

A)   the cultural ethos of an organization.
B)   proprietary values of a firm.
C)   written mission statements that express an organization's goals and objectives.
D)   the personal moral and ethical codes of a firm's stakeholders.
E)   the fundamental, passionate, and enduring principles that guide an organization's conduct over time.F) All of the above
G) B) and D)

Question 17

Ben & Jerry's Marketing Dashboard (Dollar Market Share) 
-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) A) and B)
G) None of the above

Question 18

These senior managers have an increasingly important role in top management because of their ability to think strategically.Most of them bring multi-industry backgrounds,cross-functional management expertise,analytical skills,and intuitive marketing insights to their job.These individuals are referred to as

Accepted Answer

A)   chief marketing officers (CMOs) .
B)   chief financial officers (CFOs) .
C)   chief executive officers (CEOs) .
D)   chief human resource officers (CHROs) .
E)   chief operating officers (COOs) .F) C) and D)
G) B) and E)

Question 19

of the following are components of the implementation phase of the strategic marketing process EXCEPT:

Accepted Answer

A)   developing planning schedules.
B)   executing the marketing program.
C)   designing the marketing organization.
D)   conducting R&D.
E)   obtaining resources.F) A) and B)
G) B) and D)

Question 20

detailed day-to-day operational decisions essential to the overall success of marketing strategies are referred to as __________.

Accepted Answer

A)   marketing plans
B)   marketing programs
C)   marketing tactics
D)   marketing strategies
E)   marketing proceduresF) C) and D)
G) B) and D)

Exam 2: Developing Successful Organizational and Marketing Strategies

detailed day-to-day operational decisions essential to the overall success of marketing strategies are referred to as __________.

Correct Answer
verified

are the marketing mix elements that compose a cohesive marketing program?

Correct Answer
verified
Figure 2-8 in the textbook illustrates t...
View Answer

strategic business unit has marketing and other specialized activities (e.g.,finance,manufacturing,or research and development) at the __________ level,where groups of specialists actually create value for the organization.

Correct Answer
verified

firm may have a goal to offer its customers the highest _________,as Medtronic does with its implantable medical devices.

Correct Answer
verified

Correct Answer
verified

of the following are components of the implementation phase of the strategic marketing process EXCEPT:

Correct Answer
verified

the functional level,the marketing department

Correct Answer
verified

Motorola invented the Six Sigma program that sets as a goal no more than one defect in one million parts manufactured.This is an example of a(n) __________ goal.

Correct Answer
verified

Ben & Jerry's Marketing Dashboard (Dollar Market Share) -marketing plan refers to

Correct Answer
verified

developing marketing programs for new offerings,marketing may provide staff to serve as part of a(n) __________,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

Organizational strategies vary in two ways,depending on

Correct Answer
verified

values refer to

Correct Answer
verified

subsidiary,division,or unit of an organization that markets a set of related offerings to a clearly defined group of customers is referred to as a

Correct Answer
verified

marketing strategy refers to

Correct Answer
verified

marketing plan for IBM's "Smarter Planet" strategy included all of the following marketing tactics EXCEPT:

Correct Answer
verified

Figure 2-2 -Figure 2-2 above,"C" represents the "how" element of visionary organization.This is referred to as __________.

Correct Answer
verified

__________ is a product,service,or idea that creates value for both the organization and its customers by satisfying their needs and wants.

Correct Answer
verified

Correct Answer
verified

visualization is

Correct Answer
verified

Although an organization has limited influence on market growth rate,its main alternative is to try to change its relative market share.The most likely way for a company to turn a "question mark" into a "star" rather than a "dog" is to

Correct Answer
verified

Exam 2: Developing Successful Organizational and Marketing Strategies

detailed day-to-day operational decisions essential to the overall success of marketing strategies are referred to as __________.

Correct AnswerverifiedShow Answer

are the marketing mix elements that compose a cohesive marketing program?

Correct AnswerverifiedFigure 2-8 in the textbook illustrates t...View AnswerShow Answer

strategic business unit has marketing and other specialized activities (e.g.,finance,manufacturing,or research and development) at the __________ level,where groups of specialists actually create value for the organization.

Correct AnswerverifiedShow Answer

firm may have a goal to offer its customers the highest _________,as Medtronic does with its implantable medical devices.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

of the following are components of the implementation phase of the strategic marketing process EXCEPT:

Correct AnswerverifiedShow Answer

the functional level,the marketing department

Correct AnswerverifiedShow Answer

Motorola invented the Six Sigma program that sets as a goal no more than one defect in one million parts manufactured.This is an example of a(n) __________ goal.

Correct AnswerverifiedShow Answer

Ben & Jerry's Marketing Dashboard (Dollar Market Share) -marketing plan refers to

Correct AnswerverifiedShow Answer

developing marketing programs for new offerings,marketing may provide staff to serve as part of a(n) __________,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

Organizational strategies vary in two ways,depending on

Correct AnswerverifiedShow Answer

values refer to

Correct AnswerverifiedShow Answer

subsidiary,division,or unit of an organization that markets a set of related offerings to a clearly defined group of customers is referred to as a

Correct AnswerverifiedShow Answer

marketing strategy refers to

Correct AnswerverifiedShow Answer

marketing plan for IBM's "Smarter Planet" strategy included all of the following marketing tactics EXCEPT:

Correct AnswerverifiedShow Answer

Figure 2-2 -Figure 2-2 above,"C" represents the "how" element of visionary organization.This is referred to as __________.

Correct AnswerverifiedShow Answer

__________ is a product,service,or idea that creates value for both the organization and its customers by satisfying their needs and wants.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

visualization is

Correct AnswerverifiedShow Answer

Although an organization has limited influence on market growth rate,its main alternative is to try to change its relative market share.The most likely way for a company to turn a "question mark" into a "star" rather than a "dog" is to

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
Figure 2-8 in the textbook illustrates t...
View Answer

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