Question 1

If Apple measured and evaluated the quality of its goods, services, and processes as compared with those of the best-performing companies in the computer industry, it would be employing

Accepted Answer

A)  uniform commitment to quality marketing.
B)  internal marketing.
C)  external marketing.
D)  quality marketing.
E)  benchmarking.F) D) and E)
G) A) and B)

Question 2

Kraft purchased the Duracell Battery Company and now operates this division as a separate profit center within the firm. In this example, Duracell is a(n)  ____ unit of Kraft.

Accepted Answer

A)  strategic business
B)  marketing
C)  dependent
D)  independent
E)  corporateF) B) and D)
G) A) and C) A

Question 3

Managers at the Littlefield Corporation are engaged in a complex process of revising their organization's mission and goals and developing corporate strategy, marketing objectives, marketing strategy, and, eventually, a marketing plan. This process is called

Accepted Answer

A)  marketing planning.
B)  strategic planning.
C)  marketing strategy.
D)  corporate strategy.
E)  strategic business planning.F) C) and D)
G) A) and D)

Question 4

Discuss how a firm's orientation is related to the development of its strategic plan.

Accepted Answer

The answer of Discuss how a firm's orientation is related...

Question 5

A disadvantage of organizing a firm's marketing unit by products is that

Accepted Answer

A)  product managers do not have adequate control over marketing activities.
B)  large firms might experience coordination problems.
C)  it can be rather expensive.
D)  specialized marketing assistance is less readily available.
E)  marketing flexibility is limited.F) A) and C)
G) B) and E) C

Question 6

Marketing planning establishes an organizational mission and goals, corporate strategy, marketing objectives, marketing strategy, and a marketing plan.

Accepted Answer

A) True 
 B)False

Question 7

A functional organization works effectively for large, decentralized companies.

Accepted Answer

A) True 
 B)False

Question 8

If you were a marketing manager, under which type of organizational structure would you most likely be working if your firm were a large business with centralized marketing operations?

Accepted Answer

A)  Organization by type of customer
B)  Organization by function
C)  Organization by regions
D)  Organization by products and regions
E)  Organization by productsF) A) and B)
G) None of the above

Question 9

An organization's business goals should be derived from its

Accepted Answer

A)  mission statement.
B)  strategic plan.
C)  strategic business plan.
D)  marketing plan.
E)  marketing strategy.F) C) and D)
G) A) and B)

Question 10

The Boston Consulting Group's matrix is based on the

Accepted Answer

A)  idea that a firm's market share and market attractiveness are the important factors for a marketing strategy.
B)  assumption that a firm's actions have a profitable impact on marketing strategy.
C)  business position and market attractiveness of the firm.
D)  philosophy that a product's market growth rate and its market share are important determinants of its marketing strategy.
E)  idea that a product's market growth rate and market attractiveness determine the marketing strategy.F) B) and C)
G) None of the above

Question 11

Marketing planning and implementation are inextricably linked in successful businesses.

Accepted Answer

A) True 
 B)False

Question 12

Firms that truly adopt the marketing concept develop a distinct organizational culture based on a shared set of beliefs that makes customers' needs the pivotal point of the firm's decisions about strategy and operations.

Accepted Answer

A) True 
 B)False

Question 13

A group that has the willingness, ability, and authority to buy a product is a

Accepted Answer

A)  market.
B)  consumer.
C)  strategic business unit.
D)  business customer.
E)  strategic window.F) All of the above
G) B) and C)

Question 14

A marketing objective need not be consistent with the firm's overall objectives.

Accepted Answer

A) True 
 B)False

Question 15

Scenario 2.1
Use the following to answer the questions.
Southwest Airlines has a history of being able to retain its employees due to the atmosphere and culture of the company. Employees have been known to dress up in costume on an airplane, engage in "games" with the passengers, and generally provide a fun atmosphere for traveling. While other airlines have low rates of customer satisfaction, Southwest tends to maintain a high rating with its customers. Recent gas price hikes have caused most airlines to charge for checked luggage and to fill every flight to its maximum, adding to the negative experience of airline travel. Southwest keeps its costs low through several methods, one being that they do not serve meals on flights, or provide pre-boarding passes. The typical flight is two hours or less and occurs between several selected cities rather than flying to practically anywhere in the country. Southwest is known for its low fares, its dependability, and its on-time flights.
-Refer to Scenario 2.1. Maintaining the current culture of "fun" for Southwest Airlines' employees is most likely a(n)

Accepted Answer

A)  marketing strategy.
B)  marketing objective.
C)  organization resource.
D)  environmental force.
E)  overall organizational objective.F) B) and E)
G) None of the above E

Question 16

The process of putting marketing strategies into action is called

Accepted Answer

A)  marketing implementation.
B)  marketing control.
C)  marketing action.
D)  marketing auditing.
E)  the marketing action plan.F) A) and B)
G) None of the above

Question 17

Which of the following statements best describes total quality management?

Accepted Answer

A)  A process aimed at improving product quality, increasing competition based on quality, and quality improvement among employees
B)  The coordination of efforts directed at improving customer satisfaction, increasing employee participation, forming and strengthening supplier partnerships, and facilitating continuous quality improvements
C)  A method of increasing overall financial benefits, emphasizing faster development of innovations, and improving customer satisfaction
D)  A process directed at controlling marketing activities at a higher level of involvement among the firms' employees
E)  An approach used to emphasize the need for quality among a firm's hierarchy of employees, beginning with top-level executivesF) A) and B)
G) All of the above

Question 18

Describe the process of strategic planning. How does this process help marketing managers?

