Question 1

When using a ________ strategy,there is no change in either the basic product line or the markets served.Instead,increased sales are generated by selling either more products through better promotion or distribution or the same number of products at a higher price.

Accepted Answer

A)  product development
B)  market development
C)  diversification
D)  market saturation
E)  market penetrationF) A) and B)
G) B) and C)

Question 2

The marketing plan for IBM's "Smarter Planet" strategy included which of the following marketing tactics?

Accepted Answer

A)  Handing out "Smarter Planet" T-shirts on selected college campuses through the world
B)  Providing samples of new hard drives for New York City businesses
C)  Sponsoring the U.S.swim team for the 2012 Summer Olympics
D)  Including a strong message in an annual report from IBM's chairman of the board and CEO
E)  Garnering a celebrity endorsement from Jon Stewart,the then-host of "The Daily Show"F) None of the above
G) A) and B)

Question 3

All of the following were strategic opportunities identified in IBM's 2015 road map except which?

Accepted Answer

A)  The connected,"smarter planet"
B)  Cloud and smarter computing
C)  A shift from software and services to PCs and hard disk drives
D)  Business analytics and optimization
E)  Growth markets such as China,India,Brazil,and AfricaF) A) and D)
G) C) and E)

Question 4

Ben & Jerry's has earned B-Corp certification,which means it has

Accepted Answer

A)  reached the goal of generating enough revenue to be a completely nonprofit organization.
B)  a sustainable financial basis of profitable growth,increasing value for stakeholders and expanding opportunities for development and career growth for employees.
C)  the goal of making profits for selected charitable organizations such as Fair Trade.
D)  been recognized for its efforts to solve social and environmental problems.
E)  been instrumental in expanding into international markets by creating dairies for developing nations.F) B) and C)
G) C) and E)

Question 5

Figure 2-2
 
-In Figure 2-2,C represents the "how" element of visionary organization.This is referred to as the

Accepted Answer

A)  organizational tactics.
B)  organizational mission.
C)  organizational foundation.
D)  organizational direction.
E)  organizational strategies.F) A) and C)
G) B) and D)

Question 6

The primary purpose of a marketing metric is to

Accepted Answer

A)  assign qualitative values to quantitative data.
B)  allow the sharing of information across product lines.
C)  measure the quantitative value of a marketing activity.
D)  forecast potential product/service opportunities over a period of five years.
E)  provide a numerically precise measurement of management judgment for an industry's growth.F) None of the above
G) D) and E)

Question 7

What are the three elements that today's visionary organization must do to be forward looking and successful within its marketing environment? What is the purpose of each of these elements?

Accepted Answer

Management experts stress that to be suc...

Question 8

Market share refers to

Accepted Answer

A)  the ratio of the profit of the firm to the total profits of all firms in the industry,excluding the firm itself.
B)  the ratio of the profit of the firm to the total profits of all firms in the industry,including the firm itself.
C)  the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry,excluding the firm itself.
D)  the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry,including the firm itself.
E)  the ratio of the profits of all firms in an industry to the profits of the firm.F) A) and B)
G) B) and E)

Question 9

Figure 2-5
 
-Lego has traditionally been successful selling its classic construction sets to boys.Recently,Lego introduced a line of building toys especially for girls called Lego Friends.Though based on the same construction bricks and detailed instructions,the line included female characters,pink and purple theme colors,and allowed girls to construct more story-related pieces.The company successfully reached into the girl's toy market where alternatives included princess games and accessories.Considering Figure 2-5 above,this is an example of a ________ strategy that would be found in quadrant ________.

Accepted Answer

A)  diversification;D
B)  market penetration;A
C)  product development;B
D)  market development;C
E)  Product-market evolution;DF) A) and B)
G) A) and C)

Question 10

Within the strategic marketing process,the ________ is the result of the planning phase that will be carried out in the implementation phase.

Accepted Answer

A)  marketing tactics
B)  business plan
C)  product protocol
D)  marketing plan
E)  marketing strategyF) None of the above
G) A) and B)

Question 11

Which of the following statements would most likely be heard at the functional level of an organization?

