Question 1

Which of the following pieces of information is used in the development of the marketing program,the third step of the planning phase of the strategic marketing process?

Accepted Answer

A)   marketing return on investment
B)   market-product grids with target segments and product groupings
C)   detailed plans to execute the marketing program
D)   market potential studies
E)   trends for industry and competitorsF) A) and B)
G) B) and C)

Question 2

action item list refers to an aid to implement a marketing plan that consists of four columns: (1) __________, (2) the person responsible for completing the task, (3) the date to finish the task,and (4) what is to be delivered.

Accepted Answer

A)   the task
B)   the budget
C)   the product or service
D)   the points of difference
E)   the promotional messageF) C) and D)
G) D) and E)

Question 3

Which of the following pieces of information is used in a SWOT analysis,the first step of the planning phase of the strategic marketing process?

Accepted Answer

A)   marketing return on investment
B)   projected future sales, expenses, and profits
C)   market share for the product
D)   revenues associated with each point of market share
E)   possible cannibalization effects on other products in the lineF) A) and B)
G) B) and E)

Question 4

action item list refers to an aid to implement a marketing plan that consists of four columns: (1) the task, (2) the person responsible for completing the task, (3) the date to finish the task,and (4) __________.

Accepted Answer

A)   the budget
B)   the points of difference
C)   what is to be delivered
D)   the promotional message
E)   the product or serviceF) B) and C)
G) A) and E)

Question 5

unique strength relative to what competitors are doing now and like to do in the future is referred to as __________.

Accepted Answer

A)   a point of difference
B)   a competitive advantage
C)   sustainable dominance
D)   strategic competency
E)   market dominanceF) B) and C)
G) A) and B)

Question 6

Betty Crocker marketing team that developed Warm Delights challenged the food scientists at General Mills to make an indulgent,delicious,and gooey dessert.So,they wanted which of these characteristics in the dessert?

Accepted Answer

A)   no cleanup
B)   a single portion
C)   quick preparation
D)   consistent great taste
E)   all of the aboveF) A) and E)
G) C) and E)

Question 7

Marketing ROI (return on investment) uses modern measurement technologies to determine the results of __________.

Accepted Answer

A)   marketing spending
B)   manufacturing and distribution procedures
C)   market-product sales
D)   organizational structure
E)   personal sellingF) D) and E)
G) B) and E)

Question 8

increased customer value achieved through performing marketing functions more efficiently is referred to as __________.

Accepted Answer

A)   points of difference
B)   proficiency
C)   kiatsu
D)   synergy
E)   competitive advantageF) B) and C)
G) A) and B)

Question 9

Action item lists are related to __________.

Accepted Answer

A)   product-market grids
B)   job analyses
C)   sales response functions
D)   value analyses
E)   formal program schedulesF) C) and E)
G) C) and D)

Question 10

have been told that a company increased its marketing effort from $2 million to $5 million,resulting in increased sales revenue from $12 million to $21 million.Calculate the company's ratio of incremental sales revenue to incremental marketing effort.

Accepted Answer

A)   3:1
B)   1:3
C)   8:5
D)   5:2
E)   21:12F) D) and E)
G) B) and E)

Question 11

General Mills uses a marketing structure in which one person is ultimately responsible for the marketing of a specific product.For instance,one person is responsible for setting marketing goals and developing and implementing related marketing strategies for the well-known breakfast cereal,Cheerios.This person,who takes responsibility for the success or failure of the marketing of Cheerios,is called a(n) __________.

Accepted Answer

A)   key strategist
B)   product manager
C)   line advisor
D)   marketing advisor
E)   account executiveF) B) and D)
G) A) and D)

Question 12

share point refers to

Accepted Answer

A)   the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry, including the firm itself.
B)   the percentage points of market share, used in analysis as the common basis of comparison to allocate marketing resources effectively for different product lines within the same firm.
C)   the sales revenue generated by different products within the firm expressed as a percentage.
D)   a measure of the quantitative value or trend of a marketing activity or result divided by the total marketing effort of the firm.
E)   the total number of a product sold in one year compared to the cumulative total sold since its introduction, expressed as a percentage.F) B) and D)
G) B) and C)

Question 13

Which of the following pieces of information is used in a SWOT analysis,the first step of the planning phase of the strategic marketing process?