Accepted Answer

The answer of Describe the process of strategic planning. How...

Question 19

A marketing plan usually begins with a(n)

Accepted Answer

A)  executive summary.
B)  introduction to the company's marketing objectives.
C)  summary of current performance as compared with past performance.
D)  situation analysis.
E)  opportunity and threat analysis.F) A) and E)
G) A) and B)

Question 20

Within a business organization, a profit center that is self-supporting in terms of sales, markets, production, and other resources is known as a

Accepted Answer

A)  profit entity.
B)  strategic business unit.
C)  marketing program.
D)  small business.
E)  diversified corporation.F) A) and E)
G) B) and E)

Exam 2: Planning Marketing Strategies

If Apple measured and evaluated the quality of its goods, services, and processes as compared with those of the best-performing companies in the computer industry, it would be employing

Correct Answer
verified

Kraft purchased the Duracell Battery Company and now operates this division as a separate profit center within the firm. In this example, Duracell is a(n) ____ unit of Kraft.

Correct Answer
verified
A

Managers at the Littlefield Corporation are engaged in a complex process of revising their organization's mission and goals and developing corporate strategy, marketing objectives, marketing strategy, and, eventually, a marketing plan. This process is called

Correct Answer
verified

Discuss how a firm's orientation is related to the development of its strategic plan.

Correct Answer
verified

A disadvantage of organizing a firm's marketing unit by products is that

Correct Answer
verified
C

Marketing planning establishes an organizational mission and goals, corporate strategy, marketing objectives, marketing strategy, and a marketing plan.

Correct Answer
verified

A functional organization works effectively for large, decentralized companies.

Correct Answer
verified

If you were a marketing manager, under which type of organizational structure would you most likely be working if your firm were a large business with centralized marketing operations?

Correct Answer
verified

An organization's business goals should be derived from its

Correct Answer
verified

The Boston Consulting Group's matrix is based on the

Correct Answer
verified

Marketing planning and implementation are inextricably linked in successful businesses.

Correct Answer
verified

Firms that truly adopt the marketing concept develop a distinct organizational culture based on a shared set of beliefs that makes customers' needs the pivotal point of the firm's decisions about strategy and operations.

Correct Answer
verified

A group that has the willingness, ability, and authority to buy a product is a

Correct Answer
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A marketing objective need not be consistent with the firm's overall objectives.

Correct Answer
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Correct Answer
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E

The process of putting marketing strategies into action is called

Correct Answer
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Which of the following statements best describes total quality management?

Correct Answer
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Describe the process of strategic planning. How does this process help marketing managers?

Correct Answer
verified

A marketing plan usually begins with a(n)

Correct Answer
verified

Within a business organization, a profit center that is self-supporting in terms of sales, markets, production, and other resources is known as a

Correct Answer
verified

Exam 2: Planning Marketing Strategies

If Apple measured and evaluated the quality of its goods, services, and processes as compared with those of the best-performing companies in the computer industry, it would be employing

Correct AnswerverifiedShow Answer

Kraft purchased the Duracell Battery Company and now operates this division as a separate profit center within the firm. In this example, Duracell is a(n) ____ unit of Kraft.

Correct AnswerverifiedA

Managers at the Littlefield Corporation are engaged in a complex process of revising their organization's mission and goals and developing corporate strategy, marketing objectives, marketing strategy, and, eventually, a marketing plan. This process is called

Correct AnswerverifiedShow Answer

Discuss how a firm's orientation is related to the development of its strategic plan.

Correct AnswerverifiedShow Answer

A disadvantage of organizing a firm's marketing unit by products is that

Correct AnswerverifiedC

Marketing planning establishes an organizational mission and goals, corporate strategy, marketing objectives, marketing strategy, and a marketing plan.

Correct AnswerverifiedShow Answer

A functional organization works effectively for large, decentralized companies.

Correct AnswerverifiedShow Answer

If you were a marketing manager, under which type of organizational structure would you most likely be working if your firm were a large business with centralized marketing operations?

Correct AnswerverifiedShow Answer

An organization's business goals should be derived from its

Correct AnswerverifiedShow Answer

The Boston Consulting Group's matrix is based on the

Correct AnswerverifiedShow Answer

Marketing planning and implementation are inextricably linked in successful businesses.

Correct AnswerverifiedShow Answer

Firms that truly adopt the marketing concept develop a distinct organizational culture based on a shared set of beliefs that makes customers' needs the pivotal point of the firm's decisions about strategy and operations.

Correct AnswerverifiedShow Answer

A group that has the willingness, ability, and authority to buy a product is a

Correct AnswerverifiedShow Answer

A marketing objective need not be consistent with the firm's overall objectives.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedE

The process of putting marketing strategies into action is called

Correct AnswerverifiedShow Answer

Which of the following statements best describes total quality management?

Correct AnswerverifiedShow Answer

Describe the process of strategic planning. How does this process help marketing managers?

Correct AnswerverifiedShow Answer

A marketing plan usually begins with a(n)

Correct AnswerverifiedShow Answer

Within a business organization, a profit center that is self-supporting in terms of sales, markets, production, and other resources is known as a

Correct AnswerverifiedShow Answer

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A

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C

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E

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