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1 | |
The corporate level is where top management directs: |
| | A) | all employees for orientation |
| | B) | its efforts to stabilize recruitment needs |
| | C) | overall strategy for the entire organization |
| | D) | overall sales projections |
| | E) | the CFO's operational information search |
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2 | |
Value for shareholders of a firm is measured by: |
| | A) | customer comments |
| | B) | stock performance and profitability |
| | C) | sales revenue |
| | D) | satisfactory employee targets |
| | E) | profitable year-end balance sheet |
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3 | |
The three organizational levels are: |
| | A) | corporate level, business level, functional level |
| | B) | corporate level, business unit level, functional level |
| | C) | corporate strategy level, business unit level, functional level |
| | D) | corporate strategy level, business level, specialist level |
| | E) | corporate level, strategic business level, functional level |
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4 | |
Cross-functional teams are: |
| | A) | a small group of people from the same department who work on projects together. |
| | B) | a small group of people who come together to resolve business unit issues. |
| | C) | a small group of specialists who collaborate on a task force. |
| | D) | a small group of people from different departments who are mutually accountable to a common set of performance goals. |
| | E) | the representative voice of senior management. |
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5 | |
The business unit strategy has three major components: |
| | A) | mission, business, and SBU goals |
| | B) | marketing, advertising and pricing objectives |
| | C) | mission, business unit goals, and competencies |
| | D) | business mission, department mission, and daily plans |
| | E) | competencies, abilities, and problem statements |
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6 | |
Disney is in the business of: |
| | A) | theme parks or movies. |
| | B) | creating entertainment, fun and fantasy. |
| | C) | building theme parks. |
| | D) | designing new imaginative characters. |
| | E) | making money. |
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7 | |
The Holiday Inn, Burlington statement, "If a customer has a need or want, we fill it." is an example of a: |
| | A) | Business unit goals |
| | B) | Marketing objectives |
| | C) | Business unit mission |
| | D) | Goal of a business segment |
| | E) | Major business strategic goal statement |
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8 | |
A useful framework used to assess a company's investments/divisions is called: |
| | A) | unit production analysis |
| | B) | corporate insight analysis |
| | C) | company productivity analysis |
| | D) | business portfolio analysis |
| | E) | SBU knowledge analysis |
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9 | |
Cash cows are SBU's that typically generate: |
| | A) | problems for product managers |
| | B) | paper losses in the long run |
| | C) | large awareness levels but few sales |
| | D) | a lot of competition |
| | E) | large amounts of cash |
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10 | |
Business unit competencies should be distinctive enough to provide a(n): |
| | A) | clear understanding of who you want to lead the company |
| | B) | competitive advantage |
| | C) | opportunity to compete on a productivity basis |
| | D) | additional strategic mission |
| | E) | basic understanding of the market place |
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11 | |
TQM is a strategy that is designed to change the quality of a product to satisfy customer needs by using the concept of _________: |
| | A) | benchmarking |
| | B) | brainstorming |
| | C) | reverse brainstorming |
| | D) | product maintenance |
| | E) | product life cycle analysis |
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12 | |
Firms may view growth opportunities in these terms: |
| | A) | Current markets and current products |
| | B) | Current and new markets, and current products |
| | C) | New markets and new products |
| | D) | Current and new markets, and current and new products |
| | E) | New markets, and current and new products |
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13 | |
The strategic marketing process is how an organization allocates its marketing mix resources to reach its: |
| | A) | stated business ideas |
| | B) | potential |
| | C) | target markets |
| | D) | competition |
| | E) | area of expertise |
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14 | |
An effective short-hand summary of the situation analysis is a: |
| | A) | BCG analysis |
| | B) | SWOT analysis |
| | C) | SBU analysis |
| | D) | Competition analysis |
| | E) | AWOL |
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15 | |
In the strategic marketing process, once you get results you go into the: |
| | A) | control phase |
| | B) | marketing plan |
| | C) | planning phase |
| | D) | marketing program |
| | E) | SWOT analysis |
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16 | |
Ben & Jerry had four market-product strategies to expand sales. They included (1) market penetration, (2) product development, (3) market development and: |
| | A) | current customer retention |
| | B) | defensive synergy |
| | C) | diversification |
| | D) | product simplification |
| | E) | distribution enhancement |
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17 | |
Aggregating prospective buyers into groups is called: |
| | A) | market categorization |
| | B) | market segmentation |
| | C) | modeling |
| | D) | BCG matrix analysis |
| | E) | grouping |
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18 | |
A cohesive marketing mix consists of the product, promotion, price, and |
| | A) | personnel |
| | B) | production |
| | C) | advertising |
| | D) | communication |
| | E) | place |
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19 | |
One key to effective implementation is setting: |
| | A) | schedule of events |
| | B) | deadlines |
| | C) | milestones |
| | D) | good managers in motion |
| | E) | goals |
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20 | |
When actual performance results are better than what the plan called for, managers should: |
| | A) | ignore it. |
| | B) | sell more products. |
| | C) | issue more stock options to employees. |
| | D) | increase prices. |
| | E) | find creative ways to exploit the situation. |
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