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1 | |
Which of the following statements about cross-functional teams is true? |
| | A) | There is no conflict when cross-functional teams are used. |
| | B) | Cross-functional teams are only used in consumer products industries. |
| | C) | Cross-functional teams are often involved in new-product development. |
| | D) | The most effective marketing takes place in functional areas not in cross-functional teams. |
| | E) | None of the above statements about cross-functional teams is true. |
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2 | |
Railroads may have let other forms of transportation take business away from them because their vision included only the railroad business, rather than the broader vision of |
| | A) | transportation |
| | B) | aerospace |
| | C) | entertainment |
| | D) | retailing |
| | E) | wholesaling |
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3 | |
Brittany read on the second page of the stockholder's report for a manufacturer of automobile parts, "Our goal for the next five year period is to double our return on investment." She now knows the company has _____ goals. |
| | A) | profit |
| | B) | sales revenue |
| | C) | market share |
| | D) | unit sales |
| | E) | survival |
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4 | |
Pfizer Pharmaceuticals is offering low-income senior citizens some of its most widely used prescriptions for $15 each a month—well below the regular costs for these drugs. This program to better serve senior citizens likely grew out of a _____ goal. |
| | A) | profit |
| | B) | unit sales |
| | C) | sales revenue |
| | D) | market share |
| | E) | social responsibility |
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5 | |
When Zierer GMBH, a German manufacturer of amusement park rides began manufacturing gravity rides such as the runaway mine train ride, it studied a ride built by a U.S. competitor to learn how its braking system worked and to use this information in its own design. It was engaging in |
| | A) | benchmarking |
| | B) | demarketing |
| | C) | swotting |
| | D) | resourcing |
| | E) | outsourcing |
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6 | |
In 1980, Ford Motor Co. introduced the Ford Escort, which at one time was the company's best-selling car. By 2002, Ford sales managers were describing the Escort as dated. Its success had been overshadowed by the subcompact Focus, which is now the best-selling car in the world. Because its sales were down, and there was no substantial market for the Ford Escort, it would be labeled as a _____ by the Boston Consulting Group growth-share matrix. |
| | A) | cash cow |
| | B) | dog |
| | C) | question mark |
| | D) | problem child |
| | E) | fading star |
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7 | |
One of the strengths inherent in the use of the BCG portfolio analysis is that it |
| | A) | is remarkably easy to locate an SBU on the BCG matrix |
| | B) | considers all factors that might impact an SBU's value to an organization |
| | C) | acts as a strong motivational tool for employees in SBUs that have been labeled dogs or problem children |
| | D) | forces firms to assess their SBUs in terms of relative marker share and industry growth rate |
| | E) | does none of the above |
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8 | |
In 1980, Ford Motor Co. introduced the Ford Escort, which at one time was the company's best-selling car. By 2002, Ford sales managers were describing the Escort as dated. Its success had been overshadowed by the subcompact Focus, which is now the best-selling car in the world. Because its sales are down, and there is no substantial market for the Ford Escort, the recommended strategy for this car would be |
| | A) | market development |
| | B) | product development |
| | C) | diversification |
| | D) | divestment |
| | E) | market penetration |
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9 | |
Finding a focus on what product offerings will be directed toward which customers is essential for developing an effective |
| | A) | marketing program |
| | B) | market divestiture |
| | C) | market dramatization |
| | D) | product demonstration |
| | E) | product warranty |
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10 | |
There are many perfumes on the market, but only one that breaks down fragrances into elements so people can wear the particular scents with which they have emotional ties. The perfume's manufacturer is Demetre, and it makes over 150 different fragrances. It makes fragrances, which includes Glue, Dust, Turpentine, Mildew, and Earthworm, specifically for riot girls. For women who consider themselves sultry, it makes Fireplace, Woodsmoke, and Holy Smoke. Because it selectively markets groups of fragrances to various groups of consumers, it can be said to use |
| | A) | mass marketing |
| | B) | demarketing |
| | C) | market segmentation |
| | D) | market differentiation |
| | E) | market augmentation |
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11 | |
When would a marketing manager compare desired performance goals with actual performance? |
| | A) | prior to entering the implementation phase of the strategic marketing process |
| | B) | during the planning stage of the marketing program |
| | C) | during the control phase of the strategic marketing process |
| | D) | beginning with the planning phase of the strategic marketing process |
| | E) | any time during the strategic marketing process |
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