Accepted Answer

A)   marketing return on investment
B)   market share for the product
C)   trends for industry and competitors
D)   revenues associated with each point of market share
E)   possible cannibalization effects on other products in the lineF) None of the above
G) D) and E)

Question 14

Another commonly-used term for product manager is __________.

Accepted Answer

A)   line advisor
B)   product champion
C)   brand manager
D)   marketing advisor
E)   account executiveF) None of the above
G) C) and E)

Question 15

Synergy analysis seeks opportunities by finding the optimum balance between

Accepted Answer

A)   the needs of the manufacturer versus the needs of the consumer.
B)   the desire for profit versus responsibility to society as a whole.
C)   the expense of marketing effort versus the marketing results obtained.
D)   a firm's market segments and its product groupings.
E)   marketing efficiencies versus R&D-manufacturing efficiencies.F) B) and D)
G) None of the above

Question 16

Figure 22-4
-Porter's generic business strategies shown in Figure 22-4 above,"A" refers to a __________ strategy.

Accepted Answer

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

Question 17

primary target market for Warm Delights is __________.

Accepted Answer

A)   empty-nesters
B)   on-the-go women.
C)   college students with microwaves
D)   young marrieds who often have unexpected company
E)   families with small children wanting after-school treatsF) A) and D)
G) A) and C)

Question 18

Which of the following statements best reflects the guideline for working toward consensus-building?

Accepted Answer

A)   "Dean, I know you weren't fully on board with this plan, but your expertise is invaluable to us. What would you recommend as the best alternative we have left?"
B)   "The decision has been made and we all have to deal with it whether we like it or not."
C)   "Starting Wednesday, everyone on the team should wear black slacks and a red shirt."
D)   "Aram, you need to take the lead on this since you have the most experience. Just tell the rest of us what to do."
E)   "If you don't like the way things are going, speak up or shut up. Once we start, we're all going to be on the same page whether you like it or not."F) A) and B)
G) B) and D)

Question 19

Describe Porter's framework and the four resulting generic business strategies.

Accepted Answer

Michael E.Porter developed a framework i...

Question 20

Management experts call for a "bias for action." How can this attitude be important in marketing program implementation?

Accepted Answer

Management experts have concluded perfec...

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

Another commonly-used term for product manager is __________.

Correct Answer
verified

action item list refers to an aid to implement a marketing plan that consists of four columns: (1) __________, (2) the person responsible for completing the task, (3) the date to finish the task,and (4) what is to be delivered.

Correct Answer
verified

Betty Crocker marketing team that developed Warm Delights challenged the food scientists at General Mills to make an indulgent,delicious,and gooey dessert.So,they wanted which of these characteristics in the dessert?

Correct Answer
verified

have been told that a company increased its marketing effort from $2 million to $5 million,resulting in increased sales revenue from $12 million to $21 million.Calculate the company's ratio of incremental sales revenue to incremental marketing effort.

Correct Answer
verified

Synergy analysis seeks opportunities by finding the optimum balance between

Correct Answer
verified

Which of the following pieces of information is used in a SWOT analysis,the first step of the planning phase of the strategic marketing process?

Correct Answer
verified

Action item lists are related to __________.

Correct Answer
verified

Which of the following pieces of information is used in a SWOT analysis,the first step of the planning phase of the strategic marketing process?

Correct Answer
verified

primary target market for Warm Delights is __________.

Correct Answer
verified

Marketing ROI (return on investment) uses modern measurement technologies to determine the results of __________.

Correct Answer
verified

share point refers to

Correct Answer
verified

Management experts call for a "bias for action." How can this attitude be important in marketing program implementation?