Accepted Answer

A)  "We need to divest our Canadian operations that are performing poorly."
B)  "How large a budget can we allot to the marketing department?"
C)  "We plan to implement a Facebook advertising initiative within 90 days."
D)  "We should hire the most culturally diverse cross-functional team possible in order to generate the best new-product ideas."
E)  "What dividends should we pay stockholders next quarter?"F) C) and E)
G) A) and D)

Question 12

Recently,many organizations have added ________ to their mission statements.

Accepted Answer

A)  a business definition
B)  a social element to reflect an ideal that is morally right and worthwhile
C)  an economic element to promote profit maximization
D)  an expanded definition of stakeholders to include its competitors
E)  their level of pricing and product qualityF) B) and C)
G) A) and E)

Question 13

________ the reward to a business firm for the risk it undertakes in marketing its offerings.

Accepted Answer

A)  Shareholders' equity is
B)  Profit is
C)  Assets are
D)  Contribution margin is
E)  Goodwill isF) B) and C)
G) A) and E)

Question 14

An organization's special capabilities,including skills,technology,and resources that distinguish it from other organizations and provide customer value,are referred to as

Accepted Answer

A)  points of differences.
B)  sustainable advantages.
C)  core values.
D)  points of similarity.
E)  competencies.F) C) and E)
G) B) and D)

Question 15

Netflix is a company that delivers DVD movies and television programming to consumers either by mail or streaming over the Internet.It faces many competitors,but continues to grow both in the US and abroad.Netflix now has around 47 million subscribers in the US out of 82 million worldwide.Part of what has driven success in recent years is its original content,with shows like Orange is the New Black and House of Cards,popular programming that cannot be seen elsewhere.Its original content provides Netflix's

Accepted Answer

A)  viable mission.
B)  competitive advantage.
C)  tactical innovation.
D)  core benefit.
E)  sales orientation.F) B) and E)
G) C) and D)

Question 16

Sometimes maximizing sales will come at the expense of ________,so it is necessary to ensure that the latter remains at acceptable levels.

Accepted Answer

A)  advertisements
B)  sales force
C)  profits
D)  sustainability efforts
E)  customer satisfactionF) C) and D)
G) All of the above

Question 17

Solarcom is a 30-year-old information technology company that owns several subsidiaries.One of its subsidiaries is Atlantix Global Systems,which is one of the leading wholesalers for refurbished computer equipment.It has a large share of an industry that is growing worldwide.According to the BCG business portfolio analysis framework,Atlantix Global would most likely be classified as a

Accepted Answer

A)  dog.
B)  cash cow.
C)  question mark.
D)  sprout.
E)  star.F) C) and E)
G) A) and E)

Question 18

A business model

Accepted Answer

A)  is a road map for the marketing activities of an organization for a specified future time period.
B)  consists of the strategies an organization develops to provide value to the customers it serves.
C)  is a measure of the quantitative value or trend of a marketing activity or result.
D)  consists of the detailed day-to-day operational decisions for an organization.
E)  is the means by which organizational goals are to be measured and documented.F) A) and B)
G) A) and C)

Question 19

Overseeing strategic marketing efforts at the corporate level would most likely be the responsibility of the

Accepted Answer

A)  CEO.
B)  CMO.
C)  CPM.
D)  CPO.
E)  COO.F) B) and E)
G) D) and E)

Question 20

Strategic business units (SBUs) with a low share of slow-growth markets that may generate enough cash to sustain themselves but do not hold the promise of ever becoming real winners for the organization are referred to as

Accepted Answer

A)  dogs.
B)  cash cows.
C)  stars.
D)  question marks.
E)  hedgehogs.F) A) and E)
G) B) and C)

Exam 2: Developing Successful Organizational and Marketing Strategies

The marketing plan for IBM's "Smarter Planet" strategy included which of the following marketing tactics?

