Quiz
Marketing in the 21st Century - Chapter 3 Practice Quiz
Perguntas do quiz (15)
1An organization’s direction within its chosen environment and its allocation of resources is usually determined by
- Astrategic planning.
- Bstrategic business units.
- Cmarketing tactics.
- Dmarketing myopia.
2Separate marketing plans for each product line are most often used by
- Alocal governments.
- Bconsumer-goods manufacturers.
- Cservice firms.
- Dindustrial-goods manufacturers.
3Which of these is a way to drop tension among functional departments?
- AMinimizing interfunctional contact
- BSeeking employees who do not blend technical and marketing expertise
- CEstablishing independent task forces and committees
- DSetting objectives for each department interdependent with other departments’
goals
4Organizational mission refers to
- Aa philosophy by which an organization individually assesses and positions every
SBU. - Ba long-term commitment to a type of business and a place in the market.
- Cspecific actions undertaken to implement a given marketing strategy.
- Dan approach in which a firm seeks greater sales of present products or new product
uses.
- Aa philosophy by which an organization individually assesses and positions every
5In the strategic planning process, the next step after a firm defines its organizational mission is to
- Aoutline a budget.
- Bestablish strategic business units.
- Cset marketing objectives.
- Dperform situation analysis.
6An example of a qualitative term that can be used to describe objectives is
- Amarket share in the industry.
- Bprofit as a percentage of sales.
- Csales growth.
- Dlevel of innovativeness.
7Which of the following questions does situation analysis seek to answer?
- AIn what direction is a firm headed?
- BHow will resources be allocated?
- CWho is responsible for carrying out marketing actions?
- DWhat sales personnel should be hired?
8As part of a market development strategy, a firm could
- Adevelop new models of existing products to appeal to present markets.
- Breposition existing products.
- Cbecome involved with new products aimed at new markets.
- Dseek to attract non-users of its existing products.
9A strategic business unit with a high market share in a mature industry is a
- Aquestion mark.
- Bcash cow.
- Cstar.
- Ddog.
10The General Electric business screen looks at two major dimensions: company business strengths and
- Amarket share.
- Bprofitability.
- Cindustry attractiveness.
- Dtarget market features.
11Strategic business units shown in the selectivity/earnings areas of the General Electric business screen are
- Aperforming poorly in unattractive industries.
- Bperforming poorly in highly competitive industries.
- Cperforming well in unattractive industries.
- Dperforming well in strong industries.
12According to the Porter generic strategy model, with a differentiation focus strategy, a strategic business unit
- Aaims at a narrow target segment through low prices or a unique offering.
- Baims at a broad market and offers products at low prices and in large quantities.
- Caims at a narrow market by offering goods or services viewed as
distinctive. - Daims a new product at a new market.
13A major weakness of the strategic planning approaches discussed in this chapter is that they
- Aare sometimes difficult to implement.
- Bdo not allow a firm to follow competitors’ actions.
- Cprevent a firm from analyzing all its business units and products.
- Ddo not focus on creating and keeping key differential advantages.
14The level of investment in specific marketing activities and the timing of marketing actions are decisions relating to
- Aimplementing tactics.
- Bestablishing SBUs.
- Cdeveloping marketing strategy.
- Dmonitoring results.
15Monitoring results involves
- Asetting corporate and marketing objectives.
- Bcreating new strategic business units.
- Ccomparing actual performance to planned performance for a specified time
period. - Didentifying internal strengths and weaknesses, as well as external opportunities and
threats.
Informações
- Descrição
- Marketing in the 21st Century Chapter 3 Practice Quiz
- Autor
- cdimock
- Idioma
- English
- Visualizações
- 121
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- Criado em 2 set 2015 · atualizado em 6 abr 2018
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