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Define marketing dashboard and marketing metric and explain how these terms are related.

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A marketing dashboard is the visual comp...

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The American railroad industry faced a serious decline in the 20th century.What business did rail executives believe they were in at that time? What business is a railroad company really in? Why is the difference important?

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Theodore Levitt argues that senior manag...

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A technique that helps a firm search for growth opportunities from among current and new markets as well as current and new products is referred to as


A) diversification analysis.
B) business portfolio analysis.
C) a market-product grid framework.
D) synergy analysis.
E) market segmentation.

F) A) and B)
G) A) and C)

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Step 3 in the planning phase of the strategic marketing process consists of


A) diversification analysis.
B) the situation (SWOT) analysis.
C) the marketing program.
D) the market-product focus and goal setting.
E) business portfolio analysis.

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

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Figure 2-3c Figure 2-3c -According to Figure 2-3c above,which of the following states has the highest number of monthly website visits? A) Illinois B) Texas C) California D) Florida E) Washington -According to Figure 2-3c above,which of the following states has the highest number of monthly website visits?


A) Illinois
B) Texas
C) California
D) Florida
E) Washington

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

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All of the following are components of the implementation phase of the strategic marketing process except which?


A) defining precise tasks, responsibilities, and deadlines
B) executing the marketing program
C) designing the marketing organization
D) conducting R and D
E) obtaining resources

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

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Figure 2-7 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 scheduled for the upcoming year,no one really can predict what will happen.The company's need to refit its factory would fall in which quadrant(s) of the SWOT analysis grid? A) A B) B C) C D) D E) both B and D -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 scheduled for the upcoming year,no one really can predict what will happen.The company's need to refit its factory would fall in which quadrant(s) of the SWOT analysis grid?


A) A
B) B
C) C
D) D
E) both B and D

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

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People in the finance and the human resources departments traditionally operate at what organizational level?


A) corporate level
B) top management level
C) strategic business unit level
D) functional level
E) stakeholder level

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

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United Parcel Service (UPS) recently redefined its business,and now considers itself to be in which of these?


A) the package delivery business
B) the digital or physical mail business
C) the logistics business
D) the problem-solving business
E) the warehousing business

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

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One of the weaknesses inherent in the use of the BCG business portfolio analysis is that it


A) causes dissension between different divisions when one is labeled a "star" and another a "dog."
B) reduces employee motivation to move a low valued SBU to a higher one.
C) considers too many SBU factors beyond market growth rate and relative market share.
D) does not require sales forecasts in order to be implemented.
E) is often difficult to obtain the needed information to correctly place SBUs in the matrix.

F) A) and D)
G) D) and E)

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Figure 2-3d Ben & Jerry's Marketing Dashboard (Dollar Sales and Market Share) Figure 2-3d Ben & Jerry's Marketing Dashboard (Dollar Sales and Market Share) -Consider the Ben & Jerry's Dollar Sales and Market Share Figure 2-3d.A marketing manager for Ben & Jerry's notices that dollar market share for 2015 was 18.4 percent and for 2016 it was 20.0 percent.What simple formula was used to calculate the dollar market share percentages for each of these two years? A) Dollar market share (%) = Ben & Jerry's sales ($) /Total industry sales, including Ben & Jerry's sales ($) . B) Dollar market share (%) = Total industry sales, including Ben & Jerry's sales ($) /Ben & Jerry's sales ($) . C) Dollar market share (%) = Total industry sales, including Ben & Jerry's sales ($) /Ben & Jerry's unit sales (#) . D) Dollar market share (%) = Total industry sales, including Ben & Jerry's sales ($) /Ben & Jerry's net profit ($) . E) Dollar market share (%) = Ben & Jerry's sales ($) /Gross domestic product ($) . -Consider the Ben & Jerry's Dollar Sales and Market Share Figure 2-3d.A marketing manager for Ben & Jerry's notices that dollar market share for 2015 was 18.4 percent and for 2016 it was 20.0 percent.What simple formula was used to calculate the dollar market share percentages for each of these two years?


