Question 1

The actions taken during the evaluation phase of the strategic marketing process include: (1)  __________ and (2)  exploit positive deviations and correct negative ones.

Accepted Answer

A)  find points of difference
B)  execute the marketing program
C)  compare results with plans to identify deviations
D)  track sales and revenues and compare with competitors
E)  develop the budget by estimating revenues, expenses, and profitsF) A) and E)
G) A) and D)

Question 2

As the marketing manager for Acme Products Inc., you just became the new program leader for Baubles, a product Acme introduced last year. Initial sales far exceeded expectations. In response, the previous program leader decided to reduce the profit margins for channel members to more quickly recover the high costs incurred in the development of the Baubles product and its marketing program. Unfortunately, sales of Acme Baubles declined by 5 percent while its market share declined by 7 percent as new competitors entered the market. After conducting a customer survey, you concluded that customers were generally satisfied with Acme's Baubles. However, Baubles were not as readily accessible as they were the previous year. Furthermore, after conducting a survey among the leading wholesalers and retailers of Acme Baubles, you discovered they were not pleased with the reduced margins. Moreover, because Acme's principal competitors offered them greater margins, they gave their products better service and shelf space than Acme's. This is an example of

Accepted Answer

A)  good planning and good implementation.
B)  good planning and poor implementation.
C)  poor planning and good implementation.
D)  poor planning and poor implementation.
E)  poor evaluation.F) A) and D)
G) C) and D)

Question 3

The information needed for the marketing program, Step 3 of the planning phase, includes: (1)  __________ and (2)  detailed plans to execute the marketing program.

Accepted Answer

A)  positioning studies
B)  marketing mix actions
C)  market-product grids with targets
D)  projected future sales, expenses, and profits
E)  market potential studiesF) A) and B)
G) A) and E)

Question 4

Which of the following types of firms had both planning and implementation problems that caused them to fail?

Accepted Answer

A)  laundry consumer product marketers like Procter & Gamble
B)  personal computer manufacturers like Dell
C)  dot-com firms like Pets.com
D)  delivery pizza firms like Papa John's
E)  gas-powered lawn mowing manufacturers like Great StatesF) B) and D)
G) A) and B)

Question 5

General Mills is concerned with both selling its products and brands in countries around the world and obtaining ideas for new products from anyone anywhere who has a great product or technology. You can send General Mills your great new-product or technology idea through its Internet portal if the product or technology can

Accepted Answer

A)  fit into the General Mills or Nestlé distribution systems.
B)  be copyrighted or patented in North America and Western Europe.
C)  uniquely meet a large unmet consumer need.
D)  be a totally new product category outside of General Mills' existing product lines.
E)  facilitate the new General Mills diversification strategy by being a product or technology unrelated to consumer foods.F) C) and E)
G) A) and B)

Question 6

Which of the following output reports is used in the implementation phase of the strategic marketing process?

Accepted Answer

A)  marketing plans that define goals
B)  projections of sales and expenses
C)  action memos that tell who is to do what by when
D)  corrective action memos
E)  tracking reportsF) A) and B)
G) A) and C)

Question 7

When a marketing plan fails, what should a marketer do in terms of looking for the source of the problem?

Accepted Answer

When a marketing plan fails, it's diffic...

Question 8

Today, the implementation phase of the strategic marketing process often involves moving many planning activities away from the duties of planners to those of __________ responsible for implementing the plans.

Accepted Answer

A)  line managers
B)  outside consultants
C)  senior management
D)  the chief marketing officer (CMO) 
E)  project teamsF) A) and B)
G) None of the above

Question 9

Which of the following is a typical objective for value-based planning?

Accepted Answer

A)  Integrate sustainable development.
B)  Demonstrate corporate integrity.
C)  Contribute to the price of a company's stock.
D)  Reduce employee turnover.
E)  Identify new channels of distribution.F) A) and D)
G) All of the above

Question 10

Which of the following 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) C) and E)

Question 11

Porter's four generic business strategies involve combinations of: (1)  __________ and (2)  a stress on costs versus product differentiation.

Accepted Answer

A)  organizational structure
B)  degree of geographical distribution
C)  investment in research and development
D)  relative number of products in a product line
E)  competitive scope or the breadth of the target marketsF) B) and E)
G) A) and E)

Question 12

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

Question 13

Which of the following output reports is used in the evaluation phase of the strategic marketing process?

Accepted Answer

A)  marketing plans that define goals
B)  action memos that tell who is to do what
C)  action memos that tell who is to do what by when
D)  trend reports
E)  corrective action memosF) D) and E)
G) B) and D)

Question 14

Marketing plans must enable results to be compared with planned targets, which allows __________, the flexibility to update original plans based on recent results.

Accepted Answer

A)  replanning
B)  contingency planning
C)  recursive planning
D)  dynamic planning
E)  proactive changeF) None of the above
G) B) and C)

Question 15

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) None of the above
G) A) and B)

Question 16

In the early 1900s, Henry Ford revolutionized the automobile industry by developing production lines and mass-producing the Ford Model T automobile. By heavily reducing production costs, Ford made the Model T affordable for the average American family. What generic business strategy did Ford use to gain a competitive advantage in the automobile market?

Accepted Answer

A)  a cost leadership strategy
B)  a differentiation strategy
C)  a cost focus strategy
D)  a differentiation focus strategy
E)  a limited production strategyF) A) and B)
G) B) and C)

Question 17

A recent survey showed that firms used two different kinds of metrics when measuring results and measuring efforts that go into new-product development. These consist of output and input metrics. Which of the following is an input metric?

