1)Which stage of the marketing process primarily involves monitoring the
environment, evaluating the firm's core competencies, and anticipating future
events?
B)
In a concentric market, which of the following is the core?
A)
What is the broadest level of a concentric market?
B)
A supply side approach to market definition focuses on the ________.
A)primary industry
B)budget competition
C)alternative products
D)customers' perspectives
A
Findings about customers discovered through ________ techniques often lead to marketing
opportunities.
C)
Which of the following would most likely be used by a marketer gathering customer
insights about unmet and unrecognized customer needs?
Which of the following is NOT one of the forces that drive industry analysis?
B) product-market evolution
Major strategic gains and losses will most likely occur at which stage of the
product life cycle?
A) growth
In which stage of the product life cycle would share building most likely be
difficult and lead to price competition?
A) maturity
________ occurs when a product provides more value to each customer when more
overall customers own or use the product.
C) Network effect
PIMS data shows a strong correlation between ________ and ________.
B) market share; profitability
Henry Ford, the founder of Ford Motor Company, was sued by his shareholders for
________.
A) using dividend payments to hire more workers
Which of the following collects customer satisfaction data for the purpose of
measuring marketing strategies and troubleshooting product malfunctions?
D) marketing information system
A firm using a marketing information system would most likely have which of the
following questions answered?
A) How well are we doing in our customers' eyes?
Competitive advantages are best defined as the ________.
A) strengths and weaknesses of a firm
18)
Clear marketing objectives primarily help a firm to ________.
C) achieve decision-making consistency
For marketing strategists, ________ performance and ________ performance are
measures of particular importance.
D) market; financial
A large retail firm is experiencing a significant sales gap. Which of the
following strategies would LEAST likely be implemented by the firm to close the
gap?
D) forward integration
A firm trying to close a profitability gap is concentrating on its most
profitable products and abandoning markets that it cannot win. Which strategy
is the firm most likely using?
A) rationalization
29)
Which of the following should first be used to narrow situation assessment data
into useable information?
A) relevance test
A scenario analysis is best described as a tool used by firms to ________.
D) plan future marketing responses
Firmscan most likely identify competitive advantages with a framework based on their
________.
A) value chain
The text describes how Lexus was able to successfully enter the luxury sedan market
despite the dominance of BMW. Which of the following best explains how Lexus
accomplished this task?
A) Lexus focused on the market segment that valued reliability.
A
firm that targets very broad segments with relatively homogeneous offerings is
most likely using a ________ marketing strategy.
A) global
All
of the following are examples of segmentation bases EXCEPT ________.
C) profitability
A differentiated marketing strategy is typically linked to lower ________.
A) economies of scale
Which of the following best describes a differentiated marketing strategy of product
specialization?
A) one product and many segments
Matching
a firm's competitive advantages with attractive market opportunities is best
known as ________.
Most marketers use either a SWOT analysis or a(n) ________ when they need to
identify the best markets to target with a specific product.
C) strength/attractiveness matrix
Amarketer who has decided to use the GE/McKinsey Portfolio Planning Grid will
most likely assess segments based on ________ and ________.
A) segment attractiveness; strength of the firm
Which term refers to the loss of focus on the target segment in favor of other
segments?
D) target drift
Targeting more than one segment with a single marketing mix is known as ________.
A) straddling
What is the most likely result of straddling?
D) long-term marketing failure
Deploying the marketing mix to claim a unique, valued, and defensible position in the
marketplace is known as ________.
B) positioning
Customer-oriented
metrics would most likely be used to ________.
B) collect data on customer satisfaction
Marketers would most likely use ________ research to come up with ideas for new
strategies and opportunities or to generate specific issues for future
research.
C) exploratory
A________ is a name, term, sign, symbol, design, or a combination of these, that
identifies the maker or seller of a product or service.
D) brand
Superior Auto Sales, a chain of high-end used car dealerships, wants to sum up its
company positioning and value proposition in a formal statement to serve as a
guide for marketing communication development. Superior's management would use
a ________.
A)vision statement
B)mission statement
C)corporate statement
D)brand position statement
D)brand position statement
Which
term refers to a group of marketing variables a business controls with the
intent of claiming a place in customers' minds?
C) marketing mix
Which
of the following questions most closely involves analysis of the product
element of the marketing mix?
D) Are there any foreseeable changes in the requirements of the target?
In the product hierarchy, which level would most likely generate positive
word-of-mouth and customer loyalty?
D) potential product
A(n)________strategy involves using a common technology for multiple products in a product
line.
A) product platform
The growth-market share matrix developed by the Boston Consulting Group (BCG) is a
type of ________.
A) portfolio analysis
Amarketer would most likely use the BCG Matrix or GE/McKinsey Portfolio Planning
Grid to make decisions about ________.
A) resource allocations
According to Peter Drucker, marketing and ________ lead to positive results for a firm.
A) product innovation
A marketer who only promotes a product by advertising in national magazines is
using a ________.
C) pull strategy
A sound marketing plan should do all of the following EXCEPT ________.
C) segment niche consumers
Which term refers to different events and changes that could affect the marketing
strategy both externally and internally?
C) possible futures
Which
of the following is a true statement about forecasts, budgets and marketing mix
plans?
A) They should be developed simultaneously.
According to ________, a dependent variable can be predicted by multiple independent
variables.
C) regression logic
A________ would most likely be used by a marketer to improve the accuracy of a
sales forecast.
C) staircase analysis
Allof the following factors would most likely be evaluated in a staircase analysis
EXCEPT ________.
A) marketing mix
A staircase analysis helps marketers with sales forecasts by ________.
A) separating the components that affect sales
________would most likely be used by a marketing manager who needs to determine ROMI
coefficients.
B) Regression analysis
Marketing
budgets that are ________ enable strategic planners to make assessments and
adjustments.
A) highly categorized
Which
of the following is LEAST likely to help a firm manage marketing
accountability?
C) interval scales
According
to research by Frederick Reichheld, which of the following post-consumption
questions is the most predictive of future consumer behaviors?
A) How likely is it that you would recommend [company X] to a friend or colleague?
According
Frederick Reichheld, the Net Promoter Index is a strong indicator of ________.