A) Dollar market share (%) = Ben & Jerry's sales ($) /Total industry sales, including Ben & Jerry's sales ($) .
B) Dollar market share (%) = Total industry sales, including Ben & Jerry's sales ($) /Ben & Jerry's sales ($) .
C) Dollar market share (%) = Total industry sales, including Ben & Jerry's sales ($) /Ben & Jerry's unit sales (#) .
D) Dollar market share (%) = Total industry sales, including Ben & Jerry's sales ($) /Ben & Jerry's net profit ($) .
E) Dollar market share (%) = Ben & Jerry's sales ($) /Gross domestic product ($) .

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

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Figure 2-3d Ben & Jerry's Marketing Dashboard (Dollar Sales and Market Share) Figure 2-3d Ben & Jerry's Marketing Dashboard (Dollar Sales and Market Share) -Consider the Ben & Jerry's Dollar Sales and Market Share Figure 2-3d.A marketing manager for Ben & Jerry's notices that dollar sales for 2015 were $240 million and in 2016 they were $250 million.What was the formula used to calculate the dollar sales for each of these two years? A) Dollar sales ($) = Average price * Quantity manufactured in each year. B) Dollar sales ($) = Average cost of goods sold - Fixed costs in each year. C) Dollar sales ($) = Average price - Shrinkage rate in each year. D) Dollar sales ($) = Average price * Quantity sold in each year. E) Dollar sales ($) = Average cost of goods sold - Variable costs in each year. -Consider the Ben & Jerry's Dollar Sales and Market Share Figure 2-3d.A marketing manager for Ben & Jerry's notices that dollar sales for 2015 were $240 million and in 2016 they were $250 million.What was the formula used to calculate the dollar sales for each of these two years?


A) Dollar sales ($) = Average price * Quantity manufactured in each year.
B) Dollar sales ($) = Average cost of goods sold - Fixed costs in each year.
C) Dollar sales ($) = Average price - Shrinkage rate in each year.
D) Dollar sales ($) = Average price * Quantity sold in each year.
E) Dollar sales ($) = Average cost of goods sold - Variable costs in each year.

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

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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 attempting to establish ___________ for Men's Wearhouse.


A) a vision
B) a mission statement
C) a pathos
D) a behavioral protocol
E) an organizational culture

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

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Market penetration refers to the marketing strategy of


A) selling current products to new markets.
B) selling new products to new markets.
C) selling new products to current markets.
D) selling the same brands in both current and new markets.
E) increasing sales of current products in current markets.

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

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Points of difference refer to


A) the fundamental, passionate, and enduring principles of an organization that guide its conduct over time.
B) the cluster of benefits that an organization promises customers to satisfy their needs.
C) a unique strength relative to competitors that provides superior returns, often based on quality, time, cost, or innovation.
D) those characteristics of a product that make it superior to competitive substitutes.
E) the use of percentage points of market share to allocate marketing resources effectively for different product lines within the same firm.

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

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At the functional level,the organization's strategic direction becomes


A) much more manageable since its offerings have been finalized.
B) the most specific and most focused in terms of implementing the company's goals.
C) broader since for less complex firms, the corporate and functional levels may merge.
D) more general to avoid the "not invented here syndrome" that could result in missed opportunities.
E) the sole responsibility of the CEO.

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

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Figure 2-1 Figure 2-1 -In Figure 2-1,E represents the __________ operating at the lowest strategic level. A) board of directors B) corporate level C) departments D) executives E) strategic business unit level -In Figure 2-1,E represents the __________ operating at the lowest strategic level.


A) board of directors
B) corporate level
C) departments
D) executives
E) strategic business unit level

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

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A new company projects that its sales will exceed its expenses within the first year of operation.This is an example of which type of goal?


A) dollar sales revenue
B) profit
C) market share
D) unit sales
E) quality

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

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

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The seven types of organizational goals ...

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What is the purpose of the evaluation phase of the strategic marketing process? How is it accomplished?

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The evaluation phase of the strategic ma...

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