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In general, a visionary organization asks which three types of questions to specify its foundation, set a direction, and formulate strategies?


A) why, when, where
B) what, by whom, how
C) how, when, where
D) why, what, how
E) who, why, when

F) None of the above
G) B) and D)

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Identify and describe the three steps of the planning phase of the strategic marketing process.

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Step 1: situation (SWOT) analysis is an ...

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The Boston Consulting Group (BCG) business portfolio analysis requires an organization to locate the position for each of its strategic business units (SBUs) on a growth-share matrix. In a growth-share matrix, the horizontal axis of the matrix indicates


A) the annual rate of growth of the SBU's industry.
B) the relative dollar market share of the largest competitor.
C) the annual rate of growth of the firm's largest competitor.
D) the relative unit market share of the smallest competitor.
E) the annual rate of growth of the firm itself.

F) A) and E)
G) C) and E)

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A campus service organization annually raises money through the sale of T-shirts. What are the major components of the marketing program it should use to increase sales? Give at least one example of each.

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A marketing program should include produ...

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What is an organization's mission? What are some elements of a well-written mission statement?

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By understanding its core values, an org...

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Several years ago, Black & Decker purchased General Electric's small appliances product line. Black & Decker purchased the line because it needed the cash generated from a product line that had a dominant market share in the slow-growth small appliance industry. GE's small appliances product line is most likely a __________ for Black & Decker.


A) dog
B) cash cow
C) question mark
D) star
E) hedgehog

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

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Marana Aerospace Solutions is the world's largest parking lot for unwanted commercial aircraft. Airlines pay from $750 to $5,000 monthly for the storage services provided by Evergreen. Before September 2001, the company had 140 discarded airplanes at its Arizona facilities and was growing at a rate of about six planes monthly with about two per month sold for parts or scrap metal. After calamity struck the airline industry in September 2001, airlines retired over 1,000 planes, and the actual number of planes stored at Evergreen differed significantly from its earlier prediction. Marana has enacted a new goal, widening the


A) contribution margin.
B) planning gap.
C) marginal trend.
D) break-even point.
E) sales differential.

F) D) and E)
G) B) and D)

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The strategies an organization develops to provide value to the customers it serves is called


A) a mission statement.
B) an objective goal.
C) a vision statement.
D) a business model.
E) a protocol.

F) A) and C)
G) A) and E)

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Diversification analysis refers to


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) D) and E)
G) C) and D)

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Today's visionary organization uses three key elements to __________, set a direction, and formulate strategies.


A) set financial goals
B) specify its foundation
C) establish detailed marketing tactics
D) assign job responsibilities
E) establish an organizational chart

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

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What is a mission?

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By understanding its core values, an org...

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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


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

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An organization's employees, shareholders, board of directors, suppliers, distributors, creditors, unions, government, local communities, and customers are referred to as its


A) stakeholders.
B) stockholders.
C) competitors.
D) target audience.
E) organizational society.

F) A) and B)
G) A) and E)

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The _________________ represent(s) the "what" element of a visionary organization.


A) organizational tactics
B) organizational mission
C) organizational foundation
D) organizational direction
E) organizational strategies

F) A) and E)
G) All of the above

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The Boston Consulting Group's business portfolio analysis model can be used to analyze a firm's strategic business units. How is it used and what can it tell you?

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The BCG business portfolio ana...

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Explain what a Gantt chart is and how it is used.

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A Gantt chart is a graphical representat...

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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. Question marks are SBUs that are classified as having


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) A) and B)
G) C) and E)

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Explain what a visionary organization is and the three questions (why, what, and how) that need to be answered to achieve success.

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Management experts stress that to be suc...

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Data visualization


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

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

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The external-unfavorable quadrant represents __________ in a SWOT analysis.


A) a threat
B) a weakness
C) a strength
D) an opportunity
E) a market segment

F) All of the above
G) A) and D)

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Showing 201 - 220 of 356

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