Accepted Answer

A)  number of ideas or concepts in the new-product pipeline
B)  number of new products or services launched
C)  return on assets (RO
A)   for existing products or services
D)  customer satisfaction with new products or services
E)  revenue growth due to new products or servicesF) A) and C)
G) D) and E)

Question 18

Which of the following pieces of information is used in market-product focus and goal setting, the second step of the planning phase of the strategic marketing process?

Accepted Answer

A)  marketing return on investment
B)  perceptual maps and positioning statements
C)  revenues associated with each point of market share
D)  possible cannibalization effects on other products in the line
E)  trends for industry and competitorsF) All of the above
G) B) and C)

Question 19

__________ create a new market by initially reaching new customers through displacing an existing market's low-end product.

Accepted Answer

A)  Distinctive competencies
B)  Discontinuous innovations
C)  Disruptive innovations
D)  Synergy analysis frameworks
E)  Continuous innovationsF) A) and B)
G) B) and D)

Question 20

The actions taken during the implementation phase of the strategic marketing process include: (1)  __________, (2)  design the marketing organization, (3)  develop schedules, and (4)  execute the marketing program.

Accepted Answer

A)  obtain resources
B)  select target markets
C)  position the product
D)  find points of difference
E)  develop the budget by estimating revenues, expenses, and profitsF) A) and B)
G) A) and C)

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

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

Correct Answer
verified

Marketing plans must enable results to be compared with planned targets, which allows __________, the flexibility to update original plans based on recent results.

Correct Answer
verified

When a marketing plan fails, what should a marketer do in terms of looking for the source of the problem?

Correct Answer
verified
When a marketing plan fails, it's diffic...
View Answer

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

Correct Answer
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Which of the following output reports is used in the evaluation phase of the strategic marketing process?

Correct Answer
verified

The actions taken during the evaluation phase of the strategic marketing process include: (1) __________ and (2) exploit positive deviations and correct negative ones.

Correct Answer
verified

Porter's four generic business strategies involve combinations of: (1) __________ and (2) a stress on costs versus product differentiation.

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Today, the implementation phase of the strategic marketing process often involves moving many planning activities away from the duties of planners to those of __________ responsible for implementing the plans.

Correct Answer
verified

Which of the following pieces of information is used in market-product focus and goal setting, the second step of the planning phase of the strategic marketing process?

Correct Answer
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Which of the following is a typical objective for value-based planning?

Correct Answer
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Correct Answer
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The information needed for the marketing program, Step 3 of the planning phase, includes: (1) __________ and (2) detailed plans to execute the marketing program.

Correct Answer
verified

Which of the following output reports is used in the implementation phase of the strategic marketing process?

Correct Answer
verified

Correct Answer
verified

A recent survey showed that firms used two different kinds of metrics when measuring results and measuring efforts that go into new-product development. These consist of output and input metrics. Which of the following is an input metric?

Correct Answer
verified

__________ create a new market by initially reaching new customers through displacing an existing market's low-end product.

Correct Answer
verified

The actions taken during the implementation phase of the strategic marketing process include: (1) __________, (2) design the marketing organization, (3) develop schedules, and (4) execute the marketing program.

Correct Answer
verified

Which of the following types of firms had both planning and implementation problems that caused them to fail?

Correct Answer
verified

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

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

Correct AnswerverifiedShow Answer

Marketing plans must enable results to be compared with planned targets, which allows __________, the flexibility to update original plans based on recent results.

Correct AnswerverifiedShow Answer

When a marketing plan fails, what should a marketer do in terms of looking for the source of the problem?

Correct AnswerverifiedWhen a marketing plan fails, it's diffic...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following output reports is used in the evaluation phase of the strategic marketing process?

Correct AnswerverifiedShow Answer

The actions taken during the evaluation phase of the strategic marketing process include: (1) __________ and (2) exploit positive deviations and correct negative ones.

Correct AnswerverifiedShow Answer

Porter's four generic business strategies involve combinations of: (1) __________ and (2) a stress on costs versus product differentiation.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Today, the implementation phase of the strategic marketing process often involves moving many planning activities away from the duties of planners to those of __________ responsible for implementing the plans.

Correct AnswerverifiedShow Answer

Which of the following pieces of information is used in market-product focus and goal setting, the second step of the planning phase of the strategic marketing process?

Correct AnswerverifiedShow Answer

Which of the following is a typical objective for value-based planning?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The information needed for the marketing program, Step 3 of the planning phase, includes: (1) __________ and (2) detailed plans to execute the marketing program.

Correct AnswerverifiedShow Answer

Which of the following output reports is used in the implementation phase of the strategic marketing process?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A recent survey showed that firms used two different kinds of metrics when measuring results and measuring efforts that go into new-product development. These consist of output and input metrics. Which of the following is an input metric?

Correct AnswerverifiedShow Answer

__________ create a new market by initially reaching new customers through displacing an existing market's low-end product.

Correct AnswerverifiedShow Answer

The actions taken during the implementation phase of the strategic marketing process include: (1) __________, (2) design the marketing organization, (3) develop schedules, and (4) execute the marketing program.

Correct AnswerverifiedShow Answer

Which of the following types of firms had both planning and implementation problems that caused them to fail?

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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When a marketing plan fails, it's diffic...
View Answer

Correct Answer
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