Answer the self-test questions below and then click "submit" to send your answers. The test will then be instantly marked so that you can see how well you have done.
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1 | |
How a strategy should be carried out, and who is responsible for various activities, is the concern of marketing strategy. |
| | A) | True |
| | B) | False |
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2 | |
A key factor in implementing a change programme is: |
| | A) | An entrepreneurial company culture |
| | B) | A short time horizon |
| | C) | Top management support |
| | D) | Lack of competitor marketing activity |
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3 | |
Market share analysis, monitoring customer satisfaction, and cost and and profitability issues are all part of: |
| | A) | Operational control |
| | B) | A matrix organisational structure |
| | C) | Value chain analysis |
| | D) | Marketing planning systems |
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4 | |
Marketing control provides a means of: |
| | A) | Checking how well marketing objectives have been achieved |
| | B) | Deciding marketing objectives |
| | C) | Locating responsibility |
| | D) | Setting performance standards |
| | E) | All of the above |
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5 | |
With regard to 'marketing organisation', firms that focus their attention on developing a co-ordinated marketing mix for each brand are examples of: |
| | A) | Market-centered organisations |
| | B) | Matrix organisations |
| | C) | Customer-led organisations |
| | D) | Product-based organisations |
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6 | |
A systematic examination of a firm's marketing environment, objectives, strategies, and activities, with a view to identifying key strategic issues and opportunities, is called: |
| | A) | A marketing audit |
| | B) | A SWOT analysis |
| | C) | A PEST macro-factor analysis |
| | D) | A TOWS analysis |
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7 | |
Self-doubt, denial, and disbelief, adaptation and testing, acceptance and letting go, and internalisation - are all part of: |
| | A) | Monitoring the sales process |
| | B) | The change management Transition Curve |
| | C) | Stages in the Diffusion of Innovation curve |
| | D) | Monitoring the implementation of marketing intelligence process |
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8 | |
Firms often find it difficult to adopt the 'marketing concept' because: |
| | A) | Senior managers say one thing and do another |
| | B) | Adopting the 'marketing concept' tends to cost a lot |
| | C) | The benefits of adopting the 'marketing concept ' are hard to quantify |
| | D) | The firm's reward system gets in the way |
| | E) | All of the above are barriers |
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9 | |
In implementing a change management programme, managers are involved in which of the following planning processes: |
| | A) | Objective, strategy, execution and evaluation |
| | B) | Analysis, segmentation, target marketing |
| | C) | Audit, product, pricing communication and evaluation |
| | D) | Audit, mix, strategy, and objectives |
| | E) | Denial, opposition, compliance and commitment |
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10 | |
The management of brands in a group or portfolio with specific emphasis on the retail trade's requirements is called: |
| | A) | Retail strategy |
| | B) | Portfolio analysis and management |
| | C) | Category management |
| | D) | Intermediate Vertical Marketing System |
| | E) | Any of the above |
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