Correct Answer
verified
Management experts have concluded perfec...
View Answer

unique strength relative to what competitors are doing now and like to do in the future is referred to as __________.

Correct Answer
verified

Describe Porter's framework and the four resulting generic business strategies.

Correct Answer
verified
Michael E.Porter developed a framework i...
View Answer

Correct Answer
verified

action item list refers to an aid to implement a marketing plan that consists of four columns: (1) the task, (2) the person responsible for completing the task, (3) the date to finish the task,and (4) __________.

Correct Answer
verified

Figure 22-4 -Porter's generic business strategies shown in Figure 22-4 above,"A" refers to a __________ strategy.

Correct Answer
verified

Which of the following pieces of information is used in the development of the marketing program,the third step of the planning phase of the strategic marketing process?

Correct Answer
verified

Which of the following statements best reflects the guideline for working toward consensus-building?

Correct Answer
verified

increased customer value achieved through performing marketing functions more efficiently is referred to as __________.

Correct Answer
verified

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

Another commonly-used term for product manager is __________.

Correct AnswerverifiedShow Answer

action item list refers to an aid to implement a marketing plan that consists of four columns: (1) __________, (2) the person responsible for completing the task, (3) the date to finish the task,and (4) what is to be delivered.

Correct AnswerverifiedShow Answer

Betty Crocker marketing team that developed Warm Delights challenged the food scientists at General Mills to make an indulgent,delicious,and gooey dessert.So,they wanted which of these characteristics in the dessert?

Correct AnswerverifiedShow Answer

have been told that a company increased its marketing effort from $2 million to $5 million,resulting in increased sales revenue from $12 million to $21 million.Calculate the company's ratio of incremental sales revenue to incremental marketing effort.

Correct AnswerverifiedShow Answer

Synergy analysis seeks opportunities by finding the optimum balance between

Correct AnswerverifiedShow Answer

Which of the following pieces of information is used in a SWOT analysis,the first step of the planning phase of the strategic marketing process?

Correct AnswerverifiedShow Answer

Action item lists are related to __________.

Correct AnswerverifiedShow Answer

Which of the following pieces of information is used in a SWOT analysis,the first step of the planning phase of the strategic marketing process?

Correct AnswerverifiedShow Answer

primary target market for Warm Delights is __________.

Correct AnswerverifiedShow Answer

Marketing ROI (return on investment) uses modern measurement technologies to determine the results of __________.

Correct AnswerverifiedShow Answer

share point refers to

Correct AnswerverifiedShow Answer

Management experts call for a "bias for action." How can this attitude be important in marketing program implementation?

Correct AnswerverifiedManagement experts have concluded perfec...View AnswerShow Answer

unique strength relative to what competitors are doing now and like to do in the future is referred to as __________.

Correct AnswerverifiedShow Answer

Describe Porter's framework and the four resulting generic business strategies.

Correct AnswerverifiedMichael E.Porter developed a framework i...View AnswerShow Answer

Correct AnswerverifiedShow Answer

action item list refers to an aid to implement a marketing plan that consists of four columns: (1) the task, (2) the person responsible for completing the task, (3) the date to finish the task,and (4) __________.

Correct AnswerverifiedShow Answer

Figure 22-4 -Porter's generic business strategies shown in Figure 22-4 above,"A" refers to a __________ strategy.

Correct AnswerverifiedShow Answer

Which of the following pieces of information is used in the development of the marketing program,the third step of the planning phase of the strategic marketing process?

Correct AnswerverifiedShow Answer

Which of the following statements best reflects the guideline for working toward consensus-building?

Correct AnswerverifiedShow Answer

increased customer value achieved through performing marketing functions more efficiently is referred to as __________.

Correct AnswerverifiedShow Answer

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Management experts have concluded perfec...
View Answer

Correct Answer
verified

Correct Answer
verified
Michael E.Porter developed a framework i...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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