Question 1

Setting up an organizational chart would most likely to occur during which phase of the strategic marketing process?

Accepted Answer

A)  planning
B)  resourcing
C)  implementation
D)  assessmentE) B) and D)
F) C) and D)

Question 2

A yacht manufacturer releases a press release that states: "We make luxury 50,100,150,and 200 foot yachts,as well as,hobby fishing boats,and jet skis." The competition would view this as which strategy?

Accepted Answer

A)  full coverage
B)  market specialization
C)  product specialization
D)  selective specializationE) B) and C)
F) All of the above

Question 3

A category manager:

Accepted Answer

A)  is a position that is only found in industrial products firms.
B)  has profit-and-loss responsibility for an entire product line.
C)  does not have any profit responsibility.
D)  attempts to maximize each individual brand's successes, even at the expense of another, to maximize the overall profitability of the product line.E) A) and D)
F) None of the above

Question 4

The information needed in situation (SWOT) analysis,Step 1 of the planning phase,includes: 1) trends for industry and competitors and 2) __________

Accepted Answer

A)  projections of future sales, expenses, and profits.
B)  market potential studies.
C)  positioning studies.
D)  market-product grids with targets.E) All of the above
F) None of the above

Question 5

TB Figure: 1 
-Referring to TB Figure 1,each phase of the strategic marketing process creates its own unique type of output report.Which of the following would be associated with the implementation phase?

Accepted Answer

A)  Performance reviews for key personnel.
B)  Corrective action memos, triggered by comparing results with plans often using the firm's marketing metrics and dashboards.
C)  Sales reports using the firm's marketing metrics and dashboards.
D)  Action memos that tell (1)  who is (2)  to do what (3)  by when.E) A) and D)
F) C) and D)

Question 6

The following note was sent out after a meeting: "Stephen,complete question review and update-To be finished by December 2013." This is likely part of a(n) :

Accepted Answer

A)  marketing action memo
B)  job analysis
C)  action item list
D)  program scheduleE) A) and C)
F) A) and D)

Question 7

You have been told that a company increased its marketing effort from $2 million to $5 million,and that the same company increased its 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)  9:1
D)  7:19E) A) and B)
F) C) and D)

Question 8

When concerns for ethics,integrity,employee health and safety,and environmental safeguards are incorporated with more common corporate values,such as growth,profitability,and quality,the company is engaging in a:

Accepted Answer

A)  Value-driven strategy
B)  Value-based plan
C)  Value analysis
D)  Market auditE) C) and D)
F) None of the above

Question 9

Colgate moved from brand management (Colgate toothpaste) to category management (toothpaste product line) .Under Colgate's new system,a category manager would have:

Accepted Answer

A)  completely different duties from the brand manager.
B)  profit-and-loss responsibility for all toothpaste products.
C)  to use persuasion as opposed to direct authority to get any goals achieved.
D)  no authority over functions that affects toothpaste products except marketing.E) None of the above
F) All of the above

Question 10

In Porter's generic business strategy shown in Figure 19-4,Campbell Soup is likely to be found in which square?

Accepted Answer

A)  A
B)  B
C)  C
D)  DE) B) and C)
F) A) and C)

Question 11

General Mills has three divisions in Canada: Eastern,Central,and Western Canada.General Mills organizes their structure using:

Accepted Answer

A)  product type
B)  areas such as marketing, finance, and R&D
C)  areas or location
D)  method of distributionE) All of the above
F) B) and C)

Question 12

All of the following statements about cost leadership strategy are true,except:

Accepted Answer

A)  Cost focus strategy requires reducing expenses to lower the price of the items sold in a relatively broad array of market segments.
B)  Significant investments in capital equipment may be necessary to improve the production or distribution process to give low unit costs.
C)  The cost leader still must have adequate quality levels.
D)  Walmart's sophisticated systems of regional warehouses and electronic data interchange with suppliers have led to huge cost savings.E) A) and B)
F) B) and C)

Question 13

All of the following are steps in the strategic marketing process,except:

Accepted Answer

A)  planning.
B)  implementation.
C)  evaluation.
D)  analysis.E) A) and C)
F) B) and C)

Question 14

A matrix organization:

Accepted Answer

A)  combines a product line structure with a geographical structure.
B)  combines a geographical structure with a market-based structure.
C)  combines a market-based structure with product groupings.
D)  turns a horizontal organizational structure into a vertical one.E) A) and B)
F) B) and C)

Question 15

All of the following would be suitable reasons to engage in a merger to create synergies for the larger company,except:

Accepted Answer

A)  observe IT savings
B)  employ double the employees than needed
C)  expand market reach
D)  secure patented technologiesE) All of the above
F) C) and D)

Question 16

A breakdown of the hierarchy of roles,who reports to who,who manages who,and the overall chain of command is referred to as a(n) :

Accepted Answer

A)  positioning chart
B)  organizational charts
C)  people chart
D)  arrangement chartE) B) and C)
F) A) and D)

Question 17

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)  Corporate return on investment
B)  Market share for the product
C)  Revenues associated with each point of market share
D)  Trends in past and current revenues for industry and competitorsE) A) and D)
F) B) and D)

Question 18

Which of the following pieces of information is used in the implementation phase of the strategic marketing process?

Accepted Answer

A)  Corporate return on investment
B)  Organizational charts and job descriptions
C)  Revenues associated with each point of market share
D)  Trends in past and current revenues for industry and competitors in total and by segmentE) B) and C)
F) None of the above

Question 19

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

Accepted Answer

The answer of Management experts call for a "bias for...

Question 20

The three columns of an action item list contain information about the:

Accepted Answer

A)  procedure, its deadline, and its budget.
B)  task, the procedure, and the budget.
C)  budget, the person responsible, and the evaluation process.
D)  task, the person responsible, and the deadline.E) All of the above
F) A) and B)

Exam 19: Pulling It All Together: The Strategic Marketing Process

In Porter's generic business strategy shown in Figure 19-4,Campbell Soup is likely to be found in which square?

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The information needed in situation (SWOT) analysis,Step 1 of the planning phase,includes: 1) trends for industry and competitors and 2) __________

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A category manager:

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When concerns for ethics,integrity,employee health and safety,and environmental safeguards are incorporated with more common corporate values,such as growth,profitability,and quality,the company is engaging in a:

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All of the following are steps in the strategic marketing process,except:

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General Mills has three divisions in Canada: Eastern,Central,and Western Canada.General Mills organizes their structure using:

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A yacht manufacturer releases a press release that states: "We make luxury 50,100,150,and 200 foot yachts,as well as,hobby fishing boats,and jet skis." The competition would view this as which strategy?

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The three columns of an action item list contain information about the:

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Which of the following pieces of information is used in the implementation phase of the strategic marketing process?

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All of the following statements about cost leadership strategy are true,except:

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All of the following would be suitable reasons to engage in a merger to create synergies for the larger company,except:

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

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Colgate moved from brand management (Colgate toothpaste) to category management (toothpaste product line) .Under Colgate's new system,a category manager would have:

Correct AnswerverifiedShow Answer

A breakdown of the hierarchy of roles,who reports to who,who manages who,and the overall chain of command is referred to as a(n) :

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

Correct AnswerverifiedShow Answer

TB Figure: 1 -Referring to TB Figure 1,each phase of the strategic marketing process creates its own unique type of output report.Which of the following would be associated with the implementation phase?

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A matrix organization:

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Setting up an organizational chart would most likely to occur during which phase of the strategic marketing process?

Correct AnswerverifiedShow Answer

The following note was sent out after a meeting: "Stephen,complete question review and update-To be finished by December 2013." This is likely part of a(n) :

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

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