Correct Answer
verified

Overseeing strategic marketing efforts at the corporate level would most likely be the responsibility of the

Correct Answer
verified

Strategic business units (SBUs) with a low share of slow-growth markets that may generate enough cash to sustain themselves but do not hold the promise of ever becoming real winners for the organization are referred to as

Correct Answer
verified

When using a ________ strategy,there is no change in either the basic product line or the markets served.Instead,increased sales are generated by selling either more products through better promotion or distribution or the same number of products at a higher price.

Correct Answer
verified

Recently,many organizations have added ________ to their mission statements.

Correct Answer
verified

Market share refers to

Correct Answer
verified

Ben & Jerry's has earned B-Corp certification,which means it has

Correct Answer
verified

Sometimes maximizing sales will come at the expense of ________,so it is necessary to ensure that the latter remains at acceptable levels.

Correct Answer
verified

The primary purpose of a marketing metric is to

Correct Answer
verified

________ the reward to a business firm for the risk it undertakes in marketing its offerings.

Correct Answer
verified

Correct Answer
verified

A business model

Correct Answer
verified

What are the three elements that today's visionary organization must do to be forward looking and successful within its marketing environment? What is the purpose of each of these elements?

Correct Answer
verified
Management experts stress that to be suc...
View Answer

Correct Answer
verified

Within the strategic marketing process,the ________ is the result of the planning phase that will be carried out in the implementation phase.

Correct Answer
verified

All of the following were strategic opportunities identified in IBM's 2015 road map except which?

Correct Answer
verified

Figure 2-2 -In Figure 2-2,C represents the "how" element of visionary organization.This is referred to as the

Correct Answer
verified

An organization's special capabilities,including skills,technology,and resources that distinguish it from other organizations and provide customer value,are referred to as

Correct Answer
verified

Which of the following statements would most likely be heard at the functional level of an organization?

Correct Answer
verified

Correct Answer
verified

Exam 2: Developing Successful Organizational and Marketing Strategies

The marketing plan for IBM's "Smarter Planet" strategy included which of the following marketing tactics?

Correct AnswerverifiedShow Answer

Overseeing strategic marketing efforts at the corporate level would most likely be the responsibility of the

Correct AnswerverifiedShow Answer

Strategic business units (SBUs) with a low share of slow-growth markets that may generate enough cash to sustain themselves but do not hold the promise of ever becoming real winners for the organization are referred to as

Correct AnswerverifiedShow Answer

When using a ________ strategy,there is no change in either the basic product line or the markets served.Instead,increased sales are generated by selling either more products through better promotion or distribution or the same number of products at a higher price.

Correct AnswerverifiedShow Answer

Recently,many organizations have added ________ to their mission statements.

Correct AnswerverifiedShow Answer

Market share refers to

Correct AnswerverifiedShow Answer

Ben & Jerry's has earned B-Corp certification,which means it has

Correct AnswerverifiedShow Answer

Sometimes maximizing sales will come at the expense of ________,so it is necessary to ensure that the latter remains at acceptable levels.

Correct AnswerverifiedShow Answer

The primary purpose of a marketing metric is to

Correct AnswerverifiedShow Answer

________ the reward to a business firm for the risk it undertakes in marketing its offerings.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A business model

Correct AnswerverifiedShow Answer

What are the three elements that today's visionary organization must do to be forward looking and successful within its marketing environment? What is the purpose of each of these elements?

Correct AnswerverifiedManagement experts stress that to be suc...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Within the strategic marketing process,the ________ is the result of the planning phase that will be carried out in the implementation phase.

Correct AnswerverifiedShow Answer

All of the following were strategic opportunities identified in IBM's 2015 road map except which?

Correct AnswerverifiedShow Answer

Figure 2-2 -In Figure 2-2,C represents the "how" element of visionary organization.This is referred to as the

Correct AnswerverifiedShow Answer

An organization's special capabilities,including skills,technology,and resources that distinguish it from other organizations and provide customer value,are referred to as

Correct AnswerverifiedShow Answer

Which of the following statements would most likely be heard at the functional level of an organization?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Management experts stress that to be suc...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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